Lilly Pulitzer Strategic Marketing Plan
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Lilly Pulitzer Strategic Marketing Plan



Copyright Johny Walsh

Copyright Johny Walsh



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  • Demographic Trends This is important because these statistics lets them know just how big of a target market that exists in the United States so that they can aim large with their campaign strategy. They need to understand what the numbers are to base their aspirations for the market share off of. We hope that by giving this lay out before we talk to them about Allie, that we are setting them up for a better understanding of her life as a college student within the entire population.
  • The social trends are important to the millennials and it is important to understand who makes up this generation. The fact that over half of them are volunteering is important and is what really drove us with our research. With this break down you can see that technology as well as clothing are important to this diverse group and American Eagle has the opportunity to really play to the wants of this generation through our campaign.
  • Technology is extremely important to our target market who are always connected to their friends and the crazy world that surrounds them. We believe that from these statistics we need to put a focus on reaching out to them through technology in order to gain advertising and awareness for the campaign. Everyone is using smart phones and laptops to stay connected to the crazy social networks that drive their lives and we definitely plan to play into it through our marketing campaign.
  • The Economic Trends of consumers are important to analyze because it will show that they need to have promotional strategies that play to the wallets and budgets of the consumers. Most students are struggling to have enough money to survive by working part time or full time jobs. If not they they are financially dependent on their parents and again have a budget that they must comply with. We think to target the market through promotions that cut cvosts of the product will be beneficial when targeting college students.55% watch spending36% financially dependent41% full time, 24% part time, 35% unemployed
  • Shopping Habits Likes to shop in department stores, especially Bloomingdales, for the wide varietyLoves it when her mom picks up cute pieces in the boutique and sends them to herPeruses the boutiques near her University town regularlyLoves to be noticed for what she’s wearing
  • Value PropositionLilly Pulitzer is the only brand that adds color to my life while making me feel like I’m ready for the resort. From my graduation to the tailgates at my University, and every special event in between, I feel comfortable and at home in Lilly. Lilly is my legacy, and I live in Lilly.r
  • These Marketing Vehicles represent the four separate ways we hope to target Allie. After surveys, focus groups, and secondary research that is included within the research slides, we have decided that these are the four most effective ways to reach the target market. All four of these are further explained and the implementation of them is broken down in later slides.
  • receive updates straight into your inbox for mentions of your brand terms online (can monitor competitors and general industry terms here also)
  • Response rate: 92% of 18-24 year olds use the internet and/or send/receive emails occasionally Direct Mail response rate for a letter sized advertisement is approx 3.5% response*from inspiration section on line
  • Bring College acceptance letter get something off?We believe that it is important to have in-store promotions going to help spread awareness to our current consumers.
  • Lilly Pollyanna Promotions
  • ZooeyDeschanelBlog incorporatedShe and Him 1 – 1.5 million yr print online and social mediaBudget cam from CAA Creative Artist Agency
  • J.CrewThe company primarily operates in the US. It is headquartered in New York City, New York and employees about 3,400 people. The company recorded revenues of $1,578.04 million during the financial year (FY) ended January 2010, an increase of 10.51% over FY2009.Strengths- increased profit in 2010 by over 10% and are looking to increase again in 2011Weaknesses- Seasonal sales drive their high margins. Especially during back to school and from November to December.Kate SpadeKate Spade, LLC engages in the design, manufacture, and marketing of apparel and accessories. It offers apparel, including tops and dresses, coats and vests, and hats and scarves for women; accessories, such as wallets, luggage tags and key fobs, hair accessories, cosmetic cases, and leather conditioners and cleaners; and baby items, including baby bags, baby strollers and carriers, gifts, brag books, and stationery. The company also provides hand bags, shoes, fragrances, luggage, and sun and reading glasses, as well as paper organizers, refills, pencil cases, odds and ends, and stationery. It offers its products through its retail stores, as well as online in the United States, Asia, and internationally. Kate Spade, LLC reported unaudited sales results for the third quarter ended October 2, 2010. For the quarter, the company's net sales were $45 million; a 31.2% increase compared to 2009, primarily driven by increases in wholesale non-apparel, e-commerce and specialty retail. Comparable store sales in company-operated stores increased 18.6% in the third quarter. Inclusive of e-commerce net sales, direct to consumer comparable sales increased 31.8%.Weaknesses:They struggle to stand out against competition such as Tory Burch bags. They have lost the college market over the past 3 years and are sturggling to reach students.
  • Demographic refs

Lilly Pulitzer Strategic Marketing Plan Lilly Pulitzer Strategic Marketing Plan Presentation Transcript

