...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 on Kiril's personal selling skills at street fairs. However, his online marketing strategy is ad hoc and the company's first venture into online media was a disaster. The case discusses seven Internet...
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...Big Skinny Case Online Marketing at Big Skinny Case Study : “Online Marketing at Big Skinny” Kiril is a CEO of Big Skinny – a wallet that can hold the same amount of “stuff” but it also looks and feels skinny. It doesn’t bulge out in the pocket, aesthetically pleasing and easy to handle. In the opening of this study, we are introduced to the company through anecdotal account of how over 4000 wallets have been sold, but unfortunately no revenue was to speak of since there was a glitch, causing customers to buy the wallet for free. This is a case study on how Kiril took Big Skinny online. The product that sells itself. Kiril created a wallet that looks like a traditional wallet outside but inside it packs up to 40 credit cards and still comes less than an inch thick. The material used is is one of the thinnest but a very durable material on the market made out of microfibers. The wallet, called Big Skinny, did very well in physical locations in terms of sales. At first it was in trade-shows and then it sold at various festivals and locations. Soon Kiril started physical advertisement using traditional media such as print and billboards like advertisement. Big skinny was doing so well that customers became instant fans. Judging by the response from traditional advertising seemed to be working. So after Kiril decided to take Big Skinny online. The Case study goes on to dispense how Big Skinny had gone from offline to online. Taking big skinny online. Despite having online...
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...Kiril is a CEO of Big Skinny – a wallet that can hold the same amount of “stuff” but it also looks and feels skinny. It doesn’t bulge out in the pocket, aesthetically pleasing and easy to handle. In the opening of this study, we are introduced to the company through anecdotal account of how over 4000 wallets have been sold, but unfortunately no revenue was to speak of since there was a glitch, causing customers to buy the wallet for free. This is a case study on how Kiril took Big Skinny online. The product that sells itself. Kiril created a wallet that looks like a traditional wallet outside but inside it packs up to 40 credit cards and still comes less than an inch thick. The material used is is one of the thinnest but a very durable material on the market made out of microfibers. The wallet, called Big Skinny, did very well in physical locations in terms of sales. At first it was in trade-shows and then it sold at various festivals and locations. Soon Kiril started physical advertisement using traditional media such as print and billboards like advertisement. Big skinny was doing so well that customers became instant fans. Judging by the response from traditional advertising seemed to be working. So after Kiril decided to take Big Skinny online. The Case study goes on to dispense how Big Skinny had gone from offline to online. Taking big skinny online. Despite having online presence from the start using e-commerce online store, Kiril had a challenge on his hand with...
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...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...
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...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...
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...------------------------------------------------- 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...
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...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...
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...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...
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...important: beauty items in the most perfect way. These adverts show beautiful and flawless women exposing not only their desirable bodies and faces but also, their ideologies. Every time regular TV viewer watches television, magazines and even newspapers he is constantly in contact with this a massive and wild environment that has a clear effect in society. Sometimes the audiences do not realize the significance and the magnitude that looking to these adverts have. By looking at these ads, in an unconscious way, the viewers are creating a stereotype about things. For example, when a single viewer stares at a Victoria Secret advert it will create an image in their mind of how a “regular” woman should look like; sexy body, perfect face, skinny and with a skin with almost no pores. People look advertising and they never reflect and ask them selves questions like: “Why are these adverts made the way they were made?” Or “What effects they have in the audiences mind?” People really get affected by advertising as this mass media establishes different ideologies that makes the audience reflect that to “fit in” society they should follow the same ideas shown in media. Nevertheless there are adverts for every kind of object in the market what is impressive is that adverts that are more explicit with women stereotyping are the adverts that are made to advertise cloths. Advertising tells a woman that what’s most important is how they look, and ads surround us show the image of ideal...
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...Marketing at Big Skinny Case Study Bob Monroe 70-451 MIS September 10, 2013 Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Image courtesy Benjamin Edelman and Scott Duke Kominers [EK12] Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe Mock-up courtesy Benjamin Edelman and Scott Duke Kominers 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Mock-up co Benjamin Ede Scott Duke K [EK12 Mock-up courtesy Benjamin Edelman and Scott Duke Kominers Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Attributed to John Wanamaker US department store merchant (1838 - 1922) Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Sponsored Search Terms Vary Greatly In Cost and Effectiveness Keyword Clicks Impressions CTR Avg. CPC Total Cost Avg. Pos. Conv. Cost per-‐ Conv. Conv. Rate thin wallets leather wallet "thin wallet" "big skinny" ...
