Marketing of a universal battery charging device to Europe: A European introduction of the Power Pebble

Marketing of a universal battery charging device to Europe: A European introduction of the Power Pebble

Limpens, A.

Wang, J. (mentor)
Hultink, E.J. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2010-08-03

Over the last decade, mobile devices have become a part of everyday life. A vast majority of Europeans own a cell phone, camera, MP3 player or a combination of these. However, with these goods becoming so common, a new problem surfaces: these mobile devices all need power, and nearly all manufacturers use different standards for their power cords. Therefore, a student of the TU Delft, Yixia Jiang, developed the Power Pebble: a universal battery charger able to charge almost any lithium-ion or lithium-polymer battery. This project focusses on the introduction of the Power Pebble to the European market. At first the company introducing the Power Pebble, EuropLight and FER Europe, and the product are analyzed. Subsequent to this, the European market is examined and a set of variables are defined to which all countries in Europe are compared. To do this, an International Market Selection Model (IMS) is selected, and by the aid of this a European region is chosen to focus on. Hereafter, a launch strategy was created, tailored to a specific target group within the region selected. In this plan, a selection of retail channels to sell the product at were proposed, together with a marketing campaign on how to appeal to the target market in the selected region, and a future strategy.

marketing
universal battery

http://resolver.tudelft.nl/uuid:06a6fb33-1b27-4878-ba10-76211831676b

2011-08-03

Campus only

Student theses

master thesis

(c) 2010 Limpens, A.