CanJam baby boo ya

1. CanJam
Brian D’Arrigo
Brendan Egan
Michael Ilardi
Mark Vernazza
Gregory Wilks

2. Table of Contents
•Industry Analysis
•Consumer Behavior
•Target Market
•Marketing Strategy

3. Industry Analysis
• Outdoor Recreational Activity Games
• Outdoor games in the industry include:
– Horse shoes
– Bagg-O
– Bocce Ball
– Volleyball
– Badminton

4. Strengths/Weaknesses
• Games are price
efficient
• Good mobility and
simplicity
• Most people enjoy
recreation games
that take place
outdoors
• No age limit
• Word of Mouth
• Word of mouth
• Games require
certain skills
• Little to no publicity
• Not a mainstream
activity/sport

5. Opportunities/Threats
• No defined market
• No big
competitors
• Low barrier to
entry
• No usage barrier
• Established
leagues
• “NHPA” *
• Industry has a
wide variety of
products
* Horseshoepitching.com

6. Methodology
• 50 people
• One on one interviews
• Face to face
• Phone
• 33 Male interviews and 17 Female
interviews
• 18 - 25 years of age

7. Needs
• Social
• Level of Competitiveness
• Consumers A, D, and G said, “I want to
have fun but I do not want to sweat”
• Consumers B and F said, “I would like to
compete but in a socially friendly
environment”
• Consumers H and J both mentioned they
love the outdoors, especially when they
are with their friends

8. Involvement/Brand Loyalty
• Low Involvement
• Consumers willing to try
– Consumers F and G both agreed that they
would try a new game
• Variety Seekers
• People are more loyal to the industry
rather than a specific brand
– Consumer C and E said, “I would buy the
game if there was a price promotion”

9. Low Involvement Decision
Making
• We feel that this industry is made up of
low involved consumers
• If consumers see:
- Friends playing it
- A competitive atmosphere
- Winners and Losers identified
- Not physically exerting

10. Situation/Usage
• Outdoor activities
– Beach
– Tailgates
– BBQ
– Parties
• For example, when at a tailgate, Consumer H
said, “Barbeques are fun, and socializing with
friends is key, but I like to do something that
involves playing a game.”

11. CanJam
• Two teams of two
people
• Two goals
• One Frisbee
• Teammates stand
opposite one another
• Team A player 1,
throws Frisbee at
goal
• Team A player 2,
tries to deflect
Frisbee in goal
• After Team A goes
Team B has a turn

12. Ways to Score Points
• “Ace”
• Three points for an
assist into the goal
• Two points for an
assist that hits the
can
• One point for directly
throwing the Frisbee
and hitting the can
• Game is over when
desired number of
points is reached

13. Main Consumer Behavior
Problem
• How do we get consumers to
participate in an activity that is both
social and competitive but not
physically exhausting?
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14. Target Market
• Consumers ranging from 18 to 25 years of age
– Low to moderate income
– High Usage Rate
– Free time
– Needs - Emphasis on social gatherings
– “Information Seekers”
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www.facebook.com/markvernazza www.facebook.com/michaelilardi

15. Justification
• Our product is in-expensive
• Adaptable to different social
situations
• Compatible to outdoor activity
games
• Relies on word of mouth

16. Strategy
• Product
– Two three foot cans, one ultimate Frisbee
disc, and one rule book
• Price
– $29.95
• Placement
– Sporting Goods Stores
– College Book Stores

17. Strategy (cont.)
• Promotion
– Free product trials
– Discounts on additional Frisbees
– Active sales team, which will help promote
word of mouth advertising
– Percentage of sales will go towards local
charities such as Hunger Cleanup *
– Social MediaNetworks
• Facebook
• Twitter
*http://fairfield.edu/student/cmsj_hunger.html

18. Facebook Page