1. L E W I S YA N G
J O N H A R O L D
N I C O L E L U D W I G
G R A C E T H O M A S
S T E FA N R A D E V
B U S 3 4 6 - S P R I N G 2 0 1 3
2. PRODUCT DESCRIPTION
• The gadget’s size is comparable to a small key
chain.
• is designed to be compatible with an iPhone
charging port.
• In combination with a mobile app the iBuzz
serves as a Breathalyzer, measuring blood
alcohol concentration (BAC).
iBuzz is a Smartphone portable Breathalyzer.
3. MARKET SEGMENTATION
• Our target market is college-aged individuals in the ages 20 to 24.
• In California this market segment is 1,325,164 people and represents 7.4% of
the Californian population (based on 2010 US Census Data).
• This is a growing market segment. It has seen growth of 13.8% since the 2000
national census.
• The 20 to 24 age group is one of the most
attractive market segments at the moment.
• Mass marketing is the most effective
marketing approach because our product
has universal appeal to this age group.
5. GENDER
• A slight majority of respondents were female (53%) while
others were male (47%)
N=118
6. RELATIONSHIP STATUS
• Most respondents were single (59%) while many were in
relationships (31%)
• This is not surprising given that most college students are
either single or in relationships, not married
N=118
7. EMPLOYMENT
• More than half of respondents are employed, either full time
or part time
• Other respondents are not employed
N=118
9. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents consume alcohol 1-2 times/week
• Others consume alcohol 3-4 times/week
• Very few consume alcohol more than 4 times/week
N=114
10. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents (66%) spend under $10/ week purchasing
alcohol
• About 1/3 of respondents spend more than $10/week
purchasing alcohol
N=112
11. ALCOHOL CONSUMPTION BEHAVIOR
• Most respondents (79%) drink under 8 drinks when
consuming alcohol
• Few respondents (21%) drink more than 10 drinks
when consuming alcohol
N=119
12. DESIRABILITY OF ALCOHOLIC SIDE
EFFECTS
• 1= Not Desirable
• 2= Slightly Desirable
• 3= Somewhat Desirable
• 4=Very Desirable
• 5= Extremely Desirable
Side Effect Mean Rating (1-5)
“Tipsy” 3.42
“Buzzed” 3.37
“Drunk” 3.08
No Effects 2.18
“Hammered” 2.08
Blackout 1.47
Hospitalized 1.22
• On average, the most desirable state of inebriation
was “tipsy,” with a rating of 3.42/5
13. N=123
LIKELIHOOD TO PURCHASE PRODUCT
• About a third of respondents (37%) are 70% or more
likely to purchase our product
15. N=126
MEDIA USAGE
• Facebook is the top media outlet used by respondents
• Google is very slightly behind Facebook, so it is also a
significant outlet
• YouTube comes in as third in importance
16. FINDINGS
• After analyzing the data from our survey we
have decided to go forward with launching
our product, iBuzz.
• 38% thought the product was an excellent
idea.
• 30% thought the product was a very good
idea.
• 20% thought it was somewhat a good idea.
17. THE PRODUCT
As wide as an iPhone (2.31 inches), and about 1 inch tall
Attach a keychain to it so its make easy to carry, but hard to lose
iBuzz must be portable, yet not too small to lose
18. THE PACKAGE
Similar to Apple products, we want to make
unboxing the product a beautiful experience
A decently sized package, yet high quality material
19. THE ATTRIBUTES
What comes inside the package?
The iBuzz itself
USB charger
Short, yet to the point instruction manual
What else?
Purchaser will be able to download the free app on the
iPhone App Store
20. THE IPHONE APP
There will be three tabs for the user to navigate
1 The BAC Calculator
2 Previous BAC’s with time and date stamps
3 Updated alcohol tips and facts
It will be simple, yet eloquent
21. THE PRICE
The iBuzz will cost $39.99 with the free iPhone app
Most college student can afford it
and parents will be more than
willing to buy it for their kids
• The average price a person would pay is about $42 ($41.68)
• The average price of a normal breathalyzer costs about $45-50
22. WHERE IBUZZ WILL SELL?
Well known colleges across the United States
USC, UT, ASU, UM
Region
23. WHERE IBUZZ WILL SELL?
San Francisco, New York, Los Angeles, Miami
Expansion to foreign countries when successful
Germany, Australia, Italy, Spain, China
Large cities
24. WHERE IBUZZ WILL SELL?
Sell on website and other online retailers like Amazon
In Best Buys, Apple stores, and Festivals
Retail
25. WHERE IBUZZ WILL SELL?
Have promoters travel to different clubs and bars
across the US
Perfect place to test it out since most people are
drinking and have iPhones
Will save people from getting DUI’s and/or drunk in
publics
Clubs
26. WHERE IBUZZ WILL SELL?
Spring break events in Cabo, Cancun, Miami, etc
Promote at professional sport games (NBA, NFL, MLB)
Events
27. GENERATING AWARENESS
Out of the respondents, the top media sources people used were
Facebook
(23%), Google (21%), YouTube (17%), and the radio(13%)
32. PROMOTION COSTS
Type Reach Cost per
Unit
Cost per
Reach
Info Source
YouTube Ad People who use
YouTube
$.10 – $.30. ($2,000
to reach 10,000)
$10,000
$.20/ per person YouTube.com
Website All people who have
access to the
internet (all people
who click through
ad)
$8,850 (to create) +
$50/month in
maintenance costs
Varies based on
clicks
executionists.com
ESPN Magazine- ¼
page B&W 50X
All subscribers-
2,059,269
$28,153 for six
months (August,
September,
October, November,
December, January)
$.027/ per person espn.com
ADCart Grocery
Store Ads (variety of
20 stores)
People who shop at
the grocery stores
(875 people a day)
8 months $12,800 $0.73/ per person Adcart.com
Facebook Ad Varies based on
click bids
$7500 (total budget)
$10,000
Varies based on
number of clicks
facebook.com
NBA Arena Ad 615,232 $21,429 for two
months (December
and January)
$0.035/ per person nbaarena.com
Fairs/ Festivals/
Trade Shows
All fairgoers
(3,271,058)
$3,745 $.0011 Variety of fair
websites
Promotion (showing
up at bars)
All people who
attend events we
are at
$370 per month Depends on
number of people
