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Bring Your

Own Mug

Amal Hatmi
J a de Ya ng
Minka Hong
Vipa n Aula kh
Zoe Lin
1) Company Overview

2) Industry

3) Competitor

4) Customer: research

Agenda 5) Target Segment + Positioning

6) Goals & Objectives

7) Strategy + Tactics

8) Implementation Timeline

9) Appendix: Budget, Monitors & SWOT


Company Overview
Industry
★ Industry: Consumer Food Services

○ Category: Hot Be ve ra ge s

★ Uppe rc a se is a ffe c te d by shifts in hot be ve ra ge s industry a nd stude nt ta ste


a nd pre fe re nc e s

★ Canadian hot beverages industry: 3.47Bn a s of 2015


★ Fore c a st: 5.1 Bn by 2020
★ 1.5 million disposa ble c ups pe r ye a r from UBC c a mpus a lone goe s to la ndfill.
Competitor Analysis
Customer: Primary Research

Highlights
★ Students lack awareness of initiatives
★ Need constant reminders
★ Influenced easily by peer pressure, social pressure, money incentives

★ Value their time and convenience


Primary Target Segment: The Oblivious Undergrad
Oblivious Undergrad
Student Profile: Oblivious Undergrad

★ Upper year student


★ Busy, pre oc c upie d, pre sse d for time
★ Drinks multiple c ups pe r da y
★ Ne ve r re me mbe rs to bring a mug
★ Doe sn’t se e it a s a proble m
Students in this segment don’t see themselves as
pa rt of the bigge r pic ture of wa ste c re a tion, e ve n
though the y c onsume multiple hot drinks pe r da y.
Secondary Target Segment: The Price Sensitive
Student
Price Sensitive Student
Student Profile: Price Sensitive Student

★ Lower year student

★ Ma y or ma y not be a c ommute r

★ Ha s a full c ourse loa d a nd is on stude nt loa ns

★ Budge t c onsc ious, pla ns spe nding

★ Sta ys up to da te with c urre nt promotions on hot drinks


Students in this segment are sensitive to changes in
pric e s a nd a re c onsc ious of ta xe s a nd disc ounts
be ing a pplie d.
Secondary Target Segment: The Influenced
Academic
Influenced Academic
Student Profile: Influenced Academic

★ Early years of University experience

★ Be ing e nvironme nta lly c onsc ious is not a c ore va lue

★ But sinc e it is pa rt of UBC’s c ulture the y a dopt it

★ Try to e duc a te the mse lve s on it

★ Are more like ly to be vigila nt whe n in the pre se nc e of


frie nds
Students in this segment are socially aware and
c ha nge the ir be ha viour whe n in the pre se nc e of
pe e rs a nd frie nds
Positioning

“For the oblivious undergrads and influenced


a ca de mic s, Bring Your Own Mug is a ca mpa ign
for hot be ve ra ge consume rs a t the Ne st which
provide s c onve nie nce , fina ncia l sa vings, a nd
re duce s the numbe r of disposa ble c ups use d on
ca mpus, unlike Sta rbuc ks, which provide s
re usa ble cups for purcha se .”
Goals

★ to help AMS influence sustainable behaviour in student population that is


subje c te d to stude nt turnove r ye a rly
★ Short te rm: to inc re a se a wa re ne ss a mongst stude nts a nd e nga ge the m to
pa rtic ipa te in this initia tive

★ Long te rm: a dding ne w points of distribution a nd building loya lty


Objectives

1) To raise subscription to the Mugshare program to 2% of the student body in


2017 vs 2016 by April, 2018.

1) Increase reusable mug usage rate at Uppercase by 5%, in 2017 vs 2016 by


April, 2018.

1) Add one additional Mugshare location in 2017 vs. 2016 by September, 2018.
Objective 1

To raise subscription to the Mugshare program to 2% of the


student body in 2017 vs 2016 by April, 2018.
Strategy 1: Educate our audience of the
environmental impacts by creating visuals
★ How + What: Promotiona l stra te gy to inform our una wa re stude nts with the
BYOM c a mpa ign

★ Who: Stude nts visiting the ne st: Oblivious Unde rgra ds a nd Pric e Se nsitive
Stude nts

★ Why: Pe ople a re una wa re of : the e nvironme nta l impa c t of c offe e c up wa ste ,


una wa re of Mugsha re progra m(88%), una wa re of sa vings with BYOM,
re minding those who a re a bse ntminde d
Tactic 1.1A “Love Your Mug Hour”
Tactic 1.1B Video Series

