IMC Plan 2015: Foster awareness. Thrive in Wearables
AGE NDA 01 What I Do
06 IMC Tactics
02 Situation Analysis
07 Implementation
03 SWOT
08 Budgeting
04 Goal & Objectives
09 Projection
05 IMC Strategy
10 Conclusion
WHAT I D O
I’m an independent marketing consultant who provide private companies and small businesses with the best
possible
marketing solutions based on thorough research.
SITUATIO N ANALYS IS
Moov An innovative wearable
fitness tracker
Precise movement tracking Real-time A.I. interactive coaching Compatibility of supporting various
sports
Moov don’t support sleep and diet tracking Priced at $79.95, only sell it on their website
Wearable Trend Global revenue from MEMS motion sensors in wearable and fitness devices from 2010 to 2016 (in million U.S. dollars)
Wearable Trend Global revenue from MEMS motion sensors in wearable and fitness devices from 2010 to 2016 (in million U.S. dollars) 91.5
60.8 41.3 31 21.2
20.8
2010
2011
24.2
2012
2013
2014
2015
2016
Wearable Trend 70% consumers are already aware of “wearables� 15% of them currently use wearable tech Nearly 50% of Americans surveyed expressed their interest in purchasing wearable tech in the near future
Fitness bands were the most popular devices Privacy and lack of unique features
are the next-strongest
concerns when it comes to wearables overall
ExerciseTrend People who do exercise, they are exercising more
frequently
Motivation of the top challenges to exercise for both exercisers and nonexercisers
ExerciseTrend People who do exercise, they are exercising more
frequently
Motivation of the top challenges to exercise for both exercisers and nonexercisers
ExerciseTrend People who do exercise, they are exercising more
frequently
Motivation of the top challenges to exercise for both exercisers and nonexercisers
ExerciseTrend People who do exercise, they are exercising more
frequently
Motivation of the top challenges to exercise for both exercisers and nonexercisers
Electronic Retailing Trend Price remain as the biggest factor for customers when they shop for consumer electronics
Retailers’ websites are the most commonly used sources of information for consumer
Competitive Analysis
Fitbit Charge HR
Jawbone Up3 (2015)
Nike+ Fuelband
Sony Smartband
Microsoft Band
Apple Watch (2015)
Competitive Analysis
Fitbit Charge HR
Jawbone Up3 (2015)
Nike+ Fuelband
Sony Smartband
Microsoft Band
Apple Watch (2015)
Competitive Analysis
Fitbit Charge HR
Jawbone Up3 (2015)
Nike+ Fuelband
Sony Smartband
Microsoft Band
Apple Watch (2015)
Competitive Analysis
Fitbit Charge HR
Jawbone Up3 (2015)
Nike+ Fuelband
Sony Smartband
Microsoft Band
Apple Watch (2015)
Competitive Analysis $149.95 Fitbit Charge HR
$149.99 Sony Smartband
$179.99
$99
Jawbone Up3 (2015)
Nike+ Fuelband
$199.99
$349+
Microsoft Band
Apple Watch (2015)
SW OT
Strengths
Weaknesses
• Strong unique differentiations
• New startup company
• Active social media & PR in Tech
• Weak brand awareness
• Affordable price
• No proper marketing strategy
• Prompt in apps development
• No heart rate monitor, sleep tracking
• Only iOS and their own apps
• Single sales distribution point
Opportunities
Threats
• Increasing market demand
• Emerging competitors
• A.I. coaching increases motivation
• Rapid changes in technology
• Apps development or integration
• Consumers are increasingly price sensitive
• Technology permeation
• Concern about privacy invasion
GO AL S & OB JECT IVE S
Drive 50% more website
new visitors
(currently is around 93,000 monthly) Increase the online pre-order sales
unit by 30%
(from 18,000 to 23,400 in 2015)
IM C STRATEG Y
Be Selective media channels Utilize its Uniquenesses Communicate Benefits & Incorporate Trial
Technology group < Fitness group
IM C TA CTIC S
Target Audiences - Demographics
Millennials Both women and men $79,000 to $100,000 above Management or professional College graduate or graduate plus
Target Audiences - Psychographics
Journeymen
TECH GROUP
Wizards
Target Audiences - Psychographics Wizards Early adopters Spend more time playing video games Consume the Internet from non-computer devices Interested in receiving advertisements on phone
