The Businessmakers Radio Show

Entrepreneurial resources & interviews
presented by Comcast Business.

Brandonomics from Savage - Troy Pike

Troy Pike

Listen Now

This text will be replaced

Extras:

Share:

Summary:

Can strategies vary by market? Robin Tooms continues the discussion about brand strategy within the uniform business with Troy Pike, CEO, Parker School Uniforms.

Video and Full Interview Text

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, vice president of strategy at Savage Brands and my guest again today is Troy Pike, CEO of Parker School Uniforms. So, Troy, welcome back to Brandonomics.

Troy: Hi, Robin. How are you?

Robin: I'm glad you're here 'cause I want to talk some about the uniform business. So, it has an interesting business structure which reflects in your need around brand strategy. So, would you please tell us about that?

Troy: The uniform business has grown dramatically in the past 20 years really. Schools have sprouted up all over, but they really fall into two pretty unique segments - the private school segment - which is your prep schools, Christian schools, parochial schools - and the public school segment which is primarily charter schools, from my businesses' perspective.

Robin: So, tell me a little bit. What is the same about that brand strategy between the two distinct markets and what's different?

Troy: We have a pretty methodical approach to keeping them different, actually. We're very much a premium market focus. We are the premium player in our marketplace for private schools. So, as the charter school market grows, it's really important that we segment that group, have different product for them, sell through different outlets so that we can really keep those customers separate and treat them in a way that they - for their own requirements.

Robin: Right. And given the compressed nature of this, in addition to those separate channels, it's lots of same delivery needs.

Troy: Absolutely. And you know, we have a very tight window so we have to be in a lot of places at the same time.

Robin: Well, thank you for explaining that kind of connection between brandy strategy and business strategy. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

Comments and Opinions

blog comments powered by Disqus