Crayola Marketing Analysis

In: Business and Management

Submitted By mariitaramos
Words 3330
Pages 14
“They’re not crayons, they’re entertainment sticks” *

Crayola has always been a color company. Initially formed as a partnership in 1885 when cousins Edwin Binney and Harold Smith took over Edwin’s father’s pigment business. Binney & Smith incorporated in 1902 and in 1963 the corporation became a publicity-traded company under the symbol BYS. Now, more than 120 years later Crayola has grown and with color, creativity, learning, fun and a lot of new products.

Marketing Analysis

1) Company’s corporate name

The corporate name is “Crayola LLC”. On January 1, 2007, the "Binney & Smith" name was retired and they started using the “Crayola LLC” corporate name, since it was the company's well-known brand. This name and brand is in use in more than 80 countries and had 99% name recognition in U.S. consumer households.

2) Company’s corporate headquarters

Crayola has called Easton, Pennsylvania its home since the early 1900s. Today, the company’s world headquarters and major manufacturing facilities are located there. The location is:

1100 Church Lane Easton, Pennsylvania
18044-0431

They also have manufacturing facilities in:

• Bathlehem, Pennsylvania • Mexico City, Mexico

And International Sales and Marketing Facilities in:

• Canada • Engalnd • Australia • France • Mexico • Italy • Spain

3) Parent company

In 1984, Crayola became a wholly-owned subsidiary of Hallmark Cards and has since played the lead role in Hallmark’s personal development strategies.

4) Subsidiaries

Since Crayola is owned by Hallmark Cards, the subsidiaries listed below are Hallmark’s.

a. Crayola LLC

Founded in 1903 and acquired by Hallmark in 1984. The headquarters are in Easton, PA. Its major products/brands are: Crayola art products, Silly Putty, Portfolio Series art materials, Crayola…...

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