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Media Plan for Solar Surge


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  • Executive Summary

    Novothinks Solar Surge is a green product which allows iPhone and iPod Touch users to charge their phones on the go using solar energy.

    The intention of this media plan is to promote the convenience of not having to search for a char-ger or be near an outlet to charge a phone. Underground Advertising also wishes to promote Novothink as a reliable brand that consumers trust and will ultimately turn to. Since the product is in the introduction stage, building awareness and brand reputation is essential.

    We also wish to reach the growing market of eco-conscious consumers by promoting the Surge as a green, environmentally friendly product.

    Additionally, Underground Advertising aims to show the many bene!ts of using the Novothink Surge over several competitors products that are also on the market. We will explain the bene!ts of the product in addition to employing promotional strategies to make the Surge the solar charger of choice.

    To accomplish these goals, Underground Advertising will market the product to a target audience of 18-40 year old iPhone and iPod Touch owners. The campaign will raise awareness nationally through targeted geographic segments. This will be accomplished through a mix of print, outdoor and online advertisements. A pulsing strategy will be employed throughout the year to reach the desired advertising frequency.

    With this plan, we hope to build awareness and increase sales of the Surge through an array of advertisements and promotions throughout the year.

  • Client History

    On September 1, 2009, Novothink released their product called Surge. Novothink worked with three di"erent business partners, Global Distributors, Airport Wireless, and Solar Arcadia to put together this product. Solar Arcadia specializes in marketing and promoting products that o"er the latest solar technology. The Solar Surge is the !rst case to be o#cially certi!ed by Apple Inc (Carmichael 2010). Currently the Solar Surge for iphone 3G/3Gs and second-generation iPod touch are the only chargers available from Novothink. The company is in the process of formatting the iPhone charger to !t the iphone 4. When becoming partnered with Apple, they then created an application to accompany the chargers called Solar Planner.


    StrengthsThe surge solar iphone iPod charger allows iphone/pod users to charge their phones anywhere under the sun. There are many bene!ts of purchasing and using our product. Currently our product is in the introduc-tion stage of the product lifecycle. Surge is produced in eight di"erent colors and remains at the same price since it was !rst placed on the market. Subtle changes have been made to !t di"erent products better, such as the iPod touch and the iphone. There is more than just buying an eco-friendly product when choosing a Solar Surge. It supplies convenience to the target market by being able to do outdoor activities and still be able to use a cell phone or ipod. When fully charged, the Solar Surge o"ers up to four hours of talk time and the user is still able to use GPS or MAP applications while the phone is charging. This takes the hassle of having to choose between draining the cell battery and using the applications or keeping a charged battery. Along with being supported by the trusted brand of Apple, Solar Surge has a free application accessible through itunes that supplies information, tips, advice, and instructions on getting the top performance and usage out of each case. Lastly, the Solar Surge case does not a"ect the sound performance that these Apple products give. So one does not have to sacri!ce any feature of the phone by purchasing a case.

    WeaknessesWith any product there are weaknesses that follow. Because our product is solar based, a major weakness is the limited sun in cities and urban settings because of the architectural structures. This limits the use of the product to certain areas. Another is the price of the product. Also, purchasers may be inclined to only buy one of the cases and share because of the high cost and the fact that it is a new product. Another weakness is that there is still the possibility of changing to make the product signi!cantly better than the other products on the market. Apple promotes their products in a way that shows and focuses on the sleek, chic, look of their prod-ucts, such as the iPhone and iPod. The case takes away of this because of the bulkiness that it adds making it harder and sometimes impossible to !t in pockets and other small bags. Again, since this is a new product, and only a few others have been made somewhat similar to this one, the question of reliability after prolonged use comes with purchasing. Is the bang worth the buck?

