Professor: Dr.TrappeyTeam: 9th TeamFounders: 9662505 Dean Sun9662510 Christie Hsieh9662511 Jimmy Yeh9662519 Tiger Ni9662529 Celine Hsieh9662532 Stephanie Jen

Executive Summary

Situation Analysis

Marketing Strategy

Financials

Agenda

Enjoy love and flowers…..

Always get Broken Heart

and Bad Body…..

, we care for your health and life!!!

Product Conception

How many calory of each food? Is there any ingredient bad

to my health?

Product Conception

Diseases of Civilization

- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

Kidney disease

Gastric ulcer

Hyperlipidemia

Gout

Hypertension

Diabetes

Heart Disease

Obesity

Number of People (thousand)

People concern “How to eat healthily”

Product

Calory meterMP3 player

Executive Summary

Situation Analysis

Marketing Strategy

Financials

Agenda

Market Summary

Target MarketsFemaleElder

Target MarketsFemaleElder

Market GrowthPeople spend more and more in health

Market GrowthPeople spend more and more in health

Market NeedsSimple to UseIndividualized

message

Market NeedsSimple to UseIndividualized

message

S W

O

SWOT Analysis

Innovative product

Competitive price

Need outside capital

Lack of brand

awareness

Growing market

Diverse application

T Low entry barrier

Other portal device

pedometer, walkman,

mobile phone

Indirect Competitor

Pedometer weak functionality

Mobile Phone different target market

MP3 player different target market

Product Features

Quick information of food calory & ingredient

Handset portable device

Friendly user interface

Individualized message

Executive Summary

Situation Analysis

Marketing Strategy

Financials

Agenda

Objective

5% market

penetration

within 3 years5% market

penetration

within 3 years

EPS>=10

within 2 yearsEPS>=10

within 2 years

Breakeven

within 1 yearBreakeven

within 1 year

Fatty

Segment

iCare helps you Slender & Confident!

Obesity Chronic

Overweight

Segment

Female Office Lady

Postpartum

Wedding

iCare helps you Beautiful & Charming!

Segment

Elder Hypertension

Diabetes

iCare helps you having Healthy Longevity!

Segment

Students Fashion

Word of mouth

iCare gratifies your Stylish Life !

I want iCare !!!

Target

We want all iCare users areHealthy 、Charming 、 Strong!

Position

Price

1699 !

The healthy price just need

Place

You could buy iCare everywhere!

Promotion

Calory

iCare

Plentiful promotion channels!

Executive Summary

Situation Analysis

Marketing Strategy

Financials

Agenda

Marketing Expense Budget

Media : 1,800,000

Activity : 3,200,000

Total : 5,000,000

channel budget ratio(%)

TV 700,000 14

Newspaper 350,000 7

Magazine 150,000 3

Radio 100,000 2

Web 250,000 5

Leaflet 150,000 3

Billboard 100,000 2

Totals 1,800,000 36%

item budget ratio(%)

Public Relationship 500,000 10

Internet Marketing 900,000 18

Direct Marketing 800,000 16

Experiential

Marketing1,000,000 20

Totals 3,200,000 64%

Media Activity

Break-even Analysis

Break-even Analysis :

monthly Units Break-even

monthly Sales Break-even

Assumptions :

Average Per-Unit Revenue

Average Per-Unit Variable Cost

Estimated monthly Fixed Cost

NT$5,111

NT$8,683,135

NT$1699

NT$525

NT$5,500,000

Break-even Analysis

The Break-even point is about 5,000 unit sales.

Control

Cost down

version

New functionaddition

Promotion by celebrity

Thank Thank YouYou