KICKER home audio proposal
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Transcript of KICKER home audio proposal
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By:MattFletcher&CarolynSiska
Livin’Loud
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“Tobethemostinnovativeandrespectedcaraudiocompanyintheworld.”
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Inthebeginning: Thefirmbeganin1973asatwo‐personoperation,hand‐buildingprofessionalsoundspeakersystems.
In1980,KICKERinventedthehigh‐performancestereoenclosuremarketwhencompanyfounderandpresidentSteveIrbydevelopedtheOriginalKICKER–thefirstfull‐rangespeakerboxdesignedspecificallyforautomotiveuse.
Today: KICKERproductsarecurrentlysoldbyapproximately1,500authorizeddealersintheUnitedStates.▪ Theselocationsareservedby15manufacturers'representativefirms.
Exportsalesserveover2,000dealersinapproximately50countriesworldwide.
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KICKERisaperformanceaudiocompanythatspecializesincar,homeandmarineaudio.
Theircaraudioproductsrangefromsubwoofers,amplifiersandsubboxes.Withapricerangestartingaround$200.Mostoftheircaraudioproductscanbeboughtthroughanauthorizeddealer.
Theirhomeaudiocategoryprovidesthewidestrangeofproducts,includingspeakerdocksandearbuds.Thepricerangeoftheseproductsfallsbetween$20‐$300.
ThelastcategoryisthemarineaudiosystemsandincludesproductssuchastheKMTowerSystemsandtheKM10Sub.Theseproductscanbeboughtfromanauthorizeddealer.
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ProductDistribution KICKERisaworldwidecorporationthathasdealerlocationsallovertheUnitedStatesandisarecognizedbrandworldwide.
ThereisaneasytofinddealerlocationapplicationontheKICKERwebsite.
KICKERusesmanyextremesportsathletessuchasRyanSheckler–professionalskateboarderandChanelleSlandics–professionalsnowboardertopromotetheirproductandincreasebrandawareness.
KICKERalsosponsorseventssuchasSurfingAmericanandthePacSunUSASurfTeam.
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Skullcandy “Skullcandymakesthesickestheadphones,earbuds,and
iPoddocks,andguaranteesitwithalifetimewarranty.” PriceRange:▪ Earbuds:$19‐$299
BOSE “Bettersoundthroughresearch” PriceRange:$99‐$349▪ iPodSpeakers:$299‐$599▪ Earbuds:$99‐$179▪ FullRangeSpeakers:$250‐$404
Logitech “UltimateEars.Listenlikethepros.” PriceRange:▪ iPodspeakers:$59‐$149▪ Earbuds:$39‐$419
iHome “LiveLifeLoud” PriceRange:▪ iPodspeakers:$24‐$299▪ Earbuds:$19‐$59▪ FullRangespeakers:$149‐$1199
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Strengths Severaldifferentsizedearbudstofitearsofall
shapesandsizes. Largevarietyofdifferentproductstochoosefrom–
car,home,andmarineaudio. Allcustomerserviceisdirectedbacktothe
Stillwaterheadquarters. Weaknesses
NotlocatedinmajorelectronicdistributioncentersorstoresintheUS.
Catalogdoesn’thavepricesassociatedwitheachindividualproduct.
Opportunities Havetheopportunitytobecomemorewell‐known
becauseitisnotthefirstproductthatcomestomindforconsumers.
Greatproductthathasbetteraudiothenanyotherproductonthemarket.
Threats Moreexpensivethensimilarproducts. Hardtotestanearbudaudioproductwithout
havingtochangetheearpieceforeachconsumer.
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Primary:13‐30yr.oldsMales
Secondary:18‐30yr.olds Females
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Demographics Age:13‐30yearolds Sex:maleandfemale Race:predominantlywhite MaritalStatus:single Education:highschoolorsomecollege
Psychographics Theiroccupationofchoiceisrelatedtoallfieldsofstudy. Manyarestudentswhohaveaninterestinextremesports.
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Primary:13‐30yr.oldsMales
Secondary:18‐30yr.olds Females
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Demographics Age:13‐30yearolds Sex:maleandfemale Race:predominantlywhite MaritalStatus:single Education:collegeorgraduateprograms
Psychographics(MRI+) Theiroccupationofchoiceisbusinessrelatedwithanaverage
householdincomeof$125,000.▪ Manycommutetoalargermetropolitancityduringthe
weekday. Manyhavechildrenwhoarearound6yearsofage.
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Takeoffthesuit.
Putdownthebooks.
Needabreak?
KickbackwithKICKER.
Tagline:“KickbackwithKICKER.”
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KickbackwithKICKER.comwillbeamicro‐sitewhereconsumerscangotogetthelatestnewsofandeventsthataregoingonatKICKER,newandupcomingevents,promotions,ornewproductsthatareintheworks. Thismicro‐sitewillalsousedtoallowconsumerstopostvideosofthemusingtheirKICKERproductandshowcasetheirfavoritethingsaboutthem.
