12/9/2019 VentiFresh

Written Report
Professor Egeland MKT 3300.004

Anteneh Tsegaye, Jose Yax, Layla Ali,

Hina Surahio, Dinesh Pandian
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Table of Contents
Table of Contents………………………………………………………………………………..1
Executive Summary…………………………………………………………………………….2
Points of Difference…………………………………………………………………………….3
Industry Overview..…………………………………………………………………………….3
Impacting Trends………………………………………………………………………………..4
SWOT Analysis………………………………………………………………………………….5-6
Customer Analysis and Customer Survey……………………………………………7
Competitive Analysis………………………………………………………………………….8
Target / Segmentation & Positioning………………………………………………….8
Pricing………………………………………………………………………………………………..8
Distribution………………………………………………………………………………………..9
Marketing Plan…………………………………………………………………………………..9
12 Month Marketing Plan………………………………………………………….10
Goals Set and Supporting Financials…………………………………………………..11
Footnotes………………………………………………………………………………..…………11
Supporting images, prototypes, etc. …………………………………………….12-14
References…………………………………………………………………………………………15
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Executive Summary

VentiFresh is a premium reflective film that allows vehicles to reach and maintain
desirable room temperatures ranging from 65-75 degrees Fahrenheit. Each package contains six
removable films; two are manufactured for the windshield and back and the remaining four are
designed for the front and back windows. Our focus will be manufacturing VentiFresh according
to the dimensions of cars brand commonly driven by college students, such as Honda, Toyota,
and Nissan models. The starting price for VentiFresh will be $29.99. However, to accommodate
for unique vehicles, we will manufacture VentiFresh at an additional service fee of $3.
Likewise, the window film market was valued at USD 9.2 billion in 2018. North America
dominated the market in 2018 with a 50.2% share of the overall revenue of the market. The
market is also largely dominated by several multinationals, such as 3M, Eastman Chemical and
American Standard Window Film.
Currently, similar products with higher quality are priced from $49 - $169. Thus, our
price point of $29.99 gives us a competitive advantage. However, to sell our product we must
ensure that it adheres to car tinting regulations and we can benefit from becoming a certified
brand before penetrating our target market. Additionally, we are susceptible to any economic
fluctuations. Moreover, people are migrating to regions which experience hot, humid climates
in the U.S. As the technology for our product improves, we expect a slight decrease in pricing.
VentiFresh has various strengths such as versatility, safety, and durability. However, like
any other product, VentiFresh has weaknesses as well. For example, our product might not be
as effective in other regions that experience cooler temperatures. The limited amount of
supplies and time to produce our product is also a potential threat. Conversely, rapid
population growth in regions experiencing higher temperatures provide s an opportunity for
future growth.
We will primarily target college students and faculty, residing in hot geographic areas.
As indicated on our consumer survey, college students and faculty experience increas ing
internal temperatures. Essentially, they purchase similar products because they feel the
temperature in their cars as intolerable. As a result, we want VentiFresh to establis h a
reputation for being a reliable, versatile and convenient product that will always get the job
done.
For right now, we are mainly focusing towards universities in the Dallas area. College
students and faculty will be able to purchase our product through their respective bookstores.
Furthermore, our product will also be available through Amazon.
Our goal is to advertise heavily during the first three months before summer. We want
consumers to know about our product before the warmer seasons arrive, w here we expect high
demand. We plan on achieving this by using social media, on campus demonstrations, and car
windshield flyers.
We expect a total net income of $190,560 for our 12-month sales. During the summer,
we will receive larger net incomes. Our goals for VentiFresh are to increase brand awareness,
sales and net income to further expand our product to other markets.
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Product Point of Difference

VentiFresh is a premium reflective film allowing vehicles to reach and maintain desirable
room temperatures more quickly ranging from sixty-five to eighty degrees Fahrenheit
predetermined by the VentiFresh models. VentiFresh contains special materials devised
through extensive testing, which filters out unwanted UV radiation and retains favorable indoor
temperatures. There will be different versions of our product tailored to the most frequently
purchased and popular car models, making installation simple. However, if you do not find the
correct dimensions of your car on through our partnerships, give us a call and we will happily
accommodate accordingly to satisfy your needs!

