Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL
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Transcript of 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
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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
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Values : the 4 F’sValues : the 4 F’s • Friendly (éco)• Funny • Fresh• Fashionable
• Friendly (éco)• Funny • Fresh• Fashionable
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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
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Price Price
• Penetration price• Price sensitivity • Competitors • 15 – 25€
• Penetration price• Price sensitivity • Competitors • 15 – 25€
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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
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PromotionPromotion
• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership
• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership
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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…)
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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
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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
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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
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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
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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
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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
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Directly competitors Directly competitors Zojirushi Tiger
Thermos
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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
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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
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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
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Work Breakdown Structure Work Breakdown Structure
AA BB DD
FF
GG II JJ
LL
MM
FINISH
FINISH
EE
CC
KK
HH
NN
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Empathy mapEmpathy map
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Our Product Our Product
http://www.youtube.com/watch?v=KRFofwu-0o4
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Think & FeelThink & Feel
• Multitasked (school, sports, friends …)
• Overwhelmed • Aware of the environmental issues & more
concerned
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SeeSee
• Television• Internet• Social Networking sites
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Say & Do Say & Do
• High education• Take public transport• Eat Fast Food
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HearHear
• Radio, news on TV • Family and friend’s opinion• Trendy and fashionable things
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Thanks for your Thanks for your attention !attention !