Final Project Aline Radominski

SWOT ANALYSIS

Strengths   Having alliances with other strong and popular businesses is

a major plus point for Preserve as it helps bring in new customers and make business more effective.

  Riding high in the niche market in Green Products industry has helped boost Preserve and raised reputation and turnover.

  The services/products offered by Preserve are original, meaning many people will return to Preserve to obtain them.

  Development and innovation are high at Preserve with regard to their products/services, which is a sure strength in its overall performance.

  Having little competition, being one of very few companies providing this services is a major factor in Preserve’s performance.

Weakness   Not having an effective marketing strategy seriously

hampers the success of Preserve’s .

  The weak brand name compromises success for Preserve as it doesn't inspire people to buy their products and services.

  A limited customer base is a major weakness for Preserve as it means they have less people to sell or market to.

  The weak market position of Preserve is a limitation to their overall success, as they are well behind their indirect rivals.

  Preserve’s limited product line is a major weakness.

Opportunities   Looking at export opportunities is a way for Preserve to raise profits.

  Changes in technology could give Preserve an opportunity to bolster future success. Finding cheaper technology that will provide the same result.

  Preserv could benefit from expanding their online presence and making more money from online shoppers/internet users.

  The changes in the way consumers spend and what they buy provides a big opportunity for Preserve to explore.

  The growth of the Green Products industry is an opportunity for Preserve to grasp.

  Preserve has the opportunity to gain leading position into this niche (green products and services) and therefore boost financial performance.

  Expanding the products and service lines by Preserve could help them raise sales and increase their product portfolio.

Threats   New products from rival firms could lead to Preserve's products

being less in demand.

  New competitors entering the market could unsteady Preserve and be a threat.

  The actions of a competitor could be a major threat against Preserve, for instance, if they bring in new technology or increase their workforce to meet demand.

  Price wars between competitors, price cuts and so on could damage profits for Preserve.

  Rising costs could be a major downfall for Preserve as it would eat into profit.

  Substitute products available on he market present a major threat to Preserve.

SERVICE POSITIONING

Service Positioning   The Service: Preserv’s Subscription Program. For

U$15/year you can have new Preserve Toothbrush delivered to your door every three months. Also, by sending back the new one, you will be making sure that they have a second life.

  Positioning: Unique and innovative service for those who believe that can do more. High quality combined with technology that will change habits. Different colors of toothbrushes with your choice of firmness. 100% recycle handle. Delivered to your door on your customized delivered schedule.

SLOGAN

Slogan

SOCIAL MEDIA

Social Media   Twitter: Direct interactions with costumers and possible ones,

fans, bloggers and online opinion makers are very interesting. Also updates with tips for a healthy life and helping, new ideas on how to make a difference.

  Facebook: Fun Page that will explain and interact with the consumer. Promotions, coupons and news will be a strong part of this network as well as a place for people to understand the service, get to know the brand, comment on what they think Its important and share their actions, videos, ideas, thoughts. It will be a place to hear what the consumer has to say, and to take action.

  Foursquare: Foursquare page can be used to inform new promotions as people check in into retail stores. Also, the brand can deliver contextual tips to over ten million members of the community, offering up interesting news, facts, tips about subjects related to the brand. Preserve can also create a foursquare partner badge to encourage exploration and discovery of venues. This partnership enhanced brand communication and rewarded the followers.

Social Media   Instagram: It’s a fast, beautiful and fun

way to share your life with friends through a series of pictures. It will be a very useful tool for the promotions and for engaging people. Once a week, Preserve will launch a theme for those pictures such as: family time, nature, recycling, moments, and then people will be able to post pictures relating to those moments. And then, one picture a week will be selected to win one free subscription as well as some other prizes. Sounds simple, but the focus is less on branded images and products and instead post lifestyle photos that are visually appealing. Treat the product more like art. Also creating a hashtag to collect and put costumer’s pictures together (ex: #PreserveMoments).

PRINT/DIGITAL ADVERSITING

Advertising

Radio Spot Campaign

Radio Spot Campaign Music: Mike Bell’s Pop Guitar Eletronic Mix Music fades down.

VO: Do you want to make a difference? Is it hard to know where to start? I have a great tip for you. Little things can make big difference! For only 15 dollars a year, you can have fresh teeth, and help the environment! Yes! With Preserv Subscription Program you can have a brand new Preserve Toothbrush delivered to your door every three months.! Sparkling teeth and fresh breath are yours. Also, by sending us back the new one, you will be making sure that they have a second life! And then you can tell your dentist that you are now playing by the rules: taking care of you and the world.

Music rises

VO: Making a difference was never this easy. Do what you do everyday in a different way.