Muggy
Contributors:
Ally Bertrand, Creighton Elinski, & Mary Ford
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Table Of Contents
 Mission, Goals & Objectives……………………………………………….. 3-4
 Situation Assessment
- Climate
 Political & Legal……………………………………… 4
 Economic……………………………………………… 4
 Social & Cultural……………………………………. 5
 Technological ……………………………………….. 5
 Competition…………………………………………… 5-6
 Needs Assessment………………………………… 7
 Marketing Audit……………………………………………………………… 8-10
 SWOT Analysis……………………………………………………………….. 10-11
 Market Segmentation……………………………………………………. 12-13
 Target Markets………………………………………………………………. 13
 Positioning ……………………………………………………………………. 13
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Mission: Market an environmentally sustainable and biodegradable coffee mug.
Goals:

Give customers the best value, at the best price

Act Ethically

Go Green

100% Sustainable
Objectives:
Management Objectives

Always promote from within

Training happens constantly
Employment Objective

Hire great people

Treat employees well

Give employees good jobs
Business Objectives:

Know on what level you compete

Give consumers what they need and want

Stay focused on exceeding environmental standards

Create revenue
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Growth Objectives

Run the business for long-term sustainability

Expand markets

Develop internet sales
Marketing Objectives

Increase word of mouth leads by 14% to achieve 33% of sales leads from Word-of-mouth by
Dec. 31st, 2013.

Advertise Muggy via internet, TV and radio in order to increase awareness

Create local deals and exclusive coupons for anyone who hasn’t heard of the Muggy

Become involved in the community by going to local street markets and vendors.

Create brand awareness by 22% by July through social media: Create a Facebook page
with a new deal each month.
Ethics Objectives

Treat customers properly

Treat employees properly

BPA Free

Create a product that does not harm the environment
Climate:
Political and Legal

Liability with customers

Liability with employers

Non-discrimination policy

Regional operations
Economic

Energy costs

Healthcare costs
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
Tax policies

Labor costs
Social

Ethical treatment employees

Some are against cooperation

Spreading awareness of ecological sustainability
Technological

Energy conservation of stores and factories

Eliminate carbon content of manufacturing operations

Use renewable energy
Competition:
Direct Competition

Nalgene

Thermos

REI
What do to they offer:

Competitive beverage containers
Direct Competition
Stores
Target Market
REI
125 stores in 31 states
Outdoors individuals looking to
fAnyind a variety of
Nalgene
Sold online and in many retail
College students looking for
stores
adventures.
Thermos
Sold at 50+ retail chains
Business professionals
Copco
Sold in many home and goods
Anyone looking to purchase an
retail stores, as well as online
affordable coffee mug
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Indirect Competition:
Disposable drink containers
-Solo Cups
-Berry Plastics Corporation
-Dixie
Ceramic and glass mugs
-Splendid’s Coffee Mugs
-Enjoying Tea
Need’s Assessment
Situation Assessment





Marketing Audit
Program/Facility Description
SWOT Analysis
Marketing Objectives
Market Research
o Segmentation
o Target Marketing
o Positioning
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Marketing Audit:
History:
Muggy is a brand new company, created to support the needs of sustainable individuals. We
began our company because we wanted there to another option; we designed our coffee mug
to serve the needs of our environment. These days everyone is jumping on the “go green”
initiative, so we are going to take advantage of this rising trend in the market.
Philosophy:
Mission: Market an environmentally sustainable and biodegradable coffee mug
Vision: To give customers the best value, at the best price.
Values: Our values are organic. We exist to serve sustainable people. We listen to what our
customers have to suggest.
Product:
 Biodegradable coffee mugs of different shapes, sizes, and colors.
Services:
 Free factory tours
 Complimentary mug inspections/maintenance
 Guaranteed money back if not satisfied with the Muggy
Facilities:
 Muggy Corporations is located in the heart of Salt Lake City, Utah. Anyone may
purchase a Muggy through our accessible website. Our goal is to promote our
products throughout various sporting goods stores. Also by promoting Muggy
throughout college campus’ we will take advantage of that market as well. Campuses all
over the country are going green, and Nalgenes and water bottles alike sell out at the
bookstore all the time. And another advantage is a lot of college students and teachers
drink coffee!
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Organizational Chart:
CEO
Product Manager
Creighton Elinski
Ally Bertrand
Creative Director
Mary Ford
Various Stakeholders:




