1. CUST-A-
COCK
Go f*ck yourself.
Jackie, Jade, Carter, Chris, Divya, and
Michael

2. What is Cust-a-Cock?
 A DIY penis cloning dildo kit
 Target: Gay males
 Only a few main competitors
 Premium pricing strategy
 Diversified promotional mix – Strong online
 Timeline allows for wider market appeal
 Personal use, Gift for partner, Gag gift

3. How it works

4. Cust-a-Cock is a Perfect Web
Product
 High customization
 Embarrassing product
 Relatively low tactility
 Niche product
 Doesn‘t require many employees
 Low cost to ship
 Little to no in-store experience necessary

5. Homosexual Males are the
Target
Homosexual males aged 18-40, whom are living
in urban areas
 Ages of men who use dildos or vibrators (at least
once):
 51.5% ages 23 to 44
 15.5 % ages 18 to 22
 Gay men use the internet 13 hrs on average per week
 52.7% of gay men live in urban areas

6. Characteristics of a Target
Market
1. Need or want a product
2. Have the authority to make the purchase
3. Acceptable mechanism to complete the
exchange

7. 1. Need or want a product
 2011 Internet-based survey from 25,294 gay and
bisexually identified men throughout the U.S. found:
 (78.5%) of gay and bisexual men reported having used at
least one type of sex toy, including:
 dildos (62.1%)
 vibrators (49.6%)
 Dildos were commonly inserted into one‘s own anus during
masturbation (95.7%)
AND
 Insertion into their partners anus (72.0%) during partnered
sexual activities.

8. 2. Have the authority to make the
purchase
 Dual incomes present significant buying power
 Approximately 17 million people out of the total
U.S. population are homosexual males
 This market has a buying power of $485 billion
 Also have resilient buying power
 Despite economic downturn,a significant number
across all age groups made major purchases last
year

9. 3. Acceptable mechanism to
complete the exchange
 The gay community has disposable
incomes well above the national average
 Average HH income for gay couples = $81,500
 nearly 80% above the national U.S. income average of $46,
326
 Gay men‘s households earn almost 10%
more per year than straight households
 These households can be found in 99.3% of all United
States counties
 36.0% of gay men have used an American
Express Card in the last month

10. Competitors: Clone-A-Willy
 Summary: Produced by Empire Labs, allows one to ―make an exact copy of your
penis‖, and ―makes a great gift‖. Caters to couples aged 18+.
 Price: $24.95 for the basic plaster kit to $44.95 for a ―special edition‖ kit
 Location: Mainly online – Empire Labs, website, Amazon, sex toy websites, etc.
 Competitive advantage: First mover advantage – one of the first products to
capitalize on making an exact mold of one‘s penis
 Weaknesses: Slow to mold, the tube for molding is too small (one size doesn‘t fit
all), difficult to understand instructions, gel dries too quickly

11. Competitors: Fleshlight
 Summary: ―#1 selling male sex toy in the world, over 4 million purchased
worldwide‖. Variety of products including ―Original Lady‖ to ―Build Your Own‖, made
for both males and females 18+.
 Price: $65.95 for ―Original Lazy‖ ranging up to $113.30 for kits featuring customized
product, lube, and videos.
 Location: The official Fleshlight website, brick and mortar sex stores, Amazon,
various adult toy websites, etc. Featured in Playboy, HBO, Wired, Maxim, etc.
 Competitive advantage: Marketed as a high quality, realistic sex toy (reflected by
quality of website branding and price), very wide press coverage, well known product
in general
 Weaknesses: Requires a lot of effort to use, not something you‘d use on a ―spur of
the moment‖ (requires time to heat up, lube, etc)

12. Competitors: Dildos
 Summary:A commonplace item in the adult sex toy
world, often phallic in appearance.
 Pricing:Wide range from $5 for cheap, basic product
to $100+ for specialty, more individualized product
 Location: Everywhere – online, brick and mortar
stores
 Competitive Advantage: Well known, ―go to
product‖, widely available
 Weaknesses: Not particularly customizable,
―hyperchoice ― effect makes it difficult to know which
product to select

13. Pricing Strategy
 Standard pricing for sex toys (dildos and
vibrators) can range anywhere from $8 to
upwards of $250, depending on size, features,
and quality.
 Our biggest competitors are Clone-A-Willy,
priced at $39.95-$45.95 for a standard mold
kit, and Fleshlight, priced at $64.95 for
customizable product and standard product.

