Phoenix Marketing

Brand & Product Evaluation

1. Product application is patented in the USA and Canada

2. Solely Focused on Recyclable materials-Product can contribute to 8 or more of the possible 69 USGBC LEED points

3. Beautiful and artistic product designs, specifically EnviroTRAZ which allows for numerous variations in color and design

3 ways EnviroGLAS is different from other brand’s products

Three Brand Strengths1. Varieties in commercial and residential design

-EnviroMODE, EnvrioTRAZ, EnviroSLAB, EnviroPLANK, and EnviroSCAPE provide customized flooring, countertops, and landscaping

2. Cost Efficiency + Product Longevity-40+ year lifespan of terrazzo costs less than

other materials such as carpets and tiles in terms of installation, maintenance, and replacement costs

3. Quick and Easy Maintenance-All products are designed to be installed quickly by professionals and to be maintained easily by

customers

1. Limited Business Base -Low brand recognition among consumers

and limited company locations 2. Higher Price than other competing products

-Even though products of EnviroGLAS are cheaper in the long run, they are more expensive than other floor products at purchase

3. Limited Supply Chain-The company currently has a weakness in

which they aim to develop a plant that produces a porcelain process for the company’s products

Three Brand Weaknesses

• Our Clients brand falls within the Construction Industry

• More narrowly the Green Building Market• Client Competitors:

– Members of the National and Mosaic Association– Wausau Tile– Dupoint Corian– Silestone– Formica– Wilsonart– Elkay

The Competition

Consumer Attitudes

• Top of Mind awareness of the brand is low

• Consumers have a generally favorable attitude towards the brand

• Consumers are unlikely to use this brand in the near future

• Consumers of this product category tend to switch brands

Competition Analysis

• Vetrazzo– Brand Position: 100% recycled glass– Strength: Product reduces waste– Weakness: Does not sell directly to homeowners– Promotion Vehicles: Available through growing network of independent

kitchen and bath dealers in the U.S. and Canada– Slogan/Campaign Theme: Green and sustainable

• American Specialty Glass– Brand Position: High quality– Strength: Ships internationally– Weakness: Only one location– Promotion Vehicles: Affiliated with the National Terrazzo & Mosaic

Association, Inc. (NTMA)– Slogan/Campaign Theme: Make a statement

• Terrazzo & Marble Supply– Brand Position: Distinctive pattern and vibrant color palette– Strength: Branches in IL, MN, MI, CA– Weakness: No FAQ on website– Promotion Vehicles: Five strategically placed facilities– Slogan/Campaign Theme: High quality products and superior customer

service

SWOT Analysis

Strengths• Varieties in commercial and residential design:

– EnviroMODE, EnvrioTRAZ, EnviroSLAB, EnviroPLANK, EnviroSCAPE, and EnviroSAND provide customized design choices for consumers

• Cost Efficiency + Product Longevity:– 40+ year lifespan of terrazzo costs less than other materials such as

carpets and tiles in terms of installation, maintenance, and replacement costs

• Quick and Easy Maintenance:– All products are designed to be installed quickly by professionals

and to be maintained easily by customers• Consumers are going green and EnviroGLAS specializes in

using 100% recycled glass in their products• Appeared on HGTV and printed in Better Homes & Gardens• Received a U.S. patent for the “method of making a terrazzo

surface from recycled glass”• Can be shipped to all 50 states and internationally• Health and safety:

– Recycled glass Terrazzo meets the Americans with Disabilities Act (ADA) non-slip co-efficient of 0.5 or higher

Weaknesses

• Limited Business Base • Low brand recognition among

consumers and limited company locations

• Higher Price than other competing products

Threats

• Economic Recession:– The real GDP growth rate for the U.S has declined

from 2.8% in 2006 to 2% in 2007. Further, the GDP projection for the U.S. in 2009 has lowered to 0.1%. EnviroGLAS’s high business concentration in the U.S. may have an adverse impact on the company’s overall results on operations in the long run.

• Easy for New Competitors to Join Market– Due to the few companies in this market there are

many possibilities for other companies to develop the green trend and compete in this market

Opportunities• Growing Public Interests in Green Products:

– The percentage of people who care about the environment has increased from 62% to 77% between 2004 and 2006. This shows how industrial and residential customers have thought about using green products in the future. This interest could lead the company into the global market.

• Become a Global Player:– As the interest in green products grows on a worldwide scale, the company

could become a significant member in the international market• The EnviroGLAS Company should emphasize that their products do not

harm the environment and discourage bacterial growth, mold, and decay • High durability; at least 40 years• Low maintenance:

– No porosity and no seals needed • Aesthetics:

– Color customization and endless design possibilities• Post-use glass chip options include clear, flint, mirror, blue, green,

amber, tinted plate, and several variety mixtures • Cost efficiency: when all life cycle costs are factored together over a 40

year period, the annual cost for epoxy terrazzo is $.68 /sq ft.

Key Findings

• Increase top-of-mind awareness of the EnviroGLAS brand in consumer’s minds– Incorporate EnviroGLAS into evoked set for consumers

• Direct competitors that also use recycled glass in their products take away from EnviroGLAS’s market share through better marketing

• Bigger flooring manufactures create a product extension line that breaks into the recycled glass terrazzo market making them a direct competitor

• EnviroGLAS can ship their products anywhere in the USA and Canada from their Plano, TX headquarters, yet potential customers may view this as a hassle and decide to go with a closer alternative

• While the EnviroGLAS product saves money over time, the initial cost is higher than other competitors and causes potential customers to use a cheaper alternative

• Consumers do not recognize or respond well to current EnviroGLAS logo

Goals and Objectives

• Get Brand Recognition • Reach a larger consumer audience

– Grow more in the U.S. as well as in other countries– Try to get more people who are going the “be green” route

• Get more people to go green– Attain more high class clients such as Nike

• Arenas, Churches

• Feature the product on more channels such as HGTV and home decor channels– Get the word out more about EnviroGLAS products

• Emphasize no slip requirements are met• Use blogs, Twitter, Facebook, etc

• Team up with other green companies and individuals• Lower production costs

Creative Brief

• Why we are advertising– To increase market penetration of EnviroGLAS products

throughout the U.S. and abroad– Inform people that there is an alternative to marble, granite,

wood etc. flooring/countertops– Continue to build a base of clients that is large enough to

sustain business• Target audience

– The primary audience are large businesses that want to help the environment by using recycled glass terrazzo flooring/countertops; schools, airports, hospitals, interior designers, and architects/building managers etc.

– Secondary audience are residential consumers, people who want to be unique and have a customized, never the same flooring/countertops (delete period)

• Target audience insights– Not many people know about the EnviroGLAS Company,

those that do think it is environmentally friendly with products high in quality, durability, and price

• What we want consumers to think– EnviroGLAS is earth friendly, easy to install, and extremely long term cost

effective– No two designs are the same– “Going Green” is not a trend but a necessity in ensuring the survival and

sustainability of our planet and EnviroGLAS is a vital step in that process• The single most persuasive idea to convey

– Rather than taking marble or granite from the earth, EnviroGLAS uses readily available materials that would otherwise be in a landfill; EnviroGLAS is saving the world one bottle at a time

• Why should they believe it– The general public knows the benefit of recycling and what it can do for the

earth; EnviroGLAS is solely focused on recyclable materials utilizing post-use glass in their designs

– Meets green building standards– Conserves natural resources – Saves energy– Sustainable

• Creative Guidelines– Client logo, pay-off lines and tone: confident, educational, friendly,

professional