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Number 1sie

By: Alex, Lena, Shirley, Schuyler and Morgan

The Four Ps

Product
Our baby onesies all have different designs, for both
boys and girls and ranging in age from 0-2yrs
Each onesie has a removable monitor chip underneath
the logo that can be transferred to any of our different
onesie designs.
Each product package includes two onesies and one
monitor
You are able to purchase more onesies for $20 a piece

Product

Place

Promotion

S.W.O.T Analysis

Expand to other retailers

MIMO S.W.O.T Analysis

Unique Selling Proposition


The Number 1sie company differs from its competitors
because of our multi-purpose monitor, that tracks
breathing, heartbeat and body temperature, and not only
breathing like the current brand on the market.
Also, our products are not as expensive as the head
competitor, and they are even more functional and more
confortable for the baby.

Budget
Our app would cost about $4,000 to develop
Our stores would cost about $10,000 to start up including costs of
lease for first month
Our onesie package would cost about $60 in production
Our product price would be $115.00
Our billboard budget would be about $2,000 per month
Our ads in Pregnancy and Newborn as well as Parents magazines
will be about $5,000
Angelina Jolies endorsement would probably cost about $100,000
This means in order to break even we will need to sell at least about
2,200 baby onesie packages in the first month

Business Objectives
Number 1sie wants to be the best device to
monitor a babys health to mothers and
pregnant women in order to double our
break even sales estimate and make
$575,000 in the first three months.

Communications Objectives
1. Number 1sie wants to create awareness
of our new smart technology enhanced
baby onesies by 1/15 people see our
billboard on their way into Manhattan in
the next month.
2. Number 1sie wants to engage mothers
and expecting mothers by having 20,000
women post pictures using the #1sie
promotion in the month of September.

Market Research Plan


Tier 1

Tier 2

Desk research on competitors


(MIMO)
Desk research on store location
and general areas where families
congregate in NYC
Desk research on production
prices of monitor
Desk research on the best target
audience
General survey of 50 adults on
the streets of NYC and family
members about our product to
determine target audience
Interview of doctors opinion of
idea

Interview of ten pregnant women


on whether or not they would
buy this product for their soon to
be child
Eventually after production
process, in-home trial of product
to a small group of pregnant
women

General Survey Information

Inferences Made from Information Collected

Married people that already have kids


seem to not be interested in this product.
People that we interviewed from the baby
boomer generation seemed to be
interested in this product for
grandchildren.
Mostly females would end up buying the
product.
The majority of people who havent had
children but are planning to would be
interested in buying this product.

Information from Dr. Schmelka

Target Audience
Pregnant women
Why?

Most targeted by marketers


Hormone levels are higher
Impulsive decisions when it comes to shopping
First time parents

Also, after our doctor interview we decided not to


target hospitals because of her suggestions.

Target Audience Profile Example


Age: 26
First time mother
Worried about parenting
Lives in Manhattan
Hormonal from pregnancy
Nervous for when baby comes
Husband or S.O. works long hours
Doesnt entirely trust babysitters

Pregnant Women Targeted Survey Information


Age:

Is this your first Would you be


child?
interested in
our product?

Would you
spend $115 on
a starter
package?

23

Yes

Yes

No

35

No

No

No

27

Yes

Yes

Yes

32

No

Yes

Yes

29

No

Yes

Yes

34

No

Yes

No

24

No

Yes

Yes

27

Yes

Yes

Yes

36

Yes

Yes

No

28

No

No

No

Key Information: Targeted Survey


First time parents are more likely to buy
the product due to nerves and
inexperience.
Knowing it is hi-tech and different,
expecting mothers are willing to pay the
price for a product that will protect their
babies.
Expecting mothers are more likely to buy
the product than their spouses are.

Strategy
Two billboards targeting people coming into
Manhattan and in a local family district
Instagram promotion of #1sie and posting
pictures of your child to get publicity and reward
of a free starter package
Angelina Jolie as a public relations endorser and
sponsor
Ads targeting parents in Pregnancy and
Newborn as well as Parents magazines
Possibly integrating into other retailers like
Babies R Us

Evaluation
Tracking methods:

Number of followers on Social Media sites


Number of baby entries on promotional activity
Weekly meetings with our employees from our retail stores
Track foot traffic in retail stores
Track reviews of website and product
Rating on website of stars
Number of website views
Small survey at counter of stores asking: How did you hear about
us?

Sources
(of desk research)

"Babies''R''Us - Google Maps." Babies''R''Us - Google Maps. N.p., n.d. Web. 29 July 2014.
"Baby Shopping on the Upper East Side: 5 Stores for Baby Gear, Furniture and Nursing
Supplies." Mommy Poppins. N.p., n.d. Web. 29 July 2014.
"'Smart' Fabrics Integrate Biosensors To Monitor Respiration Rate And Body Temperature In Real
Time." ScienceDaily. ScienceDaily, n.d. Web. 29 July 2014.
"The Mimo Baby Monitor." Mimo. N.p., n.d. Web. 29 July 2014.
"Marketing to Pregnant Women: Ernest Dichter and the Playtex Nurser in 1962." Hagley Museum
and Library. N.p., n.d. Web. 29 July 2014.
"Mimo." - Dragon Innovation. N.p., n.d. Web. 29 July 2014.

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