Individual Project for capstone marketing concentration at Babson College
Official Title:Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand Communities with New Product Offerings
Spring 2013
Lilly Pulitzer is enhancing its brand awareness and increasing sales by targeting college students and young adults. Research shows this demographic spends a lot of time on social media and technology. Lilly Pulitzer will use various marketing strategies like print ads, direct mail, digital media, and in-store promotions to reach this audience. Competitor Vera Bradley also targets a similar demographic with colorful products and a focus on quality. Lilly Pulitzer aims to learn from Vera Bradley's success in media coverage and expanding product lines.
Lagunitas Brewing Company was founded in 1993 in California. They have since expanded to become one of the fastest growing craft breweries in the US. Key factors in their success include producing high quality, unique beers; expanding production capacity to meet demand; and securing effective distribution networks. While competition and potential substitute products present challenges, Lagunitas has built brand loyalty through their individualistic style and flavorful beers. In 2015, Heineken acquired a 50% stake in Lagunitas to help further their global expansion efforts.
The document presents an analysis of Argentina covering political, economic, social, technological, legal and environmental factors (PESTLE). A group of students conducted the analysis under the guidance of Dr. Deepali Mishra. It includes details of Argentina's stable government, presidential power, reliance on international policies, and foreign policy under political factors. It also provides a country risk analysis of Argentina from Coface and Credendo, noting ratings of C for country and B for business climate from Coface, and high political risk of 6 and highest commercial risk of C from Credendo.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Mountain man brewing company case analysisAbhishek Yadav
Mountain Man Brewing Company is facing declining beer sales as its core customers are aging. It is considering launching a light beer to target younger customers. Chris Prangel, set to inherit the company, analyzes launching a light beer under the Mountain Man brand or a new brand. His analysis shows launching a light beer under a new brand could increase revenue without cannibalizing the original brand. He recommends launching the light beer under a different brand and devising an effective marketing strategy using the 4Ps to attract new customers while maintaining core customers.
This document is a table of contents for a book titled "Uncovering Fashion" by Marian Frances Wolbers. The book is divided into three parts covering different aspects of fashion communications. Part I provides an overview of fashion information from raw materials to industry influences. Part II focuses on the business aspects of fashion communications including job roles and getting fashion out to the public. Part III examines representation of fashion in the media including creativity, fashion magazines, describing fashion, visual communications, and integrating words and images. The table of contents provides chapter objectives and outlines for each chapter to give the reader a sense of the content that will be covered.
The document proposes a creative strategy to increase visits by suburban mothers to Nordstrom stores. It suggests focusing on appealing to the target customers' desire for socialization and fashion by positioning Nordstrom as "The party where friends and fashion meet." Tactics would include direct mail invitations to fashion-themed events at Nordstrom and advertising promoting the idea of a celebration of friends and fashion.
Lilly Pulitzer is enhancing its brand awareness and increasing sales by targeting college students and young adults. Research shows this demographic spends a lot of time on social media and technology. Lilly Pulitzer will use various marketing strategies like print ads, direct mail, digital media, and in-store promotions to reach this audience. Competitor Vera Bradley also targets a similar demographic with colorful products and a focus on quality. Lilly Pulitzer aims to learn from Vera Bradley's success in media coverage and expanding product lines.
Lagunitas Brewing Company was founded in 1993 in California. They have since expanded to become one of the fastest growing craft breweries in the US. Key factors in their success include producing high quality, unique beers; expanding production capacity to meet demand; and securing effective distribution networks. While competition and potential substitute products present challenges, Lagunitas has built brand loyalty through their individualistic style and flavorful beers. In 2015, Heineken acquired a 50% stake in Lagunitas to help further their global expansion efforts.
The document presents an analysis of Argentina covering political, economic, social, technological, legal and environmental factors (PESTLE). A group of students conducted the analysis under the guidance of Dr. Deepali Mishra. It includes details of Argentina's stable government, presidential power, reliance on international policies, and foreign policy under political factors. It also provides a country risk analysis of Argentina from Coface and Credendo, noting ratings of C for country and B for business climate from Coface, and high political risk of 6 and highest commercial risk of C from Credendo.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
Mountain man brewing company case analysisAbhishek Yadav
Mountain Man Brewing Company is facing declining beer sales as its core customers are aging. It is considering launching a light beer to target younger customers. Chris Prangel, set to inherit the company, analyzes launching a light beer under the Mountain Man brand or a new brand. His analysis shows launching a light beer under a new brand could increase revenue without cannibalizing the original brand. He recommends launching the light beer under a different brand and devising an effective marketing strategy using the 4Ps to attract new customers while maintaining core customers.