Industry Overview

The global window film market size was valued at USD 9.2 billion in 2018. Demand for
window film products is increasing in the automotive and construction segments due to its
glare reduction and UV protection. The automotive segment accounted for 34.4% share of the
overall revenue in 2018. North America dominated the window film market in 2018 and
accounted for 50.2% share of the overall revenue.
The market is largely dominated by several multinationals. It includes companies such as
3M; Eastman Chemical Company; American Standard Window Film; Solar Gard Performance
Plastics; Madico Inc.; Toray Plastics (America) Inc.; Hanita Coatings; and Armolan Window Film.

https://www.grandviewresearch.com/industry-analysis/window-films-market
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Impacting Trends

Competitive: High quality sunshades go for $49 to $169, so our $29.99 price point makes us
competitive in the market.
Source:
https://www.weathertech.com/sunshade/?gclid=Cj0KCQiAiNnuBRD3ARIsAM8KmlsyogeSkqKGC
6wYSYAUgEkbZcqyTiW8i6vrbl-cOHdrn-2uQg6QuZQaAu81EALw_wcB

Regulatory: We must ensure that we’re adhering to car safety rules.

Economic: If the economy crashes, we may suffer from our lower price point (fewer initial
profits). We’re at the whim of the market.

Social: People are increasingly moving to southern/southwestern states in the United States,
known for its hot, humid climates, so there’s a strong opportunity for growth in these areas.
Source: https://www.businessinsider.com/us-states-people-are-moving-to-2019-5

Technological: As technology for our product improves, we can expect a slight decrease in
pricing (experience-curve pricing).
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SWOT Analysis

STRENGTHS

▪ Versatility: VentiFresh is highly adaptable to fluctuating temperatures, and therefore

installation eliminates over reliance on air conditioning systems within vehicles. Our
product can also be tailored to the dimensions of car windows, so our customers can all
enjoy comfortable vehicle temperatures. Currently, we sell VentiFresh tints
corresponding to the popular cars on the market, i.e. Ford Fusion, Honda Civic, Toyota
Corolla. Fortunately, if our dimensions do not match the size of your windows, our
customer service team will use our materials to design a precise fit to satisfy your model
specifications!
▪ Safety: Our product firmly holds windows in place. In the event an external force
damages a vehicle’s windows, VentiFresh can lower outdoor impacts and increase a
window’s resistance to breakage
▪ Durability: At VentiFresh we have developed an adhesive which firmly sticks to glass and
is hardly recognizable to the human eye. Since our product is tailored into indoor
placement, by installing VentiFresh inside vehicles, the likelihood of wear and tear
decreases significantly.

WEAKNESSES

▪ Location: VentiFresh is not as effective in cooler environments and will limit

supplemental outdoor heat from penetrating through the film, consumers might be
required to rely on indoor heating capabilities to benefit from VentiFresh’s insulative
qualities.
▪ Construction time: The product will need time to find the resources and correct
construction methods to maximize performance.

OPPORTUNITIES

▪ Competition: There is a growing need for our product, which can significantly cool
excessively warm environments and adjust to fluctuating temperatures. Currently, there
are not many products on the market which can provide this relief.
▪ Population: Texas is experiencing the largest state population growth in the United
States, welcoming nearly 400,000 residents between 2016 and 2017. Our company’s
launch will attract more people compared to companies with a similar product
launching in different states
THREATS

▪ Supplies: Our product demand could exhaust our company’s resources and exceed the
rates of production and supply retrieval
▪ Timeliness: Unfortunately, tailoring our product to the dimensions of various car models
requires more time
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▪ Advertising: To boost brand awareness and sales, our company must potentially spend
large sums of money to produce humorous advertisements with prominent and highly
reputable companies.
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Customer Analysis and Customer Survey

Through our consumer survey, we have identified our customer segments:

▪ Full-Time Students
▪ Students residing in campus housing
▪ Campus Faculty
The customer segments mentioned above experience undesirable internal temperatures in
their cars. Usually, the on-campus parking spots allocated for them are open space parking lots.
As a result, when they enter their vehicles, they are exposed to an unbearable heat. This
prompted 36% of such people to purchase products to alleviate sunlight exposure to their car.
However, when asked to rate the effectiveness of such products, the overall rating ranged from
mediocre to poor.

