Our marketing strategy is to increase penetration in 2 ways: 1- Focus on creating an emotional connection between the Crayola brand and mothers/children 2- expand into the digital market. Develop an interacive online community that acts as an informational and social Web site for Crayola. Our target markets are mothers and children. Crayola has inspired artistic creativity in children since the first box of Crayola crayons rolled off the assembly line in 1903.
Whether it’s providing tools to put a purple octopus on the moon, or enabling teachers to bring art into the classroom, Crayola’s stays true to its mission to help parents and educators raise creative and inspired children. Now before we get into the media plan, before we get into the history and situational analysis and its competitors, we have to first understand what Crayola is all about. What is their essence. They’re all about. childhood. its a symbol of childhood. They see the beauty of nurturing the minds of children through colors.
They’re about supporting kids’ growth and development, They’re about catering to children’s imagination and and creativity. It produces about 3 billion crayons a year, as well as other Crayola art products for children, such as markers and craft and activity kits. Crayola also makes Silly Putty, Moms and kids love the Crayola brand. Many moms grew up with Crayola crayons and have a strong emotional connection to the brand. Crayola has instant name recognition, high brand loyalty and trust, and the equity in the Crayola brand is strong.
Today’s moms and kids are different than they were 50 years ago and over the years. They did a good job of maintaining their brand identity; whoever touched the brand have a clear and consistent understanding of what the brand stood for. Mothers are the ones will be buying the products for their kids, especially new mothers because they will be the most susceptible to buying the best products for their kids, and they might even overstock on Crayola products just because they want their kid to have the best.
When you think of arts and drawing and childhood you think of Crayola not Roseart or Prang. Even its name, crayola, very close to crayon. You can even recognize it’s distinct yellow packaging that it uses. You see those kids who bring a 64-pack crayons with them and the other kids think they’re cool for having that. When I was younger I remember being the only one in the class who didn’t have Crayola crayons, I had some dirt cheap crappy crayons which broke easily and I cried because people made fun of me for it. So next day I told my mom, mom I want Crayola and we got Crayola and it was awesome!
So it is this insistence that few brands like Crayola create on the consumer. You gotta have Crayola, everything else is crap. It has very strong brand equity, and they maintain the top spot for childrens arts and crafts. So it has a strong reputation quality product. It has a nice and colorful history that Nan will discuss to you now. So Mothers aged 25-40, female, no college to college graduate, any ethnicity, single or married, working or stay at home mother, $30,000-$100,000+ income, any religion. Children aged 4-12, male and female, K-6th grade, all ethnicities, any religion.
