Advertisement Project Futpower Shoes

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Group P252 ADVERTISING PROJECT Project Semester

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Executive summary

The thirst for battery power in new smartphones and tablets is fast outpacing improvements in

battery technology. Battery makers are trying to wring the last bits of capacity out of 15-year-old

lithium ion technology, while device and app makers seem to be just waking up to the

seriousness of the problem. Power generating shoes may be the answer. They convert the energyin every step you take to electrical energy which can be used to charge electronic devices.

A survey conducted amongst the target audience showed that more than 50% of participants had

favorable opinions about such a product. Coupled with the fact that the smartphone market is

growing rapidly, power generating shoes have a huge market potential. But given the relatively

high price of product and complexity of technology used the target audience would mostly

comprise of innovators.

Since the metro cities have largest concentration of smartphones, they are an appropriate place to

launch power generating shoes. On this premise we designed a print ad campaign for the fourmetro cities- Delhi, Mumbai, Bangalore and Kolkata. The objective of the advertisement

campaign is to create awareness and comprehension about the product in the target audience.

This is necessary as this is a completely new product involving relatively complex technology.

The publication channel used is the leading English newspaper of each metro city. The news

paper is the obvious choice because of its mass reach which would be pivotal in creation of

awareness about the product. The target audience for our product is in the wide age range 20-35

years. The number of magazines and their readership in this age range varies greatly which

makes magazines relatively less effective medium as compared to newspapers.

Its a two month long campaign comprising of two phases. The first phase is about arousal of

curiosity among the target audience while the second phase involves educating the target

audience about the technology and product range being offered. The print ad campaign would

have to be accompanied by an events campaign in metro cities which would provide a platform

to satisfy the curiosity generated by print ads among the target audience.

For the evaluation of extent of success of the print ad campaign a survey would be conducted

across all four metro cities which would measure the change in product awareness and

comprehension level in the target audience.


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Research Report


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INDEX

(1) Target problem......................................................4

(2) Product..4

(3) Target audience and product acceptance......5

(4) Market potential............................................12

(5) Key planning decisions.....12

(6) Media plan.............................13

(7) Advertising budget................................................22

(8) Evaluation of campaign..........................................23

(9) Other promotion strategy........................................23

(9) Bibliography............................................................24


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4

1. Target Problem

Powering modern mobile electronic devices like smart-phones, tablets etc is a challengepower

consuming applications, short time between battery recharges as well as the lack of an adequateelectrical power grid in many geographical areas severely limit portable electronics use.

2. Product

2a. Concept

Up to 10 watts of power is lost as heat each time a foot hits the ground. Mobile devices such asphones and tablets use between 1 and 15 watts, so if the energy released in every step is tapped

efficiently ,enough power can be generated to charge devices like mobile phones, mp-3 playersand even tablets.

2b.Proof of concept

Mechanical engineers Tom Krupenkin and Ashley Taylor at the University of Wisconsin inMadison are developing 'in-shoe technology' that could generate up to 10 watts of power per

footstep. This technology makes use of reverse electrowetting phenomenon in order to convert

mechanical energy to electrical energy. The research paper describing the details of the

phenomenon were published in the February 2012 issue of the natureCOMMUNICATIONSmagazine.

So far, Krupenkin has got up to 150 droplets, which produced a few mill watts of power. But he

has extrapolated his experimental data and calculated that in a device with 1,000 droplets, which

would easily fit into an area of 40 centimeters square, up to 10 watts could be generated.

2c. Product design and features

The shoes have embedded circuitry required for theReverse Electrowetting phenomenon to occur through

which energy in each step is converted to electrical

energy.

There are two fluid chambers, one at the front and oneat the back and a rechargeable storage battery in the

middle.

The fluidic chambers are polymer bladders which arevery embedded in the resilient midsoles of the

footwear. The foot never contacts the bladder directly

The battery is hermetically sealed and has in-builtsafety circuit for preventing short-circuit under any

circumstance.

The battery is automatically recharged during walkingto provide electrical power when the user is at rest.


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The power from the battery can be transmitted to electronic devices via connecting wire and itcan be also used through a wifi hotspot.

