The Spoon & Co - Imperial College Marketing Plan Competition
-
Upload
pavel-chernyshev -
Category
Education
-
view
383 -
download
2
Transcript of The Spoon & Co - Imperial College Marketing Plan Competition
![Page 1: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/1.jpg)
Marketing Plan
Competition
2016
Barbara Nemethova • Pavel Chernyshev • Busra Karamanci • Katarina Stefansson • Maria Kristalinskaya • Siying Xiong
Chelsea 5
PRESENTS
![Page 2: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/2.jpg)
This is planet Earth
![Page 3: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/3.jpg)
this is the UK
AND WE HAVE A PROBLEM HERE…
And
![Page 4: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/4.jpg)
“Cancer-causing” chemicals included in the plastic cutlery
increase the cancer risk for users
3.7 million tons of plastic waste in the UK annually
![Page 5: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/5.jpg)
BAKEYS
Edible Decomposable Nutritious
Ingredients: Wheat , Millet, Rice, Sorghum and Water, No Preservation
SavoryTastes: Sweet Plain
![Page 6: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/6.jpg)
USA
UK
China
Why the UK?
![Page 7: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/7.jpg)
Ease of
Access
Entry
Regulation
Marketing
Ability &
Capacity
Product
Fit
Market Entry Strategy
![Page 8: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/8.jpg)
Our vision is to reduce plastic
cutlery usage in the UK by
replacing plastic cutlery with the
edible option, firstly at university
premises, and in 10-20 years, at
major coffee shops
![Page 9: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/9.jpg)
Primary Target Audience: Students
1 650 000
Students in the UK regularly
eat in university premises,
spending
15%
of their budget on food there
The majority
Open-minded
Fun and quirky
Eat 1-3 times per
week on campus
Eat with plastic often
Would use the cutlery 1-3
times a week
![Page 10: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/10.jpg)
75% of students consume food with plastic cutlery on campus
Ideal distribution channel for reaching the primary audience
Secondary Target Audience: Universities
![Page 11: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/11.jpg)
B2C Personas: Enthusiasts
✓ Keen on environmental product
✓ Would consider the product as snack or cutlery
✓ Enthusiastic to try something new
![Page 12: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/12.jpg)
B2C Personas: Resistant Consumers
× Resistant to new technologies
× Would consider product as cutlery only
× Not keen on any environmentally issues
![Page 13: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/13.jpg)
B2B Targets
Sustainability focused universities Universities with other priorities
Eco-friendly behavior
Educating students to recycle
Will easily replace plastic with
edible cutlery
With good People&Planet ranking
× Resistant to adopt eco-friendly
behavior
× Support other causes
× Monetary incentives would act as
convincing factor
× Fail People&Planet ranking
![Page 14: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/14.jpg)
Value proposition
To universities
BENEFITS:
• Environmentally friendly reputation
• Increased profit by selling edible cutlery
COSTS:
• Behavioral switching cost from providing plastic or
wooden cutlery
To students
BENEFITS:
Fun and quirky way of eating, that may serve as a dietary
supplement or snack while saving the environment
COSTS:
• Changing habit from not paying for cutlery at coffee
shops to paying a bundled price
• Habit formation of eating your cutlery
![Page 15: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/15.jpg)
Positioning Statements
B2C: To students who want to benefit the environment, the disposable edible
cutlery is on one hand nutritious and fun to consume, on the other hand
cheap, eco-friendly and disposable.
B2B: To university cafes that want to benefit the customers, the disposable
edible cutlery is on one hand cheap, easy to buy and increases
organizations profit, on the other hand, creates a sustainable, reliable and
caring image of your organization.
