Kayla Blevins, Raeven Henry, Katie Muse, Meghan Peddycord, Dylan - PowerPoint PPT Presentation

Kayla Blevins, Raeven Henry, Katie Muse, Meghan Peddycord, Dylan Simel, Zak Smith

ABAN – A Ban Against Neglect – was established as a nonprofjt organization in 2010. It empowers young women in Ghana to “contribute to the restoration of themselves, their communities and their environment.” GOAL: To increase online sales of ABAN’s merchandise through digital marketing. TARGET: Women 35-60 with disposable income.

Competition in the handbags industry is high and the trend is increasing. Concentration in handbags industry is low. Highly fragmented. Largest company doesn’t get 1% of revenue.

There is room to grow within our current market with increased online engagement directed at the target audience.

In 2013, product sales only accounted for 20% of the current revenue. Marketing efforts included social media accounts, email, and house parties. ABAN’s current focus is driving online sales.

Targeted at the female 35-60 age group. Included three in-depth interviews of women in the target. A more extensive broad secondary research showed most likely purse shoppers fell into our target market. Social impact study showed that 89% of consumers would switch to a brand that supports a charitable cause.

For women ages 35-60, ABAN is an organization that sells handmade recycled products that provide economic and social opportunity for women in Ghana.

Mommy bloggers are opinion leaders for the target audience. Over 4 million online mom blogs. Will be used to engage Ghanaian women and convey their correspondence to the target audience.

$ $ 600 $ 1 1 600 0 $ $ 400 $ 1 1400