Project Silo Product Release Assessment & Presentation Assigment

Description

I have a project about (Silo )

this is our silo machine


https://www.heysilo.com



My part is


iii. Description of your product’s competitive environment
and other products marketed by the firm:
• Recent sales/profit history of the firm
• Industry overview and trends (support with data/statistics)
• Key competitors




I have attached the outlines they did and the project instructions.

PAPER OUTLINE
1. Table of Contents/Executive Summary
I. Introduction and History of Silo
II. Product Environment
A.
Recent sales, profits, and history
– PAPER OUTLINE
1. Table of Contents/Executive Summary
I. Introduction and History of Silo
II. Product Environment
A.
Recent sales, profits, and history
B. Industry overview and driving trends
C. Key Competitors by industry type
III. Marketing Plan
A.
SWOT Analysis
B. Target markets
C. Market Segmentation Base(s)
D. Marketing Mix
a.
Product
b. Pricing
c. Place/Distribution
d. Promotions
IV. Firm Recommendations
A.
Strategic Development
B. Modifications to the Marketing Mix
C. Prototype/Sample Explanation
V. Appendix
-The appendix includes a compiled list of all figures, graphs, and statistical
information used in this study for marketing and strategic business development purposes
VI. References
-Citation and sourcing information used in reference to develop business strategies and
firm recommendations including firm information, market analysis, and consumer/product trends
2.
Introduction and Brief History of Firm
3.
a.
b.
c.
Product Environment
Recent Sales/Profit History
Industry Overview and Trends
Key Competitors
4.
Marketing Plan
a.
SWOT analysis
b.
Target Markets
c.
Segmentation Base(s) – dependent on approach (undifferentiated, concentrated, multi)
d.
Marketing Mix
i.Product
ii.Pricing
iii.Distribution
iv.Promotion
1. Personal selling, sales promotion, public relations
5.
a.
b.
c.
Recommendations (1 idea from ch. 2 + maintaining marketing mix)
market/product development, market penetration, or diversification
3 recommendations as to how marketing mix will be modified based on this
Create 2 tangible prototypes/samples of how this could be done
6.
Appendix
History
https://www.kickstarter.com/projects/simplifyfreshness/your-remarkably-simple-one-touchconnected-vacuum
BOSTON (Demographics, market shares, and prospective influencers):
***Tupperware was created in Massachusetts (not Boston, though)
http://worldpopulationreview.com/us-cities/boston-population/
Boston is the capital and largest city in Massachusetts in the United States. It’s also the largest city
in New England and represents the 23rd largest city in the US.
14,171.4 people/mi^2 (685,094 total population)
*Somerville (north Boston area) = highest pop density of 18,431.6 ppl/mi^2
According to the 2010 Census, the racial/ethnic makeup of Boston was as follows:



White: 53.9% (non-Hispanic: 47%)
Black or African American: 24.4%
Native American: 0.4%




