Little Women Marketing Strategy and Communication Plan Presentation

LITTLE WOMEN

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3 YEAR MARKETING STRATEGY AND 1 YEAR COMMUNICA TION PLAN

TOPICS TOPICS TOPICS TOPICS TOPICS TOPICS TOPICS TOPICS

TO TO TO TO TO TO TO TO

DISCUSS DISCUSS DISCUSS DISCUSS DISCUSS DISCUSS DISCUSS DISCUSS

WHAT I WILL COVER Methodology About the Brand Situation Analysis Macro Trends Three Year Marketing Strategy 1 Year Communication Plan Finances Conclusion

METHODOLOGY Primary Research: 100 female respondents for an online survey 1 focus group with 5 females ranging between 19-22 years old 1 interview with the Little Women CEO Comp shop in Nottingham

Secondary Research: Online and offline resources including: Statista Euromonitor International Marketing Week Trend One Mintel Forbes

ABOUT THE BRAND ABOUT THE BRAND ABOUT THE BRAND

ECOMMERCE LINGERIE RETAILER Specialists in small cup bras.

Established in early 1990s.

Operates from Cotgrave, Nottingham.

Ships internationally.

THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP THEIR USP "Little Women are one of the first and only British lingerie retailers who specialise in producing gorgeous lingerie for consumers with a smaller cup size."

PRODUCTS

BRAND ARCHITECTURE BRAND ARCHITECTURE BRAND ARCHITECTURE

BRAS

PANTS

SWIMWEAR

NIGHTWEAR

ACTIVEWEAR

Balcony Lightly padded Padded Plunge Push up Strapless Underwire Non-wired Multiway Halter neck

Briefs Boxers Thongs Shorts

Bikinis Swimming costumes

Slip dress Chemise

Crop top Sports leggings

TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET

CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER

TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET

CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER

TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET TARGET

OSITIONING POSITIONINGÂ POSITIONING POSIT

Yes 8%

92%

No

Are you aware of the lingerie brand ‘Little Women’?

No preference

Online

10%

11%

79%

In-store

What is your preferred way to shop for lingerie?

Yes

Unsure

15%

18%

No preference

Specialist retailers 20%

22%

67%

58%

No

Fashion retailers

Do you think high street retailers are inclusive and representative with their bra sizing?

RESEARCH FINDINGS

Do you buy from lingerie specialist retailers or lingerie departments in fashion retailers?

FUTURE THE FUTURE THE FUTURE THE FUT FUTURE THE FUTURE THE FUTURE THE FUT MACRO TRENDS FUTURE THE FUTURE THE FUTURE THE FUT Consumer Centricity

Influencer Marketing

(Isobar, 2019) Putting the consumer at the heart of retail

(Trend One, n.d.)

Using individual channels to boost profiles

SUCCESS? SUCCESS? SUCCESS? SUCCESS? SUCCESS? SUCCESS? SUCCESS? DIRECTION

CURRENT FINANCIALS Sales since 2015: Average order: Revenue from 01/2019-05/2019: Order quantity from 01/2019-05/2019:

SOCIAL AUDIT Facebook: 2480 likers Instagram: 1560 followers Twitter: 1056 followers

ANALYTICS Bounce rate: Conversion rate:

To differentiate the brand further from it’s competitors through new strategies. They want to be a well-known, reputable retailer and the go-to brand in the niche small cup size market.

The brand is determined to grow beyond their current reach and meet current consumer behaviours and habits, with the hope of increasing awareness and profit.

WOT ANALYSIS SWOT ANALYSIS SWOT ANALYS STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Trusted brand due to running for over 20 years; customer statistics shows high consumer loyalty.

Recently have started using models of different diversities, showing further inclusivity within the brand.

Offer a unique product due to the small sizing limitations in the market, therefore have a strong USP. Have a wide size offering as bras range from a 28” back to a 42” back.

Worldwide shipping (except to Russia or China) makes the brand accessible globally.

Update the website with digital advances, such as virtual fitting guides, personalised product options and image search.

Open a concession in high street retailers’ physical lingerie departments as primary research supports this idea.

Have international pop up stores to welcome new customers overseas.

Creation of a Little Women rewards scheme to reward loyal customers after each transaction.

Celebrity collaboration.

Sold solely through ecommerce therefore they have no brick and mortar retailers for sales or exposure.

Brand awareness is weak.

Have no specific target consumer making it difficult to market to a particular demographic.

Relies heavily on one channel to sell their products, therefore those who are not users of social media may not be being targeted, reflecting the low consumer awareness percentage.

Sell weaker lines such as swimwear and nightwear which are underperforming.

Lingerie market is currently saturated with general retailers and lingerie specific retailers increasing the competition between Little Women and direct and indirect competitors.

Consumers prefer to buy underwear in-store.

Consumers now have an increasing demand for an interactive experience when shopping (Bremner, 2017).

Other brands Little Women stock are made overseas, with the occurrence of Brexit, the outcomes are currently unknown.

Consumers prefer to shop for their lingerie in-store Weak brand awarenessÂ

KEY KEY KEY KEY

FINDINGS FINDINGS FINDINGS FINDINGS

Opportunities to grow

THREE THREE THREE THREE THREE THREE THREE THREE

YEAR MARKETING YEAR MARKETING YEAR MARKETING YEAR MARKETING YEAR MARKETING YEAR MARKETING YEAR 1 YEAR 2 YEAR 3 YEAR MARKETING YEAR MARKETING

STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY

YEAR 1 YEAR 1 YEAR 1 ADVANCE AND CONDENCE Condense weak stock categories to focus on the strong.

