Made Up Product_intro To Mktg

1. Executive Summary

2. Situation Analysis

2.1 The Product

2.2 Pricing and Placement

2.3 Product Diagram

2.4 Product Content/Software

3. The Market

3.1 Competition

3.2 SWOT analysis/implications

4. Objectives and Strategy

5. Action Plans

5.1 Advertising

5.2 Execution

EXECUTIVE SUMMARY

Hyperdyne is an established in 1995 the company has flourished into a 1 billion dollar a year company

The Hyperdyne Lige' will take a new place in the arena of mobile gaming. The console will be offered in one model - the Lige' Lite for $199. At first the L.L. will only be available online at www.hyperdyne.com. The Lige' will be the first in a new category of handheld products designed to offer all the advantages of having a PC or laptop all in a device that can fit in your pocket; delivering both on entertainment and functionality in a tight 6 ounce package.

The Lige' will be positioned against the Nokia N-Gage, Nintendo DS, Sony PSP, and the Tiger Telemetrics Gizmondo. The market for handheld gaming devices has traditionally been geared toward early teens and juvenile males but in recent years the adult market has grown considerably.

The Lige' will take a 'something for everyone' approach, it is important that it is established as a toy that doesn't take itself too seriously. The design and features of the Lige' will be simple and easily approachable by all ages. This is more in line with Nintendo's enormously successful strategy and out of line with the N-Gage, PSP, and Gizmondo approach that gears those products exclusively toward older very tech savvy audiences.

Our goal for the Lige' is to establish a strong product in the over 6 billion dollar a year handheld gaming market. In order to be considered a success we hope to sell 1.5 million units in the first 16 months. However, as is traditional with gaming platforms the program will have to operate at a loss over this time before we can expect to see a profit. To minimize losses the Lige' will focus on function and content over technology and will initially only be sold over our website it is expected that 100 to 150 million dollars will need to be invested before the program starts turning over profits.

SITUATION ANALYSIS

The Product

The Lige' console will offer superb 3D graphics, analog controls, crisp stereo sound, built in WiFi technology, a windows mobile operating system, and will provide an unparalleled mobile multimedia experience with it's huge 3.5 in. LCD screen with analog touch technology.

Most parts for the Lige' will be made in house including the shell, circuit boards, power supply, WiFi solution, analog controls, and sound components. However we are licensing out some of the product. Potential partners will include Microsoft, Nvidia, and Samsung. We currently have standing agreements with these companies for creating screens, touch analog, operating systems, and gpu's for our products which will be along the same lines of what the Tige' will be using.

The Lige' stands above the rest by combining a large screen, touch screen control, sleek design, and a low price point, features that we think are the most important to consumers. We want people to buy the Lige' for casual play and as core functional PDA, something a kid or a college student may take with him to school.

Pricing and placement

The Lige' is expected to have at least a 5 year lifespan and hopefully we can push the brand on beyond that. The basic unit cost will be around $260 at first and will be priced at $199.

Games and accessories for sale through the site will ease the hit taken at launch selling a projected $40 per unit sold. Games will sell for $29.99, battery packs for $24.99, different color faceplates 9.99, and so on. After a year we expect the manufacturing cost to drop below 200$ and keep dropping until it bottoms out at about $150 a unit at which point new pricing strategies will be considered. The chart below shows expected operating income for the first 2 years of the program.

Product Content

It's not all about hardware; it's about what content comes with it. This is where the Lige' is going to draw its initial fans, touch screen technology will allow us to bring simple, fun, and classic PC games. The Lige' will be fully compatible with all PDA based games and will be able to download them online as well as be able to play top of line cartridge based media.

At first developing and publishing for CF card based titles will be done in house but will be relatively inexpensive because developing will be limited to porting and publishers are eager to license there products to us for a small percentage of profits.

Quality is much more important than quantity when it comes to games, people will buy the console for 1 or 2 games not a bushel of mediocre ones. We want to start small take our time and expand our portfolio at a steady pace.

Some of the