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Blissmo - UK Potential Market


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Blissmo - UK Potential Market

  1. 1.           International  Marketing  Plan  for  U.K.   By  Mark  Cintron     May  22,  2012                        
  2. 2. Blissmo               buy  good.  feel  great.          Executive  Summary  Blissmo  is  a  unique  discovery  platform  crafted  for  people  who  are  interested  in  finding  exceptional  organic  &  eco  products  that  are  safer,  healthier  and  better  than  conventional  alternatives  –  at  up  to  70%  off.  Blissmo  works  with  expert  curators  and  leverages  resources  to  find  exceptional  products  that  are  either  certified  as  organic  or  eco-­‐friendly,  or  that  skip  toxins  found  in  may  conventional  brands  &  products,  or  that  have  a  people  &  planet  positive  approach  in  the  DNA  of  the  business  –  and  then  Blissmo  introduces  these  products  to  you  via  the  Blissmobox.  The  reason  behind  this  is  to  introduce  consumers  and  give  them  the  ability  to  choose  products  that  are  better  &  safer  for  our  bodies,  our  families,  our  communities,  and  our  planet.  It  is  difficult  to  know  where  to  find  these  products  or  if  they  are  truly  safer.  Blissmo  hopes  to  help  people  who  are  health-­‐minded  and  earth-­‐minded  ‘discover  what’s  better’  through  all  the  clutter  and  noise  of  other  products.    Blissmo  is  a  young  company;  it  has  been  operating  successfully  out  of  San  Francisco  for  the  last  3  years.  The  idea  began  with  the  explosion  of  Groupon.  We  realized  that  when  given  50,  60,  and  70%  off  people  were  willing  to  try  anything.  And  so  we  set  to  use  the  same  idea  to  allow  people  to  try  organic  &  eco  products  so  that  they  could  ultimately  shift  their  consumptions  from  regular  products  that  are  not  sustainable  to  products  that  are.    As  Blissmo  seeks  to  expand  its  operations  it  has  discovered  that  the  second  largest  market  for  organic  &  eco  products  is  in  Western  Europe.  Markets  with  new  companies  that  seek  to  make  their  brand  known  but  find  it  difficult  to  find  the  right  consumers  or  make  their  voice  heard  through  so  much  clutter  of  other  brands.  After  careful  consideration  of  the  top  Western  European  countries  with  a  demand  for  organic  products  and  a  demand  from  organic  producers  to  make  their  products  known  we  have  selected  the  United  Kingdom  as  a  starting  point.  There  is  a  measurable,  accessible,  substantial,  differentiable,  and  actionable  market  segment.  The  UK  is  the  3  largest  within  the  Western  European  countries  in  consumption  of  organic  &  eco  products  -­‐  following  Germany,  and  France.      Through  out  the  last  10  years  it  has  also  maintained  organic  farming  –  although  the  production  has  had  its  growth  spurs  and  times  of  plateau  it  has  nevertheless  remained  consistent.    Furthermore,  the  UK  has  an  adequate  infrastructure  for  the  distribution  of  the  Blissmo  boxes  and  the  setting  up  of  a  platform  for  future  expansion  of  other  European  Nations.      International  Marketing  Plan  for  U.K.   2    
  3. 3. Blissmo               buy  good.  feel  great.          Cultural  Analysis  Western  societies  are  motivated  by  the  desire  to  change  eating  habits  and  customs  as  concern  is  raised  about  how  some  products  may  be  severely  harmful  to  the  environment.  According  to  Ranchod  “This  has  led  to  higher  demand  for  organic  products,  sustainable  business  activities,  and  stricter  regulations  from  national  governments.”  The  western  European  countries  with  highest  demand  for  organic  products  are  Germany,  Italy,  France,  and  the  United  Kingdom.  Within  these  countries  there  are  growing  segments  of  people  within  a  broad  range  of  income  categories,  consumers  that  have  crossed  over  from  a  financial  decision  into  a  lifestyle  decision  to  be  eco-­‐friendly.    Within  the  United  Kingdom  there  has  been  a  growing  awareness  of  a  need  for  more  organic  products.  However,  the  decision  to  place  Blissmo’s  first  international  operation  is  not  based  only  on  product  demand  but  also  existing  infrastructure,  dependability  of  transportation,  dependability  of  telecommunication,  consumer  access  to  product  information  and  online  acquisition,  etc.  The  U K  was  chosen  as  hub  that  could  later  be  used  to  access  Western  Europe.  Furthermore,  the  similarity  of  languages  and  culture  allows  an  easier  adaptation  of  product  material,  existing  marketing  kits,  and  company  documents.        Geographical  Setting  Location    — England  Climate  — 0  C  -­‐  32  C  Country’s  relevant  history  and/or  recent  events  (Beginning  with  WWII)  World  War  II  When  war  began  on  3  September  1939  it  was  feared  that  the  Germans  would  bomb  British  cities  causing  great  loss  of  life.  So  children  from  the  cities  were  evacuated  to  the  countryside.      Rationing  in  Britain  began  in  September  1939  when  petrol  was  rationed.  As  the  war  continued  rationing  became  stricter  and  stricter.  From  1942  dried  (powdered)  egg  arrived  from  the  USA.  Meanwhile  the  people  were  encouraged  to  dig  for  victory  and  the  amount  of  land  under  cultivation  increased  from  12  million  acres  in  1939  to  18  million  acres  in  1945.    On  7  September  1940  the  Germans  began  bombing  London  and  by  1  January  1941  over  13,000  Londoners  were  killed.  Other  cities  heavily  bombed  during  the  blitz  included  Birmingham,  Coventry,  Bristol,  Portsmouth  and  Plymouth.  German  bombing  lessened  after  mid-­‐1941  when  Hitler  invaded  Russia.  From  then  on  most  German  armed  forces  were  concentrated  in  the  east.      About  1  million  houses  were  destroyed  or  severely  damaged  during  World  War  II.  About  40,000  civilians  were  killed.  After  the  war  Britain  was  left  with  a  severe  shortage  of  housing.  The  Housing  Act  of  1946  gave  grants  and  subsidies  for  building  houses.  By  1951  900,000  new  houses  had  been  built.  Germany  surrendered  on  8  May  1945.  Immediately  afterwards  a  general  election  was  held  (the  first  since  November  1935).  Labor  won  by  a  landside  and  Clement  Attlee  (1883-­‐1967)  became  prime  minister  until  1951.  Labor  set  about  introducing  a  welfare  state.  International  Marketing  Plan  for  U.K.   3    
