Wednesday, October 15, 2014

Report

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.

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