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Trending searches
Hand sanitiser
76
FreshDrop
One drop is all it takes.
What is going on in our world right now?
Infections: 762,630,000
Deaths: 284,500
Influenza
(2009)
Infections: 2,078,277
Deaths: 138,101
2019-nCoV
(2020)
WHAT?
Infections: 1,568
Deaths: 616
Bird Flu
(2013)
Major virus outbreaks worldwide in the last 15 years // Source: Statista, 16-04-2020
What's already available:
HIGH PRICE
Âme Pure
395,95kr
Dr. Bronner
69kr
Baths and
Body works 46kr
Lifebuoy
37,65kr
FreshDrop
45kr
BodyShop
35kr
What's on the market to help prevent infection?
LOW QUALITY
HIGH QUALITY
Innisfree
33kr
Purell
31,25kr
Sephora
25kr
LOW PRICE
Our Mission & Vision
Our Mission
Keeps the environment fresh and safe
Focus on using
natural ingredients
Cleanse your hands and protect your skin
Consumers feel protected from viruses and bacteria
Convenient and easy to use on the go
Spread awareness about the importance of hygiene
Our Vision
For customers to believe in what we do
Ensure they are satisfied with our healthcare products
Our goal is to become one of the best brands
of the healthcare product market in Denmark in 5 years
through public advertisements, giveaways
and "Your Health Matters" events.
Our
Values & USP
Our Values & USP
Organic ingredients
with essential oils
- Protecting the environment
- Adapting & evolving
- Attention to details
- Maintaining style
- Nourish and protect
- Social Responsibility:
- Recyclable
- Reusable
- Cruelty Free
- Eco-friendly
- Transparent
Lavender Aloe Vera Cone-flower Camomile
The Strategy
HOW?
STP-Model
STP-Model
Segmentation
Segmentation
One segment is 20-30 year-olds who love to travel, who care about using organic products and protecting their youthful skin. This segment is constantly on the go; enjoying their time with friends, going to university and working part-time.
Another segment would be those who are older (45-55 years old) who have more fragile skin and do not want to damage it further. They like to spend more on skincare products and luxury items, as they have more of a disposable income.
The last segment would be those aged between 32-40, who are vegan or vegetarian, care about the environment and want to lead a fit healthy lifestyle even with their busy and hectic schedule. These individuals are new parents, with small children aged 1-6 who keep them constantly on their toes.
20-30 year olds
Targeting
- Huge segment, with shared interests
- Decent income level
- Easily influenced
- Easy to reach on many channels
Positioning
- Market niche
- Symbolic value proposition
- Focusing on maintaining a good reputation
Persona
Job and disposable income: University student with a part time jobs - 1.200 DKK
Personal life: Dating, full-time student at UCL, Part-time barista at Espresso House.
Personal interests: travel-aholic, loves to experience new landscapes and cultures. Cares about recycling and protecting the environment.
Routines: Goes to school in the morning, works 4 hours in the afternoon from Wednesday to Sunday. Has dinners with her boyfriend and plan about their upcoming trips. Environment Club meeting every Tuesday and Friday at 6:30.
Life goal: “Protect the environment & protect my health”
Social media:
Online: Instagram, Facebook, Snapchat.
Offline: Environmental Clubs Meeting, School.
Mary
22 years old
Odense
Differentiation strategy
Generic Strategy
- A unique, modern and stylish product
- More luxurious than the rest of our competitors, resulting in a premium price
- A more socially responsible product than other hand sanitisers on the market
Marketing-Mix
Marketing-
Mix
FreshDrop
One drop is all it takes.
Hand disinfectant gel
- Organic ingredients with essential oils:
- Lavender
- Aloe Vera
- Camomile
- Cone-flower
- Recyclable bottle
Product
Price Calculation
EXPECTED
UNIT SALES: 1,000,000
FIX COSTS: 5,000,000 kr per year
VARIABLE
COSTS: 15 kr per Unit
TOTAL COSTS: 20 kr
PRICE PER UNIT: 45 kr
5% of price goes to
WHO: 2.25 kr
PROFIT: 45 kr - 35 kr - 2.25 kr
= 7.75 kr
REVENUE: 7.75 kr x 1,000,000
= 7,750,000
Price
Competitor-oriented Pricing
New product launch strategy: rapid skimming
"How does my product get to the right place at the right time, in the right quantity?"
Place
- Retail shops: Normal, Matas, Magasin, Føtex, Irma, Kvickly
- Own website / online shop
Product Placement
Sales Promotion
Classic/Outdoor Advertising
Promotion
Event Marketing
Merchandise
Print Marketing
POSTER
Online
Marketing
Website
Social Media Marketing
KEY PERFORMANCE
INDICATORS
EVALUATE
Are we reaching qualified people?
Are we engaging with
qualified people?
How many of our social media fans are inquiring about FreshDrop?
How many of them actually become customers?