jatalo yasmin el-hag yesenia castillo jamie danmai marshall martin david (chul) cho john david...

JATALO

YASMIN EL-HAGYESENIA CASTILLOJAMIE DANMAI

MARSHALL MARTINDAVID (CHUL) CHOJOHN DAVID BUDISELIC

Jatalo

• Product: unique backpacks, keychains, as well as bracelets .

• Current Stanford student, Aditya Viswanathan, founded Jatalo in December of 2010. He created it to encourage low income children to pursue an education.

• • The goal: to spread awareness of poverty stricken areas by bridging supporters with

the children impacted.

• Jatalo currently helps children in Mexico, Haiti, Tanzania, Thailand, and India. •

• When a Backpack is purchased, a donation of one year’s worth of textbooks is given to a child in need.

• • The long term goal is to cut the poverty cycle and give deserving youth the chance to

be educated.•

Whenever you carry a Jatalo Backpack, you also carry the future of a child in need

Secondary Market Research

• Cause Marketing is now the norm in this new era of social responsibility

• 47% of consumers have bought a brand at least monthly that supports a cause

• 39% increase in “would recommend” cause-related brands

• 34% increase in “would promote” cause-related brands

• 9% increase in “would switch” brands if a similar brand supported a good cause

Market ResearchAmericans want companies to provide the

opportunity to:

Market Research

Secondary Market Research• 95% of students say they are less likely to ignore an ad that

promotes a brand's partnership with a cause

• 86% of consumers believe that companies need to place at least equal weight on society's interests as they do on business' interests

• 93% of consumers want to know what companies are doing to make the world a better place

• 87% of consumers say they would switch to another brand that was associated with a good cause

*Conclusion: If your business or brand doesn't stand for a cause, consumers may turn to your competitors

"Purpose is no longer optional; it's critical"

Primary Market Research: Consumer Behavior

Decision Making

Total Set Awareness Set Consideration Set Choice Set Decision

Jansport Jansport Jansport Jansport

Eastpak Eastpak Vera Bradley The North Face ?

Vera Bradley Calpack SwissGear Vera Bradley

Nike SwissGear The North Face

The North Face

Vans Vans

Jatalo The North Face

Calpack Camelback

Vans Nike

SwissGear Vera Bradley

Camelback

JWorld

PERCEPTUAL MAPAffordability & Quality

Low Quality High Quality

Expensive

Cheap

Jatalo

Camelbak

Jatalo

Vera Bradley

Ralph Lauren

The North Face

Nike

Eddie Bauer

Jansport

Samsonite

Lands’ End

Disney

JWorldCalpack

Skullcandy

East Port

Esperos

Competition

Brand Price Target Market

Key Attributes Category

Jansport $30-$100 11-20 Affordable/Variety Everyday Backpack

The North Face $30-$180 15-30 Durability/Comfort Sportswear

Vera Bradley $66-$109 14-21 Style/Exclusive Fashion (Females Only)

Esperos $60-$70 16-25 Style Cause Motivated

Jatalo $59.99 16-25 Authentic Style Fashion/Cause Motivated

Primary Market Research: Consumer Behavior

Evaluation of Alternatives

Brand Fashion Price Comfort Durability Size Total

Jatalo .4(8) .2(7) .15(7) .15(6) .1(5) 7.06

Esperos .4(4) .2(6) .15(6) .15(6) .1(5) 5.1

Jansport .4(6) .2(9) .15(8) .15(9) .1(9) 7.65

The North Face .4(6) .2(6) .15(8) .15(8) .1(9) 6.9

Vera Bradley .4(9) .2(5) .15(8) .15(6) .1(4) 7.1

Consumer Needs and key issues

• Consumer needs:o Convenience in purchasing o Online ordering and payment availabilityo Free shipping

• Key issues:o Affordability

Discounts, specifically in January and August o Philanthropic Enhancing of Education

Donations upon purchase

1 2

3 4

SWOT Analysis

1. Capitalizing on the shift to a cause related brand

2. Opening a retail store for Jatalo3. Product expansion into key chains4. Marketing to a younger

demographics

1. Competitor produces a fashionably superior product

2. Global recession3. Higher cost of production4. Governments in third world

countries start strictly regulating external educational assistance

High LowProbability of Occurrence

Hig

hLo

wSe

rious

ness

1 2

3 4

Success ProbabilityHigh Low

Attra

ctive

ness H

igh

Low

• Dallas Fort Worth Metroplex• College & High school students• Age range: 16-25• Need a fashionable backpack• Want to support a good cause • Believe education is a necessity• May have a history of donations and community service • Have an average annual income $20,000 +

Segmentation and Targeting

Place

College campuses:• University of Texas at Dallas

• Southern Methodist University

• University of North Texas

• University of Texas at Arlington

• Texas Christian University

Positioning

• Fashionableo Unique o 5 exclusive patterns

• Altruistic o One bag allows for a year's worth of books for a

child in need

• Inspirationalo Crossing cultural boundaries

Market Strategy

Market Penetration:

• Creating awareness

• Selling Jatalo backpacks on more campusesProduct Development:

• Introduce keychains that will boost awareness with the current product line

*receive a postcard about who/what school was helped with your purchase.