Asian: 8.9%
Native Hawaiian and Pacific Islander: 0.0%
Two or more: 3.9%
Hispanic or Latino of any race: 17.5%
*Females = 51.9% of population
Average residential home cost (2017) = $455,100
Average monthly rent (2017) = $1,445
Average Households = 2.36 ppl/home
Total Retail sales per capita (2012) = $12,389
Poverty rate = 20.5%
Median household income (2017) = $62,021
Total amount of business firms (Boston) = 59,268
Prospective Influencers/Promotion & Place(distribution):
-NE Patriots, Boston Bruins, Red Sox (sports teams/organizations)
-Boston Startup Guide (online site)
-Local kitchen/houseware stores
-Public Advertisement (due to high public transit/walking rate)
Boston Economic Report (2017):
http://www.bostonplans.org/getattachment/d835ad4c-e8a9-4f17-b342-468f02301c58
The largest industry in Boston is health care and social assistance with nearly 140,000 jobs, 18.5
percent of total employment
The average weekly payroll wage in Boston in 2015 was $1,770. The highest wages were in finance
and insurance ($4,248/week) and the lowest wages were in accommodation and food services
($578/week).
(2010-2015) Boston grew 8.4% over this time period, an impressive rate for a historic city that is
geographically constrained. Boston grew faster than other cities in the northeastern United States
Residents of Greater Boston rank fourth among U.S. metropolitan areas in the percentage of the
population with at least a Bachelor’s degree at 43.4 percent.
Among the 25 comparable cities, the American Community Survey shows that Boston has the
largest percentage of people who walk to work, 17%
Among city residents age 16 and older, Boston has the fourth highest share of people who use
public transportation to get to work, among a list of 25 comparable cities
Boston has the highest share of young adults among peer cities, at 34.5 percent
Among our set of 25 comparable cities, Boston’s median rent is the fourth highest, at $1,423
*Nationally, constraints to long-term growth include the federal deficit, labor supply, and wage growth
among low wage occupations
https://www.bls.gov/regions/new-england/news-release/consumerexpenditures_boston.htm
Consumer units in the Boston-Cambridge-Newton metropolitan area spent an average of $68,119 per
year in 2015-16, the U.S. Bureau of Labor Statistics reported today. Regional Commissioner Deborah A.
Brown, noted that this figure was over 20 percent above the $56,648 average expenditure level for a
typical household in the United States
Food: The portion of a Boston household’s budget spent on food, 11.2 percent, was significantly below
the 12.6-percent U.S. average. Boston-area households spent $4,702, or 61.6 percent, of their food
dollars on food at home and $2,934 (38.4 percent) on food away from home. In comparison, the average
U.S. household spent 56.7 percent of its food budget on food at home and 43.3 percent on food away
from home
https://www.bostonfed.org/publications/research-department-working-paper/2016/the-effect-ofdemographics-on-payment-behavior-panel-data-with-sample-selection.aspx
We find that age, education, income, and race are significant in explaining payment behavior even after
controlling for all the other attributes of consumers and for payment-instrument characteristics
Most notably, the lowest-income, lowest-education, and minority consumers adopt a very limited set of
payment instruments compared with their counterparts even when education and age are controlled for
Women use significantly less cash than men, but use more debit cards, checks, and online banking bill
pay, even when we control for the degree of bill-paying responsibility they have for their households
(those who earn less than 25K per year) On average, check adoption was 83 percent lower, debit card
adoption was 41 percent lower, and credit card adoption was 68 percent lower than the omitted category
*Boston Startup Guide
Food Storage Market Analysis:
https://www.marketwatch.com/press-release/food-container-market-worldwide-overview-by-industrysize-share-future-trends-growth-factors-and-leading-players-to-2023-2018-11-16
– Bemis Company Inc. (US)
– Berry Plastics Corporation (US)
– Crown (US)
– Graham Packaging Company (US)
– Graphic Packaging International LLC (US)
– Ball Corporation (US)
– Constar International UK Ltd. (UK)
– Anchor Glass Container Corporation (US)
– Plastipak Holdings Inc. (US)
– PRINTPACK (US)
“The global food container market has been segmented based on type, material, application,
product, and region”
“Rigid containers are utilized extensively in the food & beverage industry for facilitating
convenience in handling food products and preventing damages. Rigid packaging products have
high stiffness, high impact strength, and high barrier properties”
“Plastic accounts for the highest share with respect to consumption in the manufacturing of
food containers followed by paper & paper boards. Glass storage containers generally have a
plastic lid that helps in keeping the container airtight. These containers are available in clear,
frosted, and colored varieties. The demand for glass containers is more because of its ability to
keep the food fresh for a longer period as compared to other container types”
“basis of the product, the market has been segmented into bags, pouches, containers, and
others. Bags and pouches will remain the largest category due to benefits of lightweight,
portability, and convenience. Pouches are expected to make further inroads into rigid
packaging applications due to cost and performance advantages”
“The dairy and frozen meat segment accounted for the highest market share in 2017 and is
expected to continue to dominate the market. Frozen food was the leading segment and is
expected to show strong growth”
“North America accounts for the largest share of the market. The reasons contributing to the
growth of the food container market in this region include growing use of packaged goods,
reduce waste, increasing adoption of small-sized food containers in homes, and the demand for
fresh foods. Asia-Pacific is the fastest growing region in the food container market, followed by
Europe”
https://www.businesswire.com/news/home/20170308005035/en/Food-Storage-Container-Market–Top-Trends
Key vendors in this market are •








