Final presentation, team Dynamite
20
PHORT Page 1 Motivation in Sound. No Strings Attached.
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Managing Marketing Processes, Launching new product, Headphones
Transcript of Final presentation, team Dynamite
PHORT
Page 1
Motivation in Sound. No Strings Attached.
Market analysis
Page 2
Anyone who thinks there's safety in numbers hasn't looked at the stock market pages.
Irene Peter
Zound Industries
Page 3
Started in 2008 by 8 foundersFocus on premium headphonesHouse-of-brands business modelHolistic value-chain approachGlobal operations
Booming market
Serious growth through 2016 expected260 million headphones will be sold in 2012 and 330 million units projected for 2016*
Page 4Source: 2012 study by Futuresource Consulting
Consumer needsWell-Though-Out Designs
Quality Products
Technological Discernment & Innovation
Page 5
Market competition
Page 6
Generic headphones Bundle headphonesMass-market headphonesPremium-sound headphones
Premium-fashion headphonesPrivate label headphones
Product offers
Page 7
Design
Functionality
Price
Sound quality
Zound Industries’ achievements
250 million SEK revenue by 20114 established consumer brandsAround 50 employeesSales in 92 countries
Page 8
Revenue (millions SEK)
New product
Page 9
The old King is dead. The new King approaches!
Susanna Clarke
Market insight
Page 10
FASHION
TECHNOLOGY FITNESS
Fashion conscious urban users, ready to pay extra for exceptional product and outstanding design, innovation and breakthrough technology
OPPORTUNITY
Survey
Page 12Source: Qualtrics survey, DynamiteSeptember 22-27, 140 respondents
Product
Page 13
Flexible wirelessness
MicroUSB charging/plugin
Internal Memory
(Final product in stores may look different)
Microphone
Ear clickMANY COLOURS!!
On the way to the market…
Page 14
In the factory we make drugs, in the store we sell hope.
Charles Revson
Target market
Page 15
• Need to combine music experience with active lifestyle
• Physically active, busy, health-conscious, values features and looks more than price
• Curious, enthusiastic, like smart design and innovation, trend-adopter
• 16-40 years, male and females• City, Urban areas
Single segment concentration, app. 600 000 consumers this targeted niche
Page 16
Positioning statement
PHORTMotivation in Sound. No Strings Attached.
For active and curious people who value design and innovation, PHORT is the ultimate sports headphone brand that delivers exceptional looks, quality and functionality.
Page 18
799 SKR
660 SKR 850 SKR
Pricing
Distribution
Page 19
Sport-equipment retailers
Gyms
Electronic shops
Promotion
Page 20
Market share
Associations
Awareness
Page 21
Dynamite!
An essential aspect of creativity is not being afraid to fail.
Edwin Land
