freshu
description
Transcript of freshu
Brand managers: Ching-Ling Wu, Thomas Cottam, Whitney Martinez, Neil Slotterback.
What are people currently using to combat their stinky shoe smell?
Powders
Detergents
Sprays
Inserts
Insight
All currently mass marketed shoe odor products only mask the smell and do not address the cause of odor.
While 1/3 of adults report ever buying a foot odor product, only 15% currently use one.
Market Situation
Most people live with shoe odor, knowing that there is little out there that can actually take care of the problem.
By 2014, it will be worth of $780 million
The foot care category is a $671 million industry
Our Approach Address the cause.
An appliance that stops odors by removing their source - the bacteria - with a fan and UV light
Solve the problem
Masking the problem
Niche
Mass
We want to be here!
Brand Personality
Approachable
Unconventional
Fun
Lighthearted
Simple
Helpful
Optimisticreclaim your shoes
Product Functionality
Approximately 45 minute cycle
Curing the problem, not treating the symptoms
Position as shoe revitalization rather than odor removal
1. Dries to get rid of environment that breeds bacteria (fan)
2. Sanitizes to get rid of existing bacteria that creates foot odor (UVC light)
Packaging
Pricing
Retail Price $59.99
Invoice Price $43.82
Manufacturer Cost $31.30
HH
Mar
ket
Pene
trat
ion
(%)
Time
Early Adopters Early Majority Late Majority Laggards
(pricing)premium low premium
(motivations)specialized maintenance social norm
1 2 3 4 5
1
2
3
4
RETAIL STRATEGY
Promotion Strategy
In-store collateral for additional information
End cap display Running Events
Product Reviewsmagazines, blogs, social media
COGS Sales Gross Profit
$10,485,500 $19,796,700 $9,311,200
Retail Sell Price Invoice Price Manufacturer Cost
$59.99 (36% markup) $43.82 (40% markup) $31.30
Promotion Cost (10%) R&D(5%)
$1,979,670 $989,835
Year 1 Net Income Year 1 ROI
$6,341,695 32%
Sales Forecast