  4. 4. Blissmo               buy  good.  feel  great.          By  the  National  Insurance  Act  of  1946  everyone  was  entitled  to  unemployment  benefit,  sickness  benefit,  old  age  pensions  and  widows  pensions.  The  National  Health  Service  was  introduced  in  1948.  The  Labor  party  also  nationalized  certain  industries.  Coal  was  nationalized  in  1947.  So  were  the  railways.  In  1948  gas  and  electricity  were  nationalized.  Meanwhile  shortages  gradually  lessened.  Clothes  rationing  ended  in  1949  and  petrol  rationing  ended  in  1950.  However  rationing  of  butter  and  meat  lasted  until  1954.  However  in  the  mid-­‐1950s  Britain  became  an  affluent  society.  For  the  first  time  ordinary  people  had  substantial  amounts  of  money  to  spend  on  luxuries.  Consumer  goods  became  common.  In  the  1960s  Britain  became  a  truly  affluent  society.  Washing  machines  and  vacuum  cleaners  became  near  universal.  Cars  and  fridges  became  common.  Foreign  holidays  became  common  for  the  first  time.  Central  heating,  electric  blankets,  electric  kettles  and  toasters  and  a  host  of  other  goods  became  common  in  the  1960s.  By  1975  90%  of  homes  had  a  vacuum  cleaner,  85%  had  a  fridge  and  70%  owned  a  washing  machine.  Furthermore  52%  had  a  telephone  and  47%  had  central  heating.  Until  the  mid-­‐1970s  there  was  full  employment  in  most  areas  of  Britain.  For  most  of  the  period  1945-­‐1973  unemployment  was  less  than  5%.    1973  –  Labor  Unions,  EEC,  and  Unemployment  In  1973  the  school  leaving  age  was  raised  to  16.  In  1988  a  national  curriculum  was  introduced.  Meanwhile  in  the  years  after  1945  the  trade  unions  grew  very  powerful.  By  1970  their  membership  had  almost  doubled.  Nearly  half  the  workforce  belonged  to  a  union.  In  the  winter  of  1972  the  coal  miners  went  on  strike  and  the  government  was  forced  to  give  in  to  their  demands.  They  went  on  strike  again  in  the  winter  of  1974  In  1973  Britain  joined  the  EEC  (forerunner  of  the  EU).  The  first  elections  for  the  European  parliament  were  held  in  1979.  By  1973  the  long  period  of  economic  prosperity  was  coming  to  an  end.  By  the  spring  of  1975  unemployment  had  climbed  to  1  million.  It  was  over  5%  of  the  workforce.  By  1977  it  had  risen  to  5.5%  and  in  1979  it  stood  at  5.3%.  Meanwhile  there  was  also  high  inflation.  In  1978  in  an  effort  to  tackle  inflation  the  government  tried  to  persuade  trade  unions  to  limit  pay  rises  to  no  more  than  5%.  The  trade  unions  refused  to  accept  the  limit  and  Britain  was  hit  by  a  wave  of  strikes.  As  a  result  the  governments  popularity  diminished  and  in  May  1979  the  Conservatives  won  a  general  election.  Margaret  Thatcher  became  Britains  first  woman  prime  minister.  In  1980-­‐82  Britain  suffered  a  severe  recession.  Unemployment  rose  sharply.  By  January  1982  it  was  11.5%,  double  the  May  1979  figure.  Not  surprisingly  the  government  was  deeply  unpopular.  However  in  April  1982  the  Argentineans  invaded  the  Falkland  Islands.  The  British  sent  a  taskforce  and  on  14  June  1982  the  Falklands  were  recaptured.  The  war  greatly  boosted  the  governments  popularity  and  it  contributed  to  the  governments  victory  in  the  general  election  of  1983.  (The  Conservatives  won  a  third  election  in  1987).  1982  –  Recovery  of  the  UK  Economy  Meanwhile  recession  ended  in  the  autumn  of  1982  and  recovery  began.  Unemployment  remained  very  high  until  1986.  In  the  summer  of  that  year  the  official  figure  was  14.1%.  However  unemployment  then  fell  steadily.  The  government  also  succeeded  in  greatly  reducing  inflation.  Despite  the  mass  unemployment  of  the  1980s  most  people  with  a  job  experienced  a  substantial  rise  in  International  Marketing  Plan  for  U.K.   4    
  5. 5. Blissmo               buy  good.  feel  great.          their  living  standards  during  the  decade.  On  the  other  hand  the  percentage  of  people  living  in  poverty  increased.  That  was  partly  due  to  mass  unemployment.  Another  cause  was  the  rapidly  rising  number  of  single  parent  families  many  of  whom  lived  on  state  benefits.  The  government  also  privatized  industries.  British  Aerospace  and  Cable  and  Wireless  were  sold  in  1981.  Then  in  1982-­‐83  the  National  Freight  Corporation  and  Associated  Business  Ports  were  sold.  British  gas  was  sold  in  1986.  British  telecom  was  sold  in  1984.  British  gas  was  sold  in  1986.  Furthermore,  during  the  1980s  the  government  passed  a  series  of  laws  restricting  the  powers  of  the  trade  unions.  In  1990  the  government  introduced  a  new  tax  in  England  called  the  community  charge  (popularly  known  as  the  poll  tax).  It  was  very  unpopular  and  in  1993  it  was  replaced  by  the  council  tax.    The  British  political  system    Is  headed  by  a  monarchy  but  essentially  the  powers  of  the  monarch,  as  head  of  state  -­‐currently  Queen  Elizabeth  II  -­‐  are  ceremonial.  The  most  important  practical  power  is  the  choice  of  the  Member  of  Parliament  to  form  a  government,  but  invariably  the  monarch  follows  the  convention  that  this  opportunity  is  granted  to  the  leader  of  the  political  party  with  the  most  seats  in  the  House  of  Commons.  The  monarch  is  determined  on  the  hereditary  and  primogeniture  principles,  which  means  that  the  oldest  male  child  of  a  monarch  is  the  next  in  line  to  the  throne.  Under  the  terms  of  the  Act  of  Settlement  of  1701,  the  monarch  and  the  monarchs  spouse  cannot  be  Catholics  because  the  UK  monarch  is  also  the  Head  of  the  Church  of  England.  These  archaic  arrangements  are  currently  under  review.  In  classical  political  theory,  there  are  three  arms  of  the  state:  — The  executive  –  the  Ministers  who  run  the  country  and  propose  new  laws  — The  legislature  –  the  elected  body  that  passes  new  laws  — The  judiciary  –  the  judges  and  the  courts  who  ensure  that  everyone  obeys  the  laws    In  the  political  system  of  the  United  States,  the  constitution  provides  that  there  must  be  a  strict  separate  of  powers  of  these  three  arms  of  the  state,  so  that  no  individual  can  be  a  member  of  more  than  one.  So,  for  example,  the  President  is  not  and  cannot  be  a  member  of  the  Congress.  This  concept  is  called  separation  of  powers,  a  term  coined  by  the  French  political,  enlightenment  thinker  Montesquieu.    This  is  not  the  case  in  the  UK:  — All  Ministers  in  the  government  are  members  of  the  legislature  — Some  very  senior  judges  sit  in  the  upper  house  of  the  parliament  — The  formal  head  of  the  judiciary  is  a  senior  minister    International  Marketing  Plan  for  U.K.   5    
  6. 6. Blissmo               buy  good.  feel  great.          THE  U.K.  PARLIAMENT  The  British  Parliament  is  often  called  Westminster  because  it  is  housed  in  a  distinguished  building  in  central  London  called  the  Palace  of  Westminster.  The  British  Parliament  –  like  most  in  the  world  –  is  bicameral,  that  is  there  are  two  houses  or  chambers.  The  only  exceptions  to  this  practice  around  the  world  are  some  small  countries  such  as  Israel  and  New  Zealand.  The  House  of  Commons  This  is  the  lower  chamber  but  the  one  with  the  most  authority.  I  worked  there  as  a  Research  Assistant  to  Merlyn  Rees  MP,  then  Labor’s  Opposition  spokesperson  on  Northern  Ireland,  from  1972-­‐1974.    The  Commons  is  chaired  by  the  Speaker.  Unlike  the  Speaker  in  the  US  House  of  Representatives,  the  post  is  non-­‐political  and  indeed,  by  convention,  the  political  parties  do  not  contest  the  Parliamentary  constituency  held  by  the  Speaker.    The  House  of  Commons  currently  comprises  650  Members  of  Parliament  or  MPs  Rather  oddly  (but  deliberately),  there  is  insufficient  seating  capacity  in  the  chamber  of  the  House  of  Commons  for  all  the  MPs.  Members  do  not  sit  at  desks  (like  most  legislatures)  but  on  long,  green-­‐covered  benches  and  there  is  only  seating  capacity  for  437  MPs  out  of  the  total  of  650.  Each  member  in  the  House  of  Commons  represents  a  geographical  constituency.  Typically  a  constituency  would  have  around  60,000  -­‐  80,000  voters,  depending  mainly  on  whether  it  is  an  urban  or  rural  constituency.  In  the  UK,  unlike  many  countries,  there  are  not  fixed  term  parliaments.  A  General  Election  –  that  is,  a  nationwide  election  for  all  650  seats  –  is  held  when  the  Prime  Minister  calls  it.  POLITICAL  PARTIES  Today  there  are  three  major  political  parties  in  the  British  system  of  politics:  — The  Labor  Party  (often  called  New  Labor)  –  the  center-­‐Left  party    — The  Conservative  Party  (frequently  called  the  Tories)  –  the  center-­‐Right  party    — The  Liberal  Democrat  Party  (known  as  the  Lib  Dems)  –  the  centrist,  libertarian  party    Population  and  Demography  England  is  the  most  populous  country  out  of  the  four  that  make  up  the  United  Kingdom  (the  others  being  Wales,  Scotland  and  Northern  Ireland).  In  fact,  England  alone  makes  up  over  80%  of  the  total  population  of  the  United  Kingdom.  It  is  also  in  the  top  quarter  of  the  most  populous  countries  in  the  world,  with  over  50  million  inhabitants.      Most  of  the  current  inhabitants  of  England  descend  from  the  lines  of  the  first  settlers,  who  date  back  centuries  ago.  These  ones  had  Norse,  Saxon  and  Anglo  roots.  Various  cultures  have  shaped  and  molded  the  modern  community,  including  the  Roman  and  Gaelic  influences,  creating  a  melting  pot  of  complex  traditions  and  heritages.  Of  the  50  million  +  inhabitants,  there  is  a  fairly  equal  split  between  males  and  females,  with  females  numbering  slightly  higher.  The  median  age  of  English  residents  is  about  36  or  37  years.  Males’  life  expectancy  averages  around  77  years  of  age,  while  most  females  will  live  to  be  about  81  years  old.  Regardless  of  actual  nationality,  the  vast  majority  (that  is,  almost  90%)  of  people  in  England  are  white.    — Nationality:  Noun-­‐-­‐Briton(s).  Adjective-­‐-­‐British  — Population  (July  2011  est.):  62,698,362    International  Marketing  Plan  for  U.K.   6    
  7. 7. Blissmo               buy  good.  feel  great.          — Annual  population  growth  rate  (2011  est.):  0.557%                                            — Major  ethnic  groups  (2001  census):  White  92.1%  (of  which  English  83.6%,  Scottish  8.6%,  Welsh  4.9%,  Northern  Irish  2.9%),  black   2%,  Indian  1.8%,  Pakistani  1.3%,  mixed  1.2%,  other  1.6%  — Major  religions  (2001  census):  Christian  (Anglican,  Roman  Catholic,  Presbyterian,  Methodist)  71.6%,  Muslim  2.7%,  Hindu  1%,   other  1.6%,  unspecified  or  none  23.1%  — Major  languages:  English,  Welsh,  Irish  Gaelic,  Scottish  Gaelic  — Education:  Years  compulsory-­‐-­‐12.  Attendance-­‐-­‐nearly  100%.  —  Literacy-­‐-­‐99%.  —  Health:  Infant  mortality  rate-­‐-­‐4.62  deaths/1,000    — Live  births.  Life  expectancy  (2011  est.)   o Males  77.95  years;   o  Females  82.25  years;  total  80.05  years  — Work  force  (2009,  31.25  million):    — Services  80.4%;  — Industry  18.2%;    — Agriculture  1.4%.­‐trade-­‐exports-­‐imports  Economic  Statistics  and  Descriptions  — GDP  (at  current  market  prices;  International  Monetary  Fund  (IMF),  2011):  $2.481  trillion.  — Annual  growth  rate  (IMF,  2010):  +1.14%.  — Per  Capita  GDP  (at  current  market  prices;  IMF,  2011):  $39,604.  — Natural  resources:  Coal,  oil,  natural  gas,  tin,  limestone,  iron  ore,  salt,  clay,  chalk,  gypsum,  lead,  silica.  — Agriculture  Products:  cereals,  oilseed,  potatoes,  vegetables,  cattle,  sheep,  poultry,  fish.  — Industry  Types-­‐-­‐steel,  heavy  engineering  and  metal  manufacturing,  textiles,  motor  vehicles  and  aircraft,  construction  (7.0%  of   GDP),  electronics,  chemicals.  — Services  Types-­‐-­‐financial,  business,  distribution,  transport,  communication,  and  hospitality.  — Trade  Exports/Imports  of  goods  and  services:   o $782.7  billion  Major  goods  exports:  manufactured  goods,  fuels,  chemicals,  food,  beverages,  and  tobacco.  Major   export  markets-­‐-­‐U.S.,  European  Union.  Imports  of  goods  and  services   o $827.6  billion.  Major  goods  imports-­‐-­‐manufactured  goods,  machinery,  fuels,  foodstuffs.  Major  import  suppliers-­‐-­‐ U.S.,  European  Union,  and  China.    International  Marketing  Plan  for  U.K.   7    
