team 8
DESCRIPTION
Team 8. Dooney & Bourke. The Big Picture. Dooney & Bourke O utdated A ging target market L ost originality. Reposition Fill in target market gaps New celebrity endorsers Kentucky Derby Signage/in-store visuals Sell luxury. Current Market Plan. Product: quality leather goods - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/1.jpg)
Team 8
Dooney & Bourke
![Page 2: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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The Big Picture• Dooney & Bourke• Outdated• Aging target market• Lost originality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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/5.jpg)
SWOT AnalysisStrengths 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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/10.jpg)
Positioning Map Before
![Page 11: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/11.jpg)
Positioning Map After
![Page 12: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/14.jpg)
Fresh Celebrity Endorsed Print Advertisements
![Page 15: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/15.jpg)
![Page 16: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/16.jpg)
Derby Targeted Advertisements
![Page 17: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/17.jpg)
![Page 18: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/18.jpg)
Banner Outside Churchill Downs
![Page 19: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/19.jpg)
Banner On Race Track
![Page 20: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/20.jpg)
Store Visuals/Sign
age
![Page 21: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/21.jpg)
Direct Mail Pieces
![Page 22: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/22.jpg)
Clientele Invitations
![Page 23: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/23.jpg)
Care for your product
New Packaging
![Page 24: Team 8](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/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](https://reader036.vdocuments.mx/reader036/viewer/2022070500/568168ac550346895ddf5a94/html5/thumbnails/26.jpg)
Join the Winner’s
Circle