ready2go body dryer
TRANSCRIPT
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TO: MR. WRIGHT
MADLAINGJEAN-CHRISTOPHEPOURCELALEXISPOSADASEMILIESEDDIKRIMA M1ISAFI
I N T E R N A T I O N A L M A R K E T I N G
BODY DRYER
READY-2-GO7
THMARCH 2012
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THEPRODUCT...............................................................................................................................................1
QUESTIONNAIREFORCONSUMERSURVEY.........................................................................................2
RESULTSOFTHESURVEY..........................................................................................................................3
TARGETCONSUMER....................................................................................................................................5
MARKETINGMIX4P....................................................................................................................................6
PROMOTIONUSPAIDA.........................................................................................................................8ADVERTISINGTECHNIQUES.....................................................................................................................9
TYPEOFMEDIASUPPORT.........................................................................................................................9
EXAMPLEOFANAD..................................................................................................................................10
LOGOPACKAGING..................................................................................................................................11
SOURCES.......................................................................................................................................................12
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17cm
21cm
THEPRODUCTMADLAINGJEAN-CHRISTOPHE
Thisproductisbasedonpeoplesneedstowintimewhiletheyarepreparingtogoingout,orfor
peoplewhowanttogotobedfast,notwaiting tobedry.Indeed,becausepeoplewantto sleep
more inthemorning,a surveyhasdemonstrated thatpeople are nervousbecause they are not
sleepingenough.So,intheaimoflettingpeoplesleepmoreandmore,wehavedecidedtocreate
ourproduct:abodydryercalledREADYTOGO.
READYTOGObecauseitisasymbolofwinningtime,readytowear,readyforwork.Andbecause
timeisprecious,itstheonlywealthwecannotbuy.Weseemanypeoplerunning,beinginahurry
Itenablespeopleaftershowertobedrywithinthe15secondsandso,topostponethealarmclock
orsimplygotosleep.
Concerningtheproduct,ithasgot2items:
aflexiblerail,whichmustbemountedononeoftheshowerwall
thedryer,whichwillmoveupanddownalongtherailtodrytheperson
Thisrailisableto fitanyshowerwallbecause itcontainsa suctioncupeasytocling.Soyoucan
chose toput ithigh or low, you can also fit the size until2meters.Workingwith rechargeable
batteries,READY2GOmixesdesignwithfunctionality.Itissafetyevenifanelectronicdeviceworks
closetowater.Themachineisperfectlywaterproof,furnishedwithallaccessories(rail+machine+
batteries+wire+suctioncup+installationguide),nocablesintheshower,theonlywireistheone
thatenablesthelinkbetweenchargerandbatteries.
Easytosetupthankstofewaccessories,READY2GOisreadytowork
Thedryerisabletodryyouwithinthe15secondsfromshouldertotoe.Itisnotrecommend
usingitforhairanditisrecommendedusingaclassichairdryer.
Itexpelshotairatperfecttemperatureforyourbody.Itisrelaxingandyougetdryfast.
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QUESTIONNAIREFORCONSUMERSURVEYSEDDIKRIMA
Ready 2 Go is a body dryer which is similar to a hairdryer but it's for the body... Integrated into a shower cubicle, this
would dry you as the way of a Dyson in 10 or 15 seconds maximum with warm air. So, no risk of being ill !!!
What is your gender?
Male
Female
How old are you?
below 20
Between 20 and 30
Between 31-50
More than 51
How long you set to get ready? In the morning for going at work or at school and in the evening for going on the bed
Below 5min
Between 6min and 10min
More than 11min
When the alarm clock rings do you get up directly or do you do dawdle in the bed?
I prefer stay in my bed
I get up directly
Would you be interested on the fact of not drying yourselves any more with towels?
Yes
No
How would you buy Ready 2 Go?
Integrated in a shower cublicle
Sold only
Both of these proposals
None of these proposals
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What is the right price for Ready 2 Go (in )?
Below 100
Between 100 and 300
Between 301 and 500
Over 500
Would you like to purchase "Ready 2 Go" at this price?
Yes
No
Inordertohavetheopinionofthefutureconsumerofourproduct,wedecidedtocreateasurvey.
Wehaveaskedquestionstoseveralpersonsandwehavemadeananalysisoftheseresults.
Theanalysisshowsthatthemajorityofthepersons,whoansweredoursurvey,arewomenandthe
agebracketisbetween21and30years.
Thesurveyshowsalsothatpeoplegetlongtimeforbeingreadyinthemorningforgoingatworkor
atschool,orintheeveningforgoinginbed.
Therearealsolazybecausetheypreferstayinbedinsteadofgettingupdirectlywhenthealarm
clockrings.
