huberd's shoe grease final presentation
TRANSCRIPT
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BUSINESS PLAN
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MEET THE CONSULTANTS
OMAR
ANDAZOLA
SENIOR:MARKETING
DYLAN
HERR
SENIOR:MANAGEMENT
SAVANNAH
WEIGANDT
SENIOR:MARKETING
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SCOPE
OF
WORK
Seek expansion through
market ing channels
Develop a new IMC
strategy
Analyze potent ia l of
leasing propietery blend
Increase social media
presence
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01
GOALS &
OBJECTIVES
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MISSIONHUBERD'S
To Be The #1 Leather Care
Product
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G O A L S & O B J E C T I V E S
G O A L # 1 : C O N T I N U E T O E N T E R I N T O
N E W M A R K E T S
G O A L # 2 : R E C O N F I G U R E C U R R E N T
S O C I A L M E D I A P L A T F O R M S A N D
S T R A T E G Y
G O A L # 3 : P U R S U E P R I V A T E L A B E L
O P P O R T U N I T I E S W I T H R E T A I L E R S
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G O A L S & O B J E C T I V E S
G O A L # 4 : S E E K E X P A N S I O N I N T O
I N T E R N A T I O N A L M A R K E T S
G O A L # 5 : P R O A C T I V E L Y M A N A G E
G R O W T H
G O A L # 6 : G R O W P R E S E N C E I N
C U R R E N T M A R K E T S
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G O A L S & O B J E C T I V E S
G O A L # 7 : M A I N T A I N C U S T O M E R
S A T I S F A C T I O N
G O A L # 8 : M A I N T A I N P R O D U C T
Q U A L I T Y
G O A L # 9 : M E E T F I N A N C I A L G O A L S
A N D O B L I G A T I O N S
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02
INDUSTRY
ECONOMICS
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C U R R E N T F A C T S $352.6 million dollar revenue
1.6% annual growth
$30.7 million dollar profit
4,239 business
No major industry players
Low competition
Minimal barriers to entry
Though there were periods of
significant decline, the market
is currently stable. With such,
there are significant
opportunities for companies like
Huberd’s to differentiate
themselves and remind
consumers of the value their
trusted product brings.
Source: IBIS WORLD
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03
PRODUCT
DEVELOPMENT
& REVISIONS
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CURRENT PORTFOLIO
Huberd’s Boot and Saddle Soap (8 oz.): $5.50 Huberd’s Neatsfoot Oil Leather Dressing (8 oz.): $7.50 Huberd’s Saddle & Tack Conditioner: $5.75 Huberd’s Shoe Grease (7.5 oz): $7.50
Huberd’s Shoe Grease Pint Can: $12.50 Huberd’s Shoe Grease Quart Can: $23.75 Huberd’s Shoe Grease Vintage Tube (3 oz.): $5.99 Huberd’s Shoe Oil (8 oz.): $7.50
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01
02
03
PRODUCT REVISIONS
Creating a Market for Women
Creating a Product That Encourages More
Frequent Re-Buys
Creating a More Generalized Version
of the Brand to Minimize Confusion
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04
05
06
PRODUCT REVISIONS
Pursuing Licensing and Private Label Opportunities
Adding Detailed Product Descriptions
and Usage Guides on Every Can
Create a Waterproofing Spray
HUBERD'S
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04
HUBERD'S
FINANCES
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HUBERD'S FINANCES
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05
MARKETING
PLAN
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30 SECOND PITCH
Business to Business: “Maintaining quality is our job spreading it is yours.”
Whatever happened to restoring something we love versus buying another one? Time and time again, we search for new leather products, why? Because its cracks and breaks down,sometimes as as soon a month after we get it. Leather has a break in period with couches, gloves, boots, jackets and more we all look forward to when it is done, it’s soft, comfortable, and in the case of a boot nomore blisters. So, the hope is to let your leather products last, as long as possible. Leather is not cheap and to prevent all the expensive unfortunate mishaps Huberd’s leather conditioner benefits your wallet and your general comfort.
TAG LINESBusiness to Consumer: “Let your leather last as long as our brand!”
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TARGET MARKETS
• Location: Major U.S. Cities located
close to headquarters: (Ex: Denver,
Phoenix, Portland, Albuquerque, Salt
Lake City, Seattle, Dallas, San Antonio)
• Income Level: 35,000-70,000
• Social Class: Middle to lower middle
class
• Occupation: Business Professionals,
Executives, Secretaries
• Education: College Degree (Bachelors)
AGE: 21-28 GENDER: MALE & FEMALE
01• Location: Major U.S. Cities located close to
headquarters: (Ex: Denver, Phoenix,
Portland, Albuquerque, Salt Lake City,
Seattle, Dallas, San Antonio)- Also extending
to more rural areas that have a higher need
for exploration, and outdoor activity.
• Income Level: 50,000-65,000
• Social Class: Middle Class
• Occupation: (Rancher, Cowboys, Fisherman,
Outdoorsmen, Construction worker,
Firefighters, Policeman).
• Education: High School Education and
above.
AGE: 35-45 GENDER: MALE &FEMALE
02• Location: Anywhere in the United
States.
• Income Level: Retired
• Social Class: Retired Middle Class
• Occupation: Retired
• Education: High School Education
and above.
AGE: 60-70 GENDER: MALE
03
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CABELA'S
BASS PRO SHOP'S
BOOT BARN
HOME DEPOT
LOWE'S
ACE HARDWARE
BECKETT & ROBB
JACK THREADS
STEVE MADDEN
E
X
P
A
N
S
I
O
N
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DIRECT COMPETITORS
INDIRECT COMPETITORS
OBENAUFF'S
KIWI LEATHER HONEY
RUST-OLEUM
RAWLINGS GLOVE TREATMENT
COMPETITORS
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• “My Boots Throughout the Year”
• Get sponsors and influencers on Instagram that will try Huberd’s Shoe Grease and will demonstrate and promote the product by posting pictures and tagging Huberd’s in it.
• Running specials during the Shoe Service Institute of America’s “National Shoe Repair Awareness Week” (ssia.com)
• Launch “Influential Women Week” in July in which Huberd’s posts pictures of successful female executives, fashion icons, etc. Tie the product to empowerment and female success in the workplace
• “Love for your Glove” in March to promote TLC for your baseball glove in preparation for the season
MARKETING CAMPAIGNS
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• Hire a Social Media Manager (February 2017) to begin creating Social Media Accounts
• Create a document containing distributor information to send thank you cards and gifts periodically throughout the year
• Pursue trade shows at stock shows, county fairs, and industry specific trade shows
• Print yearly calendar of community events to advertise and get involved
•Increase Corporate Social Responsibility
“In December, buy a can of shoe grease or leather conditioner and Huberd’s will donate to buying shoes for kids around the world.” (i.e. Soles 4 Souls)
MARKETING STRATEGY
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06
NEW
HIRES
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Social Media Manager This person will bring a skill set, of marketing, social media skills, and growth strategies
Will oversee the entire social media marketing strategy for 2017.
He/She will manage all social media efforts by spending 3-5 hours a day engaging with customers and posting new content.
Will also act as a customer service representative reaching out to distributors and customers for purchase follow up
Outsourced Part Time HR ManagerThis person will bring organizational skills and ethical practices to the Huberd’s Shoe Grease team.
Will oversee all things related to the ethical and legal structure of the company and will be very active in the hiring/firing process
Will make a detailed working schedule
New HiresFor 2017
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QUESTIONS