Background of two companies
Duracell:
Duracell was started by a scientist named Samuel Ruben and tungsten filament manufacturer named Philip Rogers Mallory in 1920. In 1950, Kodak introduced a new flash light camera requires a new cell size, which was fulfilled by Samuel Ruben and resulted in the birth of AAA battery. He came up with highly reliable, compact, long lasting and never produced before alkaline manganese batteries. The term “Duracell” was introduced in the year of 1964 giving a simple but very distinctive message to their consumers about their durability as a firm in a battery business. In 1996, Gillette acquired Duracell and has been the second most valuable product after razors and blades. P&G acquired Gillette in 2005 to add up in their consumer product line.
Duracell believes that there is a limitless potential of portable power and, as a company they always endeavor to develop the most innovative product in the section of portable power which could result in the powerhouse of someone’s life. They have the long history to provide disposable and rechargeable cells with the latest technology for different kind of appliances needed for day to day basis. They have the series of product such as AAAbatteries, AA batteries, Rechargeable Batteries, Specialty batteries and Chargers.
Having the headquarter in Bethel Connecticut,USA;this “Trusted Anywhere” brand has been powering the people for more than 40 years. Duracell is currently the world’s leading producer of high performance alkaline batteries. In 2011, a joint venture of Duracell and Powermat Technologies Ltd. has been made to come up with small wireless charges for mobile phones and other electronics. This joint venture has funded Power Matter Alliance (PMA), a leading group of government and industrial organizations, which supports the advancement of smart and green wireless technology. Currently, the company is trying to acquire the target market of wireless charging as it is expected to contribute as much as $23.7 billion market. (Yahoo finance)
Seiko Holding Corporation:
Seiko was founded by Kintaro Hattori in 1881 that opened a watch and jewelry shop in Tokyo, Japan. He came up with the clocks produced by him under the brand name “Seikosha” in 1892. SEIKO is a Japanese word which means “success”. In 1924, they came up with the first watch in the brand name of “Seiko”. Further, they came up with the first quartz watch Astron in 1964, which cost almost as much as medium sized car at that time. This company has been successful to come up with many novelties such as first TV watch in 1982. As a corporation they have a clear message to their customer to provide reliable and quality products. Not only products but also nurtures trust and loyalty to their customers by providing a luxurious hospitality. The focus of this company has been always in the introduction of creative products which utilizes the high precision processing technologies and compact low-power consumption technology. They have been very successful in placing the new technology in the product such as Spring Drive technology which uses main spring to give the power, Kinetic driven technology which uses the body’s motion to generate the power and Thermoelectric which generates the electricity from the body heat. Along with the clocks and watches, they started expanding to capture the market in technology based electronic components and optical products. Besides Seiko Watch Corporation, there are other affiliated companies such as Seiko Precisions Inc., Seiko Instruments Inc., Seiko Nextage Co. Ltd., Seiko NPC Corporation. The current basic strategies for this company are:
1. To maximize the profitability in the watch segment.
2. To enhance the business of other electronic devices components by introducing the innovation.
3. To create a new area of added value that can result in completely new business segment.
Scope of the Alliance
As per the article posted on 10th January 2012 in Yahoo finance, Zach research group estimated the contribution of wireless charging business as much as $23.7 billion in the near future. Duracell is aggressively targeting the wireless charging market and planning to be a wireless powerhouse leader in the coming decade. They already have the range of wireless charging products which they have targeted the customers through retail outlets such as Target Corporation and Best Buy Company. Having a joint venture with Powermat Technologies, they entered arena-integrated marketing partnership with Madison Square Garden, New York Knicks, New York Rangers and New York Liberty, where Duracell will be an official wireless charging partner. Seiko Holding Corporation is already involved to link people and information through data processing services via wireless settlement services which enables services such as credit card payments and Taxi fares. One of the business strategies of Seiko Corporation enhances the use of creativity to generate a new product in electronics and mechatronics segment which can result in a completely new business segment. As per the article in “Markets and Markets” which was posted in April 2012, Japan has been ranked first in the wireless charging and the market will eventually grow in North America. In the same article, the global wireless charging market has been estimated from $456.86 million in 2011 to $7.16 billion in 2017. The successful alliance of these two companies can be an effective way to generate a smart wireless charging device which is durable, high quality and compact for the consumers. The thermoelectric technology of Seiko can be a smart innovation which can help to increase a product line of wireless charging device of Duracell and be a successful product to the direct consumer.