This document is a table of contents for a book titled "Uncovering Fashion" by Marian Frances Wolbers. The book is divided into three parts covering different aspects of fashion communications. Part I provides an overview of fashion information from raw materials to industry influences. Part II focuses on the business aspects of fashion communications including job roles and getting fashion out to the public. Part III examines representation of fashion in the media including creativity, fashion magazines, describing fashion, visual communications, and integrating words and images. The table of contents provides chapter objectives and outlines for each chapter to give the reader a sense of the content that will be covered.
The document proposes a creative strategy to increase visits by suburban mothers to Nordstrom stores. It suggests focusing on appealing to the target customers' desire for socialization and fashion by positioning Nordstrom as "The party where friends and fashion meet." Tactics would include direct mail invitations to fashion-themed events at Nordstrom and advertising promoting the idea of a celebration of friends and fashion.
Calvin Klein is a global lifestyle brand founded in 1968 known for its bold and progressive ideals. It produces luxury products across multiple categories including clothing, accessories, perfumes, and home goods. While Calvin Klein has strong brand recognition, it faces threats from increasing competition and needs to maintain its unique image and streamline operations as it licenses products worldwide. Going forward, Calvin Klein seeks to transform the customer experience through technology and personalization across online and in-store shopping channels.
Drunk Elephant is developing an IMC campaign to increase web traffic and online sales through efforts like repackaging products and redesigning its website. The campaign also aims to grow its social media following by overhauling account designs and increasing ad presence. As a leader in clean beauty, Drunk Elephant will focus on strengthening customer loyalty among millennial activists by emphasizing its commitment to transparency, natural ingredients, and sustainability.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
This document provides an analysis of potential new product opportunities for Lay's brand of potato chips. It examines the concept of Veggie Chips, proposing a line of baked organic chips made from vegetables. Consumer research is presented, finding moderate purchase interest but unfavorable associations with healthiness. The recommendation is to conduct more research to improve positioning. Potato Skins are also analyzed, proposed as a frozen stuffed potato product. Again, consumer research finds moderate interest levels. Metrics like potential sales and market fit are presented for both concepts. The document evaluates the opportunities and recommends further developing the positioning of Veggie Chips before launch.
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
The document discusses the benefits of exercise for mental health. It notes that regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help boost feelings of calmness and happiness.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
A brief analysis presenting Victoria's Secret history as brand and the use of its sub-brand PINK to keep the company HIP and help it expand in a bigger market share.
Christian Dior was a French fashion designer born in 1905 who founded the fashion house of Dior in 1946. In 1947, he launched his first haute couture fashion show called "Corolle" which debuted his iconic "New Look" silhouette featuring nipped-in waists, rounded shoulders, and full skirts that emphasized femininity. The New Look was a major success and helped reestablish Paris as the global fashion capital. Dior led the house until his death in 1957, after which other designers like Yves Saint Laurent and John Galliano continued his legacy of redefining fashion trends.
Calvin Klein was established in 1962 and has become one of the top fashion brands worldwide. It generates around $2.4 billion in annual revenues. The company aims to be consumers' first choice and increase market share. It faces weaknesses like high prices and lack of TV advertising, but also opportunities like growing populations and economic integration. Internationally it uses licensing strategies. In Vietnam, C&T Group distributes Calvin Klein products. The company employs various pricing strategies considering its luxury brand status and pricing of perfumes ranges from $18-65.
Brand Management - Levi's Brand Exploratory & InventoryAlexandra H.
This document summarizes research on the Levi's jeans brand equity and recent marketing campaigns. It finds that Levi's has strong brand salience and associations with quality and American culture. However, brand imagery and feelings of resonance differ between older versus younger consumer segments. The document also reviews Levi's recent "Buff" campaign and Curve ID launch, finding an opportunity to better emphasize the brand's corporate social responsibility efforts and ensure consistent messaging across campaigns.
The document summarizes Gap Inc.'s current marketing strategy and identifies flaws. It is targeting younger consumers but survey data shows older customers prefer Gap. A new strategy of retention and stimulating demand is proposed. The target becomes 30-45 year olds like Shirley. Gap will emphasize basics and bring back celebrity endorsements. Internationally Gap will continue expanding, especially in China. The document identifies a need to close the "gap" between domestic and international sales.
Louis Vuitton conducted a STEEPLE analysis to examine the external environment. Socially, luxury buyers prefer discreet, unique pieces to highly recognizable brands. Technologically, Louis Vuitton released smart watches and earphones to reflect their travelers' lifestyle. Economically, Louis Vuitton saw record sales and profits in 2018 despite global tensions, with Chinese consumers boosting spending. Politically, Louis Vuitton is constructing a new Texas factory bringing jobs and tax incentives to the region. Legally, Louis Vuitton lost a trademark case against another bag company. Ethically, Louis Vuitton aims to protect the environment and respect people and communities. The SWOT analysis identified strengths like the strong brand, exclusive
Nike was founded in 1964 and is headquartered in Oregon. It started as Blue Ribbon Sports and changed its name to Nike in 1978. In the 1970s, Nike's growth was aided by the rising popularity of running and new shoe technologies. However, in the 1980s Nike faced declining sales as competitors entered the market and Nike's styles became outdated. To recover, Nike focused on innovation, targeted different customer segments, and strengthened its global production and marketing. Today Nike has a large market share worldwide.
Nike began in 1964 as Blue Ribbon Sports and was renamed Nike in 1978 after the Greek goddess of victory. Headquartered in Beaverton, Oregon, Nike is now the 25th largest brand in the world and number one in performance sportswear, valued at $14.5 billion. Over the years, Nike has expanded through brand extensions such as Nike+, Air Jordan, Nike Skateboarding, and partnerships with star athletes who become brands themselves.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
Trade Marketing Innovation in the Belgian Beer MarketTim Strik
The document provides background information on Anheuser-Busch InBev (AB Inbev) and describes the process for developing promotional activations in their trade marketing department. It defines key concepts in trade marketing such as points of sale, trade marketing plans, and the roles of different departments. The trade marketing department at AB Inbev develops promotional materials and activations to increase brand visibility and sales in stores, bars, and clubs in Belgium.
This document discusses a marketing campaign for the Tai Pei frozen food brand to target millennials. It found that millennials want convenient frozen foods with familiar flavors. Tai Pei offers familiar flavors but lacks brand personality. The campaign aims to position Tai Pei as a spirited brand offering familiar take-out flavors and a lively experience. Research found most millennials have not heard of Tai Pei and choose brands based on familiarity. The campaign will use digital, out-of-home, and experiential marketing in four phases to raise awareness, build Tai Pei's personality, position it as spirited but familiar, and encourage trial.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
Calvin Klein is a global lifestyle brand founded in 1968 known for its bold and progressive ideals. It produces luxury products across multiple categories including clothing, accessories, perfumes, and home goods. While Calvin Klein has strong brand recognition, it faces threats from increasing competition and needs to maintain its unique image and streamline operations as it licenses products worldwide. Going forward, Calvin Klein seeks to transform the customer experience through technology and personalization across online and in-store shopping channels.
Drunk Elephant is developing an IMC campaign to increase web traffic and online sales through efforts like repackaging products and redesigning its website. The campaign also aims to grow its social media following by overhauling account designs and increasing ad presence. As a leader in clean beauty, Drunk Elephant will focus on strengthening customer loyalty among millennial activists by emphasizing its commitment to transparency, natural ingredients, and sustainability.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
This document provides an analysis of potential new product opportunities for Lay's brand of potato chips. It examines the concept of Veggie Chips, proposing a line of baked organic chips made from vegetables. Consumer research is presented, finding moderate purchase interest but unfavorable associations with healthiness. The recommendation is to conduct more research to improve positioning. Potato Skins are also analyzed, proposed as a frozen stuffed potato product. Again, consumer research finds moderate interest levels. Metrics like potential sales and market fit are presented for both concepts. The document evaluates the opportunities and recommends further developing the positioning of Veggie Chips before launch.
A communication plan for Singapore based brand Charles & Keith to penetrate the UK market sufficiently and build their market share in the UK retail industry.
The document discusses the benefits of exercise for mental health. It notes that regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help boost feelings of calmness and happiness.
Beer market is getting stagnated, no new strategies and products are coming up, this is my take on applying principles of Marketing to revive this brand and try a different positioning
A brief analysis presenting Victoria's Secret history as brand and the use of its sub-brand PINK to keep the company HIP and help it expand in a bigger market share.