Furthermore, we asked what influenced them to purchase such products. The overall
response was the internal temperature of their car was intolerable. In addition, the features
that enhanced the probability of them purchasing the product were versatility and
convenience.
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Competitive Analysis

Major premium competitors include WeatherTech, EcoNour, and mAUTO. These brands
focus on blocking UV rays, ensuring full coverage and ease of installation. The advantage of
VentiFresh is that it’s transparent, so you can drive with the product installed!

Source: https://www.caroutfitter.com/best-windshield-sun-shade-reviews/

Target / Segmentation & Positioning

VentiFresh targets college commuters and employees residing in warm environments
and park in open periods for extended periods of time. However, our product also effectively
combats cold temperatures and provides holistic protection against inclement weather. On the
survey, respondents desired affordable pricing and the initial $50 price point was too
expensive. Therefore, to stimulate consumer demand, we decided to decrease our initial pricing
to $29.99. Many consumers will request equivalent protection during nighttime, where outdoor
light is sparse. Likewise, our product must not be visually obstructive and satisfy consumer
pricing demands.
Positioning: From relentless sunshine to humidity, VentiFresh will keep you cozy all the way!

Pricing

The price of a VentiFresh product will be $29.99. One package will consist of six
removable films. Four films are crafted for the front and backseat door windows. The remaining
two are designed for the windshield and back window of a car. Each removable film is created
with a material that exhibits UV protection, heat insulation, and anti-reflective properties. Our
price is somewhat higher than that of our competitors. However, the multitude features that
our film has requires this premium. In addition, two different price concepts were tested
through our consumer survey. Initially, we set our price at $50.00. However, our survey showed
low favorable responses. Therefore, we decided to test our current price of $29.99. Overall, an
increase of 73% customers provided positive feedback to this price. Thus, we believe that with
our set price, potential customers will not hesitate to purchase VentiFresh.
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Distribution

VentiFresh will launch exclusively on Amazon and Universities’ bookstore. For the first 3
weeks, students that will buy VentiFresh will be given a discount on the textbooks. Amazon and
Universities’ bookstore offers services online and In-store. Students can buy VentiFresh from
the on-campus bookstore or Amazon 4-star at Stonebriar mall Frisco.

Marketing Plan
Our goal is to advertise heavily during the first three months of Spring Semester before
summer and target as many consumers as possible. Some marketing methods that we will
utilize are advertising through flyers on-campus by leaving them on the windshield of cars to
educate students on VentiFresh. Second, we will advertise VentiFresh via social media
platforms; we will mainly focus on Instagram and Snapchat since these are the networking
platforms used frequently by most students. Third, at the end of March, we will run
demonstrations at parking lots. This way we will teach students about VentiFresh, distribute
samples, and promote VentiFresh. To supplement our demonstrations, we will create a
YouTube video as a learning resource for students unable to atte nd our demonstrations or any
interested new users. Additionally, we will run video ads on Amazon, which includes paid
search; Amazon Cost Per Click (C.P.C) is $0.35. Next, we will network with our users and learn
from their feedback. Consumer feedback will allow our team to tailor our product to meet our
target audiences’ needs. In the upcoming years, to successfully expand our reach to other cities
outside of Dallas, we will host a humorous ad by featuring a celebrity. Second, once we have
been exposed to the market and established our brand, we will co-market with car dealerships
(they can buy and include as a value-add).
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Month 12 Month Marketing Plan

January ▪ Beginning of Spring Semester, advertise on Amazon, Snapchat, Instagram;
distribute flyers on car windshields at parking spaces near and on campus,
and enlighten students about the VentiFresh demonstrations occurring at
the end of March
February ▪ Continue broadcasting advertisements on Amazon, Snapchat, Instagram,
and enlighten students about the VentiFresh demonstrations occurring at
the end of March
March ▪ Continue with Advertisement on Amazon, Snapchat, Instagram, and
enlighten students about the VentiFresh demonstrations until the end of
March
▪ Demonstrations will be conducted
▪ In addition to demonstrations, we will educate our audience on VentiFresh
through YouTube videos, Promote VentiFresh, distribute samples
▪ Start selling VentiFresh
▪ Provide discount for 3 weeks on textbooks when consumers purchase our
product (exclusively at campus bookstores)
April ▪ Sell VentiFresh
May ▪ Sell VentiFresh
June ▪ Sell VentiFresh
July ▪ Sell VentiFresh
August ▪ Sell VentiFresh
September ▪ Network with users and improve our product by implementing consumer
feedback
October ▪ Network with users and improve our product by implementing consumer
feedback
▪ Start preparing for new year advertisement and sales
November ▪ Network with users and improve our product by implementing consumer
feedback
▪ Start preparing for next year’s advertisement and sales
December ▪ Be prepared for next year’s advertisement and sales in Dallas and outside
of Dallas
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Goals Set and Supporting Financials