Infi-P
Infi-P is a very unique product which has used innovation and technology to fulfill the requirement of continuous battery supply in the smartphones. Nowadays, with an increasing usability and reliability of smartphones, demands are being raised about continuously charging these amazing palm desktops. Infi-P is an answer for this problem-wireless charger which can provide the charging option anywhere, anytime without any electrical socket.
How it works? ….putting the energy in a useful manner.
Infi-P is an abbreviation for infinity power. As the name suggests, it has the potential to generate infinite power without any wireless connection. Infi-P is a uniquely designed case which can provide the power to the smartphones by using human body heat. The product consists of the base of an electrical body attached with thousands of thermoelectric devices which have the outer receivers on the frame which sense the body heat. Due to the difference in the temperature, these receiverstransduce thermal energy into electrical energy to produce enough power to charge the battery of smartphone. MARKET ANALYSIS
First step would be to understand our consumers and their behavior in relation to our product. It is best studied by segmenting Infi-P market as per Geographic, Demographic, Psychographic and Behavioral. Thus, it will shape up our new product as per consumers’ needs and interest.
WHO IS OUR TARGET MARKET? Geographic: - Where they are.
As per market analysis, the product Infi-P will be introduced into world’s leading market- United States. Mainly our product will be recognized well in metropolitan cities like Boston, NYC etc. and also in suberbs. Climate doesn’t affect our product as it runs on the principle of BODY HEAT.
Demographic: - who the people are.
Our core target for Infi-P will hit the age group between 25-50 years which is the largest market in USA. Our prime consumers are the individuals whose income exceeds from $ 75,000 to $ 250,000 per year. Our core target consumers are the one who are passionate about hiking, bagpacking, jogging, running, walking, camping etc. In short, people who love outdoor activities called outdoor enthusiasts. As per statestics, in 2012, 57% of americans ranges from 25-45 years have participated in outdoor recreational activities. Due to growing population, this data keep increasing as compared to past years.
Another target consumers for Infi-P are the Road-Warriors. These people travel for their business and they need their phone all the time with access to internet. Thus, Infi-P will help them to stay charged, anytime and anywhere. Business travelers are 19% at the age of 25-34 years and 24% at the age of 35-44 years.
Psychographic:- Why they are.
Based on affordability, we target the consumers socially in working class, middle class and upper middles. People in same demographic group can have different psychographic charecteristics. For example, when the same group run marathon.
Behavioral:- how they are.
Infi-P can be used regularly watching cultural affairs while travelling for a job and also during holidays. First time users will be more excited to buy this accessory. A buyer of Infi-P depends upon the usage of their smart phones i.e. only heavy users will need this product desperately as this product is easy to carry. For them, Infi-P will be th dream to achieve.
SECONDARY TARGET MARKET
In this category, our target is teenagers who are always with their phone for chatting with friends, clicking pictures,watching vedioes, listening to music etc. Its their age to show up and enjoy the life thorouly. Here our product helps them to be charged all the time without using the plug charger. Readers use this accessory while travelling. College graduates need Infi-P to find out the data in the class and also in long practical sessions.
In case of hurricane or any other natural calamity, when there is no electicity in the area,this is accessory can be used to charge the smart phones. This time emergency personnel such as doctors, police, EMT, lawyers can use this accessory to solve the purpose on the spot.

ACKNOWLEDGEMENTS: 1) WWW.USTRAVEL.ORG 2) WWW.OUTDOOR FOUNDATION.ORG

Value proposition
Our product is very unique and valuable among all other products in the market. If you see from Marketing prospective you can easily figure out that our product itself can describe lot of things
Now customer can use their phones without battery problem. It was the time people had to find charging point when they are going out but now it’s very easy to charge phone without charging point also.
