PARKER & PINECASE STUDY

KATHERINE MAJERICKBRANDON BERRIGAN

MATT DEGUIRE

P U R P O S E

To provide fashionable clothing options forplus-size men. 

H I S T O R Y

Founded by Irfan Hajee & Leo Park in 2013Both Western University graduates, with degreesin business management & financeFocus on plus-size clothing & fashionable for men- niche market Financed through prize money, government grants& personal savingsHave been using zero-cost advertising methods 

K E Y I S S U E S

SETTING PRICES PROMOTIONAL STRATEGY

Competitor's pricingWillingness to payParker & Pine's costs

Cost-effective strategyEfficient strategySmall budget

Niche marketFocus on qualityProduct made to fit comfortablyLow cost advertisingNo rent cost for store

Higher costs in materialsUnknown brand Budget

I N T E R N A L A N A L Y S I S

E X T E R N A L A N A L Y S I S

Per capita expenditure on apparelexpected to increaseUS apparel e-commerce revenueaccounted for 38$ billion of total sales in2012; expected to reach 86$ billion by2018

28% of Americans never used the internetBig & established brands to compete with

C O M P E T I T I O N

POLO TOMMY HILFIGER OLD NAVY

CUSTOM TAILORS

C U R R E N T T A R G E T M A R K E T

Male

Fashion-concious

Plus size

Middle toupper class

M A R K E T P O T E N T I A L

North America

Plus-size

Male

P O T E N T I A L T A R G E T M A R K E T S

Plus-size Women Teen Plus-size

Life-style products

P R I C I N G S T R A T E G Y30$ A PAIR

Remain competitivewith big brands byhaving a slightlylower price

Price not toolow; still

considered aqualityproduct

Wanted tocharge minimum

25$ becausematerials costmore for plus-

size

Would bewilling to paymore forcomfort &quality

M U L T I - C H A N N E L P R O M O T I O N A L S T R A T E G I E SFashionconventionproductdemonstration

Samplesin a plus-sizestore - First50 people

Promotion onwebsite

Ad Words

Social Media

DirectMarketing

F A S H I O N C O N V E N T I O N

BOOTH SAMPLES LIVE STREAM

P L U S S I Z E S T O R E E V E N T

SAMPLES

PROMOTE ONFACEBOOK

EMAIL TOSUBSCRIBERS

D I R E C T M A R K E T I N G

EMAIL MARKETING

W E B S I T E

Subscription tobuild a database

SEOOptimized website

Simple & ClearWebsite with E-

store

Google Analytics CustomersReviews

S O C I A L M E D I A

A D W O R D S

B U D G E T B R E A K D O W N

SAMPLES & DEMONSTRATION

ADWORDS

WEBSITE

FB

T H A N KY O U