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 market Consumer Market Market Position 10 th in revenue for mobile internet access 20 th in assets Product life cycle Offensive Growth 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 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

Marketing activity - Wireless Internet Access Card ACME spent media mix TV gained 91% of the spend and newspapers saw 7% Source: Nielsen Media Research

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 PESTLEChange/effect PoliticalPossible changes to government ownership of competitor providing them with more capital to invest EconomicIncrease in sales of new PCs by 20% in last financial year SocialGreater acceptance of new technology (25% population), but 75% still don’t understand it TechnologicalMore PCs allowing the internet card to be inserted with out modification making it easier for consumers Legal Environmental

Competitive Advantage AdvantagesDisadvantages First 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 costs  Marketing expenses  Operating expenses  Transaction cost Marketing Advantage Distribution  Sales effort  Brand awareness Differentiation Advantage Product differentiation  Customer experience  Brand reputation  Relative price

Key Relationships - Buying decision process Buying Decision ProcessWho is this person?When do you need to make contact? Need or problem awarenessNational Marketing Manager – ACME MD - ACME May 2013 Information searchMarketing Manager – ACMEMay 2013 Evaluation of alternativesCFOJune 2013 PurchaseCEOJune 2013 Post purchase evaluationMD - ACME National Marketing Manager – ACME Marketing Manager – ACME June and July 2013

Key Relationships - Contact points

SWOT Analysis