dragonfly

Table of Contents

About 6 Solutions....................................................................................................1

About Dragonfly......................................................................................................2

Mission Statement ..................................................................................................3

Product Features.....................................................................................................4

Industry Research ...................................................................................................5

Target Market Analysis............................................................................................6

SWOT Analysis .........................................................................................................7

Competitive Analysis ..............................................................................................8

Goals & Objectives.................................................................................................9

Marketing Mix..........................................................................................................10

90 Day Budget ........................................................................................................11Market ing Br ief

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About The Dragonfly

Dragonfly is a leading green environmental company founded in Tampa, Florida in

1999. For ten years now this company has been growing and developing their product

line of lawn mowers and perfecting it for the consumer. The Dragonfly name came

about was because of the dragonfly’s unique hovering capabilities just like this lawn

mower has unique hovering capabilities while cutting your grass. Our aim as the Drag-

onfly Corporation is to free up time so people can do other things that cutting the lawn.

We also believe that in these economic times people need an affordable and reliable

product that maintains their lawns so they can concentrate on other areas of their lives.

We believe at the Dragonfly Corporation will profit with the collaboration with Lowe’s as

the sole distributer to sell the product efficiently and effectively to the target audience.

We are extremely excited about the Dragonfly’s ninety-day launch on September 28,

2009 in Orlando Florida.

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About 6 Solutions

About 6 Solutions

In 2004, 6 Solutions was born as a dynamic advertising agency in Ft. Lauderdale, Florida. We created

the name 6 Solutions because we started with six strong creative minds that could develop innova-

tive and winning marketing campaigns to get to one goal…success. We quickly developed into a full

service agency that handles everything from traditional print advertisements to non-traditional viral

marketing strategies. In other words we do everything in our power to guarantee our clients success.

We have many well know clients but our focus are on start up companies in the lawn care industry.

Our Mission:

6 Solutions mission is to develop unique creative campaigns to promote lasting brand

impression. 6 Solutions is dedicated to create lasting campaigns that will stay in the

minds of consumers and remain forever branded.

6 Solutions team:

Account Creative- Katie Funk - Brandon Daniels- Miriam Danell - Regina Navarro- Alex Pinard - Florencia Crosa

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Product Features

- Solar Powered - Virtual Scan of Lawn

- Cuts grass and edges with laser - Light Weight

- Rounds Corners - GPS Tracker – Iphone Application

- Affordable - $199.99 - Online Application

- Easy to use - Chargeable Station

- Safe - Waterproof

- Convenient Storage - 5 Year Guarantee

- Green Product - Automatic Timer

- Silent o Daily, Weekly, Biweekly, Monthly

- Adjustable cut height - Sound for when it needs to charge

- Remote Control Activated o For when it is fully charged

o If Desired o For when there is a problem

- Send an online update when

it is in movement

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Mission Statement

The Dragonfly’s mission is to hover over the lawns across America and make grass cutting become an easy andenjoyable experience.

Tagline: “We’ve got you hovered!”

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Target Market AnalysisDemographicsOur main target market is going to be men initially because they are the people that generallybuy lawn mowers but we are going to break into the female market because of the ease ofusing the dragonfly product.

Men Women- Age: 18 – 50 - Age: 20 - 50 - Homeowners - Homeowners- Renters with out lawn - Renters with out lawn

maintenance included maintenance included

Psychographics- These psychographics of our target audience is for people who enjoy having their

lawn maintained with little ease.- Our target audience are hard working people who don’t have the time and

energy to cut the grass.- These are also people who live in neighborhoods where lawn maintenance is required. - Our target audience is going to be young couples and parents who don’t have the

time to mow their grass because they are busy establishing themselves.- Lastly, we are targeting people who are trying to live a more eco-friendly lifestyle and

who want to give back to the environment.

Geographics- We are also targeting people who are homeowners in the Florida markets.- Currently there are 33,052 owner-occupied housing units in Orlando.- Currently there are 37,927 owner-occupied housing units in Fort Lauderdale.- Currently there are 46,847 owner-occupied housing units in Miami.

We are going to start the launch in Orlando, Florida and make our way down to Miami therefore we are going for the east coast of the state that are along the coast.

