Post on 29-Aug-2014
description
transcript
PHORT
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Motivation in Sound. No Strings Attached.
Market analysis
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Anyone who thinks there's safety in numbers hasn't looked at the stock market pages.
Irene Peter
Zound Industries
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Started in 2008 by 8 foundersFocus on premium headphonesHouse-of-brands business modelHolistic value-chain approachGlobal operations
Booming market
Serious growth through 2016 expected260 million headphones will be sold in 2012 and 330 million units projected for 2016*
Page 4Source: 2012 study by Futuresource Consulting
Consumer needsWell-Though-Out Designs
Quality Products
Technological Discernment & Innovation
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Market competition
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Generic headphones Bundle headphonesMass-market headphonesPremium-sound headphones
Premium-fashion headphonesPrivate label headphones
Product offers
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Design
Functionality
Price
Sound quality
Zound Industries’ achievements
250 million SEK revenue by 20114 established consumer brandsAround 50 employeesSales in 92 countries
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Revenue (millions SEK)
New product
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The old King is dead. The new King approaches!
Susanna Clarke
Market insight
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FASHION
TECHNOLOGY FITNESS
Fashion conscious urban users, ready to pay extra for exceptional product and outstanding design, innovation and breakthrough technology
OPPORTUNITY
Survey
Page 12Source: Qualtrics survey, DynamiteSeptember 22-27, 140 respondents
Product
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Flexible wirelessness
MicroUSB charging/plugin
Internal Memory
(Final product in stores may look different)
Microphone
Ear clickMANY COLOURS!!
On the way to the market…
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In the factory we make drugs, in the store we sell hope.
Charles Revson
Target market
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• Need to combine music experience with active lifestyle
• Physically active, busy, health-conscious, values features and looks more than price
• Curious, enthusiastic, like smart design and innovation, trend-adopter
• 16-40 years, male and females• City, Urban areas
Single segment concentration, app. 600 000 consumers this targeted niche
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Positioning statement
PHORTMotivation in Sound. No Strings Attached.
For active and curious people who value design and innovation, PHORT is the ultimate sports headphone brand that delivers exceptional looks, quality and functionality.
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799 SKR
660 SKR 850 SKR
Pricing
Distribution
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Sport-equipment retailers
Gyms
Electronic shops
Promotion
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Market share
Associations
Awareness
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Dynamite!
An essential aspect of creativity is not being afraid to fail.
Edwin Land