ELECTRO-AIR PAD

Solar Charging Station

Course Project - Marketing Plan Submission

Team A
Olivia Sykes Charles Shrum Brandon McGriff Derek Carillo Kareem White

Keller Graduate School

Marketing Management MKTG522 Professor: Elton Hugee February 21, 2013

Electro-Air Pad 2 Marketing Plan Submission1

TABLE of CONTENTS
2.0 Situation Analysis 2.1 Market Summary....page 2-3 2.2 SWOT Analysis.page 3-6 2.3 Competition...page 6-7 2.4 Product (Service) Offering.page 7-8 2.5 Keys to Success.page 8-9 2.6 Critical Issues.page 9-10 3.0 Marketing Strategy..page 10-11 3.1 Mission..page 11 3.2 Marketing Objectivespage 12 3.3 Financial Objectives..page 12-17 3.4 Target Markets..page 17-18 3.5 Positioningpage 18 3.6 Strategies......page18 3.7 Marketing Mix.....page 18-19 3.8 Marketing Research.page 19 4.0 Controls 4.1 Implementationpage 20-21 4.2 Marketing Organization..page 21-23 4.3 Contingency Planning.page 23 5.0 Conclusion..page 22-25 REFERENCESpage 28

Electro-Air Pad 3 Marketing Plan Submission1 2.1 Market Summary

Approximately three quarters of the world's population now has access to a mobile phone, according to a new study from the World Bank. The number of mobile phone subscriptions has skyrocketed over the past 12 years. Fewer than 1 billion mobile subscriptions were active in 2000, while there are six billion subscriptions active today. Last year alone, mobile users downloaded more than 30 billion apps. Additionally, the vast majority of today's mobile subscriptions (5 billion) are in developing countries, a sign of mobile technology's importance in countries which haven't gone through the expensive and difficult process of building land-based communications infrastructure. "Mobile communications offer major opportunities to advance human and economic development - from providing basic access to health information to making cash payments, spurring job creation, and stimulating citizen involvement in democratic processes, said World Bank Vice President for Sustainable Development Rachel Kyte "The challenge now is to enable people, businesses, and governments in developing countries to develop their own locally-relevant mobile applications so they can take full advantage of these opportunities. This report highlights mobile-based development programs in several countries, including the use of mobile payments in Kenya and job-search apps in Palestine. Mobile apps are also playing a role throughout the developing world.

Electro-Air Pad 4 Marketing Plan Submission1 Smart phones and wireless data packages are still out of the reach of most people. Therefore, many apps designed in developing countries are built as effective low-bandwidth solutions, often employing WAP, SMS and other technologies now considered "low-tech" by developers working with cutting-edge software and hardware. The opportunity for Electro-Air to be used my 3 quarters of the worlds population and growing is what we as a company are focused on. The market and advances in technology are constantly changing and we intend to be ahead of the curve in regards to providing a platform for all mobile devices to be fueled with power around the clock.

2.2 S.W.OT Analysis External Factors Research & Development Opportunities The strength of our organization rest in our commitment to R&D we operate 5 technological labs in various parts of the world devoted to the newest and best researchers gifted in eco-friendly mobile technology and power sources. Our youth is our strength in technological arenas in the marketplace. The evolution of new ideas, our commitment to cutting edge contributions from our team and by any means necessary freedom to create and test is what contributes to the overall synergy and culture. Threats There are very few documented failures to learn from in building our technology. It will be the firsts of its kind in the market place. Due to our financial commitment given to research there is the probability of premature exposure to the marketplace due to technological leaks and internal bartering. Technologically always stem from the possibility of the lack of protection or misrepresentation of our intellectual property. More stable companies with deep pockets can always bring pressure of temptation in wanting to buy our idea before conception.

