Recomendados
Mais conteúdo relacionado
Destaque
Destaque (20)
Semelhante a ZippAssist (New Product Marketing, NYU Stern - Greenwald)
Semelhante a ZippAssist (New Product Marketing, NYU Stern - Greenwald) (20)
Mais de Jason Rawlins
Mais de Jason Rawlins (7)
Último
Último (20)
ZippAssist (New Product Marketing, NYU Stern - Greenwald)
- 1. ZippAssist Jason Rawlins NEW PRODUCT LAUNCH PLAN
- 3. Introducing ZippAssist Clip it, Zip it and Go! ® a YKK company Do you have zippers in hard to reach places? ZippAssist benefits include: • EASY to use out of the box • COMPACT travel size packaging • FREEDOM from reliance on others to dress yourself • SAVE time and get where you need to go faster! !! 5 Simple Steps 1.Extend wire to desired length 2.Connect clip/hook to zipper 3.Step into garment 4.Pull zipper until garment is fastened 5.Disconnect clip/hook from zipper and GO!!! ZippAssistZippAssist www.ZIPPASSIST.com (800) ZIPP-NOW
- 4. ZippAssist Consumer Opinions on the ZippAssist Concept Board
- 6. SOURCES OF VOLUME • targeting women ages 18+ • product is not relegated to specific age bracket • new product in personal care market • targeting states with high average expenditure on personal care products • source volume from men and women suffering from arthritis in the hands ZippAssist
- 7. Arthritis • More than 21% of American adults (over 46 million people) have arthritis or another rheumatic condition diagnosed by a doctor. • Nearly two-thirds of arthritis patients are under 65 years old. • More than 60% of arthritis patients are women. • Disease rates are similar for whites and African-Americans; these rates are higher than those for Hispanic people. • By 2030, the number of people with arthritis is expected to rise to 67 million, reflecting a 40% increase. Osteoarthritis • Osteoarthritis is the most common type of arthritis. Nearly 27 million Americans have osteoarthritis, and that represents an increase from 21 million in 1990. • As age increases, osteoarthritis prevalence affects the hands and knees of women more frequently than men. • As age increases, osteoarthritis prevalence affects the hands and knees of African- Americans more frequently than whites. SOURCES OF VOLUME ZippAssist
- 9. Health/Personal Care Health/Personal Care Dressing AidsDressing Aids Button HooksButton Hooks Zipper HooksZipper Hooks Health CareHealth Care House SuppliesHouse Supplies Medical Supplies & Equipment Medical Supplies & Equipment Personal CarePersonal Care Daily Living AidsDaily Living Aids Mobility Aids & Equipment Mobility Aids & Equipment ZippAssistZippAssist ZippAssist *shaded boxes indicate area of direct competition Market Structure Diagram Cheap DesignCheap Design Cheap DesignCheap Design EfficientEfficient EfficientEfficient Travel SizedTravel Sized Travel SizedTravel Sized Stylish DesignStylish Design High EfficiencyHigh Efficiency Travel SizedTravel Sized
- 11. ZippAssist Consumer Expenditure on Personal Care Products Average Household Spend in 2011 Source: SimplyMap
- 12. ZippAssist Health and Personal Care Store Sales by State in 2011 Source: SimplyMap
- 13. ZippAssist Personal Care Products and Services by State in 2011 Source: SimplyMap
- 14. Health and Personal Care Store Sales by State in 2011
- 16. ZippAssist GOOD QUALITY POOR QUALITY CHEAP EXPENSIVE ZippAssistZippAssist PERCEPTUAL MAP: QUALITY/PRICEPERCEPTUAL MAP: QUALITY/PRICE
- 17. ZippAssist CONVENIENT INCONVENIENT CHEAP EXPENSIVE ZippAssistZippAssist PERCEPTUAL MAP: CONVENIENCE/PRICEPERCEPTUAL MAP: CONVENIENCE/PRICE
- 18. ZippAssist USEFUL USELESS COMPLICATED SIMPLE ZippAssistZippAssist PERCEPTUAL MAP: EASE OF USE/UTILITYPERCEPTUAL MAP: EASE OF USE/UTILITY
- 20. BRAND POSITIONING STATEMENT (WOMEN) To women who are tired of struggling with zippers in hard to reach places, ZippAssist is the premier travel sized tool that allows you to easily close garments with zippers located in the rear which is good because it gives you freedom from reliance on others to dress yourself and saves you time to get where you need to go faster. ZippAssist ZippAssistZippAssist
- 21. BRAND POSITIONING STATEMENT (MEN) To men who are tired of assisting their wives and girlfriends in getting dressed, ZippAssist is the premier travel sized tool that allows her to easily close garments with zippers located in the rear which is good because it gives you freedom from interruption while you are getting dressed or while you are enjoying your leisure time. ZippAssist ZippAssistZippAssist
- 22. BRAND POSITIONING STATEMENT (ARTHRITIS) ZippAssist ZippAssistZippAssist To people with arthritis who are tired of struggling with zippers, ZippAssist is the premier travel sized tool that allows you to easily open and close garments which is good because it gives you freedom from reliance on others to dress yourself and saves you time to get where you need to go faster.
