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Alexis Pressas
Kevin Mackey
Ryan Rusca
Sophie Puig
Steven Rios
RADIOACTIVUNIQUE SELL ING PROPOSIT ION
Dissatisfied
Our Product
The Chasm
Positioning
Segmentation
USP
Value Proposition
On The Rise
Competition
Comparisons
Questions
AGENDA
Commuters on business calls
Working class
Sports fans
Conflicting programs
Avid talk show listeners
Conflicting schedule
Music listeners
DISSATISFIED?
RadioActiv
Pause, play, record, rewind
Personal playlists
Software, hardware, smartphone for app on the go
Diverse channels to fit needs of Americans
Low fee-commercial free
OUR PRODUCT
“THE CHASM”
ON THE RISE
“The place the product occupies in consumer’s minds relative to competing products.”
Pause, Play, Rewind, and Record
Listen anytime, anywhere, thru synchronization to your smartphone.
Diverse radio stations-fulfilling the many needs of Americans with language and all ages.
POSITIONING
Young adults : 18-24, car and public transportation, l ink between teenage and radio, sport, music.
Commuters : 24-40, countryside and away from work, huge presence of radio in lifestyle, talk show, music, sport
Ethnics groups and expatriate : “Homesick listening”
SEGMENTATION
Rewind, pause, and record your favorite radio shows and
songs.
1st program to utilize this feature
Add the 25 th hour to your day
Build personal playlists to take on the go.
USP
“Pause the moment, play your world, record your life”
Same price range as our competition
Offers more features
VALUE PROPOSITION
Sirius XM
Pandora
Tune-in radio
AM/FM radio
iTunes Radio
GM Pause Radio
COMPETITION
Radio Active
Learn a language
Online book
Non Christian
$209.99
$19.99/month
Sirius (((XM)))
Sports mostly online
40’s -90’s
Local
News/Traffic updates
$14.99/month
$ 199,99/year
COMPARISONS
QUESTIONS ?
Ramsey, J. (2010, January 21). Gm expanding pause and play radio to two new vehicles . Retrieved from http://www.autoblog.com/2010/01/21/gm-expanding-pause-and-play-radio-to-two-new-vehicles/
Moore, G. (1999). Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge . New York: HarperPerennial.
Markley, S. (2010, January 27). Pause-and-play radio included in more gm vehicles . Retrieved from http://blogs.cars.com/kickingtires/2010/01/pauseandplay-radio-included-in-more-gm-vehicles.html
REFERENCES