![Page 1: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/1.jpg)
Team 8
Dooney & Bourke
![Page 2: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/2.jpg)
The Big Picture• Dooney & Bourke• Outdated• Aging target market• Lost originality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
![Page 3: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/3.jpg)
Current Market Plan
• Product: quality leather goods• Promotion: celebrity endorsers with poor images• Place: department stores, boutiques, online• Price: $88-$550
![Page 4: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/4.jpg)
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
![Page 5: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/5.jpg)
SWOT Analysis
Strengths Weaknesses
• Online Growth• Affordable Pricing• Product Availability
• Poor Brand Image• Product Quality• Poor Brand Representatives
Opportunities Threats
• Innovativeness• Product and Service Expansion
• Market Demand• Higher Priced Desired Competitors
![Page 6: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/6.jpg)
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.
![Page 7: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/7.jpg)
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
![Page 8: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/8.jpg)
Competitors• Coach• Michael Kors• Kate Spade• Juicy Couture
• Estimated $9 Billion in handbag sales in the US by 2015
![Page 9: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/9.jpg)
PromotionsTo increase sales from what is now $5-10 million to $7-14 million • Print ads• Celebrity Endorsements• Visual Merchandising• Packaging• Direct Mail• Kentucky Derby
![Page 10: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/10.jpg)
Positioning Map Before
![Page 11: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/11.jpg)
Positioning Map After
![Page 12: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/12.jpg)
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
![Page 13: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/13.jpg)
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.
![Page 14: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/14.jpg)
Fresh Celebrity Endorsed Print Advertisements
![Page 15: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/15.jpg)
![Page 16: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/16.jpg)
Derby Targeted Advertisements
![Page 17: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/17.jpg)
![Page 18: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/18.jpg)
Banner Outside Churchill Downs
![Page 19: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/19.jpg)
Banner On Race Track
![Page 20: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/20.jpg)
Store Visuals/Sign
age
![Page 21: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/21.jpg)
Direct Mail Pieces
![Page 22: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/22.jpg)
Clientele Invitations
![Page 23: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/23.jpg)
Care for your product
New Packaging
![Page 24: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/24.jpg)
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
![Page 25: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/25.jpg)
Post Launch Methods
• Main performance measure, sales.• Survey on D&B website• Direct mail invitation• New collection event
![Page 26: Team 8 Dooney & Bourke. The Big Picture Dooney & Bourke Outdated Aging target market Lost originality Reposition Fill in target market gaps New celebrity](https://reader034.vdocument.in/reader034/viewer/2022051516/56649ee55503460f94bf4d1a/html5/thumbnails/26.jpg)
Join the Winner’s
Circle