Crispa Tees used to be a popular brand back in the day. But because of the high competition in the garments industry, the brand died down. I, along with some of my groupmates, reinvented Crispa Tees, as you will see in this presentation. But this powerpoint presentation is made by yours truly. Enjoy!

1. YouR
Shirt
Sucks!
Typ es of shirts
mothers use and buy

2. CRISPA
TEES
-cost bran d in the past
popular, low

3. COMPETITORS
CRISPA
TEES

4. WE WILL REVIVE
CRISPA TEES!
A TWIST!
… WITH

5. DURABLE TEES
WITH ADD-ONS A
S BY CRISP
E
KID DIE TE

6. 3
that’s our
logo!

7. In the past:
men &
women
in general

8. AGES 4-12 YEARS OLD

9. ENIE NCE
CONV

10. ENIE NCE
CONV NDOM SAM PLING
ED RA
TIFI
AND STRA

11. 100
middle class mothers
with children who fall
within that range.

12. brand
awareness data

13. $%@ !&#@!
% Base with this Awareness
BRANDS FM OM Aided Total
Hanford 43 37 20 100
Bench
18 38 33 89
In-betweeners
Puritan Jr. 5 23 46 74
Others 34 2 0 36
Share Hanford
Bench In-
Puritan Jr. Others
betweeners
Indicators
% share of mind 43 18 5 34
% share of market 37 23 1 39

14. 5. celebrities
4. Watching tv
3. others
2. magazine

15. HANFORD Bench
Most commercialized

16. 100%
Buy plain shirts for their kids

17. product
data
usage

18. mothers and We want cotton,
children say: round neck
shirts

19. 2% More
43%
indiv than
55% idua 3
Pac ks of
lly
3

20. a year
or more
less than
a year

21. y occa si on s
r ma n
used fo
ostly for:
o l
Can be
...but m
SC ho

22. Everyone in
Your household
Can use
plain shirts
even
your
parents!

23. I ve
Tried
em!

24. I ve
Tried
EM!
G HT:
LA ST BOU
Other brands 39%
hanford 37%
Bench 23%
Puritan 1%

25. I ve
Tried
EM!
...
e that
And befor
Other brands 48%
hanford 29%
Bench 23%
Puritan 0%

26. I ve
Tried
EM!
t
ht mos
Boug n:
ofte
Hanford 40%
Other brands 33%
Bench 25%
Puritan 2%

27. Total
Total Total Ever Conversion Patronize in Retention
Brand Aware Tried rate past 6 Rate
months
Hanford 82 60 73% 37 61%
Bench in-betweeners 69 41 49% 23 56%
Puritan Jr. 60 13 21% 1 7%

28. Analyzing Competitive Performance Ratios:
Reach, Conversion, Retention, and Placement
Target
Bench in-
Market Hanford
betweeners
Puritan Jr.
Responses
% of total who are aware
82% 69% 60%
of this brand
% of total who have tried
60% 41% 49%
this brand
% of total who stayed
61% 56% 7%
with this brand
% of seekers of the brand
who found the brand in 100% 100% 100%
the store they went to

29. Brands Previously Used
vs
Brands Currently Used
Brands Previously using Currently using
Hanford 29 37
Bench in-betweeners 23 23
Puritan Jr. 0 1

30. Computed Relative Share
of Market (RSOM s)
Brands Previous RSOM Currently RSOM
Hanford 1.3 1.6
Bench in-betweeners 0.79 0.62
Puritan Jr. 0 0.02

31. purchase
data

32. Department
Store

33. BOUTIQUES

34. After a
8-9 year
5-7 months 43%
months 8%
2-4 33%
months
16%

35. Majority
said round
neck shirts
Types of shirts they last bought

36. Shirt
size
medium
larger
sizes
small

38. Price
paid

39. Other purchases
when buying plain tees

40. No brand in
mind when
buying plain
tees?!

41. I spy with my little eye

42. 87% Brand in
Postpone buying mind not Buy whatever is available
available
13%

43. attitude
data

44. cs
cha
40% 30%
1. Comfortable 2. Durability
21% 3. Quality of fabric

45. wears ou
BOO!

