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TEAM HANES
Andrea Brown Megan Gill Courtney Scott Johnique Smith
Table of Contents
Executive Summary Situation Analysis
SWOT Analysis Price Point The Competition Industry & Category Analysis Market Analysis
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Marketing Communications Objectives Advertising, Media & Promotional Tools Campaign Evaluation ..... Budget Campaign Conclusion .. Appendix
Research References
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Executive Summary:
Hanes is the leading manufacturer of intimate apparel, coined the term, apparel essentials. Within this highly competitive sector, Hanes must act now to a capture burgeoning segment of the U.S. market before its competitors. Hanes is the go-to brand for many of its Latino customers, yet has lacked consideration for the booming Latino market that demonstrates rapidly rising buying power, as well as strong loyalties to trusted family brands. Univision is the leading Spanish-language media company in the United States. By utilizing Univision s television, Internet and mobile platforms, this aggressive media campaign will solidify the relationship between Latina Women and Hanes. Hanes will take advantage of additional opportunities for revitalizing the brand with new consumers in mind through Univision. The message: Hanes is the traditional, comfort, family brand that can be found in every home, every community, and is the brand of choice among Hispanic families that are living the American Dream yet rooted in their rich Latino heritage. Simple advertising imagery will depict Latino families and culture, along with celebrity spokespersons who appear often on Univision media. Creative promotions with retail partners will be used to engage and motivate Latino customers. Following the recommendations in this campaign will put Hanes on track to increase Hanes underwear sales by 8% from July 2012 to July 2013.
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Situation Analysis
SWOT :
Strengths:
Hanes is over 100 years old and well established Hanes is the largest seller of apparel essentials in the U.S. Hanes can be found in 8 out of 10 American households Hanes is in 85% of U.S. households that have purchased in 12-months Held the # 1 spot for the 6 consecutive years 03 09 Was #1 for 5 consecutive years in Womens Wear Daily Top 100 Brands
Weaknesses:
Hanes does not currently market to the rapidly growing Hispanic population in the U.S Brands needs be rejuvenated to appeal to a younger demographic Hanes is vulnerable to any influx of changes in their customers or store dynamics
Opportunities:
Market to the rapidly growing U.S. Hispanic population with increasing disposable income. Hispanic women gave a highest awareness rating to Hanes and Hanes Her Way (Hall, 2005) Hispanic women gave a highest awareness rating to Hanes and Hanes Her Way (Hall, 2005) Hanes previously targeted Hispanics before the separation with Sara Lee
Threats:
Highly competitive and rapidly evolving market, so must make sure to keep up with the competition Hanes older image. Current economic conditions may impact demand for Hanes products Sales could be reduced if retailers devote less selling space to apparel products Must manage inventory effectively to meet customer demands so that margins dont lower
Price Point
Hanes boys Classic Briefs, white, 6-pack, $11.50 on Hanes.com. Fruit of the Loom boys 6-pack, white, briefs, $10 list price on Amazon.com. Jockey boys Classic Briefs, white, 3 pack, $12 on Jockey.com.
Makes men's, women's, and children's underwear and loungewear. Sold through thousands of department and specialty stores such as Bloomingdales and JC Penny.
Privately owned company, 130 years old. Has not launched any significant campaigns geared specifically to the Hispanic market.
(Hoovers, 2011)
2010 sales were slightly higher than 2008 sales of $4.25 billion. (Hoovers, 2011) Hanesbrands anticipates 2% to 4% annual net sales growth in 2011 and beyond. (Business Wire, 2010)
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of product innovation such as Hanes Lay Flat Collar T-shirts and Hanes Comfortsoft waistband briefs and boxers.
Outerwear segment sales increased 20 percent for the year with across-
the-board strength in retail active wear (Champion), retail casual wear (Just My Size) and wholesale casual wear (Hanes).
