orange electronic passenger car tpms

Passenger CarsPassenger CarsSkunkWorksSkunkWorks

Tina Krawczyk, Will Longhini,Rob Tina Krawczyk, Will Longhini,Rob McCabe, Casey Tibbetts & Karin WestromMcCabe, Casey Tibbetts & Karin Westrom

AgendaAgenda

Market Size & GrowthMarket Size & Growth

Market SegmentationMarket Segmentation

PositioningPositioning

TacticsTacticsPricePrice

ProductProduct

PlacePlace

PromotionPromotion

Market SizeMarket Size

200 million cars200 million cars on the road today on the road today do not have do not have TPMS standardTPMS standard

NHTSANHTSA

Cars without TPMS Cars without TPMS StandardStandardNumber of cars on the road without TPMS standard Number of cars on the road without TPMS standard is decreasing and will continue to decrease.is decreasing and will continue to decrease.

200 Million200 Million

NHTSANHTSA

TPMS AftermarketTPMS AftermarketMarket GrowthMarket Growth

DatamonitorDatamonitor

Market SegmentationMarket Segmentation

MaleMale

Married with childrenMarried with children

Family orientedFamily oriented

Protect familyProtect family

Searching for best deals and Searching for best deals and looking to save money wherever looking to save money wherever possiblepossible

GeographicsGeographics

Northeast (Mid-Northeast (Mid-Atlantic)Atlantic)

Harsh winter & Harsh winter & snowsnow

GeographicsGeographics

Switching TiresSwitching Tires

TwoTwo times to times to create create awarenessawareness

Summer to Summer to winter, winter winter, winter to summerto summer

Target AudienceTarget Audience

Woody Woody

MaleMale

Used car owner – 2006 Honda OdysseyUsed car owner – 2006 Honda Odyssey

Loving husband and fatherLoving husband and father

At least one kid is a new driverAt least one kid is a new driver

Watches Two Guys Garage on SPEED Watches Two Guys Garage on SPEED Network on Saturday morningsNetwork on Saturday mornings

CompetitionCompetition

Pressure ProPressure Pro

DillDill

SchraderSchrader

SmarTireSmarTire

CompetitionCompetition

Positioning MapPositioning Map

PricePrice

EaseEaseOfOf

UseUse

Positioning StatementPositioning Statement

Orange ElectronicOrange Electronic provides an provides an innovative and easy to use approach to innovative and easy to use approach to TPMS - keeping families and new drivers TPMS - keeping families and new drivers safe, while providing consumers with the safe, while providing consumers with the

most value for their dollar.most value for their dollar.

Orange Electronic NAOrange Electronic NA

Real-time is peace of mind.Real-time is peace of mind.

PRICEPRICE

PricePrice

P409: $140P409: $140

Without GPSWithout GPS

P412: $300P412: $300

With GPSWith GPS

PRODUCTPRODUCT

Customer ReviewsCustomer Reviews““I have found this to be the best of three I have found this to be the best of three different after-market TPMS that Idifferent after-market TPMS that I’’ve tried.ve tried.”” – S. – S. Farrow (Amazon)Farrow (Amazon)

““Great product. Works 100% as advertised… Great product. Works 100% as advertised… The sensors were installed when new tires The sensors were installed when new tires were mounted.were mounted.”” – Car Tech – Car Tech ““BMWBMW”” (Amazon) (Amazon)

““Bought this to replace the 2002 system in my Bought this to replace the 2002 system in my wifewife’’s car when we upgraded wheels recently… s car when we upgraded wheels recently… Always know where you are and can keep your Always know where you are and can keep your hard earned money in your pocket!hard earned money in your pocket!”” – Farmer – Farmer (Amazon)(Amazon)

Package DesignPackage Design

Change current Change current packagingpackaging

Initial plate Initial plate chargecharge

$1,500$1,500

New Package Design New Package Design (Front)(Front)

New Package Design New Package Design (Back)(Back)

Orange ElectronicOrange Electronic

PLACEPLACE

Mavis Tire Mavis Tire

114 stores114 stores

CT, MA, NY, PACT, MA, NY, PA

All retail All retail locationslocations

No commercial No commercial businessbusiness

Mavis Tire LocationsMavis Tire Locations

Expansion PlansExpansion Plans

Mavis Tire – Year 1Mavis Tire – Year 1

Initial 114 locations Initial 114 locations

CostcoCostco - Years 2-5 - Years 2-5

Increasing tire-service Increasing tire-service market sharemarket share

Family shopping Family shopping experienceexperience

416 US locations, 70 Canada locations416 US locations, 70 Canada locations

52 locations in the Northeast52 locations in the Northeast

Distribution ChannelDistribution Channel

PROMOTIONPROMOTION

Promotion PlanPromotion Plan

Retail store displays with OE TPMS Retail store displays with OE TPMS pamphletspamphlets

Retail store floor stickersRetail store floor stickers

Retail store employee buttonsRetail store employee buttons

Syracuse Crunch Orange Electronic Syracuse Crunch Orange Electronic Family NightsFamily Nights

PromotionPromotion

EducationEducation

Need for EducationNeed for Education

SkunkWorksSkunkWorks

Need for EducationNeed for Education

33,000 injuries and 600 fatalities are 33,000 injuries and 600 fatalities are attributed to under-inflated tires each attributed to under-inflated tires each yearyear

