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eHarmony Waffle Maker

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eHarmony Waffle Maker Powered By Docstoc
					eHarmony Waffle Maker
Sarah Aagesen, Alysia Furman, Dale McCauley, Elise Steinhauff

BA 499 Marketing Plan, Oregon State University, Spring 2011
Table of Contents                                                                                                                                                                                     Executive Summary
Executive Summary..............................................................................................................................................................1                  Since the year 2000 eHarmony has been working hard to bring couples together. With a tested compatibility matching system and years
What is eHarmony?..............................................................................................................................................................2                  of experience, eHarmony is now responsible for 5 percent of all marriages nationwide. However, eHarmony’s current product is relatively
Market Research....................................................................................................................................................................3              intangible making it difficult to showcase the brands success. With the eHarmony waffle maker, the relationships formed through the eHar-
                                                                                                                                                                                                  mony website will be able to be effectively celebrated and showcased.
SWOT Analysis.......................................................................................................................................................................4
Positioning Statement..........................................................................................................................................................5                  The target market for the eHarmony waffle maker is defined primarily of eHarmony couples that are soon to be married within different age
Target Market Segments....................................................................................................................................................6                       groups, with the largest segment falling within the ages of 35 to 49. A couple within this segment will be entering either their first or second
             NewlyWeds: Core Target Market.............................................................................................................................7                          marriage, may have children, already have a household and kitchen appliances, and have formed a daily routine. Secondary segments have also
	            Profile:	Bob	and	Jane....................................................................................................................................................8           been defined in order to encompass all profitable segments for the eHarmony waffle maker.
Situational Analysis                                                    ....................................
      Industry Analysis...........................................................................................................................................................9               The eHarmony waffle maker will be competing within the personalized gift industry. Within this industry there are key issues surrounding
      Competitor Analysis....................................................................................................................................................11                   quality and differentiation. eHarmony will also need to keep its eye on the waffle maker industry and the issues within it, such as competing
      Customer Analysis.......................................................................................................................................................13                  primarily on brand recognition and price.
      Planning Assumptions..................................................................................................................................................14
Marketing	Objectives..........................................................................................................................................................15                  As for the product, eHarmony will be co-branding their waffle maker with Cuisinart. This will ensure high quality and brand recognition
                                                                                                                                                                                                  among consumers. The product itself will be a standard Cuisinart model with the ability to have a couples names added to the iron’s plates
Marketing Strategy
                                                                                                                                                                                                  and imprinted into each waffle. This will provide a unique personalization attribute the waffle maker industry has yet to see and will allow
       Product...........................................................................................................................................................................16
                                                                                                                                                                                                  the maker to hold sentimental value to its owners.
	      Promotion......................................................................................................................................................................18
       Price.................................................................................................................................................................................20
                                                                                                                                                                                                  The eHarmony waffle maker will be sold primarily online through the eHarmony website. It will also be added to other established wedding
       Place.................................................................................................................................................................................21
                                                                                                                                                                                                  registries and e-tailing sites. Through eHarmony’s extensive database of user information, the company will be able to reach out to couples
Evaluation...................................................................................................................................................................................23   approaching marriage or an anniversary with personalized emails. The waffle maker will also be promoted through the eHarmony website,
                                                                                                                                                                                                  established wedding registries, and bridal magazines. The product has been competitively priced at $39.95, slightly above industry averages.

                                                                                                                                                                                                  The marketing plan will be assessed on profitability, website traffic, and social networking buzz in order to determine its success.




                                                                                                                                                                                                                                                                                                                                                     1
What is eHarmony?                                                                                                                                Market Research
eHarmony was founded in 2000. Dr. Niel Clark Warren initially began eHarmony as a bit of a research project. He had been a clinical
physician and counseled married couples for 35 years prior. He founded eHarmony on the belief that there was a better way to find love
than chance. The website is based off compatibility, as research done by Dr. Warren found that the couples that were staying together were
those that were most compatible. He paired up with Dr. Galen Buckwalter to test his theories and after 3 years they developed a list of
personality traits that when paired together led to compatibility and relationship success. After making these connections, the doctors
then launched the eHarmony site that was based on matching
couples through the traits they discovered, the 29 Dimensions of
Compatibility.

