Shelly Cove: Proposed Product

Shelly Cove is a company based in Jamestown, North Carolina who sells clothing and accessories featuring a turtle design. Their Mission Statement is to “create Shelly Cove products to be trendy and cute while helping to #SavetheTurtles. Let’s make a difference and responsibly share the seas and sandy shores, together”.

Shelly Cove helps #SavetheTurtles by donating 10% of their net-profit to the Karen Beasley Sea Turtle Rescue and Rehabilitation Center in Surf City, North Carolina. The donations help support the rehabilitation and medical treatment of the turtles in the rehabilitation center. Shelly Cove also supports a selected turtle hospital or conservancy center every month.

Industry Analysis

Shelly Cove’s main competitors are Ivory Ella. Both companies sell clothing and accessories, and donate 10% of net-profits to their cause. Ivory Ella supports the Save the Elephants organization.

Shelly Cove ranges between being a leader and being a follower in terms of trends. Ivory Ella and Shelly Cove both started in 2015 and have very similar products. Sometimes Ivory Ella will release a product, followed shortly by Shelly Cove and vise versa. Overall, both companies are very strong leaders in their industry.

Shelly Cove’s customers tend to be female, ranging from age 13–25. Most customers are from the US, although the company does sell internationally. The customers also are concerned with environmental issues, and concerned with the well-being of sea turtles and other endangered animals. They also value giving their business and supporting companies with great causes.

In terms of technology, Shelly Cove uses their website to sell their products, as they do not have a storefront. They use their social media platforms on Facebook, Instagram, and Twitter to advertise their products. Shelly Cove also uses company reps to advertise. To become a rep, the company requires you to be 18 or older, and active on social media. To apply, visit the Shelly Cove website:

SWOT Analysis

SStrengths: Shelly Cove has a strong mission for their company. They have a strong goal and motivate their customers with their goal. They also have a wide range of quality products, which caters to a wide range of consumers.

WWeaknesses: Many of the products sold by Shelly Cove are a little on the pricier side. They are also a very small company with no storefront, meaning all purchases must be made online.

OOpportunities: Shelly Cove has a very strong social media presence and because of this, has been able to spread their message quite far. For example, in the first 10 days of its opening, Shelly Cove made $12,000.

TThreats: Shelly Cove has Ivory Ella as a competitor with a very similar consumer base. Ivory Ella is slightly larger in size compared to Shelly Cove, and also has a storefront located in Connecticut.

Product Extension

The product extension Shelly Cove should add to its product line is bedding featuring designs similar to their clothing. The bedding set would include 1 flat sheet, 1 fitted sheet, 2 pillow cases, and 1 comforter.

Marketing Objective & Strategy

Shelly Cove’s target market typically are females aged 13–25. It can include anyone who is interested in the environment, helping endangered species, donating to a good cause, or wanting cute bedding.

The Marketing Mix

Product: Bedding, featuring designs similar to their clothing. The bedding set would include 1 flat sheet, 1 fitted sheet, 2 pillow cases, and 1 comforter.

Place: As Shelly Cove does not have a storefront, the bedding would be sold from their website. They can also use links to their website on their social media to access the products easier.

Promotion: Shelly Cove can advertise this product using their social media account and other online ads, such as pop-ups and banner ads.

Price: I would make the price of this product $60. Similar bedding are priced around this range.


Shelly Cove should conduct applied research about adding bedding to their product line. I think the best way to do this would be to conduct a survey using their current customers, and create a focus group.

As for changes, I think Shelly Cove needs to open a storefront in order to reach more customers and allow more access to their brand.

By adding this product extension, the financial goal is to increase overall sales of Shelly Cove products by 10%. The timetable to achieve this goal is between January 1st, 2020 through December 31st, 2020.


Overall, Shelly Cove is a company working for a great cause and has continued to grow since starting only 4 years ago. Per their website, they have since gained recognition from Forbes, Entrepreneur, The Huffington Post, and Good Housekeeping. By doing research and creating new and exciting products, Shelly Cove can only continue to grow and help #SavetheTurtles.

P.S. Use my rep code for 10% off at checkout: NEALI10

Lamb, Charles W., et al. MKTG11. Cengage Learning, 2018.

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