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Strategic Marketing Plan for QUE eReader by Plastic Logic

This document outlines the strategic marketing plan for Plastic Logic's QUE eReader, designed to increase consumer awareness and usage among young business professionals. It includes comprehensive situation analyses covering the eReader market landscape, competitors like Sony and Amazon, and the unique advantages of QUE—such as its thin and flexible design. Key objectives aim to boost consumer awareness from 31% to 66% and generate a purchase rate of 15%. The plan details targeted marketing strategies, budgeting, and creative execution aligned with its brand vision.

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Strategic Marketing Plan for QUE eReader by Plastic Logic

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  1. QUE ReaderPlastic Logic Communications Plan November 26, 2009 Scott Lemire Elyse Danchuk Craig Musselman SteffanJanssen Prototype Video

  2. Executive Summary Executive Summary

  3. Situation Analysis Situation Analysis • Plastic Logic as a Company • Cambridge University • Polymers and Electronics • eReaders • What are they? • Who sells them?

  4. Situation Analysis Situation Analysis • Competitors • Sony • Amazon • IREX • Advantages • Thinner • Flexible • Business Focused

  5. Situation Analysis Situation Analysis • Market for eReaders

  6. Situation Analysis Situation Analysis • Market for eReaders

  7. Situation Analysis Situation Analysis • Market for eReaders

  8. Situation Analysis Situation Analysis • Market for eReaders

  9. Situation Analysis Situation Analysis • Who will buy the QUE? • Young Business Professionals • 25-40 • Average to above average income • Highly motivated • Tech savvy

  10. Situation Analysis Situation Analysis • SWOT Analysis

  11. Objectives Objectives • Primary Objective • Increase Consumer Awareness • 31% to 66% in one year • Secondary Objective • Increase Trial Usage and Purchase Rate • Purchase rate from 0% to 15%

  12. Budgeting Budgeting

  13. Strategy Strategy • Plastic Logic = eReaders • Making Plastic Logic “THE” name in eReaders • Slice of Life Ads • Malls • PATH – Toronto • Business Magazines • Partnering with WestJet • Trade Shows • Website

  14. Creative Execution Creative Execution

  15. Media Execution Media Execution

  16. Evaluation Evaluation

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