Morpheus Lab
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The document proposes marketing a new line of sleep and wellness products called Elevate to young, urban professionals in the US. Elevate includes a sleep mask, fitness band, and bundle. The marketing objectives are to break even in year 2, achieve 10% annual sales growth, and sell 1 million units in 5 years. The target market of "YoCos" between ages 25-35 are early technology adopters open to new wellness products. The marketing strategy involves celebrity endorsements, events, advertising, social media, and partnerships with health organizations. Financial projections estimate sales of 163,797 units in year 1 and breakeven after selling 179,518 units in year 2, with an ROI of 172.01
Morpheus Lab
- 2. FROM THIS
- 3. EVOLUTION
- 4. TO THIS…
- 6. SLEEP
- 7. WE SPEND 1/3 OF OUR LIVES SLEEPING *According to research done by National Sleep Foundation
- 8. WHAT HAVE YOU SPENT FOR YOUR SLEEP?
- 9. REVOLUTION
- 11. WHAT DO YOU HATE ABOUT SLEEPING?
- 12. Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! Beep! WAKING UP!
- 13. WHY?
- 15. ELEVATE BAND
- 17. WHAT ARE YOUR DREAMS?
- 22. WHAT HAPPENED TO THOSE UNFULFILLED DREAMS?
- 23. I NEED TO GET GOOD GRADES!!
- 24. ALL YOU NEED IS LOVE
- 25. TOO BUSY CLIMBING THE CORPORATE LADDER
- 26. WHAT WOULD YOU DO IF YOU ARE NOT AFRAID?
- 28. Your heart is BEATING but are you really LIVING?
- 29. ELEVATE MASK
- 31. SMARTPHONE IS THE WAY AHEAD
- 38. Elevate band $ 129 Elevate mask $ 89 Elevate $ 179
- 39. SNAPSHOT • What is our products? • Marketing Objective • Marketing strategy • Integrated marketing communication • Implementation strategy • Financial analysis
- 40. MARKETING OBJECTIVES 1. Breakeven in 2nd year 2. Annual sale growth of 10% 3. Sell 1,000,000 units in 5 years
- 43. HOFSTEDE’S DIMENSIONS OF CULTURE OF UNITED STATES
- 44. DO YOU KNOW? US IS ONE OF THE MOST STRESSED OUT WESTERN COUNTRY 1 IN 10 US CITIZENS SUFFER FROM DEPRESSION. Source:http://www.bloomberg.com/visual-data/best-and-worst/most-stressed-out-countries
- 47. A PERFECT FIT Familiar with the prevailing fashion, style and technology at a particular time Higher Disposable Income. Most likely to be Innovators and Early Adopters of Electronic Gadgets
- 49. YoCos 25 million (8% of the total US population) • 35% have a post graduate degree (vs. 8% of the total general population) • 61% Professional / Managerial (vs. 23% of the general population) • Median HHI $98,000 (vs. $52,000 for the general population)
- 50. LEADER IN DIGITAL LIFESTYLE Owners of: • Laptop • Digital camera • Mp3 player • PDA They do everything online o Strong social presence o Blogging o Making phone call o streaming video
- 52. CULTURAL ENTHUSIAST 65% of all YoCos participated in cultural activities last year (vs. 35% of the general population) 16 million
- 53. 46% attended live music 11.5 million 36% visited museums 9 million 33% attended theatre 8.25 million 9% attended live dance performances 2.25 million
- 54. OUR GOAL USA population 319 million Target market (8%) 25 million 4% market share 1 million
- 55. PRICING STRATEGY
- 56. Pre-order (80% of actual price) Year 1-5 Elevate combo $143.2 $179 Elevate mask $71.2 $89 Elevate band $103.2 $129 EARLY BIRD SPECIAL 20% OFF
- 59. LOGISTIC AND SUPPLY CHAIN
- 60. WHY UPS? Our 4 PL Logistics Partner Handle inbound logistics from China Duties & Custom Clearance Store goods across warehouses Inventory Control Package and Transport Management Reverse Logistics
- 62. WHY? Largest Electronic Retailers in USA. 34% Market Share in Consumer Electronics 1,000 stores spread across USA Strong Inbound and Reverse Logistics.
- 64. WHY? #1 E-Tailer in the World Serves 137 Million Customers a week Secure payment processing with the latest Amazon fraud protection
- 65. E-bay loyal users: $39 Amazon loyal users: $189
- 69. PRESS CONFERENCE AT CES
- 70. ADVERTISING
- 71. PRINTS ADVERTISEMENT IN MAGAZINES
- 73. ADVERTISE THE PRODUCT ON X-BOX LIVE & PLAYSTATION NETWORK
- 74. ROBOCOP ASPIRE TO BE LIKE ME? USE ELEVATE
- 75. ONLINE MARKETING
- 82. ELEVATE Song: elevate Artist: David Guetta ME HIGHER
- 84. WORKING WITH VARIOUS HEALTH ORGANIZATIONS AND HOSPITALS Helping patients who suffered from: • Depression • Nightmare • Abuse BOOST IMAGE & CREDIBILITY
- 85. YOU ARE OUR BRAND AMBASSADOR
- 94. 5 - YEARS SALE FORECAST Year % of adopters Sale forecast 1 16.4% 163,797 2 18.0% 180,177 3 19.8% 198,195 4 21.8% 218,014 5 24% 239,816 100.0% 1,000,000
- 97. 172.01% ROI
- 98. Marketing budget for 1st year Advertising 360,000 Internet marketing Google Ads 30,000 Facebook Ads 20,000 Print Media Newspapers Ads 40,500 Magazines Ads 150,000 Direct Marketing Events (CES, Other Press Conferences and Trade Shows) Celebrity Endorsement 300,000 500,000 CSR 100,000 Promotion and Loyalty Program 100,000 Total 1,600,000
Editor's Notes
- #2: Have you ever wondered that we have come a long way. From the beginning of time….
- #3: We used roam the forest topless to hunt for food with spears.
- #10: We will change your world forever. It will change the way you work, you sleep, you dream and keep you energetic all day. We will tackle 2 issues.
- #12: Everybody loves to sleep but what do you hate about it?
- #50: HHI – household income
- #63: Inbound logistic – they will collect it from our warehouseReverse logistic – if u don’t like it u can return it
- #65: Loyal amazon users are 5 times more valuable than e-bay
- #66: Users are 5x more valuable than Ebay
- #75: We believe that ROBOCOP movie will be a blockbuster. Robocop will become an icon. Every guy want to be like him, every girl want to be with him.