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BlueBerry Media


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BlueBerry Meda - Category Review

Published in: Business
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BlueBerry Media

  1. 3. Overall Product Description
  2. 4. Our Product We provide a Bluetooth proximity marketing system that delivers customized information via text messages (SMS) to clientele/consumers inside retail store premises. The unit quickly identifies a Bluetooth enabled device as it comes into range and immediately attempts to deliver the selected information message to the device.
  3. 5. Our Market (Business/Category) We develop products that harnesses the functionality of Bluetooth technology to deliver targeted information/content to Bluetooth enabled devices. The primary focus is the retail marketing industry. By delivering marketing/sales/advertising content within the premises of a store.
  4. 6. Our Mission Statement: “ The mission of Blueberry Media Inc. is to provide endless marketing opportunities for retailers utilizing proprietary wireless technologies.”
  5. 7. Market Size & Trends
  6. 8. Our Competitive Landscape:
  7. 9. Our Market Size Time 2006 - $550mil BlueTooth Market Size ($mil)
  8. 10. Industry attractiveness: <ul><li>Determine industry attractiveness by going through the different characteristics listed on p. 61. </li></ul>
  9. 11. Industry attractiveness: <ul><li>Emerging market </li></ul>+ Profit Time Oct. 2006
  10. 12. Industry attractiveness: <ul><li>Not a crowded market </li></ul><ul><ul><li>We have identified only a few competitors. </li></ul></ul><ul><ul><li>This typically means low/weak price competition and high operating margins. </li></ul></ul>+
  11. 13. Industry attractiveness: <ul><li>A relatively small market </li></ul><ul><ul><li>But we estimate high growth, which is more important than size </li></ul></ul>- <ul><li>Technology is not widely known. Consumer marketing education is highly beneficial </li></ul>
  12. 14. Social and Economic trends: <ul><li>The technology is inexpensive to implement and will have very little reliance upon the status of the economy. </li></ul><ul><li>With the economy as it is today, it should be fairly easy to have our technology placed in various retail stores. </li></ul><ul><li>Social trends suggest that people will be worried that this kind of technology will inhibit privacy. </li></ul>
  13. 15. Target Market: <ul><li>The current target market is upper-retail stores which will implement this technology first. </li></ul><ul><li>Only technology oriented people will use this technology which leaves out much of baby-boomers. The average age in the United States is around thirty-six and declining as the baby boomers become older and eventually pass away </li></ul>
  14. 16. Primary Target: <ul><li>High-End Department Stores </li></ul><ul><li>Large, upscale inventory </li></ul><ul><li>Nordstrom’s, Macy’s, Bloomingdale’s etc </li></ul>
  15. 17. Target Consumer: <ul><li>Target Demographic: 25 to 50 years of age </li></ul><ul><li>Consumers with higher disposable income. </li></ul><ul><li>Owners of mobile phones with BlueTooth Capabilities </li></ul><ul><li>Technology savvy </li></ul>
  16. 18. Corporate Decisions within the Category: <ul><li>CMO is becoming more important as a Corporate Officer </li></ul><ul><li>Runs the marketing department </li></ul><ul><li>Implements new marketing strategies </li></ul><ul><li>Executes new marketing campaigns </li></ul><ul><li>Main decision maker for/against Bluetooth marketing </li></ul>
  17. 19. Cost Breakdown: <ul><li>Our package consists of a transceivers placed throughout the store interfacing with software controllers to provide fast and accurate delivery of information to the customer. </li></ul><ul><li>Current costs range from $1500 to $25000 for a Bluetooth marketing system depending on size. </li></ul><ul><li>Costs are dropping dramatically as the hardware becomes more refined and easier to produce. </li></ul>
  18. 20. Pricing trends: <ul><li>As with any new technology the price of Bluetooth chips is rapidly dropping from its initial prices. </li></ul><ul><li>From 2003 to 2006 the price of a Bluetooth chip fell by approximately 50%. </li></ul><ul><li>80% of notebook computers and 90% of PDA’s are Bluetooth enabled. </li></ul><ul><li>There are currently over 500 million Bluetooth capable phones world wide. </li></ul>
  19. 21. SWOT analysis (internal): <ul><li>Strengths: Weaknesses: </li></ul><ul><li>User friendly, easy - Cannot identify end-user </li></ul><ul><li>Internationally acceptable (gender, age etc.) </li></ul><ul><li>Low development costs - Requires educated sales force </li></ul><ul><li>Location based advertising - Requires educating target </li></ul><ul><li>Patentable process consumers </li></ul><ul><li>Low Overhead (no initial inventory) </li></ul>
  20. 22. SWOT analysis (external): <ul><li>Opportunities: Threats: </li></ul><ul><li>Californian Law - New technologies </li></ul><ul><li>Social trends - Possibility of consumers Economic trends recognizing service as spam </li></ul><ul><li>Emerging market - Low entry barriers </li></ul><ul><li>Few Competitors </li></ul>
  21. 23. The End