Running head: LIQUID STATE DESIGNS

Brittney N. Wall

Marketing Plan: Liquid State Designs

Principles of Marketing Fall 2015

18 November 2015

Running head: LIQUID STATE DESIGNS

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PART 4
Table of Contents:
Executive Summary..

Page 3

PART 1...

Page 4

Company & Industry Overview.

Page 4

Objectives/Goals

Page 4

PART 2...

Page 5

SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis..

Page 5

SPT (Segmenting, Targeting, Positioning) Analysis...

Page 6

Sample of Comparative Products.

Page 8

PART 3

Page 8

Financial Projections.

Page 8

Implementation Plan.

Page 10

Evaluation &Metrics Control...

Page 11

Reference.

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PART 4
Executive Summary

Long-term entrepreneur Joseph Federer is proposing the official launch of his newest company
Liquid State Designs and his Peaceful Purchases line contrived with community and unity
in mind. These hand blown artfully crafted pieces are expected to influence the market of
modern glass buying. The recent burst from the legal marijuana industry has stirred interest and
created a major influx in purchases rising to a $26 billion industry last year. Commitment to
quality and success puts Liquid State Designs ahead of the rest in an industry where cheaply
mass produced products are frowned upon. The clever designs of The Peaceful Purchases line are
invented using only top-notch materials such as Dichroic and Pyrex glass and fumed with layers
of precious earth metals such as gold and silver.
With a modest investment of $2,250 Liquid State Designs estimates the sale of over 6,000 units.
At $12 per-unit profits are expected to exceed $48,000 in the first year alone. Being a forerunner
in the American market will evermore enhance Liquid State Designs reputation further down the
road with the rise of popularity in the states rises.

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SAMPLE MARKETING PLAN: LIQUID STATE DESIGNS

PART 1
Company & Industry Overview
The manipulative artistic technique of forming glass vessels is glassblowing and dates back to
16th century B.C. Liquid State Designs found its start in 2001 by successful entrepreneur Joseph
Federer. He initially surged the market with a line of unique individually hand blown glass pipes.
Each designed to fit the individual customer for their own specific use with his personal artistic
touch. After moving his growing company south from Vermont to Maryland he revamped his
marketing strategy to fit the easy going low key attitude of the local business population. Online
is king in the retail industry; which is where Federers company now resides, profiting over
$44,000 last year.
The growing market in legal marijuana usage is creating waves of new clients. Glass pieces are a
serious investment and being at the forefront of this new cultural acceptance is critical: patrons
are now proud to show off their art without repercussions of the law. Profits steadily rise as more
downstream industries continue booming. In an industry where over $26 billion in revenue was
reported last year and an estimated 4,652 shops already in business now is an ideal time to join
this market. Most companies supplying the current market are European; RooR, a German based
company, is leading and is often referred to as the Rolex of glass blown pieces. Some other
competition includes Illuzions Glass Gallery which displays some of the world most expensive
glass, and Scott Deppe an American who is well known for his colorful pieces that are
complicated and unique.
Breaking into such an unparalleled market takes on a huge amount of creativity and originality.
Top of the line quality products such as dichrioc glass fumed with silver and gold, commitment
to the project, and constant innovation are what separates LSD from all other ordinary head
shops.

Objectives/ Goals
Liquid State Designs is ever growing and plans to do even more so with the new line of graphic
sophisticated martini and wine glass sets are expected to be released later this year. Production
has already begun and expansion is continuously in motion. Profits are expected to peak in the
first 6 months with the holidays at $15,000 for approximately 500 different new products
available in his line. With realistic goals in mind Liquid State Designs should find success
through following the strategic marketing plan displayed below.

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PART 2

Situation Analysis (SWOT Analysis)

Many of the strengths supporting Liquid State Designs are also their greatest weaknesses.
Federers eat sleep work repeat attitude enables him to always make a deal. His commitment to
quality products and local community make him an ideal salesman. Though the local community
following are loyal, they are also modest in size. Luckily, there is plenty of room for expansion
in this flourishing market. The odds are in Liquid State Designs favor; being compromised by a
cheaper, less valuable product could be their dominating threat.
Strengths

Weaknesses

Commitment to quality and success

Supportive local community
Confidence and Cool factor
Opportunities
Virtually untapped market
Improve local economy

Brand Reputation
Marketing Budget
Time
Threats
Being low-balled
Legality
Traditional acceptance

Strengths
1. Commitment to quality and success: Liquid State Designs yields a high quality of glass
called Dichroic Glass; a modern high quality composite non-translucent glass. When in
the coating process depositing multiple layers of rare earth materials such as silver and/
or gold in mega-thin layers products become iridescence and color-changing when
heated. This brilliant color combination mimics the surface effects similar to bird feathers
or snake scales.
2. Supportive local community: The glass blowing community is intimate, supportive, and
constantly challenging one another to be better. This snug group of buyers and sellers like
the sense of family and knowing your local dealer. This creates repeat customers and
encourages loyalty.
3. Confidence and cool factor: Hand blown glass is unique and interesting. Upon
interviewing Mr. Federer he stated, I started blowing glass because I wanted to have a
talent that girls were interested in, but I got good at it because it interested me.
Weaknesses
1. Brand Reputation: Even with a solid local following Liquid State Designs will have zero
to limited standing outside of its original hometown market. Through word of mouth and
marketing growth is possible.

