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Showing posts with label Collaboration. Show all posts
TuneTalk Research
Week 2 - Week 7
10.1.17 - 23.2.2017
Client: TuneTalk.
Product: The Traveller's Pack.
Requirements: 30 Seconds motion graphics with live action.
Target Audience: Young Adults between 20 - 30 years old.
Purpose: To promote the data plan of RM 40.00 for 1GB of internet. In addition to that also promoting the availability of free International shipping.
TuneTalk started in 19th of August 2009. Its aim is to provide low cost call rate around the globe. They signed an agreement with Celcom in their earlier days.
Tune Talk has several sharing partners. Company like Axiata Berhad holds 35% of TuneTalk where, Tune group shares 25%. The company's motto if "More than just a prepaid."
1. Tune Talk's brand position in the market (compared with competitors)
- In general Tune Talk has 4 big competitors in Malaysia which are Maxis, Celcom, Digi and U Mobile. In the country's ranking of most used telecommunication network, Tune Talk is number 5 with 1.5 million users. While Celcom is number 1 followed by maxis who has 13.4 million and 12.4 million respectively.
To compare Tune Talk and other company is hard because of their history. Most telecommunication network in Malaysia has been around since early 1990's but Tune Talk started only in 2009 which is relatively new. The lack of experience sets Tune Talk back, compared to other network.
2. Tune Talk's product offerings and market segment
- Like other networks Tune Talks offers a couple of data planning packages and the difference between Tune Talk's and other network such as Maxis has a huge difference. For example Tune Talk offers Data Roaming for RM38/day to make calls to Bangladesh, Cambodia, Hong Kong, Macao, Philippines, Singapore, Sri Lanka and Taiwan. Where, Maxis provides Data Roaming across all Asia except, North Korea and Nepal. Maxis also is available in Peru and Chile in the South American region.
Other examples will in the Internet Data Plan. Tune Talk offers thier "Cun Plan" which gives users 1.5 GB of internet and a 30 mins free call for RM 28.00
Digi
RM 7.00
300mb Internet Data
30 seconds free calls to 10 friends.
Celcom
RM 18.00
1GB Internet Data
36 sens/30 seconds calls
Maxis
RM 15.00
1GB Internet Data (Add RM3 for addition of 1GB)
RM 5.00 Credit to make calls.
Tune Talk
RM 40
1GB Internet Data
RM 5.00 Credit for free calls.
3. Tune Talk's target market demographics (profiling)
- I think that it can be said, Tune Talk's target market are teens and young adults from age 16 - 23 this is because of the art style of the company/website and also due to the promotions they offer such as Steam (Gaming Community) and other entertainment factors, discounts for places like Galactic Laser, Star Archery, Ener Z and etc.
4. Tune Talk's past promotional media (including print) or campaign and review each (concept, visual execution and impact)
Concept: The Concept of having a Raya song was great. It could had really connected with local audience but sadly the song was not pleasing and people were not attracted by the celebrities too.
Visual Execution: Visually, the colours of the background reflected Tune Talk but there looked like it was done in a rush.
Impact: Reading the comments section, this video did not gave a good impact Almost all the comment were negatives.
5.
Concept: The Concept was very smart and the idea of the plan was well though of. The fact that the plan is only active late at night shows that clearly that their target audience was young adult (University Students & Below the age of 40). Because those are the only type of people that would stay up that late at night.
Visual Execution: Visually, this was very different from their normal ads but the masthead at the end keep their brand identity.
Impact: The video was well planned and it was not boring. Overall i think it was impactful and the comedy element gave an exciting edge to it.
Reference List.
10.1.17 - 23.2.2017
Client: TuneTalk.
Product: The Traveller's Pack.
Requirements: 30 Seconds motion graphics with live action.
Target Audience: Young Adults between 20 - 30 years old.
Purpose: To promote the data plan of RM 40.00 for 1GB of internet. In addition to that also promoting the availability of free International shipping.
TuneTalk started in 19th of August 2009. Its aim is to provide low cost call rate around the globe. They signed an agreement with Celcom in their earlier days.
Tune Talk has several sharing partners. Company like Axiata Berhad holds 35% of TuneTalk where, Tune group shares 25%. The company's motto if "More than just a prepaid."
1. Tune Talk's brand position in the market (compared with competitors)
- In general Tune Talk has 4 big competitors in Malaysia which are Maxis, Celcom, Digi and U Mobile. In the country's ranking of most used telecommunication network, Tune Talk is number 5 with 1.5 million users. While Celcom is number 1 followed by maxis who has 13.4 million and 12.4 million respectively.
To compare Tune Talk and other company is hard because of their history. Most telecommunication network in Malaysia has been around since early 1990's but Tune Talk started only in 2009 which is relatively new. The lack of experience sets Tune Talk back, compared to other network.
