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Final marketing project

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  • 1. L E W I S YA N GJ O N H A R O L DN I C O L E L U D W I GG R A C E T H O M A SS T E FA N R A D E VB U S 3 4 6 - S P R I N G 2 0 1 3
  • 2. PRODUCT DESCRIPTION• The gadget’s size is comparable to a small keychain.• is designed to be compatible with an iPhonecharging port.• In combination with a mobile app the iBuzzserves as a Breathalyzer, measuring bloodalcohol concentration (BAC).iBuzz is a Smartphone portable Breathalyzer.
  • 3. MARKET SEGMENTATION• Our target market is college-aged individuals in the ages 20 to 24.• In California this market segment is 1,325,164 people and represents 7.4% ofthe Californian population (based on 2010 US Census Data).• This is a growing market segment. It has seen growth of 13.8% since the 2000national census.• The 20 to 24 age group is one of the mostattractive market segments at the moment.• Mass marketing is the most effectivemarketing approach because our producthas universal appeal to this age group.
  • 4. DEMOGRAPHICS• An overwhelming majority (89%) of respondents were college-aged and represented our target marketN= 125
  • 5. GENDER• A slight majority of respondents were female (53%) whileothers were male (47%)N=118
  • 6. RELATIONSHIP STATUS• Most respondents were single (59%) while many were inrelationships (31%)• This is not surprising given that most college students areeither single or in relationships, not marriedN=118
  • 7. EMPLOYMENT• More than half of respondents are employed, either full timeor part time• Other respondents are not employedN=118
  • 8. ALCOHOL CONSUMPTION BEHAVIOR• An overwhelming majority of respondents drink alcohol(89%)N=123
  • 9. ALCOHOL CONSUMPTION BEHAVIOR• Most respondents consume alcohol 1-2 times/week• Others consume alcohol 3-4 times/week• Very few consume alcohol more than 4 times/weekN=114
  • 10. ALCOHOL CONSUMPTION BEHAVIOR• Most respondents (66%) spend under $10/ week purchasingalcohol• About 1/3 of respondents spend more than $10/weekpurchasing alcoholN=112
  • 11. ALCOHOL CONSUMPTION BEHAVIOR• Most respondents (79%) drink under 8 drinks whenconsuming alcohol• Few respondents (21%) drink more than 10 drinkswhen consuming alcoholN=119
  • 12. DESIRABILITY OF ALCOHOLIC SIDEEFFECTS• 1= Not Desirable• 2= Slightly Desirable• 3= Somewhat Desirable• 4=Very Desirable• 5= Extremely DesirableSide Effect Mean Rating (1-5)“Tipsy” 3.42“Buzzed” 3.37“Drunk” 3.08No Effects 2.18“Hammered” 2.08Blackout 1.47Hospitalized 1.22• On average, the most desirable state of inebriationwas “tipsy,” with a rating of 3.42/5
  • 13. N=123LIKELIHOOD TO PURCHASE PRODUCT• About a third of respondents (37%) are 70% or morelikely to purchase our product
  • 14. N=119EVALUATION OF PRODUCT• The majority of respondents (68%) see our product as agood idea
  • 15. N=126MEDIA USAGE• Facebook is the top media outlet used by respondents• Google is very slightly behind Facebook, so it is also asignificant outlet• YouTube comes in as third in importance
  • 16. FINDINGS• After analyzing the data from our survey wehave decided to go forward with launchingour product, iBuzz.• 38% thought the product was an excellentidea.• 30% thought the product was a very goodidea.• 20% thought it was somewhat a good idea.
  • 17. THE PRODUCTAs wide as an iPhone (2.31 inches), and about 1 inch tallAttach a keychain to it so its make easy to carry, but hard to loseiBuzz must be portable, yet not too small to lose
  • 18. THE PACKAGESimilar to Apple products, we want to makeunboxing the product a beautiful experienceA decently sized package, yet high quality material
  • 19. THE ATTRIBUTESWhat comes inside the package?The iBuzz itselfUSB chargerShort, yet to the point instruction manualWhat else?Purchaser will be able to download the free app on theiPhone App Store
  • 20. THE IPHONE APPThere will be three tabs for the user to navigate1 The BAC Calculator2 Previous BAC’s with time and date stamps3 Updated alcohol tips and factsIt will be simple, yet eloquent
  • 21. THE PRICEThe iBuzz will cost $39.99 with the free iPhone appMost college student can afford itand parents will be more thanwilling to buy it for their kids• The average price a person would pay is about $42 ($41.68)• The average price of a normal breathalyzer costs about $45-50
  • 22. WHERE IBUZZ WILL SELL?Well known colleges across the United StatesUSC, UT, ASU, UMRegion
  • 23. WHERE IBUZZ WILL SELL?San Francisco, New York, Los Angeles, MiamiExpansion to foreign countries when successfulGermany, Australia, Italy, Spain, ChinaLarge cities
  • 24. WHERE IBUZZ WILL SELL?Sell on website and other online retailers like AmazonIn Best Buys, Apple stores, and FestivalsRetail
  • 25. WHERE IBUZZ WILL SELL?Have promoters travel to different clubs and barsacross the USPerfect place to test it out since most people aredrinking and have iPhonesWill save people from getting DUI’s and/or drunk inpublicsClubs
  • 26. WHERE IBUZZ WILL SELL?Spring break events in Cabo, Cancun, Miami, etcPromote at professional sport games (NBA, NFL, MLB)Events
  • 27. GENERATING AWARENESSOut of the respondents, the top media sources people used wereFacebook(23%), Google (21%), YouTube (17%), and the radio(13%)
  • 28. WHICH DO YOU LISTEN TO/USE/ READ?
