...| Title slide | 2 | Executive Summary | 3 | Statement of the marketing challenge and evidence in support | 4++ | Analysis of current situation to include: * Market description for wallets overall and specifics of Big Skinny target market(s) * Competitive analysis of Big Skinny direct competitors, comparing on important features such as thinness, cost, depth of product mix, revenues etc. * Analysis of Big Skinny's website * Analysis of Big Skinny's prior online and offline (traditional) promotion efforts * Management considerations * Financial considerations | 5++ | Analysis of each of the 7 techniques discussed in the case study, including advantages and disadvantages of each specific to Big Skinny | 6++ | Recommended online media plan (must be compiled from some or all of those seven techniques outlined above). Recommendation should include at least three of the online tools, may have more if the case facts justify it | 7++ | Recommended offline (traditional) media to support online efforts to sell Big Skinny wallets | 8 | Management and financial challenges to implement your recommendations | 9 | Endnotes | 10 | Bibliography | 11 | Exhibits, if any | Case Study 3: Big Skinny Wallets Due: End of Week 6 Case Overview Big Skinny CEO Kiril Alexandrov is an expert at selling his company's product -- ultra thin wallets -- through in-person interactions and conventional media. He has been very successful based to a large extent...
Words: 1006 - Pages: 5
...Case Study Big Skinny Wallet Name: Institutional Affiliation: Table of Contents Contents Executive Summary 3 Case Study Big Skinny Wallet 4 2. A Summary of an Environmental Appraisal Analysis for Big Skinny in UK 5 Rationale for Marketing Big Skinny Wallet 5 2.1 Macro Environment 6 2.1.1 PESTEL analysis 6 2.1.1.1Political 6 2.1.1.2 Economic Analysis 6 2.1.1.3 Social-Cultural 8 2.1.1.4 Technology 8 2.1.1.5 Demographic 9 2.1.1.6 Legal Environment 9 3.0 Micro Environment 10 3.1 Customers` Profile 10 4.0 Market Segmentation and Target markets 11 4.1 Market Overview 11 4.2 Target Market I: for Big Skinny Company in the U.K 12 4.2.1 Long-established Online Retailers and Suppliers 12 4.2.2Target Market I: Positioning of merchandise 13 4.3 Marketing Mix for Big Skinny in long-established Online Retailers and Suppliers 14 4.3.1 Marketing Objectives 14 Product 15 Price 16 Place 18 Promotion 18 4.4 Target Market II: All-out Social Media Campaign 19 4.4.1 Marketing Mix Target Market II: for All-out Social Media Campaign at Big Skinny 20 Product 20 Price 21 Place 21 Promotion 21 5.0 Three year marketing plan…………………...…………………………………………………………………………………………………..23 6.0 Recommendations 23 References 25 Executive Summary Big Skinny is a company that produces the world`s thinnest wallet. As such this paper regards the environmental appraisal of Big Skinny Company and its entry in the UK market. For the environmental...
Words: 7034 - Pages: 29
...Sponsored Search Strategy We believe that Big Skinny should continue to advertise via sponsored search ads. Based upon the Cost per Click model presented to us in Exhibit 4 in the case study, the numbers show that they are able to generate a fair amount of revenue. If we evaluate the data within Big Skinny’s CPC model, we can determine the cost and revenue as follows - Cost = Impressions x CTR x CPC Cost = 42,986 x 4.8% x .54 Cost = $1,114.20 Revenue = Impressions x CTR x Conversion Rate x Revenue Per Conversion** Revenue = 42,986 x 4.8% x .05 x $20 Revenue = $2,063.40 ** The value of $20 for Revenue Per Conversion is being assumed for this exercise. For one, CEO Kiril Alexandrov is quoted as saying “for $20, your wallet will be that thin forever” in the case study. Additionally, after searching their website, the vast majority of wallets listed on their website are being sold for more than $20. Therefore, $20 is used as a bare minimum price for each wallet sold. Even with that in mind, you can see that the revenue is almost double that of the cost. Taking into consideration that a certain number of the wallet sales will most likely be more than $20, the revenue will be larger in reality. This proves that their sponsored search advertising campaign is generating revenue. With that said, we can’t confirm that it is profitable since we weren’t provided...
