9.0 Strategy specification
Distracted driving, including driving while using the cell phone is an area of major concern. Estimates demonstrate that over 3,000 were killed, and nearly half a million injured as the direct result of driving while distracted (Distraction.gov, 2015). More specifically, an estimated 10% of drivers under the age of 20 who were killed while driving were texting when the accident occurred (Distraction.gov, 2015). In this case, the product, as it relates to driving distracted, including making calls or texting while driving, is the intention to use the while operating a motor vehicle. This intention is based on the desire to use the phone to communicate while driving, and is founded in the perception or belief that it is normal, and morally acceptable. This is based in the Theory of Planned behavior, which explains distracted driving by subjective norms. This theory states that subjective norms, or the norms established by society, generate beliefs in what action can be reasoned or reasonably accepted (Ajzen, 1991). As such, how a person behaves, is based on intention, and intention is based on norms. As such, attitudes regarding use of phone while driving can be altered only if the subjective norms and attitudes can be altered to change the intention and behavior. This means that active campaigns must change people’s opinions by educating them about not only the risk, but safer alternatives, including the use of “DriveMode” technologies.
9.1 Product
DriveMode is a mobile application that is designed to discourage the use of cell phones while driving. The app is designed to reduce distracted driving by automatically preventing distraction and temptation to use the phone from entering the driving setting. The product automatically silences incoming texts and calls, and instead responds with an automated message that says that the driver is currently driving and will respond once the car stops. The program begins forwarding call directly to voicemail, and sending “ I am driving” text messages as soon as the car reaches 25 miles per hour.
9.2 Pricing Strategies (both monetary and nonmonetary)
DriveMode is a no cost application, available through both Googleplay and the Apple iStore. It was also automatically downloaded on many phones during a 2016 software update, or it can be downloaded onto any smartphone device with 3G or wireless connection. Once downloaded it operates offline, and does not charge any fees for use.
This app, and similar apps, are often offered free by both phone carriers, like AT&T, and by app providers, like Googleplay, because they are focused on making existing technology safer for use, rather than encouraging the use of new technology, or generating sales.
9.3 Placement (distribution) Strategies
Placement strategies are extremely important, as it relates to increasing use. First the seller needs to determine with scientific data as to which areas are most frequented by their possible new customers and how impressive, if at all, are these customers susceptible to the messaging and imaging for their particular product. In other words where and how can a seller of mobile products offering access to their products, the Internet, and Social Media best and most profitably place their marketing presence: advertising in traditional media – TV, magazines, bench booths, in-store general retailers - or online such as overt and/or covert subliminal advertising on any one of many digital mediums such as free apps that rely on their success and financial backing by providing another advertising medium to such mobile phone conglomerates.
Specifically, DriveMode will be available for purchase from the Apple iStore, Blackberry through AppWorld, and for Androids through Google Playstore. It is additionally available for all other devices at AT&T App Center.
9.4 Promotion Strategies and Behavior Change Strategies
One way that the market can be specifically targeted is by automatically downloading the software with all new updates.
It will be featured on the opening page of every Appstore to increase visibility and downloads
There will be TV, and Radio ads, in cooperation with AT&T to educate drivers on the risk of driving while distracted, and to encourage download and use of DriveMode.
Advertisements, or PSA’s that are related to use of the app will also be created for Facebook, in hopes of Viral sharing and increased visibility, accessed through Facebook’s auto play option for video.
Works Cited
Gaille, Brandon, 7 September 2013. 31 Good No Texting and Driving Slogans. Brandon [Gaille] Marketing Expert & Blogmaster. Retrieved 9 May 2017 from http://brandongaille.com/31-good-no-texting-and-driving-slogans.
Drunk Driving, n.d. Mothers’ Against Drunk Driving. Retrieved 9 May 2016 from http://www.madd.org/?referrer=https://www.google.com.
Gerber, Scott, n.d. “10 Strategies to Get More Smartphone Sales.” The Next Web. Retrieved 9 May 2016 from http://thenextweb.com/entrepreneur/2014/03/20/10-ways-get-customers-buy-smartphone/#gref.
