Beruflich Dokumente
Kultur Dokumente
SafetyWallet
Marketing Team Project
COMM 223
By
Calin Solomon
Ana Moldovan
Fahim Islam
Jeremy Roy
Marie-Philippe Leblanc
Urvil Brahmbhatt
Presented to
Professor Tieshan Li
John Molson School of Business
Concordia University
09/04/19
Table of Contents
Table of Contents 1
Macro-Environmental Impact 3
Political Forces 3
Economic Forces 3
Social Forces 3
Technological Forces 4
Legal Forces 4
Environmental Forces 4
Segmentation, Targeting, and Positioning 5
Potential Target Market 1 5
Potential Target Market 2 5
Chosen Target Market 5
Value Proposition 5
Positioning Statement 5
Secondary Data & Sales Potential 6
Source I 6
Source II 6
Secondary Data Reflecting the Potential Market Size 6
Estimation of the Potential Sales 7
Marketing Mix 8
Product 8
Place 9
Promotion 9
Price 10
Bibliography 11
Appendix 12
Appendix I 12
Appendix II 12
Appendix III 12
Appendix IV 13
Appendix V 13
1
Identification of New Product
Sources Identification
Samsung, Welcome to the future
https://www.youtube.com/watch?v=XyIvSIY0MTM&feature=youtu.be&fbclid=IwAR1XK
VuF0-OyoumhnqEuNw8O6fmD7M25YOpX_s5RGq8RUfaBmWMsvUpqSKg
Future of the Smart Home: 11+ Innovations That Could Change the Way We Live
https://interestingengineering.com/future-of-the-smart-home-11-innovations-that-cou
ld-change-the-way-we-live
These are good sources because they talk about interesting ideas for products that do
not exist yet.
The Product
Combining tough materials such as Kevlar, with today's technology will make a wallet
that can handle anything.
Construction features: Aluminum case wrapped with Kevlar. Integrated rechargeable
battery with 6 month battery life. Fingerprint sensor. Integrated micro chip enabling the
wallet to be tracked anywhere.
Due the robust construction, the wallet would be extremely durable, as well as
fireproof due to the Kevlar construction. The use of rubber seals and liquid tape on the
inner electronic components and battery would also make the wallet completely
waterproof when closed.
2
Macro-Environmental Impact
The macro environments forces affect not only our business and its profitability, but
the economy as a whole, therefore they must be analysed thoroughly, since the future
of our business depend on it. These forces give us a broad perspective, a bird’s-eye
view, of the situation in which we, as a business, found ourselves in. These forces are
as follows: political, economical, social, technological, environmental and legal. We will
describe how each of these forces will affect the sales our product the indestructible
and impenetrable smart-wallet.
Political Forces
Our smart-wallet will be sold to to young Canadian and thus will be subject to the
influence of Justin Trudeau’s federal government. In order to maximize the sales we
have to comply with the economic policies of both the federal and provincial
government. Plus, it is critical to be aware of the policies surrounding market
regulations, market ethics and consumer protection. The government may also
influence the way businesses run, therefore we must follow the news in order to be in
the loop continuously and avoid getting blindsided.
Economic Forces
The economic forces are the ones who influences our business and profitability the
most. These forces must be taken into account when conceiving our marketing plan,
since they have the greatest impact on our sales and profitability. These economic
factors are inflation, interest rates, per capita income, gross domestic product (GDP),
the rate of exchange and consumer confidence index (CCI).
Canada's inflation rate is regulated by the central bank and is set between 1% and
3%. The monetary policy is set according to the inflation, meaning if we expect inflation
to go up, the interest rate will go up as well to counteract the increasing inflation,
therefore, the cost of borrowing will also increase as time passes by. It is crucial then
for our business to get whatever loan is necessary as soon as possible to avoid paying
unnecessary fees and increase profitability. According the the Bank of Canada (BOC),
the current inflation rate is 1.5%. This means that the costs of production will go up by
approximately 1% to 3% per year, and we must take this into account when
forecasting the profit.
The consumer confidence index (CCI) defines how optimistic or pessimistic
consumers are concerning current and future level of the economy. When the CCI is
increasing, we expect Canadians to increase their level of spending. As of january 2019
to march 2019, the CCI has increased by almost 1%, which is good thing since
consumers are more likely to purchase our product.
Moreover, Canada’s GDP has increased by 1.6% as of january 2019 according to the
BOC, meaning the economy is healthy and thus our smart wallet has more chance of
being a success and chances are that our sales will increase as time passes by.
Social Forces
One major trend that our business will take advantage of is the fact that Canadians
today are getting more and more concerned about their security, whether personal or
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digital. The fact that our smart wallet will be able to prevent theft and security breaches
will reinforce the value of our product and therefore cause sales to rise, since we will
exploit this fact using our marketing strategy.
