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

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

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”

6. Collaborators
Many partnerships, especially limited edition products

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

8. Core & Extended Brand Identity
Accessories
Partnerships
Lifestyle Products
Sorority Line
Men’s Clothing
Socialites
Iconic
Classy
Preppy
East Coast
Sundresses
Palm Beach
Playful
Patterns

9. Research

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

15. Current Marketing

16. Types of Marketing
• Partnerships
• Brand Representatives
• Social Media
– Widgets
– Contests
– Sweepstakes
• Guerilla Marketing
• Promotional Events
• Personal accounts of loyal
fans

17. Social Media Summary
477K Likes
67K Followers
Social
Media
55K Followers
47K Followers

18. Extremely Engaged Audience

19. Alcohol-Related Products

20. Lilly Girls Enjoy a Cocktail

21. Dark’N Stormy/Gosling's Print
“Refreshingly Fashionable Pair”
“Match Made in Heaven”

22. Key Findings

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

24. Analysis

25. Analysis
• Launch Cocktail Mix Line
– Whimsical looking
– Limited Edition
– Prevent permanent brand dilution
• Multifaceted social media campaign
• Enticing prizes to encourage participation

26. Marketing Plan

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

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!

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

40. Thank You!