Words: 1902 - Pages: 8
...Search Strategy We believe that Big Skinny should continue to advertise via sponsored search ads. Based upon the Cost per Click model presented to us in Exhibit 4 in the case study, the numbers show that they are able to generate a fair amount of revenue. If we evaluate the data within Big Skinny’s CPC model, we can determine the cost and revenue as follows - Cost = Impressions x CTR x CPC Cost = 42,986 x 4.8% x .54 Cost = $1,114.20 Revenue = Impressions x CTR x Conversion Rate x Revenue Per Conversion** Revenue = 42,986 x 4.8% x .05 x $20 Revenue = $2,063.40 ** The value of $20 for Revenue Per Conversion is being assumed for this exercise. For one, CEO Kiril Alexandrov is quoted as saying “for $20, your wallet will be that thin forever” in the case study. Additionally, after searching their website, the vast majority of wallets listed on their website are being sold for more than $20. Therefore, $20 is used as a bare minimum price for each wallet sold. Even with that in mind, you can see that the revenue is almost double that of the cost. Taking into consideration that a certain number of the wallet sales will most likely be more than $20, the revenue will be larger in reality. This proves that their sponsored search advertising campaign is generating revenue. With that said, we can’t confirm that it is profitable since we weren’t provided with cost of manufacturing and distributing the product. One keyword that Big Skinny might want to decrease their bid...
Words: 1902 - Pages: 8
...------------------------------------------------- Case study analysis : Online Marketing at Big Skinny ------------------------------------------------- Brief history: Big Skinny is a company that manufactures wallets with brand Big Skinny. Big Skinny wallets are made from synthetic material unlike conventional wallets that are made from leather. These wallets are very light in weight and the have captured good market. Till now Big Skinny is selling wallets through trade fares and other physical outlets but Kiril, the CEO of Big Skinny, is contemplating the online medium to capture further market. Wallets: Wallets are generally preferred with lightweight and that can easily carry stuff like credit cards, cash and receipts along with other stuff. Thin wallets are considered better because it will always keep you safe from back pain and sciatica. Wallets are often in need of replacement and people buy them as impulse purchase or as gifts since it is not a costly item and also does not require much information processing. Big Skinny has just launched world’s thinnest wallet and got good response from the market during various trade fairs it participate in. The challenge is how to use online medium to build further sales and formulate an strategy for online retail and marketing. The key features of this wallet are:- 1. Size - Reduce Wallet size by 50 to 75% 2. Weight - Will weigh under an ounce. 3. Card Pocket size - Will feature extra wide...
Words: 1074 - Pages: 5
...Strategic Marketing Management MBA5320 E Fall 2013 Professor Office Telephone E-Mail Office Hours Class Location Class Hours Simin Foster, Ph.D., MBA Desmarais 5140 Contact via e-mail simin.foster@uottawa.ca By appointment (confirm via e-mail) Desmarais 4170 Thursday 4:00 pm - 7:00 pm Weight on Final Grade 15% 15% 10% 15% 20% 25% Course Deliverable Case 1 – Black & Decker (A) Case 2 - Marketing Simulation Case 3 – A Case for Brand Loyalty Case 4 – Online Marketing at Big Skinny Peer-to-Peer Learning Experience Final exam Due Date September 19 Part A: September 26 Part B: October 3 Par November 14 November 21 A. February 7 To be assigned To be announced Please note that all assignments must be submitted via Turnitin™ in addition to hard copy. COURSE DESCRIPTION The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers. Using lectures, case studies, and class discussions, students learn how to control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably. The Telfer MBA distinguishes itself by training students to Lead High Performance Organizations. Successful firms are those that integrate the objectives and resources of the organization with the needs and opportunities...
Words: 5502 - Pages: 23
...different online strategy yield better results? Let’s use the case on Big Skinny as an example. This thin wallet company primarily focuses on the “impulse shopper”, who is wowed by a salesperson at a street fair. Even though this strategy has proven highly successful offline, is this necessarily the marketing plan we want to recreate offline? Wowing the customer online can be very difficult since many online consumers have learned to either ignore or temper down showy advertising. Instead, could Big Skinny simply proliferate its products on large online retailers like Amazon and try to compete as a purchase alternative to a rational wallet buyer who is seeking to compare several wallets in his/her decision making process? I’m aware that this hypothesis can be confirmed with A/B testing but are there frameworks or historical references we can use to better understand what makes replicating offline marketing online more or less successful? Big Skinny ------------------------------------------------- Case study analysis : Online Marketing at Big Skinny ------------------------------------------------- Brief history: Big Skinny is a company that manufactures wallets with brand Big Skinny. Big Skinny wallets are made from synthetic material unlike conventional wallets that are made from leather. These wallets are very light in weight and the have captured good market. Till now Big Skinny is selling...