Plus, according to the Canadian government young upper class citizens are more
likely to commute everyday to work and travel abroad more than ever before, therefore
increasing the need for our product which brings peace of mind, security and safe
haven.
Technological Forces
Society as a whole cannot function without the use of technology, whether it is for
communication, data storage and sharing, increasing the productivity of workers, the
adoption of artificial intelligence, and so on. One factor that will influence in a positive
way our product is the fact that young adults today have been growing up with
technology as part of their everyday life and cannot function without it. In fact,
everything is becoming digitalized, therefore the demand for our smart wallet will only
increase as time passes by.
In addition, our target market, that is generation X and Y, are so depend on
technology that they won’t mind paying an extra fee to stay “plugged in”, which is why
our smart wallet will be a success. This craving for technological improvement and the
need to be the early adopters of any product that is related to technology will ensure
the viability of our business and we will exploit this fact in our marketing strategy.
Legal Forces
The legal system will affect the way we produce, sell and distribute our smart wallet,
therefore they must be taken into consideration. These laws include consumer
protection, employment regulations, competitive regulations and patent protection.
Environmental Forces
We will conduct our business in Canada in the Greater Toronto Area, thus the
geographical location, the climate and the weather, the waste disposal management,
energy consumption and people’s attitude towards the environment must be taken into
account when creating our marketing plan to leverage the maximum potential our
product will have on consumers.
Since people value environmental friendly products, we will stress the fact that our
company stands for everything that is green related, again to attract the highest
number of potential customers.
4
Segmentation, Targeting, and Positioning
Potential Target Market 1
Our first potential target market consists of upper class Businessmen who live in the
GTA (Greater Toronto Area). This area is Canada’s most dangerous large city, where
we also find businessmen who tend to travel a lot, and who make over $300,000
(would easily afford the wallet).
Value Proposition
“The ultimate protection for your documents against theft, loss, and the elements, you
can’t put a price on peace of mind”
Our product is different from competitors products, because it has all the
technologically advanced features one would expect, such as fingerprint recognition,
tracking, and wireless charging, but also has unique safety features, such as rubber
(waterproof) coating, and a kevlar (fire and smash proof) shell.
Positioning Statement
“To young, Canadian upper middle class professionals who like to travel, our wallet
provides the perfect blend of technology and physical toughness to insure the best
protection for your valuables”
5
Source II
The second source that could be useful to the measurement of our market size is the
Country Report created by Euromonitor. The potential relevant data refers to the
section called “Consumer Lifestyles in Canada”, more precisely to the Online Shopping
section of the report (comparisons between online and In-Store expenditures). This
descriptive type of data might be appropriate to determine our market size, since
SmartWallet will be present for purchase in physical stores, as well as online. Passport
by Euromonitor is a good source, since it provides pertinent market descriptions, which
leads to a better understanding of our sales potentials linked to our market size.
6
Estimation of the Potential Sales
According to our respective market analysis, we notice a growing trend regarding the
market penetration of smart wallets, and wearable technology. This overview is a
positive aspect for the industry as a whole, which leads us to a steady sales growth
over the following years.
In order to draw an estimation of sales that is as realistic as possible, we decided to
base our calculations on multiple factors related to the total revenues of our product.
The market size evaluation is based on the characteristics we attributed to our target
pool of consumers, such as their age and their income. As mentioned earlier, we’ve
determined our potential customers to be young adults between the age of 20 and 34
years old who live in Canada, and earn an income which is greater or equal to
$100 000.00 per year. Based on Statistics Canada, there are 7,341,957 individuals
within that age range. From that pool of individuals, only 4% of it (293,679) earns an
income that is greater or equal to $100,000.00.
Afterwards, we’ve estimated that about 40% of those individuals are compatible to
our target market, by taking into account Canadians outbound travelling statistics and
their expenses on wearable technologies. With a target market size of 117,472
individuals, we’ve taken into consideration an annual market penetration rate of 5%,
which qualifies as a normal range for consumer goods (Jensen 2001).
By combining those variables with the price we’ve set for our product ($239.00), we
expect a revenue which increases accordingly to the market penetration rate. The first
year’s sales is represented into 4 periods of three months each. The table displays that
the total revenue for our first year of sales comes to a total of $1,695,733.
We believe this is realistic estimation of sales, since it takes into account the main
factors of sales predictions. However, we are aware of the high costs of production for
our product, since it requires advanced technology as well as quality materials.
Therefore, we do not expect to break even in the first few years of sales.
7
Marketing Mix
Product
SafetyWallet is the first in market trackable heavy-duty wallet designed to keep
important documents (such as passport) safe from natural elements, damage, and
theft. The product’s core benefit is the feeling of comfort and the peace of mind of
knowing important documents are safe from any threat.
