final marketing 410 presentation
DESCRIPTION
PUR Vitamin Water PacketsTRANSCRIPT
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V NMT A IIOptions TM
By: Ashley Boyer, Cherelle Jackson and Jessica Prchlik
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v• Proctor & Gamble
• Growth & Acquistion of PUR Extending the PUR Offering
Company History
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iCompetition • Within Filtration Industry • Within Water Industry
Trends • Downfall of economy • Going Green • More Health Conscious
Water Filtration Industry
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tDescription • Female • 18-34 • Single • Modest Income ($25,000-50,000) • Health-Conscious, Environmentally Friendly
Reasons Why
Target Market
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aWater Filtration Products
• Benefit (Filtered vs. Bottled vs. Tap) • Product Attributes • Health Concerns • Hard Water Presence
Distribution
Buying Behavior
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m• Create environmentally friendly products• Provide healthy options for PUR customers
Marketing Objectives 2008 Goal for 2009
Market Share 30.9% 34%
Pitcher Sales $12,774,000 $13,412,700
Flavor Options $1,700,000 $2,000,000
Vitamin Options 0 $1,000,000
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i• Create product awareness for PUR Vitamin packets
• Promote future purchases of Vitamin packets
• Reach 35% of target market through trial use
• Reach 30% of target market through advertising
Communication Objectives
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nBudget
Sales Promotion 60%Free Premiums 60%In-store Sampling 15%Coupons 10%Product Placement 15%
Advertising 40%Television 30%Magazine 60%Billboard 10%
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IBP StrategySales Promotion • instore sampling • free premiums • coupons • product placement p
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uUSP with Comparison • variety of product options
Advertising • billboard • television ad • magazine
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rMeasuring Success
Conduct a survey • Opinion of the company • Quality of its products
Distribution • Target Market • Current customers • Random sample of non-customers
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Billboard
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Magazine Advertisement
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In-store Handout
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Television Advertisement