YouR

Shirt Sucks!

Types of shirts

mothers use and buy

CRISPA TEES

popular, low-cost brand in the past

CRISPA TEES

COMPETITORS

CRISPA TEES!

WE WILL REVIVE …WITH A TWIST!

DURABLE TEES WITH ADD-ONS KIDDIE TEES BY CRISPA

3  

that’s our logo!

men & women in general

In the past:

AGES 4-12 YEARS OLD

CONVENIENCE

CONVENIENCE

AND STRATIFIED RANDOM SAMPLING

100 middle class mothers with children who fall

within that range.

brand 1 awareness  data  

B R A N D S

% Base with this Awareness

FM OM Aided Total

Hanford 43 37 20 100

Bench In-betweeners 18 38 33 89

Puritan Jr. 5 23 46 74

Others 34 2 0 36

$%@!&#@!

Share Indicators

Hanford Bench In-

betweeners Puritan Jr. Others

% share of mind 43 18 5 34

% share of market 37 23 1 39

2. magazine

3. others

4. Watching tv

5. celebrities

1. BILLBOARDS

HANFORD Bench

Most commercialized

100%

Buy plain shirts for their kids

product 2usage  data  

“We want cotton,

shirts” round neck mothers and

children say:

Packs of 3

55% individually

43% More than 3

2%

less than a year

a year or more

Can be used for many occasions

...but mostly for:

S C h o o l

Everyone in

Can use Your household  

plain shirts

even your

parents!

I’ve Tried ‘em!

I’ve Tried ‘EM!

LAST BOUGHT:

Other brands 39% hanford 37%

Bench 23% Puritan 1%

I’ve Tried ‘EM!

Other brands 48% hanford 29%

Bench 23% Puritan 0%

And before that...

I’ve Tried ‘EM!

Hanford 40% Other brands 33%

Bench 25% Puritan 2%

Bought most

often:

B r a n d Total

Aware Total Ever

Tried Conversion

rate

Total Patronize in

past 6 months

Retention Rate

Hanford 82 60 73% 37 61%

Bench in-betweeners 69 41 49% 23 56%

Puritan Jr. 60 13 21% 1 7%

Analyzing Competitive Performance Ratios: Reach, Conversion, Retention, and Placement

T a r g e t M a r k e t

R e s p o n s e s Hanford

Bench in-betweeners Puritan Jr.

% of total who are aware of this brand 82% 69% 60%

% of total who have tried this brand 60% 41% 49%

% of total who stayed with this brand 61% 56% 7%

% of seekers of the brand who found the brand in the store they went to

100% 100% 100%

Brands Previously Used vs

Brands Currently Used

B r a n d s Previously using Currently using

Hanford 29 37

Bench in-betweeners 23 23

Puritan Jr. 0 1

Computed Relative Share of Market (RSOM’s)

B r a n d s Previous RSOM Currently RSOM

Hanford 1.3 1.6

Bench in-betweeners 0.79 0.62

Puritan Jr. 0 0.02

purchase 3data  

Department Store

BOUTIQUES

After a year 43%

8-9 months

8% 2-4

months 16%

5-7 months

33%

Types of shirts they last bought

Majority said round neck shirts

Shirt size

small

medium

larger sizes

Price paid

Other purchases when buying plain tees

No brand in mind when

buying plain tees?!

 

I spy with my little eye

Postpone buying Buy whatever is available Brand in mind not available

87% 13%

attitude 4data  

cha

s c

1. Comfortable 2. Durability 3. Quality of fabric

40% 30%

21%

we ars

ouBOO!

KID: APPROVE!

PARENT: APPROVE!

product 5image  data  

!"#$

!%#$

!"#$

!&#$'#$

!(#$

!(#$

!(#$

!(#$ Durable

Thick

Comfortable

Affordable

Branded

Absrobs sweat

Dri Fit

Absorbs Odour

Strechable

Value for the qualities

Value for the qualities

!

34 Dura Comfy Thick Affordable Branded Absrobs sweat

Dri

Fit Absorbs Odour Strechable

3.94 3.96 3.53 3.74 2.13 2.95 2.89 2.98 2.81

Bench in-betweeners

!!"#

!$"#

!%"#

!&"#!$"#

!%"#

!%"#

!%"#

!!"# Durable

Comfortable

Thick

Affordable

Branded

Absorbs sweat

Dri Fit

Absorbs Odour

Strechable

hanford

!"#$

!"#$

!!#$

!!#$!%#$

!&#$

!&#$

!&#$

!&#$ Durable

Comfortable

Thick

Affordable

Branded

Absorbs sweat

Dri Fit

Absorbs Odour

Strechable

puritan jr.

!"#$

!"#$

!!#$

!"#$!%#$

!%#$

!%#$

!%#$

!%#$ Durable

Thick

Comfortable

Affordable

Branded

Absorbs sweat

Dri Fit

Absorbs Odour

Strechable

Bench in-betweeners Hanford puritan jr. !

35 Dura Comfy Thick Affordable Branded Absrobs sweat

Dri

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

kiddie 6tees  

Need of change of clothes

5-15 plain tees

MUCH CLOTHES

Constant change =

I don’t care what I wear!

They let their kids choose

what they wear

“my shirt is durable̶even

if I get bullied”

This is not durable!

Willing to repeat clothes

at me!

Look  

Department store

ADD-ONS embroidery

printing

mosquito patches

THANK YOU!

•  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/

CREDITS: * photos: