Free Essay

Crayola Marketing Analysis

In: Business and Management

Submitted By mariitaramos
Words 3330
Pages 14
“They’re not crayons, they’re entertainment sticks” *

Crayola has always been a color company. Initially formed as a partnership in 1885 when cousins Edwin Binney and Harold Smith took over Edwin’s father’s pigment business. Binney & Smith incorporated in 1902 and in 1963 the corporation became a publicity-traded company under the symbol BYS. Now, more than 120 years later Crayola has grown and with color, creativity, learning, fun and a lot of new products.

Marketing Analysis

1) Company’s corporate name

The corporate name is “Crayola LLC”. On January 1, 2007, the "Binney & Smith" name was retired and they started using the “Crayola LLC” corporate name, since it was the company's well-known brand. This name and brand is in use in more than 80 countries and had 99% name recognition in U.S. consumer households.

2) Company’s corporate headquarters

Crayola has called Easton, Pennsylvania its home since the early 1900s. Today, the company’s world headquarters and major manufacturing facilities are located there. The location is:

1100 Church Lane Easton, Pennsylvania

They also have manufacturing facilities in:

• Bathlehem, Pennsylvania • Mexico City, Mexico

And International Sales and Marketing Facilities in:

• Canada • Engalnd • Australia • France • Mexico • Italy • Spain

3) Parent company

In 1984, Crayola became a wholly-owned subsidiary of Hallmark Cards and has since played the lead role in Hallmark’s personal development strategies.

4) Subsidiaries

Since Crayola is owned by Hallmark Cards, the subsidiaries listed below are Hallmark’s.

a. Crayola LLC

Founded in 1903 and acquired by Hallmark in 1984. The headquarters are in Easton, PA. Its major products/brands are: Crayola art products, Silly Putty, Portfolio Series art materials, Crayola FACTORY.


b. Crown Center Redevelopment Corp.

Founded in 1968. The headquarters are in Kansas City, MO. Its business is: regional attraction offering a variety of shopping, dining and entertainment options. It is the key player in Kansas City’s meeting and tourism industry and a premier office address for businesses.


c. DaySpring Cards, Inc.

Founded in 1971 and acquired by Hallmark Cards in 1999. The headquarters are in Siloam Springs, ARK. It is a leading supplier of Christian greeting cards and gifts, features non-denominational Christian messages and it is available in most retail stores in the US and in different countries.


d. Hallmark Business Solutions

Established in 2009 and acquired by Hallmark in 1988 (Irresistible Ink) and in 2000 (Halmark Insights). The headquarters are in Minneapolis, MIN. It is a business-to-business division that specializes in helping companies build and grow relationships with employees, customers and prospects.

e. Halls Merchandising, Inc.

Founded in 1913. The headquarters are in Kansas City, MO. It operates two specialty department stores in Kansas City featuring fine men’s and women’s clothing, china, crystal and home accessories, as well as Hallmark products.


f. Litho-Krome Co.

Founded in 1933 and acquired by Hallmark in 1979. The headquarters are in Midland, Ga. It is the leader in high-quality color separation and lithography. Produces limited-edition prints for art publishers and artists and provides the latest printing capabilities in art reproduction, greeting cards and other products.


g. Sunrise Greetings

Founded in 1974 and acquired by Hallmark in 1998. The headquarters are in Bloomington, Ind. It has sophisticated greeting cards for everyday and seasonal sending. The products/brands are: Sunrise Greetings and Weiner Dog.


h. William Arthur

Founded in 1949 and acquired by Hallmark in 1997. The headquarters are in West Kennebunk, Maine. It specializes in distinctive luxury stationery; it’s one of the finest makers of customized luxury wedding invitations, baby announcements and social stationery. It sells Vera Wang and Rita Renning brands.


5) Mission Statement

Crayola belongs to Hallmark, so they're under Hallmark's mission statement, which is:


– That our products and services must enrich people's lives.

– That creativity and quality – in our products, services and all that we do – are essential to our success.

– That innovation in all areas of our business is essential to attaining and sustaining leadership.

– That the people of Hallmark are our company's most valuable resource.

– That distinguished financial performance is imperative to accomplish our broader purpose.

– That our private ownership must be preserved.


– Excellence in all we do.