  8. 8. Blissmo               buy  good.  feel  great.            Other  Factors  Affecting  Individuals:  — Women  are  choosing  to  stay  at  home  due  to  economic  factors  or  the  lack  of  availability  of  part-­‐time  flexible  working  in  today’s   economy.    — Men’s  income  rose  from  £2,324  (May  2011)  to  £2,350  (Aug  2011).  While  the  median  income  fell  marginally,  UK  families  on  the   lowest  income  remained  static  over  the  year  — Families  surviving  on  less  than  £1,000  per  month  at  19%  in  August  2011,  the  same  as  in  January  2011.    — At  the  other  end  of  the  scale,  those  who  are  in  a  committed  relationship  with  plans  to  have  children  have  the  highest  monthly   income  (£2,516).  This  is  an  eight  percent  increase  since  May  2011  (£2,331)  — The  number  of  families  with  a  household  income  of  more  than  £2,500  has  fallen  by  two  percentage  points  from  38%  (May  2011)   to  36%  (Aug  2011)  –  possibly  indicating  the  impact  of  redundancies  and  the  availability  of  fewer  part-­‐time  positions  for  women.    — There  were  26.3  million  households  in  the  UK  in  2011.  Of  these  29  per  cent  consisted  of  only  one  person  and  almost  20  per  cent   consisted  of  four  or  more  people  International  Marketing  Plan  for  U.K.   8    
  9. 9. Blissmo               buy  good.  feel  great.            Inflation  peak  The  Bank  of  England  had  already  predicted  that  inflation  would  top  5%  this  year  as  a  result  of  higher  utility  bills,  but  it  expects  price  rises  to  slow  in  2012  and  2013.  Unemployment  Rate  The  total  number  of  jobless  fell  to  2.63  million,  according  to  the  Office  for  National  Statistics,  its  lowest  level  since  last  summer.  That  brought  the  unemployment  rate  in  the  first  quarter  of  2012  down  to  8.2%,  from  8.4%  in  the  last  three  months  of  2011.  Trade    — The  surplus  on  seasonally  adjusted  trade  in  services  was  estimated  at  £5.8  billion  in  March,  compared  with  the  surplus  of  £5.6   billion  in  February.  — The  deficit  on  trade  in  goods  with  EU  countries  was  £4.5  billion  in  March,  compared  with  the  deficit  of  £3.7  billion  in  February    — The  deficit  on  trade  in  goods  with  non-­‐EU  countries  was  £4.1  billion  in  March,  compared  with  the  deficit  of  £4.9  billion  in   February  Description  of  Daily  Life  and  Lifestyles  The  United  Kingdom’s  cultural  traditions  are  reflective  of  the  country’s  heterogeneity  and  its  central  importance  in  world  affairs  over  the  past  several  centuries.  Each  constituent  part  of  the  United  Kingdom—England,  Scotland,  Wales,  and  Northern  Ireland—maintains  its  own  unique  customs,  traditions,  cuisine,  and  festivals.  Moreover,  as  Britain’s  empire  spanned  the  globe,  it  became  a  focal  point  of  immigration,  especially  after  the  independence  of  its  colonies,  from  its  colonial  possessions.  As  a  result,  immigrants  from  all  corners  of  the  world  have  entered  the  United  Kingdom  and  settled  throughout  the  country,  leaving  indelible  imprints  on  British  culture.      Typical  and  Popular  foods    — Roast  beef  and  Yorkshire  pudding   — Bubble  and  Squeak    — Toad-­‐in-­‐the-­‐Hole   — English  Breakfast  — Roast  Meats     — Bangers  and  Mash  — Fish  and  Chips   — Black  Pudding    — Ploughmans  Lunch   — Bacon  Roly-­‐Poly  — Cottage  Pie     — Cumberland  Sausage  — Shepherds  Pie     — Pie  and  Mash  with  parsley  liquor  — Gammon  Steak  with  egg   — Roast  beef  and  Yorkshire  pudding  — Lancashire  Hotpot          International  Marketing  Plan  for  U.K.   9    
  10. 10. Blissmo               buy  good.  feel  great.          Availability  and  Impact  of  Media                                                             ­‐united-­‐kingdom/med-­‐media                International  Marketing  Plan  for  U.K.   10    
  11. 11. Blissmo               buy  good.  feel  great.            Channels  of  Distribution                                    International  Marketing  Plan  for  U.K.   11    
  12. 12. Blissmo               buy  good.  feel  great.          Competitive  Analysis  Blissmo  Blissmo  offers  consumers  a  platform  of  discovery  to  its  subscribers  through  a  monthly  subscription  to  a  Blissmobox.  The  Blissmobox  contains  exceptional  organic  &  eco-­‐friendly  products  that  are  delivered  right  to  the  customer’s  door  once  a  month.  The  box  contains  £19  -­‐  £40  or  more  of  value  in  products.  The  customer  logs  on  to  the  website  and  selects  from  a  set  of  curated,  limited  quantity,  box  options.  Products  range  from  food  products  to  health  and  beauty  products.  The  products  are  chosen  after  on  a  series  of  guidelines  and  after  Blissmo  has  determined  that  the  products  are  truly  better  for  the  consumer,  his  family,  and  the  environment.  Blissmo  is  not  a  certification  agency  but  it  does  rely  heavily  on  free  trade  certification,  organic  certification,  and  others  similar  as  a  method  of  filtering  the  products.  Furthermore  Blissmo  carries  products  that  have  a  high  quality  design,  are  aesthetically  pleasing,  have  lower  or  no  toxins,  that  have  sustainability  credentials,  products  have  been  featured  in  magazines,  and  consumers  have  voiced  their  desire  for  such  product.    