Post on 16-Jul-2015
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Give to GET Luxury shopping with heart.
What is Issue Impact Insight IMC Ideas IMC Images
is an Online retailer based in the United States.
Founded in 2007 Stages online flash sales Offers womens, mens, and childrens designer apparel and accessories Also offers home goods, high-end travel destinations at discounted prices Immediacy- limited time sale! Invitation or request to join ONLY Coined the darling of luxury-obsessed bargain hunters
Accept an invitation from a friend or family member
Guilt Gro entices consumers to spend money with special sale prices
Getting a good deal means that consumers feel good about their purchase
Inviting others into the club also helps to take away the guilt associated with being a frequent shopper
If Jen buys something from Guilt Groupe everyday than it is okay if I do too.
1.Those who invite others receive a credit on their account the first time someone they invited buys something ($10.00)
6. Mobile applications are available and extremely popular among Guilt Groupe consumers
2.Guilt Groupe has a special category called jetsetter with luxury vacation packages
7. Gilt Groupe gave a $10.00 credit to the rst 10,000 ipad owners who registered for new membership through the application
3.The sales ONLY last from 36-48 hours 8.Females use Gilt Groupe more then men, but they feature a lot of mends clothes and products
4. The supply is extremely limited, which adds to the exclusivity
9. You MUST be a member in order to view the sales
5. Multiple new boutiques open everyday! 10. On the site there is a special city tab that is similar to Group On (features special deals for specic cities)
Strengths -Sense of immediacy encourages sales -Strictly online retailer -Exclusivity -Leader in its category -Competitive prices -Convenience -Large scale of products
Weaknesses -Not very well known -Many sites like it -limited inventory -Little advertising
Opportunities -Room for large and expanding membership -Word of mouth travel -Appearances in the media -Advertising
Threats -Competing sites: Rue la la, Ideali -Poor economy -Products not meeting consumer satisfaction -In store shoppers -Those who dislike shopping online
Calvin Klein Collection
Who do we intend to target in this campaign?
Upper middle-Upper class
Enjoy shopping together even though they might not still live together
People love the idea of shopping online, it is easy and convenient.
The sense of competitiveness and wanting to score a great deal is motivating and exciting to the sites consumers.
The members of this group like that it is exclusive and not a wide spread phenomenon.
The idea of saving a lot of money on high quality items is very attractive to the sites audience.
More exclusive than competitors Quality items Allows you to save items in your cart, unlike
competitors Range of products Higher discounts
Personality Fun Focused Busy Con-ident Stylish Smart Trendy Features Online shopping Clothing, accessories, household items, trips. Discounted prices Designers labels Competitive buying
Emotional Value Quality Saving Appearance Success Exclusive Important
Mother/Daughter Event Tickets to special event will go on sale on March 15th
Competition for the best Shopping Duo in the United States
Mothers and daughters (or those who have a similar role..grandmothers,aunts, etc.)
Submit a video explaining why they are they exemplify the Give to Get motto
Cause Related Marketing When you sign up you get to pick from a list of charities
that you want your purchases to benefit During the campaign, you will only be able to chose from
mother/daughter organizations, but after the campaign there will be a wider range of organizations to chose from
Guilt Talk A blog where mothers and their daughters can talk about top deals,
purchases, up coming events, and charities that they are passionate about
Television Spot Features a mother and daughter shopping online together over the
phone Emphasizes the point of having a shopping buddy, without being in
the same physical space Updated iPhone application
Enabling you to shop with a friend Iphone application will allow you to browse through the site at the
same time You can talk on the phone with them or send messages through the
New feature Allows family member to link their accounts
together Benefits: They will be able to support the same charities
and they will be able to see what each person bought Mothers Day Promotion
All mothers will receive an email about saving 20% on Mothers Day (we will know that they are mothers because of the information given during registration)
Updated iphone application..
Makes shopping with someone else easy!
Shop TOGETHER on your iphone.
Talk or send messages..while shopping
A mother/daughter blog about fashion, purchases, and causes
Give to GET