ForeverYoung_BrandExploitation

1. “FOREVER
YOUNG”
Students: Dong Yeon Cho / Sheng Kuang Tsai
Director: Giovanni Lanzone
Project Leaders: Nikhil Paul, Guido Parlato
Assistant: Andrea Tosi

2. “Forever Young”
STRATEGY
Customers Collaborators
Company Context
Target Product
Marketing
Market / service
segmentation
selection positioning
Creating Value
Product Retail
Promotion
/ service Channels
Capturing Value
Pricing

3. “Forever Young”
USER ANALYSIS
Target Market Selection
Who will need ITSME Why need ITSME
•To Gather & To Organize Inform
Trade Business
ation Avalable in Various Chance
•To Get Inspiration
Designer •To Find Information
•Multi Task
•Election & Vote
Political party
•Political Party Relation
•Internet Crime Search
Securities (Military – Police.etc)
& Prevent
•Organize & Manage Memories
Young & Memories
•Share Memories

4. “Forever Young”
USER ANALYSIS
Why are we…
• Are we the forty something Baby Boomers
being neglected?
Google % Yahoo %
Search Words of Total of Total
Baby 77.14% 75.75%
Generation X 9.68% 8.37%
Generation Y 6.09% 5.46%
Teenager 3.97% 6.55%
Senior citizen 2.83% 2.83%
Baby boomers 0.99%
0.23%
Baby boomers
0.04%
0.05%
forty something

5. “Forever Young”
USER ANALYSIS
Who are they?
• Who are The Baby Boomers?
• 76 million people born
between 1946 and 1964
• Associated with a rejection or
redefinition of traditional values
• Higher education than previous
generations
• About 42% of baby boomers were
dropouts from formal religion
• Key characteristics
• Experimental
• Individualism
• Free spirited
• Social cause oriented
• Less optimistic
• Distrust of government
• General cynicism
http://en.wikipedia.org/wiki/Demographics

6. “Forever Young”
USER ANALYSIS
Life Style
“Health Care Oriented” “Home Entertainment “IT Devices unfriendly”
Like”
• Baby-boomers do not
• 80% of Baby-boomers • Baby-boomers watch
have a MySpace,
have not seen a gym television shows on
YouTube, Twitter,
in 30 years an actual television
Word Press or
instead of a computer
Blogger account
• Less than 20 percent
of Baby-boomer • Baby-boomers still
• Baby-boomers have
women are under 160 listen to Eagles,
“at home” computers,
pounds Jackson Brown and
not laptops
Fleetwood Mac
• Baby-boomers have
• Baby-boomers talk
iPhones
about their diabetes,
hip replacement,
bypass surgery or
colonoscopy
http://aguidetobabyboomers.wordpress.c
om/

7. “Forever Young”
MARKET ANALYSIS
Rank importance of QOL Domains
Interpersonal Relationships Family & Friends
Health
Self
Community Service
www.palgrave-journals.com/.../fsm200819f1.html

8. “Forever Young”
MARKET ANALYSIS
Online Community Users
• The following graph shows the types of communities users belong to :
• “Relationship
-oriented” users
were increased
more than
six times!
blogs.praized.com/seb/category/verticalization/

9. “Forever Young”
MARKET ANALYSIS
Online Community Users
• Baby Boomer Use of Social Networking Increasing
According to the
latest Consumer
Electronics Usage
Survey from The
Accenture,
Boomers (those
born between
1946 and 1964)
are the fastest
growing users of
social networking
sites and blogs.
http://3wdesign.com/blog/
archives/81

10. “Forever Young”
MARKET ANALYSIS
Forever Young
Boomers are imagining the American dream all over again, a new
Money Magazine survey reveals.
Topping the agenda: closer relationships and more fun.
By Marlys Harris, Money Magazine senior editor. September 13 2007
• Time is on our side, yes it is…
-More than 70% of the respondents in our survey said
they feel younger than their age.
• Ride on the friendship…
-Topping the boomer to-do list (after staying healthy) is
reconnecting with spouses, parents, children, grandchildren and friends.
• Boomers just want to have fun…
-If money were no object, 59% of respondents said,
they'd enjoy life more by, for instance, traveling or buying stuff.
• Get a job Sha Na Na Na…
-70% of the boomers in the Citigroup survey said
they want to continue working, even if they don't need to do so for financial reasons.
• We'll keep on fighting to the end…
-Asked about their definition of success,
37% cited quot;my contributions to my community.quot;
http://money.cnn.com/2007/09/11/pf/retirement/boomer_survey.moneymag/index.htm

