The document proposes a DIY cardboard speaker product. It would be a portable, collapsible speaker made of cardboard templates and USB-powered electronics. Market research found that while sound quality was a concern, the target audience of children aged 8-16 would prioritize design and the fun of assembly. Based on this, the product, brand, and marketing strategy would focus on creative designs, affordability, and positioning it as an engaging gift for kids. It would be distributed through major retailers and online stores to reach families and craft enthusiasts.

1. DIY Cardboard Speaker UPFRONT ANALYSIS XUYAN YAN

7. Target Audience Trends Children love electronics and entertainment technologies. More and more parents are prepared to provide younger children with the gadgets available on store shelves.

8. Industry Analysis "The electronics industry is in the growth stage of its life cycle " (Global Consumer Electronic Manufacturing, IBISWorld, Oct 2009)

11. Purchase interests - High

12. Market structure Chart

13. Perceptual Maps

14. Perceptual Maps

15. Perceptual Maps

16. CONCEPT BOARD

17. Concept Board - Original one Feedback - product description is not very clear - It is not appealing - Confused by images - Cant tell the quality - not very believable

18. Concept Board - Revised one

22. Important attributes of a general speaker

23. Favorite attributes of our product

24. Believability of Sound Quality 64% of the interviewees would not believe the sound quality of the speaker would satisfy their need.

25. Believability of Cardboard Quality half of the interviewees would not believe the cardboard would satisfy their needs.

26. Preferred adaption Interviewees were asked which of the change will be more appealing to them.

27. Purchase preference 25% would buy for themselves 65% would buy for others as a gift

31. Quantitative Result Adjusted the value according to the research of product improvement.

32. Volume forcast Target Audience : 50MM Industry Rule of Thumb: 80% "Definite" actually buy, 30% "probables" buy Adjust Trail: (80%)*(1 3 %)+(30%)*(5 5 %) = 26.9 % $ 6 MM Advertising = 30 % awareness 5 0 % ACV (( 26.9 %) ( 30 %)(5 0 %))= 4 % Trial : ( 50 MM)( 4 %)(1)= 2 MM

37. Brand positioning