Ready2Go Body Dryer

7/29/2019 Ready2Go Body Dryer

1/14

TO: MR. WRIGHT

MADLAINGJEAN-CHRISTOPHEPOURCELALEXISPOSADASEMILIESEDDIKRIMA M1ISAFI

I N T E R N A T I O N A L M A R K E T I N G

BODY DRYER

READY-2-GO7

THMARCH 2012


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THEPRODUCT...............................................................................................................................................1

QUESTIONNAIREFORCONSUMERSURVEY.........................................................................................2

RESULTSOFTHESURVEY..........................................................................................................................3

TARGETCONSUMER....................................................................................................................................5

MARKETINGMIX4P....................................................................................................................................6

PROMOTIONUSPAIDA.........................................................................................................................8ADVERTISINGTECHNIQUES.....................................................................................................................9

TYPEOFMEDIASUPPORT.........................................................................................................................9

EXAMPLEOFANAD..................................................................................................................................10

LOGOPACKAGING..................................................................................................................................11

SOURCES.......................................................................................................................................................12


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1

17cm

21cm

THEPRODUCTMADLAINGJEAN-CHRISTOPHE

Thisproductisbasedonpeoplesneedstowintimewhiletheyarepreparingtogoingout,orfor

peoplewhowanttogotobedfast,notwaiting tobedry.Indeed,becausepeoplewantto sleep

more inthemorning,a surveyhasdemonstrated thatpeople are nervousbecause they are not

sleepingenough.So,intheaimoflettingpeoplesleepmoreandmore,wehavedecidedtocreate

ourproduct:abodydryercalledREADYTOGO.

READYTOGObecauseitisasymbolofwinningtime,readytowear,readyforwork.Andbecause

timeisprecious,itstheonlywealthwecannotbuy.Weseemanypeoplerunning,beinginahurry

Itenablespeopleaftershowertobedrywithinthe15secondsandso,topostponethealarmclock

orsimplygotosleep.

Concerningtheproduct,ithasgot2items:

aflexiblerail,whichmustbemountedononeoftheshowerwall

thedryer,whichwillmoveupanddownalongtherailtodrytheperson

Thisrailisableto fitanyshowerwallbecause itcontainsa suctioncupeasytocling.Soyoucan

chose toput ithigh or low, you can also fit the size until2meters.Workingwith rechargeable

batteries,READY2GOmixesdesignwithfunctionality.Itissafetyevenifanelectronicdeviceworks

closetowater.Themachineisperfectlywaterproof,furnishedwithallaccessories(rail+machine+

batteries+wire+suctioncup+installationguide),nocablesintheshower,theonlywireistheone

thatenablesthelinkbetweenchargerandbatteries.

Easytosetupthankstofewaccessories,READY2GOisreadytowork

Thedryerisabletodryyouwithinthe15secondsfromshouldertotoe.Itisnotrecommend

usingitforhairanditisrecommendedusingaclassichairdryer.

Itexpelshotairatperfecttemperatureforyourbody.Itisrelaxingandyougetdryfast.


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QUESTIONNAIREFORCONSUMERSURVEYSEDDIKRIMA

Ready 2 Go is a body dryer which is similar to a hairdryer but it's for the body... Integrated into a shower cubicle, this

would dry you as the way of a Dyson in 10 or 15 seconds maximum with warm air. So, no risk of being ill !!!

What is your gender?

Male

Female

How old are you?

below 20

Between 20 and 30

Between 31-50

More than 51

How long you set to get ready? In the morning for going at work or at school and in the evening for going on the bed

Below 5min

Between 6min and 10min

More than 11min

When the alarm clock rings do you get up directly or do you do dawdle in the bed?

I prefer stay in my bed

I get up directly

Would you be interested on the fact of not drying yourselves any more with towels?

Yes

No

How would you buy Ready 2 Go?

Integrated in a shower cublicle

Sold only

Both of these proposals

None of these proposals


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What is the right price for Ready 2 Go (in )?

Below 100

Between 100 and 300

Between 301 and 500

Over 500

Would you like to purchase "Ready 2 Go" at this price?

Yes

No

Inordertohavetheopinionofthefutureconsumerofourproduct,wedecidedtocreateasurvey.

Wehaveaskedquestionstoseveralpersonsandwehavemadeananalysisoftheseresults.

Theanalysisshowsthatthemajorityofthepersons,whoansweredoursurvey,arewomenandthe

agebracketisbetween21and30years.

Thesurveyshowsalsothatpeoplegetlongtimeforbeingreadyinthemorningforgoingatworkor

atschool,orintheeveningforgoinginbed.

Therearealsolazybecausetheypreferstayinbedinsteadofgettingupdirectlywhenthealarm

clockrings.