2d. Potential application

Ten watts would be enough to power a mobile phone, a military radio, a GPS device, even asmall laptop. In particular, the integrated Wi-Fi hot spot can act as a middleman betweenmobile devices and a wireless network. Such an arrangement dramatically reduces power

consumption of wireless mobile devices and allows them to operate for much longer time

without battery recharge.

3.Target audience and product acceptability

3a. Target audience

AGE

VALS 5-20 20-35 35-50 > 50

INNOVATORS

THINKERS

OTHERS

INC

LSTYL50k-100k 100k-150k 150k-200k > 200k

PROG

MOD

CONS


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LOC

EDU EAST WEST NORTH SOUTH

10+2

GRAD

P.G

Characteristics:-

Smartphone user Innovator (with reference to the VALS framework )- an innovator possesses a penchant

for trying out new technologies/products as well as the resources to afford them The

power generating shoes use a completely new technology and their pricing is premium

thus making appropriate for innovators.

Age= 20-35 years Monthly income= Rs1-1.5lakh Lives in one of the metro cities


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3. Do you have a portable music/MP3 player?a) yes b) no

4. On a usual day for how long do you use it?a) 1-2 hrs b) 2-4 hrs c) 4-6 hrs d) >6 hrs

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Yes No

Graph 3

Graph 3

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

1-2 hours 2-4 hours 4-6 hours >6 hours

Graph 4

Graph 4


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5. How often do you land up in zero battery situations with no charging point around?a) rarely b) often c) frequently d) most of the time

6. What is the price of the pair ofsports/casual shoes that you have purchased recently?a) Rs 0-3000 b) Rs 3000-6000 c) Rs 6000-9000 d) Rs >9000

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

rarely often frequently most of the time

Graph 5

Graph 5

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

0-3000 3000-6000 6000-9000 >9000

Group 6

Group 6


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7. What is the price of the pair offormal shoes that you have purchased recently?a) Rs 0-3000 b) Rs 3000-6000 c) Rs 6000-9000 d) Rs >9000

Up to 10 watts of power is lost as heat each time a foot hits the ground. A reputed footwear

company is planning to come up with shoes which can convert this energy into electrical energy

which would be stored in a battery embedded in your shoes. This can be used to charge mobile

phones and even tablets anytime and anywhere. The price would be in the range Rs 7000-

10000.

8. What do you think about a shoe that can charge your phones battery?a) least interested b) fairly interested c) excited d) get me one of them

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

0-3000 3000-6000 6000-9000 >9000

Graph 7

Graph 7

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

least interested fairly interested excited get me one of

them

Graph 8

Graph 8


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9. What do you feel about the pricing?a) too expensive b) expensive c) value for money d) cheap

10.Would you buy such a shoe?a) yes b) probably yes c) probably no d) no

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

too expensive expensive value for money cheap

Graph 9

Graph 9

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Yes Probably yes Probably no No

Graph 10

Graph 10


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4. Market Potential

India has around 1015 million smartphone users and over 900 million telecomsubscribers.- Business Line 2011

In 2011 mobile phone shipments in India were around 184.4 million units and it isforecasted that the market would clock 301 million by calendar year 2015, at a CAGR of13.03 per centIDC (International Data Corporation) Estimates

Of this, smartphone segment is forecasted to see an increased CAGR of 63.4 per centwith a shipment of 77.5 million by CY 2015- IDC Estimates

The product is targeted at smartphone users. Though currently there are only 10-15 million

smartphone users in the country out of 900 million telecom subscribers but this number isincreasing rapidly as suggested by the research stated above. This implies huge potential for

power generating shoes too.

5. Key planning decisions

5a. Key consumer benefit

Portable and convenient charging solution for electronic devices like smartphones and mp-3

players.

5b. Supporting selling features

The shoes contain battery-cum-wifi hotspot which can act as a middleman between mobiledevice and cellular networks. The mobile device communicates to wifi hotspot via short

range radio frequencies which in-turn connects it to cellular networks via long range

frequencies. This reduces direct long range communication from the mobile deviceincreasing its battery life.


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5c. Desired product image

We want to create an image of a product for the modern generation which is in sync with

their non-stop fast paced lifestyle whether it is enjoyment or work.

