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Thomas Bozeman Jonathan Petrovich Patricia Lamothe

iZ Tomorrow’s Technology in Today’s Cars . Thomas Bozeman Jonathan Petrovich Patricia Lamothe. May 7 th 2013. Agenda . Opportunity The Product Competition Market Needs Market Segments Market Objectives V alue P roposition Product Positioning Marketing Mix Financial P lan

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Thomas Bozeman Jonathan Petrovich Patricia Lamothe

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  1. iZ Tomorrow’s Technology in Today’s Cars Thomas Bozeman Jonathan PetrovichPatricia Lamothe May 7th 2013

  2. Agenda • Opportunity • The Product • Competition • Market Needs • Market Segments • Market Objectives • Value Proposition • Product Positioning • Marketing Mix • Financial Plan • Conclusion • Q & A

  3. Opportunity: The 20/20 HUD • Several heads-up displays (HUD) for cars in the market today • HUD features: navigation, speed, fuel status, audio information, and the ability to auto-adjust to the brightness of the environment

  4. Opportunity: Competition Direct Competitors Indirect Competitors Audi Mercedes BMW • ADD • SEI

  5. Opportunity: Market Needs • Same HUD capabilities that luxury brands offer • This gap would make our product, 20/20, the only one within this segmented area • A digital HUD system is not required by law to have in a car • New technology trends because many people love to buy the latest and greatest thing, and to stay current with the market • Security is important today due to increased accidents on the roads

  6. Opportunity: Market Segments • Bohemian mix : • Ranging from students to professionals • Early adopters of new technologies • Fast-track families : • 35 to 54 years old • Want the best for their children • Have disposable income • Up-and-Comers : • Younger, unmarried individuals with active lifestyles • Into the latest technology and have a moderate income

  7. Opportunity: Marketing Objectives

  8. Opportunity: Value Proposition Luxury Safety

  9. Product Positioning

  10. Marketing Mix: Distribution

  11. Marketing Mix : Pricing The iZ 20/20 HUD will be priced at $200 Profit margin will be approximately $50 The survey showed that 30% of respondents were willing to spend $150-$200 on enhancing their car

  12. Marketing Mix: Marketing Communications Print and Direct Marketing Online Marketing Banner advertisements on high-traffic automotive websites such as jalopnik.com and autoblog.com Fully functioning website • Magazines such as Motor Trend, Road & Track, and Car & Driver • Send press cars, with the 20/20 installed, to auto-journalists for weeklong trial periods • Informational booths at Best Buy and AutoZone

  13. Marketing Mix : Advertising

  14. Financial Plan : Revenue The break-even point is expected to be reached by the first quarter of the second year

  15. Financial Plan : Expense Break even point: 309 units per quarter

  16. Conclusion • Redefine the market • Offer a level of unmatched quality • Improve drivers’ safety • Profit projected to begin Q1 year 2

  17. Questions?

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