120 fatalities each year can be prevented with 120 fatalities each year can be prevented with TPMS installedTPMS installed

More than half of all vehicles on the More than half of all vehicles on the road have at least one under-inflated road have at least one under-inflated tiretire

Orange ElectronicOrange Electronic

Fuel EconomyFuel Economy

5 million gallons of fuel a day 5 million gallons of fuel a day wasted due to low tire pressurewasted due to low tire pressure

2 billion gallons/year2 billion gallons/year

Under-inflated tires increase rolling Under-inflated tires increase rolling resistanceresistance

Save fuel, save moneySave fuel, save money

Orange ElectronicOrange Electronic

Vehicle PerformanceVehicle Performance

Decrease in braking distanceDecrease in braking distance

60-0mph, 35-0mph60-0mph, 35-0mph

Less skidding and hydroplaningLess skidding and hydroplaning

Increased handling and steeringIncreased handling and steering

Survey – 62% rated increased Survey – 62% rated increased vehicle performance very importantvehicle performance very important

Orange Electronic/SkunkWorksOrange Electronic/SkunkWorks

Vehicle SafetyVehicle Safety

Reduces tire blowoutsReduces tire blowouts

Reduces damage to vehicle and personal Reduces damage to vehicle and personal injuryinjury

Orange ElectronicOrange Electronic

ConvenienceConvenience

DonDon’’t have to pull off valve capst have to pull off valve caps

Better accuracy than traditional tire Better accuracy than traditional tire gaugegauge

Orange ElectronicOrange Electronic

CostCost

TPMS system will pay for itself in TPMS system will pay for itself in less than a yearless than a year

Reduced tire wear, increase tire lifeReduced tire wear, increase tire life

Increased fuel economyIncreased fuel economy

Save over $200 annuallySave over $200 annually

Orange ElectronicOrange Electronic

Peace of MindPeace of Mind

Knowing first-time drivers are Knowing first-time drivers are better protected on the road alonebetter protected on the road alone

One less thing to worry about while One less thing to worry about while on a family road tripon a family road trip

Resonates with Woody…Resonates with Woody…

PromotionPromotion

Retail Store DisplaysRetail Store Displays

Education & Point of Education & Point of PurchasePurchase

Retail Store DisplaysRetail Store Displays

Retail Store Display Retail Store Display PricingPricing

1 display per store1 display per store

114 Mavis stores X $50 = $5,700114 Mavis stores X $50 = $5,700

PromotionPromotion

Retail Store Floor AdsRetail Store Floor Ads

Example Floor AdsExample Floor Ads

Floor AdsFloor Ads

Are you worried about your

carbon footprint?Does your

family’s safety matter to you?

Do you want to save money

at the gas pump?

Floor Ad PricingFloor Ad Pricing

4 stickers per store4 stickers per store

500 stickers = $1,600 500 stickers = $1,600

$2.05+$.82 (colors) X 500 = $1,435+$164 $2.05+$.82 (colors) X 500 = $1,435+$164 = $1600= $1600

PromotionPromotion

Retail Store Employee Retail Store Employee ButtonsButtons

Employee ButtonsEmployee Buttons

$.26 per button X 1000 buttons = $260$.26 per button X 1000 buttons = $260

PromotionPromotion

AHL Hockey Family AHL Hockey Family NightsNights

Syracuse CrunchSyracuse Crunch

Other Potential PartnersOther Potential Partners

Family Night ScheduleFamily Night Schedule

Saturday, November 20 – 7:30pmSaturday, November 20 – 7:30pm

Saturday, December 18 – 7:30pmSaturday, December 18 – 7:30pm

Sunday, January 16 – 4:00pmSunday, January 16 – 4:00pm

Friday, March 18 – 7:30pmFriday, March 18 – 7:30pm

Family Night Family Night sponsored sponsored by OEby OE

Orange rally towelsOrange rally towels

First 2,000 fans to enter arenaFirst 2,000 fans to enter arena

On-ice and JumboTron gamesOn-ice and JumboTron games

Most Most ““orangeorange”” pucks scored in 45 seconds pucks scored in 45 seconds

On-screen tire raceOn-screen tire race

Tire pressure triviaTire pressure trivia

Zamboni advertisementsZamboni advertisements

Tire Race Tire Race Game Game CardCard

Rally TowelRally Towel

Zamboni Zamboni AdvertisementsAdvertisements

Family Night CostsFamily Night Costs

Orange rally towels - $8,000Orange rally towels - $8,000

Zamboni advertisements - $10,000Zamboni advertisements - $10,000

Paper costs - $8,000Paper costs - $8,000

Game cards (tire race color)Game cards (tire race color)

Promo slipsPromo slips

Total Promotion CostsTotal Promotion Costs

5-Year Financials5-Year Financials

Next Steps...Next Steps...

Geographic rolloutsGeographic rollouts

Increased promotional contentIncreased promotional content

Expand segmentationExpand segmentation

Cars manufactured after 2008, with TPMS Cars manufactured after 2008, with TPMS warning light installedwarning light installed

Passenger CarsPassenger CarsSkunkWorksSkunkWorks