OurproductReady2Gocanhavesuccesswithprospectbecausetheywanttobenotdependantto
towels at72% and our price is inthe pricebracket thatpeople expect. People are readytopay
Ready2Gobetween101and300euroandourpriceis199euro.
Finally,at79%peoplearereadytobuyourproductsothissurveyshowthatwecanlaunchReady2
goonthemarket,itcanhaveabigsuccess!
RESULTSOFTHESURVEYSEDDIKRIMA
Malepopulationhasprovided63%oftheanswers.
Concerningtheage:
9%below20yearsold
85%between21and30yearsold
4%between31and50yearsold
2%Morethan51%
Inordertohavetheopinionofthefutureconsumerofourproduct,wedecidedtocreateasurvey.
Wehaveaskedquestionstoseveralpersonsandwehavemadeananalysisoftheseresults.
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5%16%
79%
Below5min
Between6minand10min
Morethan11min
Ipreferstayinmybed Igetupdirectly
74%
26%
27%
31%
26%
16%
Integratedina
showercubicle
Soldonly
Bothofthese
proposals
Noneofthese
proposals
Theanalysisshowsthatthemajoritythatansweredoursurveyarewomenandtheagebracketis
between21and30years.
Thesurveyshowsalsothatpeople takestimeforbeing readyin themorningforgoingat
wordoratschool,orintheeveningforgoingtobed.
Therearealsolazybecausetheypreferstayinbedinsteadofgettingupdirectlywhenthe
alarmclockrings.
Our product Ready 2 Go can have success with prospect because theywant to be not
dependent totowelsat72%andourpriceis inthepricebracketthatpeople expect.Peopleare
readytopayReady2Gobetween101and300EUR,andourpriceis199EUR.
Finally,at79%peoplearereadytobuyourproductsothissurveyshowthatwecanlaunch
Ready2goonthemarket,itcanhaveabigsuccess!
WHENTHEALARMCLOCKISRINGING,DOYOUGETUPQUICKORDOYOUDAWDLEINTHEBED?
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Yes
No
72%
28%
47%
53%
0%0%Below100
Between101and300
Between301and500
Over501
Yes
No
79%
21%
WOULDYOUBEINTERESTEDONTHEFACTOFNOTDRYINGANYMOREWITHTOWELS?
WHATISTHEBESTPRICEFORREADY2GO?
WOULDYOULIKETOPURCHASEREADY2GOATHISPRICE?
TARGETCONSUMERMADLAINGJEAN-CHRISTOPHE
Firstofall,thisproductisnotdedicatedtoaprecisepartofthepopulation.
Ourproductswillbeprovidedtocompanies:Business-to-Business(B2B).WeplantoprovideREADY
TOGOtohotelsfirsttogeneratebusiness,toseewhatfeedbackswegetfromhotelsandcustomers
ofthehotels.Webelieve intheword-to-mouthcommunication.Itsoneof thebestwaystowin
visibilityinthebusinesslandscape
Inthatcase,wewillhavetheopportunitytoselltodirectcustomersrightafter,whenour
image,reputationisdone.Wewilltalkaboutitinthisdocument.
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MARKETINGMIX4PPOURCELALEXIS
PRODUCT
Thisproductisbasedonpeoplesneeds.Peoplearefeduptowastetheirtimeinthemorningwhile
they are preparing togoingout. The surveyhas demonstrated that people needmore than 15
minutesin themorningbefore togetout.TheReady toGowillallowtopeopletowinseveral
minutesandprovidetocustomersaninnovativeproduct.
TheReadytoGoisproducedinourfactorynearMuncheninthesouthoftheGermany.Allthe
items of the product come from European countries and ensure to our customer themention
EuropeanCommunity
Thiscertificationallowsustoofferaproductwithahighqualityandguaranteethesecurity
fortheusers.Theunitcostis79$.
WefoundagapinthemarketthankstothetechnologyofthisReadytoGosowedont
haveanycompetitoronthemarket.
WehavefourdifferentpricestoselltheReadytoGo.Eachpricehasbeendecidedthankstothe
surveyandourmargincoefficient.Wehavefourspecificpricesforeachchannelofdistributionand
thecustomertarget(B2BorB2C):
InB2C:249$,weapplyamargincoefficientof3knowingthecostperunitis79$.
InB2B:Weallowedourselvestoreducetheunitmarginbecausethesalesaremoreimportant
foreachorder.
- Hotel/palace:199$(maintargettogeneratebusinessandseefeedbacksfromhoteland
theircustomer)
- Store:199$andweadvisethemthefinalpriceat299$
E-business:210$,thewebsiteisthelastchannelofdistributionanditallowedustoreducethe
B2Cspriceby15%.
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Wehavefourdifferentdistributionchannels:
- B2C,wepromisetoourcustomerstodeliverthemin48hours.Wehave3warehousesin
Francetodeliverasfastaspossible.WehavealogisticpartnerwithTNT.
