Flying Cow
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The document provides an overview and situational analysis of a t-shirt company called Flying Cow located in Columbia, MO. It was founded in 1973 and provides screen printing, embroidery, and graphic design services for apparel and promotional items. Its customers include local residents, students, and organizations. Competitors include other local custom apparel businesses. A SWOT analysis identifies strengths like location and customer service focus, but also weaknesses such as outdated website and name. A strategic plan segments customers and outlines tactics to improve products, pricing, placement, and promotion including expanding the store, implementing discounts and rewards, increasing social media presence, and hosting seasonal sales and sidewalk events.
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Flying Cow
- 1. Kelsey Buehler, Simone Haywood, Mike Mangin Clay Oliver, and Nick Pautler
- 2. Brief Overview T-Shirt company Started in 1973 Located on University Ave across from Middlebush Focus on customer service Mission Statement: “Give our customers what they want, when they want it” Purchases can be customized or bought off shelf Owner: Jeff and Barbara Glen Contact: Mallorye, Customer Service Director
- 4. The 5C’s Company Founded in 1973 under the name “Greek World” In 1996, changed name to “Flying Cow” Mission Statement: “Give Our Customers What They Want, When They Want It” Services: Screen Printing Embroidery Graphic Design Products: Apparel Signs & Banners Promotional Items
- 5. The 5C’s Customers Residents of Columbia, MO Sororities and fraternities at the colleges Organizations for high school and college students in Columbia, MO Context Local economy Fashion trends Technology T-Shirts for events shirts Collaborators Columbia Public Schools Middle and High Schools Greek Community in Columbia, MO Women’s and Children’s Hospital MU Wrestling
- 6. 5 C’s: Competitors Diggit Graphics Acme Hot & Fresh T Shirts Fast Yeti Custom T’s Top Drawer Custom Design & Apparel Custom Ink Uber Prints Rush Order Tees Whoop Tee
- 7. SWOT Strengths ● Location ● Staff value ● Strong website content ● Focus on customer service Weaknesses ● Name ● Website design ● Lack of keeping up with trends ● Brand awareness Opportunities ● Collaboration with local businesses and organizations ● Technology ● Promotion strategies ● Rebranding Threats ● Online competition ● Local competitors ● Economic restraints ● University enrollment
- 9. STP: Segmentation Sidewalk Shopaholics Columbia Classmates Education Enthusiasts Columbia residents and visitors who shop downtown and will walk by the store front Online Occupants University of Missouri students that are members of organizations on campus Internet users who are looking for custom orders Columbia Public School athletic wear and spirit attire
- 10. STP: Targeting Sidewalk Shopaholics Education Enthusiasts
- 11. STP: Positioning Brand Essence “To increase our business by giving customers what they want & when they want it.” Functional Emotional Brand Personality Consumer Values Brand Reasons to Believe ● Friendly staff ● Customer service oriented ● Energetic atmosphere ● Confident ● Whimsical ● Connecting ● Inspiration ● Satisfaction ● Trends ● Columbia born company since 1973 ● Positive customer feedback ● Creating a unique customer oriented process of customizing and designing products
- 13. Tactical Action Plan: Current vs. Future Current Future
- 14. Tactical Action Plan: Product Current: Overwhelming online options Misleading name Future: Limit online options Name change
- 15. Tactical Action Plan: Price Current: Price based on each individual order Quantity, style, color and amount of ink used Online quote Online shopping cart Fundraising Future: Group discounts Rewards program
- 16. Tactical Action Plan: Place Current: Great location Rely on walkins Future: Use location as advantage Expand store to outdoor area Pop-up locations Sell in speaker’s circle Address: University of Missouri, 907 University Ave, Columbia, MO 65201
- 17. Tactical Action Plan: Promotion Current: Poor/minimal social media presence Future: Increase social media presence Flyering Brand ambassadors Sidewalk sales Seasonal sales
- 18. Promotion Timeline Jan Feb Mar April May June July Aug Sept Oct Nov Dec Sidewalk Sale Social Media Flyering Brand Ambassa dors
- 19. Questions?
Editor's Notes
- Simone
- Mike
- Mike
- Nick: Customers and Context Kelsey: Collaborators
- Kelsey
- Clay: Strengths and Weaknesses Simone: Opportunities and Threats
- Mike
- Mike: Sidewalk Shopaholics, Columbia Classmates Nick: Online Occupants, Education Enthusiasts
- Kelsey *why we chose these Sidewalk Shopaholics → Columbia visitors for Mizzou gear bought off the shelf, alumni, custom designed tees from great location Education Enthusiasts → closely located to Mizzou, mass quantity orders
- Kelsey Brand Essence Function Brand Reasons to Believe Clay Emotional Brand Personality Consumer Values
- Simone
- Simone Current: Low Quality, Low Price, Exclusive Distribution, Light Promotion Future: Low Quality, Low Price, Wide Distribution, Heavy Promotion
- Mike
- Nick
- Kelsey
- Clay - January 2015 last post for twitter - Don’t have a instagram
- Mike Sidewalk Sale: before spring break, at end of semester, at beginning of semester Social Media: before christmas Flyering: warm months during high traffic on campus, beginning and end of each semester
- Simone