Marketing Analysis - Vera Bradley

BUS3030 – Fundamentals of Marketing & Sales

U10a1 Project – Final Marketing Analysis

Vera Bradley

Table of Contents

Executive Summary……………………………………………………………………………………………….3

Company……………………………………………………………………………………………………………….3

Company Overview……………………………………………………………………………………….3

Competition………………………………………………………………………………………………….3

Product…………………………………………………………………………………………………………………4

Product Line & Mixes……………………………………………………………………………………4

Product Features…………………………………………………………………………………………..4

Branding……………………………………………………………………………………………………….5

Packaging……………………………………………………………………………………………………..5

Labeling………………………………………………………………………………………………………..5

Place………………………………………………………………………………………………………………………5

Distribution Channels…………………………………………………………………………………….5

Place Strategies……………………………………………………………………………………………..6

Price……………………………………………………………………………………………………………………….6

Pricing Strategy……………………………………………………………………………………………..6

Pricing Comparison……………………………………………………………………………………….6

Pricing Analysis………………………………………………………………………………………………6

Promotion………………………………………………………………………………………………………………7

Promotion Strategy…………………………………………………………………………………………7

Promotion Analysis…………………………………………………………………………………………7

References………………………………………………………………………………………………………………8

Executive Summary

Vera Bradley is a leading designer of stylish as well as functional accessories for woman. They are headquartered in Fort Wayne, Indiana with a distribution center in Roanoke, Indiana. For over 30 years the passion for both design and customer service has been the cornerstone of Vera Bradley (Shareholder, 2012). In 2012 an additional 17 stores including both full price and outlets were opened. There was also a 45% increase with almost 43 million people who visited the website verabradley.com (Shareholder, 2012).

Company

Company Overview

Vera Bradley was

References: Businessdirectory. (2013). Retrieved on June 13, 2013, from business directory: http://www.businessdictionary.com/definition/product-placement.html Facebook. (2013). Retrieved on June 13, 2013, from facebook: https://www.facebook.com/#!/verabradley?fref=ts Fossil. Retrieved April 26, 2013, from Fossil: http://fossil.com Home. (2013). Home. Retrieved April 28, 2013, from Vera Bradley: http://verabradley.com Morningstar. Retrieved April 28, 2013, from: http://financials.morningstar.com/competitors/industry-peer.action?t=VRA&region=usa&culture=en_US Shareholder. (2012). Shareholder. Retrieved April 28, 2013, from Vera Bradley’s website: http://files.shareholder.com/downloads/ABEA-5595TB/2435921164x0x562061/99DFD5A7-E50E-46AC-A2FD-1A149C699A65/VRA_Annual_Report.pdf