2. Meeting Objective
• Enhance awareness of the Lilly Pulitzer brand
• Increase sales of Lilly Pulitzer products
• Share key findings from consumer and
competitive research
Not
3. Demographic Trends
YOUNG AND FREE
Population
• 21.1 million 20-24 yrs old in US
College Demographics
• 39.6% enrolled in college
Not
4. Social Trends
ACCEPTING & EXPERIMENTAL
Millennials Uniqueness
•Technology Use: 24%
•Music/ Pop Culture: 11%
•Liberal/ Tolerant: 7%
•Smarter: 6%
•Clothes: 5%
Not
5. Technology Trends
ALWAYS ON AND COMPLETELY CONNECTED
Facebook use:
• College demographic grew fastest at 74%/yr
• 69% of all users are a fan of +1 company page
Twitteruse:
• 29% of users (18-24) follow their favorite
companies
Not
6. Economic Trends
FEELING THE
PINCHBUT CAN
ALWAYS CALL
HOME FOR A
BAILOUT
55% Watch Spending
36% Financially Dependent
Not
7. Surveying the Target Market
Are you familiar with Lilly Pulitzer?
95 % saidYES
5% said NO
Do you own Lilly Pulitzer products?
35% Yes
65%
No
Not
8. Survey
Do you know that Lilly Would you prefer to
Pulitzer sells accessories? purchase clothing or
accessories from Lilly
Pulitzer?
29%
71%
Yes 41%
No 59% Clothing
Accessories
Not
9. 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
Not
10. 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.
Not
11. Lilly Pulitzer is the only brand that adds color to
my life
while making me feel like I am ready for the
resort.
From my graduation to the tailgates at my
university, and every special event in between,
I feel comfortable and at home in Lilly
Lilly is my legacy, and I live in Lilly.
Not
13. Integrated Marketing
Print Ads Direct-Mail
59% of consumers said they pay Ability to target college students
greater attention to magazine who are not current
ads than any type of Internet customers by purchasing
advertising
lists of their addresses
Digital
In-Store
Technology and social Once consumer gets into the
networking are extremely store, they are that much
important in reaching the
target audience closer to converting into a
sale
Not
20. Listing
• Direct Mail – Buy rights to the listing within X miles of a store
Live in Lilly
We find inspiration
everywhere. From
traveling to Palm
Beach, visiting
museums, strolling
through gardens and
hopefully spending days
on the beach...the is
Live in Lilly
We 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.
Not
21. In-Store
Invites you to
Leave your Legacy
Whitney
Lilly Pulitzer offers discounts on
accessories with the evidence of
your recent success.
Live in Lilly
Not
22. 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
Not
25. Budget Allocation
$5 Million Budget
Print Ads
Direct Marketing
Digital
In Store
Not
26. Competitor Landscape
•Worldwide •Balanced •Strong Market
Strengths market portfolio Share
•Increased Profit •Strong margins •Improving
Margins margins
•Slow Internet •Declining sales •Seasonal
Weaknesses sales •Recalls business
•Small college •Geographic
market dependence
Not
27. Info on: • Target Market: middle age
women and college students
• Creative, colorful patterns and
high quality products.
• Different types of bags,
Vera Bradley is sold through luggage, and accessories that
3,300 specialty stores as well reach a wide range of
as 49 Vera Bradley stores consumers.
nationwide. Vera Bradley
handbags, accessories, and
• Offers college and dorm
selections.
paper & gift and travel items
have been spotted on recent
• Vera Bradley Breast Cancer
TV shows, and in over 20
Foundation.
feature-length films. Vera
Bradley's fiscal 2011 sales
were $366 million.
Not
28. Learning from Vera
What you are doing right What you can improve
• Sorority line • Media coverage
• Gift able items • Prices
What you excel in
Timelessness
Not
29. Lilly Pulitzer Attributes
& Values
Brand built on Core Values
• Lifestyle brand • Originality
• Luxury
• Original artwork and
patterns
Not
31. Economic Trend
Demographic Trends
FEELING THE PINCH
YOUNG & FREE BUT CAN ALWAYS
CALL HOME FOR A
BAILOUT
Technology Trends SocialTrends
ACCEPTING AND
ALWAYS ON & COMPLETELY EXPERIMENTAL
CONNECTED
Not
33. • 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=%2Fs
earch%2Fresults.asp%3Fprid%3D811629525%26query%3D20%2Byear%2Bolds%26cmdgo%3DGo&pri
d=811629525)
• Westwood University (2011) http://www.westwood.edu/resources/student-budget/
INDEX
Not
Demographic Trends This is important because these statistics lets them know just how big of a target market that exists in the United States so that they can aim large with their campaign strategy. They need to understand what the numbers are to base their aspirations for the market share off of. We hope that by giving this lay out before we talk to them about Allie, that we are setting them up for a better understanding of her life as a college student within the entire population.http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&-qr_name=ACS_2009_5YR_G00_S0101&-ds_name=ACS_2009_5
The social trends are important to the millennials and it is important to understand who makes up this generation. The fact that over half of them are volunteering is important and is what really drove us with our research. With this break down you can see that technology as well as clothing are important to this diverse group and American Eagle has the opportunity to really play to the wants of this generation through our campaign.
