thumb tracker - market strategy & findings
Post on 07-Aug-2015
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ThumbTracker
“Find it with your thumb.”
Nicole DangAlicia Cuadra-CutlerCindy Ramirez
Jeanie PhamBiruk Ameha
● The price: $25
● The USP: USB stick and tracking sticker with App.
● The Competition: Button Tracker, Lookout, CobraTag
ThumbTracker
Initial Target Demographic
• College Students• Ages 18 to 25• Annual Income: <$25K• Geographic location: Bay Area (San Jose)
The Process
• Sample Groups:
Interview: 12 people 22 questions
• Survey: 30 people Survey Monkey
limited to 10 questions
General Findings● People lose small items on a weekly basis.
● Many feel the product is for old or forgetful people.
● Don’t have a daily need and/or say wouldn’t have a use for it.
● They would pay $25.00 or less.
Differences of Both Research MethodsInterviews● Product didn’t fit
their lifestyle● Generally negative/
defensive comments
● Not as enthusiastic about product
Similarities
Surveys
● Gave more elaborate comments.
● Comfortable sharing their personal experiences
● Willing to buy/try out product
● Interested in the App/Wifi capabilities of product.
● Were not in favor of the USB flash drive support
● Interested in the size of the device
● Not interested in the color variations available
● Wanted to know more details about the product.
Situation AnalysisEnvironmental:
Primary: San Jose, Secondary: Greater Bay AreaEconomic:
Primary: Students, Ages: 18 - 25, moderate income
Secondary: Working class, Ages: 26+, moderate income
Social Factors:College life, Business lifestyle (on the move), Family situation
Conclusions● New USP: Small tracking sticker with an App
● New Target Demographic: Primary: Student (18 - 25)Secondary: Working class (26+)
● Price: $25 (for the sticker & USB/battery charger combo)
$10 for 5 additional sticker
Marketing PlanCommercials:● Morning news, Online shows, Infomercial
Social MediaFacebook:
● “Like”, “Share” and photo PromosTwitter:
● Post updates about finding lost items.● ReTweet and Hashtags
○ #FoundIt with my #ThumbTracker Radio Ads● Rush Hour, during work day● Internet Radio
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