If you see in market, you can feel many people are facing battery problem. As you can see in the chart below that how our product can stay longer charged after even 1 hour because it’s connected to human energy. If you see another companies who has produced products like wireless charging then you can figure out how our product is more handy convenient and more useful.
For example we can take Duracell power matt wireless charger which can charge your phone but to charge the phone it should get charged also. While in our product we can charge it anytime actually charging cannot get low also and which is very handy in this busy world. In today's very busy and fast life it is not possible to charge phone often specially smart phones in which we are using so many different applications as well as playing games and music also watching news, tv channels, and many more so everyone needs battery to be full of charged and that is what our product can easily providing by human body energy itself which is quite unique among all other products.
You can say future is human heat and solar is past now.
Chart I have drawn which shows clearly how our product works

Building the right relationships with the right customers
That is our strategy for building relationship with the right customer and by making right relationship we can get right profit.
Target audience:
As we know here for our product the target audience would be people who are road warriors, runners, who are so involved in outdoor activities as well as busy people who don’t get time to charge their phone.
Brand: Name
Our Brand is very unique among all other devices and it’s very much useful for people who are always busy with their cell phone our brand name is Infinity power which shows there is no limitation of power which we are unaware till now and we can use it to even charge the phone.
Product service:
The chart above I have mentioned it clearly shows the service of our product. How useful it is when you are in emergency and how it can help you while you are going out and forgetting your charger or forgot to charge your phone and still you can be connected with your loved ones
Benefits and features

Cost saving (electric bill saving) - First benefit of our Infy - P is its cost saving product, if you are using Infinity power which is available in your own heat and you do not have to charge your phone often so that in this scenario you can easily save your electric bill and which is in good amount also.
Battery cannot die - Now you can stay connected with your loved ones without any fear as your battery can never die when it’s even 5% Just hold your phone and all set to talk. Or whatever you want to do you can do with charging your phone with your own power. Very useful for traveler or habitual for cell phones - It is very handy and wireless so you can carry anywhere even if you forget your charger or even you do not find charging point anywhere you do not need to worry if you are a traveler or very much habitual to cell phone or very talkative. Our product is very useful for all travelers as well as busy business people who are spending more hours on cell phone
Easy to carry - Not heavy so easy to carry, slim and yet very powerful
No need of multiple chargers - Now where ever you want to go you do not need multiple charger to take with you in your pocket as our Infinity power can stay with you always 24*7 and it is always ready to help you.
Long life as compare to other batteries - As I showed in chart also infinity power has long life compare to all other batteries and it stay longer alive than any other batteries as soon as you are holding it will never leave you until you are using your own power.
Compare to power matt it’s cheaper and affordable - Compare to any other product which are similar and available in market Infinity power is cheaper and affordable for people and it is one time investment in years so basically people have to spend once a while and while other products has some basic life and limitations too. No risk battery - Yes this is what it is as Infinity power is based on body heat we do not need to use any harsh chemicals to use battery and so that it will never spoil environment and if you trash it will not create any pollution. So basically it’s a risk free for all human or animal or anything. Cell phone batteries contains hazardous chemical. It is not easily recyclable. By using human energy to charge cell phone, we can help save the environment and get rid of the environmental pollution.
By charging cell phone batteries by human energy, we can save electricity consumption. In a longer run, it helps decrease the world pollution. In third world countries, where electricity is still not available, this technology can educate the mass. It can educate people by merely providing them the cell phone units and it helps them communicate with the world better.
Difference
(1) Risk factor - Human heat is not as risky as compare to other heat, our product is not at all risky and that the reason it is very different than any other batteries, even if it gets over charged you should not worry about it
(2)Another difference is our product is not harmful for environment like any other battery
(3)Market value is low and its contribution and its benefits would be high
(4) As our product is cheaper than any other product and its very unique it will have many competitors as everyone will want to take over this product to increase their business Competitors
Our new product will have many competitors as it’s very handy and very much useful so in any condition and for human it’s very handy as well as easy to carry and smart product For example if you are going out and if have charging but if you don't have charging point there is no other way to charge the phone in that particular condition but our product doesn't need any kind of particular charging or charging point infect it charges phone by human energy so you just need to hold your phone like you always hold everywhere.
