1 / 30

JATALO

JATALO. YASMIN EL-HAG YESENIA CASTILLO JAMIE DANMAI. MARSHALL MARTIN DAVID (CHUL) CHO JOHN DAVID BUDISELIC. J atalo. Product: unique backpacks, keychains, as well as bracelets .

elani
Download Presentation

JATALO

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. JATALO YASMIN EL-HAGYESENIA CASTILLOJAMIE DANMAI MARSHALL MARTIN DAVID (CHUL) CHO JOHN DAVID BUDISELIC

  2. Jatalo • Product: unique backpacks, keychains, as well as bracelets . • Current Stanford student, Aditya Viswanathan, founded Jatalo in December of 2010. He created it to encourage low income children to pursue an education. • The goal: to spread awareness of poverty stricken areas by bridging supporters with the children impacted. • Jatalo currently helps children in Mexico, Haiti, Tanzania, Thailand, and India. • When a Backpack is purchased, a donation of one year’s worth of textbooks is given to a child in need. • The long term goal is to cut the poverty cycle and give deserving youth the chance to be educated. Whenever you carry a Jatalo Backpack, you also carry the future of a child in need

  3. Secondary Market Research • Cause Marketing is now the norm in this new era of social responsibility • 47% of consumers have bought a brand at least monthly that supports a cause • 39% increase in “would recommend” cause-related brands • 34% increase in “would promote” cause-related brands • 9% increase in “would switch” brands if a similar brand supported a good cause

  4. Market Research Americans want companies to provide the opportunity to:

  5. Market Research

  6. Secondary Market Research • 95% of students say they are less likely to ignore an ad that promotes a brand's partnership with a cause • 86% of consumers believe that companies need to place at least equal weight on society's interests as they do on business' interests • 93% of consumers want to know what companies are doing to make the world a better place • 87% of consumers say they would switch to another brand that was associated with a good cause *Conclusion: If your business or brand doesn't stand for a cause, consumers may turn to your competitors "Purpose is no longer optional; it's critical"

  7. Primary Market Research: Consumer Behavior

  8. Decision Making

  9. PERCEPTUAL MAP Affordability & Quality Expensive Vera Bradley Eddie Bauer Ralph Lauren Camelbak Esperos The North Face Nike Jatalo Jatalo Low Quality High Quality Skullcandy Lands’ End Samsonite Jansport JWorld Calpack Disney East Port Cheap

  10. Competition

  11. Primary Market Research: Consumer Behavior

  12. Evaluation of Alternatives

  13. Consumer Needs and key issues • Consumer needs: • Convenience in purchasing • Online ordering and payment availability • Free shipping • Key issues: • Affordability • Discounts, specifically in January and August • Philanthropic Enhancing of Education • Donations upon purchase

  14. SWOT Analysis Success Probability 2 1 2 1 Low High • Capitalizing on the shift to a cause related brand • Opening a retail store for Jatalo • Product expansion into key chains • Marketing to a younger demographics High 4 3 3 4 Attractiveness Low Probability of Occurrence Low High • Competitor produces a fashionably superior product • Global recession • Higher cost of production • Governments in third world countries start strictly regulating external educational assistance High Seriousness Low

  15. Segmentation and Targeting • Dallas Fort Worth Metroplex • College & High school students • Age range: 16-25 • Need a fashionable backpack • Want to support a good cause • Believe education is a necessity • May have a history of donations and community service • Have an average annual income $20,000 +

  16. Place College campuses: • University of Texas at Dallas • Southern Methodist University • University of North Texas • University of Texas at Arlington • Texas Christian University

  17. Positioning • Fashionable • Unique • 5 exclusive patterns • Altruistic • One bag allows for a year's worth of books for a child in need • Inspirational • Crossing cultural boundaries

  18. Market Strategy Market Penetration: • Creating awareness • Selling Jatalo backpacks on more campuses Product Development: • Introduce keychains that will boost awareness with the current product line *receive a postcard about who/what school was helped with your purchase.

  19. Budget

  20. Promotion • Falling continuous timing pattern: start of each semester. • "Back to School" season for backpacks • Starts in August and decreases through the semester

  21. College Newspaper UTD MERCURY NEWSPAPER:-$400 for 5,000 inserts-$312.50 per 1/4 ad on front page with color SMU CAMPUS DAILY- $290.85 per 1/4 ad(+) $360 per ad for color UNT DAILY- $720 for 9000 inserts-$102 per 1/4 ad UTA THE SHORTHORN-$770 for 11,000 inserts TCU THE SKIFF-$750 for 10,000 inserts

  22. Campus Newspaper Insert/Ad

  23. Promotion Facebook Page: free • Like & share to enter giveaway contest • Engagement Paid ADs • CPC: $1.25 • Budget: $5000 • Daily Budget: $100 per day

  24. Twitter: Promotion and Contest Twitter: • Find 1% & hire as "celebrity tweeter" -Ashley Benson-stars on Pretty Little Liar's TV show($3,900/tweet) @ashbenzo • #jatalohope • Contests-Tweet @jatalo in 140 characters why #education is important! -Open contest entry, one bag will be given away a month for a year.

  25. Apartment & Campus Flyer

  26. On-campus Promotion: Kiosk • Set up booths and host "Jatalo Jeopardy" game show where students can participate in and compete to win a free backpack of their choice. Giveaway one backpack every other week per campus. • Booth on campus every week from June through September. • Refreshments, pamphlets, and 40 bracelets and 40 keychains per campus giveaway. • Host a raffle to give away a backpack in order to draw more people to the kiosk

  27. Success Metrics (Milestones) • Increase in product awareness & web traffic by 300% • Reach 1,000+ students at each University in the DFW Metroplex within the first year • Increase in sales by 20% within the first year

  28. Possible Errors • Poll sample undersized • Gender biased • Coverage error • not limited to 16-25 age range • Non-response error • 4% of survey questions were skipped

  29. Sources • TWITTER https://app.sponsoredtweets.com/tweeters • campus newspaper(smu) http://www.smudailycampus.com/advertising/online-media-kit/campus-rates(utd) http://www.utdmercury.com/app/AdRatesSpring2012-OFF3711.pdf (unt) http://www.ntdaily.com/(uta) http://www.theshorthorn.com/site/advertise.html http://issuu.com/utashorthorn/docs/shorthorn_ratecard-1213?mode=window&backgroundColor=%23222 222 (tcu) http://advertising.tcu360.com/sizes/ • http://www.huffingtonpost.com/2011/07/16/cause-marketing-carole-cone_n_900455.html • http://www.researchandmarkets.com/reportinfo.asp?report_id=558813&t=e • http://www.bu.edu/today/2012/what-every-student-should-know-about-backpacks/ • http://www.forbes.com/sites/theyec/2012/07/16/5-characteristics-of-a-successful-cause-marketing-campaign/ • http://www.frogloop.com/care2blog/2010/9/28/ninety-percent-of-consumers-want-companies-to-support-causes.html • http://www.4-traders.com/AOL-INC-5774637/news/AOL-Inc-AOL-Impact-and-Cause-Marketing-Forum-Announce-Winner-of-Share-Your-Cause-Contest-2012-14353498/ • http://www.entrepreneur.com/article/197820 • http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm • https://twitter.com/jataloinc • https://www.facebook.com/jatalo?fref=ts

More Related