The document presents a marketing plan for a DIY cardboard speaker. Some key points: - The speaker is lightweight, collapsible, USB powered and can connect to computers and MP3 players. - Market research found that many consumers doubt the speaker's sound quality and durability being cardboard. The target audience is chosen as families with children and craft hobbyists who prioritize design over sound. - The plan is to launch in major US cities, create an online presence, partner with craft/family websites and magazines, hold speaker design contests to generate buzz, attend craft shows for sampling, and provide samples to schools. Sales are forecast to increase over 5 years as brand awareness grows through these efforts.

1. DIY Cardboard Speaker Final Presentation XUYAN YAN

2. Product Description The DIY Cardboard Speaker is a fully functional speaker which contains a high quality cardboard template and sound electronic components. It is light weighted and collapsible. This speaker is a USB powered product, no battery needed. It can be connected to any PC and MP3 player.

3. Consumers : Thoughts about product

4. Market research 64% of the interviewees would not believe the sound quality of the speaker would satisfy their need. half of the interviewees would not believe the cardboard would satisfy their needs. Need to target at those people who care less about the sound quality.

5. Target Audience family with children --> --> Those group people actually care less about the sound quality but more about the product design and DIY fun. craft hobbyists

6. Brand Positioning

7. Market structure Chart

8. Competitive Frame

9. Perceptual Maps

10. Perceptual Maps

11. Perceptual Maps

12. Source of Volume Adjusted the value according to the research of product improvement.

13. BASES Analysis Target audience based on population in US.- IBISWorld Trial rate, repeat rate and units per purchase based on customer survey. Make a breif assumption about ACV and awareness according to the case study

14. CONCEPT BOARD

15. Concept Board - Old one - Too much words. - mess pictures confuse people. - not really appealing to the new target audience - people do not get clear idea about the design of products

16. Revised Concept Board

17. TagLine Yes, You can, make your own speaker.

18. Market Roll out plan

19. High Opportunity Markets In big eco cities, more children possess an MP3 player or an PC which the DIY speaker can connect with. Those children have more experience and interests on electronics and entertainment technologies. Besides, parents in big cities are more willing to provide younger children with the gadgets available on store shelves. So we will start from top 5 cities in U.S New York, NY Boston, MA Seattle, WA Chicago, IL San Francisco, CA

20. Roll - out Plan First, start in high opportunity markets cities. Then expand to the highly populated eco cities in the U.S

21. Market Plans and ideas

22. launch website DIYcardboardspeaker.com people can search us in the internet, get more info, ask question about products , share design ideas and send feedback.

23. public relations program Create buzz and word-of-mouth blogging in the popular craft fan/family events/ gifts website. http://www.kaboose.com/ http://www. familycrafts .com/ http://blog.craftzine.com/ http://www.giftgallery. com/

24. public relations program Articles in Craft /Family/ Gifts Magizines and news papers great way to drive buzz. Articles will run before big holidays - Christmas

25. Product Awareness Event " Speaker crowdsourcing contest " for creative children/craft fan to make their own papercraft speakers. the Winning design will be put in production

26. Craft Show Events Attend the craft show events in the high opportunity cities. we can reach lots of craft hobbyists and give out some samples.

27. Sampling Program in- school sampling Give samples to elementary schools to offer to students as a price in school contest/fairs.

28. Integrated Marketing Flowchart

29. 5 Year Volume Forecast Assumption: At year1, assume the sales just reach the volume in the worst case. Over 4 years, the retail sales reach the best case of volume forcast. At year 4, the success of branding bring a huge sale increase.

30. Go Right Generate great brand awareness via our PR program and advertising. Sampling program and show events attract more audience group. Design-contest get huge public attention. DIY paper speaker become the most popular family activity product.

31. Go Wrong the sound quality may not satisfy the need of children or craft hobbyists. Price of raw materials go up and cuts margins. Price may be too low to convince consumers about the quality of our products.