YoungArt Marketing Plan

Team 4: Kelly Corsi, Parul Prasad, Gunjan Vora,

Krys Westfall, James Ballard

MKT 6301-5U1 Marketing Management

Executive Summary

• YoungArt:

Tangible memories in the form of pillows

Emotional value at affordable prices through in-school programs as well as gifts/upsells online

Target audiences = organizational leaders, moms, and local businesses

• Promote economic program to local elementary schools, fostering ongoing relationships and brand presence.

• Goal: craft lasting memories and measure success milestones.

We believe in the importance of creating long-lasting

memories. Our pillows are priceless because art is

something that can be kept forever.

Product

• Pillow shams decorated with children’s artwork.

• Core product => packages for classroom projects

• Pillow Shape:• Round – 12’’ diameter

• Square – 12’’x12’’

• Rectangular – 18’’x8’’

• Pillow Case Material: • Polyester

• Cotton

• Satin

• Pillow filler material:• Foam

• Foam/Fiber

• Down and Other Feathers

Price

• Price driver => customer importance

All Shapes Good Better Best

Pillow Case Material Polyester Cotton Satin

Pillow Filler Material Foam Foam/Fiber Down and Other Feathers

Price $8 $12 $16

Target Market

• Teachers, grades K-5

• Females, age 25-35, with children age 3-10

• Dallas-Fort Worth

• Emotional appeal of memorabilia

Well DefinedEasy to

Reach

Positioning

• Educators & parents of elementary children

• Tangible memories & emotional value

• Convenient, one-stop-shop school programs

• Affordable prices

Objectives

Launch the

plan by

September

2015

Quarterly

sales target

of $3,600 Q1,

and $12,000

by Q4

12-15 new

customers per

month,

increase to

50+ in 2016

Host 3

workshops per

quarter

Website

garnering

additional

earnings at 10%

of retail sales

Promotion

• Direct Selling: Face to face in Dallas/Fort Worth Area

• Website: www.youngart.net

• Social Media:

Promotion

• Cause Marketing

• Discount Coupons

• Workshops

Place

Local School Districts K-5 Student Population

ALLEN ISD 14,045

CARROLLTON-FARMERS BRANCH ISD 18,934

COPPELL ISD 7,731

DALLAS ISD 121,538

DENTON ISD 19,891

FORT WORTH ISD 64,968

FRISCO ISD 36,351

GARLAND ISD 40,065

HIGHLAND PARK ISD 5,575

IRVING ISD 25,657

LEWISVILLE ISD 36,963

LITTLE ELM ISD 4,501

MCKINNEY ISD 17,302

PLANO ISD 37,964

PROSPER ISD 5,208

RICHARDSON ISD 28,683

Market Segment Total 485,373

Situational Analysis

• Competitors: Etsy, craft websites, Brick & Mortar craft stores (i.e., Michael’s and Hobby Lobby)

• Economic FactorsCurrently in recovery phase Discretionary income is the final component of

consumer income

• Designs applied using a variety of techniques:Heat transfer Embroidery and dye sublimation Technology trend: Future of 3D printing could be a

factor in production and competition, as well as increase consumer creation (consumer becomes competitor) in the longer term.

SWOT Analysis

STRENGTHS

-You can make your own designs

-Unique product

-Line extension

-Online presence

-Comparative pricing

-Value product

-High quality materials

WEAKNESSES

-No experience

-Can’t employ many people

-Low financing

-Competitive pricing

-Not suitable for long use

-Low brand awareness

-Brand not diversified

-Limited retail presence

OPPORTUNITIES

-Many people interested

-Innovative idea

-Customization

-Color/shape variations

-Bed/furniture extension

-Niche market

-Growth in demand

-Diffuse direct competition

THREATS

-Heavy competition

-We need a lot of material (costly)

-International competition

-Fancy furniture in market

Financial Summary

Year1 Budget (Fixed Costs) $5,968

Unit Costs (Variable Costs) $6.90

Sales Price $12.00

Gross Margin $5.10

Breakeven Point (Units Sold) 1,171

Implementation Plan

Pilot project with 5-10 teachers

Rollout will focus on 4 school districts (Coppell, Highland Park, Allen, Frisco)

Workshops to build awareness

References

"AskTED Home." AskTED Home. N.p., n.d. Web. 05 Aug. 2015.

"Bolsters Non-woven Polyester Covering 100% Pure Polyester FiberfillNon-allergenic Hand Washable."

Pillowflex Wholesale Pillows and Inserts for Pillow Form Inserts and Bolsters 770-463-2346. N.p., n.d. Web. 01 Aug. 2015.

"Brochure Printing." Full Color Services. Web. 02 Aug. 2015.

"Cause Marketing Matters to Consumers." Entrepreneur. N.p., 13 Oct. 2008. Web. 05 Aug. 2015.

"Create Your Own Website in Minutes GoDaddy." GoDaddy. Web. 01 Aug. 2015.

"Cotton Sheeting Throw Pillow Covers." Dharma Trading Co. Web. 01 Aug. 2015.

"Curriculum Division." Curriculum Division. N.p., n.d. Web. 05 Aug. 2015.

"Inkjet Transfer Paper." Dharma Trading Co. N.p., n.d. Web. 05 Aug. 2015.

"Pricing - Pillow Forms & Inserts Made in the USA." Greer Wholesale Manufacturer. Web. 05 Aug. 2015.

"Schools in Dallas, Texas.” Map of School Districts. N.p., n.d. Web. 05 Aug. 2015.

"Unite Your Group with the Power of Custom Tees!" CustomInk.com. N.p., n.d. Web. 04 Aug. 2015.

"3 Types of Cause Marketing - The NonProfit Times." The NonProfit Times. Web. 05 Aug. 2015.

Thank You!