1 / 19

The EveryDrop Straw

The EveryDrop Straw. Presented By Abel Rodriguez, Andy Hurtado, Adriana Pacheco, Chyvonne Polinas, Sergio Silva. Agenda. Situational analysis Our product, the EveryDrop straw The market Marketing objectives and value p roposition Competition Positioning Marketing Mix

reia
Download Presentation

The EveryDrop Straw

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The EveryDrop Straw Presented By Abel Rodriguez, Andy Hurtado, Adriana Pacheco, Chyvonne Polinas, Sergio Silva

  2. Agenda • Situational analysis • Our product, the EveryDrop straw • The market • Marketing objectives and value proposition • Competition • Positioning • Marketing Mix • Financial Planning • Conclusion • Q & A

  3. Situational Analysis • Market Trends • Health conscious • Save money • Going green • Market Needs • Easy to carry • Limitless

  4. The EveryDrop Straw by Whirlpool • Filters 99.99% of viruses, bacteria and parasites in water • Filters a minimum of 300 gallons • Four colors to choose from (Blue, Pink, Olive, White) • The buyer gets a small carrying case • 3 swabs for cleaning after use • BPA Free

  5. http://www.youtube.com/watch?v=A6bVCXdBuD0

  6. The Market • Market segmenting • Our target market: • Demographics • 18-45 • Psychographics • Upper-lowers, working class, middle class, and upper-middles • We find the middle and upper middle class more lucrative • Geographics • Locations that draw those who participate in outdoor activities • National Parks, Etc. • Locations that have a high population of “preppers”

  7. The Market • Market Growth • Opportunities in environmentally conscious • Attempt to change the culture of drinking water—just as the Tesla had on the automobile market • Large cities banning water bottles • Similar products not marketed in a way to be viewed as a water replacement in a large city

  8. Marketing Objectives & Value Proposition • Same Message Throughout all Media • Environmentally Friendly • Affordable Alternative • The EveryDrop straw Value Proposition • Minimum filtering of 300 gallons of water • One year warranty • Three swabs for cleaning after use • Carrying case

  9. Competition • Water Bottles • Available for purchase almost everywhere • Price ranges from $1.00-$5.00, depending on size and location • Home Filtration Devices • Available for purchase in some department stores and online • Price can range from $40-$700 • Filters water in the home only • Portable Straw Filtration Device (Lifestraw, NDur) • Available at locations such as Walmart, REI, and the Internet • Priced from $24.95-$29.95 in brick-and-mortar locations • Priced at $19.95-$30 on Internet store fronts • Has similar capabilities as the EveryDrop

  10. Positioning • Will occupy a position of more-for-less compared to the competition • Placed in more accessible locations • Straw has better filtering capabilities • Sleek logo and straw design • Brand positioning is also important for the EveryDrop straw • Needs to be seen as a viable replacement to water bottles • “Love Your World”

  11. Marketing Mix • Price • $14.95 in order to penetrate and attract new buyers • Distribution • Whirlpool will use three level distribution • Retailers such as Wal-Mart, Target and REI • Whirlpools webpage

  12. Marketing Mix • Marketing Communications • Advertising-Brochures, catalogs, magazines and TV commercials • Public Relations-Products will be sent to bloggers who blog about the outdoors, are parents, or those who are in our target market so they can be reviewed • No sales promotions • Direct Marketing-the EveryDrop straw  via television, commercials, catalogs, and the Internet to reach our target market • Social Media

  13. Financial Planning • Total fixed costs • $90,000 • Total variable costs • $3.50 • With price at • $14.95, • break-even • point is at • 7,860 units.

  14. Break-Even with Marketing • Total fixed costs • still at $90,000 • Additional • $1,234,190 • marketing and • advertising • added • Variable costs • still at $3.50

  15. Sales Forecast

  16. Marketing Expenses • Many costs can be absorbed since this is a product line extension • Majority allocated to advertising • 10, 30 second commercials on primetime • One advertising package with Backpacker magazine • Includes a total of nine, full-page, color ads spread among issues • Hire one additional employee to handle PR pertaining to the straw

  17. Conclusion • The EveryDrop straw will be a strong competitor in its chosen market. • Address a market need • Strong product and brand positioning

  18. Q & A

  19. References Whirlpool Corporation. (2014). Investor FAQs. Retrieved from http://investors.whirlpoolcorp.com/faq.cfm?faqid=4 Whirlpool Corporation. (2014). 2013 Annual Report. Retrieved from http://investors.whirlpoolcorp.com/annuals.cfm

More Related