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PresentsMarketing PlanMarketing team members:Jordan TrumbleAshley BowlesKelly TrammellKylee ThetfordCameron SonnierMelinda NewtonJenna McLeodTable of Contents TOC \o "1-3" \u Table of Figures PAGEREF _Toc309713661 \h iiiIntroduction PAGEREF _Toc309713662 \h 1Mission Statement PAGEREF _Toc309713663 \h 2Promotional Campaign Objectives PAGEREF _Toc309713664 \h 3Campaign Theme Statement PAGEREF _Toc309713665 \h 3Industry Analysis PAGEREF _Toc309713666 \h 4Company Analysis PAGEREF _Toc309713667 \h 5Problem PAGEREF _Toc309713668 \h 5Trends PAGEREF _Toc309713669 \h 5Opportunities PAGEREF _Toc309713670 \h 5Product/Brand Analysis PAGEREF _Toc309713671 \h 7Competitive Analysis PAGEREF _Toc309713672 \h 8Market Analysis PAGEREF _Toc309713673 \h 9Demographic Profile PAGEREF _Toc309713674 \h 9Geographic Profile PAGEREF _Toc309713675 \h 9Psychographic Profile PAGEREF _Toc309713676 \h 10Determine and Define Market Segments PAGEREF _Toc309713677 \h 11Determine and Define Target Market PAGEREF _Toc309713678 \h 11Target Market Profile-Tervis Tumblers PAGEREF _Toc309713679 \h 13Consumer Analysis PAGEREF _Toc309713680 \h 14Situation Analysis PAGEREF _Toc309713681 \h 16Creative Analysis PAGEREF _Toc309713682 \h 18Media Strategy PAGEREF _Toc309713683 \h 19Media Continuity Schedule PAGEREF _Toc309713684 \h 19Media Objectives PAGEREF _Toc309713685 \h 19Media Strategy PAGEREF _Toc309713686 \h 19Media Vehicles PAGEREF _Toc309713687 \h 19Creative Work PAGEREF _Toc309713688 \h 22Radio Advertisement PAGEREF _Toc309713689 \h 22Scene One PAGEREF _Toc309713690 \h 22Scene Two PAGEREF _Toc309713691 \h 22T.V. Advertisement PAGEREF _Toc309713692 \h 22Setting PAGEREF _Toc309713693 \h 22Concept PAGEREF _Toc309713694 \h 22Script PAGEREF _Toc309713695 \h 23Print Advertisements PAGEREF _Toc309713696 \h 23Table of Figures TOC \c "Figure" Figure 1: Competitive Star PAGEREF _Toc309713643 \h 8 TOC \c "Table" Table 1: Annual Sales PAGEREF _Toc309713633 \h 6Table 2: Company Comparison PAGEREF _Toc309713634 \h 6Table 3: Framework PAGEREF _Toc309713635 \h 11Table 4: Creative Strategy PAGEREF _Toc309713636 \h 18Table 5: Continuity Schedule PAGEREF _Toc309713637 \h 19IntroductionOur team of dedicated and innovative members have compiled a strategic promotional plan to further the success of Tervis Tumbler?.Mission StatementIn the growing marketplace of kitchenware, containers, and tumblers, it is crucial to have a savvy team that will strategize, coordinate and execute your company’s advertising efforts. Here at Prestige Worldwide we have one motto, “Reaching and Achieving.” Our company is built on a solid foundation: fastidious attention to detail, innovative campaign strategies, and meticulous attention to client needs. We strive to bring our client to its full marketing potential with creativity and precision. Promotional Campaign ObjectivesTo expand the Tervis Tumbler brand name while making it more recognizable within Central America. To create and showcase the different personalities and unique qualities of the personalized Tumblers.Expand the number of people in our target demographic.Create more brand user loyalty through the lifetime guarantees and excellence in our product and customer service.Target the younger portion of our target audience through social media websites such as Facebook and Twitter.We also want to create advertisement that can be placed in business magazines that would be interested in custom orders for their companies and have the company logo placed inside their own personal Tervis. We want to have more people buy in bulk. Another objective we would like to see in our campaign is making Tervis more of a gift staple than it already is. We want it to be known that Tervis Tumblers are great for any occasion and any age. They make great gift for birthdays, anniversaries, as well as stocking stuffers.With our radio and television ads our main focus needs to be our number one demographic. We want to have our message heard by all the moms on the go and the male road warriors of the commuting business man. While reiterating the price and product value.Campaign Theme StatementWe strive to separate ourselves from all the rest to ensure the best quality product with a guarantee that others cannot match, keeping personalization as the forerunner and always remembering that each of our customers is unique. Industry AnalysisThe industry associated with Tervis Tumblers is not a cut throat industry. But what Tervis Tumblers has to do is compete with other brands and corporations that are known for a great quality product. For instance one of our competitors is Starbucks Coffee. Starbucks sells tumblers that are made from what seems like very high quality product. The down fall is it is not dishwasher safe or that it has a lifetime warranty. What we also have to overcome with Starbucks is their brand loyalty. People