3. Target Audience
• Potential consumers looking for performance of Alienware
and price of Dell laptop
• Common consumers looking for affordable
computer/laptop
• High-end consumers looking for high performance gaming
computer/laptop
Existed Audience
4. Big Idea
• Decoy Effect
• Create a new sub-brand
• Retain loyal customers
• Attract undecided customers
5. Tools
• Facebook, Twitter, Pinterest, YouTube ads, Google, Google
Adwords, blogs and original official websites
6. Tactics
• Existed Social Media/Website:
• Create suspense
• New Website:
• Allow purchase
• Allow comparison
• New Social Media Accounts:
• Increase exposure for new sub-brand
7. Budget
Initial Cost
Existed producing line $0
Banners/Graphic[1] $1,000
New Website[1] $9,200
Total(Initial) $10,200
Variable Cost
New Website maintenance [1] $500 monthly
Google Adwords[2] $0.40/click
Social media promotion/maintenance 3hrs per day[3] $250/hour for three month
Total (Variable): ($0.40*A Clicks)+($500* B months)+($250*3hrs*90days)=
$67,500+0.40A+500B
Grand Total: $77,700+0.4A+500B
