Does anyone have time to help me with a case study?
Future Flyer Hoverboard Marketing Program
You are the Product Manager for the Future Flyer Hoverboard. This is a product that was introduced in
the US market just before Christmas 2015. Unfortunately, the product?s initial availability was delayed
and prevented an effective channel strategy. Pricing for the product was all over the board from $200 to
$1,800. Many customers savvy at purchasing directly from China did so. In the end, a total of 50,000
units were sold by the end of 2015. Expectations were that sales would clear 250,000 during the
Immediately following the Christmas season, the media surfaced issues with the battery packs
overheating and catching on fire. None of the products sold by your company have had any battery
overheating or fire issues. All of the products with such issues were purchased directly from China.
From the marketing research that your company has conducted, you know that this product is wildly
popular with early adopters and influencers. Further research indicates that more than 60% of teens 1317 and 40% of young adults 18-23 have expressed a desire to purchase in the next six months. Biggest
barriers to purchase are access from a reliable retailer and price. For younger purchasers, concerns from
parents who control purchase in many cases are also an issue. Research of parents indicates that if a
reputable retailer were to sell the product they would be swayed to buy the product for their child(ren).
The product delays have left you without a channel strategy. Also the product does not have an
identifiable branding of its own, which makes it impossible to differentiate your product or demonstrate
the high quality and safety of your product.
You have your work cut out to take this product that currently is a ?Question? on the BCG Matrix, but
could easily become a ?Dog? if marketing programs are not implemented well. You are strongly
motivated to show that this product is a shining ?Star.?
You have a management review coming up next week. You need to answer the following questions to
keep this product from being scraped before it has a chance to get firmly established.
In order to prepare for the Management review you need to answer the following questions:
1. Teens and Young Adults are the target audience for this product. Parents in many cases may be
gatekeepers for purchases. What aspects would you focus on and leverage to capture the
targets? attention to product features that are most meaningful? How do you appeal to your
target? (20 points)
2. Your company doesn?t invest in trends or fads. Identify and justify three product enhancements
that will ensure that there are product extensions, derivatives to ensure the hoverboard is not a
fad and separates Future Flyer from the competition. (20 points)
Product quality assurance
3. How would you ensure channel partners and consumers that your product is the top quality
product in the hoverboard category and is free from fire hazard issues? (10 points)
4. Prices are all over the board on this product from $200 to $1,800. Your product cost is $90.
Determine a price that will help present a solid product story that indicates quality, value priced,
and fuels market penetration and leader position. (20 points)
5. The 2015 Christmas selling season was a bust for what was to be the must have present of the
year. Now channel outlets are reluctant to stock any hoverboards because of the fire issues.
Provide examples of retailers that you would target and explain why? What is your strategy to
ensure that Future Flyer is the product is stocked in targeted retailers? (20 points)
6. Describe your promotional strategy? What is the core value proposition you want to
communicate? How and where do you communicate your message? (10 points)
This question was answered on: Sep 18, 2020
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