The eHarmony website remains successful today as there is ongoing
research and model updating to make sure that the matching data
is based off the most recent findings. eHarmony currently has over
20 million subscribers internationally. On average 542 eHarmony
members marry each day, which accounts for 5 percent of U.S.
marriages1. eHarmony also runs eHarmony labs, a relationship
research facility, and provides eHarmony advice, a growing
relationship advice site. The website is also plastered with thousands
of success stories and even an eHarmony babies section.

Soul of eHarmony:
Love is a formula that offers hope, security, and happiness.

Fundamental values:
-Relationship success can be predicted
-Anyone can find their perfect match

Product: Online Dating - eHarmony is in the business of selling dates
and ultimately selling people.


http://www.eharmony.com/
1

                                                                                                                                             2                     3
SWOT Analysis                                                                                                                                        Positioning Statement
Strengths: The relatively strong brand associated with eHarmony has led to the rapid growth and success of this Internet based company.              To eHarmony couples who are celebrating their relationship, the eHarmony waffle maker is a
They have continued to build the strength of their reputation and brand since its initial creation in 2000. The brand has the support of             personalized keepsake that remains as a tasty reminder of your love.
thousands of happy customers who have found success on the site. The eHarmony site states “On average, 542 people get married every day
in the United States because of eHarmony; that accounts for nearly 5% of new U.S. marriages.2” One of Eharmony’s greatest brand strengths
is its ability to meet the individual needs of each user because of their access to such large amounts of personal user data. They use a
patented “compatibility matching system” that carefully and thoroughly scans of each profile3. eHarmony additionally provides top notch
membership support.

Weaknesses: While eHarmony has many different strengths that work to propel its success in the Internet-dating realm, it does have a
number of weaknesses that could negatively effect the brand. The first issue involves the lengthy sign-up and registration process required to
complete a user profile. There are over 400 questions that must be answered to complete the user profile3. This creates an initial roadblock
that requires a large amount of time commitment on the part of the user. Additionally, membership and full-access to the eHarmony site
requires steep monthly dues that can be rather expensive. There are many other Internet-dating sites that are much easier to register for
and cost dramatically less.

Opportunities: With the rapid growth of the Internet, infiltrating not only the home but also the mobile market, there are huge
opportunities for eHarmony to continue expanding. As the strong brand name and success legacy of eHarmony continues to grow, they
have the opportunity to continue expanding their brand name into adjacent markets, such as wedding registry sites. Ideally, it would benefit
eHarmony to continue diversifying their online portfolio, therefore reducing any unforeseen, potentially negative impacts on the business.           The eHarmony waffle maker is targeted towards
                                                                                                                                                     eHarmony couples who are planning on marriage.
Threats: The major threats eHarmony will be facing mainly focus around potential competitors within the Internet-dating realm. With the              It will make the perfect gift, giving the couple the
rapid growth of the Internet, there are always new competitors entering the market, particularly considering the ease of launching websites          opportunity to begin their new lives together by
as compared to brick-and-mortar businesses. There is also a threat of competitors developing a smaller, more segment focused dating site             creating a breakfast routine around the eHarmony
that caters to highly selective groups.                                                                                                              waffle maker. It will also serve as a tangible and
                                                                                                                                                     visible form of eHarmony’s success and strong brand
                                                                                                                                                     image. It will have the eHarmony logo and show that
                                                                                                                                                     a couple was brought together via the methods and
                                                                                                                                                     resources of the eHarmony website.


