Langara College March 31, 2018

School of Management
MARK 1115- Introduction to Marketing
Henry Chow

MARKETING PLAN
Pela Case
Website: https://pelacase.com/
Instagram: @pelacase
Facebook: Pela Case

Case Sustained
Gurpreet Kaur, Christine Lim, Navdeep
Parmar, Kim Seat Sak, Kyra Wheatley
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CONTENTS

Executive Summary ........................... 2

Current Marketing Situation .............. 3
SWOT Analysis ................................... 4
Objectives ........................................... 5
Target Market ...................................... 6
Product Strategy ................................ 8
Pricing Strategy .................................. 9
Promotion/IMC Strategy ................... 10
Distribution Strategy ........................ 11
Implementation Plan ........................ 12
Projections ........................................ 13
Control .............................................. 14
Conclusions ...................................... 15
Appendices ....................................... 16

IV@holdenashley I@jo00rdan II@cynthia.verreault III@creativitysanctuary

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Executive Summary

Pela is a company dedicated to providing a safer and more eco-friendly alternative to traditional
phone cases. The name Pela originated from a Spanish word that means “to peel” which depicted their
idea to “guard [an] ‘Apple’ [phone] with a natural ‘peel’”.i It is made up of materials that is called Flaxstic,
which consists mostly of “starch-based biopolymer, recycled materials and flax ‘straw’ waste for added
strength”.ii Because of the materials that it is made up of, it can be safely used by people. It is also
packaged in a 100% recycled packaging to further support their mission to decrease the use of non-
biodegradable plastic. Its unique appearance separates it from conventional phone cases which helps
consumers differentiate “sustainable bioplastics from traditional plastics”.iii
The current marketing situation for sustainable phone cases is quite positive. There is a heavy
focus on online content, which suits Pela well as they offer their cases online as well as in store. They
have a few direct competitors, two of which are “Toast” from Portland, and “eCo-cover” from Nebraska.
Pela has many strengths including their heavy online presence, which works well with outside
opportunities related to the growth in the technology industry. A main weakness is their small human
resources, which opens them up to the threat of vertical integration.
Pela is planning on selling 8,000 cases in their first eight months between August 2018 and April
2019. This will lead to a revenue of $378,000 with expenses of $268,380, resulting in a profit of
$109,620. Their target market is residents of Metro Vancouver aged 15-34, who own either an iPhone
or a Samsung Galaxy phone. This amounts to 214,809 possible customers. As Pela cases average
$47.25 CAD ($37 USD) and users will generally purchase a new case every 1.5 years, the estimated
dollar value of this market is $6,766,483.50 annually.
Pela’s unique selling proposition is that as opposed to generic plastic phone cases, their case
does not have “BPA, lead, cadmium & phthalates”iv which makes it non-hazardous to consumers and it
is made up of compostable materials which is good for the environment. The price for their cases ranges
from $35.00-$39.00 USD, which is a bit cheaper compared to normal phone cases that cost around
$45-130. They offer good-value pricing, considering its sustaining factors and environmental benefits.
Promotions are based online through social media and Pela’s website, where they offer contests
such as spin the wheel. They are very active on social media which works well with their target market.
Their website offers answers to any question a customer could possibly have, but they also interact with
their customers to further engage and support them. This makes people aware through sustainable
marketing which is helping them gain popularity. They offer many options for personalization and
customization and are very transparent, which are qualities admired by all of their customers.
Pela needs to take a number of actions to support their expansion into Metro Vancouver. This
will involve the following: investigating the local market, writing a business plan, expanding social media
marketing, testing the target market, expanding company resources, entering the local market,
increasing product variety, reviewing their progress/market response, and expanding the target market.
Pela will keep a spreadsheet monitoring their website traffic, sales, and social media followers/likes.
This will allow them to react and track any negative or positive changes.
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Current Marketing
Situation

