HELPING YOU GROW THROUGH THE 4 P.E.A.S.

Fall 2018 Echo Challenge

Table of Contents
Executive Summary
Market Strategy And Research
SWOT Analysis
Target Audience
Executive Summary
Boxed.com was founded by, Chieh Huang in 2013. His mission was
to make bulk shopping easy, fun, and convenient. Boxed is a non-
membership bulk eCommerce store that delivers bulk goods across the
country.
Huang started his business outside his parents garage in New
Jersey and has now expanded to three distribution centers including New
Jersey, Nevada, and Dallas. They also launched their own private label in

Marketing Objectives
2015, Prince & Spring.
Our integrated marketing campaign will focus on targeting affluent
Media Strategy mother's in the San Diego area. We have a budget of $250,000 which will
Creative be used to promote and target busy mom's through social media, flyers,
and promotions. Our big idea is "Good Things Come Boxed" which
Media Outsets and Budget focuses on consumer excitement in receiving products delivered to their
Evaluation home.
Appendix The research we found showed that women prefer brand named
products, so one of our goals will be to make the Prince & Spring label a
desirable brand. Our promotions will target mother's and promote a label
that is relevant to Boxed.com which will increase awareness and traffic to
the site.

THE 4 P.E.A.S. FINAL REPORT

Marketing & Research
Secondary Research Primary Research
The target markets are affluent families, focused on Our research determined that women spend an
mothers, in the San Diego market area. These mother's average of $100 to $700, depending on household size.
live a busy lifestyles that involves working and managing a The top three social media sites most used for them are
household. They want to save time from shopping in stores Facebook, Instagram, and YouTube. They are most
to focus on what they enjoy most, family and free time. The influenced by brand name goods and are loyal to brands
average household is 3.5 members and mother's ages they are familiar with. Over half of the respondents
ranges from 30-34 (32%), 25-29 (27%), and 20-24 (14%). mentioned they are likely to refer a brand they enjoy.
According to IBISWorld US, warehouse clubs and The information gained from our survey will be used
super centers are worth $456.8 billion in revenue. Food to determine how we chose to promote our campaign for
and beverages account for 41% of purchases followed by Boxed.com.
27% in home and appliance, 17% beauty and wellness,
10% fuel/other, and 6% in apparel and accessories.
Strategic Summary
Competitive Analysis Marketing conclusion Corresponding Strategy
Boxed has three major competitors. Costco which sell They value brand name Focus on Prince & Spring brand
bulk items, Walmart for its competitive prices, and products recognition
Amazon for being the largest eCommerce site with High referral on products Offer discounts/incentives for
competitive pricing. they enjoy. referrals
Influenced by social media
Promote through social media
SWOT Analysis
STRENGTHS
Boxed.com offers easy website navigation
No membership fees
Free samples are offered.
Delivery is fast and free (1-3 days)
Own private brand Prince & Spring
Boxed.com app for ease of purchase
OPPORTUNITIES
Offer a loyalty program to all customers not only
Boxed Up members.
Offer competitive prices
Offer more variety of products and brands.
Low awareness can create impression and brand
awareness to prospective customers.
WEAKNESSES
Has low brand recognition and awareness.
Customers can buy items same day from competitors.
The minimum order has to be $49 for free shipping.
They only offer bulk items.
Customers are required to register an account to
browse website and shop for items.
THREATS
Surplus of delivery services (Instacart, Costco delivery,
Sam's Club delivery)
Biggest Competitors: Amazon Pantry, Costco, Walmart
Grocery delivery/pick up
 Target Market
The target market for Boxed is affluent families
with a focus on mothers in the San Diego market area.
The average household income to target are families
making $100,000 or above. San Diego is a large city, so
our campaign plan will focus on targeting the most
affluent neighborhoods.
Our target customer is a hard working mother
who enjoys her work, but also spending time with her
children on her days off. She is loyal to her brands and
seeks convenience, value, and quality. She is also
very influential among her friends and acquaintances
which will be beneficial in influencing and bringing
awareness to Boxed.com.
Marketing Objectives
The marketing objectives for the Boxed
campaign is to increase traffic and sales to their site.
We want to bring awareness to affluent working
mothers in the San Diego area by targeting their
neighborhoods. We segmented them into three
districts Rancho Cordova, Carmel Canyon, and
Rancho Santa Fe.
Because Facebook, Instagram, and YouTube
are the most influential social media sites when it
comes to making purchases. We will target mothers
through these platforms.
We also want to promote the private label
Prince & Spring through Boxed advertising to
increase brand awareness and brand loyalty
Media Strategy and Objectives
Promotion Objectives
An art contest will be promoted to schools in the
Social Media
selected districts listed above to increase awareness and
provide a sense of community. The contest will run in Facebook, Instagram, YouTube
Spring 2019 and the winning students will win
scholarship or $25,000 towards their school for supplies Direct Marketing
from Boxed.com depending on their grade level. Flyers
We want to focus on advertising the Prince & Mail-in coupons
Spring brand for Boxed to bring awareness to the brand. More Incentives for referrals
If someone were to search Prince & Spring the first
search result would be Boxed.com, so it could be used Public Relations Promotion
as self-referential promotion. All advertising including Art contest offered to San Diego school districts, winner's
posters and commercials will include products sold by win scholarships or funding for their school.

