MarkMan: PowerDrive Presentation by LEC Group 21
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Transcript of MarkMan: PowerDrive Presentation by LEC Group 21
Basallote | Dela Cruz | Llamzon | Lok | Lorena | Villanueva | Vitug
GROUP 4September 13, 2016
10 STEP Marketing Plan for POWERDRIVE
CONNECTING TO THE ‘YUPPIES’
1. PowerDrive PTM are teens to young professionals with active lifestyles2. Who require extra energy, improved audio quality, and data space3. Can choose JBL, Success ETC, ADATA4. Gap is all other brands combine and offer only 2 features of either power bank-speakers or power bank-hard drive into 1 device.5. Market size of ~PhP 17B. PowerDrive niche is 10% of Philippine power bank market by 2020.
‘YUPPIES’ PAY FOR THE ULTIMATE EXPERIENCE
6. PowerDrive is power bank, external hard drive, and speakers all in one device.7. Is priced 40% less than JBL, but 45% more than SuccessETC, and 4% more than ADATA.8. Uses digital marketing, word of mouth, events and experiences9. Is distributed worldwide10. Uses differentiation to win
1. POWERDRIVE PTM ARE TEENS TO YOUNG PROFESSIONALS WITH ACTIVE LIFESTLYES
• People aged 13 - 30 from class A-C• Students to young professionals• Heavy gadget users • Gamers (Pokemon Go)• Tech-savvy • Media consumers
2. PTM’S NEEDS, WANTS, DEMANDS
Power Drive was created to fulfill a plethora of needs and wants• People do not feel safe when their
gadgets have no power • Documenting life events with their
gadgets (Snapchat, Facebook, etc.) • Consuming and sharing media• Owning the next “big thing”
3A. POWERDRIVE HAS POWERFUL COMPETITORS
• Direct: JBL, SuccessETC, ADATA
• Indirect: Individual gadgets (power bank, hard drive, bluetooth speakers), laptops with greater storage capacity, charging stations in establishments
• Variables: Age, price*, composition*, packaging, brand, availability
3B. COMPETITIVE POSITION MAP
Price vs. Composition
2-in-1 Power Bank and Speakers
2-in-1 Power Bank and Hard Drive
3-in-1 Power Bank, Hard Drive and
Speakers
Low Price
Mid Price
High Price
Success ETC
JBL
ADATA PowerDrive
3B. COMPETITIVE POSITION MAP
PowerDrive JBL SuccessETC ADATA
Allows for safe and efficient charging of devices
++ ++ ++ ++
Provides ample space for music, movies, and other media files
++ ++
Delivers full-range, rich bass sound ++ ++ ++
Displays resistance to shock, dust, and water
++
Power Bank
SpeakersHard Drive
Success ETCADATA
JBL
PowerDrive
4. POSITIONING: BRAND IDENTITY FROM THE MAKER• PowerDrive is the ONLY device that combines
a complete 3-in-1 Power Bank, External Hard Drive, and Speakers.
4. POSITIONING: BRAND IDENTITY FROM THE MAKER
No other device serves all your needs the way we do.
- PowerDrive
4. POSITIONING: BRAND IDENTITY FROM THE MAKER
No other device serves all your needs the way we do.
- PowerDrive
Wireless Generati
on
We don’t limit our opportunities, especially with cords and strings.So why should you?
Unlimited
Power
Never runs out of power as long as the sun is out!Be PowerDriven, for you and all your devices.
Practical Conveni
ence
Have the complete 3-1 package that caters to ALL your needs!Cause we all deserve nothing but the best.
