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Meeting Objectives. Share key learnings from consumer and competitive research Provide a reco for AE Fall promotional campaign to drive jeans sales during July-Sept . Demographic Trends. YOUNG AND FREE. Population 21.1 million 20-24 yr olds in US College Demographics

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meeting objectives
Meeting Objectives
  • Share key learnings from consumer and competitive research
  • Provide a reco for AE Fall promotional campaign to drive jeans sales during July-Sept
demographic trends
Demographic Trends

YOUNG AND FREE

  • Population
    • 21.1 million 20-24 yr olds in US
  • College Demographics
    • 39.6% enrolled in college
social trends
Social Trends

ACCEPTING & EXPERIMENTAL

57% of college students volunteered last year.

  • Millennials’ Uniqueness:
    • Technology Use- 24%
    • Music/ Pop Culture- 11%
    • Liberal/ Tolerant- 7%
    • Smarter- 6%
    • Clothes- 5%
technology trends
Technology Trends

ALWAYS ON & COMPLETELY

CONNECTED

  • Facebookuse:
    • College dem. grew the fastest at 74%/ yr
    • 69% of all users are a fan of 1+ company page
  • Twitter use:
    • 29% of users (18-24) follow their favorite companies
economic trends
Economic Trends

FEELING THE PINCHBUT

CAN ALWAYS CALL HOME

FOR ABAILOUT

55% Watch Spending

36% Financially Dependent

surveying the target market
Surveying the Target Market

66% want discounts

59% want sale promotions

meet allie
Meet Allie!
  • 20 Years Old
  • Attends University of New Hampshire
  • Motto- “Live Fun & Live Free
  • Financially supported by her Mom and Dad
  • Part-time waitress
  • Loves technology
  • Active on campus through volunteering

integrated marketing campaign vehicles
Integrated Marketing Campaign Vehicles
  • Digital
    • Technology and social networking is extremely important in reaching the target audience
  • Direct-Mail
    • Ability to target college students who aren’t current customers of AE by purchasing lists of their addresses
  • Print Ads
    • 59% of consumers said they pay greater attention to magazine ads than any type of Internet advertising

4) In-Store

    • Once consumer gets into the store, they’re that much closer into converting into a sale
slide14

LOOK GOOD DOING GOOD

  • Jean Giveback

Advertising

Chevy Volt Sweepstakes

slide17

Mailer

Direct Mail- reaching 2.5 million homes of college students

slide18

Orientation “Mailer”

  • Given to all freshmen entering colleges & universities with AE Student Unions
      • Drives try-on & sales
in store promotions
In-Store Promotions

Recycled Shopping Bags

&

Electronic Receipts

Buy 2 pairs of jeans,

Get FREE t-shirt!

T-shirts sold – 10% of profits donated

In-Store Poster

employee support
Employee Support
  • 35,000 Employees
    • Training
      • In-store vehicle for sales
        • Promotions
    • Reach Out Program
      • Friends and Family
      • Social Media Outreach
      • Flyer distribution
  • Campus Ambassadors
why champion enterprises
Why Champion Enterprises:
  • Relevant & Motivating to College Target
  • Fits with AE image & can be ownable
  • Will drive sales in key back-to-school time
  • Expands AE position as lifestyle brand
index slide
Index Slide
  • Budget Breakdown
  • SWOT
  • Competitor Landscape
  • Competitor A&F
  • Gap
  • Aeropostale
  • AE Traffic
  • AE Attributes and Values
  • Demographic
  • Jean Statistics
  • Chevy Volt
  • Budget Volt
  • Budget SMS
  • Budget Websites
  • Car Sweepstakes
  • Good Cause Marketing
  • Direct/Email Response Rates
  • Jean Give Back
  • Social Media Marketing
  • Social Media With A Cause
  • Magazine Marketing
  • AE Student Union
  • allEtronic
  • References
slide28
SWOT

INDEX

slide30

Info on:

  • 4 Brands
    • All distinct but competitive
      • AE competes with A&F and Hollister
        • A&F: 1.272.28m in 2010
        • Hollister: 1.287.24m in 2010
    • Revenue decreased by 16% in 2010 with 23% decrease in sales
    • Attempting to expand to Japan and Europe
            • (One Source, 2011)