Here is the chart of our competitors Competitors | Price | Features | Power mat | 89.99$ | Wireless charging pad but limitation in charging anytime | CTIA by LG | 49.99$ | Wireless charging pad not even recognized | Nokia DT 900 wireless charging pad | 42.99$ | Wireless charging pad and can only work if its fully charged | Koolpad Qi Wireless Charger Pad | 49.99$ | Wireless charger |

There would be more competitors once our product will launch and take first step in to the market
Positioning statement:
In this busy world everyone need to communicate very frequently to get their self involve and connect to this world so here is the solution for all the busy people, Road warriors, hikers, bikers, all out going people because now your phone can never discharged and it is a master piece among all the wireless charger.
In this new market I bet our product will definitely lead the market as there are plenty reasons to buy Infinity power which I have already mentioned. And its a green product which is top most advantage of Infinity power now harsh chemical will never ever damage your brain cells and will never give pain to your ears.
People will buy this because it is cheaper yet very effective product for all.
Tagline and logo - Infinity power
Tagline
Logo

Product or Service:
To add more customer value the product need to be planned on 3 levels,
Core customer value:-
Problem statement-Customer wants to be happy and with his busy schedule all his tasks and responsibilities are arbitrary and change the sorting order. He needs to be constantly organized to cope up so Smart Phone assistance is required. During the usage the discharging of the battery hinders his performance or productivity.
Problem-Solving:-A new product needs to introduce which solves the issue of battery discharging. A power source which keeps the battery charged/charging as long as we use it.
Benefits or Service- By the aid of the new product the customer can charge his smart phone on the go or while using it. Also the product consumers can buy a variety of sub-products.
Actual Product: -
Product name-The product is the answer to the above solution.
->Type of Consumer Product
Shopping Product: Since the price of the product is more than moderate consumers spend more time in comparing the product to their budget levels, consumers spend more time in gathering information.
Product attributes involve [quality, features, style and design]
QUALITY: Customer value and satisfaction completely depend on Product quality. The product has freedom from defects. The product notonly has passed quality level but also the performance quality. For example the heat emitted by the product is very less compared to its other company products. The product also meets conformance quality where it reaches the target level of performance
FEATURES: Based on the survey buyers below are the specific features, which are added to the product. 1) Small and Portable yet comfortable 2) No Maintenance 3) Sub products 4) Light Weight 5) Soft fiber plastic 6) Eco-friendly 7) Affordable
STYLE and DESIGN:
Though style and design add to the product value design has a larger concept than style. The design of the product is so perfect that it is made with fiber plastic. This helps the phone being scratched by other items in the pocket and the accessory itself.
BRAND:
Company needs to do through analysis before making their decisions.
Since this is a new product and being a joint venture the company names will be displayed along with the Product and the logo. This helps the consumers to buy the product as both the companies have good reputation.
PACKAGING:
Packaging is one of the biggest challenges, which companies are facing. Packaging size is proportional to safety and storage of the product. Yet the package must be eye catching and attractive.

LABELING:
The logo and the label are printed on the back of the product. This helps to promote the brand, support its positioning and connect with the customers.
Augmented Product: -
--> Warranty: The product comes with a 2 yr warranty unless the product has been tampered. Since the product is new in its kind it takes time to earn the trust of the Customers. Customers can reach out to service help desk through phone, email, chat , outlets.
Product Line Decisions:
The product is first of its kind where energy is created from locking the body heat into semi conductors. Since the product is new immediate competitors are not available but down the line competitors might use our product and come up with a better product. (example like LED and LCD where the technology took over PLASMA).
So initially the product will be released to iphone and before other companies release the products we will introduce for other phone manufacturing companies like samsung, sony and nokia to sustain the competition.
Product MIX decisions:
The product can also be used by sports enthusiast and frequent travelers
PRICE:
Phase1:The Product is released under Cost-Based-Pricing. As the technology is new the price has been set to cover most of the heat capturing devices. So the price is set at a moderate price initially for its effort and risk. As a promotion this would help in increase in demand and awareness, which would influence the customer decision.