2
 http://www.eharmony.com/
3
 http://online-dating-review.upickreviews.com/eharmony-review.html                                                                               4                                                                                                5
Target Market Segments                                                                                                                                 Newlyweds: Core Target Market
After close examination of the eHarmony Internet-dating arena, a number of distinctive market segments have become apparent                            The Young First Timers segment (29%)* consists of consumers aged 18-34, for whom this is likely their first marriage. They have no
based off current consumer data. The core segment of consumers will be between the ages of 35 and 49, and they will be either                          children, are just starting their careers, still have a flexible daily routine but are ready to settle down. They are just beginning to establish a
newly married couples or remarried couples. Understanding the core meaning of what makes up relationships will result in                               household so this implies a good opportunity since they don’t own basic appliances5.
the success of creating a product that can satisfy the need for celebrating love and holds sentimental value. The following is a
breakdown of the eHarmony waffle maker market into segment profiles that would potentially buy and utilize the product.                                The Midway Couples segment (40%)* consists of consumers aged 35-49, and is the largest percentage of eHarmony users,
                                                                                                                                                       therefore making up the core segment. They are potentially in their first or second marriage, may have children, already have
The Newlyweds segment (50% of market) contains the majority of eHarmony users who have found success on the website, are                               established households, and are set in current routine patterns. This product will likely be in supplement to existing appliances in
satisfied with their experience and have a probable emotional attachment to the eHarmony brand. They are looking to settle down and get                the household.
married. This segment is broken down further into three specific core groups based on their different stages of life.
                                                                                                                                                       The Seasoned Lovers segment (26%)* consists of consumers aged 50+, who are looking for love and have a high potential to be
The Anniversaries segment (20% of market) consists of consumers who were previously matched and married eHarmony users.                                either widowed or divorced. They most likely have children or grandchildren. They have a rigidly set routine pattern and fully established
They are online dating enthusiasts who found success in the system, therefore having an emotional attachment to the brand. They consider it            households.
important to celebrate anniversaries. They have established households but are willing to try new things. Brand affinity is likely to be high in
this segment4.

The Slow Movers segment (20% of market) includes couples who are not yet married but potentially living together. They might
have a complicated child situation, are not totally ready for ultimate commitment but are very in love and want to celebrate their relationship.
They strongly believe in eHarmony and have an emotional, positive attachment to the brand.

The Friends and Family segment (10% of market) involves non-user buyers such as family members or friends of eHarmony users
who are buying branded products as gifts for eHarmony couples. This could potentially be considered a wedding gift, anniversary gift, or just a
fun addition to the eHarmony couple household. These buyers are enthusiastic about brand and want to celebrate because they are happy to
see the couple married and consider the branded product an valuable memento.




http://www.eharmony.com/labs/2008/03/eharmony-married-couples-significantly-happier/
4                                                                                                                                                      5
                                                                                                                                                        http://www.quantcast.com/eharmony.com/demographics?country=US#summary
                                                                                                                                                       *Percentages are based on the number of people in each age category.


                                                                                                                                                   6                                                                                                                                                         7
Profile: Bob and Jane                                                                                          Situational Analysis
Bob and Jane are respectively 40 and 38, therefore falling directly into the core segment of
eHarmony users. They met each other about a year ago via the eHarmony website and are planning                 Industry Analysis
to get married within the next six months. For Bob, this is his second marriage. The first ended
in divorce and invovles his 4 year old son, who currently lives with his ex-wife. They have already              After further investigation into the ultimate goal and success of the eHarmony waffle maker, core industry was determined. With the success
moved in together and are preparing to seal the deal with the wedding. They both have 8-5 jobs,                  of the eHarmony waffle maker, the next step would be to offer other personalized gifts and links to sites that would be useful when planning
a structured exercise routine after work, and have an overall daily schedule that they usually don’t             a wedding. This would help eHarmony to further integrate into the wedding and personalized gift industry, which is the core industry.
branch far from.                                                                                                 The wedding industry has proved to be an industry less affected by the current recession. A survey showed that less than 31 percent of
                                                                                                                 respondents claimed the recession affected their wedding budget6. The average amount spent on a traditional American wedding is $22,000.
Jane believes that the eHarmony waffle maker will make a unique addition to their already complete               As much as $60 billion annually is spent on weddings in the U.S. combined. Of this, 2.1 percent, or $1.26 billion, makes up attendees’ gifts.
household, particularly because it will produce waffle’s that Bob’s son will love and will also function         On average this is $462 spent on gifts per wedding. During the engagement period an additional $19 billion annually is collectively spent
as a reminder of her love for Bob. The waffle maker will help break Bob and Jane of their daily                  while buying presents at wedding gift registries7.
habits, such as their starbucks coffee, and help them to create a warmer, more loving household.
                                                                                                                 Within the wedding gift industry, the eHarmony waffle maker will be competing with other personalized gifts. These tend to include
                                                                                                                 engraved wine glasses, photo mugs, detailed glass paperweights, and a whole array of what is often referred to as “trinkets and trash”. This
                                                                                                                                                                     leads to the first issue found within this industry that customizable gifts are thought of
                                                                                                                                                                     as cheap gifts, poorly manufactured, and often somewhat useless. The eHarmony waffle
                                                                                                                                                                     maker will need to overcome this poor quality stereotype associated with this industry.
                                                                                                                                                                     This issue will be solved by co-branding the waffle maker with a well-known brand, such
                                                                                                                                                                     as Cuisinart.