INDEX

info on
Info on:
  • 5 brands
    • Wide price spectrum: Old Navy  Banana
    • AE competes with Gap and Old Navy
  • Gap
    • 134,000 employees & over 3,000 locations
        • American Eagle had 35,000 employees & 931 locations
      • 13.7% Profit Margin in 2010
        • AE had 10.&% Profit Margin in 2010
    • Declining sales of 3.19%
      • 90% of total revenue comes from sales
    • Recalls on quality = poor public image

INDEX

info on1
Info on:
  • Target Market: 14-17 years old
  • 4160 emplyees and 965 retail locations
    • AE has 35,000 employees
      • 929 AE locations, 148 aerie locations, 9 77 kids locations
    • # 2 in the market behind AE
  • Operating margins are 17.2%
    • AE is 11.5% and A&F is 7.8%
  • Only in North America with 96% of revenue from the US

INDEX

american eagle traffic statistics
American Eagle Traffic Statistics
  • Consumers
    • Women’s brand has expanded by 70% in past 20 years
    • 21 million loyalty members
  • Stores
    • Over 930 stores with 30 million visitors monthly
    • #1 Specialty retailer
  • Webpage
    • AE.com is a top 50 commerce site- over $300 million
    • 20 million website visitors monthly

INDEX

ae attributes values
AE ATTRIBUTES & VALUES
  • The American Eagle brand is built on 3 key attributes:
    • - Great Products
    • - Exceptional Value
    • - Customer Focus: The College Lifestyle AE
  • Core Values:
    • - Honest & Real
    • - Individual
    • - Current – Fun

INDEX

college students connected caring
College Students: Connected & Caring
  • Demographic Trends

YOUNG & FREE

  • Economic Trend
  • FEELING THE PINCH
  • BUT CAN ALWAYS
  • CALL HOME FOR A
  • BAILOUT
  • Technology Trends
  • ALWAYS ON & COMPLETELY CONNECTED
  • SocialTrends
  • ACCEPTING AND EXPERIMENTAL

INDEX

ae jean statistics
AE Jean Statistics
  • Strong reputation on fit, quality, and value
  • 12 million pairs sold each year
    • 4 million during back to school
  • #1 market share in Men’s and Women’s Denim for Specialty Retailers, ages 15-25
    • Specialty retailers control 42.6% of Women’s denim market
    • AE Jeans are #2 in Women’s top 10 brands
  • Price range $39.50-$59.50

INDEX

chevy volt
Chevy Volt
  • Motor Trend 2011 Car of the Year, 2011 Car and Driver 10Best Award
  • 2011 Green Car of the Year
  • Up to 95 MPGe, 35 city 40 hwy on gas
  • 35 mile electric range, 407 total range
  • Charges via a standard 120V outlet (10hrs) or Chevy sells a 240V charging station (4hrs)
  • Chevy Carbon Reduction Campaign- Investing 40 million dollars in initiatives that will help reduce up to 8 million metric tons² of carbon dioxide from the atmosphere
    • Aligns with our initiatives and marketing campaign

INDEX

budget volt
Budget Volt
  • Chevy volt is $32,780 after $7,500 tax credit

INDEX

budget sms
Budget SMS
  • SMS Messaging: Source cites that 40% of people 18-34 are interested in SMS advertising. Approximately 20 mil college students would mean roughly 8 mil SMS subscribers in target market.
    • SMS has a high response rate, 6.4% in clothing industry.

INDEX

budget websites
Budget Websites
  • Targeted Web Advertisements: between .1 and 4% response rate. Estimated 2% across all websites. 66,500,000 advertisements for 1,330,133 clicks.
  • Targeted websites: Facebook, Google, Youtube, CollegeHumor, Pandora, and Hulu based on College Student Traffic.

INDEX

why choose to do a car sweepstakes
Why choose to do a Car Sweepstakes
  • Sweepstakes can increase response rate and sales

An effective way to connect social cause with marketing goals

INDEX

why choose a good cause for marketing
Why choose a Good Cause for Marketing
  • Volunteerism high 57% for Millenials within the last 12 months—focused on

local community       

  • Tend to be politically pro-government and socially liberal (29%)= Democratic

(62% lean to D) big supporters of Obama

  • 21% if 18-29 year olds think volunteering and helping others is the most

important thing in theirlives

  • 87% of consumers said they would switch from one brand to another

comparable brand, based on its association with a good cause.

