Table of Contents - kyleeparker.weebly.com€¦ · Web viewTable of Figuresiii. Introduction1....
110
Presents Marketing Plan Marketing team members: Jordan Trumble Ashley Bowles Kelly Trammell Kylee Thetford Cameron Sonnier Melinda Newton
Transcript of Table of Contents - kyleeparker.weebly.com€¦ · Web viewTable of Figuresiii. Introduction1....
Presents
Marketing Plan
Marketing team members:Jordan TrumbleAshley BowlesKelly TrammellKylee Thetford
Cameron SonnierMelinda Newton
Jenna McLeod
Table of ContentsTable of Figures........................................................................................................................................... iii
Introduction.................................................................................................................................................1
Mission Statement......................................................................................................................................2
Promotional Campaign Objectives..............................................................................................................3
Campaign Theme Statement...................................................................................................................3
Industry Analysis..........................................................................................................................................4
Company Analysis........................................................................................................................................5
Problem...................................................................................................................................................5
Trends......................................................................................................................................................5
Opportunities..........................................................................................................................................5
Product/Brand Analysis...............................................................................................................................7
Competitive Analysis...................................................................................................................................8
Market Analysis...........................................................................................................................................9
Demographic Profile................................................................................................................................9
Geographic Profile...................................................................................................................................9
Psychographic Profile............................................................................................................................10
Determine and Define Market Segments..............................................................................................11
Determine and Define Target Market....................................................................................................11
Target Market Profile-Tervis Tumblers..............................................................................................13
Consumer Analysis....................................................................................................................................14
Situation Analysis......................................................................................................................................16
Creative Analysis........................................................................................................................................18
Media Strategy..........................................................................................................................................19
Media Continuity Schedule....................................................................................................................19
Media Objectives...................................................................................................................................19
Media Strategy......................................................................................................................................19
Media Vehicles......................................................................................................................................19
Creative Work............................................................................................................................................22
Radio Advertisement.............................................................................................................................22
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Scene One..........................................................................................................................................22
Scene Two..........................................................................................................................................22
T.V. Advertisement................................................................................................................................22
Setting................................................................................................................................................22
Concept.............................................................................................................................................22
Script..................................................................................................................................................23
Print Advertisements.............................................................................................................................23
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Table of FiguresFigure 1: Competitive Star...........................................................................................................................8
Table 1: Annual Sales...................................................................................................................................6Table 2: Company Comparison....................................................................................................................6Table 3: Framework...................................................................................................................................11Table 4: Creative Strategy..........................................................................................................................18Table 5: Continuity Schedule.....................................................................................................................19
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IntroductionOur team of dedicated and innovative members have compiled a strategic promotional plan to
further the success of Tervis Tumbler®.
1
Mission StatementIn the growing marketplace of kitchenware, containers, and tumblers, it is crucial to have a
savvy team that will strategize, coordinate and execute your company’s advertising efforts.
Here at Prestige Worldwide we have one motto, “Reaching and Achieving.” Our company is
built on a solid foundation: fastidious attention to detail, innovative campaign strategies, and
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meticulous attention to client needs. We strive to bring our client to its full marketing potential
with creativity and precision.
3
Promotional Campaign Objectiveso To expand the Tervis Tumbler brand name while making it more recognizable within
Central America.
o To create and showcase the different personalities and unique qualities of the
personalized Tumblers.
o Expand the number of people in our target demographic.
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o Create more brand user loyalty through the lifetime guarantees and excellence in our
product and customer service.
o Target the younger portion of our target audience through social media websites such
as Facebook and Twitter.
o We also want to create advertisement that can be placed in business magazines that
would be interested in custom orders for their companies and have the company logo
placed inside their own personal Tervis. We want to have more people buy in bulk.
5
o Another objective we would like to see in our campaign is making Tervis more of a gift
staple than it already is. We want it to be known that Tervis Tumblers are great for any
occasion and any age. They make great gift for birthdays, anniversaries, as well as
stocking stuffers.
o With our radio and television ads our main focus needs to be our number one
demographic. We want to have our message heard by all the moms on the go and the
male road warriors of the commuting business man. While reiterating the price and
product value.
6
Campaign Theme StatementWe strive to separate ourselves from all the rest to ensure the best quality product with a
guarantee that others cannot match, keeping personalization as the forerunner and always
remembering that each of our customers is unique.
