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Rogers Home Monitoring System

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by

Miri Harsonsky

on 8 April 2015

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Transcript of Rogers Home Monitoring System

TARGET
MARKET
LOCATION
DISTRIBUTION STRATEGY
DISTRIBUTION CHANNEL
phone calls
emails
sales representative
Rogers
Customers
directly
retail shops
GOALS

Expand our product distribution in other locations

By the end of
2015
, have HMS's be available in all 129 Rogers stores in
Ontario
and as well as in retail shops

By
2016 - 2017
, expand availability of HMS all over Canada

By
2016
, have HMS's be available in all
129
Rogers stores in
Ontario
By
2017
, expand availability of HMS in
Manitoba
and
Saskatchewan


By
2018
, expand availability of HMS in
Quebec
Currently:

- HMS is available in
select
regions in Ontario, New Brunswick, New Foundland and Labrador and British Columbia (Vancouver)

- our website is equipped with extensive knowledge about the HMS and services included with it

- 232 Rogers store in Canada (129 in Ontario)
Establish
training seminars
for sales representatives about HMS

Ship products
to individual stores, store fronts in malls, and retailers (minimum inventory)

Prototypes
in stores

Product delivery and installation
done 2 - 3 days after purchase (or when they're available)
prototypes
TARGET MARKET
Primary Target:

Middle-class family households
Family Demographics in Canada:
Lone-parent families increased 8.0% since 2006

Same-sex couple families went up 42.4% from 2006
Most children live with married (63.6%), common-law (16.3%) or lone (19.3%) parents, while 0.8% of children live with other relatives or non-relatives.
TARGET MARKET EXPANSION
Government Agencies/Institution
Retail Businesses
Universities
PROMOTIONAL STRATEGY
Objectives

Product
strengths

Product
differentiation

Mirror Canadian familial
diversity
Informative Advertisements
Stay Protected and
Connected

_
"Our Rogers Smart Home Monitoring service features a smartphone app and online portal so you can arm and monitor your home from anywhere, anytime and
connect with your family in ways you didn't know existed."
MORE
THAN
JUST
SECURITY
Social Needs
Changes in Demographics
1
2
3
SOCIAL
MEDIA
Cost efficient

Easy way to reach our target market

Communications
TV ADS
Extensive coverage
Informative
INTERNET ADS
Self-directed

Flexible
MEDIA SCHEDULE
HR- staff, training, and prototype in stores

Outbound and inbound telemarketing

Relationship selling
Personal Selling
25%
OFF
OBJECTIVES FOR
2015-2016:
Collaborate with Home Insurance companies
A chance to win Blue Jays tickets
[limited time offer]
Home Builders 6-month free trial
Bundle package
Expansion

technology
Through partnership with
G
o
o
g
l
e
and SpaceX we'll deploy 4000 intenet satelites to 750 miles of the earth orbit

Internet
of
Things

connectivity will be our mission
Rogers TV/shomi, unlimited intenet, share plus plan

Installation
Free installation
devices: smart door lock
smart thermostat
day/night vision camera
Lamp Dimmer Module
Small Appliance Module
smoke & fire, CO, H2O leak, motion and door/window
SENSOR

Money Talk
costs Rogers $500 M over 5 years
research shows that will create $120 B-$150 B of revenue over 5 years
the initial budget will come from sale of Rogers print media outlets for close to $1.5 B + saving $1.2B in annual budget
stock price is projected to quadruple within 5 years

Show me the $$$
12.5 million households in Canada
moving into undeserved markets: middle east, southeast Asia, Africa and Latin America
possible increase of market cap from $22.7 B to $90B-$110B

Stay Protected and Connected
pricing strategy
devices cost a total of $450 to make, $899 for sale, $99/month
revolutionary strategy Lease
2 year plan: $99 for the first 6 months then $149 till the lease is paid
Full transcript