MARKETING PLAN – AIRSELFIETM
PRESENTED BY: CRYSTAL LEE
SHREYA LUNAWAT
CHI HANG WONG
DESIGNED AND EDITED BY: CHI HANG WONG
Aerial View Sky [Digital image]. (n.d.). Retrieved September 26, 2017, from http://freehdw.com/wallpaper/clouds-skyscapes-aerial-photography-pictures-hd-144509.html
CONTENTS 01
PRODUCT
02
THE 5 C’S SITUATION ANALYSIS
03
TARGET MARKET, POSITIONING, UNIQUE SELLING PROPOSITION
04
THE MARKETING MIX AND 4 P’S STRATEGY
4
A I R S E L F I E TM
PRODUCT: FEATURES 5 Micro Brushless Motors 1 Anodized Aluminum Case 6 4GB Micro SD Memory Card 2 Self-Generated Wi-Fi
7 Built-in Battery 3 5MP Camera
8 Light as Air – 61gms 4 Sophisticated Sensors
5
A I R S E L F I E TM
PRODUCT: HOW IT WORKS 1
2
3
4
6
A I R S E L F I E TM
COLLABORATORS
INTERNATIONAL TEAM
Small team consists of: • • • •
Developers Engineers Designers Corporate leaders
MANUFACTURER
•
Reliable and trusted manufacturers in Mainland China
SOCIAL MEDIA PARTNERS
RETAILERS
•
Local retail partners for distribution in Hong Kong to establish networks
• • • •
Apple Fortress Log-on Eslite Bookstore
•
Local social media agency for strategic advertising and monitoring
•
Local social media influencers to increase brand awareness
7
A I R S E L F I E TM
COMPETITORS DIRECT
SUBSTITUTE
INDIRECT
Selfly Camera Drone
Aerix Vidius HD Drone
Hover Camera Passport
Mpow iSnap X Selfie Stick
Selfies in groups / with view
Photography, Videography
Photography, Videography
Selfies in groups / with view
8 MP, 1080/30 pixels
420-720 pixels
13 MP, 4208/2120 pixels
/
20 selfie photo flight maneuvers
5-7 minute
8-10 minute
/
70 gms
28 gms
242 gms
Approx. 140 gms
0.9cm x 6.6cm x 13.1cm
4.3cm x 4.3cm x 2.5cm
3.3cm x 18.2cm x 13.2cm
/
Compatibility
All 4-6 inch mobile phones
Android, Apple device
iPhone models, iPad models
Depends on phone
Indoor Usage
Yes
No
No
Yes
Autonomous
Yes
No
Yes
Yes
Portability
95%
65%
70%
75%
Primary Use Camera Quality Flight Time Weight Size
8
A I R S E L F I E TM
CONTEXT: PEST ANALYSIS POLITICAL
ECONOMICAL
P •
FFA regulations
•
HKCAD rules and regulations, no need to register as it is designed for personal use
•
Increase in privacy and safety concerns
SOCI AL-C ULTUR AL
E •
• •
User-friendly (controlled by a free, intuitive iOS and android app)
TECHNOLOGICAL
S •
T
Social media use (invention involves and requires filming of people or surroundings)
•
Intersection of technology and culture
•
Stability of the camera
Great for both outdoor and indoor use
•
Makes our lives a lot more efficient
•
Lead to a new way of many activities
Job creation and economic growth
•
Decrease the chances of accident
•
Competition in R&D
9
A I R S E L F I E TM
CIVIL AVIATION DEPARTMENT: GOVERNMENT OF HKSAR ALTITUDE OF OPERATIONS • Shall not exceed 300 feet above ground level 300 feet = 91.44 meters = AirSelfie 20 meters
HEAVY MODEL AIRCRAFT • Weighing more than 7kg are not allowed to fly in Hong Kong 7 kg = 7000 grams = AirSelfie 61 grams
OTHER NOTICES • Away from airport or aircraft take-off and landing paths •
Source: HKCAD. 2017
Join a model flying club or get help from an experienced model aircraft operator
10
A I R S E L F I E TM
TARGET MARKET TECH-SAVVY ENTHUSIASTS
CONTENT CREATORS
• • •
Age: 25-45 Status: Single, married Gender: Male
• • •
Age: 16 or above Status: Single Gender: Both
• • •
Age: 21 or above Status: Single Gender: Female
•
Benefit companies and small businesses
• • • •
Early adopters Digitally savvy Greatest user Family oriented, flexible schedule
• • •
Full time student Self employed Contribute social content
• • • •
Late majority Impulse spending Vacation often Value experience: creating, sharing and capturing
• • •
Late adopters Good budget Invest in technology to assist their job
SOCI ALI TES
PROFESSIONALS
11
A I R S E L F I E TM
PERCEPTUAL MAP: BRAND POSITIONING AMATEUR / PERSONAL
SELFIEEFFECTIVE
SEFLIEINEFFECTIVE
PROFESSIONAL / BUSINESS
12
A I R S E L F I E TM
PERCEPTUAL MAP: PRODUCT ATTRIBUTES USER-FRIENDLY
LEAST SAFE
SAFEST
COMPLICATED
A I R S E L F I E TM
POSITIONING STATEMENT
To young and bold consumers who crave innovation with practicality in the world of technology, AirSelfie is the only company among all portable drones that offers the most distinctive ‘groupfie and share’ experience because it empowers you to express your passion, personality and your story, all captured from the air.
