DIY Cardboard Speaker

Final Presentation

XUYAN YAN

Product Description

The DIY Cardboard Speaker is a fully functional

speaker which contains a high quality cardboard

template and sound electronic components. It is light

weighted and collapsible. This speaker is a USB

powered product, no battery needed. It can be

connected to any PC and MP3 player.

Consumers : Thoughts about product

Market research

Somewhat Believable

Not very Believable

Somewhat BelievableNot very Believable

64% of the interviewees would not believe the sound quality of the speaker would satisfy their need.

Somewhat BelievableNot very Believable

half of the interviewees would not believe the cardboard would satisfy their needs.

Need to target at those people who care less about the sound quality.

Target Audience family with children

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Those group people actually care less about thesound quality but more about the product design and DIY fun.

craft hobbyists

Brand Positioning

Market structure Chart

Competitive Frame

Perceptual Maps

Perceptual Maps

Perceptual Maps

Source of VolumeAdjusted the value according to the research of product improvement.

13%

55%

17%

10%5%

Definitely would buy

Probably would buy

May or May not buy

Probably would not buy

Definitely would not buy

BASES AnalysisTarget audience based on population in US.- IBISWorld

Trial rate, repeat rate and units per purchase based on customer survey.

Make a breif assumption about ACV and awareness according to the case study

CONCEPT BOARD

Concept Board - Old one

- Too much words.- mess pictures confuse people.- not really appealing to the new target audience- people do not get clear idea about the design of products

Revised Concept Board

TagLine

Yes, You can, make your own speaker.

Market Roll out plan

High Opportunity Markets In big eco cities, more children possess an MP3 player or an PC which the DIY

speaker can connect with. Those children have more experience and interests on electronics and entertainment technologies. Besides, parents in big cities are more willing to provide younger children with the gadgets available on store shelves. So we will start from top 5 cities in U.S

New York, NY

Boston, MA

Seattle, WA

Chicago, IL

San Francisco, CA

Roll - out Plan

First, start in high opportunity markets cities.

Then expand to the highly populated eco cities in the U.S

Market Plans and ideas

launch website

DIYcardboardspeaker.compeople can search us in the internet, get more info,

ask question about products , share design ideas and send feedback.

public relations programCreate buzz and word-of-mouth blogging in the popular craft fan/family events/ gifts

website.

http://www.kaboose.com/http://www.familycrafts.com/http://blog.craftzine.com/http://www.giftgallery.com/

public relations programArticles in Craft/Family/Gifts Magizines and news papersgreat way to drive buzz. Articles will run before big holidays -

Christmas

Product Awareness Event

"Speaker crowdsourcing contest"for creative children/craft fan to make their own papercraft speakers. the Winning design will be put in production

Craft Show EventsAttend the craft show events in the high opportunity

cities. we can reach lots of craft hobbyists and give out some samples.

Sampling Programin- school samplingGive samples to elementary schools to offer to students

as a price in school contest/fairs.

Integrated Marketing Flowchart

5 Year Volume Forecast

0

500000

1000000

1500000

2000000

2500000

year 1 year 2 year 3 year 4 year 5Year

Volume

Assumption:At year1, assume the sales just reach the volume in the worst case.Over 4 years, the retail sales reach the best case of volume forcast.At year 4, the success of branding bring a huge sale increase.

Go Right

• Generate great brand awareness via our PR program and advertising.

• Sampling program and show events attract more audience group.

• Design-contest get huge public attention.• DIY paper speaker become the most popular

family activity product.

Go Wrong

• the sound quality may not satisfy the need of children or craft hobbyists.

• Price of raw materials go up and cuts margins.• Price may be too low to convince consumers

about the quality of our products.