Competitors  Because  Blissmo  is  not  an  ecommerce  site,  it  does  not  compete  with  sites  that  are  retail  organic  products.    Blissmo  currently  has  no  competition  in  its  curating  and  delivering  of  organic,  fair  trade,  and  eco-­‐friendly  products  as  a  tool  of  discovery.    It  does  however  have  competitors  in  the  “deal  space”  –  although  such  companies  offer  a  wide  range  of  products  and  vary  rarely  promote  organic,  air  trade,  eco-­‐friendly  companies.  The  larger  competitors  are  Groupon  UK  and  LivingSocial.  However,  since  Groupon’s  recent  success  others  have  opened  such  as  Groupola,  KGB  deals,  and  Crowdity.      Groupon  in  the  UK  is  ranked  #76  based  on  a  calculation  of  visitors  and  page  views;  it  has  amassed  to  over  35  million  users  worldwide  in  over  than  300  markets.  In  the  UK  there  are  around  2.5  million  users.  Based  on  Internet  averages,  is  visited  more  frequently  by  users  who  have  no  children  and  are  graduate  school  educated.  LivingSocial  is  ranked  #337  in  the  UK.  Based  on  Internet  averages,  is  visited  more  frequently  by  females  who  are  in  the  age  range  of  25-­‐34,  are  college  educated  and  browse  this  site  from  work.  (Based  on  Features:  Both  these  sites  offer  companies  the  ability  to  promote  a  product  or  service  at  a  significantly  discounted  rate.  The  sites  keep  up  to  50%  of  the  cost  paid  by  the  customer  on  its  site  for  a  redeemable  voucher  he/she  can  print  after  the  purchase  is  complete.  Products/services  are  featured  on  a  local  scale  –  city  specific.    Prices  of  such  products  could  be  offered  up  to  75%  off  regular  prices,  the  cost  of  promotion  being  incurred  mainly  by  the  companies  themselves.  Most  vouchers  are  set  to  expire  within  6  months  after  the  day  of  purchase.  According  to  sandwich  shop  owner  from  Chicago,  he  obtained  56%  redeemed  vouchers  within  four  months.  Vouchers  are  also  limited  in  quantity  by  the  company  being  featured.    International  Marketing  Plan  for  U.K.   12    
  13. 13. Blissmo               buy  good.  feel  great.          Packaging:  There  is  no  comparison  given  all  purchases  are  in  the  form  of  vouchers.  Orders  on  products  are  filled  by  companies  themselves  and  not  by  such  sites.      Promotion  and  Advertising:  Groupon  and  LivingSocial’s  main  source  of  advertisement  is  through  the  web.  In  September  2011  LivingSocial  spent  $2.9  million  on  AdWords  from  Google.  Groupon,  however,  in  the  Q1  of  2011  spent  $179  million  in  online  marketing  –  acquiring  33  million  new  subscribers.  It  is  important  to  note  that  Groupon’s  significant  investment  in  online  marketing  is  considerably  high  during  its  initial  9  months  as  part  of  the  strategy  to  acquire  new  customers.  The  company  has  stated  that  they  will  continue  to  spend  significant  amount  in  order  to  acquire  additional  subscribers.    Both  sites  marketing  expenses  consist  mainly  of:  — Targeted  online  ads,  including  sponsored  searches  — Ads  on  social  networks  — Email  marketing  campaigns  — Loyalty  programs  and  Affiliate  programs  — Groupon  spent  less  than  $16  million  on  TV,  radio,  and  outdoor  ads  Relative  Market  Shares  Both  sites  have  significant  and  broad  market  presence  but  do  not  service  the  organic,  fair-­‐trade,  and  eco  friendly  industry.  Few  companies  featured  would  pertain  to  that  specific  segment.  Furthermore,  Blissmo’s  main  approach  is  not  to  sell  vouchers  for  products/services  but  rather  curating  boxes  with  various  products  according  to  the  customer’s  choice.  International  Marketing  Plan  for  U.K.   13    
  14. 14. Blissmo               buy  good.  feel  great.          Market  Conditions    Transportation  The  UK’s  infrastructure  has  adequate  transportation  means  for  our  products.  The  main  facto  that  concerns  Blissmo  is  the  postal  service  system  that  is  currently  operated  and  owned  by  Royal  Mail  Holdings  plc  –  it  operates  Royal  Mail  (letters),  Parcelforce  (parcels),  Post  Office  Ltd.  (counters),  and  General  Logistics  Systems  (International  logistics  company).  The  company  utilizes  bicycles,  push-­‐trolleys,  vans,  trains,  ships,  and  some  aircrafts  as  part  of  their  fleet.    Currently  all  8,000  of  their  vehicles  have  GPS  fleet  tracking.  This  has  contributed  to  £4  million  in  fuel  savings,  20%  fewer  accidents,  and  60%  fewer  instances  of  speeding.    The  UK’s  freight  industry  is  healthy  and  growing.  It  has  an  adequate  infrastructure  to  support  transportation  of  goods  between  its  districts,  ports,  and  businesses.  Here  are  some  Road  Freight  Statistics  (As  collected  by  the  UK-­‐Department  of  Transportation):  — Between  2009  and  2010,  the  amount  of  goods  moved  by  GB-­‐registered  vehicles  in  the  UK  increased  by  11%  to  139  billion-­‐ton   kilometers.  — Over  the  same  period,  the  amount  of  goods  lifted  increased  by  10%  to  1,489  million-­‐tons,  and  vehicle  kilometers  increased  by   4%  to  18.8  billion  vehicle  kilometers  traveled.  — In  2010  the  main  categories  of  commodity  transported  by  UK  vehicles  in  2010  were  Foodstuffs  (24%  of  all  tons  lifted)    As  for,  accessibility  to  key  services  (food  stores,  education,  health-­‐care,  town  centers,  and  employment  centers)  by  individuals  (As  collected  by  the  UK-­‐Department  of  Transportation):  — The  average  minimum  travel  time  to  key  services  (excluding  town  centers)  was  14  minutes  by  public  transport/walking,  9   minutes  cycling,  and  6  minutes  by  car.  — Service  users  in  urban  areas  could  access  key  services  by  public  transport/walking,  on  average,  in  12  minutes  compared  with  21   minutes  in  rural  areas.  — Overall,  levels  of  access  to  key  services  by  public  transport/walking  within  a  ‘reasonable’  time  were  highest  in  London  and   lowest  in  the  East  of  England.  Communication  According  to  the  ITU  –  the  UN  agency  for  information  and  communication  technologies,  as  of  June  2010  the  UK  has  51,442,100  Internet  users.  That  represents  82.5%  of  the  population.    In  addition  a  survey  conducted  by  the  Office  for  National  Statistics  found  that  more  than  19  out  of  20  connections  to  the  Internet  were  via  broadband.  In  December  2008,  59.6%  of  broadband  connections  had  a  speed  greater  than  2Mbps.      International  Marketing  Plan  for  U.K.   14    