like the name Starbucks and associate great coffee and expensive finer things in life. Which is one reason my team feels people continue to buy their tumblers. But if we can get consumers thinking that Tervis is the SMART choice than maybe we can convert some loyalists to the Tervis family. Another thing we face in our industry is that not all people drink coffee and have to focus on other tumblers focused on that audience of people. Wal-Mart carries numerous off brand look a likes to the Tervis Tumbler but cannot compete in quality. We have to make sure to remind our consumers to check and make sure they are getting a Tervis and not an off brand. These are just a few things we will have to look into overcoming our pany AnalysisProblemIn 2004, Tervis Tumblers? expanded its target market to encompass college students making the official target market age range, 18-45 year olds. They are missing a large market outside the current target market. TrendsCustomization is a growing trend in American markets. Most tumbler companies, Tervis Tumblers??included, have joined the trend and now offer more personalized tumblers for the enjoyment of the customer. Another growing trend is the use of “reusable” containers such as tumblers. OpportunitiesMany opportunities are available for Tervis Tumblers?. The vastly growing “eco-friendly” global trend is pushing for companies to show that they environmentally conscious. Tervis can advertise the fact that they are eco- friendly and recycle, reduce, and reuse. The company can stress the fact that the consumer can recycle a weathered tumbler to Tervis Tumbler? and can replace it for free with a new tumbler. The company also has a large target market of aging baby boomers who are too being more environmentally conscious and may not know about the portable tumbler. Easy for them to take on the golf course, in the car, or running errands.Tervis Tumblers??has a vast amount of opportunities to do business overseas especially in Asian countries such as Japan and China. Table 1: Annual SalesAnnual SalesCompany Annual SalesSignature Tumblers$1,000,000Thermos$4,900,000Wilton Industries (Copco)$10,000,000Tervis Tumblers$50,000,000Tervis earns an estimated $20 - 50 millionCopco earned an estimated $5-10 millionThermos LLC. earns an estimated $1- 4.9 millionSignature Tumblers earns an estimated $500,000- $1 millionTable 2: Company ComparisonProduct/Brand AnalysisThe product and brand analysis for Tervis Tumblers has the potential to be very strong. With the great marketing campaign that has been put together, it is only a matter of time before more brand awareness will generate more sales. We have a high quality product that will sell itself when consumers become aware. To answer the most basic question of the product analysis: How will the aspects of this product match up with consumer’s needs, wants, interest and problems? Our product obviously answers the call to anyone who needs a container in order to carry their beverage. It offers many benefits that can make life easier for any casual beverage drinker, frequent coffee drinker that expect a lot from something they invest in. The wants and interests of consumers are also met with a list of benefits, as well as seemingly endless personalization abilities. It solves the problems of potential consumers because of, once again all of our simple benefits, along with a lifetime warranty on any Tervis.Anyone who has a Tervis Tumbler perceives this product as a quality product with a great value, and a company that can be trusted. With the help of our marketing campaign, these types of perceptions can be made aware not just on the East Coast but into the central and western parts of the petitive AnalysisIn order to comprehend the competitive analysis, it is important to understand that Tervis Tumblers are a fairly new product, especially to those of us not on the East Coast. The perceptual map below indicates the projected brand aspects in the eye of prospective customers that we would like to achieve.1956435169858 Affordable00 Affordable 20574002286635 Expensive00 ExpensiveBeneficial UnrewardingBeneficial UnrewardingFigure 1: Competitive StarThe Star is representing a Starbucks Thermos and a Cup is representing a Personalized Tervis Tumbler. A regular 16 oz. thermos at Starbucks will retail for about $15.00 while a 16 oz. Personalized Tervis Tumbler will start at $11.00. We would like for our customers to see not only that our product is more affordable than our leading competitor, but that we offer more benefits than they do as well. We also want to project to our prospective customers that in while $15.00 for a Starbucks tumbler might not be so expensive to some, in terms of value you get a lot more for a premium Tervis Tumbler that can run about $15.00 as well.Market AnalysisThe market analysis is an overview of the demographic, geographic, psychographic, market