orange electronic passenger car tpms
TRANSCRIPT
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