3. 1. Introduction.
For the launch of the third Prada phone on 1st of August 2009, our team created a PR
proposal to promote the new release.
At first we must say that this special edition fashion phone is the iPhone’s biggest rival.
Mobile phone giant LG and fashion giant Prada joined their power and produced
the best phone ever candidate, with potentiality to achieve an even higher market
share.
In order to success, the chosen PR strategies and tactics will be fitted to a stylish
female audience within the UK, offering an extraordinary programme as exclusive
and avant-garde as Prada is known for.
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4. 2. Market place.
In order to identify the position of the Prada phone within the mobile market, we will
first analyse the product itself and its competitors.
1) Prada phone
The LG KE850, also known as The LG Prada Phone, is a mobile phone made by LG
Electronics. It will feature WiFi, video and a user-friendly music player and is designed
to compete with the iPhone from both points of view, the optical and technical
aspect.
Features
• Touch Screen
• Wi-Fi
• Music Player
• Video Player
• Camera
• Document Viewer
2) iPhone
The iPhone is an internet-connected multimedia smart phone designed and
marketed by Apple with a multi-touch screen and a minimal hardware interface. The
successes of this iconic phone relies on the image of the brand, the features such as
GPS and of course design, which is what Apple is famous for.
Features
• Touch screen
• WiFi
• iPod (music player)
• Camera
• Video player
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5. 3) HTC Touch
The HTC Touch phone is a Windows mobile 6-powered pocket PC designed by HTC.
Its main, unique feature is a user interface named TouchFLO that detects a sweeping
motion and can distinguish between a finger and a stylus. It has been compared to
the iPhone in the tech media.
Features
• Music player
• Camera
• Video player
• Contact book
• WiFi
4) SONY ERICSSON X1
It is Sony Ericsson's first mobile phone to feature Windows Mobile Device and also has
Java virtual machine that is claimed to have richer set of features than typically
available.
Features
• Touch screen
• Camera with video function
• Videoconferencing
• WiFi
• GPS
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6. 5) NOKIA N800
The NOKIA N800 is a wireless Internet appliance from Nokia. It is not a phone, but
instead allows the user to browse the Internet and communicate using Wi-Fi networks
or with mobile phone via Bluetooth.
Features
• Camera
• WiFi
• Webcam
• Radio
• Internet
• Bluetooth
• Covers most of PC’s features
6) Meizu miniOne
The miniOne is a cheaper alternative than the Prada phone, in terms of the technical
configurations. It also is windows-inclined, but doesn’t feature a rotating display and
visual voicemail.
Features
• Windows
• Camera
• Touch screen
• TV-out
• Photo/video/MP3 compatibility
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7. 7) Samsung Giorgio Armani
Designed by Giorgio Armani and realized by Samsung Electronics, the custom
designed Armani graphics and interfaces alight the touch-sensitive display,
enhanced by a gentle response mechanism.
Features
• Touch screen
• Camera
• Graphical user interface and Audio user interface
• Lightweight
• Java apps (i.e. google map)
• MP3 player
• Internet Browser
8) Hugo Boss F480
Hugo Boss joins the ranks of Giorgio Armani and Prada by obtaining their own
branded mobile phone from Samsung, which is the Samsung Hugo Boss F480. The
‘TouchWiz’ interface wallpapers, and icons have been redesigned in the Hugo Boss
style and there will be a collection of “Hugo Boss Style” ringtones as well as a
Bluetooth headset.
Features
• Touch screen
• Camera
• Video
• Internet browser
• MP3 Player
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8. 3) Brand positioning.
After having analysed the features of the Prada phone competitors and located
their position in the market of design mobile phones with similar technological and
design features, we can clearly see that the Prada phone is the most fashionable.
The iPhone is its biggest rival, whereas Giorgio Armani and Hugo Boss also work with a
high fashion label, but are aimed to a male dominated audience.
To sum up, Prada’s third edition has potentiality to obtain a significant market share.
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9. 4. SWOT.
Strengths
The Prada phone has several features that add to the strength of the product. These
include its unique look and feel accompanied by a mobile operating system, such
as the multi-touch screen. Additionally, it features now WiFi, Video and a user-friendly
music player.
The features are new in the sense of being combined with a fashion brand and
make it stand out from its biggest competitor, the iPhone.
Weaknesses
The Prada phone sells almost at the same price than the iPhone, which is about £
500,00. When purchasing such an entertaining system price is an important factor
that influences your decision. In this case the customers would make their decision
depending on how they identify with the brand.
