WSI Final Project Internship Presentation 1
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Transcript of WSI Final Project Internship Presentation 1
Rocio RamirezAugust 18, 2016
1. Challenge
Consider a customer segment and assortment that Mark and Graham does not currently offer.
Female83%
Male17%
gender18-25
6%
26-3524%
36-4524%
46-5522%
56-6516%
66+9%
age of hh household
High School or less12%
Some College20%
Bachelor Degree40%
Graduate Degree
27%
education
The typical Mark and Graham customer is a married female, age 26-55 years, with a median household income of $114k. She is likely to be a homeowner and hold a
bachelors degree or higher.
Mark and Graham: Buyer Profile
THIS BOX WAS PLACED IN ORDER TO PROTECT CONFIDENTIAL INFORMATION REGARDING BUYER AGE, INCOME, AND EDUCATION
2. Research
National Panhellenic Conference: 2014-15 Annual Report
26 3,234 380,565ORGANIZATIONS UNDERGRADUATE CHAPTERS UNDRGRADUATE MEMBERS
672 3,889 3,219,008CAMPUSES GLOBAL ALUMNAE ASSOCIATIONS ALUMNAE MEMBERS
136,716INITITATES
NPC Sororities: 2013-2014
Median Household Income: 2010-2014 MARK & GRAHAM
CUSTOMER: NY, CA, TX
INSTAGRAM ENGAGEMENT:
NY, IL, TX
Sorority Women Expenses
$800 -
$2000
NEW MEMBER DUES
$300SORORITY PRODUCTS
$200SORORITY GIFT
PURCHASES
$5000 - $10,00
0PR &
MARKETING CHAPTER BUDGET
Virginia “Ginni” Rometty
• CEO of IBM• Kappa Kappa Gamma
Condoleezza Rice• Former U.S. Secretary of State• Alpha Chi Omega
Notable Alumnae
• Age: 18-21• Gender: Female• Personality: Bubbly, Outgoing,
Cheery• Favorites:
• Colors - Pink, Navy, Turquoise {bright&pastel}
• Music Genre - Country or Top 40
• Apparel Brands - Lacoste, Ralph Lauren, Lilly Pulitzer, and Juicy Couture
• Handbag Brands - Kate Spade, Tory Burch
• Hobbies & Interests: Cheerleading, Tennis, Field Hockey, Sailing, Horseback Riding, Shopping
Customer: Charismatic Collegiate
3. Create
Collection
Current AssortmentColor Block Cuff Cermamic Catchall
Wide Brimmed Straw Hat Cork Tote Pompom Keychain
Cotton Kimono Robe
$65 $45 - $49 $49 $125 $49 $89 Sku Count: 5 Sku Count: 3 Sku Count: 6 Sku Count: 1 Sku Count: 6 Sku Count: 15MMU%: 88% MMU%: 85% MMU%: 68% MMU%: 69% MMU%: 83% MMU%: 70%
Additional ProductsPlanner Acrylic Tumbler Water Bottle Sorority Signage Bangle
Sorority Pillow Cover
$55 $20 $25 $35 $32 $55
Current Assortment
Additional Products
$20 PER APPLICATION
26 SORORITY
$500 TOTAL
8.5% ROYALTIES
Personalization
Website
Home Décor
Sisterhood Shop
View All Products
Stationery Alumni
JewelryBags &
Accessories
Sisterhood Shop
Sorority Pillow$65
Bangle$32
2016-2017 Planner$55
Acrylic Tumbler$20
Sisterhood Shop
View All ProductsBags & AccessoriesApparelJewelryHome Décor StationaryAlumniBrand Ambassador
“Sisterhood is the essence of all the wisdom of the ages, distilled into a single word. ”
SHOP ALL SORORITY
Website
Home Décor
Sisterhood Shop
View All Products
Stationery Alumni
JewelryBags &
Accessories
3. Brand
Awareness
Brand Awarenes
s
EVENTS
INFLUENCERS
SOCIAL
IN-STORE
Events
Trunk Show• Club Fair, Sorority Houses, Sorority Leadership
Conference• Interactive – Instagram Booth:
#markmysorority
M&G Sponsored Event• Recruitment Season
• Zeta Tau Alpha (University of Texas, Austin)• Phi Mu (University of Alabama)• Alpha Delta Pi (University of San Francisco)
Influencers
Sorority Blogs• Sorority Sugar, Sorority Stylista, Bows, Pearls &
Sorority Girls, The Sorority Secrets
Brand Ambassador•Sorority Chair – VP PR & Marketing•Member recruitment
•Pay in product•Spotlight on Website•Student Discounts•5 - 10 ambassadors
Social
M&G Post
Sororities
FindGreek App
In-StoreNewspapers/popular media
avenues
College general store
PBdorm {Greek Shop}
$18.5k, +30%L
YFISCAL 2015
DEMAND65%TOTAL
DEMAND MMU%
BES
T SE
LLER
S:
1. 2. 3.
Greek Short Hooded Bath Robe, Pool - $79
Greek Monogram Pillow Cover, 16X16, Mini Dot Pool - $35
Greek Letter Cork Pinboard, Sigma Kappa - $98
Revenue (-52%)
&Visits (-62%)
Revenue per visit
(28%) &
Conversion
(25%)
THIS BOX WAS PLACED IN ORDER TO PROTECT CONFIDENTIAL INFORMATION
REGARDING REVENUES, DEMAND, MMU%, AND SITE VIEWS
SWOT Analysis
Strength• Most educated• M+G income is highest among all WSI brands• Notable Alumnae• 85% of younger buyer chose e-commerce as preferred means of shopping• Millennial consumers showed a willingness to spend more on brands that focus on quality
Weakness• Media portrayal• Perception in the majorities minds
Opportunity• Target young demographic while still entertaining current customer• Capitalize on free monogramming, free gift wrapping & quality products• Bulk orders
Threat• Other brands {Alexandra&Co}• M+G is still emerging brand• Not enough traffic
THANK YOU!
References• "Clients." Greek Licensing. N.p., n.d. Web. 18 Aug. 2016.• "How Much Does It Really Cost to Go Greek?" USA TODAY College.
N.p., 17 Nov. 2014. Web. 18 Aug. 2016.• "Is Sorority Life Worth the Financial Costs?" NerdWallet. N.p., 10 Nov.
2014. Web. 18 Aug. 2016.• "Median Household Income by County for 2010-2014." Median
Household Income by County for 2010-2014. N.p., n.d. Web. 18 Aug. 2016.• "Meet NPC." National Panhellenic Conference. N.p., n.d. Web. 18
Aug. 2016.• "What Lilly Pulitzer Learned About Marketing to Millennials." Harvard
Business Review. N.p., 31 Mar. 2016. Web. 18 Aug. 2016.