Currently the price of the competitor which is the power mat costs around $100. So we will have an advantage over the price and at the same time customers will get to know about the product.
Phase2: After the first deployment of the product the price will be the same for years and the price will be increased gradually depending on the demand. Strategy is to increase the price after 2 year as by that time the product should have sustained the market risks and made a considerable foot print in the smart phone accessory world.
PLACE:
The aim of our marketing strategy is to ensure that our product (Infi-P) is at the right place at the time so that it sells well and is easily available to the consumers.
As we have discussed earlier, our competition products are car chargers, phone chargers and other portable devices that aid in charging the cell phones and tablets. Our marketing strategy would be to ensure that our product is available at most places where the competing products are sold. We would be using indirect distribution using selective distribution wherein a small number of retail outlets would be chosen to distribute Infi - P. We would therefore carefully select an intermediary which has experience of handling similar products, credible and is known by the target audience. We selected intermediaries like Best Buy, Kohl’s and Wal-Mart, also retail stores Apple Store, AT&T, Sprint, Verizon & T Mobile stores as consumers tend to look for these accessories when purchasing cell phones. Also since most of our target audience in those who are on the go, we understand that they may not have the time & resources to personally go & shop at these retail stores. Hence to make the purchase convenient for them our product would also be available on Amazon.com.
We would sell our product as professional on Amazon as opposed to sell as individual. This is because we target to sell more than 40 units a month. The fees for this would be $39.99(for unlimited sales). If we sell our product as individual on Amazon we would have to pay $0.99/item sold. Amazon also charges a referral fee of which differs for different product. For our product the referral fees would be 15%. Therefore, it would be $5.4. We would also use Fulfillment by Amazon – with this service we would send our products to Amazon, they store our products, as customers search for & purchase our product directly on Amazon, Fulfillment by Amazon picks our product from inventory & packages them & ships them to the customers. The costs involved in Fulfillment by Amazon are as follows – * Pick & pack charges - $1/unit ordered by the customer * Weight Handling – $0.46/unit ordered by the customer * Storage - $0.45/cubic foot/month: Jan - Sept & 0.60/cubic foot/month: Oct - Dec
Since the consumers of our product would look for mainly look for Infi - P either in retail stores or on websites (that sell accessories for electronic devices) those are the places we would ensure product availability.
PROMOTION
The purpose of our promotion is to create awareness in consumers, to generate interest & desire to buy our product as opposed to out competitor’s products. We want to design our promotion strategy in a way such that it helps people to understand what our product is, what they can use it for and why they should want it. As discussed in our value proposition we want to position ourselves away from competitors to give our product a competitive advantage. This would be achieved by positioning our product as ‘Greener Solution’ to the constant need of staying connected. Advertising: To promote our product we would use the following methods – * Radio – As we discussed earlier our primary target audience is those people who are constantly on the go. This type of target audience is likely to use radio as a means of entertainment either in their own/rental cars or on their mobile phones while they are on the go and hence we would definitely use radio as a medium to convey our message to the target audience. Since the radio programs would vary by city our target would be to feature our product advertisement between 7-10 a.m. and 4-6 p.m. on radios in cities on west coast like San Francisco, San Diego etc * Newspapers, Magazines & Bill Boards – Once again this medium of communication would prove useful to communicate with our target audience. We would focus in-flight magazines and hotel magazines as we can touch both business travelers & leisure travelers using this medium. Business & Financial magazines like Economist, Time etc. as this would help us reach our target audience better. We would also focus on Travel Magazines like Travel & Leisure, Travel Weekly, and National Geographic Traveler to focus on avid travelers & adventure enthusiast who may find this product more useful. We would place bill boards on tourist buses Green Tortoise, Starline also intercity bus operators like Greyhound etc. They would also be displayed on Caltrain & BART stations. * Electronic – Another powerful tool to reach our target audience is through the internet. We would advertise our product on our own website, websites of all retail stores that our product is sold at as well as through social media such as facebook, twitter, YouTube etc. We would also create our product catalog and upload it onto amazon.com. Our ads would be targeted to shoppers searching for similar or related items on Amazon. If and when the shoppers click on the ad for our product they can view the product page on the amazon website. We would have to pay for this when a shopper clicks on our ad. * Word of Mouth – A powerful value proposition that focus on 2 main advantages of our product i.e. greener solution & 24/7 connectivity will not only create the initial buzz but also lead to a number of satisfied consumers who would be our product ambassadors. In the beta phase a lot of samples will be given selected number of target audience. They would then be asked to give their feedback which will feature as testimonials on various social media like facebook, Amazon etc.

