Marketing Analysis - Vera Bradley

1951 words 8 pages
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
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They create quilted cotton handbags with distinctive color fabrics and trims. They can be recognized by many from across the room. With the seasonal change in both pattern and design Vera Bradley becomes a lifestyle brand (Shareholders, 2012).

Branding

Vera Bradley generates revenues by selling through two segments direct and indirect (Home, 2013). Every retailer has to be approved by Vera Bradley. They have Vera Bradley outlets and stores and can be found in Hallmark stores, bookstores including college bookstores, and specialty retail stores. Vera Bradley has “positioned our brand to highlight the high quality, distinctive and vibrant styling, and functional design of our product” while at the same time creating new patterns and styles to encourage multiple purchases (Shareholder, 2012).

Packaging

If you are not shopping in a Vera Bradley store but shopping in a Hallmark or bookstore you will see the set up for the Vera Bradley items is consistent. The shelving to the pricing to the set up is set by Vera Bradley. The set up is creating the feeling of home (Shareholder, 2012).

Labeling

The Vera Bradley label is located on the inside of the purse/handbag. The name Vera Bradley is also on the fabric somewhere on the item. Along with the purchase are instructions on how to care for your item.

Place

Distribution Channels

Vera Bradley products are available online as well as several department stores

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