final draft for handout

1. Brand Analysis T&C Surf Designs By Jamie Park Mark Lalic Com 459

3. What Do You Do? “ We are here to share the experience and aloha of the Hawaiian lifestyle of surfing.” State your purpose in 12 words or less. Deliver high quality products to customers wanting to experience the local surf culture in Hawaii. Decide what your purpose is? T&C surf designs is in the retail business. The company sells many products ranging from surf boards to back packs. What business are you in?

7. What makes you the “only”? (statement of onliness) For T&C Surf Designs in an era of authentic design in an era of When who wants quality products that represent Hawaii who Why in Hawaii In Where for people of the surf culture for Who that is locally owned and operated that How The only surf shop The ONLY What

9. The Eliminate-Reduce-Raise-Create Grid Example: Town and Country Create A more focused T&C brand Stores in Hawaii Kai and Kapolei or Kailua Online shopping Reduce Store clutter Slippers and some other accessories Raise Focus on T-Shirts Better Marketing strategy Awareness T&C surf lifestyle Eliminate Dog clothes Dress and woven shirts One waikiki store

11. Who’s the Enemy? T&C surfs main enemy is HIC (Hawaiian Island Creations). Both T&C and HIC are each others alternatives in the eyes of the customers. Because HIC is modeled almost exactly the same way as T&C it makes the store a main threat out of all the other surf shops. They also have founding dates with only a one year difference. T&C vs. HIC

12. What Do They Call You? Choose a name that’s different, brief, and appropriate. N/A Is your name helping or hurting the brand? T&C Surf Designs Determine how easy or difficult it will be to legally define Kind of hard to define. Already had one legal dispute over Town and Country so it changed to T&C Is it suitable for brandplay? Does it have creative “legs”? Surf in the name restricts it but so far other extensions like skate and snow have done well. No more than those. Find out if the name can be used as a URL Tcsurf.com If it’s too late to change it, is there a way to work around it? Make sure it’s easy to spell and pronounce. Yes it is. If it’s hurting, is here an opportunity to change it? You can’t change the name it has been around for too long and is too recognizable. Good name requirements Questions to ask

14. How Do You Spread the Word? Unpack the meaning of your name, trueline, and tagline Live Like This Deploy it across a series of touch points where customers come into contact with brand Surf contests Concert sponsors Other event sponsors Store locations Surfboard factory Surf team Customers become true believers then brand advocates. With successful touch points, customers will pass on a successful word of mouth. Brand advocates spread the word about T&C product to others and it will lead to larger customer base for the company.

15. The Three Tiers of Noncustomers Town and Country Surf Designs First Tier These customers are always searching for something better. Second Tier Also known as refusing noncustomes they find the offerings of markets Unacceptable or beyond their means. Customers are on the edge ready to jump ship if a better market arrives. An Ocean of untapped demand waiting to be released. Third Tier Farthest away from an Industries existing customers. Their needs are always assumed to belong to other markets. Unlimited potential if needs are met

16. How Do People Engage With You? Best practice = Common practice What are you selling and how are you selling it? T&C sells clothing and other accessories that represent surf culture. What can you offer that other competitors can’t or won’t? T&C surf products are made right here in Hawaii Because T&C is still the only locally owned surfshop Map your value against your competitors Quicksilver and Billabong are a major competition in the fashion clothes department. Which competitions can you avoid? T&C can avoid competing directly with Billabong and Quicksilver by not wasting money and producing T&C woven shirts. What new things can you add? Focus more on the T&C T shirts, because it emphasizes more of the local trends and culture.

17. Hawaiian Island Creations Strategy Canvas High Low Price Location Customer Service Swim wear T-Shirts Surf Boards Body Boards Other Clothes Accessories Sales Town & Country Surf Marketing