Tumblerful

A Project Presented to

Ms. Mersal Arlynn G. Ga

in partial fulfillment of the requirement for

Entrepreneurship (Final Term)

Andrea Bito-onon

Kate Ansley Emelo

Justine Patricia Villaret

February 2020
 I. Target Market

Demographic This product is beneficial to all genders and nationalities, most commonly
for students who are cramming on their schoolwork and people working
as they travel. The price range of this product is more suitable to middle
class people who earn a moderate amount of income. Primarily, it is most
convenient for teens and adults alike, who loves to drink coffee or any
other powdered drink that needs preparation and is not limited to a one
time use only. This includes the senior citizens who find it difficult to
prepare their own drink and are sensitive to a certain degree of
temperature of their drink. One can automatically turn it off by pressing
the button when they see the lights are blinking.

Psychographic People who are always thirsty that they constantly buy a drink or bring a
tumbler with them, it is essential for them to buy this product because it is
not too bulky and it comfortably comes with a sling-like bag to carry
everywhere they go, enabling them to make a drink on their preference
anytime. For those who have an acquired taste on the aesthetic
appearance of their tumbler, they can head to the customization section
to choose a design they feel most themselves or a color to those who
simply prefer a minimalistic look. The contents of the drink inside the
tumbler is mixed, gets heated, and turns cold in a matter of minutes!
When one works out in the gym regularly, he/she usually wants to grab a
cold drink after the program. When he/she is a singer, they choose to
drink water of lukewarm temperature which is soothing to the throat.
When they are sick, they usually prepare a hot drink for it is calming on
the nerves. Basically, people have varying preferences and opinions
consciously and unconsciously when it comes to the temperature of their
drink, may it be hot brews or iced teas.

Geographic This is a stall located in the malls, specifically in a coffee shop that it is in
partnership with (e.g. Bluejay’s). Most commonly found in malls around
the commercial district nationwide where people frequently visit. But when
it comes to their online shop, they accept orders worldwide. Being located
in urban areas, it is near large populations who are residing in these
areas as well. With global warming becoming more apparent nowadays,
the climate and weather condition is becoming more unpredictable too.
So, this product allows one to change the temperature of the drink in a
matter of minutes. When it’s hot, he/she can get it cold. They can also get
it hot to make them feel cozy on a rainy day.

Behavioral For those who are environmentally conscious, this will motivate them to
use a product that does not consume nor make waste that threatens our
world. Being reusable, it only requires to be cleaned thoroughly and
carefully. Some people are very hard to please and are very particular
when it comes to their drinks being prepared. One common problem
would be getting rid of solid particles in a hot drink, much more in a cold
drink. People usually use stirrers and eventually throw them. Some
people also prefer to drink with a straw-like head for direct access and
avoid spillage. With this product, it enables them not only to stir with ease
but to drink through the head in a comfortable manner. For loyal
 customers who bought more than thrice or have spent more than 5k on
our products will get a chance to win a free tumbler during our occasional
giveaway. There will also be special designs made during the holidays,
making it an ideal gift just for your loved ones!

II. Detailed Marketing Mix of Own Original Product/Service

A. PRODUCT

1. What is your product/service?

Tumblerful is a thermal cup made of stainless steel with a silicone cup

sleeve surrounding it. However, this is not the usual thermal cup being sold in
stores. It has additional features that are most beneficial to one’s preferences
- both comfort and appeal.

2. What features does your product/service have?

a. Stainless steel material to avoid rust
b. Silicone cup sleeve as holder and insulator
c. Double lid/cover. One can open the outer cover by pressing the button
automatically to unlock and reveal the head, acting as a small straw
d. Standard size – grande/venti (ideal for coffee shop-sized drinks)
e. Whirring disc to shake/stir the contents
f. Buttons at the side of the body (color coded): hot, cold, and stir.
These buttons are lighted which also act as indicators. Red light
remind “hot temperature”, higher than 60 degree. Yellow light remind
“moderate temperature” between 37-60 degree. Blue light remind
“cold temperature” below 36 degree. The Yellow light can be seen on
either the hot or cold buttons.
g. Battery/power source is at the bottom, where the on/off switch will be
found and the USB port at the lower bottom side for manual charging.
The charger is sold with it.
h. Standard colors provided: pastel colors and monochrome colors
i. Customized designs depending on the customer’s preferences,
provided on the website.
j. Packaging comes in the form of a PVC bag that is fitted to the body of
the thermal cup with a sling for convenience whenever going out for a
drink.
Inspiration from other products:

For the aesthetic design For the self-stirring For the double cover/lid For light indicator
feature of temperature

For holding and acting as For the head, acting like a For the PVC material of the
insulator (a silicone cup sleeve) small straw fitted sling bag for the cup
For the fitted sling bag
of the cup

Sketch of our own product:

B. PRICE

1. How do you decide on the price of your product?

The price of our product has been discussed thoroughly, weighing the
practicality of it to its usage. Considering the materials used to make it and
the technology applied to the inner workings of its system, it would be costly.
However, we also consider the consumer’s needs and the comfort this
product provides for them. Based on observations, we have noticed that there
are a lot of people who are very hard to please when it comes to the drink
they want to make, which demands for an easier and more convenient way to
do this.

