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Marketing Analysis for Crayola Llc

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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 became a wholly-owned subsidiary of Hallmark Cards in 1984.

Subsidiaries
Crayola is a subsidiary of Hallmark. Crayola’s subsidiaries include Portfolio Series, and Silly Putty.

Mission Statement
“To make the world more colorful on crayon at a time.” Since Crayola is a subsidiary of Hallmark, they could fall under their mission statement as well which is: “We will be the company that…...

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