bubble cam project

BUBBLE CAMERAANQI, JINGYI, YANG

AGENDA

BACKGROUNDIndustry + Competitor

PRODUCTBrand positioning + Features + Service System

STRATEGYCustomers profile + Touchpoint Models + Channels

CREATIVE IDEA

BUDGET

BACKGROUNDIndustry + Competitor

Worldwide Action camera market grew 44% in 2014, reaching 7.6 million units, with a retail value of 3.2 billion dollars, unit sales rose 38% in North America, but the biggest growth is in Asian Pacific region with 114% increase.

Sony

ContourDecathlon

Drift Innovation

Neo Sports Camera

Go Bandit1.

DIRECT SUBSTITUTION

2. PRODUCT CATEGORY

Nikon

Olympus

PanasonicSamsung

Canon

Lumix

Apple

Polaroid

Nokia

Samsung

3. GENERIC COMPETITION

BACKGROUND: INDUSTRY

BACKGROUND: INDUSTRY

Key factors that influence Action camera:

Holiday

Extreme sports

New innovations

Seasonal cycle

Musical festivals

:

BACKGROUND: INDUSTRY- Porter‘s five forces

Threat of New Entry

BuyerPower

Threat of Substitution

Supplier Power

Competitive Rivalry

Threat of new entrants: Large electronic company not yet in this market, Apple

Buyer Power: Less than 10 brands customers can switch to

Supplier Power: Manufacturers are inclined to offer cheaper prices since market is growing and price of technology is dropping

Threat of substitutes: Customers may become loyal on our products

Competitive intensity: very high with the existence of large companies like GoPro and possibility of Apple’s move into market

BACKGROUND: COMPETITORS

Product Competitors


Generic Competitors - Smartphones

BACKGROUND: EXAMPLES OF FAILED ATTEMPTS

A photo taken by iPhone in a waterproof bag.

BACKGROUND: EXAMPLES OF FAILED ATTEMPTS

A typical GoPro Video shot by amateur: disaster


Sources:https://codyhulseyblogs.files.wordpress.com/2014/12/completesituationanalysisgopro.pdf

PRODUCTBrand positioning + Features + Service System

PRODUCT: BRAND POSITIONING


BUBBLE CAMERA



BUBBLE CAMERA

Photographers +Photography fans Travelers

+Daily users

“Pro” fans

PRODUCT: TARGET GROUP

Travelers

The Tuned Down Adventurer The touristy spots goers

PRODUCT: USE CASE

TAKE

SHAREEDIT

SERVICE


“Easy to take, easy to edit, easy to share.”

Tone

Easy, interesting and colorful.

PRODUCT: EASY TO TAKE

Up to 1080p60

12MP/30fps Burst

Waterproof One-button control

720 degree view area

Super mini size adjustable lense;Wearable and easy to be fixed to the wall

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PRODUCT: EASY TO EDIT

2T Storage space and automatic cloud upload

4.5 Inch screen; Easy-to-edit platform with templates to make amazing video clips and stylish pictures

Build-in Wifi

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PRODUCT: EASY TO SHARE

Connected with social media accounts.

One-click share feature allows instant sharing on social media.

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2

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PRODUCT: SERVICE SYSTEM

Customer service

Video editing team

- First time free- $10 / 30s customized video- Person to person service

- 30 days free return- Free cleaning- Easy long-distance mailing fixing

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PRODUCT: PRICE

ONLY FOR$199!!!

STRATEGYCustomers profile + Touchpoint Models + Channels

Name: Tim&JingyiAge: 18-35Status: Average tourists who explore mainstream attractions, often don’t find action camera usefulDemo: All incomes, ethnics, genders

I look forward to owning an user-friendly action camera that brings out the active side of me.

Personal / Demographic

Attitudinal / Psychographic

Traveler Habits

Driving Insight

Addressable Need States

Verbatims (Barriers / Triggers)

• Photos and videos are easily editable and shareable.• Strong customer care package, being there to answer their questions.

• Make customers feel less intimidated to use action camera and feel more active.

Ø Activities: • Go to the major attractions. • Have a bucket list of “must-sees”.

• Less physical activities.

Ø Camera use cases:• Take multiple photos just in case.

