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Roadshow
A proposal to Siemens Vietnam
Date: Sep 12, 2003
Agenda
Siemens Brief
Proposal
• Concept
• Project Implementation
• Cost & Benefits
• Next steps
SIEMENS BRIEF
Background
Objective
Venue/Timing
Background
Siemens brand is already well known in
Vietnam mobile phone market.
M55 is a good product with stylish design
and superior features, yet has been sold
without enough marketing supports.
Siemens now wants to enhance PULL
strategy at premises of target consumers to
support selling through.
Objectives
• AWARENESS: Bring Siemens M55 to
consumers in a friendly and joyful way.
• SELLING SUPPORT: Encourage M55’s
desire, increase M55’s purchase at the
outlets.
Venue/Timing
Venue:
• HCM City
• Hanoi
Timing: 2 weeks
• October, 2003
PROPOSAL
Concept
Project
Mechanics
Cost & Benefits
Next steps
Concept
Using “hop-around” roadshows to create “talk-of-
the-town” about Siemens M55 as “Siemens -
Scorpion” (Siemens Bo Cap)
Targeting consumers at office buildings and
entertainment places (eating, drinking outlets)
Techniques: attractive models giving leaflets and
promotional gifts.
BRING EXCITEMENT
AND CURIOSITY TO
TARGET CONSUMERS!
Project implementation
“M55 Ambassador team”: 2 pretty girls and
2 boy a team (selected cool and pro-active
models)
• 2 Teams working 2 weeks in HCM City.
• 1 Teams working 2 weeks in Hanoi.
Target 3 sites/day. Total 108 shows during
the campaign.
How do they work?
Biz Solutions will select sites,
negotiate with site owners for
permission.
Team leader will come first to pave
the way, then Ambassador Team will
come to start promoting by:
• Distribute leaflets
• Give away promotional items
How do they work? (cont.)
M55 trial game:
• Phones are installed in standee to avoid thief.
• Any consumer can try using M55 to dial a
number.
• M55 Ambassador Girl will play “head-or-tail”.
• If the last dial digit is odd, and coin is head,
then consumer win a promotional gift.
Note: although we can give away without
lucky chance, but this game creates
curiousity and the desire to try dialing,
calling to win a gift. This creates “crowd”
and “noise” for awareness.
Materials / Tools
Standee for holding/keeping phones.
“Scorpion” uniform for Ambassadors.
“Scorpion” mock-up to communicate.
Leaflets.
Promotional Gifts
Van for transporting team
Typical ambassador team
• Team: 2 beautiful
girls, 2 boy
• Uniform: Siemens
Scorpion branded
• Van: Toyota 7
seats with
Siemens M55
branded
This picture is just
for illustration
only.
Biz Solutions’ Services
Concept
Creative (uniform, branding tools, game
tools…)
Production
Ambassadors hiring and training
Car renting and Car branding
Licensing
Site dealing
Photograph taking/video recording
Stock management
Report and Feedback
Cost
Note: gift cost is included.
Roadshows Amount
Number of shows in 2
cities Hanoi and HCM 99 shows
City
Total (without VAT) USD 15,269
Benefits for Siemens
Benefits:
Estimated 90 consumers to be approached at each
site. there will be about 10,000 target consumers
approached by M55 ambassadors
About 50,000 consumers will know via word-of-
mouth.
M55 will be remembered in a lively and friendly
way, with SCORPION in consumers’ mind.
This will result in significant sales increase.
Next steps
Siemens to consider and approve
proposal.
Biz to proceed on creative and
production.
THANK YOU
And looking forward to
being part of your SUCCESS