- 25. You shouldn’t have to be this flexible to dress yourself DITCH THE YOGA CLASSES ZippAssist FREEDOM FROM #ZIPPIY
- 26. Don’t remain prisoner to her lack of reach ZippAssist FREEDOM FROM RELIANCE #ZIPPIY
- 27. #ZIPPIY Through the City by ZippAssist • Zip Lines in Union Sq Park, Madison Sq Park, Central Park, Battery Park • Offers potential consumer the opportunity to do something fun and out of the ordinary while building buzz around the brand • Reinforces the feeling of freedom • Replicate program in other major markets ZippAssist
- 28. #ZIPPIY FALL FASHION SHOW • ZippAssist launch party sponsored by Target • Showcase fall fashions for Target with a runway show lead by models who dressed themselves using ZippAssist • Highlight the dresses but also show that women are able to get in and out of the dresses in time to get back on the runway (video stream of backstage to show models at work with ZippAssist) ZippAssist PRESENTED BY
- 29. Product Placement/Giveaways Traditional • ZippAssist in gift bags • events/parties within the fashion, music, film and entertainment industries • trade shows • fashion, inventions, healthcare Non-Traditional • fishing tournaments • airline duty free magazines ZippAssist
- 30. Digital PR Print Touchpoints Platform • Reinforce ‘Freedom from Reliance’ message •Launch the Zipp-It- Yourself Campaign across all platforms (#zippiy) • Educate the public and press about ZA • Notify consumers of ZA events in their respective towns/cities •Build a buzz around ZA through provocative print ads Objective • Engage in dialogue with current and potential consumers • Showcase functionality and benefits of ZA • Record testimonials • Maximize unearned media coverage • Increase awareness amongst target female audience End Benefit Launch Marketing Programs
- 31. TV In Store Launch Marketing Programs Platform • Leverage PR to get placement on nationally syndicated programs with high female viewership • Point of sale displays • Penetration in retail clothing stores as well as home/personal care retail stores Objective • Increase awareness amongst target female audience • Convert views to sales through QVC and HSN • Position ZA as an impulse purchase • Increase trials amongst women AND men who may not have been aware about ZA before End BenefitTouchpoints
- 32. 5 YEAR EXPANSION PLANS ZippAssist
- 33. ZippAssist - Year 1 • Tailor all digital and traditional marketing efforts to lead consumers to www.ZippAssist.com where they can purchase the product and be educated on the product’s capabilities via a series of online micro-form infomercials • Test market ZippAssist at Target and Bed, Bath and Beyond locations in NY/NJ, Mass, Penn, Texas, Cali, Florida, Illinois, Mich – Target will sell as POS item in women’s clothing section – BBB will sell as POS item at cash registers and in displays lined next to cash registers alongside other impulse purchases ZippAssist
- 34. ZippAssist – Year 2 • Allot TV advertising spend to created 60 second short form infomercial for the markets in middle America • Based on the success of the Target and BBB roll outs along the coasts, expand to other high value locations within the US • Secure spots on QVC, HSN and ShopNBC as a regular vendor • Continue to build out website to include testimonials from year 1 to highlight success and utility of the productZippAssist
- 35. ZippAssist – Year 3 • Begin expansion into Europe and Asia starting in Milan and Tokyo, respectively • Partnerships with jewelry brand, Swarovsky, to make limited run luxury ZippAssist • Begin trials of heavy duty version of ZippAssist – Help to close luggage and storage containers ZippAssist
