This presentation shows an idea of a marketing plan for the consumer products of 3D System co. developed for Strategic Marketing and Marketing Plan course. A first evaluation of the product, the market and the company leads to a SWOT Analysis from which the marketing strategy is derived. The marketing plan is structured in three main objectives that can be achieved by specific actions on the variables of product, promotion and placement.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Created a marketing plan and to launch Victoria’s Secret in Iraq by associating the brand with weddings and the luxurious gift giving traditions that follow. Thus, making it more acceptable to enter the stores and purchase the lingerie.
Research, particularly academic, into Branding, Design, and Business, often seeks to identify common issues of practice within identified subject areas and create frameworks or models, which will help practitioners within business organisations to operate more effectively.
In building case studies through a speculative comparison of two B2C brands; Lego and Unilever, such brand models are applied here to examine why each company has found it necessary to adopt changes to their strategy to incur different relationships with their customers.
Marketing is Dead - Uberflip User Conference PresentationKyle Lacy
Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
Case study for Zara for the brand management process; competitors and positioning in the market, brand wheel and 4P strategy and historical development process of the company articulated.
3D printing market - a global study (2014-2022)BIS Research
The report presents a detailed market analysis of 3D printing and Additive Manufacturing by incorporating complete pricing and cost analysis of 3D printers and materials. Besides porter’s and PESTLE analysis of the market have also been done. The report deals with all the driving factors, restraints, and opportunities with respect to the 3D printing and Additive Manufacturing market, which are helpful in identifying trends and key success factors for the industry.
Lastly, the current market landscape is covered with detailed competitive landscape and company profiles of all key players across the ecosystem. The report also formulates the entire value chain of the market, along with industry trends of 3D printing application industries and materials used with emphasis on market timelines & technology road-maps
Research, particularly academic, into Branding, Design, and Business, often seeks to identify common issues of practice within identified subject areas and create frameworks or models, which will help practitioners within business organisations to operate more effectively.
In building case studies through a speculative comparison of two B2C brands; Lego and Unilever, such brand models are applied here to examine why each company has found it necessary to adopt changes to their strategy to incur different relationships with their customers.
Marketing is Dead - Uberflip User Conference PresentationKyle Lacy
Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
This is the presentation I shared at our (space150's) Deepspace event on Modern Brand Building. Dion Hughes of Persuasion Arts & Sciences and Adrian Ho of Zeus Jones shared some excellent thoughts on this topic of well (search for their presentations here too). Campaigning isn't quite the right term for what I was trying to say, but some good discussion followed the presentation, so it wasn't totally off. I'll be working to improve this, so if you have any thoughts, please share.
Case study for Zara for the brand management process; competitors and positioning in the market, brand wheel and 4P strategy and historical development process of the company articulated.
3D printing market - a global study (2014-2022)BIS Research
The report presents a detailed market analysis of 3D printing and Additive Manufacturing by incorporating complete pricing and cost analysis of 3D printers and materials. Besides porter’s and PESTLE analysis of the market have also been done. The report deals with all the driving factors, restraints, and opportunities with respect to the 3D printing and Additive Manufacturing market, which are helpful in identifying trends and key success factors for the industry.
Lastly, the current market landscape is covered with detailed competitive landscape and company profiles of all key players across the ecosystem. The report also formulates the entire value chain of the market, along with industry trends of 3D printing application industries and materials used with emphasis on market timelines & technology road-maps
3D printer Technology _ A complete presentationVijay Patil
Please give a feedback if you like my presentation.
google drive download link :
https://drive.google.com/file/d/1LSLZ-eU8QvihgzJ5BO_sav1im_e0ck0a/view?usp=sharing
3D Printing - A 2014 Horizonwatching Trend Summary ReportBill Chamberlin
ABOUT 3D PRINTING: Also called Additive Manufacturing, 3D printing has been hailed as a transformative manufacturing technology, 3D printing involves fabrication of physical objects by depositing a material using a nozzle, print head, or any another printer technology. Though initially used for prototyping of products, 3D printing has evolved and is currently capable of customized short-run manufacturing of industrial products, dental implants, and medical devices.
ABOUT THIS TREND REPORT: This report provide information about the 3D Printing trend along with links to additional resources.
