Marketing Plan- Create brand awareness for App LINE

1. Laurel Schwaebe
Kunpot Suriwong
Wenwen Cao
Kraiwut Nuchpramool
Stephen Ward

2. Overview
Customer
Analysis
Objectives Strategies Implementation
Company Overview
LINE Corporation is a Korean company that expanded quickly in
Japan, Thailand, Malaysia, Philippines.
Product
LINE, LINE Game, LINE Camera, LINE Brush, LINE Tools,
LINE Card, LINE Card, and LINE Band.
LINE’s core product is LINE app that allows
customers to chat, call, VDO call, and send stickers
without charge.

3. U.S. Market Overview
Overview
Customer
Analysis
Objectives Strategies Implementation
0
50
100
150
200
250
300
350
400
450
500
10
50 50
500
Users (Millions)
User (Millions)

4. Segmentation
Overview
Customer
Analysis
Objectives Strategies Implementation
5%
13%
16%
18%
24%
11%
13%
Prodigies
Tribals
Personals
Pragmatists
Browsers
Occasionals
Talkers
Prodigies
prodigies are constantly
connected and the first to
adopt new technology.
Tribals
hyper connected, are heavily
influenced by and strong
influencers of others through
social media.
Personals
mobile savvy consumers who
prefer direct messaging over
social media.
Pragmatists
pragmatists use their phones
primarily to stay on top of
work and home.

5. Target Market Characteristics
- Male and female
- Ages of 13 to 32.
- Tech savvy, interested in cultural icons such as musicians, sports
teams, and television shows.
- Smart phones are a part of their daily lives.
Overview
Customer
Analysis
Objectives Strategies Implementation

6. Consumer Decision Process
Customer
Analysis
Objectives Strategies Implementation
Compare features of each application by looking from review,
advertisement, and word of mouth.
Search for other options on Applestore or Playstore :
Wechat, Whisper, Whatasapp, Vine, Tinder, Snapchat, Kik,
facebook messaging
Need an alternative to FB and Whatsapp with more privacy, new
games, different features, and entertainment.
Problem
Recognition
Information
Search
Alternative
Evaluation
Elaborate information and consumers want to try the application.
Purchase
Decision
Make more friends on app, share with others, use games, etc,
continue to use if satisfied.
Purchase
Decision
Overview

7. Customer Analysis (CBBS)
Customer
Analysis
Objectives Strategies Implementation
• Consumers pay less attention to information but more on
peripheral cues.
• Consumers are interested in cultural icon such as singers, actor,
actress, and online celebrities.
• Consumers consume media online.
• Television show is another channel that they consume.Exposure
Attention
Cognition
• Consumers develop attitude based on the message and
peripheral cues.
Attitude
Overview

8. Customer Analysis (CBBS)
Customer
Analysis
Objectives Strategies Implementation
• Consumers download the application from Appstore or
Playstore.
• Consumers make decision according to their friends, reviews
and influencers.
• Consumers will retrieve the brand from peripheral cues or key
message that have been repeated.
Retention
Decision
Trial
• Consumers who are satisfied will continue to use the application
and invite friends to be a part of their community.
Post-
Purchase
Overview

9. Laddering Technique
Social media, Free call, chat, game, camera, stickers, voicemail
Privacy, trendy, communication, connection, social connectivity,
updates news
Pleasure, social-recognition, friendship, belonging, self-esteem,
community, a part of user life
Terminal Value
Functional Consequences
Concrete Features
Customer
Analysis
Objectives Strategies ImplementationOverview

10. Marketing Objectives
To increase customers base from 10 million users to 20 million
over the next year.
Become a top 20 apps on Appstore and Google Play)
Create brand equity
• Create brand awareness (LINE becomes a brand in consumers’ evoked sets)
• Consumers associate LINE not just a chatting application, but also a lifestyle
brand that connects consumers through social applications and activities.
• Create brand loyalty - Consumers welcome new products from LINE, Consumers
have a sense of community, return for connections and relationships
Overview
Customer
Analysis
Objectives Strategies Implementation
2
1
3
LINE
Katy
Perry
Free
games
Privacy
Hang out
with friends,
parties, and
concerts
StickersSelfie
Free
Trendy
Lifestyle
Lifestyle
activities