                                                                                                                                                                     Another issue facing the personalized gift industry is that there is no clear market leader.
                                                                                                                                                                     Distributors tend to be many and have near identical product offerings. It seems unclear
                                                                                                                                                                     to consumers who offers the best products or services or which company has the best
                                                                                                                                                                     resources. If the eHarmony waffle maker were to try and offer their product through
                                                                                                                                                                     these personalization sites, it would be difficult to decide which company is the most
                                                                                                                                                                     credible and will get the most traffic.




                                                                                                           8                                                                                                                                                        9
Industry Analysis continued...                                                                                                                        Competitor Analysis

Finally, the personalized gift industry is primarily operated online. While there are some customization shops, such as Hallmark, online sites         There are several competitors for this product including other
offer a much wider variety and are typically easier for customers to access. For example, if someone is looking to make a photo mug, all they          customizable wedding gifts, replacement breakfast items, and other
would need to do is upload the image to the personalization website, order, and enter in their payment information and shipping address. If            kitchenware and accessories.
the same person were to try and do this through a store, they would need to bring in the image (via USB or some other format), place the
order, and come back at a later date to pick up the gift. While this may not seem like a serious inconvenience, we do live in a world where            Within the main industry, personalized gifts, a couple searching for a
time is money and people will do a surprising amount to save a little time. However, since this industry is largely online, it does make it            personalized gift to celebrate their relationship would likely first turn
inaccessible for people who do not use computers or may not have access to the Internet. This is not a serious concern for eHarmony                    to Google to seek out a vendor for these kinds of products. One of
though, as our primary target market is eHarmony users who are experienced on eHarmony site. We are going to assume they would not                     the first results is often Personalizationmall.com, which serves as the
have issues accessing these sites.                                                                                                                     first sponsored result and the second legitimate search result. There is
                                                                                                                                                       a great variety goods to choose from and everything is very reasonably
There are other industry issues such as seasonality (weddings are more common during the summer months), that will also affect the                     priced. The cost of the products is a potentially very big threat to
eHarmony waffle maker, but we do not view these as critical issues as they always have been.                                                           the personalized eHarmony waffle maker. Looking at the “Gifts for
                                                                                                                                                       Couples” section of the site, the prices top out at $87.95 but many are
The personalized gift industry, primarily within the wedding industry is our core industry. However, the eHarmony waffle maker will also be            far lower, the majority being priced between $20 and $30. This price
competing in the waffle maker industry and it is important to recognize and be aware of obstacles within this market as well. Waffle makers            point is likely lower than the eHarmony waffle maker as even the most
have essentially remained unchanged since their creation in 1869. There are subtle changes, such as aesthetics, safety features, and timers            basic Cuisinart waffle maker starts at $29.99 on Amazon.
that have since become expected within the product. This makes it difficult to differentiate waffle makers based on any new technology.
So basically waffle makers compete highly on price and brand recognition. Fortunately for eHarmony, the waffle maker being created is                  This relates to the objective of Personalizationmall.com, which is to sell a large volume of affordable but fairly simple personalized products.
differentiated from these standard products, as it will offer the customizability to have names imprinted into each waffle. Also, co-branding          Most of their products are simple personalized things like picture frames and coffee mugs but they do sell some household appliances that
the maker with Cuisinart will provide brand recognition and trust within the industry.                                                                 would compete in the same space.

