bebe Marketing Plan By: Marija Pejkovic
bebe Brand Designs, develops, produces
contemporary women’s apparel and accessories First boutique in 1976
San Francisco Women’s Wear Market:
Junior, Biouh women inspirational and sexy fashion
Top women’s retailer Developed the contemporary
market for the masses
Mission Statement “Our objective is to satisfy the fashion needs of the modern,
sexy and sophisticated woman.”
Corporate Goals Enhance brand image Open 8 new stores and relocate and expand 1 existing store
in the fiscal year 2011. Further enhance the customers shopping experience and integrate their web store with retail stores and mobile applications. Expanding of 49 international stores to 63.
Strategic Business Unit Bebe
Trendy Apparel Bags Accessories shoes
bebe Sport
Work-out attire accessories
PH8
Casual weekend apparel Work-out attire Accessories Various seasonal items
2b bebe
Apparel with 2b bebe logo bebe retail markdowns
Management ď‚— Manny Mashouf ď‚— Chairman and Founder
Customer Profile 21-34 year-old woman Seeks current fashion trends Busy lifestyle Stylish, sexy, sophisticated Body-conscious, takes pride in her
appearance Yoga
Pays a competitive price for high
quality fashion trends Lives in the city Loves shopping Works at a PR Company Single
External Forces: Opportunities Competition
Clothing made from organic materials
Economics
Increased demand for luxury goods in high growth emerging economies
Nature
Fabric that keeps the consumer warm and cool during different temperatures
Politics
Purchasing of raw materials in the U.S.
Regulations
Registration of trademarks domestically and internationally
Technology
bebe blog
Society
Accurately forecasting demand and fashion trends
External Forces: Threats Competition
Low entry barriers
Economics
Low consumer confidence
Nature
Fires, earthquakes disrupting major facilities in which bebe operates in
Politics
Significant fluctuations in the value of the dollar against foreign currencies,
restrictions on the transfer of funds
Regulations
Manufacturers that fail to conform to their quality control standards
Technology
Ready-to-wear fashion shows on competing retailers websites
Society
Miscalculation of customer's product preferences
Internal Forces: Strengths
Demographics
Psychographics
Product inventory management is critical to meet consumer demand
Management Structure
Loyalty program members that receive points for every time they shop at bebe.
Distribution
Distributing only in retail and online helps control pricing
Promotion
Licensing agreements to expand product lines
Pricing Strategies
Bebe’s target customers are always buying new arrivals for each season, staying on top of the hottest trend
Product Mix
Stores located in regional shopping malls, freestanding street locations
Behavioral Buying Traits
Bebe’s target customers attend a lot of events, need of variety of merchandise
Geographic's
Bebe’s target customers like to splurge on themselves
Lawrence Smith- former general counsel for BCBG Maxazria. Lawrence has experience working for a brand that is bebe’s competition.
Suppliers
Suppliers response of emerging trends in a timely manner
Internal Forces: Weaknesses
Demographics
Psychographics
Bebe failed quality control standards on products resulting in a delay of alternative products
Management Structure
Untimely product delivery results in lower than expected sales and markdowns.
Distribution
Long periods of markdowns
Promotion
Bebe does not offer men’s clothing
Pricing Strategies
Low average spend by consumer
Product Mix
Locations are near bigger cities in the U.S; not next to wealthiest cities
Behavioral Buying Traits
Consumers don’t instinctively pick bebe over other competitors until they compare because bebe doesn’t have strong brand recognition
Geographic's
15-64 year olds make up largest percentage of the population and bebe only targets women between 21-34 years old
Shallow skill base of associates hired at entry level
Suppliers
3rd party suppliers and manufacturers
Marketing Mix Strategies Product, Price, Place, Promotion revolve around one central idea of launching a men’s
collection for bebe Stores inc. Product
Objective-Introduce a men’s collection for Holiday 2011. Budget- $15,000
Price
Objective-Launch a men’s collection by Holiday 2011 ranging in price from $60-
$200. Budget- $2,000 Place
Objective-Offer bebe’s men’s collection at 12 top door stores for Holiday 2011. Budget- $2,000
Promotion
Objective-Create an ad campaign targeted to 20-35 year old men to launch in
November 2011 and begin the process of exposing this campaign. Budget- $13,000
Marketing Research Survey Sent to existing bebe customers Significant others Age range How many times they shop Favorite stores/brands Price Range Most hard to shop for item What style of clothing would be a void in the men’s clothing marketplace Thank you for participating in bebe’s survey. Please mail this survey back with
the attached pre-paid envelope for a chance to win a $500 bebe gift card.
Examples of Ad Campaigns •Subtle theme •Clothing as main focus •Ads show a variety of items offered at
these retailers •Straight forward