Technological

Electro-Air Pad 5 Marketing Plan Submission1 Competitive The industry offers two types of products, those that are built to work universally with any phone and those that are built for specific phones. Our company is offering a durable solution for charging with solar power at an affordable price point for universal use. Our consumers are every person that has a cell phone primarily targeting those that travel often without the luxury or AC/DC power. There are a total of about 6 billion people around the world that subscribe to cell phone plans. As it pertains to our target market, commercial air traveler, the FAA has no current regulation not permitting our device on board any aircraft. The Solar Energy Industry Association says that over the last year around 52,000 residential rooftop systems were installed in the U.S. last year, 30 percent more than the previous year. Between 2010 and 2011, there was a growth of 109 percent for rooftop installations, including commercial buildings Personnel have been in the Energy Industry with a combined 30 years The need for traveling power source is in higher demand Keeping up with the market and new products offered. Many of the products out are easily refined to meet customer needs. Most are easy to modify and as fast as the market changes it may be hard to obtain a patent before the new technology is outdated. The market is saturated with low quality cheap products. It will be difficult to gain the trust of customers due to the unreliability and cheaply made nature of previous products. Marketing; it will be hard to market the product globally due to cost. The Federal Aviation Administration could place stipulations on portable power sources. As with other electronic devices that may interfere with ground communication, they can be operated once the plane is at its cruising altitude. Alternative energy, renewable energy has huge political backing. Though our product is very small, it could have a huge impact on our natural resources considering the larger number of portable electronic devices being continually recharged. With that being said, there should not be any negative political influences. Except maybe a future tax on renewable energy consumption. Training personnel at all levels to compete and stay relevant in a growing market Other Energy companies coming into the market

Consumer

Legal/Regulatory

Political

Personnel

Offerings

Electro-Air Pad 6 Marketing Plan Submission1 The Market is not saturated with its kind Management Management keeping personnel trained and knowledgeable Market growth, lifestyle changes, resolution of problems associated with current situations, positive market perceptions about our business, or the ability to offer greater value that will create a demand for our services. Inherent to these modifications are budgetary and time constraints. Long-term growth in renewable energy. Potential increase in government support and investor demand as oil and commodity process increase. Solar projects become more attractive as costs decrease due to technology improvements. Financial manager has previous experience with multibillion dollar organization working with acquisition and procurement. Marketing manager (Charles) has over 10 years of experience in the sales, marketing, and electronics. He is responsible for developing and maintaining marketing strategies to meet organizational objectives. Evaluates customer research, market conditions, Management delegating the proper responsibilities are unknown Rise in oil prices and the instability of airline personnel (e.g., attrition rate). Target audiences should be major airlines that focus on business class and international flights. Competition existing or potential is always a threat. Other threats may include intolerable price increases by suppliers, governmental regulation, economic downturns, devastating media or press coverage, a shift in consumer behavior that reduces our sales, or the introduction of a leap-frog technology that may make our products, equipment, or services obsolete. Most had negative earnings history.

Economic

Finance

Marketing

Financial manager may also be limited to the number of vendors s/he may patronize due contractual restrictions. That said, s/he must review both the demographic and geographic snapshot of the financial stability of global regions. No financial obligations or sponsors to drive marketing efforts. The marketing manager has not been provided the essential tools required to expose services to target audiences. Finance

Electro-Air Pad 7 Marketing Plan Submission1 competitor data and implements marketing plan changes as needed. Oversees all marketing, advertising and promotional staff and activities. Social Continued concern for the development of innovative resources and diversified geographic presence (e.g., sales in U.S., Taiwan, Southeast Asia, China, and Europe). Highly saturated market. Larger companies provide solar wafers, silicon wafers for solar batteries, solar cells and panels segment, solar modules, solar power systems, semiconductor wafers, solar panels and invertors, and solar projects as well as integrated solar-power products.

2.3 Competition

As far as we can tell there are two types of competition for our product. The first type of competition is conventional cell phone chargers. Conventional cell phone chargers are out dated and require a power source to charge a cell phone battery. You must have AC or DC power to supply power to your phone. The true competition for our product is those cell phone chargers that are on the market that already offer a solar power advantage. There are several that have been created, but through our research only one that is going to be very effective. The reputation for most of the solar chargers currently on the market is that there cheap and ineffective. A company called Solmate is our primary competition. It is a charger that will offer a solar cell phone case accompanied by an iPhone app to monitor battery charging status. Solmate is a relatively new company and has not generated the funding for mass production at this time.

Electro-Air Pad 8 Marketing Plan Submission1 An advantage that we have over Solmate is that we are offering a solution that is universal for all cell phones whereas Solmates charger is only built for the iPhone 4, 4S, and 5 model cell phones. Because Solmate is a recent startup company their charger is costly. Although their product has a good reputation, the cheapest we could find to purchase it is around the $100 price point. Most of the universal solar powered cell phone chargers on the market are at a price point between $20 and $40 dollars. We will be targeting ours to be less than $50.

