Lytro Marketing Plan

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Lytro Camera Marketing Plan

George Chen Kayla Schermerhorn Cory Wiley Prof. Raj. Murthy Ph.D. Rochester Institute of Technology

Lytro Marketing Group

1 Lomb Memorial Dr. Rochester, NY 14623

T 585-475-5383 F 585-475-5975

rajsmurthy@saunders.rit.edu

Lytro Marketing Group

Table of Content
LYTRO CAMERA MARKETING PLAN TABLE OF CONTENT 1 INTRODUCTION THE LYTRO LIGHT FIELD CAMERA EXECUTIVE SUMMARY MISSION STATEMENT VISION STATEMENT 2 PRODUCT LYTRO CAMERA HARDWARE PERCEPTUAL MAP LYTRO CAMERA SOFTWARE LYTRO-EXCLUSIVE TECHNOLOGY USER CAPABILITIES 1 1 4 4 5 5 6 7 7 10 12 13 13

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FOCUSING SOCIAL MEDIA FEATURE ANALYSIS 3 MARKET CAMERA MARKET COMPETITORS CAMERA HARDWARE REPORTS COMPACT CAMERAS D-SLR SMART PHONE CAMERA MARKET SEGMENTATION CAMERA ENTHUSIAST AMATEUR PHOTOGRAPHER THE “TECHIE” SWOT ANALYSIS 4 PRODUCT LIFE CYCLE LYTRO 1 THE FUTURE OF LYTRO

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LYTRO 2 LYTRO 2X BUNDLING AND ACCESSORIES APPLE 5 CHANNELS AND DISTRIBUTIONS PROMOTION ONLINE PHOTO CONTEST INTEGRATED MARKETING COMMUNICATIONS DIFFUSION CURVE 6 PRICING AND BREAK EVEN PRICING STRATEGY BREAK EVEN ANALYSIS 7 CONCLUSION 8 REFERENCES

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1 Introduction

The Lytro Light Field Camera
The Lytro camera can be the biggest revolution in cameras since its digitalization. It is a portable light field camera which allows you to capture the whole light field of a scene so that you can easily change the depth of field and focusing point of a photo after capture.

Figure 1. A “Red Hot” version of the Lytro camera

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Executive Summary
Inside is a special micro lens array, a patented invention of Lytro. This is the key to capturing every plane of light in a scene so the user can choose focus later. It is a one-ofa-kind, innovative camera and there are no other products with a similar lens structure. Because of this the Lytro’s major competitors already exist in the market ranging from basic to professional. These competitors include Nikon, Canon, Olympus, Panasonic, Sony and PhaseOne. All of these competitors have an established market and developed features designated for each target market. Other than focusing capabilities, the Lytro camera distinguishes itself among its competitors with its built-in social media functions. Once the Lytro is connected to the computer, a photo can be edited quickly and uploaded to Facebook easily. In beginning stages of marketing, the camera will be targeted towards the camera enthusiast, the amateur photographer and the “techie”. Marketing will first begin online and with small, infrequent ads on TV. Once it has been adopted it will then be promoted via photo contests. The future possibilities of Lytro are endless. Because of its unique, tiny micro lens, it can be implemented into many other devices such as Smartphone’s and tablets. The Lytro camera itself has room for development with better sensors and more internal space.

Mission Statement
Better the world through revolutionizing photography through the way we capture life’s greatest moments. Lytro Camera Marketing Plan 5

Lytro Marketing Group

Vision Statement
Lytro aspires to create revolutionary imaging technology that can be implemented in an array of camera devices to provide quality, interactive images easily shared via social networks.

Lytro, Inc
Formerly known as Refocus Imaging, Inc, Lytro is a start-up technological company founded in 2006 by Ng Ren, a Ph.D graduate from Stanford University. The technology used in their products is based on his research about computational photography at Stanford Computer Graphics Lab.

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2 Product

Lytro...
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