Sales Promotion: In order to get the demand rolling we would use BOGO 20% discount offer. Also discount coupons would be made available on the internet on websites such as LikeACoupon.com, 1sale.com, Groupon.com Public Relation: Our public relation would start much before the launch of our product. A special department called Corporate Communications would take care of PR activities. With their expertise they will ensure maximum media coverage of all events & sponsorships.
P2 Roll Out
P2 roll out plan will be executed in two phases, pre-launch and launch. Company will pay the same attention on pre-launch phase as launch phase, and the goal is to bring target customers to be ready to make purchase decisions when the product is ready to sell.
Pre – launch
Getting awareness and knowledge: The new technology used in P2 would be something that our target audience not aware of it. Battery charge is a product they use everyday, and they are used to what currently is available. Thus the representatives need to get their awareness and knowledge. The advantage is most of target audiences are already familiar with Duracell and Seiko, and there are some enhanced portable battery charges in market. This fact will make this phase easier. * Duracell website and Seiko website are going to display P2 information six months before the product become available. It will describe products cool features but will maintain other information as confidential such as price range * The team will contact major technology and business journals, such as Bloomberg business week; analysts will conduct interviews and publish reviews in such journals. Marketers will be selective about such journals; they should have similar target audience as P2.
Getting liking, preference, and conviction: After establish the awareness stage, the marketers will try to get visual products out of door as well as get actual users to experience it. This will start three months before launch * Video clips will be available on several of websites to demonstrate how the product outlook will be, how to use, what’s the features, etc. Meanwhile, social pages in Facebook, Twitter will be created for customers to follow up, provide feedback, make suggestions, and so on * Word of Mouth will be utilized to promote P2 before launch. The marketers will set up Beta trials, to involve internal workers, distribution channels partners, sale teams, press releases teams, industry analysts. Those people will get free trials and will be encouraged to spread the word and give feedbacks.
Getting good partners: Good partners are critical essential for successfully launching a product. Before P2 launch, the marketing team will make sure following components are taken care of: technology team needed to support the product, getting in touch with distribution channels and prepare as necessary for launching, direct/indirect sales teams
Launch
P2 launch will hire direct sale teams to create positive atmosphere. The sales team will email services to delivery information about the product, available date, places, price 20 days before launch, 10 days before launch will send similar to those who didn’t open the first time. 1 day before launch will do the same along with promotion. Direct sale teams will work with major shopping websites that usually sell new products and have customers registered on their websites. Team will select many different websites in order to cover different range of targeted customers, websites such as Groupon, Living social. Customers will receive push emails with promotion on first three days of launching. On line promotion will not restrict areas, it will be available for all locations
Physical local stores will also be used as distribution centers. The product will be available in major electrical stores such as Best Buys, Wal-Mart’s, Target as well as phone providers such as Verizon, ATT, Sprint and T-mobile. This is also be in metropolitan cities.
Sponsoring business events and sport events will happen during launching. Because the target audience are business men, outdoor activity lovers, team will choose major business conference: Davos the World Economic Forum like, besides regular profits getting from the sponsorship, we are also looking to get good responses from world wide famous companies’ managers like and hopefully sign large contracts with some companies, and they will give the product to their employees as a gift. Annual Marathon in New York, Boston is anther target event type.
Meanwhile, marketing tools were used in pre-launch will still be used during launch: TV promotions, Social websites, publishers, etc
Biggest Event Marketers will host a surprise music event in Time Square on Christmas Day. Team will invite Justin Timberlake as major performer and will hire James Cameron to film and promote it.