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• 1. [Article] HP Sprocket Marketing Plan

  HP Sprocket is a pocket-size photo printer, released in the market in September 2016. About the size of a smartphone, this Bluetooth printer goes anywhere. The Sprocket gives customers the ability to use ...

  Citation × Citation Citation Abstract Copy Title: HP Sprocket Marketing Plan Author: Melendez, Alex Tacco, Singh, Anchal, Rosenthal, Janet, Vrushabhendra, Lipishree, Alzahrani, Saeed, Purwar, Shivani Year: 2017 HP Sprocket is a pocket-size photo printer, released in the market in September 2016. About the size of a smartphone, this Bluetooth printer goes anywhere. The Sprocket gives customers the ability to use their smartphone to take photos, with the added benefit of having a physical picture to keep forever. The Sprocket works with an App on a smartphone or a tablet. It instantly prints photos that are 2 X 3 inches and waterproof. With a peel able back, photos can turn into fun stickers. The Sprocket works with social media feeds, so you can incorporate text, emojis, filters and frames before you print. The Sprocket retails for $129.99 and replacement paper is $10 for 20 photo papers. The Sprocket is unique in that it does not require replacement ink. Instead, it uses Zink technology, and only requires the HP replacement photo paper. HP is counting on the Sprocket to boost their lagging printer sales. Currently, the printer market is stagnant. The introduction of the Sprocket boosted sales over the 2016 holidays season. So unexpectedly, that the Sprocket sold out. Although the competition is fierce, the Sprocket has edged out competitors to hold a slight market share lead. Based on App downloads, current market share is 38%. After implementation of the marketing plan, the Sprocket is projected to increase market share to 51% by the end of 2018. The Sprocket was originally marketed to the teenage girl demographic. There is a real opportunity for growth by pivoting to additional segments. The Sprocket will be promoted heavily in the category of women with children. This demographic holds the most opportunity, as they are making the majority of buying decisions as well as making gift purchases. The gifting opportunity will be promoted heavily during graduation season and Mother’s Day. To a lesser extent, the Sprocket will continue to be promoted to teenage girls, and additionally to the active senior population. Those seniors who are retired, use a smartphone, but would like to retain physical pictures. The Sprocket will be promoted through social media, with a separate campaign for each segment, as well as through tech fairs, SEO, and traditional advertising channels. The team will monitor these campaigns through a newly created marketing dashboard. In addition to an increase in sales, the marketing department will monitor customer satisfaction and customer engagement through on line reviews and online community engagement. The key success factors will be growth in sales, market share growth, and holiday sales growth. Title: HP Sprocket Marketing Plan Author: Melendez, Alex Tacco, Singh, Anchal, Rosenthal, Janet, Vrushabhendra, Lipishree, Alzahrani, Saeed, Purwar, Shivani Year: 2017 HP Sprocket is a pocket-size photo printer, released in the market in September 2016. About the size of a smartphone, this Bluetooth printer goes anywhere. The Sprocket gives customers the ability to use their smartphone to take photos, with the added benefit of having a physical picture to keep forever. The Sprocket works with an App on a smartphone or a tablet. It instantly prints photos that are 2 X 3 inches and waterproof. With a peel able back, photos can turn into fun stickers. The Sprocket works with social media feeds, so you can incorporate text, emojis, filters and frames before you print. The Sprocket retails for $129.99 and replacement paper is $10 for 20 photo papers. The Sprocket is unique in that it does not require replacement ink. Instead, it uses Zink technology, and only requires the HP replacement photo paper. HP is counting on the Sprocket to boost their lagging printer sales. Currently, the printer market is stagnant. The introduction of the Sprocket boosted sales over the 2016 holidays season. So unexpectedly, that the Sprocket sold out. Although the competition is fierce, the Sprocket has edged out competitors to hold a slight market share lead. Based on App downloads, current market share is 38%. After implementation of the marketing plan, the Sprocket is projected to increase market share to 51% by the end of 2018. The Sprocket was originally marketed to the teenage girl demographic. There is a real opportunity for growth by pivoting to additional segments. The Sprocket will be promoted heavily in the category of women with children. This demographic holds the most opportunity, as they are making the majority of buying decisions as well as making gift purchases. The gifting opportunity will be promoted heavily during graduation season and Mother’s Day. To a lesser extent, the Sprocket will continue to be promoted to teenage girls, and additionally to the active senior population. Those seniors who are retired, use a smartphone, but would like to retain physical pictures. The Sprocket will be promoted through social media, with a separate campaign for each segment, as well as through tech fairs, SEO, and traditional advertising channels. The team will monitor these campaigns through a newly created marketing dashboard. In addition to an increase in sales, the marketing department will monitor customer satisfaction and customer engagement through on line reviews and online community engagement. The key success factors will be growth in sales, market share growth, and holiday sales growth. Close

• 2. [Article] Marketing Plan for the DJI Phantom 4 Follow-Me Drone Camera System

  Dajiang Innovation Technology Co. (DJI) was founded in 2006 as a hobbyist venture, but soon transformed into the world’s largest drone manufacturer. The company’s main aim is to develop a flying - camera ...