7
Industry AnalysisThe industry associated with Tervis Tumblers is not a cut throat industry. But what Tervis
Tumblers has to do is compete with other brands and corporations that are known for a great
quality product. For instance one of our competitors is Starbucks Coffee. Starbucks sells
tumblers that are made from what seems like very high quality product. The down fall is it is
not dishwasher safe or that it has a lifetime warranty. What we also have to overcome with
Starbucks is their brand loyalty. People like the name Starbucks and associate great coffee and
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expensive finer things in life. Which is one reason my team feels people continue to buy their
tumblers. But if we can get consumers thinking that Tervis is the SMART choice than maybe we
can convert some loyalists to the Tervis family. Another thing we face in our industry is that not
all people drink coffee and have to focus on other tumblers focused on that audience of people.
Wal-Mart carries numerous off brand look a likes to the Tervis Tumbler but cannot compete in
quality. We have to make sure to remind our consumers to check and make sure they are
getting a Tervis and not an off brand. These are just a few things we will have to look into
overcoming our industry.
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Company AnalysisProblemIn 2004, Tervis Tumblers® expanded its target market to encompass college students making
the official target market age range, 18-45 year olds. They are missing a large market outside
the current target market.
11
TrendsCustomization is a growing trend in American markets. Most tumbler companies, Tervis
Tumblers® included, have joined the trend and now offer more personalized tumblers for the
enjoyment of the customer.
Another growing trend is the use of “reusable” containers such as tumblers.
12
OpportunitiesMany opportunities are available for Tervis Tumblers®. The vastly growing “eco-friendly” global
trend is pushing for companies to show that they environmentally conscious. Tervis can
advertise the fact that they are eco- friendly and recycle, reduce, and reuse. The company can
stress the fact that the consumer can recycle a weathered tumbler to Tervis Tumbler® and can
replace it for free with a new tumbler.
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The company also has a large target market of aging baby boomers who are too being more
environmentally conscious and may not know about the portable tumbler. Easy for them to
take on the golf course, in the car, or running errands.
Tervis Tumblers® has a vast amount of opportunities to do business overseas especially in Asian
countries such as Japan and China.
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Table 1: Annual Sales
Annual SalesCompany Annual Sales
Signature Tumblers
$1,000,000
Thermos $4,900,000Wilton Industries (Copco)
$10,000,000
Tervis Tumblers $50,000,000
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o Tervis earns an estimated $20 - 50 milliono Copco earned an estimated $5-10 milliono Thermos LLC. earns an estimated $1- 4.9 milliono Signature Tumblers earns an estimated $500,000- $1 million
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Table 2: Company Comparison
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$0
$10,000,000$20,000,000$30,000,000$40,000,000$50,000,000$60,000,000
$1,000,000$4,900,000$10,000,000
Company Comparison
Signature Tumblers Thermos Wilton Industries (Copco)Tervis Tumblers 18
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Product/Brand AnalysisThe product and brand analysis for Tervis Tumblers has the potential to be very strong. With
the great marketing campaign that has been put together, it is only a matter of time before
more brand awareness will generate more sales. We have a high quality product that will sell
itself when consumers become aware. To answer the most basic question of the product
analysis:
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How will the aspects of this product match up with consumer’s needs, wants, interest and
problems?
Our product obviously answers the call to anyone who needs a container in order to carry their
beverage. It offers many benefits that can make life easier for any casual beverage drinker,
frequent coffee drinker that expect a lot from something they invest in. The wants and interests
of consumers are also met with a list of benefits, as well as seemingly endless personalization
abilities. It solves the problems of potential consumers because of, once again all of our simple
benefits, along with a lifetime warranty on any Tervis.
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Anyone who has a Tervis Tumbler perceives this product as a quality product with a great value,
and a company that can be trusted. With the help of our marketing campaign, these types of
perceptions can be made aware not just on the East Coast but into the central and western
parts of the nation.
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Competitive AnalysisIn order to comprehend the competitive analysis, it is important to understand that Tervis
Tumblers are a fairly new product, especially to those of us not on the East Coast. The
perceptual map below indicates the projected brand aspects in the eye of prospective
customers that we would like to achieve.
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Affordable
Beneficial Unrewarding
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Expensive
Figure 1: Competitive Star
The Star is representing a Starbucks Thermos and a Cup is representing a Personalized Tervis
Tumbler. A regular 16 oz. thermos at Starbucks will retail for about $15.00 while a 16 oz.
Personalized Tervis Tumbler will start at $11.00. We would like for our customers to see not
only that our product is more affordable than our leading competitor, but that we offer more
benefits than they do as well. We also want to project to our prospective customers that in
while $15.00 for a Starbucks tumbler might not be so expensive to some, in terms of value you
get a lot more for a premium Tervis Tumbler that can run about $15.00 as well.
