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Hallmark. Retailer Report Ryan Kozar Denise Burkholder Erin Beyer. 1910 – Joyce Clyde Hall starts wholesaling postcards 1911 – Joyce and his brothers form Hall Brothers 1925 – The word "Hallmark" first starts to appear on cards 1928 – "Hallmark" now appears on all cards

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hallmark
Hallmark

Retailer Report

Ryan Kozar

Denise Burkholder

Erin Beyer

history
1910 – Joyce Clyde Hall starts wholesaling postcards

1911 – Joyce and his brothers form Hall Brothers

1925 – The word "Hallmark" first starts to appear on cards

1928 – "Hallmark" now appears on all cards

1944 – The slogan, "When You Care Enough To Send the Very Best" is first used

1949 – Hallmark signature and crown logo created

1954 – Name officially changes to Hallmark Cards, Inc.

1956 – Company moves to Kansas City, Mo.

1966 – Hallmark International organized

1994 – Hallmark Gold Crown® Card becomes the first consumer-reward program in the greeting card industry.

1996 – Corporate Web site launched: Hallmark.com

2002 – Donald J. Hall Jr., grandson of Hallmark founder J.C. Hall, is named president and chief executive officer

History
mission
“Hallmark has believed in the very best of human nature, the desire each of us has to live a life that intertwines in meaningful ways with others.”

That Belief Drives their Mission to Help People…

…Communicate

…Connect

…Celebrate

“When You Care Enough to Send the Very Best”

Mission
background
43,000 Retail Outlets in the U.S.

Net Revenues of $4.2 Billion

Worldwide: 18,000 Full-Time Employees

Creative Staff of 800 Artists, Designers, Stylists, Writers, Editors, and Photographers

More than 48,000 Products in its Line at Any One Time

Publishes Products in More than 30 Languages and Distributes in More than 100 Countries

Background
competitive advantage
Competitive Advantage
  • Cards!
    • Logo has meaning “caring enough to send the VERY best!”
    • Allied Card Lines
      • Shoebox
      • Maxine
    • Song Cards
    • E-cards (online)
      • Hoops and Yoyo
  • Gold Crown Program
competitive advantage cont
Competitive Advantage (cont.)
  • Ornaments
    • Decoration
    • Collection: Series
  • Hall of Fame
  • Online
    • Coupons
    • www.Hallmark.com
  • Direct
    • Coupons
    • Promotions
  • Hallmark Magazine
sw ot analysis
Strengths

Good customer service

Small town atmosphere

Many loyalists

Offers benefits for those loyalists

Tradition & reputation

Weaknesses

Little foot traffic

Small retail space

Location (crime)

Lack of signage options

“Overpriced balloons”

SWOT Analysis
sw ot analysis9
Opportunities

Local store commercial

Students & parents

Relocation to downtown

Threats

Rice’s Pharmacy Gifts and Wine

OSU Bookstore

Card-making computer programs

E-cards

Fred Meyer’s

Dollar stores

SWOT Analysis