CCC

RECOMMENDATIONS

17 Canoes
$3,800 Per Canoe
Price Reflects Solid Value Proposition
Profit $22,292

PROPOSED VALUE PROPOSITION

16-foot Peterborough Canoes

High Quality & Handcrafted
Five Year Guarantee
Each CCC is a Work of Art

PROPOSED VALUE PROPOSITIONf Art

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Cedar strip and epoxy construction

Walnut decks, brass fasteners and cane seats, with a handsanded finish
Certificate of Authenticity
Serial Number that identifies the production number

PROPOSED MARKETING MIX

Canoe & Kayak and Kanawa Advertising

Internet Sales Directly with Customers
Press Release

PROPOSED MARKETING MIX NG

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Profit Floor
Profit of $20,000 is the lowest acceptable profit in order to
continue operations into a second year

PROPOSED MARKETING MIX NG

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Cost
Combined with profit floor, all the fixed and variable costs
associated with operations contribute to final pricing

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Target Market
Older professionals and outdoor enthusiasts can afford higher
premium price to support their hobbies

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Production Quantity
Calculations on a quantity of seventeen canoes which reflects
a more realistic expectation of canoes made in the first year

PROPOSED MARKETING MIX NG

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Competition
To ensure the desired brand positioning competitors pricing,
quality and design are observed. We looked at the eleven main
competitors and found that the mean price for a 16-17 boat
ranged from $2,200 to $5,500, with the median price falling at
approximately $3,200.

PROPOSED MARKETING MIX NG

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Brand image
With the intent to create quality canoes at a premium price,
you do not want to be the most expensive canoe on the
market. Affordability is an element to consider while
remaining a premium product category.

PROMOTION
Size of Cost
# of
Publication Ad
/
Total
Month
(sq. in.) Unit

Promotion will consist of

CCC web page, press
releases, and advertising in
Canoe & Kayak and Kanawa
magazines

Canoe &
Kayak

$560

$3,360

Kanawa

$340

$3,060

Total

$6420

MARKETING CHALLENGES

Developing brand recognition and market share

Creative perceived product differentiation
Determining how much to spend on advertising
Estimating demand for first year and economic factors

Michaela Goade,Brittany Rivera

Andrew Llewellyn,Brian Claxton
Simone Gorman,Lizbeth Anaya