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Presented by the Three Case-a-teers

Margaret Wang • Yandel Principe • Asiana Aguilar

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Case Study

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The Harvard Shop is , a retail store specializing in Harvard gear, ranging from basics, popular with tourists to higher end products popular with students. The Harvard Shop has three storefront locations in Harvard Square, as well as an online ecommerce store.

The Harvard Shop’s primary competitor is The Coop, a large combination bookstore/Harvard gear store owned by Barnes & Noble. The Harvard Shop is interested in understanding their unique value proposition and strategic advantages to effectively compete against The Coop.

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Client’s Objective

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How would you like us to assist you in competing with The Coop?

The Harvard Shop has responded asking to run a competitive analysis and make a recommendation for strategies (which could include new products, marketing campaigns, reorganization of stores, etc.).

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The 3 C’s Framework

Y.P. 4

Competition

Customers

Company

Product

The Harvard Shop targets Harvard alumni, students, faculty, fans, and visitors

The most bought product are the Harvard T’s and the least bought product varies with seasonality

The Coop isn’t student ran and is corporate
The Coop serves more high-end products including a large list of brands

The Harvard Shop is student run
Rent is the largest expense in the store.
Other expenses include of Labor costs and electricity

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Marketing Strategy

(Student-run)

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Merchandise with Quotes of Student workers

Y.P. 6

Current Clothing represents color, student spirit, etc.

The tone of the quotes delivers a tone that allows them to feel comfortable and welcome but also meaningful to quotes of student workers.

The quotes and being able for them to bring some sort of comfortability could allow great thoughts and a perfect identity of the story.

Look
How you represent the brand visually with clothing, website, social media, etc.

Tone
The word choice of your brand. You want to use the words that match your brand.

Feel
What the customers feel when they think of your business. Create a great identity.

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Slogan Change/ Wall of History/ Theme Renovation

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SLOGAN CHANGE

To sound more diverse and inclusive to customers

“Made by Harvard Students, For Harvard Students”

WALL OF HISTORY

To inform customers of the shop’s history/ serves as proof of the shop being student run

THEME RENOVATION

To capture a creative feel and different criteria for customers. And incorporate uniqueness

Asiana: Here we present Slogan Change, Wall of History and Theme Renovation, these are recommendations that are mainly targeting the interior of the place and how it present/look to the eyes of the customers who enter the establishment.

After thorough research of the shop, we encountered the slogan saying “Made by Harvard Students, For Harvard Students”. This itself sounds exclusive only to students and doesn’t have that much of a “welcoming-tone” to other general customers. That is why we recommend a change of slogan that is much more embracing.

Next is the Wall of History, would be a simple idea of putting up pictures and names of those whom founded and started the Harvard shop at a certain space or wall inside the shop.

Theme Renovation would be generally adding theme to the shop, one specific example of a theme is a classroom feel, it would be better if it is a Harvard-inspired classroom. Making it authentic and creative, that way the customers would feel the student-vibe like feeling the shop has. Putting the items on simple shelves and tables are the simple norm, but how about exploring outside the norm? What innovations can the Harvard Shop achieve?

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Merchandise Cart

Merchandise cart for popular tourist locations

Operates during peak tourism seasons
Sells top-selling products
Student run

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Marketing Strategy

(Audience)

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Rewards System

Online Points System

Gain points by spending money, referring a friend giving email/phone number
Cash in points for a free item/discount

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Step 1: Create Tik-Tok Account

Tik-Tok is one of the most used application right now, gaining a billion of users throughout the globe and are monthly active. Tik-Tok is also known as “The Viral Video Engine”, it being the most used platform for trending videos and individuals.

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Step 2: Harvard Student Advertisement

Popularity basis, Harvard students are known as one of the most prestigious university internationally. Using famous Tik-tok user, specifically, a Harvard student sponsoring/advertising the product could lend a hand in popularity gain.

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Thank You !