For Mr. Bong De Ungria's MarkMan Class SY 2016-2017

1. Basallote | Dela Cruz | Llamzon | Lok | Lorena | Villanueva | Vitug
GROUP 4
September 13, 2016
10 STEP
Marketing Plan for POWERDRIVE

2. CONNECTING TO THE ‘YUPPIES’
1. PowerDrive PTM are teens to young professionals
with active lifestyles
2. Who require extra energy, improved audio quality,
and data space
3. Can choose JBL, Success ETC, ADATA
4. Gap is all other brands combine and offer only 2
features of either power bank-speakers or power
bank-hard drive into 1 device.
5. Market size of ~PhP 17B. PowerDrive niche is 10%
of Philippine power bank market by 2020.

3. ‘YUPPIES’ PAY FOR THE ULTIMATE EXPERIENCE
6. PowerDrive is power bank, external hard drive, and
speakers all in one device.
7. Is priced 40% less than JBL, but 45% more than
SuccessETC, and 4% more than ADATA.
8. Uses digital marketing, word of mouth, events and
experiences
9. Is distributed worldwide
10. Uses differentiation to win

4. 1. POWERDRIVE PTM ARE TEENS TO YOUNG
PROFESSIONALS WITH ACTIVE LIFESTLYES
• People aged 13 - 30 from class A-C
• Students to young professionals
• Heavy gadget users
• Gamers (Pokemon Go)
• Tech-savvy
• Media consumers

5. 2. PTM’S NEEDS, WANTS, DEMANDS
Power Drive was created to fulfill a plethora of
needs and wants
• People do not feel safe when their gadgets
have no power
• Documenting life events with their gadgets
(Snapchat, Facebook, etc.)
• Consuming and sharing media
• Owning the next “big thing”

6. 3A. POWERDRIVE HAS POWERFUL COMPETITORS
• Direct: JBL, SuccessETC, ADATA
• Indirect: Individual gadgets (power bank, hard
drive, bluetooth speakers), laptops with
greater storage capacity, charging stations in
establishments
• Variables: Age, price*, composition*,
packaging, brand, availability

7. 3B. COMPETITIVE POSITION MAP
Price vs.
Composition
2-in-1 Power Bank
and Speakers
2-in-1 Power Bank
and Hard Drive
3-in-1 Power Bank,
Hard Drive and
Speakers
Low Price
Mid Price
High Price
Success
ETC
JBL
ADATA PowerDrive

8. 3B. COMPETITIVE POSITION MAP
PowerDrive JBL SuccessETC ADATA
Allows for safe and
efficient charging of
devices
++ ++ ++ ++
Provides ample space
for music, movies,
and other media files
++ ++
Delivers full-range,
rich bass sound ++ ++ ++
Displays resistance to
shock, dust, and
water
++

9. Power
Bank
Speakers
Hard
Drive
Success ETC
ADATA
JBL
PowerDrive
4. POSITIONING: BRAND IDENTITY FROM THE
MAKER
• PowerDrive is the ONLY device that combines a
complete 3-in-1 Power Bank, External Hard Drive,
and Speakers.

10. 4. POSITIONING: BRAND IDENTITY FROM THE
MAKER
No other device serves all
your needs the way we do.
- PowerDrive

11. 4. POSITIONING: BRAND IDENTITY FROM THE
MAKER
No other device serves all
your needs the way we do.
- PowerDrive
Wireless
Generation
We don’t limit our
opportunities, especially
with cords and strings.
So why should you?
Unlimited
Power
Never runs out of power
as long as the sun is out!
Be PowerDriven, for you
and all your devices.
Practical
Convenience
Have the complete 3-1
package that caters to ALL
your needs!
Cause we all deserve
nothing but the best.

12. 5A. COMPETITION

13. 5A. COMPETITION
• Estimated growth of the power bank market
from 2015 to 2020 (CAGR ~23%)
• Projected worth of 17.2 billion USD by 2020
• Capacity range between 9500 mAh and
12499 mAh - highest market share

14. 5A. COMPETITION
• Increase in processor speed and expansion of
digital content → customers look for higher
capacity power banks
• Expected CAGR of > 24.2% bet 2015 and
2020 for capacities > 12499 mAh
• Asia Pacific (45%) will continue to dominate
market for power banks

15. 5B. CUSTOMER
• 20% year-on-year growth
• IDC predicts growth of 25% this year (18.3M shipments)

16. 5B. CUSTOMER
27.5 M users in 2016
Smartphone Users in the Philippines, 2013-2020

17. 5B. CUSTOMER
Based on projected number of smartphone users in 2016
• Assuming 1 in 5 people own a Power bank
• 27.5 M x 0.20 = 5.5 M
• Approximately 5.5 M Filipinos own a power bank this year
• Average cost of 10000 mAh power banks = PhP
2,924.50
• 5.5 M x PhP 2,924.50 = PhP 16.1 B
• Average cost of 20000 mAh power banks = PhP
3,299.00
• 5.5 M x PhP 3,299.00 = PhP 18.1 B