Christian Dior was a French fashion designer born in 1905 who founded the fashion house of Dior in 1946. In 1947, he launched his first haute couture fashion show called "Corolle" which debuted his iconic "New Look" silhouette featuring nipped-in waists, rounded shoulders, and full skirts that emphasized femininity. The New Look was a major success and helped reestablish Paris as the global fashion capital. Dior led the house until his death in 1957, after which other designers like Yves Saint Laurent and John Galliano continued his legacy of redefining fashion trends.
Calvin Klein was established in 1962 and has become one of the top fashion brands worldwide. It generates around $2.4 billion in annual revenues. The company aims to be consumers' first choice and increase market share. It faces weaknesses like high prices and lack of TV advertising, but also opportunities like growing populations and economic integration. Internationally it uses licensing strategies. In Vietnam, C&T Group distributes Calvin Klein products. The company employs various pricing strategies considering its luxury brand status and pricing of perfumes ranges from $18-65.
Brand Management - Levi's Brand Exploratory & InventoryAlexandra H.
This document summarizes research on the Levi's jeans brand equity and recent marketing campaigns. It finds that Levi's has strong brand salience and associations with quality and American culture. However, brand imagery and feelings of resonance differ between older versus younger consumer segments. The document also reviews Levi's recent "Buff" campaign and Curve ID launch, finding an opportunity to better emphasize the brand's corporate social responsibility efforts and ensure consistent messaging across campaigns.
The document summarizes Gap Inc.'s current marketing strategy and identifies flaws. It is targeting younger consumers but survey data shows older customers prefer Gap. A new strategy of retention and stimulating demand is proposed. The target becomes 30-45 year olds like Shirley. Gap will emphasize basics and bring back celebrity endorsements. Internationally Gap will continue expanding, especially in China. The document identifies a need to close the "gap" between domestic and international sales.
Louis Vuitton conducted a STEEPLE analysis to examine the external environment. Socially, luxury buyers prefer discreet, unique pieces to highly recognizable brands. Technologically, Louis Vuitton released smart watches and earphones to reflect their travelers' lifestyle. Economically, Louis Vuitton saw record sales and profits in 2018 despite global tensions, with Chinese consumers boosting spending. Politically, Louis Vuitton is constructing a new Texas factory bringing jobs and tax incentives to the region. Legally, Louis Vuitton lost a trademark case against another bag company. Ethically, Louis Vuitton aims to protect the environment and respect people and communities. The SWOT analysis identified strengths like the strong brand, exclusive
Nike was founded in 1964 and is headquartered in Oregon. It started as Blue Ribbon Sports and changed its name to Nike in 1978. In the 1970s, Nike's growth was aided by the rising popularity of running and new shoe technologies. However, in the 1980s Nike faced declining sales as competitors entered the market and Nike's styles became outdated. To recover, Nike focused on innovation, targeted different customer segments, and strengthened its global production and marketing. Today Nike has a large market share worldwide.
Nike began in 1964 as Blue Ribbon Sports and was renamed Nike in 1978 after the Greek goddess of victory. Headquartered in Beaverton, Oregon, Nike is now the 25th largest brand in the world and number one in performance sportswear, valued at $14.5 billion. Over the years, Nike has expanded through brand extensions such as Nike+, Air Jordan, Nike Skateboarding, and partnerships with star athletes who become brands themselves.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
Trade Marketing Innovation in the Belgian Beer MarketTim Strik
The document provides background information on Anheuser-Busch InBev (AB Inbev) and describes the process for developing promotional activations in their trade marketing department. It defines key concepts in trade marketing such as points of sale, trade marketing plans, and the roles of different departments. The trade marketing department at AB Inbev develops promotional materials and activations to increase brand visibility and sales in stores, bars, and clubs in Belgium.
This document discusses a marketing campaign for the Tai Pei frozen food brand to target millennials. It found that millennials want convenient frozen foods with familiar flavors. Tai Pei offers familiar flavors but lacks brand personality. The campaign aims to position Tai Pei as a spirited brand offering familiar take-out flavors and a lively experience. Research found most millennials have not heard of Tai Pei and choose brands based on familiarity. The campaign will use digital, out-of-home, and experiential marketing in four phases to raise awareness, build Tai Pei's personality, position it as spirited but familiar, and encourage trial.
Sprite originated in Germany in the 1960s and is now one of the top-selling lemon-lime soft drinks worldwide. It is known for its crisp, clean taste and quenching thirst. While Sprite has strong brand equity and associations with youth culture through campaigns like "Sprite Nights", research found some campaigns were confusing and less memorable than 7Up's iconic Fido Dido mascot. Recommendations include differentiating packaging from 7Up, introducing a unique mascot, and pursuing co-branding opportunities to strengthen Sprite's brand identity.
