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Kicknetic Launch PlanHenry Deas, Mike Driskell, LaKendra Jackson, Jules Desrosiers
MKT/TM571November 14, 2011
Dr. Mary Weber
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KickneticThe rules are simple, Illuminate the Passion.
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Product Description
The ball is:•Spherical • Made of leather• 28 ins in circumference• 15 oz in weight• An eco-friendly portable generator• Available in green or white
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• Global health tool• Safe for night time play• 95% recyclable• Water-resistant• Non deflatable• Each purchase guarantees a deprived soccer
enthusiast a free ball
Product PositioningThe product that will gives more, so fans can
connect kicknectically
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• Consumers’ with an ultra-modern lifestyle• Moderate to wealth• Technically savvy• Emiratis Age:5 to 45 years old• Living in metropolitan areas • Influenced by celebrities and political leaders• Soccer fan
Targeting
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Market needs
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Market potential and market growth
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SWOT Analysis
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Competition
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Key markets are Dubai and United Kingdom
More than $17 billion in domestic imports annually; gateway to a $150 billion p.a. 2 billion population regional import market
A growing market: Dubai's imports have more than doubled since 1989
A prosperous market: strategic location at the heart of one of the world's richest regions
A diversified market: wide import requirements; opportunities for suppliers of most products
Marketing Objectives and Strategy
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Marketing Objectives - cont’d
Usage of Intermediaries will be vital to our success
Focus on targeting all soccer/football associations that are a growing trend in these areas
Organizations such as Soccerdubai.com and Soccerkidsdubai.com will welcome our product.
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The product price is set at $90 per ball
Humanitarian component - For each Kicknetic ball sold we will donate another ball to an area where electricity is scarce or non-existent.
1 for 1 - Customer receives their own Kicknetic soccer ball and another will be shipped along with a small LED light that is capable of running for several hours after the ball is charged.
Pricing-BOGO/Buy One, Give One
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Internet, Internet, Internet Electronic communications/Mobile Commerce Social Media - 36% of UAE’s population is
registered on Facebook. Possible reach in the UK is 30 million
Blog/News Sources Develop advertising program Media Timing and Allocation Public Relations/Press Relations Corporate Communications
Market Communication
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Exclusive Distribution vs. Intensive Distribution It is in Kicknetic’s best interest to invest in
INTENSIVE DISTRIBUTION.
Increase sales Gain customer recognition Build loyalty Impulse buying
Distribution Strategy
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Financial Information
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Role of Ethics
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Social Responsibility
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Reference