MGD415_iPanel_GOPST

=**GOPST ANALYSIS **=

To be the number one automotive accessory in the industry
"Accessory" would be a more attractive word to our targeted market in comparison to words like "tool", "feature", or "aid". It's more fashion-oriented, hip, and in-style. It's not meant to be essential but desirable. We used "number one" as SYNC would be our major competition following with CD player/deck industries like Pioneer.

To leverage additional 25% market share by 2012
We estimated the sales performance and market share based on some prediction about iPad sales. One of the findings predicts iPad sales to be about $3 to $4 million in the first twelve months (Rawson). Since iPanel is more of a car accessory that target on a niche market, we estimate the sales to be around half of what iPad being estimated in the first fiscal year.

** PLANS **
Identify the most feasible target market segment for iPanel starting from the developing the marketing plan. Use a unique promotional campaign leveraging social media between iPanel introduction and launch period in order to get the word out there. To develop competitive intelligence about Microsoft Sync's new models and features prior to iPanel development. Cooperate with Honda for a crossover sales promotion and execute a CRM-based strategy in the first two month of iPanel launch. Optimize iPanel, both hardware and software, and compromise with a pricing strategy to prepare the second and third versions launch by 2011 and 2012.

** STRATEGIES **
Collect data, analyze information, and evaluate potential market segments to implement predictive behaviour modelling of our target segment. Use a unique promotional campaign leveraging social media between iPanel introduction and launch period in order to get the word out there; This will minimize advertising costs. Approach retail chains to diversify distribution channels and maximize exposure other than Apple Store.; Cooperate with Honda to create iPanel-Insight campaign for 2 months. Offer new colours of iPanel by 2012 as a low cost method of keeping the iPanel relevant. Introduce "S" model with higher speed and longer battery life by 2014 again extending life cycle and hopefully gaining a larger market share.

** TACTICS **
Develop online giveaways to drive our target customers to iPanel. Develop online contest with prizes given away by Honda to create viral marketing. Develop online commercial on social media channels to increase awareness of iPanel. Build links from Honda website to enhance SEO of both parties. Establish a one-time online video contest on Facebook Fan Page and give away 5 Honda Insights and 5 iPanels to the top 5 candidates. Buy banner spot on YouTube and post the official iPanel commercial. Encourage customers to talk to their dealership for special promotion and value of iPanel. Get iPanel inventory ready in store - WalMart, Futureshop, Best Buy and Apple Store.