Marketing Project Presentation

1/18/2015
1
United Green
Technologies
Bryan Hall – Chief Executive Officer/President
Kristjan Archer – Vice-President of Customer Relations
Allison Caparros – Chief Operating Officer
Arthur Deakin – Vice-President of Research and Development
Ashley Knipp – Chief Creative Officer
Travis Wert – Chief Information Officer
Introduction

1/18/2015
2
Table of Contents
1. Introduction
2. Product Selection
3. Product Plan
4. Industry Overview
5. Target Niche Analysis
6. Pricing Plan
7. Distribution Plan
8. Promotion Plan
9. Next Steps and Summary
United Green Technologies
 Manufacturer in Cincinnati, Ohio which specializes in sustainable technology
 Recent performance and maturation has led UGT to point of insolvency
 New product, UV Green will jump start sales growth
 Target markets of Santa Barbara, CA; Evanston, IL; and Syracuse, NY
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
FY 2012 FY 2013 FY 2014 FY 2015
Recent Performance
Pro Forma Revenue
Capture from UV
Green
Sales Figures and Performance: Historical and Projected

1/18/2015
3
About UV Green
 Computer peripheral industry is mature and saturated with legacy products
 UV Green utilizes laser technology to manipulate a pre-treated page
 Completely safe and environmental effect of paper is negligible
 Cost effective and eco-friendly because no ink is used
 Compatible with battery (chargeable) and solar panel
 Proprietary technology with seven patents
Characteristics Aesthetics
The Science behind UV Green
 Focuses nitrogen TEA (Transversely Excited Atmospheric)
laser on pretreated paper
 Capsules in nanotubes release chemicals through the use
of NanoLace® technology*
 The capsules are sprayed onto the paper
 Laser is focused with an optic fiber
TEA Laser
Citric Acid
*United Green Technologies consulted with Professor
Kandel, Ph.D. and Professor Hildreth, Ph.D. from the
University of Notre Dame and the product’s three inventors
to develop NanoLace®

1/18/2015
4
Product Selection
Competitive Product Scorecard
Comparable company research demonstrates that UV Green has
a differential advantage in the computer peripheral landscape.
Competitive Product Scorecard Products (see key below)
20 Characteristics A B C D E
1. High value in use/ low cost to make it. 6 7 5 6 10
2. Protection (patents, special knowledge, share). 6 1 4 6 10
3. Ease of use. 3 3 6 4 10
4. Differential advantage. 2 6 4 6 9
5. Rate of technological change. 4 5 3 5 9
6. Type and degree of competition. 5 4 4 4 8
7. Unique and trendy. 1 6 2 3 10
8. Shelf space at retail. 7 2 4 6 9
9. Prior use patterns. 4 2 4 7 8
10. Affordable. 3 4 3 3 9
11. Newness. 2 7 3 5 10
12. Divisibility. 4 5 3 4 9
13. Rate of use. 6 2 5 6 10
14. Durability. 4 3 3 5 10
15. Life Cycle. 2 4 3 5 10
16. Bankable. 3 4 4 7 10
17. Fundamentaltrends. 2 5 4 4 9
18. Size of market for like products. 5 3 5 6 8
19. Consumer purchase patterns. 3 7 5 5 9
20. Web friendly. 2 2 6 3 9
Total 74 82 80 100 186
Average 3.7 4.1 4 5 9.3
A: Xerox Phaser 3250
B: Mini Mobile Robotic Printer
C: Epson WorkForce All-in-One
D: Hewlett Packard Laser Jet
E: UV Green

1/18/2015
5
Utility Bundle Analysis
Comparative Utility
Bundle
Xerox
Phaser 3250
Mini Mobile
Robotic Printer
Epson WorkForce
All-in-One
Hewlett Packard
Laser Jet
UV Green
1. Form 4 8 6 2 10
2. Time 5 6 8 5 8
3. Place 5 8 7 4 9
4. Possession 6 7 8 6 10
5. Image 1 7 3 7 9
6. Information 7 3 4 3 8
Score: 28 39 36 27 54
Average: 4.67 6.5 6 4.5 9
UV Green has an exceptional advantage in form and possession utility.
Outperformance across categories leads UV Green to a score twice the
average of its peers.
Product Selection
 Examined a compilation of 40 niche
products
 Selected UV Green for marketing and
strategy design
 Key Characteristics: portable, green*,
time and money saving
 Given results from the competitive
scorecard, utility bundle analysis, and
research, UV Green is optimum choice
*Solar Panel