                                                                                                                                                       A good example of a Personalizationmall.com product that competes directly would be the cooking device on their site with the most in
                                                                                                                                                       common with the eHarmony waffle maker, the Monogram Branding Iron. Technologically, it is simpler than a waffle maker as it lacks a built
                                                                                                                                                       in heating element, but it is still a large piece of cast metal (like a waffle maker) with initials punched into it on a custom order basis. Like
                                                                                                                                                       the eHarmony waffle maker it places a couple’s initials on their food and it does it for $37.95. Given the extra complication of building
                                                                                                                                                       a personalized waffle maker, the eHarmony product will likely retail for a slightly higher price. This can be a threat, as some eHarmony
                                                                                                                                                       customers will look for these cheaper alternatives. Another possibility comes from the fact that Personalizationmall.com creates a significant
                                                                                                                                                       number of new products on a regular basis.
6
 http://www.weddingbusinesstoday.com/wedding-industry-statistics/wedding-statistics-from-the-knot
7
 http://www.nmoa.org/articles/dmnews/bridalandweddingmarketoverview.htm


                                                                                                                                                 10                                                                                                                                                        11
Competitor Analysis continued...                                                                                                                      Customer Analysis

 This ability certainly means they could become an even more direct competitor in the future with their own line of personalized waffle                The market will include past and present eHarmony
 makers. However, eHarmony has a captive market to advertise to as members of the eHarmony service receive mailings and targeted                       users who have found success on the website and have
 advertisements for other eHarmony products. This is a key advantage as satisfied eHarmony couples looking to make the next step in                    strong positive associations with the brand. This branded
 their relationship may not look much further than the high quality waffle maker offered directly by eHarmony as a gift to celebrate their             product will ideally be bought and used in households as
 relationship, anniversary, or engagement.                                                                                                             a daily reminder of the love a couple shares. The waffle
                                                                                                                                                       maker will be purchased potentially by either the couple
 A competitor within our secondary industry, waffle makers, is Cuisinart. Although our waffle maker will be co-branded by Cuisinart, we                or by enthusiastic friends and family. It will be available for
 will also still directly be competing with their brand and other products that will appeal to customers that don’t see the value in having a          purchase through the online eHarmony website or other
 personalized waffle maker. Cuisinart makes waffle irons as well as a large assortment of other household appliances. Their waffle irons range         online distributors but will ideally be part of the couples
 from roughly $25 to $100 on amazon.com and have a good reputation and rating among the Amazon customers. This shows that Cuisinart                    online wedding gift registry. It could also be bought as an
 consumers are looking for a reasonably priced, quality waffle iron.                                                                                   anniversary gift or an exciting memento.

 The Cuisinart mission is to help consumers “Savor the Good Life” and they claim that culinary education is at the heart of their business.            This product will be fulfilling the practical need of a kitchen
 They express their claims through sponsoring well-known chefs, providing customers with informational materials, and creating resourceful             appliance but with a unique, personalized twist of the brand
 websites and the “My Pantry” application that allows consumers to enter the ingredients they have available and discover possible recipes.            that holds a deeper and more significant meaning. These
 Cuisinart also features recipe, contest, blog, and video how-to sections on their website as well as a wedding section that allows couples            users are major supporters of the eHarmony brand, are
 easily to register for Cuisinart appliances. They have also developed several applications and widgets to be used in conjunction with their           more open minded to branded products, and are already
 products. This shows that Cuisinart is working to develop relationships with their customers on a more personal level and is hoping to get            acclimated to current eHarmony marketing methods such
 customers involved with Cuisinart through following their blog or using their recipes and applications. This objective can also be shown as           as email and the website. They are excited about the
 the Cuisinart Director of Marketing, Mary Rodgers, recently gave a presentation at the 2010 Shopper Insights in Action (SIA) Conference               ‘couple’ thing! This will most likely be a one-time buy, that
 in Chicago entitled, “The Power of Social Media: Driving Shoppers to Retail, from First Point of Contact to Point of Sale”8. The presentation         will function as a conversation starter as to the greatness of
 discussed how Cuisinart is using social media to drive retail growth through the use of social media sites, blogs, and viral videos. It also          eHarmony. The product will function as a high-quality, long-
 discussed Cuisinart’s intent to continue growing social media and using it to add extra value for customers.                                          life appliance that a morning ritual can be built around.

