Marketing the Electronic Business Card Major Marketing Project
Marketing the Electronic Business Card - Major Marketing ProjectExecutive Summary
Far from being a simple business card, the E-card is an excellent marketing tool that can be tailored to fit the market being reached.
At present, the current situation offers E-Card Design Inc. an excellent opportunity to capture a significant market share. CD-ROM Business Cards being offered in the marketplace at present are offered as blank CD-ROMs or as part of an integrated marketing package. Products are standard throughout the marketplace, as CD-ROMs run on standard personal computers. Distribution channels employed by established manufacturers are direct. There is no need to go through wholesalers and retailers as it cuts into profit margins. Locally there is only one major competitor - The Rompus Group in Toronto, who packages their version of the E-Card, the i.d. rom as part of a larger marketing presentation. Most of the competitors are located in the U.S.
E-card Design Inc.’s aims its product solely at Canada’s technologically advanced big businesses located in the main commercial centers, namely Toronto, Calgary, Vancouver, Montreal and Ottawa. The intention is to be positioned as a leading content and design developer. By focusing on the service aspect of the product, this will help stand out from the competition.
The E-Card has an almost infinite number of uses, ranging from being a presentation tool, to delivering catalogues, company information, financial reports and substituting as a traditional business card . The E-Card is capable of holding between 32 and 100MB of information - up to 32000 pages of text or up to thirteen minutes of audio and video can be stored. Company information can be printed on the actual E-Card to enhance its visual appeal and it can also be cut into customized shapes.
Pricing will vary according to quantity ordered and the amount of time spent on design and content development.
In order to promote the E-Card, sales forces will be employed in the major target cities to engage in personal selling. Furthermore, advertising in trade publications and business newspapers will take place, as CEOs, VPs and other department heads of major firms will be targeted.
Assessment of Current Situation
Product review
At present most business card sized CD-ROMs are being offered in the marketplace as part of a combined marketing package. The product is not widely used or acknowledged in Canada, as the concept of an electronic business card is still fairly new. This growing market offers E-Card Design Inc. the opportunity to capitalize on the current situation and capture a significant market share. The size, features and prices of the existing CD-ROM Business cards are fairly standard. E-card Design Inc.’s product will also fit this standard measurement, but the service being offered by its Design Team is what is anticipated to create demand for the product.
At present in the marketplace, the prices of blank CD-ROMs vary with the quantity ordered. They range from $3.00 per CD-ROM...
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