Most companies want to adopt social media in their marketing strategy, but have doubts about how it adds to their targets. This slideshow showcases 10 proven social media approaches.
The document summarizes information about three beer brands in India: Bira 91, Kingfisher, and Simba. It provides details on each brand's portfolio, availability, social media presence, target audiences, and marketing strategies. It also includes insights from a survey and recommendations for Bira 91's social media, SEO, email marketing, and influencer campaigns to promote brand awareness and sales.
Understanding the direct value in the top social media communities Amy Vernon
The document discusses strategies for understanding direct value in top social media communities. It recommends figuring out the community that fits best, studying the community, and being a good member. It also discusses being personal and engaging occasionally mentioning the brand. Specific examples are provided of successful community engagement including active participation, quality content submission, helping others, rewarding readers, and transforming large followings into engaged ones through questions and fan participation.
This document discusses feedback from customers of Frontgate and Grandin Road catalogs. It provides examples of positive customer responses to Frontgate's diversity in catalog images and Grandin Road's Halloween content. It also outlines strategies the companies used to gather more customer feedback through dinners, online searches, emails and focus groups. They aimed to better understand customer expectations and maximize the shopping experience through lifestyle-focused content and assisted tools. For Grandin Road's Halloween line, expanding the offering, earlier launch and increased digital content led to a 109% revenue increase year-over-year. Overall, the document advocates listening to customers through various channels to improve products and drive business results.
Merar.com - Investment opportunity for beverages in south africamerarinvestment
A unique investment opportunity on MERAR.COM for healthy energy drink for sports lovers & health conscious people is ready to be launched by well-known group of people in South Africa. All ground work is completed, market testing, product development, design, flavours, packaging, bottling etc. Now groups needs marketing and launch budget. World renowned apparel is on board.
Top 5 Secrets to Make YOUR Apartment Community Stand Out From The CompetitionErica Campbell Byrum
If you're like most of us, you realize that having a strong social media presence is a must in today's business world. Chances are, you have a good grasp of the basics, and hopefully you are having fun while managing your brand online! Let's take your social media efforts to the next level!
Erica Campbell Byrum, Director of Social Media for ForRent.com and Homes.com will share the Top 5 Secrets to Make YOUR Apartment Community Stand Out from the Competition.
This document discusses passion brands and provides examples of Apple, Nike, and Starbucks as passion brands. It also discusses paths to building passion brands, including adopting a shared worldview, engaging customers, and branding the buzz. The document suggests ways Cheerwine can learn from these brands such as using emotional marketing, widening demographics, emphasizing design, and pinpointing shared values. It also discusses the growing interest in vintage soft drinks and implications for Cheerwine to look beyond traditional marketing approaches.
The document discusses strategies for making Majestic Wines more sociable online by targeting their key markets of foodies, wine enthusiasts, and party hosts/social drinkers. It proposes running a monthly "Britain's most stylish dinner party" competition on Facebook and Flickr where users upload photos of their dinner parties for a chance to win prizes. This would raise awareness of the brand online, increase social mentions and fans, and could be combined with PR efforts to secure additional media coverage. Success would be measured by the number of entrants, social media mentions, and amount of PR coverage generated.
Branding is important to set expectations and appeal to a target audience. A strong brand has defined core values, knows its target audience, and establishes a consistent personality. Foodspotting's brand is focused on dining, inclusive, educational, and supportive of restaurant owners. Their target is people who eat out in cities, and their personality is fun, casual, and authentic rather than exclusive or snobby. They bring their brand to life through partnerships, events, social media, and other activities. To build a brand, companies must define their values, audience, and personality, and consistently apply them while thoughtfully engaging the right audience.
The document discusses Grey Poupon mustard's new Facebook marketing campaign called "The Society of Good Taste". The campaign checks people's Facebook profiles and only allows those deemed sufficiently refined to "like" their page. So far, the campaign has gained over 58,000 likes, outpacing competitor French's mustard. However, some view the campaign as elitist. The document also provides background on Grey Poupon's history and marketing strategies.
The document lists winners of the 2015 Social Media Maven Awards across various categories. It recognizes 13 retailers for their achievements and innovations with social media, including Kohl's, Belk, Claire's, Lilly Pulitzer, Jamba Juice, Adore Me, Saddleback Leather Co., Softlips Lip Balm, Staples, Yes Sir, Marc Jacobs, DollarDays and Lorna Jane. Short case studies are provided for several winners, highlighting their social media strategies and campaigns that drove engagement, sales and awareness.
