File - Nicholas P. Vitukevich

Gracefully Grown
Please Play on the Grass…
By
Grace Ames
Alex Terrill
Nick Vitukevich
Paul Latif
Dean Federico
and
Torey Montesi
Product Info
 Gracefully Grown is a grass seed that grows to a
certain length and has a product expectancy of two
years.
 It will not grow past the desired bought length.
 There is no maintenance needed
 Seeds are sold residentially (home owners) and
commercially (businesses)
Product Info cont’d
 Seed lengths:
¼ inch ½ inch 1 ¾ inch
2 ½ inch
3 ½ inch
 Our product cost is $1,500 for approximately 10,000 sq. feet
(roughly quarter acre) for residential.
 For commercial applications our product will cost $4,800 for 20,00
sq. feet. (roughly half acre)

The product does not expire in the winter months. Due to genetic
engineering, our product will last year round. After 24 months the
product loses color and disintegrates at which time it can be
reseeded.
 Our competitor is sod (60 cents per sq foot) as well as landscaping
companies.
Attribute Summary
 It saves time and money on maintenance.
 Our product last longer with no maintenance for 24 months.
 No carbon footprint
 Genetically engineered to allow water from various forms of
precipitation to pass through without affecting the water table.
 Seeds and expired grass are not harmful to animals or environment
 Sports teams, golf courses, athletic venues all target markets.
Analysis of Buyer
Our target market for residential consumers are homeowners
between the ages of 30 and 65 with an income of $40,000 or
more.

Targeting specifically middle class males for lawn care.
 For commercial applications we will be targeting sports
venues such as golf courses, athletic stadiums, and housing
complexes.
 Our main locations to target would be the west (California,
Arizona, Nevada) New England and the south (Carolina
states, Florida).
Marketing Trends
 The need to have a green, luscious, and healthy
lawn year round that requires no work or
maintenance will be the ultimate driving force.
 We are hoping that home owners will recognize that
a beautiful lawn and well manicured yard is a staple
of home ownership and the American Dream.
Marketing Trends Cont’d
 For Commercial Applications, we are relying that
grounds crews and grounds keepers will recognize
our grass as the tough and rugged grass that is
needed for sports fields and realize the savings that
they could accumulate over two years with our
product.
Applications
Before
After
Applications Cont’d
Before
After
Television Commercial
 30 Second ad that will be running throughout the
year.
 Designed to target home owners
 “Pulsing Advertising” when a sporting event is on
TV.
NAICS CODE
 The NAICS code that we will be following is:
 Landscaping 561730
 With an average market value of 5.68 Billion a year
spent on lawn care products nationally.
 With 1.3 Billion spent alone on Lawn seed, fertilizer, and
Sod annually
Competition
 Our competitor is any company supplying and
installing sod ($0.60 cents per sq foot).
 Sod computed out at our rates:
The Residential rate for 10,000 sq. feet is $6,000.00
The Commercial rate for 20,000 sq. feet is $12,000.00
 Using our prices, a savings of $4,500 for residential
and $7,200.00 for commercial properties will be
made, excluding lawn care for 24 months. No
landscaping, watering, and no hassle.
Legal Issues
 We understand that our product may draw
unwanted attention by environmentalists.
 We can assure our customers that our product does
not harm the environment or affect water tables.
 We will start a public relations campaign informing
the public of the harmful fumes caused by small
engines found on lawn mowers, weed whackers,
and other lawn care equipment.
 Because our lawn requires NO maintenance, these
engines will no longer be needed by our customers.
Creative Work Plan
 Communicate why someone should buy our
product:
1).
2).
3).
4).
5).
Saves money
Last 2 years without fading or dying
No upkeep, no work, no effort, no watering
Never have to worry about weeds
One constant shade of bright green
6). Lasts all winter
7). Always looks presentable
Type of Media
 Gracefully Grown will use a synergistic media
format. We will use TV, Radio, and magazine
advertising to reach as many people as possible.
 Radio: one minute ad
 TV: thirty second commercial
 Magazine: Published full page ad featuring multiple colors
and bleed.
Media Forms Used
 TV
 Targeting major networks during sporting events where the
audience will be most likely home owners and men, and
events like Golf, Football, Baseball and Soccer.
 Magazine
 Targeted to Better Homes and Garden, Golf Digest, Men’s
and Women’s Health, and Lawn and Landscape.
 Radio
 Radio will be used because of it’s cost effective reach and
older demographic listening to the radio in the car and in
the yard.
Media Plan
Region:
TV
RADIO (FM)
Boston
Manchester
California
Florida
Arizona
WHDH, WCV
WMUR
KGET, KNBC
WBBH, WTLV
KNAZ, KNPX
MAGAZINE
107.9
101.1
105.3
104.7
102.1
Homes and Garden
Golf Digest
Men’s and Women’s Health
Lawn and Landscape
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
June.
July
Aug.
Television
M
M
L
L
L
L
H
H
H
H
H
H
Magazine
M
M
M
M
M
M
H
H
H
H
H
H
Radio
M
M
M
L
L
L
L
H
H
H
H
H
H = Heavy Ad Campaign
M=
Medium Ad Campaign
L = Light Ad Campaign
How Will Integrated
Marketing be used?
 Integrated market communications will be used on
TV, Radio, and Magazines.
 TV will reach the home owner while they are
watching sports.
 Radio ads will reach our audience in their vehicles
and while their working in the yard.
 Magazines will reach golfers, home improvement
home owners and other consumers during all
seasons.
Media Plan Cont’d
 We chose to market heavy more towards the
summer because it is when people focus on lawn
and garden care the most. People are not concerned
about lawn care during the winter months in New
England, which is why we are minimizing our
marketing and advertising during that time.
Cost of Ad Campaigns (1 year)
 Radio
 Region:
Cost for RADIO