- 36. ZippAssist – Years 4 & 5 • Launch Industrial ZippAssist as part of a bundle with purchase of original ZippAssist • Continue worldwide expansion • Trial and launch for for ButtonBuddy -- a button hook dressing aid ZippAssist
- 37. 5 YEAR P&L WITH VOLUME FORCAST ZippAssist
- 38. 2012 2013 2014 2015 2016 Sales Revenue ZippAssist 9,900 16,484 7,992 Industrial ZippAssist Bundle 999 11,988 5,994 ButtonBuddy 1,797 Cost of Sales 1,100 1,815 1,060 2,160 1,410 .70/unit .40/unit package x shipping 1.8/bundle unit Units Produced 1,500 1,500 1,000 1,000 700 Units Sold 1,000 1,650 900 1,200 900 Gross Profit 8,890 14,669 7,931 9,828 6,381 Advertising & Promotions Experiential Marketing 800 1,000 1,000 500 500 Advertising 2,500 4,000 3,000 2,000 2,000 Consumer Promotion 1,500 2,000 1,500 1,500 1,500 Trade Promotion 1,000 2,000 750 750 550 Public Relations 100 100 300 300 100 Internet Marketing 750 750 750 750 750 Social Media/Buzz Marketing 250 350 400 250 250 Marketing Research & Development 1,100 1,100 1,100 550 550 Total Advertising & Promotions 8,000 11,300 8,800 6,600 6,200 Net Profit 890 3,369 (869) 3,228 181 Net Inventory 500 350 450 250 50 ZippAssist 5-Year P&L
- 40. • Production and inventory expenses end up costing 50% of the retail price instead of the 10% projection • Launch plans do not garner the interest in ZippAssist necessary to sell 1MM units • Inability to secure partnership with big box retailer ZippAssist Pessimistic Analysis
- 41. Optimistic Analysis • Target and Bed Bath & Beyond sign retail agreement in year 1 for POS displays • Launch events pick up enough unearned media mentions to reduce marketing/advertising spend in years 1 & 2 • HSN, QVC, ShopMSNBC pick up ZippAssist and it can be found at any point in the year on one of the three stations • International market proves to be more lucrative than US market ZippAssist We sell and we retire to the beach, sipping on margaritas until the sun falls
- 42. Thank You
Notas do Editor
- National Arthritis Data Workgroup
- http://www.amazon.com/Best-Sellers-Health-Personal-Care/zgbs/hpc/ref=zg_bs_unv_hpc_1_3775161_1
- Consumer Expenditure on Personal Care Products – Household Avg Spend in 2011 SimplyMap Heavy Rollouts in NorthEast, West and SouthWest Cost of ZippAssist is not high enough to completely neglect the SouthEast but Ad Spend still needs to be rationed out strategically
- Target big box stores in California, Oregon, Texas, Florida, Illinois, Michigan, Ohio, Pennsylvania, NJ, NY, Massachusetts
- 1MM units sold = .10% of this market
- Overarching creative message – Zipp It Yourself Tagline – freedom from reliance
- SOURCE: GETTY IMAGES
- SOURCE: GETTY IMAGES
- Put the product in the hands of tastemakers and early adopters
- California, Oregon, Texas, Florida, Illinois, Michigan, Ohio, Pennsylvania, NJ, NY, Massachusetts
- California, Oregon, Texas, Florida, Illinois, Michigan, Ohio, Pennsylvania, NJ, NY, Massachusetts
- California, Oregon, Texas, Florida, Illinois, Michigan, Ohio, Pennsylvania, NJ, NY, Massachusetts
- Not enough of a market to sell Industrial ZA alone but pairing could help to convert consumers who are on the fence Two products that serve the same function for two different purposes Button buddy branded as, from the makers of ZA
- Drop in year three corresponds with addition of new Industrial line to be bundled in with the original. Less profit but keeps brand around for longer Keeps name alive until release of the Button Buddy