Investors
Suppliers
Employees
Environmental groups
Strategic Objectives/Master Plans:




Market our product in various sporting goods stores, (i.e. REI, Dicks, Big 5, Kirkland)
Market our product throughout college campus bookstores
Increase awareness among our target markets
Be 100% sustainable
Financial Status:
 Expenses:
-Product costs will be an estimated $20,000 per year
-Labor costs are an estimated $200,000 per year
-Marketing costs will range from $500-$1,000 per month
Financial Goals:
 Create revenue
- Approximately 500,000 in first year
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Historical Marketing Efforts:
 We plan to market through our Website, T.V. commercials, magazine ads, flyers, and
word of mouth.
Image:
 The image that Muggy expects to gain will be a trustworthy company with quality
service. We believe to have the best product at the best price. We will do everything to
satisfy our customer’s needs.
SWOT ANALYSIS:
Strengths: The strengths for Muggy Eco Mugs are that there are not many competing
companies. Also everyone seems to want to “go green” and our mugs are biodegradable and
environmentally friendly. We chose to market our mugs in various sporting good stores
because most people that shop there tend to be environmentally conscious/ aware. These
people enjoy the outdoors and respect the beauty of nature and want to keep it that way. Our
company is rare, which to us is a strength.
Weaknesses: A weakness of our company is that production is going to be on the more
expensive end of the spectrum. Also since it is a rare and new product the market is going to be
smaller. We are going to have to target the environmentally friendly and conscious population,
which is not in every city.
Opportunities: We have great opportunities to expand our market across the United States.
By marketing our product in stores such as Dicks Sporting Goods & REI our product can be
distributed across the country right off the bat since those stores already have various locations
available. Also since our product is new we have an opportunity to introduce a new product to
the public.
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Threats: When doing research it was evident that there are a few companies that make an
environmentally friendly and biodegradable to go coffee mug. These companies market that
they are environmentally safe and conscious. But the mugs are expensive. We are going to have
to compete with those companies. Dicks Sporting Goods does not currently sell anything similar
to our product. Whereas REI sells various coffee mugs, some of which are recycled but none are
biodegradable.
Market Segmentation:
Geographic Segmentation:
-Mountain areas have more need for portable thermal mugs
-Cities have large populations that increase the demand
-Any areas with a large population of coffee drinkers; Seattle, Philadelphia, Phoenix
Psychographic Segmentation:
-Locations where coffee drinking is part of the lifestyle create a huge market
-People value coffee produced in an eco friendly way, these people would be more likely
to purchase an eco friendly mug
-All social classes drink coffee. There is a coffee product for everyone. Marketing to
each class with a different price mug will spread Muggy to the masse
Positive Market Segmentation:
-Muggy’s positive market will target the middle price range while being the most
ecological friendly company from the beginning of production to the end product.
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Price High
Thermos Brand
Muggy
Less Eco Friendly
More
Eco Friendly
Nalgene
Rei
Price Low
Behavioral Segmentation:
-Areas of the United States have more knowledge of the need to become eco friendly;
the demand in these areas will be higher.
-Muggy will likely have a better response in areas that care more for the environment
Occasions:
-Christmas and holidays will increase sales
-College midterms and finals will raise demand
Target Marketing:
-The first market we are going to target are colleges in populated cities. Coffee is a necessity to
many college students and professors, making it a realist and obtainable market. A reusable
mug will save the individual money while saving the environment. With the high amounts of
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commuting, reusable mugs are easily lost and misplaced, which is where the biodegradable
marketing element comes into play.
- REI and Dicks Sporting Goods and similar stores are also going to be part of our target market.
These stores sell sporting goods ranging from basketballs to climbing gear. We figure this
people enjoy being outdoors and want to preserve nature. So for those who drink coffee the
idea of an environmentally friendly and biodegradable mug might appeal to them.
Positioning:
-Muggy will create an image of being the most ecological friendly corporation. The brand name
Muggy will be synonymous with sustainable products. Through our production processes there
will be no waste with the end product as fully biodegradable goods. Our brand image will be
developed through 50% of profits going to wilderness recovery programs.
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