Bring Your Own Mug Amal Hatmi Jade Yang Minka Hong Vipan Aulakh - - PowerPoint PPT Presentation

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Nov 11, 2022 150 likes •574 views

Bring Your Own Mug Amal Hatmi Jade Yang Minka Hong Vipan Aulakh Zoe Lin 1) 1) Company O Ove vervi view 2) 2) Ind ndus ustry 3) Compet 3) etitor or 4) 4) Cust stomer: rese search Agenda 5) 5) Target Seg egment + Positioni

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Bring Your Own Mug

Amal Hatmi Jade Yang Minka Hong Vipan Aulakh Zoe Lin

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Agenda

1) 1) Company O Ove vervi view 2) 2) Ind ndus ustry 3) 3) Compet etitor

4) 4) Cust stomer: rese search 5) 5) Target Seg egment + Positioni

ning

6) 6) Goals ls & & Obje jectiv ives 7) 7) Strat ategy + Tac actics 8) 8) Imple lementatio ion T Timelin line 9) 9) Appe ppendix: Budge dget, Monitors & SW SWOT

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Company Overview

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Industry

★ Ind ndus ustry: Consumer Food Services

○ Ca Category: Hot Bevera ges

★ Uppercase is affected by shifts in hot beverages industry and student taste and preferences ★ Can anadi adian an hot hot bever erages es ind ndus ustry:3.47Bn as of 2015 ★ Forecast:5.1 Bn by 2020 ★ 1.5 million disposable cups per year from UBC campus alone goes to landfill.

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Competitor Analysis

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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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Primary Target S egment: The Oblivious Undergrad

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Oblivious Undergrad

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S tudent Profile: Oblivious Undergrad

★ Upper year student ★ Busy, preoccupied, pressed for time ★ Drinks multiple cups per day ★ Never remembers to bring a mug ★ Doesn’t see it as a problem

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Students in this segment don’t see themselves as pa rt of the bigger picture of wa ste crea tion, even though they consume multiple hot drinks per da y.

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S econdary Target S egment: The Price S ensitive S tudent

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Price S ensitive S tudent

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S tudent Profile: Price S ensitive S tudent

★ Lower year student ★ May or may not be a commuter ★ Has a full course load and is on student loans ★ Budget conscious, plans spending ★ Stays up to date with current promotions on hot drinks

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Students in this segment are sensitive to changes in prices a nd a re conscious of ta xes a nd discounts being a pplied.

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S econdary Target S egment: The Influenced Academic

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Influenced Academic

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S tudent Profile: Influenced Academic

★ Early years of University experience ★ Being environmentally conscious is not a core value ★ But since it is part of UBC’s culture they adopt it ★ Try to educate themselves on it ★ Are more likely to be vigilant when in the presence of friends

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Students in this segment are socially aware and cha nge their beha viour when in the presence of peers a nd friends

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Positioning

“For the oblivious undergrads and influenced a ca demics, Bring Your Own Mug is a ca mpa ign for hot bevera ge consumers a t the Nest which provides convenience, fina ncia l sa vings, a nd reduces the number of disposa ble cups used on ca mpus, unlike Sta rbucks, which provides reusa ble cups for purcha se.”

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Goals

★ to help AMS influence sustainable behaviour in student population that is subjected to student turnover yearly ★ Short term: to increase awareness amongst students and engage them to participate in this initiative ★ Long term: adding new points of distribution and building loyalty

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Obj ectives

1) To raise subscription to the Mugshare program to 2%

f the student body in

2017 vs 2016 by April, 2018. 1) Increase reusable mug usage rate at Uppercase by 5% , in 2017 vs 2016 by April, 2018. 1) Add one additional Mugshare location in 2017 vs. 2016 by S eptember, 2018.

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Obj ective 1

To raise subscription to the Mugshare program to 2%

f the

student body in 2017 vs 2016 by April, 2018.