OurproductReady2Gocanhavesuccesswithprospectbecausetheywanttobenotdependantto

towels at72% and our price is inthe pricebracket thatpeople expect. People are readytopay

Ready2Gobetween101and300euroandourpriceis199euro.

Finally,at79%peoplearereadytobuyourproductsothissurveyshowthatwecanlaunchReady2

goonthemarket,itcanhaveabigsuccess!

RESULTSOFTHESURVEYSEDDIKRIMA

Malepopulationhasprovided63%oftheanswers.

Concerningtheage:

9%below20yearsold

85%between21and30yearsold

4%between31and50yearsold

2%Morethan51%

Inordertohavetheopinionofthefutureconsumerofourproduct,wedecidedtocreateasurvey.

Wehaveaskedquestionstoseveralpersonsandwehavemadeananalysisoftheseresults.


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5%16%

79%

Below5min

Between6minand10min

Morethan11min

Ipreferstayinmybed Igetupdirectly

74%

26%

27%

31%

26%

16%

Integratedina

showercubicle

Soldonly

Bothofthese

proposals

Noneofthese

proposals

Theanalysisshowsthatthemajoritythatansweredoursurveyarewomenandtheagebracketis

between21and30years.

Thesurveyshowsalsothatpeople takestimeforbeing readyin themorningforgoingat

wordoratschool,orintheeveningforgoingtobed.

Therearealsolazybecausetheypreferstayinbedinsteadofgettingupdirectlywhenthe

alarmclockrings.

Our product Ready 2 Go can have success with prospect because theywant to be not

dependent totowelsat72%andourpriceis inthepricebracketthatpeople expect.Peopleare

readytopayReady2Gobetween101and300EUR,andourpriceis199EUR.

Finally,at79%peoplearereadytobuyourproductsothissurveyshowthatwecanlaunch

Ready2goonthemarket,itcanhaveabigsuccess!

WHENTHEALARMCLOCKISRINGING,DOYOUGETUPQUICKORDOYOUDAWDLEINTHEBED?


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Yes

No

72%

28%

47%

53%

0%0%Below100

Between101and300

Between301and500

Over501

Yes

No

79%

21%

WOULDYOUBEINTERESTEDONTHEFACTOFNOTDRYINGANYMOREWITHTOWELS?

WHATISTHEBESTPRICEFORREADY2GO?

WOULDYOULIKETOPURCHASEREADY2GOATHISPRICE?

TARGETCONSUMERMADLAINGJEAN-CHRISTOPHE

Firstofall,thisproductisnotdedicatedtoaprecisepartofthepopulation.

Ourproductswillbeprovidedtocompanies:Business-to-Business(B2B).WeplantoprovideREADY

TOGOtohotelsfirsttogeneratebusiness,toseewhatfeedbackswegetfromhotelsandcustomers

ofthehotels.Webelieve intheword-to-mouthcommunication.Itsoneof thebestwaystowin

visibilityinthebusinesslandscape

Inthatcase,wewillhavetheopportunitytoselltodirectcustomersrightafter,whenour

image,reputationisdone.Wewilltalkaboutitinthisdocument.


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MARKETINGMIX4PPOURCELALEXIS

PRODUCT

Thisproductisbasedonpeoplesneeds.Peoplearefeduptowastetheirtimeinthemorningwhile

they are preparing togoingout. The surveyhas demonstrated that people needmore than 15

minutesin themorningbefore togetout.TheReady toGowillallowtopeopletowinseveral

minutesandprovidetocustomersaninnovativeproduct.

TheReadytoGoisproducedinourfactorynearMuncheninthesouthoftheGermany.Allthe

items of the product come from European countries and ensure to our customer themention

EuropeanCommunity

Thiscertificationallowsustoofferaproductwithahighqualityandguaranteethesecurity

fortheusers.Theunitcostis79$.

WefoundagapinthemarketthankstothetechnologyofthisReadytoGosowedont

haveanycompetitoronthemarket.

WehavefourdifferentpricestoselltheReadytoGo.Eachpricehasbeendecidedthankstothe

surveyandourmargincoefficient.Wehavefourspecificpricesforeachchannelofdistributionand

thecustomertarget(B2BorB2C):

InB2C:249$,weapplyamargincoefficientof3knowingthecostperunitis79$.

InB2B:Weallowedourselvestoreducetheunitmarginbecausethesalesaremoreimportant

foreachorder.

- Hotel/palace:199$(maintargettogeneratebusinessandseefeedbacksfromhoteland

theircustomer)

- Store:199$andweadvisethemthefinalpriceat299$

E-business:210$,thewebsiteisthelastchannelofdistributionanditallowedustoreducethe

B2Cspriceby15%.


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Wehavefourdifferentdistributionchannels:

- B2C,wepromisetoourcustomerstodeliverthemin48hours.Wehave3warehousesin

Francetodeliverasfastaspossible.WehavealogisticpartnerwithTNT.

