Masters in Communication

Department of Media studies and Journalism

MSJ 11519 Integrated Marketing Communication

Spring 2019

Submitted To
Salek Shahriyar
Media Studies & Journalism Department
University of Liberal Arts Bangladesh (ULAB)

Submitted by
Saif Hasan Khan
ID 191054002
Date of Submission: April 12, 2019
Generic name: Rebel Pro I

USP:
1. Compact size and light weight
2. Full frame
3. Rangefinder style
4. Hybrid viewfinder and 100% viewfinder coverage
5. Flip screen
6. High ISO performance with less digital noise
7. Film grain and film simulation
8. Quick auto-focus and focus points throughout the viewfinder.
9. Superior battery life.

TG:
Social documentary photographers and street photographers
who love old school and film noir photography as well as who
uses the camera as a tool for storytelling.
TG Analysis:
I did in depth discussion with my potential customers to know about their need,
utility, preference and association.

Need:

Most of them told me that they use a camera for the purpose of doing travel
photography, documentary photography and cinematography as well as street
photography.

Utility:

For the majority, camera is just a tool to express their thoughts and emotions.

Preference:

Almost 80% of my potential customers prefer photographs with soul rather than
sharp, crisp and photographs with no soul.

Association:
They are associated with social movements, film, music, art and literature.
Competitor analysis:
There are so many camera brands in the global market. Canon, Nikon, Sony
and Fujifilm are dominating in the global market. As my camera is a full-frame
mirror-less camera that will perform fast like a workhorse in every tough and
changing situations so Sony will be my main competitor.

Sony brand archetype: Creator

The Creator brand archetype is a visionary, non-conformist and authentic. The Creator has the desire to
craft something meaningful and special. They love new ideas and make things happen. The Creator gets
deep satisfaction from both the process and the outcome of creating something that did not previously
exist and therefore a natural fit for many marketing, design, and technology brands.

VALUES

Imagination, originality, self-expression, and creative thinking.

MOTIVATION

They want to create something new, beautiful but functional that will have meaning and
enduring value.

GOAL

To help customers express or create, and foster their imagination. To use creative thinking to
solve problems.

Fears: Being unoriginal, not having inspiration. Also fears criticism.

Product analysis:

Sony α is a camera system introduced on 5 June 2006. It uses and expands upon Konica Minolta
camera technologies, including the Minolta AF SLR lens mount, whose assets were acquired by
Sony after the end of Konica Minolta's photography operations in early 2006..

Prior to the acquisition by Sony, the α branding had already been used on the Japanese market by
Minolta for their AF camera system (marketed as "Dynax" in Europe, and "Maxxum" in North
America). Sony adopted the name "A-mount system" for the Minolta AF lens mount, which has
been retained in their new SLR range.

Currently they have nine full-frame interchangeable mirror-less cameras in their

product line. Comparing with the price of my camera I'm analyzing the Sony a7R
III.

Specifications:
 42MP Full-Frame CMOS Sensor
 BIONZ X Image Processor & Front-End LSI
 399-Point AF System & 10 fps Shooting
 UHD 4K30p Video with HLG & S-Log3 Gammas
 3.0" 1.44m-Dot Tilting Touch screen LCD
 5-Axis Steady Shot INSIDE Stabilization
 ISO 102400 & Pixel Shift Multi Shooting
 Built-In Wi-Fi/Bluetooth, Dual SD Slots

Pros:

 High image quality

 Good battery life
 Double card slots
 Improved autofocus
 AF joystick
 In-body image stabilization (IBIS)
 Touch screen

Cons:

 Weather resistance can be better

 No automatic dust filter
 Touch screen not for menu selection
USP of Sony α ( Alpha):
1. High dynamic range.
2. Fast auto focus and face detection.
3. Pro class operability.
4. Reliable performance even under harsh condition.
5. Superior speed.
6. High resolution imaging.
7. Light weight.
8. Superior image stabilization.
Brand Identity Prism of Sony:

Figure: Brand Identity Prism

Physique:

 Stylish and trendy

 Simple logo

 Silver and black color

Personality:

 Innovative

 Leader
  Adventurous

Culture:

 Japanese culture

 Believe in bringing change through innovation

Relationship:

 Make relationship by giving efforts to contribute to the sustainable society

through innovation and business practice

Reflection:

 Trendy

 Enthusiastic

 Travel lover

Self image:

 I am unstoppable

 I am passionate

 I am adventurous
Sony brand attributes:

 High quality

 Reliable

 Customer focused

 Innovative
TG Insights:
So from above discussion we can see that my target group is different from my
competitor's. My TG includes activists, social documentary film makers and
photographers. They have come from various backgrounds but all of their motto is
almost same. They want to change the society. They are rule breaker and risk-
taker. They fight for a cause, wanting to radically transform some economic,
political, or social structure.

Brand Insights:
If I want to create a successful brand then I need to prove to them first that we see
the world as they do. If our value equal to their value then only the brand will
work. So at first I need to find the perfect brand archetype.
My brand's archetype: Outlaw
Outlaws thirst for revolution. They are driven by their desire to change their world
for the better, most of the time choosing to do this through questionable means.
Always challenging the status quo, they don't conform and support structures that
do not work, even if society still does.

This is a great archetype for brands that want to stand out against the traditional,
mainstream, ‘boring’ competitors in the category. Outlaws create disruption in
their category when they see that what is currently being used — a system, a tool,
or a practice — is not working anymore and has to be changed.

My Brand's Attributes:

 Independent

 Righteousness

 Revolutionary

 Liberal

My Brand's Association:

 Social movement.

 Films by Roy Anderson, Ritwik Ghatak, Abbas Kiarostami etc

 Photography agencies like Magnum, Noor Photo Agency, VII etc.

My Brand's Brand Identity Prism:

Figure: Brand Identity Prism

Physique:

 Aesthetic design

 Compact and lightweight

 Logo : Orange and black

Personality:

 Independent
  Righteousness

 Identifies self as outsider

 Rebel

Relationship:

 The company believes that it sees the world as its customers do

 Make relationship by arranging seminars and workshops.

Culture:

 Believes in bringing change

 Believes in revolution

Reflection:

 Activist

 Social documentary photographer

Self Image:

 I want to bring change

 I am independent

 I am against the current