TimeScout

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TimeScout

• Jefferson Atwood, Katie Bench, Nathan Frodsham,
  Mandy McAllister, Marcelo Souza, Reachel Winters

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FACTORS
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SEGMENTS
1Just like group / 5Not at all like
group Segments formed using k-means
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EVALUATION OF PRODUCTby consumer segment
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TARGET AUDIENCE

• Love Group Ideal Parent
• Swing Group Soccer Mom

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IDEAL PARENT PROFILE

• Sex
• More males than average distribution (1.1
  adjusted residual)
• Marital Status
• Married
• Children
• Under 20 years of age
• Income
• Majority make under 60,000 per year
• Likelihood to purchase
• Over 64 are somewhat likely or very likely to
  purchase a product that allows them to control
  and monitor their childrens time with electronic
  devices (statistically significant)
• Media Control
• Regularly control and monitor TV (65)
• Regularly control and monitor video games (69)
• Regularly control and monitor computer usage
  (72)

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SOCCER MOM PROFILE

• Sex
• More females than average distribution (1.0
  adjusted residual)
• Marital Status
• Married
• Children
• 48 have children under 10 years old
• 70 have children under 16 years old
• Income
• Between 30,000 and 50,000 per year
• Likelihood to purchase
• Over 41 are somewhat likely or very likely to
  purchase a product that allows them to control
  and monitor their childrens time with electronic
  devices (statistically significant)
• Media Control
• Regularly control and monitor TV (59)
• Regularly control and monitor video games (58)
• Regularly control and monitor computer usage
  (63)

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RETAIL CHANNELS

• High Volume Retailer
• Highest Probability of Purchase
• Need to investigate whether we can support the
  volume
• Specialty Retailer
• Second Highest Probability of Purchase
• Sales support could be a great asset
• Perhaps the best channel option
• Internet/Telephone
• Retain but dont promote

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MESSAGE BASIS
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KEY MESSAGEBased on Love Group

• Product Benefit
• Im in control of media usage
• Personal Benefit
• Better Grades
• Peaceful Home-less fighting
• Healthier Kids-more physical activity
• Personal Value
• Good Parent I am not the bad guy

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PRICING BASIS
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PRICING ACTIONS

• COGS 35/unit
• Suggested Price 99/unit
• Keep the value of the product high
• Sell up from 40-50 range with personal benefit
  marketing
• Due to the large standard deviations the mean
  price targeted consumers would be willing to pay
  is not statistically different than what we
  already charge
• Use discounts to lower price no lower than 70
• Rebates
• Holiday Sales (when kids are home driving parents
  crazy)