Beruflich Dokumente
Kultur Dokumente
Marketing Plan
Research Objectives
What do you want to find out from your research?
- Age of the target audience
- Color of the bottle
- Selling points
- Social media use for marketing
- People who are willing to participate in the focus group discussions
Primary Research
What primary research did you carry out?
- Survey
- Interview
Why?
Survey is probably one of the most common ways to collect data for a specific purpose,
especially when planning, designing and promoting a product in a market. We chose online
surveys as one of our primary research methods because of it’s practicality. Computer software
(google forms) help us to collate quantitative and quantitative research data which saves us a
lot of time and resources.
Interviews, which involve one-to-one discussions between an interviewer and interviewees, is
another methods we chose to gather the helpful data for our project. Its primary use is to
investigate the segmented customers’ personal circumstances and opinions.
Explain your sample size and sampling method.
We chose two sampling methods for the research. First one is random sampling, which involves
giving everyone in FDR middle school, high school and faculty an equal chance of being
selected for the sample. Using information from a database (amersol mailing system), we chose
the respondents randomly from the school. We decided to use this methods because all
members of FDR have very similar characteristics (same school, similar economic class,
language, etc). This method also might help to minimise bias or unrepresentative samples being
judgmentally selected.
The second methods is convenience sampling. We, as students of FDR, often use our
classmates and teachers in a research study. For this project, we approached some of them
and interviewed them in order to get the data quickly and easily. One disadvantage is that it
excludes a large proportion of the population, but our first method solves that problem pretty
well.
Approximately 70% (53.6 + 15.2) of the answer said that they are 10 to 25 years old, which
means the students (from elementary, middle and high school) of FDR can be our segmented
customers.
16.7% of the responses say they bring disposable water bottles to school which means there
are high possibilities for them to purchase our product. However, not everyone (of those who
brings reusable bottles to school) only drinks water at school but also buy drinks in Charlotte
and just throw the plastic bottles away.
About 90 people of 263 people said they buy drinks in Charlotte (more than) once per week.
Blue, green, black and white are favorite colors of the answers. Therefore, we will use these
four colors as the main colors of the product, poster and presentation in order to appeal to the
users.
About three fourths of the responses said they bring water bottles to school
This data allows us to determine which types of social media we will use in order to promote our
product. Facebook, snapchat and instagram are the highest three.
These shows what are the most important factors we use to keep in mind to design the best
water bottle for the customers. The practicality, volume, price are the ones the responses
considered what really matters. However, aesthetics and brand are also crucial factors that
we should consider.
This shows which locations are the most effectively appealing for the audience to purchase
products. Wong and Jockey are the most demanding places.
Interview:
2. If you have the opportunity to have a cup that you can use permanently when
buying juice from Charlotte, what would you do?
- Would be interesting to use it
- Like
- will sip it and use it
6. Can you tell us the possible improvements we can make of this product?
- Make it bigger
- make it eco friendly and possibly to know w
hat type of size you want, since if you
are thinking for a male’s jeans pocket sized cup then the size must be big, but if
you are taking into consideration women’s jeans then the size is going to be so
small that it won’t be worth taking it along
- Good informational campaign, primary research (data)
8. Would you be tempted to buy the product if it were to be sold at the school’s
uniform stores?
- For sure
- Definitely, even as a gift
- Will buy it if it’s sold in charlotte area
9. Do you believe it would have an impact on FDR?
- It would have an impact for sure, the use of this product could save up to so
many disposable cup through its use.
- Yes.
Secondary Research
What secondary research did you carry out?
● Government publication
● Government Reports
● University Studies
Why?
We thought that these secondary research methods were the best options because we had
solid data from the government gathered with diagrams and graphs of what people chose and
what they liked. First of all, Government Reports are trustworthy and solid data that was
gathered from the people of that vicinity and their opinions. Second of all, studies give the first
hand opinion of our target audience about what they think, how they act, what are they willing to
do and basically it gives us what primary research methods don’t. For example, if you ask
someone how many water bottles and plastic they waste a year they say they don’t know but
studies and reports gather the numbers and data and give you that answer with a reason and
evidence.
