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BY ZAC H FR E Y, SH AN N ON M C Q UIL L AN , N IC K
P E T RUZZI, AN D PAT RIC K SC H M E L ZL E

OVERVIEW
5 Cs
SWOT
Objectives
STP
Implementation Plan
Budget
Big Idea

Company

Team Management
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Management
CEO: Zach Frey
CFO: Nick Petruzzi
Competition Analyst: Patrick Schmelzle
Research Analyst: Shannon McQuillan

Supreme decision makers

Product Line

RICH & RISE

RULE

Brand Characteristics

Brand Awareness

Current Position

Collaborators

Merchandising

RICH Merchandising
Medium
Income

Low
Income

Singles

RICH

Mass
44%
Merch.
Specialized 34%
Mass

59%

29%

44%

29%

49%

31%

Dept.
Stores
Beauty
Portals

45%

5%

11%

15%

6%

7%

11%

9%

RICH Team Size

RISE Merchandising
Merchandising

Affluent

Rise

12%

High
Earners
6%

Mass Merch.
Specialized Mass

34%

25%

30%

Dept. Stores

45%

58%

45%

Beauty Portals

10%

12%

10%

15%

RISE Team Size

Customers

Ideal Points Changing - Clinites

Clinites

Ideal Points Changing - Nutrites

Nutrites

Size of Markets
Clinite
s

Nutrite
s

Customer Growth Rate


Clinites

Nutrites

Ideal Points

Clinites

Competitors

Myka and Lion

SPI

REV

NC

Cum. NC

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2,378

112

46

92

Myka

1,546

83

19

59

LION

1,261

62

18

59

Talkin

969

45

14

54

Shimmer

919

41

12

51

Brand

Firm

LIKE
LIME
MINT
MISS
RICH
RISE
SILK
SING
TIME
TINY
XIBU
XIFI
XILO
TOTAL

LION
LION
Myka
Myka
Refresh
Refresh
Shimmer
Shimmer
Talkin
Talkin
PLB
PLB
PLB
-

High
Earners
1.4 %
24.9 %
1.1 %
9.6 %
1.5 %
40.2 %
1.4 %
9.5 %
8.9 %
1.2 %
0.2 %
0.0 %
0.2 %
100 %

Affluent
1.4 %
20.3 %
1.1 %
19.0 %
1.4 %
22.9 %
1.4 %
14.6 %
16.2 %
1.1 %
0.2 %
0.0 %
0.2 %
100 %

Med.
Income
13.6 %
6.8 %
9.6 %
7.0 %
15.3 %
6.5 %
11.6 %
6.4 %
11.3 %
9.0 %
1.4 %
0.2 %
1.3 %
100 %

Low
Income
7.5 %
0.3 %
23.5 %
0.3 %
9.4 %
0.2 %
9.8 %
0.3 %
0.4 %
15.4 %
16.1 %
5.0 %
12.0 %
100 %

Singles
15.4 %
0.2 %
11.4 %
0.2 %
53.5 %
0.2 %
9.9 %
0.2 %
0.3 %
8.4 %
0.2 %
0.1 %
0.2 %
100 %

Context

P.E.S.T
Political
The inflation rate is at 2%, the gov. will step in if it gets any higher

Economic Inflation rate: 2%


GNP growing at a rate of 4%.

Social
NO

Technological
We looked to enhance our product Clinite buyers by running an RND project.
Nutrites

S.W.O.T. Analysis
Strengths
Revenue
Accounting Majors
Understanding the Market Research
Huge Margins

Weaknesses
Loans
Too Many Products Too Early

S.W.O.T. Analysis
Opportunities
New Markets
Lack of Product Modifications
Growth Rates of Increasing Customer Segments

Threats
Copycats
Consumers Preferences Changing

Objectives
Unit Objectives
To sell 13,144,120 units of RICH in Period 4
To sell 5,200,000 units of RISE in Period 4
To sell 1,297,800 units of RULE in Period 4

Revenue Objectives
To earn $78 million in Revenue from RICH in Period 4
To earn $51 million in Revenue from RISE in Period 4.
To earn $32 million in Revenue from RULE in Period 4.

Objectives
Net Contribution
To earn $36 million in Net Contribution after Marketing from RICH in Period 4.
To earn $22 million in Net Contribution after Marketing from RISE in Period 4
To earn $16 million in Net Contribution after Marketing from RULE in Period 4

New Product Development


To introduce a new product in Period 4 (RULE-Nutrite)
To introduce 2 new products in Period 5 (RIDE & RIPE-Clinite)
To introduce a new product in Period 6 (RUBY-Nutrite)

S.T.P.

Targeting
RICH
Primary: Singles
Secondary: Lower Income, Middle Income

RISE
Primary: High Income
Secondary: Affluent Families

Rule
Primary: Health Conscious
Secondary: Family, Elderly

Positioning

New Product Development


RULE (period 4)
RIPE (period 5)
RIDE (period 5)
RUBY (period 6)

Rationale
Aggressive
Spend $$$ to make $$$

Attack Singles segment


Modify original products
Lucrative margins: High Earners

Tactics

Product: RICH

Product: RISE

Price: RICH

Price: RISE

Place: RICH

Place: RISE

Mass
Merch.
12%

Specialized
Mass
34%

Dept.
Stores
45%

Beauty
Portals
10%

High
Earners

6%

25%

58%

12%

RISE

15%

3o%

45%

10%

Affluent

Promotion: RICH
Advertisement
Singles at 60%
Medium Income at 20%
Low Income at 20%

Promotion: RISE
Advertisement
High Earners 60%
Affluent 40%

Implementation Plan

Period 4

Period 5

Period 6

Period 7

Period 8

New
Product

New Nutrite

New Clinite
New Clinite

New Nutrite

New Clinite

New Clinite

R&D

Prep Clinite
Prep Clinite
Prep
Nutrite

Prep
Nutrite

Prep Clinite

Prep Nutrite

Increase
Awareness

Increase
Awareness

Increase
Awareness

Increase
Awareness

Advertising Increase
Awareness

Budget
Authorized Budget

$ 18,300,000

Capital Borrowed

$ 604,000

Budget Change

$0

Available Budget

$ 18,900,000

Advertising
Expenditures
Commercial
Expenditures
Research &
Development
Market Research
Studies
Total Expenditures

($ 7,240,000)
($ 7,606,000)
($ 3,357,000)
($ 701,000)
($ 18,904,000)

Budget

Big Idea
Loans
Research & Development (Period 2)
Research & Development (Period 4)