5A. COMPETITION
5A. COMPETITION
• Estimated growth of the power bank market from 2015 to 2020 (CAGR ~23%)
• Projected worth of 17.2 billion USD by 2020
• Capacity range between 9500 mAh and 12499 mAh - highest market share
5A. COMPETITION
• Increase in processor speed and expansion of digital content → customers look for higher capacity power banks• Expected CAGR of > 24.2% bet 2015
and 2020 for capacities > 12499 mAh
• Asia Pacific (45%) will continue to dominate market for power banks
5B. CUSTOMER
• 20% year-on-year growth• IDC predicts growth of 25% this year (18.3M
shipments)
5B. CUSTOMER
27.5 M users in 2016
Smartphone Users in the Philippines, 2013-2020
5B. CUSTOMER
Based on projected number of smartphone users in 2016• Assuming 1 in 5 people own a Power bank
• 27.5 M x 0.20 = 5.5 M• Approximately 5.5 M Filipinos own a power bank
this year• Average cost of 10000 mAh power banks = PhP
2,924.50• 5.5 M x PhP 2,924.50 = PhP 16.1 B
• Average cost of 20000 mAh power banks = PhP 3,299.00• 5.5 M x PhP 3,299.00 = PhP 18.1 B
5C. COMPANY
• No existing claims or historical sales data yet
• Power Drive aims to have a market share of at least 10% in the Philippine power bank market by year 2020
5. MARKET SIZE SUMMARY
1. Competitor data = USD 6.79-7.74 B in Asia Pacific• 45% of the global market from 2014-
2020
2. Customer data = PhP 16.1 B (10000 mAh) to PhP 18.1 B (20000 mAh)
3. Company data = 10% of total Philippine power bank market by 2020
6. THE PRODUCT
6. THE PRODUCT
Introductory video:
https://youtu.be/nqc5ZZ9zwM4
6. THE PRODUCT
THE PRODUCT: DIMENSIONS
4 inches
3 inches 1.5 inches
Dimensions
Elongated hexagonal shape
Durable Design:fit for a life of adventure
Metal coated in soft touch plastic
Rubberized edges
Dongle
6. THE PRODUCT
6. THE PRODUCT
Durable Design:Fit for a life of adventure
Shock resistant
Dust resistant
Waterproof
3-year warranty
6. THE PRODUCT
Beautiful Design: Let your personality show
6. THE PRODUCT
Speaker
Intelligent Design: All you need, in 1 device
Powerbank
Hard Drive
6. THE PRODUCT
SpeakerToggle switch
Solar panel
USB slot Micro USB slotAUX input
Extra retractable USB and Micro USB slots
Intelligent Design: All you need, in 1 device
6. THE PRODUCT
Speaker
Intelligent Design: All you need, in 1 device
360-degree surround sound
Bluetooth/Wireless capability
6. THE PRODUCT
Powerbank
Intelligent Design: All you need, in 1 device
LED light power indicator
Toggle power button
Powerbank
Intelligent Design: All you need, in 1 device
Main Feature
Available in:10,000 mAH20,000 mAH
*10,000 mAH= 4 full phone charges OR 100% full iPad charge
6. THE PRODUCT
6. THE PRODUCT
Hard Drive500 GB storage
Formatted for Windos or Mac
Hard Drive
Intelligent Design: All you need, in 1 device
500 GB storage
Formatted for Windows or Mac
7. PRICE
JBL Charge 3 Success ETC 2-in-1 Bluetooth Speakers
and Power bank
ADATA DashDrive AE800
Power Drive
Power Bank (mAh)
6,000 7,000 5,200 10,000 / 20,000
HD Space (GB) -- -- 500 500
Speakers Yes Yes -- Yes
Price (PhP) 8,099 2,599 4,599 4,345 / 5,215
7. PRICECost (in PhP)
10,000 mAh 20,000 mAh
Power bank 1158 1853
Bluetooth speaker 463.25 463.25
Hard drive 1853 1853
Total Price 3474.25 4169.25
FINAL Est. Price (TP x 1.25) PhP 4,342.81 ~ PhP 4,345.00
PhP 5,211.56 ~ PhP 5,215.00
Cost of Main Components
7. PRICE
Power Drive
10,000 mAh 20,000 mAh
JBL Charge 3 46.35% 35.61%
SCS ETC 2-in-1 67.18% 100.65%
ADATA DashDrive AE800 5.52% 13.39%
Compared to its competitors, the 10,000 mAh and 20,000 mAh model of Power Drive is…
7. PRICE
7. PRICE
7. PRICE
8. PROMO
• Modes of Promotion1.Digital Marketing2.Word of Mouth3.Events and Experiences4.Sales Promotions
8. PROMO
• Digital Marketing• Advertise in virtual
marketplaces where the product is sold
• Targeted, tailored advertising placement in Social Media
• Regularly-updated and interactive product FB Pages
• Tech Blogger sponsorships/ features/placements
8. PROMO
• Word of Mouth
• Events and Experiences• Booths in University Fairs• Presence in Tech
Conventions• Establish connections with
Target Market
• Sales Promotions• Online Contests and
Promos• Engages target market
9. PLACE
• In tech-rich virtual marketplaces• Lazada.com.ph• Ebay.com.ph
• Ordering through the internet • Worldwide availability• Closer to primary target market
• Delivery by courier• Local/International Delivery• Unparalleled convenience• Keeps customers on-the-go
10. GENERIC WINNING STRATEGY
DIFFERENTIATION• Our product is UNIQUE because of its• FUNCTIONALITY • DURABILITY • VALUE FOR MONEY • SUPPORT