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/OfficeIn store placement

Vertical marketing systemContractual 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 CommunicationsPromotion

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