  • 48% of American and British consumers have been motivated by a cause

-related marketing campaign to change brands, use a product more, try new

products, or get information about new products

INDEX

response rate of direct mail and email
Response rate of Direct Mail and Email
  • 92% of 18-24 year olds use the internet and/or send/receive emails occasionally
  • Email response is based off of opening rate of 20% and response rate around 2%
    • Response is due to content and personalization  
  • Direct Mail response rate for a letter sized advertisement is approx 3.5% 

INDEX

why a jean give back will be successful
Why A Jean Give Back Will Be Successful
  • AeropostaleJeans for Teens campaign brought in

542,411pairs of jeans in just four weeks

      • Customers received one 25% off coupon per pair of jeans donated
      • Aeropostale transferred donated jeans to local shelters for distribution
  • Gap sponsors the Cotton From Blue to Green campaign
      •  Customers received 30% off coupon on a new denim purchase
      •  Jeans were used to insulate new houses

INDEX

reasons for social media
Reasons for Social Media
  • 81% of 18-24 do have a social network page
  • 58% of 18-24 check facebook at least once a day
    • 69 % of all facebook users are fans of at least one company
  • Awareness and purchase intent increases with home page ads on social networks
    • 2% increase from home page ad
    • 8% increase when a friend "likes" home page ad

INDEX

social media with a cause

Social Media With A Cause

  • Website advertisements are more effective when combined with a social advocacy campaign
  • Can quadruple purchasing intent
  • INDEX
magazine advertisements
Magazine Advertisements
  • 25.2% of 18-24 year-olds enjoy reading magazine ads
  • 24.2% of female magazine readers 18-24 read Cosmo 
  • 17.3% of females magazine readers 18-24 read People

INDEX

slide48

Jobs for the AE Student Union

  • 1 Brand Ambassador and 2 Brand Representatives will be at 48 colleges and universities across the country starting fall 2011.
  • Brand Ambassadors will now organize more clothing drives and publicize the events.
  • 924 fans on Villanova AE Student Union page.
  • The Clothing Drive will be directly linked to the Look Good Doing Good campaign.
  • INDEX
alletronic
allEtronic
  • Software program that connects to credit cards, debit cards, etc. and automatically sends receipts to one place
  • Reinforces the “Doing Good” aspect of the campaign
  • Saves money for AE on paper and printing
  • In order for receipts to be produced for 1 year:
    • 9.6 million trees cut down
    • 249.6 gallons of oil
    • 1.2 billion gallons of water
    • 1.5 billion pounds of trash
  • Also speeds up the check-out process, reduces time waiting in line

INDEX

references
References
  • USA Today, 2006 http://www.usatoday.com/life/lifestyle/2006-06-28-generation-next_x.htm
  • American Eagle Outfitters, Social and Corporate Responsibilityhttp://www.ae.com/web/corp/responsibility.jsp?topic=environment
  • Pew Research Center, “Millennials: A Portrait of Generation Next” (PDF) http://pewresearch.org/millennials/
  • Datamonitor (2010) American eagle outfitters Inc. company profile. http://ezproxy.villanova.edu/login?URL=http://search.ebscohost.com/login.aspx?direct=true&setup=0&db=buh&authdb=dmhco&browse_option=CP&site=bsi-live
  • Morningstar Equity Analysts (2011) American Eagle Outfittershttp://library.morningstar.com/stocknet/MorningstarAnalysis.aspx?Country=USA&Symbol=AEO&pgid=qtqnlinkanalysis
  • Nielson (2010) http://adage.com/article/digital/nielsen-facebook-s-ads-work-pretty/143381/)
  • O’Neil, (2007) Is Facebook Advertising Effective? http://www.allfacebook.com/is-facebook-advertising-effective-2007-11
  • OneSource (2010) American Eagle Outfittershttp://globalbb.onesource.com/web/Reports/ReportMain.aspx?KeyID=191491&Process=CP&CIK=919012&Report=STRENGTHWEAKNESS
  • P., Carol (2008) http://millennialmarketing.com/2008/05/millennials-the-wealthiest-americans/
  • Quantcast, 2011 http://www.quantcast.com/americaneagle.com
  • The U.S. Young Adult Market, 2005 http://academic.marketresearch.com/product/display.asp?productid=1091627&curl=&surl=%2Fsearch%2Fresults.asp%3Fprid%3D811629525%26query%3D20%2Byear%2Bolds%26cmdgo%3DGo&prid=811629525)
  • Westwood University (2011) http://www.westwood.edu/resources/student-budget/

INDEX