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  • By: Kory Lutes Moises Garcia Jason Fox: Monday, July 30, 2012

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    m_ignaciogarcia
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    This document outlines plans for a new 7-string guitar to be produced and marketed by Dean Guitars. The guitar will feature a mahogany body and neck-thru construction with EMG 707 pickups, a Floyd Rose bridge, and ebony fingerboard. The target market is progressive metal players who use 7-8 string guitars, predominantly males aged 16-50 earning $30,000-$45,000 annually. To start, the guitar will be sold in Florida guitar stores and online. The promotional plan includes social media marketing and showcasing the guitar at guitar conventions.

    Original Description:

    Dean Guitars Phase 2

    Original Title

    Phase 2 Presentation

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    This document outlines plans for a new 7-string guitar to be produced and marketed by Dean Guitars. The guitar will feature a mahogany body and neck-thru construction with EMG 707 pickups, a Floyd Rose bridge, and ebony fingerboard. The target market is progressive metal players who use 7-8 string guitars, predominantly males aged 16-50 earning $30,000-$45,000 annually. To start, the guitar will be sold in Florida guitar stores and online. The promotional plan includes social media marketing and showcasing the guitar at guitar conventions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    55 views17 pages

    By: Kory Lutes Moises Garcia Jason Fox: Monday, July 30, 2012

    Uploaded by

    m_ignaciogarcia
    This document outlines plans for a new 7-string guitar to be produced and marketed by Dean Guitars. The guitar will feature a mahogany body and neck-thru construction with EMG 707 pickups, a Floyd Rose bridge, and ebony fingerboard. The target market is progressive metal players who use 7-8 string guitars, predominantly males aged 16-50 earning $30,000-$45,000 annually. To start, the guitar will be sold in Florida guitar stores and online. The promotional plan includes social media marketing and showcasing the guitar at guitar conventions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 17

    By: Kory Lutes Moises Garcia Jason Fox

    Monday, July 30, 2012

    Mock Up Sketch

    Monday, July 30, 2012

    Monday, July 30, 2012

    Monday, July 30, 2012

    Guitar Specs
    Mahogany Body 1-7/8" Nut Ebony Fingerboard Gold Hardware EMG 707 pickups Flame Burst Finish 27" Scale Mahogany NeckThru Shark Tooth Inlays 7 String Floyd Rose Bridge Dean Custom Killswitch

    Monday, July 30, 2012

    Target Market
    Everything that can be sold has a market. Guitars are something that can be sold to almost everyone, without any age limit.

    Monday, July 30, 2012

    Geography
    Region: For the most part this guitar should start off at dean headquarters by only selling them through select guitar centers in Florida. There will be an option to order online from anywhere else, and once Dean can see an increase in demand for it, it can be sold through out the U.S where people have demanded it.

    Market Size: At rst our target market size will be those who play the progressive metal genre, and those who use 7 or 8 string guitars. Our market size will relate to how much of a demand the guitar will be in the future as well. Market Density: With the world of guitar evolving into guitarists utilizing 7 to 8 string guitars, competitors such as Ibanez, Carvin, ESP, Agile, and Schecter have seen this trend and began taking advantage.

    Monday, July 30, 2012

    Demographics
    Age: 16-50 Gender: Predominantly Male with the occasional Female Income: The average customer would be making around $30-45k/year Race/Ethnicity: Any
    Monday, July 30, 2012

    Psychographics
    Personality: A person who is an avid supporter of rock/metal

    Motives: To upgrade the ability of ones playing and having more options in tuning, and arranging.

    Geo-Demographics: According to www.sevenstring.org, a well known guitar forum website. there are about 53,000 people who registered to this site whom are interested in seven string guitars or anything bigger.

    Monday, July 30, 2012

    Benets
    Additional Chord Voicings Extended Low Range Various Tunings Additional Technique Options

    Monday, July 30, 2012

    Points of differentiation
    7-Strings Active Pickups Floyd Rose Locking Tremolo Killswitch (for musicality purposes
    and muting purposes)

    Mahogany body for a warm sound and


    Ebony ngerboard for a bright sound

    Monday, July 30, 2012

    Competing Products

    Carvin DC700

    ESP

    Ibanez Ibanez

    Agile Interceptor Pro

    Schecter
    Monday, July 30, 2012

    Schecter

    Monday, July 30, 2012

    Price point and estimated cost for manufacturing


    Retail Cost to Build:Black Grover Tuners $68, Body/Neck + Headstock Wood $175,
    Fingerboard Wood $32, EMG Pickups $218, Floyd Rose Tremolo $250, Killswitch Components $10. Estimated Total= $850 Estimated Labor Cost: $150 to $200 Estimated Wholesale Cost (including labor): $600 MSRP: $1200

    Monday, July 30, 2012

    Promotional Plan
    Strong Internet Presence: Create a
    buzz on the internet by updating customers/potential customers through social networks including Facebook, Twitter, Tumblr, etc. Include links to Dean Website and promotional content such as a guitar demonstration. Also include online ads at musician related websites.

    Monday, July 30, 2012

    Promotional Plan

    Showcase and Demonstrate our guitar


    at conventions such as Guitar Con Road Show, NAMM, Guitar Foundation of America (GFA), and the Dallas International Guitar Festival.

    Monday, July 30, 2012

    Monday, July 30, 2012

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