BRYAN GRIFFITHJESSICA LIBRINGSHAUNA SCARANO

Everest Competition

Central Issue

Everest Ecig Distributor of disposable electronic

cigarettes Launch brand in New Jersey area

Business Decisions Marketing Research Branding/advertising strategy Online promotions

Everest’s Mission Statement

The mission: To make a positive difference in people’s lives through the use of high-quality products and our own American made E-liquid.

The purpose: Provide the highest quality smoking alternative to the mass public.

The business: To become not only the first but leading provider of E-cig’s to the general public with American made E-liquid

The values: Allow consumers to maintain a higher quality of life as well as save money over traditional smoking methods

Environmental Analysis: SWOT

Brick and mortar retailingDisposable e-cigs with American made liquid

DisposableHealthier alternative to

cigarettesMultiple flavors

No social mediaNo Website

No brand image No rechargeable e-cigs

Growing e-cig marketPeople being more health

conscienceLocal night life Corner stores

Changing government regulations

Many competitors like Blucig, PremiumCigs,

Squaresmoke, and Xcig

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Our Objectives

Inform Persuade

Motivate

Evaluate

Marketing Strategy

Target Market Strategy

Marketing Mix: Four P’s

Implementation, Evaluation,

Control

Target Audience: Demographics

Generally males (can be female) aged 19-54

White (77%) and African American (14.9%)

Target audience are most likely temporarily unemployed, disabled, or a student making less then 25K

Target Audience: Primary & Secondary

Secondary target market: Older audience ages 30-55

Primary target market: Younger audience ages

19-30

Demographic Data

18-24

25-35

35-44

45-54

55+

0

20

40

60

80

100

120

140

IndexPercentage

Empl

oyed

full

time

Tem

pora

rily

unem

ploy

ed0

40

80

120

160

IndexPercentage

*Both index and % represent general population of cigarette smokers in America

Target Audience: Psychographics

Smokers consider themselves headstrong, funny, outspoken, brave, and adventurous

They have active lifestyles and crave excitement and this target often believes that other people copy what they do

Heavy uses of videogames and internet

They are more likely to buy on impulse and are frequent purchasers of lottery tickets.

Marketing Mix: Four P’s

Price Product

Promotion Place

Place/Location: New Jersey & Pennsylvania

New Jersey represents 3.69% of the total cigarette smokers with about 1,350,000.

Pennsylvania represents 4.65% of the total cigarette smokers which is about 1,702,000 people.

New Jerseyians and Pennsylvanian’s are 22% more likely to smoke cigarettes then the average American.

Convenience

stores/Gas stations

• Highest use

Local corner stores

• High use, needs more research

Supermarkets

• Medium use

Bars/clubs

• Needs more local research

New Jersey State Law

Under the NJSFAA (New Jersey Smoke-Free Air Act) since E-cigs produce smoke the use of them are not permissible for use in public places and workplaces. (Effective March 13, 2010)

Sale of E-Cigs to people aged 18 or younger is prohibited.

Most health organizations, researchers, and politicians believe more research is needed to understand the actual dangers of E-Cigs.

Prospective Locationas

Percentage Of Where People Buy Cigs

7-Eleven

BP Connect

CITGO Quickmart

On the Run

Speedway Super Amer-ica

SAVE-A-LOT

Kroger

WAWA*

Other

This is likely due to local corner stores. We need to do more research!!

*Underweighted due to the scope of population

Distribution of Company Exposure

04,000,0008,000,000

Total Population Of Cigarette Smokers

Total Population Of Cigarette Smokers

National & New Jersey: Market Research

7-El

even

BP con

nect

CITGO Q

uick

mar

t

Spee

dway

Sup

er A

mer

ica

Save

-A-L

ot

Krog

er

WAW

A

On Th

e Run

0

50

100

150

200

250

Total Cig market IndexNJ Index

**Average index=100

Other Important Research

Cigarette users are 47% more likely to go

to bars, nights

clubs and places with a

dancing atmospher

e

More research needs to

be conducted

on local bars, and

night clubs

More research needs to

be conducted

on local corner stores

Four P’s: Price

$8.95

Unique flavors

200 puffs=1

packNo

carcinogens

4 P’s: Product: Everest Electronic Cigarette

Flavors:Fresh Start CoffeeViva VanillaPeach ParfaitStrawberry ShortcakeM’Azing MentholTraditional TobaccoApple Pie

Upcoming Flavors:Red Velvet CakeFresh Mint BrowniesFrozen Banana YogurtShoofly PieHemp (Marijuana)SmoresWhisky/Alcohol

Product: Packaging

Package reflects Everest Ecig image and brand colors (Green, Blue and White)

Will create a functional package design that will allow customers to use the package as a case to hold the E-Cigs.