Amcor
Bemis
Berry Plastics
RPC
Silgan Holdings
Cambro Manufacturing
Carlisle
Newell Brands
Vollrath
Berry Plastics, Bemis, Silgan Holdings, Amcor, Ball Corporation, Ardagh Group,
Sealed Air Corporation, and Graham Packaging
https://www.marketresearchfuture.com/reports/food-container-market-1799
The popularity of quality, leakage proof, airtight, and aesthetically appealing products is leading to the
demand for a variety of food containers. Additionally, government regulations towards greenhouse
emissions in the food and beverage industry are expected to drive the demand for sustainable packaging
which can contribute to the growth of the market
Moreover, growth in the demand for perishable products such as meat and dairy products worldwide is
creating new opportunities for the growth of the market for food containers
Market Segments by Application:
Grain Mill Products
Fruits & Vegetables
Bakery Products
Meat Processed Products
Others
Read more: http://www.digitaljournal.com/pr/4039045#ixzz5kQAbe5Eb
https://www.persistencemarketresearch.com/market-research/household-food-storage-containermarket.asp
The consumer demands for quality products, which are leakage proof, airtight, micro able and
aesthetically appealing. It has become highly important for food container manufacturers to keep
pace with these changing consumer preferences. The plastic container industry is growing at the
rate of 12-15% with the increasing storage requirement of people and preference for more
aesthetically appealing containers rather than stainless steel containers due to modular kitchen
concept coming in place
Moreover the rising number of women in workforce, rise in per capita income and vast surge in
double income families help drive the demand for household food storage container in global market
*Some of the key players in this market are Alcan Packaging Food Americas, Tupperware,
Caraustar Industries Incorporated, Anchor Glass Container Corporation, Constar International
Incorporated, Plastipak Holdings Incorporated, Evergreen Packaging, Ring Companies, PWP
Industries, Rio Tinto Group, Sonoco Products Company, Printpack Incorporated
https://www.freedoniagroup.com/industry-study/world-food-containers-3124.htm
China is expected to become the largest global consumer of food packaging, surpassing the US based on
increasing urbanization, rising personal incomes, and an escalating interest in packaged foods. Robust food
container demand growth is also expected in other emerging markets such as Thailand, Brazil, Argentina, and
Turkey. For developed countries, especially those in North America and Western Europe, market maturity will
restrict growth, but technological innovation and higher end formats will boost particular material and package
types
http://news.bostonnewsdesk.com/story/178522/plastic-product-market-news-business-growth-top-keyplayers-update-business-statistics-and-research-methodology-till-2022-radiant-insights-inc.html

Plastics


http://www.ktvn.com/story/39972212/long-term-food-storage-market-2019-global-industry-keyplayers-size-trends-opportunities-growth-analysis-to-2025


https://www.freedoniagroup.com/Food-Containers-Rigid-Flexible.html
https://www.grandviewresearch.com/industry-analysis/food-container-market
https://www.refrigeratedfrozenfood.com/articles/95199-demand-for-reusable-plastic-containers-togrow-76-annually
https://www.marketwatch.com/press-release/food-container-market-worldwide-overview-by-industrysize-share-future-trends-growth-factors-and-leading-players-to-2023-2018-11-16
https://www.prnewswire.com/news-releases/global-food-storage-containers-market-2017-2021300393935.html
SWOT Analysis (Silo):

Target market, business strategies and development/innovation matrix, market
segmentation, sustainability, and environment of product
STRENGTHS
-Innovative
-Smart and customizable
-Integrated into everyday activities
-Potential to provide complementary/alternative services and products
-Increases shelf life of food
-Prevention of cross-contamination of food
-Increased life compared relative to other storage containers
-dishwasher safe
-multiple product markets = frozen and raw/fresh foods, food storage, restaurant, marijuana
dispensary, gardening, fitness/meal prepping, appliances
-multiple demographic/lifestyle markets = families, households, babysitters/nannies, male, female,
athletes, gardeners, weight-watchers/conscious eaters, young adults or elderly, businesses
WEAKNESSES
-changes in consumer preferences
-communication of product utility, ease of use without trial
-takes up counter space
-not currently integrated into an app
-defining the product category/market
-retail/commercial, partnership, or exclusive distribution?
-price
-price for additional products
-partner with major fridge appliance company for innovative tech?
-Proof of differentiation from competitors
-No alternative bags, pouches, or more flexible products

OPPORTUNITIES – define target market, describe business strategies,
-worldwide demand for perishable products/fresh foods (dairy, meats, etc)
-dairy and frozen meat holds largest market share
-Increased disposable income (global- Eur/Asia)
-Asia = fastest growing
-Increased interest in diet/nutrition
-Increasing demand for ergonomically designed containers
-COLORS
-Chargeable option rather than plug-in
-partner with major fridge appliance company for innovative tech?
-distribution = retail, ecommerce, exclusivity?
-partner with local grocery stores/markets for suggested promotions, sales, recipes based on current
food being stored
-multiple product markets = frozen and raw/fresh foods, food storage, restaurant, marijuana
dispensary, gardening, fitness/meal prepping, appliances
-multiple demographic/lifestyle markets = families, households, babysitters/nannies, male, female,
athletes, gardeners, weight-watchers/conscious eaters, young adults or elderly, businesses
-complementary/alternative products = bags/pouches, app development, integrate local grocery
store promotions/rewards/coupons, recipe suggestions, *smart-garden urban gardening kit
-Amazon + whole foods + silo = no need to go to the store at all!
-lifetime warranty on device (still have to pay for containers)?
-antimicrobial storage solutions?
THREATS/CHALLENGES
-PRICE
-Environmental consciousness
-Increased demand for glass
-cost of replacement/additional containers or lids
-Additional “smart” appliances with built in features
-Freezer bags, pouches, etc.
-tupperware
-plastic vs glass or other material
-global market sustainability = decrease in use of plastics
-Storage solutions = containers are bulky and take up a lot of room
Competition:
-Tupperware
OUR (NEW) MISSION:
MARKETING MIX IDEAS:
PRODUCT