  Citation × Citation Citation Abstract Copy Title: Marketing Plan for the DJI Phantom 4 Follow-Me Drone Camera System Author: Deshpande, Tejas, Nigg, Donavon, Wehner, Nicole, Jirage, Rushikesh, Alkharboosh, Haitham Year: 2017 Dajiang Innovation Technology Co. (DJI) was founded in 2006 as a hobbyist venture, but soon transformed into the world’s largest drone manufacturer. The company’s main aim is to develop a flying - camera stabilization system - to capture amazing photos and video. DJI technology does more than simply enable creators. They push visionaries to go beyond the limits of what is thought possible, motivating them to inspire the world, a culture of constant innovation and curiosity, and a focus on transforming complex technology into easy-to-use devices. Building on the ethos of “form follows function,” DJI’s products combine advanced technology with dynamic designs. Title: Marketing Plan for the DJI Phantom 4 Follow-Me Drone Camera System Author: Deshpande, Tejas, Nigg, Donavon, Wehner, Nicole, Jirage, Rushikesh, Alkharboosh, Haitham Year: 2017 Dajiang Innovation Technology Co. (DJI) was founded in 2006 as a hobbyist venture, but soon transformed into the world’s largest drone manufacturer. The company’s main aim is to develop a flying - camera stabilization system - to capture amazing photos and video. DJI technology does more than simply enable creators. They push visionaries to go beyond the limits of what is thought possible, motivating them to inspire the world, a culture of constant innovation and curiosity, and a focus on transforming complex technology into easy-to-use devices. Building on the ethos of “form follows function,” DJI’s products combine advanced technology with dynamic designs. Close

• 3. [Article] Opportunity Identification: Data Privacy of US Individuals

  In the fuzzy front end it is very important to assess thoroughly whether an opportunity for a new product exists. In order to perform such an analysis a good understanding of the voice of the customer ...

  Citation × Citation Citation Abstract Copy Title: Opportunity Identification: Data Privacy of US Individuals Author: Slevin-Vegdahl, Timothy, Zarrin, Soheil, Kain, Lisa, Schmidt, Joshua Year: 2015 In the fuzzy front end it is very important to assess thoroughly whether an opportunity for a new product exists. In order to perform such an analysis a good understanding of the voice of the customer and future trends is required. The Scope of this project is to explore the existence of an opportunity for a product that will provide data privacy for the individuals. In recent years the amount of data generated by an individuals has substantially increased[18], whether it be photos or check-in’s in Facebook, email correspondence, online purchases etc.; all this data could be available for anyone to use. Companies have been data mining in order to better advertise products that an individual is more likely to buy. The government has had the ability to monitor anyone’s data, from email correspondence to bank details. With all this data readily available for anyone, the issue of individual privacy needs to be considered. There have been laws that protect the security of sensitive data (ssn and bank account numbers), but other forms of data of an individual does not seem to have as much protection. In this paper we are going to try to understand the public perception of their data privacy and perceive whether customers are willing to pay for a product that will protect their privacy. The voice of customer technique was used by conducting Interviews and surveys; and analyzing the data obtained through Qualtrics. The Data was then put through the Opportunity Algorithm in order to find a quantifiable opportunity present in this area. Title: Opportunity Identification: Data Privacy of US Individuals Author: Slevin-Vegdahl, Timothy, Zarrin, Soheil, Kain, Lisa, Schmidt, Joshua Year: 2015 In the fuzzy front end it is very important to assess thoroughly whether an opportunity for a new product exists. In order to perform such an analysis a good understanding of the voice of the customer and future trends is required. The Scope of this project is to explore the existence of an opportunity for a product that will provide data privacy for the individuals. In recent years the amount of data generated by an individuals has substantially increased[18], whether it be photos or check-in’s in Facebook, email correspondence, online purchases etc.; all this data could be available for anyone to use. Companies have been data mining in order to better advertise products that an individual is more likely to buy. The government has had the ability to monitor anyone’s data, from email correspondence to bank details. With all this data readily available for anyone, the issue of individual privacy needs to be considered. There have been laws that protect the security of sensitive data (ssn and bank account numbers), but other forms of data of an individual does not seem to have as much protection. In this paper we are going to try to understand the public perception of their data privacy and perceive whether customers are willing to pay for a product that will protect their privacy. The voice of customer technique was used by conducting Interviews and surveys; and analyzing the data obtained through Qualtrics. The Data was then put through the Opportunity Algorithm in order to find a quantifiable opportunity present in this area. Close

• 4. [Article] Google's Technology Strategy

  Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, ...