• Ask people to take pictures of themselves or take selfies.

• Have artistic eyes, willing to make efforts for the perfect shots.

• Often don’t associate themselves with action cameras.

Ø Social media behaviors: • Active on Facebook and Instagram.

• Expect to be able to share trip photos in a timely manner, and expect to be seen as a more seasoned travellers.

Ø Online search patterns:• Search for cameras that suit travelers.

• Looking for cameras that are not too sporty.

• Tend to evaluate choices and look for recommendations.

Creativity Reasoning

Plan ahead Go with the flow

Experience first Safety first

Jam-‐packed schedule Randomizedschedule

Challenge Comfort

Trail blazer Oldschool

Cutting-‐edge tech Practical tech

STRATEGY: COMPOSITE PROFILETraveler: The Touristy Spots Goers

Name: Ziyi&AnqiAge: 18-35Status: Know what action cameras can do and want cameras that are easy to use, especially easy for editing.Demo: All incomes, ethnics, genders

I am an frequent traveler who likes various sporting events, but I want a less expensive action camera that has amazing customer supports.

Personal / Demographic

Attitudinal / Psychographic

Traveler Habits

Driving Insight

Addressable Need States

Verbatims (Barriers / Triggers)

• Photos and videos are easily editable and shareable.

• Strong customer care package, being there to solve their problems when they need help the most.

• Make customers feel more empowered and worry-free.

Ø Activities: • More physical activities: snorkeling, Scuba diving,

Mountain biking, Sky diving, Snowboarding, Surfing.

• Explore elusive places and exotic things to do.

• Try “weird” local foods.

Ø Camera use cases:• Capture the movements when taking physical

activities.

• Ask people to take pictures of themselves or take selfies when travel alone.

• Spend less time trying to pose for photos but spend more time on activities.

Ø Social media behaviors: • Active on Facebook, Instagram, and sport online

forums.

• Share cool experiences and show their achievements.

Ø Online search patterns:• Tend to evaluate choices and look for

recommendations.

• Aware of GoPro but still looking for action cameras for a tuned down adventurer.

• Look for stellar after-sale support system.

• Have problems with editing.

STRATEGY: COMPOSITE PROFILETraveler: The Tuned Down Adventurer

Creativity Reasoning

Plan ahead Go with the flow

Experience first Safety first

Jam-‐packed schedule Randomizedschedule

Challenge Comfort

Trail blazer Oldschool

Cutting-‐edge tech Practical tech

Discover & Learn

Investigate & Try

Use & Share

STRATEGY:TOUCHPOINT MODEL Composite profile – Traveler：The touristy spots goers

Traveler: The touristy spots

goers

• I don’t know what action camera can do for meBarrier

• There’s a whole new way to record journeysKey message

• ->PR / social / search->Launch video thru paid + organic distro ->Landing page->Bubble Cam content-> Online Store->Retail Store->Package

Touchpoint mix

•Discovers, views, clicks, website browsing, shopping Behavioral KPIs

• I am not sure if action camera associates with myself and my personalities. Barrier

• Bubble cam offers not only pro action cameras' features but also gives you easy access, practical functions as well.

Key message

• .->PR / social / search->Launch video thru paid + organic distro ->Landing page->Bubble Cam content->Online Store->Retail Store->Package

Touchpoint mix

• Shopping, activations, +1 Bubble Cam, shares, time spent, Bubble Cam backs

Behavioral KPIs

• There might be negative feedback appeared during using processBarrier

• Our service system is ready to solve any reflected negative feedback from our customers.

Key message

• ->Notifications ->Online promos, features-> txt / emailsTouchpoint mix

• Shopping, activations, +1 Bubble Cam, shares, time spent, Bubble Cam backsBehavioral KPIs

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Discover & Learn

Investigate & Try

Use & Share

STRATEGY:TOUCHPOINT MODEL Composite profile – Traveler：The Tuned Down Adventurer

Traveler: The tuned down adventurer

• I cannot decide which action camera would be more worthy compared to GoProBarrier

• It is cheaper than GoPro and easier to use

Key message

• ->PR / social / search->Launch video thru paid + organic distro ->Landing page->Bubble Camcontent->Online Store->Retail Store->Package

Touchpoint mix

•Discovers, views, clicks, Website browsing, shopping

Behavioral KPIs

• I need action camera, but I don’t know if this bubble cam can offer me professional functions that meet my videoing standard during adventure.