Cordless design = rechargeable battery for easy storage
Integrated app
o Tells you what you have
o Tells you possible recipes
o Gives you local grocery store promotions/discounts on food you are low on or things
that you could get to add to recipe
Monitor dietary/caloric intake
Marijuana storage, weight, and freshness (dispensaries, manufacturers, and distributors)
Create smart-water filter (combat tap water contamination & monitor water intake)
o Appliance partnership?? = built in features or multi-feature appliances
Amazon/whole foods partnership = software, promotions, delivery (convenience)
PRICE
PROMOTION




Influencers
Public Advertisement (physical/digital throughout metro)
Partnerships with local household ware/ kitchen ware stores & amazon (built in alexa)
Partner with dispensaries and marijuana distribution/manufacturers
PLACE (DISTRIBUTION)
Other sources for information:

http://bi.galegroup.com.esearch.ut.edu/global/?u=tamp73569
http://bi.galegroup.com.esearch.ut.edu/essentials/?u=tamp73569
http://web.a.ebscohost.com.esearch.ut.edu/ehost/search/advanced?vid=0&sid=d5ea9fb8-88fe4e29-8c13-9d1118172cf2%40sdc-v-sessmgr03
https://www-cambridge-org.esearch.ut.edu/core
https://search-proquestcom.esearch.ut.edu/ebookcentral/advanced/fromDatabasesLayer?accountid=14762
http://www.portal.euromonitor.com.esearch.ut.edu/portal/magazine/homemain
https://clients1-ibisworldcom.esearch.ut.edu/processlogin.aspx?u=4vaVbgx01DvQ2TG1kEeXAg%3d%3d&p=4vaVbgx0
1DvQ2TG1kEeXAg%3d%3d&cid=1
https://search-proquestcom.esearch.ut.edu/hnpnewyorktimes/advanced/news/fromDatabasesLayer?accountid=14762
http://web.b.ebscohost.com.esearch.ut.edu/ehost/search/advanced?vid=0&sid=6e02f4b4-40ab4fff-b546-fe0f83b35f31%40pdc-v-sessmgr05
http://go.galegroup.com.esearch.ut.edu/ps/headerQuickSearch.do?quickSearchTerm=plastic+ki
tchenware&inputFieldNames%5B0%5D=OQE&searchType=BasicSearchForm&userGroupNam
e=tamp73569&nwf=y&prodId=SBRC&stw.option=&ebook=&quicksearchIndex=OQE&spellChec
k=true&hasCoProduct=false
https://www-statista-com.esearch.ut.edu
B. Industry overview and driving trends
C. Key Competitors by industry type
III. Marketing Plan
A.
SWOT Analysis
B. Target markets
C. Market Segmentation Base(s)
D. Marketing Mix

a.
Product
b. Pricing
c. Place/Distribution
d. Promotions
IV. Firm Recommendations
A.
Strategic Development
B. Modifications to the Marketing Mix
C. Prototype/Sample Explanation
V. Appendix
-The appendix includes a compiled list of all figures, graphs, and statistical
information used in this study for marketing and strategic business development purposes
VI. References
-Citation and sourcing information used in reference to develop business strategies and
firm recommendations including firm information, market analysis, and consumer/product trends
2.
Introduction and Brief History of Firm
3.
a.
b.
c.
Product Environment
Recent Sales/Profit History
Industry Overview and Trends
Key Competitors
4.
Marketing Plan
a.
SWOT analysis
b.
Target Markets
c.
Segmentation Base(s) – dependent on approach (undifferentiated, concentrated, multi)
d.
Marketing Mix
i.Product
ii.Pricing
iii.Distribution
iv.Promotion
1. Personal selling, sales promotion, public relations
5.
a.
b.
c.
Recommendations (1 idea from ch. 2 + maintaining marketing mix)
market/product development, market penetration, or diversification
3 recommendations as to how marketing mix will be modified based on this
Create 2 tangible prototypes/samples of how this could be done
6.
Appendix
History
https://www.kickstarter.com/projects/simplifyfreshness/your-remarkably-simple-one-touchconnected-vacuum
BOSTON (Demographics, market shares, and prospective influencers):
***Tupperware was created in Massachusetts (not Boston, though)
http://worldpopulationreview.com/us-cities/boston-population/
Boston is the capital and largest city in Massachusetts in the United States. It’s also the largest city
in New England and represents the 23rd largest city in the US.
14,171.4 people/mi^2 (685,094 total population)
*Somerville (north Boston area) = highest pop density of 18,431.6 ppl/mi^2
According to the 2010 Census, the racial/ethnic makeup of Boston was as follows:







White: 53.9% (non-Hispanic: 47%)
Black or African American: 24.4%
Native American: 0.4%
Asian: 8.9%
Native Hawaiian and Pacific Islander: 0.0%
Two or more: 3.9%
Hispanic or Latino of any race: 17.5%
*Females = 51.9% of population
Average residential home cost (2017) = $455,100
Average monthly rent (2017) = $1,445
Average Households = 2.36 ppl/home
Total Retail sales per capita (2012) = $12,389
Poverty rate = 20.5%
Median household income (2017) = $62,021
Total amount of business firms (Boston) = 59,268
Prospective Influencers/Promotion & Place(distribution):
-NE Patriots, Boston Bruins, Red Sox (sports teams/organizations)
-Boston Startup Guide (online site)
-Local kitchen/houseware stores
-Public Advertisement (due to high public transit/walking rate)
Boston Economic Report (2017):
http://www.bostonplans.org/getattachment/d835ad4c-e8a9-4f17-b342-468f02301c58
The largest industry in Boston is health care and social assistance with nearly 140,000 jobs, 18.5
percent of total employment
The average weekly payroll wage in Boston in 2015 was $1,770. The highest wages were in finance
and insurance ($4,248/week) and the lowest wages were in accommodation and food services
($578/week).
(2010-2015) Boston grew 8.4% over this time period, an impressive rate for a historic city that is
geographically constrained. Boston grew faster than other cities in the northeastern United States
Residents of Greater Boston rank fourth among U.S. metropolitan areas in the percentage of the
population with at least a Bachelor’s degree at 43.4 percent.
Among the 25 comparable cities, the American Community Survey shows that Boston has the
largest percentage of people who walk to work, 17%
Among city residents age 16 and older, Boston has the fourth highest share of people who use
public transportation to get to work, among a list of 25 comparable cities
Boston has the highest share of young adults among peer cities, at 34.5 percent
Among our set of 25 comparable cities, Boston’s median rent is the fourth highest, at $1,423
*Nationally, constraints to long-term growth include the federal deficit, labor supply, and wage growth
among low wage occupations
https://www.bls.gov/regions/new-england/news-release/consumerexpenditures_boston.htm
Consumer units in the Boston-Cambridge-Newton metropolitan area spent an average of $68,119 per
year in 2015-16, the U.S. Bureau of Labor Statistics reported today. Regional Commissioner Deborah A.
Brown, noted that this figure was over 20 percent above the $56,648 average expenditure level for a
typical household in the United States
Food: The portion of a Boston household’s budget spent on food, 11.2 percent, was significantly below
the 12.6-percent U.S. average. Boston-area households spent $4,702, or 61.6 percent, of their food
dollars on food at home and $2,934 (38.4 percent) on food away from home. In comparison, the average
U.S. household spent 56.7 percent of its food budget on food at home and 43.3 percent on food away
from home
https://www.bostonfed.org/publications/research-department-working-paper/2016/the-effect-ofdemographics-on-payment-behavior-panel-data-with-sample-selection.aspx
We find that age, education, income, and race are significant in explaining payment behavior even after
controlling for all the other attributes of consumers and for payment-instrument characteristics
Most notably, the lowest-income, lowest-education, and minority consumers adopt a very limited set of
payment instruments compared with their counterparts even when education and age are controlled for
Women use significantly less cash than men, but use more debit cards, checks, and online banking bill
pay, even when we control for the degree of bill-paying responsibility they have for their households
(those who earn less than 25K per year) On average, check adoption was 83 percent lower, debit card
adoption was 41 percent lower, and credit card adoption was 68 percent lower than the omitted category
*Boston Startup Guide
Food Storage Market Analysis:
https://www.marketwatch.com/press-release/food-container-market-worldwide-overview-by-industrysize-share-future-trends-growth-factors-and-leading-players-to-2023-2018-11-16
– Bemis Company Inc. (US)
– Berry Plastics Corporation (US)
– Crown (US)
– Graham Packaging Company (US)
– Graphic Packaging International LLC (US)
– Ball Corporation (US)
– Constar International UK Ltd. (UK)
– Anchor Glass Container Corporation (US)
– Plastipak Holdings Inc. (US)
– PRINTPACK (US)
“The global food container market has been segmented based on type, material, application,
product, and region”
“Rigid containers are utilized extensively in the food & beverage industry for facilitating
convenience in handling food products and preventing damages. Rigid packaging products have
high stiffness, high impact strength, and high barrier properties”
“Plastic accounts for the highest share with respect to consumption in the manufacturing of
food containers followed by paper & paper boards. Glass storage containers generally have a
plastic lid that helps in keeping the container airtight. These containers are available in clear,
frosted, and colored varieties. The demand for glass containers is more because of its ability to
keep the food fresh for a longer period as compared to other container types”
“basis of the product, the market has been segmented into bags, pouches, containers, and
others. Bags and pouches will remain the largest category due to benefits of lightweight,
portability, and convenience. Pouches are expected to make further inroads into rigid
packaging applications due to cost and performance advantages”
“The dairy and frozen meat segment accounted for the highest market share in 2017 and is
expected to continue to dominate the market. Frozen food was the leading segment and is
expected to show strong growth”
“North America accounts for the largest share of the market. The reasons contributing to the
growth of the food container market in this region include growing use of packaged goods,
reduce waste, increasing adoption of small-sized food containers in homes, and the demand for
fresh foods. Asia-Pacific is the fastest growing region in the food container market, followed by
Europe”
https://www.businesswire.com/news/home/20170308005035/en/Food-Storage-Container-Market–Top-Trends
Key vendors in this market are •








