Ban.do - Product Relaunch
The Ask
Build a complete marketing plan to relaunch Ban.do
Company Overview
Ban.do offers clothes, accessories, gifts etc. They value fun, breaking stigmas, and empowring women
Ban.do Is
A lifestyle brand
Inclusive
Colorful
Mature
Eccentric
Ban.do Isn't
A designer brand
Exclusive
Preppy
For teenagers
Traditional
Perceptual Map of Competitors
Where we want Ban.do to be
Sophisticated enough for the working woman
Opportunity
Casual is becoming the new norm in American workplaces, but where are the clothes to match?
Workplace Trends
Casual dress codes
Flexible work styles
Informal work environments
In a world of dull professional wear, Ban.do has the opportunity to bring the fun.
Position
For women who want to be professional without losing the fun, Ban.do is the brand that best outfits them for the life they want to live
Marketing
Ban.do already has a large and loyal social media following that is a great platform to introduce their business casual line. The business casual line would launch on Instagram. Then the line would be promoted on LinkedIn and Pinterest. Finally, there would be a partnership with StichFix to send suggested clothing items to subscribers.
Why it works
Takes advantage of current business casual trends
Leverages their existing markets
Fills an unfulfilled need
The Team
Rachel Sherman - Strategist
Michelle McGuire - Strategist
Chris Bates - Creative Brand Manager