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14
A I R S E L F I E TM
MARKETING MIX – PLACE APPLE
FORTRESS
•
6 stores
•
20 stores
•
12 stores
•
1 store
•
Upper middle income professionals, high school, college and graduate students
•
Upper middle class millennials and tourists
•
Style-conscious millennials
•
Rising middle class millennials and tourists
•
Home and kitchen appliances, electronics in communication, entertainment, health and beauty
•
Lifestyle, trendy products in stationery, tech gadgets, fashion, travel accessories, beauty and wellness
•
Lifestyle products from books, stationery to a range of high quality products in tech, beauty and food
•
Apple products, accessories, applications and entertainment
LOG-ON
ESLITE BOOKSTORE
A I R S E L F I E TM
MARKETING MIX – PRICE
Source: Business Insider, 2017
15
A I R S E L F I E TM
MARKETING MIX – PRICE
16
17
A I R S E L F I E TM
MARKETING MIX – PRICE Type of Sales
• All costs, expenses, revenues taken into account
• Cost-based pricing • Fixed Costs • Social media manager – HK$96,000 for first year • Promotion through influencers – HK$72,000 for the first 6 months
• 60% indirect sales • 40% direct sales
40% Direct Sales 60% Indirect Sales
18
A I R S E L F I E TM
MARKETING MIX – PRICE Total Revenue (HKD) for 4 years:
Revenue
1st Year
2nd Year
3rd Year
4th Year
($2,650 * 200 units) + ($700 * 200 units) =
($2,650 * 150 units) + ($700 * 150 units) =
($2,650 * 150 units) + (700 * 150 units) =
($2,650 * 80 units) + ($700 *80 units) =
$670,000
$502,500
$502,500
$268,000
Fixed and Variable Cost (HKD) for 4 years: Fixed Cost
1st Year
2nd Year
3rd Year
4th Year
$63,600 + $96,000
$110,000
$120,000
$130,000
$800
$800
$800
= $159,600 Variable Cost
$800
Breakeven for the number of units for 4 years: Breakeven (Units)
1st Year
2nd Year
3rd Year
4th Year
$159,600 / (2650-800)
110,000/ (2650-800)
120,000/ (2650-800)
130,000/ (2650-800)
= 86.27 = 87 units
= 59.46 = 60 units
= 64.86 = 65 units
= 70.27 = 71 units
A I R S E L F I E TM
MARKETING MIX – PROMOTION
Source: We Are Social; Global Web Index, 2017 and Boss Digital Asia; Social Media, 2017
19
20
A I R S E L F I E TM
MARKETING MIX – PROMOTIONAL DESIGNS
GET A NEW PERSPECTIVE .
GET A NEW PERSPECTIVE .
21
A I R S E L F I E TM
MARKETING MIX – PROMOTIONAL DESIGNS
GET A NEW PERSPECTIVE Get your AirSelfie and show us your best groupfie.
