highwire final presentation
TRANSCRIPT
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Elizabeth Anderson --- Marketing DirectorRyan Davidson --- Creative Director Jayme Hoy --- Research Director
Emma CooperDaniel HendersonMitchell HeusmannAmy HillowKatie HirvelaRussell PresslerKaitlyn Tegethoff
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video
QuickTimeª and aH.264 decompressor
are needed to see this picture.
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Target Market
18 to 21 year oldsGender NeutralSocial Lifestyle Tech-Savvy
Financially IndependentUniversity Student/Young Professional
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1 1
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2009:4th best selling family game in the
industry
Launched in 2008
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Core concepts:Pictures, Variety of Play, Visual
Identification.
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Pictureka!P[de ix]
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High ResolutionLCD Screen
26.6 cm
Digital PictureFrame Industryhas grown
265% in the
past 2 years
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The Challenge
Types of Image Distortion
Point of Difference
Rules
Game Play
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QuickTimeª and a
H.264 decompressorare needed to see this picture.
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Visual Inspiration
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Advertisements
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Average Price for aAverage Price for aDigital Picture Frame -Digital Picture Frame -
£91
Pricing Strategy
[dePix] Retail Price - £79.9£79.9
Profit Margin9.3%
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Phase 1: Brand Awareness1 May - 31 July 2011Sales Goal:50,000 units
Media Placement Advertisements:
T ube and Bus CinemaCof fee Sleeves
Phase 2:BrandLoyalty
1 Aug - 31 Oct2011Sales Goal:30,000
MediaPlacementAdvertisement
s:Coffee Sleeves
Phase 3:Holiday Sales
1 Nov - 31 Dec2011Sales Goal:70,000
MediaPlacementAdvertisement
s:Coffee Sleeves
Total Spent on Advertising ££485,960
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Packa
ging
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86 %
Recall
62%See
80% Act
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London:
11 timesLarger
O
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Co
ffee
S
leeve
sAverageDwell Time
21 min
Take AwayCoffee
Over
50%
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h a s b r o
t o y s h o p
. c o m
Distribution
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Target Market
15 to 21 year olds
Gender NeutralFast-paced Lifestyle
Crave Social InteractionFinancially Dependent
University Student/Young Professional
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Text Text
Teen Inspiration Kit
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get ready.
get rowdy.
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“UPROAR is a collective gaming experience for social young
adults that incorporates that challenges players to interact
and compete with peers in six new and interesting ways.”
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90% of those questioned in our targetmarket prefer card games over board games.
Lets hearLets hearwhat elsewhat else
they have tothey have tosay.say.
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QuickTimeª and aH.264 decompressor
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`̀
Packaging Designs
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Percentage of Percentage of consumers who saidconsumers who said
they would pay thisthey would pay thisprice -price - 90%
Pricing Strategy
UPROAR Retail Price - £14.99
Profit Margin20.9%
Phase 1: L lt Ph 3
ase :
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Phase 1:Brand
Awareness
11 Aug - 31Sep 2011
Sales Goal:45,000 units
MediaPlacements:
Tube Table Wraps
Beer MatsCoffeeSleeves
Loyalty
1 Oct - 31Nov 2011
Sales Goal:55,000units
MediaPlacements
: Table
WrapsBeer Mats
CoffeeSleeves
Phase 3:Holiday Sales
1 Dec 2011-
15 Jan 2012
Sales Goal:60,000 units
MediaPlacements:
Tube Table Wraps
Beer MatsCoffeeSleeves
BrandRetainment
15 Jan - 28Feb
2011
Sales Goal:
40,000 units
MediaPlacements:
Tube
Table WrapsBeer Mats
CoffeeSleeves
Total Spent on Advertisements Total Spent on Advertisements £307,800307,800
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Coff
eeS
leev
es
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UPROAR Advertisements
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Beer Mats and Table Wraps
97% of young adults
say dining out istheir favouriteactivity
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PR Tactics
Post clips to contribute toPost clips to contribute tonewnew
UPROAR expansion packsUPROAR expansion packs
Win a Performance byComedian/Actor James Corden
UPROAR sample games distributed to 20
Universitiesthroughout the UK such as:
Thames Valley University, LeedsMetropolitan
and University of Manchester
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[dePix] Distribution
hasbrotoyshop.com
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Thank you.