avena botanical
Post on 22-Jul-2015
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Lauren Foisy . Angie Higdon . Maxine Morris . Ploy Sirin Sungkobol
Show Me The Proof
“The bar continues to be set higher as it is no longer enough for companies just to say they are
“transparent”, but only allow a peek into their corporate responsibility.”
Steve French Managing Director of Natural Marketing Institute
Consumer demands
Mission and values
Trust and credibility
Education
Avena Botanicals
Current Market Segments
HOMEOPATHY
BOUTIQUE AGRICULTURE
CONSUMER HEALTHCARE
Avena
Current Seven P’s Existing Target Consumer: Baby Boomer Women, Medical Practitioners
PRODUCT Oils, Cremes,
Salves, Powders, Liquid Extracts,
Solid Extract, Teas
PRICE $5 - $16 Product
$75 CSA
PLACEMENT Website, Store
CSA, Whole Foods
PROMOTION Word of Mouth
Catalog Mailings Social Media
Discounts
PROCESS Made by Hand
No Formal Marketing
PERSONNEL No Dedicated
Marketing Employee
PHYSICAL PLANT
Garden Production
Facility Tours
Competitor Analysis
HOMEOPATHY
BOUTIQUE AGRICULTURE
CONSUMER HEALTHCARE
HOMEOPATHY
Blessed Maine
Herbal
Revolution Avena
Gaia Herbs
Herbalist & Alchemist
Herb Pharm
Maine Medicinals
Where We Are Now
RESONANCE
JUDGEMENT
loyal customers “help me with my
ailments”
makes a good alternative
relief happiness corrected
FEELING
PERFORMANCE IMAGERY
SALIENCE
good quality & track record with cancer centers
lack of data
for the old & sick natural reactive
low brand awareness and visibility brand confusion word of mouth
same products as competitors with unknown value
RESONANCE
JUDGEMENT
loyal customers connection to products
“it works for me & makes me feel good”
trusted value for money
distinct value prop
relief happiness conscientious
FEELING
PERFORMANCE IMAGERY
SALIENCE
competitive reliable
promising affordable
comprehensive relevant to old & young good habits & proactive
high brand awareness & visibility brand differentiation
active communication leader in segment
Where We Want to Be
Segmentation
PREVENTATIVE &
PERSONALIZED CARE
COMPLIMENTARY &
ALTERNATIVE HEALTH
Target Audience ● social-media following
● ability to purchase ● being entertained
● rewarding ● experience ● authentic
products
● informed discussion
● proven products ● smart shopper
● recognition / rewards ● peer group
acceptance ● leads to success
E I
A T
INNOVATORS EXPERIENCERS
ACHIEVERS THINKERS
Value Proposition
end product entire ecosystem BIODYNAMIC
ORGANIC
Biodynamic
Quality, hand-made products that can be traced through the entire evolution of the product. Biodynamics is an undervalued offering that currently sets Avena Botanicals apart from their
secondary and primary competitors.
Traceability
Garden Harvest Extract Bottling Website Self
#Seedtoself
Product
Programs
Video Promotion: #Seedtoself 15% Discount
Featured Monthly Products
Product Review Option
Shipping Program
Membership Program
Product Pricing 20% Increase
Process & Promotion
Inbound / Website Social Media Outbound
video blogs
Facebook Twitter
blogs eNewsletter blasts
CONTENT: produced monthly
biodynamics traceability
lifestyle product reviews
CONTENT: produced daily
updates testimonials daily facts
biodynamics traceability
CONTENT: select recipients
samples press kit
Competitor Audits
Phase I
Phase II: 2016
Phase III
2018
● Web redesign ● Launch off web/ catalog ● New product pricing ● New product labeling
● Brand awareness ● Public outreach
● Testing and collecting of data from website
● revise
Implementation
2015 2017
Evaluation
Website Metrics
Qualitative Data Key Performance Indicators
Risks & Mitigation
Email Marketing
TOTAL MARKETING COSTS
$275,000 BREAK EVEN
end of year 2 RETURN ON INVESTMENT
20%
Phase I: $150,000 Phase II: $15,000 Phase III: $110,000
Implementation
Elevate Value Prop | Biodynamics
Greater Market Penetration | Attract B2B Opportunities Active Relationship with Consumers | Industry Subject Matter Expert
Profit Sharing
Future Steps
Thank You!
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