introducing the soccket soccer ball into the peruvian market

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Will Kauffman Sara Nienhaus Heather Gray Introducing the Soccket Soccer Ball into the Peruvian Market http://www.soccket.com/

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Introducing the Soccket Soccer Ball into the Peruvian Market. Will Kauffman Sara Nienhaus Heather Gray. http://www.soccket.com/. The Product. Soccket Soccer Ball. Soccer Ball that stores energy and generates electricity for powering LED lights and batteries. - PowerPoint PPT Presentation

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Page 1: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Will KauffmanSara NienhausHeather Gray

Introducing the Soccket Soccer Ball into the

Peruvian Market

http://www.soccket.com/

Page 2: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Soccket Soccer Ball.Soccer Ball that

stores energy and generates electricity for powering LED lights and batteries.

15 Minutes of play time = 3 hrs of LED lighting power.

Currently in use in rural parts of African countries which have no electricity.

The Product

Page 3: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Relative Advantage: Allows access to power to those who previously had none.

Compatibility: Much of the Peruvian population already plays soccer, thus making it easy to integrate into the local market.

Complexity: Very easy to use; cheap, clean, sustainable energy

Trialability: Not much opportunity to try first due to lack of current global product integration

Observability: Product currently only in African countries, but the benefits can be easily observed and quantified.

Product Evaluation

Page 4: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Cost: The technology is still in beta testing, but eventually should be relatively cheap to produce.

Donation Programs can be used to help begin market integration—buy one, give one.

Retailing Strategies dedicated exclusive store vs. adding product to existing sports retail location

Ball Quality need to make sure it is up to the standards of the consumer

Potential Problems

Page 5: Introducing the  Soccket  Soccer Ball into the Peruvian Market

25% of the TOTAL population and 70% of rural population do not have access to electricity in Peru

Those living in the most rural areas of the Andean Highlands may never have access to reliable electricity due to high infrastructure costs and difficult accessibility.

Most people in this area make < $300/month

The Market: Geography and Demographics

Page 6: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Ball Sports Equipment led the sports equipment market in 2008 with 27.3% market share.

Day to Day shopping Market a variety of colors and

sizes to appeal to many segments national colors, club team colors, etc.

Peruvians resistant to change—Current heavy use of soccer balls allows for a smooth transition

Packaging—use packages as well as the product, so the way it is packaged is important (bio-degradable package)

The Market: Consumer Buying Habits

Page 7: Introducing the  Soccket  Soccer Ball into the Peruvian Market

More focus on sales to urban areas with more disposable income, and donations to rural areas.

Sell both regular and Soccket soccer balls—purchase of either onesend Soccket ball to rural family

Use popularity of Soccer in Peru to help boost initial sales—shopping habits

The Market: Distribution

Page 8: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Local Retailing: Sell product to local retailers in urban areas like LimaCreate a donation program to allow

distribution to rural, poor areas that do not have access.

Online Retailing: Create our own website to avoid middlemen and reduce initial costs; once product sales increase, possibly team up with large online retailers like Amazon

The Market: Distribution

Page 9: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Run local ads in newspapers and on television to help people understand the need for electricity in those rural areas

Open a Soccket kiosk around popular soccer destinations to promote product and give demonstrations

Create a website to help increase awareness of product to both Peruvians and others globallyPeru is highest in Latin America internet use

because they have cheap, public facilities

The Market: Advertising and Promotion

Page 10: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Difficult to predict entry price point because the technology is just being introduced into the consumer market

Need to cover production and distribution costs work with corporate sponsors affiliated with soccer to gain funding—FIFA, National and Club teams.

Haggling is common in Peru experiment with various price points to determine a suitable entry price point (work with local retailers)

The Market: Pricing Strategy

Page 11: Introducing the  Soccket  Soccer Ball into the Peruvian Market

62% of Population lives in the HighlandsSubsistence Farming and Mining are

economic base—can use Soccket Soccer ball to charge batteries for mining lights, etc.

Market size has potential for expansion due to global interest via online distribution channels

Goal: To have at least 30% of rural population using Soccket Soccer ball by 2020

Market Size

Page 12: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Work with various agencies to help promote donation program WHO, World Bank, NGOs and other foreign aid agencies

Work with Peruvian Government to determine the best way to import tariffs, distribution channels, etc.

Government Participation

Page 13: Introducing the  Soccket  Soccer Ball into the Peruvian Market

Problems and OpportunitiesProblems

Revenue plan to donate many, need low overhead and outside funding

Availability product is just being introduced into the consumer market

OpportunitiesFirst Mover

Advantage corner market

Potential for use as a substitute for regular soccer balls

Large market sizeClean, sustainable

energy could be the forefront of a larger movement