Academia

Michigan Ross:

PetPeople, American Girl Doll, Trader Joe’s, & Wayfair

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Pet People

For my Winter 2019 Marketing 313 class, Consumer Behavior, my peers and I were given the task of improving a local Ann Arbor business (given our knowledge of marketing, advertising, and consumerism).

As a result, four business students and I collaborated on a legitimate, strategic marketing plan for the private, independent pet supply company PetPeople due to its large MidWestern presence.

After speaking on the phone with CEO Michael Elkind and communicating via email with the company’s in-house marketing team, we researched and analyzed customer/employee needs and wants so as to provide insightful business recommendations. In doing so, we surveyed 557 unique individuals via a comprehensive Qualtrics and thus made informed suggestions from there.

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Our Assessment

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American Girl Doll

As of Fall 2019, a senior at U of M, I enrolled in Marketing 302 taught by prestigious Marketing Consultant & Keynote Speaker, Marcus Collins. This course in Marketing Management provided students the skills to make strategic, well-informed marketing decisions. We learned about Planning & Strategy, Buyer Behavior, Product Distribution, Promotion & Pricing Strategies.

At the close of our class, students were broken down in groups with creative freedom to asses a company of interest in need of marketing improvement. My group chose to asses American Girl Doll working tediously to craft real, implementable solutions to corporate problems. We sent surveys around to friends, family, and Facebook groups, amassing 412 respondents whom provided useful insight.

Our group & I spoke with Global Marketing Strategist, Megan Squires, to get an inside look at the company’s progress, as well as President, Jamie Cygielman! It was Jamie who reviewed these ideas in the NYC Flagship store herself and may choose to move forward with some (fingers crossed).

Below is the work we did for the company, a brand that we’re all passionate about and have been since childhood :)

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Winter 2020, I fulfilled my last Marketing/Sales requirement taking MKT 312: Retail Marketing. It was through this course that I was challenged to think about retail floor plans, retail strategy, and customer loyalty.

This course, too, was where a team of students and I selected a company to conduct a seasonality plan for a business where there is supply/demand rotation. Below is some of the work crafted for this class that my peers and I are very proud of.