Menglu ZHANG, Szandra KANAI, Nikolett DELY, Ludivine LEBRETON, Camille LE MEUR, Céline VITROUIL

Green Fish

Green Fish

Brand name & sloganBrand name & slogan

Green fish • Éco-friendly, Greenpeace• Fish lives in hot & cold water • Mascot, symbol

Share your drink, save your planet !• Divided in 2 parts• Share with yours friends• Recycled materials and reusable

Green fish • Éco-friendly, Greenpeace• Fish lives in hot & cold water • Mascot, symbol

Share your drink, save your planet !• Divided in 2 parts• Share with yours friends• Recycled materials and reusable

Values : the 4 F’sValues : the 4 F’s • Friendly (éco)• Funny • Fresh• Fashionable

• Friendly (éco)• Funny • Fresh• Fashionable

4P : Product4P : Product

Tumbler = travel mug Practical• 2 parts (double walled in the middle)• Coffee hot / Iced tea cold• Filter in the cap : avoid microbes

Environmentally friendly• recycled materials

Personalization • Colors • Customization

Tumbler = travel mug Practical• 2 parts (double walled in the middle)• Coffee hot / Iced tea cold• Filter in the cap : avoid microbes

Environmentally friendly• recycled materials

Personalization • Colors • Customization

Price Price

• Penetration price• Price sensitivity • Competitors • 15 – 25€

• Penetration price• Price sensitivity • Competitors • 15 – 25€

PlacePlace

Internet • website with a boutique online

Partnership • ESC Rennes & Autobar• La Brioche Dorée • Décathlon

Internet • website with a boutique online

Partnership • ESC Rennes & Autobar• La Brioche Dorée • Décathlon

PromotionPromotion

• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership

• Push communication • Social networking sites • Website• Sponsorship : cyclism• Partnership

TargetTarget

Short term Students (18-25 years old)

• Gender• Interest (sports, geeks, ecology)

• Price sensitivity Middle & long term Workers • Gender• Position (manager, salesmen, sportsmen…)

Short term Students (18-25 years old)

• Gender• Interest (sports, geeks, ecology)

• Price sensitivity Middle & long term Workers • Gender• Position (manager, salesmen, sportsmen…)

PE….PE….

Political influences• Environmental issues• Relationships between the French government and eco-friendly cie. • Health issues• State & local government controls

Economic issues • Constant demand for food & beverage products• Customer’s purchasing power depending on changes of incomes• Taxations• Sensibility to a middle/long-term vision for daily used products

Political influences• Environmental issues• Relationships between the French government and eco-friendly cie. • Health issues• State & local government controls

Economic issues • Constant demand for food & beverage products• Customer’s purchasing power depending on changes of incomes• Taxations• Sensibility to a middle/long-term vision for daily used products

PEST..PEST.. Social influences• Education • Gender issues • Trend • Lifestyle • Time • Changes in preferences “natural” psychological evolutions Technological influences• Progress in manufacturing could improve efficiency• Agricultural & organic development • Chemical advancement : keep constant temperature, increase lightness

Social influences• Education • Gender issues • Trend • Lifestyle • Time • Changes in preferences “natural” psychological evolutions Technological influences• Progress in manufacturing could improve efficiency• Agricultural & organic development • Chemical advancement : keep constant temperature, increase lightness

PESTELPESTEL

Ecological influences• Advances in fair trade equity • Agricultural & organic development • Increase of sensibility to environmental & social issues in student’s

mind

Legal influences• Patent• Legal dimension of targeting students market : low power purchasing,

impulsive buying, high level of suggestibility • Wooly differentiation for students of public highway/private road• Authorization to drink on the public road depending on the type of drink

Ecological influences• Advances in fair trade equity • Agricultural & organic development • Increase of sensibility to environmental & social issues in student’s

mind

Legal influences• Patent• Legal dimension of targeting students market : low power purchasing,

impulsive buying, high level of suggestibility • Wooly differentiation for students of public highway/private road• Authorization to drink on the public road depending on the type of drink

SWOT AnalysisSWOT AnalysisStrengths

•Practical•Innovation•Eco friendly•Two utilizations instantly•For everyone•Simple•Economic

Weaknesses

•The weight•Time•Limit of utilization

Opportunities

•Newness•Opportunities of market•Evolution of consumption

Threats

•Thermos existing•Competitors copy•People’s habits

Porter’s 5 Porter’s 5

Threat of substitutes • Hot : Microwave / Kettle /

Gas stove

• Cold: Fridge / Cooler-bags

LOW

Buyer Power• Lower at the beginning

• Uncertainty avoidance

HIGH

• Make them loyal

Rivarly• Biggest competitor:

Starbucks• Thermos, Raya, Funtainer

• Create value + Promotion

Porter’s 5 Porter’s 5

Threat of new entrants• Start-up: low price strategy

• Hard competition

• Economies of scale

Supplier Power• Raw materials

• Designer companies

• Cooperation with beverage

companies

Directly competitors Directly competitors Zojirushi Tiger

Thermos

Direct competitors Direct competitors

Their Feature: • famous • good insulation effect • great reputation Inspiration:• improve our quality • expanding awareness

Their Feature: • famous • good insulation effect • great reputation Inspiration:• improve our quality • expanding awareness

Indirect competitorsIndirect competitors Small Glass Story• Feature : original bottles• Inspirations : provide

personalization service

Small Glass Story• Feature : original bottles• Inspirations : provide

personalization service

Stio• Feature : Brand of novelty,

simple, beautiful design• Inspirations : improve

appearance

Stio• Feature : Brand of novelty,

simple, beautiful design• Inspirations : improve

appearance

Indirect competitorsIndirect competitors

Starbucks • Feature : a cross-product cooperation • Inspirations : cooperate with others share customer

resources

Starbucks • Feature : a cross-product cooperation • Inspirations : cooperate with others share customer

resources

Work Breakdown Structure Work Breakdown Structure

AA BB DD

FF

GG II JJ

LL

MM

FINISH

FINISH

EE

CC

KK

HH

NN

Empathy mapEmpathy map

Our Product Our Product

http://www.youtube.com/watch?v=KRFofwu-0o4

Think & FeelThink & Feel

• Multitasked (school, sports, friends …)

• Overwhelmed • Aware of the environmental issues & more

concerned

SeeSee

• Television• Internet• Social Networking sites

Say & Do Say & Do

• High education• Take public transport• Eat Fast Food

HearHear

• Radio, news on TV • Family and friend’s opinion• Trendy and fashionable things

Thanks for your Thanks for your attention !attention !