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Market AnalysisThe market analysis is an overview of the demographic, geographic, psychographic, market
segments, and target market.
Demographic Profile
The demographical information researched for Tervis Tumblers are regionally based in the Fort
Worth, Texas metroplex, such as:
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o Evergreen Enterprises Inc. (Kirkland’s, Ikea, Pier 1, Dillard’s, Target, Belk) Richmond, VA
23225 USA
o Bubba Keg (Wal-Mart, Bed Bath and Beyond, Target, Big Lots, Tractor Supply) Los
Angeles, CA 90011 USA
o FUNtainer (Wal-Mart, Target, Big Lots, Albertson’s, HEB) Branson, MI 65616 USA
o Thermos (Wal-Mart, Target, Tractor Supply, Bass Pro Shops, Cabela's) Schaumburg, IL
USA 60173
o Copco (Sears, K-Mart, JoAnn’s, Bed Bath and Beyond) Woodridge, IL 60517, USA
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Through our research on the demographical areas, the competitive brands are those listed
above. Copco has been our largest competitor thus far.
Geographic Profile
Since most of the profitable sales come from the Eastern part of the United States, we are
focusing are time and effort towards promoting Tervis Tumblers to the Central and Mountain
parts of the United States.
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Our competitors’ are most well-known and profitable in these stores:
o Evergreen Enterprises Inc.- Sam Moon’s Luggage
o Bubba Keg- Bass Pro Shops
o FUNtainer- Wal-Mart
o Thermos- Target
o Copco- Dillard’s
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These stores that bring in the most sales for competitors are popular in the Central and
Mountain parts of the United States, which gives us a good idea about how profitable Tervis
Tumblers will be as well.
Psychographic Profile
Consumers are guided by information that is both psychographic in nature such as, our
personality, motivation, and attitude towards Tervis. It’s sociological in nature such as, how
people use them in their daily routines, their different lifestyles, and different activities they
enjoy.
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Table 3: Framework
Tervis Tumblers FrameworkCategories Characteristics How they’re targeted
Innovators Enjoy the finer things Social media advertisement
Thinkers Enjoys in home and school Magazine advertisements
Achievers Targeting 20+ year-olds TV and radio audiences
Experiencer “Bandwagonners” Word of mouth and social media
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s
Believers Loyal customer base Promo specials and e-mails
Strivers Willing to spend more, expecting more Website advertisements
Makers Unimpressed by luxury Word of mouth and promo specials
Survivors Bargain shoppers Magazine and newspaper
advertisements
Each of the categories listed in Table 1 explain the different groups that express our customer
base.
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Determine and Define Market Segments
Market segments determine the target market for Tervis Tumblers. Market segments aimed
towards price, distribution, and promoted towards a heterogeneous variety of products, and
based on common demographic characteristics such as, age and income.
Our market segments consist mostly of the Innovators, Achievers, Experiencers, and Strivers.
These consumers are more likely to be attracted to Tervis products because they are all willing
to spend more money on quality Tervis products.
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Determine and Define Target Market
The target market is the audience to in which our marketing campaign will be directed. It sets
up the marketing and advertising objectives that will be achieved within our groups. Our target
market consists of both male and female consumers 20+ years-old in the Central and Mountain
areas of the United States.
Our efforts and resources are focused on what our customers are willing to pay for all of the
benefits Tervis offers. Benefits include:
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o Cooling and heating system
o Personalization
o Lifetime warranty
o Dishwasher safe
o Melt proof
o No sweating
o Made in the United States
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The focus of our campaign is to make our name known in the Central and Mountain areas of
the United States and appeal to this specific target market. We want to inform people of these
benefits since our competitors do not possess as many advertisements.
Suggestions to appeal to our target market more include advertising:
o More social media advertisements
o Newspaper advertisements
o Store displays
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o Store coupons
o Attending events (i.e. expos, conventions, etc.)
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Target Market Profile-Tervis Tumblers
Primary Market
o Heavy users- purchase the most online and in stores and buy large quantities of Tervis
products at a time.
o Unisex
o White collar
o Upper and Lower-Middle Class
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o Ages- 20-45
o Heavy populated cities
o Central and Mountain region
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Consumer AnalysisWho are the consumers?
Tervis Tumbler Consumers have the following demographics:
o Anyone 20 & up
o Anyone who likes a reusable cup
o Anyone who likes to live “green”
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How do they use the product?
Tervis Tumbler Consumers use the product in the following ways:
o Every day
o At work
o At school
o At home
o In the car
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What motivates them to buy?
