trunq marketing proposal
Post on 21-Feb-2017
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Elizabeth Tracy, Jake Savino, Ariel Syuhadayana, Benjamin Borg & Maria Galarza
Outline
Product/ServiceThe problemTarget MarketMarket ResearchCompetitive LandscapeMarket Strategies
Product/Service
Proposed Value Proposition
Share with the world
Save from the world
#trunqit
What can Trunq do differently?
Our ProblemWe believe that our value proposition and corresponding target markets are real, and
should be the focus of Trunq going forward. But we need to demonstrate that it’s real.
Target Market
Defining our Segments
Generic variables• Age• Family• demographics• gender
Applicable variables• Raised with physical scrapbooks• large family, family pets• Women scrapbook more than men
Segmenting questions• Which generation do you identify with?• Do you socialize in private groups on social media?• Do you consider yourself sentimental?
Segment Combination Table
Dislike Sometimes dislike Nor like or dislike Sometimes like Like
Yes, sentimentalX
A little bit sentimental
No, sentimental
Premiering Parents iRetirees
Sentimental
Millennials
Segment weight: 9● Gen X/Y● Likely first time
parents● Desire to document
baby’s life as an ongoing life story
○ Modern baby book
Segment weight: 6● Socially active retirees● Tech-savvy and social-
media gadflies● Looking to take stock
of their life: past, present, and future
Segment weight: 3● Late teens/early 20’s● Born in a 24/7 social
internet world and culture
● Looking for a private digital space to retreat to and make sense of themselves
Consumer Personas
Stacy and James recently had their newborn son, named Maxwell.
New Chapter in both parents’ lives.
Stacy is looking forward to:
Dressing Maxwell in cute baby clothes.
Taking pictures of him with everyone in the family.
James is looking forward to:
Teaching Maxwell about Baseball.
Recording Maxwell’s first word on camera.
Premiering Parents
Consumer Personas
Richard is a recently retired IT professional who worked for Johnson & Johnson for the last 25 years.
At age 63, Richard is now looking forward to the following:
Spending more time with his wife Elena.
Visiting their children and grandchildren.
Going on a journey to visit the national parks in the U.S.
The first order of business for Richard is to reflect on all the life events that has occurred in his life.
iRetirees
Consumer Personas
Jessica Recently graduated high school and is about to go to college.
She is headed to Loyola University Chicago.
Far away from her hometown Tulsa, Oklahoma.
As she is preparing to move to Chicago, she stumbles on her memory box.
She now realizes that she never took the time to sort her digital memories.
Sentimental millennials
Market Research
Current Users Survey
The survey was distributed by Trunq
n=13
Current Users Survey OMG! It is a sentimental moment. Let’s record to save it in a bundle or to share it “later”. No no no drawing on images no!
● Sentimentalism is a characteristic of the current users.
● Promoting Trunq as scrapbook could create a gap between expectations and perceptions.
What it matter:
Potential Users Survey
To reach the audience the survey was distributed on:
n=110
Potential Users Survey
Main conclusions:
Market opportunity for digital platforms that offer: ● Sharing feature.● Storage space.● Caring for privacy.
Trunq’s marketing communication should appeal for sentimentalism for the three targets:1. Premiering Parents2. Sentimental
Millennial3. iRetirees
Judgement is a key factor to record valuable moments. Sometimes people prefer feel, see and enjoy those moments.Opportunity for Trunq to promote sharing.
Potential Users Survey
Key Findings that support conclusions:
92% of respondents are socializing on private groups.
67% of respondents considered themselves sentimental.
73% of respondents would like to record their sentimental moments digitally
35% of respondents not always want to keep their valuable moments digitally.
83% of respondents are not sure if they want to post their valuable moments on more public social media
Potential Users Survey
About the respondents’ generation:
● Millennials
● Generation X
● Baby Boomers
● Greatest Generation
● iGeneration
45%
31%
12%
9%
3%
Valuable features in digital platforms
Secondary Research Moments when people taking photos with smartphones:
Life Events
Parenting
Travel
1. Old Millennials2. Young Millennials3. Gen X & Baby Boomers +
1. Gen X2. Baby Boomers +3. Millennials
1. Young Millennials 2. Baby Boomers 3. Gen X4. Old Millennials
Who is taking more photos about sentimental moments to share privately?
Moms
● They share photos of their child's life events with their family and friends.
● They share photos to influence family activities.
● They are who care more about safety issues in digital platforms.
Statista: Smartphone Owners who take photos using their Smartphone in the United States as of March 2015, by age
Mintel: Mom’s Social Media Use
Competitive LandscapeStorage Social Media
Public
Social
Friends
Private
Internet privacy levels
Public
Private
Functional Sentimental
Positioning/Perceptual Map
“Public records”
“Public personas”
“Simple backups” “Private
memories”
Marketing StrategiesPartnering & Networking Opportunities
Trunq-branded scrapbooks, baby books, photo albums and “shoeboxes,” produced in partnership with third-party manufacturers
Polaroid: print out Trunq items Trunq items printed on Polaroid instant film, similar to 80’s photos; a combination of two sentimental brands (Trunq and Polaroid)
Walgreens: photo print kiosks at Walgreen’s stores; brand partnership with pharmacy with thousands of locations nationwide to print items already in users’ Trunqs (branding on top of existing Walgreens print services)
External Communication
Partnerships and sponsorships of “mommy blogs” to reach Premiering Parents with newborn children
On-campus advertising at colleges and universities to reach Sentimental Millennials
Print advertisements in AARP magazines to reach iRetirees
A “Trunq-approved destination list” of travel/vacation spots that Trunq users report as “Trunq-worthy”
Digital advertisements for wedding registry sites, bar/bat mitzvah sites, and other media outlets dedicated to specific important life events
Proof of Concept ad
Hypothetical print advertisement
Demonstrates value proposition instantly - you can see it
Dichotomy allows for infinite potential versions
“Not worth saving” vs. “worth saving”
Useful mostly behind-the-scenes
Investors
Market research participants
*Could* be used in future, if desired
Questions?
Elizabeth Tracy, Jake Savino, Ariel Syuhadayana, Benjamin Borg & Maria Galarza
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