The Internet existed long before technology was available to build one. Scientists already expect
the birth of worldwide network, for example, in the early 1900, Nikola Tesla had already played around
with the idea of “world wireless system”.v The first prototype of the internet came in the late 1960, and
as technologies continue to grow, the first TCP/IP was developed in the late 1970 by Robert Kahn and
Vinton Cerf. Hence going forward into 1990, computer scientist Tim Berners-Lee invented the “World
Wide Web” and the rest is history.vi The Internet is taking the world by storm, everyone has access to it
and it revolutionizes communication to the extent that people are using the internet as their preferred
method of communication. Ordering pizza, purchasing shoes online, or sending pictures to friends and
family is only a fingertip away. Rapid change in technology and universal access to internet has shift
the landscape of the market situation exponentially so that it is reflective of current society.
Today demographic characteristics are dominated by Millennials, age 18 - 34. In fact, Millennials
are on the edge of surpassing Baby Boomer, according to Population Projections from the U.S Census
Bureau.vii They are the target audience for current marketers in today's industries. Millennials shape our
market today, they are Tech-savvy: surrounded by technology they spend 5-10 hours a day online.
Marketers must know how to captivate this audience- they need to create brand experience, and great
content. Striving for transparency is another characteristic, they need to know everything with no
surprises. They are also socially conscious, believing they can change the world in a realistic way and
supporting causes. Last but not least Millennials are advice seekers. Decisions on purchase are heavily
influenced by feedback from close friends and family, because for them it is ultimately about trust in the
brand or products. Massive online presence significantly increases online shopping, in fact according
to Euromonitor almost 75% of Canadians shop online with smartphones. It is a digital landscape with
Canada ranking 15th among 50 countries. By 2022, 84% of households will have ownership of
smartphones.viii Convenience as well high demand and the feeling of being empowered from consumers
is a challenge for today businesses. Millennials characteristics and behavior change today’s marketing
strategies so that they are heavily focused online with easy and clear content, transparency of their
products, accessibility of products anywhere, anytime, and creating the ultimate experience and
relationship of products with consumers.
Pela is not the only company that is making a big splash on selling sustainable phone cases.
Two companies just as socially conscious are “Toast” from Portland, and “eCo-cover” from Nebraska.
Pela, Toast, and eCo-cover shared similar passion for the environment, offering superior products that
are compostable and made from natural materials. Since launching their product in 2012, raving reviews
for Toast’s wood phone case are nothing but positive; great customer service, package arriving as
expected, the website is simple and understandable, and exceptional artistry design. Aside from their
phone case, Toast offers extensive product lines with cases for tablets, laptops, game systems,
wearables and more. On the other hand, eCo-cover phone cases are made from non-GMO corn and
they are 100%. sustainable. The product life is 10 years and then they are compostable, as well kid
safe due to being BPA/BPS free and lead free, which is an attractive feature for especially young
parents.
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SWOT Analysis

The current arena for businesses is very competitive. There are many challenging factors
including rapid increase in technology, minimal resources, and changing demographics. Luckily Pela is
playing its cards right as the strengths within the company align well with the market needs. For
example, Pela has a strong management team consisting of enthusiastic people with a passion for
reducing their carbon footprint. Co-founder Jeremy Lang is a professor in Agrologist, and Environmental
Consultant for the past 16 years. He is also the founder of “Open Minded Developments” as well the
creator of Pela’s sustainable plastic alternative. Another strong factor in the team is Co-founder Matt
Bertulli. He is the CEO and Co-founder of Demac Media, an e-commerce company that manages a
vast portfolio of over 80 online stores in Canada. The final member of their team is Sunta Sem, a recent
graduate as well as a creative jewelry designer who previously ran her own jewellery business. Another
strength for Pela is their great public image. Publication spread on their eco-friendly case buzzing in
Ecocult, iPhone Life magazine, and Popsugar. And lastly, another strength of the company is their
transparency. Everything on how the company started, to their mission statement, to what their product
is made of shows their values and goals. Along with these their strong online presence used to educate
consumers to be better environmental activists makes a strong statement on how much the Pela team
believes in their brand and fights for the future.
As educated, talented, and experienced the Pela team may be, the weakness of minimal human
resources will be a challenge to meet future demand of consumers. For example, in 2012 Pela grew
tenfold in one year. Their website boast for 2017 was 20,000. This is an impressive amount; however,
Pela will need to consider expanding their staff to continually maintain a balance of supply and demand.
Another area of weakness is a minimal distribution channel. Currently Pela is in the direct marketing
channel. That being said, the case will not be conveniently available when consumers are most likely
to need it and want it. And lastly, despite their unique appearance, array of options, and eco-friendliness,
consumers complain that some Pela cases are high maintenance and stain easily.
External opportunities for Pela are aligned with the success of tech leaders in today’s market.
Apple and Samsung are two of the standout examples. After less than a decade Apple sold its billionth
phone in 2016, and millions more last year. Forbes notes that Apple was the number one brand in 2017
- not surprising, as they maintain a brand value of $170 billion. On the other hand, Samsung was 11 th
with a brand value of $38.2 billion”.ix Success of tech leaders is not the only opportunity for Pela, in fact
this company is promoting and taking initiative to support the planet. They are one of the 12,000
members donating 1% of their sales to the environmental non-profit group 1% for the Planet. Other
Canadian members includes Mountain Equipment Co-op, Nature Path, Frogbox and Salt Spring Coffee.
On top of that, Pela has a referral program. For any purchase of a Pela case, $3 will be donated to
selected charities partners. Some organizations included in this referral program are: Free the Slaves,
Amnesty International, Electronic Frontier Foundation, World Wildlife Fund, Unicef, International
Committee of the Red Cross, and Susan G. Komen for the Cure.
Charity and planet support are not enough to alleviate threats for Pela. Being a small company
with minimal human resources and only a few products, vertical integration is a potential threat. For
example, modular smartphones are making a wave in the market. The first ethical, modular smartphone
in the industry, “Fairphone”, is a Dutch enterprise creating phones that are “transparent and
environmentally friendly”.x This is very ambitious and is changing the way electronics industry works.
Already Fairphone has shipped the second version of its modular smartphone. Transparency is another
threat. Competitors can utilize Pela’s ideas and create products far superior, using Pela as a benchmark
on how to better improve their own product offerings, and most importantly offering exceptional
customer service.
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Objectives

Pela is planning on entering the market in Metro Vancouver in August 2018. This will be following
a period of investigating and testing the local market, as well as expanding their resources to better
equip them for this endeavour. They are planning to start by having two locations carry their product-
Nada Grocery and The Soap Dispensary & Kitchen Staples. These locations are ideal for Pela as they
are zero waste stores, which fits perfectly with the eco-friendly lifestyle many people in Metro Vancouver
lead.
Pela is planning on having a market share of 5%, which covers 10,740 smartphone owners aged
15-34 in Metro Vancouver. This has an increased likelihood as they have recently gained popularity
through their many social media outlets. Between the period of August 2018 and April 2019, Pela is
planning on selling at least 8,000 cases. If they are able to sell 8,000 cases this will amount to $378,000
in revenue. Their newfound popularity has set them up to gain decent ground in the market directly
following their debut.
Pela has expenses covering materials and production, labour and administration, as well as the
9% of sales dedicated to donations. These set donations are devoted to the non-profit 1% for the Planet,
along with a variety of charities including Free the Slaves, Amnesty International, Electronic Frontier
Foundation, World Wildlife Fund, Unicef, International Committee of the Red Cross, and Susan G.
Komen for the Cure. This will take up approximately 71% of the expected revenue, or $268,380.
Following these deductions, the projected profit for the period of August 2018 to April 2019 is $109,620.
Pela currently has four employees, three of which are based in Canada. The co-founders Jeremy
Lang and Matt Bertulli are based in Saskatoon and Toronto, respectively. Another team member based
in Toronto is Sunta Sem, who is attributed to Leading Growth. They also have one team member based
in California who does a lot of work regarding their social media sites.
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Target Market

Pela’s target market is residents of Metro Vancouver aged 15-34, who own either an iPhone or
a Samsung Galaxy phone. According to data from the 2016 Canadian census, there are over 672,000
people between the ages of 15-34 residing in Metro Vancouver.xi 94% of Canadians in that age group
own a smartphone, which amounts to over 631,000 residents in Metro Vancouver. xii From this number
only a certain amount of young people will have the models of smartphones Pela offers cases for. As
they offer cases for 12 models of iPhones and the Samsung Galaxy S7 they cover the 31% of iPhone
users as well as a portion of the 67% of Android users.xiii Considering there are currently around 22
Android phones on the market, the Samsung Galaxy will only account for roughly 3% of the market.
Together they cover around 34% of smartphone owners aged 15-34 in Metro Vancouver, or 214,809
people. As Pela cases average $47.25 CAD ($37 USD) and users will generally purchase a new case
every 1.5 years, the estimated dollar value of this market is $6,766,483.50 annually.
This is a large market that recently has been making strides to develop an eco-friendlier lifestyle.
Vancouver stores such as Nada Grocery and The Soap Dispensary & Kitchen Staples are paving the
way for local businesses to adopt greener practices, by offering zero waste options for consumers.xiv
Pela phone cases are a perfect fit for this growing green movement, as they are compostable and
therefore produce no waste following their use.
Young Canadians are leading the movement away from the use of plastics, particularly by
making simple replacements for items they use daily. Phone cases are a definite fit for this, as the
majority of phone cases are made of plastic and other materials that will never decompose. The majority
of people who own a smartphone also own a case for it, as these items are easily damaged and very
expensive to replace. Those aged 15-34 have more expenses and less disposable income than the
generations above them, and therefore have to be careful with how they spend their money. By
protecting their smartphones with durable cases, they lessen the chances of having to pay to replace
or fix it. Pela Case is an environmentally friendly substitute to most generic harmful cases, but on top
of that it still offers the same style and protection consumers are looking for.
Pela offers their cases for $35-39 USD, which is a bit below the average price for a normal
phone case. They are fairly affordable and do last for a long time, most likely longer than the phone
they were purchased to protect. They also offer cases that fit multiple types of phones, which will even
out the higher price as consumers will not have to purchase a new case if they upgrade their phone.
Young adults in Metro Vancouver are increasingly going into debt and not making enough money to
pay their expenses, which has led 38.6% of them to move back home with their parents. xv Allowing
them to purchase a phone case that is cost effective and will last for a long time across multiple
generations of a smartphone will appeal to their need to save money.
Those aged 15-34 are avid users of social media, which Pela has taken full advantage of. Pollara
Strategic Insights conducted a survey on social media use in Canada and found that in BC the most
used sites are Facebook (81%), LindkedIn (50%), Google+ (40%), Twitter (39%), and Instagram
(38%).xvi Pela has active Facebook, Twitter, and Instagram accounts, although their Instagram account
has garnered the most attention. As of March 2018, it has over 82,600 followers and counting. They
use this account to engage with their current and future customers as well as to educate consumers
about the environmental impact they can have on our planet.
Social media addresses a common issue in marketing to those aged 15-34, which is their
relatively short attention span.xvii Marketing to them within their own environment and comfort zone
ensures that Pela will not have to fight for their attention through traditional advertising methods. Utilizing
social media sites allows Pela to reach their customers through short and quick posts on these websites,
which will grab their attention as they scroll through their feed. Another challenge with this group is their
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expectations of companies to be authentic and socially responsible, and to boycott companies upon
any bad press. Pela is an eco-friendly company who cares as much about their customers as they do
the environment, and actively addresses customer concerns brought to their attention. They are a fairly
transparent company, which young Canadians are very keen on. This group also craves for
personalization and individual attention when they make purchases. Pela adds a handwritten note to
each shipment, often including the name of whoever made that purchase. (See Appendix A to view
note) This is a small step that leaves a lasting positive impact on how their customers view them.
 8
Product Strategy