(Hall, 2011) 11
Market Analysis
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Trends:
Innerwear as outerwear for teens. Plus-size lingerie still going strong Strong Growth in Sustainable Apparel Through 2012 Intelligent Fabrics Despite recent growth, luxury segment slowing. Younger women want style. Older Women Want Comfort and Value Price is Important to Women of All Ages and income levels. Good corporate citizens reap rewards among women buyers. Department Stores Still No. 1 Choice for Women One-Third of Women Shop at Department Stores
(Aarkstore, 2008) 15
Consumer Attitudes
Nation s largest minority Rely heavily on social networks High cultural sensitivity More positive toward advertising and marketing Identify with prestigious search brands.
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Shopping Habits
A family event. (Karolefski, 2007) Want an enjoyable shopping experience in a store that has large shelves and is easy to navigate. Are in no hurry to get in and out. (Arreaga, 2009) Less likely to shop at discount or close-out stores. (Kelly, 2008) More likely to know which brands of products they are going to buy before shopping. (Arreaga, 2009) May be influenced by in-store price reductions and in-store ads. (Arreaga, 2009) Less likely to ask questions in store about items related to personal matters. (Karolefski, 2007)
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Innerwear Attitudes
Of the more than $10.8 million invested in the U.S. Hispanic market by makers of bras, lingerie and underwear, nearly $9.4 million of it was attributable to two brands controlled by Berkshire Hathaway - Fruit of the Loom and Vassarette (Hispanic Market Weekly, 2007).
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Hispanic Growth
In 2010:
33.3 million Hispanics ages 18+, a 45% increase from 2000 50,478 million Hispanics compared to 35,306 million in 2000, a growth of 43% The number of Hispanic children grew 39% since 2000, and adults grew 45%
(Korzenny, 2008)
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Audience
The primary audience is women 18-49, who are the main purchasers of family brands. These women live in multigenerational, blended families living together: mothers, fathers, grandparents, and children. They aren t considered wealthy, but grounded in the middle class. Women in this segment are also influenced by endorsements, Hispanic celebrity mom endorsements have a positive impact on Hispanic moms and offer a great vehicle to enhance and make the brand more memorable (Trivisonno, 2009). This will be beneficial in achieving Hanes Marketing Communication objectives. With advertising to multigenerational families we will create ads that are both in English and Spanish catering to the language needs of older family members and younger one. Culture drives the conversation between brands and Hispanic moms. Advertising in Spanish that features authentic cultural imagery has more impact than advertising in English for all Hispanic moms, regardless of level of acculturation (PR Newswire, 2009). Those who are in the primary audience are passionate about family. From sharing family meals to watching television, many activities are done as a family group. When it comes to visual representations of Hispanic moms, they prefer images of family and togetherness vs. individual pursuits (PR Newswire, 2009). They tend to adopt brands that are most recommended by trusted friends and family members (Travisonno, 2009).
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Key Problems
Hanes does not currently market to the enormously growing Hispanic population in the U.S. Hanes is not presently taking advantage of interacting with consumers through mobile communication. Hanes is largely dependent on sales through Walmart, Target, and Kohl's, making them vulnerable to any influx of changes in their customers or store dynamics (Datamonitor, 2009).
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Key Problems
Although Hanes spokesman Michael Jordan is a wellknown and adored athlete, the sport he represents, basketball, does not connect with soccer fans. This is important because soccer is the number 1 sport in the Hispanic community.
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Hanes = Family
Our project goal is to convince Hispanic women, 18-49, that Hanes is the best brand of underwear for their families because it is soft, reliable and familiar. Hanes is the traditional, comfort family brand that can be found in every home, every community. It is the brand of choice among Hispanic families who living the American Dream, while still rooted in their rich Latino heritage.
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Campaign Objective: At Year s End 1. An 8% increase in sales will be achieved by tapping a growing market. 2. An increase in consumer interaction with the Hanes brand. 3. Hanes will gain brand awareness among the Hispanic community.
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Communications Strategy
Convince U.S. Hispanic women, 18-49 that Hanes is the brand that suits their familyoriented lifestyle by creating and utilizing interactive platforms to enhance brand awareness among the target audience.
