中文教学与现代技术的应用.ppt

QUESTIONS? SIMPLY TODDY Daniel Belleau Alessandra Dyer Chase Durrett Bethenie Hope April 23rd, 2008 POINTS OF SIGNIFICANCE Ready-to-Drink Packaged Coffee Beverage Market $413.9 Million 9% Market Share 17.5% Compound annual growth rate MARKET OPPORTUNITIES Customer Surveys 90% drink coffee 3-4 times/week 95% liked/loved Simply Toddy What is “cold-brewing?” PRODUCT STRATEGY Offering Initially: Sweetened and unsweetened Mexican Zaragoza Select (Allegro) Future: Flavors Special Proprietary blend Pricing Strategy Each 12 oz bottle= $2.99 PRODUCT STRATEGY Benefits of Features Unique Packaging Trendy look increases the cool factor of the consumer Niche Product Unique flavor provides an exciting alternative to the typical cup of coffee Caffeine Energy to get through the day without the sugar crash High in antioxidants/low in acidity Mood lifting, protects against various diseases SUSTAINABLE COMPETITIVE ADVANTAGES Packaging Design -creative and simple -Recognizable and convenient -Committed to sustainable products Continuous Innovation -Various Blends -New and exciting flavors -Always high quality and organic ingredients Legal agreements and contracts -Contract brew master -Supplier and distributor non-compete agreements Management -Women-owned business -Hire CEO -Experienced and passionate company members TARGET MARKET STRATEGY Consumer Market LOHAS individuals Young urban professionals Ages 20-35 Average income ~ $40,000 CHANNEL STRATEGY Year 1 Local Coffee Shops, Mom Pops Boulder Whole Foods Direct Store Distribution Year 2 Expand to other natural food grocers coffee shops Expand to Whole Foods Markets across Colorado Year 3 Expand regionally, and to conventional grocery chains COMMUNICATION Unique Packaging Trendy, eye catching Point of Purchase Positive, informative, exciting Intensive webpage Consumer resource Local events Name recognition POSITIONING Taste/ Health benefits Convenience MANAGEMENT Board of Advisors Wes Brasher, founder VP of operation