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...Case Study: Online Marketing at Big Skinny Background Big Skinny is the company behind the “world thinnest wallet.” They have a cool brand and a product that customers love once they have seen the benefits. Their wallet technology appeals to customers for two primary reasons, the size & weight. Heavier and thicker wallets are more difficult to carry; they may not fit in your pocket and generally cause discomfort to carry. Carrying a very thick wallet in one’s back pocket can also cause back problems with associated posture issues from sitting on the offending item for long periods. Big Skinny also promotes additional benefits from standard skinny wallets including the ability to secure items due to the rubber coating on the interior, and the durability to machine wash their wallets without causing damage. Big Skinny’ initial success was a result of the products and sales approach. They were able to develop a cool brand and engage directly with customers at fairs & festivals. This in-person selling technique enabled them to articulate the key features of their product in a way that customers understood, but the sales model was not sufficiently scalable to allow them to grow as fast as they wanted. However the direct approach was still effective to promote the brand, connect with the consumers, and gather their feedback for use in wider efforts. Their move to mass-market promotion was started with print advertising (billboards, postcards, & newspaper/ magazine ads)...
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...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 Christensen...
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...Drivin to be Thin Throughout the years, eating disorders have been on the rise. In a society that prizes thinness, anorexics and bulimics are often just one who looks good in clothes, hiding themselves from their real problem. Before 1995, bigger was better, and if you were trying to lose weight, people worried. “Back then big was beautiful and bigger was more beautiful...Everyone worried about losing weight but not the way they are now” (Goodman 79). Young girls and women strive to look like the models they see in magazines, and unrealistic body images promote dangerous eating disorders; therefore, photographers and magazine editors should not be able to photoshop pictures of women. To start out, anorexia nervosa is one of the two most common eating disorders. Anorexia is a disorder that makes one scared to gain weight, therefore, they starve themselves and go to an extreme with dieting and exercising. In fact, they are almost always hungry and thinking about food, even as the disorder impels them to deny their bodies the fuel needed to function properly. (Walsh, Cameron 62,63) It starts out as a diet, but because they have a fear of gaining weight the diet can spiral out of control. They may be bone thin but they can continue to eliminate more and more food, over time or they will eat very little or nothing at all. (Fanning n. pag.) In addition, bulimia is the second most common. Bulimia is a disorder in which one will eat an excessive amount of food, and then to get...
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...and models for these disorders because the actresses are always so skinny. What people do not know is that eating disorders can be caused by other things rather than the media and models. When people hear that someone suffering from anorexia they automatically think it is because they want to be a model or an actress, when in reality it could be because of emotional reasons. People need to realize that the media is not always the main cause to an eating disorder, they are dangerous to the body, and there are ways to prevent the disorder. Parents of the teens can be a big help to prevent teenagers to obtain such a disorder. Eating disorders are abnormal behaviors dealing with foods which mostly effect high school and college students. These disorders are divided into three categories: anorexia nervosa, bulimia nervosa, and binge eating which they all are the most difficult mental illness to diagnose or cure. There are a variety of reasons doctors cannot cure or diagnose people with these conditions for the simple fact of people being in denial that they have an eating problem. Studies have shown that depression and eating disorders have a connection so doctors often give patients antidepressants for the use of treating the disorders. About eighteen million people in the United States suffer from anorexia nervosa, bulimia nervosa, or binge eating. That’s makes up about three percent of the population and studies show that most of that three percent range from the ages ten to twenty...
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...The group in society I have decided to focus on for this internal are teenage girls/young women and how they are represented as sexualised/beautified to market a product to a viewer. Also how they are shown as promiscuous, beauty driven people who are obsessed with achieving physical “perfection” based on their favourite celebrities throughout the media. The three media texts I have chosen that I think best portray the idea of teenage girls and how they strive to be physically perfect are; the film ‘The House Bunny’ , the television show ‘Gossip Girl’ and the magazine ‘Cosmopolitan’. (Mainly the cover) My first example is the television series ‘Gossip Girl’ The first image is a photo from the March 2011 Cosmopolitan magazine of Blake Lively portraying her character Serena Van Der Woodsen in the T.V series ‘Gossip Girl’. Serena has been styled based on her character, beautiful and desirable (mostly due to her wealth and social status in the show). She has been dressed in entirely white, surrounded in a completely white background, this allows her skin to be the main aspect of focus, and it portrays perfectskin and skinniness. Most girls who see this aspire to imitate these images and may inspire feelings of failure when they do not achieve the exact image. Her lips in the picture are pouting making her look sexy and draws attention to her lips by also making them look glossy and shiny. Her face has been ‘retouched’ (or photoshoped) giving her a look of perfection and...
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