Tervis Tumbler Consumers are motivated to buy because of the following:
o Saving money
o Living green
o Reusable
What do they look for in a product?
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Tervis Tumbler Consumers look for the following things in products they purchase:
o Affordable
o Lifetime warranty
o Convenience
How do they look at life?
Tervis Tumbler Consumers look at life in terms of:
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o They are concerned with the earth and living green.
o They like things that are affordable and make a good fit with their lives.
o They are workers
o They are students
o They can use the product in virtually any situation
o They are the ones who are more likely to try a product based on reviews by their peers.
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Situation AnalysisTervis Tumblers is a brand that stands for more than just good service to their customers. For
example they are involved with the following:
o Morris Foundation®: Tervis knows the importance of sharing our earth and living in
harmony with our precious animals. We help spread the love all over the planet by
donating a portion of the proceeds from our Morris Tumbler collection to the Morris
Animal Foundation.
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o Breast Cancer: Tervis supports and encourages the Pink Ribbon Breast Cancer
movement and donates to various breast cancer awareness charities with the
purchase of each Pink Ribbon tumbler. With love, faith, and the power of
commitment, the world will see more survivors!
o Recycling and Lifetime Guarantee: Tervis stands behind its Lifetime Guarantee. If
one of our tumblers (of any age) becomes defective in any way, simply send it to us
for a free replacement and we’ll recycle the old one.
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o Green Behavior: Tervis has a green team dedicated to monitoring and improving
efforts to operate in an environmentally responsible manner. We recently passed an
on-site assessment of our working practices to reduce, reuse, and recycle and are
now recognized as a “Green Business Partner” in Sarasota County.
o Made in America: Tervis products have been proudly made in America since 1946.
We carefully hand-assemble each one right here at home, so it’s strong enough to
withstand all of life's adventures. If we could sing, we'd belt out a stirring rendition
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of the Star-Spangled Banner right now. Instead, we'll just stick to offering high-
quality products.
o Supporting Out Troops: Tervis honors those who have served our country. Our
Patriotic collection represents our nation’s most vital branches in an elegant and
powerful way. All designs feature the official logo of each division so you can show
your appreciation and respect by drinking with pride.
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What separates Tervis from the competition?
o It is customizable
o Keeps hot drinks hot
o Keeps cold drinks cold
o Virtually unbreakable
o Lifetime Warranty
o Dishwasher Safe
o Microwave Safe
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o Doesn’t leave rings on tables from condensation.
Tervis stores are located in the south east region of the country with stores at the following
locations:
o Fort Myers, Florida
o Key West, Florida
o North Palm Beach, Florida
o Osprey, Florida
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o Panama City Beach, Florida
o Villages, Florida
o Branson, Missouri
o Charleston, South Carolina
o Myrtle Beach, South Carolina
o Gatlinburg, Tennessee
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Creative AnalysisThe unifying idea for our campaign is to promote the benefits of using Tervis Tumblers and
what makes this smart cup so much better than any other tumbler. Our plan focuses on
building brand awareness and the qualities of:
o Cooling system
o Heating system
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o Can be personalized
o Lifetime warranty
o Dishwasher safe
o Melt proof
o Doesn’t sweat
o Doesn’t leave rings
o Made in the U.S.
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What is it about Tervis Tumblers that satisfies a salient want or need of the 20+ year old
consumer?
Table 4: Creative Strategy
Creative Strategy AlternativesGeneric Dishwasher safe. Table ring armor; won’t leave ringsPreemptive Portable cooler and self-warming system; keep hot drinks
hotter and cold drinks colderUnique Selling Proposition Lifetime warranty. Meltdown resistant; 30 seconds in the
microwave
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Brand Image Virtually unbreakable; won’t crack, melt, or chipPositioning Low refill assurance; less frequent fill-upsResonance Identity protection; personalize and make it yoursAffective Made in the U.S.
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Media StrategyOur media strategy for Tervis Tumblers targets people ages 20 and up.
Media Continuity ScheduleTable 5: Continuity Schedule
Media Continuity Schedule - Tervis TumblersLight Medium Heavy
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Magazines
Television
Radio
Newspaper
Billboards
Website
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The table above shows how big of an impact each type of media makes on customers. Our goal
is to make each light media to have a medium/heavy affect.
Media ObjectivesOur goal is to inform and direct consumers to the Tervis website to see the many designs and
benefits available. We feel that Tervis Tumblers are such a good product that just informing
consumers, alone, would boost sales.
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Media StrategyOur strategy is to convince consumers of the superiority of Tervis Tumblers through preemptive
advertisements that stress their quality advantages.
