Ann Taylor

5524 Words Nov 16th, 2010 23 Pages
Table of Contents
|Executive Summary |2 |
|Company background & Current Marketing Situation |3-7 |
|Marketing Objectives |7-8 |
|Opportunity & Issue Analysis |8-13 |
|Marketing Strategy & Actions taken |13-16 |
|Appendix 1 & 2 |17-20 |
|Bibliography |21 |

Contributions (write ups only) Executive Summary, Company background & Marketing Strategy- Priyanka Chigurupati Marketing Objectives& Marketing Strategy- Maira Braga Opportunity & Issue Analysis- Judy Seng & Yui
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Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a

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