Question: Given the elderly target for the new phones, explain TWO promotional channel you would utilize to communicate the features of the phone to them. Give justification for the promotional channels that you have chosen.
Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
Question: Given the elderly target for the new phones, explain TWO promotional channel you
would utilize to communicate the features of the phone to them. Give justification for
the promotional channels that you have chosen.
Case: Smartphone Makers Targeting Elderly
AS smartphone giants Apple and Samsung battle for the wallets of tech-savvy youngsters, a growing
number of manufacturers is trying to lure a fast-growing new market: their grandparents.
Handset makers at the world's biggest mobile fair in Barcelona, Spain, showed off a slew of new devices
aimed at the hundreds of millions of older people put off by the complexity of the latest iPhones and
Android-powered smartphones. One of the leaders of the segment in Europe, Austrian firm Emporia,
launched a new handset, the Emporia Connect, at the February 24-28 Mobile World Congress.
The sleek-looking black and silver flip phone is designed not to be "stigmatizing" yet easy enough for
older buyers to use, said Emporia's general manager for France, Christophe Yerolymos. It has a keypad
with larger numbers and an emergency button that will send an SOS along with data pinpointing the
location of the phone.
The phone features a system called Emporia Me, with an array of remote control features for the owner's family, allowing a child or grandchild to check the device's location, battery status, or ensure
the volume is up.
While it is not a smartphone and has no mapping service, it does have an orientation feature that lets
a user push a single button to get turn-by-turn audible instructions for returning to a car while on a
shopping trip, for example. "Emporia is a company in growth, strong growth, even in the heart of the
economic crisis we're in at the moment in Europe," said Yerolymos.
Japan's Fujitsu rolled out a European version of a smartphone for seniors, the Stylistic S01, which was
first launched in mid-2012 in Japan where it lured buyers from a wider age range than the group
anticipated, from 45 years upwards.
It is an Android-based smartphone with large, simplified icons, and a "family alert" button that will send
a message along with geo-localization data.
But, it also has an unusual touch screen that will only respond when the user presses a bit harder so as
to avoid launching applications by mistake, said Fujitsu Europe-Middle East-Africa
Product Marketing Director James Maynard.
"You can actually pre-touch and then when you know which button you want to press, you can exert a
little bit more pressure," he said. "It's made to grow with you. So as you become more confident, you
naturally will exert more pressure on to the device. It's a stepping stone from a feature phone to a
smartphone and using a touch panel for the first time."
Kapsys, a French firm, showed off its SmartConnect handset aimed at seniors. The firm is in discussions
with operators, including Orange, and is hoping to launch the device for about 400 Euros ($520) in
Europe in June and then in the United States by the end of 2013, said chief executive Aram Otterman.
The SmartConnect boasts familiar features for the market: large icons, text in large characters, remote
access for family members, and also an SOS button with geo-localization.
But it also incorporates a digital magnifier, enabling the user to roll the phone over text to facilitate
reading, for example. The phone is rich in voice command functions, too, allowing the user to avoid
fiddly buttons.
"Seniors today are used to having access to technology. As they get older they will want access to the
same functions, the same technologies," Otterman said. Kapsys estimated the potential market for the
telephone at 600 million people, he said. "Our goal is to capture one per cent of that market by 2022."
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