The SafetyWallet is built with highly durable material, like aluminium and Kevlar,
which allow its contents to be safe even when exposed to severe conditions. These
materials make the wallet fireproof and waterproof. The security of the wallet is
enhanced using top-of-the-line security technology. SafetyWallet has an integrated
tracking microchip that allow for real-time tracking through the application when lost.
The owners can rest assure that even when out of reach or lost, the contents of the
wallet are safe from unauthorized access. Fingerprint authentication only permits the
actual owner from accessing the contents inside. Any repeated unsuccessful attempts
notify the owner through the app. The technological features are powered by a battery
that holds a charge of 6 months.
SafetyWallet is designed with elegance and simplicity in appearance making it a
perfect look for young professionals. The first model of the SmartWallet will be 4x4 all
black with a touchpad on the surface for fingerprint authentication. Instead of stitches,
waterproof glue is used to achieve its look while maintaining utmost security. The
application was also designed with the same ideas making it very user friendly and
simple in its function. As mentioned above, it allows simply for tracking and notification
of repeated unsuccessful attempts.
The product will have minimal packaging to go with our design choice but also to
meet our client’s rising environmental interests. The nature of the product does not
necessitate much packaging to keep the product safe through the supply chain. The
choice of minimal packaging will also instill confidence in customers as a product that
can withstand a lot. For branding purposes, the wallet will have a small cardboard slip
containing the company logo and key features.
The brand logo, as shown to the right, is a wallet with a fingerprint. It will allow for
customers who first come across the product to perceive it as an intelligent high-tech
security wallet. The fingerprint conveys the use of high-tech; it gives the sense that our
product is meant to bring safety, not only because it’s written in the brand name, but
because of the fingerprint and the slogan “peace of mind”.
All SafetyWallet purchases will come with a limited lifetime warranty against
manufacturing defects. This means that if a SafetyWallet breaks due to manufacturing
defects, they will be shipped a new one at no cost. Customers are also offered 24
hours support line where they will be able to ask any questions, voice complaints, or
give feedback. All online orders will be shipped with 3-day delivery. Our special focus
on customer support is our strategy differentiating us from our competitors and will
place the customer’s preference on us.
8
Place
The company will distribute the SafetyWallet using vertical and multichannel
distribution systems. Having both physical store shelf space, and an online presence
will enable the company to capture as many clients from the chosen segment as
possible. Because this is a niche product, we will use selective distribution, therefore a
technology store such as BestBuy would be an appropriate place to sell the wallet due
to the fact that a big part of what draws people to the wallet are it’s technological
features. BestBuy also has many locations across Canada, in every major city, and is a
retail store still frequented by the younger generation. The company, acting as the
producer, will sell the wallets directly to BestBuy, acting as the retailer, who will sell it
in their stores across Canada to the consumer segment. In order to act as a vertical
system, a contract will be made with BestBuy to ensure both parties work together to
have the greatest success.
Because the company is relatively small, online selling will be done through a service
called Shopify, where website maintenance, payment gate technology and software is
provided for a small fee of $30 per month, which is a membership, or partnership
contract (Menning). Setting up a Shopify store is very easy, and saves a lot of time,
resources and money. The shopify platform allows users to create their own website on
Shopify’s platform, so the website name will be included in advertisements to attract
customers to the website. The shipping of the product will be done in house by
employees of SafetyWallet, and will be done using new computer controlled
warehousing systems to make the process as efficient as possible, and needs as few
employees as possible. The after sales support will also be handled by SafetyWallet.
The online marketing channel process a Producer to consumer system, using Shopify’s
internet services to help with the online distribution.
The company will also enter into strategic partnerships with travel insurance
companies. The insurance companies can offer their customers the product as an
add-on to their insurance policies reducing the insurance premium. The insurance
company will purchase the product in wholesale pricing in an agreement with
SafetyWallet, similar to BestBuy, and will profit from selling it to customers.. The added
protection that the wallet will provide will result in less lost or stolen wallets, which
contain valuables and important documentation which would be difficult and expensive
to replace for the insurance companies.
Promotion
SafetyWallet is an unsought product due to it being a new, niche product, and thus
requires an aggressive sales plan. The company will be using a promotional mix
consisting of influencer marketing, personal selling, direct marketing and promotion
through retail channel. The main objective of promotion will be to increase product
awareness and persuade consumer (innovators and early adopters) to buy the product.
