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    stanley ppt

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    stanley ppt

    Uploaded by

    chuna2000kumari
    20 views13 pages

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    20 views13 pages

    stanley ppt

    Uploaded by

    chuna2000kumari

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    You are on page 1of 13

    STANLEY 1913:

    A BRAND REBIRTH
    Presented By : Saibya & Sana
    OVERVIEW
    Introduction Impact of Influencer Marketing

    Initial Mistakes Rise in Demand

    Marketing Strategies Consumerism as an After-Effect

    Role of Influencer Marketing Conclusion


    INTRODUCTION
    Stanley is an American brand of food and beverage containers
    named after its inventor, William Stanley Jr. The brand is best
    known for its steel thermoses, and since 2020, for its line of
    tumblers called Stanley cups. The rise in the demand for a
    specific product line of the brand and how it did so will be
    discussed during the course of this presentation.
    INITIAL MISTAKES
    Initially, Stanley neglected half of the
    population in its marketing.
    Its drinking vessels were aimed at men,
    with their colors being restricted to
    black, green and blue.
    Their products were marketed as
    functional ones rather than lifestyle.
    MARKETING STRATEGIES
    The 110-year-old brand revived Influencer Marketing?
    itself through new means of
    Influencer marketing is a form of
    marketing, with huge emphasis
    marketing that involves
    on influencer marketing, endorsements from influencers, who
    widening its consumer base, and are people and organizations having
    shifting its tumblers’ market a social influence in their field. This
    form of marketing has gained
    position from a functional
    massive recognition post COVID-19
    product to an aesthetically due to an impactful digital shift
    pleasing necessity. worldwide.
    ROLE OF INFLUENCER MARKETING

    Stanley leaned into influencer marketing in 2016. They identified Instagrammers,


    1 bloggers and youtubers with a large female following and gifted them free
    tumblers.

    In return, these social media influencers posted high-quality photos and videos
    2 showcasing their customized products in daily life. Unboxing videos and product
    reviews spread across YouTube, Instagram and Pinterest, thus surging sales.
    IMPACT OF INFLUENCER MARKETING
    Influencer marketing led to the cups becoming a status symbol. Further
    introduction of pastel colors gave influencers new content for
    promotional purposes, thus leading to a rise in the product’s demand.

    The product gained popularity amongst the Gen-Alpha and Gen-Z, who
    are active users of social media sites like TikTok, Instagram, Pinterest, etc.
    RISE IN DEMAND 800

    The shift from dark and basic colors to


    600
    pastel ones, creating a consumer base that
    targets not only teenagers and young
    adults but also health-conscious people, 400

    led to a massive rise in demand of the


    tumblers that cost around $35-40. The 200

    same can be seen through an increase in


    the revenue of the brand. 0
    2019 2020 2021 2022 2023
    CONSUMERISM AS AN AFTER EFFECT

    The popularity of the tumblers convinced users that


    the insulated steel tumblers they already had in their
    houses were not as good as the Stanley ones which
    lead to overconsumption.
    CONCLUSION
    Stanley must continue to work on its product mix and marketing
    strategies in order to stay relevant with consumers. While the
    tumblers have shown massive growth recently, trends always
    change. Stanley cannot become successful by relying too heavily
    on one viral product.
    CONCLUSION
    The tumbler’s popularity has also attracted a lot of attention
    from competitors. Many brands are now trying to emulate
    Stanley’s success with their own stainless steel cups. It needs to
    innovate and stay ahead in order to cut the market share. While
    influencer marketing proved highly effective, it cannot solely
    rely on this to drive sales. The brand will need to use a diverse
    mix of marketing channels and foster organic brand loyalty.
    THANK YOU

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