segments, and target market. Demographic ProfileThe demographical information researched for Tervis Tumblers are regionally based in the Fort Worth, Texas metroplex, such as: Evergreen Enterprises Inc. (Kirkland’s, Ikea, Pier 1, Dillard’s, Target, Belk) Richmond, VA 23225 USA Bubba Keg (Wal-Mart, Bed Bath and Beyond, Target, Big Lots, Tractor Supply) Los Angeles, CA 90011 USAFUNtainer (Wal-Mart, Target, Big Lots, Albertson’s, HEB) Branson, MI 65616 USAThermos (Wal-Mart, Target, Tractor Supply, Bass Pro Shops, Cabela's) Schaumburg, IL USA 60173Copco (Sears, K-Mart, JoAnn’s, Bed Bath and Beyond) Woodridge, IL 60517, USAThrough our research on the demographical areas, the competitive brands are those listed above. Copco has been our largest competitor thus far.Geographic ProfileSince most of the profitable sales come from the Eastern part of the United States, we are focusing are time and effort towards promoting Tervis Tumblers to the Central and Mountain parts of the United States. Our competitors’ are most well-known and profitable in these stores:Evergreen Enterprises Inc.- Sam Moon’s LuggageBubba Keg- Bass Pro ShopsFUNtainer- Wal-MartThermos- TargetCopco- Dillard’sThese stores that bring in the most sales for competitors are popular in the Central and Mountain parts of the United States, which gives us a good idea about how profitable Tervis Tumblers will be as well.Psychographic ProfileConsumers are guided by information that is both psychographic in nature such as, our personality, motivation, and attitude towards Tervis. It’s sociological in nature such as, how people use them in their daily routines, their different lifestyles, and different activities they enjoy.Table 3: FrameworkTervis Tumblers FrameworkCategoriesCharacteristicsHow they’re targeted InnovatorsEnjoy the finer things Social media advertisementThinkersEnjoys in home and schoolMagazine advertisementsAchieversTargeting 20+ year-oldsTV and radio audiencesExperiencers“Bandwagonners”Word of mouth and social mediaBelieversLoyal customer basePromo specials and e-mailsStriversWilling to spend more, expecting moreWebsite advertisementsMakersUnimpressed by luxuryWord of mouth and promo specialsSurvivorsBargain shoppersMagazine and newspaper advertisementsEach of the categories listed in Table 1 explain the different groups that express our customer base. Determine and Define Market SegmentsMarket segments determine the target market for Tervis Tumblers. Market segments aimed towards price, distribution, and promoted towards a heterogeneous variety of products, and based on common demographic characteristics such as, age and income. Our market segments consist mostly of the Innovators, Achievers, Experiencers, and Strivers. These consumers are more likely to be attracted to Tervis products because they are all willing to spend more money on quality Tervis products. Determine and Define Target Market The target market is the audience to in which our marketing campaign will be directed. It sets up the marketing and advertising objectives that will be achieved within our groups. Our target market consists of both male and female consumers 20+ years-old in the Central and Mountain areas of the United States.Our efforts and resources are focused on what our customers are willing to pay for all of the benefits Tervis offers. Benefits include:Cooling and heating systemPersonalizationLifetime warrantyDishwasher safeMelt proofNo sweating Made in the United StatesThe focus of our campaign is to make our name known in the Central and Mountain areas of the United States and appeal to this specific target market. We want to inform people of these benefits since our competitors do not possess as many advertisements. Suggestions to appeal to our target market more include advertising:More social media advertisementsNewspaper advertisementsStore displaysStore couponsAttending events (i.e. expos, conventions, etc.)Target Market Profile-Tervis TumblersPrimary MarketHeavy users- purchase the most online and in stores and buy large quantities of Tervis products at a time. UnisexWhite collarUpper and Lower-Middle ClassAges- 20-45Heavy populated citiesCentral and Mountain regionConsumer AnalysisWho are the consumers?Tervis Tumbler Consumers have the following demographics: Anyone 20 & upAnyone who likes a reusable cupAnyone who likes to live “green”How do they use the product?Tervis Tumbler Consumers use the product in the following ways: Every dayAt workAt schoolAt homeIn the carWhat motivates them to buy?Tervis Tumbler Consumers are motivated to buy because of the following: Saving moneyLiving greenReusable What do they look for in a product?Tervis Tumbler Consumers look for the following things in products they purchase: AffordableLifetime warrantyConvenienceHow do they look at life?Tervis Tumbler Consumers look at life in terms of: They are concerned with the earth and living green. They