YoungArt Marketing Plan

Team 4: Kelly Corsi, Parul Prasad, Gunjan Vora,

Krys Westfall, James Ballard
MKT 6301-5U1 Marketing Management

Executive Summary
YoungArt:
Tangible memories in the form of pillows
Emotional value at affordable prices through in-school programs
as well as gifts/upsells online
Target audiences = organizational leaders, moms, and local
businesses

Promote economic program to local elementary schools,

fostering ongoing relationships and brand presence.
Goal: craft lasting memories and measure success milestones.

We believe in the importance of creating long-lasting

memories. Our pillows are priceless because art is
something that can be kept forever.

Product
Pillow shams decorated with childrens artwork.
Core product => packages for classroom projects
Pillow Shape:

Round 12 diameter
Square 12x12
Rectangular 18x8

Pillow Case Material:

Polyester
Cotton
Satin

Pillow filler material:

Foam
Foam/Fiber
Down and Other Feathers

Price
Price driver => customer importance
All Shapes

Good

Better

Best

Pillow Case Material

Polyester

Cotton

Satin

Pillow Filler Material

Foam

Foam/Fiber

Down and Other Feathers

Price

$8

$12

$16

Target Market
Teachers, grades K-5
Females, age 25-35, with children age 3-10
Dallas-Fort Worth
Emotional appeal of memorabilia

Well Defined

Easy to
Reach

Positioning
Educators & parents of elementary children
Tangible memories & emotional value
Convenient, one-stop-shop school programs
Affordable prices

Objectives

Launch the
plan by
September
2015

Quarterly
sales target
of $3,600 Q1,
and $12,000
by Q4

Host 3
workshops per
quarter

12-15 new
customers per
month,
increase to
50+ in 2016

Website
garnering
additional
earnings at 10%
of retail sales

Promotion
Direct Selling: Face to face in Dallas/Fort Worth Area

Website: www.youngart.net
Social Media:

Promotion
Cause Marketing

Discount Coupons

Workshops

Place
Local School Districts

K-5 Student Population

ALLEN ISD

14,045

CARROLLTON-FARMERS BRANCH ISD

18,934

COPPELL ISD

7,731

DALLAS ISD

121,538

DENTON ISD

19,891

FORT WORTH ISD

64,968

FRISCO ISD

36,351

GARLAND ISD

40,065

HIGHLAND PARK ISD

5,575

IRVING ISD

25,657

LEWISVILLE ISD

36,963

LITTLE ELM ISD

4,501

MCKINNEY ISD

17,302

PLANO ISD

37,964

PROSPER ISD

5,208

RICHARDSON ISD
Market Segment Total

28,683
485,373

Situational Analysis
Competitors: Etsy, craft websites, Brick & Mortar
craft stores (i.e., Michaels and Hobby Lobby)
Economic Factors
Currently in recovery phase
Discretionary income is the final component of
consumer income

Designs applied using a variety of techniques:

Heat transfer
Embroidery and dye sublimation
Technology trend: Future of 3D printing could be a
factor in production and competition, as well as
increase consumer creation (consumer becomes
competitor) in the longer term.

SWOT Analysis
STRENGTHS
-You can make your own designs
-Unique product
-Line extension
-Online presence
-Comparative pricing
-Value product
-High quality materials

WEAKNESSES
-No experience
-Cant employ many people
-Low financing
-Competitive pricing
-Not suitable for long use
-Low brand awareness
-Brand not diversified
-Limited retail presence

OPPORTUNITIES
-Many people interested
-Innovative idea
-Customization
-Color/shape variations
-Bed/furniture extension
-Niche market
-Growth in demand
-Diffuse direct competition

THREATS
-Heavy competition
-We need a lot of material (costly)
-International competition
-Fancy furniture in market

Financial Summary
Year1 Budget (Fixed Costs)

$5,968

Unit Costs (Variable Costs)

$6.90

Sales Price

$12.00

Gross Margin

$5.10

Breakeven Point (Units Sold) 1,171

Implementation Plan

Pilot project with 5-10 teachers

Rollout will focus on 4 school districts
(Coppell, Highland Park, Allen, Frisco)
Workshops to build awareness

References
"AskTED Home." AskTED Home. N.p., n.d. Web. 05 Aug. 2015.
"Bolsters Non-woven Polyester Covering 100% Pure Polyester FiberfillNon-allergenic Hand Washable."
Pillowflex Wholesale Pillows and Inserts for Pillow Form Inserts and Bolsters 770-463-2346. N.p., n.d. Web. 01 Aug. 2015.
"Brochure Printing." Full Color Services. Web. 02 Aug. 2015.
"Cause Marketing Matters to Consumers." Entrepreneur. N.p., 13 Oct. 2008. Web. 05 Aug. 2015.
"Create Your Own Website in Minutes GoDaddy." GoDaddy. Web. 01 Aug. 2015.
"Cotton Sheeting Throw Pillow Covers." Dharma Trading Co. Web. 01 Aug. 2015.
"Curriculum Division." Curriculum Division. N.p., n.d. Web. 05 Aug. 2015.
"Inkjet Transfer Paper." Dharma Trading Co. N.p., n.d. Web. 05 Aug. 2015.
"Pricing - Pillow Forms & Inserts Made in the USA." Greer Wholesale Manufacturer. Web. 05 Aug. 2015.
"Schools in Dallas, Texas. Map of School Districts. N.p., n.d. Web. 05 Aug. 2015.
"Unite Your Group with the Power of Custom Tees!" CustomInk.com. N.p., n.d. Web. 04 Aug. 2015.
"3 Types of Cause Marketing - The NonProfit Times." The NonProfit Times. Web. 05 Aug. 2015.

Thank You!