When our product becomes successful, more people will learn to

appreciate its purpose, like the metal straws because of the looming
environmental threat to our world. People will see the practicality as to why
the product costs at that certain price which corresponds to its functions. The
price will depend where and how they choose to buy, may it be online or
directly in its stall by the coffee shop. Also, we will implement occasional
discounts and special giveaways, once the product has reached a number of
buyers and amount of profit, to ensure its stability in the business industry.

2. How will your price compare with the competitors?

For a normal bottle thermos, it usually ranges from P800-2000. With the
current trends like that of a self-stirring mug/cup, it is worth $7 at a minimum
if it is only the magnetic device that can be detached and $20 at a maximum
including the cup, and the temperature display insulated travel mug cup
worth P900-2000. Continuous innovations are being done and our product is
a first among the others that has similar yet distinct as its own. This carry-
 anywhere kind of thermal cup of ours has similar features to what was
mentioned above in just one and costs just about the same! Although, our
product size is not of a bottle, but it is more ideal for coffee-shop sized
drinks.

When one decides to purchase it in our online shop, it will be sold at a

lesser price, with the grande size worth P1200 and venti size worth P1300,
for it comes with a charger and a reusable bag as its packaging. If you want
to customize its appearance, just add P100. Payments will be done either by
credit card or send directly through the bank account of the sellers - no cash
on delivery. If one cannot pay in full, down payment must be done, and it is
only when they follow-up payment, that the product will be delivered.

However, when one decides it buy it directly in its stall by the coffee
shop, there will be a slight raise on the price, with the grande size worth
P1300 and venti size worth P1400 because of the space it occupies and the
employee’s effort in entertaining the customers. Payments will be done either
by credit card or cash.

C. PLACE

1. Where is your product/service available?

There will be a website, an Instagram account, and a Facebook page set

up for orders of this product online. On special occasions and special
requests, they also accept invites to set up a stall, like in the bazaars, for a
temporary time period. On the other hand, they have a permanent stall in a
coffee shop they are in partnership with (e.g. Bluejay’s), just like Mike Charlie
that sells eco-friendly products in Greg’s Coffee. When selling personally in a
stall, they will have a portable tablet to settle expenses in one’s chosen mode
of transaction, as well as for those who want to customize the design of their
thermal cup. This will give them more choices on how they want it to look,
based on their own preferences.

2. How is this favourable to your business?

With it being online, it will give people from faraway places, a convenient
way of accessing the variety of styles of the product and when
communicating their orders. They will set it up like a catalogue but with a
touch of aesthetics. Our acceptance of invitations for temporary stalls in
bazaars will give us more exposure and recognition. There are different
people who have not encountered this, so it will allow them to see up close
and personal the benefits of owning this kind of invention. Our partnership
with a coffee shop, like Bluejay’s, will attract not only passersby along the
way, but also customers and regulars of the said coffee shop. This will give
us a boost knowing we are being supported and advertised by an already
established coffee shop to the public.

D. PEOPLE
 1. Who are the main people involved in your business?

The whole company is involved in this - each and every one of us has a
role to partake. We cannot complete a product and transaction successfully
without everyone’s involvement – from management of ideas, installation of
operations, designers of the website and product, keeping records, settling
contracts, advertising and selling, and handling transactions. The three of us
are the founders of this type of product, so we are also the acting CEOs.

2. What are their specific roles in the business?

As acting CEOs, we oversee the overall and inner workings of the

company, making sure that everyone is doing fairly in their assigned tasks
and with their salary equally aligned to their efforts. We occasionally
brainstorm ideas for upgrades and promos with our marketing officer, who is
mainly in charge of market trends and sales strategies to keep potential
customers up-to-date and interested. We will be involved in making contracts
and deals with the coffee shop we are in partnership with (e.g. Bluejay’s), or
when setting up a stall in a bazaar, wherein our brokers are primarily
assigned in negotiating business with the customers. Also, we are to inquire
other people’s services and resources that we need in order to develop this
product. Hiring the management team enables us to evaluate their
performance and contribution to the company. We will hire expert technicians
to install the operations needed to power and control the functions of the
product. We also have designers to add aesthetic to the product’s
appearance. Basically, they will be in charge of the customization section.
We will have a chief accountant to handle the finance smoothly as well as
the orders made. Then, we will hire web designers or programmers to make
our website attractive and easy to navigate in. We, the CEOs, are also the
owners of this business, so we will be active to tend to any possible issue
that may arise.