Boston
107.9 (WXKS-FM-Kiss 108)
$1,000

Manchester
101.1 (WGIR-FM-Rock 101)
$500

California
105.3 (KIOZ-FM-Rock 105.3)
$2,500

Florida
104.7 (WIRA-1400AM)
$500

Arizona
102.1 (KAHM-FM)
$500
Total =

$5,000 a week
Total= $260,000
a year
*These prices are based on if our ad were to run once per day Monday-Friday
and twice on Saturday and Sunday.
Cost of Ad Campaigns (1 year)
 Magazine
 Golf Digest
$ 88,000.00
 Better Homes and Gardens
$ 35,000.00
 Men’s and Women’s Health
$ 121,000.00
 Lawn and Landscape
$ 6,900.00
Total = $ 250,900 for a year
*The hope is that the Magazine ads have a “life” and will be
around longer than radio ads and can be viewed year round.
•Magazine Ad
•Featuring a full page ad
with vibrant colors
incorporating bleed.
•The ad will be located
on the 2nd cover or
behind the front cover
of the Magazine
Cost of Ad Campaigns (1 year)
 TV
 Region:
Boston
Manchester
Arizona
California
Florida
TV
WHDH, WCV
WMUR
KNAZ, KNPX
KGET, KNBC
WBBH, WTLV
Cost (30 second ad)
$62,000
$31,000
$57,000
$58,000
$41,000
= $249,000 a month
Total = $2,988,000 a year
*These figures reflect one 30 second ad played at any time during the day at
least once a week.
Cost of Ad Campaign (1 year)
 The total cost for 1 year of advertising will be
Radio =
$260,000.00 a year
Magazine = $250,000.00 a year
Television = $2,988,000 a year
TOTAL = $3,498,000 a year
Evaluation Method
 We will closely monitor inventory at our largest
retailers: Home Depot and Lowe’s.
 With easy customer surveys with every purchase of our
product.
 Facebook – We will follow our Facebook page and
track the number of “likes”.
 Twitter – Trending topic.
 Email before & after lawn photo for free picket sign.
Evaluation Method cont.
 Post-purchase cognitive dissonance – follow up
email with optional survey.
Questions including:
 How did you learn about our product?
 Would you recommend us to someone else?
 What was the use of our product? (home décor, sports
related, recreation)
 How can we improve our product?
Gracefully Grown
Please Play on the Grass…