1. 0 Introduction Company Background Casio is a company that creates and manufacture technology product. Since 1949, Casio has developed their first calculators, and Casio is not only developing electronic calculators but in 1954 Casio have involve in to the watch industrial. From 1954 until today Casio has entered to watch industrial for 59years, and because of the technology advance nowadays, Casio has develop the new product call “SmartWatch”. (Casio, 2013) 1. 1 SmartWatch (Main Features& Benefits) The reason Casio develop this watch is nowadays the criminal case in the world is increase.

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The feature of SmartWatch is as bellow: Personal Safety Tracker| * When the users facing criminal situation such as kidnapping, this SmartWatch which has connection to the police station, enable the user to send out their current location by activating the emergency tracking button. This is very useful and convenient whereby user can manage to make the first emergency help to ensure for the police to arrive in the scene in time without wasting time to search for the location. * As for the parents, they could track their lost children through this feature effortlessly.

This able to benefit for the parents to ensure where exactly their children are being without any of extra concern. This can also benefits the user prevent from being victims especially those users are very young in the age. Criminal cases appear all the time. | Personal Health Care| * The users are able to monitor their temperature, blood pressure and heart-beating rate from the monitor system and when the overall health status is degrading it will notify the users in order to take concern on their body.

To engage of body`s temperature to identify it`s consciousness towards the level of normal heart beating. * The users could make the direct call to the call centre of the central hospital when they require emergency medical treatment for the disease such as the heart-attack or asthma. * This function will have the direct notification set through the central hospital to enhance the services of its priority right towards customer`s need. | 2. 0 Situation Analysis 2. 1 Internal Factor 2. 1. 1 Strengths 2. 1. 1. 1 R&D Expertise Helped Create Innovation:

Casio is the company that can always develop new product and new idea that doesn’t exist in the market. Besides, with continuous R&D efforts, Casio able to provide highly-customized innovations and technology in our product and because of these strengths Casio has created the world first watch that is not only for time but also protect the personal safety. (Casio, 2013) 2. 1. 1. 2 Making Use of the Technology Advancement: Continually, Casio insists on the use of the most innovative technology for its business as to develop the competitive advantage in surviving in the fast-changing Technology.

In turn, with more money to invest in R&D technology, Casio Company will continue to grow more rapidly than ever before. This creating more sustainably profitable revenue and a stronger position in the technology industry. (Casio, 2013) 2. 1. 1. 3 Providing Complete Customer Satisfaction: Casio Company is committed to providing complete Customer Satisfaction; the majority of our business comes from client referrals, as well as recommendations by Architects and Engineers, because every product as well as every client is treated with the most care and respect.

These are done through our company specialized CRM software in which we collecting the feedback from consumers as to measure the satisfaction level as well as the solution effectiveness. And also Casio have strong brand image because Casio have more than 50years history of manufacture watch, so customer will have more confident on our product. (Casio, 2013) 2. 1. 2 Weaknesses 2. 1. 2. 1 Huge Start-up Capital Short of huge start-up capital might be biggest limitations of Casio; it limits the Casio capabilities in manufacturing the final ideas of products through mass production.

Because sue to Casio mainly major is a calculators manufacture and also the coverage of product in casio is too huge . Continually, this would downsize the human power due to lesser profit is earned and to reduce the costs of operations. 2. 1. 2. 2 Brand Image Brand image also a big weakness of Casio Company because Casio is and major calculators manufacture and the brand image build on consumer is that Casio is the best quality product in calculators industrial, but not watch. Compare to swatch and Seiko watch, there are major in manufacture watch so consumer will have more confident with their watch. 2. External Factor 2. 2. 1 Customer Analysis Casio product is in middle price range so that the target customer is mass market, which means that is all income range of customer, and Casio Smartwatch product is more focus on female, because of the product main feature is to protect personal safety, and percentage of female facing criminal case is more higher then male, so that Casio SmartWatch is focus on female market.

Rather than that, Casio SmartWatch also target on Malaysia market, because due to criminal case of Malaysia is increasing, and this is also one of the main purpose that Casio create this product. . 2. 2 Competitive Analysis Sony is the main and direct competitor to Casio, because Sony is one of the largest electronic product manufactures in the world, and Sony also has come out with the similar product with SmartWatch with Casio, and Sony is using the huge amount of money to advertize on TV and banner to promote their product. The creative message using by Sony is Taking you forward which means that Sony can bring to customer the latest product.

Rather than that, apple and Samsung Company is the indirect competitors of Casio, although apple and Samsung is major on manufacture mobile phone, but they have come out with the Smartphone series and this will indirect effect the sales of Smartwatch. Moreover Apple also come out the new product name as iPod watch which is can listen song and it can also be a fashion watch. 2. 2. 3 Environment Analysis The technology Newsday bring the big opportunity to Casio because due to the advancement in communication, Casio can use many channel of media to dvertize the new product and it will help Casio to publish the new product very fast and wide spread in the society , and also can help Casio generate more profit in short time period.

2. 2. 4 Social Culture the social culture of Malaysia bring the big opportunity to Casio SmartWatch because due to Malaysia criminal case is increasing and this will make the citizen more sensitive on personal safety, and the Casio believe that SmartWatch will have the high market demand in Malaysia especially for female. . 0 campaign objective Dagmar approach Objective 1: Awareness Increase awareness of Malaysia consumer about Casio will launch a new SmartWatch and the main feature is to protect personal safety in January 2013. Strategy 1: using social networking side for example facebook, twitter, to create buzz marketing to increase the expectancy of the consumer. Strategy 2: advertizing on Casio retail shop by using banner and the advertizing is just a trailer, it does not come out with the full image of the watch.