Amcor
Bemis
Berry Plastics
RPC
Silgan Holdings
Cambro Manufacturing
Carlisle
Newell Brands
Vollrath
Berry Plastics, Bemis, Silgan Holdings, Amcor, Ball Corporation, Ardagh Group,
Sealed Air Corporation, and Graham Packaging
https://www.marketresearchfuture.com/reports/food-container-market-1799
The popularity of quality, leakage proof, airtight, and aesthetically appealing products is leading to the
demand for a variety of food containers. Additionally, government regulations towards greenhouse
emissions in the food and beverage industry are expected to drive the demand for sustainable packaging
which can contribute to the growth of the market
Moreover, growth in the demand for perishable products such as meat and dairy products worldwide is
creating new opportunities for the growth of the market for food containers
Market Segments by Application:
Grain Mill Products
Fruits & Vegetables
Bakery Products
Meat Processed Products
Others
Read more: http://www.digitaljournal.com/pr/4039045#ixzz5kQAbe5Eb
https://www.persistencemarketresearch.com/market-research/household-food-storage-containermarket.asp
The consumer demands for quality products, which are leakage proof, airtight, micro able and
aesthetically appealing. It has become highly important for food container manufacturers to keep
pace with these changing consumer preferences. The plastic container industry is growing at the
rate of 12-15% with the increasing storage requirement of people and preference for more
aesthetically appealing containers rather than stainless steel containers due to modular kitchen
concept coming in place
Moreover the rising number of women in workforce, rise in per capita income and vast surge in
double income families help drive the demand for household food storage container in global market
*Some of the key players in this market are Alcan Packaging Food Americas, Tupperware,
Caraustar Industries Incorporated, Anchor Glass Container Corporation, Constar International
Incorporated, Plastipak Holdings Incorporated, Evergreen Packaging, Ring Companies, PWP
Industries, Rio Tinto Group, Sonoco Products Company, Printpack Incorporated
https://www.freedoniagroup.com/industry-study/world-food-containers-3124.htm
China is expected to become the largest global consumer of food packaging, surpassing the US based on
increasing urbanization, rising personal incomes, and an escalating interest in packaged foods. Robust food
container demand growth is also expected in other emerging markets such as Thailand, Brazil, Argentina, and
Turkey. For developed countries, especially those in North America and Western Europe, market maturity will
restrict growth, but technological innovation and higher end formats will boost particular material and package
types
http://news.bostonnewsdesk.com/story/178522/plastic-product-market-news-business-growth-top-keyplayers-update-business-statistics-and-research-methodology-till-2022-radiant-insights-inc.html

Plastics


http://www.ktvn.com/story/39972212/long-term-food-storage-market-2019-global-industry-keyplayers-size-trends-opportunities-growth-analysis-to-2025


https://www.freedoniagroup.com/Food-Containers-Rigid-Flexible.html
https://www.grandviewresearch.com/industry-analysis/food-container-market
https://www.refrigeratedfrozenfood.com/articles/95199-demand-for-reusable-plastic-containers-togrow-76-annually
https://www.marketwatch.com/press-release/food-container-market-worldwide-overview-by-industrysize-share-future-trends-growth-factors-and-leading-players-to-2023-2018-11-16
https://www.prnewswire.com/news-releases/global-food-storage-containers-market-2017-2021300393935.html
SWOT Analysis (Silo):