The Pela phone case is created to have a better alternative to the usual plastic phone cases; to
somehow reduce human’s environmental impact. Its name originated from a Spanish word that means
“to peel” which depicted their idea to “guard [an] ‘Apple’ [phone] with a natural ‘peel’”.xviii It is made up
of materials that is called Flaxstic, which consists mostly of “starch-based biopolymer, recycled
materials and flax ‘straw’ waste for added strength”.xix Because of the materials that it is made up of, it
can be safely used by people. It is also packaged in a 100% recycled packaging to further support their
mission to decrease the use of non-biodegradable plastic. Its unique appearance separates it from
conventional phone cases which helps consumers differentiate “sustainable bioplastics from traditional
plastics”.xx
As the company earn profit from selling their products, they also try to help the environment
which means they promote environmental sustainability. The company’s efforts prominently reflect a
sense-of-mission marketing. To illustrate this, Pela is a member of the 1% for the planet movement
where they donate 1% of their sales to non-profit environmental projects, and they are also part of the
save the waves movement.xxi “1% for the Planet is a global movement [that inspires] businesses and
individuals to support environmental solutions” xxii which reflects Pela’s mission to promote an eco-
friendly alternative that helps the environment. Their partnership with Save The Waves also supports
Pela’s mission when it comes to protecting the coastlines. Even though a single purchase of a phone
case from their collaboration cannot affect the environment significantly, it is a good way to start
influencing people to see that there are eco-friendly alternatives that they could choose rather than
consuming products that has negative impact in the world and to their health. Based on studies, as
plastic wastes reach the ocean, they breakdown to smaller pieces making microplastics. “Marine
organisms from zooplankton to fish consume these so-called microplastics, mistaking them for food”.xxiii
This plastic pollution affects humans as well, because as people consume fish from the ocean, they
consume the toxic waste that is in the system of the fish. Growing number of harmful effects of
consuming plastics makes the consumers warier of the products they support and buy. That is why Pela
phone cases are growing in popularity.
The phone case’s unique selling proposition is that compared to phone cases that are made of
non-biodegradable plastic, the Pela phone case does not have “BPA, lead, cadmium & phthalates”xxiv
which makes it non-hazardous to consumers and it is made up of compostable materials which is good
for the environment. The company even illustrates how to compose the phone case; whether to put it
in a compost bin or return it to them and they would recycle it. Another unique proposition of the Pela
phone case is that as you buy the product, you also help to generate donations that help environmental
projects. Compared to buying an ordinary plastic phone case that has no added benefit to it, Pela phone
case is more appealing to the company’s target market which is Canadians in Metro Vancouver aged
15-34 who are increasingly supporting the green movement.
Based on numerous reviews of the Pela phone case, while it is aesthetically appealing and has great
quality, the people who bought it also felt good because by a simple purchase of a case, they also help
sustain the environment.xxv These feedbacks reflect Pela’s positive product position in the consumers’
perspective.
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Pricing Strategy

