Assignment 2u

8/2/2019 Assignment 2u

1/6

Running head: ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS 1

Student:

Instructor:

Course Title: MKT500-Marketing Management

Date:


2/6

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

Type of product it will offer and its primary characteristics

Industrial Sound ($) will be moving into the area of commercial audio entertainment

with the introduction of uBox. Via a wireless or wired connection, an end-user will be able to

access his iTunes account and through the establishments in-place sound system be able to

listen and share his musical choices, for a fee. Primary characteristics-

Ease of use: With a touch screen user interface, the icons and menu selections will be

designed to direct the user quickly to his iTunes.

Familiar: Recognizable like the Jukeboxes of yesterday, but similar to the video

jukeboxes of the last decade (e.g. Zymeta). The iTunes interface is obviously recognizable to

any account holder.

Versatility: The device is software upgradable via remote access. This enables us to

improve existing features, or roll out new ones. It also enables the owner of the uBox to elect to

add additional features or services as it proves it self.

Flexible: The uBox music library, residing on users account, is always filled with music

a patron will enjoy. In addition, the aforementioned remote upgradeability enables us to develop

new features from suggestion and feedback from owners and end-users.

Turn key: Depending on the desires of the purchaser, what configuration he wishes and

his existing in-building equipment, all that may be needed is 120 VAC power, and an internet

connection. Regardless of his existing capabilities, our staff can provide and set up everything

needed for immediate operation.

T

Simple Familiar

Care free One stop Shop Coolness (iTunes)

Industrial Grade ADDED VALUE Adaptable

Profession support staff

iTunes where you want em

CORE


3/6


Product branding strategy

Name: uBox, a brand of its own. For ease of manufacturing, we will produce one device fully

equipped with Bluetooth , IEEE 802.11n (Wi-Fi), CDMA EvDO modules. These features will

be switched on or off via a flex file loaded at production. This enable a customer to initially

purchase low capability device and upgrade as his needs and wants change. This simplifies oursupply chain, assembly line & BOM (Bill of Materials.) While this raises the parts cost for the

individual units, not changing the production line yields an overall savings of 2%. In addition,

this eliminates the need a buy back for upgrade program. The new flex file can be loaded

remotely, even over-the-air, to change the active features. We also envision upgrades to the main

software as we roll out new features and capabilities that are presently un-realized. The only

limit is internal memory. All our products areROHS3 (Reduction of Hazardous Substances)

compliant.

Logo/colour/packaging: It is a wall or bar-top mountable, or free standing, round edged

sealedbox approximately 15 high x 21 wide x 3 thick. Weight is approximately 5 pounds.

The exterior skin is from a selection we will offer in various colours and custom design will be

available. For a supplemental fee, we are able to provide a wooden/fiber/glass case similar to the

more traditional Jukeboxes, or their updated versions, TouchTunes boxes, for free standing

applications. Primary audio output is via dual RCA connectors, but Bluetooth will be available

(see above). An internal v-polarized 3dB omni directional antenna is standard, and the unit is

equipped with a TNC connector for an optional external antenna. It will be identified with the

name uBox one the prominently front no matter its method of encapsulation. Our Industrial

Sound

logo,($

), will be on the reverse. The quiescent home screen will display uBox

byIndustrial Sound until it is activated via touch.

The term uBox is a portmanteau-like term combining Jukebox with the

personalization ofu (you) while evoking the ixxx line ofApple Inc. products. This is part

and parcel of our co-branding strategy withApple Inc. Rather than risk legal persecution by

Apple Inc, we have managed to convince them of the benefit to both of our organizations and

products. As we develop products to move into retail, we envision an area in theApple store,

before we risk moving to outlets with a broader distribution, if ever. We feel this is a naturalconnection since the product main function is dependent on iTunes.
http://www.rohs.eu/english/index.htmlhttp://www.rohs.eu/english/index.htmlhttp://www.rohs.eu/english/index.htmlhttp://www.rohs.eu/english/index.html


4/6


How does the product fit within a product line and the depth and breadth of the line.

This will be our first product introduced for non-industrial applications and we will use a

modified house-of-brands approach; uBox will be the main line would be extended through the

use of alpha numerical designators to denote the features. These designators would only be

visible when one accesses a certain menu on the main screen, rather than hard coding on theexternal casing. In this way, breadth is narrow at one product, but depth is determined by the

combinations of connectivity features. We also envision upgrades to the main software as we roll

out new features and capabilities that are presently un-realized. The only limit is internal

memory.

How the product and target market strategies fit within the organizational strategy.

uBox will be our initial offering as we move away from industrial venues, through

commercial businesses and possibly into retail/home use entertainment products. As Industrial

Sound becomes better known for its innovation & quality, we expect to spread that sense of

exclusivity in the awareness and use of our products. Wurlitzer

& Rock-Ola

have managed to

regain and maintain their status as premier collectable jukeboxes for decades. While we have no

legacy in such equipment, we see there is a considerable market for devices to mimic these in

look and function. We will maintain our own uniqueness; however, we do intend to ride this still

popular trend. This will be measured through ourQ-score1,2.

Below is our simplified product line 3x3 matrix. We plan to position our product, and

move our organization, into the same space as B&O and Rock-Ola, while maintaining our unique

position in the top-center space.
http://www.qscores.com/Web/index.aspxhttp://www.qscores.com/Web/index.aspxhttp://www.qscores.com/Web/index.aspxhttp://www.qscores.com/Web/index.aspx


5/6


More for more More for less Less for less

Stadium Marshall, B&K

IndustrialSound

various

models

High end

franchises

uBox series,

B&O, Rock-

Ola

Alpine

AppleStores/Home

TBD, Carver Pioneer Alpine,Pioneer


6/6


Attributions

1-Q-Score (I know you said not to use Wikipedia, but in the case of a pop culture reference asthis, it is appropriate. IMO.http://en.wikipedia.org/wiki/Q_Score

2-Q-Scores

http://www.qscores.com/Web/index.aspx

3-Reduction of hazardous substances

http://www.rohs.eu/english/index.html
http://en.wikipedia.org/wiki/Q_Scorehttp://en.wikipedia.org/wiki/Q_Scorehttp://www.qscores.com/Web/index.aspxhttp://www.qscores.com/Web/index.aspxhttp://www.rohs.eu/english/index.htmlhttp://www.rohs.eu/english/index.htmlhttp://www.rohs.eu/english/index.htmlhttp://www.qscores.com/Web/index.aspxhttp://en.wikipedia.org/wiki/Q_Score

Assignment 2u

Documents

Transcript of Assignment 2u