- B2B
o Hotel/palace,theproductisdirectlydeliveredfromthefactorytothecustomer.
o Store,wesignedacontractwithaFrenchdistributor.LeroyMerlinwillallowedusto
wewillenjoytheir159storestobepresenteverywhereinFrance.
- E-Business:wedonthaveanyinventoryinFrance;theproductisdirectlydeliveredfromthe
factorytothecustomer.
Firstofall,theReadytogoisanewproduct,sothemainaimoftheadvertisingwillbetoinform
consumersabouttheexistenceofthisnewandrevolutionaryproduct.Ouradvertisementswillbe
abletoinformalsotheconsumeraboutbenefitsoftheproductandgiveusthesensationtolivea
newexperiencewiththeReadytoGo.
Wedonthaveanadvertisingdepartment,sowewillworkwithanadvertisingagency.
Weneedalargebudgettolaunchthisnewproduct.Wemustbeonthelargestspaceto
reachamaximumofperson.Itshouldbenotedthatourcommunitymanagerrunstheadvertising
andreferencingofoursite.
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Herewehavethepricesforeachadvertisement:
- NationalTV:evening40000/min
- Nationaldailynewspaper:halfpage10000
- Nationalmonthlyglossymagazines:halfpage20000
Mixofadvertising:
NATIONALTV 15ad(40seconds) 400000
NATIONALDAILYNEWSPAPER 5halfpages 100000
MAGAZINE 5halfpages 50000
TOTAL 550000
ToconcludethelaunchoftheReadytoGo,weneedabudgetof550.000$tofinancethemix
advertising.Weplantoextendthe4Ptothe7Ptobemoreprecise.
PROMOTIONUSPAIDAMADLAINGJEAN-CHRISTOPHE
USP,UniqueSellingPropositionwillshowwhatadvantageswehavefromourcompetitorsIndeed,
we have identified key points: our product is unique, no competitors (for the moment), it is
protectedbyatechnologypatent.WhyReady2Go?
Becauseyouwant tomix speedand functionality,Ready2Godriesyou first, hand free (nomore
towel),anddriesyouinfewseconds,itenablesyoutowintime,tosleepmoreandtobecoolIt
alsoallowsyoutoavoidbeingcoldorfeelingcoldaftershower.Itwillbeabenefitforyourdaily
mood
AIDA
Attention: we want to win visibility by appearing in Shopping TV Show to demonstrate how
Ready2Goworks.Peopleusetobuywiththiskindofshowbecauseitrepresentsaneasywaytoget
something that you cannot test by yourself (you have the demo video then). We plan to
demonstratealsoinShowerShoworganizedinbigcities.
Wewilltrytoattractpeopleonauniqueproduct,somethingthattheyhaveneverseenbefore.
Interest:wehopetoremaininpeoplesmindwithoursloganTheFasterYourBodyIsDried,The
FasterYouOut.Wewanttoprovideaspeedfeeling,anefficientwaytodryyouup.
Wewilltrytogenerateinterestfrompeopleinshowingtheskillsofouruniqueproduct,toshow
howReady2Gocanhelpthem,somethingthatisusefulandnecessaryforthem.
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Desire:ourproducthasbeendesignbydesignersspecializedinhomedesigning,thisproductcanbe
customizable ondemand. This is toaccentuate the fact ofbeingunique, being specialwith this
specialproduct.Youdry?Youready.Andwewantpeopletobeproudofshowingtheirguesttheir
shower,asweareproudofshowingourkitchenandhisaccessories.
Wearetryingtogivebirthtoadesirefeelingforourproductbyaccentuatingonthefactthatitis
necessaryandReady2Gocanbeeasytouse,andwillsuityou.
Action:Wehopethatouradvertisingeffortwillgeneratefrompeople,awillofpurchasing,orto
keepinmindourproductoralsotobethetopicofafrienddiscussionforexample,becauseitcould
leadtoapurchasingact.
Thesloganwillbeimportant,bysomethingthatremainsinmind(music)andaclearmessage
thatitisasimpleandeasy-to-useproduct,efficientandnecessaryinamodernbathroom.
ADVERTISINGTECHNIQUESPOSADASEMILIE
Morespecificallyaboutadvertisingtechniques,weusethe lifestyleinouradvertisinghoarding
andTVcommercial.Thismethodconsiststoshowhappy,healthy,attractivepeopleusingit,and
peoplebelievethatitsawinner,andthatpossessthebestandthemostmodernadvice.Thismean
istruewhenweexplainthankstothisreadytogopeoplearentcoldanymorebygoingoutofhis
shower.
