SiliCups: Marketing Presentation for a Sustainable Product

This assignment is a marketing presentation focused on SiliCups, a sustainable product designed to reduce the environmental impact of disposable cups. The presentation covers several key areas, including an introduction that outlines the product's necessity, highlighting the environmental issues associated with disposable cups and introducing the target market. It details brand elements such as the name, logo, and associated justifications. The presentation also includes a discussion on brand positioning, outlining the brand's personality, values, and unique selling points, as well as the strategy for consumer-brand relationships. Finally, it explores the brand's communication strategy, including the overall IMC strategy for the first year, considering the purpose, content, media, and budget. The presentation aims to provide a comprehensive marketing plan for SiliCups, including visual elements, narration, and textual information.

Requirements
- 5-10 minutes long
- Combination of visuals, narration, text, sketches, interviews (where possible),
choreographies etc.
- Creative, audible, engaging
- High marks for production quality
- 30% of grade.

Side notes before starting
- 130 words written is roughly 1 minute of talking.
- Write speech in each slide so we know there’s no double up in information.
Then we can create ideas for videos and put it all together.

Introduction of SiliCups - 1-2 minutes - Jacqui
- Why it is needed facts (facts from assignment 1 on throw away cups and
plastic cups to the environment)
- Introduce the target market, who would be using this.
- 130-260 words
- Videos of: the product in use, the harm on the environment, people drinking
coffee, facts text, the target market, introduce our persona Jess. 2.5 minutes
in length
- Speech in notes below

Brand Elements - 2 minutes - Jacqui
- Name - Sili Cups - why this name
- Logo - what colours and look represents
- Etc
- Justify choices in brand elements. Why.
- Videos of: The logo, representing a cup in comparison, text for the logo
writing specifics, colours, examples of people using it, the effect of getting rid
of reusable drink cups on the rubbish of the world. Roughly 1.5 minutes long.
- 260 words

Brand Positioning - 2 minutes - Elise
- Brand personality
- Values: Customisable/organic
- Sustainable/cost effective
- differential/unique
- Purpose
- What is your strategy for the consumer-brand relationship
- Position in public transport areas
- Social media accoutns websites,
- 260 words

Purpose or
decision
Communication
task
Target audience Time and place
• The main purpose is to
ensure that customers
are able to get an
environmental friendly
silicon cup
• This will be easier for
the travelling purposes
as this is an
environmental friendly ,
reusable coffee cup
• 64% of people drink
coffee between the
ages of 25 to 39, 62%
between the ages of 40
to 59, 72% of ages 60
plus, and 47% between
the ages of 18 to 24
years. This data shows
that almost 50% plus for
each category drink
coffee regularly.
• Enough information
must be provided via
the face book
advertisements , web
page links and others
• Advertising on the
public transports like
buses, trains will also
be a great idea as
mass customers will
be able to see the
advertisement.
• Collaboration with the
cafe like Axil Coffee
Roasters Cafe, to sell
Sili cups on the
shelves is also a good
advertisement idea as
customers will be able
to take a look at them.
• Environmental
conscious customers,
customers who have to
travel a lot to leisure or
work purpose.
• jess, will be a best
choice as she is
environment friendly and
also looks for some
reusable coffee cups
that is made from
durable materials.
Mothers or parents like
Jess, who have kids at
home and need to carry
things in their bags will
be taking these sili cups
for their convinces. They
are light weight and re
usable and portable as
well.
Duing some ongoing
facebook events, live
streaming video or mivie
episodes. This can be done
by sending pop up links or
advertisements
• Retail outlets, bus stops
or stations, tram
stations, as it is the best
time when the
customers like
university students,
office goers and others
will think about taking a
coffee.

Brand communication strategy - 2 mintues - Mirna
- Overall IMC strategy for first year
- Consider purpose, content, media and budget.
Notes from class: clear objective from IMC plan, what are you trying to achieve.
- 260 words