Advertising Planning Portfolio

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Assignment #1

Consumer Insight and Strategy Statement

Jacob Fearon Henderson


Market Analysis and Background
Bing is considered to be ‘the new’ search engine. Released in June 2009, Bing is Microsoft’s solution to the current search engine market monopolist, Google. Microsoft has focused on Bing being the search engine with the best quality results. One-click access to desired information, easy-to-use exploring tools, simplified search tasks and more specific search results are the main competitive advantages of Bing.

“Google Australia accounted for 74.61% of Australian searches during February, with taking 12.65%, equating to an overall market share of 87.26%” Stafford, P. (2011).

We can see the incredible market share of Google (refer to Appendix 1) despite the fact that Microsoft has invested more that $80 million dollars on Bing since its launch in 2009 (Sullivan, D. 2009). Google currently owns 89.68% of the search engine market share, while Bing is responsible for a minute 3.77% of the Australian market and 4.21% worldwide (StatCounter, 2011).

Business Objectives
Increase awareness in Australia
Regardless of Bing’s release into the market almost 2 years ago with such a large advertising and marketing budget, many people are still unaware of Bing and it’s functions. The campaign aims to increase awareness by 80% in Australia, and by 90% in the specified Australian Target market within 12 months.

Increase brand usage:
The 12 month campaign will look to increase Bing’s market share by 6% and also a 40% increase in search engine consumers who have utilized the website at least once.

Communication Objective
Increase brand loyalty
The campaign needs to communicate to the Target Audience how Bing is the best search engine for them. They need to connect with the campaign personally and put Bing at the forefront of their minds when it comes to...
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