Media VehiclesThe different media vehicles will help us inform and advertise people with different likes and
interests. Since Tervis Tumblers are so versatile, it is important that we reach everyone 20+
years-old.
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Magazines
Magazines will be used all year. Advertisements will be adjusted to fit different types of
magazines (i.e. Good Housekeeping, People). Advertisements showing Tervis Tumblers used for
hot drinks will be published in winter and holiday periods to promote entertaining ideas and
gifts. These advertisements will also showcase the holiday designs that Tervis Tumblers offers.
Advertisements showing Tervis Tumblers used for cold drinks will be published during the
warmer months. Examples of magazine variety are:
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o Tervis Tumblers offers special personalization for weddings. (These types of
advertisements would be best for Bridal magazines.)
o Advertisements that show Tervis Tumblers for children would be placed in Parents
magazine.
General advertisements will be placed in magazines such as Good Housekeeping, Taste of
Home, Home and Garden, and Time to catch the attention of the on-the-go, busy men and
women looking for quality products. Tervis Tumblers do not sweat or leave rings which is a
good selling point to be shown in advertisements targeting drivers and furniture owners.
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Television
Television commercials will run during prime time, when new season shows begin. People are
more likely to watch TV during the fall and winter months. We recognize that women do most
of the shopping for household drinking cups, so our television advertisement will show a busy
Mother using her Tervis Tumbler daily.
Radio
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Radio advertisements will be played during rush hour traffic in the morning and evening
commutes.
Newspapers
Newspapers, especially in towns with colleges, will contain advertisements showing that Tervis
Tumblers can be personalized with college logos and names. Demographic considerations will
be made.
Outdoor
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Outdoor areas such as billboards and bus stops will target the commuter by showing Tervis
Tumbler advertisements.
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Creative WorkOur marketing team has created new ideas and strategic ways to advertise Tervis Tumblers to
the target market. We are proud to present to you a radio advertisement, a TV commercial, and
several print advertisements to help promote the brand.
Radio AdvertisementThis radio advertisement will be played on many of the most popular stations in the Central and
Mountain areas of the United States to reach our target market.
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Scene One
A man is watching the football game at his house. He opens a can of beer, takes a sip and sets it
on the table while concentrating on the television.
The man’s wife walks into the room.
Wife: “I thought I told you to always use a coaster! That table was expensive.”
Man: “alright!” grabs coaster.
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Scene TwoThe man is watching TV and drinking an ice-cold beverage when his wife walks in.
Wife: “How many times do I have to tell you to use a coaster?!”
Man: says with a smirk “It’s a Tervis.”
Narrator: “Stick it to the woman, use a Tervis Tumbler.”
T.V. AdvertisementThis television advertisement will be played during prime-time. It will target men and women 20+ years-old.
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Setting
Nice suburb neighborhood, in the drive way of a family woman
on her way to drop her kids off at school and head to work
Concept
The concept of the commercial is to reach our target audience and
state the facts that set Tervis apart from other tumblers. Specifically
the durability of Tervis Tumblers
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ScriptThe commercial opens on a women racing to her vehicle with her purse in hand and her Tervis
Tumbler of coffee in the other. Her phone is going off and her kids are screaming and yelling,
fussing, fighting and conversing with one another.
The mother is becoming frustrated as she is searching for her car keys and sits her Tervis
Tumbler on the top of the car. She finally finds solace when she finds her keys and hops into her
car and head to work, leaving her Tervis Tumbler of coffee on the roof.
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She starts the car and realizes she is late and needs to get a move on, only making the start to
her day even more frustrating. She throws the car in reverse and heads downs the road. She
comes quickly to a stop at the end of her street and hears the rolling thud of the Tervis falling
off the car.
She grits her teeth and realizes what she has forgotten. She rolls her eyes and gets out of the
car to survey the damage. But to her surprise she sees her Tervis Tumbler still in one piece
holding her morning coffee as if to say “Hey everything is going to be alright”
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She picks up her Tervis and whispers under her breath as the kids are still horse playing in the
background and says “today is going to be a good day”
The commercial closes with her driving away and a narrator stating Tervis’ high quality and
lifetime warranty, ending with the phrase “Tervis Tumblers are here to stay”
Print AdvertisementsThe following advertisements that our team has created consist of quality information and
visuals. These advertisements can be printed in magazines, online, and on billboards.
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Jordan Trumble
Cameron Sonnier
Kylee Thetford
Jenna McLeod
Kelly Trammell
Ashley Bowles
Melinda Newton