Content + Community + Commerce -- Polyvore @ Commercism by 500 Startups March...Jess Lee
My presentation from the Commercism conference put on by 500 Startups.
Lifestyle commerce requires inspiration.
Inspiration requires content.
Content requires community.
Here are some tips on how we do all 3 at Polyvore.
"Content, Data & Personalization," Polyvore >> Jess Lee500 Startups
Jess Lee is the CEO and co-founder of Polyvore, an online platform that allows users to discover and shop for fashion and lifestyle products through user-generated content. She discusses how Polyvore combines commerce, content, and community by allowing users to find inspiration through visual sets created by other users, get information on products, and make purchases. She provides tips on building community through company culture and authentic communication, cultivating user-generated content through curation and contests, and driving commerce through clean data, personalization, and tools for brands.
This document outlines Wigle Whiskey's marketing plan to expand into Philadelphia and Washington D.C. It discusses the target market of men and women aged 25-45 who enjoy exploring new products. The plan involves sending Wigle representatives to festivals, bars, and restaurants to educate customers and collect email addresses. Emails will be used to promote new products and drive traffic to social media channels like Facebook, Twitter, and Instagram where users can share photos of Wigle. Videos on the website and YouTube will showcase the distilling process. Festivals and popular drinking days will be targeted. Competition in these cities is identified. Metrics like voucher redemption and video views will track success.
Future's Katherine Raderecht at news:rewiredJohn Thompson
The document discusses how Future, an international media company, builds online communities before launching new publications and products. It recommends starting with social media to engage enthusiasts in the topic, then using blogs, influencers, and targeted ads to grow the community. By launching the brand and building an audience first through an engaged online community, the product is better informed and has instant readers upon release.
The document proposes repositioning Twinkies as a reward for healthy living rather than a guilty pleasure. It suggests advertising showing people working hard through physical feats and then rewarding themselves with Twinkies. The branding strategy would be "You deserve the reward" to position Twinkies as a self-reward earned through healthy habits rather than a sugary snack. Advertising would feature athletes and marathon runners enjoying Twinkies after pushing their physical limits.
The document outlines a marketing campaign plan book for Snapple that includes research findings, target segments, insights, and a big idea - "Snapple is a premium drink that doesn't just stand out from the crowd, it creates one. This group is as diverse as the flavors they drink. It's time we came together, #AllInFlavor." The campaign aims to increase usage, drive trial of unique flavors, and boost social media interaction through community-focused content.
Similar to Lilly Pulitzer Strategic Brand Extension (20)
Glazer Consulting proposes that Lilly Pulitzer partner with Skinny Girl Cocktails to launch a limited edition co-branded cocktail mix called "Skinnylilly". This would allow Lilly Pulitzer to enter the alcohol market while avoiding concerns about negatively impacting its family-friendly brand image. Glazer Consulting conducted research that found Lilly fans are interested in an alcohol product if it's a cocktail mix and partnering with an established brand. Skinny Girl is a good partner as its brand image matches Lilly's and its financial success means the partnership is low risk. Glazer Consulting recommends a three phase social media marketing campaign to promote Skinnylilly.
B2B Marketing: Final Recommendations for CWEAglazer1
After a semester of being marketing consultants for the Center for Women & Enterprise in Boston, the team prepared final recommendations for the problem they asked us to solve. The team prepared several deliverables through the process.
Proctor & Gamble is launching a new dish soap called H80. The objectives are to achieve 7% market share, sell 4.2 million cases, and earn $71.4 million in estimated sales. The promotional plan includes trade allowances, coupons, price packs, premiums, and sampling from January to December to drive trial rates. The $37 million promotional budget will be spent on these initiatives. The $18 million advertising budget will fund two television campaigns from February to April and October to December, radio ads from February to July, and magazine ads from February to December.
This document discusses the "Coffee Wars" between major coffee chains like Starbucks, Dunkin Donuts, and McDonald's McCafe brand. It analyzes each brand's identity, customer value proposition, brand positioning, personality, and equity. Starbucks targets customers looking for a premium coffee experience in a cafe environment, focusing on quality, variety, and personalized service. Dunkin targets busy customers on-the-go looking for an affordable, convenient caffeine fix. While McCafe has grown financially, its brand is weakened by associations with McDonald's fast food and lacks the trust of coffee drinkers. Going forward, Starbucks faces challenges maintaining its identity as it expands offerings, while Dunkin risks falling into a "brand image trap" dictated by
The document recommends a multi-channel media plan including display, search, and print advertising to promote a ski/snowboard package at Stowe Mountain Lodge from December 2013 to March 2014, with a total proposed budget of $501,568 allocated across various digital publishers, websites, and magazines targeted towards skiers and snowboarders in New England and New York.