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Key Strategies
Drive the target audience into key retail locations using promotions Create interaction with Hispanic consumers via mobile marketing and social media Utilize relatable images that appeal to Hispanic women and reflect their cultural values
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Key Message
To position Hanes as a brand that cares about Hispanic families. Rationale:
Hispanic mothers consider their children and families the central focus of their lives. Shopping is a family affair, and bringing quality to their families is of most importance to them. Hispanics as a whole are more brand loyal, and prefer to buy a well known brand that they are familiar with (Trivisonno, 2009).
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A Friendly Voice
The tone of voice is friendly and wise, because Hispanic women are likely to respond to friendly advice and tend to trust brands that are most recommended by friends and family and brands that they recognize and trust. The key points that are being communicated are family friendly, affordable, quality, and comfort. One sentence to get through all the clutter: Hanes is the traditional, comfortable and affordable family brand that offers quality needs to suit the needs of Hispanic Families.
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Media Overview
The campaign will start on July 15, 2012 to coincide with back-to-school and will involve a tie-in partnership with leading retailer (i.e. Wal-mart, Target, or a department store). Campaign will feature an aggressive and ongoing presence on Univision Internet and mobile throughout the year. Supporting social media promotions will be ongoing throughout the year-long campaign.
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Visual Goals
There are two main goals for the creative design. We want to keep a simplistic overall look that resonates comfort and familiarity. We also want to incorporate images of families, their individual members (mom, dad, etc.) and their activities, making Hanes and its positioning relatable to Hispanic families.
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Family TV
The primary medium that will be used to reach the intended audience will be television. This is Univision s main outlet and has the greatest potential to reach our targeted audience. Watching television with the family is more commonplace in the Hispanic culture than other cultures which coincides with Hanes being a family brand. Celebrity spokesperson, such as telenovela star Itati Cantoral or singer Thalia will make promotional appearances on game, talk, and morning news shows.
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Constant Messaging
Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Specials Premios Juventud (July) Latin Grammy (Nov.) PrimeTime Telenovela Base Media Plan Internet Mvil
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Video FS Fast changing scenes of Latina dancers twirling in colorful traditional dresses
Audio Fast traditional Latino music up for first :05 and under throughout
FS More fast changing scenes of Latina dancers twirling in colorful traditional dresses
:10 VO: (Excited) The colors :15 VO: The fabric. :20 VO: The movement.
MCU Of three women holding down their twirling skirts to keep from exposing their underwear.
:25 VO: A beautiful tradition. A strong foundation (Slight pause). Don t be caught without yours! Hanes. A family brand.
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Video MCU of mother and baby cuddling on bed. MCU of a father and young son sitting on floor in front of washer and dryer
Audio Mellow music up and under throughout :05 VO: A mother knows what s best for her little one and makes sure she has it :15 VO: A father is his first example
:20 VO: In every home, for every family. :05: Show them you care with Hanes.
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Media
Start July 2012 Back-to-school Univision site and mobile Supporting social media promotions
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Univision movil
App w/comparison shopping mini-site Banner Advertisements Music downloads
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En cada hogar
Nuestra familia.
Nuestra tradicin.
Nuestro Hanes.
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Street Team:
Front Back
Para escuela,
Su Hanes!
No se olvide
T-shirt Giveaway:
Nuestra familia Nuestra familia
Nuestra tradicin
Nuestra tradicin
Nuestro Hanes
Nuestro Hanes
Campaign Evaluation
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Budget
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Telenovela Spots Base Plan Latin Grammy Internet Premios Juventad Univision Movil
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Celebrity Endorsements Event/Guerilla Marketing Music Downloads Public Relations Mobile app/mini-site Facebook Ads In-store displays/retail support
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The booming Hispanic market MUST be targeted by Hanes Fruit of the Loom is capturing this market, while Hanes is ignoring this enormous growth and has ignored Hispanics since 2007 Univision is the key for Hanes to reach this rapidly exploding population
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Appendix: A-C
A. Online Survey
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Results (8 Respondents)
1.
2.
3.
4.