2.4 Product (Service) Offering

With the Electro-Air Pad were offering an eco-friendly, convenient solution to Energy on the Go. The Government has aggressively sought ways to help protect our ozone. One of the solutions is a Green World. As the push for Americans continues to Go Green the Electro-Air Pad will play an intricate part in the solution to help save our trees while protecting the ozone. Electro-Air Pad provides a renewable and natural resource that is produced through Solar cells that are utterly silent and non-polluting. As they have no moving parts, require little maintenance, and have a long lifetime. Therefore, offering a sound and long-term financial investment that is virtually worry-free.

Compared to other renewable sources Electro-Air Pad possesses many advantages. For example, wind and water power relies on turbines, which are noisy, expensive, and predisposed to break down after extensive use. The Electro-Air Pad is use to use. Simply, place on the window of a vehicle or home for exposure to sunlight. The solar panels convert sunlight into

Electro-Air Pad 9 Marketing Plan Submission1 electricity, which is stored in the batteries and can be used to power portable electronic appliances (e.g., mobile phones, mp3 players, etc.) while on the go, during flight delays, while enjoying the scenery at recreational parks. It can also be paired with camping items such as portable TVs, space heaters, and other small household appliances.

2.5 Keys to Success

Electro-Air thrives in knowing that outstanding and rewarding services can be distributed throughout the business world. The company observes several strong features for the services provided:

1. The use of virtual office space to reduce operational expenses and costs to customers, as applicable. 2. The ability to provide global services. 3. Strong financial resources to support business growth. 4. Unlimited business resources. 5. Display e a Positive Attitude! 6. Customer satisfaction. Be observant of their needs. 7. Determination and commitment. 8. Passion. 9. Persistence. 10. Designing and producing products that meet market demand. 11. Set and Achieve Goals.

Electro-Air Pad 10 Marketing Plan Submission1 12. Materials business margins/pricing pressure. 13. Sustainability, profitability, and transparency. 14. Ability to accept a risk. Assess the risk and then live with the consequence; success or failure. Avoidance of risk leads to mediocrity. 15. Global economy. 16. Government subsidies. 17. Make wise choices. 18. Master your craft. 19. Designing and producing products that meet market demand.

2.6 Critical Issues

A critical issue that Electro-Air faces is the decision on how to reach our customer with our product. The main questions are; How will we get our product or service to the consumer? What distribution channels will we use i.e. distributors, intermediaries, warehouses, retailers, or the internet? Two of the tools in the marketing mix are product and promotion. Product strategy focuses on the design and image of the market offering. Promotion strategy is a set of choices about how, when and to whom the firm should communicate the product's benefits. The marketing plan should ensure integration between the two (www.ehow.com). Once the promotion part is perfected, Electro-Air as a company will reach a large portion of its customers through internet sales, internet sales created by internet vendors also known as

Electro-Air Pad 11 Marketing Plan Submission1 E-Retailers. Distribution will be handled by same to lower shipping costs and other costs incurred in that process. As our product begins to grow, we will seek retailers and franchises to stock and sell our product. A sales team will seek large technology retailers and franchises that carry devises that care compatible with our product. Having an on-site agent to demonstrate our product will be considered. The Electro-Air Solar Charging Pad can be used by almost anyone at any time. Our main focus and target market will be the millions of travelers at all domestic and international airports. Having our product listed in onboard publications will help boost our internet sales. Also having the product available at the airport by retailers like Shaper Image or other electronics vendors will be key in distribution.

3.0 Marketing Strategy

As defined by the American Association of Advertising Agencies, integrated marketing communications (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of communications disciplinesfor example, general advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of messages (Keller 491).

Multiple-Vehicle, Multiple-Stage Communication Campaign will be launched to aid in the success of Electro-Air. Using multiple tools to reach our market is critical. Our product will

Electro-Air Pad 12 Marketing Plan Submission1 be advertised in technical and electronic magazines such as Popular Science. To reach our traveling market, magazines such as Sky Mall will also hold advertisements and links to order our product. Marketing will also take place in all gates at large international airport, using existing marquees and walkway posters and billboards.

