HUAWEI nova 2BTL RETAIL STRATEGY PROPOSALHQ Retail Mgmt Dept.
EXPLORING THE MARKET: PRODUCT PERFORMANCE REVIEWPROJECT BACKGROUND2
3HUAWEI nova PRODUCT PERFORMANCE PROJECT BACKGROUND
HUAWEI nova: WEU RETAIL PERFORMANCEHUAWEI nova has a strong exposure and presence within retail environment sharing touch points with P9PRODUCT PERFORMANCE4
PRODUCT PERFORMANCENOVA 1: WEU RETAIL PERFORMANCEHUAWEI nova : WEU RETAIL PERFORMANCEConsistent use of KV across all retail touchpoints5
6HUAWEI nova : RUSSIA RETAIL PERFORMANCEIn Russia, experience counter mostly uses counter display with table card due to small retail environment, function card is helpful to help vision standoutPRODUCT PERFORMANCE
7HUAWEI nova : GERMANY RETAIL PERFORMANCEIn Germany, counter card, function cards, window sticker, leaflet holders and totem are regularly used throughout the retail environmentPRODUCT PERFORMANCE
HUAWEI nova : EVENT (CHINA)Events in China differ from overseas focusing on photography KSP and celebrity endorsements to promote nova Series. 8PRODUCT PERFORMANCE
PRODUCT PERFORMANCEHUAWEI nova GLOBAL PERFORMANCE SUMMARY9Russia adapted global KV whilst China leveraged celebrity KVGermany’s use of product KV is consistent across all channels, touchpoints and materials
PRODUCT PERFORMANCE (CHINA & OVERSEAS)SAMSUNG GALAXY A5PROJECT BACKGROUND10
PROJECT BACKGROUNDGALAXY A SERIES 2016 WEU11Galaxy A 2016 shares retail touchpoints with flagship S7, no specific KSP / feature / lifestyle communication
GALAXY A SERIES 2016 WEU POSMMost retail communication promotes the camera tech and design 12PROJECT BACKGROUND
PROJECT BACKGROUNDGALAXY A SERIES 201713
GALAXY A 2017 MALAYSIA / PH EVENT & ACTIVATION142017 A Series heavily features waterproof function and new peach and blue colourPROJECT BACKGROUND
PROJECT BACKGROUNDGALAXY A 2017 TAIWAN / SINGAPORERetail accessory collaboration with line has extended A Series across different retail channels and complementary categories 15
PRODUCT PERFORMANCE (CHINA & OVERSEAS)PROJECT BACKGROUNDVIVO V516
VIVO V5 - MALAYSIALeverage celebrity endorsements and focus on the front camera selfie with soft light function - similar to the China market17PROJECT BACKGROUND
18VIVO V5 - MALAYSIAATL KV is used throughout pop up store and roadshows. Other props include mascot and promoters with balloonsPROJECT BACKGROUND
19COMPETITOR PERFORMANCE SUMMARYPROJECT BACKGROUNDCOMMUNICATING PRODUCT SUPERIORITY TO DIFFERENTIATE IS INCREASINGLY DIFFICULT HUAWEI nova A Series 2017Vivo V5HeadlineThousands of shots, one single chargeA curvy body to hold and beholdPro Selfie Camera “Perfect Selfie”KSP16MP Camera / Large Battery16MP Camera / Waterproof20MP CameraDifferentiation Camera / Design / BatteryCamera / Waterproof / Design“Soft Light” Front Camera
STRATEGIC MISSION20CREATE A HOLISTIC CAMPAIGN FOR HUAWEI nova 2 THAT DRIVES AWARENESS, ENGAGEMENT AND PURCHASE IN RETAIL
CREATE A HOLISTIC CAMPAIGN FOR HUAWEI nova ...
