Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Soren Chemical

No description
by

Sierra West

on 30 April 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Soren Chemical

Soren Chemical Team Baldwin:
Cody Leonard
Sierra West
Patrick Wong Position Understanding Fallacy 3 in the "Six Myths of Product Development", we believe our product development plan needs to be revised in the Rollout phase for the new Coracle product. While doing so, we will propose both a short-term fix, to salvage first year sales, and a long-term fix, to gain significant market share in three to five years. Arguments In order to salvage the revenue opportunity in year one, run a 3-month retailer and distributor promotion.
Conduct a consumer promotion to raise awareness of the product value.
After we have salvaged revenue opportunities for Year 1, plan long-term goals by reassessing channel selection and shifting to Mass Retailers as key channel partner. Argument 1:


Conduct a Distributor and Retailer Promotion to trigger sales for the next 3 months. Survey reported "70% of retailers stated that Coracle had not been offered by their distributors."

1. Investigate this issue more to determine the core problem (push or pull?): margin, support, awareness, demand

2. Convince distributors to sell our product to retailers; incentive Distributor Sales Representative’s (sell five, get sixth free or incentive program)

3. Create demand amongst the retailers; retailer rebate program. Argument 2:



Conduct a consumer promotion to raise awareness of the product value
Argument 3:


After we have salvaged revenue opportunities for Year 1, plan target goals for the long term by reassessing channel and selecting Mass Retailers as distribution partner. Current Trends Requirements for Partnerships New Pricing Strategy Small/local businesses are declining due to the rise of mass retail stores.

For Example: In 2006, before a Walmart store was opened in the Austin neighborhood of Chicago's West side, researchers counted 306 businesses in the surrounding area. Two years after the Walmart opened, 82 of those businesses had closed. (27%)

Specifically, over the past five years, the number of swimming pool equipment stores has declined at an average annual rate of 0.6%

In order to remain competitive and grow their business, Soren needs to form partnerships with mass retailers Big Box stores are able to offer pool chemicals at prices that are often times 30% less than what a normal pool retailer could.

Walmart requires a 23% gross margin on all products in their stores.

Selling to big box retailers will lead to an increase in sales, but with smaller margins.

Soren must adjust their margins in order for these partnerships to be successful. Store Closures Argument 3 Argument 3 Argument 3 Argument 2 Argument 1 Push Product Through the Sales Channel Conclusion Arguments In order to salvage the revenue opportunity in year one, run a 3-month retailer and distributor promotion.
Conduct a consumer promotion to raise awareness of the product value.
After we have salvaged revenue opportunities for Year 1, plan long-term goals by reassessing channel selection and shifting to Mass Retailers as key channel partner. Soren Chemical: Argument 3 Residential Pool Clarifier
Market Opportunity Residential Pool Clarifier
Market Share Sample Rebate Promotion Argument 1 Argument 1 Argument 1 Clear as Coracle 80% of the residential pool market maintain their own pools
Only 25% of pool owners understand and use clarifiers regularly
Soren needs to increase Coracle brand awareness with the end consumer Reduces the consumption of chlorine and other pool treatments
Coracle would reduce pool owner's chemical costs by 20-30%
That is a savings of up to $100.00 annually per pool
Less monthly treatments Suggested Methods for Advertisement Coracle Savings Analysis Begin a branding strategy focused around:
Cost Savings
Pool Clarifier Education
"Save Up To $100 on Pool Maintenance a Year with Coracle"
Use E-mail marketing to reach consumers
Cheaper and faster than Direct Mail
Greener alternative
Website tracking software will allow Soren to collect more information about their customers Product Features Creating Awareness Source: TheWebShoppe.net, Cost Comparison Price Estimate from Email Marketing Firm Argument 2 Argument 2 Argument 2 Understanding Fallacy 3 in the "Six Myths of Product Development", we believe our product development plan needs to be revised in the Rollout phase for the new Coracle product. While doing so, we will propose both a short-term fix, to salvage first year sales, and a long-term fix, to gain significant market share in three to five years.
Full transcript