bring your own mug · campus, unlike starbucks, which provides reusable cups for purchase.” ......
TRANSCRIPT
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Bring Your Own Mug
Amal HatmiJ a de Ya ng
Minka HongVipa n Aula kh
Zoe Lin
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Agenda
1) Company Overview
2) Industry
3) Competitor
4) Customer: research
5) Target Segment + Positioning
6) Goals & Objectives
7) Strategy + Tactics
8) Implementation Timeline
9) Appendix: Budget, Monitors & SWOT
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Company Overview
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Industry
★ Industry: Consumer Food Services
○ Category: Hot Bevera ges
★Upperca se is a ffected by shifts in hot bevera ges industry a nd student ta ste
a nd pre fe rences
★Canadian hot beverages industry:3.47Bn a s of 2015
★ Foreca st: 5.1 Bn by 2020
★ 1.5 million disposa ble cups per yea r from UBC ca mpus a lone goes to la ndfill.
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Competitor Analysis
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Customer: Primary Research
Highlights
★ Students lack awareness of initiatives
★ Need constant reminders
★ Influenced easily by peer pressure, social pressure, money incentives
★ Value their time and convenience
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Primary Target Segment: The Oblivious Undergrad
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Oblivious Undergrad
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Student Profile: Oblivious Undergrad
★ Upper year student
★ Busy, preoccupied, pressed for time
★ Drinks multiple cups per da y
★ Never remembers to bring a mug
★ Doesn’t see it a s a problem
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Students in this segment don’t see themselves as pa rt of the bigger pic ture of wa ste crea tion, even though they consume multiple hot drinks per da y.
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Secondary Target Segment: The Price Sensitive Student
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Price Sensitive Student
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Student Profile: Price Sensitive Student
★ Lower year student
★ Ma y or ma y not be a commuter
★ Ha s a full course loa d a nd is on student loa ns
★ Budge t conscious, pla ns spending
★ Sta ys up to da te with current promotions on hot drinks
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Students in this segment are sensitive to changes in prices a nd a re conscious of ta xes a nd discounts
be ing a pplied.
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Secondary Target Segment: The Influenced Academic
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Influenced Academic
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Student Profile: Influenced Academic
★ Early years of University experience
★ Being environmenta lly conscious is not a core va lue
★ But since it is pa rt of UBC’s culture they a dopt it
★ Try to educa te themse lves on it
★ Are more like ly to be vigila nt when in the presence of
friends
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Students in this segment are socially aware and cha nge the ir beha viour when in the presence of
peers a nd friends
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Positioning
“For the oblivious undergrads and influenced a ca demics, Bring Your Own Mug is a ca mpa ign for hot bevera ge consumers a t the Nest which provides convenience , fina ncia l sa vings, a nd reduces the number of disposa ble cups used on ca mpus, unlike Sta rbucks, which provides reusa ble cups for purcha se .”
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Goals
★ to help AMS influence sustainable behaviour in student population that is
subjected to student turnover yea rly
★ Short te rm: to increa se a wa reness a mongst students a nd enga ge them to
pa rtic ipa te in this initia tive
★Long te rm: a dding new points of distribution a nd building loya lty
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Objectives
1)To raise subscription to the Mugshare program to 2% of the student body in 2017 vs 2016 by April, 2018.
1) Increase reusable mug usage rate at Uppercase by 5%, in 2017 vs 2016 by April, 2018.
1)Add one additional Mugshare location in 2017 vs. 2016 by September, 2018.
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Objective 1
To raise subscription to the Mugshare program to 2% of the student body in 2017 vs 2016 by April, 2018.
