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Dark Dog Project

Thank You for your SUPER MOTIVATING support - in response I created another template you can use, its a PARLA-like story board. .Enjoy.
by

Menty Zee

on 11 October 2012

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Transcript of Dark Dog Project

CASE-STUDY2 Case Study 2 Action 1: Supplier Case Study 1 Redbull Naughty-G Case Study Shark Notes b) ___________________ Case-study take aways c) _______________________________ a) ___________ In short _______________________ Harvard Business Review How to lower the cost of enterprise sales? Marketing create HYPE Create IDENTITY $xxxx S _ _ _ _ _ _ _ _ _ _ a s e m e d Footnote to whom this presentation applies CASE-STUDY Market Segmentation Psychographic The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us. This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu.

I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and Travels to Clients CASE-STUDY3 VIDEO ARCHIVE Action 2: Action 3: Create Awareness And now all is right again EDITOR NOTE: Copy & Paste your own contact data using an iphone screenshot EDITOR NOTE: This is CANDY to encourage people to discover outside the set path ... EDITOR NOTE: Replace covers with magazine covers that are relevant to your problem @IndoJacco For more Prezi templates Prezi template created by: Jacco van der Kooij Artwork licensed through: iStockphoto.com CREDITS Enjoy! Marketing Mix Strategy PLACING INDIRECT Intermediaries Darkdog Final End Customers vENDOR at Polytechnics Universities ( SMU,NUS,NTUETC) DIRECT Darkdog Final End Customers through Booth, F1 PRICING CONSTRAINTS oBJECTIVES Penetrate to the market
Increase Sales Marketing Cost Supply good cost
Delivery cost
Miscellaneous Competition product Life Cycle Monopolistic Competition
Good Product with Reasonable Price New Product
Market Introduction Stage STRATEGIES Cost&Profit PROMOTION Market Positioning Low Kick
(Adrenaline) Not Happening (Customer interaction/engagement) High kick
(Adrenaline) Happening (Customer interaction/engagement) Low-priced Unhealthy Energy Drink
(contains inositol – may cause dizziness and addiction in the long term) Expensive Healthy Energy Drink objectives NEW to LOCAL market 17 25 years old COOL WILD underdog ALTERNATIVE demand for DARKDOG VIRAL REDBULL PRICING PROMOTIONS PLACING PRODUCT compare to the rest of the brand S$2,95 EXPENSIVE EXTENSIVE readily easily available in all SUPERMARKET & convenience store very well ACCEPTED among the target customers positioned as a PERCEIVED "HEALTHY ENERGY DRINK" give FREE REDBULL during well-known SPORTS events SHARK PRODUCT PRICING PROMOTIONS PLACING Generate Sales Sales Profit positioned as a PERCEIVED energy drink for SURFERS cheap S$1.50 newspaper
advertisement available in
some supermarket PRODUCTS Self Confidence Wild Crazy Health Benefits (Vitamin,Minerals, Herbs) Gives you Boost Convenience to drink Packaging Component Indirect
Trade Discount
(Buy 10 cartons free 1)
Delivery Service CORE Direct: Polaroid Photo Taking
Parties , Attractive Prizes
Loyalty program Actual Product Augmented Product Factors to consider Price Consignment Basis Product Guarantee Order- Delivery Service & Time Action 4: Action 5: Quality Action 6: DEMOGRPAHIC Age: 17-25years old Male Allowance: 500 and above Occupation: Student " YOU OnLY Live Once" personality: EXTROVERT LIFLE LIFESTYLE night-life lov3r BEHAVIOURAL Knowledge of Product: minimal Attitude Quite Skeptical Of The Product UNAWARE of OUR PRODUCT Persona Brandon Yu Single part time:retail advisor/assistant at Abercrombie & Fitch (A&F) He often goes clubs like Rebel, Helipad or Zouk. Lifestyle (22) Attitudes to the product category:
Brandon feel that local energy drinks is very limited. Most brand other than red bull appeal to him He likes interesting events like ZoukOut Media & marketing activity usage: Affordable Method
Most effective method @ optimal cost set initial

Why set low price?
To sell in a larger volume
Drive higher margins LOW price Resource Planning Bazaar @ National University Singapore Manpower Requirement
Length of operation: 9 hours
Task: Tending booth (3 people)
Flyers (6 people)
Skate people (4 people)
Total: 13 people
Salary: Tending booth/flyers = $6/hr
Skate people = $8/hr
Total salary: $774 Equipment
Length of operation: 9 hours
Rental of shop space: S$50
Boni Mini Pop-Up Curve: S$850
Freight: Dark Dog
Vertical Banner x 2: Dark Dog
Speakers Rental: S$300
Total cost of equipment: S$1200
Total cost (salary + equipment): S$1974
Target audience: 10000
Target Sales: Booth @ SP Manpower Requirement
Length of operation: 9 hours
Task:
Tending booth (3 people)
Flyers (6 people)
Skate people (4 people)
Total: 13 people

