kicknetic%2 b launch%2bplan%2bfinal+111411 (1)
TRANSCRIPT
Kicknetic Launch PlanHenry Deas, Mike Driskell, LaKendra Jackson, Jules Desrosiers
MKT/TM571November 14, 2011
Dr. Mary Weber
KickneticThe rules are simple, Illuminate the Passion.
Product Description
The ball is:•Spherical • Made of leather• 28 ins in circumference• 15 oz in weight• An eco-friendly portable generator• Available in green or white
• Global health tool• Safe for night time play• 95% recyclable• Water-resistant• Non deflatable• Each purchase guarantees a deprived soccer
enthusiast a free ball
Product PositioningThe product that will gives more, so fans can
connect kicknectically
• Consumers’ with an ultra-modern lifestyle• Moderate to wealth• Technically savvy• Emiratis Age:5 to 45 years old• Living in metropolitan areas • Influenced by celebrities and political leaders• Soccer fan
Targeting
Market needs
Market potential and market growth
SWOT Analysis
Competition
Key markets are Dubai and United Kingdom
More than $17 billion in domestic imports annually; gateway to a $150 billion p.a. 2 billion population regional import market
A growing market: Dubai's imports have more than doubled since 1989
A prosperous market: strategic location at the heart of one of the world's richest regions
A diversified market: wide import requirements; opportunities for suppliers of most products
Marketing Objectives and Strategy
Marketing Objectives - cont’d
Usage of Intermediaries will be vital to our success
Focus on targeting all soccer/football associations that are a growing trend in these areas
Organizations such as Soccerdubai.com and Soccerkidsdubai.com will welcome our product.
11
The product price is set at $90 per ball
Humanitarian component - For each Kicknetic ball sold we will donate another ball to an area where electricity is scarce or non-existent.
1 for 1 - Customer receives their own Kicknetic soccer ball and another will be shipped along with a small LED light that is capable of running for several hours after the ball is charged.
Pricing-BOGO/Buy One, Give One
Internet, Internet, Internet Electronic communications/Mobile Commerce Social Media - 36% of UAE’s population is
registered on Facebook. Possible reach in the UK is 30 million
Blog/News Sources Develop advertising program Media Timing and Allocation Public Relations/Press Relations Corporate Communications
Market Communication
Exclusive Distribution vs. Intensive Distribution It is in Kicknetic’s best interest to invest in
INTENSIVE DISTRIBUTION.
Increase sales Gain customer recognition Build loyalty Impulse buying
Distribution Strategy
Financial Information
Role of Ethics
Social Responsibility
Reference