Background Bath & Body Works is a premium retailer owned by Limited Brands, producing spa treatments, soap, beauty products and fragrances for the home. Stores include products from several different brands ranging from aromatherapy, C.O. Bigelow (an apothecary), True Blue spa, Slatkin & Co. for home fragrances, White Barn Candle Company and Bath & Body’s signature fragrance and body care collection.
PROBLEM STATEMENT
Key Marketing Problems
1. Bath & Body Works carries a wide range of products from lotions, soaps, candles, home fragrance, and at-home spa treatments. Because Bath & Body Works has not focused on one particular aspect, they have many competitors who have a greater brand identity due to their home-fragrance specialization.
2. During the off-season, especially spring and fall months, sales can decrease to 1/3 of the amount of holiday net income. This is largely due to the large decrease in marketing compared to winter months and the lack of traditional print or broadcast advertising.
SITUATION
ANALYSIS
SWOT
Market & Consumer Behavior Analysis
Competitive Analysis
Product Analysis
SWOT ANALYSIS
Strengths
Cost Advantage
Asset Leverage
Strong Brand Recognition & Loyalty
Weaknesses
Poor Supply Chain
Weak Management Team
Low Market Share
Opportunities
Financial Market
The Term Paper on Brand Personality Assessment of Royal Enfield
Introduction Manufactured in Redditch, UK, the Bullet was the culmination of designs that date back to 1933. The classic 350 cc model made its debut at the Earl’s Court motor show in 1948 and was an immediate success. Its big brother, the 500 cc came along later, in 1953. In 1955, a satellite factory was established in Madras, India, to meet demands from the Indian Army. When the UK factory closed ...
Innovation
Product and Service Expansion
Threats
Competition
Economic Slowdown
Price Wars
MARKET & CONSUMER BEHAVIOR
ANALYSIS
Management
Marketing
Research
Segmentation
Consumer Behavior
Creativity
COMPETITIVE ANALYSIS
PRODUCT ANALYSIS
TARGET MARKET
1. Women ages 18-24 with a household income of at least $50,000, without children, and have some postsecondary education.
2. Women ages 25-54 with a household income of at least $75,000, with children, and employed in white-collar positions.
OBJECTIVES
Marketing Objectives
IMC Objectives
Media Objectives
STRATEGIES AND PROGRAMS
Marketing Strategies
Media Strategies
IMC Strategies and Programs
Elements of the IMC Mix
Copy Platform
Creative Strategies and execution
CREATIVE EXECUTIVE (STORYBOARD)
References
“About Us”. Bath & Body Works. (2012).
Retrieved May 9, 2015 from http://www.bathandbodyworks.com/corp/ index.jsp;jsessionid=SM54PTQVpZN3FQ32RpcHgG0g2TTrpJFhsQfyJdHr TJBY6TnGVVqy!-364969315?page=aboutus
