JATALO
YASMIN EL-HAG
YESENIA CASTILLO
JAMIE DANMAI
MARSHALL MARTIN
DAVID (CHUL) CHO
JOHN DAVID BUDISELIC
Jatalo
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Product: unique backpacks, keychains, as well as bracelets .
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Current Stanford student, Aditya Viswanathan, founded Jatalo in December of 2010.
He created it to encourage low income children to pursue an education.
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• The goal: to spread awareness of poverty stricken areas by bridging supporters with
the children impacted.
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Jatalo currently helps children in Mexico, Haiti, Tanzania, Thailand, and India.
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• When a Backpack is purchased, a donation of one year’s worth of textbooks is given to
a child in need.
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• The long term goal is to cut the poverty cycle and give deserving youth the chance to
be educated.
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Whenever you carry a Jatalo Backpack, you also carry the future of a child in need
Secondary Market Research
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Cause Marketing is now the norm in this new era of social
responsibility
47% of consumers have bought a brand at least monthly that
supports a cause
39% increase in “would recommend” cause-related brands
34% increase in “would promote” cause-related brands
9% increase in “would switch” brands if a similar brand
supported a good cause
Market Research
Americans want companies to provide the
opportunity to:
Market Research
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Secondary Market Research
95% of students say they are less likely to ignore an ad that
promotes a brand's partnership with a cause
86% of consumers believe that companies need to place at
least equal weight on society's interests as they do on
business' interests
93% of consumers want to know what companies are doing
to make the world a better place
87% of consumers say they would switch to another brand
that was associated with a good cause
*Conclusion: If your business or brand doesn't stand for a cause,
consumers may turn to your competitors
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"Purpose is no longer optional; it's critical"
Primary Market Research: Consumer Behavior
Decision Making
Total Set
Awareness Set
Consideration Set
Choice Set
Jansport
Jansport
Jansport
Jansport
Eastpak
Eastpak
Vera Bradley
The North Face
Vera Bradley
Calpack
SwissGear
Vera Bradley
Nike
SwissGear
The North Face
The North
Face
Vans
Vans
Jatalo
The North Face
Calpack
Camelback
Vans
Nike
SwissGear
Vera Bradley
Camelback
JWorld
Decision
?
PERCEPTUAL MAP
Affordability & Quality
Expensive
Eddie Bauer
Vera Bradley
Ralph Lauren
Esperos
Nike
The North
Face
Camelbak
Jatalo
Jatalo
Low Quality
High Quality
Skullcandy
Lands’ End
Samsonite
JWorld
Calpack
Jansport
Disney
East Port
Cheap
Competition
Brand
Price
Target
Market
Key Attributes
Category
Jansport
$30-$100
11-20
Affordable/Variety
Everyday Backpack
The North Face
$30-$180
15-30
Durability/Comfort
Sportswear
Vera Bradley
$66-$109
14-21
Style/Exclusive
Fashion (Females Only)
Esperos
$60-$70
16-25
Style
Cause Motivated
Jatalo
$59.99
16-25
Authentic Style
Fashion/Cause Motivated
Primary Market Research: Consumer Behavior
Evaluation of Alternatives
Brand
Fashion
Price
Comfort
Jatalo
Durability
Size
Total
.4(8)
.2(7)
.15(7)
.15(6)
.1(5)
7.06
Esperos
.4(4)
.2(6)
.15(6)
.15(6)
.1(5)
5.1
Jansport
.4(6)
.2(9)
.15(8)
.15(9)
.1(9)
7.65
The North Face
.4(6)
.2(6)
.15(8)
.15(8)
.1(9)
6.9
Vera Bradley
.4(9)
.2(5)
.15(8)
.15(6)
.1(4)
7.1
Consumer Needs and key issues
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Consumer needs:
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Convenience in purchasing
Online ordering and payment availability
Free shipping
Key issues:
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Affordability
 Discounts, specifically in January and August
Philanthropic Enhancing of Education
 Donations upon purchase
Attractivenes
s Low
High
Success Probability
Low
High
1
2
3
4
SWOT Analysis
1. Capitalizing on the shift to a cause
related brand
2. Opening a retail store for Jatalo
3. Product expansion into key chains
4. Marketing to a younger
demographics
Seriousness
Low
High
Probability of Occurrence
Low
High
1
2
3
4
1. Competitor produces a fashionably
superior product
2. Global recession
3. Higher cost of production
4. Governments in third world
countries start strictly regulating
external educational assistance
Segmentation and Targeting
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Dallas Fort Worth Metroplex
College & High school students
Age range: 16-25
Need a fashionable backpack
Want to support a good cause
Believe education is a necessity
May have a history of donations and community service
Have an average annual income $20,000 +
Place
College campuses:
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University of Texas at Dallas
Southern Methodist University
University of North Texas
University of Texas at Arlington
Texas Christian University
Positioning
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Fashionable
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Altruistic
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Unique
5 exclusive patterns
One bag allows for a year's worth of books for a
child in need
Inspirational
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Crossing cultural boundaries
Market Strategy
Market Penetration:
• Creating awareness
• Selling Jatalo backpacks on more campuses
Product Development:
• Introduce keychains that will boost
awareness with the current product line
*receive a postcard about who/what school was
helped with your purchase.