A Pela phone case’s average price is $35.00-$39.00 USD which is a bit cheaper compared to
others. For example, on the Apple website their phone cases range from $45.00-$130.00. xxvi For
Samsung Galaxy S7, which Pela has a phone case for, it costs $30.00-$90.00 from Best Buyxxvii while
at Pela its $35.00. Pela does product line pricing in their Save The Waves collection. The phone cases
included in the collection cost $37.00, higher than their regular line that’s $35.00. This price difference
however is for a great cause, because Save The Waves strives “to protect and preserve the coastal
environment”. xxviii So, Pela phone cases are generally a bit cheaper and better, considering its
sustaining factors and added environmental benefits. Whereas phone cases from Apple and Best Buy
cost more and has no added benefits to it, other than protecting a phone.
The company’s pricing strategy is based on good-value pricing, as they offer good quality
products at a fair price. xxix They made the phone cases a bit more affordable with better quality
compared to other traditional phone cases. This phone case is favourable to young Canadians because
it saves them money from buying a rather expensive phone case and getting a higher quality than other
plastic phone cases have. Pela’s mission is not mainly focused on the high monetary sales but rather
giving a sustainable higher standard of phone cases at an affordable price. That’s the reason why the
Pela phone case is not expensive; it is great quality at a fair price. To promote their products, Pela gives
discounts and giveaways to entice consumers to buy more. For example, in the Pela Instagram account,
the company arranged giveaways of phone cases once in a while. They also have a wheel on their
website that consumers can spin and get an added discount to their purchase.(See Appendix B to view
wheel) Another promotion that consumers can see upon adding products into their carts is a product
bundle pricing strategy where if the consumer buys more than one of the regular collection, they will get
a 50% discount. In addition to discounts, they do sales as well. When there are upcoming new styles of
the phone cases, they slowly make temporary styles go to sale which makes the price go down from
$37.00 to $29.00. These kinds of promotions attract consumers to get more items than what they initially
intend to, because as they enter the website, they immediately see the promotion. Pela also show these
promotions that consumers can subscribe or they can see it on Pela’s social media posts, which the
target market often use.
As of right now, Pela’s customers are mostly from United States, that is why their products are
priced in USD even if it’s a Canadian company.xxx However, they do ship worldwide and they majorly
sell on their website, Amazon US, Amazon Canada and Amazon UK.xxxi The company have plans to
expand their stores and have the products more accessible to customers. Pela cases are however
available at selected local retail shops in Saskatchewan and “[they] are working on a getting Pela into
more physical locations”.xxxii In Vancouver, they are slowly putting their products into physical stores.
Consumers can get Pela phone cases from the Soap Dispensary & Kitchen Staples and the Nada
Grocery store. It is apparent that they have future plans or working in progress plans to extend their
physical stores and also online stores. Soon, the company would reach more local Metro Vancouver
stores as they continue to expand. One more thing to note is that even if they continue to expand, they
don’t increase the price of their products. This is appealing to customers because Pela continues to live
up to their mission: focusing on providing affordable high-quality products that helps sustain the
environment.
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Promotion/IMC
Strategy

Pela case depicts a basic message to society regarding environmental conservation at a cost
slightly less than that of normal cases. Pela also emphasises on “Be the change”, the idea that people
want to contribute to environmental sustainability and see a positive change in society.
The company uses the promotional mix of advertising, sales promotion and direct marketing
through emails. Most of the promotions done by the company are based online through social media
and their own website, this further collaborates with other phone-trading websites to promote their
product according to the demand from customers. Pela case is quite active on social media and helps
answering the various questions and queries of its customers. There are some contests like spin the
wheel on its website that provide customers with discounts and deals as they enter.
The timeline of their endeavours starts from creation of their website and then expanding it to
social media so as to attract customers. Following this they collaborated with other companies to expand
their resources. They also send emails to the customers who have signed themselves up on the Pela
case website so customers have a chance to get to know about the short-term promotions going on
and can buy more products.
The promotional mix is quite related to the target market as the people within the age group of
15 to 34 years are quite active online. This means it is the perfect option to promote the products and
company. Pela uses the direct promotional as well as advertising strategy as the consumer directly
visits the website. From there they are able to get all the information required about products and can
even order from the website.
The main objective of the communication strategy of the company is to target the interested
market to buy the products. Pela is doing quite well with their use of social media. The company has all
the content clearly defined to the customers on their website and provides the relevant information
regarding the products and related services like shipping. It also provides the consumers with the
information on how to decompose the case naturally and protect the environment, the objectives of the
company are quite consistent as it fully concentrates on its aim or message. The touchpoints are
provided for the social media connections where customers can clear all their queries and get instant
replies within a few hours.
Pela aims to spread awareness and positivity among its customers. The company gets out from
the traditional old way of advertising or promoting the product as almost all the sales and management
are done through the official website. Even the target market chosen for the company works in a fast-
paced environment and are almost all employed so they don't really focus on the advertisement on
televisions and papers. The way that it promotes its products is quite cost efficient and is worth the
risks. The results would be quite evident in the upcoming years as the awareness among consumers
tends to rise.
The budget for the promotion of Pela is estimated to be $28,350 which is approximately 3% of
the total Sales. Throughout 2017 about 20,000 cases were sold, which adds up to $945,000 in total
sales.xxxiii
 11
Distribution
Strategy

