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What’s In a Name?
Crayola vs Rose Art/ Cra-Z-Art
This dissertation examines each company and the progress that it’s made throughout its history, marketing strategies for the consumer, supply management quality relationships, the impact of a name brand, and new product development comparisons between the Crayola and Cra-Z-Art (Rose Art) companies. By examining this, I will highlight the similarities and clarify the differences of how the two companies conduct business, what products and the quality of products they provide to the general public and potential developments. Each company has an ample variety of products; however, the concentration and focus of each business and the effort they place in consuming target audiences explain the advantage that Crayola has over Cra-Z-Art. This dissertation analyzed all available data from company websites, press releases, (free) business reports and consumer surveys. There was limited information and information gaps with the Cra-Z-Art company. It is evident that Crayola offers a high quality product for a slightly higher price which consumers pay because it out performs its competition in the vividness, consistency, and diversity of the colors. Cra-Z-Art and Rose Art would need to reconcile, financially recover from its past lawsuits, create a consistent and stable working corporation, and concentrate more of their efforts on offering additional value added products and improve the quality with office, school and art supplies, rather than the toy and games manufacturing industries for them to effectively compete with Crayola.
Keywords: quality, brand, relationships, partnerships, target market, marketing
What’s In a Name? Crayola vs Rose Art/ Cra-Z-Art
Powerful Brand trumps Knock Off
In the most aggressively pursued target market, Crayola is the most recognized and respected brand for quality among households with kids (Equitrend 2000), the #1 producer of children’s arts and...
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