2. Central Issue
Everest Ecig
Distributor of disposable electronic cigarettes
Launch brand in New Jersey area
Business Decisions
Marketing Research
Branding/advertising strategy
Online promotions
3. Everest‟s Mission Statement
The mission: To make a positive difference in people‟s lives
through the use of high-quality products and our own
American made E-liquid.
The purpose: Provide the highest quality smoking alternative
to the mass public.
The business: To become not only the first but leading
provider of E-cig‟s to the general public with American made
E-liquid
The values: Allow consumers to maintain a higher quality of
life as well as save money over traditional smoking methods
4. Environmental Analysis: SWOT
Brick and mortar retailing
Disposable e-cigs with American made liquid
Disposable
Healthier alternative to cigarettes
Multiple flavors
No social media
No Website
No brand image
No rechargeable e-cigs
Growing e-cig market
People being more health conscience
Local night life
Corner stores
Changing government regulations
Many competitors like
Blucig, PremiumCigs, Squaresmoke, and
Xcig
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
7. Target Audience: Demographics
Generally males (can be female) aged 19-54
White (77%) and African American (14.9%)
Target audience are most likely temporarily
unemployed, disabled, or a student making less
then 25K
10. Target Audience:
Psychographics
Smokers consider themselves
headstrong, funny, outspoken, brave, and adventurous
They have active lifestyles and crave excitement and this
target often believes that other people copy what they do
Heavy uses of videogames and internet
They are more likely to buy on impulse and are frequent
purchasers of lottery tickets.
12. Place/Location: New Jersey &
Pennsylvania
New Jersey
represents 3.69% of
the total cigarette
smokers with about
1,350,000.
Pennsylvania
represents 4.65% of
the total cigarette
smokers which is
about 1,702,000
people.
New Jerseyians and
Pennsylvanian‟s are
22% more likely to
smoke cigarettes
then the average
American.
Convenience
stores/Gas
stations
• Highest
use
Local corner
stores
• High
use, needs
more
research
Supermarkets • Medium
use
Bars/clubs
• Needs
more local
research
13. New Jersey State Law
Under the NJSFAA (New Jersey Smoke-Free
Air Act) since E-cigs produce smoke the use of
them are not permissible for use in public
places and workplaces. (Effective March
13, 2010)
Sale of E-Cigs to people aged 18 or younger is
prohibited.
Most health organizations, researchers, and
politicians believe more research is needed
to understand the actual dangers of E-Cigs.
14. Prospective Locationas
Percentage Of Where People Buy
Cigs
7-Eleven
BP Connect
CITGO
Quickmart
On the Run
Speedway
Super
America
SAVE-A-LOT
This is likely
due to local
corner
stores. We
need to do
more
research!!
*Underweighted due to the scope of population
16. National & New Jersey: Market
Research
0
50
100
150
200
250
Total Cig market
Index
NJ Index
**Average index=100
17. Other Important Research
Cigarette
users are
47% more
likely to go
to
bars, nights
clubs and
places with
a dancing
atmosphere
More
research
needs to be
conducted
on local
bars, and
night clubs
More
research
needs to be
conducted
on local
corner
stores
19. 4 P‟s: Product: Everest Electronic
Cigarette
Flavors:
Fresh Start Coffee
Viva Vanilla
Peach Parfait
Strawberry Shortcake
M‟Azing Menthol
Traditional Tobacco
Apple Pie
Upcoming Flavors:
Red Velvet Cake
Fresh Mint Brownies
Frozen Banana Yogurt
Shoofly Pie
Hemp (Marijuana)
Smores
Whisky/Alcohol
20. Product: Packaging
Package reflects Everest Ecig image and brand
colors (Green, Blue and White)
Will create a functional package design that will
allow customers to use the package as a case to
hold the E-Cigs.
Package will be both simple and cool
Create individual package designs for each flavor
(ex: strawberry shortcake flavor will have a red
stripe on the package)
21. Additional Product Research
E-Cigs can improve working memory
according to Lynne Dawkins, Professor of
Psychology in the University of East
London, UK.
E-Cigs are changing the line drawn
between good and bad forms of nicotine.
(Kirsten Bell Department of Anthropology
at the University of British
Columbia, Vancouver, BC Canada).
23. Creative Brief
Who is our target?
I am generally a white or black male aged 19-55. I am typically not
working at the moment but I am active in looking for a job. I am a
experiencer and am motivated by self-expression and excitement. I am
an impulsive consumer and like having “cool” stuff. I am also an
innovator and continue to seek challenges, with confidence, because of
my high self-esteem.
Where are we positioned in the mind of the target?
I have never heard of Everest E-Cig but I am aware of electronic
cigarettes. I am loyal to my favorite cigarette brand but I have no
attachment to any specific E-Cig brand.
How does our competition fare in the mind of the target?
Our competition has a head start in brand awareness. Companies like
TOTAL, NJOY, or Blucigs have been on the market and have already
have market penetration.
24. Creative Brief Cont…
What is the ideal positioning we seek with the
target?
Everest is the brand I want when I buy an E-Cig.
Being a better alternative to regular tobacco
cigarettes, this American made product is full of
different flavors and exactly what I need to quench my
nicotine cravings.
What is our consumer promise, the „big idea‟?
Everest E-Cigs are a healthier alternative to tobacco
cigarettes with no carcinogens, no chemical
agents, no tar, no benzene, and no carbon monoxide.
25. Creative Brief Cont…
What is our supporting evidence for the „big
idea‟?
I have continually looked for ways to make my
smoking habit healthier. I like to try new things
and I have a very active lifestyle.
What is the tone of the advertisements?
The advertisements are focused on the benefits
of E-cigs and inspiring people to join
thousands of others who have already made the
healthier switch to E-Cigs. The tone is cool and
stimulates real experiences/lives.
29. Campaign 1: Join the Climb!
Targets
adventure
seekers and
people with
active
lifestyles.
Entices them
to join a
network of
like minded
individuals
who share
the passion
for
excitement.
Campaign
Slogan: Join
the climb!
30. Campaign 2: Because You
Care
More likely
targets older
generations aged
30-55
Appeals to
parents with
young kids &
people trying to
have a healthier
lifestyle
Promotes the
benefits of no
carcinogens, che
mical agents, and
other dangerous
chemicals
These people
have likely been
smoking for
years and are
looking for ways
to quit.
Ads will
always
promote
the
American
made e-
liquid
35. Next Step!
Implement marketing and advertising strategy
Evaluate advertising awareness and general
public perceptions
Change strategy to meet the new information
from the evaluation
37. Works Cited
Simmons OneView
Global Advisors Smokefree Policy (GASP)
FDA
ABISC databases
Scientific databases
John Hopkins Bloomberg school of Public
Health
Various articles from newspapers and
magazines
Personal Observations/Surveys
Editor's Notes
Bryan
Shauna
Shauna
Shauna
Shauna
Shauna
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Bryan
Shauna
Shauna
Jessica
Jessica1st one can be useful for ads focusing on quenching nicotine craving to get study/work done2nd can be used for shaping public opinion back to a more positive perception on nicotine related prdoucts.
Jessica
Jessica
Jessica
Jessica
Jessica
Jessica
Jessica
Jessica
Jessica
Jessica
1st Jessica to explain marketing advantages of an online presence. 2ndShauna to fully explain and navigate website and Facebook.We should tie this to the SWOT analysis of being a weakness of the company and how our competitors have their own sites as well.
Bryan
Bryan
Bryan
Shauna
Our strategy is awesome, we are going to do great tomorrow!!!!
