Bring Your Own Mug - University of British Columbia

Bring Your Own Mug

Amal Hatmi J a de Ya ng Minka Hong Vipa n Aula kh

Zoe Lin

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

Company Overview

Industry

Industry: Consumer Food Services

Category: Hot Be ve ra ge s

Uppe rc a se is a ffe c te d by shifts in hot be ve ra ge s industry a nd stude nt ta ste a nd pre fe re nc e s

Canadian hot beverages industry: 3.47Bn a s of 2015 Fore c a st: 5.1 Bn by 2020 1.5 million disposa ble c ups pe r ye a r from UBC c a mpus a lone goe s to la ndfill.

Competitor Analysis

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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