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Wonderbra Alyssa Tucci Josh John Mike Palumberi Patrick Catalano Rachel Cunningham

Wonder Bra

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Page 1: Wonder Bra

Wonderbra

Alyssa Tucci

Josh John

Mike Palumberi

Patrick Catalano

Rachel Cunningham

Page 2: Wonder Bra

Agenda

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

Page 3: Wonder Bra

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

Page 4: Wonder Bra

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”

Page 5: Wonder Bra

Historical Advertisements

Page 6: Wonder Bra

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

Page 7: Wonder Bra

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

Page 8: Wonder Bra

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

Page 9: Wonder Bra

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

Page 10: Wonder Bra

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)

Page 11: Wonder Bra

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)

Page 12: Wonder Bra

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

Page 13: Wonder Bra

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

Page 14: Wonder Bra

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!

Page 15: Wonder Bra

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

Page 16: Wonder Bra

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

Page 17: Wonder Bra

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

Page 18: Wonder Bra

Where do you prefer to bra shop?

Online Mass Dept Store Victoria Secret0

5

10

15

20

25

Responses

Page 19: Wonder Bra

Would you go out of your way to buy your preferred brand/bra style?

Yes No05

101520253035404550

Responses

Page 20: Wonder Bra

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

Page 21: Wonder Bra

Do you try on bras before purchasing?

Yes No0

5

10

15

20

25

30

35

40

Responses

Page 22: Wonder Bra

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

Page 23: Wonder Bra

Are your bra purchases planned?

Price Brand Convenience Never0

5

10

15

20

25

Responses

Page 24: Wonder Bra

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

Page 25: Wonder Bra

How important is it for your bra to be a push-up?

Very Somewhat Not at all0

5

10

15

20

25

Responses

Page 26: Wonder Bra

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

Page 27: Wonder Bra

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

Page 28: Wonder Bra

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

Page 29: Wonder Bra

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

Page 30: Wonder Bra

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

Page 31: Wonder Bra

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

Page 32: Wonder Bra

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

Page 33: Wonder Bra

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!

Page 34: Wonder Bra

What do you like most about your favorite bra?

Responses

ComfortPush up/EnhancementFit

Page 35: Wonder Bra

What do you like most about your preferred bra brand?

Responses

PriceSupportComfort/FitHigh ValueSize OfferingRetail Store with As-sistance

Page 36: Wonder Bra

What is your preferred brand?

VS Maidenform Wonderbra Other0

5

10

15

20

25

30

Responses

Page 37: Wonder Bra

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

Page 38: Wonder Bra

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

Page 39: Wonder Bra

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

Page 40: Wonder Bra

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

Page 41: Wonder Bra

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

Page 42: Wonder Bra

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

Page 43: Wonder Bra

Questions?