Moreover, it doesn’t offer the GPS application.
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10. Opportunities
The Prada phone tries to combine both, powerful computing as well as
entertainment and a fashion-statement into one system.
Furthermore, Prada's customer loyalty and high expectations towards the brand
experience they have had in the past, is an opportunity for the phone.
Threat
To target a more specialised audience, which is the stylish contemporary woman of
the UK, could exclude the male audience.
Although the economy is no longer in its volatile stages, the release of the Prada
phone is still in a time where people are cautious of spending money.
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11. 5. Promotions objectives.
Generally, it is our aim to widespread the new Prada phone in the target audience
as much as possible. In detail we set up the objectives as follows:
1) Prada phone to be conceived by fashion media and potential customers as
the fashion version of the iPhone.
2) Press coverage in tech and gadget, lifestyle, music and fashion media.
3) Arise awareness within target audience and educate about the features.
4) Opinion leaders to purchase the phone and spread the product within the
target market.
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12. 6. Key media.
The key media is identified based on our target audience who is the modern and
stylish AB socio-economic group female. They are independent, sophisticated,
glamorous and passionate about fashion and cutting-edge technology. They love
culture, active about what is going on in the media and fascinated about celebrity
news. Therefore aiming at this group we will include in our key media the UK fashion,
lifestyle, tech & gadget and art & music publications targeting the upper market.
Fashion & lifestyle publications
Long lead
• Vanity Fair
• Vogue UK
• Harper’s Bazaar
• Elle UK
• Marie Claire
• 10 Magazine
• V Magazine
• GQ, section: “What She Wants”
• i-D
• Pop
• Surface
• Dazed & Confused
• Wallpaper
• Vivo Magazine (the ultra local
luxury lifestyle magazine)
Short lead
• Grazia
• Financial Times, How to Spend It
• The London Paper
• Metro
• Times
• The Independent
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13. Tech & Gadget Magazine
• Stuff - the world’s best-
selling gadget and lifestyle
magazine. It’s stylishly
designed, wittily written
and packed with reviews
of the latest gadgets, gear
and technology. Stuff is an
education in modern living.
• T3
• Mobile Choice
Art & Music magazine
• Artrocker – music, art and fashion
Associating with these high-end or “cool” publications will confirm and enforce the
image of the Prada 3 phone. Moreover, the publications in these different areas will
cover the audience we want to target from a diverse aspects, especially when this
new Prada phone does not solely represent design or technology, but and a perfect
combination of fashion, lifestyle and technology, which will be adapted by our
target audience to symbolise their cutting-edge styles.
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14. 7. PR strategies.
The general direction, we chose for the launch of the Prada third edition phone is to
associate it with the Italian glamour and sophistication the brand is known for. To
achieve this, we will relate it to the most gathering festivities of the 16th and 17th
century, the masquerade ball.
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15. 8. Messages.
Prada stands for sophisticated and sensual luxury fashion for independent women,
who know what they want and are not afraid of showing off.
As the Prada phone is aimed to an audience that is consistent of fashion leaders,
that like travelling and exploring new things, the message has to breathe both: the
lifestyle that Prada delivers and what the phone has to offer technically.
Another aspect that has to be taken into consideration is what Prada differentiates
from the competitors, especially its biggest rival iPhone. Surely it is the brand Prada
itself, which delivers a modern fashion experience. It is not only about a phone,
produced by a technology-focused company, it is a fashion item.
Therefore our key message is the following:
Wear mobile.
Wear digital black.
Simple. Sophisticated. You.
Be mobile. Be sensual. Be yourself.
In style and in touch.
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16. 9. Tactics.
1) Press lunches, 3 exclusive stories
- music related (Artrockers, strong mp3 player story)
- fashion related (Vogue)
- Technological related (Stuff, story it can compeed with the iPhone)
- event/celebrity related (Grazia) -> in timeline later, lunch one day before
party
2) Press day
- Video show
- No mask ball theme, only simple and clean modern style
- Modern lounge/bar, dominating colour black, silver and white
3) Press lunch with Grazia, exclusive story about party
4) Party
- Mask ball in royal opera house
- Mask as teaser sent out (keep the date)
- Photographs and pictures of guests
- Microsite next day online, only guests have access to the page
- Goody bags: Prada phone bag or headphones or necklace, information
about
- Celebrities and media invited
5) Launch
Sent out to newspapers pictures of the party and tell about the launch of the
product that day
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