PhoneBloks presentation

4,194 views

Published on

A marketing plan for PhoneBloks

Published in: Marketing
  • Be the first to comment

PhoneBloks presentation

  1. 1. PHONEBLOKS A PHONE WORTH KEEPING Balindal Suttatanachod, Branden Maes, Katrina Kalsø, Roby Camagong, Wolfgang Feger
  2. 2. OVERVIEW 1. SITUATION ANALYSIS A. B. 2. MARKET SUMMARY SWOT ANALYSIS MARKETING STRATEGY A. B. TARGET MARKET C. POSITIONING D. 3. MISSION STRATEGY MARKETING IMPLEMENTATION
  3. 3. MARKET SUMMARY Age Android iPhone 18-24 43% 31% 25-34 40% 34% 35-44 33% 29% 45-54 27% 25% 55-64 17% 19%
  4. 4. MARKET SUMMARY Household Income Android iPhone <$30k 28% 13% $30K-$50K 27% 23% $50K-$75K 31% 25% $75K+ 31% 40%
  5. 5. MARKET SUMMARY Education Level Android iPhone Less than high school 25% 11% High school graduate 27% 17% Some college 31% 27% College or higher 29% 38%
  6. 6. SWOT ANALYSIS Strengths Weaknesses ! ! Customer Empowerment Sustainable Product Partner-reliant Software Compatibility ! Opportunity Threats ! ! Up-to-date Technology Different purchasing power segments Software Highly competitive market
  7. 7. MISSION To build a shared open-source platform for customers around the world to develop the sustainable and adaptable technology devices that they need.
  8. 8. TARGET MARKET Segment Target Market Geographic Region United States Demographic Age 20-44 Income >$30,000 Generation Gen Y & Gen X
  9. 9. POSITIONING Brand Mantra A phone worth keeping POD POP Smartphone Mobile Tech Hi-tech Customizable Idea Sharing Pricing Strategy Non-obsolescence Substantiators Unique design, Innovation platform, Open-source, Custom, Eco-friendly, Core product never becomes obsolete Values/Personality/Character Future-looking, Customer-centric, Creative, Listens Exceptional Properties/Visual Identity Light Blue & White, Phonebloks Logo, Slogan
  10. 10. PRODUCT AND PRICING STRATEGY Model Core Features (Bloks) Price Basic Model 3G, speaker, 6 hour battery, 16GB storage, 5 megapixel camera; blok upgradable compatibility $100 (16GB) Standard Model 4G, wifi, speaker, 8 hour battery, bluetooth, USB, 8 megapixel camera; blok upgradable compatibility $250 (16GB) $300 (32GB) Premium Model 4G, wifi, premium speaker, 16 hour battery, USB, 12 megapixel camera; blok upgradable compatibility $400 (32GB) $450 (64GB)
  11. 11. DISTRIBUTION STRATEGY • BLOK STORE • CORE RETAIL STORES • DISTRIBUTION DIFFERENTIATION
  12. 12. MARKETING COMMUNICATION STRATEGY Blok Store Events and Experiences Public Relatons and Publicity Direct and Interactive Marketing Advertising Videos focused on benefits and flexibility of PhoneBloks Road shows Press kits Google per-click advertising campaign to maximize reach for all Internet users Customer service system for maintenance and repair Presence at events relative to target market e.g. Concerts, Festivals, etc. Featured articles in magazine and newspaper publications Facebook and Twitter per-click advertising campaign as well as profile and hash-tags Publications for bloggers producing new modular assemblies Produce product testimonial videos Yahoo and Tumblr Focus on community per-click advertising relations and campaign to sustainability maximize reach for all users Build an online community Acquire celebrity endorsements Customer updates on new products Permission direct email marketing
  13. 13. MARKETING IMPLEMENTATION • NEW YORK CITY, NEW YORK • INTERACTIVE DIGITAL PORTAL
  14. 14. MARKETING IMPLEMENTATION • SAN FRANCISCO, CALIFORNIA • TRANSIT INTERACTIVE PORTAL
  15. 15. MARKETING IMPLEMENTATION • AUSTIN, TEXAS • BUILDING PROJECTION • SXSW 2014
  16. 16. IMPLEMENTATION TIMELINE Key Actions Q1 Q2 Q3 Q4 Partnerships/ Procurement Active Active Active Active Beta Testing Active Active Product Launch Advertising Active Active Active Active Active
  17. 17. SOURCES • Ong, J. (2013, February). Apple passes Samsung to become top US mobile phone vendor with record 34% market share: Report. In TNW. Retrieved December 6, 2013, from http://thenextweb.com/apple/2013/02/01/apple-passes-samsung-to-become-top-us-smartphone-vendor-with-34-market-sharereport/#!o1Nmu • Derickson, . (2013, January 2). Smart Phone Ownership By Generation [INFOGRAPHIC]. In E-Strategy Trends. Retrieved December 6, 2013, from http:// trends.e-strategyblog.com/2013/01/02/smart-phone-ownership-by-generation-infographic/6939 • eMarketer. (2013, June 2). NEWSLETTER SIGNUP US Smartphone OS Race Still Close, as Men, Younger Users Favor Android Read more at http:// www.emarketer.com/Article/US-Smartphone-OS-Race-Still-Close-Men-Younger-Users-Favor-Andro. In eMarketer. Retrieved December 6, 2013, from http:// www.emarketer.com/Article/US-Smartphone-OS-Race-Still-Close-Men-Younger-Users-Favor-Android/1009961 • Smith, A. (2013, June 5). Smartphone Ownership - 2013 Update. In PewResearch. Retrieved December 4, 2013, from http://pewinternet.org/Reports/2013? Smartphone-Ownership-2013.aspx • comScore. (2013, October 4). comScore Reports August 2013 U.S. Smartphone Subscriber Market Share. In comScore. Retrieved December 2, 2013, from http://www.comscore.com/Insights/Press_Releases/2013/10/comScore_Reports_August_2013_US_Smartphone_Subscriber_Market_Share • Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle, NJ: Pearson Education, Inc. • Whitington, C. (2013, September 18). SXSW 2013 Economic Impact Report. In SXSW Music Film and Interactive. Retrieved December 1, 2013, from http:// sxsw.com/music-film-interactive-sxswedu/news/2013/sxsw-2013-economic-impact-report • Derczo, E. (2013, September 18). 2013 South by Southwest City of Austin Economic Impact Analysis. In SXSW Music Film and Interactive. Retrieved December 1, 2013, from http://sxsw.com/sites/default/files/attachments/2013%20SXSW%20Economic%20Impact%20Analysis.pdf • U.S. Department of Commerce. (2013). Smartphone Ownership - 2013 Update. In United States Census Bureau. Retrieved December 4, 2013, from http:// quickfacts.census.gov/qfd/states/06/06075.html

×