What's turning them on and off?
By using our products, our customers’ rationalization and/or justification is that they strongly believes in Earth Day and what they do, if not for the main attraction of convenience and new technology in the first place. The real motivator driving the use of our product is: Convenience.
With our new technology, our customers can now save time and effort by accessing their calendar anytime and anywhere. Also, it is more convenient then typing the message on the PDAs, iphones or in organizers, because our calendar is voice activated, saving typing time. As we all know that time is money in busy Singapore, and surveys show that most white collar workers in Singapore buys electronic products that best convenience them. While we am not saying that it is the best device that can save our customers tons and tons of time that can replace a PDA or an iphone, we are rather, suggesting that our produce will further improve their time management and optimize their convenience.
Our secondary motivator is that our product is sold to support Earth Day Network (EDN).
As stated above, EDN is a non- profit organization that aims to save the earth, here at Cal.M, we fully support what EDN is doing and what it represents, thus coming out with our new product, the digital calendar. By show casing to our customers that Cal.M is sympathetic to EDN’s cause, we hope to influence our customers as well. Also, by aligning ourselves to EDN, the customers will give us more credibility as another big, world-wide organization, is working with us. Our product is sola powered, thus using only natural energy to run our high technology device. This is in lieu with the EDN’s message of the depleting of natural resources. With a recognition that EDN’s a partner of ours, customers will trust us more, and will consider buying our high quality product to support the EDN as well. We hope that our customers will learn much about the earth from our calendar as well.
Our company taps into the deep fundamental, non-obvious needs and desires of your customers so as to cement customer loyalty. We pay attention to the important details such as, prestige, professional image, fun, wanting a change for change's sake, fears, and self-doubts. Thus, not only are our calendars simply calendars, they are mounted onto potted plants. This will add an element of fun and responsibility as well. This in turn, will relay another message across, teaching our customers that growing a plant is not so easy and that we should be responsible for our actions and stop wasting our earth’s natural resources. Aldo, our designs are sophisticated, clean, white and very modern, it is definitely something to have at home or in your office to wow your colleagues and to show your support for EDN as well.
However, we have deeply researched and have found out our subconscious turn-offs to our product. Some people may not be fluent in English and may stutter while speaking to the calendar and thus, may have to repeat all over again when the computer cannot or will not interpret his/her words into text. Also, others may be too in a rush or simply forgot to state an alarm time, when they thought they have, and will be very frustrated when the alarm did not ring at that time, rather at the earliest time mentioned.
Eg, “Dentist appointment at 3pm, (alarm at 2pm)”
Instead of ringing at 2pm, which the customer forgot to add, the alarm will beep at 3pm sharp, reminding them of their appointment, but then they’d already be late.
Another discomfort that the customers may have is the alarm sound, by using a beep instead of a ring, It will not irritate the customers too much when they are too busy to tap on the calendar screen, which will effectively stop the beeping. Thus, we have decided to only program the beeping for only a minute, before it will stop completely, and if the customer choose to silent it, then the screen will keep on flashing green for a minute before it will stop also. Volume control is at the side on the screen, 5 maximum and 0 minimum (silent).
The few compelling arguments tat will get people to change their minds and use our products is easily, the values of our product, which is for EDN. More and more people in the world is becoming conscious, and concern about our dying earth. This product thus will pierce into the market especially during this time, when the earth can still be safe. Spreading that news is what gives people hope and trust, which is what the EDN is doing, and by representing EDN’s trust and hope in our product, our customers will feel that as well, and will support their cost. One way is to actively sign onto the EDN’s pledge, or simply buy our product and donate 10% of their money spent to aid EDN. Therefore, Cal.M also feels that to push this emotional selling point forward, we need to place the importance of this campaign into our posters as well. Thus, the challenge is to find a balance between adding their cause into our posters, but to market our product in the end and not end up promoting people to join EDN. Apart from posters, we can also use display design in shops to portray our values and message across and to promote our product as well.
The things that we can do to put our product into a class of our own, when future competitors come out are our history and design. Cal.M aim to be known as the original digital calendar of its kind, with our own unique set of designs, both prestigious and fun.
The elements that will get people to pay 10-20% or even 100% more for our products are; our collaboration with Earth Day Network, our 100% organic materials and our new, high technology. By letting the consumers know that they are actively donating to the EDN, customers are more willing to pay a higher price for our product. Also, by pushing our values; using only organic materials and not genetically modified goods, we have place ourselves in a higher class, of a higher level of trust to our customers and when we harness that trust with our customers, we can expect our profits to increase. Also, most people will grab the opportunity to own the newest technology amongst their peers, or colleagues. All these factors will help to push our value up in the market and Cal.M will not be short of customers.
In the future, we will definitely be upgrading our product to maintain our high standards and promises in the eyes of our customers, thus we need to pump a little bit more money into our R&D section. However, while this act is relatively inexpensive and easy for us, it is of extremely high value to the customer, as they get to further save their precious time, live life more conveniently and in a more fulfilling way.
In sales, the big things are important, but ignoring the little things can be the threads that begin to unravel your Red Jacket making you more like all those gray jackets in the marketplace. Many times the existing policies and procedures within an organization forget the little things or what could be called the "human touch." In the quest to improve efficiency, reduce costs, many times the little things are sacrificed. Since sales is a transference of feelings, we focus on the creation of authentic feelings through those small little things that people remember. Thus, we have to choose our retail stores which provides professional selling, such as Metro, Robinsons, Epicenter, etc.
Cashiers are the first person most people see as they enter our retail stores. They are the last person every person who makes a purchase sees. A customer-oriented cashier who focuses on ensuring every customer has a truly outstanding experience in the store is invaluable. They will be the first to know about customer feedback. They'll will be able to provide us with information regarding the sales of our products; is it hitting the market or not, what the customers like or do not like.
Customer service can make or break our sales. While the cashiers may be the cornerstone for success, we can't afford to have even one employee who doesn't provide outstanding customer service at every opportunity. Small gestures like saying hello to customers as they walk through the store, offering to educate customers about our product whenever there is the opportunity, and doing everything possible to create a store people want to buy to all fall into the customer service category.
A clean and organized display unit is absolutely required to bring people back time and again. No-one wants to go into a dirty, disorganized area even if it sells the bests of products. We should choose a retail store which is warm and inviting. Make sure the lighting is good, there is pleasant music playing softly in the background and the store shows the pride you have in your business. Our reward will be customers who return frequently and tell others about your product and attractive display unit.

