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ERGO Polar Bottle Water Bottle

ERGO Polar Bottle Water Bottle. Alessandra DeWitt - Taylor Werges - Scott Schwindt Courtney Lindau - Katie Engerman - Molly Magrath - Neill Pieper Advertising and Promotions 1:00 PM section . Agenda. Internal Factors External Factors SWOT

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ERGO Polar Bottle Water Bottle

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  1. ERGOPolar Bottle Water Bottle Alessandra DeWitt - Taylor Werges - Scott Schwindt Courtney Lindau - Katie Engerman - Molly Magrath - Neill Pieper Advertising and Promotions 1:00 PM section

  2. Agenda • Internal Factors • External Factors • SWOT • Measureable Sales Objective & Budget • 4 P’s Going Forward • IMC • Evaluation

  3. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

  4. Internal Analysis

  5. Mission Statement • In the process • No use for one in the past • Follow the ideals of: • Making a product that promotes health for the planet, people and the U.S. economy

  6. Organization Demographics • Location: Boulder, Colorado • Founded: 1994 by Robert Heiberger and Judy Amabile • Started as a family business • 50 employees • Employee bonding • In house marketing • Environmentally conscious

  7. Staff

  8. Financial • Mostly free marketing • Small budget • Not including donations

  9. Current 4P’s - Product/ Price • Sport Insulated Water Bottles • 11.99 (24oz) -$10.99 (20oz) – $9.99(12oz) • Vacuum Insulated Stainless Water Bottle • $39.99 (21oz) • Ergo Insulated Water Bottle • $18.99 (22oz)

  10. Product Line

  11. Ergo Insulated Water Bottle • Double-walled • Half Twist Cap • Foil designs • Hot liquids • Dishwasher safe • Not fit for bikes

  12. Current Place • 35,000 retailers • Dick’s, Sports Authority, REI, TREK • Mail order companies worldwide • Trade shows

  13. Current Promotion • Mainly utilize social media

  14. Promotion

  15. Promotion • Sponsorship of USA pro cycling challenge

  16. Promotion • http://www.youtube.com/watch?v=jvu30s4m_94

  17. Promotion • Promotional donations

  18. Promotion

  19. Supply Chain Raw materials for aluminum sleeves made in China Raw materials for plastic bottles created in Denver Send to Denver Assemble bottles in Boulder location Bring materials to Boulder Polar Bottle van picks up materials from Denver Local retailers Consumer Package finished bottles Distribute bottles Globally Directly through website

  20. Research and Development • Uses Sports Water Bottle technology

  21. Research and Development • The Half-Twist cap

  22. External Analysis

  23. Industry • BPA Free: Polar Bottles • $11 billion industry • Estimates show 11% growth in next 5 years in sporting equipment categories

  24. PRODUCT HIERARCHY Insulated Water Bottles Water Bottles Bottles Food and Beverage Containers Sports and Outdoor Equipment

  25. Competition • Camelbakand Nalgene

  26. Competition • Nalgene: • Wide mouth, everyday 32 oz. plastic • Publicly traded parent company • Thermo Fisher Scientific • 39,000 employees http://ir.thermofisher.com/phoenix.zhtml?c=89145&p=irol-homeProfile

  27. Competition • Camelbak: • Bite valve top water bottles • $35 million in revenue • 135 employees http://www.insideview.com/directory/camelbak-products-llc

  28. Competition • Other competitors: • SIGG • KleanKanteen sigg.comkleankanteen.com

  29. Competition

  30. Social Trends • Customization • BPA free • Going green

  31. Segments • Half twist cap provides competitive advantage

  32. Environments • Political • FDA ban on BPA in baby bottles • Laws and Regulations • Patents • Nature • Increasing Temperature

  33. Economic Environment • Uncertain economic outlook • 11% growth in sporting goods next 5 years • Inflation rates at 1.6% in 2013

  34. SWOT

  35. Strengths • Active lifestyle and outdoor markets • Cheap to produce • Strong company culture • Socially responsible • Made in USA

  36. Strengths • Environmentally friendly • Utilizes free forms of advertising • Patented Half Twist™ cap • Active lifestyle location

  37. Weaknesses • Lack of marketing knowledge • Patent on the foil just ran out a few years ago • Consumers do not know how to use the Half Twist cap • No mission statement • Small marketing budget • Customers reviewed that it left a weird aftertaste

  38. Opportunities • Growing outdoor segment • International sales • Sustainable/Eco friendly • Wide consumer base

  39. Threats • Expired patented process • Current economic conditions • FDA’s BPA regulations

  40. Measurable Sales Objectives • 2 million of total bottles sold in 2012 • 13% Ergo • Projecting a 25% growth for total sales in 2013 • 35% of this should be Ergo

  41. Measurable Comm. Objectives • Out Reach • Increase Twitter/Facebook/Instagram following by 25% • Increase community partnerships • Increase trade show traffic • Channel Optimization • Target of coupon redemption of 5% • Utilization of mobile avenues • Print and internet ads

  42. Budget • Growth stage • $200,000 worth of bottles for donations • $2,000- $5,000 available advertising promotions • Promotion video • Direct Marketing • Trade Magazines (B to B)

  43. 4 P’s Going Forward

  44. PRODUCT • The Ergo Polar Bottle • 22 ounce insulated bottle • Durable hard plastic • BPA free and PHTHALATE free • Retains cooler temperatures

  45. PRODUCT • Customizable • Half twist cap • Leak-proof • Carry loop

  46. Customizing Options

  47. Price • Retail price: $18.99 • Wholesale price: $2.99 • Cost of manufacturing • Research and development

  48. Place Online Retailers: PolarBottle.com Amazon.com REI.com BikeParts.com Rakuten.com ModernBike.com BikesOnline.com Etc…

  49. Place Brick & Mortar Retailers • REI • Sport Authority • Full Cycle • Performance Bicycles • Dick’s • Play It Again Sports • Dick’s Sporting Goods • Kids R Us • Various Local Bicycle Shops

  50. Place Potential Retailers • Target (in progress) • Wal-Mart • Complimentary Product Retailers • Running Shoe Retailers • Climbing Store Retailers • Gym mini retailer • 24 Hour Fitness Store • University Rec Centers

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