Brand managers: Ching-Ling Wu, Thomas Cottam, Whitney Martinez, Neil Slotterback.
What are people currently using to combat their stinky shoe smell? Powders Detergents Sprays Inserts
Insight All currently mass marketed shoe odor products only mask the smell and do not address the cause of odor.
Market Situation While 1/3 of adults report ever buying a foot odor product, only 15% currently use one. Most people live with shoe odor, knowing that there is little out there that can actually take care of the problem. The foot care category is a $671 million industry
By 2014, it will be worth of $780 million
Our Approach
Address the cause. An appliance that stops odors by removing their source - the bacteria - with a fan and UV light Niche
Solve the problem Masking the problem
We want to be here! Mass
Brand Personality Approachable Fun Helpful Lighthearted
reclaim your shoes
Optimistic Simple Unconventional
Product Functionality 1. Dries to get rid of environment that breeds bacteria (fan) 2. Sanitizes to get rid of existing bacteria that creates foot odor (UVC light) Approximately 45 minute cycle Curing the problem, not treating the symptoms Position as shoe revitalization rather than odor removal
Pricing Retail Price
$59.99
Invoice Price
$43.82
Manufacturer Cost
$31.30
Packaging
RETAIL STRATEGY HH Market Penetration (%)
4
3
2
1
1
Early Adopters
2
Early Majority
premium
specialized maintenance
Time Late Majority (pricing)
(motivations)
3
4
5
Laggards low premium
social norm
Promotion Strategy Product Reviews magazines, blogs, social media
End cap display
Running Events
In-store collateral for additional information
Sales Forecast Retail Sell Price
Invoice Price
Manufacturer Cost
$59.99 (36% markup)
$43.82 (40% markup)
$31.30
COGS
Sales
Gross Profit
$10,485,500
$19,796,700
$9,311,200
Promotion Cost (10%)
R&D(5%)
$1,979,670
$989,835
Year 1 Net Income
Year 1 ROI
$6,341,695
32%