CASE ANALYSIS:

Big Skinny

Group 1 - B SECTION
CONTENTS
1. A Big Skinny Background
2. Company Decision Making
3. Marketing Tactics Analysis
4. Possible Solutions
Big Skinny Background

● CEO Kiril Alexandrov: Founded in 2005

● Offer the world’s thinnest wallets and solving various problems
● 5 Key problems solved : Size, Weight, Card, Pocket Size, Slipperiness, lack of
versatility
● “Sport” wallets made from nylon microfiber
● Selling wallets at Harvard Square street fair
● Sold wallets through retail stores and whole trade shows
Decision Making
1. Should Big Skinny Concentrate on drawing new customers to its website through search

engine?

2. Should Big Skinny Focus on engaging existing customers through social and interactive

media?

3. Should Big Skinny hand off more of its web marketing to retail portal ( online distributor)?
Marketing Tactics Analysis
ALGORITHMIC
DISPLAY ADs
SEARCH
● Helps in delivering ● Quality ranking system
instant messages ● Increased traffic & site
● Delivers ads & brand usability
messages to visitors ● Helps with brand
● However, there is an awareness
issue of low-click ● However, it is not so
through rate steady & is
time-consuming
SPONSORED
SEARCH
● Helps with specified
search system
● Increased control of
target audience
● However, it is complex
to run & rates of
conversion is not easy
Marketing Tactics Analysis

A/B TESTING ONLINE

SOCIAL MEDIA
DISTRIBUTION

● Low cost & easy to garner ● Very accurate system ● Helps with revenue
large attention ● Helps compare increase & consumer
● Great communication response rates base, as well
platform & increased ● Time consuming & ● Saves time.
brand awareness difficult to execute ● However, it is not
● However, limited ● Traffic-dependent & autocratic & requires
attention span & possible resource-consuming high commission
negative remarks
Our Solutions
(Right Now)

Sponsored Search

● Select specific keywords to

target specific customers
● Select general keywords to
reach more people
● Increase bid: thin wallet, big
skinny, small thin wallet
Social Media ● Less bid: Leather wallet Online Distributors
● Add: Men wallet, women wallet
● Blogs and Videos ● 5-20 keyword per ad group
● Facebook/Twitter ● Experiment with more ● Will assist to increase
events and promotions combinations revenue increase &
● Event marketing (Google trends) consumer base
 Our Solutions
(In Future)

Interactive
Marketing A/B Testing Online Distributors
THANK YOU