 The social network Cuisinart has formed will directly benefit eHarmony as the waffle maker will be co-branded with Cuisinart. The
 eHarmony waffle maker also has a social network formed around their brand that will be able to help connect waffle maker owners more
 strongly with their product and the eHarmony community.
 http://www.cuisinart.com/about/press/1094.html
 8




                                                                                                                                                 12                                                                      13
Planning Assumptions
                                                                                                       Marketing Objectives
 There is huge bank of either potential, current, or past eHarmony customers.                          The overall marketing objectives will involve the eventual launch of an eHarmony wedding registry site, based off of the eHarmony site. This
 Just examining the numbers for the 2009 eHarmony paying users, the figures                            will include other wedding gifts, links to useful wedding planning sites, and other success stories and testimonials based around eHarmony.
 are a staggering 72-90,0009. Since the start-up of the company the numbers of                         Until the actual launch of the site, the waffle maker will need to stand on its own and make enough of an impact to be a positive asset to
 users has reached nearly 30 million. eHarmony currently claims responsibility                         eHarmony.Volume and profit are hard to predict at this point in time, but the potential of the waffle maker is relatively clear. If all newly
 for about 5% of marriages in the United States, which averages out to 542                             married couples bought a waffle maker or received one as a gift at their wedding, 542 waffle makers could be sold per day11. While not every
 marriages every day10.                                                                                couple will purchase the eHarmony waffle maker, capturing even a small percent of the average 542 eHarmony couples getting married each
                                                                                                       day would make a large impact. If just 10 percent were to buy the eHarmony waffle maker, 54 waffle makers would be sold per day, 378 per
 As the efficiency and effectiveness of the Internet continues to rapidly expand,                      week, and 20,034 per year.
 the growth potential for eHarmony is exponential. Additionally, consumers
 are having less and less time to participate in traditional dating. Internet                          The following tasks need to be completed within a 6 month time frame in order to ensure the prompt and successful launch of the product.
 use is becoming an integral part of consumer’s lives, particularly among the                          A co-branding arrangement needs to be developed with Cuisinart, eHarmony needs to oversee development and set up of online wedding
 generation of tech savvy youngsters. Finally, the increasing popularity of online                     registry as well as correspond with other distribution outlets, and eHarmony needs to collaborate with engineers to create a model of the
 gift registry for weddings is in alignment with the available online eHarmony                         personalized waffle maker.
 sales environment. The market for eHarmony has a huge potential to succeed
 particularly because they have access to nearly 4 terabytes of user data1. This                       Currently the product eHarmony offers to its users is the potential person they might fall in love with and marry. There is no guarantee that
 should make it easy for eHarmony to send highly personalized wedding emails                           the person eHarmony selects as a match for you will be the right person or behave in any certain way. As of now the eHarmony product is
 based on the consumer interests.                                                                      relatively unpredictable. With the introduction of the eHarmony waffle maker, the brand will have a more tangible representation of quality
                                                                                                       and success. The purpose of the waffle maker will be a visible example of the love two people share, that is predictable and reliable in the
                                                                                                       minds of consumers. This tangible product will represent stability of the brand and encourage new users to join eHarmony. The eHarmony
                                                                                                       waffle maker will not only resonate with the couple, but also with friends and family.

                                                                                                       The eHarmony waffle maker will allow for the couple to extend their happiness past the wedding day for many years to come. Every time
                                                                                                       the waffle maker is used it will not only be a symbol of love but a constant reminder of the brand that brought them together and the
                                                                                                       happiness that it has brought them.




 http://www.datingsitesreviews.com/staticpages/index.php?page=eHarmony-Statistics-Facts-History
 9
                                                                                                        http://www.eharmony.com/
                                                                                                       11

  http://www.eharmony.com/
 10




                                                                                                  14                                                                                                                                                   15
Marketing Strategy                                                                                                                                        Product continued...


Product
 The eHarmony waffle maker will be a high quality product meant to be a valuable, long-lasting kitchen appliance that will make the morning
 breakfast routine more eventful. It will work to start a new trend in the personalized gift industry where products are known to be cheap
 low quality gifts. This stainless steel appliance will make it easy to bake scrumptious, non-traditional personalized waffles fast. The Cuisinart
 quality and expertise along with the eHarmony personalized touch will be a critical part of co-branded product. Since 1971, Cuisinart has
 been providing only the best to its customers, and eHarmony wants to continue this tradition with their waffle maker12.