Target market, business strategies and development/innovation matrix, market
segmentation, sustainability, and environment of product
STRENGTHS
-Innovative
-Smart and customizable
-Integrated into everyday activities
-Potential to provide complementary/alternative services and products
-Increases shelf life of food
-Prevention of cross-contamination of food
-Increased life compared relative to other storage containers
-dishwasher safe
-multiple product markets = frozen and raw/fresh foods, food storage, restaurant, marijuana
dispensary, gardening, fitness/meal prepping, appliances
-multiple demographic/lifestyle markets = families, households, babysitters/nannies, male, female,
athletes, gardeners, weight-watchers/conscious eaters, young adults or elderly, businesses
WEAKNESSES
-changes in consumer preferences
-communication of product utility, ease of use without trial
-takes up counter space
-not currently integrated into an app
-defining the product category/market
-retail/commercial, partnership, or exclusive distribution?
-price
-price for additional products
-partner with major fridge appliance company for innovative tech?
-Proof of differentiation from competitors
-No alternative bags, pouches, or more flexible products

OPPORTUNITIES – define target market, describe business strategies,
-worldwide demand for perishable products/fresh foods (dairy, meats, etc)
-dairy and frozen meat holds largest market share
-Increased disposable income (global- Eur/Asia)
-Asia = fastest growing
-Increased interest in diet/nutrition
-Increasing demand for ergonomically designed containers
-COLORS
-Chargeable option rather than plug-in
-partner with major fridge appliance company for innovative tech?
-distribution = retail, ecommerce, exclusivity?
-partner with local grocery stores/markets for suggested promotions, sales, recipes based on current
food being stored
-multiple product markets = frozen and raw/fresh foods, food storage, restaurant, marijuana
dispensary, gardening, fitness/meal prepping, appliances
-multiple demographic/lifestyle markets = families, households, babysitters/nannies, male, female,
athletes, gardeners, weight-watchers/conscious eaters, young adults or elderly, businesses
-complementary/alternative products = bags/pouches, app development, integrate local grocery
store promotions/rewards/coupons, recipe suggestions, *smart-garden urban gardening kit
-Amazon + whole foods + silo = no need to go to the store at all!
-lifetime warranty on device (still have to pay for containers)?
-antimicrobial storage solutions?
THREATS/CHALLENGES
-PRICE
-Environmental consciousness
-Increased demand for glass
-cost of replacement/additional containers or lids
-Additional “smart” appliances with built in features
-Freezer bags, pouches, etc.
-tupperware
-plastic vs glass or other material
-global market sustainability = decrease in use of plastics
-Storage solutions = containers are bulky and take up a lot of room
Competition:
-Tupperware
OUR (NEW) MISSION:
MARKETING MIX IDEAS:
PRODUCT






Cordless design = rechargeable battery for easy storage
Integrated app
o Tells you what you have
o Tells you possible recipes
o Gives you local grocery store promotions/discounts on food you are low on or things
that you could get to add to recipe
Monitor dietary/caloric intake
Marijuana storage, weight, and freshness (dispensaries, manufacturers, and distributors)
Create smart-water filter (combat tap water contamination & monitor water intake)
o Appliance partnership?? = built in features or multi-feature appliances
Amazon/whole foods partnership = software, promotions, delivery (convenience)
PRICE
PROMOTION




Influencers
Public Advertisement (physical/digital throughout metro)
Partnerships with local household ware/ kitchen ware stores & amazon (built in alexa)
Partner with dispensaries and marijuana distribution/manufacturers
PLACE (DISTRIBUTION)
Other sources for information:

