Documente Academic
Documente Profesional
Documente Cultură
Table of Contents
1.Introduction
a.Product
b.Company
2.Analyze
1.Demand Analysis
2.Competitors Analysis
3.Market Gaps
4.SWOT Analysis
3.Decide
1.Marketing Objectives
2.Marketing Strategy: 4Ps
4.Plan and Budget
5.Appendix
Executive Summary
This presentation shows an idea of a marketing plan for the
consumer products of 3D System co. developed for Strategic
Marketing and Marketing Plan course. A first evaluation of the
product, the market and the company leads to a SWOT
Analysis from which the marketing strategy is derived. The
marketing plan is structured in three main objectives that can
be achieved by specific actions on the variables of product,
promotion and placement.
1.Introduction
Product
3D printers are machines that make threedimensional solid objects of any shape from a
digital model. The printing process is additive,
which means that successive layers of material are
laid down in dierent shapes.
The models can be downloaded from websites associated with 3D
printers bands and modified with a simple software available online.
Printers upload the model through a simple USB port.
Introduction
Product
Product Life Cycle
Introduction
Product
Introduction
Occasion of Usage
Professionals
Aerospace/Defense
Architecture/Geo
Arts/Entertainment
Automotive
Education
Healthcare
Artists &
Designers
Prototyping and
Object Creation
Hobbyists
DIY applications
Ornamental Objects
Board Games pieces and
Scenarios
Jewelry and Fashion
Families
Practical Household
Application
Toys for Kids
Personalized accessories
Product
Introduction
Creative
Social
Supported by an online
portal where people can
share, download, buy and
sell 3D models
Practical
Company
Introduction
Subsidiaries in
Company
Introduction
Personal 3D Printers
Cube
CubeX
Company
Introduction
Printing Materials
Cube
Focused on usability (plug and play, 25 free
designs included, wi-fi connection with computer,
simple and free dedicated software) and compact
dimensions (26x26x34 cm, 4.3 kg). Max printable
size is 14x14x14 cm. The only 3D printer certified
for safe-at-home use. 16 supported colors. Prints
only one color and one material at the time, but
this is true for all consumer 3D printers in its price
range. Not very quick: time to print out a chess
piece is approximately 90 minutes.
Ideal for widespread casual usage.
Price: starts from 1399$, its in the low price
segment of the industry.
Company
CubeX
Introduction
Printing Materials
Company
Introduction
Cubify
2. Analyze
Demand Analysis
Potential Demand
1. Analysis
Secondary Demand
Primary Demand
2012
2013
Growth
2014
Enterprise
$325
65%
$536
Consumer
$87
53%
$133
$412
62%
$669
Total
$288
Growth
43%
values in million $
Demand Analysis
1. Analysis
Consumers Sector
Consumer Profile
Gender: Male
Age: 20-35 years old
Education level: Bachelor degree
Interests: hacker movement,
open source software community
maker culture.
from
to
Competitors Analysis
1. Analysis
Similar Resources/Products
Matrix of Competitors
Direct
Potential
Competitors
Non Competitors
Indirect
Similar Needs
Competitors Analysis
1. Analysis
Direct Competitors
MakerBot
Replicator 2
$2,199
Creatr
$1250
The Ultimaker 2
$1,895
Prusa Mendel I3
$895
Competitors Analysis
Demand Analysis
Perceptual Map
Sector Analysis
Competitors Analysis
Abell Map
Personalization
Usability
Benefits (What)
Speed
Consumers
(Who)
ArtistsDesigners
Makers for
selling
Bricolageurs
Families
Technology
(How)
Compact
Desktop
Professional
1. Analysis
Sector Analysis
Buyers
Personal 3D Printers
Sector Analysis
Substitutes
Industry Rivalry
Suppliers
Threat of New
Entrants
Market Gaps
1. Analysis
Marketing Objectives
SWOT Analysis
1. Analysis
SWOT Analysis
1. Analysis
Marketing Objectives
From Analysis to Marketing Objectives
From the SFAS table we considered the following relevant factors
for building our strategy:
W: We a k d i s t r i b u t i o n
channel.
O: Market Growth and
temporary absence of the
product in mass retailers.
The presence in mass
distribution retailers is
becoming essential to
keep the pace of the
g ro w i n g m a r k e t ) a n d
gaining share with firstmover-advantage.
S: Experience in services
and online platforms.
O: Long tail economy and
expansion of social media.
Our online platform needs
to be improved to surf the
re c e n t t re n d s i n t h e
society.
Marketing Objectives
Marketing Objectives
Market
Penetration
Product
Development
Market
Extension
Diversificatio
n
Product
Promotion
Placement
Marketing Objectives
Howre we rocking?
1. Product:
2. Plan
1. Product:
Solutions
1.Get social!
2.User-Generation!
3. Customize!
4. Sort!
2.Promotion:
e-contest
2. Plan
We will organize e-contests every month, both to promote the website and
to involve more people in the online community. Each contestant will be able
to upload his/her own project that will be evaluated by other users through a
rating system. The designer of the best project of the month will win 5 free
3D printer cartridges.
2.Promotion:
e-advertising
2. Plan
I
ts Re
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spirat
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3D pr popular cu perception ea of takin
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ow w
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didn and every
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or a g
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umbe ng that
ts.
r of o
ther
2.Promotion
Fairs and Events
London, Paris,
New York
Milan
Berlin
2.Promotion
Project Evangelist
"
"
2.Promotion
Cubify4Design
Cubify4Design is a project aimed at
improving the number and the quality of free
printable contents on cubify.com and at
building a better brand image. It will involve
students of high recognition design schools.
The students will be asked to upload original
designs on the website and will be paid 5
each (up to a maximum of 25,000), the
designs themselves will be downoadable for
free. There will be monthly prizes for the most
downloaded files.
A CubeX Duo 3D printer will be given for free to
each partner school.
The company will invest 100,000 each year to
renovate the program.
3.Placement
2. Plan
3.Placement
2. Plan
"
"
Specialized mass retailer: MediaMarkt stores. Mediamarkt is the most successful specialized retailer in
Europe and will allow us to expand also in a big market like Russia.
" Germany: 235 stores
" Netherlands: 25 stores
A total of 288 Cube and 108 CubeX Duo in the Netherlands (1st year) and 2592 Cube and 972 Cube X
duo in Germany.
We will approach Russian market in 2015 and Italian market in 2016 with the same retailer company.
Russia is an interesting and growing market for new technologies and Italian market has been showing
interest in the product.
Cube
stores performance
High
Medium
Low
Not
considered
Total
N. of stores
CubeX Duo
Exposition
To sell
Exposition
Quantity Sold
To sell
Cube
Cube X Duo
60
240
120
75
225
150
85
255
40
260
Budget
3. Budget
Budget
3. Budget
Sales values already include production costs and shipping costs, i.e. it is shown the profit of the sales, not the
revenues
Budget
3. Budget
Notes on Budget
Selling price online and in-store will be the same, otherwise customers will mostly purchase online, giving no incentive to the
retailer in selling the products. Consequently, the company will have an higher margin on online sales.
However, selling online requires higher shipping costs for the 3D printers (no economies of scale), while for cartridges the shipping
costs will be charged to the consumer
Online sales will grow according to the rate of the market, i.e. +50% every year,
For cartridges we considered that each of a 3D printer owner will buy one pack per year.
We suppose that the costs remain stable for three years, while selling price will decrease in the following years due to increasing
competition.
We did not include expected inflation because we do not consider it as relevant to our market
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