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What is your age and gender? (1) Female 18-21 (1) Female 22-34 (1) Female 35-44 (1) Female 45-54 (4) Male 22-34 Out of the brands listed below, which one would you be most likely to purchase? (1) Fruit of the Loom (4) Hanes (3) Calvin Klein (0) Jockey, Store brand Why did you choose that particular brand over the others? Best, Because that s what Wal-mart sells, I like Calvin Klein, Quality, Using since I was a kid Who buys the underwear/garments for your family? All said self, 1 said mother and aunt When buying underwear, what is most important to you? Please rate with 1 being the most important, 7 being the least important to you (Average Responses) Brand name 4.75 Convenience 4.38 Quantity 4.25 Price 3.25 Comfort 2.75 Fit 2.63 Quality 2.50 77
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B. Interviews
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Interviews
Carolina, 46, buys Hanes underwear for my babies her two sons, 17 and 26. Both live at home and she still buys their underwear. I buy all the time, she said. She likes Hanes because of its soft texture. She purchases Hanes at Kohls. She watches soap operas (telenovelas) on Univision. Carolina thinks El Gordo y La Flaca would be a good place to promote Hanes
underwear. Sotero, 53, said his wife buys his underwear, Fruit of the Loom. He always accompanies his family on shopping trips, but he just follows along. His wife makes the clothing-buying decisions. He watches the news on Univision. Sotero thinks El Gordo y El Flaca would be a good place to promote Hanes underwear.
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C. References
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References
Aarkstore, (2008, June 1) U.S. Market for Women s Intimate Apparel, Retrieved from: http://www.aarkstore.com/reports/U-S-Market-forWomen-s-Intimate-Apparel-12984.html Arreaga, B. (2009, Jan. 24) Mercury Mambo. How Hispanic Shopping Behavior is Different than their Anglo Counterparts. Retrieved from: http://www.mercurymambo.com/the-hispanic-shopper-difference Bureau, U. C. (2011). North American Industry Classification System. Retrieved Feb 2011, from U.S. Census Bureau: http://www.census.gov/eos/www/naics/ Business Wire (2010, Feb. 23) Hanesbrands Inc. to Highlight Expectations For 2010 Sales Growth of 5 Percent to 8 Percent and Earnings Per Share Growth of 25 Percent to 35 Percent at Investor Day Meeting. Retrieved from: http://business.highbeam.com/3613/article-1G1219501606/hanesbrands-inc-highlight-expectations-2010-sales-growth Carlos M. Gutierrez, D. A. (2002). General Summary: 2002, 2002 Economic Census: Manufacturing. U.S Census Bureau. Colman, D. (2007, April 19) The New York Times. But what if You Get Hit by a Taxi? Retrieved from: http://www.nytimes.com/2007/04/19/fashion/19UNDERWEAR.html Datamonitor. (2009, July 28). Hanesbrands inc.: Company profile. Retrieved from Datamonitor database. Hanes Comfort Rewards. (2011). Comfort Rewards. Retrieved from http://comfortrewards.com/rewards/collect-and-get/view/50 Hall, M. (2011, January 27). Hanesbrands reports fiscal 2010 results and fiscal 2011 guidance. Retrieved from http://www.hanesbrands.com/hbi/docs/newsreleases/HBI%204QF10%20Earnings%20Press%20Release%20with%20Tables%2001-2711%20FINAL.htm Hanesbrands inc.. (2010). Hanesbrands inc.. Retrieved from http://www.hanesbrands.com/hbi/templates/home/Default.aspx Hanesbrands inc. United States Securities and Exchange Commission, Hanesbrands inc. (2010).World-leading apparel essentials company: 2009 annual report (20-3552316). Washington, D.C. Hispanic/Latino Market Profile. Drawing on Diversity for Successful Marketing. Retrieved from http://www.magazine.org/ASSETS/C0724E188C664BE88305971FE6BBCD80/MPAHispMktPro.pdf Hispanic Market Weekly (2007, July 12) Retrieved from: http://www.hispanicmarketweekly.com/featureArticle.cms?id=597 Intimate Apparel - Companies List. (2010, January). Retrieved Feb 2010, from Hoover's A D&B Company: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/industry360/companiesList.html?industryId=1165 Karolefski, J. (2009, Sept. 10) Hispanic Marketing and Advertising Consulting and Trends. Study of Hispanic Shopping Behavior to Enhance J&J s Go-to-Market Strategy. Retrieved from: http://juantornoe.blogs.com/hispanictrending/2007/09/study-of-hispan.html