1/18/2015
6
Product Plan
Goals
Primary Goals
• $3.5 mm in web sales and
$8.125 mm in retail
stores.
• 7.3 units per store per
day
• Achieve 40% recognition
among target niche
(CPAs) within the first
year
Secondary Goals
• Three new patents per stage
of evolution
• Maintain an average of 0.9
on the Product Scorecard

1/18/2015
7
Product Life Cycle
New Life Cycle Stage: UV Pure 3D ($700)
Eco-friendly 3D printer that uses only recycled materials
Maturation Stage: UV Gamma ($275)
Wireless booster and twice the printing speed as UV Green
Crash Stage: UV True ($250)
Made of recyclable materials and supports UGTrees
Competition and Retaliation Stage: UV Hue ($300)
Colored Printing
Introduction Stage: UV Green ($337.54)
Eco-friendly, green, inkless, portable
Maslow Utility for Future Products
As UV Green evolves, the future products fulfill even more of
Maslow’s utility needs, further increasing the value of the product.
Maslow's Hierarchy UV Green UV Hue UV True UV Gamma UGT Laser 3D
1) Physiological X
2) Safety X X X
3) Love/Belonging X X X X X
4) Self Esteem X X X X X
5) Self Actualization X X X

1/18/2015
8
Industry Overview
Product Life Cycle
Competitors are in the maturation of their life cycle. UGT significant
opportunity to attack their market share. UGT determined that Epson is
weakest in the peer group
12%
21%
4%
20%
3%
40%
Others
Canon
Roland
Epson
Ricoh
HP
Hewlett Packard strongest in
Industry, Epson demonstrates
opportunity to Attack
UV Green

1/18/2015
9
Industry Profile Pyramid
Research indicates that consumers are dissatisfied with Epson’s
products, leaving room for United Green Technologies to take a
portion of Epson’s 20% market position.
Hewlett-
Packard (40%)
Epson (20%), Dell (5%)
Xerox (3%), Mini Mobile Robotic
Robotic Printer (<1%)
Clear market leader
Mature players with sizable
market positions
Tangential role in market or
momentum players
Trend Ratios and Momentum
UV Green will have tailwinds from social, political, economic, and tech trends.
Zerox Phaser 3250 Mini Mobile Robotic Printer Epson WorkForce All-in-One Hewlett Packard Laser Jet UV Green
1) GovernmentIncentivesfor Green Technology - - - + +
2) Intellectual Property Protection - - + + +
3) Ink Disposal Legislation - - - - +
4) Legal Case Precedent - - - - +
Political Subtotal 0 0 1 2 4
Subtotal Average 0.00 0.00 0.25 0.50 1.00
5) Wireless Connectivity to Internet Platforms + - - - +
6) Cost Savings from Tech - - - - +
7) Solar Power/Light Refraction - - - - +
8) Lack of Change - - - - +
Technological Subtotal 1 0 0 0 4
9) Cost ConsciousCollege Students - - - - +
10) Environmental Movement - - - + +
11) Millennials Opt for Convenience - - - - +
12) Patriotism: Made in USA - - - - +
13) Slimmer/Sleekeris Better - - - - +
Social Subtotal 0 0 0 1 4
14) Projected Industry Growth + + + + +
15) Increase in Ink Cost - - - - +
16) Economic Recovery + + + + +
17) Falling Price of Semi Conductors + + + + +
18) Rising Price of Oil - - - - +
19) Household Wealth + + + + +
20) Per Capital Disposable Income + + + + +
21) Economiesof Scale + + + + -
Economic Subtotal 6 6 6 6 7
Total Trend MomentumAverage 0.33 0.29 0.33 0.43 0.90

1/18/2015
10
Technology Stage Analysis
The technological landscape in the printer market is old and mature.
UV Green LaserJet Inkjet
Geographic Target Markets
With a target market in professional services, United Green Technologies
sees significant potential on the east coast, west coast, and in the Midwest
% of Adults in Business Jobs (2013) % of Adults in Business Jobs (Projected 2018)
5 Year Transition

1/18/2015
11
Target Niche Analysis
Buyer Profile: Hobbies & Occupations
 Middle to upper class
 Young Adults 25-34
 Professionals and students
studying to move into
respective professions:
Millennials
 PRIZM Analysis
Occupations
• Photographers
• Accounting
• Finance
• Research Industry
• Scholar
• Novelist
• Publisher
• Poet
• Advertising
• Architect
• Small offices
• Academic
• Secretary
Hobbies
• Arts and Crafts
• Sustainability Clubs
• Publications Clubs
• PTA
• Pinterest Members
• Scrapbooking

1/18/2015
12
Why is UV Green bought over competitors?
Consumer problems
Xerox
Phaser
HP
LaserJet
Epson
Workforce
Mini
Mobile
UV
Green
1) Initial setup 4 8 9 6 9
2) Printing capacity 6 5 9 4 8
3) Jamming Issues 5 7 5 9 9
4) Build quality 9 7 4 5 9
5) Network Capabilities 5 4 6 8 10
6) Breakdown of printer 4 6 5 4 8
7) Size of ink cartridge 8 8 4 2 10
8) Price of ink cartridge 8 3 4 2 10
9) ADF* tray setup 9 4 4 8 8
10) Operating life 4 8 7 3 9
11) Print speed 6 7 7 3 8
12) Hardware of printer 5 7 4 5 9
13) Software for printer 4 7 8 5 9
Software
compatibility** 4 7 8 5 9
Average 5.8 6.3 6.0 4.9 8.9
Maslow’s Utility Bundle
Average Score
Physiological 9
Safety 9
Love/Belonging 9.3
Esteem 9.3
Self Actualization 9
Determination of Target Market
CostValue/Use
Differential
Advantage
Divisibility
MarketSize
Coverage
GreenSatisfaction
30-40Hours
Clubs/Alt.Media
TOTAL
AVERAGE
1 Photographers 7 6 5 8 9 8 10 10 63 7.9
2
Business
Professionals 9 10 10 10 10 10 10 10 79 9.9
3
Writing
Process 10 10 10 9 9 10 10 9 77 9.6
4 Architect 8 8 9 7 8 9 10 7 66 8.3
5
Arts and
Crafts 10 7 9 10 10 9 9 10 74 9.3
6 Student Clubs 10 6 7 10 6 10 6 8 63 7.9
7 PTA 10 5 5 10 6 8 6 8 58 7.3
 In a macro matrix, UGT compared 35
hobbies and occupations, narrowed
to 19 with a score above 9.0
 Created micro matrix with reselected
criteria
 Focused on most impactful
categories with variance analysis
 Top 3 most benefitted markets
 Reveals that Business Professionals
are UV Green’s target market

1/18/2015
13
Target Niche within Target Market
CostValue/Use
DifferentialAdvantage
Divisibility
MarketSize
Coverage
GreenSatisfaction
30-40Hours
Conferences
TOTAL
AVERAGE
1 Architects 6 6 5 8 9 8 10 8 60 7.5
2 CPAs 10 10 10 10 9 10 10 10 79 9.875
3 Market analysts 10 10 9 8 10 10 10 9 76 9.5
4 Financial advisors 10 8 9 10 9 8 10 9 73 9.125
5 General management 7 7 9 10 8 10 9 6 66 8.25
6 IT directors 7 6 7 10 6 8 10 6 60 7.5
United Green Technologies plans to target CPA’s because their
professional aligns with UGT’s targeted 40 hrs. per week of use.
CPA Selection Explanation
 UV Green effectively satisfies all
the basic needs of consumers as
seen by Maslow’s Utility Bundle.
 UV Green eliminates the majority
of consumer problems experienced
with competitive products.
 Target Niche: CPAs

1/18/2015
14
Pricing Plan
Goals
 $8.125 mm in brick &
mortar retail sales and $3.5
mm in online sales
 Profit margin of 61.20%
0%
10%
20%
30%
40%
50%
60%
70%
Industry Gross Profit Marign Targeted Gross Profit Margin
Margin Profile

1/18/2015
15
Pricing Strategy
 Price Based off relative strength of UV Green to comparable products universe
 UV Green at $337.54 is priced at the top of the comparable products hierarchy
Utility Bundle
Competitive Product
Scorecard
Weighted
Average
Xerox Phaser 4.67 3.7 4.19 Comp Ratio from Competitors
Mini Mobile 6.5 4.1 5.3 4.81
Epson Workforce 6 4 5
HP LaserJet 4.5 5 4.75 Multiple
UV Green 9 9.3 9.15 1.9x
Pricing determined by weighted average comparison between UV Green’s
competitive product score/utility score and the peer group.
Push Strategy
5
45
Given the skim pricing strategy of UV Green, UGT will strategically place
sales representatives to promote its product.

