By:MattFletcher&CarolynSiska

Livin’Loud

  “Tobethemostinnovativeandrespectedcaraudiocompanyintheworld.”

  Inthebeginning:  Thefirmbeganin1973asatwo‐personoperation,hand‐buildingprofessionalsoundspeakersystems.

  In1980,KICKERinventedthehigh‐performancestereoenclosuremarketwhencompanyfounderandpresidentSteveIrbydevelopedtheOriginalKICKER–thefirstfull‐rangespeakerboxdesignedspecificallyforautomotiveuse.

  Today:  KICKERproductsarecurrentlysoldbyapproximately1,500authorizeddealersintheUnitedStates.▪  Theselocationsareservedby15manufacturers'representativefirms.

  Exportsalesserveover2,000dealersinapproximately50countriesworldwide.

  KICKERisaperformanceaudiocompanythatspecializesincar,homeandmarineaudio.

 Theircaraudioproductsrangefromsubwoofers,amplifiersandsubboxes.Withapricerangestartingaround$200.Mostoftheircaraudioproductscanbeboughtthroughanauthorizeddealer.

 Theirhomeaudiocategoryprovidesthewidestrangeofproducts,includingspeakerdocksandearbuds.Thepricerangeoftheseproductsfallsbetween$20‐$300.

 ThelastcategoryisthemarineaudiosystemsandincludesproductssuchastheKMTowerSystemsandtheKM10Sub.Theseproductscanbeboughtfromanauthorizeddealer.

  ProductDistribution  KICKERisaworldwidecorporationthathasdealerlocationsallovertheUnitedStatesandisarecognizedbrandworldwide.

  ThereisaneasytofinddealerlocationapplicationontheKICKERwebsite.

  KICKERusesmanyextremesportsathletessuchasRyanSheckler–professionalskateboarderandChanelleSlandics–professionalsnowboardertopromotetheirproductandincreasebrandawareness.

  KICKERalsosponsorseventssuchasSurfingAmericanandthePacSunUSASurfTeam.

  Skullcandy  “Skullcandymakesthesickestheadphones,earbuds,and

iPoddocks,andguaranteesitwithalifetimewarranty.”  PriceRange:▪  Earbuds:$19‐$299

  BOSE  “Bettersoundthroughresearch”  PriceRange:$99‐$349▪  iPodSpeakers:$299‐$599▪  Earbuds:$99‐$179▪  FullRangeSpeakers:$250‐$404

  Logitech  “UltimateEars.Listenlikethepros.”  PriceRange:▪  iPodspeakers:$59‐$149▪  Earbuds:$39‐$419

  iHome  “LiveLifeLoud”  PriceRange:▪  iPodspeakers:$24‐$299▪  Earbuds:$19‐$59▪  FullRangespeakers:$149‐$1199

  Strengths  Severaldifferentsizedearbudstofitearsofall

shapesandsizes.  Largevarietyofdifferentproductstochoosefrom–

car,home,andmarineaudio.  Allcustomerserviceisdirectedbacktothe

Stillwaterheadquarters.  Weaknesses

  NotlocatedinmajorelectronicdistributioncentersorstoresintheUS.

  Catalogdoesn’thavepricesassociatedwitheachindividualproduct.

  Opportunities  Havetheopportunitytobecomemorewell‐known

becauseitisnotthefirstproductthatcomestomindforconsumers.

  Greatproductthathasbetteraudiothenanyotherproductonthemarket.

  Threats  Moreexpensivethensimilarproducts.  Hardtotestanearbudaudioproductwithout

havingtochangetheearpieceforeachconsumer.

Primary:13‐30yr.oldsMales

Secondary:18‐30yr.olds Females

  Demographics  Age:13‐30yearolds  Sex:maleandfemale  Race:predominantlywhite  MaritalStatus:single  Education:highschoolorsomecollege

  Psychographics  Theiroccupationofchoiceisrelatedtoallfieldsofstudy.  Manyarestudentswhohaveaninterestinextremesports.

Primary:13‐30yr.oldsMales

Secondary:18‐30yr.olds Females

  Demographics  Age:13‐30yearolds  Sex:maleandfemale  Race:predominantlywhite  MaritalStatus:single  Education:collegeorgraduateprograms

  Psychographics(MRI+)  Theiroccupationofchoiceisbusinessrelatedwithanaverage

householdincomeof$125,000.▪  Manycommutetoalargermetropolitancityduringthe

weekday.  Manyhavechildrenwhoarearound6yearsofage.

Takeoffthesuit.

Putdownthebooks.

Needabreak?

KickbackwithKICKER.

Tagline:“KickbackwithKICKER.”

  KickbackwithKICKER.comwillbeamicro‐sitewhereconsumerscangotogetthelatestnewsofandeventsthataregoingonatKICKER,newandupcomingevents,promotions,ornewproductsthatareintheworks.  Thismicro‐sitewillalsousedtoallowconsumerstopostvideosofthemusingtheirKICKERproductandshowcasetheirfavoritethingsaboutthem.

  Onepromotionthatwillbepostedonthemicro‐sitewillbeconsumercreatedvideosabouttheir“doublelives”andhowtheykickbackwithKICKER.  Winnerswillbepickedeachweek.  Yearlongcontestwithprizesvaryingeachweekfrominstallation,products,discounts,etc.

  KICKERwillactivateBluetoothproximitymarketinginselectcommutertrainsanduniversitystudentunionswithinthe12selectedcities.  TheseareaswillbedesignatedbytheKICKERBluetooth

sticker.

 TheBluetoothblockswillbeopt‐inmessages,meaningKICKERwillnotpromptphoneswithannoying“join”messagesifthephones’Bluetoothisonwhentheyenterthearea.

 UserswillseethestickerandcanusetheirBluetoothtolocatetheKICKERsignal.

 Onceconnected,userscanaccessthevideocontestwinneroftheweek.

  Eachweek,asongwillbeavailabletodownloadfromanup‐and‐comingartistfromAtlanticrecordsviaBluetoothand/orthemicro‐site.

  Inturn,AtlanticRecordswillprovidespaceatconcertsforaKICKERboothandrepresentativetodemonstrateproductsandsellKICKERmerchandise.

  Wewillimplementanelevatortestovera6monthperiod,oneweekon,oneweekoff.Wehavechosen12metropolitancitiesspreadoutovertheUnitedStatesandpickedthetallestbuildingineachoneofthosecities.

  OurideaistohaveaKICKERsponsoredelevatorthatwillbeequippedwithhiddencameras,acompetitorspeakerononesideoftheelevator,andaKICKERspeakerontheadjacentsideoftheelevator.

  Ourhiddencamerawillrecordthereactionsoftheriderstothechangeinsound.Beforethedooropenstolettherideroff,ashortstatementwillmadetothanktheridersforlisteningtotheKICKERsponsoredaudioride.

  Ourgoalofthistestistocapturethereactionsofthepeopleintheelevatorandpostthemonour“KickbackwithKICKER”micro‐site.

  Unsuspectingriderswillenterthe“normallooking”elevator.OncethedoorclosestherewillbealargeKICKERstickerandtherealtestwillbegin.

  ThemusicthatwillbeplayingintheelevatorwillbeanartistassociatedwithAtlanticRecords;themusicwillbeplayingoutofthecompetitorspeakerwhiletheriderboardstheelevator.

  ThemusicwillswitchtostartplayingoutoftheKICKERspeakeroncethedoorcloses.Themusicwillgetloudertoemphasizetheswitchandwillalsobeabletoshowtheimpactthechangetheaudiomakes.  Supposedtosimulateanamusementtyperidetoallow

thebusinessprofessionaltokickbackfortheirelevatorride.

  12cities:  NewYorkCity  LA  Chicago  Houston  Phoenix  Philadelphia

  Detroit  SanFrancisco  Denver  Charlotte  Jacksonville  OklahomaCity

  12citiesandthetallestbuildingsinthesemetropolitancities:  NewYorkCity,NewYork

▪  EmpireStateBuilding–102floors  LA,California

▪  USBankTower–73floors  Chicago,Illinois

▪  WillisTower(formerlyknownastheSearsTower)–108floors  Houston,Texas

▪  JPMorganChaseTower–75floors  Phoenix,Arizona

▪  ChaseTower–40floors  Philadelphia,Pennsylvania

▪  ComcastCenter–58floors  Detroit,Michigan

▪  DetroitMarriottattheRenaissanceCenter–73floors  SanFrancisco,California

▪  TransamericaPyramid–48floors  Denver,Colorado

▪  RepublicPlaza–56floors  Charlotte,NorthCarolina

▪  BankofAmericaCorporateCenter–60floors  Jacksonville,Florida

▪  BankofAmericanTower–42floors  OklahomaCity,Oklahoma

▪  ChaseTower–36floors

  KickbackwithKICKER.com  Thissitewillbeusedasawaytoempoweropinionleadersand

encouragethemtobe“first‐users”oftheKICKERproductsandencourageotherstofollow.

  BluetoothBlocks  Theseareasarekeyplacestoreachournewtargetaudiences.  Additionally,thiswillactasabreakinthedayforboththe

businesspeopleontheirwaytoworkandthestudentstakingabreakfromclasses.

  AtlanticRecords  KICKERisallaboutaudio,andcross‐promotingwithAtlantic

Recordsreachesourtargetmarketonmultiplefronts.Whetherintheirworksettingorwhilethey’rekickingback,KICKERwillpromoteit’suniqueaudioqualityandculture.

  ElevatorTest:  Forevery1elevatorweareassumingthatthereare2ridersper

trip.  Ifthereare64tripstakenaday(approximately8tripsper

hour),thatamountstoabout128peopleadaywhowillrideinourKICKERelevator.

  Sinceweareonlydoingitfortheworkweek–whichis5dayslong–therewillbeapproximately640peopleaweekintheelevator.

  Thistestwillrunfor6monthsandwillcover12citieswithatotalreachofapproximately7,680people.