This is a little meta, but the goal of this marketing plan was not to build a roadmap for Bonnie's to become a $300MM business or to gain market share. My goal was to show Scotts and my interviewers that I had studied the industry, synthesized the information, and was excited about the role and company. The biggest difference between building this sample marketing plan versus doing it in industry or as a full-time employee is that I worked on this in a vacuum whereas on the job, it's a co-collaborative effort with cross-functional peers (finance, market research, sales, etc.), your manager, your team, and many other stakeholders who would give feedback before any of the ideas/recommendations come to life in execution.
The goal of a real-world marketing plan is to help a business achieve its goals. Whether that involves increasing revenue, expanding market share, or simply improving brand awareness, marketing plays an essential role in achieving success. To create a marketing plan that effectively drives business growth, you have to identify specific marketing goals and develop strategies to achieve those goals. This may involve conducting market research to better understand customer needs, developing marketing materials such as advertising campaigns and social media posts, or experimenting with new marketing techniques such as influencer marketing or integrated marketing communications. Ultimately, the goal of any marketing plan is to elevate a company's bottom line by attracting more customers and increasing sales.
www.tomkytran.com
Gardening is back. With the slow down of the economy and tightening of our belts, we've seen a shift in priorities from we to me. Sharing is now trumping greed,& a return to a new sense of self-sufficiency is fueling a renewed appreciation for our land— defined more by nostalgia rather than geography; caretakers rather than developers.
Yard-sharing with people -- dividing resources, skills, space, tools, and time – is popping up to support our need to “go local,” strengthening our neighborhoods. We’re connecting to the soil and with each other, sharing the bounty and giving families food that’s more nutritious, tastier and less costly.
www.gardenmediagrup.com
GMG 2011 Garden Trends Report updated release September 10, 2010Garden Media Group
Garden Media Group's 2011 Garden Trends Report, Suzi McCoy released the top garden and outdoor living trends at the 2010 GWA Annual Symposium in Dallas, TX September 10, 2010.
Mercury Mambo Hispanic Shopper & Retailer Study 2011Mercury Mambo
The follow-up study to the popular 2009 Hispanic Shopper & Retailer study by Mercury Mambo. Read first hand what Hispanic consumers and retailers look for in brand promotions and experiences.
Provides information on the Target cosmetics shopper, leakage on where shoppers are going, which categories over-index and who they over-index with. Also includes a deeper dive on Ulta and where Target is winning against Ulta in the cosmetics category.
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
The document summarizes key findings from the 2010 ImagePower® Green Brands Survey, which analyzed consumer perceptions of green products and brands across 8 countries. Some of the main findings include:
- Over 60% of consumers in all countries surveyed want to buy from environmentally responsible companies.
- Consumers' top environmental concerns vary by country, with issues like climate change, water management, and deforestation viewed as most important.
- Many consumers, especially in developing economies like China, India, and Brazil, plan to spend more on green products in the coming year.
- Perceived challenges to buying green products differ between developed and developing markets. Cost is a key hurdle in developed countries while limited selection
This document summarizes a webinar presentation about using a sustainability sourcing guide for grocery category managers. It discusses key sustainability issues like carbon footprint, water footprint, and waste reduction. It presents a 5-step decision framework: 1) know priorities, 2) communicate needs, 3) acquire supplier information, 4) evaluate information, and 5) make purchasing decisions considering sustainability as one factor. The webinar emphasizes verifying vague sustainability claims to avoid "greenwashing" and provides resources to help category managers make more informed sustainable sourcing choices.
Gardening is back. With the slow down of the economy and tightening of our belts, we've seen a shift in priorities from we to me. Sharing is now trumping greed,& a return to a new sense of self-sufficiency is fueling a renewed appreciation for our land— defined more by nostalgia rather than geography; caretakers rather than developers.
Yard-sharing with people -- dividing resources, skills, space, tools, and time – is popping up to support our need to “go local,” strengthening our neighborhoods. We’re connecting to the soil and with each other, sharing the bounty and giving families food that’s more nutritious, tastier and less costly.
www.gardenmediagrup.com
GMG 2011 Garden Trends Report updated release September 10, 2010Garden Media Group
Garden Media Group's 2011 Garden Trends Report, Suzi McCoy released the top garden and outdoor living trends at the 2010 GWA Annual Symposium in Dallas, TX September 10, 2010.
Mercury Mambo Hispanic Shopper & Retailer Study 2011Mercury Mambo
The follow-up study to the popular 2009 Hispanic Shopper & Retailer study by Mercury Mambo. Read first hand what Hispanic consumers and retailers look for in brand promotions and experiences.
