Table of Contents

Issues & Analysis............................................................................................................................2

Marketing Problem/Decision...........................................................................................................4

Alternatives......................................................................................................................................5

Recommendations............................................................................................................................6

References........................................................................................................................................8

Appendix
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Issues & Analysis

Crayola manufacturing has more than 120 years of making safe and dependable art

supplies for children with interests. The company has many different lines of products and

brands; such products vary from just makers and crayons. One of the company's recent

advancements happened in 2007 when the company introduced the Binney and Smith; since it

was a new product or brand that was not popular among the customers, it changed its name.

There are three targets’ markets for the company. The primary target market for the

company is children ranging from 2 years to 10 years old. This is because many children in the

US use c crayons for fun, and most of them want to play with unique and colourful toys

(Crayola, 2022, p. 57). According to the report provided by Crayola, there are more than 730

crayons by age ten worn by children below ten years. This is the primary target since they will be

the ones to utilize the product effectively. However, the corporation also caters to a different

consumer or market: parents who purchase crayons for their children. The parents can observe

how the Crayola Company's products have improved and are more convenient.

The company relies on lifestyle to make its consumer's decisions. This is influenced by

culture, marketing activities, social status, sub-culture, family type, demographics, values,

emotions, motives, personality traits, learning, and perceptions. These influences to consumers

are achieved through information search and processing to link them directly. The company also

relies on perceived problems and opportunities over the past years to influence consumer

decisions. In the case of any consumer, issues that arise in such occasions may trigger different

levels of the consumer decision-making process.

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It is important to note that consumers devote minimal effort to such a process as a matter

of habit in most purchases. Feelings and emotions influence certain products rather than

descriptions, facts, and product features. The company ensures that it relies on the correct

consumer decision process from experiences that help maintain or change the desired lifestyle

and consumers' current lifestyle. The company ensures that it attracts more customers through

advisements, design, package, prices, and other marketing activities. This is the only way

customers and consumers can rely on to make efforts and actions to protect their interests'

preferences and take care of their welfare.

The company has been regulating consumer behaviour by relying on all elaborative

models of the consumer decision process. These techniques are Howard-Sheth, Nicosia Model,

and Engel-Kollat-Blackwell (EKB) Model. The EKB model is based on high and low customer

engagement in buying situations. To increase its market, the company has announced a

promotional campaign called Colors of the World to promote its new crayon product with

attracting colours. This usually represents the breadth of new skin tones. This is one of the best

strategies that help the company influence consumer behaviour worldwide. It emphasizes the

country's inclusion and diversity of preferences. Crayola unveiled a slew of budget-friendly

features, brands, styles, and packaging sizes. However, owing to the breakout of the COVID-19

pandemic in early 2020, there have been certain adjustments in the marketplace.

However, the industry is growing more complex, especially with the outbreak of the

COVID 19, which affected consumer behaviours. Since Crayola was one of the most remarkable

people in the US, leaders and the entire Management committee are working to fix this change

and every affected trend. The company's name and trademarks are well-known and trusted, with

99 percent of Americans knowing who they are. The brand's image is synonymous with high
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loyalty and qualities, making it a global company operating all over the globe. Children aged two

to ten years old, on the other hand, adore and enjoy Crayola items and have established a chosen

brand over them through time, which may persuade their parents to buy the products.  

The company's distribution system is the most effective and helps maintain its customers

since it avails its product everywhere, including pharmacies, hotels, grocery stores, restaurants,

schools, and theme parks. The firm typically offers its items at a reduced cost to other retailers

and in bulk to customers. The Crayola art materials are used by most students in the US, UK,

Canada, Australia, and Mexico. The company has an appropriate website for parents, educators,

and children. The ideas of projects and crafts are provided using the products from Crayola. The

website is complete and provides every valuable data about the Crayon products. All information

regarding buying, ordering, booking, marketing, and promoting it is posted there. There is a lot

of innovation in products and services depending on consumers' tastes and wants.

Marketing Problem/Decision

The problem question in this case is how will the company be able to expand it current

market and target more customers as well as regulating the consumer behavior. This also brings

out the issue of brand modifications and sorting of products to attract different customers with

different preferences. How will the company achieve competitive advantage over the other

companies which produce similar products?

Alternatives

Since the first plastics-to-oil idea didn't work out, the Crayola firm has tried a variety of

alternatives. The corporation has been exploring experimental and polluting pyrolysis and

incineration programs in the places they refuse to name. Although pyrolysis is comparable to

burning, it may be exceedingly harmful and costly in some instances and degrade materials and
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release poisons. This procedure has the potential to produce new hazardous compounds. The

corporation should focus on more cost-effective improvements of plastics-to-oil technology,

which is still in its early stages, with many modest demo facilities and showrooms for technical

and economic analysis of customer behaviour.

Crayola should instead concentrate on the ColorCyled markers incinerated in garbage

incinerators. They are being used to produce power in the United States, and their strength is

impressive. The corporation has pretended to be a dependable, clean, renewable energy source

that generates power with minimal environmental impact. This can only apply to garbage

incinerators, renamed and reconditioned as "energy from waste" and "waste to energy" facilities.

