Consumer Behavior Project Presentation: Night Runner

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The assignment was to take a product from the Dollar Store and repurpose and remarket it to be sold at a higher price in a different market. I am particularly proud of this project as I took particular ownership in the task and interest in the subject. We chose to turn a $1 party light bracelet into a running safety device.

Marketing

Equipo Seis Agency Presents:
Kalie Browne, ColinCeithaml, Patrick Cullen, MichaelCarlini, SandyAvomo

 Childs Party favor
 Target:
parties, festivals,
gatherings
 Childish colors, fonts
 Price: $1

 Night time exercise safety device that will light
the way for the most dedicated athletes
 Recommendation: Make adjustable

 Limited Rationality
 Features
 Colors:
 Safety, Durability

 30 million runners
 50+ days/year
 World sports apparel
 $126 billion by 2015

 Emotion: Fear
 Evading Personal
Harm
 “We Are” Appeal

 Road Runner
 Finish Line
 Dick’s Sporting Goods
 Sports Authority

 Value Positioning
 Light
 Affordable
 Growing market
 Running
 Apparel
 “We are” appeal
 WOM

Consumer Behavior Project Presentation: Night Runner

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