The document outlines a marketing plan for ChargeCard, a portable USB charging device shaped like a business card. It discusses the product, target market of iPhone users in business, positioning as a convenient device that fits the lifestyle of professionals on the go. The plan details a selective distribution strategy, initial high skimming price of $49.99, and quantitative sales goal of $150,000 primarily through online sales based on the product's prior success on Kickstarter. Future profit goals will be based on assessing performance in test markets.

1. Lizzy, Sarah, Cate, Christian, & Samhita

2.  ChargeCard was a project on KickStarter
 Our product is the thinnest and most compact
USB charging device for Androids and iPhones.
 With the ChargeCard embodying the shape of a
business card, the product not only becomes
portable but also fits into the lifestyle of men
and women working in the business world

3.  Researchers predict Smartphones will drive
$20 billion in aftermarket accessory revenues
in 2012.
 ABI predicts Smartphone accessories
revenues will grow to $38 billion by 2017.
 Because of the insights and current trends in
the market, we believe the timing of the
marketing, selling and distributing our
product is ideal

4.  Price and Convenience
 Average price (skimming)
 Very convenient
Low Price
High Price
Not convenient Very convenient

5.  Position: to be the charging device that is
most convenient and portable for you as it
fits into your lifestyle
 Key points of difference:
 Size and portability—ability
to fit in your wallet and be
transported wherever you go
 Simplicity and easy to use

6.  Positioning Statement (Marketer’s perspective)
 For the trendy, technological business man or woman on-
the-go, ChargeCard is a sleek and portable charging device
for your iPhone or other mobile phone device that fits into
your lifestyle.
 Positioning Statement (Consumer’s perspective)
 For those of us who are always on-the-go in today’s fast-
paced society, ChargeCard is the perfect solution as a
charging device that is easy to use and portable.

7.  Market size: 37,028,796,000 are iPhone users
in the workforce.
 Geographic: iPhone users are concentrated
in bigger cities, that happen to be centers for
business and commerce.

8.  Target Consumer’sValues, Lifestyles, &
Personality: iPhone users want to stay up-to-
date with the latest technological
advancements
 Brands of Choice:Our selected
demographics’ primary source of news isThe
Wall Street Journal.WIRED Magazine is a big
influencer on ChargeCard’s target market,
due to the technological and business theme
topics that are discussed.

9.  Otterbox does a good job of researching
what their target market, iPhone users,
would be interested in.

10.  ChargeCard has a model for a variety of
devices: iPhones, Android/Blackberry, or any
micro-USB device.
 Works with iPad, iPod and iPhone

11.  We would create a model for the iPhone 5,
which is in increasing demand with people
wanting to upgrade their phones
 Customers continue with the trend to keep up
with the latest trends and versions of products
 We would have to keep up with that and the
customers in making sure they are satisfied

12.  There isn’t much to change about the actual
product (shape, functionality, etc.) but we
would like to expand on designs in colors,
especially appealing to the market of female
professionals.

13.  We would like to focus on the packaging of
our product.
 We would like the packaging to be
recognizable, similar to that of Apple
products, such as a “cardboard wallet” or
some sort of packaging that makes the
connection between the consumer’s busy and
“on-the-go” lifestyle and the product’s
functionality and portability

14.  We have chosen not to rename or rebrand
the ChargeCard
 We believe the name is memorable, easy to
say, and draws a comparison to a credit card
that can easily fit into your wallet, which
automatically hints at the product’s
convenience and portability factors

15.  Brand’s personality consists of a personality
that is convenient, sleek and trendy
 Fits into the customer’s lifestyle
 Technological and current
 Simplicity and portability
 Tagline: “It’s there when you need it, and out of your way
when you don’t”

16.  Areas where business people will come in
contact with it without having to seek it out.
 Airports- travel a lot and have
A lot of down time in airports to
Wonder and see our product
 Business Magazines-Lots of business
Magazines people in the business world
Read. Could have an ad for our product in it.

17.  Online- On CBS8.com, it was found that 12.91% of all
online Cyber Monday sales were for mobile phones.The
internet is so up-and-coming, and it’s a nice way to hit a
mass audience easily.
 Deals with other companies- Almost like a test market.
Sometimes when a new product is made, it will be
delivered to a company for the employees to use and
create awareness and help figure out the glitches.
 Brookstone/AT&T andVerizon- maybe partnering with
AT&T andVerizon to have them sold in stores as an
alternative charger.We also think the consumers that
would buy the Charge Card may also shop in brookstone.

18.  Selective distribution- want the public to see
it, but also have a very specific group of
people we are selling it to.
 No matter what the place of distribution, we
want our customers to be clear about the
product they’re getting and either see the
product in use, or experience
using it themselves.

19.  Retail value set by creators at $25
 Our price: $49.99
 Skimming Strategy:
 Enough consumers willing to buy
 Consumers will interpret higher price as higher
quality.
 Higher cost will cover high cost of manufacturing.
 It is better to set price as high and then lower later
than to set as low initially and then raise price.

20.  Considering the average human is
overwhelmed with “over 2000 outbound
marketing interruptions per day”, people are
figuring multiple ways to block them out.
 “Get found” Strategy

21.  Inbound Marketing
 SEO (Search Engine Optimization)
 Speak at seminars of other companies
 Blogging and social media
 Outbound Marketing
 “guerilla” Marketing
 Business Magazines

22.  Brand personality in relation to promotion
strategy
 Brand: convenient, easy to use, sleek, and
compact
▪ Strategy works with “on the go” theme

23.  Brand- focus on convenience
and reasonable price.
 Skimming-We think that
because we do have a selective
distribution and such a targeted
market, that would be the best
way to sell our product.

24.  Goals- Our quantitative goal is $150,000.
 If we sell a Charge Card at $49.99/card, we think this
goal can be reached.
 Because this started as a product on Kickstarter, we
believe there is a lot of potential for online sales.
 So far, the Charge Card has 5, 428 backers, and they
began with a goal of $50,000, but they have already
surpassed that by generating a pledge amount of
$161,897.
http://www.kickstarter.com/projects/nomad/chargecard-for-iphone?ref=live

25.  As stated previously, partnerships with other
locations would add to the amount of sales,
but we pinpoint most of our sales would
come through online transactions
due to the fact that it’s already been so
successful on Kickstarter.

26.  Base future profit goals on assessment of test
market
 Factors:
 Number of purchases through distribution channels
 Overall sales/profit
 Consumer responses to marketing efforts
 Lower price if consumers do not purchase
initially
 Re-assess profit goals and set higher if more
consumers respond than expected