We use also the method before and after for our hoarding advertisement and TV
advertisement,becausethismeanisinourpointofviewthebesttoshowthatourreadytogo
changes,improves,facilitatestheconsumerslife.So,wethinkitsthebestmeantoconvincethe
customertobuyit.
TYPEOFMEDIASUPPORTPOSADASEMILIE
INTERNET: the Internet is now themost popular medium on the planet for giving and getting
information,sowemustcreateourwebsite.ThiswebsiteisapproachablebycompaniesforB2B
andprivateindividualsforB2Cwithaparticularspaceandso,withdifferentpricesforeverypart,
becausethepriceisnotthesameforourprofessionalandprivatecustomers.
OurhomepageintroducesthecompanyISAFITechnologyandtheReadytoGo.Theconsumer
cangoonhispersonalspacethankstootherstabs.
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Weofferalsoonourwebsitelinkstootherwebsitesbecauseweknowthatthismeanallows
doublingortriplingthetraffictooursite.Ourwebsiteisclearandeasytonavigate;itwascreatedin
ordertotheconsumertakepleasuretonavigateonourwebsite.HSBCisprovidingusasafecontrol
ontransactions,theysecurepaymentonourwebsite.
So,tohaveawebsiteisveryimportantfortheinteractionwithconsumersandalsofortheadvertising,becauseitallowsmakingsalesorpreferentialpricesandgivingatcustomersthefeeling
tobelongataprivilegedgroup.
Tohaveawebsiteallowsalso,appearingwithbannersadvertisingonotherwebsiteswithourad,so
tobevisiblemoreoftenbycustomers;althoughthismeanispayingisagoodmeantohavemore
chancesthatourwebsiteisconsulted.
Hoarding:thismediasupportisinterestedbecauseisplacedonthestreet,soitsvisiblebyamore
important number ofpeople, and it isnot very expensive regarding the othersmedia supports.
Furthermore,thistypeofmediasupporthasabigsize,soevenifpeopledontwanttolookatthe
advertisements,theyareobligedtoseethem,andunconsciouslythemessageentersintheirminds.
Andwithahoarding,weaffectalargerangeofpeople,notaspecificandlittletarget.
EXAMPLEOFANADMADLAINGJEAN-CHRISTOPHE
40-secondsTVad:comparisonbetween2personsinthemorningatthesametime
PERSON1(whiteandblack)
-(Introducingwithanalarmclockringinganda
nervousmanhittingittoswitchitoff)
Manisthinkingonhisbed:IfIamnotgettingoff
thebed,Illbelate(Offvoice)
-Manishavingashower,gettingreadyandis
nervousbecauseheislosingtimeCoffeeison
thefloorHeisgoingmad.
PERSON2
- (Same introduction with the alarm clock in
blackandwhite,untilheisgoingmad)
- (Screen is going wide, hiding the black and
whitenervoussituationandletcolorsspreadon
thescreen)
-Manissmilingandnotnervousbecausehehas
theproductandissleepingmore,winningtime
andheisrelaxed.
Thenwehavetheusershowingtheskillsoftheproductforseconds (smallannounce:Thisscenehas
beenaccelerated).
FINALSCREEN:READY2GOwillmakeyouwinningtimeforyouractivities Thefasteryourbodyis
dried,thefasteryouout!
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Why during evening? Because the most part of people work
duringtheday,so,itsmoreinterestingtousethistypeofmedia
supporttheevening,peoplelookatafilm,ortheBreakingNews
at8oclockp.m.So,therewillbealargerrangeofpeoplewho
will watch this advertisement, and the impact will be more
important.
This cardboard box is made in Japan with
recycled material because environment is a
mainproblemwithbusinesswetrytosaveour
Earthwiththiskindoflittleaction.Printedof
fakewoodbox,wehavetriedtogiveaupscale
image even if it is only a product that we
countamongappliancesector,withalltheir
whiteboxes.Wetrytobedifferentfromthe
otheritemsofthesameplace.
POSADASEMILIE
HOME DESIGN MAGAZINES: We work with different home design magazines such as: Maison
actuelle,maisonfranaise,modeettravaux.Thistypeofmediasupportisinterestedforusbecause,
nowadayslotsofpeoplesearchnewideasinordertodesignher/himhome,so,appearinthistypeof
magazinesallowusbeingmorevisibleandtargetalargerrangeofcustomers.Thistypeofmagazines
ismainlyreadbywomenwhoarefrom20oldyearsto60oldyearsandwholikethesetypesofnew
ideas.
LOGOPACKAGINGMADLAINGJEAN-CHRISTOPHE
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SOURCES
- www.dyson.com
- PchsMortelsenMarketingbyPhilipKOTLER,Maxima,2007
-
Marketingcourses(modules),Mr.Wright
- Wikipedia
- www.definitions-marketing.com/Definition-A-I-D-A
- www.kotlermarketing.com