Huipil Marketing Plan
Aidan Baldwin, Jack Shepard, Ruslan Lucero, Elizabeth Reyes, Bryant Koshi, Gregory Kaniecki,
Conor Dillon
Executive Summary
➢Provide outline of a marketing plan ○ Picture of the Customer○ Pricing and Positioning Strategy ○ Distribution Plan ○ Promotional Strategies ○ Online Marketing Strategies
➢Provide Suggestions to take forward in development of Huipil
Huipil Overview
Target Customer
➢ Female➢ 25-34 yrs old➢ Urbanite ➢ Upper Education:
Educated about the Issues
➢ Occupation: At minimum-- access to disposable income to pay premium on luxury/specialized productsSources: Prizm, SimplyMaps, Mintel
Customer Persona Socially Conscious Susie ~“I enjoy discovering unique products that incorporate a social cause I can feel good about”
❖ 25 years old ❖ Lives in Washington D.C. ❖ Works as an entry level consultant ❖ Former Teach for America Fellow❖ Studied Political Science at
Georgetown
Susie tries to buy fair trade, organic, and socially conscious products when she can. She prescribes greater value to a company with a social mission, but it is still equally important to her that they provide a quality product. Susie likes to shop at stores like Trader Joe’s and Whole Food’s because she can find unique and interesting products that give offer her a sense of adventure that she sometimes misses at her corporate job. Susie loves to travel and is an enthusiast for her local farmer’s market.
Geographic:❖ Urban areas have higher usage of specialized soap & bath products❖ Map: Shows areas of market potential for higher prices & higher $$ spent on bath
products
Demographic: Age
18-34 year olds➢ Income for purchases especially in 25-34
yrs➢ Younger customers will most most affected
and moved by ethical and environmental issues
Factors to consider➢ Young students & customers
○ No steady income○ Choose bargain brand
➢ Older customers○ Brand loyalty○ Unswayed by issues or unaware of news
widely available online
High X XX
Med X X X
Low X X X XX
Avg. Age 18-24 25-34 35-44 45-54 55+
Age vs. Propensity to Buy Our Market
Demographic: Gender
➢ Males 10% more likely to ignore cause message
➢ 15% higher cause-driven purchases decisions among females
Survey of 2000 consumers:➢ 948 male➢ 1,052 female
Cause Marketing Campaign Reactions
Psychographic: Cause-Marketing❖ Interest in causes
does not primarily drive purchases
❖ More customers would ignore a cause message or be skeptical to its credentials
❖ Of those that will purchase on cause--price is typically the determining factor
Psychographic: Types of Cause
➢ Green products is the leading trend in ethical purchase decisions
○ 63% of consumers would buy green products at competitive prices
○ Market Potential: non-contaminating soap in development
➢ Consumers more likely to buy products that have a personal connection
High XX X
Med X X X
Low X
Cause Type Green Product
Personal Cause (Close-
Ties)Organic
Cause Type vs. Propensity to Buy
Unique Selling Proposition
Soap to cleanse your hands and the world
your world
Cleaner and safer families, here and afar
❖ Witty, quick statement to place on packaging or use as sales pitch
➢ Creates intrigue to look more into product
❖ General statement of goal ➢ e.g. Toms - “Each pair of shoes
you purchase = a pair of shoes for a child in need”
❖ Use positive, persuasive language that will touch upon the customer’s heart-strings
❖ Call upon the customer to make a difference
Buy one soap, share another
Help clean the hands that made your soap
When every purchase of a bar makes a difference
Place your suds footprint on the world
One bar for your home = One bar for a home in
need
The USP is a quick statement to highlight Huipil’s unique mission and
strategy
Pricing and Positioning Strategy ➢ Unique feature of Huipil is that our soap funds soap for
Guatemalans who are in dire need of sanitation resources○ Make customers realize that buying Huipil soap will
allow children not to live with routine parasitic infections
➢ Luxury, quality soap as well as decorative, colorful packaging will allow us to sell at a higher price point, enabling greater social impact and subsidization of cheaper soap for Guatemalans
➢ Website/ packaging should emphasize social impact that buying this product will have
○ In a study done in Pakistan in 2005 by Luby et al., found that those who used soap had a 53% decrease in their incidences of diarrhea. Several studies have been done that cite the use of soap after defecation to be the most effective method to prevent parasitic infection. More specifically, hand washing with soap has been found to be even more effective as a preventative agent for children less than five years of age.