 The product will have interchangeable, nonstick baking plates for variations in waffle designs and for ease of cleaning. The plates will be
 customized to have the couples names imprinted into the waffle. It will have a five-setting browning control and regulating thermostat. The
 waffle-maker includes a red and green indicator light that will inform the customer
 when the appliance is ‘ready to bake’ or ‘ready to eat.’ The designs and manufacturing
 will be carried out by current Cuisinart suppliers, designers, and manufacturing outlets.
 The designs will be based off of Cuisinart current waffle makers, but with a slight
 modification (personalized name plate inserts) to allow for a more personalized design.




 12
   http://www.cuisinart.com/products/waffle_makers/wmr-ca.html




                                                                                                                                                     16                          17
Promotion                                                                                                                                            Promotion continued...

The eHarmony waffle maker will use a number of different promotional channels in order to become a valued addition to the company.                    Each one of these eHarmony web-banners is targeted to a
The initial vehicle of promotion will involve eHarmony’s extensive online presence. Current and previous eHarmony users will be reached               specific group within the NewlyWed section. This includes
through personalized emails specifically tailored to the user. The huge eHarmony data-base will be employed to most successfully tailor               the Young First Timers, Midway Couples, and Seasoned Lovers.
these emails to meet the needs of the users. The company has a huge advantage to have access to such detailed and thorough data insights
about their target markets. Since eHarmony will be aware of when anniversaries are approaching or couples are planning on getting married,
they will be able to directly target the happy eHarmony user (via email or mail) and inform them of the eHarmony waffle maker and ways in
which they can register and order the item.

Additionally, the waffle makers will be on the eHarmony website through the use of side banner and mast head ads. The site also has
many different blogs and links that will be employed to expose online user traffic towards the idea of the branded product. In the future,
eHarmony intends on setting up an online wedding gift registry that would be closely tied to successful users who are planning on getting
married. When a couple registers for wedding gifts, through eHarmony or other registration sites, there is a button that allows them to
forward/share the item with a friend. This will help to spread the word about the branded product the couple desires, as well as continuing
to build the eHarmony brand. There also will be some print postcards that will be sent to user’s households as a congratulations on getting
married.

It will be promoted through other retailers who have an online gift registry. They will promote it within their websites, particularly in the
appliance section. This will allow the eHarmony waffle maker to be sold to non-eHarmony users that may browse these registries. The waffle
maker can be advertised and featured in bridal specific catalogues that are produced by retailers, for example Target has a specific section
on their website for wedding gifts. Advertisements will also appear in a number of different wedding related magazine and catalogues that
are available a wedding specific retailers, such as at wedding dress shops. This will also increase exposure to non-eHarmony users who are
involved in the wedding process, even though they are not our main target.




                                                                                                                                                18                                                                   19
Price                                                                                                                                                 Place