Budget
Service
Cost
Twitter Giveaway
$ 1,600.00
Facebook Giveaway
$ 1,600.00
Facebook Page
FREE
Twitter Page
FREE
Facebook Ad
$ 5,000.00
Celebrity Tweet
$ 7,800.00
Campus Newspaper
$ 15,000.00
Campus Promotion
$ 15,000.00
Apartment Fliers
$ 4,000.00
Total Budget
$ 50,000.00
Promotion
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Falling continuous timing pattern: start of
each semester.
"Back to School" season for backpacks
Starts in August and decreases through the
semester
College Newspaper
UTD MERCURY NEWSPAPER:
-$400 for 5,000 inserts
-$312.50 per 1/4 ad on front page with color
SMU CAMPUS DAILY
- $290.85 per 1/4 ad(+) $360 per ad for color
UNT DAILY
- $720 for 9000 inserts
-$102 per 1/4 ad
UTA THE SHORTHORN
-$770 for 11,000 inserts
TCU THE SKIFF
-$750 for 10,000 inserts
Campus Newspaper Insert/Ad
Promotion
Facebook Page: free
o Like & share to enter giveaway
contest
o Engagement
Paid ADs
o CPC: $1.25
o Budget: $5000
o Daily Budget: $100 per day
Twitter: Promotion and Contest
Twitter:
Find 1% & hire as "celebrity tweeter"
-Ashley Benson-stars on Pretty Little Liar's TV show
($3,900/tweet) @ashbenzo
#jatalohope
Contests
-Tweet @jatalo in 140 characters
why #education is important!
-Open contest entry, one bag will
be given away a month for a year.
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Apartment & Campus Flyer
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On-campus Promotion: Kiosk
Set up booths and host "Jatalo Jeopardy"
game show where students can participate in
and compete to win a free backpack of their
choice. Giveaway one backpack every other
week per campus.
Booth on campus every week from June
through September.
Refreshments, pamphlets, and 40 bracelets
and 40 keychains per campus giveaway.
Host a raffle to give away a backpack in order
to draw more people to the kiosk
Success Metrics (Milestones)
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Increase in product awareness & web traffic
by 300%
Reach 1,000+ students at each University in
the DFW Metroplex within the first year
Increase in sales by 20% within the first year
Possible Errors
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Poll sample undersized
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Coverage error
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Gender biased
not limited to 16-25 age range
Non-response error
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4% of survey questions were skipped
Sources
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TWITTER
https://app.sponsoredtweets.com/tweeters
campus newspaper
(smu) http://www.smudailycampus.com/advertising/online-media-kit/campus-rates
(utd) http://www.utdmercury.com/app/AdRatesSpring2012-OFF3711.pdf
(unt) http://www.ntdaily.com/
(uta) http://www.theshorthorn.com/site/advertise.html
http://issuu.com/utashorthorn/docs/shorthorn_ratecard-1213?mode=window&backgroundColor=%23222 222
(tcu) http://advertising.tcu360.com/sizes/
http://www.huffingtonpost.com/2011/07/16/cause-marketing-carole-cone_n_900455.html
http://www.researchandmarkets.com/reportinfo.asp?report_id=558813&t=e
http://www.bu.edu/today/2012/what-every-student-should-know-about-backpacks/
http://www.forbes.com/sites/theyec/2012/07/16/5-characteristics-of-a-successful-cause-marketing-campaign/
http://www.frogloop.com/care2blog/2010/9/28/ninety-percent-of-consumers-want-companies-to-supportcauses.html
http://www.4-traders.com/AOL-INC-5774637/news/AOL-Inc-AOL-Impact-and-Cause-Marketing-ForumAnnounce-Winner-of-Share-Your-Cause-Contest-2012-14353498/
http://www.entrepreneur.com/article/197820
http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Mark
eter_Should_Know.htm
https://twitter.com/jataloinc
https://www.facebook.com/jatalo?fref=ts