Kiddy tracker shoes

Definition: Kiddy tracker shoes are shoes with a tracking device that could help parents to know where their kids are by using software in the computer.

The area that I’ll choose is Egypt Cairo because of the kidnapping cases in the country regarding the unrest situation after Jan 25^th revolution

1-   The segmentation: B 2 C

                              I.            Demographic segmentation:

Gender: male and female (Parents)

Income: above 5000 L.E per month

                           II.            Geographic segmentation:

Country: Egypt

City: Cairo

Region: New Cairo, 6 of October city, Zamalek

                        III.            Psychographic segmentation:

Social class: Class A and B

                       IV.            Behavioral segmentation:

User status: first time user

2-   Positioning: By benefit

Value proposition: more for more (more benefit for more price)

More benefits because we are offering benefits of tracking device to keep them under control all the time when they are outside which is unique in the Egyptian market.

More price because the idea itself is new.

 

3-    A. first of all, we have to identify the competitors (direct and indirect competitors)

Direct competitors: No Direct competitors in Egypt

Indirect Competitors:

• Cell Phones with tracking system: it is an application that could help people for tracking their target in the cellphones.
• Watches with tracking system

Competitive advantage: product differentiation is we are the only company in Egypt that can provide a service like this. And also during kidnapping, thugs take all the kids they have and they can’t imagine that there is a tracking device in the shoes.

B. The position of the product is by benefit.

 

4-   A. The three levels of a product:

• Core benefit: tracking kids outside their homes.
• Actual product: tracking device in a shape of shoes (features, design, package)

Brand name: kiddy tracker

Quality level: can’t be duplicated

• Augmented product:

Warranty: one year

After sale service: call the customers back for checking the service every month.

B. overall value propositions: more for more       (more benefit for more price)

More benefits because we are offering benefits of tracking device to keep them under control all the time when they are outside which is unique in the Egyptian market.

More price because the idea itself is new.

5-   A. The pricing strategy: market-skimming pricing strategy (because of new product generations) (price of the product is 1000 L.E)

B. Distribution channels: New Cairo, 6 of October city, Zamalek (we detected these places because of the price sensitivity of people who are living there and also in people who live in these kind of areas “new Cairo and 6 of October city” need these tracking device because it is a little bit unsafe compared to other areas)

C. Promotional Mix:

1. Advertising: through
   1. TV ads: in CBC, EL-Hayah, EL-Mehwar (at 7 pm)
   2. Radio ads: at 100.6 radio channel (at 4 pm)
   3. Bill Boards: above the building surrounds the ring road and 6 of October bridge
   4. Magazines: 3in magazine and Teen Stuff magazine
   5. Newspaper: Al-Akhbar and Al-Ahram
2. Sales Promotion:
   1. 50% off for the second purchase of kiddy tracker
   2. Free samples to some people for trying the product and publish it through internet.
3. Personal Selling: (face to face communication)  by training the sales stuff of the outlets to introduce the new kiddy shoes to the customer
4. Public Relation:
   1. by making and controlling a website for kiddy shoes, and also by making a facebook and twitter page for observing the customers’ feedback of kiddy shoes
   2. The project is going to be sponsored by Vodafone, Mobinil and Etisalat.
5. Direct marketing: by sending (mails, SMS, Catalogs) about the new offers to the customers who tried our product.

       

 Written By SHeko