Month Revenue Product Marketing/ Net

(Sales) cost Advertising Income
Cost
January $0 $0 $6,000 -$6,000

February $0 $0 $7,000 -$7,000

March $27,000 $5,400 $18,000 $3,600

April $33,300 $6,660 $19,000 $7,640

May $39,600 $7,920 $20,000 $11,680

June $48,000 $9,600 $22,000 $16,400

July $63,600 $12,720 $26,000 $24,880

August $57,300 $11,460 $20,000 $25,840

September $56,700 $11,340 $20,000 $25,360

October $48,300 $9,660 $15,000 $23,640

November $45,600 $9,120 $15,000 $21,480

December $39,300 $7,860 $15,000 $16,440

12-month sales $458,700 $91,740 $203,000 $163,960

Footnotes

▪ January-February: our costs are solely marketing/advertising for the first two months
because VentiFresh begins selling in March.
▪ March (Beginning of spring): VentiFresh begins selling. We chose a springtime launch
because our product will be more in demand in warmer seasons. We also begin
demonstrations and heavy promotions for VentiFresh in anticipation of Summer season
sales.
▪ November-December: lower sales because of less demand. Our product sells best
during warm/hot seasons.

Our goals for VentiFresh include steadily increasing our sales and net income to
facilitate further expansion and brand awareness. Our goal is to increase sales by 20% for the
second year reaching $540,000 in sales revenue. Our goal for the second year is also to find a
new manufacturer to decrease production cost, increase net income, and increase our profit
margin to maximize profitability.
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Supporting images, prototypes, etc.

Signature Logo

https://www.shutterstock.com/image-vector/letter-wave-logo-template-vector-illustration-
1029884626?src=9d1b4a0e-2b42-4ef8-9b2b-ac1520817ba6-1-3
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Planned Visuals

https://ramadan.en.alibaba.com/product/60455586719-
802605725/High_Quality_Solar_Film_Window_Car_UV_50_Black_Auto_Window_Tint_Film_An
ti_Scratch_Heat_Resistant_Car_Window_Film.html
 14

https://sc01.alicdn.com/kf/HTB1f5N0LXXXXXcDXVXXq6xXFXXX0/220277353/HTB1f5N0LXXXXXc
DXVXXq6xXFXXX0.jpg_.webp
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References
“Window Film Market Size, Share: Industry Analysis Report, 2019-2025.” Window Film Market

Size, Share | Industry Analysis Report, 2019-2025, Mar. 2019,

www.grandviewresearch.com/industry-analysis/window-films-market. Page 3.

“WeatherTech.” United States,

www.weathertech.com/sunshade/?gclid=Cj0KCQiAiNnuBRD3ARIsAM8KmlsyogeSkqKG

C6wYSYAUgEkbZcqyTiW8i6vrbl-cOHdrn-2uQg6QuZQaAu81EALw_wcB. Page 4.

Collman, Ashley. “These Are the Top 10 States That People Are Moving To.” Business Insider,

Business Insider, 28 May 2019, https://www.businessinsider.com/us-states-people-are-

moving-to-2019-5. Page 4.

“Logo.” Shutterstock, Shutterstock, https://www.shutterstock.com/image-vector/letter-wave-

logo-template-vector-illustration-1029884626?src=9d1b4a0e-2b42-4ef8-9b2b-

ac1520817ba6-1-3. Page 12.

“Visual.” Alibaba.com, Ramadan, https://ramadan.en.alibaba.com/product/60455586719-

802605725/High_Quality_Solar_Film_Window_Car_UV_50_Black_Auto_Window_Tint_Fi

lm_Anti_Scratch_Heat_Resistant_Car_Window_Film.html. Page 13.

“Finished Appearance.”

“https://sc01.alicdn.com/kf/HTB1f5N0LXXXXXcDXVXXq6xXFXXX0/220277353/HTB1f

5N0LXXXXXcDXVXXq6xXFXXX0.jpg_.webp. Page 14.