sample 2

Spectrum

Charlotte Tai&

Kathryn Wotherspoon

Basics

Spectrum is a digital camera that comes in 3 colors.

It has a touch screen, and as few buttons as possible to make the controls simpler, but the camera’s features are more advanced to suit the wants and needs of our target market.

Target Market

• Females, aged 12-18• Advanced in technology• Mature with a taste for quality,

well-designed products

Market Segmentation• Teenagers who are good with technology, and are mature and

know good quality.• Young people who are image conscious and like to be up-to-

date with trends. They are more concerned about the appearance and whether it’s fashionable or not rather than the purpose.

• Adults (mainly 20s-30s) who are professionals in photography. They like buying technological things, especially the latest camera, not because they are fashion-conscious, but because they are eager to apply their skills with new releases. At the same time they are sensible in their spending and the point of view on things.

• People who are not very good with technology. Prefer to deal with simpler modern electronic tools. They are not as advanced as the new generation as they are part of the older generation didn’t grow up with technology

Marketing Mix

• Product - Spectrum digital camera• Price - $180 (to be dropped slightly after 4

months)• Place – Electronic stores and department

stores such as Myer• Promotion – TV (slice of life and

spokesperson), radio and magazines. Personal selling instore

Marketing MixExplained

• The starting price is set at $180, because our survey results indicated that most of the girls surveyed said that they would pay $100-$200 for a digital camera. However, the next segment up, $200-$300, was also very popular, so .

• We are selling in electronics stores because it is convenient for parents to visit and buy a camera. Since the camera is aimed at those aged 12-18, the younger parts of that age group would ask their parents to buy the camera for them. It is also being marketed at department stores because this is where most people in the target market shop.

• We are using celebrity endorsement because this is often what influences teenagers most. For around a week before release and three weeks afterwards, we will heavily advertise our product, so that awareness is at a peak when the product is actually released. From there, the advertising will drop off, but we do not expect awareness to drop over the produc.

Design

• The product would have the colours black, silver, and electric blue, as this was the most popular colour combination from the survey

• It would have a touch screen, and a strap attached to it, for convenience so that it can be hung around the wrist to avoid dropping it or for carrying

• It would have a sleek and cool design, but nothing too flashy. Something simple and classic but still fun and for teens

Marketing strategies

• As mentioned above, slice of life advertising would make the camera a more reasonable product to buy. We will have Jennifer Hawkins as spokesperson for the advertisement. The reason for this would be because she would appeal to both teenage boys and girls, as she is an attractive and famous celebrity. We will have Radio and magazine advertising would help promote this further and spread awareness to consumers. Personal selling would be good as it would allow consumers to learn about the new features and increase interest. A free demonstration would be given as well.

• We would hype up our product, by buying lots of advertisements and heavily promoting our product, before the release to get good sales in the first month or so, then, as the demand began to drop, we could drop the price maybe $10-$15 to keep up with the laws of supply and demand. We would then continue advertising, though not as heavily as in the months/weeks beforehand. We would also release the camera around October, so that it would be released around Christmas, making it an ideal gift.

• So that is why we have decided on slice of life TV advertising. Because the pre-teens would rely on their parents to buy the product, and the slice of life advertisement would be able to help convince them that buying the product is reasonable.

Our Survey Results

Digital Camera Ownership

9

6

yes

no

Preference of simplicty or advanced features

12

4

multiple features

something simple

Color Preferences

10

2

1

0

0

1

14

5

13 electric blue

pink

light green

purple

orange

red

black

white

silver

Most looked for characteristic

9

1

1

4

quality & reliability

the design

convenience

value for money

Price Preferences

9

5

1

$100-$200

$200-$300

$300-$400

Digital Camera Ownership

9

6

yes

no

Preliminary designs

The colors for the camera:-Blue, silver and black(All will be metallic)