MARKETING TERM REPORT: READ-EASY ASSISTIVE TECHNOLOGY

Fall 2011

Submitted By: Aliya Nasir(12265), Anum Imran( 11425), Zehra Hasan (11426) Huda Waqar (11578)

ACKNOWLEGDEMENT
First and foremost we would like to extend our gratitude to Al-Mighty Allah who has given us the ability, knowledge and resources to come up with the concept and to make this report. Furthermore, we would like to Thank Mrs. Kausar Saeed and Mrs. Saima Waseem who gave us the opportunity and helped us in making this piece of work and inculcated in us the information, knowledge and enhanced our abilities and confidence to carry out the task of completion of this report.

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EXECUTIVE SUMMARY
This report analyses the situation of the market and the consumer inclination to cater a portable assistive technology product. It gives a view of the product, its features, life cycle, pricing, sales and promotions, branding, mission and vision, market segments and positioning and gives ideas and recommendations so as whether to introduce to product or not and if introduced what are the necessary steps to be taken prior to introduction

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Table of Contents
INTRODUCTION ............................................................................................................................... 1 ASSISTIVE TECHNOLOGY ............................................................................................................. 1 ASSISTVIVE TECHNOLOGY IN PAKISTAN ..................................................................................... 1 THE PRODUCT ................................................................................................................................. 2 Core customer value and actual product ................................................................................... 2 Augmented Product: ................................................................................................................... 3 Further growth and improvement: ............................................................................................. 3 TYPE OF PRODUCT: ......................................................................................................................... 3 VISION STATEMENT: ....................................................................................................................... 4 MISSION: ......................................................................................................................................... 4 MISSION STATEMENT: .................................................................................................................... 5 OBJECTIVES: .................................................................................................................................... 5 The companys internal environment: Finance, R & D, competition & Publics: ........................ 6 The Companys External Environment: ...................................................................................... 6 SWOT ANALYSIS .............................................................................................................................. 8 Strengths ..................................................................................................................................... 8 MARKET RESEARCH ....................................................................................................................... 10 FACTORS AFFECTING CONSUMERS BUYING BEHAVIOR .............................................................. 11 SOCIAL FACTORS ....................................................................................................................... 11 PERSONAL FACTORS ................................................................................................................. 11 MAJOR SEGMENTATION VARIABLE FOR THE CONSUMER MARKET ............................................ 13

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Age and life cycle: ..................................................................................................................... 13 Density: ..................................................................................................................................... 13 City ............................................................................................................................................ 13 Occasion .................................................................................................................................... 13 Physical disability ...................................................................................................................... 13 TARGET MARKET SEGMENT: ......................................................................................................... 14 BRAND NAME, DIFFERENTIATION AND POSITIONING STATEMENT............................................. 15 Brand Name .............................................................................................................................. 15 Positioning statement: .............................................................................................................. 15 The competitive advantage: ......................................................................................................... 15 PRODUCT LIFE CYCLE STRATEGIES: ............................................................................................... 16 ADVERTISING AND SALES PROMOTION:....................................................................................... 18 MARKETING CHANNELS: ............................................................................................................... 20 PRICING: ........................................................................................................................................ 21 ANALYSIS AND CONCLUSION ........................................................................................................ 22

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INTRODUCTION
ASSISTIVE TECHNOLOGY
Assistive technology or adaptive technology (AT) is an umbrella term that includes assistive, adaptive, and rehabilitative devices for people with disabilities and also includes the process used in selecting, locating, and using them. AT promotes greater independence by enabling people to perform tasks that they were formerly unable to accomplish, or had great difficulty accomplishing, by providing enhancements to, or changing methods of interacting with, the technology needed to accomplish such tasks. Likewise, disability advocates point out that technology is often created without regard to people with disabilities, creating unnecessary barriers to hundreds of millions of people. Therefore assistive technology is hardware, software or a combination of both to enable the disabled to lead a normal life and do what every blessed individual is able to do.

ASSISTVIVE TECHNOLOGY IN PAKISTAN

Assistive technology in Pakistan is readily available but is not very portable, for example for the people with low vision, magnifiers, OCRs and flatbeds are used to give them the opportunity to gain access to the computer and reading material, but these device are restricted to the places they are fixed or used or available at. Our product intends to eliminate that. Read-Easy is a product that will enable the blind, visually impaired and people with low vision read whatever, wherever they want.

