people towels presentation
TRANSCRIPT
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 • [email protected]
Sophie Nelson • [email protected]
Joe Paul • [email protected]
Albert Polanco • [email protected]