By Group4, Class BE

1. OBI camera By Group4, Class BE

2. Introduction of our proposed business: • Ownership: Limited liability company • Founded time: May 12th, 2014 • Business area: Digital industry • Business slogan: All for the magic moment. • Product title: OBI Camera • Product overview: Optional choosing Beautify effect Instant getting • Investment amount: 20 million RMB Oh,buy!

3. Global Environment

4. Global Environment • In the foreign countries, especially some developed countries, the instant cameras are still very popular. • The instant cameras in China have a small market share compared with digital cameras. • With the online shopping increasing rapidly in China recently, the instant cameras have a big potential to grow.

5. Industry environment Main competitors: Digital camera, DSLR（单反）,etc

6. Industry environment • Digital cameras have been commonly used since 1990s so the sales of DSLR(单反) and MILC(可换镜头相机)declined by 10–15% from 1993 to 2013.

7. Industry environment Since 2010, smartphones have developed very fast. Smartphones are attached with the digital camera functions so the sales of the digital cameras continues to decline from 2010 to 2013.

8. Industry environment According to the data above, we find that, our main competitors---digital camera and DSLR单反 both have their own disadvantages. Digital camera can be replaced by smartphones DSLR单反 are too expensive and professional for the common people. However, the instant cameras like polaroid拍立得 cannot be replaced by smartphones. They are also cheap to buy and easy to use.

9. Needsunsatisfied

10. Marketingplan • Product characteristics • Target market • Pricing • Distribution • Promotion

11. Product Characteristic OBI Camera Main features： • Optional choosing • Beautify effect • Instant getting

13. Optional choosing • Choose the photo that will be printed as you like; • Delete the photos that you are unsatisfied with;

14. Beautify effect • Add special effects like LOMO, HDR , Gothic, Soft light, etc • Improve looks with whitening, zit clearing, dark circles removing, eye widening, etc • Draw some doodle on the photos

15. Instant getting • Get the photos immediately as soon as you press the button “ print ” on the screen

16. TargetMarket • Young people - travel enthusiast - college students

17. Pricing List Price 1498RMB • Pricing factors : • Target market → Young people • Research → Acceptable price range • Functions and Technical Requirements

18. Distribution Internet

19. Distribution

20. Promotion mix • Advertising • Sales promotion • Public relations Oh,buy!

21. Promotion---Advertising Our target market are young people and most of them have their favorite idols. So we plan to ask some yong, energetic and popular stars for endorsement.

22. Promotion---Advertising important

23. Promotion---Advertising • Tevevision commercials • Internet ads • Specialist Magazines ads • Transportation Ads • Outdoor Ads(billboards, posters,etc)

24. Promotion---Sales promotion • Premiums • Campus Photos Contests • Coupons: 15%off (for college students)

25. Promotion---Public relations • Sponsorship (in TV programs like idol drama) • Public Benefit Activities (establish a good public image)

26. Summary

27. Summary • OBI camera can beautify the photos, pick the photos you like and get them instantly, which is irreplaceable by digital camera, DSLR单反 or even Polaroid. • OBI camera is innovative, fashionable and budget so it will be a good choice for the young people. • The online shopping is developing rapidly in China and most of the OBI cameras are sold in the internet . Thus, OBI camera's development is very potential.

28. Thank you！