Provides information on the Target cosmetics shopper, leakage on where shoppers are going, which categories over-index and who they over-index with. Also includes a deeper dive on Ulta and where Target is winning against Ulta in the cosmetics category.
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
The document summarizes key findings from the 2010 ImagePower® Green Brands Survey, which analyzed consumer perceptions of green products and brands across 8 countries. Some of the main findings include:
- Over 60% of consumers in all countries surveyed want to buy from environmentally responsible companies.
- Consumers' top environmental concerns vary by country, with issues like climate change, water management, and deforestation viewed as most important.
- Many consumers, especially in developing economies like China, India, and Brazil, plan to spend more on green products in the coming year.
- Perceived challenges to buying green products differ between developed and developing markets. Cost is a key hurdle in developed countries while limited selection
This document summarizes a webinar presentation about using a sustainability sourcing guide for grocery category managers. It discusses key sustainability issues like carbon footprint, water footprint, and waste reduction. It presents a 5-step decision framework: 1) know priorities, 2) communicate needs, 3) acquire supplier information, 4) evaluate information, and 5) make purchasing decisions considering sustainability as one factor. The webinar emphasizes verifying vague sustainability claims to avoid "greenwashing" and provides resources to help category managers make more informed sustainable sourcing choices.
Natureview Farm - Case Study (Harvard Business Case Study)Akanksha Rai Sharma
Natureview Farm is a small yogurt manufacturer that has grown from $100,000 to $13 million in revenue from 1989 to 1999 through natural food stores. It now aims to reach $20 million by 2001. It considers three options: 1) Expanding its 8oz yogurt line into supermarket regions, 2) Expanding its 32oz line nationally in supermarkets, or 3) Launching multipacks in natural food stores. Option 1 is estimated to generate the most incremental revenue of $25.2 million, allowing it to achieve its goal.
Part of team of 5 UIUC students in a case study to create a campaign for Plantlink, a startup, to gain awareness and increase sales. We were required to present a brand proposal to the founders of Plantlink create a 30 page portfolio and a 10 minute presentation summarizing our strategy and tactics.
The document proposes two approaches to supporting local food production and markets: 1) A "veggie swap" social network allowing allotment gardeners to exchange surpluses; and 2) A website enabling small/home/allotment producers to trade with larger farm shops.
It then describes an idea for a website connecting individual and backyard/allotment growers with local farmers willing to sell or exchange the growers' produce. The website would show interested farmers, produce types accepted, prices, and delivery/pickup details. It aims to help small growers offload surpluses.
The document discusses challenges including clearly defining the target market and managing perishable produce logistics. It asks if un
Plantee Seed Pitch Deck for TC Pitch Deck TeardownHajeJanKamps
The document is a pitch deck for Plantee Innovations, which is developing smart indoor gardening devices. They are raising $1.4 million to fund mass production and reach $1.7 million in revenue by 2025. Their flagship product is an all-in-one smart indoor greenhouse that monitors conditions like light, water, and temperature to provide ideal care for plants. They have market validation from a successful Kickstarter campaign and aim to address the large market of people who struggle to keep houseplants alive.
Plantee Innovations is raising $1.4 million to launch their flagship smart indoor gardening product called Plantee and expand into new markets. Plantee is an all-in-one smart greenhouse device that monitors and controls lighting, watering, fertilization and other conditions to provide optimal care for houseplants. The company has already validated demand through a successful Kickstarter campaign and plans to achieve $1.7 million in revenue by 2025 by selling Plantee units and accessories to their target customer of serial plant killers in developed markets.
The document discusses emerging trends in gardening such as growing vegetables and edible plants ("Garden to Table"), eco-friendly landscaping practices ("Eco-Scaping"), and using containers and vertical gardening to grow food in urban areas. It also mentions trends related to sustainability, organic methods, water conservation, and connecting with nature. Retailers are advised to pay attention to these trends to meet consumer demand for locally grown, chemical-free, environmentally-friendly food and gardening products and practices.
The document provides findings from the 2011 ImagePower® Green Brands Survey, which analyzed consumer perceptions of green products and corporate brands across 8 countries. Some key findings:
- The 2011 survey was the largest to date, with over 9,000 online interviews conducted in Australia, Brazil, China, France, Germany, India, the U.S., and U.K.
- Consumers in most countries are increasingly concerned about environmental issues like energy use and chemicals/toxins, while concern about climate change and air pollution declined.
- Majorities of consumers across all countries think it is important for companies to be environmentally conscious when choosing products/services.
Market gardening involves the commercial production of vegetables, fruits, flowers and other plants on a small scale for profit. It is oriented toward local markets. Starting a market garden business requires developing a business plan that outlines goals, operations, finances and marketing strategy. Choosing the right markets is important, with options including farmers' markets, CSAs, restaurants, stores and farm stands. Learning production techniques through apprenticeships, workshops and books is key to success. Ongoing planning, recordkeeping and adapting to changing conditions are also important aspects of running a profitable market garden business.
