In the previous papers I went about describing the features and projected market for my sports oriented mp3/cell phone combination device called the Mobile Sport Lightning. We defined the specific target market for this product as predominately male generation Y-ers born in 1974-1994. This generation has coined the multitasking term 'connexity'. They are more technology savvy than previous generation and are attached to the internet and telecommunication devices. This generation is the most likely to rely entirely on wireless phones for communication and they are not attached to standard forms of media for gathering information. These facts combined with the on-the-go active format of our product has caused us to draft an plan for advertisement that will rely heavily on a futurists or non-conventional media marketing mix with a focus on a technologically oriented interactive media and a hands on approach to product introduction .
             Since the Sport Lightning is of a more specialized orientation it seems as if a 10 million dollar budget might be considered excessive. However, when you consider the giant contenders in the industry, including Apple and their Ipod which controls morethn 92% of the mp3 player market share and has just launched a massive global advertising campaign boasting everything from U2's endorsement to giant subway silhouette banners in St.-Lazare station in Paris and a TV ad campaign throughout Japan, it is comforting to know that we have some funds to attempt a niche creation. We are betting on the fact that our product might bring some boom into the cell phoneindustry, in which sales are beginning to tail due to saturation after an initial five year growth period. In addition we know that the novelty and freshness ofthe Sport Lightning will most assuredly create knockoffs from major market competitors, which have established global distribution and more money available for mass production and adver...