ACME KEY ACCOUNT PROFILE

FY 14/15

Overview

Acme is a Key account for the following reasons:

Top revenue spend ($1.2m FY13-14)Growth potential

(expanding into Asia)

Business Analysis – strategy

• Vision To be the number one provider of mobile wireless internet access by

2014• Mission

To help individuals be free from cables and access information anywhere any time

• Values Freedom, information, innovation

• Goals To be top of consumers mind when they think wireless internet access

• Objectives Be the market leader in sales of mobile fast speed internet access, by

1st Oct, 2014

Business Analysis - Products

Products -• Brands and products

Wireless mobile sim card (inserted in the network card using mobile phone transmission)

• Target marketConsumer Market 25 - 39

• Market Position10th in revenue for mobile internet access20th in assets

• Product life cycleOffensiveGrowth stage

Business Analysis – Marketing Spend

• ACME mobile internet spent $1.2 million on advertising from July 2003 to June 2004, this is down 3% year-on-year

• Spend is volatile, no activity in Christmas holiday period

ACME Total Spend (Jun 02 - Jun 04)

0

200

400

600

800

1,000

1,200

1,400

Jun-02

Jul-0

2

Aug-02

Sep-02

Oct-02

Nov-02

Dec-02

Jan-0

3

Feb-03

Mar-03

Apr-03

May-03

Jun-03

Jul-0

3

Aug-03

Sep-03

Oct-03

Nov-03

Dec-03

Jan-0

4

Feb-04

Mar-04

Apr-04

May-04

Jun-04

Spen

d ('0

00)

Source: Nielsen Media Research

Media activity - Spend by media

• By far the greatest majority of spend is vested in TV advertising (91%), followed by Press (7%), and Radio (2%)

• There is currently no activity with Magazines, Cinema and Outdoor

Source: Nielsen Media Research, June to July

100% 96%

77%

91%

0% 4%

17%

7%0% 0%

6% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Share 02 Share 03 Share 04 Total

OutdoorCinemaRadioMagazinesPressTV

Marketing activity - Wireless Internet Access Card

• ACME spent media mix

• TV gained 91% of the spend and newspapers saw 7%

Source: Nielsen Media Research

Acme Spend by Media (June 2002 to June 2004)

Press7%

Radio2%

TV91%

OutdoorCinemaRadioMagazinesPressTV

Other Media Activity

Actively seeking sponsorship and branding alliances

• Sponsorship Sponsors of IT related expos Sponsor a well-known surfing personality who appears in advertising. Also

minor sponsors of competition surf events. Understood to be about to sign on as major sponsors of Sydney FC in the

fledgling A-league football.

• Alliances Strong alliance with Dick Smith in store marketing

Industry Analysis - competitors

• Rivalry Competitor to release similar product late 2014 (press release Feb 2013)

• Competitors Unwired - Battery powered wireless internet technology

Industry Analysis - PESTLE

PESTLE Change/effect

Political Possible changes to government ownership of competitor providing them with more capital to invest

Economic Increase in sales of new PCs by 20% in last financial year

Social Greater acceptance of new technology (25% population), but 75% still don’t understand it

Technological More PCs allowing the internet card to be inserted with out modification making it easier for consumers

Legal

Environmental

Competitive Advantage

Advantages DisadvantagesFirst in the market place to launch product.

Consumers who use the product love it.

No other like products at the moment.

Competitor establishing retail distribution for like product

Product and brand awareness and acceptance is low.

Mobile access means drop outs in some areas or no access.

Cost Advantage•Variable costsMarketing expensesOperating expensesTransaction cost

Marketing Advantage•DistributionSales effortBrand awareness

Differentiation Advantage•Product differentiationCustomer experienceBrand reputationRelative price

Key Relationships - Buying decision process

Buying Decision Process Who is this person? When do you need to make contact?

Need or problem awareness National Marketing Manager – ACMEMD - ACME

May 2013

Information search Marketing Manager – ACME May 2013

Evaluation of alternatives CFO June 2013

Purchase CEO June 2013

Post purchase evaluation MD - ACMENational Marketing Manager – ACMEMarketing Manager – ACME

June and July 2013

Key Relationships - Contact points

CUSTOMER CONTACT POI NTS CUSTOMER DiSC

Profi le Key

Account Manager

GSM Key

Accounts

General Manager Agencies

& Key Accounts

NSW Display

Advertising Director

Group Director Display

Advertising

Commercial Director

CEO

Marketing Manager

I x

National Marketing Manager

D xxx

GM, Marketing Communications

C x

Divisional GM, Marketing

S xxx

Sales & Marketing Director

I xxx xx

MD

I x

Executive Chairman

C xxx Play Golf together

Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent

DMU – Shaded Contacts

Key Relationships - Contact points

THE AGENCY CONTACT POI NTS – I nclude Creative Agency Contacts DiSC

Profi le Advertising Production

Contact

Fairfax Credit Dept

Key Account Manager

GSM Key

Accounts

General Manager

State Manager

Group Director

Commercial Director

Customer Service Manager

xx

Accounts Dept xx Commercial Manager

C x

Sponsorship & Events Manager

I x

Media Manager

Marketing Group Manager

xx

Media Director

xxx xxx

Director

xxx

Legend: Blank = no relationship; X = poor; XX = neutral; XXX = good; XXXX = V. good; XXXXX = excellent DMU – Shaded Contacts

SWOT Analysis

Client Weight 1-5

Our business Weight 1-5

Strengths

Unique product Customers love of

product

5 4

volume against competitor

5

Weaknesses

Advertising budget compared to competitor

retail alliance with competitor

3 5

Not large quantities of all demographics

Poor relationship with sponsorship contact

4

Opportunities

Sponsorship with Darwin Office

More PCs accepting card

4 Sponsorship $ spent on sport

4

Threats

Competitor launching similar product – affecting leadership goal

5 Substutute offering the free product

5