In my Principles of Marketing course, our final project consisted of our group developing an original invention and create a supplementary marketing campaign to promote the fictitious product. (Fall 2017)

1. Sani-Cells Corp.
Group #5
By:
Amber Dillman
Elisabeth Osei-Kwame
Grace Klinger James Porras
Kennedy Todi Klara Castillo
Liana Meisenzahl
December 4th, 2017

2. Our Mission
To provide people with
a safe, quick, and
convenient way to
sanitize their phone
after using the
bathroom.

3. Overview (Table of Contents)
● Introduction to Sani-Cells
● Situation Analysis
○ Current Market Situation
○ Primary Research - Cell
Phone Sanitation Survey
○ SWOT Analysis
○ Brand Map
○ Suggestions
● Objectives
● Target Market
● Strategies and Action Plans
○ Product Plan
○ Distribution Plan
○ Price Plan
○ Promotion Plan
● Schedule
● Cost Estimate
● Thank You!

4. Introduction to
Sani-Cells
● An enclosed shelf that sanitizes your
phone in public bathrooms.
● There are multiple shelves in the
bathroom. One for each sink.
○ Before washing your hands you
slide your phone into an
enclosed shelf.
○ Your phone is sanitized by the
time you have washed/dried
your hands.

5. Situation Analysis

6. Current
Market
Situation
● Currently no comparable products for
public places in the market.
● The sanitation market is huge for a
product like this.
○ We use our phones so often that
they become dirty easily.
● Educating the consumer
○ Informing people of bacteria
growing on phones → incentive to
use our product

7. Current Market
Situation
● We are constantly handing our phones
to others, which causes a lot of bacteria
to build up.
● Phone-sharing is big - after using the
bathroom, touching various surfaces.
○ Cell phones carry 10 times more
bacteria than most toilet seats
(Boshell).
○ Each square inch of your cell
phone contains roughly 25,000
germs (Boshell).
■ Some bacteria include: E.
coli, influenza and MRSA (a
germ that causes rashes and
skin infections) (Matthews).

8. Primary Research
Results - Cell
Phone Sanitation
Survey
● 76% female and 24%
male
● 80% between ages
18-24, received
responses up to 64
years of age
● 53% White/Caucasian,
27% Black or African
American

9. Primary Research
Results - Cell
Phone Sanitation
Survey
● First reaction: 39% very pos.,
38% somewhat pos., 21% neutral
● Innovative: Extremely (20%),
Very (42%), Somewhat (36%),
Not so innovative (2%)
● Necessary need: Definitely (22%),
Probably (33%), Neutral (33%),
Probably don’t (9%), Definitely
don’t (3%)
● Likely to use: Extremely (22%),
Very (26%), Somewhat (40%),
Not so likely (10%), Not at all
(2%)

10. Cell Phone
Sanitation Survey
Results
(Cont.)
● Phone use (hours per day):
○ 10% → 0 to 2
○ 20% → 2 to 4
○ 28% → 4 to 6
○ 15% → 6 to 8
○ 11% → 8 to 10
○ 16% → More than 10
● 46% have placed phone on toilet,
52% have not, 2% said maybe
● Recommendations:
○ Detractors = 46%
○ Passives = 34%
○ Promoters = 20%
○ -26 NPS
140

11. SWOT Analysis
● Strengths:
○ Nothing really like it on the market
○ Almost everyone has a cellphone
○ Huge market
● Weaknesses:
○ Can be expensive to place in every public bathroom
○ Educating the consumer and businesses
● Opportunities:
○ Portable sanitation models (i.e., sanitation phone case)
○ Potential models for consumers private household bathroom
● Threats:
○ Patents can be expensive and a difficult/long process
○ People don’t care - we touch so many surfaces each day anyway
○ Companies may not want to purchase from us

12. Brand Map

13. Suggestions
● Based on our competitors prices’ and our much higher (industrial grade) quality:
○ Our prices are set over $100 per unit excluding other installation &
maintenance fees.
○ We will offer fixed rates that only vary amongst business type (hospital vs
public school).
● Our marketing objective concept will be to start small and local, only offering to big
businesses and then expanding to public and nationwide and potentially, globally.

14. Suggestions
(Cont.)
● Avoid outsourcing as best as possible, promote brand itself as clean and
reliable like our product.
● Willingness to demo products at conferences and fairs to start promoting
interest from other big organizations/companies.
○ Possibly partner up
● Usage of TV & radio commercials/infomercials
○ Some print ads in local newspapers

15. Objective
Achieve product installation
within 10% of public restrooms
in Rochester, NY within 12
months of introduction.

16. Target Market
● Public restrooms located in
schools, parks, stores, workplaces,
and hospitals.
○ Initial focus on hospitals and
stores or restaurants with high
foot-traffic.
● Owners of businesses with public
restrooms.
○ Business chains offer large scale
opportunities.
● Public restroom companies.
● Building owners throughout the
United States and potentially
beyond.

17. Strategies & Action Plans

18. Product Plan Strategies:
● Illustrate differentiation of our
product from existing products.
● Provide prototype ready to use for
demonstration.
Action Plan:
● Have timer and/or sound effect
signaling to user that phone has
been sanitized.
● Demonstrate the ease of use in
public restrooms.

19. Distribution Plan
Strategies:
● We will use an Industrial Distributor
Distribution system.
○ An intermediary reduces the risk
of directly working with
customers.
○ An Industrial Distributor can also
help identify potential customers.
Action Plan:
● Identify an Industrial Distributor
who will fit our needs.
● Coordinating with distributors to
identify potential consumers.

20. Price Plan
Strategies:
● Sales maximization rather than profit
maximization
● Competitive Pricing
○ Other products are for personal
use, whereas our product is
industrial-grade
○ Personal products range from
$70-$120 (depending on size)
Action Plan:
● Price per unit: $150
● Installation fee: $75
● Maintenance fee: $25 per event per unit

21. Promotion
Plan
Strategies:
● Announce to consumers our service
○ Primary focus is selling to
business consumers and forming
contracting deals.
○ Educate secondary consumers on
product usage.
○ Utilize PR Events to educate both
our primary (businesses) and
secondary consumers (users).
● TV commercials demonstrating
product/promoting it coming to
location near users.

22. Promotion
Plan (Cont.)
Action Plan:
● Placing Sani-Cells in public place like
hospitals, restaurants, and local
businesses.
● PR events would include
demonstrating our product at the
Public Market, the Lilac Festival, or
other local events.

23. Schedule
Design and
Test Product
Test
Production
Production
Marketing
Campaign
Planning
Media and
Production
Buying
Distribution in
Rochester, NY
Distribution in
Key U.S. Cities
Marketing
Campaign
Launch
Distribution
Nationwide
sometime in
2019

24. Cost
Estimate
● Most of our budget will be spent
on the following:
○ Purchasing initial industrial
resources for product testing
and design.
○ Media Promotion
(purchasing and planning)
○ Product testing - the product
itself, as well as with focus
groups.
○ Distribution in Rochester,
then expansion.

25. Cost Estimate (The Breakdown)
● Resources will consist of:
○ Plastics
○ Metals
○ UV lighting rods
○ “Nuts and Bolts”
○ Research sites
● Buying TV slots for commercials
and infomercials on local, and later,
nationwide network & broadcast
stations.
● Product testing, attracting people to
test the product, as well as ensuring
the product works as intended.
● Hiring people to help with personal
selling to businesses.
● Lastly, we will focus on distributing
our products in the form of hiring
and training people to install our
products in public locations.

26. Thank You!
Kennedy Todi: kxt1475@rit.edu
Amber Dillman: axd7573@rit.edu
Liana Meisenzahl: lxm9934@rit.edu
Elisabeth Osei-Kwame: exo6643@rit.edu
Grace Klinger: gek1119@rit.edu
James Porras: jtp4953@rit.edu
Klara Castillo: krc1215@rit.edu
Contact Us:

27. Sources
● Boshell, P. (2016). Hand Hygiene,
Infection Prevention and Food Safety
Blog. Retrieved November 30, 2017,
from
http://info.debgroup.com/blog/bid/29
0652/your-mobile-phone-is-dirtier-tha
n-you-think
● Matthews, S. E. (2012, August 30).
Why Your Cellphone Has More
Bacteria Than a Toilet Seat. Retrieved
November 30, 2017, from
https://www.livescience.com/22822-c
ell-phones-germs.html