Final marketing project

IPHONE

BREATHALY

ZER

SURVEY RESULT

S

L E W I S YA N G

J O N H A R O L D

N I C O L E LU D W I G

G R A C E T H O M A S

S T E FA N R A D E V

B U S 3 4 6 - S P R I N G 2 0 1 3

PRODUCT DESCRIPTION

• The gadget’s size is comparable to a small key chain.

• is designed to be compatible with an iPhone charging port.

• In combination with a mobile app the iBuzz serves as a Breathalyzer, measuring blood alcohol concentration (BAC).

iBuzz is a Smartphone portable Breathalyzer.

MARKET SEGMENTATION

• Our target market is college-aged individuals in the ages 20 to 24.

• In California this market segment is 1,325,164 people and represents

7.4% of the Californian population (based on 2010 US Census Data).

• This is a growing market segment. It has seen growth of 13.8% since

the 2000 national census.

• The 20 to 24 age group is one of the

most attractive market segments at

the moment.

• Mass marketing is the most effective

marketing approach because our

product has universal appeal to this

age group.

DEMOGRAPHICS

• An overwhelming majority (89%) of respondents were college-aged and represented our target market

N= 125

GENDER

• A slight majority of respondents were female (53%) while others were male (47%)

N=118

RELATIONSHIP STATUS

• Most respondents were single (59%) while many were in relationships (31%)• This is not surprising given that most college students

are either single or in relationships, not married

N=118

EMPLOYMENT

• More than half of respondents are employed, either full time or part time

• Other respondents are not employed

N=118

ALCOHOL CONSUMPTION BEHAVIOR

• An overwhelming majority of respondents drink alcohol (89%)

N=123


• Most respondents consume alcohol 1-2 times/week• Others consume alcohol 3-4 times/week• Very few consume alcohol more than 4 times/week

N=114


• Most respondents (66%) spend under $10/ week purchasing alcohol

• About 1/3 of respondents spend more than $10/week purchasing alcohol

N=112


• Most respondents (79%) drink under 8 drinks when consuming alcohol

• Few respondents (21%) drink more than 10 drinks when consuming alcohol

N=119

DESIRABILITY OF ALCOHOLIC SIDE EFFECTS

• 1= Not Desirable

• 2= Slightly Desirable

• 3= Somewhat Desirable

• 4=Very Desirable

• 5= Extremely Desirable

Side Effect Mean Rating (1-5)

“Tipsy” 3.42

“Buzzed” 3.37

“Drunk” 3.08

No Effects 2.18

“Hammered” 2.08

Blackout 1.47

Hospitalized 1.22

• On average, the most desirable state of inebriation was “tipsy,” with a rating of 3.42/5

N=123

LIKELIHOOD TO PURCHASE PRODUCT

• About a third of respondents (37%) are 70% or more likely to purchase our product

N=119

EVALUATION OF PRODUCT

• The majority of respondents (68%) see our product as a good idea

N=126

MEDIA USAGE

• Facebook is the top media outlet used by respondents

• Google is very slightly behind Facebook, so it is also a significant outlet

• YouTube comes in as third in importance

FINDINGS

• After analyzing the data from our survey we have decided to go forward with launching our product, iBuzz.

• 38% thought the product was an excellent idea.

• 30% thought the product was a very good idea.

• 20% thought it was somewhat a good idea.

THE PRODUCTAs wide as an iPhone (2.31 inches), and about 1 inch tall

Attach a keychain to it so its make easy to carry, but hard to lose

iBuzz must be portable, yet not too small to lose

THE PACKAGE

Similar to Apple products, we want to make unboxing the product a beautiful

experience

A decently sized package, yet high quality material

THE ATTRIBUTES

What comes inside the package?

The iBuzz itself

USB charger

Short, yet to the point instruction manual

What else?

Purchaser will be able to download the free app on the iPhone App Store

THE IPHONE APP

There will be three tabs for the user to navigate

1 The BAC Calculator

2 Previous BAC’s with time and date stamps

3 Updated alcohol tips and facts

It will be simple, yet eloquent

THE PRICE

The iBuzz will cost $39.99 with the free iPhone app

Most college student can afford it

and parents will be more than

willing to buy it for their kids

• The average price a person would pay is about $42 ($41.68)

• The average price of a normal breathalyzer costs about $45-50

WHERE IBUZZ WILL SELL?

