Mophie
Charging Phone Cases
3. Who is/are the target market(s) for your product innovation?
Justify your answer.
Mophie cases are directed towards teenage girls who rely heavily on their smart phones battery everyday. Mophie cases are a perfect fit to nearly every smartphone user. We can tell that the cases are directed toward teenagers as they come in many vibrant colours. These colours are attractive to teenage girls. Mophie sells their cases online which is heavy directed towards their target market. Studies show that teens between the age 13 - 20 buy more items online than in shops. Mophie realised this and uses this information to their advantage. Mophie has advertisements and accounts on many social networking sites such as Instagram, Facebook and Twitter. Although theses cases are more expensive than the average case, teenage girls are willing to spend that to have longer battery time on their smartphone.
4. How is your product innovation promoted to its target market(s)?
What types of marketing are used to build consumer awareness for your product innovation?
Mophie uses a lot of different ways to promote their cases. Mophie relies heavily on the use social networks such as Instragram, Facebook and Twitter to market their innovation. This type of marketing is aimed towards both of their target markets. Mophie uploads pictures and videos regularly such as the ones below. This gets the potential consumers thinking about the Mophie case. It is also a great way to gain new consumers as their target market uses social networking sites regularly, according to a survey conducted in 2013. Mophie uploads many pictures that contain quick catch lines such as "life can be so draining, Take charge" This attracts the consumers as it is quick and simple, yet makes you think about it for awhile. Mophie also uses the catch line "Not an accessory. A necessity", this creates a "want" in the consumers mind. These catch lines are short and simple yet very effective. Mophie also has been in numerous magazine articles and has even featured on a half time promotion at American Super Bowl. Mophie has started to focus a lot more on marketing over the last few months. As a result they have hired an creative promotion agency that is looking at spending around $15 million over the next couple of years. This budget is now possible as Mophie is a more established brand with a stable sales. This is a big jump from last year where they spent a total of $352,000 on promotion and marketing. As every business does Mophie tried last year with a new marking scheme that didn't end so well. Around July last year Mophie added QR Codes on they the bottom of their adverts. They found that the QR Code coding was to complex and cause phones to crash with the overload of information. Since then the QR Code has been removed.
The primary target market for Mophie charging cases are young adults who use their smartphones for long periods, such as on the commute to and from work. Mophie cases are designed to look smart and chic, with the option of vibrant colours. Mophie heavly markets their products to this demographic, as businessmen are shown using the product in advertisements. Mophie looked into the daily lives of office workers and found a large percentage took a train or bus to work. Commuting up to three hours a day. Mophie found from focus groups that they often ran out of battery on the comute home. We also know that this group of people are the target market as adevertisments promoting. Mophie cases are found in business magazines. Mophie has advertisements and accounts on many social networking sites such as Instagram, Facebook and Twitter.