In reality, utilizing garbage incinerators to manage waste or generate electricity is the

most costly and polluting option. They are worse than coal power plants and dirtier than

landfills. They decompose garbage into toxic ash. The company should focus on energy-saving

methods and environmental saving. The pollutants like lead, mercury, nitrogen oxides, cancer,

and learning disabilities, reduced the intelligence quotient ("From 'Crayola: A Sequence,'" 2020,

p. 171). This is not the case since the firm "believes every kid ought to have a sustainable

atmosphere for their inventive today and tomorrow," this is not what they should be doing.

Crayola was specifically requested by primary school kids who needed marker recycling. To

ensure that these identifiers do not end up in our seas, landfills, or incinerators. Crayola should

explore all options to ensure complete control over its market structure. Immediately, the

facilities and procedures where their Colorycled will be used. The corporation should cease

funding pyrolysis projects and other rubbish incinerators. The company should focus on

redesigning its makers to become more reliable and recycled 100%. The corporation should

develop two lines of items for toddlers and newborns that would enable them to experiment with
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colours before beginning to use crayons. ("From 'Crayola: A Sequence'", 2020, p. 171). The

company should even start launching a school media campaign on Facebook and Twitter to

encourage moms' innovative ways to enhance creativity and save money for other products. 

Alternatively, the company should develop new innovative products that will help to

expand its mark and increase the number of children using the product. The firm should also

create an innovation department to assist in developing new items, which generally enables the

company to boost its sales and value. ("From 'Crayola: A Sequence'", 2020, p. 171). Since

Crayons seem to be no longer as popular as they once were, the Crayola firm should develop a

full line of toys to help boost sales. This usually increases the profits since as we as toys. By

doing this, it usually increases its market share by promoting its professionals. 

Pros

By being innovative, the company can see a multitude of benefits for increasing their mark and

bringing in more customers, resulting in a larger market share.

- Improve Productivity: The innovation department will spend more time trying to come up

with efficient alternatives rather than trying to fix an existing problem that has not been

resolved.

- Improve sales and customer relationships: The customers will appreciate the fact that the

firm is investing time and money in order to bring more value for them which will

ultimately result in more sales.

- Reduced waste and costs: The whole purpose of innovation is to reduce costs and

increase profit, by being innovative, it can help you eliminate waste in your organisation

and put you in a better position to focus on long-term goals.

Cons
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Although the pros of innovation are very attractive and cost effective at times, it also has some

significant drawbacks. For instance:

- Businesses can eventually run out of capital in the innovation if the product is not

promoted to the market in a timely manner.

- May waste resources by innovating something that may not end up selling, this can

happen and would result in huge capital loss.

- A bad product could ruin Crayola’s reputation as a firm if it’s a poor product, especially

if it’s something that’s worst then a previous product.

Recommendations

Crayola should develop a strong image that will influence custom behaviour. This will

impact and enhance the company's position in the marketplace and ensure that the brand is

famous. The company should focus more on innovative steps to draw on new ideas. Most

individuals have a positive perception of Crayola and believe it is costly. The company should

ensure that the products are innovative and of good quality. This, in turn, will transform into

brand loyalty due to brand equity. The company should have brand equity experts and studies to

maintain loyalty and any other factors contributing to the company's success to avoid losses to

the firm ("From 'Crayola: A Sequence,'" 2020, p. 171). 

The firm should create a comprehensive website with all of the company's information

for simple promoting, booking, marketing, and order. The corporation should build various

creative services and goods centred on the clients' requirements. It will continue to develop new

items to grow its market. It continually develops new things to increase its market, particularly

products that stress worldwide variety to foster respect among various groups. Crayola makes

green items that are good for the environment. The pricing range of Crayola is appropriate for its
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primary target demographic. Their items are reasonably priced compared to the competition;

however, the cost also shows the product's quality. It should make use of all non-toxic, child-

safe, and efficient resources. They feature fragrant items and easy-grip goods for sensory and

motor skills. Crayola has license agreements with Disney and Nickelodeon characters,

broadening their reach to their target demographic. Television, magazines, and point-of-purchase

displays are how Crayola promotes its products. This has an impact on children's and parents'

purchasing decisions.
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References

Crayola: (2022). Spirit Cabinet, 57-82. https://doi.org/10.2307/j.ctt6wrctg.24

From "Crayola: A Sequence." (2020). Interrogation Palace, 171-184.

https://doi.org/10.2307/j.ctt6wrdqg.50

Appendices

1. Crayola SWOT – Crayola (Binney & Smith), a subsidiary of Hallmark, Inc:

https://www.marketingteacher.com/crayola-swot

2.

3.
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4.

https://shop.crayola.com/color-and-draw/markers

Decision Matrix

Requirement Energy Cost Long term Productive Total

s Efficient effective Profitability

Innovation Yes Yes Yes Yes 4

Garbage No No No No 0

Incinerators

New line of No Yes Yes Yes 3

products

Pros

By being innovative, the company can see a multitude of benefits for increasing their mark and

bringing in more customers, resulting in a larger market share.

1. Improve Productivity

2. Improve sales and customer relationships

3. Reduced waste and costs
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Cons

- Businesses can eventually run out of capital in the innovation if the product is not

promoted to the market in a timely manner.

- May waste resources by innovating something that may not end up selling, this can

happen and would result in huge capital loss.

- A bad product could ruin Crayola’s reputation as a firm if it’s a poor product, especially

if it’s something that’s worst then a previous product.