elergy the energy cereal l.
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Presentation Transcript
slide2

Part One: Product and Branding

  • Exciting and colorful layout
slide4

Part One: Product and Branding

  • Helping the world, one box at a time
slide5

Part One: Product and Branding

- “Made in America”

  • Shows customer it is a quality product produced in their own country
  • Familiarity
  • Helping the economy
slide6

Part One: Product and Branding

- Rhyming Slogan

“One bowl of Elergy equals 8a to 5p”

  • Helps customers remember the product
slide7

Part One: Product and Branding

Packaging Costs

  • - Packaging is consistent with a plastic back and a cardboard box
    • - Total costs for the supplies to package equal out to be about one dollar ($1)
    • - The actual Energy Cereal contains six servings per box, and each serving costs about 25 cents
slide8

Part One: Product and Branding

Packaging Costs

  • Overall, each box of Energy cereal costs us the producer, nearly $2.50, leaving us with an unestablished price point.
  • The price point is the price of (product) sold on the retail market, in relation to a range of competitive prices.
  • In comparison to the competitive rival (Wheaties Fuel) we have decided to price our Energy Cereal at a price point of ($4.50)
slide9

Part One: Product and Branding

Distribution Strategy

  • Breakfast cereals are a product that is not specifically searched for
    • One stop shop to the retailer or wholesaler is the most common means of buying cereal.
    • This leads to the type of distribution channel that best fits; intensive distribution: selling a product through all responsible and suitable wholesalers and retailers who will stock and sell the product
slide10

Part One: Product and Branding

Distribution Strategy

  • As an upcoming new product, we are starting with local distribution and marketing to create a demand
    • Initially we will flood the retailers and wholesalers with our product and compare to our rivals with nutrition facts
    • Lastly, the movement from A to B is resolved through vehicle transportation
      • Starting with vans/trucks shipping around the state, ideally to large wholesalers who in return are the intermediaries for the retailers
slide11

Part Two: Market Analysis

Identifying The Target Market

  • Teens
      • Teens who already drink energy drinks
  • Young Adults
      • College Students
  • Adults who eat breakfast
      • Possibly just morning coffee drinkers
slide12

Part Two: Market Analysis

Examining Market Potential

  • The “energy” trend is a large market
  • There is an unknown aspect of projecting sales, as there really is no product similar enough to Elergy to make an analysis based off past sales behaviors
    • This is an advantage and disadvantage
slide13

Part Two: Market Analysis

Examining Market Potential

  • Other than Wheaties Fuel, there are no competitors to energy cereals
slide14

Part Two: Market Analysis

Competitive Analysis

slide15

Part Three: Marketing Strategy

Promotional Strategy

  • Include a coupon in the box for a limited time that gives the customer half-off their next purchase of Elergy
  • Cereal box “point” system
    • 1 point per box, points can be exchanged for gear, including t-shirts, bandanas, etc. with the Elergy logo on them
slide16

Part Three: Marketing Strategy

Promotional Strategy

  • “Made in America”
    • People may be more inclined to purchase a domestic product
  • $.01 of every dollar profited goes to help wild life perseverations
    • Gives parents and environmentalists a reason to purchase the cereal, as well as helping a known cause
slide17

Part Three: Marketing Strategy

Promotional Strategy

  • Establish an image
  • Advertisements detailing the reasons why Elergy is thebreakfast cereal to eat
    • Healthier than a cup of coffee or an energy drink, but still provides that “boost”
    • Daily vitamins and minerals, good source of fiber
slide18

Part Three: Marketing Strategy

Media

  • Create a website that
    • Displays our mission statement “We promise to give you the best cereal for your dollar, while helping to support good health habits and wild life.”
    • Provides a forum for customers to comment or complain about the product
    • Has a place for stores to inquire about stocking our product
slide19

Part Three: Marketing Strategy

Media

  • Create Facebook, Twitter, Myspace, and YouTube profiles
    • Through these offer promotions and coupons
    • Create a “shocking” and “informative” video detailing the unique characteristics and positive effects of Elergy
      • “Elergy gives me the energy to…”
      • Create online competitions with cash/product prizes for user submitted videos on Elergy
slide20

Part Three: Marketing Strategy

Push/Pull

  • Push
    • Talk to all grocery stores in Lane County, offering free product to stock on their shelves and test sales with
    • Offer to set up a free sample stand to gain customer attention
slide21

Part Three: Marketing Strategy

Push/Pull

  • Pull
    • Try to gain sponsorship of a well known energy drink company
    • Television Advertisements
    • Radio Advertisements
      • Detailing product’s superior ingredients
slide22

Part Three: Marketing Strategy

Retail Development Strategy

  • Use surveys to gain insight into the opinions of our target market
    • Example: Do they like the idea of a variety of flavors being offered?
  • Use new coupons in the box every quarter to attract customers back to your product
  • Use television ads on sports channels
slide23

Part Three: Marketing Strategy

Retail Development Strategy

  • Sponsor local and extreme sporting events
    • Create T-shirts, jerseys, tank tops, posters, hats etc. with our logo on them to give away at events
  • Donate cereal to a reality television show such as Rob’s Fantasy Factory, or Tosh.0 in hopes that they will use it in an episode
slide24

Part Three: Marketing Strategy

Retail Development Strategy

  • Contact Dairy Mart and offer them lower costs on product in exchange for them serving our cereal in the mornings next to their biscuits and gravy
  • Contact Monster, or Red Bull, or other well known energy supplement providers to provide a dual promotion deal
    • We’ll promote you if you promote us
slide25

Part Three: Marketing Strategy

SWOT Analysis of General Mills

Strength – Steady Revenue Growth

Strength – Multiple Brands with Strong Potential

Strength – Strong Growth Prospects

Strength – Efficient Use of Resources

Weakness – Rising Debt Burden

Weakness – Limited Geographical Presence

Weakness – Narrow Customer Base

Weakness – Limited Liquidity Position

Weakness – Declining Market Share in Sector

Opportunity – Ongoing Joint Ventures

Opportunity – Growing Market for Cereals

Opportunity – Growing Organic Foods Market

Threat – Highly Competitive Market

Threat – Rise in Input Costs

Threat – Shift in Eating Preference of Consumers

slide26

Elergy

The Energy Cereal