iBuzz is developing a portable breathalyzer device called iBuzz that connects to a smartphone app. It conducted a survey of college students which found most drink alcohol 1-2 times per week and would be likely to purchase the product. iBuzz plans to target this demographic and mass market the $40 device at colleges, cities, and events across California through digital advertising, magazine ads, and on-site promotions over the next year.

1. L E W I S YA N G
J O N H A R O L D
N I C O L E L U D W I G
G R A C E T H O M A S
S T E FA N R A D E V
B U S 3 4 6 - S P R I N G 2 0 1 3

2. PRODUCT DESCRIPTION
• The gadget’s size is comparable to a small key
chain.
• is designed to be compatible with an iPhone
charging port.
• In combination with a mobile app the iBuzz
serves as a Breathalyzer, measuring blood
alcohol concentration (BAC).
iBuzz is a Smartphone portable Breathalyzer.

3. MARKET SEGMENTATION
• Our target market is college-aged individuals in the ages 20 to 24.
• In California this market segment is 1,325,164 people and represents 7.4% of
the Californian population (based on 2010 US Census Data).
• This is a growing market segment. It has seen growth of 13.8% since the 2000
national census.
• The 20 to 24 age group is one of the most
attractive market segments at the moment.
• Mass marketing is the most effective
marketing approach because our product
has universal appeal to this age group.

4. DEMOGRAPHICS
• An overwhelming majority (89%) of respondents were college-
aged and represented our target market
N= 125

5. GENDER
• A slight majority of respondents were female (53%) while
others were male (47%)
N=118

6. RELATIONSHIP STATUS
• Most respondents were single (59%) while many were in
relationships (31%)
• This is not surprising given that most college students are
either single or in relationships, not married
N=118

7. EMPLOYMENT
• More than half of respondents are employed, either full time
or part time
• Other respondents are not employed
N=118

8. ALCOHOL CONSUMPTION BEHAVIOR
• An overwhelming majority of respondents drink alcohol
(89%)
N=123

9. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents consume alcohol 1-2 times/week
• Others consume alcohol 3-4 times/week
• Very few consume alcohol more than 4 times/week
N=114

10. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents (66%) spend under $10/ week purchasing
alcohol
• About 1/3 of respondents spend more than $10/week
purchasing alcohol
N=112

11. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents (79%) drink under 8 drinks when
consuming alcohol
• Few respondents (21%) drink more than 10 drinks
when consuming alcohol
N=119

12. DESIRABILITY OF ALCOHOLIC SIDE
EFFECTS
• 1= Not Desirable
• 2= Slightly Desirable
• 3= Somewhat Desirable
• 4=Very Desirable
• 5= Extremely Desirable
Side Effect Mean Rating (1-5)
“Tipsy” 3.42
“Buzzed” 3.37
“Drunk” 3.08
No Effects 2.18
“Hammered” 2.08
Blackout 1.47
Hospitalized 1.22
• On average, the most desirable state of inebriation
was “tipsy,” with a rating of 3.42/5

13. N=123
LIKELIHOOD TO PURCHASE PRODUCT
• About a third of respondents (37%) are 70% or more
likely to purchase our product

14. N=119
EVALUATION OF PRODUCT
• The majority of respondents (68%) see our product as a
good idea

15. N=126
MEDIA USAGE
• Facebook is the top media outlet used by respondents
• Google is very slightly behind Facebook, so it is also a
significant outlet
• YouTube comes in as third in importance

16. FINDINGS
• After analyzing the data from our survey we
have decided to go forward with launching
our product, iBuzz.
• 38% thought the product was an excellent
idea.
• 30% thought the product was a very good
idea.
• 20% thought it was somewhat a good idea.

17. THE PRODUCT
As wide as an iPhone (2.31 inches), and about 1 inch tall
Attach a keychain to it so its make easy to carry, but hard to lose
iBuzz must be portable, yet not too small to lose

18. THE PACKAGE
Similar to Apple products, we want to make
unboxing the product a beautiful experience
A decently sized package, yet high quality material

19. THE ATTRIBUTES
What comes inside the package?
The iBuzz itself
USB charger
Short, yet to the point instruction manual
What else?
Purchaser will be able to download the free app on the
iPhone App Store

20. THE IPHONE APP
There will be three tabs for the user to navigate
1 The BAC Calculator
2 Previous BAC’s with time and date stamps
3 Updated alcohol tips and facts
It will be simple, yet eloquent

21. THE PRICE
The iBuzz will cost $39.99 with the free iPhone app
Most college student can afford it
and parents will be more than
willing to buy it for their kids
• The average price a person would pay is about $42 ($41.68)
• The average price of a normal breathalyzer costs about $45-50

