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B V YEThe BEVY Team
Nhu-Tam ThaiMonica CharrezRichard DunnHolt MitchellMikhil Jhaveri
Product
Keeps your beverage hot/cold for up to 12 hours
Quality material substantially more durable than average thermos/portable cups
Charitable contributions to The Breen America Organizations
Made of recyclable materials
Made of polycarbonate plastic
Competitive Positioning
Customer Importance
Price
One bottle for $16.99 sold by retailers
Two bottles sold for $29.99”””
Margins
One unit sold to retailers $10.99
Place
Universities
TargetCostco
Promotion
Push Strategy
“Let your drink choose the temperature”
“Let Bevy carry your beverage”
Overall Cost of Advertising = $4,807.50
Budget = Owner Contribution + Loans, grants, investments
$500,000 = $100,000 + $400,000
70 million water bottles a day are consumed
BPA bottles contain carcinogeic chemicals
1.5 million barrels of oil to make plastic water bottles
Natural Environment
Bevy
VSLeading Competitors
Affordabiliity
Design
Availability
Quality
Biodegradable
B E V YGenericBrand
SStrengths
New and Innovative Product
Optimistic and motivated sales team
Excellent and quality products
Recyclable materials
Locally manufactured and Distributed
OOpportunities
High quality, differentiated product
Competition weaknesses
Ability to change the life style of a consumer
WWeakness
Small Market
Lack of marketing recourses
Small reputation
Lack of funding
TThreats
Failing sales
Price war
Alternative products
SWOT Analysis
Marketing Objectives
Units expect to sell
Increase sales by 20%
Increase products sold to ages 45-65By 20%
Increase awareness of brand by 30%
Bevy expects to sell 5000 units their first year of operations
Each quarter Bevy hopes to increase sales by 20% with each promotion that is released
This age group will be the weakest, but have the most opportunity of growth.
Because this is the first year, Bevy will have low market awareness, and so with partnerships with their retailers, Bevy hopes to increase this factor.
Customer Satisfaction
It costs 5 times more to gain a new customer than to keep one. Bevy hopes that the first year of operations will result in 75% of satisfied customers.
Target Markets
Demographic
Psychographic
Behavior andUsage
Male and FemaleAges 18-35Business Professionals
Regular users of eco-friendly household products
Eco-friendly consumersHealth-conscious consumers
Bevy will be positioned as an affordable and innovative alternative to reusable beverage containers.
Positioning
Financials
Bevy the First Year
June
May
March/April
January/February July
August
September
December
November
October
Create: New product StrategyDevelopmentIdea GenerationScreening and EvaluationBusiness Analysis
DevelopmentTestingCommercialization
Launch product to Target and Costco in the DFW area with slogan of “Let your drink choose the temperature.”
“buy one get one 50% off” distributed for two weeks in Target coupon ads
Release new add of “Let Bevy hold your beverage.”
Demonstration at Costco to start for summer
Begin with local university endorsements in the area of the location
$2 off Bevy cups being purchased exclusively at universities
Charitable foundation for clean water supply in third world countries
“Let your drink choose theTemperature!”
Advertising
• Bevy Logo• Coupons• Partner ads
Let your drink choose the temperature
Bevy
on any ONE (1) Bevy product, 16 oz.
$2 OFF
Let Bevy carry yourBeverage
carry your beverageLet Bevy
References1. Time for a bottle: consumer thirst for reusable water bottles has created an explosion in the category.The
Free Library. (2014). Retrieved Nov 20 2014 from http://www.thefreelibrary.com/Time+for+a+bottle%3a+consumer+thirst+for+reusable+water+bottles+has...-a0202072485
2. The current state of the U.S economy. AEI. (2013).Retrieved Dec 28 2013 from http://www.aei.org/publication/the-current-state-of-the-us-economy-explained-in-one-chart/
3. Schrager, A. (2014, August 12). Even the Upper Middle Class Struggles to Save Money. Retrieved November 20, 2014, from http://www.businessweek.com/articles/2014-08-12/only-45-percent-of-upper-middle-class-households-are-saving-money
4. Harris Poll on Green Living. The Nature Conservancy. (n.d.). Retrieved November 20, 2014, from http://www.nature.org/greenliving/gogreen/everydayenvironmentalist/harris-poll-on-green-living.xml
5. Social Media Usage Up 800% For U.S. Online Adults In Just 8 Years. Forbes. Retreived Nov20 2014 from http://www.forbes.com/sites/steveolenski/2013/09/06/social-media-usage-up-800-for-us-online-adults-in-just-8-years/
6. FTC Issues Revised "Green Guides" (n.d.). Retrieved November 21, 2014, from http://www.ftc.gov/news-events/press-releases/2012/10/ftc-issues-revised-green-guides
7. Boesler, M. (2013, July 12). Bottled Water Costs 2000 Times As Much As Tap Water. Retrieved November 10, 2014, from http://www.businessinsider.com/bottled-water-costs-2000x-more-than-tap-2013-7
8. Elsbury, H. (2012, May 16). Think Reusable Bottles, Forget Plastic Bottled Water. Retrieved November 21, 2014, from http://www.banthebottle.net/articles/think-reusable-bottles-forget-plastic-bottled-water
9. 18/8 Cold Rolled 304 Stainless Steel Sheet - Buy 18/8 304 Stainless Steel Sheet,18/8 Cold Rolled Stainless Steel Sheet 304,Cold Rolled Stainless Steel Sheet 304 Price Product on Alibaba.com. (n.d.). Retrieved November 21, 2014, from http://www.alibaba.com/product-detail/18-8-cold-rolled-304-stainless_60100143191.htm
10. 209 S. Tyler St, Dallas, TX 75208. (n.d.). Retrieved November 21, 2014, from http://www.loopnet.com/Listing/18903246/209-S-Tyler-St-Dallas-TX/
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