3rd year Business and Management project for MEng Computing at Imperial College London.
Credits:
Sam Budd
Ivan Diaz Rios
Duncan McKinnon
Sean Naderi
Lorenzo Paoliani
Oli Robinson
Henry Turner
3rd year Business and Management project for MEng Computing at Imperial College London.
Credits:
Sam Budd
Ivan Diaz Rios
Duncan McKinnon
Sean Naderi
Lorenzo Paoliani
Oli Robinson
Henry Turner
PositioningBlue is a detergent that contains Sodium percarbonate.docxharrisonhoward80223
Positioning
Blue is a detergent that contains Sodium percarbonate, natural ingredient unique on the market for the removal of up to tough stains. It has a fresh scent that takes us back to nature. It also prevents the colors are desmerezcan washed after washed, making the experience a unique and durable for your clothes. Its position is based on its slogan "The power of Blue", used in the media especially on digital, in its marketing campaign. " Their packaging as well as its ingredients are composed of eco-friendly materials that help to safeguard our environment. In addition to being lightweight, easy to carry and store packaging and above all economical, perfect for the market that is Blue.
KW made a "Canvas technique" of their model of business in order to add value to their ideas and present your product in an organized way, while promoting it develops:
Strategy and objectives
General strategy
Grow by 7% per year over a period of four (4) years through increase in the sale of the product and image change jobs. On the other hand, is their interest retain existing customers and attract new. After having evaluated the market analysis, SWOT analysis, w poses the following strategy:
· Add new places of sale of the product at strategic points reaching more customers.
· Add a new product design, renewing the image.
· Therefore, it will be distributing product samples at fairs, conventions, moles, festivities and activities nonprofit in newspapers, hotels and guest house, focused on social classes middle and low to maintain and enter new markets.
· Through advertising exchanges, will be the logo in different media, social networks and programs.
· There will be a call center for information in general and service to the client in order to keep customers informed and answer or channel any doubt or question
Specific objectives
After implementing different strategies, identified analyzed competitive intelligence systems, w formulated the following objectives:
1. to be the leading brand in the market of detergent for washing clothes. Create new navies with the community maintaining quality standards.
2. produce an annual yield of 7% on investment.
3 impact new customers with an intense promotion in low-income sectors.
4. create and promote ecological awareness and the proper use of natural resources in our customers.
5. implement new technological tools for the analysis of data-based decision making and improve the quality of the product.
6. increase the Blue detergent sales in different distribution channels.
Strategies of Marketing programs
Product
Blue in white container detergent, which highlights its logo blue, distinctive and refreshing, which lives up to its name. The company's goal is to cover and meet the different needs of people. This is why that Blue detergent has the following characteristics:
Diversity of odors as: Lavender, mountain, tropical fruits and fresh air breeze.
It keeps the colors vibrant and radiant whi.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
Idea Feasibility and Sustainability Check.pptxMoses Shuuya
This document serves as framework to help entrepreneurs test whether their ideas are feasible and sustainable. The framework can also help entrepreneurs to determine the detailed financial resources needed to execute an idea.
Effective promotion strategies in e commerceeTailing India
The last time we spoke about “Product” from the subject of Marketing Mix. Continuing the series, today we are going to shed light on a very important aspect of Marketing Mix strategy and that is “Promotion.” This article is especially useful for online and offline retailers who want to increase sales and induce better customer-experience. Here we go!
PositioningBlue is a detergent that contains Sodium percarbonate.docxharrisonhoward80223
Positioning
Blue is a detergent that contains Sodium percarbonate, natural ingredient unique on the market for the removal of up to tough stains. It has a fresh scent that takes us back to nature. It also prevents the colors are desmerezcan washed after washed, making the experience a unique and durable for your clothes. Its position is based on its slogan "The power of Blue", used in the media especially on digital, in its marketing campaign. " Their packaging as well as its ingredients are composed of eco-friendly materials that help to safeguard our environment. In addition to being lightweight, easy to carry and store packaging and above all economical, perfect for the market that is Blue.
KW made a "Canvas technique" of their model of business in order to add value to their ideas and present your product in an organized way, while promoting it develops:
Strategy and objectives
General strategy
Grow by 7% per year over a period of four (4) years through increase in the sale of the product and image change jobs. On the other hand, is their interest retain existing customers and attract new. After having evaluated the market analysis, SWOT analysis, w poses the following strategy:
· Add new places of sale of the product at strategic points reaching more customers.
· Add a new product design, renewing the image.
· Therefore, it will be distributing product samples at fairs, conventions, moles, festivities and activities nonprofit in newspapers, hotels and guest house, focused on social classes middle and low to maintain and enter new markets.
· Through advertising exchanges, will be the logo in different media, social networks and programs.
· There will be a call center for information in general and service to the client in order to keep customers informed and answer or channel any doubt or question
Specific objectives
After implementing different strategies, identified analyzed competitive intelligence systems, w formulated the following objectives:
1. to be the leading brand in the market of detergent for washing clothes. Create new navies with the community maintaining quality standards.
2. produce an annual yield of 7% on investment.
3 impact new customers with an intense promotion in low-income sectors.
4. create and promote ecological awareness and the proper use of natural resources in our customers.
5. implement new technological tools for the analysis of data-based decision making and improve the quality of the product.
6. increase the Blue detergent sales in different distribution channels.
Strategies of Marketing programs
Product
Blue in white container detergent, which highlights its logo blue, distinctive and refreshing, which lives up to its name. The company's goal is to cover and meet the different needs of people. This is why that Blue detergent has the following characteristics:
Diversity of odors as: Lavender, mountain, tropical fruits and fresh air breeze.
It keeps the colors vibrant and radiant whi.
Advertising & Promotional Practices Among U.S. Supermarket RetailersAptaris
Advertising is an essential part of doing business in the food industry. But change is happening and keeps on coming. Increasingly, customers are in control, dictating how, where and when they want communications and the demand for relevant content is key. How do food retail advertising and marketing executives make the best use of their budgets and various communication vehicles in order to be successful?
We'll examine:
- The advertising and promotional practices in the supermarket today with a look at expected use in the next few years.
- Learn how food retail advertising and marketing executives make the best use of their budgets.
- Various communications vehicles in order to be successful.
Idea Feasibility and Sustainability Check.pptxMoses Shuuya
This document serves as framework to help entrepreneurs test whether their ideas are feasible and sustainable. The framework can also help entrepreneurs to determine the detailed financial resources needed to execute an idea.
Effective promotion strategies in e commerceeTailing India
The last time we spoke about “Product” from the subject of Marketing Mix. Continuing the series, today we are going to shed light on a very important aspect of Marketing Mix strategy and that is “Promotion.” This article is especially useful for online and offline retailers who want to increase sales and induce better customer-experience. Here we go!
2. What’s the problem?
“I have fewer and fewer customers, and those that remain
consume less than before! Why? The price! But I can’t afford
to lower my prices without being sure that I can make more
sales!”
Restaurant manager in Paris
To make up for the decline in consumption in their
establishments, restaurant owners are forced to raise
their prices: it’s a vicious circle.
The Problem
Price
increase
Lower
consumption
3. The solution
To meet the demand of undecided
consumer groups by distinguishing
yourself from competitors.
Auctions
To give businesses more visibility in the
DrinkUp community and offer discounts
depending on the size of client groups.
The Good Deals Directory
To draw, whenever they want, potential
clients with unique and personalized
offers, through push notifications.
Offer Pushing
Selling to groups of clients with discounts to offset the margin on each item
through volume.
To make the bars or restaurants in the
same sector compete and get the best
prices.
To quickly find a place during group
outings and get discounts.
The more the merrier, and the more you
save!
To be notified of good deals in the
sector, according to taste.
4. The French Market
bars and restaurants
In the 7 largest French cities
90% are restaurants
10% are bars
13,000
in Paris
Launch site of the business
DrinkUp is only aimed at bars and restaurants
in major cities.
22,000
5. Main Competitors
La Fourchette Restopolitan
AC 2013 : 15M€
Founded in 2007
Booking and restaurant
promotion platform.
Founded in 2006
Restaurant promotion platform
based on the “one meal purchased,
one meal offered” model.
AC 2012 : 12M€ AC 2012 : 1M€
Bought by Trip Advisor in
May 2014 for over150M€
AC 2012 : 2,5M€
(approximate)
6. Differentiation
La Fourchette Restopolitan
- Don’t allow direct
interaction with
consumers
- Price for restaurateur
based on the number of
customers gotten
thanks to Lafourchette
- Fixed and constant
discounts
- Don’t allow direct
interaction with
consumers
- Paying for users
- Mandatory 50%
discount on food for
participating
restaurants
7. Viral Marketing Strategy
Pre Launch
Currently
Acquisition of the 100 first
client establishments in
Paris through canvassing.
Gathering of student e-
mails.
Partnerships with school
Student Offices in Paris
(students being a simple
target to reach and heavily
affected by the problem)
Launch
Q1 2015
Acquisition of new
establishments in Paris
through canvassing and
subscription to the online
service.
Mass e-mail campaign for
Parisian students.
Gamification system with
sponsorship (potentially for
non-students.)
National Expansion
Q1 2016
Acquisition of client
establishments in major
French cities through
canvassing and online
subscription.
Applications become open
to the public.
International Expansion
Q1 2017
Acquisition of client
establishments in European
capitals and promotion of
the application in those
cities.
For Y1, DrinkUp will be reserved for Parisian students
8. Business Model
DrinkUp operates on a freemium model for professionals . However, the real
source of income is in the push to users close to client establishments.
Freemium
Participation to 5
auctions a month +
directory
Free
Free
/user
0,04€
Push
Participation unlimited
to auctions + directory
39€
Premium
With a conversion rate 10 times higher than for advertising, push allows
restaurant owners to inform nearby users of personalized promotional offers.
Its low unit cost allows it to be easily profitable.
9. Customer Acquisition Forecast
These forecasts are based on the
premise that 15 client establishments
are contracted per month, which is the
current rate.
0
500
1000
1500
2000
2500
3000
3500
Y1 Y2 Y3
3-year Forecast
Prévisions à 3 ans
1400
400
3000
11. John Smithz
Team
Maximum internal skills
Co-Founder, CEO
Fabien
Marin
Co-Founder, CTO
Maxime
Boudier
Jordane
Sanson
Co-Founder, COO
Thierry
Frank
Pierre
Marin
CSO
Co-Founder, CAO
EEMI
EEMI
EEMI
33 years of
experience in
Business and IT
management
30 years of
experience in
restauration
12. Prototype
Currently Functional
The web page for
institutions, web
communication relay.
The interface for professionals. It is also available on laptops.
The application for users.
Only available on
smartphones.
13. Your Contact
Fabien
10 ter rue Lecuirot, 75014 Paris
Address
+33 6 88 19 90 44
Contact Number
www.drinkup.fr
Website
fabien@drinkup.fr
E-mail