    Competitor 1

    ThreatsSolio charger is a multi-device charger that can charge over 3200 devices. This is a threat to our product because it can charge more than just one select cell phone or ipod per case. Also, it enhances the sounds that comes from the device being charged because of the speakers that are attached to the charger. Unlike the Solar Surge, Solio has a unique futuristic look that attracts customers and o"ers the bene!t of having an outlet plug in also. This is extremely important because it lets the device be charged literally anywhere that has electricity or sunlight. Last-ly, Solio has a strong supporter. President Obama uses and promotes the Solio charger, which makes consumers feel they are getting a trusted and respected review and they would want the same product as President Obama.

  • OpportunitiesThere are many opportunities that come along with having other products similar to ours on the market. For instance, Solar Surge has an advantage over Solio because our product actually encases the phone. This pro-vides better protection and makes using the product more convenient. Also, the price of the Solio is higher than the price of the Solar Surge. The Solio Universal Hybrid Charger runs at $99.95 shelf price and claims to be able to play twenty hours of music or charge a cell phone battery up to two times. The Solio charger has to be charged from a wall socket before being able to charge via sunlight. Thus, leaving the Novothink product still in the lead for the most e#cient product.

    Competitor 2

    ThreatsThe other competitor that the Solar Surge faces is the Mophie Juice Pack Air. Juice Pack Air is a lightweight and ultra thin rechargeable charger with a protecting !tting case. The threat of losing Apples image is the main threat that Novothink faces. Juice Pack Air is signi!cantly skinnier and lighter in weight than our prod-uct making it di#cult to compete with. Along with this, it also provides full protection because of the hard shell case. Like our product, Juice Pack Air focuses on the sound of the iphone and ipod. Our product just protects the sound so that it doesnt mu$e, but Juice Pack Air provides external speakers on the case to enhance the sound quality. Lastly, Juice Pack Air is also not Apple certi!ed but it does come with a one-year warranty.

    OpportunitiesOne of the most important factors that puts Solar Surge above the Mophie Juice Pack Air is the fact that the Juice Pack Air is not eco-friendly. It provides solar charge, but the actual casing is not a green product. It is not considered a green product because it cannot only be charged by solar power. To charge the solar charging panels, it has to be plugged into an outlet. Also, it is the same price as our iphone 3G/3GS product of $79.95. Since they only have one case size, Novothink stands out because of the di"erent casing for the ipod and the iphone.

    The Current Marketing Mix

    ProductThe product is to be perceived as a green and eco-friendly product. The iphone Surge will be a convenient on-the-go product that can be used anywhere while still keeping up with the demands of the technology world. The Surge is a sleek, solar powered iPhone and iPod charger with a backup battery that is a 1320mAh 3.7 volt lithium polymer that o"ers two times the capacity of the iphone battery itself (Vaknin 2009). The case has a USB slot so that the product does not have to leave the protector the entire time in the sun. It is also equipped with a wrist strap slot for convenience. Surge conveniently comes in di"erent colors such as white, black, blue, red, and orange. Also, Novothink Surge also has an Apple Inc. certi!ed 30-pin connector. The Solar Surge weighs 2.7 ounces, and adds about a half inch to the height and length of the device and less than a quarter inch to the length of the device (Krisnow 2010). This wireless charger still o"ers the access of the touch screen, LED lights that serve as status indicators and speaker ports to prevent sound dampen-ing. Surge caught the eye of Apple Inc. because of the sleek, compact look that set it aside from the other competing products (Schwartz 2009). It is surrounded by easy grip slides and a nonslip surface. Solar Surge provides a Solar Planner, which is a free application o"ered on iTunes that goes hand-in-hand with the Surge case that determines the necessary charge time based on the phone usage and weather conditions. Novo-think speci!cally made the product case for either iPhone or iPod so that the case !ts correctly and gives the optimum performance. The Solar Surge is currently in the Growth stage of the product life cycle. This means that sales are constantly growing for Novothink. Also, in this stage, as previously mentioned, Novothink now has competitors creating products similar to theirs. Promotion must include heavy brand advertising and

  • The Current Marketing Mix (continued)

    show what exactly sets them apart from the other competition. Another key factor that places Novothink into the growth stage is that Apple has certi!ed their product. This shows that the pro!ts are healthy and that the product has caught the eye of large corporations. Since Solar Surge received national recognition from Apple, it is able to set out and make di"erent models for the di"erent apple products. Right now, the Solar Surge is in the process of being able to !t the new iPhone 4. This shows that they are keeping up with the growing audience and their needs.

