Breathalyzer technology and alcohol detection methods

Breathalyzer

The overall strategy is to increase awareness of the product, and to increase penetration of the market.

The product is a one-time use breathalyzer, a device that gives a reading of blood alcohol content (BAC) to the user.

The objectives of the marketing strategy are to create a strong brand, build a stronger customer base and increase sales.

Market Analysis

There are two target markets. The first consists of bar owners, who will then make the product available to patrons. The second consists of males aged 21-40. This demographic is the most likely to drink outside of the home in the type of quantities that will facilitate inebriation. Primarily middle class customers will be targeted

The end user for both target markets will consist of males, aged 21-40, middle income, high school or college completion, all ethnicities.

The psychographic will include people who are heavy drinkers, but who are responsible, or perhaps who have had trouble before with too much drinking and driving.

3. This is not really a niche market -- the company only makes 95 cents per unit gross so selling high volume is imperative.

B. 1. There are a wide range of breathalyzers for sale, at a wide range of prices. For five bucks, there are no competitors in that price range but cheap keychain models sell for around $10.

2. The main strength of the company is the ability to produce this product so cheaply. The brand is unknown, there is no set distribution, and product quality is probably low compared to other competitors. For opportunities, this is a low priced device, so there is opportunity to build a bigger market, for example through national distribution. The primary threat comes from competitors.

C. The industry is relatively small right now, but there is growth in the demographic because today's new drinkers are from the so-called "millennial" demographic, a large generation. In general, however, drinking is down, and there is more focus on quality over quantity among all but the youngest drinkers.

3. Marketing Strategy

A. Cost leadership strategy, be the cheapest and let everyone know it

B. Mainly online promotion, and through major retailers.

C. Packaging will be basic, with a thin cardboard back and plastic front. Make the device easy to access and keep packaging costs low. Coloring should be "serious," so red and black. Large lettering, too. Streamlined packaging as much as possible for the bar owners.

D. Pricing is going to be $4.99, an industry-leading price

E. The brand is Arrive Alive. We want to focus on branding in the promotional strategy.