PANASONIC EVOLTA

EVOLTA - AV Production major

EVOLTA
TAY SHEN THUU 1071117968

Demographics
Age : 12 - 25 years old
Gender : Male and Female
Education : Primary school, secondary school, college
Occupation : Students and working executive
Income Range : RM1800 – RM 3000
Allowance : RM300 – RM 500
Race & Ethnicity : All races
Geographic Location : Urban

Psychographics
Perception : Consumer that aim for longer lasting battery.
Learning : TV advertisement, Internet, Magazines
Motivation & Needs : Emotional Engaged to advertisement, Words of mouth
Attitude & Personality : Gamer, Racing car player
Lifestyle : Game freak

FINAL PRODUCT_EVOLTA_1071117968

CONCEPT BOARD

STRATEGIES BOARD

VFX BOARD

Video Editing
Color correction

process: after effect, auto contrast, auto color, auto level, hue and saturation, masking

Gameboy Screen Tracking
original video with green tracking point.

color correction

process: after effect, find bright area tracking, masking

Day to Night

Elements needed
Moon

Stars
photoshop

process: after effect, auto contrast, auto color, auto level, hue and saturation, masking, cc radial fast blur.

Product shinning

process: after effect, cc light ray

Ending

process: Photoshop, after effect, cc radial fast blur.

Story Board

Hero sitting and playing gameboy outdoor. (morning)

Close up on hero playing gameboy seriously.

Suddently battery run out, screen black out, Hero try to fix it.

Hero leg walk into a old grocery shop to buy batery.

Hero passing the goods in grocery shop.

Hero buying battery with shop keeper.

shop keeper passing 2 piece of unbranded battery to hero.

Battery run out again fast.

Shop keeper passing 2 pieces of unbranded battery to hero again.

Problem repeatly, and shop keeper provide lousy batery again...

Mascot bruce PoP out susprisingly holding Evolta battery, shop keeper

was shock.

Mascot Bruce blow away the shop keeper, and show Evolta to Hero.

Showing Evolta with close up.

Demo on insert battery to Hero’s gameboy.

Hero devices get alive, continue playing.

Product, brand, tagline, mascot.

Hero still playing happily till night.

Information of Evolta's event on facebook.

EVOLTA - Enviromental media and Web minor

Concept board

WEB MINOR

Sitemap

Page1_Homepage

Page2_About Evolta

Page3_Technology

Page4_Performance

Page5_Evoltgame

Page6_Contact

Environmental media MINOR

Front view

Side view

Top view

Artist impression

Chapter 1: Project Overview

1.1 Introduction

EVOLTA or known as EVOIA in some country is Panasonic’s most recent battery creation. The name EVOLTA comes from the word “Evolution” and “Voltage”. Evolution signifies the “growth” while voltage symbolizes “great power”. EVOLTA had made to the Guinness Worlds Records (GWR) on January 15th 2008 and re-certified on March 5th 2010 as the World’s No.1 long-lasting AA alkaline battery. EVOLTA has also set the GWR as the longest distance covered by a battery-operated remote-controlled model car.
In designing EVOLTA, Panasonic focused on improving the Structure Evolution, Material Evolution and Manufacturing Process Evolution. The first is the material revolution which uses high-reactivity materials which extracts more power from cathode providing better performance than Panasonic’s batteries prior design. The second is the process revolution which uses ultra-high-density filling technology which increased the filling volume for additional anode and cathode materials. There is also ultra-high-volume electrolyte technology which

fills the entire available space, resulting in higher volumes. Lastly is the structure revolution which increased the inner volume by drastically reduces the bulk of gasket and can that provides space for more active ingredients. It also has enhanced safety by yielding a shelf life of seven years.

EVOLTA is sold in Malaysia market at the price of RM 12.99 for four-in-a-pack EVOLTA AAA and AA while it is RM 6.99 for two-in-a-pack EVOLTA AAA and AA. However, EVOLTA battery size C and D is not sold in Malaysia yet.

1.2 Problem Statement and Issues

Deciding on which battery to buy may be confusing due to the choices available, design of the brands package are just look the same. How to make Panasonic EVOLTA more recognizable and noticeable by integrating marketing, advertising and creative strategies to ensure the Panasonic Battery are the leading brand in customer’s minds.

1.3 Objectives

• To study the product, brand, company, market place, and industry of electronic devices.
• To understand the market, consumer behaviors.
• To be able to analyze, deduce, and develop a better advertising and creative strategies on Panasonic EVOLTA.

1.4 Aim

To widely expose the Panasonic EVOLTA to the market and increase brand awareness as well as increasing sales.

Chapter 2: Product Profile

2.1 Product Name
Panasonic EVOLTA

2.2 Product Classification
Panasonic EVOLTA is an alkaline battery targeted at consumers that is durable.

2.3 Product Characteristics

2.3.1 Packaging : per pack (2 or 4 batteries in a pack)
2.3.2 Pricing : RM 6.99- RM 12.99

2.4 Product Range

AAA, AA, D, C (available only AAA, AA in Malaysia)

2.5 Distribution
This product is distributed both directly and indirectly. It is distributed directly to modern trade outlets such as major supermarkets, hypermarkets and convenience store retail chains etc, by online and offline. Since it can be bought from almost everywhere, it is an intensive distribution.

2.6 Product Life Cycle

2.7 The Brand
EVOLTA comes from the words "Evolution" and "Voltage." Evolution signifies "growth" and voltage symbolizes "unprecedented power."
EVOLTA affords people more convenience and comfort everyday by offering excellent performance.

Panasonic recognizes that power consumption in electronic devices is constantly changing. Due to the decline of electric consumption in high-drain devices like digital still cameras, the demand for long-lasting batteries for any type of equipment (from low- to high-drain products) is on the rise.

Responding to market demand, Panasonic developed EVOLTA. This evolutionary battery has been certified by GUINNESS WORLDS RECORDS as the World's No. 1 long-lasting AA alkaline battery*.
*GWR certified on Jan. 15th, 2008 and re-certified on Mar. 5th, 2010 following IEC standards averaged across seven test modes. Actual performance may vary depending on use.
Specific advertising claims may vary according to the laws and regulations in each country or area.

2.8 Brand Image and Implication
The brand is still in the introduction stage because the brand is still new for Malaysia battery market.

2.9 Strength and Weakness

Strength
• World’s No.1 long lasting AA alkaline battery
• Good performance in variety of low-to-high drain devices test.
• Material Evolution, High-reactivity materials
• Process Evolution, Ultra-High-Density Filling Technology
• Structure Evolution, Increased Inner Volume

Weakness
• Price is more expensive compared with other alkaline battery
• No value-pack (8 pieces in a pack)
• Not well promoted in Malaysia

2.10 Advantages and Disadvantages

Advantages
• Better performance
• Long lasting
• Not need to change battery frequently

Disadvantages
• Need to spend more money on buying EVOLTA battery
• Not well known

2.11 Unique Selling Proposition (USP)
World’s No.1 long lasting AA alkaline battery

2.12 Positioning Statement
Panasonic EVOLTA is the world’s No.1 long lasting AA battery, that target in all the battery needed product’s consumer.