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© Copyright Tad A. Dawkins 2004 1
Welcome !
© Copyright Tad A. Dawkins 2004 2
Mission
Profitably deliver an exciting experience for travellers
Provide a range of CDs, DVDs and leisure products
© Copyright Tad A. Dawkins 2004 3
Proposed Location
© Copyright Tad A. Dawkins 2004 4
Front
© Copyright Tad A. Dawkins 2004 5
Other Views
© Copyright Tad A. Dawkins 2004 6
Annual Profit
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
2005 2006 2007
© Copyright Tad A. Dawkins 2004 7
Margins
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
2005 2006 2007
Sales
Gross Margin
Net Profit
© Copyright Tad A. Dawkins 2004 8
Yearly Sales
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
2005 2006 2007
Blank Cassettes & CDs
Music CDs
Music DVDs
Music Cassettes
CD & Cassette Players
Cameras & Palmcorders
Accessories
Music Cassettes
© Copyright Tad A. Dawkins 2004 9
Objectives
Gross Margin 0f 41% in 2005
US $6700 per square foot in 2005
15% Annual Sales Growth
© Copyright Tad A. Dawkins 2004 10
Approach
Sell travellers a memorable experience, not a commodity
Generate excitement and delight
© Copyright Tad A. Dawkins 2004 11
Marketing Strategy
“Live and direct” in kiosk reggae music celebrity autograph signings
Sean Paul, Shaggy and 30 other big names already signed up
Surprise giveaways
Targeted advertising
© Copyright Tad A. Dawkins 2004 12
Marketing Strategy
Target fashion conscious under 35 age group (70% of customers)
Maintain broad enough range to meet the tastes of older travellers
© Copyright Tad A. Dawkins 2004 13
Endorsed By Sean Paul
Reggae Grammy Award 2003
MTV Europe, Best New Act Award 2003
Top of Billboard Year End Reggae Artist and Reggae Album Charts 2003
© Copyright Tad A. Dawkins 2004 14
Supported By Shaggy
Reggae Grammy Award 1995
#1 New York Reggae Chart 2003
© Copyright Tad A. Dawkins 2004 15
Reggae, fun and fashion
“Puma and Jamaica are a perfect match for a global collaboration.
Jamaica’s history, culture and spirit complement PUMA’s trademark style”
Stephen Cocca,PUMA Marketing Manager, 2003
© Copyright Tad A. Dawkins 2004 16
“Win-Win”
Boost export earnings
Promote the tourism product
Strengthen global brand
Complement MBJ’s transformation plans