Ellenos 2018 Marketing Plan Outline
Transcript of Ellenos 2018 Marketing Plan Outline
2018 Marketing Plan
OBJECTIVES
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GOALSenhance brand awareness
increase salesincrease shelf space
increase market sharebecome the leading yogurt brand in all Portland and
surrounding Oregon state stores.
REACHgoes beyond the natural sector
aims for the premium consumer who values:non-GMO,
hormone free, great tasting products to share with the entire family.
MISSION
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Ellenos offers the best tasting and quality Greek yogurt on the market, made from a family recipe perfected over generations of friendly yogurt-making
competition. It is perfectly smooth, perfectly tart, and all of the compotes/toppings are made
in house. It truly is an artisan product.
HOW IS ELLENOS DIFFERENT?What sets Ellenos apart, and truly makes this product premium, is the ethical
and transparent ingredient sourcing. Whenever possible: Whole milk from local farms, local fruits, local honey, and pure love go into Ellenos, making it the best yogurt available on the market.
Ellenos, as a company, is looking to reach the masses, increase brand awareness and sales across multiple channels: natural, conventional, premium.
Ellenos culture is to create great tasting products using family-perfected recipes, share it with the world, and have fun while doing it.
TARGET MARKETS
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DEMOGRAPHICSmostly Females
Age 20-60income over $50kcollege-educated
purchasing for the entire family
WHERE DO WE FIND THEM?downtown Portland area near Pearl District
Beaverton (Bethany, Cedar Mill, Raleigh Hills)Lake Oswego
Tigard/Tualatininner NE Portland
SE Portland (Happy Valley/Sellwood/Woodstock)Hillsboro (Tanasbourne) near Intel and/or Nike
INSPIRATIONS + VALUESTaste-driven
sustainable and ethical ingredient sourcingnon-GMO and hormone-free
quality artisan products made by a family owned and operated company
TARGET MARKETS by CHANNEL
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NATURALAlways on the lookout for the most natural products available while maintaining a taste that her family will be happy to eat. Values non-GMO, hormone free, free of
fillers and additives. Is not afraid of sugar derived from natural sources, but appreciates lower sugar options.
CONVENTIONALLooking for something new for the family that tastes great
The conventional consumer is driven by taste and price-sensitiveEllenos appears more expensive on the shelf at
($3.99 for an 8oz serving broken down by ounce is about $0.49/oz)($5.99 for a 16oz serving broken down is about $0.37/oz)
Average yogurt serving size is 5oz which would be $2.49 or $1.87, respectively. This is comparable to many Greek yogurts on the market with an average price $1.50-2.00.
EXAMPLE: Siggis is $1.59 at WFM for 5.3oz and was recently acquired by French dairy giant Lactalis.
PREMIUMThe Premium consumer is willing to spend more on a product that meets their values
and lifestyle expectations. This consumer wants to know where the milk is from, and a variety of sourcing
information that meets their values.
CONSUMER PROFILE
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PSYCHOGRAPHICNatural and health conscious consumer who values taste over fads like “fat-free” or “sugar-
free”
BEHAVIORALCurrently buys another brand of yogurt, or avoids yogurt due to miss on taste
LACTOSE INTOLERANCEGreek yogurt has less lactose than regular yogurt
PREMIUMThis consumer values family owned and operated business, values taste and sustainability +
artisan products
OTHERGreek Yogurt is a high protein alternative to sour cream
Those looking for an alternative to add to savory dishes will love Ellenos Naturally Unsweetened for culinary applications.
Additionally, Ellenos makes a great dessert option for those who are more health-conscious, but still want a tasty sweet treat.
PRODUCTS + SERVICES
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CURRENT OFFERINGSGreek Yogurt Pre-Packs
NaturalMuesli
MarionberryLemon Curd
MangoPassionfruit (exclusive to WFM)
Pumpkin Pie (seasonal for Fall/Winter)
FULFILLING CUSTOMER NEEDSReal Greek yogurt
Sustainable direct trade
VALUE ADDEDTASTE
Probiotic strains tried and tested over generations to get the right ratio of tart/sweet/creamy
DISTRIBUTION CHANNELS
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CURRENTLY AVAILABLEPortland + Seattle only
RETAILERSWhole Foods MarketNew Seasons Market
ZupansIndependents (small selection)
COMPETITIVE PROFILE
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ELLENOS STRENGTHSUnique from competitors by winning in taste
All of the toppings are made in-house, not purchased from a large wholesaler
COMPETITVE BRANDSSiggisFage
VoskosChobaniNoosa
COMPETITION STRENGTHSFamiliarity
Available at wide variety of retailersLow fat/low sugar options
Price sensitive
COMPETITION WEAKNESSESTaste
Use of gums/stabilizers/fillersLack of sustainability
Owned by big business
RETAILER FOCUS
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WHOLE FOODS MARKETPearl
FremontLaurelhurstHollywoodBridgeport
Tanasbourne
NEW SEASONS MARKET Williams
Arbor LodgeWoodstockCedar Hills
Raleigh HillsSlabtown
Happy ValleyProgress Ridge
ZUPANSSW MacadamW Burnside
BRAND REPRESENTATIVES
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WHO ARE THEY?YoungFresh
Representative of the brandPremium Image (leads active & sustainable lifestyle)
Familiar with our brand, as well as competitors
HOW DO WE FIND THEM?Facebook: BA’s of Portland group
Referrals: Colleagues, friends of colleaguesIn-Person: Personality match found during daily interactions
FOCUS AREAS
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NW PORTLAND: PEARL / ALPHABET DISTRICTBooming high density area with
Target demographic as majority of residents
NE/ N PORTLAND Similar to Pearl
Younger artsy/hipster crowd eager to try new things
INNER SE PORTLANDSellwood + Hawthorne: “Old” Portland
Higher income areaTarget demographic
INNER SW PORTLANDCollege-aged demographic
Eager to try new thingsHealthy + Active professionals with disposable income
SEEDING + INFLUENCER
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LULULEMONPearl District, Washington Square, Bridgeport Village
all near WFM stores for purchase
COREPOWER YOGAPearl District, SE Portland, Bridgeport Village
all near WFM stores for purchase
FOODSERVICE OPPORTUNITIESNew Cascadia Bakery
inner SE PortlandDedicated GF facility
serves bread, bagels, pizza, sandwiches during lunchEllenos would make a nice addition to the breakfast menu
FARMERS MARKETSReach is City-Wide
THANK YOU!