By: Marija Pejkovic

bebe Marketing Plan

bebe BrandDesigns, develops,

produces contemporary women’s apparel and accessories

First boutique in 1976San FranciscoWomen’s Wear Market:

Junior, Biouh women inspirational and sexy fashion

Top women’s retailerDeveloped the

contemporary market for the masses

Mission Statement“Our objective is to satisfy the fashion needs of the

modern, sexy and sophisticated woman.”

Corporate GoalsEnhance brand imageOpen 8 new stores and relocate and

expand 1 existing store in the fiscal year 2011.

Further enhance the customers shopping experience and integrate their web store with retail stores and mobile applications.

Expanding of 49 international stores to 63.

Strategic Business Unit Bebe

Trendy Apparel Bags Accessories shoes

bebe Sport Work-out attire accessories

PH8 Casual weekend apparel Work-out attire Accessories Various seasonal items

2b bebe Apparel with 2b bebe logo bebe retail markdowns

ManagementManny Mashouf

Chairman and Founder

Customer Profile

21-34 year-old woman Seeks current fashion

trends Busy lifestyle Stylish, sexy, sophisticated Body-conscious, takes pride

in her appearance Yoga

Pays a competitive price for high quality fashion trends

Lives in the city Loves shopping Works at a PR Company Single

External Forces: Opportunities

CompetitionClothing made from organic materials

Economics Increased demand for luxury goods in high growth

emerging economies Nature

Fabric that keeps the consumer warm and cool during different temperatures

PoliticsPurchasing of raw materials in the U.S.

RegulationsRegistration of trademarks domestically and internationally

Technologybebe blog

SocietyAccurately forecasting demand and fashion trends

External Forces: Threats Competition

Low entry barriers Economics

Low consumer confidence Nature

Fires, earthquakes disrupting major facilities in which bebe operates in

PoliticsSignificant fluctuations in the value of the dollar against

foreign currencies, restrictions on the transfer of funds Regulations

Manufacturers that fail to conform to their quality control standards

TechnologyReady-to-wear fashion shows on competing retailers websites

SocietyMiscalculation of customer's product preferences

Internal Forces: Strengths Demographics

Bebe’s target customers like to splurge on themselves Psychographics

Bebe’s target customers attend a lot of events, need of variety of merchandise Geographic's

Stores located in regional shopping malls, freestanding street locations Behavioral Buying Traits

Bebe’s target customers are always buying new arrivals for each season, staying on top of the hottest trend

Product Mix Licensing agreements to expand product lines

Pricing Strategies Distributing only in retail and online helps control pricing

Promotion Loyalty program members that receive points for every time they shop at bebe.

Distribution Product inventory management is critical to meet consumer demand

Management Structure Lawrence Smith- former general counsel for BCBG Maxazria. Lawrence has experience working for

a brand that is bebe’s competition. Suppliers

Suppliers response of emerging trends in a timely manner

Internal Forces: Weaknesses Demographics

15-64 year olds make up largest percentage of the population and bebe only targets women between 21-34 years old

Psychographics Consumers don’t instinctively pick bebe over other competitors until they compare because bebe

doesn’t have strong brand recognition Geographic's

Locations are near bigger cities in the U.S; not next to wealthiest cities Behavioral Buying Traits

Low average spend by consumer Product Mix

Bebe does not offer men’s clothing Pricing Strategies

Long periods of markdowns Promotion

Untimely product delivery results in lower than expected sales and markdowns. Distribution

Bebe failed quality control standards on products resulting in a delay of alternative products Management Structure

Shallow skill base of associates hired at entry level Suppliers

3rd party suppliers and manufacturers

Marketing Mix Strategies Product, Price, Place, Promotion revolve around one central

idea of launching a men’s collection for bebe Stores inc. Product

Objective-Introduce a men’s collection for Holiday 2011. Budget- $15,000

Price Objective-Launch a men’s collection by Holiday 2011

ranging in price from $60-$200. Budget- $2,000

Place Objective-Offer bebe’s men’s collection at 12 top door

stores for Holiday 2011. Budget- $2,000

Promotion Objective-Create an ad campaign targeted to 20-35 year

old men to launch in November 2011 and begin the process of exposing this campaign.

Budget- $13,000

Marketing Research Survey Sent to existing bebe customers Significant others Age range How many times they shop Favorite stores/brands Price Range Most hard to shop for item What style of clothing would be a void in the men’s

clothing marketplace Thank you for participating in bebe’s survey. Please mail

this survey back with the attached pre-paid envelope for a chance to win a $500 bebe gift card.

Examples of Ad Campaigns

•Subtle theme•Clothing as main focus•Ads show a variety of items offered at these retailers•Straight forward