1. DIY Cardboard Speaker Final Presentation XUYAN YAN

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.

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

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.