the spoon & co - imperial college marketing plan competition
TRANSCRIPT
Marketing Plan
Competition
2016
Barbara Nemethova • Pavel Chernyshev • Busra Karamanci • Katarina Stefansson • Maria Kristalinskaya • Siying Xiong
Chelsea 5
PRESENTS
This is planet Earth
this is the UK
AND WE HAVE A PROBLEM HERE…
And
“Cancer-causing” chemicals included in the plastic cutlery
increase the cancer risk for users
3.7 million tons of plastic waste in the UK annually
BAKEYS
Edible Decomposable Nutritious
Ingredients: Wheat , Millet, Rice, Sorghum and Water, No Preservation
SavoryTastes: Sweet Plain
USA
UK
China
Why the UK?
Ease of
Access
Entry
Regulation
Marketing
Ability &
Capacity
Product
Fit
Market Entry Strategy
Our vision is to reduce plastic
cutlery usage in the UK by
replacing plastic cutlery with the
edible option, firstly at university
premises, and in 10-20 years, at
major coffee shops
Primary Target Audience: Students
1 650 000
Students in the UK regularly
eat in university premises,
spending
15%
of their budget on food there
The majority
Open-minded
Fun and quirky
Eat 1-3 times per
week on campus
Eat with plastic often
Would use the cutlery 1-3
times a week
75% of students consume food with plastic cutlery on campus
Ideal distribution channel for reaching the primary audience
Secondary Target Audience: Universities
B2C Personas: Enthusiasts
✓ Keen on environmental product
✓ Would consider the product as snack or cutlery
✓ Enthusiastic to try something new
B2C Personas: Resistant Consumers
× Resistant to new technologies
× Would consider product as cutlery only
× Not keen on any environmentally issues
B2B Targets
Sustainability focused universities Universities with other priorities
Eco-friendly behavior
Educating students to recycle
Will easily replace plastic with
edible cutlery
With good People&Planet ranking
× Resistant to adopt eco-friendly
behavior
× Support other causes
× Monetary incentives would act as
convincing factor
× Fail People&Planet ranking
Value proposition
To universities
BENEFITS:
• Environmentally friendly reputation
• Increased profit by selling edible cutlery
COSTS:
• Behavioral switching cost from providing plastic or
wooden cutlery
To students
BENEFITS:
Fun and quirky way of eating, that may serve as a dietary
supplement or snack while saving the environment
COSTS:
• Changing habit from not paying for cutlery at coffee
shops to paying a bundled price
• Habit formation of eating your cutlery
Positioning Statements
B2C: To students who want to benefit the environment, the disposable edible
cutlery is on one hand nutritious and fun to consume, on the other hand
cheap, eco-friendly and disposable.
B2B: To university cafes that want to benefit the customers, the disposable
edible cutlery is on one hand cheap, easy to buy and increases
organizations profit, on the other hand, creates a sustainable, reliable and
caring image of your organization.
Competitors in the…UK
Steel Cutlery
Wooden Cutlery
Plastic Cutlery
Strategy canvas model
High Price
Low Price
Eco-friendlyNon-Eco-friendly
PLASTIC
STEEL
WOOD
Perceptual Map
P STRATEGY
Functional benefits
Emotional benefits
Product
Cutlery, nutritious, healthy
Contributing to greener world, novelty value,
community generation and humor appeal
Savory Sweet Plain SAME +
YEAR 1
New
Flavour
YEAR 2
Brand Name and Logo
Physical Evidence
Processes and people
START
PlacePlace
University Café University
Restaurant
University
Take Away
MEAL-DEAL OPTION BUY IT SEPARATELY
16 p 20 pContribution
Margin: 77%
Contribution
Margin: 83%
3 p
Price Based on EVC
Promotion & Communication Strategy
Primary Medium Secondary Medium
B2C
B2B
Sampling
Direct SellingOnline Marketing
(Website, email, PPC)
Social media hashtag, posters, loyalty
scheme, video, co-creation campaign
Beat the plastic, eat The Spoon!
VS
B2C - Consumer Journey
Word of Mouth
Shares, friend’s advice, etc.
Online Creating HabitRepeating consumption,
becoming brand ambassador
&
OfflineMenus, Meal Deals, Posters, Sampling
Free-Tasting Events
71,6% of students would prefer to get
free samples on university premises
YEAR 1 105 UK universities (15%) for £20K
YEAR 2 175 UK universities (25%) for £33K
REACH
Go social: Facebook or Instagram
Costs:
£4.07 per CPMInstagram
£3.93 per CPM
DAILY TA REACH:
80,000 in year 1
150,000 in year 2
Co-creating campaign
B2B - Consumer Journey
Online and Tele-
Marketing, PR
Testing and
IntegrationLong-term partnership based on testing period
results and Word of Mouth
Calling universities, emails, online and offline PR activities
WEB Requests Meeting and presentation
Direct selling to universities
10 sales-representatives in the 1st year
20 sales representatives in the 2nd year
BROCHURES
STICKERS
15% adoption
25% adoption
Budgeting & Funding
SOURCES
£214,200
£180,000INITIAL INVESTMENT
ROMI
Gross
Margin
YEAR 1 YEAR 2
0.9 1.2
12.93% 23.09%
Measurementand Control
Balanced Scorecards
Financial Perspective
Learning Growth
Perspective
Internal Perspective
Customer Perspective
% in revenue, expenses, degree of
resource optimisation
Employees understand the vision,
master skills and motivated to
deliver the ‘promise’
% of delivery failure, speed of
delivery, management system
Consumer behaviour, Customer
Lifetime, measure satisfaction
Sustainability and Ethics of the Marketing Mix
ECO-FRIENDLY
RAW MATERIALS
MONETARY
BENEFITS
SUSTAINABLE
UNIVERSITY
CAMPUSES
PRICE IS FREE
OF CHOICE:
BUNDLE OR
SEPARATE
RECYCABLE
PACKAGING
B2C
Sustainability and Ethics of the Communication
LOYALTY SCHEMEFREE SAMPLING AND
CO-CREATIONPOSTERS
B2B
ONLINE MARKETING
ORIENTATED
COMMUNITY
CREATIONECO-FRIENDLY
INSTITUTION TIPS
INCREASE
REPUTATION
Branding
Humorous slogan and brand name
Hygienic and environmentally friendly packaging
Entice
Saving the environmental and reducing plastic
pollution by eating cutlery, sharing the same valuesEnrich
Enable
So…
Profitable business
Sustainable and Ethical
Replaces the plastic in the UK
Habit formation
among students
Reputation and profit for institutions
THANK YOU