Parker & Pine Case

  • Published on
    08-Apr-2017

  • View
    137

  • Download
    2

Embed Size (px)

Transcript

  • PARKER & PINECASESTUDY

    KATHERINEMAJERICKBRANDONBERRIGAN

    MATTDEGUIRE

  • P U R P O S E

    Toprovidefashionableclothingoptionsforplus-sizemen.

  • H I S T O R Y

    FoundedbyIrfanHajee&LeoParkin2013BothWesternUniversitygraduates,withdegreesinbusinessmanagement&financeFocusonplus-sizeclothing&fashionableformen-nichemarketFinancedthroughprizemoney,governmentgrants&personalsavingsHavebeenusingzero-costadvertisingmethods

  • K E Y I S S U E S

    SETTING PRICES PROMOTIONAL STRATEGY

    Competitor'spricingWillingnesstopayParker&Pine'scosts

    Cost-effectivestrategyEfficientstrategySmallbudget

  • NichemarketFocusonqualityProductmadetofitcomfortablyLowcostadvertisingNorentcostforstore

    HighercostsinmaterialsUnknownbrandBudget

    I N T E R N A L A N A L Y S I S

  • E X T E R N A L A N A L Y S I S

    PercapitaexpenditureonapparelexpectedtoincreaseUSapparele-commercerevenueaccountedfor38$billionoftotalsalesin2012;expectedtoreach86$billionby2018

    28%ofAmericansneverusedtheinternetBig&establishedbrandstocompetewith

  • C O M P E T I T I O N

    POLO TOMMY HILFIGER OLD NAVY

    CUSTOM TAILORS

  • C U R R E N T T A R G E T M A R K E T

    Male

    Fashion-concious

    Plussize

    Middletoupperclass

  • M A R K E T P O T E N T I A L

    NorthAmerica

    Plus-size

    Male

  • P O T E N T I A L T A R G E T M A R K E T S

    Plus-sizeWomen TeenPlus-size

    Life-styleproducts

  • P R I C I N G S T R A T E G Y30$ A PAIR

    Remaincompetitivewithbigbrandsbyhavingaslightlylowerprice

    Pricenottoolow;still

    consideredaquality

    product

    Wantedtochargeminimum

    25$becausematerialscostmoreforplus-

    size

    Wouldbewillingtopaymoreforcomfort&quality

  • M U L T I - C H A N N E L P R O M O T I O N A L S T R A T E G I E SFashionconventionproductdemonstration

    Samplesinaplus-sizestore-First50people

    Promotiononwebsite

    AdWords

    SocialMedia

    DirectMarketing

  • F A S H I O N C O N V E N T I O N

    BOOTH SAMPLES LIVE STREAM

  • P L U S S I Z E S T O R E E V E N T

    SAMPLES

    PROMOTEONFACEBOOK

    EMAILTOSUBSCRIBERS

  • D I R E C T M A R K E T I N G

    EMAILMARKETING

  • W E B S I T E

    Subscriptiontobuildadatabase

    SEOOptimizedwebsite

    Simple&ClearWebsitewithE-

    store

    GoogleAnalytics CustomersReviews

  • S O C I A L M E D I A

    A D W O R D S

  • B U D G E T B R E A K D O W N

    SAMPLES & DEMONSTRATION

    ADWORDS

    WEBSITE

    FB

  • T H A N KY O U