Emotiv Case BACKGROUND: By October 2007, Emotiv Systems Inc. had developed a mind reading device called EPOC, which had the ability to process brain signals in order to measure 30 different mental states. Founded in 2003 (with $1 million in startup money from four partners and $17 million in additional financing mainly from Technology Venture Partners and Epicure Capital Partners), the company's research and development team incorporated existing electroencephalography technologies to introduce a relatively inexpensive and effective cognitive and emotional recognition system. Management at Emotiv believed that video gaming applications represented a solid opportunity for the EPOC technology. EPOC would allow gaming users to move …show more content…
I think a positing statement that would indicate high value and resonate with consumers is "Imagine the Unimaginable." (See Exhibit 1 for the ad containing this positioning statement). The statement conveys that EPOC offers a unique experience. This is important because a distinct user experience is the key point of difference that separates EPOC from other products. Brand value is often created through usage and the customer's overall experience. Thus, I would suggest Emotiv produce one game showcasing the best that EPOC has to offer. The game could be bungled in the sale of the EPOC, giving users an initial application and tutorial for the device. The company had a $2.5 million offer from Demiurge Studios to develop a PC game to give the user a demonstration of the capabilities of mind-controlled interactivity. The game would feature a martial arts master lifting rocks or walking on water using the user's thoughts. Once the company had its EPOC headset and game ready to launch, it should begin to distribute these items to various influential opinion leaders. Distribution to employees at tech magazines and tech television stations would be ideal. Favorable reviews by sources such as PC Magazine as well as G4 TV and Tech TV would quickly spread word about EPOC. Advertising could also be done
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• The promoters have been trying to promote the concept through press and meeting with retailers.
Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.
10. Conducting a Market Opportunity Analysis (MOA) is the first step in developing a marketing strategy.
Competitive advantage - Nundies is an innovative product which provides an alternative to visible panty lines; no other company produces the same type of product
A. Describe the environment, as viewed by Michael Porter’s model of competitive forces, that Valuejet was trying to compete in. consider competition, suppliers, customers, new entrants, substitute products? The five competitive forces that shape strategy are competition, suppliers, customers, new entrants, substitute products. Michael E. Porter demonstrates how the five competitive forces can be used in any industry. The results from all five forces not only look at the narrow aspect of competition rivals but as well as broader aspect of competitive interaction within an industry. These five competitive forces can also be used in the case of Valuejet. Competition within the airline industry is highly
6) Firms using mobile marketing to reach out to its customers may benefit from this type of marketing because it provides timely information to its customers as they go about their days activities. This would be especially useful for short term sales on products. If I was to get an e-mail notification of a two day sale at thegolfworld.com, I am able to use the link to view sale items right away.
1) Can you identify examples of decisions about each part of the marketing mix (product, place, promotion, and pricing) that are being made in the cookie program? The Product is Girl Scout cookies as well as the Girl Scouts themselves. Since 1912 Cookie sales have played a major role in supporting the Girl Scouts organization at the council and troop levels. Being able to target certain people can be tricky sometimes specially if you don’t know what you’re doing or what your target is. You have to be able to sell yourself as well as the product and who better to sell Girl Scout cookies then young girls. The Girl Scouts mainly target the middle and upper class
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.
September, 2012. These kits sold at a rate of 4-5 minute for the first day, before
Last but not the least, viral marketing will be very useful for EPOC. Emotiv can provide free EPOC to some professional or famous game-player and ask them to share their satisfied gaming experience with EPOC on famous online game discussion platform or shot a video when they are using EPOC. These players should be famous enough to be an “opinion leader” in game industry so their follower or other consumer would treat their opinion toward EPOC seriously. This is what cosmetic manufacture did when they were marketing their new product through famous bloggers.
There is a widely held belief that commercially available computerized brain-training programs improve cognitive function. 2 Although society has accepted this correlation of “brain games” and increased cognitive ability, it has yet to be proven.1 Regardless of this, there has been a recent spawn of enterprises dedicated to creating these games. Of these enterprises, the most well-known companies are Lumosity and Brain Age.1 These companies even argue that brain training is as good as physical training.4 Websites like
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