Throughout the secondary research our group conducted, the main findings were as follows;
73% of Peru’s population buys their good and food on supermarkets and bodegas, 45% of trash
found on the sea that kills mammals and animals such as sea lions and birds are plastic /plastic
bottles and that in 12 years, the water consumption of every person per year has gone up more
than twice as much. We found these important because this data helped us to find places
where we could sell our product to maximize the sales. When we found out that 45% of trash
that is on the sea is plastic which causes massive number of deaths of animals every year, we
thought that we could use that information to connect with the buyer and apply pathos for them
to buy our reusable water bottle; at the same time, we were discussing how we were going to
say that. Lastly, when we found out that in 12 years people had doubled their water
consumption, we discussed whether to make the prototype larger for more water storage so
people will have to refill it less times.
SECTION 2 – Segmentation, Targeting and Positioning
Segmentation
Explain how you have segmented your market. Include data. Include at least 3 methods of
segmentation.
- Psychographic → our product is linked to people’s attitude, interests and lifestyle. For
example, we are aiming towards people that have an eco friendly perspective, someone
who would be planning to spend money on the product because of its green
characteristics.
- Geographic → we would segment our audience to FDR given that the school already
takes socially conscious decisions. The size of our product when it retracts makes the
product more comfortable to take around school. For example as your pocket, lunch bag
or backpack.
- Demographic→ segmenting on age. Besides having an FDR target audience, we are
aiming towards an age range of 10-19, given the age of interest shown in a survey, and
because of the age of graduation of some students we decided to extent it up to 19.
Target Market
Explain the characteristics of your target market, include data on potential size. Why did you
select this target market?
Our target market, as mentioned above consists on FDR students from ages 10-19 with
eco friendly attitudes, interest and/or lifestyles. Even though we would like to target our product
to the whole age range at FDR, based on our survey we saw that 50% of the responses were
from students aged 10-15. We decided to extend it to 19 given that the office is becoming more
strict about handing out plastic cups, and that way it becomes available up to all high school
students. Our eco-friendly product is a perfect daily object for student use, specially given the
country’s current hot temperatures, and the importance of hydration/
- Phase 1 (initial test market): Total students enrolled currently at FDR, 1719
- Phase 2: if the product shows itself successful at FDR, we would then seek to expand to
other private school first, that have also have a joint venture with Casa Helena stores
and Abugattas
- Phase 3: Join ventures with Wong and Plaza Vea, the most recognized supermarkets,
and allow for them to sell our product and specially advertise it on back to school
season.
Competition
Who are you main competition? Include a product perception map and strategic group. What
are the USPs of each of your rivals? Include data on price, size, promotions and distribution.
Our main competition consists of large water bottle brands like, O2-Cool, Camelbak, Nalgene,
Polar Bottle, Intak by Thermos, Klean Kanteen, Hydro Flask, S’Well, and Lifefactory.
https://faveable.com/articles/698/best-water-bottle
Your USP
Explain what will make your product stand out from the competition.
Its folding characteristic makes it a comfortable and innovative water bottle. You don’t have to
carry an empty water bottle throughout the day, but with its folding feature you can transport it in
an easy manner inside your pocket.
Marketing Objective
Write and explain your SMART marketing objective.
To incorporate and establish brand recognition on a fold'em cups that focuses on the FDR
students' ideal of comfortability and aesthetics with 100 cups sold in the first month.
SECTION 3 – The Marketing Mix
Product
This is a prototype that we created to have a visual and physical representation of our desired
product. The size of our product was decided to be made the size of a standardize cup size. We
wanted to be able to recreate those “basic cups” that are disposable, and use that same size as
a reusable extend. The amount of water that this cup will be able to hold is approximately 12 oz
(a little bit smaller than a standard solo cup, which is 16 oz). We decided to put the cup to sort of
fold inside together, in layers, so it was easier to compress and expand the cup. Our main goal
was to have it a size that could be able to fit inside a pocket, so we have made the width
(height) ,when it is compressed, to be about 3 cm tall. We want to be able to include a lid that
will able to screw on and off, of course we can not actually create this, so we made prototype of
it. This lid will include a straw with it, but what's particular about this straw is that it can be
transformed into two different purposes. Purpose one is to serve as a straw, of course, and the
second purpose is to serve as a “latch” to keep the cup intack and in place when it is
compressed. We have included a hold at the bottom of the cup, where the straw can be inserted
to hold the layers together. The can be bent and put in different formations to serve its purpose.
