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In: Business and Management

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Samantha Bond
Advertising & Promotion Final Exam
December 8, 2013 A. Mission Statement: “In all our business operations, we strive to play an integral role in society, sharing its values and working to create new value to help people around the world have healthier and more fulfilling lives.”
There are numerous products within the Olympus Corporation. In order to help benefit the company I believe it would be in their best interest to have at least two separate mission statements: the one shown above and one specifically regarding their electronics. When navigating throughout the company’s website I initially thought I was looking up the wrong ‘Olympus’ due to their lack of product line display. I had to reroute to a website within their electronics, which lacked a mission statement. It would be beneficial for consumers to read about exactly what they are looking for within the company, such as a camera. 1. Target Market
The target market I hope to reach is within an already existent electronics company. At this point it is unrealistic to reach consumers as individuals. It is extremely rare to find someone who carries around a camera AND a smart phone, with a camera already built in. My plan is to target those smart phone providers: Apple. The iPhone phase is rapidly diminishing. One of the contributing distributors is the inability to compete with other smartphone cameras. Since Olympus has been around 1030’s the company has flourished, inside and outside it’s electronics department. I strongly believe this goal is realistic and give their reputation the boost it needs to take on another year.

2. Brand Story
Olympus contributes their tradition of quality manufacturing to the development of its microscope. Starting in 1934 Olympus continued this tradition by the development of camera lenses. Two years later their first brand of lens was introduced. Since then seven lenses total have been released by the brand. Besides their success in the camera industry, Olympus is also the world leader in research and clinical microscopes. They created the first practical camera in which allowed doctors to look inside the human body. The core business areas of Olympus include: Medical and Surgical Products, Life Science Imaging Systems, Industrial Measurement and Imaging Instruments, and Cameras and Audio Products.

3. Advertisement & Media
My plan within the advertisement and media goes a few different ways. Since Olympus is already partnered with healthcare providers I think it would be important to provide a commercial based around their innovative technology around the world. The average consumer would not have knowledge on how powerful their products have become in the healthcare industry. Some tag lines may include ‘Changing lives”, “Providing a look into the future”, “Use what the professionals use”- this tag line would root from surgeons using the technology to pin point/save peoples’ lives within surgeries, showing a glimpse of how clear and practical the view is for surgeons when providing healthcare. This would give the average consumer a look into how developed Olympus’ lenses really are. The second advertising approach would include Apple, which I will go into further detail next.

4. Co- Partner
As mentioned above it is not practical to target the individual consumer. This has lead me to believe that the productive route is to target Apple. Becoming the sole provider of the cameras built into the Apple products would benefit this company exponentially. By doing so, both Apple and Olympus would benefit. Apple products would launch a new camera which would improve their brand and Olympus’ brand recognition would sky-rocket. It is potentially a win-win situation for the companies.

5. Product Placement
The focus of this transition would be primarily up to the distributors of Apple products. I would like to see this change within the iPhone, iPad, and iTouch- along with other members of Apple technology. This would be displayed in Apple stores along with and distributing factors.

6. Vertical Markets
Olympus is already a well-known brand in the healthcare industry and I would like to continue that brand recognition as well as entering into the Apple company.

7. Price
I am unsure of the pricing when partnering with an already existing corporation, but Olympus should not expect anything less than they are worth. It is an accomplishment to be known as well as they are in the healthcare industry, along with providing some of the first cameras in the world.

8. Packaging
I think it is important to continue packaging Apple products the same way they have been packaged. Apple already has strong brand recognition so there is not a strong need to change that.

9. Distribution Channels
I plan to introduce the new camera into stores such as AT&T, Verizon, Sprint, Apple, Best Buy, etc. This will allow the media and consumers to become aware of this updated product.

10. Public Relations & Ethics
Free publicity is what this improved product is going to need. Via Twitter and the Apple websites I plan to organize a competition in order to win a new and improved iPhone- such as a test run. This will provide further consumers a look into how the camera quality has been improved.

11. Competition
As of right now, the market leaders include Canon, Sony, and Nikon. Sony is the current supplier of camera in the Apple products. It is important to understand and acknowledge competitor’s success, but it is equally as important to acknowledge their weakness. Sony is not providing quality service to Apple product consumers; this is where Olympus has an opportunity to benefit from that.

12. International
Olympus is available around the globe and I plan to continue that availability. Apple products are also available internationally, so we would have to work together with the company in order to further expand our customer base.

13. Launch Schedule/Timing
I believe it is important to provide a press release prior to a consumer release. I would like to notify the press two months prior to the new Apple products entering the market. After proposing the idea, I would also like to provide the release to the retailer willing to bid the highest. For example: the iPhone was released to AT&T before Verizon was given the opportunity to sell the product. This would be similar. Upon the highest bidder accepting the release, other companies would have the option to expand their products as well – providing Apple products with the new and improved Olympus cameras. The timing would be ideal before a new year, perhaps ‘rumors’ provided within social media around November 2016 upon the release on January 1st.

14. New Slogan or Old One
In order to benefit both companies a new slogan is needed. This new slogan would focus in on the new look provided by the Apple products, thanks to Olympus. Olympus is a trusted brand which has been around for almost 100 years. It would be important to incorporate its strong brand recognition, along with the sleek look of iPhones.

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