E. POSITIONING

1. What is unique about your product or service?

It is unique in features. It acts not just like the usual thermal cup, but it
can self-stir thoroughly the contents inside and change the temperature of the
drink, according to one’s state and environment. Besides the technical
aspect, it is also unique in terms of its design and structure because it is not
too bulky and heavy, but rather lightweight, ideal for a regular sized coffee
drink. It is safe to use because it has a double cover/lid, corrosion-resistant,
and a support that acts as an insulator. The design also makes up for the
whole thing to become not dull and complicated, but rather emanate comfort.

2. What customer needs does your product fulfil?

This product is very convenient on-the-go because it is not time

consuming to prepare the drink. The product being rechargeable, makes it
suitable for long distance travelling, late-night studying, and working during
 rush hours, wherein one can hardly take a break to make a drink and
because most stores are close by midnight until the early hours of the day. It
is also perfect for both who are indecisive and choosy on the concentration
and temperature of their drink, especially when the weather itself is also
unpredictable. One can change it in a matter of minutes by just pressing the
button on the side and there will be a light indicator to remind him/her of the
temperature. It also comes with a charger for easy access when one decides
to use it, especially outdoors.

3. How do you want people to view your product/service?

We want people to see the worth of buying this product with its quality
making up for its price. Its features show how productive and helpful it can be
to those who are usually in a rush or are out in faraway places for long hours.
It may seem difficult to use, but actually it is very uncomplicated. With the
designs available, we want to give the customers the freedom to choose the
design provided in whichever way they like to make it more personal. This
gives off a certain vibe that attracts customers creative minds on designing
and inviting them to buy it, making them feel overall satisfied. It is also eco-
friendly because this can be reused, avoiding the continuous manufacture of
plastic cups and other materials that can be harmful to the environment.
F. PACKAGING

1. How is your product/service presented?

It is presented in different places through different angles of a camera to

show variety and adaptability to a person’s preference and the external
environment. These shots will be posted as some of the covers to be posted
online for people to share. There will also be a promotional video made to
show everyone all its functions and benefits being authentic. There will be a
new set of pictures or a video posted whenever there is an upgrade or a
special event is drawing near. Our product is presented to show how all-
around it is, yet very uncomplicated. Its design and packaging adds to its
appeal and usefulness.

2. How does it appear from an outsider’s perspective?

It will be packaged in a fitting PVC bag which is slim to the body of the
thermal cup. Owners can use this when they don’t want to hold the cup
manually; it acts either as a sling or like a clutch. It looks appealing in the
sense that its packaging can be used as a bag to hold the cup and the
transparent material allows one to see through, adding an aesthetic feel to
the design of the product. It will be seen as a total win for the buyers
because it is a whole package when one decides to buy it!

G. PROMOTION

1. How do you tell the consumers about your product?

Endorse its productivity and creativity through the use of social media.
We will ask our friends and families to share more information about our
 product to the people they know, especially those who are interested in
supporting effective innovations for the continuous growth of our world, in the
business industry. We will really convince them not in a desperate, but rather
a subtle manner of how uncomplicated it is to use and that it is a huge factor
in lessening waste from manufacturing plastic. On the plus side, it allows
buyers to customize the design of the thermal cup as one’s own.

2. How do you boost brand recognition and sales?

.
We will hold special promos on occasions for customers to enjoy buying
our products at a lesser cost. Another, we accept invitations to put up a stall
in bazaars temporarily and rent a space in malls - hopefully for a longer time.
This will give us more exposure as it allows onlookers to personally
appreciate our products. We will also set up giveaways for our loyal
customers to get a chance to win a free Tumblerful product on occasion as
well.

III. Positioning Statement

To: People who loves coffee, always in a rush because busy, always out for
long hours, choosy and indecisive drinkers.
(Our product) is the... Thermal cup/tumbler
That... Gives one a feeling of excitement and contentment as its features
enables it to do a lot of things, including change of temperature and
concentration of the drink. There are buttons pressed on the side to make it
happen.
That’s because (our product) is... The best unlike other tumblers and thermal
cups. With sustainable packaging made from recycled plastic, it has passion
for innovation and is open to all customers. Tumblerful changes a person’s
habitual lifestyle. Highly recommended to individuals who are always on-the-
go and find it difficult to prepare their own drink. It can be used for both
indoor and outdoor purposes.

IV. References (For the pictures)

 https://shop.r10s.jp/forestscene/cabinet/main03/tumbler.jpg
 https://www.tupperwareplus.com/sites/default/files/styles/product_full/public/pr
oduct/cool-jeans-tumbler-pouch-1-15l-
%E2%81%B6%C2%B9%E2%81%B8.png?itok=y5lfxxgG
 https://us.wconcept.com/pvc-clear-bag.html
 https://www.quora.com/How-does-a-self-stirring-mug-work
 https://www.pinterest.com.mx/pin/832321574865073983/
 https://www.preseli.biz/product/silicone-cup-sleeve-printed
 https://www.dhgate.com/product/420ml-led-digital-smart-vacuum-mug-
thermos/480384101.html