Pela is using social media as a main channel for distributing the products in the market which is
really working well for them so far. They are active on Facebook and Instagram and have a large number
of followers on both to help send the real sense of their product into the market.xxxiv As Pela is using
eco-friendly materials they have been sending this message to the world using social media. This makes
people aware through sustainable marketing which is helping them gain popularity. This a good means
of communication for both consumers as well as for Pela.xxxv Along with these advantages Pela offers
free shipping, which provides an incentive for consumers to buy the product and gives them a great
advantage over their competitors.
Pela is innovative and actively answers every question from their customers. They make sure
to describe every detail of their product, from its usage to how consumers can properly dispose of it.
Pela is also being socially active by contributing a portion of their sales to charity. So far, they have
donated to Water.org, Surf Rider Foundation, Save The Waves Coalition and some other programs
using their referral program.xxxvi They look forward to helping such organizations so they can help make
this world better place to live in by choosing this unique path and supporting the community. Another
way they go above and beyond is by sending a little appreciation note to those who buy their product
and support them. Following the trend of customization of products Pela offers cases in 20 unique
colours, ranging from plain colours such as black and white to more fun colours like bright blue and
pink. There are also 3 options to add engravings to their cases, which include short phrases and
pictures. Pela provides the pros and cons about their product to be transparent towards customers so
that they won’t feel cheated and can be secure with their purchase. They have a return policy as well
so if the users do not like the product they have the option to return it. They realize that they cannot
make everyone happy with their product and are very accommodating. Moreover, they do some
giveaways, promotions and sales from time to time. At the current moment they have an offer where
everyone can buy one and get another 50%.xxxvii This is an incredible offer which is another incentive
for customers to not only purchase one, but multiple cases.
Pela always looks forward to receiving feedback from their customers on what they think about
their product. This allows them to make changes in the future so they can keep their customers happy
and satisfied. They will always fulfill their promise of making eco-friendly products and will spread this
message to others as much as possible to have more sustainable marketing in the future.
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Implementation Plan

Pela has been doing great so far and are looking to expand their market in Canada within the
next few months. There are few actions that need to be taken by the company to ensure this happens
smoothly and successfully.
Firstly, they would investigate the local market to know the atmosphere that they are going to
sell in. This will be completed during the month of April by their team members. After that, they will write
a business plan by discussing it with their management. This task will take around 2 weeks. Further,
Pela is continuously making efforts to expand their social media marketing by working with people who
look forward for using eco-friendly products. Testing the target market is an important task for them to
expand their knowledge on the surrounding market, and this will take at least 2 months. Also, the
company will increase the resources that they need to have more production to ensure they can keep
up with demand. More staff will be necessary in order to cover that production. Finally, Pela is planning
to have their product in the market by this coming August. They are planning to start by having Nada
Grocery and The Soap Dispensary & Kitchen Staples carry their product.xxxviii It will take them a while to
settle within the market and after that is when they see an increase in their sales and customer base.
This will allow them the opportunity to add more variety of cases which will be done by the end of
December.
After these tasks are completed it is the time when Pela assess their progress in the market,
and how consumers are reacting to their product. This all will be completed within the first three weeks
of January. When that is done Pela will look forward to expanding their target market to increase their
market share. In the month of March, they will create their company’s progress report according to their
sales and market share. They will discuss with their members the details of the report and make an
analysis on exactly where the company is standing and what improvements need to be done for future.
 13
Projections

The projections included below for 2018 commence in August, as that is when they enter the local
market.