Barrier

• Bubble cam is designed and manufactured based on professional action cam standard and is reliable, waterproof, and convenient.

Key message

• .->PR / social / search->Launch video thru paid + organic distro ->Landing page->Bubble Camcontent->Online Store->Retail Store->Package

Touchpoint mix

• Shopping, activations, +1 Bubble Camshares, time spent, Bubble Cam backs

Behavioral KPIs

• I do not know after videotaping my adventure, how should I edit and shareBarrier

• Bubble Cam’s editing system is much easier to use than GoPro and it allows you to upload to social media instantly.

Key message

• ->Notifications ->Online promos, features-> txt / Social Media

Touchpoint mix

• Online Shopping, activations, +1 Bubble Cam, shares, time spent, Bubble Cambacks

Behavioral KPIs

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STRATEGY: MARKETING STRATEGY

❖To showcase the features and benefits

❖To distribute marketing messages and practice content marketing

❖To listen to customers’ suggestions and complaints

❖To sell the products

https://bubblecamera.wordpress.com/

STRATEGY: BLOG-Customer interaction and selling channel

STRATEGY: BLOG


STRATEGY: INSTAGRAM-Go viral and go rad!

❖Reach out and get discovered by businesses, publishers, social media gurus, etc❖Involve customers to participate in the brand storytelling through hashtags❖Experiment on marketing messages with a trial-and-error approach

STRATEGY: INSTAGRAM-Go viral and go rad!

STRATEGY: FACEBOOK-The Tipmaster

❖Utilize the platform to share curated contents with our fan base, such as travel tips, photography tips, promotional videos, etc❖Analyze the customer profile based on their Facebook

activities, in order to enrich our customer database

STRATEGY: YOUTUBE-KOL Partnership

❖1st stage: Reach out to Vloggers who fit our brand personality, and provide them Bubble Cam for video shooting

❖2nd stage: Administrate YouTube video contests, and turn early adopters into brand evangelists

❖3rd stage: Identify the new influencer community, the “Bubble Generation”

❖Welcome customers to our brand!

❖Distribute sales offers and introduce new products

❖Encourage subscribers to forward our message to friends

STRATEGY: EMAIL- Conversion to sales

Dear%customer,Help%a%friend%sign%up%Bubble%Cam%Newsletter%and%get%10%%off%on%next%purchases%for%both%of%you!

STRATEGY: OUTDOOR ACTIVITIES SPONSORSHIPS

Grassroot Riders Water Bubble Festival Renegade Craft Fair

SEARCH ENGINE OPTIMIZATION

Negative Keywords:

Bubble wrapBubble gun toyBubble gumBubble bathHow to blow a bubbleSpongebob Squarepants: Bubble Blower

Keywords:

Bubble cameraAction cameraSports cameraGoProWaterproof cameraCamera reviewsBest travel cameraSocial media cameraUser-friendly cameraFun camera Camera effectsCamera for solo travelerHow to take photos when travel alone

CREATIVE IDEA

Grab Your Bubble

Harry Potter and the Magic Bubble

Mona Lisa Bubblehands

David’s Secret Weapon: Bubble Cam

Bubble yell

Bubblinoculars

Bubble smell

This Bubble is Chairman-approved

Let’s go for the Bubble Revolution!

BUDGET

1st Year 2nd Year 3rd Year

Email Campaign

$21,600*(Reach 415,000 subscribers)

N/A N/A

Google Adwords $25,208**(“travel camera”, “bubble cam”)

$49,005(Add “action camera”)

$61,425(Add “best travelcamera)

Out-of-home $3,192(Cost to set up booth to sell cameras)

N/A $12,589(Cost to sponsor three selected events)

YouTube

Total Cost

Total Revenue

N/A

$50,000

$99,500,000

$995(Free cameras given to vloggers)

$50,000

$199,000,000

$995(Free cameras given to vloggers)

$75,000

$298,500,000

BUDGET

BUDGET: APPENDIX

BUBBLE CAMERAANQI, JINGYI, YANGTHANKS

bubble cam project

Marketing