Course WrittenProjectBy: Morgan Baldwin, Kevin Burdiek, Jennifer Cox,Dier Liu and Maia Ashley Eusebio
Background Founder -Grace Brown Mitchell Launching an online clothingstore Venture Creation Idea Action Started in 2011 Small Business Award fromTopeka Chamber of Commerce.
SWOT AnalysisStrengthLow cost.Easily accessible.Uniqueness of the goods.Fashionable styling.Physical location.WeaknessHigh priced.Low brand awareness.Lack of promotions.More physical location needed.OpportunityOnline clothing industries are risingsharply.Growing demand.Online and Offline marketingstrategies.ThreatsToo many competitors.Economic downturn.
Competitors Analysis Overviewshopgracieb.comStrengths WeaknessEasier to select goods.Targeted marketingUnique productsHighly involved in social mediaGreat quality of productsExpensive DeliveryLack of choosesLack of traditional marketingLack of physical locationsLess variety of stylesLack of immediate customer care, like online chatting.Lack of customer ratingsurbanoutfitters.comStrengths WeaknessMore chooses of goodsFamous designerMass marketingGreat brand awarenessVarious price rangesMany physical locationsFaster and cheaper deliveryOnline chatting serviceConsumer hard to find the product that they want, whenthere is too many choose.Low quality in some of their products.
What can We Learn fromCompetitors Analysis?Customer Review
What can We Learn from CompetitorsAnalysis?Source: online at e-tailing website, 2013 Merchant Survey Resultshttp://www.e-tailing.com/content/wp-content/uploads/2013/04/etaildetail_merchantsurvey2013.pdf95% of consumerfind productratings are helpfulin accessing theproduct
UrbanOutfitterutilizedYouTubevery wellGrace B onthe otherhand did notincorporateYouTube alot
Branding Personality Brands Are Like People Distinctive Image Product Identity
Competitive Advantages Identify what Gracie B does well Distinctive Competency Differential Benefit
Branding StrategiesVisual Courtesy of GoogleTo be successful we must consider manydifferent aspects of our brandingstrategy, to create a relationship withour consumers that will bring benefit toall whom are involved in a businesstransaction. Above are a few to keep inmind!
AwarenessInterestEvaluationTrialAdoptionConfirmationMarketing ObjectiveThe objective is to make consumers on Washburn University’s campus aware ofGracie B’s collection and persuade them to adopt her style for all seasons of theyear.
Awareness• Airbods• Facebook• Washburn Review Interest• Pinterest pin it to win it• Seasonal/Holiday sales• Free Shipping Evaluation• Online ratings/reviews• Pictures present confidence in style Trial• Fashion Show• Look Book• Sorority house visits Adoption• The Hub• Shopgracieb.com Confirmation• Compliments• Trending
SalesProfitsIn clothing retail stores like Gracie B, the product life cycle is neverending.