This document provides an overview and guidance for general merchandise category managers on sustainable sourcing. It discusses key sustainability issues like carbon footprint, water footprint, waste footprint and packaging. It presents a stepwise decision framework for managers to 1) identify sustainability priorities, 2) communicate needs to suppliers, 3) acquire product sustainability information, 4) evaluate information, and 5) make purchasing decisions considering both sustainability and other factors. The overall goal is to help managers understand sustainability in the retail sector and select more sustainable products and suppliers.
This document provides an overview and guidance for general merchandise category managers on sustainable sourcing. It discusses key sustainability issues like carbon footprint, water footprint, waste footprint and packaging. It presents a stepwise decision framework for managers to 1) identify sustainability priorities, 2) communicate needs to suppliers, 3) acquire product sustainability information, 4) evaluate information, and 5) make purchasing decisions considering both sustainability and other factors. The overall goal is to help managers understand sustainability in the retail sector and select more sustainable products and suppliers.
Ball Seed Garden Showcase - Top 10 FindingsBill Calkins
The document summarizes findings from a 2012 consumer study on residential gardening. Key findings include:
- Weeding is the biggest frustration for gardeners.
- Containers and potted flowers are growing in popularity compared to 2008, while perennial use has slightly declined.
- Most purchases are still for plants grown in the ground rather than containers.
- Expenditures on flowers have remained similar to 2008 levels.
Environmental Issues in Business 2011Environmental Issues .docxYASHU40
Environmental Issues in Business 201
1
Environmental Issues in Business 201
Time (Stress) ManagementWeek 2Become familiar with topics Week 3Preliminary literature review Week 4Topic selection & literature review Week 5 (Tuition free week)Literature review and early draft stage Week 6Advancing manuscript Week 7Advancing manuscript Week 8 (Tuition free week)Finalising manuscript Week 9Proof-reading and checkingWeek 10Paper submission due
Lecture 8
Green Marketing
Environmental Issues in Business 201
3
At the end of this lecture you will be able to:
explain the role of green marketing in the sustainability context;
describe differences between green marketing and conventional marketing approaches;
describe the strengths and weaknesses of green marketing; and
identify key elements of effective green marketing.
The marketing paradox
How do marketing and sustainability fit together?
Schism in the marketing discipline
Genuinely green vs greenwashing
Greener vs sustainable marketing
The problem of marketing “greenness”
How green can be too green
Consumers as green marketing obstacles
Designing a green marketing strategy
The dos and don’ts
Examples
The good, bad and ugly
Environmental Issues in Business 201
4
Overview
Lecture 7
Environmental Issues in Business 201
4
How well does marketing align with the goals of sustainable development?
Environmental Issues in Business 201
5
The paradox of marketing:
Marketing is the driving force behind unsustainable, (un-)economic growth and individual lifestyles
Contributes to over-consumption
Complicit in the promotion of unsustainable/unethical values and behaviours
Environmental Issues in Business 201
6
How Responsible is Marketing?
The ‘more is better maxim’ of marketing seems to violate sustainability principles and arguably undermines efforts to mainstream more ethical and ecologically sensitive consumer behaviour
Lecture 7
Environmental Issues in Business 201
6
Sustainable production and consumption.
But can also be used as a tool for social change:
Altering consumption patterns for society’s long-term best interests
Educate and raise awareness
Change values, life-styles and consumer choice
Help challenge the status quo
Environmental Issues in Business 201
7
Marketing: A Tool for Change?
Promotion of products or services by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them
(Prakash 2002: 285)
Channelling of consumer demand towards environmentally less problematic areas of consumption
(Hockerts 2003)
Environmental Issues in Business 201
8
Green Marketing
Product attributes
Value-addition processes
Management systems
Associated Causes
Environmental Issues in Business 201
9
Target Areas for Green Marketing
Source: Prakash (2002)
Green marketing can help:
Aid reduction of impacts
Provide alternative product choices
Promote ‘better’ ...
- The food storage category sees occasional purchases when items are needed or on sale. Meijer holds a large share of the market for food storage purchases.
- Containers make up the largest segment of food storage, accounting for 40% of category sales. Brands like Ziploc, Saran, and Reynolds are top sellers.
- Meijer's prices for food storage are generally lower than competitors, with an average price gap of -$0.57. Six items were identified as candidates for a price increase based on market share and price position.
