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3D PrintersStrategic Marketing and Marketing Plan 20171, Fall Semester 2013Master of Science in Marketing Management Universit BocconiLecturer: Deborah RaccagniAmore Bonapasta Alessandra, Ascoli Martina, Baggini Francesca, Cabrera Santana Santiago, Ferri Marco.
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Table of Contents1.Introduction
a.Productb.Company
2.Analyze1.Demand Analysis2.Competitors Analysis3.Market Gaps4.SWOT Analysis
3.Decide1.Marketing Objectives2.Marketing Strategy: 4Ps
4.Plan and Budget5.Appendix
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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.
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What are we talking about?1.Introduction
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3D printers are machines that make three-dimensional 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 different 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.
Product Introduction
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Product Life Cycle
Product Introduction
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Occasion of Usage
Product
Professionals Artists & Designers
Hobbyists Families
Aerospace/DefenseArchitecture/Geo
Arts/EntertainmentAutomotiveEducationHealthcare
Prototyping and Object Creation
DIY applicationsOrnamental Objects
Board Games pieces and Scenarios
Jewelry and Fashion
Practical Household Application
Toys for KidsPersonalized accessories
Introduction
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Product What can we work on:
Strengths
SocialCreative
PracticalRapid Technical Development
Supported by an online portal where people can share, download, buy and sell 3D models
Gives the consumer the possibility of printing objects of practical use personalized and
use-specific
3D printing industry was born in 2007, but the technology was available since 1984. Every company launches on average one new consumer product. Performance are very easy to improve by the adaptation of other devices existing technology.
3D printers allows users to express their creativity by designing and producing a wide range of products.
Complementary MarketHigh possibility of future revenues in the cartridges and software market
Introduction
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Company
Holding Company Inc. founded in Delaware
44.5% revenues outside US
Research and Production inSwitzerland, UK and USA
Subsidiaries inFrance, UK,Italy, Germany, Netherlands Australia, China, Japan, Korea
No matter what your application, if you can imagine it, you
canprintit, and we canhelp.
Introduction
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Company Introduction
Personal 3D Printers
CubeXCube
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Introduction
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$, its in the low price segment of the industry.
CubePrinting Materials
Company
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Introduction
Consumer oriented but more professional than the regular Cube. Its direct competitor is MakerBots Replicator 2, which has higher processing speed but is slightly less easy to use. Compared to Cube its bigger both in hardware dimensions and in printable objects dimensions (27.5x26.5x24 cm, roughly a basketball), supports more colors (18) and has higher print definition. Price: starts from 2799$, in line with the direct compet i tors with the added benefit of upgradability from one up to three colors.
CubeXPrinting Materials
Company
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Company
CubifyCubify is an online hosting and publishing platform providing simple-to-use apps for content creation, content downloads, cloud printing services, hosting for third parties and Cubify Invent software.
Introduction
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2. Analyze What do we work with?
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Demand Analysis
1. Analysis
2012 Growth 2013 Growth 2014
Enterprise $325 65%
$536
Consumer $87 53% $133
Total $288 43% $412 62% $669values in million $
Potential DemandMarket development index= primary demand/potential demand = $ 87 million / $ 1,950 billion= 0.01%
Secondary DemandMarket share for consumer goods : 4.4%Total revenues of the company for 3D printers: $126,798 millionRevenues for desktop printers: $3,828 million (cube, CubeX).
Primary Demand
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Demand Analysis
Consumers Sector
Consumer ProfileGender: MaleAge: 20-35 years oldEducation level: Bachelor degreeInterests: hacker movement, open source software communitymaker culture.
from
to
1. Analysis
Zoey Poole is an 11-year-old that doesnt stop doing what she likes to do: making things on the Cube 3D printer!I love to make all sorts of things with my Cube, she said.Zoey is also thinking about starting a kids club in her local neighborhood because she wants to get other kids interested in 3D printing.My favorite creation to make is the shoe because it is just so fun to watch be made. I havent tried to design anything on my own yet, but when I do I will let you guys know.
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Competitors Analysis
Matrix of Competitors
Potential Competitors
HP, Samsung, Canon, Lexmark, Apple
DirectMakerbot, Ultimaker, RepRap,
Leapfrog, 3D CorporationZ Corporation
Delta Micro Factory Co.
Non CompetitorsIndirect
Amazon & e-commerceDIY alternatives
Parts on Demand
Sim
ilar R
esou
rces
/Pro
duct
s
Similar Needs
1. Analysis
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Competitors Analysis 1. Analysis
Direct Competitors
MakerBotReplicator 2
$2,199
The Ultimaker 2 $1,895
Market Share of Desktop 3D printers producers
Prusa Mendel I3$895
Creatr$1250
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Competitors AnalysisDemand Analysis Sector Analysis
Perceptual Map
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Competitors Analysis
Abell Map
Benefits (What)
PersonalizationUsabilitySpeed
Consumers (Who)
Artists-DesignersMakers for sellingBricolageursFamilies
Technology (How)
CompactDesktopProfessional
1. Analysis
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Sector AnalysisDemand Analysis Competitors AnalysisPersonal 3D Printers
Sector AnalysisBuyers
Consumers belong to a wide range of categories, very different one another. Companies have to deal with different necessities, abilities and preferences.Power of retailers: when entering the mass market, 3D printers company might find difficulties in dealing with mass retailers purchasing power.
SuppliersThe products is usually assembled by the company and spare parts are purchased from producers. A very common technology is used so the choice of the supplier is not fully influential to the quality of the machine (low purchasing power).
Threat of New Entrants
There is a very high risk of new competitors entering the market, especially 2D Printers producers or other technology dealers that already hold a relationship with mass retailers, have a higher investment capacity and own advances R&D resources.
SubstitutesThe main substitute of the product are parts on demand, which will have a shorter future as soon as 3D printers will become more popular. Another substitute is e-commerce that beats our product in terms of convenience.
Industry RivalryFor now the market is not concentrated, it consists in many firms, all with similar characteristics, as well as a great number of smaller start-ups.
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Market GapsMkt share= 4.4%
Mkt development index = 0,01%The market appears as severely underdeveloped because of the novelty of the product/technology but also because of the very inclusive criterion for determining the potential demand (every household with a fixed broadband internet conncection worldwide.).
Potential Gap =664,875,000 units! Competitive Gap=71,250 units
The gap between the potential purchase quantity and the actual purchased quantity is the one we have to focus on. This means we need to increase the number of customers. Action levers:-Product: the printing process takes too much time, the assortment of printing materials available to the consumers is too limited, the website has too little traffic and quality content.-Communication: the awareness of the product is too low and the costumers still arent familiar with its many possible uses.-Price: too high, but should decrease as production technologies improve
The biggest player are MakerBot and Ultimaker, who had first mover advantage. However we decide to focus on gaining potential demand since the potential gap is way bigger and more relevant than the competitive one because this is a market that is still in its early development stage.
1. Analysis
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Marketing Objectives What do we aim at?
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SWOT Analysis 1. Analysis
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SWOT Analysis
The table summarizes the most critical elements of the SWOT Analysis rated by probable impact on the company strategic position (Column 2) and the company response to that particular factor (Column 3).
SFAS Table: Analysis of the most influential factors1. Analysis
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Marketing Objectives
From Analysis to Marketing ObjectivesFrom the SFAS table we considered the following relevant factors for building our strategy:
W: Weak d ist r ibut ion 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 growing market ) and gaining share with first-mover-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 recent t rends in the society.
W:Low brand awarenessO:Expansion of social media and technological development.Communication should be delivered through modern media. The consumer is becoming more familiar with online information research.
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Marketing Objectives
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Marketing Objectives
Market Penetration
Product Development
Market Extension
Diversification
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Marketing Objectives Howre we rocking?
Placement
Promotion
Product
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1. Product: Our strategy: Positioning /differentiation
Evaluation of product, service, brand impact on customer value.
work on the augmented productservice:
We focused on the company online sharing platform because it is a key to move towards the usability of the product as well as brand recognition and gain competitive value.
2. Plan
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1. Product:
1.Get social! Build a follower system and the relative dashboard. Allow the creation of collections.
3. Customize!Substitute the current customizing web apps with one like Customizer by MakerBot, which is able to handle multiple and user-generated designs.
2.User-Generation!Incentivize free user-generated content through contests and a most popular section.
4. Sort!Testing all the designs for each printer would be costly and time consuming. A way to bypass this problem would be to increase the number of free objects and keep the marketplace and the free objects sections separate. The possibility of sorting by dimensions would be an immediate way to distinguish the designs that are printable at home and the ones that have to be cloud-printed.
Solutions
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2.Promotion:
e-contestWe 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.
This strategy will also stimulate word of mouth and attract new customers.
2. Plan
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2.Promotion:
Its Retrofuturistic!Retrofuturism is based on the idea of taking
inspiration from the perception of the future
in past popular culture. Concepts similar to
3D printing were common in 50s and 60s
science fiction, now we see them come to
reality and everyday life, something that
didnt happen for a good number of other
imaginary products.
e-advertisingWe aim to create a viral online movement made of short ad videos that can spread product awareness and stimulate curiosity of potential customers.The core element of the ad is a Retrofutristic concept, able to thrill the Generation X and all the sympathizers of the maker movement.Actual and potential users of a 3D printer are technology oriented people, so the main promotional tools are going to be online videos and ads.
today is yesterdays world of tomorrowWe developed a simple add with scenes from Star Trek and Twilight Zone to reproduce a Retrofuturistic theme. The music belongs to Hypnagogic pop often used in Retrofuturistic art works.S a m p l e a d : h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ?v=0GavyqEZ0jg
2. Plan
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2.Promotion Fairs and EventsTaking part in fairs and business events is important to be up to date with the trends of the sector. It also enables the company to understand the demand and to network.There are several international fairs around the world that present the latests trends in technology and design, which the company should participate to:
Berlin
Milan
London, Paris, New York
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2.Promotion
Project Evangelist" Four total evangelists are needed: one in the US, one in
Japan, one in Germany and one in the Netherlands. By 2015 we they will be also in Korea, UK, Italy, Russia and China.
" Four marketing directors, one in each country, are needed to handle the project. Theyre already employed by the company.
The goal is to generate and develop positive word-o f -mouth, espec ia l l y in on l ine communities.
We want to base in countries where we want to enter in mass retailers but also in countries that we believe have an high growing potential in online sales.
Marketing evangelists serve as brand managers. They are responsible for crafting and managing the identity of a brand from beginning to end. Their input will affect research and development, customer service, and marketing, among others. Ultimately, their goal is to create memorable and exemplary experiences for customers.
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2.Promotion
Cubify4DesignCubify4Design 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.
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3.Placement
Entering Mass Retailer Distribution:Where?EuropeIs a strategic area for our company because here is where our production center of consumer printers is based (Clevedon, England). Europe offers a rich retailing market and short distance between point of sales. Moreover, the interest in design is here widespread and this area leads global trends in the field.
Germany and Netherlands:Germany and Netherlands together make about the 20% of Europe total population. Germanys turnover worths 1/4 of EU total value of high-tech manufacturing and the gross domestic expenditure in R&D is the third of the continent, after the scandinavian countries. Retail sales per year in the area maintain a positive growth despite the economic crisis and consumers confidence rate is one of the highest in Europe.Both Germany and Netherlands are known to have prestigious design schools and qualified professional designers, therefore a sensibility for product creation.
2. Plan
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3.Placement
Entering Mass Retailer Distribution" 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 CubeX Duo Quantity Soldstores performance N. of stores Exposition To sell Exposition To sell Cube Cube X Duo
High 60 1 4 1 2 240 120Medium 75 1 3 0 2 225 150Low 85 1 3 0 0 255 0Not considered 40Total 260
2. Plan
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Budget 3. Budget
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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
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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 consumerOnline 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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To know moreMakers, The New Industrial
RevolutionChris Anderson
14-17 Nov. Knowledge, modi e mondi nuovi
Museo della Scienza e della Tecnica, Milano