  • 29. OTHER POTENTIAL MEDIA SOURCESVine TwitterInstagram
  • 30. OFFICIAL FACEBOOK PAGE
  • 31. OFFICIAL TWITTER
  • 32. PROMOTION COSTSType Reach Cost perUnitCost perReachInfo SourceYouTube Ad People who useYouTube$.10 – $.30. ($2,000to reach 10,000)$10,000$.20/ per person YouTube.comWebsite All people who haveaccess to theinternet (all peoplewho click throughad)$8,850 (to create) +$50/month inmaintenance costsVaries based onclicksexecutionists.comESPN Magazine- ¼page B&W 50XAll subscribers-2,059,269$28,153 for sixmonths (August,September,October, November,December, January)$.027/ per person espn.comADCart GroceryStore Ads (variety of20 stores)People who shop atthe grocery stores(875 people a day)8 months $12,800 $0.73/ per person Adcart.comFacebook Ad Varies based onclick bids$7500 (total budget)$10,000Varies based onnumber of clicksfacebook.comNBA Arena Ad 615,232 $21,429 for twomonths (Decemberand January)$0.035/ per person nbaarena.comFairs/ Festivals/Trade ShowsAll fairgoers(3,271,058)$3,745 $.0011 Variety of fairwebsitesPromotion (showingup at bars)All people whoattend events weare at$370 per month Depends onnumber of people
  • 33. MONTHLY ALLOCATION GRAPH02000400060008000100001200014000160001800020000EventPromotionAdvertisementDecember and January are the more costly months
  • 34. MONTHLY ALLOCATION CHARTMonth IF Type Cost WhatJanuary Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $8,900 Website Creation and MaintainceAdvertisment $4,700 ESPN Magazine- 1/4 page B&WAdvertisment $1,600 AD CartPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $10, 715 NBA Arena AdFebruary Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsitePromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $1,600 AD CartMarch Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsitePromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $1,600 AD CartApril Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsitePromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $1,600 AD CartMay Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsiteAdvertisment $1,600 AD CartPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerEvent $500 Sarcemeto County FairJune Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsitePromotion $2,100 Traveling Fees, Bars, Spring Break, SummerEvent $235 Alameda County Fair
  • 35. MONTHLY ALLOCATION CHARTJuly Event $450 California Exposition County FairEvent $425 Amador County FairAdvertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerPromotion $50 WebsiteAugust Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsiteEvent $235 Jackson County FairPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $4,700 ESPN Magazine- 1/4 page B&WSeptember Advertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsiteAdvertisment $4,700 ESPN Magazine- 1/4 page B&WEvent $200 Gold County Fair(four days)Promotion $2,100 Traveling Fees, Bars, Spring Break, SummerEvent $2,100 Los Angeles County FairOctober Advertisment $4,700 ESPN Magazine- 1/4 page B&WAdvertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsiteAdvertisment $1,600 AD CartPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerEvent $130 Big Fresno FairNovember Advertisment $4,700 ESPN Magazine- 1/4 page B&WAdvertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsitePromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $1,600 AD CartDecemeber Advertisment $4,700 ESPN Magazine- 1/4 page B&WAdvertisment $830 YouTube ADAdvertisment $830 FaceBookPromotion $50 WebsiteAdvertisment $1,600 AD CartPromotion $2,100 Traveling Fees, Bars, Spring Break, SummerAdvertisment $10, 715 NBA Arena Ad
  • 36. MEDIA VEHICLE82%4% 14%TypeAdvertisementEventPromotionSpent the most of Advertising
  • 37. PROMOTION12%34%16%12%26%AdvertismentYouTubeESPN MagazineAD CartFaceBookNBA ArenaMost money spend on ESPN Magazine
  • 38. POSITIONING STATEMENTFor the smart Californian alcohol consumer, iBuzz offers agreat Portable Breathalyzer for the iPhone, at a great value.
  • 39. PRINT AD
  • 40. PRESS RELEASE