10 Tree - New Product Competition Presentation
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Transcript of 10 Tree - New Product Competition Presentation
agenda• Recommendation• Why Australia• Marketing Strategy• Measuring Results
recommendation
Enter Australia Export
100,000 trees
plantedSurfer Sam
goal
100,000 trees = 10,000 units sold = $400,000 in revenue
why Australia• Consumer behaviour connects to brand• Green product trend• Online purchasing trends
porter’s diamondFirm Strategy• Product attributes and attitudes• High Quality• Green initiative
porter’s 5 forces
INTENSITY OF
RIVALRY
NEW ENTRANTS
BUYER POWER
SUBSTITUTES
SUPPLIER POWER
LOW- key suppliers are manufacturers and retailers- low switching cost for retailers- lack of diversity between suppliers
porter’s 5 forces
INTENSITY OF
RIVALRY
NEW ENTRANTS
BUYER POWER
SUBSTITUTES
SUPPLIER POWER
LOW- substitutes include: bespoke tailoring, factory shops, homemade clothing, second hand clothing- online retailers
porter’s 5 forces
INTENSITY OF
RIVALRY
NEW ENTRANTS
BUYER POWER
SUBSTITUTES
SUPPLIER POWER
MODERATE- low switching cost- buyer independence is high- fast pace of change in the demands of individual buyers
porter’s 5 forces
INTENSITY OF
RIVALRY
NEW ENTRANTS
BUYER POWER
SUBSTITUTES
SUPPLIER POWER
MODERATE- composed of large number of similar independent retailers- strong emphasis on apparel- rivals include: Elements, Billabong, RVCA, Jay Jays
benchmarking
Regular Tshirt Regular Sweater
Quality Design Brand0
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10Benchmarking 10tree vs. Competition
BillabongElement RVCAJay Jays10Tree
Factor Conditions • Educate sales force • Capital Resources
porter’s diamond
Relating & Supporting Industries• The green movement • Surf and Adventure
porter’s diamond
Demand Conditions • Sophisticated local consumer• Virtual consumption • Consistent demand
porter’s diamond
porter’s diamond• Local consumer: education on
green trends, desire for superior quality
• Consistent Demand: needs to be described for “OUR” definition
porter’s diamond Government and External Events• Trans-Pacific Partnership talks• Current Tariffs and Import Charges
MARKETING
STRATEGY
target market profile• Surfer Sam – Age: 18-35–Male and Female– Consumption Behaviours– Lifestyle
mode of entry• Export– Direct export– Online and in-store retailers
4P’S: product• Core product benefits• Product attributes• 10tree support services
• Australian line – designs in production
4P’S: price
CompanyFactors
Internal
ProductFactors
Environmental Factors
External
MarketFactors
Pricing Strategies:Skimming/Market
Other elements of
the Marketing Mix
Terms of Business
Firm Performance
4P’S: place• Australian retail market
• Online forums
4P’S: promotion• Promotion adaptation
• Emphasis on message importance – T.R.E.E. • Trust• Responsible • Emotions• Empowering
financials
Total Budget = $38,000
Budget Item Cost ($CAD)Aus. Website $200Online Retailer $8,000Airfare $2,500In-store Retailer $15,000Local Surf Shops $5,000In-store Promotional Material $3,400Online Analytics $1,400Contingency $2,500
measuring results• 100,000 trees planted • $400,000 in revenue
• Budget allocation and efficiency • 8 month diagnoses – 3 year plan TBD