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Jessica1st one can be useful for ads focusing on quenching nicotine craving to get study/work done2nd can be used for shaping public opinion back to a more positive perception on nicotine related prdoucts.
1st Jessica to explain marketing advantages of an online presence. 2ndShauna to fully explain and navigate website and Facebook.We should tie this to the SWOT analysis of being a weakness of the company and how our competitors have their own sites as well.
Our strategy is awesome, we are going to do great tomorrow!!!!
Distributor of disposable electronic cigarettes
Launch brand in New Jersey area
Everest‟s Mission Statement
The mission: To make a positive difference in people‟s lives
through the use of high-quality products and our own
American made E-liquid.
The purpose: Provide the highest quality smoking alternative
to the mass public.
The business: To become not only the first but leading
provider of E-cig‟s to the general public with American made
The values: Allow consumers to maintain a higher quality of
life as well as save money over traditional smoking methods
Environmental Analysis: SWOT
Brick and mortar retailing
Disposable e-cigs with American made liquid
Healthier alternative to cigarettes
No social media
No brand image
No rechargeable e-cigs
Growing e-cig market
People being more health conscience
Local night life
Changing government regulations
Many competitors like
Blucig, PremiumCigs, Squaresmoke, and
Target Market Strategy
Marketing Mix: Four P‟sImplementation, Evaluation, Control
Target Audience: Demographics
Generally males (can be female) aged 19-54
White (77%) and African American (14.9%)
Target audience are most likely temporarily
unemployed, disabled, or a student making less
*Both index and % represent general population of cigarette smokers in
Smokers consider themselves
headstrong, funny, outspoken, brave, and adventurous
They have active lifestyles and crave excitement and this
target often believes that other people copy what they do
Heavy uses of videogames and internet
They are more likely to buy on impulse and are frequent
purchasers of lottery tickets.
Marketing Mix: Four P‟s
Place/Location: New Jersey &
represents 3.69% of
the total cigarette
smokers with about
represents 4.65% of
the total cigarette
smokers which is
New Jerseyians and
22% more likely to
then the average
Supermarkets • Medium
New Jersey State Law
Under the NJSFAA (New Jersey Smoke-Free
Air Act) since E-cigs produce smoke the use of
them are not permissible for use in public
places and workplaces. (Effective March
Sale of E-Cigs to people aged 18 or younger is
Most health organizations, researchers, and
politicians believe more research is needed
to understand the actual dangers of E-Cigs.
Percentage Of Where People Buy
On the Run
This is likely
due to local
need to do
*Underweighted due to the scope of population
Distribution of Company
Total Population Of Cigarette Smokers
Total Population Of
National & New Jersey: Market
Total Cig market
Other Important Research
likely to go
needs to be
needs to be
Four P‟s: Price
4 P‟s: Product: Everest Electronic
Fresh Start Coffee
Red Velvet Cake
Fresh Mint Brownies
Frozen Banana Yogurt
Package reflects Everest Ecig image and brand
colors (Green, Blue and White)
Will create a functional package design that will
allow customers to use the package as a case to
hold the E-Cigs.
Package will be both simple and cool
Create individual package designs for each flavor
(ex: strawberry shortcake flavor will have a red
stripe on the package)
Additional Product Research
E-Cigs can improve working memory
according to Lynne Dawkins, Professor of
Psychology in the University of East
E-Cigs are changing the line drawn
between good and bad forms of nicotine.
(Kirsten Bell Department of Anthropology
at the University of British
Columbia, Vancouver, BC Canada).
Promotions and Advertisements
Who is our target?
I am generally a white or black male aged 19-55. I am typically not
working at the moment but I am active in looking for a job. I am a
experiencer and am motivated by self-expression and excitement. I am
an impulsive consumer and like having “cool” stuff. I am also an
innovator and continue to seek challenges, with confidence, because of
my high self-esteem.
Where are we positioned in the mind of the target?
I have never heard of Everest E-Cig but I am aware of electronic
cigarettes. I am loyal to my favorite cigarette brand but I have no
attachment to any specific E-Cig brand.
How does our competition fare in the mind of the target?
Our competition has a head start in brand awareness. Companies like
TOTAL, NJOY, or Blucigs have been on the market and have already
have market penetration.
Creative Brief Cont…
What is the ideal positioning we seek with the
Everest is the brand I want when I buy an E-Cig.
Being a better alternative to regular tobacco
cigarettes, this American made product is full of
different flavors and exactly what I need to quench my
What is our consumer promise, the „big idea‟?
Everest E-Cigs are a healthier alternative to tobacco
cigarettes with no carcinogens, no chemical
agents, no tar, no benzene, and no carbon monoxide.
Creative Brief Cont…
What is our supporting evidence for the „big
I have continually looked for ways to make my
smoking habit healthier. I like to try new things
and I have a very active lifestyle.
What is the tone of the advertisements?
The advertisements are focused on the benefits
of E-cigs and inspiring people to join
thousands of others who have already made the
healthier switch to E-Cigs. The tone is cool and
stimulates real experiences/lives.
Campaign 1: Join the Climb!
to join a
Campaign 2: Because You
young kids &
people trying to
have a healthier
benefits of no
mical agents, and
have likely been
years and are
looking for ways
Global Advisors Smokefree Policy (GASP)
John Hopkins Bloomberg school of Public
Various articles from newspapers and