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Krochet Kids International
Maggie DohertyColleen DuBois
Molly HinesSam MurrayKaari Purstell
Agenda
• Introduction
• Social and Environmental Benefits
• Company and Competitor
• Porter’s Five Forces
• Marketing Strategy
What is Krochet Kids?
• Industry overviewhttp://www.youtube.com/watch?v=7Py3Fog8KB4
Environmental Analysis
• Economic Forces– Unemployment Rate– Inflation Rate of Clothing
• Social Forces– Empowerment– Education
Environmental Analysis Continued
• Competitive Forces– Burton– Volcom
• Technological Forces– Personal Technology Devices
• Regulatory Forces– Low Regulation
Porter’s Five Forces
• Degree of Rivalry is LOW• Threat of Entry is HIGH• Threat of Substitutes is LOW• Supplier power is LOW• Buyer power is HIGH
Competitor Analysis
• Competitor analysis– Amazon and Volcom– Online Market– Price of Goods– Well known vs. New Companies
Company Analysis
• Company analysis– Mission and Values– Unique company and products– Humanitarian– Brand Awareness is low
SWOT Analysis
• Strengths• Weaknesses• Opportunities • Threats
Key Issues Statement
• Product Expansion• Charitable• Unique
Marketing Goals
• Increase Brand Awareness– Increase Advertising spending by 15%– Sponsor a pro snowboarder
Marketing Goals Continued
• Continue Expanding – Expand into other countries– Expand into Ethiopia in one year
• Expand product availability– Expand to larger retailers• Zoomies, Urban Outfitters, and Anthropologie
Marketing Strategy
• Target Audience– Those who are active adults in their 20’s– Those who believe in social responsibility– Those with busy lifestyles that shop online
Marketing Strategy Continued
• Expand target audience– People of all ages willing to make a difference
Marketing Strategy Continued
• Vantage point over other competitors– Unique mission and vision– Non-profit producer– Emotional satisfaction
Marketing Strategy - Logo
Universally use the Love Africa logo•More emphasis on the humanitarian aspect•More appealing to wider range of consumers
Marketing Strategy - Message
Advertise the cause and the humanitarian aspect rather than the actual products
Advertising should include workers or reference the cause
Distribution – Expand to Stores
• 80% of responders said they most often make purchases in stores
• 43.1% said they shop online less than once a month
Distribution – Stores Ideas
• Put KK products in Anthropologie, Urban Outfitters, and Zumiez
• These stores target the hip, young, and urban demographic
Advertising – Online
• Most young people see advertisements online• Online advertising is cheaper than tv or magazine
Conclusion
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