Johnny Cupcakes

Report
JOHNNY
CUPCAKES
Megan Holland
Tristan Lazor
Jasmine Mulligan
Kyle Mart
Erica Prior
Geoconda Soliz
SOCIOCULTURAL ISSUES
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Companies have tried to copy the
popular designs, which has lead to
legal action by Johnny Cupcakes
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As people migrate to other social
media websites Johnny Cupcakes
will have to work harder to keep its
sense of tight knit community
strong. This is important because
the sense of community is a very
important way the company
delivers value to the customer.
INDUSTRY TRENDS
Community
 Creates a sense of a social community
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through everyday blog updates or social
media updates.
Making the customer feel that they are
being cared for when ordering a t-shirt
Customers can connect through these
social media websites and vote on new tshirt designs and talk about their
experience with the brand
Keep customers updated through the use
of videos they feel can help them connect
with them or show them what went on at a
past event
Products are also in retail settings, in
order for the customer to connect with
employees and enjoy in-store events and
promotions.
INDUSTRY TRENDS
Quality products
 These T-shirts can just have a funny
image or saying on them they need to be
of high quality as well.
 People are willing to pay more for a
unique high quality product that will create
great customer experiences.
 Customers are willing to explore different
quality brands in the industry.
TARGET MARKET
 Young Digerati:
Young Digerati are the nation's tech-savvy
singles and couples living in fashionable
neighborhoods on the urban fringe. Affluent,
highly educated and ethnically mixed, Young
Digerati communities are typically filled with
trendy apartments and condos, fitness clubs
and clothing boutiques, casual restaurants
and all types of bars-from juice to coffee to
microbrew.
TARGET MARKET
 Bohemian Mix:
A collection of young, mobile urbanites,
Bohemian Mix represents the nation's most
liberal lifestyles. Its residents are a
progressive mix of young singles and
couples, students and professionals,
Hispanics, Asians, African-Americans and
whites. In their funky rowhouses and
apartments, Bohemian Mixers are the early
adopters who are quick to check out the
latest movie, nightclub, laptop and microbrew.
TARGET MARKET DEMOGRAPHICS
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Age: Target consumers are between
16 and 28 years old.
Sex: Male and Female.
Race: Vary in race.
Location: City based.
Employment: Employed, typically
more affluent and college educated.
Interest: fashion, athletics, the
outdoors, nightlife, traveling and
entertainment.
Attitudes: Knowledgeable, leaders,
open to new experiences.
Opinions: Adolescent nostalgia,
adventure seeking, positive outlook on
life.
LEADERS AND FOLLOWERS
Bape (A Bathing Ape): Urban street wear which came
from Japan. The theme and logo were based off the
original Planet of the Apes. They produce limited
edition items. It uses limited marketing as well. They
have stores all over the world and are planning on
opening more in the United States.
Threadless: Uses social networking to allow the customers
to create and vote on new product designs. Threadless
establishes a community where consumers can blog, chat
and socialize with others. There is no advertising,
marketing or professionals. This allows the costs of the
merchandise to remain low.
PRODUCT HIERARCHY
PRODUCT ELEMENTS
PRODUCT EXAMPLES
JOHNNY JR. CUPCAKE LOGO
 The logo for the Johnny Jr.
Cupcake is colorful because it is
for kids and kids respond well to
color. The lettering is colorful, fun
and easy to read so children will
be able to easily read and
understand the logo. The colors
are bright so they stand out
among the other t-shirts.
SWOT ANALYSIS
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Strengths
Well established brand community that
is extremely loyal
Personal relationship between founder
Johnny Earle and customers
Unique marketing strategy
Brand story and products are easily
connectable
Provide a unique brand, image,
experience and culture
Consistent image within products
Opportunities
Expanding into more national and
international markets
Collaboration and partnerships with
other designers, stores, and artists
Increase the depth and breadth of the
product line
Provide customization
Build the consumer community based
on their interest or value
Increase community clothing
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Weaknesses
Few physical stores
Marketing is solely based on viral
marketing
They specialize in basic products so
there is increased competition
Limited product categories and varieties
Threats
Saturated T-shirt market
Not keeping up with technology trends
Price-prone consumer and competitors
Cupcake image losing strength
amongst cult followers
MERCHANDISING STRATEGY
Classic
Licensed
Organic Cotton
Blends
Price
Body Suits
(Onesies)
Classic: $15.00
Licensed: $18.00
Organic
Blends:$24.00
Girl’s T-shirt
Classic:$25.00
Licensed:$35.00
Organic Blend:$
43.00
Boy’s T-shirt
Classic:$25.00
Licensed:$35.00
Organic
Blend:$43.00
Girls Hoodies
Classic: $27.00
Licensed:$37.00
Organic Blend:
$45.00
Boy’s Hoodies
Classic:$27.00
Licensed:$37.00
Organic
Blend:$45.00
DIFFERENTIATION TOOLS
 Product
• Comfortable T-shirts made locally
in the United States that contain
popular culture references
• Unique designed products
 Services
• Online and in-store sales
• Free GWP with all online
purchases
 Personnel
• Knowledgeable and helpful staff in
all locations
• Like to create relationship with
customers to show them that they
aren’t just another number to the
company
DIFFERENTIATION TOOLS
 Channel
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Word-of-Mouth
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Social Networking
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Blogging
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Pop culture
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Fun store experience with a
bakery-like atmosphere
 Image
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Created by making all products in
the United States
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Also by the limited amount and
uniqueness of each shirt design
Johnny Cupcakes builds a fashionable
and fun relationship with its customers
through limited edition novelty items
and a strong community through
online and brick and mortar stores.
With a strong customer
basis through word of
mouth and viral marketing,
Johnny Cupcakes can
continue to create strong
brand loyalty and
excitement around the
brand and its products.
Relationship
Meaning
Response
Consumers feel trend
and part of a bigger
community through th
Johnny Cupcakes
brand. The connectio
to pop culture creates
sense of nostalgia
mixed with an
exclusive, fashionable
brand.
Identity
Johnny Cupcakes is a fashionable and unique company that incorporates unusual
marketing to expand and expose the products. With viral marketing and word of
mouth, Johnny Cupcakes still feels special to each customer regardless of its
large popularity.
INCREASING SALES
 Promote the children’s line through social
media outlets such as Twitter, Facebook
and the Johnny Cupcakes blog. Johnny
Cupcakes can also host kid friendly
events in the brick and mortar stores,
such as carnivals, game nights and movie
nights.
INCREASING BRAND KNOWLEDGE
 Allowing the Johnny Cupcakes logo and
the Johnny Cupcakes Jr. logo to
completely saturate the market. If the
logo is well known, the brand and its
sense of community will also be well
known. By creating family friendly ads in
family magazines such as Child and
Family Circle, the brand will become more
recognizable.

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