The color that we chose was green and blue for two reasons, one because it is the color that
they gave in our survey (primary resource) as the most popular color for a water bottle. We also
chose these colors as the representation of being eco-friendly and also being environmental.
Specification
Ingredient:
We decided the the component of our “Fold’em cup” will be made from silicon, since it is a
material that allows the cup to have the folding and retractable characteristic that we
designated. The silicone material also makes it easy to clean, and just in case, heat tolerant.
Price
Explain the pricing strategy you have selected.
We will use the Price Penetration strategy, which involves
introducing a product with a price much lower than the one set
by its competitors in order to create customer loyalty and brand recognition. Once our
customers are established we will have the opportunity to raise our price to maximize revenue.
-
Promotion
Explain what above the line promotion you are going to use. How will your decision help you
meet your stated marketing objective?
We will use both lines of promotion:
● Above the Line Promotion: We will create a Facebook page and record a video ad in
order to get people outside our school or that we don’t necessarily know enough to tell
about our product in person, to learn about Fold Em’ Cups. We will also create a poster
which will be hung outside the High School office, where students go for cups of water
and ice.
● Below the Line Promotion: Given that one of the biggest traits of our product is to be
eco-friendly, our below the line promotion would consist of email campaigns. Through
this students, faculty, and FDR parents can be informed about this product, its
characteristics, price and selling point, with short, simple emails that won’t be sent out
too often so they don’t become junk mail.
SONG LYRICS:
Facebook: We are going to use Facebook as our marketing place. According to our primary
research we were able to see that the majority of people use facebook more than any other
social media. By using facebook we have the liberty to create the product’s own page plus use
the school’s page as advertising given that we are going to sell the product on campus.
Here you can see the process of us creating the logo from beginner step. The process shows
our different ideas that were incorporated and also you can see the different changes that we
did in order to get to our final “logo”
Place
Explain where you have decided to distribute your product.
We will sell our product in the Casa Helena and Abugattas stores in campus where all the other
reusable water bottles are sold, and thus, with our Penetration Pricing strategy so that the
customers can easily compare our low prices to those of the competition, and also with the
conveniency of our product, buy ours over another. Also, these locations are places where
people go prepared to buy something, meaning that they have money with them, and can buy
our product. Having them in display will automatically grab people’s attention when going to buy
anything.
SECTION 4 – Control Tools
Explain how you are going to evaluate if you have met your stated marketing objective.
If we have met our stated marketing objective in the future, there are certain ways to evaluate
our project. The brand recognition on our brand “Fold’em cups” is the most crucial point of the
statement. To specifically evaluate this point, we need to see if we have achieved the given goal
which is to sell at least 100 cups in the first month.
Moreover, we have to make sure if we have created a product that actually focuses on the FDR
students’ ideal of comfortability and aesthetic. Based on the given specifications, we will
compare the final product to the ‘ideal cup’ for the segmented audience and then find ways to
improve the cups in order to perfectionate them and satisfy the customers. Another way of
knowing whether the audience is satisfied or not, is to design another survey and send it to
them to ask their opinions on our final cup.
Since our selling point is going to consist of Casa Helena and Abugattas (both uniform stores)
located on campus, through the use of receipts, and the delivered amount of cups, we would be
able to tell how many items were sold. If the number of water cups sold were to exceed 100 in
the one month period we would be able to say that we met our marketing objective. Based on
this accomplishment, we, as the ambassadors, could determine whether to expand our selling
point. It would then be reasonable to expand our selling points to other Casa Helena’s and
Abugattas stores in other private schools, like Colegio Peruano Britanico, Markham, etc.
Because of the joint venture that we seek with both these uniform stores we would have more
facility to distribute our product to a wider audience, still within our segmented audience.