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References
Kelly, Scott & Madison. (2008) Spanish Retail Hispanic Retail Market Marketing. Retrieved from: http://www.ksmmedia.com/News/Article.aspx?i=3 Korzenny, F (2008, Jan. 28) The Brave new World of an Emerging Diverse Online Majority. Retrieved from: mailbox:///C|/Documents and Settings/User/Application Data/Mozilla/Profiles/default/gqwqclh3.slt/Mail/Local Folders/Roosevelt.sbd/IMC 480?number=4978284&part=1.6&filename=January_2008-_Brave_New_World_of_Emerging_Diverse_Online_Majority.pdf Korzenny, F., Korzenny, B.A. (2009, March) Multicultural Consumer Attitudes. Retrieved from: mailbox:///C|/Documents and Settings/User/Application Data/Mozilla/Profiles/default/gqwqclh3.slt/Mail/Local Folders/Roosevelt.sbd/IMC 480?number=4978284&part=1.3&filename=April_2009-_Multicultural_Consumer_Attitudes.pdf Hoovers (2011) Fruit of the Loom Inc. Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/overview.html?companyId=11960000000000 Hoovers. (2011) Hanesbrands Inc. Financials Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/financialSummary.html?companyId=104228000000000 Hoovers, (2011) Jockey International. Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/overview.html?companyId=42554000000000 Hoovers. (2011) Limited Brands Inc. Financials Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/financialSummary.html?companyId=11471000000000# Hoovers. (2011) Victoria s Secret Stores, LLC Financials. Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/financialSummary.html?companyId=104463000000000 Hoovers, (2011) The Warnaco Group Inc. Retrieved from: http://subscriber.hoovers.com.ezproxy.roosevelt.edu:2048/H/company360/overview.html?companyId=12180000000000 Lane, L. (2001, April 21) DSN Retailing Today. Marketing to Hispanics is Complex, but Essential. Retrieved from: http://findarticles.com/p/articles/mi_m0FNP/is_8_42/ai_100572325/ One Hanes Place. (2010). OneHanesPlace. Retrieved from http://www.onehanesplace.com/webapp/wcs/stores/servlet/hanesb_Rewards_10151_-1_11001 Prnewswire, Jan. 13, 2011)
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References
Pediatrics Week (2010, April 17) Hanes Debuts at Dollar General. Retrieved from: http://business.highbeam.com/409043/article-1G1223483892/hanesr-debuts-dollar-general The Salvation Army (2010, December 1). Hanes Donates One Million Socks. Retrieved from http://www1.usw.salvationarmy.org/usw/www_usw_northwest.nsf/vw-news27/45F1C482720F53DD882577F10068C62B?opendocument Sandler, Travis & Rosenberg. (Published August 2009). Trends: An Annual Statistical Analysis of the U.S. Apparel & Footwear Industry: 2008 Edition. Arlington, VA: American Apparel & Footware Association. Stein, S. (2009) Huffington Post. Men s Underwear Sales, Greenspan s Economic Metric, Reveal Crisis. Retrieved From: http://www.huffingtonpost.com/2009/04/08/mens-underwear-sales-gree_n_184863.html Valdes, M. I. (2008) Hispanic Customers for Life A Fresh Look at Acculturation, pp 28, 158-9. Westlund, R. (2009, Nov. 30) Brandweek Marketing to Hispanics. Retrieved from: Vann, L. (2011, January 13). Consumer trends for 2011 are a shoe-in for hispanics. Retrieved from http://www.hispaniconlinemarketing.com/ Zaitz, J. (2010, July 27). News Hanes Men s Underwear Ads Starring Michael Jordan Debut. Retrieved from http://www.hiphoppress.com/2010/07/news-hanes-mens-underwear-ads-starring-michael-jordan-debut.html
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