Executive Summary
Transcript: Healthy alternative to sugary deserts Use only organic fruits, vegetables, and flavorings Use honey and agave nectar instead of refined sugars Target children/ parents of picky eaters Help parents feel better about what they are feeding their children Strengths The mission of the company is to make a nutritious, reachable snack delicious enough for children to want and parents to buy. A healthy, kid-friendly frozen juice bar Prevent childhood obesity Threats Competition: Fruit and vegetable juices Whole fruit popsicles Frozen yogurts Marketing Objectives CEO Marketing Environment Questions for Children: Do you like the taste of the Vegsticles? If you had to choose between the healthy popsicle (Vegsticle) or a conventional popsicle, which would you choose and why? Which flavor of Vegsticle would you be most interested in trying? With a startup cost of one million dollars and our contribution margin equaling out to be two dollars and sixty-five cents, our breakeven point will be approximately 377,359 boxes of Vegsticles sold. Prices of crops Based on the weather, the farm’s acreage, and the government’s interference Effective Channels: Elementary schools Health stores & superstores Ice cream trucks Work with schools around the nation to educate kids about health Expand to all grocery stores Partner with the government to fight the childhood obesity epidemic We will spend our initial advertising efforts on schools. We want to start a health awareness campaign to stop childhood obesity. Create a health awareness month sponsored by Vegsticle Health month will be advertised in school newsletters and local papers, so the events can also attract parents. Lastly, we will buy TV ads and sample our product in superstores. Questions for Adults: Do you buy popsicles for your kids to enjoy as a snack? Would you be interested in buying a healthy popsicle alternative for your children? Do you think your children would have interest in the Vegsticle? What do you think is a reasonable price for the Vegsticle? What is a flavor you are most interested in trying? Expensive to produce Spoilage of the fresh produce Difficult to predict initial and future sales Product Raw Materials and Manufacturing Costs: Celery stick Fruits and Vegetabes $700 per ton Making a Vegsticle takes roughly a quarter of a pound of vegetables to create, so the cost to create one is estimated to be nine-hundredths of a cent. Machines and Molds 1 Million $$$ Enter Health Stores Intermediaries Schools Grocery stores Price will remain the same when selling to schools and wholesalers. For individual boxes sold in stores the price will be slightly higher than our competitors since we will have healthier ingredients. By the time our product enters superstores, we hope to have a strong brand amongst different school in the United States, thus giving us an edge on our competition and allowing us to charge more. Create Relationships Marketing Research TVC: $10,700 Cost/ Box: $8 Killer Kale: Kale, cucumber, watermelon, apples, agave nectar Crazy Carrot: Carrot, pineapple, oranges, honey Loveable Lemon: Apples, lemons, romaine lettuce, ginger root Groups: Advertising School Relations Health Awareness Campaign Social Media Store Relations Free of added sugars, corn syrup, and artificial coloring Sweetened only with local honey and agave nectar The stick is made of celery Action Programs Price Customers Children who refuse to eat healthy because of the taste Parents who want to rid their homes of unhealthy, sugar-filled foods Individuals who like "juicing" trend Advertising: TV Ads Day Time (12pm - 4pm) $300 for TV ad Samples cost = price of product 5 Sectional Managers 1 Year Plan: Government Schools Health Stores & Super Stores Ads and Sampling Booths Health Awareness Month (schools) Analyze past year and brainstorm for the future Executive Summary Vegsticle offers a healthy frozen treat alternative to consumers. There are different fruits and vegetables infused inside the frozen bar without added sugars or corn syrup. Ex. Kale, Carrot, and Lemons Satisfies consumers want for a frozen treat and provides the nutrients needed for balanced diet. The packaging will be brightly colored and have bold words to attract children. The brand aims to become more of a lifestyle than just a name, encourage healthier future. We will be relying on a government initiative to help Vegsticle integrate into schools by promoting a health awareness campaign to prevent childhood obesity. Michelle Obama "Let's Move" Plan B: If we cannot intrigue the national government, we will target the local governments. Once integrated into schools, revenue generated will help us branch out into super stores and health stores. Wal-Mart, Whole Foods, Costco, etc Targeted Customers (STP) Promotion Locations we will find our demographic: schools, parks, pools, and health/ grocery stores send our mobile truck transported in a refrigerated capsule regulated to below freezing temperatures Weaknesses Budget
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