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THE PRODUCT
Core customer value and actual product
In this era of cutting edge technology, where advancement in technology has reached different heights we believe there should exist a device to cater the needs of blind and physically impaired people; therefore we intend to create a portable text reader that is affordable and readily available to the blind community. A truly portable text reader would allow the user to take the reader to the print, rather than bringing the print to the reader. While there are many existing solutions that assist individuals who are blind
with accessing print such as Braille books, refreshable Braille devices, audio recordings, screen readers, and text scanners; none of these provide a reading experience that parallels the ease with which sighted persons access print. For example, these currently available technologies dont allow the user to take a book from the shelf, peruse the table of contents, and then flip through the pages of a book to find the desired page. Aside from Braille and DAISY books, the user even finds it awkward to re-read difficult passages in a book, as is often necessary when studying a textbook or a reference book. The goal of the READ-EASY-Reader project as an assistive or adaptive technology is to allow the readers who are blind or visually impaired to do all of these things. Read-Easy is a portable device

for the visually impaired and people with low vision that will facilitate reading; a tiny
video camera could be mounted in a pair of stylish glasses, and connected wirelessly to a Personal Data Assistant (PDA) sized device. This device processes the video stream with OCR and text-to-speech software, and then synthesizes a voice that can be heard through tiny sound emitters fixed to the ends of the leads on the glasses where they would fit neatly and comfortably behind the ears, thus not impeding the users ability to hear. The device will be

operated through a chargeable battery; the camera will be automatically adjustable to the light available and will be light in weight. In addition to this, it has a feature of speech recognition; the device can work on the command of the user. If the user wishes to read a certain desired page which he has already read, or wish to go to the page he wants to read, the device will help the user to go to that certain page by guiding them. For example it can answer questions like on which page they currently are and how Read-Easy, Care Innovations Page 2

many pages they need to flip to get to the desired text. Such a device is one of its kinds which will make the user less dependent and self reliant.

Augmented Product:
A years after sale service and warranty will be provided and the cost will be included in the price. More over the product support will be provided via a toll free number. All feedback will be listened to and given importance.

Further growth and improvement:

Other than that the product will be constant improvement with respect to technology, style, design and comfort will be made. Feature will be improved for example, initially the product will be launched with the compatibility to read Urdu and English only, later Arabic can be added. Other than this, a case to keep the device will also be given and so forth. Consumers will be free to choose from a range of colors which include a wide range of colors of glasses.

TYPE OF PRODUCT:
The product will be categorized as a specialty product because it will be a carefully targeted product to cater the needs of specific people, it will be of a slightly higher price and people, once they decide to buy the product, will be willing to make special efforts to get access to the product.

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VISION STATEMENT:
The more you read, the more you can be; Empowering everyone with the ability to read. Constantly working and creating better educating tools for the visually impaired; Discovering new aspects of technology to equip them with the best of knowledge and increasing their self-reliability; in the pursuit of giving the visually impaired a better life.

MISSION:
Though we rarely stop to think about it, sighted individuals are continually bombarded every day by the printed word. Some of the sources of this abundance of print media in our environment include transportation, advertising, news and commercial

signs. Sighted individuals are continually exposed to information from these and other sources, without even being consciously aware of this fact. However, this is a phenomenon that people who are blind currently do not experience.

The workplace is another area in which the ability to read text is simply taken for granted. Staff meetings and task groups often revolve around print and graphic based presentations from which an employee who is blind is simply excluded from. Even the process of eating out is complicated by the fact that few restaurants have menus in Braille.

All of these facts underscore the necessity for a portable text reader that is affordable and readily available to the blind community. Such a device would go a long way Read-Easy, Care Innovations Page 4

towards filling this socially vital need to freely access printed material. While several assistive devices have been developed in the past to assist with the reading of printed text, they have all fallen short of the user expectations. In particular, most have been too cumbersome and/or not readily available to be practical and truly portable. What is needed is a portable reading device that would allow the user to take the reader to the print, instead of having to bring the print to the reader. This is one of the important long-term goals of the Read-Easy project

MISSION STATEMENT:
Giving you the freedom to read where and whenever you want; we are committed to develop improved tools that enrich the lives and assure the independence of the visually impaired and the people who have low vision.