Objective 2: Comprehension Once the product launch, Casio will provide the detail information about the Smartwatch and teaching the consumer the user guide of the Smartwatch. Strategy 1: create a special website for the SmartWatch product let consumer can easily learn and get to know more about the Smartwatch . Strategy 2: giving the training for the Casio retail staff about the Smartwatch user guide, this is for those walk in customer to get to know more about our SmartWatch. Objective 3: Conviction

Attract more consumer walk in to Casio shop and maximize the sale of the Smartwatch by earning 60% of profit. Strategy 1: using the aggressive advertizing on television, radio, and banner and also newspaper to attract more customers come to casio. Strategy 2: giving after sales service to gain customer loyalty and get the referral market to increase out sales. 3. 1 creative strategies Slogan: make a better life always. This slogan is means that the Casio SmartWatch series will create a better and safe life for our consumer. . 2 IMC Mix 3. 2. 1 Direct Marketing Casio will use direct marketing to promote the new product SmartWatch. First of all directing marketing has divide in few category which is personal selling, advertizing and also publication relations. Casio will use personal selling because SmartWatch is a new technology product, consumer will not so familiar with this product and personal selling is the best way to promote SmartWatch to customer also Casio can more understand customer need and satisfaction.

Rather than that Casio also will using the media advertizing to attract customer for example television add, it can be more attractive to show the product rather than just use direct mail. Casio also will attend to the convention event for example like technology fair and also PC fair, in order to let consumer know more about our new technology and product. 3. 2. 2 Internet and Interactive Media Another way to promote Casio SmartWatch is using internet and interactive media.

First of all Casio will create a special webpage only for SmartWatch serious and the web design will be very user friendly simple and nice, the objective of create the webpage is to let consumer easy to know the produce feature and pricing. Rather than that Casio also will use Interactive media which is social network to advertize Casio SmartWatch, Casio will create a fan page on facebook and twitter, this is to let customer can easy to reach Casio and give the collect feet back. Social network also can create the buzz marketing and Casio also can get the referral market by open a social network side. 3. 2. 3 Sales and Promotion

Casio will use package promotion to attract customer, this means that SmartWatch have to tracking system between parents and their children, so that Casio use this strategy by second purchase second item will get 20% discount. Rather than that if customer purchase the SmartWatch Casio will give 10% discount voucher to customer, this voucher can get discount when customer purchase any of Casio product . This can also increase the sales of other Casio product. 3. 3 Media Choice 3. 3. 1 Social Network Casio will choose social network, television advertisement, radio and also leaflet to publish SmartWatch product.

Casio will choose social network to advertize this product because social network can easily spared the information very fast and the converge is very wide, rather than that, social network also can have two way communication to customer and the most important point is that social network side is very cost effective. 3. 3. 2 Television Advertisement Television advertisement is that we can clearly show the user guide to the consumer and Casio also will create an attractive advertisement in order to create the awareness of the consumers about to care their personal safely.

Casio will allocate the advertizing time no weekday from 8pm-10pm and also weekend on 6pm until 10pm. This is because of the local audience will have the highest view time on this period. 3. 3. 3 Radio Advertisement More over Casio also will doing radio advertisement because radio advertisement will make the consumer more emotionally attached and Radio is also be cost efficiency , this radio advertisement is just create the awareness to the consumer to attract consumer walk in to Casio, the time that Casio choose for radio advertisement is in 7. 0am-9. 00am and 5. 00pm-7. 00pm for a week, this is because in Malaysia most of the citizen is driving to work in the morning and they will listen to radio and also will listen radio on the way back to home. 3. 4 Synergy between Media and Scheduling Month| Jan| Fed| Mar| Apr| May| Jun| July| Aug| Sep| Oct| Nov| Dec| social network| | | | | | | | | | | | | newspaper| | | | | | | | | | | | | radio| | | | | | | | | | | | | television| | | | | | | | | | | | |

Casio will put more cost on advertizing of the first few month because the new product launch, Casio should create awareness and intro the new product to the market, after for month later, the product will going to growth stage and Casio will lower down the advertizing period and turn in to after sales service if the customer have any problem Casio will have a customer service to handle the Smartwatch product, this can build the brand image and trust on customer.

The synergy between media is that Casio first will use social network to create buzz marketing to the consumer to create the awareness and expectation after one month of create buzz marketing, the new product will launch, and Casio will using Newspaper leaflet, radio, and television to advertize the new product, this will attract more customer come to Casio.

The social network Casio will maintain the same because of Social network is very cost effective and also Casio can get customer feet back and let Casio and customer have two way communication and Casio can know the customer satisfaction, and also Casio will update the first hand news to the customer.

First of all Casio will use 40% of one million for the first 3month because the product need focus on advertizing, and Casio also will use 3% of one million the give the staff training about the product, after 3month the advertizing cost will reduce to 20%, because the product already well know in the market and Casio will use another 5% to maintain the service of the social network. The last 32% of capital will be the backup capital, this backup capital is for those who clam warranty for the watch repair. 3. 5 Costing Advertizing Television| RM380000|

Radio| RM180000| Newspaper| RM30000| Social network| RM10000| Training program & Maintenance Staff training| RM30000| Social network maintain| RM50000| Backup capital for calming warranty | RM320000| 4. 0 Conclusion Casio SmartWatch will have the good talent product to earn huge amount of profit, because in Malaysia the criminal case is in serious condition, and Smartwatch not only will protect the personal safety, but it also a product that bring it to fashion to our customer. Feather more this work may also help reduce the criminal case happen in Malaysia.

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