Download - Lilly Pulitzer Strategic Brand Extension
Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand
Communities with New Product Offerings
Alexandra Glazer
Lilly Pulitzer, The Beginning
• 1959, Palm Beach, Florida• Juice stand & colorful dresses• Jackie Kennedy helped make
brand famous• 1993: Bought by Sugartown
Worldwide Inc.• 2010: Bought for 60 Million by
Oxford Industries
Company• Financially very stable being
owned by successful larger parent company– Lilly is unique: no substitutes– Reputable brand image & lots of
power to • Brand Personality
– Thinking: Lilly is preppy excellence, classy, what the tastemaker’s wear
– Feeling: I am young, independent, and stand out when wearing Lilly. Lilly adds a pop of color and an element of fun to each and every day.
Consumer• Demographics:
– Women, ages 16-45, affluent, preppy influence, tastemakers, life long clientele
• Wants to incorporate Lilly in their life any way possible
• Customers know they are buying more than a dress, accessory, shoe – whatever it is when they shop at Lilly, buying a lifestyle
“I surround myself and my closet with everything possible that is Lilly”
“I love the way the clothes make me feel- I always feel classy when wearing Lilly”
Collaborators
Many partnerships, especially limited edition products
Competitors
• Virtually no competition• Lilly has a unique product offering because
their brands are so special and brand itself is big part of decision making
• Other brands compliment Lilly but do not substitute
Core & Extended Brand IdentityAccessoriesPartnerships
Lifestyle ProductsSorority Line
Men’s Clothing
SocialitesIconicClassyPreppy
East CoastSundressesPalm Beach
PlayfulPatterns
Research
Research
• Quantitative– Survey Results
• Qualitative– Survey Results– Headquarters Employee– Personal Observation
Goal: What would Lilly Lovers think of an alcohol brand extension concept?
Lilly Lovers Support Core Identity
Summer Traditional Palm Beach Classy Timeless
Whimsical The Perfect Woman Playful Green &
PinkColorful Prints
• “I love the lifestyle the brand promotes. Her pieces
are timeless and I will be able to wear for life”
• “LP Successfully branded happiness; wearing Lilly
seeing Lilly, owning Lilly makes you happy”
• “I surround myself and my closet with everything possible that is Lilly”
• “I love both the Lilly style & what being a Lilly girl is all about”
Consumer MotivationSurvey Results
92% bought the item because of the pattern following with 70% because of brand loyalty
80% follow on at least on social media site
80% have participated in some social media contest
62% said they participated because the prize was enticing
Fans Back Brand ExtensionSurveyResults
If available, 92% would purchase a Lilly Pulitzer alcohol product
82% would prefer a cocktail mix over wine which came in second
Consumers would be willing to pay between $20-$40
64% said the extension doesn’t bother them or they think it fits perfectly with what the brand represents
“People are so loyal to their wines, where they are made, the vintage… I think a cocktail mix would work better”
Corporate Feedback“While, we often promote how a Lilly Girl loves to party and enjoys her cocktails, but I don't think we'd ever go into alcoholic products that would so drastically tie us to that image”
Pro
• Drink specific prints (Mint Julep 2013)
• Promote Parties• Definitely
interested fans
Con
• Family Brand• Sensitive
segment• ‘Make it a
Double’ sweater controversy
Current Marketing
Types of Marketing
• Partnerships• Brand Representatives• Social Media– Widgets– Contests– Sweepstakes
• Guerilla Marketing• Promotional Events• Personal accounts of loyal
fans
Social Media Summary
Social Media
477K Likes
67K Followers
55K Followers
47K Followers
Extremely Engaged Audience
Alcohol-Related Products
Lilly Girls Enjoy a Cocktail
Dark’N Stormy/Gosling's Print
“Refreshingly Fashionable Pair”“Match Made in Heaven”
Key Findings
Key Findings• There is a need for this product• Patterns are a part of the core identity• Very involved online through social media• Consumers are motivated by prize• Alcohol could have negative connation,
concerned about “family brand” image• History shows alcohol has been featured
many times in prints, products & marketing content
Analysis
Analysis
• Launch Cocktail Mix Line – Whimsical looking– Limited Edition– Prevent permanent brand dilution
• Multifaceted social media campaign• Enticing prizes to encourage participation
Marketing Plan
Marketing Plan
Line Introducti
on
• Partnership Details• Distribution Plan
Awarenes
s Campaign
• Pre-Launch Facebook Campaign: Naming Contest
Social
Media
Campaign
• Foursquare Specials & Cocktail Country• ‘Shake it Up’ Picture Contest
Brand Extension Concept• Lilly Pulitzer will partner with Skinny Girl
Cocktails to expand in to a line of low calorie, limited edition cocktail mixes
• Branded House: “SkinnyLilly”• Win-Win Situation: Skinny Girl should want
Lilly as much as Lilly needs SG to make it work
Skinny Girl Growth • 2011- 388% sales
volume growth• Fastest growing
‘ready to drink’ brand in spirit industry
• 2012- Beam Global bought for $120M
• Financially very stable & looking for more opportunities of success
Why this works?
Similar cores & values!
“Life’s a Party”
“Drink Like a Lady”
FlirtyFeminine
ClassySophisticated
Life of the Party
Distribution• Already existing distribution partners &
supply chain• Will use same vendors because similar
target markets• Limit distribution to areas where Lilly
lovers live
Marketing Campaign
Shake it Up Cocktail Contest
Awareness:Naming Contest
Foursquare & Tracking
Awareness & Buzz CampaignNaming Contest
Facebook• Submit flavor, flavor name, & story• Winner determined by Lilly Community
Prize• Idea used plus featured story on Skinnylilly bottle • Win a Lilly Dress of their choice
• Goal: Generate buzz & excitement for product
Announcing Lilly Pulitzer's Special Edition Skinny Girl bottle, Skinnylilly. Before we can launch our latest creation, we need a flavor AND a name, but we need YOUR help.
Not only will the winning entry become the first Skinnylilly flavor, one lucky Lilly lover WIN A SUMMER 2014 LILLY DRESS OF YOUR CHOICE by entering in to our naming competition.
Submit your choice of flavor, flavor name and a short description explaining the story behind the name, that will also be featured on the back of the bottle.*
What is there to lose? Put on your favorite Lilly & get your thinking caps going, we’re waiting…
*Must be 21 or over to be eligible to enter
Social Media CampaignFoursquare & Tracking Widget
Foursquare• Newbie Special – 25% off liquor store item
Facebook• Cracker-Tracker Inspired: Cocktail Country
Social Media CampaignShake it Up: Cocktail Picture Contest
Facebook Campaign• Post picture of yourself in Lilly, with the Skinnylilly
bottle and your cocktail of choice, also post recipe
Prize • Cocktail shaker & a set of glassware in the limited
edition Skinnylilly print
• Goal: Keep buzz going months in, create sales peak (need bottle for picture & pressure to buy), posting recipes will encourage drinking more Skinnylilly!
TimelinePhase 1:Naming Contest
• Roll out 1 year prior to launch• 5 weeks long• Phase 1 will end before Phase 2
begins
Phase 2:Tracking &
4square
• Implement with launch
• Available entire length of campaign
Phase 3:Picture Contest
• Will go live 2 months after product in stores
• Competition: 7 weeks long
• Winner & 10 runners up announced 2 weeks after competition ends
Thank You!