Wallets are small and often needs replacement, hence are natural impulse purchases often bought as gifts. Hence, Kiril started Big Skinny to offer the world’s thinnest wallets and to solve five key problems men/women have with their wallets. - Size: their nylon fabric material was 5-7 times thinner than traditional wallets - Weight: most weighted under an ounce, better for back and posture - Card Pocket Size: offered extra wide pockets - Slipperiness: wallet interiors were
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Big Skinny is a company that manufactures wallets with brand Big Skinny. Big Skinny wallets are made from synthetic material unlike conventional wallets that are made from leather. These wallets are very light in weight and the have captured good market. Till now Big Skinny is selling wallets through trade fares and other physical outlets but Kiril, the CEO of Big Skinny, is contemplating the online medium to capture further market. Wallets: Wallets are generally preferred with lightweight and
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Summary In 2010, Big Skinny CEO Kiril Alexandrov was looking to transcend from retail distribution and print advertising to the world of online marketing to achieve maximum growth. The retail sales pitch was an easy one, as Alexandrov focused on the value of the wallet and the impulsiveness of consumers (Benjamin & Kominers, 2012). Unfortunately, translating this type of sales pitch was much harder to do in the world of cyberspace. Big Skinny centered their online marketing efforts around display
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Executive Summary | 3 | Statement of the marketing challenge and evidence in support | 4++ | Analysis of current situation to include: * Market description for wallets overall and specifics of Big Skinny target market(s) * Competitive analysis of Big Skinny direct competitors, comparing on important features such as thinness, cost, depth of product mix, revenues etc. * Analysis of Big Skinny's website * Analysis of Big Skinny's prior online and offline (traditional) promotion efforts
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Case Study Big Skinny Wallet Name: Institutional Affiliation: Table of Contents Contents Executive Summary 3 Case Study Big Skinny Wallet 4 2. A Summary of an Environmental Appraisal Analysis for Big Skinny in UK 5 Rationale for Marketing Big Skinny Wallet 5 2.1 Macro Environment 6 2.1.1 PESTEL analysis 6 2.1.1.1Political 6 2.1.1.2 Economic Analysis 6 2.1.1.3 Social-Cultural 8 2.1.1.4 Technology 8 2.1.1.5 Demographic 9 2.1.1.6 Legal Environment 9 3.0 Micro Environment
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Strategies Online? Another nagging question I’ve had was whether or not replicating offline strategies online is really the way to succeed. Marketing 101 would teach us that have a singular consistent strategy is preferable since you want to present a singular product to your consumer. But given how different offline and online consumers are, both in terms of how they digest information and how they make decisions, could a different online strategy yield better results? Let’s use the case on Big Skinny
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analysis : Online Marketing at Big Skinny ------------------------------------------------- Brief history: Big Skinny is a company that manufactures wallets with brand Big Skinny. Big Skinny wallets are made from synthetic material unlike conventional wallets that are made from leather. These wallets are very light in weight and the have captured good market. Till now Big Skinny is selling wallets through trade fares and other physical outlets but Kiril, the CEO of Big Skinny, is contemplating
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Big Skinny Case Online Marketing at Big Skinny Case Study : “Online Marketing at Big Skinny” Kiril is a CEO of Big Skinny – a wallet that can hold the same amount of “stuff” but it also looks and feels skinny. It doesn’t bulge out in the pocket, aesthetically pleasing and easy to handle. In the opening of this study, we are introduced to the company through anecdotal account of how over 4000 wallets have been sold, but unfortunately no revenue was to speak of since there was a glitch, causing
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Case Study: Online Marketing at Big Skinny Background Big Skinny is the company behind the “world thinnest wallet.” They have a cool brand and a product that customers love once they have seen the benefits. Their wallet technology appeals to customers for two primary reasons, the size & weight. Heavier and thicker wallets are more difficult to carry; they may not fit in your pocket and generally cause discomfort to carry. Carrying a very thick wallet in one’s back pocket can also cause back
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a CEO of Big Skinny – a wallet that can hold the same amount of “stuff” but it also looks and feels skinny. It doesn’t bulge out in the pocket, aesthetically pleasing and easy to handle. In the opening of this study, we are introduced to the company through anecdotal account of how over 4000 wallets have been sold, but unfortunately no revenue was to speak of since there was a glitch, causing customers to buy the wallet for free. This is a case study on how Kiril took Big Skinny online. The product
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