1.
Introduction
The
purpose of this project is to release the first smallest wireless scanner in
the world “PocketScan” in Malaysia. In this project, we have to come out with a
full campaign which includes the pre-launching, launching, post-launching event
for the PocketScan in Malaysia. This project we have to purpose a series of
ideas and opinion for the event to be successful.
The
first smallest wireless scanner “PocketScan” is a product create by a company
named Dacuda which is small, smart, convenience and easy to use. It is
compatible with most devices with requirement. With Pocketscan, you can scan
anything and any size you want anytime and anywhere.
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2.
Company and Product Description
2.1
Dacuda
Company Dacuda is a Swiss software company which offer
unique content capturing technology based on real time image processing. It is
supported by Swiss government’s innovation promotion agency CTI, ETH Transsfer,
Venture Lab and the MIT Venture Mentoring Service. Dacuda was establish in 2008
as a spin-off company from ETH Zurich.
Dacuda’s own a SLAM Scan® technology which can fast
data entry of text and images, instant editing and easy sharing of contents. It
also can carry out into any device that embeds a camera. The world’s first
Scanner Mouse and leading smartphone are creates by Dacuda’s technology.
2.2
PocketScan
The first smallest
wireless scanner “PocketScan” is a product create by a company named Dacuda
which is small, smart, convenience and easy to use. It is compatible with most
devices with requirement. With Pocketscan, you can scan anything and any size
you want anytime and anywhere.
With the Dacuda
SLAM Scan® technology, the PocketScan have unique and patented real-time image
processing software which allow you to create beautiful scans and also turns
text and tables into instant editable content. With the experiment and
improving, PocketScan works even in bright sunlight or low-light place, which
still produces consistent, clear and high quality outcome. The robotics
algorithms ensure true what you see is what you get impressions of scans.
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3.
Competitor Details
3.1 Pocket Scanner
by Itunes
Pocket Scanner by Itunes is a device application own
by Itunes which is apple store. It provides the ability to convert scans to
PDFs instantly and efficiently. After getting the documents or scan you want,
you can share it as multi-page PDF or JPEG files by email, Evernote, Dropbox,
GoogleDocs, Box, SugarSync, Mydisk.se, FTP/webDAV and etc.
You can capture, digitalize and even record
information at your fingertips with Pocket Scanner. It also optimizes the
resolution of the scan results by auto-detect edges, which provide enhanced
image processing and also remove the shadows of your scans. PocketScan can also
scan the existing QR code and direct you to the file and download it right
away.
3.2
Hyundai MS10S Pocket Scan Silber Scanner
Hyundai MS10S Pocket Scan Silber Scanner is a product
which can scans up to A4 size which include documents, books and newspaper. It
has to works with 2 AA batteries. This Pocket Scanner has own 16GB MiscoSD
memory card which provide you the space to save your scans. Before scanning,
you can choose between a scan in black and white or colour. This PocketScan
will turn off automatically in saving energy.
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4.
Case Study Table
Case study table is to analysis the following
products: Pocket Scanner by Itunes, Hyundai MS10S Pocket Scan Silber Scanner
and PocketScan by Dacuda. It is create based on the details given by the
products. Every of the products have their own strength and weakness. These
three products can reduce paper consumption that which will protect the trees
from being cut down a lot. Under comparison, PocketScan has the best feature
and functions which will be the best choose for consumers.
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5.
Proposal
Title
Selling
of the World smallest wireless scanner - PocketScan
Propose Tagline
“The Future In Your Hand”
Aim
The
aim of this project is to release PocketScan in Malaysia
Objective
1.
To attract consumers’ interest by launching a PocketScan event in
shopping malls
2.
To promote the benefits of PocketScan in
Malaysia by using advertising strategy
Market Issues
1.
The image resolution is low (ITunes
Pocket Scanner)
ITunes Pocket Scanner
has low image resolution that is not beneficial to users because it cause
difficulties in reading for users.
2.
The battery life of the scanner is not
rechargeable ( Hyundai Silber Scanner)
The Hyundai Silber
Scanner is using 2AA battery which is non-rechargeable. This causes a lot of
wastage and it is not eco-friendly.
3.
The scanners can only be connected to
devices using USB cable (ITunes Pocket Scanner and Hyundai Silber Scanner)
This is not convenient
to users.
4.
There are limited functions on scanner
in the market (ITunes Pocket Scanner and Hyundai Silber Scanner)
The scanner in the
market such as ITunes Pocket Scanner can only take pictures or images and documents,
while Hyundai Silber Scanner and PocketScan can scan other things such as leaf,
road, fabric texture and so on. Other than that, PocketScan can also translates
and pronouns the text you scan.
