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Team 8

Team 8. Dooney & Bourke. The Big Picture. Dooney & Bourke O utdated A ging target market L ost originality. Reposition Fill in target market gaps New celebrity endorsers Kentucky Derby Signage/in-store visuals Sell luxury. Current Market Plan. Product: quality leather goods

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Team 8

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  1. Team 8 Dooney & Bourke

  2. The Big Picture • Dooney & Bourke • Outdated • Aging target market • Lost originality Reposition • Fill in target market gaps • New celebrity endorsers • Kentucky Derby • Signage/in-store visuals • Sell luxury

  3. Current Market Plan • Product: quality leather goods • Promotion: celebrity endorsers with poor images • Place: department stores, boutiques, online • Price: $88-$550

  4. Target Market Analysis • Baby Boomers: 1946-1964 • around for the beginning of the D&B brand • quickly aging out of interest • Gen Z: 1995-present • non-loyal, unpredictable consumers • around for the “It Bag” collection

  5. SWOT Analysis

  6. Market Dynamics • Promotional strategies are based off of research of current fashions trends: • Classics • Exotics • Excess • Dooney & Bourke’s promotions will be based off of Classic styles. Special collections will follow the Exotic and Excess trends.

  7. Consumer Behavior • Baby Boomers/Gen X Cohort ages (24-55) • Middle class, higher education, working, family and rely on technology • Value quality products, impeccable customer service and are willing to pay for it • Does not like promotions that are offensive, refer to age, or misleading

  8. Competitors • Coach • Michael Kors • Kate Spade • Juicy Couture • Estimated $9 Billion in handbag sales in the US by 2015

  9. Promotions To increase sales from what is now $5-10 million to $7-14 million • Print ads • Celebrity Endorsements • Visual Merchandising • Packaging • Direct Mail • Kentucky Derby

  10. Positioning Map Before

  11. Positioning Map After

  12. New Target Market • Middle to Upper Middle Class who desires a life of luxury • 24-55 years of age • $60-250,000 • Trendy • Owns a home, with one to two kids

  13. Brand Communication • Recognizable name to consumers • Dooney& Bourke= (Affordable) Luxury • Quality Items • You get what you pay for at an affordable price Luxury can be affordable.

  14. Fresh Celebrity Endorsed Print Advertisements

  15. Derby Targeted Advertisements

  16. Banner Outside Churchill Downs

  17. Banner On Race Track

  18. Store Visuals/Signage

  19. Direct Mail Pieces

  20. Clientele Invitations

  21. New Packaging Care for your product

  22. Prelaunch Methods • Utilizing a wide variety of print ads and vintage photographs • 3 month galleries at events and near Dooney & Bourke retail locations • Analyze sales

  23. Post Launch Methods • Main performance measure, sales. • Survey on D&B website • Direct mail invitation • New collection event

  24. Join the Winner’s Circle

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