18. 5C. COMPANY
• No existing claims or historical sales data yet
• Power Drive aims to have a market share of
at least 10% in the Philippine power bank
market by year 2020

19. 5. MARKET SIZE SUMMARY
1. Competitor data = USD 6.79-7.74 B in Asia
Pacific
• 45% of the global market from 2014-2020
1. Customer data = PhP 16.1 B (10000 mAh)
to PhP 18.1 B (20000 mAh)
1. Company data = 10% of total Philippine
power bank market by 2020

20. 6. THE PRODUCT

21. 6. THE PRODUCT
Introductory video:
https://youtu.be/nqc5ZZ9zwM4

22. 6. THE PRODUCT
THE PRODUCT: DIMENSIONS
Dimensions

23. Elongated hexagonal
shape
Durable Design:
fit for a life of adventure
Metal coated in
soft touch plastic
Rubberized edges
Dongle
6. THE PRODUCT

24. 6. THE PRODUCT
Durable Design:
Fit for a life of adventure
Shock resistant
Dust resistant
Waterproof
3-year warranty

25. 6. THE PRODUCT
Beautiful Design:
Let your personality show

26. 6. THE PRODUCT
Speaker
Intelligent Design:
All you need, in 1 device
Powerbank
Hard Drive

27. 6. THE PRODUCT
Speaker
Toggle switch
Solar panel
USB slot
Micro USB slot
AUX input
Extra retractable
USB and
Micro USB slots
Intelligent Design:
All you need, in 1 device

28. 6. THE PRODUCT
Speaker
Intelligent Design:
All you need, in 1 device
360-degree surround
sound
Bluetooth/Wireless
capability

29. 6. THE PRODUCT
Powerbank
Intelligent Design:
All you need, in 1 device
LED light power
indicator
Toggle power button

30. Powerbank
Intelligent Design:
All you need, in 1 device
Main Feature
Available in:
10,000 mAH
20,000 mAH
*10,000 mAH= 4 full phone charges OR 100% full iPad charge
6. THE PRODUCT

31. 6. THE PRODUCT
Hard Drive
500 GB storage
Formatted for Windos or
Mac
Hard Drive
Intelligent Design:
All you need, in 1 device
500 GB storage
Formatted for Windows
or Mac

32. 7. PRICE
JBL Charge 3 Success ETC 2-in-1
Bluetooth Speakers
and Power bank
ADATA DashDrive
AE800
Power Drive
Power Bank
(mAh)
6,000 7,000 5,200 10,000 / 20,000
HD Space (GB) -- -- 500 500
Speakers Yes Yes -- Yes
Price (PhP) 8,099 2,599 4,599 4,345 / 5,215

33. 7. PRICE
Cost (in PhP)
10,000 mAh 20,000 mAh
Power bank 1158 1853
Bluetooth speaker 463.25 463.25
Hard drive 1853 1853
Total Price 3474.25 4169.25
FINAL Est. Price (TP x 1.25) PhP 4,342.81
~ PhP 4,345.00
PhP 5,211.56
~ PhP 5,215.00
Cost of Main Components

34. 7. PRICE
Power Drive
10,000 mAh 20,000 mAh
JBL Charge 3 46.35% 35.61%
SCS ETC 2-in-1 67.18% 100.65%
ADATA DashDrive AE800 5.52% 13.39%
Compared to its competitors, the 10,000 mAh and 20,000 mAh model of Power Drive is…

35. 7. PRICE

36. 7. PRICE

37. 7. PRICE

38. 8. PROMO
• Modes of Promotion
1.Digital Marketing
2.Word of Mouth
3.Events and Experiences
4.Sales Promotions

39. 8. PROMO
• Digital Marketing
• Advertise in virtual
marketplaces where the
product is sold
• Targeted, tailored
advertising
placement in Social Media
• Regularly-updated and
interactive product FB
Pages
• Tech Blogger
sponsorships/
features/placements

41. 8. PROMO
• Word of Mouth
• Events and Experiences
• Booths in University Fairs
• Presence in Tech
Conventions
• Establish connections with
Target Market
• Sales Promotions
• Online Contests and Promos
• Engages target market

42. 9. PLACE
• In tech-rich virtual marketplaces
• Lazada.com.ph
• Ebay.com.ph
• Ordering through the internet
• Worldwide availability
• Closer to primary target market
• Delivery by courier
• Local/International Delivery
• Unparalleled convenience
• Keeps customers on-the-go

43. 10. GENERIC WINNING STRATEGY
DIFFERENTIATION
• Our product is UNIQUE because of its
• FUNCTIONALITY
• DURABILITY
• VALUE FOR MONEY
• SUPPORT