I am a MBA student at San Francisco State University and this presentation show cases my team's marketing strategy for returning Michael Kors to growth.
2. Summary
• Market reality
--Increased competition and homogeneity
• Michael Kors’ brand perception
• Need promotional strategy to regain growth in revenue
8. What do you think people is thinking about you
when you are wearing Michael Kors?
Basic Bitch
9. Customer Insights
• It is everywhere - ubiquitous
--“they are always on sale at some
place like the Macy’s, feels like they
are a little bit cheap.”
--“loses value when it’s sold in stores
Like Ross”
--“designs always look the same”
• “Status Quo” Designs
• Discounts cheapen the brand
10. Turning Perceived Weaknesses into Strengths
• It is everywhere - It’s easily available for purchase.
• Status quo design - Never goes out of style.
• Where do you wear Michael Kors? - “everywhere,” “work”
“The watches I wear on a daily basis.”
• Discounts cheapen the brand - No need! The core customer
loves the brand! “feels more professional, more put-
together, feel like I’m dressing nicer”
11. Desired Customer
• Female 25-35
• College graduate in her early career
• Aspirational young professional who wants her
look to transition seamlessly from day to night
• Purchase Power
12. Women that embody the Michael Kors customer
Kate MaraZoe SaldanaOlivia Wilde
13. Campaign Target Objective
• Stop decline in growth
•Target $1.4B increase
in revenue over last
year.
•Achievable within MK
growth trajectory.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
2010 2012 2014 2016 2018
Year
MK Growth Rate (Projected)
MK
Revenu
e
Global
Market
$5.76B
$4.38B
14. So, what’s the one thing that makes
Michael Kors stand above the crowd?
Michael Kors offers professional and timeless
pieces that can transition from daytime office
meetings to social events. A classic - yet
affordable brand.