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Strategy 1: Educate our audience of the environmental impacts by creating visuals★How + What: Promotiona l stra tegy to inform our una wa re students with the
BYOM ca mpa ign
★Who:Students visiting the nest: Oblivious Undergra ds a nd Price Sensitive Students
★Why: People a re una wa re of : the environmenta l impa ct of coffee cup wa ste , una wa re of Mugsha re progra m(88%), una wa re of sa vings with BYOM, reminding those who a re a bsentminded
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Tactic 1.1A “Love Your Mug Hour”
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★Short 7-seconds educa tiona l
Video : va rie ty + keep students’
a ttention
★Humorous, re la ta ble (According
to the survey purcha se influence)
★ Socia l Influencer Sa nta Ono
★Distribution: Push to socia l media
cha nne ls, website
Tactic 1.1B Video Series
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Tactic 1.1.C Posters on Sort it Out Bins
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Maggie the Mug Ma scot★Bra nd representa tive to kicksta rt the ca mpa ign
★Ea sily recogniza ble for bra nd a ssocia tion
★ Sensibilize a bout impa ct of the wa ste of
disposa ble cups
★Empower students to cha nge the ir beha viour
Tactic 1.1D Create Brand Persona
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Marketing Strategy 1.2
Tactic 1.2 A UBC influencers, Santa Ono. 5000 follows in UBC Prez
Stra tegy 1.2: Cultivate relationships with key influencers to endorse the initiative via social media
★How + What: Promotiona l stra tegy to inform our una wa re with the BYOM ca mpa ign
★Who:Students visiting the nest: Oblivious Undergra ds a nd Price Sensitive Students, ea sy to be influenced by othe rs
★Why: People a re una wa re of the environmenta l impa ct of coffee cup wa ste , una wa re of Mugsha re progra m(88%), una wa re of sa vings when byom, reminding those who a re a bsentminded
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Tactic 1.2 A Advertise Mugshare through Social Media, namely Twitter and Instagram
UBC influencer, Santa Ono
★ 5000 follows in UBC Prez a nd 80,000 followers in
Twitte r
★Advertising the Mugsha re progra m,on his socia l media
cha nne ls
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Tactic 1.2B Poster Campaign
★ Poste rs of UBC influencers
★Loca tion: entra nces of the Nest, Upperca se , a nd beside the Mugsha re
drop-off
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Objective 2
Increase reusable mug usage rate at Uppercase by 5%, in 2017 vs 2016 by April, 2018.
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Strategy 2.1: Increase brand loyalty by providing students with loyalty stamp cards
★How + What: Crea te loya lty ca rds in orde r to increa se revenue , remedy ta x a mount
★Who: Pa trons of Upperca se (Oblivious Undergra ds, Price Sensitive Students)
★Why: People currently don’t see Upperca se a s a business to be loya l to, it loses behind othe r compa nies like Sta rbucks a nd Tim Hortons. There is a fina ncia l loss
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★ 10 stamp punch-ca rd
★Offe r 1 punch for bringing reusa ble mug
★Offe r 2 punches if the mug brought in wa s from the Mugsha re
★At the collection of 10 sta mps, use rs ca n redeem a free coffee or cookie of
$ 2 va lue
Tactic 2.1A Offer Uppercase Loyalty Cards
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Tactic 2.2 Increase the eco-tax fee to motive students to bring their own Mugs and
participate in the Mugshare Program
★Upperca se cha rges $ 0.09 eco-ta x fee while a dvertising it a s $ 0.10
★ $2,034 loss ($ 20,316-$ 18,284) during MAY 2015 - SEP 2016
★The eco-ta x fee should be increa sed to $ 0.10 immedia te ly
★ For long-run, the eco-ta x could be increa sed to la rge r a mount, such a s
$ 0.25
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Add one additional Mugshare location in 2017 vs. 2016 by September, 2018.
Objective 3
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Strategy 3.1: Provide new points of distribution
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★ Increase in convenience
★ Sepa ra te line with Mugsha re mug or your own mug (fa ste r se rvice )
★ Promotiona l ma te ria l a t counte r
Tactic 3.1A New pickup & dropoff location at Uppercase
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Timeline for Implementation
PHASE 1 - Create promotional material for campaign
PHASE 2 - Actively promote campaign
PHASE 3 - Event activation
PHASE 4 - Repeat
Summer 2017
Oct-Nov2017 RepeatOct
2017
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Budget
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Budget