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2. Marketing Budget: Unfortunately, marketing expansion and money both rely on one
another. Raising the budget to market more costs money that Liquid State Designs does
not have, and may not earn without more marketing.
3. Time: Liquid State Designs owner Mr. Federer always has his hands in more than one
project, sometimes multiple ventures consume his time at once. This has proven
concentrating on one specific job at a time difficult.
Opportunities
1. Virtually untapped market: Glass blowing has been a desirable craft since 16th century
B.C. and has kept popularity ever since. But today new techniques such as flame
working, use of oxides and sulfides, along with other innovative methods are making this
ancient means of crafting into a major monument in art.
2. Improve local community: In a seasonal tourist town like Ocean City local business
owners hold a high level of respect. In the warm months to come people flock to our
beaches to live the way we do year round for a week of fun in the sun. Having free time
and money to spend, visitors weave in and out of local shops in search of that special
trinket to take home with them in remembrance.
Threats
1. Being low-balled: This forum of creativity is easily faked and to be passed off with
cheaply molded products retailed at ridiculously high prices, creating a major profit
margin. Liquid State Designs does not believe in doing business so poorly. Mass
produced pieced blown my machines have no personal touch and are often easily broken
or clogged. An exceptional piece can often be overlooked by and unexperienced buyer.
2. Legality: Tobacco pipes are legal in every state on the contrary, drug paraphernalia is
illegal in every state. Consumers are encouraged to follow the laws enforced in their
state.
3. Traditional acceptance: Health conscious decisions play a major role in todays society.
We collectively are making steps in the right direction to be a healthier country. Having
said that, any company that supports smoking is mildly frowned upon.

STP (Segmentation, Targeting, Positioning) Analysis

Target Segment

Customer Need

Specialty Smokers

Recreational Smokers

Hard core activists

Patronizing shops in
search of the next big
thing
Habitual Smokers buying

Corresponding Features and

Benefits
Specialty pieces
Unique and artfully
crafted
Expensive
Decorations for

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Medical Dependent Smokers

Tourist Browsing

their usual needs

Day to day products that
are easy to use and
convenient
Unique finds that enhance
negative situation
Discovering a piece that
creates happiness
Seeking interesting
trinkets often found in
head shops
Looking to waste time;
must have products need
to stand out and be
irresistible

comfortable home
Everyday clothing
Logo apparel to show
local support
Uplifting easy to use
products

Tapestries
Jewelry
Clothing
Trinkets

Product Review
Liquid State Designs line up of impressive products from the new Peaceful Purchase line offer
the following features:

Assorted pipes, bubblers and sculptural pieces all hand blown using top of the line
Dichroic glass, Pyrex glass, and gold/ silver iridescent accents
Jewelry: neckless pendants, beads, gauges and rings blown from recycled materials not
used in larger pieces
Exquisite wine and martini glass sets to be used on special occasions
Logo printed apparel users can sport to show support available in verity of sizes and color
patterns: t-shirts, hats, stickers, ect.
Colorful decorative designer tapestries from Ungrateful Dead, Happy Melvin, and
PaperBoundLove

Competitive Review
Pricing, quality, and intended use of products in this industry vary on a wide scale. Majority
of products are found through online vessels but any ordinary head shop to extravagant museums
and gallerys will also provide and buying environment. Major players in the game include:

RooR: In the early-to-mid-90s, the artisan Martin Birzle devoted himself to the creation
of glass pipes. With precision and expertise Birzle vows never to manufacture mass
products. His philosophy is to create objects dart with the highest quality and best
functionality; appealing design and individuality in mind. Based in Germany, and offered
all over the world RooR which offer the exceptional possibility to experience an

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individual smoking behavior, to optimize it, and individualize a RooR pipe according to
ones personal taste, the desired intensity, and subjective esthetics according to their site.
Their line up in impressive to say the least with one of a kind distinguished pieces.
SMOKE NUT: Founded in 2005 the Czech Republic company offers a wide range of
products offered exclusively on their website. With quality and affordable prices in mind
the traditional Bohemian hand blown pieces offered by SMOKE NUT are probably
Liquid State Designs biggest competitor. From Chillums to elegant water bongs they
offer it all.
Chihuly: Big name Dale Chihuly was first introduced to glass while studying interior
design at University of Washington in 1965. His dozens of well-known series of works
are featured in more than 200 different museums. His Native American textile inspired
looks are beautiful and appreciated all over the world.

Even with such strong competition at hand, Liquid State Designs hold unique to the
competition in a market where everyone is striving to be different. He is American and
conducts his business here in the United States. Opportunities here run high were the market
overseas in congested with already established companies. In confidence with the proper
building structure Liquid State Designs will have a solid foundation here and plans emerge in
the foreign markets with success and stability.