Salary: Tending booth/flyers = $6/hr
Skate people = $8/hr
Total salary: $774 Equipment
Length of operation: 9 hours
Boni Mini Pop-Up Curve: Re-use the one in NUS
Freight: Dark Dog
Vertical Banner x 2: Dark Dog
Speakers Rental: S$300 or (Contact Stage management for help)
High Striker: S$400
Total cost of equipment: S$700
Total cost (salary + equipment): S$1474
Target audience: 2000
Target Sales: After Exam Party Manpower Requirement
(collaboration with DJ club
Entrepreneurial leadership committee)
Length of operation: 3 hours
Task: DJ (1)
Salary: DJ = S$100 Equipment
Length of operation:3 hours
Audio & lighting: S$600
Total cost of equipment: S$600
Total cost (salary + equipment): S$700
Target audience: 200
Target Sales: SP Open House Manpower Requirement
Length of operation: 9 hours
Task:
Tending booth (3 people)
Flyers (6 people)
Skate people (4 people)
Total: 13 people
Salary: Tending booth/flyers = $6/hr
Skate people = $8/hr
Total salary: $774 Equipment
Length of operation: 9 hours
Boni Mini Pop-Up Curve: Re-use the one in NUS
Freight: Dark Dog
Vertical Banner x 2: Dark Dog
Speakers Rental: S$300 or (Contact Stage management for help)
Total cost of equipment: S$300
Total cost (salary + equipment): S$1074
Target audience: 4000
Target Sales: Boni Mini Pop-Up Curve
Vertical Banner
Cash Machine
Audio & Lighting Equipment Requirement Booth @ NUS Bazaar
Booth @ SB Bazaar
Booth @ events Physical Facilities Organizational Chart Market Estimation Made from all natural ingredients
Does NOT contain some of the substances that are found in other energy drinks,

Market leader in Europe
Look Wild
Adventurous
Established brand in Europe market Inositol and Glucoronolactone Strength Weakness Not established in Asia
Limited distribution channels
Look dangerous
some Target customers
are unaware of the health benefits Opportunities Youth staying up late for activities
Mixer for alcoholic drinks
Advanced technology
Growing market in nightlife scenes Threats Strong competitors
Lots of substitute products
High level of brand switch by customers
Bargaining power of customers is high Competitors Analysis 5% growth in total volume terms
FIFA World Cup caused consumers stay up late to watch the matches
Trends of Singaporean enjoying night life
Sales of energy drinks increase Energy Drink Industry Introduction The Product Top Quality Product with Pure Natural
Ingredients:
caffeine from guarana berry & natural spring water
DOES NOT contain INOSITOL AND Glucorolacton Founded in Austria,1995
Market Leader in Europe countries Sales @ NUS Bazaar Target Audience : 20,000
Sales (15% X $2 X 3 days) : $18,000

Total Cost : $12,600
Total Expenses : $4,222

Profit: $1,178 Target Audience : 8,000
Sales (15% X $2 X 5 days) : $12,000

Total Cost: $8,400
Total Expenses: $3,222

Profit : $378 Sales @ SP Bazaar SP
5 days
7 places
Selling @ 1.80 to Vendors
Sales : $630 Weekly Sales forecast Forecast Sales : $17, 640 Monthly Sales November Sales Forecast Yellow & Black Extreme J3M Marketing Jing, Joseph, Jolyn and Menty
Pronounced as “Gem”
Valuable Provide marketing solutions
Find out what the client wants
Understand the product
Develop marketing strategies
Develop marketing plans What do we do Facebook Contest How do we do with SGD2000 When: 20 October 2012- 20 November 2012
Where: Dark Dog Singapore
Budget: $ 2500 Create the awareness of the Brand through Social Media
Create Dark Dog identity as Daring, Extreme and Wild
Increase sales Objectives Target Audience: 300 Participants
Duration of Contest: 1 months

Currently available in Singapore Polytechnic 1.The contestant has to buy a Dark dog drink and he/she will be given a card
2,Use the card to collect 5 stickers and take a picture of the cans and stickers with yourself 3.Share it on our Facebook wall and the most creative picture with the most “ LIKES “ will be declared the winner. Where to purchase the Dark dog drink Advantages Promote the contest through Social Media Marketing
Cutting cost on printing the brochure
Attractive prizes Disadvantages
Only available in SP, little public awareness
High cost of Dark dog drink
Full transcript