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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