PRESENTED BY DIEGO RUIZ, JEFFERY BOTWINICK, KARINA RAMOS,YANMI WANG

Agenda

Product Introduction

Situation & Trend

Marketing Segmentation

Target Market

Market Needs

Market Objectives

The value Proposition

Product Position

Competition

Distribution Strategy

Price Strategy

Markteting Communications

Finacial Analysis

Conclusion

Situation & Trend

Marketing Segmentation

Geographic

Demographics & Behavioral Factors

Target Market Market Needs

Outdoor enthusiasts

Campers

Hikers

Picnics

Sanitation

Staying secured to a table

Durability

Convenience

Protection from the

environment

Target Market

Short-term Long-term

Create brand awareness

and product differentiation.

R.E.I. exclusivity

Develop customer

relationships.

Have a 35% local market

share

Become one of the top

brands

Expand Smart Cover

distribution.

Marketing Objectives

The Value Proposition

High-quality

Improving the

level of

convenience  

Portability

Reasonable price

Product Position

0.5 1 1.5 2 2.5 3 3.5 4 $-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

Tote bag

Food umbrella

Picnic table cover

Smart Cover

Quality

Price

Competition

Standard table covers

Table Weights

Insulated tote bag

Distribution Strategy

Warehousing/Office

In store placement

Vertical marketing system

Contractual VMS

Pricing Strategy

Acquisition cost

Selling Price

Suggested Retail Price

$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00

$23.85

$46.00

$59.99

Marketing Communications

Promotion

Off-season

Coupons

Family-Friend

Event

Social Networks

Magazines

Financial

Conclusion

Innovative new product

Strategy projects year one profits

Product allows for growth

Learning objectives

Reference

Kolter, P. & Armstrong, G. (2014)  Principles of Marketing. Upper Saddle NJ:Pearson

Maps of world (2013). Retrieved from http://www.mapsofworld.com/usa/national-parks/maps/major-national-park-usa.jpg

Q&A Retrieved from http://www.digit-8.com/wp-content/images/question-comments-concerns-blog.jpg