Wonder Bra

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WonderbraAlyssa Tucci Josh John Mike Palumberi Patrick Catalano Rachel Cunningham

Agenda History of the Wonderbra The Marketing Mix Competitive Analysis Core Competencies SWOT Analysis Questions

Wonderbra HistoryThe Wonderbra brand enhances what women already have. Designed to provide women with stunning cleavage and enhanced natural shape, the Wonderbra brand offers a complete line of embellished push-up, seamless push-up, lightly-lined and strapless bras. After creating a fashion sensation in the U.K., the Wonderbra brand made its U.S. debut in 1994 with the Push-Up Plunge Bra. An instant phenomenon, this Wonderbra style sold at a rate of one every 15 seconds, quickly becoming the nation's top selling push-up bra. Wonderbra intimates continues to empower women to feel sexy and confident with that unmistakable Wonderbra brand attitude.

Source: Hanesbrands.com

History of the Wonderbrawonderbra video1964Wonderbra created by Louise Poirer for Canadelle In January 2007, the Wonderbra called included in the top 50 Greatest Canadian Inventions

End of 1994Pushup bra sales up by 43%

1994Wonderbra introduced to the US

End of 1994Fortune recognizes the Wonderbra as one of the products of the year

Historical Advertisements

Who is She?

Consumer Demographics:*She is 54, average figure Bra size range A/B cup She is young; 55% of Wonderbra consumers are less than 34years-old (Target age: 25) She is most often a working professional; High level of household income; college graduate Shops more often and buys mores bras than most

Attitudes: Loves shopping and makes impulsive purchases Pays attention to fashion magazines and trends Innerwear is just as important as outerwear to her Appearance conscious Lingerie enthusiast

She is empowered, sexy, and fashionable!

*NPD Panel data

New For July 2010, 3 Degrees of HotTM is turning up the heat

Product 3 Degrees of Hot

Adjustable cleavage with removable cookies: 1 Hot light push, 2 Hotter maximum push, 3 Smokin add-a-size Adjustable wear-ability for her everyday wardrobe needs: Removable straps Multiple inserts for straps for 100+ ways to wear

Available in sizes 32-36A; 34-38B, C,34-36D

Where to buy:

Price & Place

Wonderbra is available at select mid-tier and department stores:

And other regional department stores (Belk, Bon-Ton, etc) Online: Barenecessities.com

Price:MSRP $34.00

PromotionMail-in for a free set of bling straps when you purchase new style

E-mail blasting

Enter to win for Wonderbra Facebook fans

New website landing page dedicated to new style

Viral video hosted on website: Wonderbra.com

(least to most competitive)


Lily of France- Wow Cleavage ~slogan for a specific bra ~ (targeted the contemporary woman who seeks updated styling, exciting and varied color assortment and trendy intimate apparel)

Maidenform-I dreamed I stopped traffic in my maidenform bra (commitment to helping every woman look and feel her best)

Victoria Secret-hello Bombshell ~slogan for a specific bra~ (Your perfect fit and the world's most glamorous bras await at Victoria's Secret)

Competitor Average Sales PriceMaidenform...$25 (3.8% of market share of total bra market) Lily of France.$28 (1% of market share of total bra market) Victoria Secret.$36 (21.7% of market share of total bra market) Wonderbra...$28 (1.4% of market share of total bra market)

Competitive Comparison Wonderbra s 3 Degrees of Hot Price: $34 Launch Date: Quarter 3 2010 50/50 Macys/Kohls # of Ways to adjust straps: 100 Features: Underwire, seamless cup, plunge front, eye back closure, stretch nylon, polyester, cookies, silicone, spandex and stretch Cotton Sizes: A-D cup

Victoria s Secret BioFit 7 Way Price: $55 Launch Date: 2009 # of ways to adjust straps: 7 Features: Underwire, adjustable straps, back closure and imported nylon/spandex Sizes: A-DD cup

Core CompetenciesThe Wonder Bra Brand is: Coin phrase Comfort Longevity Beauty enhancer Brand Equity

The 3 Degrees of Hot Bra By Wonder bra is: Flexible Diverse Adaptable Affordable

SWOT - StrengthsProduct Mix: 5-unique brands to suit her needs and moods Full of Wonder ( 3-styles ) Commitment-Phobe (Convertible Strapless Underwire Push-up 7644 ) The Show OFF ( 2-styles ) 3 DEGREES OF HOT (Adjustable Push-Up 7878 ) WONDERBOOST (Add-A-Size 7875 ) Easy to find, is available where I shop Is priced within a range I expect to pay Is easy to put on Is easy to care for

Brand she sees as her everyday bra:

Fit and comfort are most important: Fits well Can be worn all day comfortably Holds it shape after wash Bra stays in place Straps stay in place Can be worn comfortably all day

Brand EquityShe is empowered, sexy, and fashionable!

