menglu zhang, szandra kanai, nikolett dely, ludivine lebreton, camille le meur, céline vitrouil
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Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL
Green Fish
Green Fish
Brand name & sloganBrand 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
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
Values : the 4 F’sValues : the 4 F’s • Friendly (éco)• Funny • Fresh• Fashionable
• Friendly (éco)• Funny • Fresh• Fashionable
4P : Product4P : 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
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
Price Price
• Penetration price• Price sensitivity • Competitors • 15 – 25€
• Penetration price• Price sensitivity • Competitors • 15 – 25€
PlacePlace
Internet • website with a boutique online
Partnership • ESC Rennes & Autobar• La Brioche Dorée • Décathlon
Internet • website with a boutique online
Partnership • ESC Rennes & Autobar• La Brioche Dorée • Décathlon
PromotionPromotion
• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership
• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership
TargetTarget
Short term Students (18-25 years old)
• Gender• Interest (sports, geeks, ecology)
• Price sensitivity Middle & long term Workers • Gender• Position (manager, salesmen, sportsmen…)
Short term Students (18-25 years old)
• Gender• Interest (sports, geeks, ecology)
• Price sensitivity Middle & long term Workers • Gender• Position (manager, salesmen, sportsmen…)
PE….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
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
PEST..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
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
PESTELPESTEL
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
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
SWOT AnalysisSWOT AnalysisStrengths
•Practical•Innovation•Eco friendly•Two utilizations instantly•For everyone•Simple•Economic
Weaknesses
•The weight•Time•Limit of utilization
Opportunities
•Newness•Opportunities of market•Evolution of consumption
Threats
•Thermos existing•Competitors copy•People’s habits
Porter’s 5 Porter’s 5
Threat of substitutes • Hot : Microwave / Kettle /
Gas stove
• Cold: Fridge / Cooler-bags
LOW
Buyer Power• Lower at the beginning
• Uncertainty avoidance
HIGH
• Make them loyal
Rivarly• Biggest competitor:
Starbucks• Thermos, Raya, Funtainer
• Create value + Promotion
Porter’s 5 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
Directly competitors Directly competitors Zojirushi Tiger
Thermos
Direct competitors Direct competitors
Their Feature: • famous • good insulation effect • great reputation Inspiration:• improve our quality • expanding awareness
Their Feature: • famous • good insulation effect • great reputation Inspiration:• improve our quality • expanding awareness
Indirect competitorsIndirect competitors Small Glass Story• Feature : original bottles• Inspirations : provide
personalization service
Small Glass Story• Feature : original bottles• Inspirations : provide
personalization service
Stio• Feature : Brand of novelty,
simple, beautiful design• Inspirations : improve
appearance
Stio• Feature : Brand of novelty,
simple, beautiful design• Inspirations : improve
appearance
Indirect competitorsIndirect competitors
Starbucks • Feature : a cross-product cooperation • Inspirations : cooperate with others share customer
resources
Starbucks • Feature : a cross-product cooperation • Inspirations : cooperate with others share customer
resources
Work Breakdown Structure Work Breakdown Structure
AA BB DD
FF
GG II JJ
LL
MM
FINISH
FINISH
EE
CC
KK
HH
NN
Empathy mapEmpathy map
Our Product Our Product
http://www.youtube.com/watch?v=KRFofwu-0o4
Think & FeelThink & Feel
• Multitasked (school, sports, friends …)
• Overwhelmed • Aware of the environmental issues & more
concerned
SeeSee
• Television• Internet• Social Networking sites
Say & Do Say & Do
• High education• Take public transport• Eat Fast Food
HearHear
• Radio, news on TV • Family and friend’s opinion• Trendy and fashionable things
Thanks for your Thanks for your attention !attention !
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