like things that are affordable and make a good fit with their lives. They are workersThey are studentsThey can use the product in virtually any situationThey are the ones who are more likely to try a product based on reviews by their peers. Situation AnalysisTervis Tumblers is a brand that stands for more than just good service to their customers. For example they are involved with the following: Morris Foundation?: Tervis knows the importance of sharing our earth and living in harmony with our precious animals. We help spread the love all over the planet by donating a portion of the proceeds from our Morris Tumbler collection to the Morris Animal Foundation. Breast Cancer: Tervis supports and encourages the Pink Ribbon Breast Cancer movement and donates to various breast cancer awareness charities with the purchase of each Pink Ribbon tumbler. With love, faith, and the power of commitment, the world will see more survivors! Recycling and Lifetime Guarantee: Tervis stands behind its Lifetime Guarantee. If one of our tumblers (of any age) becomes defective in any way, simply send it to us for a free replacement and we’ll recycle the old one. Green Behavior: Tervis has a green team dedicated to monitoring and improving efforts to operate in an environmentally responsible manner. We recently passed an on-site assessment of our working practices to reduce, reuse, and recycle and are now recognized as a “Green Business Partner” in Sarasota County. Made in America: Tervis products have been proudly made in America since 1946. We carefully hand-assemble each one right here at home, so it’s strong enough to withstand all of life's adventures. If we could sing, we'd belt out a stirring rendition of the Star-Spangled Banner right now. Instead, we'll just stick to offering high-quality products. Supporting Out Troops: Tervis honors those who have served our country. Our Patriotic collection represents our nation’s most vital branches in an elegant and powerful way. All designs feature the official logo of each division so you can show your appreciation and respect by drinking with pride. What separates Tervis from the competition? It is customizableKeeps hot drinks hotKeeps cold drinks cold Virtually unbreakableLifetime Warranty Dishwasher SafeMicrowave Safe Doesn’t leave rings on tables from condensation. Tervis stores are located in the south east region of the country with stores at the following locations: Fort Myers, FloridaKey West, FloridaNorth Palm Beach, FloridaOsprey, FloridaPanama City Beach, FloridaVillages, FloridaBranson, MissouriCharleston, South CarolinaMyrtle Beach, South CarolinaGatlinburg, Tennessee Creative AnalysisThe unifying idea for our campaign is to promote the benefits of using Tervis Tumblers and what makes this smart cup so much better than any other tumbler. Our plan focuses on building brand awareness and the qualities of:Cooling systemHeating systemCan be personalizedLifetime warrantyDishwasher safeMelt proofDoesn’t sweatDoesn’t leave ringsMade in the U.S.What is it about Tervis Tumblers that satisfies a salient want or need of the 20+ year old consumer?Table 4: Creative StrategyCreative Strategy AlternativesGenericDishwasher safe. Table ring armor; won’t leave ringsPreemptivePortable cooler and self-warming system; keep hot drinks hotter and cold drinks colderUnique Selling PropositionLifetime warranty. Meltdown resistant; 30 seconds in the microwaveBrand ImageVirtually unbreakable; won’t crack, melt, or chipPositioningLow refill assurance; less frequent fill-ups ResonanceIdentity protection; personalize and make it yoursAffectiveMade in the U.S.Media StrategyOur media strategy for Tervis Tumblers targets people ages 20 and up.Media Continuity ScheduleTable 5: Continuity ScheduleMedia Continuity Schedule - Tervis TumblersLightMediumHeavyMagazinesTelevisionRadioNewspaperBillboardsWebsiteThe table above shows how big of an impact each type of media makes on customers. Our goal is to make each light media to have a medium/heavy affect.Media ObjectivesOur goal is to inform and direct consumers to the Tervis website to see the many designs and benefits available. We feel that Tervis Tumblers are such a good product that just informing consumers, alone, would boost sales.Media StrategyOur strategy is to convince consumers of the superiority of Tervis Tumblers through preemptive advertisements that stress their quality advantages.Media VehiclesThe different media vehicles will help us inform and advertise people with different likes and interests. Since Tervis Tumblers are so versatile, it is important that we reach everyone 20+ years-old.Magazines Magazines will be used all year. Advertisements will be adjusted to fit different types of magazines (i.e. Good Housekeeping, People). Advertisements showing Tervis Tumblers used for hot drinks will be published in winter and holiday periods to promote entertaining ideas and