SWOT -Weaknesses Top Complaints Lower Quality, Not Sexy, For Older Women Price point Luxury Segment Slowdown Price Sensitive Customer No print ads, no e-commerce No color coordination Product Cannibalization Little Control over Department Stores and Online Vendors Not speaking to target market Product placement Store advertising


SWOT - Shopportunities E-Commerce is the Fastest Growing Way to Shop Internet used for Research and Purchasing Women decide on brand 1st You Want Features? We will give you Features! Partnering with Social Networking Sites and Online Retailers

Competitive Impact:

SWOT - ThreatsCompetitor new product launch Promotional pricing, i.e. WM rollbacks and Target TPCs Market share growth of PVT label Competitors own Holiday, i.e. Mothers Day, Christmas, Labor Day and Back-toCampus

Industry Trends: Market shifts from regular bras to sports bras Womens Bra Market is Featured Based where Brand plays at highest level Underwire (44.6%) No Underwire ( 30.6%) Victorias Secret Bras (24.8%)

Market saturation, over-proliferation of bra brands in the marketplace, many with miniscule presence or consumer following which is another confirmation that this proliferation serves to drive brand erasure

The Up and Comers Secret Treasure, Self Expressions and Vassarette are strong on offering underwire Strengths for these brands are price, availability, brand familiarity and appropriateness for everyday wear

Where do you prefer to bra shop?Responses25 20 15 10 5 0 Online Mass Dept Store Victoria Secret

Would you go out of your way to buy your preferred brand/bra style?Responses50 45 40 35 30 25 20 15 10 5 0 Yes No

How Far would you travel to get to the store to buy your brand/bra style?Responses30 25 20 15 10 5 0 Less than 5 miles More than 5 miles Any Distance Buy Online

Do you try on bras before purchasing?Responses40 35 30 25 20 15 10 5 0 Yes No

Would you shop online for a bra?Responses30 25 20 15 10 5 0 Yes No Already Do Only if I know exactly what I want

Are your bra purchases planned?Responses25 20 15 10 5 0 Price Brand Convenience Never

What s the most important when purchasing a bra?Responses25 20 15 10 5 0

How important is it for your bra to be a push-up?Responses25 20 15 10 5 0 Very Somewhat Not at all

How important is it for a bra to be able to convert (can be worn with straps, strapless, halter, etc)Responses35 30 25 20 15 10 5 0 Very Somewhat Not at all

Would you buy a bra based on its features (push up level, strap convertibility, colors, etc) if you didn t currently buy this brand?Responses50 45 40 35 30 25 20 15 10 5 0 Yes No

Where would you expect to buy a bra that converted 100 ways with its straps and adjusted your level of cleavage from a light push up to adding a full cup size?Responses40 35 30 25 20 15 10 5 0 Online Mass Channel Dept Stores VS

What would you expect the price for this convertible bra to be?Responses25 20 15 10 5 0 Less than $20 $20-$30 $30-$40 $50 +

What would you pay for this convertible bra?Responses30 25 20 15 Responses 10 5 0 Less than $20 $20-$30 $30-$40 $50 +

Would you seek out this product to buy it if it was not available at your current retailer?Responses30 25 20 15 10 5 0 Yes No I'd Search Online

What bra brand would you expect to sell this product?Responses45 40 35 30 25 20 15 10 5 0 VS Maidenform WB Lily of France

Would you purchase this bra if it was not a product of your preferred brand?Responses25 20 15 10 5 0 Yes No Maybe

What do you like most about your favorite bra?Responses

Comfort Push up/Enhancement Fit

What do you like most about your preferred bra brand?ResponsesPrice Support Comfort/Fit High Value Size Offering

What is your preferred brand?Responses30 25 20 15 10 5 0 VS Maidenform Wonderbra Other

What is the #1 factor in why you chose this brand over others?

Have y rc ase t e f ll i g ra s? (i t e ast 12 t s):Responses35 30 25 20 15 10 5 0 VS Mai e f r Wonder ra Lily of France

What is your current view on the Maidenform brand?Responses30 25 20 15 10 5 0 Trendy Love it Don't know it Don't like Sexy For Older Women

What is your current view on the Wonderbra brand?Responses16 14 12 10 8 6 4 2 0 Trendy Love it Don't know it Don't like Sexy For Older Women

What is your current view on Victoria Secret brand?Responses2 20 1 10

0 Trendy Love it Don't know it Don't like Sexy For Older Women

Sourceswww.wonderbra.com www.hanesbrands.com www.youtube.com www.Victoriasecret.com www.facebook.com www.NPD.com (Panel Data April 2009) Women s Innerwear Attitudes & Usage research, April 2009 http://www-personal.umich.edu/~afuah/cases/case15.html


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