Projections for Metro Vancouver over 5 Years

2018 2019 2020 2021 2022
Unit Sales 5000 14000 16000 18000 20000
Revenue $236,250.00 $661,500.00 $756,000.00 $850,500.00 $945,000.00
Expenses $167,737.50 $480,249.00 $560,952.00 $644,679.00 $731,430.00
Profit $68,512.50 $181,251.00 $195,048.00 $205,821.00 $213,570.00

Pela expects an increase of 1.6% in expenses in 2019, with approximately the same increase every
year following. This number is due to the annual inflation rate, which sat at an average of 1.6% in
2017.xxxix This also accounts for increased labour costs, as well as any additional promotions and
materials. Pela plans on having their unit sales increase by about 2,000 annually, which accounts for
expansion into other locations.
 14
Control

Pela will take a number of measures to monitor their progress with regards to both sales and
social media activity. They will track the number of visits on their website per day and will monitor
whether there are any spikes following major promotional activities. These could be sales, giveaways,
or seasonal deals. They will also track if there are any trends as new generations of phones are
released. Pela will keep a record of the number of followers/likes they have on their social media sites
every month. Doing so will allow them to follow the consumers reactions to their product and whether
or not consumers are interested in the company long term. They will be able to cater their promotions
to the size of audience they have on each social media platform.
Keeping track of sales for particular cases will be necessary to know when to phase out old
products and increase production of popular and fast selling cases. Knowing when to increase
production of certain cases is important as it helps the company keep up with demand of consumers
and ensure their customers are kept happy at all times. In this day and age many consumers are quick
to abandon companies if they are not please with their products and performance. They also tend to
spread the word about negative experiences with companies through both social media and to their
friends and family. This is very dangerous, especially for companies such as Pela that are not widely
known and backed.
Tracking of the number of cases sold will be categorized by phone type, as well as style. This
will give Pela the chance to see if any of their market offerings are significantly more popular than others,
or if any are making very few sales. Seeing this data will allow them to see if any items or styles are not
popular among their customers and can therefore can be eliminated to save money and open up room
for growth in other areas.
Pela will keep a spreadsheet monitoring all of these activities to ensure they are up to date on
their website traffic, sales, and social media followers/likes. This will allow them to react quickly to any
negative or positive changes and to track where the problem may have originated from. It will also give
them the opportunity to see where they have to phase certain things out or if they have an opportunity
and room to improve.
 15
Conclusions

Pela is very well suited to their target market and has great opportunity for growth and
advancement in their industry. Their environmentally friendly and sustainable phone cases are a perfect
fit for the growing eco-friendly movement not only in Metro Vancouver, but worldwide as well. As their
cases are compostable, they are a better alternative to the traditional harmful plastics used for generic
phone cases, such as those sold by Apple and Best Buy. Pela’s cases are safer for both consumers
and the environment. While they do have competitors including Toast and eCo-cover, they already have
gained considerable ground through their huge online presence.
They are very active and engaged with their customers, through a variety of platforms such as
Instagram, Facebook, and their company website. These will allow them to further their reach in the
future and expand their company to its greatest potential. This could also have a positive impact on
companies around the world, showing them the benefits of sustainable marketing and environmentally
friendly practices. Through their donations to a variety of charities and non-profits they have an even
greater reach and influence.
Pela projects a growth in profits of around 7.5% between August 2018 and December 2022.
This will allow them to expand their resources considerably, and possibly introduce a number of new
products to the market in the near future. They are expecting to be well received by Metro Vancouver,
as well as any other markets they may enter within that period. They have an opportunity to emerge as
a leader in their industry and could dominate the market due to their early start and innovative ideas.
Pela’s products and leading example will benefit future generations by providing them with safe and
sustainable alternatives to traditionally harmful items. They are proof that doing good for the world will
result in great things for their company.
 16
Appendices

Appendix A:

Appendix B:
 17

i
Pela, The Ultimate Pela Case FAQ - Your Questions, Answered, https://pelacase.com/pages/the-ultimate-pela-
case-faq-your-questions-answered#idea.
ii
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
iii
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
iv
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
v
Evan Andrew, Who Invented the internet?, History Stories, December 18, 2013, www.history.com
vi
Evan Andrew, Who Invented the internet?, History Stories, December 18, 2013, www.history.com
vii
Richard Fry, Millennials projected to overtake Baby Boomers as America’s largest generation, FactTank,
March 1, 2018, www.pewresearch.org
viii
Euromonitor International, Digital Consumer in Canada, Country Report, March 1, 2018, Passport
ix
Ranking The Brand, Ranking per brand, Copyright SyncForc 2018, www.rankingthebrands.com
x
Patrick Sisson, Modular Phones, E-Waste, and the Shift Towards Sustainable Electronics, Curbed, January
19, 2016, www.curbed.com
xi
Statistics Canada. 2017. Census Profile, 2016 Census - Greater Vancouver, Regional district [Census
division], British Columbia and British Columbia [Province]. November 16. http://www12.statcan.gc.ca/census-
recensement/2016/dp-
pd/prof/details/page.cfm?Lang=E&Geo1=CD&Code1=5915&Geo2=PR&Code2=59&Data=Count&SearchText=
Greater%20Vancouver&SearchType=Begins&SearchPR=01&B1=All&GeoLevel=PR&GeoCode=5915&TABID=
1.
xii
Statistics Canada. 2017. Life in the fast lane: How are Canadians managing?, 2016. November 27.
https://www.statcan.gc.ca/daily-quotidien/171114/dq171114a-eng.htm?HPA=1.
xiii
Siegal, Jacob. 2017. Android continues to increase its sizable lead over iOS in the US. July 19.
http://bgr.com/2017/07/19/android-vs-ios-market-share-2017-q2/.
xiv
Chan, Cheryl. 2018. Zero-waste movement goes mainstream in Vancouver. February 10.
http://vancouversun.com/news/local-news/zero-waste-feature.
xv
Kerr, Jessica. 2017. In your 20s and living with your parents? You're not alone. August 2.
http://www.vancourier.com/news/in-your-20s-and-living-with-your-parents-you-re-not-alone-1.21568113.
xvi
McKinnon, Melody. 2017. Social Media Use in Canada, 2017. October 6. http://canadiansinternet.com/social-
media-use-in-canada-2017/.
xvii
Davidson, Peter. 2017. Why Every Marketer’s Primary Target Today Should Be The Millennial
Demographic. October 30. https://www.theselfemployed.com/marketing/every-marketers-primary-target-
todaymillennial-demographic/.
xviii
Pela, The Ultimate Pela Case FAQ - Your Questions, Answered, https://pelacase.com/pages/the-ultimate-
pela-case-faq-your-questions-answered#idea.
xix
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
xx
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
xxi
Pela, A Case for the Environment, https://pelacase.com/pages/a-case-for-the-environment.
xxii
1% For The Planet, Our Approach, https://www.onepercentfortheplanet.org/what-we-do/our-approach.
 18

xxiii
Tibbetts, John H., Managing Marine Plastic Pollution Policy Initiatives to Address Wayward Waste, Spheres
of Influence, https://web-a-ebscohost-
com.ezproxy.langara.bc.ca/ehost/pdfviewer/pdfviewer?vid=16&sid=6cc15b02-4cfc-4cb9-8cf9-
bb3e977c9d44%40sessionmgr4007.
xxiv
Pela, About Our Pela Case, https://pelacase.com/pages/what-is-a-pela-case.
xxv
Pela, Pela Case Customer Reviews, https://pelacase.com/pages/pela-case-yotpo-customer-reviews.
xxvi
Apple Inc., iPhone Accessories, Apple.com. https://www.apple.com/ca/shop/iphone/iphone-
accessories/cases-protection.
xxvii
Best Buy, Results for Galaxy S7, bestbuy.ca. https://www.bestbuy.ca/en-
CA/Search/SearchResults.aspx?query=galaxy%20s7&filter=category%253aBest%2BBuy%2BMobile%253bcate
gory%253aCell%2BPhone%2BAccessories.
xxviii
Save The Waves, Our Mission, https://www.savethewaves.org/about-us/our-mission/.
xxix
Gary Armstrong et al., Marketing: An Introduction, Canadian 6th ed. (Toronto: Pearson, 2017), 356.
xxx
Pela, The Ultimate Pela Case FAQ - Your Questions, Answered, https://pelacase.com/pages/the-ultimate-
pela-case-faq-your-questions-answered#idea.
xxxi
Pela, The Ultimate Pela Case FAQ - Your Questions, Answered, https://pelacase.com/pages/the-ultimate-
pela-case-faq-your-questions-answered#idea.
xxxii
Pela, The Ultimate Pela Case FAQ - Your Questions, Answered, https://pelacase.com/pages/the-ultimate-
pela-case-faq-your-questions-answered#idea.
xxxiii
Pela, Pela Blog, Pela Perspective: A Look Back on the Highs (& Lows) of 2017, December 28, 2017,
www.pelacase5com/blog/new.
xxxiv
Pela (@Pelacase), Instagram Photos and Videos, Instagram, 24 Mar. 2018,
www.instagram.com/pelacase/?hl=en
xxxv
Pela, Pela Case - Facebook, www.facebook.com/PELACase/.
xxxvi
Pela, A Case for the Environment, Pela Case, http://pelacase.com/pages/a-case-for-the-environment.
xxxvii
Pela, Eco-Friendly IPhone Case - Biodegradable, Pela Case, http://pelacase.com/.
xxxviii
Pela, 6 Of the Best Eco Friendly Stores Across Canada, http://pelacase.com/blogs/news/73544069-6-of-
the-best-eco-friendly-stores-across-canada.
xxxix Carvalho, Luisa. 2018. Canada Inflation Rate. March 23. https://tradingeconomics.com/canada/inflation-cpi.