people towels presentation

Emily Holldorf Sophie Nelson Joe Paul Albert Polanco

Overview

•  Industry Overview •  Situational Analysis

•  SWOT Analysis •  Millennial-specific Secondary

Research •  Behavior change Secondary

Research

•  Primary Research •  Methodology •  Limitations

•  Recommendations •  Conclusion

Industry Overview

Composite Industry

People Towels

Personal Care - Cotton

Paper Products Small Appliances

Personal Hygiene

Industry Success Factors

Success Factors

Maintain Contact

Establish Brand

Adapt to Market

Situational Analysis

SWOT Analysis

Strengths -Creative Business

Models -No Direct Competition

Weaknesses -Market Penetration

-Supplier Power

Opportunities -Consumer Trends

-Consumer Behaviors

Threats -Indirect Competition -Product Adoption

People Towels

Sustainability Among Millennials http://w

ww.theearthconnection.org/

•  Stakeholder Orientation

•  Primary vs. Secondary Benefits

•  Greenwashing Skepticism

Millennial Segmentation

Marketing and Selling to Millennials

•  W.O.M.

•  eW.O.M.

•  Social Media

•  Cause Marketing

Millennial Engagement Online

0%

10%

20%

30%

40%

50%

60%

70%

Millennials

non-Millennials

Engaged in Rating Products

Favor Brands with Social Media

Explore Brands on Social Media

Use a Smartphone

Generating Impulse Buys

Impulse Buys

Placement

Stopping Power

Entertainment

•  81% •  In-Store

•  18% •  Planned

•  83% •  Impulse

Selecting a Location

Walmart

Target

Amazon

JCPenney

Macy’s

Mill

enni

al

Favo

rite

Ret

aile

rs"

Behavioral Change

¨  Storytelling and Problem Awareness

¨  Primary vs. Secondary Benefits

¨  Segmenting on Barriers and Drivers for Change

Behavioral Change-Unilever

Make it Understood

Make it Easy

Make it Desirable

Make it Rewarding

Make it a Habit

Primary Research

Methodology

•  2 Focus Groups •  6 Participants Each •  30 Minutes in Length

•  UW-L Students •  Ages 19-23 •  Clean and Green/Hip-ennial

Orientation

Limitations

¨  Moderator Acceptance Bias ¨  Consistency Bias

¤ Dominant Respondent Bias

¨  Social Acceptance Bias ¨  Other Biases

¤ Mood Bias ¤ Overstatement Bias ¤ Reference Bias

Recommendations

Product – Make it Desirable

Statement Marketing

Price – Make it Rewarding

•  Price Increase

•  Cause Marketing •  1% for the Planet •  Millennial Skepticism

Place – Make it Easy

•  Ease of Purchase

•  Sustainability Values

•  Product Awareness

•  Hypermarket Distribution •  Target

Positioning – Make it a Habit

•  Position as a “Lifestyle” towel

•  Leading Effects of Branding

•  Customer Participation

Promotion – Make it Understood

•  Emphasizing Alternative Uses

•  “How do you…?” Campaign

Promotion

Overall Recommendations

Product •  Add a Small

Carabiner to the Towel •  Offer More/Different

Colors

Price •  Increase Price

•  Donate a % of Profit to Charity/Emphasize

Donations

Place/Positioning •  Distribute to a Hypermarket Chain •  Position as a “Lifestyle” Towel

Promotion •  Emphasize Various

Alternative Uses •  “How do You..?”

Campaign

Thank You

Emily Holldorf •  holldorf.emil@uwlax.edu

Sophie Nelson •  nelson.soph@uwlax.edu

Joe Paul •  paul.jose@uwlax.edu

Albert Polanco •  polanco.albe@uwlax.edu