The document discusses strategies for A.T. Cross to appeal to younger consumers and increase brand awareness, including developing a diffusion line and targeting students and women. It proposes a multi-purpose pen called the "Tech 3" as an entry product and partnering with designer brands to include Cross pens in their handbags. Social media strategies are also discussed, highlighting the importance of engaging customers online through platforms like Instagram and Twitter.

1. The Next
Generation of
CrossNimindu Ambalangodage
Naomi Mafeni
Rosie Bird
Brittnay Clarke
Frankie Disintonio
1

2. 2
Our Mission
Here at A.T. Cross we want to bring the meaning back into pen, we want to make your signature moments,
priceless. Signing something that will change your life for the better is a precious moment and we
want to be a significant part of that. Having a quality, trustworthy and elegant writing instrument
with impeccable functionality as the ink touches the page , has such a large impact on not just the
customer, but for us here at A.T Cross. We are proud to be capturing those moments that mean so
much to our customers, and this makes our products, unforgettable.

3. 3
Agenda: The New
Cross
Functionality
Luxury
Style
Enhancing Signature Moments

4. 4
Where is Cross
Now?
The Good
Efficient reconstruction of supply chain
Brand loyal consumers
Advanced functionality of Pens
The Bad
Limited advertising and brand awareness
Confusing product positioning
Weak Social Media Presence
Slow Sales Growth

5. 5
Our Future
Appeal to younger generation
Increase Brand Awareness
Building a connection with the consumer
CROSS THE GLOBE

6. 6
Cross Current
Writing Tiers
Luxury : > $100
Premium: $50-$100
Better <$50

7. 7
Luxury
Cross Calais
$26
VS.
Townsend Platinum
Plate
$210

8. 8
Diffusion Lines
A Diffusion Line
is a secondary line of
merchandise created
by a high-end brand
that retails at lower
prices

9. 9
Why a Diffusion
Line?A diffusion line is a secondary line of merchandise created by a high-end brand that retails at
lower prices.
Diffusion Lines allow high end brands to enter into new markets while still keeping the luxury and
prestige of the parent brand.
Diffusion lines are a great way to target a generally younger demographic who strive to maintain
high status while seeking affordable prices.
Diffusion Lines allow luxury brands to utilize price reduction promotion strategies such as
coupons/sales without taking away the exclusivity of the parent brand.
The key is to pick the best aspects of the brand and concept and develop a more limited
offering at a different price point.
• Allow high end brands to enter into new markets while still keeping the
luxury and prestige of the parent brand.
• A great way to target a generally younger demographic who strive to
maintain high status while seeking affordable prices.
• Allow luxury brands to utilize price reduction promotion strategies such
as coupons/sales without taking away the exclusivity of the parent brand.

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How They Did It?
● Separate the Brands
● Narrow down the consumer for each line
● Limit the product offerings for both Cross and its’ diffusion brand.
● Target consumers who have a need for quality writing instruments
and understand the prestige attributed to parent brand.

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How We Will Do
It
Better
Luxury &
Premium

12. 12
Education is a fundamental part of our global society making
students and educators some of the largest consumers of
writing instruments. An A.T Cross marketing strategy targeting
students could address their need for quality, multifunctional
writing instruments and effectively show students why AT. Cross
is the brand of choice.

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Major Problems For
Students
•Always Losing Pencils and Pens
•Not Prepared for class
•Must bring different writing
instruments for different classes
•Pencils and Pens can get messy
unorganized, and dirty

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The Solution: The
Tech 3
•Includes, blue pen, black pen, and a
pencil, and stylus.
• Introductory product for A.T Cross
into Younger demographic and
possible diffusion line.
• Students can engrave pen or pencil to
reduce chance of misplacing and
increase chance of recovery
•Students will be prepared for any class
no matter the subject with just one
writing instrument
•Eliminates the need of pencil bags and
keeps student organized
• Lifetime Mechanical Guarantee

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The Status Quo vs.
The Tech 3

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Why is the Tech 3 not #1 writing
tool amongst students?
• Tech 3 is not available at retailers where students shop for college
supplies such as Bath and Body works ,WH Smith (UK) ,Target etc.
• Unfortunately many students do not know about A.T. Cross products and
specifically the Tech 3.
• Students are unaware of cost savings achieved from investing in one
multifunctional writing device.

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• The AT Cross school idea can become a very lucrative project if a targeted
marketing strategy is developed. A strategy to help students discover our
product (The Tech 3) and realize it is a viable solution to many of their
classroom problems.
• Availability of the Tech 3 at affordable pricing in outlets that students regular
visit for school supplies could make this product highly popular amongst
younger demographic.
• There should be opportunities for personal customization of the Tech3
through color, design and school emblems.

