3. Product Description
The ball is:
•Spherical
• Made of leather
• 28 ins in circumference
• 15 oz in weight
• An eco-friendly portable generator
• Available in green or white
4. Product Positioning
The product that will gives more, so fans can
connect kicknectically
• Global health tool
• Safe for night time play
• 95% recyclable
• Water-resistant
• Non deflatable
• Each purchase guarantees a deprived soccer
enthusiast a free ball
5. Targeting
• Consumers’ with an ultra-modern lifestyle
• Moderate to wealth
• Technically savvy
• Emiratis Age:5 to 45 years old
• Living in metropolitan areas
• Influenced by celebrities and political leaders
• Soccer fan
10. Marketing Objectives and
Strategy
Key markets are Dubai and United Kingdom
More than $17 billion in domestic imports annually;
gateway to a $150 billion p.a. 2 billion population regional
import market
A growing market: Dubai's imports have more than
doubled since 1989
A prosperous market: strategic location at the heart of
one of the world's richest regions
A diversified market: wide import requirements;
opportunities for suppliers of most products
11. Marketing Objectives - cont’d
Usage of Intermediaries will be vital to our
success
Focus on targeting all soccer/football
associations that are a growing trend in these
areas
Organizations such as Soccerdubai.com and
Soccerkidsdubai.com will welcome our
product.
11
12. Pricing-BOGO/Buy One, Give One
The product price is set at $90 per ball
Humanitarian component - For each Kicknetic ball sold
we will donate another ball to an area where electricity is
scarce or non-existent.
1 for 1 - Customer receives their own Kicknetic soccer
ball and another will be shipped along with a small LED
light that is capable of running for several hours after the
ball is charged.
13. Market Communication
Internet, Internet, Internet
Electronic communications/Mobile Commerce
Social Media - 36% of UAE’s population is
registered on Facebook. Possible reach in the
UK is 30 million
Blog/News Sources
Develop advertising program
Media Timing and Allocation
Public Relations/Press Relations
Corporate Communications
14. Distribution Strategy
Exclusive Distribution vs. Intensive Distribution
It is in Kicknetic’s best interest to invest in
INTENSIVE DISTRIBUTION.
Increase sales
Gain customer recognition
Build loyalty
Impulse buying
The Kicknetic is a great example of not judging a book by its cover. The Kicknetic appears to be an ordinary size 5, Fédération Internationale de Football Association (FIFA) regulation, soccer ball in simple packaging. However, beneath the surface is what makes the Kicknetic revolutionary: Its ability to capture the power of kinetic energy within internal battery cells to can power a large lamp with multiple LEDs and a water purifier with as little as 15 minutes of play. “The battery system is based on gyroscopic mechanism, allowing the capture energy from all possible dimensions of motion. The operating range of the battery in the ball is 2.71 to 3.61 volts(Haeka, 2011).” The picture offers an internal view of the Kicknetic ball. Haeka, Alica (Sept 23, 2011): sOccket, the Power-Generating Soccer Ball, Is Ready to Go Global - Popular Mechanics acquired from http://www.popularmechanics.com/science/energy/next-generation/soccket-the-power-generating-soccer-ball-is-ready-to-go-global\nFIFA regularization size dimensions acquired from http://www.soccerballworld.com/Laws.htm\n
The Kicknetic will be positioned as the only power generating soccer ball on the market. Kicknetic is a unique product in which it promotes activeness and humanitarian efforts. The ball is 95% recyclable, water-resistant, and cannot deflate. Thereby, making soccer safe for active play by all age groups day or night. Kicknetic also brings an entirely new social aspect to soccer play by offering a free ball to deprived youth of third world countries. (soccket.com)\n
Learning Team B (LTB) knows the key to a successful launch is knowing your target audience. We determined the Kicknetics’ consumers are urban/suburban, 5-45years old (kids, young adults, parents, and coaches), Asian, Arab, White, Latin, and Black, humanitarians, unrestricted in personal spending, inclined for aesthetics and sophistication. Most of these consumers will be highly influenced by active life, culture, and social life. In Dubai this group accounts for 79% of the population (cia.gov). Typically, 63% of soccer players are under 21 and adults such as parents and administrators actively support them. 59% of these adults hold a college degree, 96% have access to the Internet, and 42%have income greater than $75K (The Active Network, Inc., 2007). \n\nDemographic information on dubai was retrieved from cia.gov.\n\nAlloExpat.com. (2011). Culture & People. Retrieved from http://www.dubai.alloexpat.com/dubai_information/culture_dubai.php?page=0%2C2\n