Package will be both simple and cool

Create individual package designs for each flavor (ex: strawberry shortcake flavor will have a red stripe on the package)

Additional Product Research

E-Cigs can improve working memory according to Lynne Dawkins, Professor of Psychology in the University of East London, UK.

E-Cigs are changing the line drawn between good and bad forms of nicotine. (Kirsten Bell Department of Anthropology at the University of British Columbia, Vancouver, BC Canada).

Promotions and Advertisements

Interactive

Print Ads

Personal promotions

Creative Brief

Creative Brief

Who is our target? I am generally a white or black male aged 19-55. I am typically not

working at the moment but I am active in looking for a job. I am a experiencer and am motivated by self-expression and excitement. I am an impulsive consumer and like having “cool” stuff. I am also an innovator and continue to seek challenges, with confidence, because of my high self-esteem.

Where are we positioned in the mind of the target? I have never heard of Everest E-Cig but I am aware of electronic

cigarettes. I am loyal to my favorite cigarette brand but I have no attachment to any specific E-Cig brand.

How does our competition fare in the mind of the target? Our competition has a head start in brand awareness. Companies like

TOTAL, NJOY, or Blucigs have been on the market and have already have market penetration.

Creative Brief Cont…

What is the ideal positioning we seek with the target? Everest is the brand I want when I buy an E-Cig.

Being a better alternative to regular tobacco cigarettes, this American made product is full of different flavors and exactly what I need to quench my nicotine cravings.

What is our consumer promise, the ‘big idea’? Everest E-Cigs are a healthier alternative to tobacco

cigarettes with no carcinogens, no chemical agents, no tar, no benzene, and no carbon monoxide.

Creative Brief Cont…

What is our supporting evidence for the ‘big idea’? I have continually looked for ways to make my

smoking habit healthier. I like to try new things and I have a very active lifestyle.

What is the tone of the advertisements? The advertisements are focused on the benefits of

E-cigs and inspiring people to join thousands of others who have already made the healthier switch to E-Cigs. The tone is cool and stimulates real experiences/lives.

Business Essentials: Business Cards

Business Essentials: Business Cards $

Business cards: regularBusiness Cards: Circle

Business Essentials: T-Shirts

Campaign 1: Join the Climb!

Targets adventure seekers and people with active lifestyles.

Entices them to join a network of like minded individuals who share the passion for excitement.

Campaign Slogan: Join the climb!

Campaign 2: Because You Care

More likely targets older generations aged 30-55

Appeals to parents with young kids & people trying to have a healthier lifestyle

Promotes the benefits of no carcinogens, chemical agents, and other dangerous chemicals

These people have likely been smoking for years and are looking for ways to quit.

Ads will always promote the American made e-liquid

Website Advertising

Online promotions: Website, Social Media, & Hootsuite

Website Facebook

http://masacompetition.wix.com/everest#!Home|mainPage

Website Advertising

ABC.com

CareerBuilder.cm

Monster.com

MySpace.com

NFL.com

Ticketmaster.com

Yahoo.com

YouTube.com

0 20 40 60 80 100120140160180200

Index

Index

**Average index=100

Website Advertising

3.60%

5.11%

2.50%

10.80%

4.85%

3.70%

28.30%

5.18%

Percentage of populationABC.com

CareerBuilder.com

Monster.com

MySpace.com

NFL.com

TicketMaster.com

Yahoo.com

Youtube.com

Next Step!

Implement marketing and advertising strategy

Evaluate advertising awareness and general public perceptions

Change strategy to meet the new information from the evaluation

Executive Summary

Mission Statement Situation/SWOT analysis Objectives Marketing Strategy

Target Market Strategy Marketing Mix

Product Promotion Price Distribution

Implementation/Control/Evaluation

Works Cited

Simmons OneView Global Advisors Smokefree Policy (GASP) FDA ABISC databases Scientific databases John Hopkins Bloomberg school of Public

Health Various articles from newspapers and

magazines Personal Observations/Surveys