Managing in a Competitive Environment: Red RobinAglazer1
The document analyzes the market share and financial performance of several restaurant chains, finding that Darden Restaurants has the largest share at 62% and the top four companies combine for 28.8% market share. It also compares the business models and financial metrics of Red Robin and Buffalo Wild Wings, noting that Buffalo Wild Wings has a higher profit margin at 5.69% of sales compared to Red Robin's 2.09% due to its focus on alcohol sales. Finally, it discusses strategies these companies could employ related to marketing, operations, and financial management to improve their competitive positions.
The document provides an analysis of hippopotamus behavior with a focus on their aggression. It discusses their habitat in rivers and swamps in Africa, diet of grass, and mostly nocturnal feeding patterns. It also examines their communication including loud sounds, and sexual/reproductive behaviors such as mating underwater and mothers caring for calves. A key point is that aggression underlies many of their behaviors from mating to defending territory.
Global Marketing Management: Athlete's Foot in China CaseAglazer1
1) RetailCo was granted franchise rights in China by The Athlete's Foot to open stores selling athletic footwear and apparel.
2) RetailCo initially found success by opening new stores every 3 weeks and reaching $14M in sales by 2000.
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Media Plan Recommendation for Solar Energy Company
Lilly Pulitzer Strategic Brand Extension
1. Life’s a Party for Lilly Lovers:
Growing & Strengthening Loyal Brand
Communities with New Product Offerings
Alexandra Glazer
2. Lilly Pulitzer, The Beginning
• 1959, Palm Beach, Florida
• Juice stand & colorful dresses
• Jackie Kennedy helped make
brand famous
• 1993: Bought by Sugartown
Worldwide Inc.
• 2010: Bought for 60 Million by
Oxford Industries
3.
4. Company
• Financially very stable being
owned by successful larger
parent company
– Lilly is unique: no substitutes
– Reputable brand image & lots
of power to
• Brand Personality
– Thinking: Lilly is preppy
excellence, classy, what the
tastemaker’s wear
– Feeling: I am young,
independent, and stand out
when wearing Lilly. Lilly adds a
pop of color and an element of
fun to each and every day.
5. Consumer
• Demographics:
– Women, ages 16-45,
affluent, preppy
influence, tastemakers,
life long clientele
• Wants to incorporate
Lilly in their life any way
possible
• Customers know they
are buying more than a “I surround myself and my closet
dress, accessory, shoe – with everything possible that is
whatever it is when they Lilly”
shop at Lilly, buying a
lifestyle “I love the way the clothes make
me feel- I always feel classy when
wearing Lilly”
7. Competitors
• Virtually no competition
• Lilly has a unique product offering because
their brands are so special and brand itself
is big part of decision making
• Other brands compliment Lilly but do not
substitute
10. Research
• Quantitative
– Survey Results
• Qualitative
– Survey Results
– Headquarters Employee
– Personal Observation
Goal: What would Lilly Lovers think of an
alcohol brand extension concept?
