Marketing Project

Hefty Retainer Bag

& Hefty BBQ Trash Bag

Product Line Expansion

This is a notional product for academic purposes only.

Introduction to Marketing: 500 – Summer I

University of Tampa, Sykes School of Business – Dr. Gupta

Nik Mezias, Nick Overby, John Woosley

Table of Contents

Section 1: Profile of the Market…………………………………………………………………………….3

Product Category…………………………………………………………………………………………..3

Product Description………………………………………………………………………………………..3

Current Targeted Customer Segments…………………………………………………………………….3

Competitors……………………………………………………………………………………………......3

Section 2: Situational Analysis………………………………………………………………..……………4

Strengths………………………………………………………………………………………………......4

Weaknesses…………………………………………………………………...…………………………...4

Opportunities……………………………………………………………...……………………………….4

Threats………………………………………………………………...…………………………………...4

Section 3: Marketing Strategies and Objectives……………………..……………………………………..5

Target Market Strategy………………………………………..…………………………………………..5

Marketing Objectives……………………………………..……………………………………………….5

Size, Growth, Rate and Profit Potential…………………..……………………………………………….5

Specific Needs/Wants of the Target Market………………..……………………………………………..6

Positioning………………………………………………………………………………………………....6

Four P’s (Marketing Mix)………………………………………………………………………………....6

Appendix

A: Assumptions………………………………………………………………………………………..…..8

B: SWOT Analysis………………………………………………………………………………………...9

C: Cost/Benefit Analysis…………………………………………………………………………………10

D: Hillsborough County Population Distribution Chart…………………………………………...…….10

E: Smartphone Application Consumption Chart………………………………………………………...11

F: Mobile Content Usage………………………………………………………………………………...11

References…………………………………………………………………………………………………12

SECTION I: PROFILE OF THE MARKET

Product Category

There are two primary competitors in the disposable housewares and accessories industry within the consumer products sector. Hefty, an ALCOA...