  Citation × Citation Citation Abstract Copy Title: Google's Technology Strategy Author: Murthy, Mamatha, Maheshwari, Priti, Neethirajan, Aarthi, Upadhyay, Jubin, Soysa, Dinesh, Taddesse, Neb Year: 2010 Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its Ad Words program. The company was founded in January 1996 by two Stanford students Larry Page and Sergey Brin and was first incorporated as privately held company on September 4, 1998. Its initial public offering followed on August 19, 2004. Google’s mission is to organize the world’s information and make it universally accessible and useful. This describes what the company actually plans to do on a day-by-day basis. By using its proprietary search technology and other internet based services and products, Google does help to organize information and make it both more accessible and more useful. Larry and Brin first started a simple search engine, Backrub in 1996 which based its search results on the number of “back links” pointing to a given web site. Backrub was unique as it was designed to work in a network of low-end PCs instead of expensive mainframes used by major search engines of the day. By 1998, Larry and Sergey tried to sell their technology but ended up having no takers. They moved out of the dorm and wrote a business plan. With the help of Bechtolsheim, one of the founders of Sun Microsystems, Google Inc. was born. Thus company thus started, has grown rapidly over the years becoming a market leader in the Search industry. Google runs over one million servers in datacenters around the world and processes over one billion search requests and about twenty-four petabytes of user –generated data every day. This rapid growth has triggered a chain of products, acquisitions and partnerships beyond the company’s core search engine. The company offers productivity software such as Gmail, social networking tools such as Orkut, Google Buzz, browser such as Google Chrome, the Picasa photo organization and editing application, Google Talk instant messaging application, Android mobile phone operating system, YouTube, Blogger and much more. Since its incorporation, Google continues to grow and its stock continues to rise from its initial price of $100/share to a high close of $704.79/share in October 2007. It has since dropped to $573/share as of December 2010, but still remains significantly higher. Google has a current market share of 66 percent in USA and 86 percent globally, thus is clearly a market leader. However, the dominant market position of Google's services has led to criticism of the company over issues including privacy, copyright, and censorship. Title: Google's Technology Strategy Author: Murthy, Mamatha, Maheshwari, Priti, Neethirajan, Aarthi, Upadhyay, Jubin, Soysa, Dinesh, Taddesse, Neb Year: 2010 Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its Ad Words program. The company was founded in January 1996 by two Stanford students Larry Page and Sergey Brin and was first incorporated as privately held company on September 4, 1998. Its initial public offering followed on August 19, 2004. Google’s mission is to organize the world’s information and make it universally accessible and useful. This describes what the company actually plans to do on a day-by-day basis. By using its proprietary search technology and other internet based services and products, Google does help to organize information and make it both more accessible and more useful. Larry and Brin first started a simple search engine, Backrub in 1996 which based its search results on the number of “back links” pointing to a given web site. Backrub was unique as it was designed to work in a network of low-end PCs instead of expensive mainframes used by major search engines of the day. By 1998, Larry and Sergey tried to sell their technology but ended up having no takers. They moved out of the dorm and wrote a business plan. With the help of Bechtolsheim, one of the founders of Sun Microsystems, Google Inc. was born. Thus company thus started, has grown rapidly over the years becoming a market leader in the Search industry. Google runs over one million servers in datacenters around the world and processes over one billion search requests and about twenty-four petabytes of user –generated data every day. This rapid growth has triggered a chain of products, acquisitions and partnerships beyond the company’s core search engine. The company offers productivity software such as Gmail, social networking tools such as Orkut, Google Buzz, browser such as Google Chrome, the Picasa photo organization and editing application, Google Talk instant messaging application, Android mobile phone operating system, YouTube, Blogger and much more. Since its incorporation, Google continues to grow and its stock continues to rise from its initial price of $100/share to a high close of $704.79/share in October 2007. It has since dropped to $573/share as of December 2010, but still remains significantly higher. Google has a current market share of 66 percent in USA and 86 percent globally, thus is clearly a market leader. However, the dominant market position of Google's services has led to criticism of the company over issues including privacy, copyright, and censorship. Close