Table of Contents
1.Introduction to 3D Printing
2.Marketplace Opportunities and Industry Applications
3.Materials & Technologies
4.Vendor Ecosystem
5.Drivers, Challenges, Implications, Trends to Watch
6.Summary / Recommendations
7.Appendix: Resources for further reading & understanding
3D printing is a form of additive manufacturing technology that allows for production of physical objects from digital data, constructing an object of virtually any shape layer-by-layer, by depositing material layers in sequence. 3D printing is a quickly expanding field, with popularity and uses for 3D printers growing every day.
In this report, ICE Team has aggregated all the intriguing applications of 3D printing. The report also includes information on how 3D printing works and major 3D printers available in the market. Finally our future scenarios for a world with 3D printing will provoke you and help you take a step up and see how the future might look like. As always we look forward to your comments, suggestions and feedback.
Presentation by Cory Rogers with Copy Craft Printers given to Texas Tech University AD/4304 - Advanced Creative Strategy class on Feb. 9, 2010. 5 basic need to knows when working with commercial printers. Size, Color, Images, Fonts, Paper
Printer market analysis with KC certification of S.Korea #2Keunho Lee
Korea printer total amount of production & Correlation between financial performance indicators of Korea major printer-related companies and their KC(Korea Certification)
This presentation outlines the outcomes of 3D printing on entrepreneurship.
The evolution of 3D printers, The market opportunity, and the application in industry.
Accelerating the Packaging Design Process with Artificial IntelligenceNuxeo
New product innovations, materials, rebranding: every product change can create a need for new packaging. Technical and creative information collides with file formats whenever packaging is involved. Packaging designers are called on to localize designs for multiple markets and change specific elements creating many iterations of the same basic package design. That’s a lot of moving parts to manage and coordinate.
That is why Innovationedge Founder Cheryl Perkins, and Nuxeo’s Alan Porter will join CGT in an upcoming webinar to discuss how product asset management, combined with Artificial Intelligence (AI) and machine learning (ML) models, can accelerate ideas to market for consumer goods companies.
Attendees will learn:
- How connecting product data and visual assets can accelerate the packaging design process.
- How one consumer goods manufacturer reduced their packaging approvals process from weeks to days.
- How to manage and track multiple localized versions of a design using asset derivatives.
Harbor Research: 3D Printing Growth OpportunityHarbor Research
What is The Impact of 3D Printing on IoT?
3D Printing is already changing manufacturing and design processes, but the industry is poised for an even greater shift. Advancement in 3D printing processes will increase speed, complexity of materials, and quality of prints, while decreasing costs.
Though 3D printers have been in development for over 20 years, businesses have shown uneven adoption across commercial and industrial applications. We believe that the forces driving adoption are becoming aligned and 3D printing technology is poised to disrupt diverse sectors across the economy.
Read More on the Opportunity here: https://goo.gl/ZK9mny
BA 453 Business Strategy & Planning Spring 2014 1 .docxikirkton
BA 453: Business Strategy & Planning | Spring 2014 1
Case D: MakerBot
Your Mission
You have been hired by Bre Pettis, CEO of MakerBot, as the newest member of their strategic
planning team. Meet Bre through this video: http://www.engadget.com/2013/09/20/bre-pettis/
The recent acquisition of MakerBot by Stratasys has changed everything compared to its
beginnings as an entrepreneurial start-up. Mr. Pettis would like you to offer – or validate – the
strategic direction for his innovative 3D printing company MakerBot. Who should the MakerBot
become? A manufacturer? A retailer? A technology facilitator? Does our school program make
sense?
Mr. Pettis asks you to accomplish the following:
• Summarize your assessment of MakerBot’s current situation by discussing the
opportunities and challenges of being on the cutting edge of this technology.
• Integrate Porter’s Five Forces, the PESTL Analysis and other applicable class
content into your executive brief to clearly communicate and support your
findings.
• State and define a strategic direction that provides focus for MakerBot.
• Describe the actions steps to implement your recommendations.
Mr. Pettis encourages you to visit MakerBot’s website to learn more about the organization and
its products at www.makerbot.com.
He expects you to use the template format for your executive brief that is no more than 1,200
words.