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Industry ResearchWe choose to launch in joint venture with Lowes in Florida because the Lowe’s stores are con-

veniently placed all along the cost lines and reach the correct target audience. Eventually, we

will expand our campaign in California where Lowe’s also has a large market. Lowe’s also has a

consumer base that is more female and family oriented than its competitor Home Depot, and

they have a large gardening section, which goes hand in hand with the Dragonfly.

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Competitive Analysis

Price/Unit Gas/ yr Fertilizer/yr Time

Dragonfly $200 $0 $0 5 min

Push Mower $200+ $48 $75 1 to 2+ Hours

Riding Mower $1200+ $168 $75 1 to 2+ Hours

Robot Mower $1200+ $0 $75 1 to 2+ Hours

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SWOT AnalysisStrengths

- Green (Eco friendly, solar)- Easy to use, even children can use it (safe)- Cost effective (comparable pricing with traditional mowers)- One of a kind

Weakness- Very new idea/none like it on the market- Only for those with yards- New brand (uncommon name to households)

Opportunities- Other models of product (continued product line)- Commercial clients (i.e. lawn services)- Other yard/green products for a new line

Threats- Riding lawnmowers- Lawn services- Robot mowers- Push mowers- Apartment and condo owners

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Marketing MixPrice

Product price positioning will set a competitive advantage against possible competition. TheMSRP will be at $199.99, which will include a charging station for backup when solar cannot beused, and an instructional guide.

Product

The dragonfly is an extremely innovative way to cut your lawn without the work or the hassle. It isa green product that not only saves you time and energy but also indirectly fertilizes your lawnand helps the planet become a more eco-friendly place to live.

Promotion

The initial launch starts on the 1st day of fall and will last 90 days in time for the gi giving holidays.Our 3 ad series will run in such magazines as Home and Garden and Real Simple. Our billboardswill primarily be located on high traffic areas in Florida such as I95. The product will be linked onthe Lowes website for a larger impact as well. Our campaign will use other traditional methodsbut we will focus a lot of time and energy in creating viral campaigns and guerilla advertising.

Place

We will start our launch in Orlando, Florida and make our way down the coast. We havepartnered with Lowes to penetrate a vast and nationwide market.

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Goals & Objectivies

Marketing Goals

-- Brand Recognition-- Customer Loyalty-- First Option in Consumer’s Mind-- To become international-- To constantly offer promotions

Marketing Objectives

-- Revolutionize a greener lawn mower style of service-- Well known brand-- Strong consumer awareness and relationship-- Have the consumer view the act of mowing the lawn as a fun activity

Communication Objectives:

-- Create brand awareness-- Create buzz-- Build consumer traffic

Marketing Strategies

We will begin with launching a ninety-day ad campaign. To make this launch a sucess we will tap into the appropriate outlets based on our in-depth research. By utilizing all ofthese marketing angles we will create a strong brand awareness.

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90 Day Budget (In Us $)

TV

Item Quantity Cos

TV Commercial $38,550Including Art Direction And All Products 30% Split Cost With Lowes -$11,565Total TV $26,985

FOX 1 $300,000ABC 1 $300,000NBC 1 $300,000HGTV 1 $300,00030% Split Cost With Lowes -$360,000Total TV $840,000

Website 1 $20,000

Billboards Lee County 3 $370,000Broward County 3 $265,00030% Split Cost With Lowes $190,500Total Billboard $635,000

Budget Expenses $1,612,789

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90 Day Budget (In Us $)

Corporate Id & StationeryItem Quantity CostLogo Design& Multipurpose Application 1 $20,000Business Cards 16 pt. card stock, silk matte, scored and folded

- President 5,000 $1100- Distribution Manager 5,000 $1100

Letterhead Full Color Sky Background, 4/C Printing 10,000 $514Full Color White Background, 4/C Printing 10,000 $514Envelopes 10,000 $1,149Total Corporate Id & Stationery Cost $24,377

Trade Show DisplayItem Quantity CostCustom-Made 20x20 Portable Display 1 $82,30030% Split Cost With Lowes -$24,690Total Display Cost $57,610

Display Production And Custom Fabrication 1 $1,200Promotional Giveaways

Pens 2000 $540Bottled Waters 3000 $1950Beach Chairs 300 $3762Cooler - 6 Pack Holder and Lunch Bag 500 $1,365

Total Trade Show Cost $66,427

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Market ing Br ief

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