  15. 15. Blissmo               buy  good.  feel  great.          Consumer  Buying  Habits  Online  Purchasing  Habits:  In  2011,  32  million  people  (66%  adults)  purchased  goods  or  services  over  the  Internet.  Clothes/sporting  goods  were  the  most  popular  online  purchase  in  2011  with  46%  of  users  buying  these  items.    Organic  Products  Purchases  (Research  by  Soil  Association  with  the  Support  of  Triodos  Bank):  — Sales  of  organic  products  were  worth  £1,731  million  in  2010  –  Shoppers  spend  more  than  £33  million  a  week  on  all  things   organic  — The  year’s  biggest  success  stories  were  in  sales  of  organic  beef  (18%),  organic  baby  food  (10.3%),  and  organic  textiles  (8.8%)  — 17  out  of  20  households  (86%)  buy  organic  products.  On  average  consumers  bought  organic  products  15  times  in  2010  — Dairy  products  (30.5%)  and  fresh  fruit  and  vegetables  (23.2%)  are  the  most  popular  — Organic  food  products  continue  to  attract  shoppers  from  across  the  social  spectrum.  Those  in  the  more  disadvantaged  socio-­‐ economic  groups  account  for  a  third  of  spending  — Box  scheme  and  mail-­‐order  sales  grew  in  2010  to  £155.8  million     Box     Share  of  UK  Organic  Market  2010   Schemes/ home  Leading  Multiple  Retailers  (72.3%)   Farm  Shops   delivery/mail   2%   Catering   order  1. Tesco  (28.1%)   1%   9%  2. Sainbury’s    (24.4%)  3. Waitrose  (21%)   Farmers  4. Asda  (8.9%)   Markets   1%  5. Morrisons  (6.8%)   Multple  6. Co-­‐Operative  Sommerfield   Other   Retailers   (3.8%)   Independent   72%  7. Marks  &  Spencer  (2.3%)   Retailers     15%                      International  Marketing  Plan  for  U.K.   15    
  16. 16. Blissmo               buy  good.  feel  great.          Advertising  and  Promotion  Channels  Available  Relevant  to  Blissmo  Most  companies  and  individuals  that  Blissmo  seeks  to  partner  with  would  be  found  through  these  means:  — Internet  Ad  Promotion  –   o  Google  Ad  Words   o Social  Media   § Organic/Fair-­‐trade/eco  friendly  –  Bloggers   § Facebook   § Twitter   § Pinterest  — Trade  Shows   o Natural  &  Organic  Products  Europe  Trade  Show  London   o Take  a  Step  Trade  Shows  2012   o London  Green  Fair   o Keen  Green  and  Ethical  Trade   o Fairtrade  Foundation  Pricing  and  Discounts  Blissmo  is  unique  in  its  service  of  being  a  platform  for  discovery  rather  than  a  retailer  of  products.  Blissmobox  offers  diverse  products,  mostly  local,  organic,  eco-­‐friendly,  and  certified  fair  -­‐trade.  Therefore  it  is  difficult  to  assess  how  retailer’s  discounts  and  pricing  would  affect  Blissmo.  In  addition,  Blissmo  offers  products  at  a  discounted  rate  below  average  discounted  prices  of  retailers  not  as  a  means  of  sale  but  of  promotion,  not  as  to  take  market  share  away  from  retailers  but  to  bring  awareness  of  such  products.    There  are  companies  such  as  the  above-­‐mentioned  Groupon,  LivingSocial,  and  others,  which  serve  the  general  audience  as  platforms  of  discovery  for  a  wide  variety  of  industries.  Blissmo,  however,  focuses  only  in  the  market  segment  of  organic,  fair-­‐trade,  eco  friendly  products.  Furthermore,  where  these  companies  feature  products  and  their  discounts  by  redeeming  vouchers  Blissmo  offers  the  curating  of  a  combination  of  featured  products  handled  and  delivered  to  their  doorstep.  International  Marketing  Plan  for  U.K.   16    
  17. 17. Blissmo               buy  good.  feel  great.          Marketing  Plan    Blissmo  is  already  offered  in  the  US  as  a  means  of  discovery  for  people  who  already  belong  to  organizations  we  have  partnered  with  and  individuals  who  are  interested  in  gaining  knowledge  of  organic,  fair-­‐trade,  eco  friendly  products.  This  marketing  plan  is  aimed  at  consumers  of  such  products  in  UK.  We  seek  to  establish  strategic  alliances  with  organizations  that  support  organic,  fair-­‐trade,  eco  friendly  products  as  a  means  of  introduction  of  our  service  –  An  Exploration  Platform.  In  terms  of  revenue,  according  to  BioFach  (2010)  Europe  is  the  second  largest  market  for  organic  foods  in  the  world.  By  2008  Revenues  were  estimated  at  €18  billion:  — Germany  €5.8  billion;    — France  €2.6  billion;  — Italy  €1.97  billion;  — United  Kingdom  €2.5  billion    Demographics  of  Target  Consumers:  In  a  study  conducted  by  researches  in  the  University  of  Murcia,  Spain  on  “Organic  Food  Consumption  in  Europe:  International  Segmentation  based  on  value  system  differences”  a  sample  profile  was  conducted  of  consumers  of  organic  products.  Most  of  the  consumers  as  it  relates  to  the  UK:  were  women  79%;  Mean  age  45  –  46;  56%  were  intermediate  to  upper  household  income;  29%  lived  in  cities  with  more  than  250,000  inhabitants.    Previous  research  by  Hartman  and  New  Hope  has  shown  that  consumers  are  segmented  according  to  their  lifestyles:  “the  willingness  to  pay  for  an  organic  product  might  be  influenced  by  individual  ways  of  living  rather  than  by  the  usual  socioeconomic  variables.”    Organic,  fair-­‐trade,  eco  friendly  products  consumers  tend  to  be  people  who  are  concerned  with  the  environment,  sustainability  projects,  global  awareness  for  fair-­‐trade.  Blissmo  is  focusing  initially  in  the  UK  as  a  platform  of  departure  for  its  services  and  products  given  the  ease  of  transferability  and  compatibility  of  information  between  the  US  and  UK.  The  UK  also  offers  a  good  infrastructure  for  future  growth  into  other  European  Nations  with  similar  demographics  and  values.      International  Marketing  Plan  for  U.K.   17    