Journeymen Journeymen
Heavy consumers of media and digital life
TECH GROUP
Like to hear about products/services by email Spend less time read magazines
Wizards
Target Audiences - Psychographics
Health Seekers
FITNESS GROUP
Active Exercisers
Target Audiences - Psychographics Active exercisers/sports enthusiasts Prioritized health and wellness Have healthier lifestyles, eat better, engaging in sports in general Look for ways to measure their exercise performance
Health Seekers
FITNESS GROUP
Health seekers Motivation is key challenges to exercising Fitness & health apps users
Active Exercisers
Offers & Pricing Pre-order price of $79.95 Original price was $120 Referral program of $5
oďŹ&#x20AC;
Tech Group - Media
SEM Google
Online Display Spotify
Hulu
Social Media Facebook
(Paid)
Tech Group - Creatives
Tech Group - Creatives Moov
Desktop News Feed
Mobile News Feed
Fitness Group - Media
Events
Outdoor
Sponsorship
Trial session
for Cardio Boxing classes
Posters
PR Runner's World
Fitness, Shape
Men's Health
Women's Health
The Escape from Alcatraz Triathlon
Social Media Facebook
(Paid)
Fitness Group - Creatives
Fitness Group - Creatives
Fitness Group - Creatives Moov
Desktop News Feed
Mobile News Feed
Fitness Group - Creatives Moov Moov
Desktop News Feed
Mobile News Feed
Media - Unclassified Group
Email House list
Social Media Facebook
(Organic)
Blog Repost PR and Updates
IM PLE ME NTATIO N
Technology Group Media Plan
SEM
Online Display (Video)
Social Media (Paid)
Freq./yr.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Paid Search
4
1
1
1
1
Spotify
2
1
1
Hulu
2
1
1
2
1
1
2
1
1
Fitness Group Media Plan
Outdoor Social Media (Paid)
Events
Freq./yr.
Jan
Poster
1
1
6
2
6
2
Crunch Gym CKOâ&#x20AC;¨ LA Fitness
1
1
Feb
Mar
Apr
May
Jun
Nov
Dec
2
1
1
2
1
1
Sponsorships
1
1
PR (Online)
1
1
Jul
Aug Sep
Oct
Unclassified Group Media Plan Jan
Blog
Current customers and new prospects
Email Newsletter
Current customers and new prospects Facebook
Social Media (Organic) Twitter
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
BUDGE T IN G
Budget Allocation
40%
Total Budget 60%
Budget Allocation
Fitness Group
Technology Group
$282,075
40%
Total Budget 60%
$185,237
Technology Group Media Costs Media Class
Media Vehicle
Creative Cost Media Cost
Total Cost
SEM (Paid Search)
$
0 $
5,655 $
5,655
Spotify
$
175 $
60,000 $
60,175
Hulu
$
175 $
33,000 $
33,175
$
0 $
80,640 $
80,640
$
0 $
5,592 $
5,592
$
185,237
Online Display (Video)
Social Media (Paid)
Fitness Group Media Costs Media Class
Media Vehicle
Creative Cost
Outdoor (Posters)
Selected locations
$
200 $
$
0 $
207,360 $ 207,360
$
0 $
37,973 $ 37,973
Events
• Crunch Gym
• CKO
• LA Fitness
$
13,500 $
0 $ 13,500
Sponsorship
The Escape from Alcatraz Triathlon
$
1,365 $
20,990 $ 22,355
$
0 $
Social Media (Paid)
• • Press Releases • (Online) • • •
Runner's World
Fitness
Shape
Men's Health
Men's Fitness
Women's Health
Media Cost
Total Cost
688 $
0 $
888
0
$ 282,076
PRO JE C TIO N
Projection - KPIs
Projection - KPIs Impressions
99M+
Projection - KPIs
Projection - KPIs
Breakeven Orders
16,229
Projection - KPIs
Projected Orders Breakeven Orders
23,509 16,229
Projection - KPIs
Projected Orders Breakeven Orders
23,509 16,229
+45%
Projection - KPIs
Projection - KPIs Goal for Monthly Website Visitors
46,500
Projection - KPIs Goal for Monthly Projected MonthlyWebsite WebsiteVisitors Visitors
46,500 57,214
Projection - KPIs Goal for Monthly Projected MonthlyWebsite WebsiteVisitors Visitors
46,500 57,214
+23%
Projection - KPIs Organic Orders New Visitors
Technology Group
457 10,186
1.9% 27.2%
Orders 23,509
Fitness Group Orders CPM New Visitors CPA
16,659 $3.64 465,083 $17
70.9%
Orders
6,394
CPM
$8.65
New Visitors CPA
212,340 $29
Projection - Assumptions Orders Order Frequency Unit Price Referral Unit Price Average Order Size Gross Sales
23,509 1 $88 $83 1.5 $3,101,473
Variable Costs
51%
GOGS Fulfillment
49% 2%
Marketing Costs
$467,312
Advertising Direct & Interactive Public Relations Sales Support
$888 $430,569 $35,855 $0
Overhead*
$100,000
Projection - P&L Analysis Net Sales Response Rate Orders Retention Rate Gross Sales Returns/Cancelations