This case study document outlines NatureView Farm's goal to grow its revenues by over 50% within 23 months in order to attract new investors or an acquisition. It provides an overview of the company's history and the organic food market trends. It then analyzes 3 options to expand NatureView's product lines and distribution channels: 1) expanding 8-oz cups into supermarkets, 2) expanding 32-oz cups nationally, or 3) expanding children's multipacks in natural food stores. Financial projections are presented for each option, with the recommendation being to expand the multipacks into supermarkets in the Northeast and West to minimize channel conflicts and attract new customers.
The document provides guidance on how to improve sales of fruits and vegetables in supermarkets. It recommends focusing on 6 main activities: 1) Branding the fruits and vegetables section, 2) Highlighting seasonal changes, 3) Inspiring customers with recipe ideas, 4) Promoting local products, 5) Using promotions creatively, and 6) Reducing shrinkage through proper stocking, delivery, and ordering. Overall, the document emphasizes making the fruits and vegetables section more engaging and educational for customers through consistent branding, highlighting of seasonal items, and sharing recipes to increase sales.
Natureview Farm produces refrigerated cup yogurt with all-natural ingredients and a longer shelf life. It aims to grow revenue over 50% by 2001 through expansion. Three options are considered: 1) Expand 6 SKU lines into supermarket regions, 2) Expand 4 SKU lines nationally in 32oz cups, or 3) Expand 2 SKU multi-packs into natural food stores. Option 1 is recommended to accelerate growth through supermarket penetration using top flavors and developing relationships with distributors, despite potential channel conflicts and promotion costs.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Natureview Farm - Case Study (Harvard Business Case Study)Akanksha Rai Sharma
Natureview Farm is a small yogurt manufacturer that has grown from $100,000 to $13 million in revenue from 1989 to 1999 through natural food stores. It now aims to reach $20 million by 2001. It considers three options: 1) Expanding its 8oz yogurt line into supermarket regions, 2) Expanding its 32oz line nationally in supermarkets, or 3) Launching multipacks in natural food stores. Option 1 is estimated to generate the most incremental revenue of $25.2 million, allowing it to achieve its goal.
Part of team of 5 UIUC students in a case study to create a campaign for Plantlink, a startup, to gain awareness and increase sales. We were required to present a brand proposal to the founders of Plantlink create a 30 page portfolio and a 10 minute presentation summarizing our strategy and tactics.
The document proposes two approaches to supporting local food production and markets: 1) A "veggie swap" social network allowing allotment gardeners to exchange surpluses; and 2) A website enabling small/home/allotment producers to trade with larger farm shops.
It then describes an idea for a website connecting individual and backyard/allotment growers with local farmers willing to sell or exchange the growers' produce. The website would show interested farmers, produce types accepted, prices, and delivery/pickup details. It aims to help small growers offload surpluses.
The document discusses challenges including clearly defining the target market and managing perishable produce logistics. It asks if un
Plantee Seed Pitch Deck for TC Pitch Deck TeardownHajeJanKamps
The document is a pitch deck for Plantee Innovations, which is developing smart indoor gardening devices. They are raising $1.4 million to fund mass production and reach $1.7 million in revenue by 2025. Their flagship product is an all-in-one smart indoor greenhouse that monitors conditions like light, water, and temperature to provide ideal care for plants. They have market validation from a successful Kickstarter campaign and aim to address the large market of people who struggle to keep houseplants alive.
Plantee Innovations is raising $1.4 million to launch their flagship smart indoor gardening product called Plantee and expand into new markets. Plantee is an all-in-one smart greenhouse device that monitors and controls lighting, watering, fertilization and other conditions to provide optimal care for houseplants. The company has already validated demand through a successful Kickstarter campaign and plans to achieve $1.7 million in revenue by 2025 by selling Plantee units and accessories to their target customer of serial plant killers in developed markets.
The document discusses emerging trends in gardening such as growing vegetables and edible plants ("Garden to Table"), eco-friendly landscaping practices ("Eco-Scaping"), and using containers and vertical gardening to grow food in urban areas. It also mentions trends related to sustainability, organic methods, water conservation, and connecting with nature. Retailers are advised to pay attention to these trends to meet consumer demand for locally grown, chemical-free, environmentally-friendly food and gardening products and practices.
The document provides findings from the 2011 ImagePower® Green Brands Survey, which analyzed consumer perceptions of green products and corporate brands across 8 countries. Some key findings:
- The 2011 survey was the largest to date, with over 9,000 online interviews conducted in Australia, Brazil, China, France, Germany, India, the U.S., and U.K.
- Consumers in most countries are increasingly concerned about environmental issues like energy use and chemicals/toxins, while concern about climate change and air pollution declined.
- Majorities of consumers across all countries think it is important for companies to be environmentally conscious when choosing products/services.