46. KID:
APPROVE!
PARENT:
APPROVE!

47. product
image data

48. Value for the qualities
!(#$ !"#$ Durable
Thick
!(#$
Comfortable
!%#$ Affordable
!(#$ Branded
Absrobs sweat
!"#$ Dri Fit
!(#$ Absorbs Odour
Strechable
'#$ !&#$

49. Value for the qualities
Dri
34 Dura Comfy Thick Affordable Branded Absrobs sweat Fit Absorbs Odour Strechable
3.94 3.96 3.53 3.74 2.13 2.95 2.89 2.98 2.81
!

50. Bench in-betweeners
!!"# !!"#
Durable
Comfortable
!%"#
!$"# Thick
Affordable
!%"# Branded
!%"# Absorbs sweat
Dri Fit
!%"# Absorbs Odour
!&"# Strechable
!$"#

51. hanford
!&#$ !"#$ Durable
Comfortable
!&#$
Thick
!"#$
Affordable
!&#$ Branded
Absorbs sweat
!!#$
Dri Fit
!&#$
Absorbs Odour
!!#$ Strechable
!%#$

52. puritan jr.
!%#$ !"#$ Durable
Thick
!%#$
Comfortable
!"#$
Affordable
!%#$ Branded
Absorbs sweat
!!#$
Dri Fit
!%#$
Absorbs Odour
!%#$ !"#$ Strechable

53. Bench in-betweeners
Hanford
! puritan jr.
Dri
35 Dura Comfy Thick Affordable Branded Absrobs sweat Fit Absorbs Odour Strechable
B 3.42 3.98 3.13 3.71 3.9 3.09 3 2.98 3.27
H 4.41 4.31 3.91 3.84 3.97 3.6 3.44 3.51 3.38
P 4.12 4.12 3.77 4.22 3.32 3.29 3.29 3.29 3.22

54. kiddie
tees

56. Need of ch
ange of cl
othes

57. 5-15 plain tees

58. MUCH CLOTHES
=change
Constant

59. I don t care
what I wear!

60. They let their
kids choose
what they wear

61. my shirt is
durable̶even
if I get bullied

62. This is not durable!

63. Willing to repeat clothes

64. Look
at me!

65. Department store

67. ADD-ONS mosquito
patches
embroidery
printing

68. THANK
YOU!

69. CREDITS:
* photos:
• flickr.com/photos/balakov/3317358958/in/set-72157617248349427
• flickr.com/photos/balakov/3804759012/in/set-72157605585333576
• flickr.com/photos/balakov/3775690019/in/set-72157605585333576
• flickr.com/photos/balakov/4266155101/in/set-72157603412185394
• flickr.com/photos/balakov/3622145096/in/set-72157594352657197
• flickr.com/photos/balakov/4487356456/in/set-72157603412185394
• flickr.com/photos/balakov/3119272192/in/set-72157602602191858
• flickr.com/photos/balakov/2226348945/in/set-72157594352657197
• flickr.com/photos/eti-eti/2321365954/sizes/o/in/photostream/
• flickr.com/photos/akc77/533013526/
• flickr.com/photos/weekforchildren/3619515876/
• flickr.com/photos/brianbarrera/5255791382/
• flickr.com/photos/maechevrette/4147914318/
• flickr.com/photos/number11/1485456722/
• flickr.com/photos/lazurite/4165740892/
• flickr.com/photos/dgw1976/6061376837/
• nutrition.efficientqa.com/Images/shoppingcart.jpg
• flickr.com/photos/brands0220/5253299938/
• flickr.com/photos/aidanshart/2437617338/
• flickr.com/photos/ubermummy/4475266899/
• flickr.com/photos/mahalways/4087472887/