OBJECTIVES:
To Provide solution to the blind people and cater their need to read, connect, compete and participate in this rapidly changing highly mobile world without having to learn Braille To help people with low vision, especially the elderly or the ones who have partially lost their sight to cope up with the loss and resume their life comfortably in the dynamic world To communicate the printed knowledge to people with visional disability enabling them to learn and reducing the illiteracy rate To help the visually impaired live a normal life with reading the texts surrounding them, be it any billboard, magazine, newspaper, book or even the number of the public bus in front of them To digitally empower the apparently deprived with the ability to read, learn and communicate To use technology to assist the visually impair become independent and confident Read-Easy, Care Innovations Page 5

ENVIRONMENT ANALYSIS
The companys internal environment: Finance, R & D, competition & Publics:
The company shall raise its funds via the investments made by the partners in the share of the company, a strong R & D department must be developed so as to improve the product and bring new innovations and modifications as per the changing needs of people. Such portable devices are not very popular in Pakistan, itll be new concept, but however, complicated methods of learning such as Braille and other flatbed scanners and magnifiers are being used to teach people with sight disability. The product is of competitive advantage because its portability and ease of use. It is suitable for daily use and has no unfavorable or complicated procedures to reach to the aim of reading. Customers, after the adoption of the product, are likely to be highly satisfied, the value delivered to them will be fair enough to compensate the outlay and the after sales services tend to keep them pleased.

The Companys External Environment:

Pakistan has a total number of about 3 million blind people and there is an annual increase of 0.15 million people. Moreover the elderly whose vision decreasing over their age can be another demographic segment of the market. Moreover the rural areas where the visionary impaired are totally dependent on their families with no facilities to reach the learning programs for blind will prove to be a potential market; with collaboration with NGOs and the government the product can be even made available to the people in rural areas of the country. Technological advancements are welcomed in the urban areas, where as rural areas are slightly resistant to adopt such advancements but gradually over the period of time they do adopt these changes. People realize the importance of being able to read, learn and communicate. The Read-Easy, Care Innovations Page 6

economic conditions of the cities can prove to be very favorable, people tend to facilitate their visionary impaired kids and elderly with such gadgets so as to empower hem but in the rural areas where poverty is high, most of the population will have to seek the financial support of NGOs, the local rural leader and the government to get the product, or the product will have to be modified and designed in such a way that the cost is lowered and the product can be made available to this segment of the market at a lower price.

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SWOT ANALYSIS
Strengths
A unique concept and an innovative product A lot of room for modification and addition of features Easy, hassle free and user friendly Motivated, passionate and directed team Portable and light weighted device in the true sense Tendency in people to donate for the help of the disabled No such competitive device exists at the moment To help the visually impaired live a normal life To communicate the printed knowledge to people with visional disability enabling them to learn and reducing the illiteracy rate Speech recognition feature Monopoly in the market

Weaknesses:

Consumers might hesitate to buy the product as the physically impaired people are weakened emotionally, morally. Might find the use of other compatible products better High cost of the technological personnel that will comprise of R & D department High cost of production

Opportunities:
Such a device is one of its kinds. Can provide it in rural areas where approximately 70% of the disabled population lives. Read-Easy, Care Innovations Page 8

The NGOs and government are inclined to make life better for the disabled; major marketing support and funding can come from these institutions The schools and training centers can be reconnoitered as business customers for the product Lack of sufficient numbers of trained teachers, inadequate facilities and equipment to teach the visually impaired reading. To develop a strong high tech manufacturing unit and R & D so as to create a barrier to entry for other firms

Threats:
As no such device exist at the moment, other social welfare trusts can bring in such device with a lower competitive price. High costs during the initial development of the product, consumer might hesitate to buy the product. Tendency in the population to stick to the condition they are in, the population might not want to give up on relying solely on the traditional Braille system to teach the visually impaired reading People accept and make the impaired dependent on their families, this has become a norm, the do not think that the people with low vision go about life without their help Ongoing energy and political crisis

