1. Dooney & Bourke
Team 8

2. The Big Picture Dooney & Bourke Reposition Fill in target market gaps
Outdated
Aging target market
Lost originality
Reposition
Fill in target market gaps
New celebrity endorsers
Kentucky Derby
Signage/in-store visuals
Sell luxury

3. Current Market Plan Product: quality leather goods
Promotion: celebrity endorsers with poor images
Place: department stores, boutiques, online
Price: $88-$550

4. Target Market Analysis
Baby Boomers:
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

5. SWOT Analysis Strengths 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

6. 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.

7. 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
Are the ages correct? I feel like jayla mentioned an older market range too…

8. Competitors Coach Michael Kors Kate Spade Juicy Couture
Estimated $9 Billion in handbag sales in the US by 2015
Just added the random fact at the end. I don’t know if you want the revenue of each competitor or not.

9. To increase sales from what is now $5-10 million to $7-14 million
Promotions
To increase sales from what is now $5-10 million to $7-14 million
Print ads
Celebrity Endorsements
Visual Merchandising
Packaging
Direct Mail
Kentucky Derby
We will elaborate more on this when we discuss promo mixes.

10. Positioning Map Before
Need before and after positioning map!!

11. Positioning Map After

12. 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
D&B is opening up a NEW target market on top of their existing one
They refer to people of influence for trends but once they are in bad media, they rethink their loyalty
Such a broad range since at 55, you are more apt to have more disposable income.

13. 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.
A household name
The Dooney & Bourke Guarantee give the perception of quality in the consumers mind, and it is!
“unconditional guarantee against defects in craftsmanship for a full year of normal use”

14. Fresh Celebrity Endorsed Print Advertisements

16. Derby Targeted Advertisements

18. Banner Outside Churchill Downs

19. Banner On Race Track

20. Store Visuals/Signage

21. Direct Mail Pieces

22. Clientele Invitations

23. New Packaging
Care for your product

24. 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

25. Post Launch Methods Main performance measure, sales.
Survey on D&B website
Direct mail invitation
New collection event

26. Join the Winner’s Circle