  18. 18. Blissmo               buy  good.  feel  great.          Product:  Blissmo  offers  two  main  areas  of  service/products  — How  it  works  for  a  partner:      — How  it  works  for  the  consumer:                                International  Marketing  Plan  for  U.K.   18    
  19. 19. Blissmo               buy  good.  feel  great.          What  a  Blissmobox  looks  like:                      Curation  (taken  from  When  evaluating  a  product,  we  look  at  several  factors  including:  — Organic.  You  hear  the  word  a  lot  but  what  does  it  mean?  Organic  means  produced  without  pesticides  or  chemical  fertilizers,   GMOs,  solvents  or  additives.  This  is  not  only  important  for  what  you  eat  but  what  you  put  on  you  and  around  you  (after  all,  your   skin  absorbs  most  of  what  you  put  on  it).    — Low  (or  No!)  Chemical/Toxin  Content.  There  are  a  lot  of  chemicals  in  conventional  products  these  days.  Some  are  toxic  and   known  to  harm  humans  at  certain  quantities,  but  are  included  in  products  in  trace  amounts  deemed  to  be  harmless  -­‐  to  give   products  a  certain  smell  or  extend  shelf  life.  We  dont  know  the  long-­‐term  effects  of  trace  amounts,  however  as  we  are  learning   with  BPA  sometimes  we  think  a  chemical  to  be  "safe"  when  it  is  not.  We  seek  out  products  that  are  awesome  without  the   additives;  — Money  (And  Environment!)  Saving.  Sure  BPA-­‐free  water  bottles,  energy-­‐saving  power  strips  and  solar  flashlights  are  better  for   the  environment,  but  they  also  save  YOU  some  money.  — Eco-­‐friendly  or  Sustainable.  Every  product  we  buy  is  a  vote  of  endorsement  for  the  way  that  product  was  sourced,   manufactured  and  delivered.  Its  time  we  started  voting  in  favor  of  our  water,  our  air,  and  our  communities  (they  need  our  help)   so  we  seek  products  that  have  been  produced  in  a  people  &  planet  positive  way.    — People  &  Community  Positive.  Occasionally  well  come  across  a  product  that  might  not  be  organic  or  eco-­‐friendly,  but  has  a   unique,  compelling  story  and  serves  a  people  or  community  that  we  think  youll  enjoy  discovering  (and  using).      Blissmo  Brand:  Blissmo  is  a  composition  of  two  words:  Bliss  and  Mo  -­‐  for  months.  Bliss  as  the  state  of  perfect  happiness;  serene  joy;  the  name  hopes  to  convey  a  lifestyle  and  a  role  in  peoples  lives,  one  of  perfect  happiness  –  of  finding  products  that  are  good  for  the  consumer,  his  family,  and  the  environment  while  at  the  same  time  feeling  great  they  are  making  a  difference.    International  Marketing  Plan  for  U.K.   19    
  20. 20. Blissmo               buy  good.  feel  great.          Innovative  Aspects:  Blissmo  is  not  an  ecommerce  website.  Blissmo  is  looking  to  answer  peoples  concerns  about  not  knowing  which  products  to  purchase,  what  is  reliable,  what  is  good.  Blissmo  does  the  research  so  the  consumer  doesn’t  have  to.  The  mission  is  to  promote  organic,  natural,  eco-­‐friendly  products  that  help  the  companies  that  are  making  those  products  and  are  helping  the  customers  who  are  looking  for  those  products.    There  are  companies  that  sell  bulk  organic  items  in  boxes  –  through  the  mail.  Blissmo  does  not  seek  to  compete  against  these  nor  any  type  of  food  retailer.  But  to  simply  serve  as  a  discovery  platform.    Furthermore,  Blissmo  considers  every  dollar  a  consumer  spends  as  a  vote,  as  such  we  seek  to  shift  the  consumers  vote  towards  sustainable  products.  With  the  expectation  of  helping  these  industry  grow  thus  creating  further  dependability  and  consumer  awareness  in  their  everyday  products.    Problems  and  Resistance:  People  may  be  hesitant  to  subscribe  to  any  service  for  6  to  12  months.    Partners  may  also  be  wary  about  compromising  their  image  through  a  new  venture.    Marketing  Objectives  Partners  –  Blissmo  seeks  to  target  partners  at  organic  trade  shows.  Companies  that  carry  products  that  have  a  high  quality  design,  are  aesthetically  pleasing,  have  lower  or  no  toxins,  that  have  sustainability  credentials,  products  that  have  been  featured  in  magazines,  and  consumers  have  voiced  their  desire  for  such  products.    Consumers  –  Target  people  who  are  searching  for  organic  products  through  the  web  –  social  media  such  as  Facebook,  twitter,  YouTube,  Google,  different  blogs.  Partner  with  ecommerce  websites  that  can  offer  Blissmobox  as  a  means  for  discovery  of  their  many  products.    Curating  –  Target  curators  that  are  relevant  to  the  organic,  fair-­‐trade,  eco  friendly  audience  –  such  as  leading  companies  within  that  niche,  local  celebrities  known  for  their  work  in  the  field,  and  a  consumer  platform  –  where  consumers  voice  their  opinions  in  regards  to  product.    Market  Share:    Currently  consumers  spent  £33  million  a  week  in  organic  products  in  the  UK.  Blissmo’s  expectation  is  not  so  much  to  take  money  away  from  products  already  being  purchased  but  to  shift  consumers  from  regular  products  to  sustainable  products.    Furthermore  86%  of  households  purchased  15  organic  products  at  some  point  in  2010.  In  2011  according  to  the  UK  Environment  Agency  there  were  23.6  million  households.  Therefore,  an  estimated  20.3  million  households  purchased  at  least  15  organic  products  throughout  the  year.    If  Blissmo  captures  5%  within  the  first  2  –  3  years  it  would  have  1.015  million  households  users.    Expected  Sales  in  dollars  volume  Considering  a  market  share  capture  of  1%  (203,000  Households)  in  the  first  year  and  revenue  of  £19.00  per  box  -­‐  $6,099,952.55  (or  £3,857,000.00)  International  Marketing  Plan  for  U.K.   20    