2. Tune Talk's product offerings and market segment
- Like other networks Tune Talks offers a couple of data planning packages and the difference between Tune Talk's and other network such as Maxis has a huge difference. For example Tune Talk offers Data Roaming for RM38/day to make calls to Bangladesh, Cambodia, Hong Kong, Macao, Philippines, Singapore, Sri Lanka and Taiwan. Where, Maxis provides Data Roaming across all Asia except, North Korea and Nepal. Maxis also is available in Peru and Chile in the South American region.
Other examples will in the Internet Data Plan. Tune Talk offers thier "Cun Plan" which gives users 1.5 GB of internet and a 30 mins free call for RM 28.00
Where for Maxis, they offer 17 GB internet data and 100 mins phone calls for RM 50.00.
This shows that it is very hard for Tune Talk to compete with other competitors. Therefore they have to find another way in order to have more users.
That is why i believe Tune Talk is much better of promoting there traveling plan package because most of the other telecommunication network focuses around the local people where Tune Talk has focus more on travellers that comes into Malaysia. In terms of Travel Plans, i think Tune Talk does have the best value for money package.
Digi
RM 7.00
300mb Internet Data
30 seconds free calls to 10 friends.
Celcom
RM 18.00
1GB Internet Data
36 sens/30 seconds calls
Maxis
RM 15.00
1GB Internet Data (Add RM3 for addition of 1GB)
RM 5.00 Credit to make calls.
Tune Talk
RM 40
1GB Internet Data
RM 5.00 Credit for free calls.
3. Tune Talk's target market demographics (profiling)
- I think that it can be said, Tune Talk's target market are teens and young adults from age 16 - 23 this is because of the art style of the company/website and also due to the promotions they offer such as Steam (Gaming Community) and other entertainment factors, discounts for places like Galactic Laser, Star Archery, Ener Z and etc.
The demographics of Tune Talk basically covers the south east asian region and of course takes place most in Malaysia. The top 5 countries that uses Tune Talk are Malaysia, Indonesia, Philippines, Thailand and Singapore.
4. Tune Talk's past promotional media (including print) or campaign and review each (concept, visual execution and impact)
Monthly Call Plans.
Concept: The Concept of having a plan that will cost only RM5 for 100 minutes & RM8 for 200 minutes for calls is very smart. The number are very contradicting and if one were to read this ad and not analyse it further this may give a great first impression. However, based on the research above the fact that this plan only applies to those whom are using tune talk to make those call to also those whom are using tune talk is going to be hard as Tune Talk is not a very popular choice among locals.
Visual Execution: Visually, Tune Talk has their brand identity and they stuck to it with all their print ads but by using different characters for each ads is resulted to confusion to customer weather or not this particular mascot belong or is related with Tune Talk.
Impact: At the first look the numbers (100 minutes for RM5) looks good and it seems that it can really attract potential buyers. But once the reader analyse, honestly its an average plan.-
Concept: The Concept of this 2 ad are very similar. although these are 2 different campaign but the USP is very similar. It is trying to connect among locals and reaching the target audience (Teens) to buy/use Tune Talk. An average person would have a phone by the age of 13 and most of them would be using the same line as their parents. Therefor it is hard to find friends that uses Tune Talk in order for an individual to use this plan.
Visual Execution: Visually, Tune Talk stuck with their brand identity of using bright colours and cute monster-like characters for all their print ads.
Impact: It does not give an impact on myself due to the fact that out of 10 of my friends, non of my friends are using Tune Talk.
Animation Series.
Concept: The Concept of having an animation series is fun and it can attracted younger audience. With all sorts of different character then audience can register that all these character are associate with Tune Talk.
Visual Execution: Visually, Tune Talk stuck with their style of artwork and incorporated all the different character in this animated series.
Impact: Judging by the view, having an average of 100 views for the pass 10 months. It doesnt seems like it gave a big impact.
Concept: The Concept of having a Raya song was great. It could had really connected with local audience but sadly the song was not pleasing and people were not attracted by the celebrities too.
Visual Execution: Visually, the colours of the background reflected Tune Talk but there looked like it was done in a rush.
Impact: Reading the comments section, this video did not gave a good impact Almost all the comment were negatives.
5.
Visual Execution: Visually, this was very different from their normal ads but the masthead at the end keep their brand identity.
Impact: The video was well planned and it was not boring. Overall i think it was impactful and the comedy element gave an exciting edge to it.
Reference List.
https://www.youtube.com/user/mytunetalk
Week 2 - Week 7 10.1.17 - 23.2.2017 Client: TuneTalk. Product: The Traveller's Pack. Requirements: 30 Seconds motion graphics w...
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