Onepromotionthatwillbepostedonthemicro‐sitewillbeconsumercreatedvideosabouttheir“doublelives”andhowtheykickbackwithKICKER. Winnerswillbepickedeachweek. Yearlongcontestwithprizesvaryingeachweekfrominstallation,products,discounts,etc.
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KICKERwillactivateBluetoothproximitymarketinginselectcommutertrainsanduniversitystudentunionswithinthe12selectedcities. TheseareaswillbedesignatedbytheKICKERBluetooth
sticker.
TheBluetoothblockswillbeopt‐inmessages,meaningKICKERwillnotpromptphoneswithannoying“join”messagesifthephones’Bluetoothisonwhentheyenterthearea.
UserswillseethestickerandcanusetheirBluetoothtolocatetheKICKERsignal.
Onceconnected,userscanaccessthevideocontestwinneroftheweek.
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Eachweek,asongwillbeavailabletodownloadfromanup‐and‐comingartistfromAtlanticrecordsviaBluetoothand/orthemicro‐site.
Inturn,AtlanticRecordswillprovidespaceatconcertsforaKICKERboothandrepresentativetodemonstrateproductsandsellKICKERmerchandise.
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Wewillimplementanelevatortestovera6monthperiod,oneweekon,oneweekoff.Wehavechosen12metropolitancitiesspreadoutovertheUnitedStatesandpickedthetallestbuildingineachoneofthosecities.
OurideaistohaveaKICKERsponsoredelevatorthatwillbeequippedwithhiddencameras,acompetitorspeakerononesideoftheelevator,andaKICKERspeakerontheadjacentsideoftheelevator.
Ourhiddencamerawillrecordthereactionsoftheriderstothechangeinsound.Beforethedooropenstolettherideroff,ashortstatementwillmadetothanktheridersforlisteningtotheKICKERsponsoredaudioride.
Ourgoalofthistestistocapturethereactionsofthepeopleintheelevatorandpostthemonour“KickbackwithKICKER”micro‐site.
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Unsuspectingriderswillenterthe“normallooking”elevator.OncethedoorclosestherewillbealargeKICKERstickerandtherealtestwillbegin.
ThemusicthatwillbeplayingintheelevatorwillbeanartistassociatedwithAtlanticRecords;themusicwillbeplayingoutofthecompetitorspeakerwhiletheriderboardstheelevator.
ThemusicwillswitchtostartplayingoutoftheKICKERspeakeroncethedoorcloses.Themusicwillgetloudertoemphasizetheswitchandwillalsobeabletoshowtheimpactthechangetheaudiomakes. Supposedtosimulateanamusementtyperidetoallow
thebusinessprofessionaltokickbackfortheirelevatorride.
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12cities: NewYorkCity LA Chicago Houston Phoenix Philadelphia
Detroit SanFrancisco Denver Charlotte Jacksonville OklahomaCity
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12citiesandthetallestbuildingsinthesemetropolitancities: NewYorkCity,NewYork
▪ EmpireStateBuilding–102floors LA,California
▪ USBankTower–73floors Chicago,Illinois
▪ WillisTower(formerlyknownastheSearsTower)–108floors Houston,Texas
▪ JPMorganChaseTower–75floors Phoenix,Arizona
▪ ChaseTower–40floors Philadelphia,Pennsylvania
▪ ComcastCenter–58floors Detroit,Michigan
▪ DetroitMarriottattheRenaissanceCenter–73floors SanFrancisco,California
▪ TransamericaPyramid–48floors Denver,Colorado
▪ RepublicPlaza–56floors Charlotte,NorthCarolina
▪ BankofAmericaCorporateCenter–60floors Jacksonville,Florida
▪ BankofAmericanTower–42floors OklahomaCity,Oklahoma
▪ ChaseTower–36floors
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KickbackwithKICKER.com Thissitewillbeusedasawaytoempoweropinionleadersand
encouragethemtobe“first‐users”oftheKICKERproductsandencourageotherstofollow.
BluetoothBlocks Theseareasarekeyplacestoreachournewtargetaudiences. Additionally,thiswillactasabreakinthedayforboththe
businesspeopleontheirwaytoworkandthestudentstakingabreakfromclasses.
AtlanticRecords KICKERisallaboutaudio,andcross‐promotingwithAtlantic
Recordsreachesourtargetmarketonmultiplefronts.Whetherintheirworksettingorwhilethey’rekickingback,KICKERwillpromoteit’suniqueaudioqualityandculture.
ElevatorTest: Forevery1elevatorweareassumingthatthereare2ridersper
trip. Ifthereare64tripstakenaday(approximately8tripsper
hour),thatamountstoabout128peopleadaywhowillrideinourKICKERelevator.
Sinceweareonlydoingitfortheworkweek–whichis5dayslong–therewillbeapproximately640peopleaweekintheelevator.
Thistestwillrunfor6monthsandwillcover12citieswithatotalreachofapproximately7,680people.