WSI Final Project Internship Presentation 1

Rocio RamirezAugust 18, 2016

1. Challenge

Consider a customer segment and assortment that Mark and Graham does not currently offer.

Female83%

Male17%

gender18-25

6%

26-3524%

36-4524%

46-5522%

56-6516%

66+9%

age of hh household

High School or less12%

Some College20%

Bachelor Degree40%

Graduate Degree

27%

education

The typical Mark and Graham customer is a married female, age 26-55 years, with a median household income of $114k. She is likely to be a homeowner and hold a

bachelors degree or higher.

Mark and Graham: Buyer Profile

THIS BOX WAS PLACED IN ORDER TO PROTECT CONFIDENTIAL INFORMATION REGARDING BUYER AGE, INCOME, AND EDUCATION

2. Research

National Panhellenic Conference: 2014-15 Annual Report

26 3,234 380,565ORGANIZATIONS UNDERGRADUATE CHAPTERS UNDRGRADUATE MEMBERS

672 3,889 3,219,008CAMPUSES GLOBAL ALUMNAE ASSOCIATIONS ALUMNAE MEMBERS

136,716INITITATES

NPC Sororities: 2013-2014

Median Household Income: 2010-2014 MARK & GRAHAM

CUSTOMER: NY, CA, TX

INSTAGRAM ENGAGEMENT:

NY, IL, TX

Sorority Women Expenses

$800 -

$2000

NEW MEMBER DUES

$300SORORITY PRODUCTS

$200SORORITY GIFT

PURCHASES

$5000 - $10,00

0PR &

MARKETING CHAPTER BUDGET

Virginia “Ginni” Rometty

• CEO of IBM• Kappa Kappa Gamma

Condoleezza Rice• Former U.S. Secretary of State• Alpha Chi Omega

Notable Alumnae

• Age: 18-21• Gender: Female• Personality: Bubbly, Outgoing,

Cheery• Favorites:

• Colors - Pink, Navy, Turquoise {bright&pastel}

• Music Genre - Country or Top 40

• Apparel Brands - Lacoste, Ralph Lauren, Lilly Pulitzer, and Juicy Couture

• Handbag Brands - Kate Spade, Tory Burch

• Hobbies & Interests: Cheerleading, Tennis, Field Hockey, Sailing, Horseback Riding, Shopping

Customer: Charismatic Collegiate

3. Create

Collection

Current AssortmentColor Block Cuff Cermamic Catchall

Wide Brimmed Straw Hat Cork Tote Pompom Keychain

Cotton Kimono Robe

$65 $45 - $49 $49 $125 $49 $89 Sku Count: 5 Sku Count: 3 Sku Count: 6 Sku Count: 1 Sku Count: 6 Sku Count: 15MMU%: 88% MMU%: 85% MMU%: 68% MMU%: 69% MMU%: 83% MMU%: 70%

Additional ProductsPlanner Acrylic Tumbler Water Bottle Sorority Signage Bangle

Sorority Pillow Cover

$55 $20 $25 $35 $32 $55

Current Assortment

Additional Products

$20 PER APPLICATION

26 SORORITY

$500 TOTAL

8.5% ROYALTIES

Personalization

Website

Home Décor

Sisterhood Shop

View All Products

Stationery Alumni

JewelryBags &

Accessories

Sisterhood Shop

Sorority Pillow$65

Bangle$32

2016-2017 Planner$55

Acrylic Tumbler$20

Sisterhood Shop

View All ProductsBags & AccessoriesApparelJewelryHome Décor StationaryAlumniBrand Ambassador

“Sisterhood is the essence of all the wisdom of the ages, distilled into a single word. ”

SHOP ALL SORORITY

Website

Home Décor

Sisterhood Shop

View All Products

Stationery Alumni

JewelryBags &

Accessories

3. Brand

Awareness

Brand Awarenes

s

EVENTS

INFLUENCERS

SOCIAL

IN-STORE

Events

Trunk Show• Club Fair, Sorority Houses, Sorority Leadership

Conference• Interactive – Instagram Booth:

#markmysorority

M&G Sponsored Event• Recruitment Season

• Zeta Tau Alpha (University of Texas, Austin)• Phi Mu (University of Alabama)• Alpha Delta Pi (University of San Francisco)

Influencers

Sorority Blogs• Sorority Sugar, Sorority Stylista, Bows, Pearls &

Sorority Girls, The Sorority Secrets

Brand Ambassador•Sorority Chair – VP PR & Marketing•Member recruitment

•Pay in product•Spotlight on Website•Student Discounts•5 - 10 ambassadors

Social

M&G Post

Sororities

FindGreek App

In-StoreNewspapers/popular media

avenues

College general store

PBdorm {Greek Shop}

$18.5k, +30%L

YFISCAL 2015

DEMAND65%TOTAL

DEMAND MMU%

BES

T SE

LLER

S:

1. 2. 3.

Greek Short Hooded Bath Robe, Pool - $79

Greek Monogram Pillow Cover, 16X16, Mini Dot Pool - $35

Greek Letter Cork Pinboard, Sigma Kappa - $98

Revenue (-52%)

&Visits (-62%)

Revenue per visit

(28%) &

Conversion

(25%)

THIS BOX WAS PLACED IN ORDER TO PROTECT CONFIDENTIAL INFORMATION

REGARDING REVENUES, DEMAND, MMU%, AND SITE VIEWS

SWOT Analysis

Strength• Most educated• M+G income is highest among all WSI brands• Notable Alumnae• 85% of younger buyer chose e-commerce as preferred means of shopping• Millennial consumers showed a willingness to spend more on brands that focus on quality

Weakness• Media portrayal• Perception in the majorities minds

Opportunity• Target young demographic while still entertaining current customer• Capitalize on free monogramming, free gift wrapping & quality products• Bulk orders

Threat• Other brands {Alexandra&Co}• M+G is still emerging brand• Not enough traffic

THANK YOU!

References• "Clients." Greek Licensing. N.p., n.d. Web. 18 Aug. 2016.• "How Much Does It Really Cost to Go Greek?" USA TODAY College.

N.p., 17 Nov. 2014. Web. 18 Aug. 2016.• "Is Sorority Life Worth the Financial Costs?" NerdWallet. N.p., 10 Nov.

2014. Web. 18 Aug. 2016.• "Median Household Income by County for 2010-2014." Median

Household Income by County for 2010-2014. N.p., n.d. Web. 18 Aug. 2016.• "Meet NPC." National Panhellenic Conference. N.p., n.d. Web. 18

Aug. 2016.• "What Lilly Pulitzer Learned About Marketing to Millennials." Harvard

Business Review. N.p., 31 Mar. 2016. Web. 18 Aug. 2016.