Slide 1

ERGO ERGO Polar Bottle Water Bottle Alessandra DeWitt - Taylor Werges - Scott Schwindt Courtney Lindau - Katie Engerman - Molly Magrath - Neill Pieper Advertising and Promotions 1:00 PM section

Slide 2

Internal Factors External Factors SWOT Measureable Sales Objective & Budget 4 Ps Going Forward IMC Evaluation Agenda

Slide 3

Dont forget: You can copy- paste this slide into other presentations, and move or resize the poll.

Slide 4

Internal Analysis

Slide 5

In the process No use for one in the past Follow the ideals of: Making a product that promotes health for the planet, people and the U.S. economy Mission Statement

Slide 6

Location: Boulder, Colorado Founded: 1994 by Robert Heiberger and Judy Amabile Started as a family business 50 employees Employee bonding In house marketing Environmentally conscious Organization Demographics

Slide 7

Staff

Slide 8

Mostly free marketing Small budget Not including donations Financial

Slide 9

Sport Insulated Water Bottles 11.99 (24oz) -$10.99 (20oz) $9.99(12oz) Vacuum Insulated Stainless Water Bottle $39.99 (21oz) Ergo Insulated Water Bottle $18.99 (22oz) Current 4Ps - Product/ Price

Slide 10

Product Line

Slide 11

Double-walled Half Twist Cap Foil designs Hot liquids Dishwasher safe Not fit for bikes Ergo Insulated Water Bottle

Slide 12

35,000 retailers Dicks, Sports Authority, REI, TREK Mail order companies worldwide Trade shows Current Place

Slide 13

Mainly utilize social media Current Promotion

Slide 14

Promotion

Slide 15

Sponsorship of USA pro cycling challenge Promotion

Slide 16

http://www.youtube.com/watch?v=jvu30s4m_94

Slide 17

Promotional donations Promotion

Slide 18

Slide 19

Supply Chain Raw materials for aluminum sleeves made in China Raw materials for plastic bottles created in Denver Polar Bottle van picks up materials from Denver Package finished bottles Send to Denver Bring materials to Boulder Local retailers Distribute bottles Globally Directly through website Consumer Assemble bottles in Boulder location

Slide 20

Uses Sports Water Bottle technology Research and Development

Slide 21

The Half-Twist cap Research and Development

Slide 22

External Analysis

Slide 23

BPA Free: Polar Bottles $11 billion industry Estimates show 11% growth in next 5 years in sporting equipment categories Industry

Slide 24

PRODUCT HIERARCHY Sports and Outdoor Equipment Containers Food and Beverage Bottles Water Bottles Insulated Water Bottles

Slide 25

Camelbak and Nalgene Competition

Slide 26

Nalgene: Wide mouth, everyday 32 oz. plastic Publicly traded parent company Thermo Fisher Scientific 39,000 employees Competition http://ir.thermofisher.com/phoenix.zhtml?c=89145&p=irol-homeProfile

Slide 27

Camelbak: Bite valve top water bottles $35 million in revenue 135 employees Competition http://www.insideview.com/directory/camelbak-products-llc

Slide 28

Other competitors: SIGG Klean Kanteen Competition sigg.com kleankanteen.com

Slide 29

Competition

Slide 30

Customization BPA free Going green Social Trends

Slide 31

Half twist cap provides competitive advantage Segments

Slide 32

Political FDA ban on BPA in baby bottles Laws and Regulations Patents Nature Increasing Temperature Environments

Slide 33

Uncertain economic outlook 11% growth in sporting goods next 5 years Inflation rates at 1.6% in 2013 Economic Environment

Slide 34

SWOT

Slide 35

Active lifestyle and outdoor markets Cheap to produce Strong company culture Socially responsible Made in USA Strengths

Slide 36

Environmentally friendly Utilizes free forms of advertising Patented Half Twist cap Active lifestyle location Strengths

Slide 37

Lack of marketing knowledge Patent on the foil just ran out a few years ago Consumers do not know how to use the Half Twist cap No mission statement Small marketing budget Customers reviewed that it left a weird aftertaste Weaknesses

Slide 38

Growing outdoor segment International sales Sustainable/Eco friendly Wide consumer base Opportunities

Slide 39

Expired patented process Current economic conditions FDAs BPA regulations Threats

Slide 40

2 million of total bottles sold in 2012 13% Ergo Projecting a 25% growth for total sales in 2013 35% of this should be Ergo Measurable Sales Objectives

Slide 41

Out Reach Increase Twitter/Facebook/Instagram following by 25% Increase community partnerships Increase trade show traffic Channel Optimization Target of coupon redemption of 5% Utilization of mobile avenues Print and internet ads Measurable Comm. Objectives

Slide 42

Growth stage $200,000 worth of bottles for donations $2,000- $5,000 available advertising promotions Promotion video Direct Marketing Trade Magazines (B to B) Budget

Slide 43

4 Ps Going Forward

Slide 44

PRODUCT The Ergo Polar Bottle 22 ounce insulated bottle Durable hard plastic BPA free and PHTHALATE free Retains cooler temperatures

Slide 45

PRODUCT Customizable Half twist cap Leak-proof Carry loop

Slide 46

Customizing Options

Slide 47

Retail price: $18.99 Wholesale price: $2.99 Cost of manufacturing Research and development Price

Slide 48

Online Retailers: 1.PolarBottle.com 2.Amazon.com 3.REI.com 4.BikeParts.com 5.Rakuten.com 6.ModernBike.com 7.BikesOnline.com 8.Etc Place

Slide 49

Brick & Mortar Retailers REI Sport Authority Full Cycle Performance Bicycles Dicks Play It Again Sports Dicks Sporting Goods Kids R Us Various Local Bicycle Shops

Slide 50

Potential Retailers Target (in progress) Wal-Mart Complimentary Product Retailers Running Shoe Retailers Climbing Store Retailers Gym mini retailer 24 Hour Fitness Store University Rec Centers Place

Slide 51

IMC

Slide 52

We advise that Polar Bottle: Increase their marketing budget Lower amount of bottle donations Marketing Budget

Slide 53

Target Market

Slide 54

Gyms Signs Personal trainers Health food stores Signs Internet banners SportsAuthority.com REI.com Advertising

Slide 55

Outside Magazine Ad

Slide 56

Hash tags SEO Meta tags Key words Links Digital Marketing

Slide 57

In-store promotions Rich media display Social media Company website Commercial

Slide 58

Slide 59

http://www.youtube.com/watch?v=LoTcJcpYZfg

Slide 60

Public Relations Collegiate Sports teams and clubs Hiking Cross country Biking Yoga studios Pure bar studios Environmental volunteers Third party PR

Slide 61

Internet advertising Facebook sweepstake Foil design contest Cross ruff coupons Trade Shows China International Outdoor Tradeshow Guangzhou, China Large volume of international retailers Expand further into foreign markets Sales Promotions

Slide 62

QR codes every where In-store signage In-store coupons Price tags Event banners Fliers Leads to company website Analytics of QR users Evaluation

Slide 63

Creating more awareness Through increasing grassroots marketing efforts Target market Digital Slogan Wherever you go, ERGO Recommendations More funding towards marketing efforts Less bottle donations Meeting Our Objectives

Slide 64

Questions?