Different types of customers we might encounter:

While marketing, we need to be able to sell to different types of customers, and whether we should expect to see them again, (the brand loyal types) or if we can get them to answer some survey questions without pushing them away, etc. Thus, on research of the Singapore Market, will help with sales a long way, if we play the cards right.

Ultra Conservative - don't rock the boat, whatever they purchase must be consistent with their current way of doing things.
• They are most likely interested in products/services that are improvements to existing offerings rather than something new.
• Once established as a customer they are seldom inclined to review alternatives.
• Very negative to technically complex offerings or offerings requiring extensive user education.
• Cost effective offerings are only of interest if they don't disturb the status quo.
• They are likely to react positively to any volume purchasing opportunities.
Conservatives - are willing to change, but only in small increments and only in a very cost effective manner.
• Will consider new products/services but only if related concept has been proven to be effective. More likely to purchase improvements to existing offerings.
• Will probably want to review competitive offerings, but will gravitate to best known offering with lowest risk decision.
• Negative to neutral when considering technically complex offerings or offerings requiring extensive user education.
• Strongly influenced by cost effective offerings and/or 'best price' opportunities
Liberals - regularly looking for new solutions, willing to make change (even major change) if the benefit can be shown.
• Will usually consider new products/services even if the related concept has not yet been proven to be effective, but only if the potential benefits can be specified and understood.
• Wants offerings that make effective use of technology, but is not interested in offerings just because they use a certain technology.
• Will always want to review competitive offerings, but will usually choose the one offering the greatest benefit, even if there is some risk involved.
• Neutral to positive when considering technically complex offerings or offerings requiring extensive user education.
• Usually concerned with keeping employees informed and educated, so will often consider educational offerings.
• Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
• Often are on social trend bandwagons so react positively to offerings that address these needs.
Technical Liberals - enamored with the benefits provided by high tech solutions and any purchase decision will be biased by the technical content of the offering.
• Usually consider new products/services even if the related concept has not yet been proven to be effective.
• Often consider just because they use a certain technology.
• Will always want to review competitive offerings, but will usually choose the one offering the most hi-tech features, even if there is some risk involved.
• Consider themselves technically competent and will expect leading edge use of technology.
• Positive to fanatic when considering technically complex offerings even when requiring extensive user education.
• Conversion costs usually not a major concern if technical benefits are there.
• Not particularly concerned with keeping employees informed and educated, so educational offerings are not of great interest.
• Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
Self Helpers - consistently defines/designs solutions to their problems, likes to acquire tools that help in the innovation process.
• Will usually consider new products/services, but the related concept must have been proven to be effective.
• Often consider just because they use a certain technology that is relevant to the development program they have underway.
• Will always want to review competitive offerings, but will usually choose the one offering the most effective 'do it yourself' features.
• Usually consider themselves technically competent and will expect very effective use of proven technology.
• Not especially inclined toward technically complex offerings, would rather have user friendly, but thought provoking, offerings.
• Conversion costs usually not a major concern if offering promises potential for innovation.
• Usually concerned with keeping employees informed and educated, so educational offerings are of interest.
With these typical buyer stereotypes, Cal.M should be able to get feedback from our customers more efficiently without pushing them away, and are able to teach our sales person what to and how to promote our product to each types of client.







Our survey form:
Age: Job: Income: Education:


Hobbies: Interests:



How much will you pay for this calendar?

$250

$300

$350

$400

Will you pay $9.90 extra if we told you that 10% of our profits will be given to Earth Day’s funds?

Yes

No

Where will you expect to see this product? (you may tick more then one)

Metro

Epicenter (sells digital gadgets)

Robinsons

Molecule (store that sells home/office accessories)

Others: ________________________________

Is our product practical/ convenient?

Yes

No

Will you buy it? Comments:

Yes

No¬¬

Are you concerned about the earth?

No

Yes, a little

Absolutely!

I’m an environmentalist at heart.


Research Compilation:



How much will you pay for this calendar?

95% said $250. 5% said others


Will you pay $9.90 extra if we told you that 10% of our profits will be given to Earth Day’s funds?

100% said yes.


Where will you expect to see this product? (you may tick more then one)
Most people said Metro and Epicenter.


Is our product practical/ convenient?

70% said yes, 30% said no.


Will you buy it?
60% said yes, 40% said no.


Are you concerned about the earth?
100% said, yes, a little.




No one gave comments.





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End of report