1. December 3, 2013
By Adrianna Ryles, Hongqian Su, Chanjuan
Zhang, Xiaoshi Zhang
Alloy.com:
After IPO Marketing Analysis
2. Outline
• Competitive analysis
• Company differentiation strategy
• Recommendations
1. Acquisition, Retention, Reactivation
2. CLTV
• P & L statement
• Summary of recommendations
3. Competitive Analysis
• Direct competitors dELiAs, mXg
bluefly.com
• Indirect competitors The mall-based stores
Bolt.com, Seventeen, Twist and Jump
4. dELiAs Inc.
• The largest online
and catalog
merchant
• 20 conventional
retail stores
• Company website
Features
Threats
• Larger database
• Extended product lines
(ex: home furnishings)
• Online to Offline (O2O)
• Many touchpoints (online
magazine, other brands,
websites, Brick and
Mortar)
5. mXg Media Inc.
• A hybrid of catalog
and magazine
• Sponsor concerts
• Company website
• Sensitive to teen girls’
tastes
• Many touchpoints
(fashion shows,
concerts, website etc)
• Multiple distribution
channels (newstands
and bookstores)
Features Threats
6. Company Differentiation Strategy
• Catalogs
• Newsletters
• Events
• Contest
• Online ads
• Brand
recognition/awareness
(advertising creates the
most revenue)
• Customer engagement
• Constant
communication
• Extended database
Features
Strengths