Clairy PPT
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This document provides a marketing plan overview for a smart indoor plant called Clairy, including: 1) An analysis of Clairy's strengths (e.g. smartphone app), weaknesses (e.g. high maintenance), opportunities (e.g. health-conscious urban market), and threats (e.g. small market segment). 2) Marketing objectives like building a sustainable customer base and brand awareness. 3) A target market of millennials interested in eco-friendly products. 4) A multi-phase marketing strategy including price skimming, distribution through websites/showrooms then wider channels, and initial promotion through crowdfunding and social media.
Clairy PPT
- 1. Julia Burich Carl Bates Amandeep Singh Evan Hinton
- 2. Overview Situation analysis Marketing objectives Target market Marketing strategy and programs
- 4. Situation Analysis Strengths ● Plug and Play relationship ● Smartphone app ● Low energy usage ● Multiple color/plant options Weaknesses ● Maintenance of plant ● Could be too “targeted” ● Questionable effectiveness ● High consumer involvement needed Opportunities ● Health-conscious people living in urban areas ● Only product of its kind ● Accessories and additional Clairys SWOT Threats ● No warranty ● No patents ● Market segment for this product is ultimately very small
- 6. Marketing Objectives Sustainable Customer Base Customer Relationship Brand Awareness Channel Relationships
- 7. Target Market Green generation (millennials) ○ Born between 1977-1992 Nielsen online study ○ More likely to spend on products that are more sustainable
- 8. Market Size Population of millennials is about 77 million Buy eco-friendly products 5% increase from 2009 to 2012 Millennials are the most tech- Market size $3.0bn
- 9. Targeting Strategy Two Phase Price-Skimming strategy Phase one: Concentrated Strategy Easier to target “green generation” Not everyone will be interested in this product Phase two: Differentiated Goldilocks Strategy
- 10. Positioning First phase: High quality / high price Will have single price tier Higher price than competitors Modern design and up-to-date technology Second Phase: Multiple product tiers
- 13. Marketing Strategy and Programs Product Price Place Promotion
- 14. Product –- Clairy Smart flowerpot All-natural air purifier Eliminates toxins in air Several color and plant options Mobile air quality reports Good, better, best product line
- 15. Price -- Valuing Clairy Price skimming strategy Tiered pricing Price bundling Price elastic customers
- 16. Place -- Distributing Clairy Initial Placement: High-end design website / showrooms Second Phase Placement: Clairy Lite™ - Wide distribution, potentially big box compatible, Amazon, Direct sales Clairy™ - Piggyback on Clairy lite distribution, Amazon, Direct sales, Clairy Lux™ - Use original high-end sales channels
- 17. Promotion -- Advertising Clairy Initial Promotion Strategy - Crowdfunding momentum social media marketing PPI/PPC visual ads Second Phase Promotion Strategy - Clairy Lite™ - Provide high margins and provide funds for co marketing efforts
- 19. Conclusion & Recommendations High potential for success Multi-phase, price skimming strategy Good-better-best model Best strategy for overcoming weaknesses and threats
- 20. Questions?