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December 3, 2013
By Adrianna Ryles, Hongqian Su, Chanjuan
Zhang, Xiaoshi Zhang
Alloy.com:
After IPO Marketing Analysis
Outline
• Competitive analysis
• Company differentiation strategy
• Recommendations
1. Acquisition, Retention, Reactivatio...
Competitive Analysis
• Direct competitors dELiAs, mXg
bluefly.com
• Indirect competitors The mall-based stores
Bolt.com, S...
dELiAs Inc.
• The largest online
and catalog
merchant
• 20 conventional
retail stores
• Company website
Features
Threats
•...
mXg Media Inc.
• A hybrid of catalog
and magazine
• Sponsor concerts
• Company website
• Sensitive to teen girls’
tastes
•...
Company Differentiation Strategy
• Catalogs
• Newsletters
• Events
• Contest
• Online ads
• Brand
recognition/awareness
(a...
Recommendation
• Catalogs/Email
• Online Ads: Banners, SEMAcquisition
• Email
• Event
• Contest
Retention
• Letters/EmailR...
$2,600,000
$1,400,000
$1,500,000
$2,000,000
$1,000,000
$1,000,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
...
Launch Time
Acquisition
Sources Catalog (print)
Online Ads
(SEM,
Banner Ads)
New Customers 35,455 179,226
Response Rate 9% 3%
Prospect...
Retention
Sources Email (E-Zine) Event-1 Event-2 Contest
# Renewed
Customers 501,958 486,099 446,477 395,340
Retention Rat...
Reactivation
Source Letter/Email
# Reactivated Customers 660,000
Reactivation Rate 40%
# Lost Customers 1,650,000
# of eff...
CLTV
Year Acquisition Year Second Year Third Year
2000 2001 2002
Customers 214,681 175,292 145,493
Retention Rate 82% 83% ...
P & L Statement
Thank You
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Alloy analysis ppt

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Alloy analysis ppt

  1. 1. December 3, 2013 By Adrianna Ryles, Hongqian Su, Chanjuan Zhang, Xiaoshi Zhang Alloy.com: After IPO Marketing Analysis
  2. 2. Outline • Competitive analysis • Company differentiation strategy • Recommendations 1. Acquisition, Retention, Reactivation 2. CLTV • P & L statement • Summary of recommendations
  3. 3. Competitive Analysis • Direct competitors dELiAs, mXg bluefly.com • Indirect competitors The mall-based stores Bolt.com, Seventeen, Twist and Jump
  4. 4. dELiAs Inc. • The largest online and catalog merchant • 20 conventional retail stores • Company website Features Threats • Larger database • Extended product lines (ex: home furnishings) • Online to Offline (O2O) • Many touchpoints (online magazine, other brands, websites, Brick and Mortar)
  5. 5. mXg Media Inc. • A hybrid of catalog and magazine • Sponsor concerts • Company website • Sensitive to teen girls’ tastes • Many touchpoints (fashion shows, concerts, website etc) • Multiple distribution channels (newstands and bookstores) Features Threats
  6. 6. Company Differentiation Strategy • Catalogs • Newsletters • Events • Contest • Online ads • Brand recognition/awareness (advertising creates the most revenue) • Customer engagement • Constant communication • Extended database Features Strengths
  7. 7. Recommendation • Catalogs/Email • Online Ads: Banners, SEMAcquisition • Email • Event • Contest Retention • Letters/EmailReactivation
  8. 8. $2,600,000 $1,400,000 $1,500,000 $2,000,000 $1,000,000 $1,000,000 $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000 $4,500,000 $5,000,000 Acquisition Retention Reactivation Catalogs Online Ads Email Events Contest Letters/Email
  9. 9. Launch Time
  10. 10. Acquisition Sources Catalog (print) Online Ads (SEM, Banner Ads) New Customers 35,455 179,226 Response Rate 9% 3% Prospects 393,939 6,288,640 # of efforts 12 9 VC/ effort $0.55 $0.02 Total Marketing Inv. $2,600,000 $1,400,000 Avg. Acquisition Cost $73 $8
  11. 11. Retention Sources Email (E-Zine) Event-1 Event-2 Contest # Renewed Customers 501,958 486,099 446,477 395,340 Retention Rate 78% 68% 68% 60% # Existing Customers 264,681 714,851 656,584 658,900 # of efforts 52 1 1 1 VC/ effort $0.15 $1.40 $1.52 $1.52 Total Marketing Inv. $2,000,000 $1,000,000 $1,000,000 $1,000,000 Avg. Retention Cost $3.98 $2.06 $2.24 $2.53
  12. 12. Reactivation Source Letter/Email # Reactivated Customers 660,000 Reactivation Rate 40% # Lost Customers 1,650,000 # of efforts 1 VC/ effort $0.606 Total Marketing Inv. $1,000,000 Avg. Retention Cost $1.52
  13. 13. CLTV Year Acquisition Year Second Year Third Year 2000 2001 2002 Customers 214,681 175,292 145,493 Retention Rate 82% 83% 85% Orders per Year 3.8 4.4 4.6 Avg. Order Size 75 88 92 Total Revenue $60,379,031 $67,873,224 $61,572,513 Costs 48% 43% 41% Cost of Good Sold $28,981,935 $29,185,486 $25,244,730 Acquisition/ Mkt. Cost $19 $16 $12 Marketing Costs $4,000,000 $2,804,679 $1,745,912 Total Costs $32,981,935 $31,990,165 $26,990,643 Gross Profit $27,397,096 $35,883,059 $34,581,870 Discount Rate 1.14 1.30 1.48 New Present Value $24,032,541 $27,610,849 $23,341,777 Cumulative NPV Profit $24,032,541 $51,643,389 $74,985,167 Customer LTV $111.95 $240.56 $349.29
  14. 14. P & L Statement
  15. 15. Thank You

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