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Crayola 125

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John Park

on 18 April 2010

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Transcript of Crayola 125

Crayola 125 MKTG John
Elaine SWOT Analysis Strengths
•Strong brand loyalty and image
•Product prices
•Age and history
•Market share in art supplies
•Product lines
•Target market expansion
•Networking media
•125th Anniversary
•Target market reduction
•Economic recession
•Technology costs Budget Allocation Internet Marketing
Website Construction
Sales Promotion
125 Scholarships x $12 500 per Scholarship –
Total: $1,562,500
Radio Ads –
6 Ads per Weekday x $300 per ad x 6 weeks (beginning of school year) x 10 radio stations in Canada
=540 000
6 Ads per weekday x $300 per ad x 3 weeks (near end of school year) x 10 radio stations= 270 000
540000 + 270 000= $810 000
Production: 3 English Language Ads- $1200 x 3 = $3600 2 French Language Ads- $1200 x 2 = $2400 = $6000
Target Audience Primary – Canadian Parents Geographic
In the 2006 Canadian Census there were 8,896,840 families with a household average of 2.9 people per family. Two parent families and lone-parent families have a total of 9,582,610 children living at home. This makes the Canadian population have a total of 1.1 children per family. These families live all over Canada, in large and small cities, suburban areas, or the more rural places in Canada. Demographic
Parents of Canada consist of males and females, any combination of the two or even lone. With the possibility of having children at a young or old age Canadian parents could be between the ages of 25-54 years. This population consists of 13,802,544 people (7,020,655 females and 6,781,800 males). In the 2006 census 32.22% of the population responded that they were of Canadian ethnicity, but since the term 'Canadian' is an expression of citizenship, this may not be accurate. In Canada the top five most visible minorities are South Asian with 1,233,275, Chinese with 1,168,485, African with 783,795, and Filipino with 389,550 and Latin American with 304,245 people. Parents are in their adult stages in their life and are either part of the baby boomer, X, or early Y generations. Parents of the middle to lower income in Canada will have a mortgage or rent their home. As for marital status they could be single, married or divorced. Socioeconomic
The targeted income of these parents is $20,000 to $90,000, as the average income of these Canadian households is $69,548 in 2006. Because of this income parents should have some sort of post-secondary education (graduated or not) and could be a part of any occupation. Buying Situations
When buying something expensive they tend to investigate and research and possibly purchase it with a credit card rather than cash. Benefits sought
Crayola crayons are to parents is a specific product. When shopping for Crayola it is not for them but for their children. It could be purchased for their child’s need for school art class or for a creative out-let to have.

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