In addition to handing hard copy in at the beginning of class
on the due date assigned, please submit it to associated Safe Assignment link.
http://www.engadget.com/2013/09/20/bre-pettis/
http://www.makerbot.com/
BA 453: Business Strategy & Planning | Spring 2014 2
Case D: MakerBot
Its physical presence appears in the glass box from nothing. No one was touching it and no other
tools were visible. It just slowly, gradually, and almost magically appears.
View this video to see MakerBot’s latest product in action:
http://www.youtube.com/watch?v=AKTSdW7-H3Q
3D Printing
Additive manufacturing, also referred to as three-dimensional or 3D printing, is a process of
making a three-dimensional solid object of virtually any shape from a digital model. 3D printing
is achieved using an additive process where successive layers of material are laid down in
different shapes. 3D printing is also considered distinct from traditional machining techniques,
which mostly rely on the “subtractive processes” of removing material by methods such as
cutting or drilling. A 3D printer is a limited type of industrial robot that is capable of carrying out
an additive process under computer control.
Additive manufacturing takes virtual blueprints from computer aided design (CAD) or animation
modeling software and “slices” them into digital cross-sections for the machine to successively
use as a guideline for printing. Depending on the machine used, material or a binding material is
deposited on the build bed or platform until m ...
Bài viết đã xoá các thông tin liên quan tới trường và thông tin người làm, nên có thể một số trang sẽ bị định dạng lỗi
Microsoft assignment written by dichvuthuctap.com
This presentation gives detailed information on the marketing of the company HP. It includes
Company Profile
Product Line
STP
Marketing Mix
Competitors
Financial Data
Marketing Strategy
SWOT Analysis
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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3. Executive Summary
This presentation shows an idea of a marketing plan for the
consumer products of 3D System co. developed for Strategic
Marketing and Marketing Plan course. A first evaluation of the
product, the market and the company leads to a SWOT
Analysis from which the marketing strategy is derived. The
marketing plan is structured in three main objectives that can
be achieved by specific actions on the variables of product,
promotion and placement.
5. Product
3D printers are machines that make threedimensional solid objects of any shape from a
digital model. The printing process is additive,
which means that successive layers of material are
laid down in different shapes.
The models can be downloaded from websites associated with 3D
printers bands and modified with a simple software available online.
Printers upload the model through a simple USB port.
Introduction
7. Product
Introduction
Occasion of Usage
Professionals
Aerospace/Defense
Architecture/Geo
Arts/Entertainment
Automotive
Education
Healthcare
Artists &
Designers
Prototyping and
Object Creation
Hobbyists
DIY applications
Ornamental Objects
Board Games pieces and
Scenarios
Jewelry and Fashion
Families
Practical Household
Application
Toys for Kids
Personalized accessories
8. Product
Introduction
What can we work on:
Complementary Market
Strengths
High possibility of future
revenues in the cartridges and
software market
Creative
3D printers allows users to
express their creativity by
designing and producing a wide
range of products.
Rapid Technical Development
3D printing industry was born in 2007, but
the technology was available since 1984.
Every company launches on average one
new consumer product. Performance are
very easy to improve by the adaptation of
other devices existing technology.
Social
Supported by an online
portal where people can
share, download, buy and
sell 3D models
Practical
Gives the consumer the
possibility of printing objects of
practical use personalized and
use-specific
9. Company
Introduction
Research and Production in
Switzerland, UK and USA
Holding Company Inc.
founded in Delaware “No matter what your application,
if you can imagine it, you
can print it, and we can help.”
Subsidiaries in
France, UK,Italy, Germany,
Netherlands
Australia, China, Japan, Korea
44.5% revenues outside US
11. Company
Introduction
Printing Materials
Cube®
Focused on usability (plug and play, 25 free
designs included, wi-fi connection with computer,
simple and free dedicated software) and compact
dimensions (26x26x34 cm, 4.3 kg). Max printable
size is 14x14x14 cm. The only 3D printer certified
for safe-at-home use. 16 supported colors. Prints
only one color and one material at the time, but
this is true for all consumer 3D printers in its price
range. Not very quick: time to print out a chess
piece is approximately 90 minutes.
Ideal for widespread casual usage.
Price: starts from 1399$, it’s in the low price
segment of the industry.
