The EveryDrop StrawPresented 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 proposition• Competition• Positioning• Marketing Mix• Financial Planning• Conclusion• Q & A

Situational AnalysisMarket Trends

• Health conscious• Save money• Going green

Market Needs• Easy to carry• Limitless

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

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

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”

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

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

CompetitionWater 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

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”

Marketing MixPrice

• $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

Marketing MixMarketing 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

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.

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

Sales Forecast

Sales Forecast

Year 1 Year 2 Year 3

Q1 Q2 Q3 Q4 Total

Sales (Units) 20,000 33,498 40,152 22,000 115,650 130,000 185,000

Revenue $299,000 $500,795.10 $600,272.40 $328,900 $1,728,967.50 $1,943,500.00 $2,765,750

Unit Price $14.95

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

Expense Forecast Based on Marketing Costs

Per Year

Advertising $1,167,190

Production      9,000

Distribution      8,000

Salary      50,000

Total $1,234,190

ConclusionThe EveryDrop straw will be a strong competitor in its chosen market.

• Address a market need• Strong product and brand positioning

Q & A

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

References