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elergy 2

elergy 2

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elergy 2

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  1. ElergyThe Energy Cereal

  2. Part One: Product and Branding • Exciting and colorful layout

  3. Part One: Product and Branding • Warning Label

  4. Part One: Product and Branding • Helping the world, one box at a time

  5. Part One: Product and Branding - “Made in America” • Shows customer it is a quality product produced in their own country • Familiarity • Helping the economy

  6. Part One: Product and Branding - Rhyming Slogan “One bowl of Elergy equals 8a to 5p” • Helps customers remember the product

  7. Part One: Product and Branding Packaging Costs • - Packaging is consistent with a plastic back and a cardboard box • - Total costs for the supplies to package equal out to be about one dollar ($1) • - The actual Energy Cereal contains six servings per box, and each serving costs about 25 cents

  8. Part One: Product and Branding Packaging Costs • Overall, each box of Energy cereal costs us the producer, nearly $2.50, leaving us with an unestablished price point. • The price point is the price of (product) sold on the retail market, in relation to a range of competitive prices. • In comparison to the competitive rival (Wheaties Fuel) we have decided to price our Energy Cereal at a price point of ($4.50)

  9. Part One: Product and Branding Distribution Strategy • Breakfast cereals are a product that is not specifically searched for • One stop shop to the retailer or wholesaler is the most common means of buying cereal. • This leads to the type of distribution channel that best fits; intensive distribution: selling a product through all responsible and suitable wholesalers and retailers who will stock and sell the product

  10. Part One: Product and Branding Distribution Strategy • As an upcoming new product, we are starting with local distribution and marketing to create a demand • Initially we will flood the retailers and wholesalers with our product and compare to our rivals with nutrition facts • Lastly, the movement from A to B is resolved through vehicle transportation • Starting with vans/trucks shipping around the state, ideally to large wholesalers who in return are the intermediaries for the retailers

  11. Part Two: Market Analysis Identifying The Target Market • Teens • Teens who already drink energy drinks • Young Adults • College Students • Adults who eat breakfast • Possibly just morning coffee drinkers

  12. Part Two: Market Analysis Examining Market Potential • The “energy” trend is a large market • There is an unknown aspect of projecting sales, as there really is no product similar enough to Elergy to make an analysis based off past sales behaviors • This is an advantage and disadvantage

  13. Part Two: Market Analysis Examining Market Potential • Other than Wheaties Fuel, there are no competitors to energy cereals

  14. Part Two: Market Analysis Competitive Analysis

  15. Part Three: Marketing Strategy Promotional Strategy • Include a coupon in the box for a limited time that gives the customer half-off their next purchase of Elergy • Cereal box “point” system • 1 point per box, points can be exchanged for gear, including t-shirts, bandanas, etc. with the Elergy logo on them

  16. Part Three: Marketing Strategy Promotional Strategy • “Made in America” • People may be more inclined to purchase a domestic product • $.01 of every dollar profited goes to help wild life perseverations • Gives parents and environmentalists a reason to purchase the cereal, as well as helping a known cause

  17. Part Three: Marketing Strategy Promotional Strategy • Establish an image • Advertisements detailing the reasons why Elergy is thebreakfast cereal to eat • Healthier than a cup of coffee or an energy drink, but still provides that “boost” • Daily vitamins and minerals, good source of fiber

  18. Part Three: Marketing Strategy Media • Create a website that • Displays our mission statement “We promise to give you the best cereal for your dollar, while helping to support good health habits and wild life.” • Provides a forum for customers to comment or complain about the product • Has a place for stores to inquire about stocking our product

  19. Part Three: Marketing Strategy Media • Create Facebook, Twitter, Myspace, and YouTube profiles • Through these offer promotions and coupons • Create a “shocking” and “informative” video detailing the unique characteristics and positive effects of Elergy • “Elergy gives me the energy to…” • Create online competitions with cash/product prizes for user submitted videos on Elergy

  20. Part Three: Marketing Strategy Push/Pull • Push • Talk to all grocery stores in Lane County, offering free product to stock on their shelves and test sales with • Offer to set up a free sample stand to gain customer attention

  21. Part Three: Marketing Strategy Push/Pull • Pull • Try to gain sponsorship of a well known energy drink company • Television Advertisements • Radio Advertisements • Detailing product’s superior ingredients

  22. Part Three: Marketing Strategy Retail Development Strategy • Use surveys to gain insight into the opinions of our target market • Example: Do they like the idea of a variety of flavors being offered? • Use new coupons in the box every quarter to attract customers back to your product • Use television ads on sports channels

  23. Part Three: Marketing Strategy Retail Development Strategy • Sponsor local and extreme sporting events • Create T-shirts, jerseys, tank tops, posters, hats etc. with our logo on them to give away at events • Donate cereal to a reality television show such as Rob’s Fantasy Factory, or Tosh.0 in hopes that they will use it in an episode

  24. Part Three: Marketing Strategy Retail Development Strategy • Contact Dairy Mart and offer them lower costs on product in exchange for them serving our cereal in the mornings next to their biscuits and gravy • Contact Monster, or Red Bull, or other well known energy supplement providers to provide a dual promotion deal • We’ll promote you if you promote us

  25. Part Three: Marketing Strategy SWOT Analysis of General Mills Strength – Steady Revenue Growth Strength – Multiple Brands with Strong Potential Strength – Strong Growth Prospects Strength – Efficient Use of Resources Weakness – Rising Debt Burden Weakness – Limited Geographical Presence Weakness – Narrow Customer Base Weakness – Limited Liquidity Position Weakness – Declining Market Share in Sector Opportunity – Ongoing Joint Ventures Opportunity – Growing Market for Cereals Opportunity – Growing Organic Foods Market Threat – Highly Competitive Market Threat – Rise in Input Costs Threat – Shift in Eating Preference of Consumers

  26. Elergy The Energy Cereal

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