Professional Documents
Culture Documents
Own Mug
Amal Hatmi
J a de Ya ng
Minka Hong
Vipa n Aula kh
Zoe Lin
1) Company Overview
2) Industry
3) Competitor
4) Customer: research
7) Strategy + Tactics
8) Implementation Timeline
○ Category: Hot Be ve ra ge s
Highlights
★ Students lack awareness of initiatives
★ Need constant reminders
★ Influenced easily by peer pressure, social pressure, money incentives
★ Ma y or ma y not be a c ommute r
1) Add one additional Mugshare location in 2017 vs. 2016 by September, 2018.
Objective 1
★ Who: Stude nts visiting the ne st: Oblivious Unde rgra ds a nd Pric e Se nsitive
Stude nts
★ How + What: Promotiona l stra te gy to inform our una wa re with the BYOM
c a mpa ign Tactic 1.2 A UBC
influencers, Santa Ono.
★ Who: Stude nts visiting the ne st: Oblivious Unde rgra ds a nd Pric e Se nsitive
5000
Stude nts, e a sy follows
to be influe nc e d byin UBC
othe rs Prez
★ Who: Pa trons of Uppe rc a se (Oblivious Unde rgra ds, Pric e Se nsitive Stude nts)
★ 10 stamp punch-c a rd
★ Offe r 1 punc h for bringing re usa ble mug
★ Offe r 2 punc he s if the mug brought in wa s from the Mugsha re
★ At the c olle c tion of 10 sta mps, use rs c a n re de e m a fre e c offe e or c ookie of
$ 2 va lue
Tactic 2.2 Increase the eco-tax fee to motive students to bring their own Mugs and
participate in the Mugshare Program
PHASE 4 - Repeat