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Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

Green Fish. Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL. Brand name & slogan. Green fish Éco -friendly, Greenpeace Fish lives in hot & cold water Mascot, symbol Share your drink, save your planet ! Divided in 2 parts

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Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

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  1. Green Fish Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

  2. Brand name & slogan • Green fish • Éco-friendly, Greenpeace • Fish lives in hot & cold water • Mascot, symbol • Share your drink, save your planet ! • Divided in 2 parts • Share with yours friends • Recycled materials and reusable

  3. Values : the 4 F’s • Friendly (éco) • Funny • Fresh • Fashionable

  4. 4P : Product Tumbler = travel mug • Practical • 2 parts (double walled in the middle) • Coffee hot / Iced tea cold • Filter in the cap : avoid microbes • Environmentally friendly • recycled materials • Personalization • Colors • Customization

  5. Price • Penetration price • Price sensitivity • Competitors • 15 – 25€

  6. Place • Internet • website with a boutique online • Partnership • ESC Rennes & Autobar • La Brioche Dorée • Décathlon

  7. Promotion Push communication Social networking sites Website Sponsorship : cyclism Partnership

  8. Target • Short term Students (18-25 years old) • Gender • Interest (sports, geeks, ecology) • Price sensitivity • Middle & long term  Workers • Gender • Position (manager, salesmen, sportsmen…)

  9. PE…. • Political influences • Environmental issues • Relationships between the French government and eco-friendly cie. • Health issues • State & local government controls • Economic issues • Constant demand for food & beverage products • Customer’s purchasing power depending on changes of incomes • Taxations • Sensibility to a middle/long-term vision for daily used products

  10. PEST.. • Social influences • Education • Gender issues • Trend • Lifestyle • Time • Changes in preferences “natural” psychological evolutions • Technological influences • Progress in manufacturing could improve efficiency • Agricultural & organic development • Chemical advancement : keep constant temperature, increase lightness

  11. PESTEL • Ecological influences • Advances in fair trade equity • Agricultural & organic development • Increase of sensibility to environmental & social issues in student’s mind • Legal influences • Patent • Legal dimension of targeting students market : low power purchasing, impulsive buying, high level of suggestibility • Wooly differentiation for students of public highway/private road • Authorization to drink on the public road depending on the type of drink

  12. SWOT Analysis

  13. Porter’s 5 • Buyer Power • Lower at the beginning • Uncertainty avoidance HIGH • Make them loyal • Threat of substitutes • Hot : Microwave / Kettle / Gasstove • Cold: Fridge / Cooler-bags • LOW • Rivarly • Biggest competitor: Starbucks • Thermos, Raya, Funtainer • Create value + Promotion

  14. Porter’s 5 • Threat of new entrants • Start-up: low price strategy • Hard competition • Economies of scale • Supplier Power • Raw materials • Designer companies • Cooperation with beverage companies

  15. Directly competitors • Zojirushi • Tiger • Thermos

  16. Direct competitors • Their Feature: • famous • good insulation effect • great reputation • Inspiration: • improve our quality • expanding awareness

  17. Indirect competitors • Small Glass Story • Feature : original bottles • Inspirations: providepersonalization service • Stio • Feature : Brand of novelty, simple, beautiful design • Inspirations: improveappearance

  18. Indirect competitors • Starbucks • Feature: a cross-productcooperation • Inspirations : cooperatewithothers share customer resources

  19. Work Breakdown Structure C F L FINISH START G B D I J K N A M E H

  20. Empathy map

  21. Our Product http://www.youtube.com/watch?v=KRFofwu-0o4

  22. Think & Feel Multitasked (school, sports, friends …) Overwhelmed Aware of the environmental issues & more concerned

  23. See Television Internet Social Networking sites

  24. Say & Do High education Take public transport Eat Fast Food

  25. Hear Radio, news on TV Family and friend’s opinion Trendy and fashionable things

  26. Thanks for your attention !

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