The company will be aggressively marketing on social media through influencers as
its the fasting growing customer acquisition method (Tomoson). Given our target
market, emphasis will be placed on sponsoring travel influencers across Facebook and
Instagram to advertise the wallet. Tech product blogs and YouTube channels will be
paid to review our product. Company representatives will also participate in annual
tech events in Canada’s largest cities such as Montreal and Toronto (3-4 events yearly)
where they will directly interact with young professionals and sell them on the benefits
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all while increasing brand awareness. During personal promotion the company will try
to connect product elements with people’s personality and more importantly, their
lifestyle, such as people who enjoy travelling frequently.
The company may also evaluate the effects of different advertising campaigns, and
make changes and adjustments as needed once the more effective advertising
techniques have been discovered.
Price
The pricing strategy that will be used will be cost based pricing, price skimming, and
competition based pricing. SafetyWallet is the first smart wallet on the market that
offers protections from all threats. No other competitor is offering a product with
unique combination of extreme durability, and high levels of technology, and would not
be able to immediately due to proprietary technology used, as well as the unique
design and patents of the product. However, there are other similar products out there,
which will help gauge what the price range of the SafetyWallet should be, which is
consistent with competitor based pricing (Armstrong, 360). Also, as mentioned earlier,
SafetyWallet is an unsought product requiring aggressive promotion (which, in turn,
requires a relatively high promotional budget). We believe that that this makes price
skimming not only appropriate, but necessary. It will allow for maximum revenue from
every layer of customers willing to pay a high price as the market evolves. Innovators
and Early Birds who are excited about the product due to the aggressive advertising
would be willing to pay more for the brand new product. After this, the price would
begin to drop to attract buyers who have a lower budget, and are not willing to spend
as much (Armstrong, 368).
A SafetyWallet will sell for an initial price of $249 CAD, which is within the range of
what other smart wallets cost. This price is based on similar products offered by our
competitors. Our product however, is superior in quality and built with high quality
material like Aluminium and Kevlar, which really differentiates the product. As initial
excitement and sales slow down, the price will fall to $229 CAD, which will be more of
a cost based pricing strategy, which means that the wallet will be priced in accordance
with what it costs to produce the wallet (Armstrong, 355). This should entice the next
level of buyers to buy the SafetyWallet, consistent with the price skimming technique
(Armstrong, 368).
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Bibliography
11
Appendix
Appendix I
Social Media Advertising
Social media Influencers are a new attractive way of advertising. As little as $1000
can give your product exposure to over 100,000 people according to Sarah Johnson
from CPC strategy.com.
This is also a good form of advertising due to the fact that young people are on social
media, and the target market for our wallet, is young people.
This is one of the most attractive, if not the most attractive form of advertising, and
exposure for our brand new product. One of the best ways to get the ball rolling, and to
get people to be excited about the product.
Appendix II
Quote of Competition Based Pricing
“Competition-based pricing involves setting prices based on competitors’ strategies,
costs, prices, and market offerings. Consumers will base their judgments of a product’s
value on the prices that competitors charge for similar products. In assessing
competitors’ pricing strategies, the company should ask several questions. First, how
does the company’s market offering compare with competitors’ offerings in terms of
customer value? If consumers perceive that the company’s product or service provides
greater value, the company can charge a higher price. If consumers perceive less value
relative to competing products, the company must either charge a lower price or
change customer perceptions to justify a higher price” (Armstrong, 360).
Appendix III
Information on Price Skimming
“Many companies that invent new products set high initial prices to “skim” revenues
layer by layer from the market. Sony frequently uses this strategy, called market
skimming pricing (or price skimming). For example, every time Apple introduces a new
iPhone or iPad model, the initial price is very high, because for the type of customer
who anxiously awaits the newest gadget, price is no object. After about six months the
prices come down slightly; after a year they are lowered even more; and after two
years, when rumours of the next version appear, the prices drop again. Finally, when
the latest model is released, the prices of the last generation model are drastically
discounted. During that period, carriers such as Bell and Rogers typically offer the older
models as free upgrades in exchange for a renewed three-year contract. There is a
segment of the market that waits for that to happen, and then buys the older model for
the lowest possible price. Market skimming makes sense only under certain conditions.
First, the product’s quality and image must support its higher price and enough buyers
12
must want the product at that price. Second, the costs of producing a smaller volume
cannot be so high that they cancel the advantage of charging more. Finally, competitors
should not be able to enter the market easily and undercut the high price” (Armstrong,
368).
Appendix IV
Main Competitor Comparison
Competitors prices vary tremendously, the cheapest example being the cashew wallet
which sells for the equivalent of $135 CAD plus shipping, and which has similar
features to our watch, but without the durable, high quality materials that the
SafetyWallet is made out of. The $249 price point of the wallet would not be too high,
but is a high enough price to imply quality, which is the case for the wallet.
Appendix V
Most relevant Secondary Data Source (B)
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