Case Study of Brand Crayola!

Brand | Grayola | 3rd December 2021 | Virtual Wire

 

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Crayola is one of the leading brands in stationery products. It has a wide range of products for various age groups as well as various skill levels.

So let's get into the details of the brand so as to know what it is doing to keep up with its name and competition.


MARKET SEGMENTATION


Demographic: Kids and Adults. Of all ages and genders.


Geographic

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The product ability to be utilized for aesthetics such as drawing, colouring, and art, in general, makes it hard to constrict its use of an exact location. In reality, this product can, most likely, be applicable in any country, providing that the individual has the income necessary to make the purchase.


Psychographic

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Hobbies include drawing, visiting museums, going to concerts, travelling, blogging. Need art supplies for school, work, or personal projects. Art supply uses: create storyboards, adult colouring books, DIY blogging, drawing tutorials, art projects. Believe in artistic expression. Price sensitive. Prefer buying materials that are durable and not outrageously priced. Shop at supermarkets and convenience stores.


Behavioural

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The product itself may seem dangerous for children under the age of 3, however, when they do begin to use crayons there are benefits in the sense that they do not have to be sharpened and last a long period of time, in comparison to other colouring products.



PRODUCT USAGE

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Who is using the product?

Kids, Students, artists, and creative professionals


Why do they use the product?

They need art supplies to fulfil their artistic needs


When do they use the product?

During art class, leisurely at home, at work, etc.


How is the product used?

Crayons, coloured pencils, paints, and pens are used for art projects, for work purposes, DIY projects, colour, etc.



PRODUCT FEATURES

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  • Crayola offers over 50 lines of art supply products that appeal to consumers of all ages and gender.

  • The crayon maker's 10 most popular colours include blue, red, violet, green, carnation pink, black, turquoise blue, blue green, periwinkle, and magenta.

  • The firm's products are packaged in many languages and sold worldwide○ Co-branding opportunities with entertainment, toy, and food brands.

  • Colourful packaging displays a fun brand personality and appeals to children.


PRODUCT CHARACTERISTICS

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  • All products are non-toxic and safe to use.

  • The dependable high quality and durable products will last a long time.

  • Dependable brand with products most trusted by mothers and teachers.


PRICE

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Pricing (average price per product): Crayons (24 Piece) - ₹74 to ₹186, Professional Series items - ₹520 to ₹1115



PLACE

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  • Distribution.

  • Crayola has built up a highly successful distribution system. Their products are available everywhere, including grocery stores, department stores, convenience stores, online, hospitals, doctor’s offices, schools, gas stations, airports, theme parks, hotels, and restaurants. They sell retail and also in bulk to organizational buyers at a lower cost. Schools all over the U.S. and in other countries like The UK, Canada, Australia, and Mexico all utilize Crayola art materials.

  • Crayola, which makes nearly 3 billion crayons each year, has manufacturing facilities in Pennsylvania and Mexico that utilize solar technologies.

  • Their business is diversified in order to broaden their consumer base to encompass various age groups. Their business is divided into three major categories:

  • Products are sold to retail stores through traditional distribution chains.

  • Products sold to schools, educational distributors, office supply retailers and speciality markets.

  • Products sold overseas through our international division.


Past Product Marketing Communications and Promotions:

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  • Print ads, TV commercials, billboards, social media, and in-store.

  • Current Product Marketing Communications and Promotions.

  • Print ads, TV commercials, social media, YouTube videos, in-store, OOH.

  • Facebook = 2.5 million likes, Twitter = 47K followers, Instagram = 87K followers.

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