An internet campaign will be launched in coordination with our E-retailers. Having this tool will enable Electro-Air to reach a larger customer base. Internet sales are what will get our product heading in the right direction. Those looking for the newest and best technology will resort to the internet for their search and ultimately a purchase online.

We will demonstrate our product at technology expositions. This will allow for free advertisement as blogger and writers introduce our product to the world. Swag and other propaganda will be displayed at these large shows.

3.1 Mission

3.2 Marketing Objectives The Electro-Air Pad charging station will be positioned as a product that offers a flexible source of energy for portable devices while also providing a cleaner environment. Electro-Air Pads method of positioning involves delivering the importance of ways to save our

Electro-Air Pad 13 Marketing Plan Submission1 environment that meet the government regulatory policies and are also in association with the Going Green movement. Under the Recovery Act, (United States General Services Administration (GSA) (2009) offers environmental services and products to federal agencies that assist with the improvement of our nations energy usage and to preserve the environment. This positioning would be accomplished by placing special emphasis on the harmless nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the quality of work executed by our engineering team. The reliability of our product as a safe and durable device will gain the interest throughout most major markets. The market price is consumer friendly and the level of difficulty is as simple as plugging a television set into an outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the consumer.

3.3 Financial Objectives

Operating Budget

Electro-Air Pad 14 Marketing Plan Submission1

Q1 Revenue Rent Business Property Insurance Business Licenses Total Fixed Cost Variable Costs: Contract Labor Memberships Marketing Supplies Equipment and Supplies Travel Communication Reimbursement Total Variable Costs: Total Operating Cost 30,350 22,450 1,500 350 5,656 650 60,956 62,921 30,350 22,450 1,650 350 6,545 650 61,995 63,960 32,240 22,450 1,800 350 5,000 650 62,490 64,455 32,240 22,450 1,915 350 5,000 650 62,605 64,570 125,180 89,800 6,865 1,400 22,201 2,600 248,046 255,906 39,550 22,450 2,001 350 5,000 650 70,001 72,316 39,550 22,450 2,001 350 5,000 650 70,001 72,316 39,550 22,450 2,001 350 5,000 650 70,001 72,316 39,550 22,450 2,001 350 5,000 650 70,001 72,316 158,200 89,800 8,004 1,400 20,000 2,600 280,004 289,264 68,384 1,500 400 65 1,965 Q2 68,853 1,500 400 65 1,965 Q3 72,651 1,500 400 65 1,965 Q4 74,987 1,500 400 65 1,965 Y1 Total 270,949 6,000 1,600 260 7,860 Q1 88,286 1,750 500 65 2,315 Q2 90,236 1,750 500 65 2,315 Q3 90,236 1,750 500 65 2,315 Q4 90,236 1,750 500 65 2,315 Y2 Total 358,994 7,000 2,000 260 9,260

Net Operating Income

5,463

4,893

8,196

10,417

15,043

15,970

17,920

17,920

17,920

69,730

Detailed Cost Breakout

Per Month Fixed Cost

Per Quarter

Per Year

Electro-Air Pad 15 Marketing Plan Submission1 Rent 500 1,500 6,000 Office Suites Monthly rental expense is $225, which includes business address, business phone service, and business space as needed.

Business Property Insurance Business Licenses

500 133.34 16.66 65

2,000 215 The estimated fess for a business license is $215 first year (includes fess to the Secretary of States Corporations Division, local legal organ (legal newspaper) in the county of the registered agent, trademark and service mark, annual fees, and renewal for first year of operation). Additional $30 annual fees and $15 every 10 years for renewal of trademark/service mark plus Miscellaneous (e.g., postage).

Total Fixed Cost Variable Cost Contracting Labor

$2,315

Contract is based on 20% of Revenue. Listed below is a breakdown of the projected pay ranges and type of contractor (s) required

Electro-Air Pad 16 Marketing Plan Submission1 Rate Per Hour Administrative Accountant Junior Accountant Marketing Human Resources Management Management 8 8 8 12 12 18 18 84 Total Hours 1,040 1,040 1,040 1,560 1,560 2,340 2,340 10,920 Total Cost 8,320 8,320 8,320 18,720 18,720 42,120 42,120 146,640 Per Quarter 2,773.33 2,773.33 2,773.33 6,240.00 6,240.00 14,040.00 14,040.00 $48,879.99

Memberships

Atlanta Chamber of Commerce

Electro-Air Pad 17 Marketing Plan Submission1 Marketing Supplies Equipment Rentals Marketing will be based on 5% of Revenue and Radio Advertisements. Supplies are based on 2.5% of Revenue for the purchase of stationary, toner, and additional miscellaneous supplies as needed and/or required. Cloud server rental and additional miscellaneous services as needed and/or required for business operations.