- B2B

o Hotel/palace,theproductisdirectlydeliveredfromthefactorytothecustomer.

o Store,wesignedacontractwithaFrenchdistributor.LeroyMerlinwillallowedusto

wewillenjoytheir159storestobepresenteverywhereinFrance.

- E-Business:wedonthaveanyinventoryinFrance;theproductisdirectlydeliveredfromthe

factorytothecustomer.

Firstofall,theReadytogoisanewproduct,sothemainaimoftheadvertisingwillbetoinform

consumersabouttheexistenceofthisnewandrevolutionaryproduct.Ouradvertisementswillbe

abletoinformalsotheconsumeraboutbenefitsoftheproductandgiveusthesensationtolivea

newexperiencewiththeReadytoGo.

Wedonthaveanadvertisingdepartment,sowewillworkwithanadvertisingagency.

Weneedalargebudgettolaunchthisnewproduct.Wemustbeonthelargestspaceto

reachamaximumofperson.Itshouldbenotedthatourcommunitymanagerrunstheadvertising

andreferencingofoursite.


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Herewehavethepricesforeachadvertisement:

- NationalTV:evening40000/min

- Nationaldailynewspaper:halfpage10000

- Nationalmonthlyglossymagazines:halfpage20000

Mixofadvertising:

NATIONALTV 15ad(40seconds) 400000

NATIONALDAILYNEWSPAPER 5halfpages 100000

MAGAZINE 5halfpages 50000

TOTAL 550000

ToconcludethelaunchoftheReadytoGo,weneedabudgetof550.000$tofinancethemix

advertising.Weplantoextendthe4Ptothe7Ptobemoreprecise.

PROMOTIONUSPAIDAMADLAINGJEAN-CHRISTOPHE

USP,UniqueSellingPropositionwillshowwhatadvantageswehavefromourcompetitorsIndeed,

we have identified key points: our product is unique, no competitors (for the moment), it is

protectedbyatechnologypatent.WhyReady2Go?

Becauseyouwant tomix speedand functionality,Ready2Godriesyou first, hand free (nomore

towel),anddriesyouinfewseconds,itenablesyoutowintime,tosleepmoreandtobecoolIt

alsoallowsyoutoavoidbeingcoldorfeelingcoldaftershower.Itwillbeabenefitforyourdaily

mood

AIDA

Attention: we want to win visibility by appearing in Shopping TV Show to demonstrate how

Ready2Goworks.Peopleusetobuywiththiskindofshowbecauseitrepresentsaneasywaytoget

something that you cannot test by yourself (you have the demo video then). We plan to

demonstratealsoinShowerShoworganizedinbigcities.

Wewilltrytoattractpeopleonauniqueproduct,somethingthattheyhaveneverseenbefore.

Interest:wehopetoremaininpeoplesmindwithoursloganTheFasterYourBodyIsDried,The

FasterYouOut.Wewanttoprovideaspeedfeeling,anefficientwaytodryyouup.

Wewilltrytogenerateinterestfrompeopleinshowingtheskillsofouruniqueproduct,toshow

howReady2Gocanhelpthem,somethingthatisusefulandnecessaryforthem.


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Desire:ourproducthasbeendesignbydesignersspecializedinhomedesigning,thisproductcanbe

customizable ondemand. This is toaccentuate the fact ofbeingunique, being specialwith this

specialproduct.Youdry?Youready.Andwewantpeopletobeproudofshowingtheirguesttheir

shower,asweareproudofshowingourkitchenandhisaccessories.

Wearetryingtogivebirthtoadesirefeelingforourproductbyaccentuatingonthefactthatitis

necessaryandReady2Gocanbeeasytouse,andwillsuityou.

Action:Wehopethatouradvertisingeffortwillgeneratefrompeople,awillofpurchasing,orto

keepinmindourproductoralsotobethetopicofafrienddiscussionforexample,becauseitcould

leadtoapurchasingact.

Thesloganwillbeimportant,bysomethingthatremainsinmind(music)andaclearmessage

thatitisasimpleandeasy-to-useproduct,efficientandnecessaryinamodernbathroom.

ADVERTISINGTECHNIQUESPOSADASEMILIE

Morespecificallyaboutadvertisingtechniques,weusethe lifestyleinouradvertisinghoarding

andTVcommercial.Thismethodconsiststoshowhappy,healthy,attractivepeopleusingit,and

peoplebelievethatitsawinner,andthatpossessthebestandthemostmodernadvice.Thismean

istruewhenweexplainthankstothisreadytogopeoplearentcoldanymorebygoingoutofhis

shower.

We use also the method before and after for our hoarding advertisement and TV

advertisement,becausethismeanisinourpointofviewthebesttoshowthatourreadytogo

changes,improves,facilitatestheconsumerslife.So,wethinkitsthebestmeantoconvincethe

customertobuyit.