– High standards of ethics and integrity.

– Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.

These beliefs and values guide our business strategies, our corporate behavior, and our relationships with business partners, suppliers, customers, communities and each other.

Besides these beliefs and values of Hallmark, Crayola LLC has the “Crayola Desired Culture”, which specifies the difference that this company has between the others and their vision. These statements were obtained from Crayola’s webpage:

Obsessed With Consumer Needs

– Be passionate about meeting consumer needs

– Constantly ask: What are the implications for the consumer?

– Take the initiative to learn about our consumers and competitors

– Make decisions based on insights about the consumer

– Proudly represent our brands when talking to others

– Remind each other about the importance of the consumer

Biased For Action

– Be impatient and unsatisfied with the status quo

– Move faster internally than the external world

– Develop and implement impactful solutions

– Exploit ideas and opportunities quickly

– Take ownership and accountability for action and results

– Act, learn, and make changes as needed

Respectful Of People And Ideas

– Respect and value the diversity of people and their ideas

– Trust others - assume positive intent

– Act with honesty and integrity

– Uphold your commitments

– Honestly and constructively tell people how they are doing

– Make the communities in which we work and live better places

Innovative And Risk-Oriented

– Encourage innovation from everyone and in everything we do

– Generate and share creative ideas

– Experiment, experiment, experiment

– Create positive change that allows us to improve

– Take enough chances that you sometimes fail

– Be informed and take intelligent risks

Think And Act Like Winners

– Approach every task with a competitive spirit to win in the marketplace

– Hate to lose

– Deliver exceptional business and financial results to be the marketplace leader

– Look for ways to win, not excuses for failing

– Continually build your skills and capabilities

– Be proud of others' successes

– Have some fun everyday!

Collaborative And Team-Based

– Proactively engage those outside your work area

– Seek the opinions and feedback of others

– Share knowledge to help others succeed

– Communicate, communicate, communicate

– Work with others to achieve business results

– Be inclusive

6) Core competency

Crayola’s core competency is innovative children’s entertainment. This factor is central to the way Crayola works and it provides consumer benefits, it is not easy for competitors to imitate and it can be leveraged widely too many products and markets.

7) Identify major product

Crayola’s major product are the crayons. They began with this product and they are well known for this product. There are over a hundred different types of Crayola crayons, in different varieties including washable crayons, glitter crayons, fragrant crayons and more.

8) Identify target market

There are three target markets for Crayola. Crayola’s main target market is children between 2 and 10 years old. These are the children that still use crayons for fun, children that want to play with colorful and unique toys. Crayola estimates that the average U.S child wears down 730 crayons by age ten. This is the main target market because they are the ones that are going to use the product, but there is another target market that is more important, these children’s parents. They are the ones who are going to buy the products and also the ones who will see the improvements and the convenience of each product of Crayola. A good example of this is the new mess-proof products that are being developed. These products are oriented to attract parents, not children. These parents of children between 2 and 10 are in the middle and lower upper class.

The last target market are schools and educators because crayola has a lot of resources and products available to teach and to make this process more fun an easy. These schools are more private than public and the teachers are in the middle and lower upper class.

Since the company’s products are packed in many languages and are sold worldwide, their target market is not affected by country or language spoken.

9) SWOT analysis

a. Strengths

– Crayola is a recognized and highly trusted brand name and logo, 98% of Americans recognize it. – Kids between 2 and 10 love Crayola products and have a selective demand for it, influencing their parents to purchase them. – Crayola’s brand image is synonymous with quality and high loyalty. – Crayola is a global company and it operates all over the world. – It has a successful distribution system and their products are available everywhere including grocery stores, pharmacies, hotels, theme parks, restaurants, schools, etc. – They sell retail and in bulk to organizational buyers at a lower cost. – Schools in the US and in other countries (UK, Canada, Australia, Mexico) use Crayola art materials for their classes. – Their website is appropriate for children, parents and educators. – They provide free ideas for crafts and projects using Crayola products. – The website is very complete, provides information of the company, it is used for booking, ordering, promoting, marketing, etc. – It has a lot of innovation in products and services based in the needs of the consumer. – It is constantly building new products to expand their market including products that emphasize international diversity to promote the respect between different groups. – Crayola has green products, so they help the environment. – Crayola’s price range is adequate to their core target market. – Their products are priced competitively with the competition but the price also reflects the quality of the brand. – It uses all non-toxic, child-safe materials that are efficient. – They have scented products and easy grip products for sensory and motor skills. – Crayola has licensing deals with children’s characters from Disney and Nickelodeon which increases the appeal to their target market. – Their promotion consist of television, magazine and point of purchase displays. This impacts children and parents to purchase.

b. Weaknesses

– Crayola has a line for the professional market, Portfolio Series and inkTank but, since they are known for having children’s products, they don’t have a large market share with the art professionals. – They are trying to expand their market but they have done it in wrong ways like a line of children’s clothing and bottled water, both were unsuccessful because it wasn’t a natural expansion of the brand. – Sales are sometimes declining due to increased competition and the company began to slip into saturating. – They wanted to build a solar power plant but they have run into problems finding partners to make it a reality. – Crayola ranks behind in sales and market share in their marker product line.

c. Opportunities

– They introduced two innovative lines of products for babies and toddlers which allows them to explore colors before they can use crayons. – They launched a school social media campaign on Twitter and Facebook geared towards moms and features innovative ways to be creative and save money during back to school shopping. – They are developing new innovative products to expand their market and have more children using their products. – They have a department of innovation that develops new products and this will allow the company to increase their sales and the company’s value. – Crayola has a whole line of toys that will increase their profits since crayons are not as popular as they were before, but toys are getting more popular. – They can still grow their market share by promoting their line for professionals.

d. Threats

– Sales of crayons are projected to decrease since the computers and web based learning is increasing. – Hand held art is going to be left behind at a younger age. – The target market can change because children start using other technologies earlier instead of using crayons to entertain. – Parents and schools are spending less on school supplies every year. – Competition is getting stronger, like in the marker market.

10) Discuss the company’s marketing mix in reference to the 4 P’s

a. Product

Crayola is very product oriented; this is because they are always trying to improve their products to make them more attractive and innovative so they keep selling. This company has had a very drastic change in their products, they started with only crayons and now they even have toys, water, keyboards, clothing, etc. They have made all this changes but still they have tried to keep all the products in the same line, since Crayola has been a color company, they develop the new products based on the company’s core.

The product could be categorized as convenience and specialty, the first one because children need some products for school and the second one because other products of Crayola are rare and unique and are more wants than needs.

b. Place

Crayola has a very efficient way of distribution and selling. They are in most grocery stores, pharmacies, gas stations, art stores, theme parks, etc. They have direct and indirect channels of distribution since they sell to final customers but also to retail companies.

Another important point to mention is that Crayola’s headquarters started and continues to be in the same place. Also that they have expanded and now they have different plants where they produce in different countries which makes the distribution easier.

c. Pricing

The products of Crayola are very well priced because they go along with their target market, they are affordable but also they aren’t too low since the price has to reflect the quality of the product. For most people Crayola is synonymous of quality and they have a strong loyalty to the brand, so they can raise their prices and still have the same demand.

The prices are competitive with others in most products but their main goal is to make products that only they can make, and if they do this the competition doesn’t matter and they can set the price they want based only in their costs, image and target market.

Their pricing strategy is based more on customer, compatibility and by making the relationship that quality means high price.

d. Promotion

Crayola’s promotion is based on television commercials, magazines, web advertising and in-store advertising. This is a very strong promotional mix because they have face to face, no face to face and trade sales promotion; the last one refers to encourage stores to buy and sell their product by advertising in the store. They also have public relations since they have a lot of events and activities to promote their products. They reach their target market in every way.

Crayola draws on new ideas

1. What are their market demographics and psychographics?

The main market demographics are: children between 2 and 10 years old, both genders, with a medium to high income, who study mainly in private schools and whose parents have certain level of education (at least college) and want their children to have the same or more education. They are from all over the world and from different nationalities.

The main market psychographics are: children and parents who live in the city, from the upper and middle class. These parents care about their children and are sensitive to advertising, they want their children to have fun while they learn and also they don’t want their toys to be messy.

2. Crayola is in what state of the PLC?

Maturity, because their sales curve is starting to flatten out, the profit was falling but their marketing goals are to maximize the market share and profit. They are trying to diversify the products to attract new customers and extend life cycle. They want to maximize distribution and have a lower price and in promotion they are using mass communications and want to build brand preference.

3. How can we define their move from crayon to toys?

Since Crayola wants to grow they need to reinvent and make innovative and different products. If they sell only crayons their market is limited to the school needs and they don’t sell through the whole year. Crayola is changing its image and with this change they need to be more creative, following always their orientation. This is why they thought about doing toys because children are using crayons less every day because of the computers and technologies so they have to follow their core and reinvent the brand. Now children will think of Crayola not only as a crayon box but as a fun brand of a lot of different products.

4. Does this create a whole new stage of development?

Yes, they are creating a whole different brand image so this leads to a new stage of development. Tthey’re just not focusing on the niche concept of crayons and markers, but viewing their core competence as entertaining children, where art is simply their medium.

5. Why the move from brand Binney&Smith to Crayola?

Crayola was a world-known brand and since they are having an image change, the change in the name is symbolic of an image revamp. Crayola doesn’t want to be a box of crayons or a boring brand anymore; they want to become a fun brand, innovative and differentiated company.

6. Does crayola have brand equity?

Yes, Crayola has a very strong image and this influences customer behavior. This influence enhances the company’s position in the marketplace and attaches to the promise of the brand. As seen in the article “Crayola draws on new ideas” it is evident that people have a high image of Crayola, they think it is expensive, it is a good quality product and it is innovative. This brand equity leads to loyalty, commitment and customer equity from the customers to Crayola brand.

It is necessary, as Crayola did, to have brand equity studies often so that the loyalty and all of the other factors mentioned before doesn’t end, causing loses to the firm.

7. Why do you think Crayola moved from school supplies to toys?

Because if they only sale school supplies they can only earn a higher amount of money during the start of the schools. By having toys and other products they sell all year long.

8. How have their 4 P’s changed?

The product is definitely the P that has changed the most. They have changed from crayons to school supplies to toys and innovative art products for children, educators and parents.

The place has changed also, at first they only had the main headquarter and, after the company grew, they opened more and they are selling now all over the world.

The price has also changed to reach their target market but without losing their brand image, which attaches price to high quality.

Promotion has also changed, now is more oriented to toys, to parents and educators and it is not only school products promotion.

Initially a crayon maker, the company has extended their brand into all kinds of arts and crafts capturing the imagination of kids and grownups. First they had the most obvious extensions but now they are going further into very different product lines. They know their position in the market so they have to make that image stringer and keep making fun, safe, high quality and innovative products.


– Binney & Smith. Retrieved 2010-01-28

– Crayola. Retrieved 2009-06-26.

– Hallmark.

– Electic Blog.

– Marketing teacher.

– About toys.

– LIB.

Similar Documents

Free Essay

Crayola Analysis

...Chris Bennett MKT 303 March 26, 2013 Crayola Analysis Company Profile: 1. Company’s Corporate Name: a. Crayola LLC 2. Company’s Corporate Headquarters: b. 1100 Church Lane Easton, Pennsylvania 18044-0431 3. Parent Company: c. Binney and Smith was acquired by Hallmark Cards Inc in 1984. 4. Subsidiaries: d. Silly Putty e. The Crayola Experience 5. Mission Statement: f. Crayola does not currently have a company mission statement but since they are a subsidiary of Hallmark Card Inc, they could fall under their mission statement which is: “We will be the company that creates a more emotionally connected world by making a genuine difference in every life, every day.” 6. Core Competency: This part was found in Crayola’s Social and Environmental responsibility portion of their website. g. Ensuring the best product safety and quality: i. Crayola wants to provide their customers with a safe and high quality age appropriate product. Since they started in 1903 they strived to make sure all of their products are non-toxic and safe for not only people but the environment as well. They want to earn their customers trust by creating great and safe products. h. Being a good corporate citizen: ii. Crayola’s headquarters, manufacturing facilities and sales offices are located in communities where there employee’s live, so Crayola believes it is important to support and invest in......

Words: 1615 - Pages: 7

Premium Essay

Marketing Analysis

...BUS 3030 Fundamentals of Marketing and Sales May 17, 2011 U10a1 Marketing Analysis The North Face is a retail and manufacturing corporation of equipments and outdoor apparel also improving in casual sportswear and outdoor sports equipment markets. The North Face is one of the lead servers in casual sportswear market, rather than specialty market. The products offered at REI has great variety, one of the product category is fitness clothing product line. Men’s fitness clothing includes shirts, shorts, hats, gloves and mittens, pants, jackets, vest and gaiters. Fortune Magazine has ranked REI number nine in 2011. ("100 best companies," 2011) The North Face is a well-known brand and popular among youth and college students. North Face is The product availability is very less in men’s running clothing it is limited. The current availability in mega sale for men’s running is two socks product, which are of North Face at 35%, which is not enough for to grab customer’s attention at the sale products. They offer outdoor school, which provides beginning to advanced-level classes and outings in many different activities like kayaking, rock climbing, mountain biking, camping skill and mountain biking for families and individuals. REI offer’s about hundred and sixty men’s fitness clothing, which has hundred and twenty running wears also includes hiking and yoga clothing’s pricing, is any where from dollar twenty to two hundred, out of which eleven items are......

Words: 1666 - Pages: 7

Premium Essay

Marketing Analysis CIP Consulting can exceed customer expectations and grow to be a profitable company. Situational Analysis Market Analysis As labor in other countries is significantly cheaper than the United States, many US companies have moved their manufacturing plants overseas. Because these large corporations have facilities stationed all over the world, deficiencies with their internal processes and infrastructures have developed. Where one hardware or system works for one location, it may not necessarily work for another. CIP Consulting works to continuously improve corporations’ internal processes and communications to ensure business will be productive from one location to the next while allowing more flexibility for each location to work under conditions that best suite them as well as the company. CIP Consulting’s target segments include, but are not limited to companies with: • 1 corporate center and 1 to several manufacturing plants • Multiple corporate centers and 1 to several manufacturing plants • Multiple locations within the US, no international facilities • Multiple locations with the US as well as international locations As economic conditions and trends change, companies may continue to transfer their business to different locations. CIP Consulting has the potential to instruct companies on best practices for the smoothest transition. SWOT Analysis Internal Strengths Weaknesses • Knowledge of multi-location processes/systems deficiencies • ......

Words: 1919 - Pages: 8

Premium Essay

Crayola Analysis

...[pic] Crayola LLC 1100 Church Lane Easton, PA 18044-0431 Phone: (610) 253-6271 Fax: (610) 250-5768 Parent Company Crayola became a wholly-owned subsidiary of Hallmark Cards, Inc. in 1984. Subsidiaries Crayola’s subsidiaries include Portfolio Series and Silly Putty. Binney and Smith acquired the rights to Silly Putty in 1977. Mission Statement Crayola does not have a formal mission statement. This is probably due to the fact that they are a subsidiary of Hallmark Cards, Inc. If they were to ever formalize a mission statement it should be the following: “The business we're in: The best quality, safest products for colorful visual expression for enjoyment, learning and work.” Core competency Crayola’s core competencies, taken from the vision section the website, include: Obsessed with Consumer Needs: Be passionate about meeting consumer needs. Constantly ask: What are the implications for the consumer? Take the initiative to learn about our consumers and competitors. Make decisions based on insights about the consumer. Proudly represent our brands when talking to others. Remind each other about the importance of the consumer. Biased for Action: Be impatient and unsatisfied with the status quo. Move faster internally than the external world. Develop and implement impactful solutions. Exploit ideas and opportunities quickly. Take ownership and accountability for action and results. Act, learn, and make changes as......

Words: 1516 - Pages: 7

Premium Essay

Marketing Analysis for Crayola Llc

...Marketing Analysis: Crayola LLC Company’s Corporate Name The corporate name is Crayola LLC. On January 1, 2007, the “Binney & Smith” name was retired and they started using the name Crayola LLC, since it was the company’s well-known brand. Crayola is a brand of artists’ supplies that is best known for its crayons. Crayola LLC claims the Crayola brand has a 99% name recognition in the U.S. household, which is why the name Crayola LLC is used in place of Binney & Smith. Crayola began as Binney & Smith in 1885 when Joseph Binney partnered with his son and nephew. Binney & Smith began producing dustless chalk and then later began producing crayons and color pencils. The company has experienced tremendous growth from this timeframe to become the largest art supply company in the world. The company is currently in the maturity phase of the product life cycle and successfully avoids the decline phase by continually introducing innovative products. Since most parents are concerned with the mess that is associated with arts and crafts, Crayola has moved from crayons to toys to address this concern. They reinvented themselves by creating toys that are relatively cheap and are mess-free. The toys also do not require adult supervision. Since Crayola is not a toy maker, this creates a whole new stage of development. Crayola’s Corporate Headquarters 1100 Church Lane Easton, PA 18044-0431 Phone: (610) 253-6271 Fax: (610) 250-5768 Parent Company Crayola...

Words: 1915 - Pages: 8

Premium Essay

Marketing Analysis

...PEST Analysis What is PEST Analysis? It is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning. The organization's marketing environment is made up of: 1. The internal environment e.g. staff (or internal customers), office technology, wages and finance, etc. 2. The micro-environment e.g. our external customers, agents and distributors, suppliers, our competitors, etc. 3. The macro-environment e.g. Political (and legal) forces, Economic forces, Sociocultural forces, and Technological forces. These are known as PEST factors. Political Factors. The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses. You must consider issues such as: 1. 1.How stable is the political environment? 2. 2.Will government policy influence laws that regulate or tax your business? 3. 3.What is the government's position on marketing ethics? 4. What is the government's policy on the economy? 5. Does the government have a view on culture and religion? 6. Is the government involved in trading agreements such as EU, NAFTA, ASEAN, or others? 7. Economic Factors. Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. You need to look at: 1. Interest......

Words: 1180 - Pages: 5

Premium Essay

Marketing Analysis

...Marketing Analysis Patricia A. Puliah Grantham University Abstract This paper will discuss the marketing analysis of the website. I will discuss some marketing concepts that will be analyzed. Marketing concepts that I will discuss are one-to-one, affiliate, viral, blog, and social network marketing. Then I will summarize my analysis of the web site. One-to-one Marketing One-to-one marketing is an approach that concentrates on providing services or products to one customer at a time by identifying and then meeting their individual needs. Its goal is to repeat this process many times with each customer, such that powerful lifetime relationships are developed. In turn it makes a distinction of customers rather than just products (Peters & Roger 1994). One to One Marketing is more than a sales approach. It's an integrated approach that must filter through all parts of an organization: marketing, sales, production, service, finance, and other departments. One to One Marketing recognizes that lifetime values of loyal customers who make repeat purchases far exceeding those of unpredictable customers who frequently switch suppliers in pursuit of a bargain. After reviewing the web site, I did not notice anything that stated the company uses this one-to-one marking concept. Affiliate Marketing According to Laudon & Traver, the definition of affiliate marketing is the online application of obtaining referrals. One......

Words: 876 - Pages: 4

Free Essay

Marketing Analysi

...devos. Amway operates 97 countries like India, China , Malaysia and etc . They have 150 products and in four categories. They used multilevel marketing strategy to deal in beauty , health care and home care product . The business was creating by huge chain of 3 million sales people globally . It is vast product portfolio that contains more than 450 products with 89 million members worldwide. In 1995 Amway was established in India. Their main office in Delhi and over period of 15 years .it was able to open 152 offices along with 64 warehouses with 500 employees . Its sales turnover showed increment of 7% in year 2012 leading to Rs. 2288 crore making it ahead of its competitors. Amway products which are 15 % cheaper than competitors and which are sell by door to door and advertising all over India. Mission • Provide best business opportunities • To deliver best quality products like home care, personal care, cosmetics and wellness in semi urban and urban area. Vision • Helping people to achive their goal by offerning better brand and opportunities for the future. PRODUCTS Amway has 140 quality products in four categories which are environment friendly and makes strong foundation for its success. • Personal Care • Home Care • Nutrition and wellness • Cosmetics Sales and Marketing Plan: The basic idea for amway business is to reduce the risk by low investment business where other people can be sponsored to......

Words: 963 - Pages: 4

Premium Essay

Marketing Analysis

...Harvard Business School 9-598-061 Rev. November 1, 2000 D Note on Marketing Strategy O Long ago, Peter Drucker wrote that any business enterprise has only two basic functions: marketing and innovation.1 All else, he implied, was detail. The central role of marketing in the enterprise stems from the fact that marketing is the process via which a firm creates value for its chosen customers. Value is created by meeting customer needs. Thus, a firm needs to define itself not by the product it sells, but by the customer benefit provided. N Having created the value for its customers, the firm is then entitled to capture a portion of it through pricing. To remain a viable concern, the firm must sustain this process of creating and capturing value over time. Within this framework, the plan by which value is created on a sustained basis is the firm’s Marketing Strategy. Marketing Strategy involves two major activities: (i) selecting a target market and determining the desired positioning of product in target customers’ minds and (ii) specifying the plan for the marketing activities to achieve the desired positioning. Figure A presents a schematic describing a general process of marketing strategy development. As shown, five major areas of analysis underlie marketing decision making. We begin with analysis of the 5 C’s— customers, company, competitors, collaborators, and context. We ask: O What needs do we seek to satisfy? Company......

Words: 7500 - Pages: 30

Premium Essay

Marketing Analysis

...Marketing Analysis Paper Amanda Bauer June 10, 2013 MKT/498 Integrated Marketing Strategies Gary Queensberry Marketing Analysis Paper Marketers have to come up with creative ways to present a product to the public. To do this product presentation the marketer needs to use the analysis data collected to determine product positioning, competitive positioning, customer perceptions, and distribution-channel analysis. There are different types of analysis that be taken to achieve the highest results, and there are some pitfalls to certain types of analysis as well. The first area under analysis is product positioning. “Product positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand or they may try to create a suitable image through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility” (, 2013). Key points to consider during this type of analysis is the opinion of the customer on product and brand name, product features, brand image, competitors, possible customers, buyers, business-to-business customers, quality, cost, distribution, communication tactics, target market, and opportunities. While creating a market strategy there are some advantages and disadvantages of this analysis type. The positive......

Words: 1060 - Pages: 5

Premium Essay

Marketing Analysis

...Product Overview--When A Bite Is Good For You! Southern New Hampshire University Smart Bites is an all natural dog food product line manufactured in Glen Allen, Virginia. Smart Bites received its start five years ago as the company owner began making dog food when the family pet became ill. During that period, the Smart Bite owner met other families in the area looking for the same alternative and a product was born. Smart Bites formulated a business relationship with The SNHU Pet Store who has experienced tremendous growth over the last five years. They agreed to stock Smart Bites on their shelves and in their online store. Smart Bites decided to perform a SWOT analysis to investigate its strengths and weaknesses. This allowed them to formulate a marketing plan of action. Figure 1: SWOT analysis for Smart Bites Smart Bites found one of its strengths to be the all natural product which appeals to health conscience owners but also allows for a lighter option for less active dogs. A second strength is being manufactured in the U.S.A. This ensures the best governmental production guidelines over those made elsewhere. (U.S. Food and Drug Administration) Smart Bites is a catchy name as is the slogan WHEN A BITE IS ACTUALLY GOOD FOR YOU. Printed on the package, FRESH FROM THE LAND AND SEA enhances the beef, chicken, fish and vegetable flavor lines. Smart Bites will make their product available in store and online and will offer a money back guarantee which is......

Words: 1368 - Pages: 6

Premium Essay

Marketing Analysis

...Marketing Analysis of Products And Services 1. Nokia Lumia 625: * Company Name: Nokia ( Connecting People) * Print Advertisement: Marketing Analysis Of print Ad: * Heading: THE PHONE THEATRE NEW NOKIA LUMIA 625 Heading of this ad is written in capital letters so that it captures the customer’s attention immediately. The words “THE PHONE THEATRE” used in the heading make the target audience curious about the product. * Font color: Color of heading text is blue that shows trust, loyalty, wisdom and truth in the ad. * Subhead line: Its subheading explains the heading of the ad. It explains that how the product is a substitute of the movie theatre by explaining its two prominent features that are its large screen and 3000 movies available for download. * Message: Print ad of this product shows the features of product with its price. * Message Appeal: This ad use rational appeal for the product advertisement. * Language: Language used in this ad is English that is global language. The use of this language is not only for conveying the message to customers, it also shows that the product is not for a particular targeted area it is for the target audience in the entire globe. * Image: Image used in this print ad gives the theatre look in a mobile phone. Image used in this ad is directly related to the heading of ad and it gives the customer a picture view of heading. The use of relation in this picture captures the whole......

Words: 1507 - Pages: 7

Premium Essay

Marketing Analysis

...ANALYSIS ON WHAT IS DONE BY COLGATE IN THE MARKET (Swot analysis tool) If someone asked which the top toothpaste brand in the world is, he/she will not need to search around his/her brain so much. Because, in most brains, the top of the mind brand for toothpaste is Colgate. Using SWOT tool, Colgate has analyzed below; Strength in the SWOT analysis of Colgate * Brand recall & visibility: Colgate being the brand name holder as it repeal well to customers. Build strong loyal customers as a result of excellent advertising and this had helped the brand to compete well with other players in the market hence become one of the topmost brands in its market. * Product line: It offers product categories namely oral care, personal care, household surface, fabric care and pet nutrition in fast moving consumer goods (FMCG), the more in depth your product line, the more chances of success increases because the cost of logistics drops further. * Efficient Supply chain: Colgate succeeded in reaching customers widely, both in rural and urban areas as to make the product available. And this is the major concern to customers about any kind of product in the market. The lower the availability, the lower the sales hence the company will not be able to survive any long. * Financial position: Colgate is well financially that’s why has been able to be the old company within 2 centuries as it has built a strong base for Colgate. . Weaknesses in the SWOT analysis of Colgate *...

Words: 2145 - Pages: 9

Free Essay

Marketing Analysis

...Crayola LLC Marketing Analysis 1. Company’s corporate name a. Formerly known as “Binney & Smith Company,” Crayola LLC became the new corporate name of the internationally known colorful company on January 1, 2007. 2. Company’s corporate headquarters a. Founded in New York City, Crayola LLC corporate headquarters shifted locations in 1976, traveling to Pennsylvania. b. 1100 Church Lane Easton, Pennsylvania 18044-0431 Phone: (610) 253-6271 Fax: (610) 250-5768 3. Parent company  I’m not sure if this means who they are currently owned by or who owned them first a. Crayola LLC (then, Binney & Smith) became a wholly-owned subsidiary of Hallmark Cards Inc., based out of Kansas City, Missouri. b. This change from “Binney & Smith” to Crayola LLC was made in order to improve branding. Although they produce many products outside of crayons, the crayon is the most widely known staple of the company; the purpose of the name change was to honor this. 4. Subsidiaries a. Crayola LLC is a subsidiary of Hallmark, but there are other subsidiaries under Hallmark’s control. i. Crayola LLC was acquired by Hallmark in 1984, and their headquarters are in Easton, PA. Other brands under the Crayola LLC subsidiary are: Crayola art products, Silly Putty, Portfolio series art materials, and the Crayola Experience. ii. Crown Center Redevelopment Corporation was founded in 1968, and their headquarters are in Kansas City, MO (across from Hallmark Cards, Inc. This business primarily......

Words: 482 - Pages: 2

Premium Essay

Marketing Analysis

...create the image of a company over brands and products. Positioning is crucial to the success of any product, whether it be marketing for a product or type of service. Positioning for that line of product, it can be detrimental to work on your target markets thought process about why they would need the product being marketed, you want the prospect to identify that the product being offered is produced mainly for them. The reader will be able to identify distinctive types of analysis used by marketers to find out product positioning, competitive positioning, customer perceptions and distribution-channel analysis. Based off of those findings, I will compare the strengths and weaknesses of each method and asses the different types of marketing analysis required to develop a marketing strategy. DIFFERENT TYPES OF ANALYSIS BY MARKETERS PRODUCT POSITIONING Accelerating perceptual mapping, it is one way product positioning can be hurried along. Product positioning involves tailoring an entire marketing program including product attributes, image, and price, as well as packaging, distribution, and services best meet the needs of consumers within a particular market segment. This plan forms the basis for the business analysis that is conducted before management makes a final decision on the new product (Kotler & Keller, 2007). When detailed marketing research is done then methodological problems can arise. If the company needs to collect some quantitative information,......

Words: 1331 - Pages: 6