Budget Service Cost

Twitter Giveaway $ 1,600.00

Facebook Giveaway $ 1,600.00

Facebook Page FREE

Twitter Page FREE

Facebook Ad $ 5,000.00

Celebrity Tweet $ 7,800.00

Campus Newspaper $ 15,000.00

Campus Promotion $ 15,000.00

Apartment Fliers $ 4,000.00

Total Budget $ 50,000.00

Promotion

• Falling continuous timing pattern: start of each semester.

• "Back to School" season for backpacks

• Starts in August and decreases through the semester

College Newspaper

UTD MERCURY NEWSPAPER:-$400 for 5,000 inserts-$312.50 per 1/4 ad on front page with color

SMU CAMPUS DAILY- $290.85 per 1/4 ad(+) $360 per ad for color

UNT DAILY- $720 for 9000 inserts-$102 per 1/4 ad

UTA THE SHORTHORN-$770 for 11,000 inserts

TCU THE SKIFF-$750 for 10,000 inserts

Campus Newspaper Insert/Ad

PromotionFacebook Page: free

o Like & share to enter giveaway contest

o EngagementPaid ADs

o CPC: $1.25o Budget: $5000o Daily Budget: $100 per day

Twitter: Promotion and ContestTwitter:

• Find 1% & hire as "celebrity tweeter" -Ashley Benson-stars on Pretty Little Liar's TV show($3,900/tweet) @ashbenzo

• #jatalohope

• Contests-Tweet @jatalo in 140 characters why #education is important! -Open contest entry, one bag will be given away a month for a year.

Apartment & Campus Flyer

On-campus Promotion: Kiosk• Set up booths and host "Jatalo Jeopardy"

game show where students can participate in and compete to win a free backpack of their choice. Giveaway one backpack every other week per campus.

• Booth on campus every week from June through September.

• Refreshments, pamphlets, and 40 bracelets and 40 keychains per campus giveaway.

• Host a raffle to give away a backpack in order to draw more people to the kiosk

Success Metrics (Milestones)

• Increase in product awareness & web traffic by 300%

• Reach 1,000+ students at each University in the DFW Metroplex within the first year

• Increase in sales by 20% within the first year

Possible Errors

• Poll sample undersizedo Gender biased

• Coverage erroro not limited to 16-25 age range

• Non-response erroro 4% of survey questions were skipped

Sources• TWITTER

https://app.sponsoredtweets.com/tweeters

• campus newspaper(smu) http://www.smudailycampus.com/advertising/online-media-kit/campus-rates(utd) http://www.utdmercury.com/app/AdRatesSpring2012-OFF3711.pdf (unt) http://www.ntdaily.com/(uta) http://www.theshorthorn.com/site/advertise.html

http://issuu.com/utashorthorn/docs/shorthorn_ratecard-1213?mode=window&backgroundColor=%23222 222 (tcu) http://advertising.tcu360.com/sizes/

• http://www.huffingtonpost.com/2011/07/16/cause-marketing-carole-cone_n_900455.html

• http://www.researchandmarkets.com/reportinfo.asp?report_id=558813&t=e

• http://www.bu.edu/today/2012/what-every-student-should-know-about-backpacks/

• http://www.forbes.com/sites/theyec/2012/07/16/5-characteristics-of-a-successful-cause-marketing-campaign/

• http://www.frogloop.com/care2blog/2010/9/28/ninety-percent-of-consumers-want-companies-to-support-causes.html

• http://www.4-traders.com/AOL-INC-5774637/news/AOL-Inc-AOL-Impact-and-Cause-Marketing-Forum-Announce-Winner-of-Share-Your-Cause-Contest-2012-14353498/

• http://www.entrepreneur.com/article/197820

• http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k.262B/Statistics_Every_Cause_Marketer_Should_Know.htm

• https://twitter.com/jataloinc

• https://www.facebook.com/jatalo?fref=ts