Market gardening involves the commercial production of vegetables, fruits, flowers and other plants on a small scale for profit. It is oriented toward local markets. Starting a market garden business requires developing a business plan that outlines goals, operations, finances and marketing strategy. Choosing the right markets is important, with options including farmers' markets, CSAs, restaurants, stores and farm stands. Learning production techniques through apprenticeships, workshops and books is key to success. Ongoing planning, recordkeeping and adapting to changing conditions are also important aspects of running a profitable market garden business.
This document provides an overview and guidance for general merchandise category managers on sustainable sourcing. It discusses key sustainability issues like carbon footprint, water footprint, waste footprint and packaging. It presents a stepwise decision framework for managers to 1) identify sustainability priorities, 2) communicate needs to suppliers, 3) acquire product sustainability information, 4) evaluate information, and 5) make purchasing decisions considering both sustainability and other factors. The overall goal is to help managers understand sustainability in the retail sector and select more sustainable products and suppliers.
This document provides an overview and guidance for general merchandise category managers on sustainable sourcing. It discusses key sustainability issues like carbon footprint, water footprint, waste footprint and packaging. It presents a stepwise decision framework for managers to 1) identify sustainability priorities, 2) communicate needs to suppliers, 3) acquire product sustainability information, 4) evaluate information, and 5) make purchasing decisions considering both sustainability and other factors. The overall goal is to help managers understand sustainability in the retail sector and select more sustainable products and suppliers.
Ball Seed Garden Showcase - Top 10 FindingsBill Calkins
The document summarizes findings from a 2012 consumer study on residential gardening. Key findings include:
- Weeding is the biggest frustration for gardeners.
- Containers and potted flowers are growing in popularity compared to 2008, while perennial use has slightly declined.
- Most purchases are still for plants grown in the ground rather than containers.
- Expenditures on flowers have remained similar to 2008 levels.
Environmental Issues in Business 2011Environmental Issues .docxYASHU40
Environmental Issues in Business 201
1
Environmental Issues in Business 201
Time (Stress) ManagementWeek 2Become familiar with topics Week 3Preliminary literature review Week 4Topic selection & literature review Week 5 (Tuition free week)Literature review and early draft stage Week 6Advancing manuscript Week 7Advancing manuscript Week 8 (Tuition free week)Finalising manuscript Week 9Proof-reading and checkingWeek 10Paper submission due
Lecture 8
Green Marketing
Environmental Issues in Business 201
3
At the end of this lecture you will be able to:
explain the role of green marketing in the sustainability context;
describe differences between green marketing and conventional marketing approaches;
describe the strengths and weaknesses of green marketing; and
identify key elements of effective green marketing.
The marketing paradox
How do marketing and sustainability fit together?
Schism in the marketing discipline
Genuinely green vs greenwashing
Greener vs sustainable marketing
The problem of marketing “greenness”
How green can be too green
Consumers as green marketing obstacles
Designing a green marketing strategy
The dos and don’ts
Examples
The good, bad and ugly
Environmental Issues in Business 201
4
Overview
Lecture 7
Environmental Issues in Business 201
4
How well does marketing align with the goals of sustainable development?
Environmental Issues in Business 201
5
The paradox of marketing:
Marketing is the driving force behind unsustainable, (un-)economic growth and individual lifestyles
Contributes to over-consumption
Complicit in the promotion of unsustainable/unethical values and behaviours
Environmental Issues in Business 201
6
How Responsible is Marketing?
The ‘more is better maxim’ of marketing seems to violate sustainability principles and arguably undermines efforts to mainstream more ethical and ecologically sensitive consumer behaviour
Lecture 7
Environmental Issues in Business 201
6
Sustainable production and consumption.
But can also be used as a tool for social change:
Altering consumption patterns for society’s long-term best interests
Educate and raise awareness
Change values, life-styles and consumer choice
Help challenge the status quo
Environmental Issues in Business 201
7
Marketing: A Tool for Change?
Promotion of products or services by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them
(Prakash 2002: 285)
Channelling of consumer demand towards environmentally less problematic areas of consumption
(Hockerts 2003)
Environmental Issues in Business 201
8
Green Marketing
Product attributes
Value-addition processes
Management systems
Associated Causes
Environmental Issues in Business 201
9
Target Areas for Green Marketing
Source: Prakash (2002)
Green marketing can help:
Aid reduction of impacts
Provide alternative product choices
Promote ‘better’ ...
- The food storage category sees occasional purchases when items are needed or on sale. Meijer holds a large share of the market for food storage purchases.
- Containers make up the largest segment of food storage, accounting for 40% of category sales. Brands like Ziploc, Saran, and Reynolds are top sellers.
- Meijer's prices for food storage are generally lower than competitors, with an average price gap of -$0.57. Six items were identified as candidates for a price increase based on market share and price position.
This case study document outlines NatureView Farm's goal to grow its revenues by over 50% within 23 months in order to attract new investors or an acquisition. It provides an overview of the company's history and the organic food market trends. It then analyzes 3 options to expand NatureView's product lines and distribution channels: 1) expanding 8-oz cups into supermarkets, 2) expanding 32-oz cups nationally, or 3) expanding children's multipacks in natural food stores. Financial projections are presented for each option, with the recommendation being to expand the multipacks into supermarkets in the Northeast and West to minimize channel conflicts and attract new customers.
The document provides guidance on how to improve sales of fruits and vegetables in supermarkets. It recommends focusing on 6 main activities: 1) Branding the fruits and vegetables section, 2) Highlighting seasonal changes, 3) Inspiring customers with recipe ideas, 4) Promoting local products, 5) Using promotions creatively, and 6) Reducing shrinkage through proper stocking, delivery, and ordering. Overall, the document emphasizes making the fruits and vegetables section more engaging and educational for customers through consistent branding, highlighting of seasonal items, and sharing recipes to increase sales.
Natureview Farm produces refrigerated cup yogurt with all-natural ingredients and a longer shelf life. It aims to grow revenue over 50% by 2001 through expansion. Three options are considered: 1) Expand 6 SKU lines into supermarket regions, 2) Expand 4 SKU lines nationally in 32oz cups, or 3) Expand 2 SKU multi-packs into natural food stores. Option 1 is recommended to accelerate growth through supermarket penetration using top flavors and developing relationships with distributors, despite potential channel conflicts and promotion costs.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
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Scotts MiracleGro Marketing Plan
1. TOM TRAN
LIVE PLANTS: MARKETING PLAN TO
GROW WITH BONNIE PLANTS FOR 2021
TOM TRAN
MAY 8, 2020 // LOS ANGELES, CA
2. TOM TRAN
CONTENTS 01 02 03
State of the
Business
Objective and
Vision
Strategic Initiatives
and Tactics
3. TOM TRAN
Overall Annual Category Growth 2-4% with Live Plants Segment
Representing a Huge Opportunity with Annual Sales of $13.6B
0%
1%
2%
3%
4%
5%
$0
$10
$20
$30
$40
$50
2
0
1
3
2
0
1
4
2
0
1
5
2
0
1
6
2
0
1
7
2
0
1
8
E
2
0
1
9
F
2
0
2
0
F
2
0
2
1
F
2
0
2
2
F
2
0
2
3
F
Change
(%)
Sales
($B)
$ Billion % Change
Source: Mintel. LAWN AND GARDEN PRODUCTS, US - JUNE 2018.*
Packaged Facts Lawn & Garden Consumables in the U.S 2018, Freedonia Landscape Products 2017**
Segment Sales ($B) Scotts
Live Plants $13.6 ✔-
Outdoor Decor $5.6
Packaged Fertilizer $5.1 ✔
Bulk Consumables $4.6
Pesticides $4.3 ✔
Bird & Wild Animal $1.9
Growing Media $1.7 ✔
Grass & Other Seed $1.5 ✔
Other Consumables $.5
Mulch $.8 ✔
$40B
The Lawn and Garden Category is Estimated to be
Valued at $40B by 2023*
Bonnie Plant’s Annual Sales of $260M is Only 2% of the
Live Plants Segment Meaning Room to Grow**
Forecast
4. TOM TRAN
No Major Competitor Has High Market Share with Live Plants; It is a
Fragmented Segment With Many Medium and Small Regional Players
Company Grass Seed Fertilizer Controls Hydroponics Live Plants Décor Pet Products
Scotts Miracle-Gro High High High High Low None None
Central Garden High Medium Medium None Medium Low High
Spectrum Brands None None High None None None Medium
Kellogg Garden None Low None None None None None
Home Depot, Lowes, Walmart, Ace, and
Costco are major accounts making up 85% of
consumer sales for Scotts
There is synergy between live plants and
many of Scott’s other businesses (e.g.
hydroponics)
The Live Plants category has high potential for
growth by winning market share and the
collaboration with Bonnie Plants will be key
Source: Central Garden & Pet Investor Report 2019.
5. TOM TRAN
To Increase Market Share by 15% (26 bps) and Become a $300M Brand,
Bonnie Plants Will Focus on Three Key Strategic Initiatives
VISION STRATEGY EXECUTION
Gain market share to become a $300M
brand
(1) Improve in-store merchandising at
top retailers (2) Target wellness focused
segment of consumers (3) Drive brand
awareness through digital and print
Tactics will include…
Source: Dun & Bradstreet Revenue Estimate of $260 Million in 2019 for Bonnie Plants.
6. TOM TRAN
Improve In-store Merchandising at Top Three Retail Accounts (Home
Depot, Lowes, and Walmart) by Investing Across Three Areas
1%
1%
2%
2%
3%
5%
11%
14%
62%
Dollar stores (Dollar General)
Other
Online only retailer (Amazon)
Local, independent hardware stores
Warehouse clubs (Costco)
Local, nationally branded hardware (Ace)
Local garden centers/nurseries
Mass merchandisers (Walmart)
Home centers(Home Depot, Lowes, etc.)
2%
9%
12%
17%
19%
19%
20%
22%
30%
32%
35%
36%
43%
61%
Other
Printed or digital books
Apps on smartdevices
Pritned or digital periodicals
Non-commercial websites/blogs
Company printed materials
Company/brand websites
Social media
Salespeople/employees
Productpackaging
Online videos
In-store display/kiosks
Online product reviews
Family/friend's advice
From which retailer do you expect to purchase
most of your L&G supplies this spring?
Which of the following do you use to inform/guide your
purchases of lawn and garden products and brands?
Create inspiring in-store collateral
Consumers are influenced by the messages and images
they see in-store
Bring plants closer to checkout
Consumers more likely to shop the perimeter of the store;
work with retailers to get better placement
Enhance experience with tech
A tablet preloaded with apps that can help customers
chose the right plant for them based on a few questions
Source: “Lawn & Garden Over 1,000 Homeowners Talk L&G Shopping” Field Agent Report 2019.
7. TOM TRAN
Target Growing Segment of Wellness Minded Consumers Who Want to
Feel a Sense of Pride and Accomplishment from Caring for Live Plants
Source: Mintel. LAWN AND GARDEN PRODUCTS, US - JUNE 2018.*
85
59
91
86 85 84
75
All 18-24 25-34 35-44 45-54 55-64 65+
%
% Agree with “Growing fruits/vegetables is
healthier than buying from stores”
29
39
34
28
23 24
30
23
63
All 18-24 25-34 35-44 45-54 55-64 65+ Own
house
Rent apt
%
% Agree with “I don’t have enough space for a garden”
Tailor products for new gardeners
Create failsafe starter kits (edible live plants, pots, soil, plant
food, step-by-step guide) for first time plant parents who
are 25-34 y/o, renters living in urban areas. Great gift for
friends.
Tailor message to promote secondary
benefits of live plants
Talk about how plants can help reduce stress, gives people
a sense of purpose, makes people happier at home, or
fosters a sense of plant parenting accomplishment
Become part of the wellness conversation
Participate in the Global Wellness Summit or other similar
conferences that focus on this wellness consumer trend
1
2
3
8. TOM TRAN
Build Awareness and Become Top of Mind for Consumers Who Are
Thinking About and Planning to Decorate or Upgrade their Living Space
19
24
32
25
12 11
8
14
23
30
16
6 5 4
All 18-24 25-34 35-44 45-54 55-64 65+
%
YouTube Pinterest
”How do you get information about lawn and
garden products?”
Pinterest Ads
Consumers are using this platform to collect ideas
and inspiration for home décor projects
YouTube In-stream & Discovery Ads
Opportunity to promote “how to” videos or work
with an agency for custom influencer content
Source: Mintel. LAWN AND GARDEN PRODUCTS, US - JUNE 2018.*
Advertising in Décor Magazines
Produce sponsored content or ads that show how
plants can bring a room to life
11. TOM TRAN
Scotts Miracle-Gro Net Sales Up +18.5% in 2019 (+9% Volume, +8.5%
Acquisitions, +1.3% Pricing, -.5% Forex); Hawthorne +$327M vs LY
830 847 943
732 706
781
330 309
311
123 114
112
146 133
134
287 344
671
82 82
78
62 66
69
51 62
57
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
2017 2018 2019
Net
Sales
($M)
Other: Other
Other: Lawn Care
Other: Growing Media
Hawthorne
Other
Roundup
Controls
Lawn Care
Growing Media
Source: Scotts Miracle-Gro Annual report 2019.