TYPEOFMEDIASUPPORTPOSADASEMILIE

INTERNET: the Internet is now themost popular medium on the planet for giving and getting

information,sowemustcreateourwebsite.ThiswebsiteisapproachablebycompaniesforB2B

andprivateindividualsforB2Cwithaparticularspaceandso,withdifferentpricesforeverypart,

becausethepriceisnotthesameforourprofessionalandprivatecustomers.

OurhomepageintroducesthecompanyISAFITechnologyandtheReadytoGo.Theconsumer

cangoonhispersonalspacethankstootherstabs.


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Weofferalsoonourwebsitelinkstootherwebsitesbecauseweknowthatthismeanallows

doublingortriplingthetraffictooursite.Ourwebsiteisclearandeasytonavigate;itwascreatedin

ordertotheconsumertakepleasuretonavigateonourwebsite.HSBCisprovidingusasafecontrol

ontransactions,theysecurepaymentonourwebsite.

So,tohaveawebsiteisveryimportantfortheinteractionwithconsumersandalsofortheadvertising,becauseitallowsmakingsalesorpreferentialpricesandgivingatcustomersthefeeling

tobelongataprivilegedgroup.

Tohaveawebsiteallowsalso,appearingwithbannersadvertisingonotherwebsiteswithourad,so

tobevisiblemoreoftenbycustomers;althoughthismeanispayingisagoodmeantohavemore

chancesthatourwebsiteisconsulted.

Hoarding:thismediasupportisinterestedbecauseisplacedonthestreet,soitsvisiblebyamore

important number ofpeople, and it isnot very expensive regarding the othersmedia supports.

Furthermore,thistypeofmediasupporthasabigsize,soevenifpeopledontwanttolookatthe

advertisements,theyareobligedtoseethem,andunconsciouslythemessageentersintheirminds.

Andwithahoarding,weaffectalargerangeofpeople,notaspecificandlittletarget.

EXAMPLEOFANADMADLAINGJEAN-CHRISTOPHE

40-secondsTVad:comparisonbetween2personsinthemorningatthesametime

PERSON1(whiteandblack)

-(Introducingwithanalarmclockringinganda

nervousmanhittingittoswitchitoff)

Manisthinkingonhisbed:IfIamnotgettingoff

thebed,Illbelate(Offvoice)

-Manishavingashower,gettingreadyandis

nervousbecauseheislosingtimeCoffeeison

thefloorHeisgoingmad.

PERSON2

- (Same introduction with the alarm clock in

blackandwhite,untilheisgoingmad)

- (Screen is going wide, hiding the black and

whitenervoussituationandletcolorsspreadon

thescreen)

-Manissmilingandnotnervousbecausehehas

theproductandissleepingmore,winningtime

andheisrelaxed.

Thenwehavetheusershowingtheskillsoftheproductforseconds (smallannounce:Thisscenehas

beenaccelerated).

FINALSCREEN:READY2GOwillmakeyouwinningtimeforyouractivities Thefasteryourbodyis

dried,thefasteryouout!


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Why during evening? Because the most part of people work

duringtheday,so,itsmoreinterestingtousethistypeofmedia

supporttheevening,peoplelookatafilm,ortheBreakingNews

at8oclockp.m.So,therewillbealargerrangeofpeoplewho

will watch this advertisement, and the impact will be more

important.

This cardboard box is made in Japan with

recycled material because environment is a

mainproblemwithbusinesswetrytosaveour

Earthwiththiskindoflittleaction.Printedof

fakewoodbox,wehavetriedtogiveaupscale

image even if it is only a product that we

countamongappliancesector,withalltheir

whiteboxes.Wetrytobedifferentfromthe

otheritemsofthesameplace.

POSADASEMILIE

HOME DESIGN MAGAZINES: We work with different home design magazines such as: Maison

actuelle,maisonfranaise,modeettravaux.Thistypeofmediasupportisinterestedforusbecause,

nowadayslotsofpeoplesearchnewideasinordertodesignher/himhome,so,appearinthistypeof

magazinesallowusbeingmorevisibleandtargetalargerrangeofcustomers.Thistypeofmagazines

ismainlyreadbywomenwhoarefrom20oldyearsto60oldyearsandwholikethesetypesofnew

ideas.

LOGOPACKAGINGMADLAINGJEAN-CHRISTOPHE


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SOURCES

- www.dyson.com

- PchsMortelsenMarketingbyPhilipKOTLER,Maxima,2007

-

Marketingcourses(modules),Mr.Wright

- Wikipedia

- www.definitions-marketing.com/Definition-A-I-D-A

- www.kotlermarketing.com

Documents

Ready2Go Body Dryer