Media Plan: KATE SPADE NEW YORK

Ashley Short

A311: Media Planning and Buying Final Project

Table of Contents

Marketing Plan……………………………………………………...………………………….2

Corporate Analysis…………………………………………………………………………….5

Target Market…………………………………………………………………………………..7

Media Objectives……………………………………………………………………………...9

Flow Chart……………………………………………………………………………………..10

Budget………………………………………………………………………………………….12

Works Cited……………………………………………………………………………………13

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Marketing PlanCompany Background

In 1993, designer Kate Spade decided to design the perfect handbag. At first, the designer debuted six sleek silhouettes in colorful hues. Women consumers and fashion editors loved the modern designs, and the first store opened in New York City in 1996. In 2007, the brand evolved into manufacturing clothing and jewelry collections, fragrance, and bedding. (“The History.”) Kate Spade New York now has over 140 shops open in the United States, and more than 175 stores internationally. (“The Company.”)Industry Type

Kate Spade New Nork produces women’s handbags, jewelry, clothing, shoes and fragrance. Also, the brand manufactures girls’ clothing for babies to girls’ sizes 7-14. Merchandise for the home have been added to the collection, with production of stationary, dinnerware, bedding and linens. Corporate Locations

There is only one corporate location in New York City. The address is:2 Park AvenueNew York, NY 10016

(“FAQs.”)Ownership

Kate Spade New York is incorporated with Kate Spade and Company, which is a public company. It trades on the New York Stock Exchange as KATE. (“FAQs.”)Key Contacts

Position NameChief Executive Officer Craig A. LeavittPresident and Chief Operating Officer George M. CarraraChief Creative Officer Deborah LloydChief Financial Officer Thomas LinkoExecutive Vice President & Chief Marketing Officer

Mary Beech

Executive Vice President, President of North America

Emilia Fabricant

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Senior Vice President, International Roy ChanSenior Vice President, General Counsel & Corporate Secretary

Christopher Di Nardo

Senior Vice President, Human Resources

William Higley

Senior Vice President, Global Operations & Information Technology

Linda Yanussi

Vice President, Corporate Controller & Chief Accounting Officer

Michael Rinaldo

(“Corporate Governance.”)Target Markets

Kate Spade New York’s consumers range from young, urban professionals to the hip suburban mom. Their consumers feel fashionable and polished, and sends a message of being at a higher status. (“Brand of the Week-Kate Spade.”)Demographics

Age: 25-40 years old Location: Major Cities, such as New York City, Los Angeles, Chicago, and

Miami Gender: Women Income Level: $30,000 and Higher Education Level: Bachelor’s Degree and Higher Marital Status: Single, Married Ethnic Background: All Races (“Brand of the Week-Kate Spade.”)

PsychographicsYoung, Urban Professional

The younger consumers are women on the go from meeting to meeting, and who are looking for clothing and accessories that add a pop of color to their busy lifestyles. When they are the consumer is not working, she can be found at her local gym, shopping center or popular local restaurant. This consumer is positive, hard-working, self-motivated and confident. Being new to their professional lifestyle and larger income, this consumer is concerned with their outer appearance and is willing to spend large amounts of money to portray their image. Hip, Suburban Mom

This consumer is a busy mom living in the suburbs of a major city. The woman is married with children, and may be a stay-at-home mom while her husband is working in the city. While this mom is running her children to school or their extra-curricular activities, she is looking stylish. She doesn’t want to be the frumpy stay-at-home stereotype, and is still trendy and fashionable. When she is

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away from the home, she is relaxing at the spa, pampering herself with a manicure, or at a night out with her girlfriends.

Marketing Message“Our exuberant approach to the everyday encourages personal style with a

dash of incandescent charm.” (“The Company.”) Kate Spade New York is focused on providing bold, feminine, sophisticated and playful merchandise that is versatile for their consumers. (“Kate Spade New York.”)Stakeholders

Stakeholders are investors or individuals that have an invested interest in a company or organization. These stakeholders have an opportunity to contribute to the success of the organization that they are associated with. These people have a deeper knowledge of the company’s goals and communicate and spread information. (McQuerrey.)

List of stakeholdersJack Spade (brand with Kate Spade and Company)Adelington Design Group (brand with Kate Spade and Company)Employees of Kate Spade New YorkManufacturers

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Corporate AnalysisGoals

Increase brand awareness of Kate Spade New York Attract new consumers to shop at Kate Spade New York Increase profits

SWOT AnalysisKate Spade New York

Strengths 1 Sophisticated and Chic Designs2 Unique colors and patterns3 Many stores located across the

United States and internationally4 Wide range of products for women5 Upscale status of brand

Weaknesses 1 Expensive merchandise2 Rarely any sales or promotions3 Not a lot of marketing-mainly in

magazines or on billboards4 Known mainly for purses and

accessories

Opportunities 1 Offer plus size clothing2 Celebrity relationships3 Promote more through social media4 Expand more with formalwear5 Expand to monogramming on

clothing (currently only on select purses and wallets)

Threats 1 Many competitors producing similar merchandise

2 Continuously growing market3 Many knockoffs being produced and

sold4 Poor economy

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Competitors CompetitorDiane von FurstenbergTory BurchMichael Kors

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Target MarketTarget Audience for: WomenGEOGRAPHICLocation Major Cities: Los Angeles, New York

