Case Study Big Skinny
Online Marketing at Big Skinny The case study is about a wallet company name Big Skinny. One day the Big Skinny CEO, Kiril Alexandrov bicycled his way to work and his phone rang constantly. His marketing director and wife, Catherine Alexandrov had called and said that they had sold 4,000 wallets. The problem was that the online store had glitches and most of these wallets were given away for free.
A few weeks earlier the two were promoting their wallets at the Harvard street fair and were successfully selling wallets. The street fair sales had made Kiril think of what the next step in expanding his brand would be. He decided to create an online store to further increase his revenue and company.
Kiril returned to his office to ponder what he and his wife should do. Catherine proposed that they cancel the orders, just as Amazon, Dell, and others have done in the past with the same experience. He realized that there was nothing else to do and agreed that it was the only option to cancel the orders because they would be losing wallets for free. With his confidence shook on the Big Skinny’s online store, Kiril pondered his priorities and wondered what really should be the next step for Big Skinny. He asked, “Should Big Skinny concentrate on drawing new consumers to its website through search engines, or should it focus on engaging existing customers through social and interactive media? Alternatively, should Big Skinny hand off more of its web marketing to retail portals like Amazon and Buy.com?”
A Product That Sells Itself?
Wallets are generally preferred with lightweight and that can easily carry stuff like credit cards, cash and receipts along with other stuff. Thin wallets are considered better because it will always keep you safe from back pain. Wallets are often in need of replacement and people buy them as impulse purchase or as gifts since it is not a costly item and also does not require much information processing. Big Skinny has just
A few weeks earlier the two were promoting their wallets at the Harvard street fair and were successfully selling wallets. The street fair sales had made Kiril think of what the next step in expanding his brand would be. He decided to create an online store to further increase his revenue and company.
Kiril returned to his office to ponder what he and his wife should do. Catherine proposed that they cancel the orders, just as Amazon, Dell, and others have done in the past with the same experience. He realized that there was nothing else to do and agreed that it was the only option to cancel the orders because they would be losing wallets for free. With his confidence shook on the Big Skinny’s online store, Kiril pondered his priorities and wondered what really should be the next step for Big Skinny. He asked, “Should Big Skinny concentrate on drawing new consumers to its website through search engines, or should it focus on engaging existing customers through social and interactive media? Alternatively, should Big Skinny hand off more of its web marketing to retail portals like Amazon and Buy.com?”
A Product That Sells Itself?
Wallets are generally preferred with lightweight and that can easily carry stuff like credit cards, cash and receipts along with other stuff. Thin wallets are considered better because it will always keep you safe from back pain. Wallets are often in need of replacement and people buy them as impulse purchase or as gifts since it is not a costly item and also does not require much information processing. Big Skinny has just