Presented By Abel Rodriguez, Andy Hurtado, Adriana Pacheco, Chyvonne Polinas, Sergio Silva

Agenda Situational analysis Our product, the EveryDrop straw The market Marketing objectives and value proposition Competition Positioning Marketing Mix Financial Planning Conclusion Q & A

Situational Analysis Market Trends Health conscious Save money Going green Market Needs Easy to carry Limitless

The EveryDrop Straw by Whirlpool Filters 99.99% of viruses, bacteria and parasites in water Filters a minimum of 300 gallons Four colors to choose from (Blue, Pink, Olive, White) The buyer gets a small carrying case 3 swabs for cleaning after use BPA Free

The Market Market segmenting Our target market: Demographics Psychographics Upper-lowers, working class, middle class, and upper-middles We find the middle and upper middle class more lucrative Geographics Locations that draw those who participate in outdoor activities National Parks, Etc. Locations that have a high population of “preppers”

The Market Market Growth Opportunities in environmentally conscious Attempt to change the culture of drinking water—just as the Tesla had on the automobile market Large cities banning water bottles Similar products not marketed in a way to be viewed as a water replacement in a large city

Marketing Objectives & Value Proposition Same Message Throughout all Media Environmentally Friendly Affordable Alternative The EveryDrop straw Value Proposition Minimum filtering of 300 gallons of water One year warranty Three swabs for cleaning after use Carrying case

Competition Water Bottles Available for purchase almost everywhere Price ranges from $1.00-$5.00, depending on size and location Home Filtration Devices Available for purchase in some department stores and online Price can range from $40-$700 Filters water in the home only Portable Straw Filtration Device (Lifestraw, NDur) Available at locations such as Walmart, REI, and the Internet Priced from $24.95-$29.95 in brick-and-mortar locations Priced at $19.95-$30 on Internet store fronts Has similar capabilities as the EveryDrop

Positioning Will occupy a position of more-for-less compared to the competition Placed in more accessible locations Straw has better filtering capabilities Sleek logo and straw design Brand positioning is also important for the EveryDrop straw Needs to be seen as a viable replacement to water bottles “Love Your World”

Marketing Mix Price $14.95 in order to penetrate and attract new buyers Distribution Whirlpool will use three level distribution Retailers such as Wal-Mart, Target and REI Whirlpools webpage

Marketing Mix Marketing Communications Advertising-Brochures, catalogs, magazines and TV commercials Public Relations-Products will be sent to bloggers who blog about the outdoors, are parents, or those who are in our target market so they can be reviewed No sales promotions Direct Marketing-the EveryDrop straw via television, commercials, catalogs, and the Internet to reach our target market Social Media

Financial Planning Total fixed costs $90,000 Total variable costs $3.50 With price at $14.95, break-even point is at 7,860 units.

Break-Even with Marketing Total fixed costs still at $90,000 Additional $1,234,190 marketing and advertising added Variable costs still at $3.50

Sales Forecast Year 1Year 2Year 3 Q1Q2Q3Q4Total Sales (Units) 20,00033,49840,15222,000115,650130,000185,000 Revenue $299,000$500,795.10$600,272.40$328,900$1,728,967.50$1,943,500.00$2,765,750 Unit Price $14.95

Marketing Expenses Many costs can be absorbed since this is a product line extension Majority allocated to advertising 10, 30 second commercials on primetime One advertising package with Backpacker magazine Includes a total of nine, full-page, color ads spread among issues Hire one additional employee to handle PR pertaining to the straw Expense Forecast Based on Marketing Costs Per Year Advertising$1,167,190 Production 9,000 Distribution 8,000 Salary 50,000 Total$1,234,190

Conclusion The EveryDrop straw will be a strong competitor in its chosen market. Address a market need Strong product and brand positioning

Q & A

Whirlpool Corporation. (2014). Investor FAQs. Retrieved from Whirlpool Corporation. (2014) Annual Report. Retrieved from References