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Strategy 1: Educ ucate o

ur aud udience o

f the

he env nviro ronm nmental i impacts b by cre reating v visua uals

★ How

w + Wha

hat: Promotional strategy to inform our unaware students with the BYOM campaign ★ Who: ho:Students visiting the nest: Oblivious Undergrads and Price Sensitive Students ★ Why: y:People are unaware of : the environmental impact of coffee cup waste, unaware of Mugshare program(88%), unaware of savings with BYOM, reminding those who are absentminded

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Tactic 1. 1.1A 1A “Love Your Mug Hour”

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★ Short 7-seconds educational Video : variety + keep students’ attention ★ Humorous, relatable (According to the survey purchase influence) ★ Social Influencer Santa Ono ★ Distribution: Push to social media channels, website

Tactic 1. 1.1B 1B Video Series

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Tactic 1 1.1 .1.C .C Posters on S

rt it Out Bins

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Maggie the Mug Ma scot

★ Brand representative to kickstart the campaign ★ Easily recognizable for brand association ★ Sensibilize about impact of the waste of disposable cups ★ Empower students to change their behaviour

Tactic 1. 1.1D 1D Create Brand Persona

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Marketing Strategy 1.2

Tactic 1.2 A UBC influencers, S anta Ono. 5000 follows in UBC Prez

Stra tegy 1.2: Cul ultivate re relations nships w with k h key inf nfluenc ncers rs t to end ndors rse the he i ini nitiative v via social m media

★ How

w + Wha

hat: Promotional strategy to inform our unaware with the BYOM campaign ★ Who: ho:Students visiting the nest: Oblivious Undergrads and Price Sensitive Students, easy to be influenced by others ★ Why: y:People are unaware of the environmental impact of coffee cup waste, unaware of Mugshare program(88%), unaware of savings when byom, reminding those who are absentminded

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Tactic 1. 1.2 2 A Advertise Mugshare through Social Media, namely Twitter and Instagram

UBC influencer, Santa Ono ★ 5000 follows in UBC Prez and 80,000 followers in Twitter ★ Advertising the Mugshare program,on his social media channels

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Tactic 1. 1.2B 2B Poster Campaign

★ Posters of UBC influencers ★ Location: entrances of the Nest, Uppercase, and beside the Mugshare drop-off

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Obj ective 2

Increase reusable mug usage rate at Uppercase by 5% , in 2017 vs 2016 by April, 2018.

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Strategy 2.1: Increas ase b bran and d loyal alty b by providi ding g stude dents w with l loyal alty s stam amp car ards ds

★ How

w + Wha

hat: Create loyalty cards in order to increase revenue, remedy tax amount ★ Who: ho: Patrons of Uppercase (Oblivious Undergrads, Price Sensitive Students) ★ Why: y:People currently don’t see Uppercase as a business to be loyal to, it loses behind other companies like Starbucks and Tim Hortons. There is a financial loss

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★ 10 stamp punch-card ★ Offer 1 punch for bringing reusable mug ★ Offer 2 punches if the mug brought in was from the Mugshare ★ At the collection of 10 stamps, users can redeem a free coffee or cookie of $2 value

Tactic 2. 2.1A 1A Offer Uppercase Loyalty Cards

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Tac actic 2 c 2.2 Increase the eco-tax fee to motive students to bring their own Mugs and

participate in the Mugshare Program

★ Uppercase charges $0.09 eco-tax fee while advertising it as $0.10 ★ $2, 2,034 034 loss ($20,316-$18,284) during MAY 2015 - SEP 2016 ★ The eco-tax fee should be increased to $0.10 immediately ★ For long-run, the eco-tax could be increased to larger amount, such as $0.25

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Add one additional Mugshare location in 2017 vs. 2016 by S eptember, 2018.

Obj ective 3

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Strategy 3.1: Provide new points of distribution

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★ Increase in convenience ★ Separate line with Mugshare mug or your own mug (faster service) ★ Promotionalmaterialat counter

Tactic 3. 3.1A 1A New pickup & dropoff location at Uppercase

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Timeline for Implementation

PHASE 1 E 1 - Create promotional material for campaign PHASE 2 E 2 - Actively promote campaign PHASE 3 E 3 - Event activation PHASE 4 E 4 - Repeat Summer 2017 Oct-Nov 2017 Repeat Oct 2017

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Budget

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