Video Advertisement
Boxed but Prince & Spring will be the featured product to
increase awareness.
We will use a feel good emotional appeal approach.
The Big Idea Children and adults will be shown waiting for a Boxed
Core campaign message package and their reaction of excitement and happiness

"GOOD THINGS COME BOXED"

will be shown when their order is received.
Creative
Advertisements
Our advertisement for Boxed will be used to target
busy affluent mothers. The advertisement for Boxed will
be simple, but present an image of relaxation and free
time that will appeal to our target customer. The images
we present will show women doing things they may not
have time to do in their everyday lives like enjoying a bath
or drinking coffee while reading a great book. .

The ads will include products Boxed.com offers,

primarily their Prince & Spring private label. A person
curious about the brand will look up Prince & Spring and
will be shown the website for Boxed.com. The ads for
Boxed will represent a sense of ease, comfort, and
relaxation that will motivate hard working mothers to visit
the site and order products, rather than go shopping for
them at stores.
Media Outlets
Social Media Advertisement Posts
Art Contest Promotion Flyers
Budget
The budget of $250,000, will be allocated
towards 30% or $75,000 to traditional marketing,
posters, flyers, or direct mail. Social and digital media
will account for 60% or $150,000, which will go towards
social media iadvertising and commercial advertising.
The last 10% leaves $25,000 that will go towards the
promotion which will be the school art contest.
Evaluation
To define our campaign effectively and successfully we want to Increase traffic,
sign ups, and sales of the Prince and Spring label and Boxed.com by 15% by
2020.

"Good Things Come Boxed"

1. Bring awareness to Boxed.com
Based of the activeness of social media interactions and clicks on promoted
ads and self promo on the three most used social media platform, we want to
continue what Boxed is already doing but push it in a different direction.
2. Define the brands image
Weaknesses can become opportunities. Since there is low brand recognition, it
gives Boxed the opportunity to impress and bring in more prospective
customers to their site by creating and maintaining a public relationship with the
new target market in San Diego.
3. Response
Throughout the Boxed Art Contest and Picnic event on the three social media
platforms, we will be able to tell how many new customers download or sign up
at Boxed.com to track the success of the campaign.
Appendix A: Secondary Research
Focus Group Question and Responses
7.How often do you go grocery shopping monthly?
1. Age
There was a split between twice a month, 4 or more times a
Age ranged from 18 to 41 and up. Majority of responses
month, and whenever they needed something from the store.
were ages between 25 to 30 at 33.3% and 18 to 24 at
8. How much on average do you spend on groceries
31.1%
monthly?
2. Gender
The least they've spent is $100 and the most is $800. On
Our target market were women.
average they've spent is $293.78.
3. Race/Ethnicity
9. How often do you buy in bulk?
A majority of surveyors were Asian and Hispanic/Latin.
They sometimes buy in bulk, with 24.4% saying they ususlly
4. Marital Status
buy in bulk.
Almost half were single, with some saying they were single
10. Which social media platform do you use the most?
mothers.
Most used Facebook, then YouTube, and lastly Instagram
5. How many children are in your household?
the most.
From largest to smallest: 31.1% had no children, 22.2% had
11. Do you prefer online or in-store shopping?
1 child, 20% had 2, 15.6% had 4 or more, and 11.1% had 3.
They preferred in-store shopping.
6. Household monthly Income
12.What most influences your purchases?
Almost half of surveyors had a household income of 20k to
Most were influenced by brand name and advertisements.
50k.
Appendix A
Focus Group Question and Responses
13. What motivates you to purchase something online?
Majority of answers consist of price, convenience, and
necessity.
14. How often do you recommend products you like?
Majority said they always recommend a product they liked.
Appendix B: Media Flow Chart
Social Media Posts
Appendix C: Story Boards and Radio

