crayola initial presentation

CrayCrayBenjamin KjosAmy Laliberte

Brand Status

• Best selling supplier of lead pencils and art goods• Main demographic are mothers and elementary school aged children• Description includes patient, steadfast, creative, flexible –

- Flesh becomes Peach

Crayola’s Competition

• Faber-Castell– Colored & Regular Pencils

• Dixon Ticonderoga Company– Big Pencils– School Supplies– Specialty Crayons

• MEGA Brands Inc.– Canadian– Stationary & Activities– RoseArt

Sales & Distribution

• Estimated $675 Million in Revenue annually• 200 Million Crayons Annually • $10 Million on Advertising • Distribution– Over 80 Countries– Everywhere from big box stores

(Wal-Mart/Target)to drugstores, online (Amazon/Oriental Trading Co.)

In the Media

Insights

• Portfolio Series

• Interaction between older artist and younger artist

• Crayola ≠ Money for You

Strategies

Focus more time and energy into the Portfolio Series of products.

Publicize the Portfolio Series through their existing social media venues.

Provide Interaction between older artist and the younger artist.

Tactics and Ideas

• Feedback for the college student from Crayola• Scholarship Program• Art Mentorship• Portfolio Series Packaging • Portfolio Reviews– Crayola’s or sponsor Portfolio Days