11. “Forever Young”
TARGET USER
Baby Boomers
“Most people who are over 40s. going to
organize some community to share there life”

12. “Forever Young”
BABY BOOMERS
Issues & Needs
“Recover
Relationships”
Issues Needs
• Health & Fitness • Relationship Community
-Family/Friend/School
• Poor Computer
• Experience Sharing
• Global Crisis -Travel/Trends
-Grooming Future
• Health Care- Physically
• Retirement & Fit Body
Social Security
• Home Entertainment
• Government Political & Game
Issues
“Revival
Memories & Nostalgia”

13. “Forever Young”
CONCEPT
“Memories Share 4 U”
Memories Experience
Share Share
1 2
Health Home
Care Management
3 4

14. “Forever Young”
PROPOSAL
Dedicate to “Forever Young”
Current New target Proposal
“Baby boomers” “Memories”
User
+
NEW
“itsme”
+
NEW
“Service”
Centered on Title is Dedicate to
“General User” “Forever Young” “Forever Young”

15. “Forever Young”
PROPOSAL
New “itsme” World
Business ………………………………………………………………………. ITSME
“FOREVER
“Sharing” “Services”
lets you save all
YOUNG” your bookmarks
in one place, so you can get to
your stuff from any computer,
Social
anytime, wherever you are...
Network
NEW
Nostalgia
“itsme”
Financing
+
Memories
Share
Health
NEW
Care
“Service”
Experience
Home
Management

16. “Forever Young”
PROPOSAL
New “itsme” World – Share & Service
Entertainment
Online
Shopping
Email, SMS and IM
notifications on
Social
Memories
faults
Network
Share
NEW
“itsme”
server
Built-in statistics
analysis component
“FOREVER YOUNG” Health
Care
Monitoring of local an
d remote network res
ources
Medical
Blog resources uptime
and summary reports
Network

17. “Forever Young”
PROPOSAL
New “itsme” World
Business ……………………………………………………………… ITSME Share
Travel
Surf in Rio. Brazil
XM XM
has dozens of
good breaks to
surf.
A surf adventure t
o Brazil is worth it
Finance
Map
Shopping
Share
Health Care
Friend
Family
Work My Best 20
KDMADMAR WND House Care
Attraction
Time Machine
Travel
Community Seasons
Hobby
Experienc
Booking
e
Relation
Movie
Music
ship
Video
Entertainment

18. “Forever Young”
PROPOSAL
New “itsme” World
Business …………………………………………………………… ITSME Service
Health Care
Justin~you have
XM XM
some of the
best intensity
faces.
Keep adding
load my friend!
Finance
Map
Shopping Local Gym
Health Care
Family Friend
Work Medical Service
KDMADMAR WND House Care
Special Service
Body to fit
Travel
Community Social
Security
Hobby
Experienc
Urgency
e
Relation
Movie
Music
ship
Video
Entertainment

19. “Forever Young”
PROPOSAL
New “itsme” World
Share …………….……………………………………………… Memories & Nostal
gia By sharing life experiences,
there is a greater possibility that
readers can relate to the article
• Magazines and Newspapers and thus increase interactivity of
the blog.
• Entertainment
• Story Telling
Many media creates a natural way
• Nostalgia
for blog articles.
• Conversation with Others NEW Everyone actually has
very unique backgrounds
“itsme”
• Family/Friend/School
and perspectives.
When we interact with others, This alone creates a great
we can hear different perspectives opportunity for sharing
on many different issues which on even everyday topics.
we can use to blog about.
• Be Happy
People love hearing what others really think.
• Funny Things
• People Watching
• Take a Break
• community
There are so many different and
interesting cultures in this world.

