JATALO YASMIN ELHAG YESENIA CASTILLO JAMIE DANMAI MARSHALL

JATALO YASMIN EL-HAG YESENIA CASTILLO JAMIE DANMAI MARSHALL MARTIN DAVID (CHUL) CHO JOHN 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 Research Americans 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 Jansport Eastpak Vera Bradley The North Face Vera Bradley Calpack Swiss. Gear Vera Bradley Nike Swiss. Gear The North Face Vans Jatalo The North Face Calpack Camelback Vans Nike Swiss. Gear Vera Bradley Camelback JWorld Decision ?

PERCEPTUAL MAP Affordability & Quality Expensive Eddie Bauer Ralph Lauren Esperos Nike Vera Bradley The North Face Camelbak Jatalo Low Quality High Quality Skullcandy Lands’ End Samsonite JWorld Calpack Jansport Disney East Port Cheap

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 Jatalo Durability Size Total . 4(8) . 2(7) . 15(6) . 1(5) 7. 06 Esperos . 4(4) . 2(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) . 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 o • o Convenience in purchasing Online ordering and payment availability Free shipping Key issues: o o Affordability § Discounts, specifically in January and August Philanthropic Enhancing of Education § Donations upon purchase

Attractiveness High Low Success Probability Low High 1 2 3 4 SWOT Analysis 1. Capitalizing on the shift to a cause related brand 2. Opening a retail store for Jatalo 3. Product expansion into key chains 4. Marketing to a younger demographics Seriousness High Low Probability of Occurrence Low High 1 2 3 4 1. Competitor produces a fashionably superior product 2. Global recession 3. Higher cost of production 4. Governments in third world countries start strictly regulating external educational assistance

Segmentation and Targeting

Place College campuses: • • • University of Texas at Dallas Southern Methodist University of North Texas University of Texas at Arlington Texas Christian University

Positioning • Fashionable o • o Altruistic o • Unique 5 exclusive patterns One bag allows for a year's worth of books for a child in need Inspirational o Crossing cultural boundaries

Market Strategy Market Penetration: • Creating awareness • Selling Jatalo backpacks on more campuses Product 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 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

Promotion Facebook Page: free o Like & share to enter giveaway contest o Engagement Paid ADs o CPC: $1. 25 o Budget: $5000 o Daily Budget: $100 per day

Twitter: Promotion and Contest Twitter: 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 undersized o • Coverage error o • Gender biased not limited to 16 -25 age range Non-response error o 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/Ad. Rates. Spring 2012 -OFF 3711. pdf (unt) http: //www. ntdaily. com/ (uta) http: //www. theshorthorn. com/site/advertise. html http: //issuu. com/utashorthorn/docs/shorthorn_ratecard-1213? mode=window&background. Color=%23222 (tcu) http: //advertising. tcu 360. 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/care 2 blog/2010/9/28/ninety-percent-of-consumers-want-companies-to-supportcauses. 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. bk. LUKc. OTLk. K 4 E/b. 6448131/k. 262 B/Statistics_Every_Cause_Mark eter_Should_Know. htm https: //twitter. com/jataloinc https: //www. facebook. com/jatalo? fref=ts