    PlacementThe product will be sold in many di"erent locations. It mainly will be sold in all Apple stores and online on the companys website Novothink.Com. It also can be bought from Amazon.Com and most eco-friendly product websites.

    Price The running market price is currently set at $79.95 for the Novothink Solar Surge case that !ts the iPhone 3G and 3GS. For the iPod touch second generation, the cost of a Solar Surge case is $69.95.

    Promotion The product is promoted in a few di"erent ways. First Novothink does many demonstrations with the product. ( Some of the demonstrations that the Surge has been featured in are demonstrations at the Macworld Expo and the 2010 International Consumer Electronics Show (CES) in Las Vegas, Nevada. There have also been a few di"erent occasions that Novothink has had some free give away opportunities of the Surge. On December 15 and 16, Novothink did a giveaway via twitter and Facebook that informed their followers how to get a free solar charger. Another way the product has been promoted is on the companys blog website titled, Blog.Novothink.Com. Customers are able to post reviews on these fo-rums and talk about their experience with the product. This makes it convenient for consumers to be able to decide if the product is right for them or not. Novothink is an active twitter pro!le that tweets about recent company happenings and new ideas that are in the making. YouTube o"ers videos of the product actually working and also how to work the products application. By placing themselves on an active social network creates strong awareness of the product and the company.

  • Market Plan Objectives

    Product Life Cycle The Surge is currently in the introduction life cycle. This product is only a year old. The company is currently trying to introduce the product to its target audience. Generating awareness for The Surge drives the market plan objectives.

    Sales Goals Increase Novothinks sales by at least 10% from January 1, 2011 to December 30, 2011, in order to gener-ate awareness. The current sales for the year 2009 were 360,000 dollars (Haler & Zimmermann, 2010). So to achieve at least a 10% increase, Novothink would need to increase its sales by at least 36,000 dollars.

    Awareness Goals Since the Surge is a new product not many people know about it, which is why we want to bring aware-ness to our product. We want to create a new primary market for the Surge in the 18-40 year old active and technology savvy consumers.

    Increase awareness among technology savvy consumers by stressing that the Surge is the most up to date solar charger. Also remind consumers that the Surge is Apple certi!ed and contains more mAh spec battery space than the leading competition. MAh represents the milliamp hour a battery has, or how much power a battery can hold (Cheng, 2005).

    Image Goals Stress the importance of going green. Appeal to active consumers by being an on-the-go reliable product. With so many people being concerned with the environment this product o"ers a green option to modern day technology.

    Educate consumers that the Surge is an a"ordable one-time purchase. The Surges image may be viewed as too expensive. The image needs to be changed so that consumers value the product and perceive the prod-uct as something worth spending money on. The product has a long life- time, which will help to create this value among consumers.

    Seasonality Goals The Surge will be sold year round but will be advertised for more during the warmer months when sales are highest. Sales will be the highest where outdoor activity is high.

    Target Market Characteristics

    Underground Advertising decided on a market that would most likely be responsive to the product. The primary target audience is the 18-40 year old iPhone users.

    Demographics This market of consumers is in their adulthood. iPhone users in their adulthood between the ages of 18-40 were chosen because 29% of iPhone users are between the ages of 25-34 and another 36% are between the ages of 35- 54 (Stroud, 2010). These consumers most likely support themselves and have a stable income of at least 75,000 dollars a year because iPhone users tend to be more a#uent with 63% earning above 75,000 annually (Nielsen, 2008). The target market would be male or female even though two thirds of iPhone users are male (Nielsen, 2008).

  • Target Market Characteristics (continued)


    The Eco-Friendly/ Green Consumers The environmentalist shoppers generally show interest in new products that are eco-friendly. These shoppers are cautious shoppers and prefer to seek information about new products. However studies show t...