#airselfie_HK #groupfie #photooftheday Sophisticated sensors In-flight stability systems – stable, clear and flowing photos and videos are guaranteed
Incredible dimensions Smallest and powerful, weigh 61 gram and hover up to 20 meters
App controlled Free app requires minimum, accessible for IOS and Android
For more details http://www.airselfie.com
22
A I R S E L F I E TM
MARKETING MIX – SOCIAL MEDIA INFLUENCERS JAN 2018 – 1,327,268
Queenie Chan 478,682
Jason Chau 818,586
APR 2018 – 657,815
Mira 492,781
Andy Kong and Albert Sung 65,034
FEB 2018 – 1,346,713
Hana Tam 1,191,876
Paul Wong 154,837
MAY 2018 – 528,122
Sarah Song and Jason Chan 286,980
Jade Lam and Brandy Lui 106,142
MAR 2018 – 309,682
Asha Cuthbert 181,913
Artem Ansheles 127,769
JUN 2018 – 896,738
Elva Ni 741,246
Aumun Yick 155,492
23
A I R S E L F I E TM
MARKETING MIX – PROMOTION SPORTS AND RECREATION
OUTDOOR FESTIVALS
#airselfie_HK
#groupfie
#photooftheday
EVENTS
24
REFERENCES AirSelfie. (n.d.). Retrieved November 05, 2017, from https://www.kickstarter.com/projects/1733117980/airselfie AirSelfie Launches Best Pocket-Sized Flying Camera for Smartphones. (2016, November 17). Retrieved November 06, 2017, from http://www.businesswire.com/news/home/20161117005614/en/ AirSelfie-Launches-Pocket-Sized-Flying-Camera-Smartphones Boss Digital Asia: Social Media. (n.d.). Retrieved October 26, 2017, from http://www.bossdigitalasia.com/service/social-media/ Easton, R. (2017, March 03). AirSelfie Review. Retrieved November 10, 2017, from http://www.trustedreviews.com/reviews/airselfie-review Ejinsight: Take a selfie? Why not, say 6 in 10 Hongkongers. (2014, September 01). Retrieved November 5, 2017, from http://www.ejinsight.com/20140901-take-a-selfie-why-not-say-6-in-10hongkongers/ Event Marketing: How to Successfully Promote an Event. (2016, August 18). Retrieved November 10, 2017, from https://www.brandwatch.com/blog/event-marketing-how-to-promote-an-event/ French, S. (2015, September 01). The Apple Store now sells drones. Retrieved November 10, 2017, from https://www.marketwatch.com/story/the-apple-store-now-sells-drones-2015-9-01 Get a New Perspective Official Website. (2016). Retrieved November 10, 2017, from http://www.airselfiecamera.com/ HKCAD. (2017, November 6). Civil Aviation Department (Hong Kong): Flying Model Aircraft. Retrieved October 25, 2017, from http://www.cad.gov.hk/english/model_aircraft.html InterNations - Cost of Living in Hong Kong. (2017). Retrieved November 10, 2017, from https://www.internations.org/hong-kong-expats/guide/15944-economy-finance/cost-of-living-in-hong-kong15936 Meola, A. (2017, July 13). Drone market shows positive outlook with strong industry growth and trends. Retrieved November 10, 2017, from http://www.businessinsider.com/drone-industry-analysismarket-trends-growth-forecasts-2017-7 Metro News UK. (2017, February 10). What is a socialite? A look into the world of the 'It Girl'. Retrieved November 05, 2017, from http://metro.co.uk/2017/02/10/what-is-a-socialite-a-look-into-theworld-of-the-it-girl-6440593/ Shearman, S. (2014, July 09). Rethinking retail: why brands are embracing the rise of the concept store. Retrieved November 10, 2017, from https://www.theguardian.com/media-network/medianetwork-blog/2014/jul/09/retail-brands-concept-store-shopping We Are Social; Global Web Index (n.d.). Penetration of leading social networks in Hong Kong as of 4th quarter 2016. In Statista - The Statistics Portal. Retrieved November 11, 2017, from https://0www.statista.com.library.scad.edu/statistics//412500/hk-social-network-penetration/. What percentage of Hong Kong's population is technology savvy? (n.d.). Retrieved November 06, 2017, from https://www.enotes.com/homework-help/what-percentage-hong-kongs-populationtechnology-431781