Fitscam Product Case Study

McGill University

Marketing Strategy

Sophia Esterle

Catherine Lauzon

Jordan Laforme-Levesque

David Peinturier

Peter Suh

Terry Liong

MCGR-293-004 - Principles of marketing

Professor Fabienne Cyrius

November 22, 2016

Contents

Executive summary        2

Introduction        3

Marketing Mix        3

Product        3

Pricing:        5

Place:        6

Promotion:        8

Financial analysis        10

Foreign entry        11

Implementation        12

Appendix A: Type of distribution channel used        15

Appendix B: UK Target Market        15

Works Cited        17

Executive summary

Our consumers are generally targeted using different factors: how far they live from urban areas, their psychological treats such as introverted persons and by their income/age. Our product would enter an existing and well developed industry; the online retailing industry and more specifically targeted for clothing as well as the camera industry (small electronics).  

The FitsCam is a shopping product that facilitates online shopping and increases trust and confidence in this shopping process. Our product differentiates itself from the rest of the cameras on the market through its newness, innovative aspect and use and will be sold under mixed branding. Furthermore, we have a few competitors, that are still developing their products. This market is attractive, so we can expect more competition in the future.

        FitsCam will be using both direct and indirect distribution channel. Indeed, we will offer our camera directly on our website and we will use Best Buy and Amazon as retailers. Therefore, this implies a both exclusive and selective distribution level of intensity respectively.

With hope that our product conveys a message of facilitating online shopping, we will use a push strategy to make our product known.  

The pricing strategy would allow our product to compete online and in the retail industry. Thus, choosing the right pricing method should give a great return on investment and this is what's going to make our product stand out from others.

The implementation is divided in 2 parts: pre-order period, and launch period. Massive communication will be made, feeding the hype that our product will raise. Afterwards, we could have the opportunity to export FitsCam into the British target market. This market is bigger than the Canadian target market. Moreover, E-Commerce is also a becoming more popular in the UK.

Introduction

        Technology keeps evolving faster and faster every day. FitsCam is a camera along with a software that ease online shopping. This device, by analyzing your size, suggest you the better fit. To launch that new product, we will provide a detailed analysis of the marketing mix including relevant information on the product, the pricing, the distribution, and the promotion strategies. Furthermore, we will present our financial analysis that includes our breakeven (2553 cameras).

Finally, we will describe the step-by-step implementation in order to make sure that our product will have a great start. Afterwards, we could access another foreign market, such as the UK. It is a place of great opportunities for FitsCam.  

Marketing Mix

Product

Our product is easily available and fits into high technology products, it is a shopping product. Its core benefits include efficiency, avoidance of social interaction and reduction of pollution through its suppression of the need for moving to shop well, therefore eliminating the cost and pollution coming from cars/ public transport.

Our product will be black to look simple, elegant, high tech and esthetically adaptable to any environment and computer and sold to in a package box. The box will have a perceptual benefit because it will be esthetic while showing the look of the camera. It will include the FitsCam camera, a clip-on to put the camera on the top of the computer, a USB cable, a measuring tape of approximately 2 meters and an instructions manual. The measuring tape will be used to measure the exact recommended distance that the person should stand from her computer to take his measurements. The instructions manual will include a step-by-step guideline and a code to download our software on the company’s site as well as creating an account, which will allow the customer to save his measurements. This will facilitate secondary uses, as well as “adding” their friends and family to have access to their measurements. After this setup, the consumer will click on the "FitsCam" button when selecting clothes on our agreed clothing sites and our software will open, giving the selection of which profile to use, where if the consumer opens his own, the platform for the “virtual mirror” will open. Here, he will be able to see himself with the product selected which will follow his movement. With the camera's voice recognition, he will be able to tell the camera to “screenshot” his look, so he compares it with different outfits as well as send it to friends for help in his shopping decision process. This will allow the consumer to have the whole shopping experience from the comfort of his own home, with more ease and efficiency.

We will offer two opportunities for the customer to return his product, including a 100% satisfaction policy, meaning that if the consumer uses our product to buy a piece of clothing that does not fit and has proof, he will be reimbursed for his purchase and a 2-year full coverage warranty for repairs or replacement under specific conditions to increase trust in the product during the consumer decision making process. Consumer service will be available online with a phone number and an online chat on our website and available in our retail stores where we will have the FitsCam transferred to us for repair and replaced under the warranty conditions.