Marketing Management

Introduction
Founded in 1912 by Leon Leonwood bean. Hunting shoe. Golden rule: sell good merchandise at reasonable profit,

treat your customer like human being and they will

always come back for more

Specializes in: outdoor related product for hunting,

fishing and camping.

 In 1951 the store was open 24hours a day.

He died at the age of 94 in 1967.

Leon Gorman became president of LL bean.

In 1980s and 1990s the sale was increase due to sale in

Japan. In 1999 it became internally known brand.

Challenges in 1990s
Decrease in sales due to falling demand for many LL Bean core products and poor performance overseas.

Due to heavy dependency on 4th quartered or holiday

season.

 Fran Phillip was selected to lead team of the Boston

Consulting Group(BGC) which was hired by LL bean.

Team came up with womens sport wear/ casual

clothing as a solution.
Women tended to buy clothing for them self through out most of the year.

Competitors
The primary competitors were J. Jill Coldwater Creek

Nordstrom
J. Crew Tweeds Orvis spin off

The Catalog Industry

Many aspect of the catalog were fixed several months prior. Quick changes were not possible.

High attrition rate among customers.

Need for constantly finding new customers.

Freeport Studio
Launched in December 1997. A new brand of womens clothing sold through catalog.

Offer high quality, well designed sportswear for the

active busy women.

Product Strategy
Vendor base Pricing

Marketing Strategy
Right presentation of product and reaching the right potential customers. - Creative plan

- Circulation plan

The launch
Freeport studio mailed its first catalog on January 15, 1999 with an in home arrival.

Key Issues
Catalog delivery issues. Prominence of LL Bean logo. Lack of sales merchandise

Initial merchandise

Summer Disaster
Decrease in sales by 73% as it was expected to be 10.47 million. Reason were busy vacation period, delivery problem in

several state .

The Problem
There was decrease in sales due to fall in demand which led to huge inventory.

Alternatives
More Productive Catalogue Delivery System Customer Relationship Marketing. Building Loyalty Interacting With Customers Personalizing Marketing Customer satisfaction

 Attracting and Retaining Customers Customer database Database marketing

Group 4
Gupti Neha Rushita Ashwin Swanand

Thank You