![Page 16: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/16.jpg)
Competitors in the…UK
![Page 17: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/17.jpg)
Steel Cutlery
![Page 18: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/18.jpg)
Wooden Cutlery
![Page 19: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/19.jpg)
Plastic Cutlery
![Page 20: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/20.jpg)
Strategy canvas model
![Page 21: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/21.jpg)
High Price
Low Price
Eco-friendlyNon-Eco-friendly
PLASTIC
STEEL
WOOD
Perceptual Map
![Page 22: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/22.jpg)
P STRATEGY
![Page 23: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/23.jpg)
Functional benefits
Emotional benefits
Product
Cutlery, nutritious, healthy
Contributing to greener world, novelty value,
community generation and humor appeal
Savory Sweet Plain SAME +
YEAR 1
New
Flavour
YEAR 2
![Page 24: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/24.jpg)
Brand Name and Logo
![Page 25: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/25.jpg)
Physical Evidence
![Page 26: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/26.jpg)
Processes and people
START
![Page 27: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/27.jpg)
PlacePlace
University Café University
Restaurant
University
Take Away
![Page 28: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/28.jpg)
MEAL-DEAL OPTION BUY IT SEPARATELY
16 p 20 pContribution
Margin: 77%
Contribution
Margin: 83%
3 p
Price Based on EVC
![Page 29: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/29.jpg)
Promotion & Communication Strategy
Primary Medium Secondary Medium
B2C
B2B
Sampling
Direct SellingOnline Marketing
(Website, email, PPC)
Social media hashtag, posters, loyalty
scheme, video, co-creation campaign
![Page 30: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/30.jpg)
Beat the plastic, eat The Spoon!
VS
![Page 31: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/31.jpg)
B2C - Consumer Journey
Word of Mouth
Shares, friend’s advice, etc.
Online Creating HabitRepeating consumption,
becoming brand ambassador
&
OfflineMenus, Meal Deals, Posters, Sampling
![Page 32: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/32.jpg)
Free-Tasting Events
71,6% of students would prefer to get
free samples on university premises
YEAR 1 105 UK universities (15%) for £20K
YEAR 2 175 UK universities (25%) for £33K
REACH
![Page 33: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/33.jpg)
Go social: Facebook or Instagram
Costs:
£4.07 per CPMInstagram
£3.93 per CPM
DAILY TA REACH:
80,000 in year 1
150,000 in year 2
![Page 34: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/34.jpg)
Co-creating campaign
![Page 35: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/35.jpg)
B2B - Consumer Journey
Online and Tele-
Marketing, PR
Testing and
IntegrationLong-term partnership based on testing period
results and Word of Mouth
Calling universities, emails, online and offline PR activities
WEB Requests Meeting and presentation
![Page 36: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/36.jpg)
Direct selling to universities
10 sales-representatives in the 1st year
20 sales representatives in the 2nd year
BROCHURES
STICKERS
15% adoption
25% adoption
![Page 38: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/38.jpg)
![Page 39: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/39.jpg)
Budgeting & Funding
SOURCES
£214,200
£180,000INITIAL INVESTMENT
ROMI
Gross
Margin
YEAR 1 YEAR 2
0.9 1.2
12.93% 23.09%
![Page 40: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/40.jpg)
Measurementand Control
Balanced Scorecards
Financial Perspective
Learning Growth
Perspective
Internal Perspective
Customer Perspective
% in revenue, expenses, degree of
resource optimisation
Employees understand the vision,
master skills and motivated to
deliver the ‘promise’
% of delivery failure, speed of
delivery, management system
Consumer behaviour, Customer
Lifetime, measure satisfaction
![Page 41: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/41.jpg)
![Page 42: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/42.jpg)
Sustainability and Ethics of the Marketing Mix
ECO-FRIENDLY
RAW MATERIALS
MONETARY
BENEFITS
SUSTAINABLE
UNIVERSITY
CAMPUSES
PRICE IS FREE
OF CHOICE:
BUNDLE OR
SEPARATE
RECYCABLE
PACKAGING
![Page 43: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/43.jpg)
B2C
Sustainability and Ethics of the Communication
LOYALTY SCHEMEFREE SAMPLING AND
CO-CREATIONPOSTERS
B2B
ONLINE MARKETING
ORIENTATED
COMMUNITY
CREATIONECO-FRIENDLY
INSTITUTION TIPS
INCREASE
REPUTATION
![Page 44: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/44.jpg)
Branding
Humorous slogan and brand name
Hygienic and environmentally friendly packaging
Entice
Saving the environmental and reducing plastic
pollution by eating cutlery, sharing the same valuesEnrich
Enable
![Page 45: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/45.jpg)
So…
Profitable business
Sustainable and Ethical
Replaces the plastic in the UK
Habit formation
among students
Reputation and profit for institutions
![Page 46: The Spoon & Co - Imperial College Marketing Plan Competition](https://reader031.fdocuments.net/reader031/viewer/2022030313/58ecea0b1a28ab490e8b45fb/html5/thumbnails/46.jpg)
THANK YOU