★ Short 7-se c onds e duc a tiona l


Vide o : va rie ty + ke e p stude nts’
a tte ntion
★ Humorous, re la ta ble (Ac c ording
to the surve y purc ha se influe nc e )
★ Soc ia l Influe nc e r Sa nta Ono
★ Distribution: Push to soc ia l me dia
c ha nne ls, we bsite
Tactic 1.1.C Posters on Sort it Out Bins
Tactic 1.1D Create Brand Persona

Maggie the Mug Ma scot


★ Bra nd re pre se nta tive to kic ksta rt the c a mpa ign
★ Ea sily re c ogniza ble for bra nd a ssoc ia tion
★ Se nsibilize a bout impa c t of the wa ste of
disposa ble c ups
★ Empowe r stude nts to c ha nge the ir be ha viour
Stra Cultivate1.2
te gy 1.2:Strategy
Marketing relationships with key
influencers to endorse the initiative via social media

★ How + What: Promotiona l stra te gy to inform our una wa re with the BYOM
c a mpa ign Tactic 1.2 A UBC
influencers, Santa Ono.
★ Who: Stude nts visiting the ne st: Oblivious Unde rgra ds a nd Pric e Se nsitive
5000
Stude nts, e a sy follows
to be influe nc e d byin UBC
othe rs Prez

★ Why: Pe ople a re una wa re of the e nvironme nta l impa c t of c offe e c up wa ste ,


una wa re of Mugsha re progra m(88%), una wa re of sa vings whe n byom,
re minding those who a re a bse ntminde d
Tactic 1.2 A Advertise Mugshare through Social
Media, namely Twitter and Instagram

UBC influencer, Santa Ono


★ 5000 follows in UBC Pre z a nd 80,000 followe rs in
Twitte r
★ Adve rtising the Mugsha re progra m,on his soc ia l me dia
c ha nne ls
Tactic 1.2B Poster Campaign

★ Poste rs of UBC influe nc e rs


★ Loc a tion: e ntra nc e s of the Ne st, Uppe rc a se , a nd be side the Mugsha re
drop-off
Objective 2

Increase reusable mug usage rate at Uppercase by 5%, in


2017 vs 2016 by April, 2018.
Strategy 2.1: Increase brand loyalty by providing
students with loyalty stamp cards
★ How + What: Cre a te loya lty c a rds in orde r to inc re a se re ve nue , re me dy ta x
a mount

★ Who: Pa trons of Uppe rc a se (Oblivious Unde rgra ds, Pric e Se nsitive Stude nts)

★ Why: Pe ople c urre ntly don’t se e Uppe rc a se a s a busine ss to be loya l to, it


lose s be hind othe r c ompa nie s like Sta rbuc ks a nd Tim Hortons. The re is a
fina nc ia l loss
Tactic 2.1A Offer Uppercase Loyalty Cards

★ 10 stamp punch-c a rd
★ Offe r 1 punc h for bringing re usa ble mug
★ Offe r 2 punc he s if the mug brought in wa s from the Mugsha re
★ At the c olle c tion of 10 sta mps, use rs c a n re de e m a fre e c offe e or c ookie of
$ 2 va lue
Tactic 2.2 Increase the eco-tax fee to motive students to bring their own Mugs and
participate in the Mugshare Program

★ Uppe rc a se c ha rge s $ 0.09 e c o-ta x fe e while a dve rtising it a s $ 0.10


★ $2,034 loss ($ 20,316-$ 18,284) during MAY 2015 - SEP 2016
★ The e c o-ta x fe e should be inc re a se d to $ 0.10 imme dia te ly
★ For long-run, the e c o-ta x c ould be inc re a se d to la rge r a mount, suc h a s
$ 0.25
Objective 3

Add one additional Mugshare location in 2017 vs. 2016 by


September, 2018.
Strategy 3.1: Provide new points of distribution
Tactic 3.1A New pickup & dropoff location at Uppercase

★ Increase in c onve nie nc e


★ Se pa ra te line with Mugsha re mug or your own mug (fa ste r se rvic e )
★ Promotiona l ma te ria l a t c ounte r
Timeline for Implementation
PHASE 1 - Create promotional material for campaign

PHASE 2 - Actively promote campaign

PHASE 3 - Event activation

PHASE 4 - Repeat

Summer Oct-Nov Oct


Repeat
2017 2017 2017
Budget
Budget