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Purchase Funnel

Purchase Funnel. Example from Handheld Product Category. Convergence . DM POSM in alternate channels (banks, popular hang-outs). Social ( GSMArena ) WOM On-ground experiential ATL media. PR Brand amplifiers . POSM Retailers Brand amplifiers. PR Web sites ATL media . FB

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Purchase Funnel

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  1. Purchase Funnel Example from Handheld Product Category

  2. Convergence DM POSM in alternate channels (banks, popular hang-outs) Social (GSMArena) WOM On-ground experiential ATL media PR Brand amplifiers POSM Retailers Brand amplifiers PR Web sites ATL media FB WOM Inspiration Option Envisioning Research & comparisons Pre-purchase prep Purchases Post-purchase experience sharing Envy Functional Boredom/ Cosmetic Card or cash Purchase companion Purchase location Search Retail visits Friends Colleagues Experiential from Peer Friends Colleagues Group visit Several outlets Touch n feel In shop From abroad Cash Card

  3. Convergence Inspiration Option Envisioning Research & comparisons Pre-purchase prep Purchases 1. Push SMS to Champs/Rex database after a year 2. Customers waiting for software upgradation or any other service to be given a demo on upgraded handsets 3. Planted brand amplifiers in univ campuses to make ppts with Samsung HHP, create WiFi zones from where students can browse/chat/play/listen to music from Samsung HHP; these activities can be turned into contests with Samsung HHPs as rewards 4. PR leverage on campus activities in official FB page, youth supplements in dailies 5. FB and GSMArena ads 6. Sponsorship of youth events or creating youth events (photography, contemporary art, music, fashion) Retailer speak In-store product demo POSM Periodic CP offers on purchase Ads on FB, GSMArena, news portals Print ads – dailies, campus newsletters Activation in SES, SIS, univ campuses to attract potential customers – e.g. movie screening on G Grand; lucky dip on eve of Eid holidays (small give-aways); gigs by youth bands on Friendship Day/Week Paid blogs Ads on FB, Google, GSMArena, news portals Booths in univ campuses with brand amplifiers showing range of Samsung handsets with complete demo, leaflet handout Mall activation for product experience Brand amplifiers in select corporates to give demo and product leaflet – rewards for those who can get their colleagues to choose Samsung Print ads DM with bank statements, telco operators’ bills, broadband/WiFi operators’ bills Menu card branding or table mat branding in food joints Leaflet handouts in malls targeted specifically toward groups of youth Retail POSM Post-purchase experience sharing Post-purchase leaflet with FB link to comment on brand experience and participate in online contest Planted experience stories in dailies and non-Samsung web sites Brand amplifiers to spread WOM

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