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JATALO
YASMIN EL-HAGYESENIA CASTILLOJAMIE DANMAI
MARSHALL MARTINDAVID (CHUL) CHOJOHN DAVID BUDISELIC
Jatalo
• Product: unique backpacks, keychains, as well as bracelets .
• Current Stanford student, Aditya Viswanathan, founded Jatalo in December of 2010. He created it to encourage low income children to pursue an education.
• • The goal: to spread awareness of poverty stricken areas by bridging supporters with
the children impacted.
• Jatalo currently helps children in Mexico, Haiti, Tanzania, Thailand, and India. •
• When a Backpack is purchased, a donation of one year’s worth of textbooks is given to a child in need.
• • The long term goal is to cut the poverty cycle and give deserving youth the chance to
be educated.•
Whenever you carry a Jatalo Backpack, you also carry the future of a child in need
Secondary Market Research
• 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 ResearchAmericans want companies to provide the
opportunity to:
Market Research
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
"Purpose is no longer optional; it's critical"
Primary Market Research: Consumer Behavior
Decision Making
Total Set Awareness Set Consideration Set Choice Set Decision
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
PERCEPTUAL MAPAffordability & Quality
Low Quality High Quality
Expensive
Cheap
Jatalo
Camelbak
Jatalo
Vera Bradley
Ralph Lauren
The North Face
Nike
Eddie Bauer
Jansport
Samsonite
Lands’ End
Disney
JWorldCalpack
Skullcandy
East Port
Esperos
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 Durability Size Total
Jatalo .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
• Consumer needs:o Convenience in purchasing o Online ordering and payment availabilityo Free shipping
• Key issues:o Affordability
Discounts, specifically in January and August o Philanthropic Enhancing of Education
Donations upon purchase
1 2
3 4
SWOT Analysis
1. Capitalizing on the shift to a cause related brand
2. Opening a retail store for Jatalo3. Product expansion into key chains4. Marketing to a younger
demographics
1. Competitor produces a fashionably superior product
2. Global recession3. Higher cost of production4. Governments in third world
countries start strictly regulating external educational assistance
High LowProbability of Occurrence
Hig
hLo
wSe
rious
ness
1 2
3 4
Success ProbabilityHigh Low
Attra
ctive
ness H
igh
Low
• 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 +
Segmentation and Targeting
Place
College campuses:• University of Texas at Dallas
• Southern Methodist University
• University of North Texas
• University of Texas at Arlington
• Texas Christian University
Positioning
• Fashionableo Unique o 5 exclusive patterns
• Altruistic o One bag allows for a year's worth of books for a
child in need
• Inspirationalo Crossing cultural boundaries
Market Strategy
Market Penetration:
• Creating awareness
• Selling Jatalo backpacks on more campusesProduct 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
• 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
PromotionFacebook Page: free
o Like & share to enter giveaway contest
o EngagementPaid ADs
o CPC: $1.25o Budget: $5000o Daily Budget: $100 per day
Twitter: Promotion and ContestTwitter:
• 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.
Apartment & Campus Flyer
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)
• 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
• Poll sample undersizedo Gender biased
• Coverage erroro not limited to 16-25 age range
• Non-response erroro 4% of survey questions were skipped
Sources• 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-support-causes.html
• http://www.4-traders.com/AOL-INC-5774637/news/AOL-Inc-AOL-Impact-and-Cause-Marketing-Forum-Announce-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_Marketer_Should_Know.htm
• https://twitter.com/jataloinc
• https://www.facebook.com/jatalo?fref=ts