Running head: ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

Student: Instructor: Course Title: Date: MKT500-Marketing Management

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

Type of product it will offer and its primary characteristics Industrial Sound ($) will be moving into the area of commercial audio entertainment with the introduction of uBox. Via a wireless or wired connection, an end-user will be able to access his iTunes account and through the establishments in-place sound system be able to listen and share his musical choices, for a fee. Primary characteristicsEase of use: With a touch screen user interface, the icons and menu selections will be designed to direct the user quickly to his iTunes. Familiar: Recognizable like the Jukeboxes of yesterday, but similar to the video jukeboxes of the last decade (e.g. Zymeta). The iTunes interface is obviously recognizable to any account holder. Versatility: The device is software upgradable via remote access. This enables us to improve existing features, or roll out new ones. It also enables the owner of the uBox to elect to add additional features or services as it proves it self. Flexible: The uBox music library, residing on users account, is always filled with music a patron will enjoy. In addition, the aforementioned remote upgradeability enables us to develop new features from suggestion and feedback from owners and end-users. Turn key: Depending on the desires of the purchaser, what configuration he wishes and his existing in-building equipment, all that may be needed is 120 VAC power, and an internet connection. Regardless of his existing capabilities, our staff can provide and set up everything needed for immediate operation.

iTunes where you want em T CORE

Simple Familiar

Care free Industrial Grade

One stop Shop

Coolness (iTunes) Adaptable

ADDED VALUE

Profession support staff

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

Product branding strategy Name: uBox, a brand of its own. For ease of manufacturing, we will produce one device fully equipped with Bluetooth , IEEE 802.11n (Wi-Fi), CDMA EvDO modules. These features will be switched on or off via a flex file loaded at production. This enable a customer to initially purchase low capability device and upgrade as his needs and wants change. This simplifies our supply chain, assembly line & BOM (Bill of Materials.) While this raises the parts cost for the individual units, not changing the production line yields an overall savings of 2%. In addition, this eliminates the need a buy back for upgrade program. The new flex file can be loaded remotely, even over-the-air, to change the active features. We also envision upgrades to the main software as we roll out new features and capabilities that are presently un-realized. The only limit is internal memory. All our products are ROHS3 (Reduction of Hazardous Substances) compliant.

Logo/colour/packaging: It is a wall or bar-top mountable, or free standing, round edged sealed box approximately 15 high x 21 wide x 3 thick. Weight is approximately 5 pounds. The exterior skin is from a selection we will offer in various colours and custom design will be available. For a supplemental fee, we are able to provide a wooden/fiber/glass case similar to the more traditional Jukeboxes, or their updated versions, TouchTunes boxes, for free standing applications. Primary audio output is via dual RCA connectors, but Bluetooth will be available (see above). An internal v-polarized 3dB omni directional antenna is standard, and the unit is equipped with a TNC connector for an optional external antenna. It will be identified with the name uBox one the prominently front no matter its method of encapsulation. Our Industrial Sound logo,($), will be on the reverse. The quiescent home screen will display uBox by Industrial Sound until it is activated via touch.

The term uBox is a portmanteau-like term combining Jukebox with the personalization of u (you) while evoking the ixxx line of Apple Inc. products. This is part and parcel of our co-branding strategy with Apple Inc. Rather than risk legal persecution by Apple Inc, we have managed to convince them of the benefit to both of our organizations and products. As we develop products to move into retail, we envision an area in the Apple store, before we risk moving to outlets with a broader distribution, if ever. We feel this is a natural connection since the product main function is dependent on iTunes.

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

How does the product fit within a product line and the depth and breadth of the line. This will be our first product introduced for non-industrial applications and we will use a modified house-of-brands approach; uBox will be the main line would be extended through the use of alpha numerical designators to denote the features. These designators would only be visible when one accesses a certain menu on the main screen, rather than hard coding on the external casing. In this way, breadth is narrow at one product, but depth is determined by the combinations of connectivity features. We also envision upgrades to the main software as we roll out new features and capabilities that are presently un-realized. The only limit is internal memory.

How the product and target market strategies fit within the organizational strategy. uBox will be our initial offering as we move away from industrial venues, through commercial businesses and possibly into retail/home use entertainment products. As Industrial Sound becomes better known for its innovation & quality, we expect to spread that sense of exclusivity in the awareness and use of our products. Wurlitzer & Rock-Ola have managed to regain and maintain their status as premier collectable jukeboxes for decades. While we have no legacy in such equipment, we see there is a considerable market for devices to mimic these in look and function. We will maintain our own uniqueness; however, we do intend to ride this still popular trend. This will be measured through our Q-score1,2.

Below is our simplified product line 3x3 matrix. We plan to position our product, and move our organization, into the same space as B&O and Rock-Ola, while maintaining our unique position in the top-center space.

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

More for more

More for less

Less for less

Stadium

Marshall, B&K

Industrial Sound various models Alpine

High end franchises

uBox series, B&O, RockOla

Apple Stores/Home

TBD, Carver

Pioneer

Alpine, Pioneer

ASSIGNMENT#2-MARKEING STRATEGY FOR PRODUCTS

Attributions

1-Q-Score (I know you said not to use Wikipedia, but in the case of a pop culture reference as this, it is appropriate. IMO. http://en.wikipedia.org/wiki/Q_Score
2-Q-Scores

http://www.qscores.com/Web/index.aspx
3-Reduction of hazardous substances

http://www.rohs.eu/english/index.html