Pace University MAR431 New Product Development Group Project (Presentation Version)
Task: Idea Generation, Concept Evaluation, Product Development, Launch
Introduction of a new generation of technology furniture: RAGNVARD. Empowered Design.
A unique customizable design desk that allows to charge a multitude of mobile devices through surface contact.
9. Novice
•“Technology
has a limited
impact on my
life.”
Apprentice
•“Technology is
changing my life.”
Journeyman
•“Technology is an
important part of
my life.”
Wizard
•“Technology is
life.”
Experian Simmons 2010 Technology Report Oerta
10. “WIZARD”
Early
adopters of
new
technology
More likely
to be
unemployed
Single, Men
Aged 25-35
OertaExperian Simmons 2010 Technology Report
“Journeyman”
Early
majority for
new
technology
More likely
to be
married with
children
Single, Men
Aged 30-45
11. What are Wizards like?
WIZARD
Pay anything for
electronic
products I want
(Index 203)
Spend more
time play video
games than
watch TV (200)
I'm 1st of friends
have new
electronic
equipment (196) Interested
receiving
advertisements
on cell (193)
Likely purchase
products see
advertised on
my cell (186)
Experian Simmons 2010 Technology Report Oerta
12. What are Journeymen Like?
Journeymen
Doing more
shopping/internet
than before (Index
210)
Like to hear about
products/services
by email (200)
Internet change
how I shop for
products (194)
I spend less time
read magazines
b/c internet (188)
Internet changed
way I work (184)
Experian Simmons 2010 Technology Report Oerta
13. Online
activities
• Video games
• Download Movies
• Chat forums
Computer/Video
Game Brands
• Sony Vaio
• Xbox
Cell Phones
• iPhone
• Boost Mobile
• Song
downloading, music
player, messaging
Experian Simmons 2010 Technology Report Oerta
14. Online
activities
• auctions
• personal ads/dating
services
• listen to satellite radio
online
Computer/Video
Game Brands
• Apple Mac
• Game Boy
Cell Phones
• Sony Ericson
• T-mobile
15. The Ikea Customer & Technology
Shopped at Ikea within last 3
months.
Own an apple
iPod
Index: 199
I’m always
first among
my friends to
have the
latest in
electronic
equipment
Index: 172
I love to buy
new gadgets
and
appliances
Index: 144
I try to keep
up with
developments
in technology
Index: 142
Far above
average early
adopter
Index: 129
Experian Simmons 2010 Technology Report Oerta
16. RAGNVARD’s Chasm
• By garnering the enthusiasm
of the innovators and early
adopters in the beginning, we
are able to create the primary
market interest needed to
obtain the early majority
• By surpassing the “chasm”
that divides technology
wizards and some journeymen
we will be able to reach the
vast majority of consumers
that identify as apprentice’s
Oerta
19. A strong positioning on product
benefits
25 to 35 year olds rely heavily on their cell phones in their daily life:
- stay on top of the news,
- connect with their social network
- express who they are.
- use extra features extensively: Internet, gaming, multimedia, researching.
Those activities consume a lot of energy
and batteries exhaust quickly.
A convenient way of charging mobile devices
automatically improves life quality Jeff Schneider
“staying connected”
“convenience”
20. TV
Commercial
• 30-second spot
• Negative aspects of wires and
uncharged devices in our daily
lives
The solution: the wireless
charging desk, RAGNVARD!
Production costs: $250,000.
Prime-time spots: $5,000,000
Jeff Schneider
36. Jeff Schneider
Print
Advertising
Repeated full page advertising
-GQ, with a focus on lifestyle
-Wired, with a focus on technology
-The Economist, with focus on globalization
-Forbes, with focus on success and career
Estimated costs: $500,000
MRI* Total '000 Proj '000 Pct Across Pct Down Index
Wired 2549 614 24,1 1,8 159
GQ 6518 1562 24 4,5 158
The
Economist 2644 602 22,8 1,7 150
Forbes 5,111 952 18.6 2.7 123
Fall 2011 Media - Demographics - Head of Household 25-34,
Total Adults
37. IKEA Catalogue Cover
Release: August 2014
Circulation: 212 million copies
Jeff Schneider
Release: August 2014
Circulation: 212 million copies
Design
RAGNVARD, wireless
charging desk
$850/ea
38. Online
Advertising
Intensive online promotion strategy
1. Company owned channels
2. Social media
3. Third-party websites
Increased targeting opportunities
Easier access to younger demographics
Jeff Schneider
40. Jeff Schneider
Instagram Contest
Duration: 2 months prior to product launch
Prize: New RAGNVARD desk for best submission
Costs: $5000
Includes:
-Contest tab on statigr.am
-Feature in Newsletter
-Contest Management Platform
-Participant Contact Database
42. Jeff Schneider
Display & Rich Media Advertising
Interstitial Advertising
“a splash page displayed before an expected content page. The interstitial is
typically displayed for about 20 to 30 seconds before taking the viewer to the
desired content page.”
Targeted websites:
www.nytimes.com
www.mashable.com
Estimated costs: $300,000
X
43. “Furniture goes digital” - Times
Square Event
- RAGNVARD desks available for trial
- Billboard streaming every 30 minutes
-Content: Tweet hashtags in real-time
20 desks can be won over weekend
- Live roundtable with influential tech
bloggers to discuss the opportunities of
combining design, technology and
furniture.
