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MC-Boomer in Australia

MC-Boomer in Australia. Titia Ye Chang Chris Duncan Britney Han Spencer Richardson. Agenda. Introduction Screening Process Market Entry Goals Product Promotion Distribution Financials Contingency Plan Q&A. Country Selection.

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MC-Boomer in Australia

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  1. MC-Boomer in Australia Titia Ye Chang Chris Duncan Britney Han Spencer Richardson

  2. Agenda • Introduction • Screening Process • Market Entry Goals • Product • Promotion • Distribution • Financials • Contingency Plan • Q&A

  3. Country Selection Preliminary Screening Criteria Requirement(s) • Population > 8,000,000 • Gross National Income per Capita (GNI) > $5,000 US • Gross Domestic Product per Capita (GDP) > $15,000 USD General Country Indicators • Political Stability High • Economic Growth (% per Annum) > 2 • Inflation (% per Annum) < 3 Industry Indicators • Cell Phone Utilization (% of Population) > 40% • Cell Phone Utilization (Number of Users) > 10,000,000 • Internet Utilization (% of Population) > 35% • Internet Utilization (Number of Users) > 7,000,000 Product Market Indicators • Music Sales (Per Person/Per Purchase) >$8 • Presence of MTV Present • Number of Major Legal Music Downloading Websites >0 • Size of iTunes catalogue >700,000

  4. Market Entry Goals • Who? High school / College students (Primarily Ages 13-25) • Where? Melbourne and Sydney

  5. The Design and Technology

  6. Pricing and Packaging Pricing • $100 • Apart from the chips, all components manufactured in house by Music2Cell and MSC. • Wristband $0.50, Headset $7 • Box • Hop to It! • Local culture • Target audience • Dimensional

  7. Make the statement • Combines basic digital communication and MP3 capability • MUST-HAVE accessory • Strengths • Price • Fashion • Convenience • Simplicity

  8. Promotional Plan Goals • Generate awareness • Support our positioning • Focus on active media • Reach a young target • Balance fashion and affordability

  9. Advertising Print Advertising • Inside cover and full page ads in Cleo, Dolly, and Ralph • Lifestyle magazines • Key demographics • Combined Australian circulation of nearly 500,000

  10. Advertising In-Store Displays • 30 Jag locations • Supports positioning • Physically handle phones Outdoor Advertising • Adshel has 10,500 advertising panels • Focus on awareness • Coverage of Sydney and Melbourne • Shopping centers and college campuses

  11. Advertising Internet • 73% of Australians visit the ninemsn network daily • Cleo, Dolly, Ralph sites • Internet and outdoor spending nearly equal • ninemsn Music • Over 400K unique browsers • Audience is young and tech-savvy • High proportion of visitors within our target • Ads in the ninemsn newsletter • More spending • Ninemsn TVGuide • Over 400K unique browsers • Young visitors • Equally male and female

  12. Shipping • MCS has a contract with UPS to ship 300 units of the MC-BOOMER to 30 locations in Australia from New York on weekly bases Jag retail stores 17 communication retail stores 13 Total stores 30 Unites per store per week 10 Total units shipped per week 300 Fixed cost per unit $10.53 Total weekly shipping cost $3,159 Yearly shipping cost $151,632 • If demand indicates that more products will sell in the future, new contracts with UPS will be considered for future delivery purposes. Unit details • Box Dimensions (L x W x H): 12" x 10" x 6"Box Weight (Approx): 2 lbs. (including contents of package) • Phone Dimensions (L x W x H): 112mm x 51mm x 24mmPhone Weight (Approx): 2 oz. (0.125 lb)

  13. Distribution • Three main distributions channels: • Internet • www.MCBoomer.com • Majority of sales • Product pickup in local retail stores • Mobile Communication Retail Stores • Mostly promotional purposes • Minority of sales (provide 10 MC-Boomers per week) • Customer services and product display • JAG Clothing Retail Stores • Sold as the ultimate fashion accessory in JAG stores in Sydney (8 stores) and Melbourne (9 stores) • Minority of sales (provide 10 MC-Boomers per week) • Similar target segment, image, and price range

  14. Q&A ?

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