12. Company
CubeX®
Consumer oriented but more professional than
the regular Cube. Its direct competitor is
MakerBot’s Replicator 2, which has higher
processing speed but is slightly less easy to use.
Compared to Cube it’s bigger both in hardware
dimensions and in printable objects dimensions
(27.5x26.5x24 cm, roughly a basketball),
supports more colors (18) and has higher print
definition.
Price: starts from 2799$, in line with the direct
competitors with the added benefit of
upgradability from one up to three colors.
Introduction
Printing Materials
13. Company
Introduction
Cubify
Cubify is an online hosting and publishing
platform providing simple-to-use apps for
content creation, content downloads, cloud
printing services, hosting for third parties
and Cubify Invent software.
15. Demand Analysis
Potential Demand
Market development index=
primary demand/potential demand
= $ 87 million / $ 1,950 billion= 0.01%
1. Analysis
Secondary Demand
Market share for consumer goods : 4.4%
Total revenues of the company for 3D printers:
$126,798 million
Revenues for desktop printers: $3,828 million
(cube, CubeX).
Primary Demand
2012
2013
Growth
2014
Enterprise
$325
65%
$536
Consumer
$87
53%
$133
$412
62%
$669
Total
$288
Growth
43%
values in million $
16. Demand Analysis
1. Analysis
Consumers Sector
Consumer Profile
Gender: Male
Age: 20-35 years old
Education level: Bachelor degree
Interests: hacker movement,
open source software community
maker culture.
…from
Zoey Poole is an 11-year-old that doesn’t stop
doing what she likes to do: making things on
the Cube 3D printer!
to…
“I love to make all sorts of things with my
Cube,” she said.
Zoey is also thinking about starting a kids club
in her local neighborhood because she wants to
get other kids interested in 3D printing.
“My favorite creation to make is the shoe
because it is just so fun to watch be made. I
haven’t tried to design anything on my own yet,
but when I do I will let you guys know.”
17. Competitors Analysis
1. Analysis
Similar Resources/Products
Matrix of Competitors
Direct
Potential
Competitors
Makerbot, Ultimaker, RepRap,
Leapfrog, 3D Corporation
HP, Samsung, Canon, Lexmark,
Z Corporation
Apple
Delta Micro Factory Co.
Non Competitors
Indirect
Amazon & e-commerce
DIY alternatives
Parts on Demand
Similar Needs
18. Competitors Analysis
1. Analysis
Direct Competitors
MakerBot
Replicator 2
$2,199
Creatr
$1250
The Ultimaker 2
$1,895
Prusa Mendel I3
$895
Market Share of Desktop
3D printers producers
21. Sector Analysis
Demand Analysis Competitors Analysis
Buyers
Personal 3D Printers
Sector Analysis
Consumers belong to a wide range of
categories, very different one another.
Companies have to deal with different
necessities, abilities and preferences.
Power of retailers: when entering the
mass market, 3D printers company
might find difficulties in dealing with
mass retailers purchasing power.
Substitutes
The main substitute of the product are
parts on demand, which will have a
shorter future as soon as 3D printers
will become more popular. Another
substitute is e-commerce that beats
our product in terms of convenience.
Industry Rivalry
For now the market is not
concentrated, it consists in
many firms, all with similar
characteristics, as well as a
great number of smaller startups.
Suppliers
The products is usually assembled by
the company and spare parts are
purchased from producers. A very
common technology is used so the
choice of the supplier is not fully
influential to the quality of the
machine (low purchasing power).
Threat of New
Entrants
There is a very high risk of new
competitors entering the market,
especially 2D Printers producers or
other technology dealers that already
hold a relationship with mass retailers,
have a higher investment capacity and
own advances R&D resources.
22. Market Gaps
1. Analysis
Mkt share= 4.4%
Mkt development index = 0,01%
The market appears as severely underdeveloped because of the novelty of the product/
technology but also because of the very inclusive criterion for determining the potential demand
(every household with a fixed broadband internet conncection worldwide.).
Potential Gap =664,875,000 units!
The gap between the potential purchase quantity and the
actual purchased quantity is the one we have to focus
on. This means we need to increase the number of
customers.
Action levers:
-Product: the printing process takes too much time, the
assortment of printing materials available to the
consumers is too limited, the website has too little traffic
and quality content.
-Communication: the awareness of the product is too
low and the costumers still aren’t familiar with its many
possible uses.
-Price: too high, but should decrease as production
technologies improve
Competitive Gap=71,250 units
The biggest player are MakerBot and
Ultimaker, who had first mover advantage.
However we decide to focus on gaining
potential demand since the potential gap is
way bigger and more relevant than the
competitive one because this is a market that
is still in its early development stage.
25. SWOT Analysis
1. Analysis
SFAS Table: Analysis of the most influential factors
The table summarizes the most critical elements of the SWOT Analysis rated by probable impact on the
company strategic position (Column 2) and the company response to that particular factor (Column 3).
26. Marketing Objectives
From Analysis to Marketing Objectives
From the SFAS table we considered the following relevant factors
for building our strategy:
W: We a k d i s t r i b u t i o n
channel.
O: Market Growth and
temporary absence of the
product in mass retailers.
The presence in mass
distribution retailers is
becoming essential to
keep the pace of the
g ro w i n g m a r k e t ) a n d
gaining share with firstmover-advantage.
S: Experience in services
and online platforms.
O: Long tail economy and
expansion of social media.
Our online platform needs
to be improved to surf the
re c e n t t re n d s i n t h e
society.
W:Low brand awareness
O:Expansion of social
media and technological
development.
Communication should be
delivered through modern
media. The consumer is
becoming more familiar
with online information
research.
30. 1. Product:
2. Plan
Our strategy: Positioning /differentiation
Evaluation of product, service, brand impact on customer
value.
work on the augmented product
service:
We focused on the company online sharing platform because it is a key to
move towards the usability of the product as well as brand recognition and
gain competitive value.
31. 1. Product:
Solutions
1.Get social!
Build a follower system and the
relative dashboard. Allow the
creation of collections.
2.User-Generation!
Incentivize free user-generated
content through contests and a
“most popular” section.
3. Customize!
Substitute the current customizing web
apps with one like “Customizer” by
MakerBot, which is able to handle
multiple and user-generated designs.
4. Sort!
Testing all the designs for each printer would
be costly and time consuming. A way to
bypass this problem would be to increase
the number of free objects and keep the
marketplace and the “free objects” sections
separate. The possibility of sorting by
dimensions would be an immediate way to
distinguish the designs that are printable at
home and the ones that have to be cloudprinted.
32. 2.Promotion:
e-contest
2. Plan
We will organize e-contests every month, both to promote the website and
to involve more people in the online community. Each contestant will be able
to upload his/her own project that will be evaluated by other users through a
rating system. The designer of the best project of the month will win 5 free
3D printer cartridges.
This strategy will also
stimulate word of
mouth and attract
new customers.
33. 2.Promotion:
e-advertising
We aim to create a viral online movement made
of short ad videos that can spread product
awareness and stimulate curiosity of potential
customers.
The core element of the ad is a Retrofutristic
concept, able to thrill the Generation X and all
the sympathizers of the maker movement.
Actual and potential users of a 3D printer are
technology oriented people, so the main
promotional tools are going to be online videos
and ads.
2. Plan
It’s R
Retro
etrofu
futuris
m
t
in
uristic
!
spirat
i
ion fro s based on
in pas
the id
t pop m the per
ceptio ea of taki
ular c
3D pr
ng
ult
n
inting
were ure. Conce of the futu
scien
re
ce
c
p
reality fiction, n ommon in ts similar t
ow w
e see 50s and 6 o
didn’ and every
0
th
day l
t hap
pen f
ife, s em come s
imagi
or
om
to
nary p
roduc a good nu ething th
a
mber
ts.
of oth t
er
“today is yesterday’s world of tomorrow”
We developed a simple add with scenes
from Star Trek and Twilight Zone to
reproduce a Retrofuturistic theme. The
music belongs to Hypnagogic pop often
used in Retrofuturistic art works.
S
a
m
p
l
e
a
d
:
h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ?
v=0GavyqEZ0jg
34. 2.Promotion
Fairs and Events
Taking part in fairs and business events is important
to be up to date with the trends of the sector. It also
enables the company to understand the demand
and to network.