$3,101,473 5% 23,509 85% $3,101,473 $0
Total Variable Cost
$1,574,943
COGS
$1,512,914
Fulfillment
$62,029
Total Fixed Cost
$567,312
Total Marketing Cost
$467,312
Overhead
$100,000
Profit
$959,218
ROMI
105%
CONCL U S ION
Take the advantage of the trend to make Moov be more
visible and establishing a strong foundation for future competition. With the right implementation I'm confident that this plan will achieve the IMC objectives and even surpass it
References Clinch, M. (February 14, 2014). Wearable smart bands set for 350% growth in 2014. CNBC. Retrieved October 16, 2014, from http://www.cnbc.com/id/101410507 Crunch. (2014). Class finder. Retrieved from http://www.crunch.com/classes/class-finder/ CKO Kickboxing. (2014). Class finder. Retrieved from http://www.ckokickboxing.com/find-a-location.html Electronic Products. (April 2013). Global revenue from MEMS motion sensors in wearable and fitness devices from 2010 to 2016 (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved November 16, 2014, from http://0-www.statista.com.library.ggu.edu/statistics/259640/global-revenue-from-mems-motionsensors-in-wearable-fitness-devices/ Experian Simmons. (2010). 2010 Technology Adoption Consumer Report. Retrieved September 19, 2014, from http://www.experian.com/assets/simmons-research/white-papers/2010-technology-report.pdf Facebook. (2014). Advertising on Facebook. Retrieved from https://www.facebook.com/advertising/ iKroh (July 1st, 2010). Spotify Advertising 101. Retrieved from http://www.ikroh.com/seo-blog/2010/07/01/ spotify-advertising-101/ LA Fitness. (2014). Find class. Retrieved from https://www.lafitness.com/Pages/LocateClassNearYou.aspx Lazaro, A. (June 15, 2011). What is Pandora's average CPM? Quora. Retrieved from https:// www.quora.com/What-is-Pandoras-average-CPM
References Mearian, L. (August 9, 2012). Wearable technology market to exceed $6B by 2016. Computerworld. Retrieved from http://www.computerworld.com/article/2505635/consumerization/wearable-technologymarket-to-exceed--6b-by-2016.html Mintel. (2012, October). Exercise Trends - US - October 2012 - Infographic Overview. Retrieved from Mintel Database. Mintel. (2014a, October). Exercise Trends - US - October 2014 - Executive Summary. Retrieved from Mintel Database. Mintel. (2014b, August). Electronics Retailing - US - August 2014 - Infographic Overview. Retrieved from Mintel Database. Moov (2014). About. Retrieved from http://about.moov.cc/ Nielsen. (March 20, 2014a). Tech-styles: are consumers really interested in wearing tech on their sleeves? Retrieved September 14, 2014, from http://www.nielsen.com/us/en/insights/news/2014/tech-styles-areconsumers-really-interested-in-wearing-tech-on-their-sleeves.html Nielsen. (April 20, 2014b). iHealth: How consumers are using tech to stay healthy? Retrieved September 14, 2014, from http://www.nielsen.com/us/en/insights/news/2014/ihealth-how-consumers-are-using-tech-tostay-healthy.html Nielsen. (April 16, 2014c). Hacking health: How consumers use smartphones and wearable tech to track their health. Retrieved September 14, 2014, from http://www.nielsen.com/us/en/insights/news/2014/ hacking-health-how-consumers-use-smartphones-and-wearable-tech-to-track-their-health.html
References Rick, C. (December 19, 2013). And Huluâ&#x20AC;&#x2122;s average CPM in 2013 isâ&#x20AC;Ś ReelSEO. Retrieved from http:// www.reelseo.com/hulu-cpm-2013/ Statista. (2014). Millennials in the U.S.: Media & Marketing - Statista Dossier 2013. Retrieved from http:// www.statista.com/study/18809/millennials-in-the-us-media-und-marketing-statista-dossier/ Twitter. (2014). Sign in - Twitter Ads. Retrieved from https://ads.twitter.com/ Uprinting. (2014). Bulk Posters. Retrieved from http://www.uprinting.com/bulk-poster-printing.html Ypulse. (May 29, 2013). Millennials and news, fact-checked. Ypulse. Retrieved from http://www.ypulse.com/ post/view/millennials-and-news-fact-checked Yume. (n.d.). Millennial Report Video Viewing Discoveries. Retrieved from http://www.yume.com/Millennials/
Thank you.
Pei-Yi Wu (Anna) peiyiwuus@gmail.com