Katherine Majerick, Brandon Berrigan & Matthew Deguire

1. PARKER & PINE
CASE STUDY
KATHERINE MAJERICK
BRANDON BERRIGAN
MATT DEGUIRE

2. PURPOSE
To provide fashionable clothing options for
plus-size men.

3. HISTORY
Founded by Irfan Hajee & Leo Park in 2013
Both Western University graduates, with degrees
in business management & finance
Focus on plus-size clothing & fashionable for men
- niche market
Financed through prize money, government grants
& personal savings
Have been using zero-cost advertising methods

4. KEY ISSUES
SETTING PRICES PROMOTIONAL STRATEGY
Competitor's pricing
Willingness to pay
Parker & Pine's costs
Cost-effective strategy
Efficient strategy
Small budget

5. Niche market
Focus on quality
Product made to fit comfortably
Low cost advertising
No rent cost for store
Higher costs in materials
Unknown brand
Budget
INTERNAL ANALYSIS

6. EXTERNAL ANALYSIS
Per capita expenditure on apparel
expected to increase
US apparel e-commerce revenue
accounted for 38$ billion of total sales in
2012; expected to reach 86$ billion by
2018
28% of Americans never used the internet
Big & established brands to compete with

7. COMPETITION
POLO TOMMY HILFIGER OLD NAVY
CUSTOM TAILORS

8. CURRENT TARGET MARKET
Male
Fashion-
concious
Plus size
Middle to
upper class

9. MARKET POTENTIAL
North America
Plus-size
Male

10. POTENTIAL TARGET MARKETS
Plus-size Women Teen Plus-size
Life-style products

11. PRICING STRATEGY
30$ A PAIR
Remain competitive
with big brands by
having a slightly
lower price
Price not too
low; still
considered a
quality
product
Wanted to
charge minimum
25$ because
materials cost
more for plus-
size
Would be
willing to pay
more for
comfort &
quality

12. MULTI-CHANNEL PROMOTIONAL STRATEGIES
Fashion
convention
product
demonstration
Samples
in a plus-size
store - First
50 people
Promotion on
website
Ad Words
Social Media
Direct
Marketing

13. FASHION CONVENTION
BOOTH SAMPLES LIVE STREAM

14. PLUS SIZE STORE EVENT
SAMPLES
PROMOTE ON
FACEBOOK
EMAIL TO
SUBSCRIBERS

15. DIRECT MARKETING
EMAIL MARKETING

16. WEBSITE
Subscription to
build a database
SEOOptimized website
Simple & Clear
Website with E-
store
Google Analytics Customers
Reviews

17. SOCIAL MEDIA
AD WORDS

18. BUDGET BREAKDOWN
SAMPLES & DEMONSTRATION
ADWORDS
WEBSITE
FB

19. THANK
YOU