Table of Contents
Overview of the Company2
Market Trend Analysis5
Marketing Objectives and Goals8
Identify and Evaluate Opportunities8
Segmentation and Target Market Analysis8
Positioning & Market Mix9
Appendix A- Stakeholder Analysis14
Appendix B- Proposed Mug Style15
Appendix C – Financials16
The Green Factory has developed a brand new product, the Express-O-Cup, which will change consumption patterns and reduce disposable cup waste. The Express-O-Cup is a revolutionary product and plan combination that creates an incentive for using reusable mugs by creating an exchange between the consumer and our firm. The cup itself will be beta-tested on the Queen’s campus and be sold at The Campus Bookstore. Once the mug has been purchased for $10.49, a plan can be purchased for one semester at $74.49, two semesters (full-year) at $130, or the mug can be purchased without a plan. The set plan allows the customer to consume unlimited coffee refills with their Express-O-Cup at Common Ground, The Tea Room, and on-campus Tim Horton’s and Sodexo locations. The thermos will be clear with a label insert, which will indicate the chosen plan and will be easy for vendors to recognize. The main target market is Daily Coffee Drinkers near Queen’s campus, which approximate to 11 180 individuals. This product will be promoted though the use of social media, print advertisements and sales promotions.
Overview of the Company
Express-O-Cup is a beverage consumption program established by The Green Factory. Stitchy Lizard Embroidery and Digitizing Company, based out of Toronto, will supply the mugs and label designs, which will be sold at the Queen’s Bookstore. These mugs will have unlimited free refills with the purchase of a plan, which function by semester or year. The Queen’s themed label will indicate the chosen plan and will be altered upon expiration for the coffee vendors’ reference. The set fee for the mug will be $10.49 and the plan will be $74.49 per semester, or $130 for fall and winter. By providing an incentive, people will be motivated to reduce the use of disposable cups. The Green Factory aims to collaborate with Sodexo, Common Ground, Tim-Horton’s, and The Tea Room, as these are the largest beverage providers on campus. Vendors will be paid their cost plus an 879% premium on every coffee sold through Express-O-Cup. Queen’s campus will be used as a beta-test before launching the program at other Canadian campuses.
The Green Factory aims to minimize the use of disposable cups on campus by providing an incentive for individuals to alter their consumption patterns through financial savings created by purchasing and using the Express-O-Cup.
The Green Factory specializes in innovative solutions for social issues.