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Crispa Tees used to be a popular brand back in the day. But because of the high competition in the garments industry, the brand died down. I, along with some of my groupmates, reinvented Crispa Tees, as you will see in this presentation. But this powerpoint presentation is made by yours truly. Enjoy!
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YouR
Shirt Sucks!
Types of shirts
mothers use and buy
CRISPA TEES
popular, low-cost brand in the past
CRISPA TEES
COMPETITORS
CRISPA TEES!
WE WILL REVIVE …WITH A TWIST!
DURABLE TEES WITH ADD-ONS KIDDIE TEES BY CRISPA
3
that’s our logo!
men & women in general
In the past:
AGES 4-12 YEARS OLD
CONVENIENCE
CONVENIENCE
AND STRATIFIED RANDOM SAMPLING
100 middle class mothers with children who fall
within that range.
brand 1 awareness data
B R A N D S
% Base with this Awareness
FM OM Aided Total
Hanford 43 37 20 100
Bench In-betweeners 18 38 33 89
Puritan Jr. 5 23 46 74
Others 34 2 0 36
$%@!&#@!
Share Indicators
Hanford Bench In-
betweeners Puritan Jr. Others
% share of mind 43 18 5 34
% share of market 37 23 1 39
2. magazine
3. others
4. Watching tv
5. celebrities
1. BILLBOARDS
HANFORD Bench
Most commercialized
100%
Buy plain shirts for their kids
product 2usage data
“We want cotton,
shirts” round neck mothers and
children say:
Packs of 3
55% individually
43% More than 3
2%
less than a year
a year or more
Can be used for many occasions
...but mostly for:
S C h o o l
Everyone in
Can use Your household
plain shirts
even your
parents!
I’ve Tried ‘em!
I’ve Tried ‘EM!
LAST BOUGHT:
Other brands 39% hanford 37%
Bench 23% Puritan 1%
I’ve Tried ‘EM!
Other brands 48% hanford 29%
Bench 23% Puritan 0%
And before that...
I’ve Tried ‘EM!
Hanford 40% Other brands 33%
Bench 25% Puritan 2%
Bought most
often:
B r a n d Total
Aware Total Ever
Tried Conversion
rate
Total Patronize in
past 6 months
Retention Rate
Hanford 82 60 73% 37 61%
Bench in-betweeners 69 41 49% 23 56%
Puritan Jr. 60 13 21% 1 7%
Analyzing Competitive Performance Ratios: Reach, Conversion, Retention, and Placement
T a r g e t M a r k e t
R e s p o n s e s Hanford
Bench in-betweeners Puritan Jr.
% of total who are aware of this brand 82% 69% 60%
% of total who have tried this brand 60% 41% 49%
% of total who stayed with this brand 61% 56% 7%
% of seekers of the brand who found the brand in the store they went to
100% 100% 100%
Brands Previously Used vs
Brands Currently Used
B r a n d s Previously using Currently using
Hanford 29 37
Bench in-betweeners 23 23
Puritan Jr. 0 1
Computed Relative Share of Market (RSOM’s)
B r a n d s Previous RSOM Currently RSOM
Hanford 1.3 1.6
Bench in-betweeners 0.79 0.62
Puritan Jr. 0 0.02
purchase 3data
Department Store
BOUTIQUES
After a year 43%
8-9 months
8% 2-4
months 16%
5-7 months
33%
Types of shirts they last bought
Majority said round neck shirts
Shirt size
small
medium
larger sizes
Price paid
Other purchases when buying plain tees
No brand in mind when
buying plain tees?!
I spy with my little eye
Postpone buying Buy whatever is available Brand in mind not available
87% 13%
attitude 4data
cha
s c
1. Comfortable 2. Durability 3. Quality of fabric
40% 30%
21%
we ars
ouBOO!
KID: APPROVE!
PARENT: APPROVE!
product 5image data
!"#$
!%#$
!"#$
!&#$'#$
!(#$
!(#$
!(#$
!(#$ Durable
Thick
Comfortable
Affordable
Branded
Absrobs sweat
Dri Fit
Absorbs Odour
Strechable
Value for the qualities
Value for the qualities
!
34 Dura Comfy Thick Affordable Branded Absrobs sweat
Dri
Fit Absorbs Odour Strechable
3.94 3.96 3.53 3.74 2.13 2.95 2.89 2.98 2.81
Bench in-betweeners
!!"#
!$"#
!%"#
!&"#!$"#
!%"#
!%"#
!%"#
!!"# Durable
Comfortable
Thick
Affordable
Branded
Absorbs sweat
Dri Fit
Absorbs Odour
Strechable
hanford
!"#$
!"#$
!!#$
!!#$!%#$
!&#$
!&#$
!&#$
!&#$ Durable
Comfortable
Thick
Affordable
Branded
Absorbs sweat
Dri Fit
Absorbs Odour
Strechable
puritan jr.
!"#$
!"#$
!!#$
!"#$!%#$
!%#$
!%#$
!%#$
!%#$ Durable
Thick
Comfortable
Affordable
Branded
Absorbs sweat
Dri Fit
Absorbs Odour
Strechable
Bench in-betweeners Hanford puritan jr. !
35 Dura Comfy Thick Affordable Branded Absrobs sweat
Dri
Fit Absorbs Odour Strechable
B 3.42 3.98 3.13 3.71 3.9 3.09 3 2.98 3.27
H 4.41 4.31 3.91 3.84 3.97 3.6 3.44 3.51 3.38
P 4.12 4.12 3.77 4.22 3.32 3.29 3.29 3.29 3.22
kiddie 6tees
Need of change of clothes
5-15 plain tees
MUCH CLOTHES
Constant change =
I don’t care what I wear!
They let their kids choose
what they wear
“my shirt is durable̶even
if I get bullied”
This is not durable!
Willing to repeat clothes
at me!
Look
Department store
ADD-ONS embroidery
printing
mosquito patches
THANK YOU!
• flickr.com/photos/balakov/3317358958/in/set-72157617248349427 • flickr.com/photos/balakov/3804759012/in/set-72157605585333576 • flickr.com/photos/balakov/3775690019/in/set-72157605585333576 • flickr.com/photos/balakov/4266155101/in/set-72157603412185394 • flickr.com/photos/balakov/3622145096/in/set-72157594352657197 • flickr.com/photos/balakov/4487356456/in/set-72157603412185394 • flickr.com/photos/balakov/3119272192/in/set-72157602602191858 • flickr.com/photos/balakov/2226348945/in/set-72157594352657197 • flickr.com/photos/eti-eti/2321365954/sizes/o/in/photostream/ • flickr.com/photos/akc77/533013526/ • flickr.com/photos/weekforchildren/3619515876/ • flickr.com/photos/brianbarrera/5255791382/ • flickr.com/photos/maechevrette/4147914318/ • flickr.com/photos/number11/1485456722/ • flickr.com/photos/lazurite/4165740892/ • flickr.com/photos/dgw1976/6061376837/ • nutrition.efficientqa.com/Images/shoppingcart.jpg • flickr.com/photos/brands0220/5253299938/ • flickr.com/photos/aidanshart/2437617338/ • flickr.com/photos/ubermummy/4475266899/ • flickr.com/photos/mahalways/4087472887/
CREDITS: * photos: