Wonderbra

Alyssa Tucci Josh John Mike Palumberi Patrick Catalano Rachel Cunningham

Agenda
‡ ‡ ‡ ‡ ‡ ‡ History of the Wonderbra The Marketing Mix Competitive Analysis Core Competencies SWOT Analysis Questions

Wonderbra History
The Wonderbra® brand enhances what women already have. Designed to provide women with stunning cleavage and enhanced natural shape, the Wonderbra® brand offers a complete line of embellished push-up, seamless push-up, lightly-lined and strapless bras. After creating a fashion sensation in the U.K., the Wonderbra® brand made its U.S. debut in 1994 with the Push-Up Plunge Bra. An instant phenomenon, this Wonderbra® style sold at a rate of one every 15 seconds, quickly becoming the nation's top selling push-up bra. Wonderbra® intimates continues to empower women to feel sexy and confident with that unmistakable Wonderbra® brand attitude.

Source: Hanesbrands.com

History of the Wonderbra
wonderbra video
1964Wonderbra created by Louise Poirer for Canadelle In January 2007, the Wonderbra called included in the top 50 ³Greatest Canadian Inventions´

End of 1994Pushup bra sales up by 43%

1994Wonderbra introduced to the US

End of 1994Fortune recognizes the Wonderbra as one of the products of the year

Historical Advertisements

Who is She?
± ± ± ± ±

Consumer Demographics:*
She is 5¶4´, average figure Bra size range A/B cup She is young; 55% of Wonderbra consumers are less than 34years-old (Target age: 25) She is most often a working professional; High level of household income; college graduate Shops more often and buys mores bras than most

Attitudes:
± ± ± ± ± Loves shopping and makes impulsive purchases Pays attention to fashion magazines and trends Innerwear is just as important as outerwear to her Appearance conscious Lingerie enthusiast

She is empowered, sexy, and fashionable!

*NPD Panel data

New For July 2010, 3 Degrees of HotTM is turning up the heat

Product ² 3 Degrees of Hot

Adjustable cleavage with removable cookies: 1° Hot ± light push, 2° Hotter ± maximum push, 3° Smokin ± add-a-size Adjustable wear-ability for her everyday wardrobe needs: Removable straps Multiple inserts for straps for 100+ ways to wear

Available in sizes 32-36A; 34-38B, C,34-36D

Where to buy:

Price & Place

Wonderbra is available at select mid-tier and department stores:

And other regional department stores (Belk, Bon-Ton, etc) Online: Barenecessities.com

Price:
MSRP $34.00

Promotion
‡Mail-in for a free set of µbling¶ straps when you purchase new style

‡E-mail blasting

‡Enter to win for Wonderbra Facebook fans

‡New website landing page dedicated to new style

‡Viral video hosted on website: Wonderbra.com

(least to most competitive)

Competitors

‡Lily of France
- ³Wow Cleavage´ ~slogan for a specific bra ~ (targeted the contemporary woman who seeks updated styling, exciting and varied color assortment and trendy intimate apparel)

‡Maidenform
-´I dreamed I stopped traffic in my maidenform bra´ (commitment to helping every woman look and feel her best)

‡Victoria Secret
-´hello Bombshell´ ~slogan for a specific bra~ (Your perfect fit and the world's most glamorous bras await at Victoria's Secret)

Competitor Average Sales Price
Maidenform««..««««««««««««««.$25 (3.8% of market share of total bra market) Lily of France««««««««««««««««.$28 (1% of market share of total bra market) Victoria Secret«««««««««««««««.$36 (21.7% of market share of total bra market) Wonderbra«««««««««««««««..«.$28 (1.4% of market share of total bra market)

Competitive Comparison
‡ Wonderbra s 3 Degrees of Hot
± Price: $34 ± Launch Date: Quarter 3 2010 50/50 Macys/Kohls ± # of Ways to adjust straps: 100 ± Features: Underwire, seamless cup, plunge front, eye back closure, stretch nylon, polyester, cookies, silicone, spandex and stretch Cotton ± Sizes: A-D cup

‡ Victoria s Secret BioFit 7 Way
± Price: $55 ± Launch Date: 2009 ± # of ways to adjust straps: 7 ± Features: Underwire, adjustable straps, back closure and imported nylon/spandex ± Sizes: A-DD cup

Core Competencies
The Wonder Bra Brand is: ‡Coin phrase ‡Comfort ‡Longevity ‡Beauty enhancer ‡Brand Equity

The ³3 Degrees of Hot´ Bra By Wonder bra is: ‡Flexible ‡Diverse ‡Adaptable ‡Affordable

SWOT - Strengths
Product Mix:
± 5-unique brands to suit her needs and moods ‡ Full of Wonder ( 3-styles ) ‡ Commitment-Phobe (Convertible Strapless Underwire Push-up 7644 ) ‡ The Show OFF ( 2-styles ) ‡ 3 DEGREES OF HOT (Adjustable Push-Up 7878 ) ‡ WONDERBOOST (Add-A-Size 7875 ) Easy to find, is available where I shop Is priced within a range I expect to pay Is easy to put on Is easy to care for

Brand she sees as her everyday bra:
± ± ± ±

Fit and comfort are most important:
± ± ± ± ± ± Fits well Can be worn all day comfortably Holds it shape after wash Bra stays in place Straps stay in place Can be worn comfortably all day

Brand Equity
She is empowered, sexy, and fashionable!

