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Girl Scouts of Eastern Massachusetts Member of Girl scouts of America

Girl Scouts of Eastern Massachusetts Member of Girl scouts of America. Allison Moldoff Thao Nguyen Hanna Russell Maria Cervantes Emily Bova. Agenda. Company Description & Situational Analysis(Allison) Marketing Goals (Maria) Marketing Program (Emily & Hannah)

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Girl Scouts of Eastern Massachusetts Member of Girl scouts of America

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  1. Girl Scouts of Eastern MassachusettsMember of Girl scouts of America Allison Moldoff Thao Nguyen Hanna Russell Maria Cervantes Emily Bova

  2. Agenda Company Description & Situational Analysis(Allison) Marketing Goals (Maria) Marketing Program (Emily & Hannah) Financial Projections (Thao) Conclusion & Questions (Hannah)

  3. Girl Scouts of Eastern MassachusettsMember of Girl scouts of America Non-profit American Institution, created with the goal of empowering girls and “building girls of courage, confidence, and character, who make the world a better place.”

  4. Situational AnalysisSWOT • Strengths • Tax Exempt • Volunteers • Growing Membership • Weaknesses • Revenue Stream • Diversified Portfolio • Threats • Vulnerability in Economic Crisis • Opportunities • Grants • Diversity • New Revenue Stream

  5. Industry Analysis • Supplier Power • Donor Power • Threat of Substitution • Threat of New Entry

  6. Marketing Goals: Nonfinancial To ensure that the donor perception of GSEM does not change To minimize the pressure for young girls selling girl scout cookies To create an alternative revenue stream

  7. Marketing Goals: Financial To minimize cookie sales revenue - less than 50% of current net revenue. Increase revenue by creating an alternative revenue stream 1st year of trial: total revenue from the holiday cards should equal 8.8% of the total annual product sales By 2nd year: holiday cards should total 30% of the total annual product sales

  8. The Holiday Card • 5x7 Holiday cards with images created by Girl Scout members on the outside of the cards • Inside will be blank, allowing the customer to add his or her own holiday message. • 2 types of cards available • “Happy Holidays, from the Girl Scouts” with a collage of holiday related images from photos taken during Girl Scout events and programs. • A selection of 1 to 3 different drawings of holiday cards made by the girls and the back of the card will attribute the card design to the Girl Scout who created it. Cards will be sold in boxes of 15 with a black cardboard bottom, and a clear top, tied together with a red ribbon. On the top of the box will read “Make your holiday cards special with a card from the Girl Scouts. (subtext: Proceeds will go towards Girl Scouts of Eastern Massachusetts).

  9. Marketing • Recommended Media • Facebook, Twitter, Instagram • Local Papers • Radio • Proposed Budget • $1000 • No Personal Selling

  10. Marketing Strategy: Target Market Segmentation New Market Current Market Eastern Massachusetts Adults and Elderly Adults Socially Responsible People Consumers Who Send Cards

  11. Defining Success Decrease % of revenue coming from cookie sales Decrease emotional/financial stress on children Give GSEM more control over revenue sources • Holiday cards account for 8.8% of revenue after first year • Revenue from greeting cards: 20,000 boxes x $35/box = $700,000 • Revenue from general product sales: $7,285,720 (annual report) • Percentage of sales from cards: 700,000 sales/ 7,285,720 + 700,000 = 8.8%

  12. GSEM Annual Report

  13. Pricing Strategy Objectives To generate approximately 10% to the “Product Sales” section  To increase the demand of greeting cards  • Approaches • Profit-oriented • Target pricing • Market: $0.33 to $6.00 per card • GSEM: $2 to 3 per card • Demand-oriented • Bundle pricing • Box of 15 cards Final Price: $35 for a box of 15 cards ($2.33 per card)

  14. Sales Forecast Sales from greeting cards: 20,000 boxes x $35/box = $700,000 Sales from general product sales: $7,285,720 Percentage of sales from cards: $700,000/ $7,285,720 + $700,000 = 8.8% 2014- Demand=20,000 boxes 2015 – Demand=26,000 boxes • Sales from greeting cards: • 26,000 boxes x $35/box = $910,000 • Sales from general product sales: • $7,285,720 • Percentage of sales from cards: • $910,000/ $7,285,720 + $910,000 • = 11.10%

  15. Advertising Costs $1000 budget

  16. Costs & Calculations BEQ = Fixed Cost/ Contribution Margin BEQ = $1000/ $31.25 = 32 boxes

  17. Financial Statements

  18. Distribution Strategy GSEM store, catalog & website: 12,000 Amazon.com: 8,000

  19. Implementation Plan

  20. Looking Forward • If successful • Create and sell cards year round according to holiday schedule • If unsuccessful • Explore other alternative revenue streams (which may include non-product ideas)

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