1/18/2015
16
Breakeven Analysis
 Price Based off relative strength of UV Green to comparable products universe
 UV Green at $337.54 is priced at the top of the comparable products hierarchy
Unit Price $337.54
% of COGS that are Fixed 55%
Units Sold per Day 94.37
Sales COGS Fixed Costs Units
Retail $8,125,000 $3,152,500 $1,733,875 5136.80
Online $3,500,000 $1,358,000 $746,900 2212.77
Total Units Sold 7349.57
Days to
Breakeven 77.88
United Green Technologies expects to breakeven in a month and a half.
Price Optimization
Retail Sales Online Sales
Sales Face Value $8,125,000.00 $3,500,000.00
Real Sales Value $6,500,000.00 $3,500,000.00
Unit Price 337.54 337.54
Paper Selling Price *Ream 15 15
Cost to Acquire Paper *Ream 1 1
Consumer Ream Usage 9490 9490 Total Sales
Reams Bought per Year 18.98 18.98 $10,000,000.00
Profit on Reams per Customer $265.72 $265.72
% to Retailer 20% 0%
Units Sold (excluding paper sales) 24071.22 10369.14 Paper Usage (Day)
Units Sold (with paper sales) 12132.48 5801.81 26
United Green Technologies will benefit from a price skim strategy and
cross selling the specialty paper along with the printer.

1/18/2015
17
Distribution Plan
Short Channel Design
Producer
Retailer
Consumer
Producer
Consumer
UGT intends to utilize a short channel to enhance the image of UV Green,
strengthen customer service, improve quality control, and maintain
influences over our product prices.
WEB

1/18/2015
18
Channel Structure
Selective Coverage
$8.125 Million
California
$2,700,000
Santa Barbara
UC Santa Barbara
Apple Store
Campus Bookstore
Brookstone
Illinois
$2,700,000
Evanston
Northwestern
Apple Store
Campus Bookstore
Brookstone
New York
$2,700,000
Syracuse
Syracuse University
Apple Store
Campus Bookstore
Brookstone
= 7.33 Printers
/day/store
Web Sales: 35%
28.4 printers/day
Distribution Centers
Two distribution centers
 Youngstown, OH
 Riverside, CA
With distribution centers in strategic locations, UGT will be able to
successfully distribute its products.

1/18/2015
19
Promotion Plan
Key Computer Peripheral Buzzwords

1/18/2015
20
Strategies
 SKIM strategy
 PUSH strategy
 Aggressive advertising strategy
 High value in use
TV Space
Specialty
Circulars
Trade
Meeting
Online
Ads
Social
Media
Advertising
Communication MixGoals
 60,000 hits on UGT’s UV Green website in first 6 months
 100 new followers per month on Twitter account
 500 likes per month on UV Green Facebook page
Media Schedule
Pre
Launch Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total
Word of Mouth 12.0 4.2 4.2 4.2 2.2 3.2 4.2 2.2 2.2 2.2 2.2 3.2 4.2 50.0
Publicity 8.0 4.5 4.5 4.5 2.5 3.5 4.5 2.5 2.5 2.5 2.5 3.5 4.5 50.0
Personal Selling 5.0 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 20.0
Advertising 20.0 9.8 9.8 9.8 7.8 8.8 9.8 7.8 7.8 7.8 7.8 8.8 9.8 125.0
Total by Stage 45.0 19.7 19.7 19.7 13.7 16.7 19.7 13.7 13.7 13.7 13.7 16.7 19.7 245.0
*In thousands
 $245,000 in first year to advertising expenses
 $20,000 to jump start efforts online and
 Devote $12,000 in pre launch stage for sustainability contest
 $8,000 in publicity expenses and exposure to targeted conferences (AICPA)

1/18/2015
21
Facebook Advertising
Twitter Advertising

1/18/2015
22
Website
United Green Technologies wishes to give a seamless, and user
friendly social network and product sites for their consumers.
Advertisements

1/18/2015
23
Celebrity Endorsement
Adam Scott: Actor known for
his role as an accountant in
Parks and Recreation
Next Steps and
Summary

1/18/2015
24
Summary
 UV Green
 Saves time, saves money, saves the environment
 $337.54 per unit
 Profit margin of 61.2%, Break even in 78 days with 65% of sales (40% markup)
from retail and 35% of sales from the web
 9 stores in 3 cities: Santa Barbara, CA, Evanston, IL, and Syracuse, NY.
 2 midpoint distribution centers in Riverside, CA, and Youngstown, OH.
 Strategies: Skim and Push (CPA’s target)
 Upper range of price points and aggressive advertising Target market: Business
professionals and students

Marketing Project Presentation

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (6)

Similar to Marketing Project Presentation

Similar to Marketing Project Presentation (20)

Marketing Project Presentation