avena botanical

of 23 /23
Lauren Foisy . Angie Higdon . Maxine Morris . Ploy Sirin Sungkobol

Upload: sirin-ploy-sungkobol

Post on 22-Jul-2015

232 views

Category:

Business


4 download

TRANSCRIPT

Page 1: Avena Botanical

Lauren Foisy . Angie Higdon . Maxine Morris . Ploy Sirin Sungkobol

Page 2: Avena Botanical

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

Page 3: Avena Botanical

Consumer demands

Mission and values

Trust and credibility

Education

Avena Botanicals

Page 4: Avena Botanical

Current Market Segments

HOMEOPATHY

BOUTIQUE AGRICULTURE

CONSUMER HEALTHCARE

Avena

Page 5: Avena Botanical

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

Page 6: Avena Botanical

Competitor Analysis

HOMEOPATHY

BOUTIQUE AGRICULTURE

CONSUMER HEALTHCARE

HOMEOPATHY

Blessed Maine

Herbal

Revolution Avena

Gaia Herbs

Herbalist & Alchemist

Herb Pharm

Maine Medicinals

Page 7: Avena Botanical

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

Page 8: Avena Botanical

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

Page 9: Avena Botanical

Segmentation

PREVENTATIVE &

PERSONALIZED CARE

COMPLIMENTARY &

ALTERNATIVE HEALTH

Page 10: Avena Botanical

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

Page 11: Avena Botanical

Value Proposition

Page 12: Avena Botanical

end product entire ecosystem BIODYNAMIC

ORGANIC

Biodynamic

Page 13: Avena Botanical

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

Page 14: Avena Botanical

#Seedtoself

Page 15: Avena Botanical

Product

Page 16: Avena Botanical

Programs

Video Promotion: #Seedtoself 15% Discount

Featured Monthly Products

Product Review Option

Shipping Program

Membership Program

Product Pricing 20% Increase

Page 17: Avena Botanical

Process & Promotion

Inbound / Website Social Media Outbound

video blogs

Facebook Twitter

Pinterest

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

Page 18: Avena Botanical

Competitor Audits

Page 19: Avena Botanical

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

Page 20: Avena Botanical

Evaluation

Website Metrics

Qualitative Data Key Performance Indicators

Risks & Mitigation

Email Marketing

Page 21: Avena Botanical

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

Page 22: Avena Botanical

Elevate Value Prop | Biodynamics

Greater Market Penetration | Attract B2B Opportunities Active Relationship with Consumers | Industry Subject Matter Expert

Profit Sharing

Future Steps

Page 23: Avena Botanical

Thank You!