Well known colleges across the United States

USC, UT, ASU, UM

Region


San Francisco, New York, Los Angeles, Miami

Expansion to foreign countries when successful

Germany, Australia, Italy, Spain, China

Large cities


Sell on website and other online retailers like Amazon

In Best Buys, Apple stores, and Festivals

Retail

WHERE IBUZZ WILL SELL?Have promoters travel to different clubs and

bars across the US

Perfect place to test it out since most people are drinking and have iPhones

Will save people from getting DUI’s and/or drunk in publics

Clubs

WHERE IBUZZ WILL SELL?Spring break events in Cabo, Cancun, Miami, etc

Promote at professional sport games (NBA, NFL, MLB)

Events

GENERATING AWARENESS

Out of the respondents, the top media sources people used were Facebook

(23%), Google (21%), YouTube (17%), and the radio(13%)

WHICH DO YOU LISTEN TO/USE/ READ?

OTHER POTENTIAL MEDIA SOURCES

Vine Twitter

Instagram

OFFICIAL FACEBOOK PAGE

OFFICIAL TWITTER

PROMOTION COSTS Type Reach Cost per

UnitCost per Reach

Info Source

YouTube Ad People who use YouTube

$.10 – $.30. ($2,000 to reach 10,000) $10,000

$.20/ per person YouTube.com

Website All people who have access to the internet (all people who click through ad)

$8,850 (to create) + $50/month in maintenance costs

Varies based on clicks

executionists.com

ESPN Magazine- ¼ page B&W 50X

All subscribers- 2,059,269

$28,153 for six months (August, September, October, November, December, January)

$.027/ per person espn.com

ADCart Grocery Store Ads (variety of 20 stores)

People who shop at the grocery stores (875 people a day)

8 months $12,800

$0.73/ per person Adcart.com

Facebook Ad Varies based on click bids

$7500 (total budget) $10,000

Varies based on number of clicks

facebook.com

NBA Arena Ad 615,232 $21,429 for two months (December and January)

$0.035/ per person

nbaarena.com

Fairs/ Festivals/ Trade Shows

All fairgoers (3,271,058)

$3,745 $.0011 Variety of fair websites

Promotion (showing up at bars)

All people who attend events we are at

$370 per month Depends on number of people

MONTHLY ALLOCATION GRAPH

Janu

ary

Febr

uary

Mar

ch

April

May

Ju

ne July

Augu

st

Sept

embe

r

Octob

er

Novem

ber

Decem

ber

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

EventPromotionAdvertisement

December and January are the more costly months

MONTHLY ALLOCATION CHARTMonth IF Type Cost What

January Advertisment $830 YouTube AD

Advertisment $830 FaceBook

Promotion $8,900 Website Creation and Maintaince

Advertisment $4,700 ESPN Magazine- 1/4 page B&W

Advertisment $1,600 AD Cart

Promotion $2,100 Traveling Fees, Bars, Spring Break, Summer

Advertisment $10, 715 NBA Arena Ad

February Advertisment $830 YouTube AD


Promotion $50 Website



March Advertisment $830 YouTube AD





April Advertisment $830 YouTube AD





May Advertisment $830 YouTube AD





Event $500 Sarcemeto County Fair

June Advertisment $830 YouTube AD




Event $235 Alameda County Fair

MONTHLY ALLOCATION CHARTJuly Event $450 California Exposition County Fair

Event $425 Amador County Fair

Advertisment $830 YouTube AD




August Advertisment $830 YouTube AD



Event $235 Jackson County Fair



September Advertisment $830 YouTube AD




Event $200 Gold County Fair(four days)


Event $2,100 Los Angeles County Fair

October Advertisment $4,700 ESPN Magazine- 1/4 page B&W






Event $130 Big Fresno Fair

November Advertisment $4,700 ESPN Magazine- 1/4 page B&W






Decemeber Advertisment $4,700 ESPN Magazine- 1/4 page B&W






Advertisment $10, 715 NBA Arena Ad

MEDIA VEHICLE

82%

4% 14%

Type

AdvertisementEventPromotion

Spent the most of Advertising

PROMOTION

12%

34%

16%

12%

26%

Advertisment

YouTubeESPN MagazineAD CartFaceBookNBA Arena

Most money spend on ESPN Magazine

POSITIONING STATEMENT

For the smart Californian alcohol consumer, iBuzz offers a great Portable Breathalyzer for the iPhone, at a great value.

PRINT AD

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Date post:	30-Oct-2014
Category:	Technology
Upload:	nicole-ludwig
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Final marketing project

Technology