20. “Forever Young”
PROPOSAL
New “itsme” World
Service ………..……………………………………………………………… Health Ca
“Health Information
re • Clinic Network Core ”
• Community
• Fit to Body
• Gym
NEW
• Contact Doctor • Pharmaceutical
“itsme” Network
• Community
• Hospital
• Health
management
“Intelligent Health
• Lap
Network”
“Healthcare” can receive exclusive, customized up-to-the minute
information from the intelligent health network in six key areas:
clinic center, contact doctor, lap center, the community,
pharmaceutical network and hospital(health management).

21. “Forever Young”
PROPOSAL
New “itsme” World
Service …………………………………………………………… Home Manageme
nt
• Magazines and Newspapers
• Home Management
• Information Research / Repair / Garden
Many media creates a natural way
for blog articles with many information.
• Conversation with Others NEW
“itsme”
When we interact with others,
we can hear different perspectives
on many different issues which
we can use to blog about.
People love hearing what others really think.
• Financial / Account
• Social Security
• People Watching
When we watch people, we can learn about how people
interact with each other which is both stimulating to the
mind and great for the soul.

22. “Forever Young”
BIZ MODEL
Short Term Plan
Product
Bluetooth
For exchange and share
ITSME SOFTWARE CD
install “ITSME” driver to computer

23. “Forever Young”
BIZ MODEL
Short Term Plan
Why ITSME USB
Cheap
Easy to entrance into 3C
marketing
Marketing Test
Low cost for new company

24. “Forever Young”
BIZ MODEL
Short Term Plan
Product / service
The Bridge between
User & ITSME Company
WEB SITE for User
Update & be a memories holder
“User Interface”
User friendly
Easy Connectives
ITSME
Bluetooth USB
ITSME software inside USB

25. “Forever Young”
BIZ MODEL
Short Term Plan
Channels Collaborators
Hardware Device
“System
Merging” Herding Group
veterans' organizatio
ITSME ns
The American Legion Auxil
“Forever Young” iary

26. “Forever Young”
BIZ MODEL
Short Term Plan
Company Support
“ITSME” develop innovative software solutions for each of our customer groups.
Diversify
ITSME
Bluetooth USB

27. “Forever Young”
SCENARIO
Short Term Plan
Before starting Business Model we should know
Common human behaviour
Virtual Ownership
Reality Ownership
“Folksonomy”
Folks + Taxonomy
WEB 2.0
social software
RSS
Re-Education Baby boomers
( Digital Immigrant )

28. “Forever Young”
SCENARIO
Short Term Plan
HOME management
Daily activity

29. “Forever Young”
SCENARIO
Short Term Plan
I Have a Question … for my Accounting”
Via ITSME He can get organize it
How much can I earn and still receive ……. Benefits ?
How can I calculate my own retirement benefit estimates ?
How can I get an estimate of my …… benefits ?
What is the maximum …… benefits ?
……………………………………………………………………………………

30. “Forever Young”
SCENARIO
Short Term Plan
Do Boomers Still Dig 70’s Music ?
As soon as this song starts I get sooo happy! I
will feel FOREVER YOUNG, and beautiful
whenever I hear this! It just has something
about it that is timeless...PERIOD.
love it!!! love it!!! love it!!! Love ITSME !!!
ABBA made the 70's, no question!!

31. “Forever Young”
SCENARIO
Short Term Plan
Memories Good days , bad days
They'll be with us always.
Stories are memories,
Memories are stories !
Nothing can replace the closeness
of our childhood friendships.
My Sisters & Brothers My friends & My classmates

32. “Forever Young”
SCENARIO
Short Term Plan
As I lay back in my easy
First Love
chair my mind drifts to days
Stories long ago. Suddenly my mind
is filled with memories so
Memories
vivid that I can almost smell
the salty air. It is a fragrance
that I loved so much as a
child.
Don't you want to search her one time again?
you seem to be in love with her still.
Write down your love memories via ITSME

33. “Forever Young”
FOREVER YOUNG