Travel Expenses Travel is based on 10% of Revenue and will be topped at $7,000. Travel is necessary in order to assist with developing the company and/or to meet the needs of potential clients/customers. Communication Advertising and Public Relations A flat rate of $650 will cover any communication(s) reimbursements per quarter. A virtual office includes internet and other communication resources. $6,500 Public Relations $52,000 (e.g., $26,000 per year for two years). Promotional Materials - $8,000 for first year (@ $2,000 per quarter). Billboards (@ $6,500 per quarter). Television [for one 45-second commercial (during prime-time segments)] - @ $5,500 per quarter. Online (pay-per-click) - $1,500 for first year Direct Mail (@ $1,000 per quarter)

$2,000 $6,500 $5,500 $350 $4,000 $24,850.00

Break Even Analysis

Q1
Revenue 57,458

Q2
65,853

Q3
72,651

Q4
74,987

Q1
88,286

Q2
90,236

Q3
90,236

Q4
90,236

Electro-Air Pad 18 Marketing Plan Submission1

Total Operating Cost Percentage of Revenue 1.07 62,921 63,960 64,455 64,570 72,316 72,316 72,316 72,316

-0.35

-0.35

-1.36

-0.71

-0.71

-0.44

-1.87

FINANCIAL OBJECTIVES Initial marketing expenses are relatively high as we are seeking to become known in this market. As our market share increases, capital and revenue for the business are also generated. Hence, we will reinvest funds into the business and adjust our marketing strategies. After the initial stages of design and implementation, we expect to: Achieve a growth rate of 5% by the end of the first year. By the end of the first year, reach 15% of customer contacts through Internet and e-marketing efforts. Diversify our revenue stream through increased activities to account for 20% or more of our total revenues.

3.4 Target Markets

Electro-Air Pad 19 Marketing Plan Submission1

The target market for Electro-Air Pad products are active, tech-savvy individuals, who are between the ages of 12 and 45. College students who are assigned an iPad and laptop as a source of class material will find the Electro-Air Pad very useful, especially on a multiple class day when all the outlets in class are in use. Adventurous minds who like to campout and travel would find our product to be very useful as well as a convenient method for energy source while on the go. Families with children would find this most useful on road trips when the Leapfrog pad battery has died or the portable TV used out by the camp fire has no other power source accessible. Career parents who are involved with work on the go are ideal candidates for Electro-Air Pad products as well. In short, they like to go play outside just as much as the kids. The active families and students, who represent a demographic group of well-educated and successful individuals are single or married and raising families. Targeted households will be those incomes generally ranging from $40,000 to $80,000 annually. Despite their comfortable incomes, these consumers are price conscious and often seek value in their purchases. Regardless of their age, whether they fall in the upper or lower end of the target market range, or are a college student, they lead active lifestyles. They are somewhat status oriented, but not overly so. They prefer to be associated with high-quality products, but are not willing to pay a premium price for a certain brand. Potential Electro-Air Pad consumers generally reside in inner-cities. However, one of our future goals is to target consumers in the Midwest, the southern region, and rural areas as well.

3.5 Positioning

Electro-Air Pad 20 Marketing Plan Submission1 The Electro-Air Pad charging station will be positioned as a product that offers a flexible source of energy for portable devices while also providing a cleaner environment. Electro-Air Pads method of positioning involves delivering the importance of ways to save our environment that meet the government regulatory policies and are also in association with the Going Green movement. Under the Recovery Act, (United States General Services Administration (GSA) (2009), offers environmental services and products to federal agencies that assist with the improvement of our nations energy usage and to preserve the environment. This positioning would be accomplished by placing special emphasis on the harmless nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the quality of work executed by our engineering team. The reliability of our product as a safe and durable device will gain the interest throughout most major markets. The market price is consumer friendly and the level of difficulty is as simple as plugging a television set into an outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the consumer.