http://bi.galegroup.com.esearch.ut.edu/global/?u=tamp73569
http://bi.galegroup.com.esearch.ut.edu/essentials/?u=tamp73569
http://web.a.ebscohost.com.esearch.ut.edu/ehost/search/advanced?vid=0&sid=d5ea9fb8-88fe4e29-8c13-9d1118172cf2%40sdc-v-sessmgr03
https://www-cambridge-org.esearch.ut.edu/core
https://search-proquestcom.esearch.ut.edu/ebookcentral/advanced/fromDatabasesLayer?accountid=14762
http://www.portal.euromonitor.com.esearch.ut.edu/portal/magazine/homemain
https://clients1-ibisworldcom.esearch.ut.edu/processlogin.aspx?u=4vaVbgx01DvQ2TG1kEeXAg%3d%3d&p=4vaVbgx0
1DvQ2TG1kEeXAg%3d%3d&cid=1
https://search-proquestcom.esearch.ut.edu/hnpnewyorktimes/advanced/news/fromDatabasesLayer?accountid=14762
http://web.b.ebscohost.com.esearch.ut.edu/ehost/search/advanced?vid=0&sid=6e02f4b4-40ab4fff-b546-fe0f83b35f31%40pdc-v-sessmgr05
http://go.galegroup.com.esearch.ut.edu/ps/headerQuickSearch.do?quickSearchTerm=plastic+ki
tchenware&inputFieldNames%5B0%5D=OQE&searchType=BasicSearchForm&userGroupNam
e=tamp73569&nwf=y&prodId=SBRC&stw.option=&ebook=&quicksearchIndex=OQE&spellChec
k=true&hasCoProduct=false
https://www-statista-com.esearch.ut.edu
MARKETING PLAN GROUP PROJECT
Product Release Assessment & Presentation
A significant portion of your career in marketing and business will involve
working with others towards a common goal. Additionally, there will be
many cases in your career where you will need to present material to
colleagues in a clear and concise manner. This project is designed to
allow you an opportunity to develop your presentation skills, as well as an
opportunity to begin to apply international marketing knowledge into
action.
Students will be placed in groups consisting of about 5-6 people. Every
member of the group is required to participate in the final presentation. It is
up to the group to ensure that all members are doing their fair share of the
work. Any issues involving group members and work habits should be
brought to the attention of the instructor well BEFORE the group presents to
the rest of the class.
Instructions:
1. Your group is required to develop a basic marketing plan for an upcoming
product release. Products will be assigned by the instructor.
:
2. The written plan should cover AT LEAST the following items
i.
Table of Contents & Executive Summary (1-2 sentence
synopsis of every section)
ii.
Introduction & Brief history of the firm
iii.
Description of your product’s competitive environment
and other products marketed by the firm:
• Recent sales/profit history of the firm
• Industry overview and trends (support with data/statistics)
• Key competitors
iv.
Marketing Plan:
• SWOT analysis
• Target markets
• Segmentation base(s)
• Marketing mix
• Product: positioning, perceptual map label/package
• Pricing: pricing strategy
• Distribution: market coverage, channels structure(s)
(includes the Internet if it is used for direct sales)
• Promotion: Advertising (TV, newspaper, magazine, online, etc.)
• Personal Selling (salesforce organization, size, role of sales
rep., etc.)
• Sales Promotion (use of contests, rebates, coupons, in all
media)
• Public Relations (description of PR efforts for new/existing
products and description of programs that would promote
social responsibility)
Please note for the most part, these products are in the introductory
stage with regard to life cycle so your marketing plan should
reflect this reality. Groups must analyze whatever information is
available on current strategies, however, the main role is to
determine the appropriate marketing plan that should be followed
by the company going forward. Finally, groups should
recommend 3 growth strategies for the organization.
v.
Recommendations
• Choose only one of the market-product strategies covered
in Chapter 2 (market penetration, market development,
product development, diversification) and explain why it is
being recommended for your product/company (focusing on
the new product, market or both)
• Provide 3 recommendations as to how the marketing plan
(target market, segmentation, marketing mix—each of the 4
P’s) will need to be modified in order to implement this
strategy.
Based on these recommendations, each group will be
required to submit at least 2 TANGIBLE
examples/prototypes of how they would implement their
strategies (promotional materials, signage, website mockup
improvements, social responsibility initiatives, etc.)
vi. Appendices (tables, charts, etc.)
Please keep in mind the following:
• Students are expected to dress in business attire (suits, etc.) for
this presentation, set up their equipment and props. If group
members arrive late, the entire group will be penalized points
for the oral presentation.
• Speakers will be evaluated on eye contact with the class,
minimal use of notes, enthusiasm, effective use of Powerpoint
slides and communication effectiveness.
• Speakers may use note cards but they should not be read or
used as a crutch
Please note this is a GENERAL outline. In other words, I’m trying to
determine how well the group understands the theory and concepts
discussed in the course.
The entire written portion of the project should be somewhere between 1015 pages, double-spaced, 12 point font, 1 inch margins. Be sure to use
headings and subheadings and a table of contents. You must use APA format.
One paper will be submitted per group.
The paper should look like it came from one entity. DO NOT have
everyone write their portion independently expecting to staple the
paper together the morning it’s due. Grammar and spelling DO count.
Significant points will be deducted for lack of proofreading.
3. You will present your ideas to your classmates in a well-prepared
presentation that will last no longer than 15 minutes. Please allow 10-15
additional minutes for questions and comments. The presentation should be
rehearsed and should appear to be professional. It would be advisable
(though not required) to use a tool such as PowerPoint to assist you in your
presentation.
The specifics of your presentation are largely up to the group, but be sure to
include marketing concepts and terms discussed in class and found in the
text. Your presentation should be attention-grabbing, and your ideas and
strategies should be fundamentally sound. It should be
clear that the group knows major functional areas of marketing and how they
apply to the situation.
Please be mindful that social loafing is unacceptable. Each team member is expected
to contribute fully to this assignment or the may be FIRED from the group. Groups
must provide a signed letter by all other group members requesting the individual
be fired.

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