Honkey©:
Marketing Strategy and Product Development in Response to COVID-19

Targets:

Improve Verso Handcrafts business and market presence
Increase Verso Handcrafts brand awareness and demonstrate its ethical values
Identify a need during a global emergency and address it with an innovative product

Product Description:

Honkey is a non-touch door opener and button activator that keeps hands clean and avoids any potential contamination from germs and the COVID-19 virus. It is made of epoxy resin and assists people during their daily commute by helping them to open doors, enter numbers at ATMs, pressing crosswalk and elevators buttons.

My inspiration for Honkey actually came from the Canadian goose. Why? Because a goose goes

wherever it wants to go and so should Canadians. Additionally, the product is intended mostly for the Canadian market.

*Patents for this product are in progress 03-2020, copyright Infringements will be issued.

Target Market:

Residents of Vancouver and British Columbia, between 18 to 35 years old. Currently employed, with an average income between $20 to $25 per hour. These people have an active lifestyle, are very conscious about their health, and are invested in avoiding COVID-19. They are directly aware of the effects of the pandemic in the community and are willing to support local businesses.

woman-in-face-mask-using-smartphone-3987

Unique Selling Points:

100% non-touch: the main problem with similar products is that the "hook" is not covered by anything. Honkey folds back into the handle without touching the hook, preventing contamination of other objects such as keys, bags, and other items.
It is created by Canadians, for Canadians.
Portable and visually appealing.

Value Provided:

Safety and protection from posible COVID-19 contamination.
Lift Canadian spirits during difficult times.

Promotion:

Honkey was sold on Facebook marketplace, with extra attention towards it being promoted for Canada Day, with the idea of lifting the Canadian spirit with practicality and humour. Advertising was not necessary for two reasons: one the limited production and second, the product itself was interesting enough to generate positive comments which boosted Facebook's algorithm. The ultimate goal of this campaign was to build Verso Handcrafts's brand.

Promotional Tagline: "A goose goes where it wants to go and so should you. Go there with Honkey."

Key factors:

Limited-edition and co-branded by Verso Handcrafts
Most of the sales were done the week before and during Canada Day 2020

Pricing Strategy:

$11, plus shipping

Many factors were taken into consideration for the price such as costs, competition, objectives, product life-cycle, marketing mix, targeting, and positioning. Furthermore, to build trust among the customers and support the community, 5% of profits from this product will be donated to the fight against COVID-19. The pricing strategy is introductory in order to manage current supply, which is limited.

Contact me