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MARKET RESEARCH
Adequate data is collected about the market and its size through secondary sources and personal interviewing. The conclusions are as under Pakistan has a total number of about 3 million blind people and there is an annual increase of 0.15 million people. Nearly one in ten people in Pakistan are visually impaired, with more than two million people blind in both eyes. Almost 70% of which live in the remote areas, and are unable to travel to cities where there are facilities to help them learn braille to equip them with knowledge and education through reading. There are less than 20 schools all over Pakistan that facilitate teaching of reading techniques to the blind Personal interviewing and observation of various elderly people reveals as their age increases the ability to see decreases causing severe hindrances in reading

The Elderly Population in Pakistan (past, current & projected)

Year Census 1951 1961 1972 1981 1998 Projected Estimates 2013 2030

Total 1.92 2.92 4.57 5.88 7.34 11.19 22.07

Elderly Population (million) (60+ years) Male 1.03 1.68 2.63 3.40 3.99 5.69 11.09

Female 0.89 1.24 1.94 2.48 3.35 5.50 11.09

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FACTORS AFFECTING CONSUMERS BUYING BEHAVIOR

SOCIAL FACTORS
THE SOCIAL FACTORS can considerably influence the buyers behavior in this case; reference groups and family recommendations will prove to be a great source of word of mouth marketing. If a relative recommends the device to another, the other relative is likely to buy it or recommend it further as the situation implies.

PERSONAL FACTORS
Age and life cycle stage will have a significant effect on the buying decision of a consumer, if a person is elderly and/or retired he is likely to be compelled to buy the product due to the low vision and difficulty in reading he/she faces People who pursue their careers as professors, lawyers, and other intellectual occupations that require a lot of reading tend to buy the product if their vision seems to be deteriorating or in the event of visionary loss as a result of some mishap or accident. People with a reasonably handsome income of above Rs.50, 000 per month, can afford to buy the product and facilitate any dependent family member who has this disability Thus motivation to buy this product will only arise in case of the need to use it, where as it is important to perceive the product as highly beneficial for the cases in which it applies otherwise the motivation to buy it might diminish.

TYPE OF BUYER DECISION BEHAVIOR

The buyer decision, in the case of this product, will be a complex buying behavior because there is high involvement with respect to price and the sensitivity of the emotions of the disabled person who is to use the product and there are significantly different assistive technology devices available for use of such persons. Since this is a new product, it will have to go through the adoption process which comprises of the following steps: Awareness - This is the area where major marketers spend a lot of funds. Simply speaking, if one is not AWARE of the product, he/she is never going to BUY the product.

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Interest and Information Search - Once consumers are aware, they start searching for information. Whether it is their daily soap, car or for that matter their homes, they wont buy it unless they KNOW about it. Evaluation the consumer considers whether trying the product actually makes sense Trial the consumer tries the new product to improve his/her estimate of the products value Adoption - The actual adoption of the product. Wherein the consumer finally decides to adopt the product. The above process is influenced by the following characteristics of the product Relative advantage Compatibility Complexity Divisibility Communicability

The product under consideration have the relative advantage over relative advantage over other assistive technological products being used in Pakistan that it is portable and light weight so it can prove to be useful in the daily routine life of an individual. It will be highly compatible and will provide the benefit of reading a lot any texts it goes through to the user resulting in better knowledge of the surroundings and what is being taught through books. Moreover it has no complex user interface; it is easy to use and simple on and off system to put it in or out of service. It is not actually divisible but can be trial at the point of sales. The results will be communicable to a great extent, the consumers can easily express the utility they derive from the use of the product.

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MAJOR SEGMENTATION VARIABLE FOR THE CONSUMER MARKET

THE consumer market of this product can be segmented on the basis of age and life cycle, density, city, occasion and physical disability.

Age and life cycle:

As discussed earlier, the vision of a person deteriorates with the increasing age, that is age and vision has an inverse relationship, the decreased vision causes great difficulty in reading texts which can be facilitated if the product is used.