11. Strategies (CBBS)
Each tool will apply both central and peripheral route to get
consumers to think of LINE
• Katy Perry and her concert will get consumers’ attention
• Billboard in Time Square
• Contest will get consumers attention to join
• Online advertisement (youtube, Hulu),
• Celebrities and Youtubers’ channels
• Event (Concert)
• Public relation
• Billboard
• contest (LINE Selfie contest)
Exposure
Attention
Cognition
Consumers perceive that LINE is not only a chat application, but
also as a brand that connects to their daily lives through channels
above
Attitude
Overview
Customer
Analysis
Objectives Strategies Implementation

12. Strategies (CBBS)
Download free of charge.
• Create a special edition stickers for new users.
• Use Online celebrities to persuade consumers to try out.
• Repetition.
• Peripheral cue such as Katy Perry and LINE Character will
remind consumers.
Retention
Decision
Trial
Official account to communicate and engage customers.
Post-
Purchase
Overview
Customer
Analysis
Objectives Strategies Implementation

13. Strategies (CBBS&CDP)
Overview
Customer
Analysis
Objectives Strategies Implementation
Problem
Recognition
Information
Search
Alternative
Evaluation
Decision Post-
Evaluation
Exposure
Attention
Cognition
Attitude
Retention
Decision
Trial
Community
Loyalty
Online Ads &
Billboard
Public Relation and
Celebrity endorsement
Online Celeb Influencers
LINE official
account
Free stickers
Online Ads &
Billboard
Event Marketing

14. MECCAS Model
Laddering Research
Driving Force
Digital Communication = close
friendship and entertained lifestyle
Leverage Point
A young person looking to
communicate with friends and stay in
tune with other lives using LINE
Consumer Benefits
- Connection between a peer
- Have fun
- Belong to a community
Message Elements
- VDO Collage, friends, games, LINE
call, LINE chat, other apps
- People interacting, win prize,
connect with celebrities, and exclusive
contents
Execution Framework
Collage depicting Katy Perry
sending messages to her fans
through LINE. In receiving
these messages, her fans are
pleased and post statuses on
the LINE dashboard about
talking to Katy Perry.
Following this, the ad flashes
back to Katy Perry playing
games and inviting her
friends and fans. The ad
concludes by zooming out to
view on collage of everyone
enjoying using LINE. Finally,
the sentence “LINE more, Be
Closer” appears.
Elements of Advertising/Brand Strategy
Terminal/Instrumental Value
Psychosocial & Functional
Consequence
Concrete/Abstract Attributes
Elements of Creative
Strategy
Social connection between
friends, Happiness in games
Social, Communication with
many people at once, Sticker,
Games
Belonging, friendship,
pleasure(games), a part of user
life
Overview
Customer
Analysis
Objectives Strategies Implementation

15. Implementation IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Online
Advertisement
Official
Account
Stickers
Billboard
Public
Relation
Event (Concert
and Contest)
Celebrity
Endorsement
LINE More, Be Closer

16. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Celebrity Endorsement : Katy Perry
Objective
- Create high Awareness
- Gain customer base
- Positive peripheral cue
- Represents lifestyle aspect of the
brand

17. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Advertisement on Youtube and Hulu
Objective
- Exposure
- Attention
- Cognition
- Attitude
- Retention
Idea
- Collage shows celebrities and online
celebrities using LINE features to
connect with each other.

18. Implementation
Overview
Customer
Analysis
Objectives Strategies Implementation
Outdoor (Billboard in Time Square)
Objective
- Create exposure
- Grab attention

19. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Event Marketing (Contest)
Objective
- To get consumers attention
- Engage consumers to the brand
Idea
- Compete in selfie challenge with LINE selfie
application to win a tour to LINE X Katy Perry
concert.

20. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Event Marketing (LINE X Katy Perry Concert)
Objective
- Grab attention
- Develop lifestyle attitude
(LINE is not just a chat
application)
- Influence download
Idea
- Use product placement
during this event

21. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Public Relation (Website)
Objective
- Exposure
- Get attention
- Make LINE a brand in the consideration set
(Cognition)
- Influence consumers to use LINE

22. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Public Relation (Online celebrities and bloggers)
Objective
- Provide information about LINE
- Influence consumption
- Make consumers decide to try out

23. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Sticker Limited Edition
Objective
- To influence decision and trial

24. IMC
Overview
Customer
Analysis
Objectives Strategies Implementation
Official account
Objective
- Communication channel
- Engage and create community

25. Overview
Customer
Analysis
Objectives Strategies Implementation
Evaluation : LINE More, Be Closer
Brand
Awareness
Brand
Association
Brand Loyalty
1. Marketing Research
2. Check
consideration set
Ask consumers to write
down brand
associations
Application Analytics to
track loyalty

26. Q&A