➢ Explain meaning of the name Huipil ➢ Traditional garment worn by Guatemalan women and
pronounced “we appeal.” Unique pattern expresses identity and beauty of this region. We use it as an emblem of the core of our mission: “we appeal” to promote hygiene, health, and dignity in Guatemala
Pricing and Positioning Strategy ➢ The pricing of artisanal, luxury soaps are very wide-
ranging and hard to find a pattern or average○ Allafia top, Sarva bottom-left, Caswell-Massey
bottom-middle, Harrod’s bottom-right ➢ Price to produce luxury Huipil soap is $2.04/bar, price to
produce cheaper soap for Guatemalans is $.80/bar○ Shipping cost is our biggest unknown preventing
us from being able to lock down a targeted price point
○ Cheapest, most effective way to reach our target market may be to use our own website, as well as sites like Enrou
○ Market product by getting word out through social media, as our target demos are likely to be active
➢ May want to err on the high side for our initial price point as there is clearly a large market for luxury soap
○ Our combination of value offer1. luxury, quality soap 2. Eye-popping packaging made by Guatemalan
women 3. Our unique social impact, in which washing
with our soap will allow Guatemalans to have access to basic hygiene allowing them to live healthier, happier lives than they currently enjoy will make our product extremely appealing
Distribution Plan- Goals➢ Sell soap at a 10-20% premium over
popular soap brands➢ Primary sales through website
➢ Purchase Outlets:○ Online Sales Through Website○ Online Marketplace for Ethical & Influential
Products○ Partnerships w/ brick & mortar stores
➢ Locations:○ Whole Foods Market, Inc.○ Toms Marketplace--(similar ones as well)
Distribution Plan
Criteria Data
Profit Margin 25% per bar (average)
Number of Soaps back to Village 1 bar for village for every 1.6 bars sold
Warehouse Location Southwest US (California or Texas)
Shop locations Urban cities along west coast, Texas, New York, Florida, Illinois, Michigan
Source: Mintel, SimplyMaps
Promotions Strategy - Get the Word Out ➢ “What would you fight for?” video on Huipil ➢ Broadcast via on-campus radio station WVFI ➢ Articles (Observer, Mendoza Magazine)➢ Notre Dame Day 2016
○ Participate in the video broadcast featuring students’ stories; share about Huipil○ Get word out to receive votes (/ funds)
➢ Set up a table in LaFun about project; give out little business cards or pens/ erasers➢ Try to get a place on the TV’s in Mendoza (similar to phone cases)➢ Social Media: Twitter, Facebook, Snapchat, LinkedIn, YouTube, Tumblr, Instagram ➢ Bookstore Basketball
○ Promote use of hand soap among participants for healthy playing habits and market Huipil ➢ Little cards in the dining halls and Lafun ➢ Have Morris Inn support the project/ buy some inventory of soap to use in hotel rooms➢ Work with Eck Visitors Center
○ Organize a presentation and contact/ connect with alumni ○ Participate in the 2016 Leadership Conference in April
Possible Partnerships ➢ Notre Dame Bookstore
○ Bookstore Basketball-promote use of hand soap among participants for healthy playing habits and market Huipil
○ Approach about selling inventory through bookstore➢ Enrou
○ Secure a place on their online marketplace with other socially responsible brands
➢ Catholic media agencies○ On platform of social justice and Catholic Social Teaching for
poverty & solidarity➢ Morris Inn
○ Ask hotel to support cause by purchasing product for use in rooms
➢ Eck Visitors Center○ Gateway to connection with Alumni, participate in
Leadership Conference in April 2016
Offers Comparable Companies’ Offers
➢ Hand in Hand Sustainable Suds○ Offers seasonal deals (holiday gift sets)○ Various twitter updates regarding daily offers
■ Ex. Online sales give free shipping on orders over $20 ● Standard 2 bar packs priced at $15; entices second
purchase
➢ Poppy Soap Company○ 15% off first order with newsletter sign up
■ entices second purchase (reminder) ○ Free shipping on orders over $75
Ideas for Huipil➢ Utilize newsletter deal to give incentive to sign up and keep informed➢ Offer coupons and deals through twitter, instagram, etc.➢ Have various Notre Dame Campus stores offers deals
○ Barber Shop and Hair Stylists could give out samples with discount on online purchase
➢ Entice people to spread word of Huipil○ e.g. 5 facebook referrals could equal 20% off next purchase
Marketing Materials
One One SoapCountless
Futures
Plan to present a unified message in all printed material and layout criteria you or
