#LightUpWithSkype

GROUP # 5• Noopur Gahalan• Prateek Dhariwal• Swati Iyer• Shreyans Jain• Md. Rikaz Beeru

Our chosen service-

• To have a one-on-one, face-2-face conversation with our family, friends and colleagues efficiently over the Internet. AND Never miss out on being a part of major events!

Objective:

Target Segment:• Our target segment is all those individuals from INDIA

who are away from home and family on and during holidays and festivals are missing out on more than just the festive spirit.

- Students studying abroad ( ≈ 360,000 ) – Around 85% of them studying in USA, Canada, UK, Australia & NZ – 2016

Age group Targeted: 20-35 years

Medium Selected: Social Media platforms such as YouTube, Facebook, Twitter

Field Of Experience:

Young students studying away from their home-land

(Source: MM Advisory Services)

Advertising Strategy: Affective

Points of Difference

Points of Parity

PoP PoDMake Audio calls for a price Audio Calls at a prefixed

monthly / yearly rateExchange Chat messages online

Unlimited Video Calls to anywhere in the worldConference calls

Excellent Voice Quality

Emotions depicted: Joy, Laughter, Happiness, Sadness, Excitement, Friendship, Togetherness (Cues: Diwali Celebrations in Aussie home - Friends get-together - Sharing Joy - Missing home and family – Skype with Family – Happiness all around)

BRAND PERSONALITIES :Sincerity (User-friendly, Wholesome), Excitement (can relate to Youthfulness & Joy)

“Emotional Advertising”

Advertising Strategy

Maslow’s Hierarchy of NeedsVALS Framework

Targeting people who are driven by “Ideals”

The ad targets the third level of Maslow’s hierarchy as it aims to fulfil the love/belonging needs of the target segment.

Brand Ladder

- Free Unlimited Video Calls to anywhere in the world

- Audio Calls at a prefixed monthly rate worldwide

- Chatting platform- High quality Conference calls

- Stay connected to your friends & family from anywhere on the globe.

- Business presentations, conferences can be held efficiently

You feel loved! You don’t feel lonely anymore because your loved ones are just a ‘press of a button’ away!

Means-End Chain: Leverage

• Excitement• Happiness• Sense of

Belonging

Away from home, but not from the loved ones!

- Have a one-on-one video / audio conversation with family, friends & colleagues from any part of the world

- Free Unlimited Video Calls- Conference Calls- Audio Calls @ a monthly price

Summary-• Through this advertisement we are showcasing how

Skype brings everyone together

• With Skype, you can share a story, celebrate a birthday, learn a language, hold a meeting, work with colleagues – just about anything you need to do together every day. 

• Skype is the perfect one call solution to be connected through the holiday spirit with all our near and dear ones.

THANK YOU!

https://vimeo.com/189732666You can WATCH the advertisement on: