MarkMan: PowerDrive Presentation by LEC Group 21

CONNECTING TO THE ‘YUPPIES’

1. PowerDrive PTM are teens to young professionals with active lifestyles2. Who require extra energy, improved audio quality, and data space3. Can choose JBL, Success ETC, ADATA4. Gap is all other brands combine and offer only 2 features of either power bank-speakers or power bank-hard drive into 1 device.5. Market size of ~PhP 17B. PowerDrive niche is 10% of Philippine power bank market by 2020.

‘YUPPIES’ PAY FOR THE ULTIMATE EXPERIENCE

6. PowerDrive is power bank, external hard drive, and speakers all in one device.7. Is priced 40% less than JBL, but 45% more than SuccessETC, and 4% more than ADATA.8. Uses digital marketing, word of mouth, events and experiences9. Is distributed worldwide10. Uses differentiation to win

1. POWERDRIVE PTM ARE TEENS TO YOUNG PROFESSIONALS WITH ACTIVE LIFESTLYES

• People aged 13 - 30 from class A-C• Students to young professionals• Heavy gadget users • Gamers (Pokemon Go)• Tech-savvy • Media consumers

2. PTM’S NEEDS, WANTS, DEMANDS

Power Drive was created to fulfill a plethora of needs and wants• People do not feel safe when their

gadgets have no power • Documenting life events with their

gadgets (Snapchat, Facebook, etc.) • Consuming and sharing media• Owning the next “big thing”

3A. POWERDRIVE HAS POWERFUL COMPETITORS

• Direct: JBL, SuccessETC, ADATA

• Indirect: Individual gadgets (power bank, hard drive, bluetooth speakers), laptops with greater storage capacity, charging stations in establishments

• Variables: Age, price*, composition*, packaging, brand, availability

3B. COMPETITIVE POSITION MAP

Price vs. Composition

2-in-1 Power Bank and Speakers

2-in-1 Power Bank and Hard Drive

3-in-1 Power Bank, Hard Drive and

Speakers

Low Price

Mid Price

High Price

Success ETC

JBL

ADATA PowerDrive

3B. COMPETITIVE POSITION MAP

PowerDrive JBL SuccessETC ADATA

Allows for safe and efficient charging of devices

++ ++ ++ ++

Provides ample space for music, movies, and other media files

++ ++

Delivers full-range, rich bass sound ++ ++ ++

Displays resistance to shock, dust, and water

++

Power Bank

SpeakersHard Drive

Success ETCADATA

JBL

PowerDrive

4. POSITIONING: BRAND IDENTITY FROM THE MAKER• PowerDrive is the ONLY device that combines

a complete 3-in-1 Power Bank, External Hard Drive, and Speakers.

4. POSITIONING: BRAND IDENTITY FROM THE MAKER

No other device serves all your needs the way we do.

- PowerDrive

4. POSITIONING: BRAND IDENTITY FROM THE MAKER

No other device serves all your needs the way we do.

- PowerDrive

Wireless Generati

on

We don’t limit our opportunities, especially with cords and strings.So why should you?

Unlimited

Power

Never runs out of power as long as the sun is out!Be PowerDriven, for you and all your devices.

Practical Conveni

ence

Have the complete 3-1 package that caters to ALL your needs!Cause we all deserve nothing but the best.

5A. COMPETITION

5A. COMPETITION

• Estimated growth of the power bank market from 2015 to 2020 (CAGR ~23%)

• Projected worth of 17.2 billion USD by 2020

• Capacity range between 9500 mAh and 12499 mAh - highest market share

5A. COMPETITION

• Increase in processor speed and expansion of digital content → customers look for higher capacity power banks• Expected CAGR of > 24.2% bet 2015

and 2020 for capacities > 12499 mAh

• Asia Pacific (45%) will continue to dominate market for power banks

5B. CUSTOMER

• 20% year-on-year growth• IDC predicts growth of 25% this year (18.3M

shipments)

5B. CUSTOMER

27.5 M users in 2016

Smartphone Users in the Philippines, 2013-2020

5B. CUSTOMER

Based on projected number of smartphone users in 2016• Assuming 1 in 5 people own a Power bank

• 27.5 M x 0.20 = 5.5 M• Approximately 5.5 M Filipinos own a power bank

this year• Average cost of 10000 mAh power banks = PhP

2,924.50• 5.5 M x PhP 2,924.50 = PhP 16.1 B

• Average cost of 20000 mAh power banks = PhP 3,299.00• 5.5 M x PhP 3,299.00 = PhP 18.1 B

5C. COMPANY

• No existing claims or historical sales data yet

• Power Drive aims to have a market share of at least 10% in the Philippine power bank market by year 2020

5. MARKET SIZE SUMMARY

1. Competitor data = USD 6.79-7.74 B in Asia Pacific• 45% of the global market from 2014-

2020

2. Customer data = PhP 16.1 B (10000 mAh) to PhP 18.1 B (20000 mAh)

3. Company data = 10% of total Philippine power bank market by 2020

6. THE PRODUCT

6. THE PRODUCT

Introductory video:

https://youtu.be/nqc5ZZ9zwM4

6. THE PRODUCT

THE PRODUCT: DIMENSIONS

4 inches

3 inches 1.5 inches

Dimensions

Elongated hexagonal shape

Durable Design:fit for a life of adventure

Metal coated in soft touch plastic

Rubberized edges

Dongle

6. THE PRODUCT

6. THE PRODUCT

Durable Design:Fit for a life of adventure

Shock resistant

Dust resistant

Waterproof

3-year warranty

6. THE PRODUCT

Beautiful Design: Let your personality show

6. THE PRODUCT

Speaker

Intelligent Design: All you need, in 1 device

Powerbank

Hard Drive

6. THE PRODUCT

SpeakerToggle switch

Solar panel

USB slot Micro USB slotAUX input

Extra retractable USB and Micro USB slots


6. THE PRODUCT

Speaker


360-degree surround sound

Bluetooth/Wireless capability

6. THE PRODUCT

Powerbank


LED light power indicator

Toggle power button

Powerbank


Main Feature

Available in:10,000 mAH20,000 mAH

*10,000 mAH= 4 full phone charges OR 100% full iPad charge

6. THE PRODUCT

6. THE PRODUCT

Hard Drive500 GB storage

Formatted for Windos or Mac

Hard Drive


500 GB storage

Formatted for Windows or Mac

7. PRICE

JBL Charge 3 Success ETC 2-in-1 Bluetooth Speakers

and Power bank

ADATA DashDrive AE800

Power Drive

Power Bank (mAh)

6,000 7,000 5,200 10,000 / 20,000

HD Space (GB) -- -- 500 500

Speakers Yes Yes -- Yes

Price (PhP) 8,099 2,599 4,599 4,345 / 5,215

7. PRICECost (in PhP)

10,000 mAh 20,000 mAh

Power bank 1158 1853

Bluetooth speaker 463.25 463.25

Hard drive 1853 1853

Total Price 3474.25 4169.25

FINAL Est. Price (TP x 1.25) PhP 4,342.81 ~ PhP 4,345.00

PhP 5,211.56 ~ PhP 5,215.00

Cost of Main Components

7. PRICE

Power Drive

10,000 mAh 20,000 mAh

JBL Charge 3 46.35% 35.61%

SCS ETC 2-in-1 67.18% 100.65%

ADATA DashDrive AE800 5.52% 13.39%

Compared to its competitors, the 10,000 mAh and 20,000 mAh model of Power Drive is…

7. PRICE

8. PROMO

• Modes of Promotion1.Digital Marketing2.Word of Mouth3.Events and Experiences4.Sales Promotions

8. PROMO

• Digital Marketing• Advertise in virtual

marketplaces where the product is sold

• Targeted, tailored advertising placement in Social Media

• Regularly-updated and interactive product FB Pages

• Tech Blogger sponsorships/ features/placements

8. PROMO

• Word of Mouth

• Events and Experiences• Booths in University Fairs• Presence in Tech

Conventions• Establish connections with

Target Market

• Sales Promotions• Online Contests and

Promos• Engages target market

9. PLACE

• In tech-rich virtual marketplaces• Lazada.com.ph• Ebay.com.ph

• Ordering through the internet • Worldwide availability• Closer to primary target market

• Delivery by courier• Local/International Delivery• Unparalleled convenience• Keeps customers on-the-go

10. GENERIC WINNING STRATEGY

DIFFERENTIATION• Our product is UNIQUE because of its• FUNCTIONALITY • DURABILITY • VALUE FOR MONEY • SUPPORT

MarkMan: PowerDrive Presentation by LEC Group 21

Marketing

Transcript of MarkMan: PowerDrive Presentation by LEC Group 21