Tribeprofile

Tribe: Gangster

Product Category: Portable speaker

Endorsing Brand: Sony

Product Concept: Portable speaker with 4 different style, Bluetooth integrated, controlled through an application which can be downloaded through Application stores for free (Apple, Windows, Android). This speaker are attachable to anything it comes with a clip on the back. Slim and very light with battery life of 72 hours stand by and 12 hours of playtime.

Different style:

1. Explode(Limited edition)= Extra bass

2. Vintage(SK)

3. West Coast(WS)= dollar sign

4. Bob Marley= Sign of Weed

New Brand for Product concept: Sony Blang

* Identify key aspect of the tribe’s profile

* Culture: music, clothing, way they communicate

* Social: Doesn’t discriminate based on lifestyle, just normal with family and jobs while trying to adopted gangster lifestyle.

* Personal factor: teenager and adolescent, aggressive, self-confident, high self-teem, outspoken.

* Physiological: beliefs regarding politics and music and distinct attitude

* Buyer decision Process

* Indeed Recognition: Entertainment

* Information search: The information of the product will provided through Sony’s website and advertisement.

* Evaluation of alternatives: Our product offers new unique design with Bluetooth accessibility and attachable to anything.

* Purchase Decision: We will use a popular Gangster (Rapper) figure to lunch the product to influence the purchase decision.

* Post purchase decision: It will come with 12 month warranty and money back guarantee if not satisfied with the product.

* Influence of Product characteristics on rate of adaption.

* It’s louder and clearer

* Bluetooth and wireless capability

* Free Application to use the speaker

* Built-in lithium battery with 12 hours of playing time

* Simple to use

* Stability

* Universal charger (Dock)

* Macro and Micro environment

* Finding the target market...