Barely There - a case study


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De la salle graduate students presented a case analysis for "barely there" focusing on Direct Marketing as a solution to the problem.

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Barely There - a case study

  1. 1. BARELY THERE Bermudo.Pitoc.Tan
  2. 2. Case Background <ul><li>Barely There is under the Hanesbrands </li></ul><ul><li>The company offers undergarment for women. </li></ul><ul><li>The largest competitor in the lingerie industry is Victoria’s Secret </li></ul><ul><li>The Martin Agency handles the creative’s of Barely There brand </li></ul><ul><li>The company wants to create a more meaningful and intimate connection with women with the Barely There Invisible Look collection of bras. </li></ul><ul><li>After months of market research, positioning and creative development, the end was a great success </li></ul>
  3. 3. Case Background – RESEARCH <ul><li>The campaign was driven by innovative research and then by realization that the ultimate goal of bras for women was not to look sexy with their clothes but to help them look great. </li></ul>
  4. 4. Case Background – POSITIONING <ul><li>The new campaign is viewed as part of sales pitch and public service announcement. It illustrates the problems of women with wrong bra. </li></ul><ul><li>The Martin Agency team seized the opportunity to create a totally unique and entertaining creative campaign for the Barely There Invisible Look Bra Collection. </li></ul>
  5. 5. Case Background – Creative Campaign
  6. 6. Statement of the Problem <ul><li>How can The Martin Agency utilized direct marketing to further push the Barely There campaign to increase product visibility .  </li></ul>
  7. 7. Objective <ul><li>To increase product awareness by tapping different direct marketing medias by third quarter of 2012.  </li></ul>
  8. 8. Areas of Considerations <ul><li>In this case study, the group will take the point of the creative agency – The Martin Agency. </li></ul><ul><li>Existing creative ads will be used in across all strategies. </li></ul><ul><li>The competitors that has the same value proposition will be taken into consideration in the action plan. (if there’s any) Nevertheless, competitors that offers lingerie's only will not be considered as too much of a threat. </li></ul>
  9. 9. Theoretical Framework Brand Equity Invisible Bra Technology Slogan Market Research Creative Agency Different Media for distribution (Print, Internet) Developed a campaign that focuses on the bra's ability to make every woman feel and look comfortable with their clothes on. 
  10. 10. Theoretical Framework STRENGTHS WEAKNESSES <ul><li>The brand used consumer insight in developing the creative campaign </li></ul><ul><li>The creative idea helped the brand to have a niche positioning towards its competitors . </li></ul><ul><li>They are still striving to be part of the top brand in the lingerie industry. </li></ul>OPPORTUNITIES THREATS <ul><li>Its unique positioning can help open opportunities in making their market be involved with the brand. </li></ul><ul><li>Their creative campaign is something to talk about in the social networking sights as it is heavy on visuals. </li></ul><ul><li>Some consumers will still be torn between the designs of the product and the comfort. </li></ul><ul><li>Brand name is still one of the considerations of the market. Victoria’s Secret offers not only fashionable line but as well as comfortable lines for the market. </li></ul>
  11. 11. Alternative Courses of Actions <ul><li>1. Use social networking sites (Facebook, Flicker, G+) with advertising, photo album and viral capabilities. </li></ul><ul><li>2. Use Pay Per Click Advertising to drive people searching from Search Engines common keywords that is related to bras and direct them to the website featuring the Barely There campaign.  </li></ul><ul><li>  </li></ul>
  12. 12. Recommendations <ul><li>Since what we want is active people who will help us virally share the new creative ads to increase brand awareness we recommend the Competitive Advantage model. </li></ul><ul><li>1. It will increase brand awareness </li></ul><ul><li>2. A cost-efficient strategy that will target niche market. </li></ul>
  13. 13. Action Plan Pre Re-launch Phase Re-launch Phase Sustaining Phase 1. Create a consumer base thru promos that will encourage the market to be part of the Barely There social community. (e.g in-store promos like “like us on facebook and follow us on Twitter ang get x percent discount.) 2. Redesign the social networking sites by deleting other pictures and creating a “barely there” teaser. 1. Create a viral video by using statements of real women on their issues with bra. 2. Re-launch all the print ads of barely there SEO ad placements. 3. Launch new accounts to new social networking sites. 4. Link all the sites to Barely There’s website <ul><li>Create tie-ups with women oriented organizations. </li></ul><ul><li>Launch a “for a cause” promo. </li></ul><ul><li>Launch advertorials in several print mediums. </li></ul><ul><li>Continue pay-per click advertising. </li></ul>
  14. 14. <ul><li>Thank you! </li></ul>