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