Your Shirt Sucks!
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Crispa Tees used to be a popular brand back in the day. But because of the high competition in the garments industry, the brand died down. I, along with some of my groupmates, reinvented Crispa Tees, as you will see in this presentation. But this powerpoint presentation is made by yours truly. Enjoy!
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Your Shirt Sucks!
- 1. YouR Shirt Sucks! Typ es of shirts mothers use and buy
- 2. CRISPA TEES -cost bran d in the past popular, low
- 3. COMPETITORS CRISPA TEES
- 4. WE WILL REVIVE CRISPA TEES! A TWIST! … WITH
- 5. DURABLE TEES WITH ADD-ONS A S BY CRISP E KID DIE TE
- 6. 3 ? that’s our logo!
- 7. In the past: men & women in general
- 8. AGES 4-12 YEARS OLD
- 10. ENIE NCE CONV NDOM SAM PLING ED RA TIFI AND STRA
- 11. 100 middle class mothers with children who fall within that range.
- 12. brand ? awareness data ?
- 13. $%@ !&#@! % Base with this Awareness BRANDS FM OM Aided Total Hanford 43 37 20 100 Bench 18 38 33 89 In-betweeners Puritan Jr. 5 23 46 74 Others 34 2 0 36 Share Hanford Bench In- Puritan Jr. Others betweeners Indicators % share of mind 43 18 5 34 % share of market 37 23 1 39
- 14. 5. celebrities 4. Watching tv 3. others 2. magazine
- 15. HANFORD Bench Most commercialized
- 16. 100% Buy plain shirts for their kids
- 17. product data usage ?
- 18. mothers and We want cotton, children say: round neck shirts
- 19. 2% More 43% indiv than 55% idua 3 Pac ks of lly 3
- 20. a year or more less than a year
- 21. y occa si on s r ma n used fo ostly for: o l Can be ...but m SC ho
- 22. Everyone in Your household ? Can use plain shirts even your parents!
- 23. I ve Tried em!
- 24. I ve Tried EM! G HT: LA ST BOU Other brands 39% hanford 37% Bench 23% Puritan 1%
- 25. I ve Tried EM! ... e that And befor Other brands 48% hanford 29% Bench 23% Puritan 0%
- 26. I ve Tried EM! t ht mos Boug n: ofte Hanford 40% Other brands 33% Bench 25% Puritan 2%
- 27. Total Total Total Ever Conversion Patronize in Retention Brand Aware Tried rate past 6 Rate months Hanford 82 60 73% 37 61% Bench in-betweeners 69 41 49% 23 56% Puritan Jr. 60 13 21% 1 7%
- 28. Analyzing Competitive Performance Ratios: Reach, Conversion, Retention, and Placement Target Bench in- Market Hanford betweeners Puritan Jr. Responses % of total who are aware 82% 69% 60% of this brand % of total who have tried 60% 41% 49% this brand % of total who stayed 61% 56% 7% with this brand % of seekers of the brand who found the brand in 100% 100% 100% the store they went to
- 29. Brands Previously Used vs Brands Currently Used Brands Previously using Currently using Hanford 29 37 Bench in-betweeners 23 23 Puritan Jr. 0 1
- 30. Computed Relative Share of Market (RSOM s) Brands Previous RSOM Currently RSOM Hanford 1.3 1.6 Bench in-betweeners 0.79 0.62 Puritan Jr. 0 0.02
- 31. purchase data ?
- 32. Department Store
- 33. BOUTIQUES
- 34. After a 8-9 year 5-7 months 43% months 8% 2-4 33% months 16%
- 35. Majority said round neck shirts Types of shirts they last bought
- 36. Shirt size medium larger sizes small
- 38. Price paid
- 39. Other purchases when buying plain tees
- 40. No brand in mind when buying plain tees?! ?
- 41. I spy with my little eye
- 42. 87% Brand in Postpone buying mind not Buy whatever is available available 13%
- 43. attitude data ?