Words: 2065 - Pages: 9
...Instructor: Dave Power 617.694.2472 President, Power Strategy dave@powerstrategy.com Office Hours: Before class and by appointment ------------------------------------------------- About the Course Course Description and Overview Growth companies are the engines of product innovation, market expansion and value creation. But sustaining the growth of these dynamic private companies -- typically with revenues of $10 to $100 million -- requires a unique set of skills, different from those required in either startups or large public companies. Many promising growth companies stall as their business models mature and they outgrow the processes and teams responsible for their early success. Using a mix of case studies, group discussions, interactive exercises and written assignments, this course provides a general management perspective of growth companies: strategy, execution, team, and capital. You first learn different growth strategies, including market disruption, “white space” discovery, and business model innovation. You then connect strategy with execution through market selection and positioning, “lean” development of new offers, and pipeline management. Because execution depends on team effectiveness, you explore team alignment and meeting rhythms, and the role of leadership in creating a growth culture. Finally, you learn about raising growth capital, managing boards and planning for a successful exit. Readings draw from Clay...
Words: 2422 - Pages: 10
...Ernest Newman Jr. Prof. Grix Art Appreciation 4/23/11 Analysis of Dylan James Art “Nomadic” They say art is the way the artist perceives how the world is or its issues and that we are to understand it as they want us to. In most cases that’s true but sometimes, in some art it puts you in your own little dream world. That work of art makes you forget all that’s going around you and you immerse yourself into the art, or should I say dreamland. To me when I really like a work of art I have to connect to it, I must feel the connection they are trying to make but also create my own. Once the art pulls me in that’s when it becomes my dreamland and brings about a certain peace that only art can do. This analysis will discuss the different mediums, purpose and personal perception on what makes it my dreamland. The first thing you recognize in a painting is the medium. This piece was a little tricky because it seemed to be a mixture of water color and impasto. Since that is never or rarely done I’ve come to the conclusion its kind of a lite impasto. The work of art was done it looks like on paper but its not the paper that brings this work out, it’s the use of the oil paint. Dylan James made this piece, “Nomadic” by drawing a family of three with an unusual but simply brilliant impasto technique. He draws the borders of the figures thick so you would know that they are figures and how they look but shades in the bodies kind of lightly and puts the family in a hierarchic...
Words: 726 - Pages: 3
...Entry 1: “‘They c’n go loose and rape up the countryside for all ‘em who run this country care,’ was one obscure observation we met head on from a skinny gentleman when he passed us.” (pg. 154) This is at a trial for a rape case. It has suggestive material that could be offensive to some. Entry 2: “I was far too old and big for such childish things, and the sooner I learned to hold it in, the better off everybody would be. I soon forgot. Cecil Jacobs made me forget. He announced in the schoolyard the day before that Scout Finch’s daddy defended niggers. I denied it, but told Jem.” (pg. 85) A classic bullying case (I think), this is in a school yard. This has a racist slur and could be taken the wrong way by some. Entry 3: “‘A nigger-lover. I ain’t very sure what it means, but the way Francis said it--tell you one thing right now, Uncle Jack, I’ll be--I swear before God if I’ll sit up there and let him say somethin’ about Atticus.’” (pg. 98) This is at a place called Finch Landing, a settlement for all the Finches. Again it has a racial slur that may be offensive to some....
Words: 767 - Pages: 4
...don’t feel comfortable with who they are and they try to hide it by changing their personality and the way they look. They feel like the only way to be happy with their body is by looking like everyone else. When people see someone look a certain way in TV or in magazines they start saying that they want to be just like them. (Knorr) This is the case of Kylie Jenner who is a public figure from a reality show growing up in the spotlight. She has become a media icon and has a successful makeup company but many see her as a bad influence. She had a baby at nineteen years old and has had plastic surgery since she was sixteen. There are girls like Camryn, a teenage school girl who looks up to Kylie Jenner because of the way she looks. Camryn thinks that she is perfect woman but in reality most of Kylie’s looks have been enhanced to look better. Camryn said” SHE IS SO PERFECT, I WANT TO BE HER”(Wood). The problem is that girls look up to women who change their physical features making girls think that changing the way they look is the right thing to make themselves feel better. "I look up to her a lot." She especially wishes she had big lips like Kylie's and her beyond-bee-stung look. Camryn has taken lip lessons from her favorite YouTube makeup tutors. This is an example why social media can be a bad aspect to have in life. Girls will want to look as PERFECT as they can, but who establishes what perfect is? They want to be just like the celebrities because they seem to have the “perfect...