14. Pricing Strategy
 Standard product will be priced at $44.95 with
a price increase depending on optional
product features.
 For a standard price of $44.95, customers will
be able to:
 Choose one of 5 sizes
 Choose one of 15 different colors (flesh tones and
fun colors)

15. Pricing for additional options
 Vibrating bullet- additional $10.00
 Light up option (not combinable with vibrating
option)- $10.00
 Glow in the dark option- $3.00
 Pack of glitter to mix into mold- $2.00/packet
 Confetti option (available in V-day hearts,
Winter Snowflakes, and Irish Shamrocks)-
$3.00/packet
 Piercing (needle and ring provided)-$5.00

16. Vibrator Extra

17. Sales promotion
 Creativity Contest
 Challenge to all Cust-a-Cock customers—the fan
who creates the most creative video using the
mold of their penis will win VIP treatment at the
club event of their choice.
 Promotion code
 Customers will receive the promotion code
ChristmasCock to receive 25% off products
purchased before December 25th.

18. Personal Selling
 Erotica expos
 These events will be a mix of personal selling and publicity/
promotion.
 We will have representatives at expos selling and explaining the
product to potential customers
 QR Codes- 68% of gay men surveyed by Community Marketing Inc.
own a smart phone (http://www.business.com/guides/marketing-to-
gay-and-lesbian-consumers-1224/)
 ―Cocktails with Cust-a-Cock‖
 Based off the idea of ―Passion Parties‖
 We will have a sales rep travel to people‘s homes and sell the
product to groups of friends. The host is asked to bring 10-15
friends to share in a night of fun.

19. PR/Publicity
 Sponsor events at gay clubs and bars
 Akbar in Los Angeles, CA (http://www.tripouttravel.com/the-50-best-gay-bars-in-america/)
 Metropolitan in Brooklyn, NY http://www.tripouttravel.com/the-50-best-gay-bars-in-america/)
 Cinch in San Francisco (http://www.sfweekly.com/bestof/2009/award/best-gay-bar-1525190/)
 Colt in Washington, DC
(http://www.washingtonpost.com/gog/best-bets/best-gay-lesbian-club,61574.html)
 Gay/Erotica expos
 Gay Days expo in Orlando 2012
(http://www.gaydaysexpo.com/)
 GLBT Expo in NYC
(http://www.originalglbtexpo.com/)
 LGBT Wedding expo in DC
 AVN Expo in Las Vegas, NV
(http://www.bvents.com/event/192612-avn-adult-entertainment-expo)
 Adultcon in Los Angeles, CA
(http://www.bvents.com/event/399958-adultcon-adult-entertainment-show)
 Inviting gay/ sex toy bloggers to events
 We will be inviting selected bloggers to attend the club events

20. Direct marketing
 Subscribe to website
 Our online advertisements will lead customers to our
site where they can subscribe to receive the e-
newsletter and e-mail updates.
 E-Newsletter
 Once you subscribe to the Cust-a-Cock site, we will
send monthly e-newsletters with promotion events
and other company updates
 E-mail
 Promotional weekly e-mails before product launch, bi-
weekly after launch.

21. Online ad formats
 Why are they likely to reach audience?
 Our audience is a group of early adopters who
are very into technology.
 Drawn to technology because its anonymity
 Gay men use the internet, on average, 12 hours
weekly.
(http://www.communitymarketinginc.com/gay-
lesbian-market-intelligence/gay-research-gay-
lesbian-consumer-index-demographics-2/)

22. Online ad formats
 Banner ads- 35% of both younger gay men and older gay men clicked a website
banner ad
 Twice as many younger gay men clicked on a website banner ad than
younger straight men (31% vs. 16%) in the past week.
(http://www.communitymarketinginc.com/5th-annual-lgbt-community-survey-
report-now-available/
 Blog ads – we will use some of the top gay blogs to advertise our product via
banner ads.
 54% of GLBT adults regularly read blogs
(https://openlygaymarketing.wordpress.com/tag/gay-internet-usage/)
 We would also like to have a couple influential gay bloggers write posts about
the Cust-a-Cock
 Blogs we will be advertising on: Rocket Tube blog, Male-Erotika.com and
Gayvention.
(http://www.bestgayblogs.com/directory/?cat=blogs-for-adults)
 Mini-movie
 Create a mini-movie to advertise on pornographic sites. The product will be
used and credited in the short video.

