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Tervis Tumbler

Marketing Plan

By: Elizabeth Lampell, Kayla Worden Mendoza, Kaeley Holtke, Jamie Fontes, and Hank Powell

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Our Mission Statement:It is our mission at Tervis Tumbler to not only create a trendy tumbler you can be proud of and call your own, but to help our nation by being 100% made in America and by reducing our plastic consumption by having a reusable cup that has a lifetime guarantee.

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Competitive ReviewDirect competitors- Boston

Warehouse, Aladdin, Hortense B. Hewitt, Drive Medical, and Ello

Indirect competitors- Starbucks, Aquafina and other bottled beverage companies.

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SWOT AnalysisStrengths-

◦ Trendy◦ Environmentally friendly◦ We offer lifetime guarantee◦ Made in America

A weakness we have at Tervis Tumbler is that despite being around sixty years, we have yet to become a household name.

An opportunity of Tervis Tumbler is that there are not many competitors in this field and those that are involved do not offer all that we do.

Threats to Tervis Tumbler are the growing number of other similar beverage container manufacturers

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PEST Analysis Political- no political influences.Economic- possible increase in raw

material prices because of rise in oil prices.

Social- the growing popularity of environmentally friendly products is a great asset.

Technological- development of new plastics may change the design and price of tumblers in the future.

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S.M.A.R.T. Marketing GoalOur goal is to sell 10,000 units in

Ventura County by the end of 2014

The population of Ventura County being almost 900,000 people, we believe this to be a SMART goal

Only 1 in 90 people would need to purchase to meet our goal

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PRODUCT STRATEGY

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Product Life CycleCurrent Stage- Tervis Tumblers

has already undergone the first product life cycle stage, the introduction stage, meaning that the market is an existing market. The second stage is the growth stage; this is where our product begins to become more popular with our consumers.

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Three LayersCore Product- The benefit of

having a reusable, insulated beverage container

Actual Product- A tumbler which is customizable, insulated, reusable, and slip proof

Augmented Product- All our products include a lifetime guarantee, are made in America, and are environmentally friendly

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PackagingPrimary- Tumblers will sit on the

shelves bare. However they will include stickers bearing the company name and benefits of the product

Secondary- ◦B2B- 3x4 white containers of tumblers with

cardboard separators to prevent damage◦B2C- A sleek, white box containing one

tumbler and bearing a full color logo Tertiary- Will be shipped on wooden

pallets and plastic wrapped.

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Brand Frank CotTER and G. Howlett

DaVIS- Brand name comes from last three letters of the inventors surnames.

Tervis wants to be known as an environmentally sensitive, charitable, and customer service oriented company that makes quality products

Tervis has been expanding over the past 60 years

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Distribution StrategyShort Channel

Customers can buy our tumblers directly from our website, removing the middle man.

Long ChannelWe will also be offering tumblers at select local retailers like Vons, Target, and Bed, Bath, and Beyond.

Selective Distribution

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PROMOTION STRATEGY

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Promotions StrategiesWord of MouthAdvertisingPersonal SellingPublic Relations

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Sales and Trade PromotionIn order to continue to profit from

our products our discounts cannot be more than 32% off and our coupons cannot be for more than $8 off.

Tervis Tumblers uses the Pull Strategy

Tervis tumblers attends about 6 trade shows and conventions a year, all in different states helping us spread awareness of our brand.

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WebsiteHttp://www.tervis.com/

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PRICING STRATEGIES

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Pricing Objective

Two Pricing Objectives◦Increase market share◦Maintain a decent profit

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Pricing EnvironmentOther than the prices of other

comparable products, the external environment will not play a significant role upon our pricing decisions

Product is low-involvement◦We hope to increase brand

awareness in order to capture impulse buyers

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Demand and CostDemand for reusable, long

lasting beverage containers are high due to growing environmental awareness.

Disposable water bottles will gradually fade in popularity.

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StrategiesWe will use strategies such as

Odd Pricing and Bundling

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FinancialsOur company has already been

established for over 60 years, meaning that we have a relatively well proven method of going beyond breaking even.

The production cost of each tumbler is $6, which includes both the current material cost as well as labor and building rental fees. When other expenses are factored in, the total is moved up to $8 per tumbler.

A profit of $2 to $5 dollars per tumbler depending on size and customization.

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RisksThere are very few risks

associated with this planTervis Tumbler is a well

established companyThere is no limitation to the

people Tervis Tumblers can attract