PHONEBLOKS A PHONE WORTH KEEPING

Balindal Suttatanachod, Branden Maes, Katrina Kalsø, Roby Camagong, Wolfgang Feger

OVERVIEW

1. SITUATION ANALYSIS A. MARKET SUMMARY B. SWOT ANALYSIS

2. MARKETING STRATEGY A. MISSION B. TARGET MARKET C. POSITIONING D. STRATEGY

3. MARKETING IMPLEMENTATION

MARKET SUMMARY

Age Android iPhone

18-24 43% 31%

25-34 40% 34%

35-44 33% 29%

45-54 27% 25%

55-64 17% 19%

MARKET SUMMARY

Household Income Android iPhone

<$30k 28% 13%

$30K-$50K 27% 23%

$50K-$75K 31% 25%

$75K+ 31% 40%

MARKET SUMMARY

Education Level Android iPhone

Less than high school 25% 11%

High school graduate 27% 17%

Some college 31% 27%

College or higher 29% 38%

SWOT ANALYSIS

Strengths !

Customer Empowerment Sustainable Product

Weaknesses !

Partner-reliant Software Compatibility

!

Opportunity !

Up-to-date Technology Different purchasing power

segments

Threats !

Software Highly competitive market

MISSION

To build a shared open-source platform for customers around the world to develop the

sustainable and adaptable technology devices that they need.

TARGET MARKET

Segment Target Market

Geographic Region United States

Demographic Age 20-44

Income >$30,000

Generation Gen Y & Gen X

POSITIONINGBrand Mantra

A phone worth keeping

POP Smartphone Mobile Tech

Hi-tech

POD Customizable Idea Sharing

Pricing Strategy Non-obsolescence

Substantiators Unique design, Innovation platform, Open-source, Custom,

Eco-friendly, Core product never becomes obsolete

Values/Personality/Character Future-looking, Customer-centric,

Creative, Listens

Exceptional Properties/Visual Identity

Light Blue & White, Phonebloks Logo, Slogan

PRODUCT AND PRICING STRATEGY

Model Core Features (Bloks) Price

Basic Model

Standard Model

Premium Model

$100 (16GB)

$250 (16GB) $300 (32GB)

$400 (32GB) $450 (64GB)

3G, speaker, 6 hour battery, 16GB storage, 5 megapixel camera; blok upgradable

compatibility

4G, wifi, speaker, 8 hour battery, bluetooth, USB, 8 megapixel camera; blok upgradable compatibility

4G, wifi, premium speaker, 16 hour battery, USB, 12 megapixel camera; blok upgradable compatibility

DISTRIBUTION STRATEGY

• BLOK STORE

• CORE RETAIL STORES

• DISTRIBUTION DIFFERENTIATION

MARKETING COMMUNICATION STRATEGY

Blok Store Events and Experiences

Public Relatons and Publicity

Direct and Interactive Marketing

Advertising Videos focused on benefits

and flexibility of PhoneBloks

Road shows Press kitsGoogle per-click

advertising campaign to maximize reach for

all Internet users

Customer service system for

maintenance and repair

Presence at events relative to target

market e.g. Concerts, Festivals, etc.

Featured articles in magazine and

newspaper publications

Facebook and Twitter per-click advertising campaign as well as profile and hash-tags

Publications for bloggers producing

new modular assemblies

Produce product testimonial videos

Focus on community relations and sustainability

Yahoo and Tumblr per-click advertising

campaign to maximize reach for all

usersBuild an online

communityAcquire celebrity endorsements

Customer updates on new products

Permission direct email marketing

MARKETING IMPLEMENTATION

• NEW YORK CITY, NEW YORK

• INTERACTIVE DIGITAL PORTAL

MARKETING IMPLEMENTATION

• SAN FRANCISCO, CALIFORNIA

• TRANSIT INTERACTIVE PORTAL

MARKETING IMPLEMENTATION

• AUSTIN, TEXAS

• BUILDING PROJECTION

• SXSW 2014

IMPLEMENTATION TIMELINE

Key Actions Q1 Q2 Q3 Q4

Partnerships/Procurement

Active Active Active Active

Beta Testing Active Active

Product Launch

Active

Advertising Active Active Active Active

SOURCES• Ong, J. (2013, February). Apple passes Samsung to become top US mobile phone vendor with record 34% market share: Report. In TNW. Retrieved

December 6, 2013, from http://thenextweb.com/apple/2013/02/01/apple-passes-samsung-to-become-top-us-smartphone-vendor-with-34-market-share-report/#!o1Nmu

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• eMarketer. (2013, June 2). NEWSLETTER SIGNUP US Smartphone OS Race Still Close, as Men, Younger Users Favor Android Read more at http://www.emarketer.com/Article/US-Smartphone-OS-Race-Still-Close-Men-Younger-Users-Favor-Andro. In eMarketer. Retrieved December 6, 2013, from http://www.emarketer.com/Article/US-Smartphone-OS-Race-Still-Close-Men-Younger-Users-Favor-Android/1009961

• Smith, A. (2013, June 5). Smartphone Ownership - 2013 Update. In PewResearch. Retrieved December 4, 2013, from http://pewinternet.org/Reports/2013?Smartphone-Ownership-2013.aspx

• comScore. (2013, October 4). comScore Reports August 2013 U.S. Smartphone Subscriber Market Share. In comScore. Retrieved December 2, 2013, from http://www.comscore.com/Insights/Press_Releases/2013/10/comScore_Reports_August_2013_US_Smartphone_Subscriber_Market_Share

• Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle, NJ: Pearson Education, Inc.

• Whitington, C. (2013, September 18). SXSW 2013 Economic Impact Report. In SXSW Music Film and Interactive. Retrieved December 1, 2013, from http://sxsw.com/music-film-interactive-sxswedu/news/2013/sxsw-2013-economic-impact-report

• Derczo, E. (2013, September 18). 2013 South by Southwest City of Austin Economic Impact Analysis. In SXSW Music Film and Interactive. Retrieved December 1, 2013, from http://sxsw.com/sites/default/files/attachments/2013%20SXSW%20Economic%20Impact%20Analysis.pdf

• U.S. Department of Commerce. (2013). Smartphone Ownership - 2013 Update. In United States Census Bureau. Retrieved December 4, 2013, from http://quickfacts.census.gov/qfd/states/06/06075.html