11. Lilly Lovers Support Core Identity
Summer Traditional Palm Beach Classy Timeless
The Perfect Green & Colorful
Whimsical Playful
Woman Pink Prints
• “I love the lifestyle the brand promotes. Her pieces
are timeless and I will be able to wear for life”
• “LP Successfully branded happiness; wearing Lilly
seeing Lilly, owning Lilly makes you happy”
• “I surround myself and my closet with everything
possible that is Lilly”
• “I love both the Lilly style & what being a Lilly girl is
all about”
12. Consumer Motivation
Survey 92% bought the item because of
Results the pattern following with 70%
because of brand loyalty
80% follow on at least on social
media site
80% have participated in some
social media contest
62% said they participated
because the prize was enticing
13. Fans Back Brand Extension
Survey If available, 92% would purchase a Lilly
Pulitzer alcohol product
Results 82% would prefer a cocktail mix over wine
which came in second
Consumers would be willing to pay
between $20-$40
64% said the extension doesn’t bother
them or they think it fits perfectly with
what the brand represents
“People are so loyal to their wines, where they are made,
the vintage… I think a cocktail mix would work better”
14. Corporate Feedback
“While, we often promote how a Lilly Girl loves to party
and enjoys her cocktails, but I don't think we'd ever go into
alcoholic products that would so drastically tie us to that
image”
Pro Con
• Drink specific • Family Brand
prints (Mint Julep • Sensitive
2013) segment
• Promote Parties • ‘Make it a
• Definitely Double’ sweater
interested fans controversy
23. Key Findings
• There is a need for this product
• Patterns are a part of the core identity
• Very involved online through social media
• Consumers are motivated by prize
• Alcohol could have negative connation,
concerned about “family brand” image
• History shows alcohol has been featured
many times in prints, products & marketing
content
27. Marketing Plan
• Partnership Details
Line
Introduction
• Distribution Plan
• Pre-Launch Facebook Campaign:
Awareness Naming Contest
Campaign
• Foursquare Specials & Cocktail Country
Social Media
Campaign
• ‘Shake it Up’ Picture Contest
28. Brand Extension Concept
• Lilly Pulitzer will partner with Skinny Girl
Cocktails to expand in to a line of low calorie,
limited edition cocktail mixes
• Branded House: “SkinnyLilly”
• Win-Win Situation: Skinny Girl should want
Lilly as much as Lilly needs SG to make it
work
29. Skinny Girl Growth
• 2011- 388% sales
volume growth
• Fastest growing
‘ready to drink’ brand
in spirit industry
• 2012- Beam Global
bought for $120M
• Financially very stable
& looking for more
opportunities of
success
30. Why this works?
“Life’s a
Party” Flirty
Feminine
Classy
Sophisticated
Life of the Party
“Drink
Like a
Lady”
Similar cores & values!
31. Distribution
• Already existing distribution partners &
supply chain
• Will use same vendors because similar
target markets
• Limit distribution to areas where Lilly
lovers live
32. Foursquare
Awareness: & Tracking
Naming
Contest
Shake it Up
Cocktail
Contest
Marketing Campaign
33. Awareness & Buzz Campaign
Naming Contest
Facebook
• Submit flavor, flavor name, & story
• Winner determined by Lilly Community
Prize
• Idea used plus featured story on Skinnylilly
bottle
• Win a Lilly Dress of their choice
• Goal: Generate buzz & excitement for product
34. Announcing Lilly Pulitzer's Special Edition Skinny Girl bottle,
Skinnylilly. Before we can launch our latest creation, we need a
flavor AND a name, but we need YOUR help.
Not only will the winning entry become the first Skinnylilly
flavor, one lucky Lilly lover WIN A SUMMER 2014 LILLY DRESS
OF YOUR CHOICE by entering in to our naming competition.
Submit your choice of flavor, flavor name and a short description
explaining the story behind the name, that will also be featured
on the back of the bottle.*
What is there to lose? Put on your favorite Lilly & get your
thinking caps going, we’re waiting…
*Must be 21 or over to be eligible to enter
35. Social Media Campaign
Foursquare & Tracking Widget
Foursquare
• Newbie Special – 25% off liquor store item
Facebook
• Cracker-Tracker Inspired: Cocktail Country
36.
37. Social Media Campaign
Shake it Up: Cocktail Picture Contest
Facebook Campaign
• Post picture of yourself in Lilly, with the Skinnylilly
bottle and your cocktail of choice, also post recipe
Prize
• Cocktail shaker & a set of glassware in the limited
edition Skinnylilly print
• Goal: Keep buzz going months in, create sales peak
(need bottle for picture & pressure to buy), posting
recipes will encourage drinking more Skinnylilly!
38.
39. Timeline
Phase 1: • Roll out 1 year prior to launch
Naming • 5 weeks long
• Phase 1 will end before Phase 2
Contest begins
• Implement with
Phase 2: launch
Tracking & • Available entire length
4square of campaign
• Will go live 2 months
Phase 3: after product in stores
Picture • Competition: 7 weeks
long
Contest • Winner & 10 runners up
announced 2 weeks after
competition ends
Dec 22 (Reuters) - Shares of Oxford Industries Inc (OXM.N) rose as much as 24 percent a day after the apparel maker bought Sugartown Worldwide Inc, the owner of upscale women's brand Lilly Pulitzer.Oxford Industries, whose businesses include Tommy Bahama, Ben Sherman, Lanier Clothes and Oxford apparel, has been making a push to own diversified lifestyle brands of late.