  21. 21. Blissmo               buy  good.  feel  great.          Product  Strategy  The  product/service  differentiation  is  the  uniqueness  of  such  form  of  advertising  within  this  specialized  segment  of  products.  Some  of  the  advantages  include:  — Just  in  time  operations  –  Products  are  only  ordered  based  on  the  current  monthly  subscription    — Stabilized  Revenue  –  The  consumers  payments  are  made  6  months  or  12  months  in  advance  — Customer  loyalty  –  Subscribers  make  multiple  purchases  over  time  — Sense  of  Community  –  Members  can  use  the  company’s  Facebook  page  to  trade  tips,  comments,  and  reviews  Packaging:  Boxes  are  a  standard  size  (20x15x15cm)  made  of  recyclable  material.                      Support  Services  (Taken  from  — How  do  I  get  to  choose?   Around  the  15th  of  every  month,  well  send  you  an  email  with  the  featured  boxes  for  that  month.  Youll  then  have  until  the  end   of  the  month  to  make  your  selection  -­‐-­‐  but  dont  wait  too  long  as  each  box  is  limited  in  quantity.  If  you  dont  like  any  of  the   boxes  youll  have  the  option  to  "skip"  that  month  and  receive  a  credit  to  use  towards  a  future  box.  For  example,  if  you  were  to   skip  July,  you  would  have  the  option  to  select  two  boxes  in  August.  If  we  dont  hear  from  you  by  the  end  of  the  month,  well   select  a  box  for  you  based  upon  your  purchase  history.  — What  if  I  get  a  box  and  I  dont  like  whats  in  it?   We  want  you  to  be  happy  with  your  box  and  if  for  any  reason  you  are  not  let  us  know  and  well  do  what  we  can  to  make  it  right.  — What  if  I  get  a  box  and  some  of  the  products  are  damaged?   While  we  do  what  we  can  to  ensure  that  the  products  will  reach  you  in  mint  condition,  occasionally  products  do  get  damaged.  If   this  happens  to  one  of  your  boxes,  simply  take  a  photo  of  the  damaged  product  and  send  it  along  with  your  name  and  email   address  to  and  well  replace  the  product  if  we  can,  or  credit  your  membership  the  value  of  the  product.    — What  if  I  want  to  cancel  my  subscription?   Wed  hate  to  see  you  go,  but  we  understand  that  a  few  of  you  might  move  out  of  the  country  and  no  longer  need  your   Blissmobox  subscription.  ;)  To  cancel  for  any  reason,  simply  email  and  well  take  care  of  it.  If  that  months  box   has  already  shipped  (around  the  30th  of  each  month)  when  you  cancel  but  you  have  yet  to  receive  it,  well  cover  return   shipping.  Promotions  Strategy  Blissmo  seeks  to  create  a  community  of  users  and  partners  –  so  the  promotion  follows  the  same  guidelines.  Social  media  helps  us  do  just  that  –  through  Facebook  and  blogs  we  hope  to  reach  people  who  are  interested  in  making  a  difference  and  are  looking  for  ways  to  do  that.    International  Marketing  Plan  for  U.K.   21    
  22. 22. Blissmo               buy  good.  feel  great.          In  addition  to  social  media  we  also  plan  to  partner  with  NGO’s  that  focus  on  Fair-­‐trade,  eco  friendly,  organic  products.  In  the  US  we  have  done  such  a  partnership  with  Care2  –  Care2  in  turn  has  given  us  access  to  15  million  subscribers  who  are  interested  in  making  a  collaborative  shift  towards  healthier,  more  sustainable  consumption.    Ultimately,  we  look  to  meet  and  find  partners  locally.  Blissmo  does  this  by  participating  in  tradeshows  hearing  the  stories  behind  the  product,  evaluating  them,  and  asking  them  to  join  us  in  the  shift  of  the  consumers  dollars  towards  healthier,  safer,  and  better  products.    Finally,  as  we  grow  we  look  to  invest  some  of  our  funds  into  online  advertisement  specifically  geared  to  those  who  are  looking  for  products  in  the  organic,  fair-­‐trade,  eco  friendly  industry.    Distribution  Strategy  (Inbound)  Because  of  Blissmo’s  nature  and  type  of  business,  inbound  logistics  are  simple.  Partners  are  in  charge  of  getting  their  products  to  our  warehouse.  All  that  is  required  is  standard  paperwork,  such  as:  Invoices  for  products  that  are  not  deemed  as  samples,  truck  b ill  of  lading,  and  packing  list.    Distribution  Strategy  (Outbound)  Boxes  are  limited  to  the  amount  of  subscribers.  Each  box  is  filled  according  to  the  products  featured  that  month.  Some  are  filled  according  to  the  featured  curator  of  the  month.  As  the  selections  come  each  is  labeled  with  the  consumer’s  information.    The  distribution  of  the  boxes  is  done  through  the  Royal  Postal  Service  (UK).  The  initial  distribution  is  only  within  the  UK,  beginning  with  England  (later  Wales  and  Northern  Ireland),  there  is  no  import  or  export  fee  given  that  all  products  are  locally  made/distributed.  Most  of  the  major  distribution  efforts  have  already  taken  part  by  the  producer.    Pricing  Strategy  The  price  per  box/per  month  will  be  £19  (Plus  VAT  20%,  shipping  and  handling    £3.50)  There  are  no  custom  duties,  no  import  taxes,  and  no  wholesale  &  retail  markups.  Prices  are  to  be  paid  up  front  for  subscriptions  of  6  months  and  12  months.    The  products  included  in  the  box  are  given  to  Blissmo  by  the  pertinent  organizations  as  samples  at  no  cost  and  as  a  method  of  promotion  (that  is  why  products  are  limited  as  to  different  boxes).    Government  Participation  There  are  several  channels  within  government  that  can  serve  to  bring  awareness  to  organic  products  and  Blissmo  as  a  service  offered  as  a  means  of  exploration  –  Such  as:  — Soil  Association  — Sustain:  The  alliance  for  Better  Food  and  Farming  — British  Nutrition  Foundation  International  Marketing  Plan  for  U.K.   22    
  23. 23. Blissmo               buy  good.  feel  great.          — Food  for  life:  the  school  meals  action  pack  — Food  Standards  Agency  — Organic  Food  Federation  — Department  for  Environment,  Food  and  Rural  Affairs  — National  Famers’  Retail  and  Market  Association                                                      International  Marketing  Plan  for  U.K.   23