menglu zhang, szandra kanai, nikolett dely, ludivine lebreton, camille le meur, céline vitrouil
DESCRIPTION
Green Fish. Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL. Brand 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 - PowerPoint PPT PresentationTRANSCRIPT
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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 !