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Wonderbra
Alyssa 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 History
The 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 video
1964-Wonderbra created by
Louise Poirer for Canadelle
1994-Wonderbra
introduced to the US
End of 1994-Pushup bra sales up by
43%
End of 1994-Fortune
recognizes the Wonderbra as
one of the products of the
year
In January 2007, the
Wonderbra called included in the top 50
“Greatest Canadian
Inventions”
Historical Advertisements
Who is She? Consumer Demographics:*
– She is 5’4”, average figure– Bra size range A/B cup– She is young; 55% of Wonderbra consumers are less than 34-
years-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
Product – 3 Degrees of HotNew For July 2010, 3 Degrees of HotTM is turning up the heat
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
Price & PlaceWhere to buy:
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
Promotion•Mail-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
Competitors(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 Price
Maidenform……..…………………………………….$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 - Strengths Product 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 )
Brand she sees as her everyday bra:– 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
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 Equity
She 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
• Sizes
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
SWOT - ThreatsCompetitive Impact:
– Competitor “new” product launch– Promotional pricing, i.e. WM rollbacks and Target TPCs– Market share growth of PVT label– Competitors own Holiday, i.e. Mother’s Day, Christmas, Labor Day and Back-to-
Campus
Industry Trends:– Market shifts from regular bras to sports bras– Women’s Bra Market is Featured Based where Brand plays at highest level
• Underwire (44.6%)• No Underwire ( 30.6%)• Victoria’s 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?
Online Mass Dept Store Victoria Secret0
5
10
15
20
25
Responses
Would you go out of your way to buy your preferred brand/bra style?
Yes No05
101520253035404550
Responses
How Far would you travel to get to the store to buy your brand/bra style?
Less than 5 miles More than 5 miles Any Distance Buy Online0
5
10
15
20
25
30
Responses
Do you try on bras before purchasing?
Yes No0
5
10
15
20
25
30
35
40
Responses
Would you shop online for a bra?
Yes No Already Do Only if I know exactly what I
want
0
5
10
15
20
25
30
Responses
Are your bra purchases planned?
Price Brand Convenience Never0
5
10
15
20
25
Responses
What’s the most important when purchasing a bra?
Price
Brand
Convenience
Adverti
sing
Innovation/T
echnology
Converta
bility
0
5
10
15
20
25
Responses
How important is it for your bra to be a push-up?
Very Somewhat Not at all0
5
10
15
20
25
Responses
How important is it for a bra to be able to convert (can be worn with straps, strapless,
halter, etc)
Very Somewhat Not at all0
5
10
15
20
25
30
35
Responses
Would you buy a bra based on its features (push up level, strap convertibility, colors, etc) if you didn’t currently buy this brand?
Yes No05
101520253035404550
Responses
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?
Online Mass Channel Dept Stores VS0
5
10
15
20
25
30
35
40
Responses
What would you expect the price for this convertible bra to be?
Less than $20 $20-$30 $30-$40 $50 +0
5
10
15
20
25
Responses
What would you pay for this convertible bra?
Less than $20 $20-$30 $30-$40 $50 +0
5
10
15
20
25
30
Responses
Responses
Would you seek out this product to buy it if it was not available at your current retailer?
Yes No I'd Search Online0
5
10
15
20
25
30
Responses
What bra brand would you expect to sell this product?
VS Maidenform WB Lily of France0
5
10
15
20
25
30
35
40
45
Responses
Would you purchase this bra if it was not a product of your preferred brand?
Yes No Maybe0
5
10
15
20
25
Responses
83% of potential purchase intent!
What do you like most about your favorite bra?
Responses
ComfortPush up/EnhancementFit
What do you like most about your preferred bra brand?
Responses
PriceSupportComfort/FitHigh ValueSize OfferingRetail Store with As-sistance
What is your preferred brand?
VS Maidenform Wonderbra Other0
5
10
15
20
25
30
Responses
What is the #1 factor in why you chose this brand over others?
Have you purchased the following brands? (in the past 12 months):
VS Maidenform Wonderbra Lily of France0
5
10
15
20
25
30
35
Responses
What is your current view on the Maidenform brand?
Trendy Love it Don't know it
Don't like Sexy For Older Women
0
5
10
15
20
25
30
Responses
What is your current view on the Wonderbra brand?
Trendy Love it Don't know it
Don't like Sexy For Older Women
0
2
4
6
8
10
12
14
16
Responses
What is your current view on Victoria Secret brand?
Trendy Love it Don't know it
Don't like Sexy For Older Women
0
5
10
15
20
25
Responses
Sources
www.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
Questions?