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

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