12. TOM TRAN
More Focus on Growing/Maintaining Lawn & Garden Less Focus on
Pest Control; Northeast and Midwest Care Least About Killing Insects
Source: Lawn & Garden: Over 1000 Homeowners Talk L&G Shopping 2019 Field Agent Report. N = 1,182
32%
39%
46%
49%
51%
56%
61%
65%
70%
71%
76%
82%
Lawn/garden structures
Planting/laying grass
Killing insects
Irrigating/watering
Mulching
Fertilizing
Trimming/sculpting bushes
Pruning plants/flowers
Clearing (e.g. raking leaves)
Planting flowers/plants
Weed-trimming/pulling
Mowing Northeast South Midwest West
Mowing 111% 99% 105% 89%
Weed-trimming/pulling 101% 100% 96% 107%
Planting flowers/plants 113% 92% 106% 99%
Clearing (e.g. raking
leaves)
119% 93% 107% 96%
Pruning plants/flowers 100% 98% 97% 105%
Trimming/sculpting
bushes
108% 102% 90% 100%
Fertilizing 105% 93% 104% 102%
Mulching 125% 104% 110% 65%
Irrigating/watering 98% 90% 94% 122%
Killing insects 96% 104% 87% 104%
Planting/laying grass 136% 85% 118% 85%
Lawn/garden structures 109% 91% 116% 97%
Responses to “What will you do to your lawn or
garden in 2019? Focus on Growing/Maintaining
Activities by Region with the Highest/Lowest in Each
Region Highlighted; Index of 100% is National Avg
13. TOM TRAN
Opportunity to Promote Secondary Benefits of Gardening to
Consumers; Parents Differ in their Attitudes Toward Gardening
33%
48%
54%
66%
71%
75%
75%
85%
90%
94%
95%
I find it difficult to maintain my
lawn/garden
I am interested in lawn care and
gardening classes
Maintaining my lawn/garden is a choe
I worry about the chenicals used in
lawn products (e.g. weed killer)
My lawn/garden needs improvement
Lawn care and gardening helps me
relax
I am interested in improving my lawn
care and gardening skills
Growing fruits/vegetables is healthier
than buying from stores
I view my outdoor space as an
extension of my home
Plants offer health benefits (e.g.
calming, improves air)
An attractive lawn/garden adds value
to the home
Responses to “Do you agree or disagree with the
following statements?”
Percentage that agree with the following statements based
on the number of children in the household
Source: Mintel. LAWN AND GARDEN PRODUCTS, US - JUNE 2018.
76%
93%
88%
56%
80%
92%
89%
55%
82%
94%
92%
52%
73%
88%
82%
54%
Lawn care and
gardening helps
me relax
I view my outdoor
space as an
extension of my
home
Growing
fruits/vegetables is
healthier than
buying from stores
Maintaining my
lawn/garden is a
chore
1 2 3 or more None
14. TOM TRAN
Responses to “What Do You Dislike About Lawn and Garden Shopping?”
Fall Into 1 of 3 Categories & Offer Insights for New Marketing Programs
Product Attributes Knowledge Gaps Shopping Experience
TOO EXPENSIVE
“Sometimes the things I need are expensive. I realize not
everything is free, but some stuff is so pricey I have to forego
purchasing it.”
DIFFERENTIATING PRODUCTS
“I dislike that there are so many redundant products on the
market and are packaged in a way that make it difficult to
differentiate between them.”
TOO MANY OPTIONS
“I dislike having to sort through a bunch of products trying to
find the one I need or best fits the project I'm working on.”
DIFFICULT TO CARRY
“It’s hard for me to carry a 40 lb bag of soil.”
NOT KNOWING WHAT TO BUY
“It’s hard to know what I really need and what really works
especially on weeds or invasive grasses.”
DISORGANIZED STORES/SECTIONS
“When products are scattered all over. I like to shop one area
and not walk by a better deal four aisles away.”
ENVIRONMENTAL CONCERNS
“Companies that pretend to be 'green' when [their products]
are actually chock full of unnecessary pesticides...”
DECIPHERING PACKAGING
“The packaging is confusing and not clear.”
TIME-CONSUMING
“With 80% of lawn and garden items, I must have time to go
into a store and browse.”
TOXIC/HARSH CHEMICALS
“I don’t like products that use harsh chemicals that may not be
safe for my dog or my significant other with asthma.”
FINDING KNOWLEDGABLE HELP
“Very few associates willing to help and are knowledgeable in
my project.”
THE SMELL
“The worst part about shopping for lawn and garden products
is the smell (chemical and manure-esque).”
Source: Lawn & Garden: Over 1000 Homeowners Talk L&G Shopping 2019 Field Agent Report. N = 1,182
15. TOM TRAN
The Live Plants Segment is Large But Very Fragmented; There Will
Possibly be Consolidation in the Future with More Acquisitions
Nursery stock
crops
39%
Annual bedding and garden
plants
24%
Potted Flowering
plants
10%
Potted
herbaceous
perennials
9%
Foliage plants
7%
Propogative
floriculture
materials
6%
Short rotation
woody trees
4%
Cut flowers and
cut cultivated
greens
1%
Source: IBIS World Plant and Flower Growing in the US 2019
Other Players
$96.5M Annual Rev
$58.3M Annual Rev