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UBC Undergraduate Research

AMS SOAPSTAND Marketing Plan Report Adatia, Azeema; Arora, Saurabh; Gupta, Sidd; Kamat, Aarti; Kanchi, Nimisha; Rada, Jorge

Abstract

The Alma Mater Society (AMS) of the University of British Columbia Vancouver (UBC) is the student union representing students on the UBC Vancouver Campus. Within the AMS, there is an initiative known as AMS Sustainability, which is dedicated to reducing the environmental footprint of the AMS building and student body. In the past few years the AMS Sustainability has grown and is now expanding with a partnership with AMS Soapstand - a provider of zero-waste soap and detergent refill stations. This partnership, or AMS Soapstand, should create a marketing mix that will help successfully implement the refill stations on campus. This marketing plan will discuss the main objectives, strategies, and tactics which AMS Sustainability can use to achieve its goal of further reducing waste through the usage of refill stations. The plan will also present primary and secondary research used to identify target segments as well as develop recommendations. As AMS Soapstand is yet to launch, it was important for us to understand the organization, its consumers and the competitive landscape. The product categories and industries were defined using secondary research. Furthermore, the consumer and the competition analysis were heavily influenced by both primary research and secondary research, including the survey conducted. Through research and analysis, three main target segments and three main objectives were identified. The three target segments are the “Planeteers”, “Optimizers”, and “Mixed Signals”. The three main objectives are to increase social desirability of zero waste living on campus by 20%, increase brand awareness to 75%, and lastly get 3,000 litres of product sold by the end of the first year after launch. These will be explored in further detail throughout the report with specific strategies, tactics and goals. Additionally, the report expands past the recommendations with sections included to support the implementation of the plan. These include the timeline, budget, and monitors and controls. The timeline outlines when each step should be implemented and for how long, the budget describes how much everything should cost and finally the monitors and controls which reference how to measure whether objectives have been reached. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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Attribution-NonCommercial-NoDerivatives 4.0 International