others can follow when creating material in the future
Social Media Presence
❖ Live Tweets to Stay Connected to the work in Guatemala
❖ Hear about your purchases’ impact on real lives
❖ Spotlight on individual worker/villager (similar to “Humans of New York”)
❖ Create digital photo albums for people to view of pictures of village, factories, assembly
Place a FB page here!Key factor to low cost early stage marketing - Share
the good
Online Marketing Strategy ➢ At an early stage paying for online advertising is not practical ➢ Consider Application for a Google Ad Grant
○ Gives nonprofits $10,000 a month of in-kind advertising for Google AdWords to promote their cause
○ Currently work with over 20,000 nonprofits○ Need to have a live website
For Science Buddies (just one charity!):
Online Marketing Strategy
BUZZ WORD
S
Guatemala
Social Responsibility
SoapNatural
HealthCOMMUNITY
GLOBAL CITIZEN
FIGHTING IRISH: FIGHTING FOR CHANGE
BOTTOM OF THE PYRAMID
SociAL VALUE CREATION
GIVE BACK
SYNERGY
What words frame Huipil?
Conversion Strategy
➢ Utilize pictures and videos to convey the need of the Palajunoj Valley
○ Documentary highlighting the lives of the people there and the impact Huipil has for them
➢ Use quotes from the locals whenever possible (i.e. website, thank you letters, etc.) to highlight their gratitude
➢ Use social proof (recording and showing customer testimonies) to generate paying customers
○ Get feedback from customers in an email → testimonials on website
○ Social media campaigns■ Utilization of hashtags to create a group of photos
shared by a community of like-minded individuals to Alexis
Prospective Customer → Paying Customer
Conversion Strategy: Elevator Pitch
Huipil is a non-profit company that addresses the health problems associated with a lack of access to soap in the Palajunoj Valley of Guatemala. Parasitic infection is a constant source of debilitation in the valley. Providing access to basic hand soap
greatly reduces the infection rate. Huipil produces an artisanal soap made in Guatemala and packaged by local women to be sold in the United States. With all profits from these U.S sales, the company produces a more cost effective soap to be sold locally at an affordable price. By purchasing from Huipil you take home a
uniquely crafted and colorfully designed bar of soap that not only cleans your hands but those of your neighbors, while helping to provide employment for local
women and combat the spread of disease in the Palajunoj Valley.
❖ Develop a speech that encompasses the value of Huipil in a mere 20 to 30 seconds❖ Exercise to lock down your vision for value proposition and the message you want to send customers❖ At its root, what does Huipil offer that makes someone want to buy the product
Customer Referral Strategy
92% of consumers believe recommendations from friends and family over all form of advertising - Nielsen
❖ Ask social media followers to share your posts
❖ Give a discount referral code for repeat purchasers to offer to friends and family
❖ Integrate a function that allows customers to share purchases through social media from your website
❖ Ask customers for product feedback and integrate positive quotes into marketing strategy
❖ Collaborate with similar socially minded ventures to share customer mailing lists and strategies
Word of Mouth Marketing is one of the most valuable assets an early start up can leverage
Customer Retention Strategy How can Huipil maximize its Customer Lifetime Value?
❖ Quantify on packaging - “The proceeds from this purchase will provide a Guatemalan family with enough soap to help keep them parasite free for up to a month”
❖ Customer accounts - If customers have a login to the Huipil website to make purchases you could offer them a picture of the impact their purchases have made as a whole
Reinforce Value YOUR IMPACT
Bars of Soap Provided………. 45Families Affected………………..6Estimated Infections Prevented…………………...…....3
Customer Engagement
❖ Customer accounts - Creating a system to engage customers and streamline their purchases through website logins
❖ Monthly Newsletter- Inform customers of the work the company is doing in Guatemala as well as offering purchasing incentives
Final Thoughts
❖ Skeleton of a Marketing Plan
❖ Some Perspective on Market
❖ Wide Spectrum of Ideas
Huipil Progresses and is Ready to Launch
Product
❖ Slide Deck as Template/Reference to Build Fully Developed Marketing Plan
❖ Ideas to Build Off
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