Krochet Kids International
Maggie Doherty
Colleen DuBois
Molly Hines
Sam Murray
Kaari Purstell
Agenda
• Introduction
• Social and Environmental Benefits
• Company and Competitor
• Porter’s Five Forces
• Marketing Strategy
What is Krochet Kids?
• Industry overview
http://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