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A Pen is a purse
essential
“Only the prepared women receive the confidence they deserve.”
At A.T Cross we believe every woman deserves a high quality writing instrument,
which is handy to them in time of need. By partnering up with well-known, high
end designer brands, we can conveniently provide a functional and useful writing
instrument in every handbag, clutch or wallet.

19. “She who is best prepared can best serve her moment of
inspiration”
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Cross pens can provide women with the confidence that they deserve, without
cramping their style. Matching the pen to the bag, will expose Cross
writing instruments to the younger female generation; making an
everyday tool a compliment to their personal style. Cross Pens enables the
world to see that the most beautiful thing women can wear is confidence.

20. 20
•Targeting the younger market is about what looks good and makes them feel good.
“Look good, feel good”
•Targeting younger women would be to identify products that are attractive to the female
eye. Something that looks good and is a “must have” for females.
•Designer handbags, clutches or wallets, are what younger women want/have.
• We need to connect what they want and what the need.
•Women can carry almost everything and anything in their handbags, whether it is
something used as a fashion statement, to a functional product.
Look Good, Feel Good

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Each year Americans spend over $250 billion women's luxury products, with an
average women acquiring 3 handbags a year.
• Upscale handbag buyers represent about one in ten of those women who purchased
a handbag in the past year
• In the United Kingdom, Women aged between 25-34 year olds are less price-
conscious and tend to spend more money than average on high-end handbags.
•There is a general trend that quality is the most important factor when buying a
high-end handbag, with price holding the least importance (especially for 18-34
year olds).
•37% would rather buy one quality item than several at lower quality (18-25 yrs)
A woman’s worth
to Cross

22. For every Cross customer, Cross writing instruments
serve as a functional companion , an accent to their
personal style and a key icon in marking their
signature moments.
It is critical that customers see the Cross brand as a
symbol of Signature moments that can impact your
life in more ways than you have ever imagined.

23. 23
Signature
Moments
A.T. Cross was created for making moments that last a lifetime, with the stroke
of the hand and a pen life changing events take place. A.T. cross should be in
those moments; perfectly hand-crafted pens and pencils that glide on paper
that will make that special day even more than a day within a lifetime, but a day
to remember for a lifetime. Moments like these we all have, but too few, which
is why A.T. Cross is here to help capture this with an object that can be held,
touched, and put on display as the forever defining remembrance of the day
held so dear in our hearts.

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Traditions
“Jimmie Ward 1st round-draft pick participated in the Niners’ new
tradition of signing with a quill pen, and hopefully will be
around for plenty more draft classes to do the same.”
- 49ers.com

25. 25
Capturing That
Signature Moment

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1. Johnny Manziel, Cleveland Browns
2. Michael Sam, St. Louis Rams
3. Jadeveon Clowney, Houston Texans
4. Teddy Bridgewater, Minnesota Vikings
5. Blake Bortles, Jacksonville Jaguars
Top 5 rookie jersey sold
Penship In
Sports/Social
Media

27. 27
NFL Draft Pens

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Social Media
“Social media is free.. you have a media outlet to do whatever you
want to reach out to your fans or consumer to get a real time
demographic"
- Kevin Hart

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Every day, millions of people use Twitter to create, discover and share ideas
with other. Now businesses are turning to Twitter as an effective way to
reach out to people , too. From local stores to big brands, and from brick-
and-mortar to internet-based or service sector, people are finding great
value in the connections they make with businesses on Twitter.

30. 30
Advantages Of
Using Twitter
1. Build Customer Community
2. Promote a contest or event
3. Introduce services and new products
4. Special promotions and sales
5. Customer Service tool
6. Generate traffic to website

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Successful
Twitter Pages

33. 33
They say a picture is worth a thousand words, but these days your picture
can be worth thousands of dollars. That is, with the right filter, angle and
caption.

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How To Use Instagram
To Boost Sales
1. Promote your goods and services
2. Host photo contests
3. Create images that feature promotional codes
4. Post behind-the-scene photos
5. Make followers stars

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Successful
Instagrams

36. 36
Why Chobani Joined
Instagram In 2011
“ We want to be where the consumers are.”
“We’re on the platform every day so we know what’s trending. If our consumers are
posting about smoothies, we are, too. We want to be doing what they’re doing.”
- Hilary DuPont

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How They Did It
Before even joining instagram they were trending
Chobani decided to follow their consumers by using the
hashtags #creationday and #chobani
Instead of just posting pictures of cups of yogurt they
showcased it as a core ingredient and healthy
substitute in a variety of different foods.

38. Cross is already trending!
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