Individual Project for capstone marketing concentration at Babson College
Official Title:Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand Communities with New Product Offerings
Spring 2013
Media Plan Recommendation for Solar Energy Company
Lilly Pulitzer Strategic Brand Extension
1. Life’s a Party for Lilly Lovers:
Growing & Strengthening Loyal Brand
Communities with New Product Offerings
Alexandra Glazer
2. 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
3.
4. 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.
5. 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 “I surround myself and my closet
dress, accessory, shoe – with everything possible that is
whatever it is when they Lilly”
shop at Lilly, buying a
lifestyle “I love the way the clothes make
me feel- I always feel classy when
wearing Lilly”
7. 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
10. Research
• Quantitative
– Survey Results
• Qualitative
– Survey Results
– Headquarters Employee
– Personal Observation
Goal: What would Lilly Lovers think of an
alcohol brand extension concept?
11. Lilly Lovers Support Core Identity
Summer Traditional Palm Beach Classy Timeless
The Perfect Green & Colorful
Whimsical Playful
Woman Pink 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”
12. Consumer Motivation
Survey 92% bought the item because of
Results 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
13. Fans Back Brand Extension
Survey If available, 92% would purchase a Lilly
Pulitzer alcohol product
Results 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”
14. 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 Con
• Drink specific • Family Brand
prints (Mint Julep • Sensitive
2013) segment
• Promote Parties • ‘Make it a
• Definitely Double’ sweater
interested fans controversy
23. 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
27. Marketing Plan
• Partnership Details
Line
Introduction
• Distribution Plan
• Pre-Launch Facebook Campaign:
Awareness Naming Contest
Campaign
• Foursquare Specials & Cocktail Country
Social Media
Campaign
• ‘Shake it Up’ Picture Contest
28. 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
29. 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
30. Why this works?
“Life’s a
Party” Flirty
Feminine
Classy
Sophisticated
Life of the Party
“Drink
Like a
Lady”
Similar cores & values!
31. Distribution
• Already existing distribution partners &
supply chain
• Will use same vendors because similar
target markets
• Limit distribution to areas where Lilly
lovers live
32. Foursquare
Awareness: & Tracking
Naming
Contest
Shake it Up
Cocktail
Contest
Marketing Campaign
33. Awareness & Buzz Campaign
Naming 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
34. 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
35. Social Media Campaign
Foursquare & Tracking Widget
Foursquare
• Newbie Special – 25% off liquor store item
Facebook
• Cracker-Tracker Inspired: Cocktail Country
36.
37. Social Media Campaign
Shake 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!
38.
39. Timeline
Phase 1: • Roll out 1 year prior to launch
Naming • 5 weeks long
• Phase 1 will end before Phase 2
Contest begins
• Implement with
Phase 2: launch
Tracking & • Available entire length
4square of campaign
• Will go live 2 months
Phase 3: after product in stores
Picture • Competition: 7 weeks
long
Contest • Winner & 10 runners up
announced 2 weeks after
competition ends
Dec 22 (Reuters) - Shares of Oxford Industries Inc (OXM.N) rose as much as 24 percent a day after the apparel maker bought Sugartown Worldwide Inc, the owner of upscale women's brand Lilly Pulitzer.Oxford Industries, whose businesses include Tommy Bahama, Ben Sherman, Lanier Clothes and Oxford apparel, has been making a push to own diversified lifestyle brands of late.