The document summarizes a situational analysis for the Marist Brand. It provides an overview of the brand's mission, products, successes, and growth plans. A SWOT analysis identifies strengths like reflecting local history, and weaknesses such as the lack of an ecommerce site. Key target markets are identified as millennial students, Gen-X faculty/administrators, and baby boomer alumni. Research questions are posed about the attitudes, behaviors, and product preferences of each group. The goal is to better understand customer perceptions and shopping habits to help grow the Marist Brand.

1. Situational Analysis
Christine Ryan, Catherine Tucci, Vicky Mulé, Brittany Carmona

2. Executive Summary
Marist Brand Mission Statement:
“Our mission is to create an exclusive collegiate brand that combines current trends with the
culture of Marist College, while utilizing the talents of the Marist Fashion Program.”
● Overall brand positioning campaign (Brand awareness)
Company Information:
● Sold? Director? Founded? Inspiration?
● Special emphasis on Hudson River Valley/Contemporary Trends
○ Marist Archives: travels of Lowell Thomas, Greystone, rowing

3. Executive Summary
Growth of the Marist Brand
Marist Brand successes include:
● $65,000 revenue last year
● Particularly successful piece: Marist Alex and Ani bracelet (897 units sold)
Products/Services
● Clothing not limited to athletic wear, private-label brand
● Men, women and children’s/infant clothing
● Accessories: jewelry, cufflinks, dorm accessories
Future plans
● e-commerce site, on-campus store location, Marist Brand social media accounts

4. SWOT Analysis
Strengths
● Developed and cultivated by students
● Brand reflects history of the Hudson Valley
● More stylish than competition
● Superior materials/fabrics
● Clearly identified target markets
● Products are purchased on campus (convenient
for students & faculty/administrators)
Weaknesses
● More expensive than competition
● Lacking an ecommerce site
● Lacking social media presence
● Men’s clothing isn’t considered “manly”
● Struggling to create brand concept
● Unsure of target markets’ perceptions of the brand
Opportunities
● Giving information about products outside of
store hours: ecommerce site
● Creating a catalog of products to distribute to
target markets
● Establishing a social media presence
● Legally trademarking the Marist Brand name
Threats
● Marist Bookstore & GoRedFoxes.com sell Marist
apparel and accessories with Marist logo
● Expensive:The brand does not leverage
discounts/coupons while competition does
● Lower quality brands with better price points
○ Customers might disregard price/value
relationship

5. Competition
● Marist Bookstore
● GoRedFoxes.com
● Maristgear.com
● Fox Head
● Any brand with the Marist “look”

6. Millennials (Students)
What defines a Millennial?
● Prizm group: Young Influentials: Midscale Middle Age w/o Kids
Demographics
● 18-34 years old
● Educated; 54% of generation has at least some college education
● Students, recently graduated/looking for jobs, just starting their careers or young parents
● Likely to live with a parent, partner or roommate
Psychographics (Lifestyle, Behavior & Attitudes)
● “Millennials don’t simply use gadgets - they’ve fused their social lives into them”
○ 3//4 of Millennials have social networking accounts
● Respond to engagement between brand and consumer
● Family is important - they get along with their parents and value good parenting
● Adventurous

7. Gen-X (Faculty & Administrators)
What defines a Gen-Xer?
● Prizm group: New Homesteaders: Upper Mid Younger w/ Kids
Demographics
● 35-50 years old
○ Born between 1965-1981
● Likely married and raising children
Psychographics (Lifestyle, Behavior & Attitudes)
● Value family and children
● Value independence
● 80% of Gen Xers are online
○ Online shopping
○ Digital video streaming (78.7% download/stream video once per month)

8. Baby Boomers (Alumni)
What defines a Baby Boomer?
● Prizm group: New Empty Nests: Upper Mid Mature w/o Kids
Demographics
● Ages 51-69
● Largest generation
● College educated
○ 69% of those retired, work again
Psychographics (Lifestyle, Behavior & Attitudes)
● Tech-savvy
● After retirement: Active lifestyle and home improvement
● Have and spend money
● While only 3-5% of marketing targets boomers…
○ Brand/ad friendly
○ Easily reached

9. Primary Research Questions
● What are the attitudes, behaviors and perceptions of the three target markets?
○ Shopping habits and perception of Marist Brand
● Is there a disparity between male and female students’ perceptions of the brand? What
are the differences?
● Which products are the most popular among each of the three consumer groups? What
kind of new products will appeal to each segment ?
● Would it be beneficial to incorporate more of the student body in branding efforts?
Example: utilizing marketing and/or graphic design students