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

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

Executive SummaryGrowth 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

SWOT AnalysisStrengths

● 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

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

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

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)

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

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