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Alex and Ani

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on 25 April 2014

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Transcript of Alex and Ani

Company Overview
STP
Financial and Portfolio Analysis
Mission Statment/
Strategic Competitive
Advantage

Marketing Mix
Alex and Ani
SWOT Analysis
STP
Marketing Mix
Advertising Strength
Company Analysis
SWOT Analysis
Strengths
Strong Brand Identity in East Coast Regions
Brand Loyalty
Lifestyle Brand
Personal
Eco- Friendly Products
Conversation Starter
Marketing Communication
Charity By Donation Campaigns
Lisencors
Weaknesses
Internal Volatile Structure
Unexpected leave of CEO
Pandora Radio Advertisement
No real target market because it is a lifestyle -> not just a product
No non-patent agreement for products
Men's line
Opportunities
Threats
Competition
Inadequate CEO replacement candidates
"Made in America" slogan could hinder external US consumers from buying, thus negatively impacting global sales.
Consumer bias- towards the "Positive Energy" appeal
Segmentation Methods

Psychographic
: Brand has strong focus on consumers' lifestyles, values and self concepts.
"Made in America"
"Charity by Design"
"Positive Energy"
Recycled, sustainable products
Main Street mentality
Behavioral
: Brand focuses on the consumers' behaviors especially in terms of occasion.
Special occasions and milestones
Targeting
Positioning
Product
Price
Place

Promotion
Portfolio Analysis
Financial Analysis
Inc 500 Company ( Ranked number 94)
Single Charm
Scent 7
Light and Ignite
Beaded Bangles
Earrings
Necklaces
Rings
Men's Bracelets
(Discontinued)
bangles
Increased sales by 3, 569 % over the last three years
Christmas sales increased by 300% between 2011 and 2013
Workforce has increased from 20 to more than 600 since its time of inception
Charity by Design sets aside 20% of sales to give to Hasbro's Children Hospital
Growth Strategy
Market Development Strategy
Mission Statement
Alex and Ani's Affinity Program builds relationships with world-class companies, creates co-branded exclusive pieces for consumers, and encourages innovative partnerships. It honors a legacy of American tradition and culture with influential licensed partners, in alignment with our positive brand mission, across a broad array of institutions - from Major League Baseball® and the United States Olympic Committee to the five military branches. Affinity recognizes the power of the spirit and the importance of community. Shop Affinity to participate in our global message of positive energy as we join forces with like-minded organizations.










Carolyn Rafaelian:
Founder, Creative Director and CEO
Strategic Competitive Advantage
Company History
Find a fresh new CEO replacement
Find alternative ways to market a males line successfully through polling consumers.
New Product Categories
Global Retail Expansion & growth in the U.S.
The Power of Alex and Ani
$24-$358
$48-$98
$24-$128
$28-$88
$12-$28
$14-$24
Mexico
Panama
Philippines
Portugal
Spain
11 Caribbean islands
United States
Canada
Ireland
Italy
Japan
Kuwait
Main Street= part of the cultural fabric of America
"Made in America with love, peace and positive energy"
encouraging growth in local economies
print advertisements
billboards
magazines
street signage
TV commercials
social media
sponsorships
Full transcript