Thomas Bozeman Jonathan Petrovich Patricia Lamothe
iZTomorrow’s Technology in
Today’s Cars
May 7th 2013
Agenda
• Opportunity– The Product– Competition– Market Needs– Market Segments– Market Objectives– Value Proposition
• Product Positioning• Marketing Mix• Financial Plan • Conclusion• Q & A
Opportunity: The 20/20 HUD
• Several heads-up displays (HUD) for cars in the market today
• HUD features: navigation, speed, fuel status, audio information, and the ability to auto-adjust to the brightness of the environment
Opportunity: Competition
Direct Competitors
• ADD• SEI
Indirect Competitors
• Audi• Mercedes• BMW
Opportunity: Market Needs
• Same HUD capabilities that luxury brands offer
• This gap would make our product, 20/20, the only one within this segmented area
• A digital HUD system is not required by law to have in a car
• New technology trends because many people love to buy the latest and greatest thing, and to stay current with the market
• Security is important today due to increased accidents on the roads
Opportunity: Market Segments
• Bohemian mix : - Ranging from students to professionals- Early adopters of new technologies
• Fast-track families : - 35 to 54 years old- Want the best for their children - Have disposable income
• Up-and-Comers : - Younger, unmarried individuals with active
lifestyles - Into the latest technology and have a
moderate income
Opportunity: Marketing Objectives
Opportunity: Value Proposition
• Luxury
• Safety
Product Positioning
Marketing Mix: Distribution M
anuf
actu
rers LCD Screen
Circuit Board & ElectronicsHousing
iZ In
c. Creation of HUDDistribution to Retailers Co
nsum
er Final Destination
Marketing Mix : Pricing • The iZ 20/20
HUD will be priced at $200
• Profit margin will be approximately $50
• The survey showed that 30% of respondents were willing to spend $150-$200 on enhancing their car
Marketing Mix: Marketing Communications
Print and Direct Marketing
• Magazines such as Motor Trend, Road & Track, and Car & Driver
• Send press cars, with the 20/20 installed, to auto-journalists for weeklong trial periods
• Informational booths at Best Buy and AutoZone
Online Marketing• Banner advertisements
on high-traffic automotive websites such as jalopnik.com and autoblog.com
• Fully functioning website
Marketing Mix : Advertising
Chief Marketing Officer
Online Marketing/Social
Media: Website traffic, banner ads
Print Marketing: Magazine
advertisements
Business-to-Business Marketing:
Demonstrate to car fleet managers the
benefits of HUD
Financial Plan : Revenue
The break-even point is expected to be reached by the first quarter of the second year
Financial Plan : Expense
Break even point: 309 units per quarter
Conclusion
• Redefine the market• Offer a level of unmatched quality• Improve drivers’ safety• Profit projected to begin Q1 year 2
Questions?