CASE STUDY NOSTALGIANO The Nostalgia Company was founded on March 23 1990 in Corpus Christi, Tea by Kos De The company, which employs 35 fulltime workers, manufactures and sisene d uta dathook calendar. These calendars are distinguished by the large by 20 cm Gewood days to the page and a pictures on the facing page of each wock. In addition, the c h as a space for each day that provides considerable room for reading appointments and other events. The calendar comiy been one of the s ponsive competitive INDUSTRY BACKGROUND The calendar printing industry is by s e ne of the most difficult y The d is comprised of hundreds of companies both large and small, some dealing primarily with a nd printing but most doing is only as a wide arvult of the d e g revole For reason there is very little published data on the calendar industry for a few from the advertising specialty and printing industries The calendar business entes appre c y SUS20 million in sales cach you is divided main categories custom produced seck and clears for real este custom The categories are sometimes combined under the leading advertising specycled. These des are made up on special order for firms that wish to use them as promotional i s to c ome Most of the calendars powed for this part of their wey gumowever, there nonprinting firms that have set up in-house prishops Schering og trg C Kenilworth, New Jersey, for emple has an in-house printing facility valued SUS 2015 they sol million calendars pharmacies and retail store for distributi e The leading firm in the advertising specialty business is Brown Bigelow of St. Pauli which had 2015 calendar als of approximately SUIS 1 million for a mother . They are at least twice as large as their names competito in retail sales and employ a sales of In the calendar printing for the retail sales side of the industry, of which Nostalgiais parthening manufacturer is Hallmark Cards, Inc. of Kanes City, MissHallmarks y les of calendars maging from the traditional wall types de bodies demand tous. These calendars average 52 50 100 malabows 100% above the wholesale In this part of the industry 50% of the sales excur in November and December with these representing 20% and 30% of the total a les respectively. It is estimated that customers for this part of the industry are women of The major types of calendars are at or wall calendars which come in 12.6 or short per calendar year- -lance calendars, which are the calendar pinup calendars, which 2 6 she commercial calendars that have illustrations with a calendar padattached desk calendar calendar pad diay calendar, and one day calendar which is a stack of sheets with one date per The Nostalgia calendar is considered a desk calendar COMPANY BACKGROUND Ken Douglas began his business 1990 the moderately you photographer, Mr Douglas believed that he put his pictures together in a calendario major purposes. First, it would bring in ditional which ended to put photography equipment Second it would the sales of the pictures printed in the called As it turned out the calendarin becam e the image.de 1995 he dropped the sale of individual photographs comply and concentrated all his the dacbook calendar Calendar les data for 1995-2014 are presented in Table below) Tahle I Nostalgia Caldar Sales Data 4 300 141,000 S 54.211.7476.59 156,70 S60,737.16 77.16 204,130 10.022.2 6561 164127 1 S 83,467.95 $29.956.34 141,100 93,465 32.728121951 121,83900S IS. 204,1% 11500 2001 Calendar Ne. Printed Cal Printing l Total Income Cost Gross Profil Total Total Refunds Selle 141,60059421240 1,46759360 156,780 560,737.16 77.16 9 3,465 32.72.72 155.105 204,130 70,02222 68.61 121,83730 SISIS 05 204130 216,412 73.537.76 66.21 125.88934 52.351.58 200 211,406 76,389.50 72.26 122.5513645,451.86 198 R186287565.11 1914 220,49 RIR 0 legale 221,49% 75,45% 16 :45 111 9 241 2954396071341312 00 95 OS 11 2012 285.000 104.708.90 73.52 1679280263.219.12 278.100 25,400 1370029585 192630543179 234.530 119.645.50 4 9. 5 . 334 42,400 256,430121.590489506188,897066780658197 209,20 105.478.62 10087178.1073672.63674 190,305 18.SO 117,368,64 124.49 197,7102267666.56 162.124 2013 1441 22 2 These Nostalgia sells its calendar to a number of sements of the market, as indicated segments are contacted through two primary channels of distribution direct anders from advertising Retailers are mailed a flyer 3 times a year, and all other m e ma h year, in May. In addition, schlendari awak for doing pics of the calendar and for a copy of the following your calendar Tabl e s the role of retaile for 2008-2015 and includes the discount schedules at retail and real for calendar a year's r Table 2-Nostalgia Calendar Group Sales Ta Calendar 2013 2014 Individuals over 12 copica) 14396 139435 13,106 11.868 954 4 127.50 16.00 4 1190 TOK? 8,456 7956 5700 S OS 2.183.000 2.968 20 tot 64065 150 10.494 Individuals under 12 3 2 DO 414 26 As an added feature for retailers, Nostalgia allows all customers who under directly to l d calendars by February 15 of the calendar year. This is done in the hope that will be induced onder large amounts. The wailer pays the postage for return. The cost to mail calendars the US. Postal Service was 36 censeach THE PROBLEM As JM Evans, marketing manager for Nostalgia, reviewed the les results from 2014 he was w of the problem the company feed. Calendar les reached a peak of 27.10.2009 had declined cadily every year thereafter (see Tahle temporary decline due to general c omic conditions, but with a 2016 this decline had placed the very wako had only believed h a les drop of 28.000 ledes for Evans began to ponder the possible sources of the problem. He was due in Douglas'office the work with a full report of the comm ' dilemma the end of The w . The main der lurer. US Service w h eef eak THE PROBLEM AIME, ar g er for Norwed the wrower 2014 of the poem the com e d Calendar sales and reached a 100 CONT STIRLINES DE MORESSES Veera Priety What ind a h is in onder to solve Me Evans Describe the procedure you would low is pe 10 Marks Why there Mark for the w 2 e CASE STUDY NOSTALGIANO The Nostalgia Company was founded on March 23 1990 in Corpus Christi, Tea by Kos De The company, which employs 35 fulltime workers, manufactures and sisene d uta dathook calendar. These calendars are distinguished by the large by 20 cm Gewood days to the page and a pictures on the facing page of each wock. In addition, the c h as a space for each day that provides considerable room for reading appointments and other events. The calendar comiy been one of the s ponsive competitive INDUSTRY BACKGROUND The calendar printing industry is by s e ne of the most difficult y The d is comprised of hundreds of companies both large and small, some dealing primarily with a nd printing but most doing is only as a wide arvult of the d e g revole For reason there is very little published data on the calendar industry for a few from the advertising specialty and printing industries The calendar business entes appre c y SUS20 million in sales cach you is divided main categories custom produced seck and clears for real este custom The categories are sometimes combined under the leading advertising specycled. These des are made up on special order for firms that wish to use them as promotional i s to c ome Most of the calendars powed for this part of their wey gumowever, there nonprinting firms that have set up in-house prishops Schering og trg C Kenilworth, New Jersey, for emple has an in-house printing facility valued SUS 2015 they sol million calendars pharmacies and retail store for distributi e The leading firm in the advertising specialty business is Brown Bigelow of St. Pauli which had 2015 calendar als of approximately SUIS 1 million for a mother . They are at least twice as large as their names competito in retail sales and employ a sales of In the calendar printing for the retail sales side of the industry, of which Nostalgiais parthening manufacturer is Hallmark Cards, Inc. of Kanes City, MissHallmarks y les of calendars maging from the traditional wall types de bodies demand tous. These calendars average 52 50 100 malabows 100% above the wholesale In this part of the industry 50% of the sales excur in November and December with these representing 20% and 30% of the total a les respectively. It is estimated that customers for this part of the industry are women of The major types of calendars are at or wall calendars which come in 12.6 or short per calendar year- -lance calendars, which are the calendar pinup calendars, which 2 6 she commercial calendars that have illustrations with a calendar padattached desk calendar calendar pad diay calendar, and one day calendar which is a stack of sheets with one date per The Nostalgia calendar is considered a desk calendar COMPANY BACKGROUND Ken Douglas began his business 1990 the moderately you photographer, Mr Douglas believed that he put his pictures together in a calendario major purposes. First, it would bring in ditional which ended to put photography equipment Second it would the sales of the pictures printed in the called As it turned out the calendarin becam e the image.de 1995 he dropped the sale of individual photographs comply and concentrated all his the dacbook calendar Calendar les data for 1995-2014 are presented in Table below) Tahle I Nostalgia Caldar Sales Data 4 300 141,000 S 54.211.7476.59 156,70 S60,737.16 77.16 204,130 10.022.2 6561 164127 1 S 83,467.95 $29.956.34 141,100 93,465 32.728121951 121,83900S IS. 204,1% 11500 2001 Calendar Ne. Printed Cal Printing l Total Income Cost Gross Profil Total Total Refunds Selle 141,60059421240 1,46759360 156,780 560,737.16 77.16 9 3,465 32.72.72 155.105 204,130 70,02222 68.61 121,83730 SISIS 05 204130 216,412 73.537.76 66.21 125.88934 52.351.58 200 211,406 76,389.50 72.26 122.5513645,451.86 198 R186287565.11 1914 220,49 RIR 0 legale 221,49% 75,45% 16 :45 111 9 241 2954396071341312 00 95 OS 11 2012 285.000 104.708.90 73.52 1679280263.219.12 278.100 25,400 1370029585 192630543179 234.530 119.645.50 4 9. 5 . 334 42,400 256,430121.590489506188,897066780658197 209,20 105.478.62 10087178.1073672.63674 190,305 18.SO 117,368,64 124.49 197,7102267666.56 162.124 2013 1441 22 2 These Nostalgia sells its calendar to a number of sements of the market, as indicated segments are contacted through two primary channels of distribution direct anders from advertising Retailers are mailed a flyer 3 times a year, and all other m e ma h year, in May. In addition, schlendari awak for doing pics of the calendar and for a copy of the following your calendar Tabl e s the role of retaile for 2008-2015 and includes the discount schedules at retail and real for calendar a year's r Table 2-Nostalgia Calendar Group Sales Ta Calendar 2013 2014 Individuals over 12 copica) 14396 139435 13,106 11.868 954 4 127.50 16.00 4 1190 TOK? 8,456 7956 5700 S OS 2.183.000 2.968 20 tot 64065 150 10.494 Individuals under 12 3 2 DO 414 26 As an added feature for retailers, Nostalgia allows all customers who under directly to l d calendars by February 15 of the calendar year. This is done in the hope that will be induced onder large amounts. The wailer pays the postage for return. The cost to mail calendars the US. Postal Service was 36 censeach THE PROBLEM As JM Evans, marketing manager for Nostalgia, reviewed the les results from 2014 he was w of the problem the company feed. Calendar les reached a peak of 27.10.2009 had declined cadily every year thereafter (see Tahle temporary decline due to general c omic conditions, but with a 2016 this decline had placed the very wako had only believed h a les drop of 28.000 ledes for Evans began to ponder the possible sources of the problem. He was due in Douglas'office the work with a full report of the comm ' dilemma the end of The w . The main der lurer. US Service w h eef eak THE PROBLEM AIME, ar g er for Norwed the wrower 2014 of the poem the com e d Calendar sales and reached a 100 CONT STIRLINES DE MORESSES Veera Priety What ind a h is in onder to solve Me Evans Describe the procedure you would low is pe 10 Marks Why there Mark for the w 2 e