Story Board 1: Don't Run Out.

Scene 1: Looking through pantry for
food but shelves are empty.
Scene 2: Go onto Boxed.com to order
supplies.
Scene 3: Checkout from Boxed.com
Scene 4: Package is delivered to
home.
Scene 5: “Good Things Come Boxed”
Appendix C
Story Board: Shop for
everyone.
Scene 1: Ray a young child waiting
at the door for his Boxed orders.
Scene 2: Ray’s Boxed package in
the distribution center, ready to be
shipped by a wonderful team
member.
Scene 3: showing that the Boxed
packages are being shipped.
Scene 4: Shows a mom receiving
her Boxed package.
Scene 5: Ray’s package at the front
steps of his house.
Scene 6: We see how happy Ray is
to getting his Boxed package. He
says, “Good things come Boxed”.
Appendix C
Radio Script: Shop Boxed.Com End of Year Story Board: It's the most wonderful time of the
Husband: Shhh! You hear that? year.
Wife: Hear what? Scene 1: Segmented scene of children to adults and even pets waiting by
Husband: That sound? the door for a Boxed package to arrive.
Wife: The sound of what? Scene 2: Shift the to the distribution packaging center, showing hard
Husband: The sound of not having to wait in line working employees packing art supplies, snacks, and their Prince &
anymore. With Boxed, it's easier to shop. All you have Spring products offered by Boxed and being taped up to send to shipping.
to do is select the items you want on their app or Scene 3:Show the mail carrier carrying the packages and delivering the
website, place them on your cart, order and boom! box to the excited and happy customers.
Within minutes Boxed will notify you when your items Scene 4: Segmented scenes of scene 1 opening their package, that will
will be delivered. No more carry all the boxes and bags include school, work, and home-goods.
to the car, drive home, and carry everything inside. Scene 5: Campaign text “Good Things Come Boxed” shows up along with
Wife: It’s that simple? Boxed logo as the children are running around with their art supplies and
Husband: Yes honey, it’s that simple. Now we don’t snacks.
have to hear the kids screaming because they want
candy every time we go to the store.
Wife: What are we waiting for, let’s shop!
Appendix D: Meet the Team

Helping you grow through the 4 P.E.A.S.

The 4 P.E.A.S. value our clients and their customers.
Our mission is to collaborate and provide innovative ideas to connect our clients to their customers.
We are a group of young, passionate, down-to-earth women, who strive to create valuable connections through all
aspects of our agency and life. We focus on using the four P’s: price, place, promotion, and product to create one of a
kind ideas in order to achieve what we do best, marketing!

Pakou Kha Esther Yang Adriana Valles Sandra Rodriguez

References
Boxed. (2018, January 1). Retrieved October 14, 2018, from https://www.boxed.com/about-us/
Cohen, A. (2017, December 1). Warehouse Clubs & Supercenters in the US. Retrieved October 12, 2018, from
http://clients1.ibisworld.com.hmlproxy.lib.csufresno.edu/reports/us/industry/default.aspx?entid=1092
Garreth, J. (2015, July 15). How Much Do Ads on YouTube Cost? Retrieved November 7, 2018, from
http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
O'Sullivan, G. (n.d.). The 9 Types of Social Media Content You Need to Use. Retrieved November 7, 2018, from
https://www.postplanner.com/blog/types-of-social-media-content
United States Court of Appeals. (n.d.). Retrieved November 7, 2018, from http://www.ca3.uscourts.gov/2019-
federal-holidays