SWOT -Weaknesses
‡ ‡ ‡ ‡ ‡ ‡ Top Complaints ± Lower Quality, Not Sexy, For Older Women Price point Luxury Segment Slowdown Price Sensitive Customer No print ads, no e-commerce No color coordination Product Cannibalization Little Control over Department Stores and Online Vendors
‡ ‡ ‡ Not speaking to target market Product placement Store advertising

‡

Sizes

SWOT - Shopportunities
‡ E-Commerce is the Fastest Growing Way to Shop ‡ Internet used for Research and Purchasing ‡ Women decide on brand 1st ‡ You Want Features? We will give you Features! ‡ Partnering with Social Networking Sites and Online Retailers

Competitive Impact:
± ± ± ±

SWOT - Threats
Competitor ³new´ product launch Promotional pricing, i.e. WM rollbacks and Target TPCs Market share growth of PVT label Competitors own Holiday, i.e. Mother¶s Day, Christmas, Labor Day and Back-toCampus

Industry Trends:
± ± Market shifts from regular bras to sports bras Women¶s Bra Market is Featured Based where Brand plays at highest level
‡ ‡ ‡ Underwire (44.6%) No Underwire ( 30.6%) Victoria¶s Secret Bras (24.8%)

±

Market saturation, over-proliferation of bra brands in the marketplace, many with miniscule presence or consumer following« which is another confirmation that this proliferation serves to drive brand erasure

The Up and Comers
± ± Secret Treasure, Self Expressions and Vassarette are strong on offering underwire Strengths for these brands are price, availability, brand familiarity and appropriateness for everyday wear

Where do you prefer to bra shop?
Responses
25 20 15 10 5 0 Online Mass Dept Store Victoria Secret

Would you go out of your way to buy your preferred brand/bra style?
Responses
50 45 40 35 30 25 20 15 10 5 0 Yes No

How Far would you travel to get to the store to buy your brand/bra style?
Responses
30 25 20 15 10 5 0 Less than 5 miles More than 5 miles Any Distance Buy Online

Do you try on bras before purchasing?
Responses
40 35 30 25 20 15 10 5 0 Yes No

Would you shop online for a bra?
Responses
30 25 20 15 10 5 0 Yes No Already Do Only if I know exactly what I want

Are your bra purchases planned?
Responses
25 20 15 10 5 0 Price Brand Convenience Never

What s the most important when purchasing a bra?
Responses
25 20 15 10 5 0

How important is it for your bra to be a push-up?
Responses
25 20 15 10 5 0 Very Somewhat Not at all

How important is it for a bra to be able to convert (can be worn with straps, strapless, halter, etc)
Responses
35 30 25 20 15 10 5 0 Very Somewhat Not at all

Would you buy a bra based on its features (push up level, strap convertibility, colors, etc) if you didn t currently buy this brand?
Responses
50 45 40 35 30 25 20 15 10 5 0 Yes No

Where would you expect to buy a bra that converted 100 ways with its straps and adjusted your level of cleavage from a light push up to adding a full cup size?
Responses
40 35 30 25 20 15 10 5 0 Online Mass Channel Dept Stores VS

What would you expect the price for this convertible bra to be?
Responses
25 20 15 10 5 0 Less than $20 $20-$30 $30-$40 $50 +

What would you pay for this convertible bra?
Responses
30 25 20 15 Responses 10 5 0 Less than $20 $20-$30 $30-$40 $50 +

Would you seek out this product to buy it if it was not available at your current retailer?
Responses
30 25 20 15 10 5 0 Yes No I'd Search Online

What bra brand would you expect to sell this product?
Responses
45 40 35 30 25 20 15 10 5 0 VS Maidenform WB Lily of France

Would you purchase this bra if it was not a product of your preferred brand?
Responses
25 20 15 10 5 0 Yes No Maybe

What do you like most about your favorite bra?
Responses

Comfort Push up/Enhancement Fit

What do you like most about your preferred bra brand?
Responses
Price Support Comfort/Fit High Value Size Offering

What is your preferred brand?
Responses
30 25 20 15 10 5 0 VS Maidenform Wonderbra Other

What is the #1 factor in why you chose this brand over others?

Have y rc ase t e f ll i g ra s? (i t e ast 12 t s):
Responses
35 30 25 20 15 10 5 0 VS Mai e f r Wonder ra Lily of France

What is your current view on the Maidenform brand?
Responses
30 25 20 15 10 5 0 Trendy Love it Don't know it Don't like Sexy For Older Women

What is your current view on the Wonderbra brand?
Responses
16 14 12 10 8 6 4 2 0 Trendy Love it Don't know it Don't like Sexy For Older Women

What is your current view on Victoria Secret brand?
Responses
2 20 1 10

0 Trendy Love it Don't know it Don't like Sexy For Older Women

Sources
www.wonderbra.com www.hanesbrands.com www.youtube.com www.Victoriasecret.com www.facebook.com www.NPD.com (Panel Data April 2009) Women s Innerwear Attitudes & Usage research, April 2009 http://www-personal.umich.edu/~afuah/cases/case15.html

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