City, Miami and Surrounding Suburbs

DEMOGRAPHIC/SOCIO-ECONOMICAge 25-40 Years OldGender WomenRace All RacesIncome $30,000 and HigherEducation Bachelor’s Degree and HigherFamily Lifecycle Single, MarriedCareer Business Professional, Stay at Home

MomHousehold Size 1 to 4 PeoplePSYCHOGRAPHICLifestyle Business Professional:

Recent Graduate, Establishing self in career

Attend regular meetings for work

Positive, Hard-Working, Confident

Concerned with appearance and status

Stay at Home Mom: Married with children Runs errands, children to

school and extra-curricular activities while still looking stylish

Fashionable and trendy When she is away from home,

she goes to the spa or a night out with her girlfriends

Attitudes/Beliefs Influenced by Social Factors (Friends, Co-Workers, Media

Influenced by Wants and Emotional Needs (Confidence and Appearance)

BEHAVIORALPurchasing Habits & Loyal to Kate Spade New York

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Characteristics brand Clothing and Accessory

Aficionado, Expendable Income

(“Brand of the Week-Kate Spade.”)The target market for Kate Spade New York consists of women who are

either young business professionals or stay at home moms. These women are concerned with purchasing brand named merchandise, and like Kate Spade New York’s merchandise because of its status in the industry, along with their modern designs and colorful merchandise.

The women who purchase merchandise from Kate Spade New York make at least $30,000 in income annually in their careers and have at least their Bachelor’s Degree. Consumers live in major cities across the United States, such as Los Angeles, Chicago and New York City. The stay at home moms live in the surrounding suburbs with their families, while their spouse may commute to the city for their careers.

Media Objectives

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Media Objectives: Increase Brand Awareness Increase Profits by 10% Increase Social Media Advertising Expand Target Market to Women Ages 25-55 years oldThese objectives will be analyzed quarterly to ensure goals are being met

or on the right track of being met. Adjustments will be made appropriately if these objectives are not being achieved.

Flowcharts

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Television

CBS

30 Seconds

7 pm

Monday

Oct 5

Oct 19

Thursday

Oct 15

Oct 29

ABC

30 Seconds

7 pm

Monday

Oct 12

Oct 26

Thursday

Oct 8

Oct 22

Bravo

30 Seconds

8 pm

Saturday

Oct 10

Oct 24

Sunday

Oct 4

Oct 18

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Print

Magazines

October Issue

Full Page Color Ad

Glamour

Newspaper

Sunday Newspaper

Full Page B&W Ad

Los Angeles Times

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BudgetAD TYPE LOCATION $ PER AD-

DAY/MONTH# OF

SPOTS/DAYSTOTAL

Television CBS $166,533 4 Spots $666,132Television ABC $158,411 4 Spots $633,644Television Bravo $69,270 4 Spots $277,080

PrintMagazine

Glamour $251,942 1 Month $251,942

PrintNewspaper

Los Angeles Times

$17,500 4 Days (Sunday x 4

Weeks)

$70,000

Total Campaign

Cost

$1,898,798

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Works Cited“Brand of the Week-Kate Spade.” 1st & Bloom. 29 Mar 2013. Web. 23 Aug 2015. http://1standbloom.com/2013/03/29/brand-of-the-wee-kate-spade/ “The Company.” Kate Spade New York. Web. 23 Aug 2015. https://www.katespade.com/THE-COMPANY/katespade-the-company,en_US,pg.html “Corporate Governance.” Kate Spade and Company. Web. 23 Aug 2015. http://www.katespadeandcompany.com/web/guest/corporategovernance “FAQs.” Kate Spade and Company. Web. 23 Aug 2015. http://www.katespadeandcompany.com/web/guest/faqs “Glamour Media Kit.” Conde Nast. Web. 9 Sept 2015. http://www.condenast.com/brands/glamour/media-kit “The History.” Kate Spade New York. Web. 23 Aug 2015. https://www.katespade.com/THE-HISTORY/katespade-the-history,en_US,pg.html “How Much Does It Cost to Advertise in Newspapers?” gaebler.com. Web. 12 Sept 2015. http:// www.gaebler.com/Newspaper-Advertising-Costs.htm “Kate Spade New York.” Kate Spade and Company. Web. 23 Aug 2015. http://www.katespadeandcompany.com/web/guest/kate_spade_ny McQuerrey, Lisa. “The Importance of Using Stakeholders to Communicate Your Messages.” Chron. Web. 23 Aug 2015. http://smallbusiness.chron.com/importance-using-stakeholders-communicate-messages-36159.html Steinberg, Brian. “TV Ad Prices: Football, Walking Dead, Big Bang Theory, Blacklist Top the List.” Variety. 26 Sept 2014. Web. 12 Sept 2015. http://variety.com/2014/tv/news/tv-ad-prices-football-walking-dead-big-bang-theory-blacklist-top-the-list-1201314484 / Wilson, Reid. “The Cable Networks That Draw the Most Partisan Ads Aren’t the Ones You Expect.” The Washington Post. 16 Oct 2014. Web. 12 Sept 2015. http://www.washingtonpost.com/blogs/govbeat/wp/2014/10/16/the-cable-networks-that-draw-the-most-partisan-ads-arent-the-ones-you-expect /

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