22. WHERE IBUZZ WILL SELL?
Well known colleges across the United States
USC, UT, ASU, UM
Region

23. WHERE IBUZZ WILL SELL?
San Francisco, New York, Los Angeles, Miami
Expansion to foreign countries when successful
Germany, Australia, Italy, Spain, China
Large cities

24. WHERE IBUZZ WILL SELL?
Sell on website and other online retailers like Amazon
In Best Buys, Apple stores, and Festivals
Retail

25. WHERE IBUZZ WILL SELL?
Have promoters travel to different clubs and bars
across the US
Perfect place to test it out since most people are
drinking and have iPhones
Will save people from getting DUI’s and/or drunk in
publics
Clubs

26. WHERE IBUZZ WILL SELL?
Spring break events in Cabo, Cancun, Miami, etc
Promote at professional sport games (NBA, NFL, MLB)
Events

27. GENERATING AWARENESS
Out of the respondents, the top media sources people used were
Facebook
(23%), Google (21%), YouTube (17%), and the radio(13%)

28. WHICH DO YOU LISTEN TO/USE/ READ?

29. OTHER POTENTIAL MEDIA SOURCES
Vine Twitter
Instagram

30. OFFICIAL FACEBOOK PAGE

31. OFFICIAL TWITTER

32. PROMOTION COSTS
Type Reach Cost per
Unit
Cost per
Reach
Info Source
YouTube Ad People who use
YouTube
$.10 – $.30. ($2,000
to reach 10,000)
$10,000
$.20/ per person YouTube.com
Website All people who have
access to the
internet (all people
who click through
ad)
$8,850 (to create) +
$50/month in
maintenance costs
Varies based on
clicks
executionists.com
ESPN Magazine- ¼
page B&W 50X
All subscribers-
2,059,269
$28,153 for six
months (August,
September,
October, November,
December, January)
$.027/ per person espn.com
ADCart Grocery
Store Ads (variety of
20 stores)
People who shop at
the grocery stores
(875 people a day)
8 months $12,800 $0.73/ per person Adcart.com
Facebook Ad Varies based on
click bids
$7500 (total budget)
$10,000
Varies based on
number of clicks
facebook.com
NBA Arena Ad 615,232 $21,429 for two
months (December
and January)
$0.035/ per person nbaarena.com
Fairs/ Festivals/
Trade Shows
All fairgoers
(3,271,058)
$3,745 $.0011 Variety of fair
websites
Promotion (showing
up at bars)
All people who
attend events we
are at
$370 per month Depends on
number of people

33. MONTHLY ALLOCATION GRAPH
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Event
Promotion
Advertisement
December and January are the more costly months

34. MONTHLY ALLOCATION CHART
Month IF Type Cost What
January Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $8,900 Website Creation and Maintaince
Advertisment $4,700 ESPN Magazine- 1/4 page B&W
Advertisment $1,600 AD Cart
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $10, 715 NBA Arena Ad
February Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $1,600 AD Cart
March Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $1,600 AD Cart
April Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $1,600 AD Cart
May Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Advertisment $1,600 AD Cart
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Event $500 Sarcemeto County Fair
June Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Event $235 Alameda County Fair

35. MONTHLY ALLOCATION CHART
July Event $450 California Exposition County Fair
Event $425 Amador County Fair
Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Promotion $50 Website
August Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Event $235 Jackson County Fair
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $4,700 ESPN Magazine- 1/4 page B&W
September Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Advertisment $4,700 ESPN Magazine- 1/4 page B&W
Event $200 Gold County Fair(four days)
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Event $2,100 Los Angeles County Fair
October Advertisment $4,700 ESPN Magazine- 1/4 page B&W
Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Advertisment $1,600 AD Cart
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Event $130 Big Fresno Fair
November Advertisment $4,700 ESPN Magazine- 1/4 page B&W
Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $1,600 AD Cart
Decemeber Advertisment $4,700 ESPN Magazine- 1/4 page B&W
Advertisment $830 YouTube AD
Advertisment $830 FaceBook
Promotion $50 Website
Advertisment $1,600 AD Cart
Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer
Advertisment $10, 715 NBA Arena Ad

36. MEDIA VEHICLE
82%
4% 14%
Type
Advertisement
Event
Promotion
Spent the most of Advertising

37. PROMOTION
12%
34%
16%
12%
26%
Advertisment
YouTube
ESPN Magazine
AD Cart
FaceBook
NBA Arena
Most money spend on ESPN Magazine

38. POSITIONING STATEMENT
For the smart Californian alcohol consumer, iBuzz offers a
great Portable Breathalyzer for the iPhone, at a great value.

39. PRINT AD

40. PRESS RELEASE