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- 2. Introduction What isLifeProof Case? Products that are made to be water proof, dirt proof, snow proof, and drop proof Products Apple Samsung Google Motorola LG Different Accessories Apparel
- 3. Competitive Analysis PelicanMarine Case Dog & Bone Wetsuit Impact Catalyst Waterproof Case Lunatik Aquatik Case Hitcase Pro Griffin Survivor All-Terrain Vansky Universal Waterproof Case
- 4. Competitive Analysis BessmateUnderwater Case Optrix Body Glove Kit LifeBox Rugged Protection Case Merit Waterproof Case Acewin Waterproof Case JOTO Waterproof Bag Seidio Obex Waterproof Case
- 5. Competitive Advantage Durability Multiple colors Waterproof Dirtproof Snowproof Dropproof Price for different features Cases have been around for a few years
- 6. Buyer/User Analysis &Target Market Segment Demographics: Male 12+ Early to Middle Life Stage, Caucasian Generation Y Birth Era Average Household Size of 2 Income of $25,000 to $50,000 High school Education Any Occupation Located anywhere in the United States
- 7. Buyer/User Analysis &Target Market Segment Psychographics: Cell phone users People who aren’t careful with products Brand Loyal to Products
- 8. Market and CommunicationObjectives “The phone case for everyone” 45% of sales from LifeProof cases Profits of $4000 per month solely from LifeProof Cases
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- 10. Media Recommend PrintMedia We will run a full page ad in the local newspaper within our region, and even run commercials on radio/tv for the campaign. We will run our newspaper ads all year except May, June and July. October, November, and December is the months we run our end of year savings ads. During these months we run our radio and television ads nonstop and even provide coupons in our newspaper ads. To run our ads annually with a major newspaper company it will cost $163,422 for a full page ad in your average newspaper. We will also run our ads in the top teen magazines such as Teen Vogue, Seventeen, Popstar!, and J-14. Seventeen- $79245 (Full Page Ad B&W) this will be utilized during the Winter/Holiday season or a week before Black Friday we will begin. Popstar!- $9050(Full Page Ad B&W) we will run this ad during the back to school months ( July and August) Teen Vogue- $75260( Full Page Ad B&W) Will run ads in the Spring edition since this magazine is issued quarterly during the year. J-14- $21330 (Full Page Ad B&W) We will place ads only in February Support Media We will set up billboards throughout the town as a source advertisement which we will run for two months ( May & June), so that people will gain awareness about are lifeproof cases. Also we will use in-store ads such as a checkout divider and on the receipts that will be featuring our best deals that we have in various stores like Wal- Mart, Target and Best Buy all year round. Throughout the holiday season we will utilize setting up billboards to offer giveaways, deals and prizes on our cases. Billboards will be set up near shopping malls and movie theaters or directly across the street from them, these locations will help us better promote our product. At night, once you are done shopping or watching a movie from your local theater the bright lights will hit you or reflect off of you causing a anxiety attack of not having this case Billboard ads- $5,000 (billboard itself), $10,000 (keep up for display per month) Checkout Divider ad- $200- 450 per store per 4-week period Receipts ad- $500- 750 per store per 4-week period.
- 11. Internet/Interactive Recommendations We will choose to run internet ads on Youtube, Facebook and Twitter. We will also use Youtube to run videos to demonstrate the effectiveness of the lifeproof case to our consumers or potential consumers. The majority of our deals will be found online but you will have the option to come in to receive these deals or find ads from newspapers and magazines containing coupons. Since your bidding on Facebook and Twitter to reach customers we will set up our own budget. Youtube runs a pay per view cost, we will pay .30 for our in- display ads. Facebook and Twitter will be utilized the whole year. Facebook and Twitter are major target sites to reach our audience, which will be updated periodically by paying someone apart of our team. For us to boost a post about a certain deal or item we will need to use the total budget or choose your own to set up a custom budget. Will use email as a form of direct marketing which will be included when you sign up on Facebook or Twitter for our deals and when making a transaction online. Coupons will be sent by mail.. Public Relations Recommendations We will first let our public relations team handle our holiday events during the last three months of the year. We chose Axia Public relations to represent our lifeproof cases. Which will help us launch our new product and we will use at least 2 hours every month from the first week of October until the first week of December.This will help raises awareness, educate, build trust and give consumers a reason to buy our product. This also includes press releases on any new accessories to go with your lifeproof case. Towards the ending of year is the best time for our public relations team to fulfill these duties and this usually is the busiest time of the year. This will cost 30,000 to run our ads since it's a far reaching national program.
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- 13. Evaluation Many competitors Not as many features Not as good of prices for what you get Mainly market with radio and print ads Most cost effective Still gets the message across to many customers
- 14. Conclusion Run multipledifferent ads Internet Newspaper Radio Billboard Focusing on the different features of the product Waterproof Dropproof Dirtproof Snowproof Multiple different colors