Sample of Competitive Products

Competitor
RooR

Brand
ROOR FLYING

SMOKE NUT

Mad Scientist

Chihuly

The Jerusalem Cylinders

Collection

Features
This gold plated 18ct gold
aesthetic shape sets itself apart
not only for its flashy
appearance but mainly its
technical features including
different inclines and intakes.
Most pleasantly, it can be
smoked laying down for the
lazy user.
Conversation piece is an
understatement with this water
bong crafted from 2000 ml
experimental laboratory glass
flask. Carb hole located on the
upper left side and a glass on
glass bowl fits into the center
spin glass spiral.
The 1999 featured collection
began when Chihuly fused
different colors of glass

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crystals to cylindrical forms.

Each are hand crafted to
naturally the way a crystal
would grow off of an object.
Some even appear to look like
ice cubes being slushed out of
a glass of water.

PART 3
Financial Projects

Liquid State Designs has an ambitious target to sell 6,000 units of assorted hand blown glass
pieces in the next six months by providing goods to our loyal specialty recreational and medical
dependent smokers, tourist by-passers, and new interested millennials. In this time frame about
6,000 units are expected to be sold. With each unit costing an average of $12.00 and only $4.00
to produce the expected return on the original investment should be around 16%.

A. Marketing Investment

$2,250.00

Total units sold

Price per unit
B. Total revenue

6,000
$12.00
$72,000.00

Cost of goods per unit

C. Total COGS
Gross Profit

$4.00
$24,000.00
$48,000.00

D.
ROI:

16%

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Implementation Plan

Liquid State Designs has vaguely been on the market since 2001 when Federer began his
creations for fun and minor cash profits from friends and family. In June his products will
officially be offered to the market at the start of summer. The following is a general break down
of each month and how Liquid State Designs plans to operate in said time frame:
June: Creating excitement in the market Liquid State Designs spokespersons will do soft
release events featured at parties, concerts, and other inviting conventions. Promotional
giveaways will get his products in the hands of local independent distributers, shop
owners, and most importantly hopeful future customers. The brands Web site will host
promotional codes to influence buying habits at the featured events as well as their times/
location. Frenzy will ensue and clientele will demand more.
July: On the launch date high expectations will be met. Liquid State Designs products
speak for themselves and everyone else will be too. This must have line of hand blown
glass products will be in the hands of enthusiastic habitual buyers, collectors, and even
used-to-be window shoppers.
August: At the peak of the heated months buying and selling will be in full swing. At this
marker point Liquid State Designs crafters, employees and representatives will be
comfortable with their responsibilities and business shall run smoothly and efficiently.
September: The summer tourist season is ending and the probability of profitability is
slowing. At this time Liquid State Designs will take advantage of spare time to restock
inventory, make any necessary adjustments to the business plan (prices, productions, ect.)
and prepare for the holiday season influx.
October: Last minute unfinished business realized in September will be completed and
tied up.
November: This is the time to buy. Any unsold products congesting inventory space will
be liberated for a discounted price. Promotions for the upcoming holiday and featured
Black Friday shopping such as free shipping, discounts, and buy-one-get-ones will be
released at this time.
December: Finally with the arrival of present purchasing season Liquid State Designs
will be rushed with new orders to be shipped out for the holidays. Finishing off a year of
hard work and impending success.

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Evaluation Metrics and Control

Customer perception is everything to a company; a good way for small businesses to gather this
information is to have an available vessel for buyers to express their concerns as well as their
praises. Facebook is the biggest communication attraction for buyers and sellers. By having a
Liquid State Designs page available to the public, a frame- up of new products and promotional
conventions (location/ times) will be easily accessible. Using the data feedback from our users
LSD will be able to strategize which business methods work and which need to be revised. By
utilizing a balanced scorecard/strategy map the cause/effect of our efforts will be easily tracked
and comparable with the relationship between the marketing plans elements and factual
numbers.
H. James Harrington was once stated, Measurement is the first step that leads to control and,
eventually, to improvement. With an easily trackable inventory Liquid State Designs will be
able to compared numbers with ease and ensure that they are accurate. With the implementation
of monthly scorekeeping annual evaluation will be made easier as well as more precise.

Reference Page
N/A. (2012) Hand Blown Glass History. Retrieved from http://www.handblownglass.com/Hand-Blown-GlassHistoryhttp:/
N/A (2015) Industry Market Research. Retrieved from http://www.ibisworld.com/industry/default.aspx?indid=545
Birzle, M. (2015) RooR- Pure Smoke Kulture. Retrieved from http://us.roor.com/
Lennon, J. (2015) Chihuly Garden and Glass. Retrieved from http://www.chihuly.com/

Weed, J. (2015, March 11). Introducing A Blog About The Legal Marijuana Industry. [Web log post]. Retrieved
October 5, 2015 from http://www.forbes.com/sites/julieweed/2015/03/11/introducing-a-blog-about-thelegal-marijuana-industry-which-is-on-fire/

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