method
DESCRIPTION
Final Presentation - Rollins 2007TRANSCRIPT
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methodexpansion concepts presented by versa corp.
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good afternoon!
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presentation outline
•methodology •new product preview•target market •promotion mix•questions•happy hour?
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methodology
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methodology
quick information....•method was founded by high school friends Eric Ryan and Adam Lowry
•born in 1999 based on Ryan and Lowry’s quest for fresh snow
•privately held corporation, started mainly on raised capital from friends and family members - now one of the hottest companies in the industry
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people against dirty....
methodology
•are people against toxic chemicals•people against polluting our land•people against animal testing•people who love the concept of home•people who enjoy effective, safe, and becoming socially responsible
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safety...
methodology
•home is more than a box, it is our second and third skin•why spray your skin with harsh toxic cleaners?
all method products are non-toxic, and safe for use around children, animals, and even you!
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environmental responsibility...
methodology
method products are made from 100% biodegradable ingredients; additionally the bottle is recyclable as well
method products are never tested on animals
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design...
methodology
method prides itself as having the most unique packagingg in the home care industry.
most packaging is designed by world renowned artist Karim Rashid
packaging is simple, and generally has little copy to not confuse the consumer
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scent...
methodology
method products are unique as they smell like nature - not chemicals!
when using method, you will never smell bleach or chlorine, instead you’ll smell cucumber, ylang-ylang, green tea, eucalyptus, or lavender.
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product expansion
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hi, um versa, we need your help....
laundry expansion
team versa was chosen by method to explore the possibilities of a new, unique laundry product that would fit into its brand identity, as well as put them ahead of any other home care company in the world.
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mommy...look!!! the dryer sheet is magic!!!!!!
laundry expansion
we present to you the “Magic Dryer Sheet” also known as The Softener Infused Disappearing Dryer Cloth. A totally unique product that will change the face of the laundry and the home care industry!
what is so magic about this dryer sheet??? - It simply disappears into thin air!!
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product 411
laundry expansion
•sold in boxes of 50•sold through existing chain of distributers (push method)•unique fragrances to correspond with method laundry detergent
•fresh air•water lilly•sweet water•naked
•all organic, biodegradable ingredients
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target country
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target country
+
= hello canada!
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why canada?
target country
•free market economy•rapid economic growth•32.7 million population•76% of population urbanized•69% within 15-64 age group•gdp of 1.165 trillion canadian•exchange rate of .85 us per $1 cd•low unemployment rate
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why canada?
target country
•consumer expenditures growth •personal income growth•disposable income growth•international trade important •low taxes/tariffs
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projected sales
target country
Market ShareWorst Case
Best Case
Year 14%
10%
Year 26%
14%
SalesWorst Case
Best Case$1.19 Million$2.98 Million
$1.79 Million$3.58 Million
ProfitsWorst Case
Best Case $95,200$238,400
$142,200$286,400
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the promotion mix
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promotion mix
45%
25%
20%
10%
eco-friendlyconvenience seekersinnovatorsbandwagon
Segmentation
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product
promotion mix
•simple, informative packaging•distribution
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place...
promotion mix
•sold at existing method retailers
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price...
promotion mix
•flexible, cost-plus pricing •estimated price of C$7.25
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promotion strategy...
promotion mix
•advertising in canadian magazines•canadian house and home•canadian living•women’s space•women & environments intl
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print campaign - aida analysis
promotion mix
•attention•interest•desire•action
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questions?