- 44. cs cha 40% 30% 1. Comfortable 2. Durability 21% 3. Quality of fabric
- 45. wears ou BOO!
- 46. KID: APPROVE! PARENT: APPROVE!
- 48. Value for the qualities !(#$ !"#$ Durable Thick !(#$ Comfortable !%#$ Affordable !(#$ Branded Absrobs sweat !"#$ Dri Fit !(#$ Absorbs Odour Strechable '#$ !&#$
- 49. Value for the qualities Dri 34 Dura Comfy Thick Affordable Branded Absrobs sweat Fit Absorbs Odour Strechable 3.94 3.96 3.53 3.74 2.13 2.95 2.89 2.98 2.81 !
- 50. Bench in-betweeners !!"# !!"# Durable Comfortable !%"# !$"# Thick Affordable !%"# Branded !%"# Absorbs sweat Dri Fit !%"# Absorbs Odour !&"# Strechable !$"#
- 51. hanford !&#$ !"#$ Durable Comfortable !&#$ Thick !"#$ Affordable !&#$ Branded Absorbs sweat !!#$ Dri Fit !&#$ Absorbs Odour !!#$ Strechable !%#$
- 52. puritan jr. !%#$ !"#$ Durable Thick !%#$ Comfortable !"#$ Affordable !%#$ Branded Absorbs sweat !!#$ Dri Fit !%#$ Absorbs Odour !%#$ !"#$ Strechable
- 53. Bench in-betweeners Hanford ! puritan jr. Dri 35 Dura Comfy Thick Affordable Branded Absrobs sweat Fit Absorbs Odour Strechable B 3.42 3.98 3.13 3.71 3.9 3.09 3 2.98 3.27 H 4.41 4.31 3.91 3.84 3.97 3.6 3.44 3.51 3.38 P 4.12 4.12 3.77 4.22 3.32 3.29 3.29 3.29 3.22
- 54. kiddie tees ?
- 56. Need of ch ange of cl othes
- 57. 5-15 plain tees
- 58. MUCH CLOTHES =change Constant
- 59. I don t care what I wear!
- 60. They let their kids choose what they wear
- 61. my shirt is durable?even if I get bullied
- 62. This is not durable!
- 63. Willing to repeat clothes
- 64. Look ? at me!
- 65. Department store
- 67. ADD-ONS mosquito patches embroidery printing
- 68. THANK YOU!
- 69. CREDITS: * photos: ?? flickr.com/photos/balakov/3317358958/in/set-72157617248349427 ?? flickr.com/photos/balakov/3804759012/in/set-72157605585333576 ?? flickr.com/photos/balakov/3775690019/in/set-72157605585333576 ?? flickr.com/photos/balakov/4266155101/in/set-72157603412185394 ?? flickr.com/photos/balakov/3622145096/in/set-72157594352657197 ?? flickr.com/photos/balakov/4487356456/in/set-72157603412185394 ?? flickr.com/photos/balakov/3119272192/in/set-72157602602191858 ?? flickr.com/photos/balakov/2226348945/in/set-72157594352657197 ?? flickr.com/photos/eti-eti/2321365954/sizes/o/in/photostream/ ?? flickr.com/photos/akc77/533013526/ ?? flickr.com/photos/weekforchildren/3619515876/ ?? flickr.com/photos/brianbarrera/5255791382/ ?? flickr.com/photos/maechevrette/4147914318/ ?? flickr.com/photos/number11/1485456722/ ?? flickr.com/photos/lazurite/4165740892/ ?? flickr.com/photos/dgw1976/6061376837/ ?? nutrition.efficientqa.com/Images/shoppingcart.jpg ?? flickr.com/photos/brands0220/5253299938/ ?? flickr.com/photos/aidanshart/2437617338/ ?? flickr.com/photos/ubermummy/4475266899/ ?? flickr.com/photos/mahalways/4087472887/