gifts. These advertisements will also showcase the holiday designs that Tervis Tumblers offers. Advertisements showing Tervis Tumblers used for cold drinks will be published during the warmer months. Examples of magazine variety are:Tervis Tumblers offers special personalization for weddings. (These types of advertisements would be best for Bridal magazines.) Advertisements that show Tervis Tumblers for children would be placed in Parents magazine. General advertisements will be placed in magazines such as Good Housekeeping, Taste of Home, Home and Garden, and Time to catch the attention of the on-the-go, busy men and women looking for quality products. Tervis Tumblers do not sweat or leave rings which is a good selling point to be shown in advertisements targeting drivers and furniture owners.Television Television commercials will run during prime time, when new season shows begin. People are more likely to watch TV during the fall and winter months. We recognize that women do most of the shopping for household drinking cups, so our television advertisement will show a busy Mother using her Tervis Tumbler daily. Radio Radio advertisements will be played during rush hour traffic in the morning and evening commutes.NewspapersNewspapers, especially in towns with colleges, will contain advertisements showing that Tervis Tumblers can be personalized with college logos and names. Demographic considerations will be made.Outdoor Outdoor areas such as billboards and bus stops will target the commuter by showing Tervis Tumbler advertisements.Creative WorkOur marketing team has created new ideas and strategic ways to advertise Tervis Tumblers to the target market. We are proud to present to you a radio advertisement, a TV commercial, and several print advertisements to help promote the brand.Radio AdvertisementThis radio advertisement will be played on many of the most popular stations in the Central and Mountain areas of the United States to reach our target market.Scene OneA man is watching the football game at his house. He opens a can of beer, takes a sip and sets it on the table while concentrating on the television.The man’s wife walks into the room.Wife: “I thought I told you to always use a coaster! That table was expensive.”Man: “alright!” grabs coaster.Scene TwoThe man is watching TV and drinking an ice-cold beverage when his wife walks in.Wife: “How many times do I have to tell you to use a coaster?!”Man: says with a smirk “It’s a Tervis.” Narrator: “Stick it to the woman, use a Tervis Tumbler.”T.V. AdvertisementThis television advertisement will be played during prime-time. It will target men and women 20+ years-old.Setting Nice suburb neighborhood, in the drive way of a family womanon her way to drop her kids off at school and head to workConcept The concept of the commercial is to reach our target audience andstate the facts that set Tervis apart from other tumblers. Specifically the durability of Tervis Tumblers ScriptThe commercial opens on a women racing to her vehicle with her purse in hand and her Tervis Tumbler of coffee in the other. Her phone is going off and her kids are screaming and yelling, fussing, fighting and conversing with one another.The mother is becoming frustrated as she is searching for her car keys and sits her Tervis Tumbler on the top of the car. She finally finds solace when she finds her keys and hops into her car and head to work, leaving her Tervis Tumbler of coffee on the roof.She starts the car and realizes she is late and needs to get a move on, only making the start to her day even more frustrating. She throws the car in reverse and heads downs the road. She comes quickly to a stop at the end of her street and hears the rolling thud of the Tervis falling off the car.She grits her teeth and realizes what she has forgotten. She rolls her eyes and gets out of the car to survey the damage. But to her surprise she sees her Tervis Tumbler still in one piece holding her morning coffee as if to say “Hey everything is going to be alright”She picks up her Tervis and whispers under her breath as the kids are still horse playing in the background and says “today is going to be a good day” The commercial closes with her driving away and a narrator stating Tervis’ high quality and lifetime warranty, ending with the phrase “Tervis Tumblers are here to stay” Print AdvertisementsThe following advertisements that our team has created consist of quality information and visuals. These advertisements can be printed in magazines, online, and on billboards.center4038600Jordan Trumble00Jordan Trumblecenter3886200Cameron Sonnier00Cameron Sonniercenter3733800Kylee Thetford00Kylee Thetfordcenter3581400Jenna McLeod00Jenna McLeodcenter3429000Kelly Trammell00Kelly Trammellcenter3276600Ashley Bowles00Ashley BowlescentercenterMelinda Newton00Melinda Newton ................
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