There are several
international fairs around the
world that present the latests trends in technology
and design, which the company should participate
to:
London, Paris,
New York
Milan
Berlin
35. 2.Promotion
Project Evangelist
"
"
Four total evangelists are needed: one in the US, one in
Japan, one in Germany and one in the Netherlands. By
2015 we they will be also in Korea, UK, Italy, Russia and
China.
Four marketing directors, one in each country, are
needed to handle the project. They’re already employed
by the company.
The goal is to generate and develop positive
w o rd - o f - m o u t h , e s p e c i a l l y i n o n l i n e
communities.
We want to base in countries where we want to enter in
mass retailers but also in countries that we believe have
an high growing potential in online sales.
Marketing evangelists serve as brand managers. They are
responsible for crafting and managing the identity of a
brand from beginning to end. Their input will affect
research and development, customer service, and
marketing, among others. Ultimately, their goal is to
create memorable and exemplary experiences for
customers.
36. 2.Promotion
Cubify4Design
“Cubify4Design” is a project aimed at
improving the number and the quality of free
printable contents on cubify.com and at
building a better brand image. It will involve
students of high recognition design schools.
The students will be asked to upload original
designs on the website and will be paid 5€
each (up to a maximum of 25,000€), the
designs themselves will be downoadable for
free. There will be monthly prizes for the most
downloaded files.
A CubeX Duo 3D printer will be given for free to
each partner school.
The company will invest 100,000 € each year to
renovate the program.
37. 3.Placement
2. Plan
Entering Mass Retailer Distribution:
Where?
Europe
Is a strategic area for our company because here is where our production center of consumer printers is based
(Clevedon, England). Europe offers a rich retailing market and short distance between point of sales. Moreover,
the interest in design is here widespread and this area leads global trends in the field.
Germany and Netherlands:
Germany and Netherlands together make
about the 20% of Europe total population.
Germany’s turnover worths 1/4 of EU total
value of high-tech manufacturing and the gross
domestic expenditure in R&D is the third of the
continent, after the scandinavian countries.
Retail sales per year in the area maintain a
positive growth despite the economic crisis
and consumer’s confidence rate is one of the
highest in Europe.
Both Germany and Netherlands are known to
have prestigious design schools and qualified
professional designers, therefore a sensibility
for product creation.
38. 3.Placement
2. Plan
Entering Mass Retailer Distribution
"
"
"
Specialized mass retailer: MediaMarkt stores. Mediamarkt is the most successful specialized retailer in
Europe and will allow us to expand also in a big market like Russia.
" Germany: 235 stores
" Netherlands: 25 stores
A total of 288 Cube and 108 CubeX Duo in the Netherlands (1st year) and 2592 Cube and 972 Cube X
duo in Germany.
We will approach Russian market in 2015 and Italian market in 2016 with the same retailer company.
Russia is an interesting and growing market for new technologies and Italian market has been showing
interest in the product.
Cube
stores performance
High
Medium
Low
Not
considered
Total
N. of stores
CubeX Duo
Exposition
To sell
Exposition
Quantity Sold
To sell
Cube
Cube X Duo
60
1
4
1
2
240
120
75
1
3
0
2
225
150
85
1
3
0
0
255
0
40
260
40. Budget
3. Budget
Sales values already include production costs and shipping costs, i.e. it is shown the profit of the sales, not the
revenues
41. Budget
3. Budget
Notes on Budget
Selling price online and in-store will be the same, otherwise customers will mostly purchase online, giving no incentive to the
retailer in selling the products. Consequently, the company will have an higher margin on online sales.
However, selling online requires higher shipping costs for the 3D printers (no economies of scale), while for cartridges the shipping
costs will be charged to the consumer
Online sales will grow according to the rate of the market, i.e. +50% every year,
For cartridges we considered that each of a 3D printer owner will buy one pack per year.
We suppose that the costs remain stable for three years, while selling price will decrease in the following years due to increasing
competition.
We did not include expected inflation because we do not consider it as relevant to our market
42. To know more
Makers, The New Industrial
Revolution
Chris Anderson
14-17 Nov. “Knowledge, modi
e mondi nuovi”
Museo della Scienza e della
Tecnica, Milano