OTTERBOX RESEARCH: Maria Rodriguez
OVERVIEW OtterBox is the number 1 selling case for smartphones in North America. It was established in 1998 by Curt Richardson and quickly became known for its innovation of protective solutions for many devices such as Apple, Samsung, Motorola, and more. OtterBox offers four lines of cases for today’s hottest technologies, such as a waterproof case
MARKETING OBJECTIVES • Increase sales by 10% during February 2015, especially during Valentine’s Day • Increase brand recognition by 15% by March 2015 • Increase brand loyalty by 10% by March 2015
MARKETING MIX PROMOTION
• Print Ads • Outdoor Advertisement (bus, train and subway stops) • Web Ads • Social Media
PRODUCT
• Smartphone Cases PLACE
• Online • Cell Phone Stores • Deaprtment Stores
PRICE:
• $20-$60
PROBLEM Even though OtterBox is the number 1 selling case, there is high level of competition throughout the smartphone cases industry
SOLUTION The target market gets bombarded by hundreds of phone case companies in a week; therefore OtterBox will create a memorable advertising campaign, which will make them stand out from its competitors in a fun and clever way. Each time the target market thinks of a case, OtterBox will automatically pop into their mind
TARGET PERSONA
Josh is a 22 years old male born and raised in Miami, FL. Josh is currently attending FIU for an Advertising degree. Josh is fun and loves going out, but is also known as a ladies’ man. This Valentine’s Day, he already has 4 hot dates. However, there is one thing that Josh loves more than the ladies; his iPhone. Josh needs to remember to keep both things as protected as possible
22% replace
their case when
a new design
comes out
not because it is broken
8 THINGS YOU DIDN’T KNOW ABOUT
SMARTPHONE CASES
57% of 18-34 years old
89%
use cases for fashion
NOT PROTECTION
of users
use a case
regularly
90%
53%
own more than one case
85%
17%
own more than
3 cases
4 in 10
users have
personalized phone cases
have dropped their 13% phone in the toilet
45% think a case should survive being
run over by a car
The concept of the campaign is that cellphone cases are very important for your phone. Not only because they are stylish or have a picture of your dog, but also for protection reasons; just like a condom. This Valentine’s day, OtterBox is calling everyone to be safe and stay protected but in a catchy and fun way
HORIZONTAL BILLBOARD As the target market are young adults, they spend large amount of their day commuting to work, school, and home. This is a great opportunity to attract their attention, laugh, and remember the campaign on Valentine’s Day
VERTICAL BILLBOARD
OUTDOOR
OTTERBOX WEBSITE
WEB ADS Web ads will be placed to intrigue the target market’s interest. They will think the campaign is funny and clever and click on the ad to see what it is all about. The web ads will be placed in websites where the target market likes to spend time (specially before Valentine’s Day) such as, Amazon, YouTube, Ebay, Facebook, Macy’s and of course OtterBox website
ONLINE
SOCIAL MEDIA
FACEBOOK OtterBox will use the Social Media sites, Facebook and Instagram to interact with the target market. Starting in January, four posts will be posted a week with the ads, ideal Valentine’s gifts, great Valentine’s dates ideas, etc... From February, the posts will go up to six a week. On Valentine’s Day (February 14) there will be three posts asking who has a date and who doesn’t, what gifts were bought, and if condoms were purchased already. On February 15, the questions will get hotter: who got lucky last night, how many times, and who stayed protected? INSTAGRAM
ETTI SUSTERMAN
ETTI SUSTERMAN
ettisusterman@gmail.com ettisusterman.com
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