Words: 1494 - Pages: 6
...EDER, Greniel Ann PEREZ, Jessamae DATE: February 20, 2012 TO: Apple Computer and Steve P. Jobs (2006): Pixar Animation and Walt Disney Company FROM: Accounting Students Consulting Team, UMAK Chapter RE: Analysis of Apple Company’s future and its competitive advantage BRIEF SUMMARY: This report aims to evaluate Apple Computer • past and present performance in order to most importantly stipulates the future position of this largely successful company. Being that the company’s objective centers on increasing profits, increasing market share, and maintaining brand image., this report tries to identify strategies that make their company more competitive. The analysis uses SWOT, IFAS, EFAS and other similar evaluative tools to reach an understandable and valid generalization. SITUATION DEFINITON: • CURRENT PERFORMANCE Today Apple’s operations are as diversified as they were never before. With its currently 13,599 employees worldwide it generated revenue of $63 million in the last quarter. It holds cash reserves of over %4.5 billion and has a ROIC of 3.05%. Apple’s operations are spread around the PC industry, computer peripherals and the software and service industry. In the overall PC industry Apple’s market share has diminished to a skinny 2.1%. Apple itself doesn’t look itself at the overall PC market, as it has defined 4 specific markets on which it currently focuses on. The market shares in these sectors are to some extent more significant. In...
Words: 2430 - Pages: 10
...Contributing Factors to Various Eating Disorders Introduction The proposed topic discussed throughout this research will be eating disorders, specifically on the contributions to various eating disorders, such as anorexia nervosa, athletica nervosa, bulimia nervosa and binge eating. Through much research, it is shown there are larger causes to these eating disorders. It is no longer a psychological factor (brain chemical misbalance). There are greater forces that influence eating disorders such as the mass media, family, stress (sense of identity), community (peers/school), and negative body image (which links to mass media). It is important to know these contributions to eating disorders because, the more one knows about the various factors for an eating disorder, the easier it will become to treat these disorders (help one suffering with an eating disorder cope and become healthier.) Throughout the 21st century, eating disorders have become more common among North American teens. With a higher percentage rate of eating disorders in the 21st century, (Sneddon, 1999, p.35) it shows it is an area that should have greater focus. Not only does it have a negative impact on the individual who is battling it, it has a negative impact on society; an impact that could destroy our society – mentally if we (as a community/society) do not help or treat this in the way it should be. An eating disorder can tear apart someone’s morals, eat at their brain – which means with it becoming more...
Words: 3860 - Pages: 16
...Depleting Body Image: The Effects of Female Magazine Models on the Self-esteem and Body Image of College-age Women Influence of Magazines on College-Age Females’ Body Image Millions of women every day are bombarded with the media’s idea of the “perfect” body. These unrealistic images are portrayed in women’s magazines all over the country. The message being sent to women is that they are not pretty or skinny enough. The average American woman is 5’4” and weighs 140 pounds, while the average American model is 5’11” and weighs 117 pounds. Annually, magazine companies spend billions of dollars on diet and exercise advertisements to put in their magazines. Magazines sell body dissatisfaction to their readers through unrealistic images of women, as well as dieting and exercise information. Thirty years ago, Marilyn Monroe, a size 14, had the “ideal” body shape and size, but today’s standard is much smaller. As the beauty ideal continues to get smaller in our society, body image within American women continues to plummet. Magazines portray and compare happiness with being thin; therefore some feel if they are not thin, then they are not happy. As with women of all ages, many college-age women are believed to hold unrealistic ideals of body shape and size, ideals that can be both physically and emotionally unhealthy. Our study, focused on women who attend the University of Wisconsin-Madison that are between the ages of eighteen and twenty-four. We wanted to identify the specific...
Words: 10288 - Pages: 42
...It’s everywhere, in every direction we look. It’s on the way to school, on the benches you see, and even on the fast food cup you purchase. It is unavoidable. It is powerful, and much stronger then we realize. It can manipulate people into thinking a certain way, and even change cultural opinion. What is it? It is none other than advertising. According to CBS News’ Article “Cutting Through Advertisement Clutter”, every individual sees close to 5,000 ads a day. With the right research, look, and design an advertisement has a way of completely changing the way people view a product. Take Dove for example. Prior to 2004, this international mega brand used advertising tactics much like many other brands were using- skinny models, sexual innuendos, and trendy images. But their products weren’t getting the success they had hoped for. Driven by a declining market share and decreased product sales, Dove decided to take a daring move and add curvier women to their ads. They called their new campaign the “Dove Campaign for Real Beauty.” The campaign, which targeted women of all shapes and sizes, sought to reverse the fabricated idea that all women should be a size 2, with voluptuous lips, perfect hair, and flawless skin. Ultimately, Dove hoped the campaign would change the way their target audience related to its products. This type of advertising was completely new to the worlds of advertisement, and almost critiqued the bias that other ads were portraying; Yet they never could of imagined...
Words: 1296 - Pages: 6
