Transcript Hallmark.ppt

Hallmark
Retailer Report
Ryan Kozar
Denise Burkholder
Erin Beyer
History
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1910 – Joyce Clyde Hall starts wholesaling postcards
1911 – Joyce and his brothers form Hall Brothers
1925 – The word "Hallmark" first starts to appear on cards
1928 – "Hallmark" now appears on all cards
1944 – The slogan, "When You Care Enough To Send the Very Best"
is first used
1949 – Hallmark signature and crown logo created
1954 – Name officially changes to Hallmark Cards, Inc.
1956 – Company moves to Kansas City, Mo.
1966 – Hallmark International organized
1994 – Hallmark Gold Crown® Card becomes the first consumerreward program in the greeting card industry.
1996 – Corporate Web site launched: Hallmark.com
2002 – Donald J. Hall Jr., grandson of Hallmark founder J.C. Hall, is
named president and chief executive officer
Mission
– “Hallmark has believed in the very best of human
nature, the desire each of us has to live a life that
intertwines in meaningful ways with others.”
– That Belief Drives their Mission to Help People…
…Communicate
…Connect
…Celebrate
– “When You Care Enough to Send the Very Best”
Background
– 43,000 Retail Outlets in the U.S.
– Net Revenues of $4.2 Billion
– Worldwide: 18,000 Full-Time Employees
– Creative Staff of 800 Artists, Designers, Stylists,
Writers, Editors, and Photographers
– More than 48,000 Products in its Line at Any One
Time
– Publishes Products in More than 30 Languages
and Distributes in More than 100 Countries
Corvallis
– Location: 932 NW CIRCLE BLVD
Competitive Advantage
• Cards!
– Logo has meaning
“caring enough to send the VERY
best!”
– Allied Card Lines
• Shoebox
• Maxine
– Song Cards
– E-cards (online)
• Hoops and Yoyo
• Gold Crown Program
Competitive Advantage (cont.)
• Ornaments
– Decoration
– Collection: Series
• Hall of Fame
• Online
– Coupons
– www.Hallmark.com
• Direct
– Coupons
– Promotions
• Hallmark Magazine
SWOT Analysis
Strengths
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Good customer service
Small town atmosphere
Many loyalists
Offers benefits for those
loyalists
– Tradition & reputation
Weaknesses
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Little foot traffic
Small retail space
Location (crime)
Lack of signage
options
– “Overpriced balloons”
SWOT Analysis
Opportunities
– Local store commercial
– Students & parents
– Relocation to downtown
Threats
– Rice’s Pharmacy Gifts
and Wine
– OSU Bookstore
– Card-making computer
programs
– E-cards
– Fred Meyer’s
– Dollar stores
Sources
Hallmark.com, http://www.hallmark.com/