Jeff Schneider
45. Availability
Population Age: 25-34(%) Base
Arizona 6,553,255 12.7% 832,263
California 38,041,430 14.3% 5,439,924
Colorado 5,187,582 14.6% 757,387
Connecticut 3,590,347 12.0% 430,842
Florida 19,317,568 12.2% 2,356,743
Georgia 9,919,945 13.5% 1,339,193
Illinois 12,875,255 13.8% 1,776,785
Maryland 5,884,563 13.4% 788,531
Massachusetts 6,646,144 13.1% 870,645
Michigan 9,883,360 11.8% 1,166,236
Minnesota 5,379,000 13.6% 731,544
New Jersey 8,864,590 12.7% 1,125,803
New York 19,570,261 13.9% 2,720,266
North Carolina 9,752,073 12.9% 1,258,017
Ohio 11,544,225 12.3% 1,419,940
Oregon 3,899,353 13.7% 534,211
Pennsylvania 12,763,536 12.1% 1,544,388
Texas 26,059,203 14.3% 3,726,466
Utah 2,855,287 15.7% 448,280
Washington 617,996 14.1% 87,137
219,204,973 29,354,603
* Percentages based on
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=
ACS_11_1YR_S0201&prodType=table
• Only 20 States have
an Ikea
• Only 12-16% of
people in these states
are 25-34 years old
Andrew
46. 2014
July August September October November December
Develop A Prototype
Carry Out In-house Testing
Get User End Feedback
Refine Product Based On Feedback
Set Up Machine Equipment For Mass Production
Develop Logistical Systems
RAGNVARD launch
IKEA catalogue launch
IKEA website product skinning ads
Instagram Contest
TV Commercial
Times Square Event
In-store demonstration
Print Advertising
Facebook Ads
Video Interstitial Ads
6-Month Timeline
Andrew
48. Corporate Social Responsibility
• For every charging table sold, Ikea
will donate a percentage of the
proceeds to the ikeafoundation in
order to benefit children and
families living in poverty all over
the world.
• The ikeafoundation will have
helped over 100 million children
by 2015.
OertaIkeafoundation.com
49. Ikea’s Commitment to the Forests
While working with Ikea’s on staff forest
specialists and our suppliers, the
charging table will be made of wood
from trusted sources, thereby
limiting the affect on the world’s
forest.
Ikeahas worked toward using more
socially conscientious materials since
the 1990’s.
Proceeds from the charging table would
be allocated towards Ikea’s annual
scholarship for students from
Russia, Poland, Latvia, Estonia and
Lithuania to study sustainable
forestry at the Swedish University of
Agricultural Science.
The scholarship is available for students
every year.
OertaIkea.com
50. Cost Estimate And Price
BESTÅBURS
$270 X 55%*= $143 Table Surface Area/ Area Of 1 Coil
1030/5.5 ≈ 187
Price Of Transmitter X Coils Needed
$3# X 187 ≈$562
Subtract Wholesales discount (50%)
≈ $281
IDTP9030 TRANSMITTER
Cost: $424
Price: $850(100% Profit margin)
* Based on a rounded Profit margin taken from the COGS on the Consolidated Income Statement
# www.mouser.com/ProductDetail/IDT/P9030-
0NTGI/?qs=sGAEpiMZZMtEG0FVrTlw%252buwq7j9oGsalnge2V%252bNt744%3d (estimated value) Andrew
51. Sales Forecast
Sales Goals
- Approximately double sales volume to
170,000 units sold in 2016
- Increase awareness and sales ratios to
1%, currently at .05% in 2016
- Increase awareness to 85% of the Base
by 2016
2014 2016
Total Base 29,354,603 29,354,603
Total Awareness (75%, 85%) 22,015,953 24,951,413
Total Availability (70%) 15,411,167 17,465,989
Sales (.05%, 1%) 77,056 174,660
US Population 313,900,000
Population with an
Ikea In State 219,204,973
Availability Ratio 69.83%
Andrew
53. Control & Update
• RAGNVARD will have monthly
scheduled tests to monitor
performance of the product on a
wide scale
• Audits on the product will be
taken weekly in order to
maximize sales performance and
focus our sales strategy on
markets that bring the highest
ROI.
• Re-allocation of merchandise
based on performance will occur
monthly on the RAGNVARD
charging desk
Oerta
Notes de l'éditeur
Product slogan will emphasize both benefits and will build on the innovation effect in the consumers’ mind.
Fleur de Noyer – Chest of drawersDuracell PowermatStandard cableTeknion Powermat
People are encouraged to envision their own furniture piece of the future and submit it through an Instagram post or upload it directly to the contest page on Statigram. The hashtags#EmpoweredDesignand #FurnitureOfTomorrowhave to be attached to each post in order to enter for a chance to win the brand new RAGNVARD desk as soon as it is released.
Next we used the ATAR Model
In order to estimate a price, I first multiplied Besta Burs $270 retail price by the cost of goods sold ratio reported in Ikea’s annual income statement and found an estimate cost of $143. I then found a electronics retailer that sold transmitters at $3. By cutting the Wholesale retailer out we estimated that covering the surface area of the table excluding a 1 inch border plus the table itself would cost approximately $424. Then a 100% markup would make the final price $850. Over time the profit margin will have to go down as competitors develop more substitutes for our product.