1. Julia Burich
Carl Bates
Amandeep Singh
Evan Hinton

2. Overview
Situation analysis
Marketing objectives
Target market
Marketing strategy and programs

3. Introduction
History
Natural Filtration
Technology
Design

4. Situation Analysis
Strengths
● Plug and Play relationship
● Smartphone app
● Low energy usage
● Multiple color/plant options
Weaknesses
● Maintenance of plant
● Could be too “targeted”
● Questionable effectiveness
● High consumer involvement
needed
Opportunities
● Health-conscious people living
in urban areas
● Only product of its kind
● Accessories and additional
Clairys
SWOT
Threats
● No warranty
● No patents
● Market segment for this product
is ultimately very small

5. Macro Trends
Demographics
Sociocultural
Economic
Regulatory Environment
Technological

6. Marketing Objectives
Sustainable Customer Base
Customer Relationship
Brand Awareness
Channel Relationships

7. Target Market
Green generation (millennials)
○ Born between 1977-1992
Nielsen online study
○ More likely to spend on products that are more sustainable

8. Market Size
Population of millennials is
about 77 million
Buy eco-friendly products
5% increase from 2009 to
2012
Millennials are the most tech-
Market size
$3.0bn

9. Targeting Strategy
Two Phase Price-Skimming strategy
Phase one: Concentrated Strategy
Easier to target “green generation”
Not everyone will be interested in this product
Phase two: Differentiated Goldilocks Strategy

10. Positioning
First phase:
High quality / high price
Will have single price tier
Higher price than competitors
Modern design and up-to-date technology
Second Phase:
Multiple product tiers

13. Marketing Strategy and Programs
Product
Price
Place
Promotion

14. Product –- Clairy
Smart flowerpot
All-natural air purifier
Eliminates toxins in air
Several color and plant options
Mobile air quality reports
Good, better, best product line

15. Price -- Valuing Clairy
Price skimming strategy
Tiered pricing
Price bundling
Price elastic customers

16. Place -- Distributing Clairy
Initial Placement:
High-end design website / showrooms
Second Phase Placement:
Clairy Lite™ - Wide distribution, potentially big box compatible, Amazon, Direct sales
Clairy™ - Piggyback on Clairy lite distribution, Amazon, Direct sales,
Clairy Lux™ - Use original high-end sales channels

17. Promotion -- Advertising Clairy
Initial Promotion Strategy -
Crowdfunding momentum
social media marketing
PPI/PPC visual ads
Second Phase Promotion Strategy -
Clairy Lite™ - Provide high margins and provide funds for co marketing efforts

19. Conclusion & Recommendations
High potential for success
Multi-phase, price skimming strategy
Good-better-best model
Best strategy for overcoming
weaknesses and threats

20. Questions?