I'm only working on the part which is Background (Situation Analysis)！！！！！！！！！！！！in the group

4 pages long for section "situation analysis is good enough.

here is product information below.

COMM 2401 : Section 5: Group 7: Nicola Genua, Aidan Leszkowiat, Jian Zhou, Bingyue Li, and Kate Yau

THE STRUCTURE:

FIRST PAGE IS THE 1PAGE SHORT

PLEASE USE HEADERS FOR YOUR SECTIONS

Idea:

-bottle that makes beverages slushies, keep it cold – made out of an eco-friendly plastic

-every bottle = 10% to arctic conservation

– make your own ice caps to go

– health juices etc – health craze plays into

-convenience, easy to carry, chargeable, ease of use

-kids – make apple juice slushies/ Gatorade slushies

-can use any beverage

-polar bear branding

-maple taffy – snow advertising

-partnerships with Starbucks? Tim’s? Coffee chains?

-$22.99?

The TundraTumbler

The TundraTumbler is a revolutionary versatile, fun, and convenient device that allows consumers to have a truly personalized beverage experience. The cup is similar to a insulated coffee tumbler, but turns ANY beverage into an icy slush and keeps the slush chilled. Consumers will get a premier experience as they now have the ability to make Ice-Caps at their fingertips. Consumers can upgrade any beverage from Coke, alcoholic beverages, fruit juices, coffees, and whatever else their heart desires! Regardless of whether they are camping in the Rockies or fishing on the Halifax Harbour, consumers can have the delightful refreshment of their own personalized slushie.

The TundraTumbler will do well in the Canadian markets due to the capitalization on the current trends of consumer customization, seasonal needs, and the rise of Millenials and ‘digital natives’. With a marketing plan which uses social media as the main outlet, we are able to access our target demographic which are Millennials and Generation Z. In addition, with the ‘kidsfluence’ effect on households, we indirectly have access to older generations. The TundraTumbler’s ability to allow users to easily customize any beverage into a slushie which causes direct interplay the ease of the user’s experience and the customization elements consumers are now demanding. Furthermore, it indirectly plays into the health trend being observed as consumers are able to know directly what is going into their beverages and can make the changes they desire.

As an addition, playing into the demands from consumers to ensure corporate social responsibility, we are ensuring the plastics being used are eco-friendly, utilizing rechargeable batteries which reduces waste, and donating a percentage of profits to the World Wildlife Foundation’s Arctic conservation efforts. Furthermore, by ensuring that every step of production is the most environmentally friendly as possible. This will tie into the entire branding image which is going to further play upon the ‘chilled’ theme and feature a polar bear mascot.

Products similar to the TundraTumbler have done well in the Asian markets and there is currently no popularily commercialized items similar to the TundraTumbler on the market. This is seen via multiple companies attempting to penetrate the market in Asia with similar products. In the North American market, from doing a simple search, the biggest issues with similar products is cognitive dissonance where the product is not functioning to par. In addition, the one highly rated product is Zoku which is predominately internet-based and niche in audience.