  • NOTCarla Cassidy, Kelly Costlow, Kevin Flynn, Colleen Ray, Lauren Willis, Johny Walsh
  • Meeting Objective• Enhance awareness of the Lilly Pulitzer brand• Increase sales of Lilly Pulitzer products• Share key findings from consumer and competitive research Not
  • Demographic Trends YOUNG AND FREEPopulation• 21.1 million 20-24 yrs old in US College Demographics • 39.6% enrolled in college Not
  • Social Trends ACCEPTING & EXPERIMENTAL Millennials Uniqueness•Technology Use: 24%•Music/ Pop Culture: 11%•Liberal/ Tolerant: 7%•Smarter: 6%•Clothes: 5% Not
  • Technology TrendsALWAYS ON AND COMPLETELY CONNECTED Facebook use: • College demographic grew fastest at 74%/yr • 69% of all users are a fan of +1 company page Twitteruse: • 29% of users (18-24) follow their favorite companies Not
  • Economic Trends FEELING THEPINCHBUT CAN ALWAYS CALL HOME FOR A BAILOUT 55% Watch Spending 36% Financially Dependent Not
  • Surveying the Target Market Are you familiar with Lilly Pulitzer? 95 % saidYES 5% said NO Do you own Lilly Pulitzer products? 35% Yes 65% No Not
  • Survey Do you know that Lilly Would you prefer toPulitzer sells accessories? purchase clothing or accessories from Lilly Pulitzer? 29% 71% Yes 41% No 59% Clothing Accessories Not
  • MEET WHITNEY •Member of Kappa Kappa Gamma Sorority •Lives for Greek Week and sorority functions •Never misses a home football game tailgate •Spends Christmas at her grandparent’s house in Hobe Sound, Florida•Excited to spend her spring break in the Bahamas Not
  • Positioning Statement Lilly Pulitzer provides resort chic clothing and accessories for the female fashionista who likes to stand out in a crowd and is conscious of the quality of the items she wears. She shops for herself as well as family members and friends. For these consumers, everyday is a luxurious resort. Not
  • Lilly Pulitzer is the only brand that adds color tomy life while making me feel like I am ready for the resort. From my graduation to the tailgates at my university, and every special event in between, I feel comfortable and at home in Lilly Lilly is my legacy, and I live in Lilly. Not
  • Live in Lilly Not
  • Integrated Marketing Print Ads Direct-Mail59% of consumers said they pay Ability to target college students greater attention to magazine who are not current ads than any type of Internet customers by purchasing advertising lists of their addresses Digital In-Store Technology and social Once consumer gets into the networking are extremely store, they are that much important in reaching the target audience closer to converting into a sale Not
  • Not
  • Digital Media• Check in with Lilly Pulitzer Not
  • LillyLilly Not
  • Twitter Account @LiveInLilly Not
  • Insert Tweets Not
  • Not
  • Listing• Direct Mail – Buy rights to the listing within X miles of a store Live in Lilly We find inspiration everywhere. From traveling to Palm Beach, visiting museums, strolling through gardens and hopefully spending days on the beach...the is Live in Lilly We find inspiration everywhere. From traveling to Palm Beach, visiting museums, strolling through gardens and hopefully spending days on the beach...the print team is constantly exploring and painting. It is unheard of to have a team of artists on-hand...and that is exactly why we do it! We love our prints and treat them like royalty. Not
  • In-Store Invites you to Leave your LegacyWhitney Lilly Pulitzer offers discounts on accessories with the evidence of your recent success. Live in Lilly Not
  • Presents Pollyanna PrintsCome celebrate the holiday season in color! Spread the word, bring your friends to our stores, and receive discounts for your Secret Santa. Spread the Love, and give the gift of Lilly! Live in Lilly Not
  • CelebrityEndorsement ZOOEY DECHANEL Not
  • Not
  • Budget Allocation $5 Million Budget Print Ads Direct Marketing Digital In Store Not
  • Competitor Landscape •Worldwide •Balanced •Strong MarketStrengths market portfolio Share •Increased Profit •Strong margins •Improving Margins margins •Slow Internet •Declining sales •SeasonalWeaknesses sales •Recalls business •Small college •Geographic market dependence Not
  • Info on: • Target Market: middle age women and college students • Creative, colorful patterns and high quality products. • Different types of bags,Vera Bradley is sold through luggage, and accessories that3,300 specialty stores as well reach a wide range of as 49 Vera Bradley stores consumers. nationwide. Vera Bradley handbags, accessories, and • Offers college and dorm selections.paper & gift and travel itemshave been spotted on recent • Vera Bradley Breast Cancer TV shows, and in over 20 Foundation. feature-length films. Vera Bradleys fiscal 2011 sales were $366 million. Not
  • Learning from VeraWhat you are doing right What you can improve • Sorority line • Media coverage • Gift able items • Prices What you excel in Timelessness Not
  • Lilly Pulitzer Attributes & Values Brand built on Core Values• Lifestyle brand • Originality• Luxury• Original artwork and patterns Not
  • Product Suggestions• Dorm Line- shower shoes, wrap towels• Expand stationary- journals/notebooks, folders Not
  • Successful because
  • • USA Today, 2006• Pew Research Center, “Millennials: A Portrait of Generation Next” (PDF)• Nielson (2010)• O’Neil, (2007) Is Facebook Advertising Effective? advertising-effective-2007-11• P., Carol (2008)• The U.S. Young Adult Market, 2005 earch%2Fresults.asp%3Fprid%3D811629525%26query%3D20%2Byear%2Bolds%26cmdgo%3DGo&pri d=811629525)• Westwood University (2011) INDEX Not
  • Live in Lilly