Situational Analysis: Rifle Paper Co. by Saruta ChaoChavanil

SARUTA CHAOCHAVANIL

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BRAND HISTORY & SNAPSHOT MEET THE OWNER , BUDDING ENTREPRENEURS FOUNDER’S BELIEF BRAND GROWTH !

COMPETITOR ANALYSIS! 4 P’S & POSITIONING MAP! SWOT ANALYSIS !

MERCHANDISE GUIDE! PESTAL ANALYSIS! SUSTAINABILITY CONCERN!

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MARKETING STRATEGY! E-COMMERCE!

BRAND POSITIONING! CUSTOMER PROFILE!

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MARKET POTENTIAL!

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BIBLIOGRAPHY

BRAND HISTORY & SNAPSHOT

From garage apartment to global brand in under 5 years

Young man and his wife turned $10,000 into $12.5M Revenue growth of more than 1,000 percent over the past 3 years Rifle Paper Co. is a stationery and lifestyle brand based in Winter Park, Florida founded and owned by husband and wife team, Anna and Nathan Bond. The company officially launched via riflepaperco.com in November 2009.

They began as a small business based out of Anna and Nathan's garage apartment has quickly grown into an international brand over the last 6 years.

Company listed as one of Inc 500’s fastestgrowing companies in 2015 The Rise of Rifle Paper Co., the Most Popular Stationer on the Internet

MEET THE OWNER , BUDDING ENTREPRENEURS

KEY = STRONG SUSTAINABLE GROWTH Started as a two-person company ➡

the married duo of Anna and Nathan Bond

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Huge success came from designing personalized wedding invitations that wedding blogs went nuts for

Sought out team players that have an intimate understanding of the unique customers for which it was designing products ➡

finding the right people to work with

Think big from the beginning = big dreams and solid plans ➡

rather than start with Etsy or a DIY site, they hired Aeolidia, e-commerce company expert to create something custom for them

FOUNDER’S BELIEF : life's personal stories and moments are best told through the gift of a handwritten card or note, and hope that our goods inspire customers to share these moments with others.

BRAND GROWTH GO GLOBAL EARLY

15 employees

November 2009! start company with homegrown business for less than $10,000

May 2010! debuted at the National Stationery Show, with their products arriving in many stores across the nation that summer.

200+ employees

93 employees

December 2013 4 years after launching their business had 93 employees.

2014 Rifle was listed as one of Inc 500’s fastestgrowing companies $12.5 million in sales by selling more than 2.6 million greeting cards - debuted Colette in Paris

NOW

2015 Nathan was named to Forbes magazine’s 30 Under 30 list.

more than 5,000 retail stores around the world.!

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COMPETITOR ANALYSIS

FUN ban.do® is an LA based design house specializing in gifts & accessories that in stylish packaging.

Their company slogan is “Ban.do , we serious about fun”

DESIGN-ORIENTED They personalized cards, invitations and thank you notes for wedding planner but also affordable price and also suit for for everyday occasions. They partnered with the industry’s leading artists, illustrators and designers to create a collection of cards

MINIMAL The cute LA-based stationery brand is famous for its gold polka dots and simple lettered calligraphy greeting cards as well as customized hipster wedding cards.

CLASSIC

Hallmark is a long well-known American company that sells greeting cards and related personal expression products all over the world.

SPECIALIZED & INNOVATIVE DESIGNS

WHY DO THEY RISE ON THE TOP OF THE MARKET?

EFFECTIVE 4 P’s

HIGH PRICE

LOW PRICE

PLACE : wide range of product offering channels with 5,000 retail stores around the world and strong effective e-commerce!

PRICE : they pick a retail price range before they know anything about the production costs PRODUCT : consistent messages ( cute hand drawing illustrations ) , they discover market! potential for other product category and consumer’s needs all the time , Quality products are their most concerns!

PROMOTION : occasional flash sale instead of ! seasonal sales because they already have! competitive price point

BASIC & MINIMAL !

DESIGNS

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STRENGTH

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WEAKNESS

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OPPORTUNITIES

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STRONG CREATIVE merchandise + wide range of product offers Strong LEADERSHIP position Public’s favorites : POPULARITY in digital platform Their COLLABORATION innovate expansion of their product line PERSONALIZED service ( wedding invitations ) CREATIVE TEAM : they are good at finding the right people to work with high PROFITABILITY and REVENUE

lack of PROMOTION TECHNOLOGICAL problems : digital platform difficulties / breakdown Diminished RESOURCES but increase customer’s demand

PACKAGING DESIGN for luxury brand!

FASHION SHOW INVITATIONS for clothing brand GROWING DEMANDS : new TRENDS of stationary lifestyle consumers can increase market size

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THREATS

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INTENSE COMPETITION : increasing number of young talented designers RISE OF PRODUCTION COST! The BARGAINING POWER of suppliers is high ECONOMIC : instability of national market / weak economy can impact sales volume Competitors become more technological advance

Rifle’s signature style : colorful illustrations , purposeful imperfection!

Aesthetic : lush, feminine, hand-painted designs with vibrant colors and a vintage nod.! ** Planners were our top-requested product

Economic growth : ! strong sustainable! growth! ✦ Currency rates! ✦ Purchasing power! ✦ Income! ✦ Market changes! ✦ Labor costs! ✦ High cost of maintenance network ✦

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Foreign trade policy!

Trade restrictions!

Government policy!

Taxation!

Internet regulations!

Customized products! ✦ Lower energy cost! ✦ The rise of mobile! technology! ✦ Presence of online! marketing /e-commerce! ✦ Information & ! communication ✦

Identify eco friendly! market opportunities! ✦ Reserved in natural! resources ex. paper to ! make cards , wood to ! make pencils ✦

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Trade union!

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Consumer protection!

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Lifestyle attitudes!

Demographics!

Buyer culture!

Age distribution!

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Rise of lifestyle trend!

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Political stability!

Freedom of press!

Employment law

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Perception of! prestigious items! ✦ Partnership with! other brand/company! ✦

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SUSTAINABILITY CONCERN

They use FSC-certified paper stocks with recycled content, environmentally responsible printers, and select high quality materials that allow for products that are both well-made and beautiful.

Marketing strategy : BRANDING BEFORE YOU EXPAND

Tell a cross-media story

Storytelling is one of the most effective methods in marketing They focused their energy and time on establishing a strong visual brand identity and building consumer loyalty

E-COMMERCE! WHEN THE DATA IS DIGITAL BUT THE PRODUCT IS PAPER contrasting digital age , they believe that making things personal will always get people’s attention

Brand affinity infused with emotion ANNA’S WORDS : “Beautiful design, functionality and quality are the core of our brand. I’m endlessly inspired by travel, nature, fashion, and vintage art. I design products that I would use myself and also try to listen to what our customers are asking for.”

BRAND POSITIONING project a brand image that says “nice and not cheap” Let customers interact.

Experiment with new channels and platforms.

Have some fun.

NO ADVERTISING NEEDED : They never done any advertising —> their biggest marketing has been through blogs and press writing about our products which helped gain a loyal followers before they even published sale

!CUSTOMER PROFILE Demographics : 25 - 50 years old , upper-middle range consumers , high purchasing power , heavy social media users Psychographics : design-oriented perspective lifestyle investments , tends to favor quality over economy , love socializing , value special occasion

MARKET POTENTIAL : FASHION SHOW INVITATION GREAT POTENTIAL FOR PRODUCTS TO EXPAND VALUE INTO FASHION FIELDS help raise brand awareness without using mainstream advertising - Invitation can be publish online ( match with brand’s identity = digital focus) - Possibilities to gain insight from fashion clothing consumers —> potential to expand product lines -

BIBLIOGRAPHY http://weirdpelik.blogspot.com/2011/12/hallmark-cards-inc-swot-analysis.html https://riflepaperco.com/collections/ https://riflepaperco.com/collections/ http://www.uncoverla.com/2017/07/20/sugar-paper-stationery-boutique-opens-lidomarina-village-newport-beach/ https://www.vanityfair.com/style/2015/10/rifle-paper-company-collaborations-paperlesspost-alice-in-wonderland http://aeolidia.com/how-did-rifle-paper-co-start/ https://www.forbes.com/sites/sap/2015/10/08/how-a-husband-and-wife-team-createda-global-company-from-scratch/#d85d4886d848 https://www.inc.com/magazine/201412/liz-welch/thinking-big-from-the-start.html http://theeverygirl.com/anna-bond-of-rifle-paper-co/ https://www.sap.com/about/customer-testimonials/consumer/rifle-paper.html http://www.designsponge.com/2014/04/a-day-in-the-life-of-anna-bond-of-rifle-paper-co.html

http://aeolidia.com/how-did-rifle-paper-co-start/