Introduce digital advancements to their website: Virtual fitting guide Personalised product recommendations Image search

To minimise the bounce rate from 59.80% to 55% and increase the conversion rate from 1.74% to 2.5% before 2021 by improving the digital shopping experience.

YEAR 2 YEAR 2 YEAR 2

INFLUENCER MARKETING Take advantage of current trend and expose Little Women to a broader market. A diverse range of influencers will promote inclusivity and empowerment, whilst also driving engagement to the brand.

To increase social engagement across all networks by 10% of the current engagement by 2022.

YEAR 3 YEAR 3 YEAR 3

M&S LAUNCH Make Little Women more accessible by launching as a brand within the most popular department store in the UK M&S (YouGov, 2019), with the objective of being Consumer Centric (Isobar, 2019).

To increase sales by 5% before 2023 by making Little Women more accessible to consumers.

1% 1

HY M&S? WHY M&S? HY M&S? WHY M&S? HY M&S? WHY M&S?

%

WHY M&S? 5 year transformation plan with a focus on the first bra.

1 in 3 women buy their bras from M&S (Marks and Spencer, 2017).

Favourite brand from 27% of primary research respondents 1035 UK stores (Marks and Spencer, 2017).

Have a teenage range of small cup sizes called 'Angel Bras'.

Close competitor to Little Women on the brand positioning map. Suggests they are likely to have the same type of consumer due to their prices and designs.

99% brand awareness 99 %

Public Perception: 20% 20%

Neutral

6%Negative 6%

74%

74% Positive

1 1 1 1 1

YEAR COMMUNICATION PLAN 1 YEAR YEAR COMMUNICATION PLAN 1 YEAR YEAR COMMUNICATION PLAN 1 YEAR YEAR COMMUNICATION PLAN 1 YEAR YEAR COMMUNICATION COMMUNICATIONÂ PLAN PLAN 1 YEAR YEAR COMMUNICATION PLAN 1 YEAR 1 YEAR COMMUNICATION PLAN 1 YEAR 1 YEAR COMMUNICATION PLAN 1 YEAR To encourage brand engagement with Little Women by 2021.

To drive awareness, consideration and purchase on Littlewomen.com by 2021.

PLAN PLAN PLAN PLAN PLAN PLAN PLAN PLAN

BELOW THE LINE

COMMS COMMS COMMS COMMS COMMS COMMS COMMS COMMS

Email Newsletter Continual- FREE Weekly emails to introduce subscribers to new collections, news and updates as well as the launch of their digital advancements.

The success of emails will be measured through 'Drip' email software, which can inform the brand of email conversions and click throughs.

Social Media Continual- FREE Little Women will continue to market across social media in the same way as before with their humanised, BBF marketing approach. Making daily posts and sharing any updates with the brand- particularly highlighting the brand’s digital advancements.

Blog Posts April and August- FREE Little Women will write blog posts to discuss and promote the new digital advancements, showing how to correctly use them should individuals have any problems. This method will also boost the brand's SEO when using keywords.

PLAN PLAN PLAN PLAN PLAN PLAN PLAN PLAN

BELOW THE LINE

COMMS COMMS COMMS COMMS COMMS COMMS COMMS COMMS

Social Adverts 8 months- £275 Sponsored advertisements on Facebook and Instagram.

Platforms allow brands to identify audiences through their preferences, behaviours, tastes and interests, resulting in accurate targeting of the correct audience, increasing traffic and sale conversions.

Competitions Continual- £600 Monthly £50 competitions to encourage engagement and interaction with the Little Women website and social accounts.

The success will be measured through the number of competition entrees each month as well as increased interaction across all social accounts.

Discount Postcard August- £174.62 A modern take on their previously used catalogue and send a discount postcard to UK customer addresses that have been accumulated throughout the years. Featuring a QR code link to the website and a generous discount to encourage customers to try the new features when they order. Little Women are able to see who accessed the website via the QR code and also who has used the discount with their order.

PLAN PLAN PLAN PLAN PLAN PLAN PLAN PLAN

ABOVE THE LINE

COMMS COMMS COMMS COMMS COMMS COMMS COMMS COMMS

Magazine Advertisment July- £4650 Advertise on a quarter page of Women’s Weekly at £4,650 in order to reach their older target consumer.

Reach a readership of approximately 610,000 people, all of which made a conscious decision to read the publication.

Median demographic for Women’s Weekly: 65 years old. A similar age to Valerie who has been previously mentioned, which will enable individuals like her to be exposed to the brand.

FINANCES Communication method

Costs

Social media:

£0

Email newsletter:

£0

Blog posts:

£0

Magazine advertisement:

£4650

Social adverts:

£275

Competitions:

£600

Discount postcard:

£174.62

TOTAL:

£5699.62

CONCLUSION CONCLUSION CONCLUSION

MEASURE: Google Analytics, financial accounts, social media engagement increase, bounce rate and conversion rate.

THANK YOU FOR LISTENING THANK YOU FOR LISTENING THANK YOU FOR LISTENING

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