Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

1. Green Fish Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

2. Brand name & slogan • Green fish • Éco-friendly, Greenpeace • Fish lives in hot & cold water • Mascot, symbol • Share your drink, save your planet ! • Divided in 2 parts • Share with yours friends • Recycled materials and reusable

3. Values : the 4 F’s • Friendly (éco) • Funny • Fresh • Fashionable

4. 4P : Product Tumbler = travel mug • Practical • 2 parts (double walled in the middle) • Coffee hot / Iced tea cold • Filter in the cap : avoid microbes • Environmentally friendly • recycled materials • Personalization • Colors • Customization

5. Price • Penetration price • Price sensitivity • Competitors • 15 – 25€

6. Place • Internet • website with a boutique online • Partnership • ESC Rennes & Autobar • La Brioche Dorée • Décathlon

7. Promotion Push communication Social networking sites Website Sponsorship : cyclism Partnership

8. Target • Short term Students (18-25 years old) • Gender • Interest (sports, geeks, ecology) • Price sensitivity • Middle & long term  Workers • Gender • Position (manager, salesmen, sportsmen…)

9. PE…. • Political influences • Environmental issues • Relationships between the French government and eco-friendly cie. • Health issues • State & local government controls • Economic issues • Constant demand for food & beverage products • Customer’s purchasing power depending on changes of incomes • Taxations • Sensibility to a middle/long-term vision for daily used products

10. PEST.. • Social influences • Education • Gender issues • Trend • Lifestyle • Time • Changes in preferences “natural” psychological evolutions • Technological influences • Progress in manufacturing could improve efficiency • Agricultural & organic development • Chemical advancement : keep constant temperature, increase lightness

11. PESTEL • Ecological influences • Advances in fair trade equity • Agricultural & organic development • Increase of sensibility to environmental & social issues in student’s mind • Legal influences • Patent • Legal dimension of targeting students market : low power purchasing, impulsive buying, high level of suggestibility • Wooly differentiation for students of public highway/private road • Authorization to drink on the public road depending on the type of drink

12. SWOT Analysis

13. Porter’s 5 • Buyer Power • Lower at the beginning • Uncertainty avoidance HIGH • Make them loyal • Threat of substitutes • Hot : Microwave / Kettle / Gasstove • Cold: Fridge / Cooler-bags • LOW • Rivarly • Biggest competitor: Starbucks • Thermos, Raya, Funtainer • Create value + Promotion

14. Porter’s 5 • Threat of new entrants • Start-up: low price strategy • Hard competition • Economies of scale • Supplier Power • Raw materials • Designer companies • Cooperation with beverage companies

15. Directly competitors • Zojirushi • Tiger • Thermos

16. Direct competitors • Their Feature: • famous • good insulation effect • great reputation • Inspiration: • improve our quality • expanding awareness

17. Indirect competitors • Small Glass Story • Feature : original bottles • Inspirations: providepersonalization service • Stio • Feature : Brand of novelty, simple, beautiful design • Inspirations: improveappearance

18. Indirect competitors • Starbucks • Feature: a cross-productcooperation • Inspirations : cooperatewithothers share customer resources

20. Work Breakdown Structure C F L FINISH START G B D I J K N A M E H

21. Empathy map

22. Our Product http://www.youtube.com/watch?v=KRFofwu-0o4

23. Think & Feel Multitasked (school, sports, friends …) Overwhelmed Aware of the environmental issues & more concerned

24. See Television Internet Social Networking sites

25. Say & Do High education Take public transport Eat Fast Food

26. Hear Radio, news on TV Family and friend’s opinion Trendy and fashionable things

27. Thanks for your attention !