Polyphonic First Movers Marketing

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Polyphonic First Movers Marketing

  1. 1. Polyphonic HMI Human Media Interface
  2. 2. • Key Issues/Opportunity Areas • Industry Analysis • Possible Alternatives • Implementation of selected alternatives • Contingency Plan • Summary • Q&AOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  3. 3. • Profitability • Target Market • Marketing Plan • Pricing Decision • Licensing TechnologyOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  4. 4. IMPORTANCE LOW HIGH Software Licensing © LOW URGENCY Marketing Plan Profitability HIGHOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  5. 5. STRENGTHS WEAKNESS • Management expertise • Low budget ($150,000) • Unique and innovative product • Unproven technology • Estimated rate of success (80%) • High operating cost • First mover advantage • Long sales cycle (hardware providers) • Group AIA subsidiary • No emotion (only mechanical) • Global brand presence • Access to industry expertise OPPORTUNITY THREATS • $32 Billion music industry • Skepticism and reluctance • Decreasing sales growth (-10.4% in 2002) • Traditional “instinct and guts” • No direct competition • Low barriers to entry for competitors • High market research costs • Falling music sales • Low success rate (10%) of traditional • Tough economic situation currently methodsOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  6. 6. Implementation Contingency Assessment Plan Plan Unable to reach Break-Even Point (10 Album Sales) 1. 80% of Marketing Budget Exhausted or 2. 8 Months of Implementation Plan have passedOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  7. 7. Unproven Product Low Low Sales Reputational Capital Perceived RiskOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  8. 8. Unproven Product Low Low Sales Reputational Capital Perceived RiskOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  9. 9. The user fee for our software ($5000) will be returned in full to the A&R executive if: 1. HSS categorizes a song to be a hit 2. The song is marketed by the label 3. The song is unable to reach the top 40 chartOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  10. 10. Money-Back Guarantee Analysis: Acceptable Refund Percentage 100.00% Refund Percentage at Break-Even 90.00% A&R Success Rate 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% Expected Refund 20.00% Rate 10.00% 0.00% 71 15 29 43 57 85 99 1 113 127 141 155 169 183 197 211 225 239 Album SalesOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  11. 11. • 10 % Error Rate Hits • Money Back- Guarantee 20 % Error Rate Non • 10% Error Rate - HitsOPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface
  12. 12. Criteria Weight Artists Producers A&R Marketing Cost 0.1 1 3 3 Timeframe 0.1 3 2 1 Profitability 0.2 1 3 3 20 % Error Long-Term Value 0.15 1 1 3 Market Size 0.1 3 2 1 Rate Market Positioning 0.2 1 2 3 Price 0.15 1 3 3 Total 1 1.4 2.3 2.6OPPORTUNITY SWOT ALTERNATIVES IMPLEMENTATION CONTINGENCY SUMMARY Q&A Polyphonic HMI Human Media Interface

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