The price for the eHarmony waffle maker will remain competitive yet mid-range priced. The product needs to be kept at a high-quality, one-             The eHarmony waffle maker will primarily be offered online through the
time purchase standard yet still be a realistic and affordable product to buy. We have determined the price for our waffle maker based on              eHarmony website. The eHarmony users are already familiar with this online
three factors: the average spent on wedding gifts, the average price of a waffle maker, and the average price of personalized gifts. Referring         site, and will be comfortable continuing to use the site and receiving promotional
to the ‘The Wedding Channel’, Gibbons reminded viewers that the average wedding engagement gift amount is about $35, and a wedding                     emails for wedding related items.
shower gift costs an average of $251. Looking at Amazon.com, we have determined that most individual use waffle makers (not industrial) fall
in the price range of $12 to $100, with the average being somewhere around $30. Further, from observing personalized gift websites, such               The eHarmony waffle maker will also appear on other popular registries that are
as personalizationmall.com, almost all personalized gifts are available for under $50, with the majority costing between $20 and $30. Taking           known to have appliances (i.e. Crate&Barrel, Willams-Sonoma). Since the primary
these price points into account, the highly-personalized and thoughtfully branded product will be selling at a price point of $39.95. This             target market tends to be a little bit older, ages 35-49, they will have extra income
shows that it is of high-quality, but is not really                                                                                                    (as will their friends) to spend at these higher end stores. The eHarmony waffle
much of a stretch from the average prices we                                                                                                           maker will be offered in the appliance section under waffle makers on these
have found within the wedding, personalized gift,                                                                                                      registries. Initially, the waffle maker will be offered online only or via in store
and waffle maker industries.                                                                                                                           kiosks, but may eventually expand to being displayed in stores and ordered
                                                                                                                                                       directly from the store. Many stores do have registry kiosks in which you can
While a large majority of our target market                                                                                                            view online registries and order online from within the store’s kiosk. This way the
are ages 35+ and would be able to afford                                                                                                               customer could choose to have their product shipped to the store to be picked
a more expensive product, there are still a                                                                                                            up or shipped to their home, whichever they find most convenient. However,
lot of younger couples that we would like                                                                                                              since the item does need to be customized, it isn’t really possible to be able to
our product to appeal to. Since initially our                                                                                                          have ready-made product for sale in stores.
goal with this product is to increase brand
awareness and display eHarmony’s success,                                                                                                              Another option is to have the eHarmony waffle maker linked with other e-tailers,
making a huge profit is not as big of a concern                                                                                                        such as Amazon. Amazon has access to a lot of user information and tracks
as reaching as many couples as possible. And                                                                                                           preferences, etc. and would be able to advertise the eHarmony waffle maker
with our price point we should be able to                                                                                                              to people who are viewing similar products. It should also be possible to link
cover costs and still make a generous profit.                                                                                                          a user’s eHarmony account with Amazon so they are aware of approaching
Additionally, we do feel that the higher than                                                                                                          weddings and anniversaries and are able to recommend items that reflect this
average price point is still high enough that it                                                                                                       knowledge.
won’t cheapen the product or brand image.
13
  http://dailynoise-gifts.blogspot.com/




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Place continued...
                                                                                                                                                     Evaluation
 A final distribution channel for the eHarmony waffle maker will be through wedding journals and magazines. At the national level, brides            -Net Profit/Total Sales
 buy over 7.5 million of these magazines each year14. Not to mention, often times bridal shops (tux and dress shops, wedding planners, etc.)         While making a large profit is not the initial goal of this product, it is still important that the product is not losing eHarmony money.
 have copies of these magazines for their customers to browse through. Taking advantage of this outlet by placing an ad within some bridal
 magazines will help expose the eHarmony waffle maker to couples that may not be involved with the eHarmony brand.                                   -Website Hits (traffic sources)
                                                                                                                                                     Did the product increase brand awareness? The eHarmony waffle maker is meant to be a visible/tangible form of the websites success.
 However, one issue with offering our product primarily online, is that some couples will not use the Internet during their wedding planning.        Website traffic could be one way to measure if the waffle maker is increasing brand awareness or the popularity of the eHarmony site.
 While most couples are technologically aware, there are still 20 percent of couples that don’t use the Internet to assist in planning their         However, increased traffic could also be attributed to other factors, so this form of evaluation will need to be further researched (are
 wedding. However, these couples do tend to be less educated and have lower incomes14.                                                               there other eHarmony promotions happening, etc.) and tracked for a longer period of time to be able to accurately predict the cause of
                                                                                                                                                     fluctuations.

                                                                                                                                                     -Social Networking Buzz
                                                                                                                                                     Since the eHarmony waffle maker is a unique product and not typical of eHarmony, we expect for it to create some buzz among social
                                                                                                                                                     networking sites. This could easily be tracked by looking at Facebook fan “likes” and comments, Twitter followers and mentions, as well as
                                                                                                                                                     blog articles posted about the product (found through monitoring Google Alerts).

                                                                                                                                                     If the product proves to be profitable within the first year of production eHarmony will continue its production and co-branding with
                                                                                                                                                     Cuisinart. eHarmony will also look at the products impact on brand awareness to discover if there is a positive relationship or if something
                                                                                                                                                     is lacking. eHarmony will then consider adding other personalized items to their site and creating a wedding registry and section to help
                                                                                                                                                     newly engaged couples plan their weddings.




  http://www.nmoa.org/articles/dmnews/bridalandweddingmarketoverview.htm
 14




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Description: Student marketing project - eHarmony Waffle Maker