2. Boxed has the aggressive goal of
attracting a new market segment
in Washington D.C. and the
surrounding communities. To help
the business do that, Alpha
Innovations will pursue the
initiatives laid out in the campaign
starting in the first quarter of
2019.
Alpha Innovation Team:
Stephanie Jones
Orossica Rodney
Joshua Rollin
Steven McCormack
3. Category Count Percentage
Population 693,972
Female Pop 346,380 49.9%
Female Median Age
20 21,751 9.5%
25 27,933 12.2%
30 25,186 11.0%
35 17,859 7.8%
40 14,882 6.5%
45 13,738 6.0%
50 14,196 6.2%
55 13,509 5.9%
Sum 127,302
Category Count Percentage
Number of Households 276,546
Married 68,707 25%
Non-Family 155,445 56%
Female 42,329 15%
Average Family size 3.19
Education (over 25) Count Female % of Pop Earnings
Less Than 9th Grade 18,612 9,586 2% 21,114$
9th to 12th Grade 27,898 14,347 3% 21,114$
High School Graduate 83,367 45,186 10% 27,880$
Some College 62,308 35,146 8% 35,152$
Associates Degree 14,496 8,286 2% 35,152$
Bachelors Degree 108,252 55,380 12% 58,297$
Graduate Degree 148,064 77,516 17% 77,655$
4. Strengths:
• Convenience through an innovative mobile app that provides
consumers direct-to-their-door access to warehouse club
products with no membership fee.
• Free delivery on all orders over $49.
• Customer service every step of the way from accepting orders,
packaging the boxes, and shipping them the same day.
• Cross training employees to run robotics and work the line to
understand everyone’s involvement in the day to day operations.
• Work environment where employees understand the importance
of delivering excellent care and support.
• Solid leadership that invests in its employees and their families
with free college tuition, paid weddings, and excellent benefits.
• Offers a private label brand – Prince and Spring.
• Excellent use of social media channels to reach the target market
using multiple social zones.
Weaknesses:
• Limited choice of products.
• Reach is not strong in numerous markets throughout the country.
• Some areas are not eligible for one day delivery.
• Limited pet products for cats, exotic animals, fish, and more.
• No brick and mortar stores available for traditional shopping.
• Limited office supplies.
• Automation is still not ready for three of the four fulfillment
centers.
• Not the lowest price provider for most products.
• Losing followers on Twitter at a rate of 10.7% quarter over
quarter.
• Facebook likes are flat.
• Website traffic is declining.
5. Opportunities:
• According to Food and Marketing Institute (FMI)
and Nielsen, nearly half of Americans are
purchasing their groceries online.
• 61% of Millennials and 55% of Gen Xers are
purchasing their groceries online.
• Percentage of Americans purchasing groceries
online has increased by 50% since 2016 and
expected to continue to increase.
• With the automation of the New Jersey
distribution center, Boxed is primed to enter
another large market on the east coast.
• Washington D.C. and the surrounding communities
closely resemble the Boston market. Entry should
be successful as it was with Boston with the right
marketing plan and implementing channels that
reach the primary and secondary target market.
Threats:
• With the growth of online shopping, competitors
are entering the markets at a rapid pace.
• Large companies such as Amazon, Walmart, Kroger,
and Target are entering the market with lower
pricing, no membership, and free shipping over
certain amounts.
• Same day shipping is provided by local grocery
retailers.
• Delivery services are shopping and shipping same
day.
• Limited items cause customers to shop elsewhere
and find specific items that Boxed does not sell.
Once they begin using a competitor’s service, they
may never return.
• Shipping prices may continue to increase as
inflation could become a factor with low
unemployment rates.
6. Young millennial moms between the ages 20 to 34 Live within a 20-mile radius of Washington D.C.
Own or rent their home or apartment Have one or more children
Low to upper middle-class income Work and commute via public transportation
College educated One vehicle in the home
Stay at home moms that are active in the community Use social media on their mobile devices
Share content such as coupons, discounts, and
promotional ads with friends
Comfortable making purchases on their mobile devices
Influencers that impact their followers Bloggers that review and recommend products/services
Young millennial moms between the ages 20 to 34 Live within the city limits of Washington D.C.
Own or rent their home or apartment Have one or more children
Do not own a vehicle Rely on public transportation
Work in the city Active in the community
Use social media on their mobile devices Comfortable making purchases on their mobile devices
Appreciate convenience, discounts, coupons, and
promotional items
Have shopped online to buy groceries and other
household goods
Primary Target Market
Secondary Target Market
*Includes divorced moms, older moms, and same sex moms as well.
7. • Goal:
• Increase Washington D.C. e-
commerce traffic via the mobile
app by 25% in one year by
targeting young moms ranging
from 20-34 years of age.
