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OnoPops Marketing Plan

BUS 623 - Marketing Management
by

Claire Crawford

on 30 January 2013

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Transcript of OnoPops Marketing Plan

"OnoPops envisions a self-sustaining Hawaii, where people value local goods and the people that produce them. We will showcase this in flavor after flavor, in new and exciting ways, bringing awareness of endless sustainable, local possibilities for Hawaiian tastebuds."

Growth of Farmers' Markets
No Permanent Location Except Availability At Stores
Local Restaurants Sharing Sustainable Hawaii Vision
Aloha Tricycle Pops - Imitation Is The Highest "Flavor of Flattery"
"Buy to Enjoy Now" -13-19% of the U.S. population (lohas.com)

-3-5 years: 38% of U.S. adults will transition into the LOHAS consumer segment (www.marketing-insider.com)

-$290 billion annual sales

-Values for products/service strongly drive purchase
High brand loyalty with companies that share the
similar values
Penetrate Farmers makets deeper
Connect W/ Customers Using Social Networks & Mobile Apps Continued Free Local Media, Press & Web
- Favorable Reviews Spur Sales
- Press Releases Appearances On Local Tv, Including OC 16
"Cookin' With Cutty"
(All Ages Healthy Local Cooking)
"Hawaiian Grown Kitchen" (Local Ingredients)
"Self Made in Hawaii" (Local Entrepreneurship)
"Hawaii: In Real Life"
(Youtube, General Interest) Web Presence
Enhance Social Media Presence
Viral Marketing
- Yelp
- Facebook
- Twitter
- Non-Stop Honolulu
- LOHAS Blogs FInancial Planning
- Determine Cost Structure & Break Even
- Perform Sales & Profit Forecasting
Perform Demand Survey
- Evaluate Relationship B/W Price & Demand
Practice Discriminatory Pricing Based On Price
Sensitivity
- Different Prices for Different Stores & Farmers '
Markets. Vision of a Sustainable Hawaii
OnoPops Brand
Well Linked Brand Elements.
Highly Motivated Employees
Variety of Local Flavors
Reduced Inventory & Overhead
Costs OnoPops PRODUCT PLACEMENT THE COMPANY
- CAPITALIZATION
- STRUCTURE
PLACEMENT
PRODUCT GROCERY FARMERS' MARKETS SWOT ANALYSIS STRENGTHS WEAKNESSES THREATS OPPORTUNITIES DIRECT COMPETITION SUBSTITUTES
"Buy to Eat Later"

Bradda Pops (Big Island) HI Market For Locally Grown & Sustainable Food
Increased support by the State of Hawaii for Local sustainability

Promotional Opportunities In Social Media
Strong Brand Equity-Fun * Appealing Cartoon Characters MARKETING GOALS While Maintaining Ono's Vision For A Sustainable Hawaii, Increase Sales To 10,000 Paletas A Week ONOPOPS If It's Not Local, It's Organic
& If It's Not Organic, It's Local MISSION ABOUT
OnoPop = Paleta, Traditional Mexican Popsicle Made From Fresh Local Ingredients Founded Summer 2009,
By Brothers
Joe Welch and Josh Lanthier-Welch. TARGET MARKET Lifestyles of Health and Sustainability
LOHAS SUSTAINABLE ECONOMY Healthy Living Alternative Health Personal Development Ecological Living LOHAS
STATISTICS PRODUCT
Store Display & Placement Packaging
QRCs
Cartoon Characters & Their stories PRICE
Leverage Relationship W/ LOHAS Market To Enter New Stores
In Existing Stores, Require Better Product Placement PLACEMENT GROCERY Eat Local Partnerships FARMERS' MARKETS
LOCAL VENUES Look To Other Venues ADAM BIEN
CLAIRE CRAWFORD
JIN HONG
MEGAN JEN
SCOTT PRANGE
GODWIN SEVERA PROMOTION EARNED MEDIA LOCAL TV Use Eat Street
- Mobile Applications MARKETING PLAN MARKETING STRATEGY
Full transcript