lilly pulitzer strategic marketing plan
DESCRIPTION
Copyright Johny WalshTRANSCRIPT
Carla Cassidy, Kelly Costlow, Kevin Flynn, Colleen Ray, Lauren Willis, Johny
Walsh
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Meeting Objective
• Enhance awareness of the Lilly Pulitzer brand
• Increase sales of Lilly Pulitzer products
• Share key findings from consumer and competitive research
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Demographic Trends
YOUNG AND FREE
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Social Trends
Millennials Uniqueness
• Technology Use: 24%• Music/ Pop Culture: 11%• Liberal/ Tolerant: 7%• Smarter: 6%• Clothes: 5%
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Technology Trends
Facebook use:• College demographic grew fastest at 74%/yr• 69% of all users are a fan of +1 company page
Twitter use:• 29% of users (18-24) follow their
favorite companies
ALWAYS ON AND COMPLETELY CONNECTED
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Economic Trends
FEELING THE PINCH BUT CAN
ALWAYS CALL HOME FOR A
BAILOUT
55% Watch Spending36% Financially Dependent
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Surveying the Target Market
35%
65%
Do you own Lilly Pulitzer products?
Yes
No
Are you familiar with Lilly Pulitzer?
95 % said YES5% said NO
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Survey
29%
71%
Do you know that Lilly Pulitzer sells
accessories?
YesNo 41%
59%
Would you prefer to purchase clothing or accessories from Lilly
Pulitzer?
ClothingAc-ces-sories
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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
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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.
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Value Proposition
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Live in Lilly
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Integrated Marketing
Print Ads59% of consumers said they
pay greater attention to magazine ads than any
type of Internet advertising
Digital
Technology and social networking are extremely important in reaching the
target audience
Ability to target college students who are not current customers by
purchasing lists of their addresses
In-Store
Once consumer gets into the store, they are that
much closer to converting into a sale
Direct-Mail
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Digital Media • Check in with Lilly Pulitzer
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Twitter Account@LiveInLilly
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Insert Tweets
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Listing• Direct Mail – Buy rights to the listing within X miles of
a store
Live in LillyWe 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.
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Live in LillyWe find inspiration everywhere. From traveling to Palm Beach, visiting
museums, strolling through gardens and hopefully spending
days on the beach...the is
In-Store
Whitney
Invites you to
Leave your Legacy
Lilly Pulitzer offers discounts on accessories with the evidence of your recent
success.
Live in Lilly
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Presents
Pollyanna Prints
Come 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
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Celebrity Endorsement
ZOOEY DECHANEL
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Budget Allocation
$5 Million Budget
Print AdsDirect MarketingDigitalIn Store
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Competitor Landscape
Strengths•Worldwide market•Increased Profit Margins
•Balanced portfolio•Strong margins
•Strong Market Share•Improving margins
Weaknesses
•Slow Internet sales•Small college market
•Declining sales•Recalls
•Seasonal business•Geographic dependence
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Info on: • Target Market: middle age women and college students
• Creative, colorful patterns and high quality products.
• Different types of bags, luggage, and accessories that reach a wide range of consumers.
• Offers college and dorm selections.
• Vera Bradley Breast Cancer Foundation.
Vera Bradley is sold through 3,300 specialty stores as well as 49 Vera
Bradley stores nationwide. Vera Bradley handbags,
accessories, and paper & gift and travel items have been spotted on recent TV
shows, and in over 20 feature-length films. Vera Bradley's fiscal 2011 sales
were $366 million. Not
Learning from VeraWhat you are doing
right
• Sorority line• Gift able items
What you can improve
• Media coverage• Prices
What you excel in Timelessness
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Lilly Pulitzer Attributes & Values
Brand built on• Lifestyle brand
• Luxury
• Original artwork and patterns
Core Values• Originality
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Product Suggestions
• Dorm Line- shower shoes, wrap towels
• Expand stationary- journals/notebooks, folders
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College Students: Connected & Caring
Technology Trends
ALWAYS ON & COMPLETELY CONNECTED
Demographic Trends
YOUNG & FREE
Economic Trend FEELING THE PINCH BUT CAN ALWAYS CALL HOME FOR A BAILOUT
Social Trends
ACCEPTING AND EXPERIMENTAL
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Successful because
References
• USA Today, 2006 http://www.usatoday.com/life/lifestyle/2006-06-28-generation-next_x.htm
• Pew Research Center, “Millennials: A Portrait of Generation Next” (PDF) http://pewresearch.org/millennials/
• Nielson (2010)
http://adage.com/article/digital/nielsen-facebook-s-ads-work-pretty/143381/)
• O’Neil, (2007) Is Facebook Advertising Effective? http://www.allfacebook.com/is-facebook-advertising-effective-2007-11
• P., Carol (2008) http://millennialmarketing.com/2008/05/millennials-the-wealthiest-americans/
• The U.S. Young Adult Market, 2005 http://academic.marketresearch.com/product/display.asp?productid=1091627&curl=&surl=%2Fsearch%2Fresults.asp%3Fprid%3D811629525%26query%3D20%2Byear%2Bolds%26cmdgo%3DGo&prid=811629525)
• Westwood University (2011) http://www.westwood.edu/resources/student-budget/
INDEX
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Live in Lilly