1100 Church Lane
Easton, PA 18044-0431
Phone: (610) 253-6271
Fax: (610) 250-5768
Crayola became a wholly-owned subsidiary of Hallmark Cards, Inc. in 1984.
Crayola’s subsidiaries include Portfolio Series and Silly Putty. Binney and Smith acquired the rights to Silly Putty in 1977.
Crayola does not have a formal mission statement. This is probably due to the fact that they are a subsidiary of Hallmark Cards, Inc. If they were to ever formalize a mission statement it should be the following: “The business we're in: The best quality, safest products for colorful visual expression for enjoyment, learning and work.”
Crayola’s core competencies, taken from the vision section the website, include:
Obsessed with Consumer Needs: Be passionate about meeting consumer needs. Constantly ask: What are the implications for the consumer? Take the initiative to learn about our consumers and competitors. Make decisions based on insights about the consumer. Proudly represent our brands when talking to others. Remind each other about the importance of the consumer. Biased for Action: Be impatient and unsatisfied with the status quo. Move faster internally than the external world. Develop and implement impactful solutions. Exploit ideas and opportunities quickly. Take ownership and accountability for action and results. Act, learn, and make changes as needed.
Respectful of People and Ideas: Respect and value the diversity of people and their ideas. Trust others - assume positive intent. Act with honesty and integrity. Uphold your commitments. Honestly and constructively tell people how they are doing. Make the communities in which we work and live better places.
Innovative and Risk-Oriented: Encourage innovation from everyone and in everything we do. Generate and share creative ideas. Experiment, experiment, experiment. Create positive change that allows us to improve. Take enough chances that you sometimes fail. Be informed and take intelligent risks.
Think and Act Like Winners: Approach every task with a competitive spirit to win in the marketplace. Hate to lose. Deliver exceptional business and financial results to be the marketplace leader. Look for ways to win, not excuses for failing. Continually build your skills and capabilities. Be proud of others' successes. Have some fun everyday!
Collaborative and Team-Based: Proactively engage those outside your work area. Seek the opinions and feedback of others. Share knowledge to help others succeed. Communicate, communicate, communicate. Work with others to achieve business results. Be inclusive.
Crayola’s major products are the individual products from the Crayola®, Portfolio Series®, Silly Putty® and Model Magic® brands. Target Markets
The target markets of Crayola include mothers, children and schools.
Mothers: aged 25-40, female, no college to college graduate, any ethnicity, single or married, working or stay at home mother, $30,000-$100,000+ income, any religion.
Children: aged 4-12, male and female, K-6th grade, all ethnicities, any religion.
Schools: 501(c)(3) non-profit schools.
Strengths: Crayola is a trustworthy, household name. The company has a reputation for being family friendly. Crayola has a lot of brand equity; therefore little marketing needs to be done. Crayola has also penetrated the global market, with labels printed in 12 different languages.
Weaknesses: Some mothers feel that Crayola does not give enough “bang for their buck.” Also, Crayola’s products are mostly arts and crafts related. In today’s world, mothers have less time to spend doing arts and crafts projects with their children, and even less time to do the clean-up.
Opportunities: Crayola has the opportunity to acquire new companies, such as Rose Art. Also, they can always grow in terms of markets and...
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