The Inner Circle

Marcela Ampon
Danielle Shue
Ashleigh Atkinson
Jose Lopez
Meshal Alotaibi

Introduction
The Inner Circle
A product that will enhance social scenes and allow
people to communicate with others with comfort.
-Wristband that shows your mood using colors
-Adapts to your liking according to your mood
-Puts you in control of what you want

The Inner Circle

Price-149.99
-Premium Pricing to encourage favorable perceptions of
the product.

Promotion- Facebook
-Most advertising will be done using Facebook
advertisements

Placement- Online
-As of March 2015, The Inner Circle is only available
online

The Inner Circle

Target Audience- Individuals between the ages of 18-25
-People who want to expand their social group
-Students that go away for college

Trend-The use of dating sites and social media has increased

-Less human interaction on a face to face basis
creating a lack of personal interaction

The Self

Maslows Hierarchy of Needs

Meaningful Encoding
Motivation
Behavioral Intentions Model
Balance Theory

Maslows Hierarchy of Needs

Love/Belonging
o Communication
Friendship
Romance
Esteem
o Name of Product
The Inner Circle
o Price
Premium pricing
Self-Actualization
o Creativity
Wristbands
o Spontaneity

Meaningful Encoding
Makes brand more memorable
o Stores brand in memory using
knowledge they already know
Elite wristband vs. already
branded
Use of Top brands
o Tory Burch, Gucci, Armani
o Association with higher quality

Motivation
Approach Orientation
o

Positive motivation more effective

People use this product to make better

connections
o

Communicate better with others in person

Personal status
Emotional status

Behavioral Intentions Model

BBI=w1*(Abehavior)+w2*(SN)
Survey
o
o

Population 58
Selected target: Age 18-24
Highest ratings

ABehavior and SN
ABehavior
o

6.28/10 (3.14/5)

Subjective Norm
o

7.28/10 (3.64/5)

W1 and W2
Weight of own opinion
o

((1.00*7)+(.90*9)+(.80*19)+(.70*12)+(.60*8)+
(.50*3))/58 = .78

Weight of others
o

1.00 - .78 = .22

Behavioral Intentions Model

BBI=6.28*(.78)+7.28(.22
) = 6.50
Increase own attitude
toward behavior
Highlight social interaction
capabilities
o Making better
connections with others
o In person rather than
online (4.42/5)

Balance Theory
Hire highly regarded
celebrity/spokesperson to endorse
product
Spokesperson liked by desired
market
Spokesperson likes product
Intended market likes product Target
Consumer
o Must keep balance

Spokesperson

The
Inner
Circle

The Situation
Family Life Cycle
Young, Single, and Looking to Mingle stage
Ages 18-25
Just started to make their own purchasing
decisions

The Situation
Normative Reference Group
Indulgent
Make our consumers believe that they want
to be a part of an exclusive group of people
People in our campaigns will have referent
power over consumers

The Situation
Western Culture
Face-to-face socialization
Individualism
o
o

Latest trend setters who want to be a part of

something exclusive
Focused on their own identity and how other
perceive them

Innovators and Early Adopters

The Situation
Short-Term Driven
Immediate results
o

Consumers will immediately be able to see the

mood/disposition of the person they want to
approach

The Solution
Customers will love the product
Solve social challenges
Bars
Clubs
Cool bracelet
High end bracelet

The Solution
Competitors
Tinder
Match
Jdate
Competitors dont have a device

The Solution
Value Laddering Model
Why do you purchase the Inner Circle
Bracelet?

The Solution
Marketing Campaign
Recency Bias

The Proposal
Problem: Decrease in face-to-face interaction
Young adults lack interpersonal skills
*People prefer to find companionship in face-toface interactions*
Regain confidence by exposing intentions of
others and their own

The Proposal
The Inner Circle
Trendy band that you wear on your wrist that
shows a persons mood when it comes to
social interactions, primarily night life
o
o
o

Green: Single and ready to mingle

Yellow: I want to make friends
Red: Just trying to enjoy the senery :)

The Proposal
Different types of bands
o
o
o

Classic Metal
Sport
Leather

Variety of colors available to showcase

personality

The Proposal
Target audience: Young adults, 18-25 years old
But its exclusive
Price: $149.99 higher-end
Selling online (eventually want to pair up with
designer brands)

The Proposal
Advertisements:
Facebook Ads
Celebrity endorsement
o

Beyonc

Conclusion
Why the Inner Circle?
- A product that will be appealing to individuals who want to
meet new people
- Friends or relationships
- Fill the gap that the dating trend is lacking
- Get people to interact with others
- Enhance social skills
- Boost self confidence when approaching individuals