Product Issues
1.
The PocketScan does not have internal
memory.
The PocketScan does not have internal memory which user cannot save the
image without device. It directly
connects to device to scan and view at the same time. Without the device,
PocketScan is actually useless.
2.
The price of PocketScan is too high.
The PocketScan is quite expensive as compared to Hyundai Silber scanner
and ITunes Pocket Scanner due to its multifunctional features that are absent
in the others two scanners as well as the rest in the market.
Proposed
Solution
The company can insert a design of internal memory for
PocketScan so that user can just bring the PocketScan around and store their
scanned media. This helps in improving user-friendliness and conveniences for
kid whom does not own a phone to bring around. With the internal memory
PocketScan, user can instantly scan and save the text or images for later use.
Target Audience
Education
field – Children (6-12 years old)
Children
can learn the pronunciation of the word easily because the PocketScan helps to
scan the word and pronouns the word out from the device. The PocketScan can
also help to translates up to 30 languages, allowing the kids to learn many
others language with just a scan. Besides, children can take pictures they like
with instant scan and save them in the device to keep or even as a reference
for drawing or homework. PocketScan can teach kids word one by one, which also
helps the kids to be independent on learning by themselves. Everything goes
quick and easy with PocketScan.
Advertising
Strategy
1.
Event-based
Advertising
Beta version of PocketScan event
Launch a Beta try event on PocketScan in a hall of a shopping mall for
example Mid-Valley Mega Mall, Gurney Plaza, KSL City Mall, The Spring Mall and
so on. This beta try event is to let the public to try using the PocketScan
features and understand the product more clearly.
Scan and win Contest
Launch a series of kid games with PocketScan for kids to join. This
event will promote the features of the PocketScan. Kids who win the games will
be given prizes.
2.
Promotion
Package
Promotion
package such as buy 3 free 1 module or so on.
Print Media
Material
Print media
material which is outdoor advertising such as poster, billboard, teaser, flyer,
advertisements, etc.
Social
Networking Platform
Share the
product promotion packaging online via Facebook,Twitter, Instragram and so on.
Design
Approach
As to launch PocketScan in Malaysia, advertising is a
very important role in making the launch successful. A full campaign with
social engagement will be launch for everyone in Malaysia to know what
PocketScan is. First, stick program is use to let customers keep in touch with
us which they will get bonus from time to time. Then, event will be launch
which is social engagement with customers for them to understand the product
better. Follow up by advertising strategy which will spread the benefits and
features of PocketScan.
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6.1.2 Idea Generation
1.
Promotion
Strategy
Promotion strategy example: buy three free one or
discount given on the products are one of the way to sell the product.
2.
Social
Engagement
Social engagement likes held an event for customer and
users to understand the product better.
3.
Sharing Strategy
Sharing contest and events can be held for everyone to
join, when they share more people will know the product.
4.
Advertising Strategy
Advertise the benefits and features of the PocketScan
to all around Malaysia.
5.
Digital Marketing
Send email or post online to attract the attraction of
public.
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6.1.3 Pre-launch
Event
First, a teaser advertising will be release on every
Sunday on 19th, 26th of October, 2nd, 9th
of November for users to scan the QR code to get the PocketScan Application. The
PocketScan application have it own translate and pronounce function, photo
library which keep pictures privacy and custom-make function for user to
fulfill their wish of making their own PocketScan. Besides, icons (markers) are
release on every Monday,Wednesday and Friday start from 20th of
October for one month for everyone to follow up us, whoever keeps in touch with
us will get the bonus gift given by us. There will be 3 icons release a week
for them to get a series and get the bonus.
There will be a PocketScan Mock up on the street for
everyone to try it. Passengers can try some of the function and feature of the
PocketScan on the street. Facebook Page will be update with info and news for
user to follow up us.
6.1.4 Launch Event
There will be an event launch in shopping mall in
whole Malaysia on 15th and 16th November for everyone to come
and join. Kid game will be held to let parents understand the benefits of
PocketScan towards kid. Every parent will noticed that PocketScan are good for
their kid and buy one for them to learn better and fast for a better future. Prizes
will be given to kid that win the game. There will be a big screen showing the
features and benefits of PocketScan.
6.1.5 Post-Launch Event
After the launching event, referral reward will be
given to those who introduction buyer to company. Besides, hashtag event will
be held for everyone to join to win prize. With the hashtag event, PocketScan
will go around the social networking field widely.
Advertising strategy which spread around the features
and benefits of PocketScan play a important role in attracting customers. Now
day, digital marketing and advertising very important because sharing go wider
then we think it will. With some promotion the sharing will go even wider.
