New Device Presentation (Marketing Management, B-School)

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New Device Presentation (Marketing Management, B-School)

  1. 1. DVC-1000 Marketing Plan Marketing Management, Professor O’Neil Created by James Igoe
  2. 2. Executive Summary <ul><li>The Marketing Opportunity </li></ul><ul><ul><li>increased dollars spent on computers and media devices </li></ul></ul><ul><ul><li>an underserved, as well as a growing, market </li></ul></ul><ul><li>The Product </li></ul><ul><ul><li>interconnection between media devices with computer hardware </li></ul></ul><ul><ul><li>targeted to satisfy the demands of the home and youth markets </li></ul></ul><ul><li>The Marketing Strategy </li></ul><ul><ul><li>collaboration with PC retailers </li></ul></ul><ul><ul><li>print ads in design and home-oriented computer media </li></ul></ul><ul><ul><li>Internet advertising we expect to tap various segment types </li></ul></ul><ul><li>Objectives and Results </li></ul><ul><ul><li>generate 1.5 Millions dollars of profit over the next three years </li></ul></ul><ul><ul><li>provide entry into an underserved and growing market </li></ul></ul>
  3. 3. The Product <ul><li>Increased interconnectivity between media devices </li></ul><ul><li>FireWire Connection (to Apple or PC) </li></ul><ul><li>RCA and S Connectors (stereo connection,VCR) </li></ul><ul><li>USB Port (iPod and MP3 connectivity) </li></ul><ul><li>Digital Video connections </li></ul><ul><li>Skins: Additional color and textures </li></ul><ul><li>High quality, average price </li></ul>
  4. 4. Production Plan Timeline
  5. 5. The Fulfilled Customer Profile <ul><li>Alert to opportunities to broaden their knowledge </li></ul><ul><li>Leisure activities tend toward family and home </li></ul><ul><li>Open-minded to new ideas and social change </li></ul><ul><li>Conservative, practical consumers </li></ul><ul><li>Look for durability, functionality and value </li></ul>
  6. 6. The Experiencer Customer Profile <ul><li>Young, vital, enthusiastic, impulsive and rebellious </li></ul><ul><li>Seek variety and excitement </li></ul><ul><li>Savor the new, the offbeat, and the risky </li></ul><ul><li>Enthusiastic about the new, quick to cool </li></ul><ul><li>Abstract disdain for conformity </li></ul><ul><li>Exercise, outdoor recreation and social activities </li></ul>
  7. 7. Promotional Campaigns <ul><li>Magazine Advertising: Golf and PC Magazines </li></ul><ul><li>Internet OEM Market </li></ul><ul><li>Editorial evaluations </li></ul><ul><li>Additionally, youth and music magazines </li></ul>
  8. 8. Promotional Plan Timeline
  9. 9. Product Positioning Price (Y) and Quality (X)
  10. 10. Our Competition
  11. 11. Projected P & L
  12. 12. James Igoe [email_address] 201.610.9317

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