Are We There Yet?

1. Are We There Yet? • Product Description • The product we are offering at XXXXX is a mobile phone app that engages the mind of young children while on route to a holiday destination. This allows the kids to be entertained while travelling to a holiday destination by occupying themselves with interactive educational games, allowing them to gain increased knowledge instead of asking the iconic question “are we there yet?” The app is innovative as it provides customers with a locking feature that enables them to ensure that their children do not purchase any unwanted items. • Product • Brand- Are we there yet? Packaging - The packaging includes the logo seen within the image or picture of our app. - The packaging also includes the locking feature as that is part of the experience of the app. - It also offers customers with the option of having more than one game available seen through the bundle optionDifferentiation - No one offers a packaged/ bundle of games within an app- Innovative as it incorporates the road trip and has fun interactive learning it is more than a game it is an experience - The product also has a locking feature which is unique as it is not offered by any companies within the app market it allows the parents to lock all features of their phone but the children app game which provides the parents with security and reassurance that their children will not buy anything unnecessary • Price • Pricing method- Penetration pricing is right for our company because we enter the market at a low price that gains sales volumes and rapid market share and turnover. - Offering free 3 levels of the game and allows and then buy the app this will work to our advantage as it allows potential customers to understand our product and what we offer Psychology of pricing - Full version = $1.99 with this price we are offering it at a competitive price with other companies the use of $1.99 also uses psychological pricing techniques as it could be perceived by some customers as cheaper than $2 - The Advertising within the trail version will give our company a source of revenue offering a free trial version of our game Promotion • - Promotion takes place within other apps - Promote app guides which is where most of the advertising takes place - Promoting to parents – educational and it is a way to keep kids entertained while on a road trip instead of asking “are we there yet” - The promotion of the app is also provided on TV which will be affected as it is seen through a large audience - We will also be advertising in newspapers in travel shops and travel sections of papers this will reach the parents of the as we want to reach middle to high income parents for example they need to be able to afford iphones as this will reach a large target market - As well as those that travel domestically as you can’t use phones on aeroplanes - • Place • - Extensive placement of product as we are available to android stores, app stores and the leap frog kids tablet made available Consumer sales promotions - Is achieved through the free samples and this is seen through the free trial version this gives consumers the chance to experience the benefit and the features of the product without purchasing the whole product this then leaves potential customers in a better position to purchase the game Viral marketing - Is through the use of electronic social networks to spread a marketing message - It will then lead to word of mouth Competitive Analysis • Direct competitive analysis Only apps because it is a competitive environments and other portable consoles like the DS market and the PSP market as well as books and colouring in books and portable board games these products are all well established and they are in a well-established market however there is potential for growth in the market because there no other products that have an innovative interactive maps and games that allow children to growth and gain knowledge unlike other products • Indirect competitive analysis Add this Political - Environmental - Sociocultral - Technological - • Target Market • The target market is four to seven year old children this is a result of research as they are most distracted and full of energy and the nature of our app is to provide children with the facilities to self-entertain while travelling to their holiday destinations there is a rise in the number of domestic holidays due to the GFC there has been a decrease in the number of people travelling overseas Image/graph Pat Sel Hunter Nicole Bella Jacqui