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Situational Analysis Christine Ryan, Catherine Tucci, Vicky Mulé, Brittany Carmona
Executive Summary Marist Brand Mission Statement:
“Our mission is to create an exclusive collegiate brand that combines current trends with the culture of Marist College, while utilizing the talents of the Marist Fashion Program.”
● Overall brand positioning campaign (Brand awareness)
Company Information:
● Sold? Director? Founded? Inspiration? ● Special emphasis on Hudson River Valley/Contemporary Trends
○ Marist Archives: travels of Lowell Thomas, Greystone, rowing
Executive SummaryGrowth of the Marist Brand Marist Brand successes include:● $65,000 revenue last year● Particularly successful piece: Marist Alex and Ani bracelet (897 units sold)
Products/Services● Clothing not limited to athletic wear, private-label brand● Men, women and children’s/infant clothing● Accessories: jewelry, cufflinks, dorm accessories
Future plans● e-commerce site, on-campus store location, Marist Brand social media accounts
SWOT AnalysisStrengths
● Developed and cultivated by students● Brand reflects history of the Hudson Valley● More stylish than competition● Superior materials/fabrics● Clearly identified target markets● Products are purchased on campus (convenient
for students & faculty/administrators)
Weaknesses
● More expensive than competition● Lacking an ecommerce site● Lacking social media presence● Men’s clothing isn’t considered “manly”● Struggling to create brand concept● Unsure of target markets’ perceptions of the brand
Opportunities
● Giving information about products outside of store hours: ecommerce site
● Creating a catalog of products to distribute to target markets
● Establishing a social media presence● Legally trademarking the Marist Brand name
Threats
● Marist Bookstore & GoRedFoxes.com sell Marist apparel and accessories with Marist logo
● Expensive:The brand does not leverage discounts/coupons while competition does
● Lower quality brands with better price points ○ Customers might disregard price/value
relationship
Competition ● Marist Bookstore● GoRedFoxes.com● Maristgear.com ● Fox Head● Any brand with the Marist “look”
Millennials (Students)What defines a Millennial? ● Prizm group: Young Influentials: Midscale Middle Age w/o Kids
Demographics● 18-34 years old ● Educated; 54% of generation has at least some college education ● Students, recently graduated/looking for jobs, just starting their careers or young parents ● Likely to live with a parent, partner or roommate
Psychographics (Lifestyle, Behavior & Attitudes)● “Millennials don’t simply use gadgets - they’ve fused their social lives into them”
○ 3//4 of Millennials have social networking accounts ● Respond to engagement between brand and consumer● Family is important - they get along with their parents and value good parenting● Adventurous
Gen-X (Faculty & Administrators)
What defines a Gen-Xer?
● Prizm group: New Homesteaders: Upper Mid Younger w/ Kids
Demographics
● 35-50 years old○ Born between 1965-1981
● Likely married and raising children
Psychographics (Lifestyle, Behavior & Attitudes)
● Value family and children● Value independence● 80% of Gen Xers are online
○ Online shopping ○ Digital video streaming (78.7% download/stream video once per month)
Baby Boomers (Alumni)What defines a Baby Boomer?● Prizm group: New Empty Nests: Upper Mid Mature w/o Kids
Demographics
● Ages 51-69● Largest generation● College educated
○ 69% of those retired, work again
Psychographics (Lifestyle, Behavior & Attitudes)
● Tech-savvy● After retirement: Active lifestyle and home improvement● Have and spend money● While only 3-5% of marketing targets boomers…
○ Brand/ad friendly○ Easily reached
Primary Research Questions
● What are the attitudes, behaviors and perceptions of the three target markets?
○ Shopping habits and perception of Marist Brand
● Is there a disparity between male and female students’ perceptions of the brand? What
are the differences?
● Which products are the most popular among each of the three consumer groups? What
kind of new products will appeal to each segment ?
● Would it be beneficial to incorporate more of the student body in branding efforts?
Example: utilizing marketing and/or graphic design students
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