Thomas Bozeman Jonathan Petrovich Patricia Lamothe

iZTomorrow’s Technology in

Today’s Cars

May 7th 2013

Agenda • Opportunity

– The Product– Competition– Market Needs– Market Segments– Market Objectives– Value Proposition

• Product Positioning• Marketing Mix• Financial Plan • Conclusion• Q & A

Opportunity: The 20/20 HUD• Several

heads-up displays (HUD) for cars in the market today

• HUD features: navigation, speed, fuel status, audio information, and the ability to auto-adjust to the brightness of the environment

Opportunity: CompetitionDirect Competitors• ADD• SEI

Indirect Competitors• Audi• Mercedes• BMW

Opportunity: Market Needs • Same HUD capabilities that luxury brands offer

• This gap would make our product, 20/20, the only one within this segmented area

• A digital HUD system is not required by law to have in a car

• New technology trends because many people love to buy the latest and greatest thing, and to stay current with the market

• Security is important today due to increased accidents on the roads

Opportunity: Market Segments • Bohemian mix :

- Ranging from students to professionals- Early adopters of new technologies

• Fast-track families : - 35 to 54 years old- Want the best for their children - Have disposable income

• Up-and-Comers : - Younger, unmarried individuals with active

lifestyles - Into the latest technology and have a

moderate income

Opportunity: Marketing Objectives

Opportunity: Value Proposition

• Luxury

• Safety

Product Positioning

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erFinal Destination

Marketing Mix : Pricing • The iZ 20/20

HUD will be priced at $200

• Profit margin will be approximately $50

• The survey showed that 30% of respondents were willing to spend $150-$200 on enhancing their car

Marketing Mix: Marketing Communications

Print and Direct Marketing

• Magazines such as Motor Trend, Road & Track, and Car & Driver

• Send press cars, with the 20/20 installed, to auto-journalists for weeklong trial periods

• Informational booths at Best Buy and AutoZone

Online Marketing• Banner advertisements

on high-traffic automotive websites such as jalopnik.com and autoblog.com

• Fully functioning website

Marketing Mix : Advertising

Chief Marketing Officer

Online Marketing/Social Media: Website

traffic, banner ads

Print Marketing: Magazine

advertisements

Business-to-Business Marketing:

Demonstrate to car fleet managers the

benefits of HUD

Financial Plan : Revenue

The break-even point is expected to be reached by the first quarter of the second year

Financial Plan : Expense

Break even point: 309 units per quarter

Conclusion• Redefine the market• Offer a level of unmatched quality• Improve drivers’ safety• Profit projected to begin Q1 year 2

Questions?