Density:
Nearly 70% of the disabled people reside in the remote rural areas and suburban areas of the country, the market can be reached and explored as a business opportunity as these areas lack or in fact are deprived of the facilities necessary to educate the blind

City
Cities, where the schools for the blind are located, can be a segment so as to introduce the technology in the schools and eliminate the need to teach the popular braille language, which takes time and effort to teach and the personnel that teaches the technique is also very rare and expensive, other than that the current technologies being used are not portable and are fixed to a single place wherever they are being used, they cant be carried and used as a tool to replace disability with the ability

Occasion
In the unfortunate occasion when a person loses partial or even full eye sight because of an accident or any disease, this device can help him or her cope up with normal routine life

Physical disability
500,000 kids born annually in Pakistan who are visually impaired by birth, which makes an average of one case per minute. Therefore, they can be given the ability to read, learn and compete with this world by using this device

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TARGET MARKET SEGMENT:

The main target market for our product is obviously the people who are visually impaired. Moreover, friends and relatives of such people will also be targeted as READEASY can always be given as a very special gift to a visually impaired person. We will choose the concentrated marketing strategy as we want to capture a large share of this relatively small market. We will direct our marketing resources to the particular places where we can easily reach the people who actually need our product. These places include schools for visually impaired, the eye specialists clinics and different hospitals. We will also introduce our product to eye doctors so they may recommend READ-EASY to their customers. Other than the physically impaired, segments that consist of age and life cycle and cities are substantial enough to be targeted, in cities the customers can be the organizations that teach the visually impaired to read for example IDA RIEU in Karachi, they use different device and tools to teach the Braille and they use magnifiers and scanners etc., the cost of all these can be cut down and brought to a single cost of getting READ-EASY device so that they can get over the hassle of teaching Braille and maintaining and operating such fixed devices; a person can directly be brought on to learning by listening procedure at such institutes. In cities people who are aged can easily be targeted and accessed, as there are many active senior citizens who want to work and live independently but are unable to do so because of this handicap. Later when this product has established its market, entering the rural areas with features compatible with their society and environment can be considered but not at the moment since the product is in the development stage, once it is developed and has received and developed its brand name and reputation, the rural areas can be considered as a target market.

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BRAND NAME, DIFFERENTIATION AND POSITIONING STATEMENT

Brand Name
Care Innovations, the brand will be called care innovations and will be working to develop products to help the visually impaired lead a normal life

Positioning statement:
We are your partners; we seek to enable independent living - We Care, we make it so much easier. Using informative and persuasive advertisement for our product might offend physically impaired people, and would be inappropriate to do so for unethical reasons. To the visually impaired, READ-EASY is a completely new experience which enables them to experience print like they could actually see it! A products position is the way a product is defined by consumers on important attributes pr the place the product occupies in consumers minds relative to competing products. We will position READ-EASY as a necessity for a visually impaired person. This will be done by making them realize that how easy their lives will become by using this product. Furthermore, READ-EASY will be positioned as a product which is extremely user friendly and hence can be used by people of all ages. Consumers will know that the product is completely portable and can be easily carried around, where ever you go.

The competitive advantage:

Although our product will be of a slightly higher price than the products which are being offered to help the blind community at present, it will still have a competitive advantage over other product such as Braille books, refreshable Braille devices, audio recordings, screen readers, and text scanners. This is because READ-EASY is a completely new innovation and none of these present products can directly compete with it.

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PRODUCT LIFE CYCLE STRATEGIES:

After launching our product we want our product to enjoy a long and happy life. The exact shape and length of the life cycle is not known in advance. Product life cycle stage has a significant impact upon business and its corporate performance. The product life cycle stage identifies distinct stages affecting sales of a product. Our product is at the product development stage where we have developed a new product idea. During its development our sales will be zero but the investment costs will mount. Adjustment in the marketing mix is required to face the challenges and opportunities faced. Our market size and growth will be slight. Substantial research and development costs have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels. Product will be carefully monitored to get the product to the growth stage of the product life cycle. Distribution and promotion expenses will be

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high. Promotion spending will be relatively high to create awareness of the new product. The strategies that will be used in each of the product life cycle stage are expressed in the following table

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ADVERTISING AND SALES PROMOTION:

It is necessary to build product awareness among early adopters and dealers. In our case our target is to make visional impaired people aware of our product. Advertising is a specific form of communicating task to be accomplished with a specific target audience during a specific period of time. in order to target the elderly people and the people with low vision advertisements will be used on televisions so as to attract their or their familys attention. Usually the advertisements will seek to empower them with text reading independently specially that of newspapers, books and the Holy Quran. The advertisements will appear on the television, the internet and the newspapers; banners and posters at hospitals, eye care centers and school for the visually impaired will help reaching the target audience. Advertisement design and other services will be outsourced to an agency. Using informative and persuasive advertisement for our product might offend to target the physically impaired people, the ones who are blind by birth and other such cases, and would be inappropriate to do so for unethical reasons. To prevent that from

happening we will use different NGOs to promote our product. Other social welfare trusts such as POB Foundation which is a registered charity organization working for the prevention & treatment of blindness with in Pakistan and across the globe, can help us to promote our product. Patients who are visually disabled can make use of this product to see the world in a better way. Different sponsors can help us place our product at different NGOs all across Pakistan. Also we can create awareness among doctors about our product so that they can suggest to elderly people who have vision problem or other sight problems. Advertising budget needs to be determined before developing advertising strategy. Effecting form of sales force to sell our product and create awareness among customer would be through personal interactions with customers. This will help build strong customer relationship. Appointed people will be sent to different NGOs and hospitals where they will interact with people to know what problems they face, also make them aware of this new technology. The people who do the selling go by many names such as Read-Easy, Care Innovations Page 18

salesperson, sales representatives, district managers etc. Apart from personal selling team selling can be used to serve large customers needs. Such teams might include experts from any area or level of the selling firm such as sales marketing technical and support services, R & D engineering etc. Recruiting and selecting sales people is also an important objective. Selection of good sales person is essential for effective sales promotion. Training can be provided to people for a few days weeks or months via seminars sales meetings and web learning throughout the sales person career. A sales promotion activity can be at a school for the visually impaired, the company may want to go and increase their publicity by holding a oral contest of general knowledge and the winner would get Read-Easy as a gift. Similar activity can be carried out at home for the blind and elderly. Elderly readers can be reached for sales promotion at eye care centers and hospitals and can be made aware of the product and its features

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MARKETING CHANNELS:
Marketing channels is a set of interdependent organization that help make a product or service available for use or consumption by the consumer or business user. It creates greater efficiency in making product available to target markets through contacts, experience, specialization and intermediaries. A conventional distribution channel will be used to promote our product. It will consist of independent producers, retailers and consumers. In it each is a separate business seeking to maximize their profits, no channel member has control over the other member and no such channel conflicts exist. There will two channels to buy the product, either to get it from the a few authorized retailers who will have the product available at their outlets or to buy it directly from the companys outlets in the city.

Producer

Retailer

Consumer

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PRICING:
The Market Penetration Pricing Strategy will be used in order to penetrate in the market quickly and deeply to attract a large number of buyers to Read-Easy and win a large pool of customers by setting the initial price low at the cost of skimming off a portion of the profits. The increasing sales will eventually decrease the average cost per unit. The price shall be cost based pricing, 20% of the cost will be taken as profits. Other than that there will be promotional pricing strategies implemented at the retail stores that will showcase the product. Moreover discounts and allowances will be given and geographically segmented pricing can also take place at the time when the product is launched in the rural areas.

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ANALYSIS AND CONCLUSION

Since the product is a relatively new concept of empowering the visually impaired people with such a device and giving them the freedom to move around, read,, work and explore other growth opportunities for themselves it will take some time to be popular, moreover the heavy investments in manufacturing and research and development might possess a high degree of risks because in case the product fails, the loss will be too much to bear. Therefore the social and economic barriers will become a hindrance in the success of the product. What can be done is, to conduct a detailed market research and do a cost benefit analysis to figure out whether such a project is practically applicable in Pakistan or not, other than this, what can be done to further ensure the adoption of the product is to import certain similar portable devices from the west like Intel Reader, GE Quietcare, ABiSee etc. that are portable to an extent and get it trialed on a sample large enough to give an idea of the response of the target market to such portable devices and if the response is positive, the Read-Easy project can be implemented and carried out and it will then not be wrong to believe that gradually people will adopt the product and find it great to make use of the benefits provided by it.

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