3.6 Strategies Our strategic plan is to offer our consumers an affordable portable environmentally responsible charging solution for their electronic devices. We are targeting all age groups and consumers that have a need for portable charging. We recognize a large target market in the travel industry. There is not a good alternative for portable environmentally safe charging on airline flights. Our competitive advantage is our ability to charge electronic devices through solar power. Using solar power reduces the need for AC or DC power and can be done almost anywhere.

Electro-Air Pad 21 Marketing Plan Submission1 There isnt a large need for adjusting to market conditions. The market for portable electronics is growing stronger every day. With the growth is the need to charge those devices and more importantly have the ability to charge on the go without being tied to a wall or a car. The main port of charging used on portable electronics is a USB charger. Therefore we are equipping our product with a USB charging port to be compatible with the most common products on the market.

3.8 Marketing Research Electro Air is blessed with the good fortune of being located in the center of a major airline hub: Hartsfield-Jackson Atlanta International Airport. Electro Air is easy on the environment and harnesses solar energy: one of the most freely available resources. This provides an opportunity for Electro Air to establish a presence in the small business venues during the anticipated upcoming growth period. Electro Air will initially focus/concentrate on establishing potential consumers and businesses in the test area (Georgia) before considering expansion into other areas. By doing so, Electro Air will be able to test its products thus providing extensive product testing, which will likely provide valuable product feedback and ultimately product and design improvement(s). Electro Air will not segment its market as the company wishes to build clientele as quickly as possible.

4.1 Implementation Milestones for implementing our plan March 2013 Raise funding to support; Company operations

Electro-Air Pad 22 Marketing Plan Submission1 Research and development Staffing Location

May 2013 Secure location Recruit and hire staff to include engineers Begin designing products

June 2013 Continue to raise capital

August 2013 Present prototype to investors

September 2013 Begin Marketing the product October 2013 Begin building product for test markets Research advertising Social media Test markets Build a customer service center

Electro-Air Pad 23 Marketing Plan Submission1 November 2013 Roll out product to test market (in time for thanksgiving travelers) Collect sales data Collect and process data from customer feedback and reviews

January 2014 Begin mass production of product

February 2014 Begin advertising for mass release

March 2014 Expand our market to accommodate mass release

May 2014 Mass release of product to our target markets (in time for summer vacations from school)

July 2014 Collect data from Customer Service Center to continue with improvements

4.2 Marketing Organization

If you are the Chief Marketing Officer, who else is on your support team?

Electro Airs support staff consists of the following personnel:

Electro-Air Pad 24 Marketing Plan Submission1 Derek Carillo - Derek Carillo began with Electro Air in early 2012. Derek holds the position of Co-Manager of the Southeast region of the company. Mr. Carillo is a strong critical thinker improving operations through judicious decision-making, meaningful interactions, and strong understanding of legal and political principles. He is a Veteran of the United States Army where he served as a Military Police Officer and holds a strong presence in the areas law enforcement. Mr. Carillo is a graduate of DeVry University with a Bachelor of Science in Human Resource Management. He currently attends Keller Graduate School of Management with a desire to obtain a Master of Business with a focus in Human Resource Management.

Brandon McGriff -

Charles Shrum - Charles Shrums started with Electro Air the summer of 2011 and serves as the Senior Marketing Member and Manager of the Southeast region of the company. His background includes public, state, and federal industries of all sizes. His industry background includes accounting, marketing, publication, telecommunications, and retail. Although his primary background is sales, he is also knowledgeable in system implementations, software automations, etc. His background in accounting and systems allows him to evaluate and redefine business processes to make better use of company resources, efficiently, and effectively.

Olivia F. Sykes - Olivia F. Sykes is a skilled writer and is trained in the implementation of highly visible advertising, sales and marketing strategies which include, implementing and testing demand generation government programs, analysis, processes, and execution. She is an alumna of Thomas A. Edison State College and Columbia Southern University, where she

Electro-Air Pad 25 Marketing Plan Submission1 graduated with a Bachelor of Arts in Humanities and a Graduate Certificate in Human Resource Management respectively. Olivia is currently pursuing a Masters of Public Administration.