5d. Advertising objective

Power generating shoes are a new product in the market which the people have never seen

before. Also it involves relatively complex technology as compared to that in any other

footwear currently in the market. Therefore we feel that the objective of our first printcampaign should be increasing product/brand awareness and knowledge.

Awareness- to make target audience aware of the existence of FUTPOWER brand. Knowledge/Comprehension- to develop an understanding among the target

audience about what the product is and what it can do for them

Objective Statement

To increase the awareness and knowledge about FUTPOWER power generating shoes

among the smartphone users in the 4 metro cities (Delhi, Mumbai, Bangalore, Kolkata),

from present 0% to 80% in 2 months.

6. Media Plan

1) Ad type- Print advertisement2) Type of publication- Highest circulating newspaper in each of the 4 metro cities

Delhi- Times of India Mumbai- Times of India Bangalore- Times of India Kolkata- The Telegraph

We have chosen newspaper as our publication channel because it has mass coverage. The

target audience for our product is in the wide age range 20-35 years. The number of

magazines and their readership in this age range varies greatly which makes magazines

relatively less effective medium as compared to newspapers which have relatively better

readership and lesser diversity.

3) Duration of campaign- 2 months4) Time and frequency of ad publication-

Time-All the print ads would appear in Sunday Edition of respective newspapersbecause newspaper readership is maximum on Sundays.

Frequency- Advertisement on every Sunday for 2 months.(2 months=8 Sundays= 8 advertisement days)


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Print ad 1

Hello!!Just listen.

My phones batteryis low. I will be

comin....


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Print Ad 3

Excuse me,could I use your

phone for a sec. Myphone has conked

off....


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Print ad 4


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Print ad 5


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Print ad 6


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Print ad 7


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Print ad 8


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5) Positioning and Scheduling Month 1, 1st Sunday- Halfpage Print ad 1 on front page of newspaper Month 1, 2nd Sunday- Half page Print ad 2 on front page of newspaper Month 1, 3rd Sunday- Half page Print ad 3 on front page of newspaper Month 1,4th Sunday-

Full page Print ad 4 on front page Full page Print ad 5 on last page

The aim of first 4 advertisements is to generate curiosity among the target audience while

in the 5th advertisement the product would be revealed.

Since the product is revealed at the end of first month, in the second month the main aim

is to give him information about the product and the range being offered.

Month 2, 1st Sunday- Half page Print ad 6 on last page of newspaper Month 2, 2nd Sunday- Half page Print ad 7 on last page of newspaper Month 3, 3rd Sunday- Half page Print ad 8 on front page of newspaper Month 4, 4th Sunday

Quarter page Print ad 7 on front page of newspaper Quarter page Print ad 8 on last page of newspaper

7. Advertising Budget

DelhiAdvertisement rate in Times Of India= Rs 3195 per square cm

Area of full page= 47cm X 33cm = 1551 sq cm

Cost of full page ad= 1551 X 3195 = Rs 49.5 lakh

Cost of advertisements for 2 months = 5.5 X 49.5 = Rs 2,72,54947

MumbaiAdvertisement rate in Times Of India= Rs 3925 per square cm




BangaloreAdvertisement rate in Times Of India= Rs 2610 per square cm



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KolkataAdvertisement rate in The Telegraph= Rs 3255 per square cm




Total cost of 2 month advertising campaign in 4 metro cities= Rs 11,07,68541

8. Evaluation of campaign

Since the target objective of the advertisement campaign was to create awareness andcomprehension about the power generating shoes in the 4 metro cities, therefore its success can

be measured by conducting a post campaign survey in the 4 metro cities to gauge the awareness

and comprehension levels in the target audience.

9. Other necessary promotion strategy

Along with the print ad campaign promotion via events is also necessary as it gives the target

audience an opportunity to feel and interact with the product. Therefore an events campaign

should run in the major malls of all four metros throughout the duration of the print ad campaign.


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Bibliography

1. Nature Communications Journal2. IDC research report on mobile market in India3. Advertising and Sales Promotion by Wiley Publications4. www.releasemyad.com

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