Rosie Anderson and Becky Wheeler SC3603-001

Creative Work Plan Kicker iKick501

1.) Key Fact or Basis for Opportunity a. Product:

i. Sound Quality ii. Overall Quality

iii. Phone Charger iv. Remote v. Aux-In Chord

vi. Works on all iPod models including iTouch and iPhone b. Competition:

i. Apple iHome ii. Beats by Dre

iii. Sony c. Marketplace:

i. There is a want for concert quality sound at home ii. Well priced for excellent quality

d. Economy: i. People want to pay for quality sound at a reasonable price.

Consumers are getting concert quality sound without having to pay for actually going to a concert.

2.) Advertising Problem or Consumer Barrier a. The lack of awareness of the Kicker seems to be a large consumer

barrier. Also that you can buy cheaper music players, but those cheaper music players do not have as great of a sound quality so that should be something that they could use as a strong advertising technique. With Apple controlling almost all areas of the personal music industry it is hard for the consumer to see beyond Apple for other brands.

3.) Advertising/Creative Object a. Allowing the consumers to hear the product and compare it to other

music players will allow them to see the difference in sound quality that they would be paying for.

b. Our advertising campaign needs to compare the kicker to other docks especially the docks made by Apple to gain awareness and to make the kicker stand out in the marketplace.

4.) Principle Competition a. Apple iHome b. Beats by Dre c. Sony d. Also televisions because now a days most cable companies offer a

large variety of channels that play music and so you can play music

through your tv. Also most televisions allow you to run your computer or iPod through an auxiliary chord.

5.) Target Consumer/Prospect Profile a. The target audience is male college students. Male college students

tend to be who is throwing the large majority of social gatherings and at these social gatherings people want to be able to listen to music. A specific example of the target audience would be a male ages 18-24 who attends college and has their own home, off campus, to avoid noise complaints, also who enjoys social gatherings, someone who also enjoys listening to music as more than just to fill the silence. Music is a part of their daily life and they dabble in multiple genres.

6.) Key Consumer Insight a. This product brings concert quality sound to daily life for a reasonable

price. It provides convenience in that all models of the iPod can be used on the dock including iPhone and iTouch and it also charges those devices.

7.) Consumer Benefit a. The consumer benefits from having a great sound quality and also

having a product that will last them a long time. This is a product that is of reasonable price and has a great quality of sound and also function. It holds up for a good period of time so you wouldn’t have to pay to get the product fixed or buy a new one every other year or so.

8.) Support or Reason Why a. A lot of docks that are currently on the market are either strictly

Apple products or not, however the iKick501 supports both Apple and forms of MP3 with the use of an aux chord. But no matter what you plug in the sound comes out as the highest quality on the market.