Kareem White - Kareem White began his career in logistics and project management, sales, promotions, and marketing in 2003, working for a number of logistics companies. Kareem is a graduate of DeVry University where he received a Bachelor of Science in Human Resource Management and is presently pursuing a Master of Business Administration with a concentration in Project Management.

Accountant - Vacant Developer/Analyst - Vacant Information Technology Specialist - Vacant Software Engineer - Vacant ** Payroll, human Resources, sales and marketing may be performed by current staff until revenue increases is voted and approved by stakeholders.

4.3 Contingency Plan

5.0 Conclusion A detailed analysis of the global opportunities for Electro-Air Pad products has been completed. Using our research and development team through discussions, the project was headed by our International Marketing Manager Derek Carillo. The analysis illustrates opportunities that exist in order for Electro-Air Pad to compete globally. Electro-Air Pads

Electro-Air Pad 26 Marketing Plan Submission1 analysis will illustrate that certain markets are a better match our initial global venture. Based on our research and thorough review of the market, we have determined that Electro-Air Pad should make its first global appearance in the United States, with its concentration focused on major and international airports and airlines. The principal reason for selecting airports and airlines over the general populace may be attributed to population frequented by airports. For example, Hartsfield-Jackson Atlanta International Airport has been identified as the worlds busiest airport, according to List25.com. Since 2000 Hartsfield-Jackson Atlanta International Airport has serviced roughly 92 million passengers annually. It is the major hub of several major airlines including Delta and Southwest Airlines and consists of 199 gates total (Retrieved from List25.com, Pegg, D. (on February 12, 2013). By introducing Electro-Air Pad, we are afforded the opportunity to gain the attention of millions at one location. Another reason for selecting the United States and major airports such as HartsfieldJackson Atlanta International Airport for global entrance is because it reduces the travel time and costs for our marketing and development team. If there are any concerns, Electro-Air Pad can immediately handle all issues personally without requiring the assistance of consulting firms or from traveling abroad. Additional factors that are positive include, weather, governmental regulations, transportation, and network in the Going Green industry in addition to attitude towards environmental protection. All of which will likely benefit Electro-Air Pads progression as we tap into an untouched market. We have determined through our marketing department that a manufacturing joint venture would not be necessary as an entry strategy. This will allow Electro-Air Pad to enter the market with a greater possible gain on its investment. The major parts required for manufacturing the Electro-Air Pad will be produced from a residential facility converted to meet all governmental specifications, which

Electro-Air Pad 27 Marketing Plan Submission1 would allow Electro-Air Pads R&D team to produce and manufacture products available for the market to be sold without governmental restrictions thus mitigating the probability of incurring significant facility costs. Moreover, this will allow Electro-Air Pad to move its product toward the consumer subsequently avoiding the possibility of reestablishing new distribution channels. A sales staff is being considered and maybe required after the initial push into the market, but only after our initial launch. Currently, the existing staff will continue to work with leaders to sell and promote Electro-Air Pad mainly in part because they have firsthand knowledge and experience in the development of the product. Electro-Air Pad will incorporate a price skimming strategy early on, because of the limited competitors in the market for this particular product.

References

Meet the SolMate: This case charges your iPhone in the sun (and shade) - GeekWire. (n.d.). GeekWire - Dispatches from the Digital Frontier. Retrieved January 21, 2013, from http://www.geekwire.com/2012/meet-solmate-case-charges-iphone-sun-shade/ Advantages of Solar Energy. (n.d.). Bristol University School of Chemistry. Retrieved January 21, 2013, from http://www.chm.bris.ac.uk/webprojects2003 Goldfayn, A. (2010, February 26). www.consumerevangelists.com/. Creating Customer Evangelists. Retrieved February 3, 2013, from www.consumer evangelists.com/requiredreading/ Keller, Philip Kotler and Kevin. Marketing Management, 13th Edition. Pearson Learning Solutions. <vbk: 9781256083979#outline(24.4)>.

Electro-Air Pad 28 Marketing Plan Submission1 Handlin, A. (n.d.). Critical Issues for a Marketing Plan | eHow.com. eHow | How to Videos, Articles & More - Discover the expert in you. | eHow.com. Retrieved January 21, 2013, from http://www.ehow.com/info_7830740_critical-issues-marketingplan.html#ixzz2IZkqaOfa Parmele, C (1994). Target Market, Retrieved from http://articles.bplans.com/business/targetmarketing/94