Technology is extremely important to our target market who are always connected to their friends and the crazy world that surrounds them. We believe that from these statistics we need to put a focus on reaching out to them through technology in order to gain advertising and awareness for the campaign. Everyone is using smart phones and laptops to stay connected to the crazy social networks that drive their lives and we definitely plan to play into it through our marketing campaign.http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/http://harpsocial.com/2011/04/social-medias-shocking-statistics/
The Economic Trends of consumers are important to analyze because it will show that they need to have promotional strategies that play to the wallets and budgets of the consumers. Most students are struggling to have enough money to survive by working part time or full time jobs. If not they they are financially dependent on their parents and again have a budget that they must comply with. We think to target the market through promotions that cut cvosts of the product will be beneficial when targeting college students.55% watch spending36% financially dependent41% full time, 24% part time, 35% unemployed
Shopping Habits Likes to shop in department stores, especially Bloomingdales, for the wide varietyLoves it when her mom picks up cute pieces in the boutique and sends them to herPeruses the boutiques near her University town regularlyLoves to be noticed for what she’s wearing
Value PropositionLilly Pulitzer is the only brand that adds color to my life while making me feel like I’m ready for the resort. From my graduation to the tailgates at my University, and every special event in between, I feel comfortable and at home in Lilly. Lilly is my legacy, and I live in Lilly.r
These Marketing Vehicles represent the four separate ways we hope to target Allie. After surveys, focus groups, and secondary research that is included within the research slides, we have decided that these are the four most effective ways to reach the target market. All four of these are further explained and the implementation of them is broken down in later slides.http://www.conversationagent.com/2008/01/advertising-is.html
receive updates straight into your inbox for mentions of your brand terms online (can monitor competitors and general industry terms here also)
Response rate: 92% of 18-24 year olds use the internet and/or send/receive emails occasionally Direct Mail response rate for a letter sized advertisement is approx 3.5% http://www.the-dma.org/cgi/dispannouncements?article=1451-email response*from inspiration section on line
Bring College acceptance letter get something off?We believe that it is important to have in-store promotions going to help spread awareness to our current consumers.
Lilly Pollyanna Promotions
ZooeyDeschanelBlog incorporatedShe and Him 1 – 1.5 million yr print online and social mediaBudget cam from CAA Creative Artist Agency
J.CrewThe company primarily operates in the US. It is headquartered in New York City, New York and employees about 3,400 people. The company recorded revenues of $1,578.04 million during the financial year (FY) ended January 2010, an increase of 10.51% over FY2009.Strengths- increased profit in 2010 by over 10% and are looking to increase again in 2011Weaknesses- Seasonal sales drive their high margins. Especially during back to school and from November to December.Kate SpadeKate Spade, LLC engages in the design, manufacture, and marketing of apparel and accessories. It offers apparel, including tops and dresses, coats and vests, and hats and scarves for women; accessories, such as wallets, luggage tags and key fobs, hair accessories, cosmetic cases, and leather conditioners and cleaners; and baby items, including baby bags, baby strollers and carriers, gifts, brag books, and stationery. The company also provides hand bags, shoes, fragrances, luggage, and sun and reading glasses, as well as paper organizers, refills, pencil cases, odds and ends, and stationery. It offers its products through its retail stores, as well as online in the United States, Asia, and internationally. Kate Spade, LLC reported unaudited sales results for the third quarter ended October 2, 2010. For the quarter, the company's net sales were $45 million; a 31.2% increase compared to 2009, primarily driven by increases in wholesale non-apparel, e-commerce and specialty retail. Comparable store sales in company-operated stores increased 18.6% in the third quarter. Inclusive of e-commerce net sales, direct to consumer comparable sales increased 31.8%.Weaknesses:They struggle to stand out against competition such as Tory Burch bags. They have lost the college market over the past 3 years and are sturggling to reach students.