• Metrics:
• Track sales daily, weekly and
monthly based on promo code
“Boxed4moms”
8. • 25 – 34-year-old mom
• Has 2 children
• Works in the Washington D.C. area
• Commutes on public transportation
• Live in a modest home in Arlington,
VA
• Considered upper middle class
• Loves the convenience of buying
household goods and groceries
online and having them delivered
9. • Goal:
• Provide a convenient option for
purchasing warehouse goods to
young moms in the Washington
D.C. city limits that do not have a
vehicle.
• Metrics:
• Track sales daily, weekly and
monthly based on promo code
“Boxed4moms”
10. • 25 – 34-year-old mom
• Has 2 children
• Works in the Washington D.C. area
• Has no vehicle and relies heavily on public
transportation
• Lives in an apartment blocks away from
the Capitol
• Highly educated and works as a lobbyist
• Upper middle class and earns six figures
• Loves the convenience of buying
household goods and groceries online
and having them delivered
11. Instacart
• An on-demand grocery delivery platform
facilitating doorstep deliveries of
groceries and other home essentials
• Offers over 300,000 items
• Delivery in as little as one hour
• Members pay $14.99/mo or $149.99/yr
• Non-member orders over $35 are
charged a minimum of $3.99 for delivery
• Partnerships with Whole Foods, Sam’s
Club, Costco and numerous other chains.
Amazon Prime Now
• Offers tens of thousands of everyday
essentials delivered right to a customer’s
door
• Customers shop from Amazon, select
Whole Foods Market stores, or a local
store and orders are delivered in ultra-
fast speeds
• Service only available to Amazon
members which requires a yearly fee of
$119
• Two-hour delivery is free
12. Walmart Partnership
• Walmart partnered with DoorDash to
deliver to the customer doorstep.
• DoorDash connects people with the best
retailers in their cities.
• Consumers purchase groceries from the
Walmart Grocery app.
• Consumers can purchase a $9.99
DoorPass that includes free deliveries for
orders of $15 or more.
• Delivery fee as little as $0.99 plus a
service fee of at least 7%.
Target Partnership
• Target stores have partnered with Shipt
for delivery services.
• Shipt connects members to fresh
groceries and everyday essentials.
• Requires a yearly membership fee of $99
• Delivery fee is $0.00 for orders over $35
• Program was recently implemented in the
Washington D.C. area
13. Jet.com
• Offers wholesale needs to consumers in an online site.
• Sells groceries, electronics, snacks, tools, household items, etc.
• Owned by Walmart
• No membership fee
• No delivery fee for orders over $35
14.
15. Boxed created a buzz that went viral in New York City when CEO, Chien Huang,
introduced the company and its value proposition to the New York market. The positive
brand image and incredible story of how the company treats its employees and
contributes to the community will reach moms in Washington D.C., creating the same
type of energy and excitement that will lead to liking and sharing in the Social
Publishing Zone.
To introduce Boxed to the Washington D.C. market, Alpha Innovation proposes that
Chien Huang visit three major local morning shows: Good Morning Washington, Great
Day Washington, and News4Today
16. Boxed will release a social media banner
ad campaign focusing on the top three
mom blog sites in the Washington D.C.
area: www.dcurbanmoms.com,
www.washingtondc.citymomsblog.com,
and www.washingtonfamily.com.
17. Boxed will purchase
billboards in the train
stations where
commuters are entering
and leaving the stations
as they’re heading to
and from work. The
billboards will attract
moms who seek savings
by offering a discount
for the first purchase
using the promo code
boxed4moms.
Alpha Innovations also suggests
that Boxed donate a portion of
the proceeds earned in the first
90 days from the Washington
D.C. market to a local
organization such as Martha’s
Table. Martha’s Table is an
organization that fed 1.95
million meals in 2017 while also
providing early, accredited
education and after school
programs for at risk children.
19. Marketing Strategy Cost
Estimated cost of Google word search at an estimated $1 per click - 2000
Clicks per month
24,000
Cost to run marketing campaign on television talk shows - Three shows at
$1,200 per minute. Five and half minutes per show
19,800
48,000
Cost of software program for tracking and monitoring 5,000
Travel expenses and incidentals, misc. 3,500
2019 Marketing Budget and Expenses
Total cost of ads ran on blog sites @ $3 per CPM. Estimated 4,000 per
month
Cost of billboard campaign in the train stations - Four locations with
billboards in high traffic areas - $1,000 each billboard per month
Total:
$144,000
$244,300
20. The Boxed marketing team will need to track marketing metrics to
quantify, compare, and interpret the performance of this plan. A list is
provided of the metrics that the team should track to determine the
Return on Investment (ROI). It is important to note that the team needs
to look beyond just views/impressions and site traffic.
Alpha Innovation also recommends Boxed tracks its social media
analytics using a third-party social media performance dashboard. The
dashboard will provide real time views of multiple channels
accommodating multiple data sources. The software allows Boxed
marketing team to track all forms of social media and the important
factors that determine possible sales.
