PRODUCT DESCRIPTION:

ZEUS LLC want to introduce a new product which will be a dynamo based phone charger for bicycles. It is aiming at one large group of people - cyclists of all kinds. These are amateurs who like sports as well as professional cyclists or even parents who want to be in touch with their bicycling children.

This C+R (Charge & Ride) device will make our mobile phone immortal during every bicycle trip. We just have to attach it to our bike and enjoy free environmentally friendly energy that fills our cellphone while we're riding. Apart from dynamo charger, the device has many different directions for use. It has a little portable solar collector, which can be used for charging phones and mp3s on a long camping trips.

When we are not riding a bike at the moment and the weather is so bad that our solar collector is of no use we have also third option. We can remove the device from the bike and use its hidden handwheel to charge our mobile. Additionally device can be used as GSM antenna booster. With our phone charger no situation can cut off communication between us and our family or friends. The main features of the device are convenience and durability, which makes it safe to use even by small children during long travelling. Equipped with many charger endings it can charge mobile phones of all available brands. Because of low cost of production we can deliver product that have good quality at reasonable price. Our product has very nice, representative design. Its available in different color and overprint variants for fastidious customers.

source: technologybook.eu

Target Group:
Sociological-demographic: Age: 12-16 and 16-25 (two groups because of need to split marketing campaing because of different needs) Income: $ 2500-4000 (household income) Gender: both Habital residence: big cities, cities with bike lanes Education: any Psychografic: life-style: active hobby: bike riding, sport usage rate of product: 2-3 times a month

Needs satisfied:
device that can keep cellphone charged during cycling trip contact with children mp3 charger GSM antenna booster environmentally friendly device

SWOT Analysis:
Strengths: nice design high quality long-term durability of the product many charger ends many different directions for use very handy product safe, even child can use it low cost of production reasonable price environment friendly Weaknesses: new brand limited founds no customer loyalty yet Opportunities: more parents want to be in touch with their children all the time Holland market (+Sweden, Finland) healthy lifestyle becomes more popular batteries are holding a charge for very short time Threats: competitors (e.g. Samsung, Nokia, Sony Ericsson) might come up with similar product or start to promote existing different charger endings can be introduced

Market situation
Our product type is not so popular, any advertising campaigns doesn't exist at all. Competition does not focus on it. This is our chance to enter the market and create campaign which will focus our target group. In first year we would like to sell 150-200 000 chargers. This will make profit of $4.000.000. Forth part of it will be passed to our marketing department to create better advertising campaign, maybe some events. Our goal for second year is to sell 500 000 chargers. It can be achieved only if we will target our group quickly, with well prepared ads which will make our customers believe that product is satisfying their needs.

Competition
Our main competitors are Nokia and Wenzhou Success Group CO., LTD. Nokia:
big and powerful competitor

can be a real danger products are a bit too expensive, overpriced our chance is to gain market before Nokia will decrease prices

Wenzhou Success Group CO., LTD.: triple L: very low prices ($10-20) low quality of product low chances to compete with us

Our goal is to gain selling level of Wenzhou while having high quality products like Nokia do.

Production:
We intend to produce our product in Brazil to reduce production costs while maintaining high quality. We do not want our products to be associated with "Chinese rubbish. " With specialized technology, we can guarantee excellent performance and smooth operation for a long time. The cost of materials needed to make one charger is about $ 4. Construction of a single device is relatively short and simple, so employees are able to produce a large number of them in a short time. Because of it with a good use of man-power and efficient time organization, total cost of producing one unit is about $ 8.

Distribution:
At the beginning of the country dominated by cycling (the Netherlands, Sweden and Finland), followed by well-developed countries, where bicycles are a popular hobby. Next comes the rest of Europe, etc. The product will be available mainly in sports and tourist shops and in our online shop (perhaps in large supermarkets, too. Probably in second year of existing on the market). Because of small size and light weight of the charger, and that they will be transported in large bundles containing many units, transportation costs are limited to $ 2-3 per piece.

Price
Our price policy will focus on not being positioned among Chinese Rubbish products but we would like to take meaningful place in both, market and customers minds. We all believe that setting price at level of $25-30 will lead our product to not cost more than $40 after all taxes and other fees. We don't want it to be cheap. We want it to be good in reasonable price.

Promotion
In case of our product, promotion is the key to success. Because of limited funds ($10 000) we can't use high budget TV ads or billboards. Events are our power! Firstly, before entering the market we gonna create Events on Facebook and invite as many people as possible, maybe hire someone to help us inviting ($3/1000 people invited, max: $300). It will be a bit controversial (Zeus is sending his son to save earth citizens) but this will create free rumour about us in media. Then we will make it clear that son of Zeus is our product. Next step will be advertising when product will appear on market. In this part we will create another event (FREE promotion is BEST promotion). This will be photo-contest. Every week of one month (June or July) we will post on our website the map of points people should visit this week. In each of those places we will have our advertisors giving free bicycle accesories and each person who will take photo with special statue of Zeus, upload it on our website using his Facebook account will take part in lottery in which the main prize will be some really good bicycle (bicycle-cost: $2000+cost of organizating those events: $4000) For younger targeted group (12-16), we will visit some schools and take part in bicycle license exams, maybe giving them some speech about safety on bicycyle, of course mentioning that sometimes there is a need to use a phone but when it's not charged it can be really dangerous and that's why they should force their parents to buy for them our product. In late stage of promotion, when our product will earn enough (after 1 year) we will start takeing part in bigger bicycle events, races and even organize some race.

Marta Bazylewicz, Aleksandra Sowa, Micha Kulesza