23. Search Engines
 Paid search is
extremely
appropriate
 Niche Market
 Consumers who
search are ready to
buy
 We can bid on
specific words &
phrases

24. Search Terms
 Google AdWords
 Sex Toys
 2,740,000Global
Monthly Searches
 Penis Mold
 14,800 Searches
 Medium Competition
 Dildos for Men
 22,200 Searched
 Medium Competition
Source: Google
AdWords<https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequest
Type=KEYWORD_IDEAS#search.none>

25. Launch Timeline: October 2012
Roll-Out of Promotion Initiatives
 Paid Search,
Banner Ads, Porn
Minimovie,
 Promotions
through other
websites,
sponsorships
 Research top gay
porn stars in the
industry to search

26. November 2012
 Put out a video of people using our product (viral video)
 Promote the sale of the product in a bundle (i.e with a
pornographic movie)
 Appearances at Porn and Homosexual Expos
 Cyber Monday Sales Promotions
 Send porn stars the product and invite them to PR events in
December

27. December 2012
 PRODUCT LAUNCH
 Last week in
November/Early
December 2012
 Sales promotions for
the Holidays
 ―Use code
ChristmasCockto get
25% off!‖
 PR Events at gay
clubs, select a porn
star spokesperson
 Begin to sell product
online

28. Down the Road
 We want to expand our
target market
 Heterosexuals
 Long-Distance
Relationships
 Other ages
 New Website and
Marketing Plan for each
target market
 Expand Product
offerings
 Candles
 Chocolate
 More customization

29. Thank you!
Questions?

30. Appendix
 Personal selling
 QR Codes- According to the CMI survey,
―emerging advertising platforms such as mobil
e apps and QR tags are gaining noticeable t
raction and will only become more important.‖
(http://communitymarketinginc.com/documents/te
mp/LGBTCommunitySurvey2011v2.pdf )
 For younger gay men, emerging ad platforms
such as ‗QR codes/tags‘ (21%) and mobile app
banner ads (19%) are gaining traction for click-
throughs.

31. Appendix
 Community Marketing, Inc., . ―Gay & Lesbian Consumer Index Study.‖ Green Book. Green Book,
30/07/2009. Web. 30 Nov 2011. <http://www.greenbook.org/marketing
 ―Community Marketing, Inc. | 5th Annual LGBT Community Survey™ Report Released.‖
Community Marketing Inc. | Gay and Lesbian Market Research | Gay Market Consulting | Gay
Demographics. Web. 10 Nov. 2011. <http://www.communitymarketinginc.com/5th-annual-lgbt-
community-survey-report-now-available/>.
 Herbenick, D., Novak, DS., Reece, M., Rosenberger, JG., and V Schick. ―Sex Toy Use by Gay
and Bisexual Men in the United States.‖ PubMed.gov. PubMed.gov, 04/01/2011. Web. 30 Nov
2011.
 ―Gay Demographics.‖ MYGAYWEB | Gay Chat, Gay Cruises, Gay Bars, Gay Accommodations,
Gay Entertainment, Gay Travel, Gay Businesses, Gay Interviews, Gay News, Gay Horoscope
and More... Web. 10 Nov. 2011. <http://www.mygayweb.com/info/advertising/demographics/>.
 ―Gay Men Earn Less, But Their Households Earn More - The Daily Stat - August 19, 2011 -
Harvard Business Review.‖ Harvard Business Review Case Studies, Articles, Books. Web. 10
Nov. 2011. <http://web.hbr.org/email/archive/dailystat.php?date=081911>.
 ―STATISTICS.‖ PFLAG Upstate SC. Web. 10 Nov. 2011.
<http://www.pflagupstatesc.org/statistics.htm>.
 Winerip, Michael. ―The Adult Store Goes Mainstream.‖ The New York Times. The New York
TImes, 26/06/2009. Web. 30 Nov 2011.
<http://www.nytimes.com/2009/06/28/fashion/28generationb.html?pagewanted=all>.