Cole Haan – Empowering Women in Their Pursuit of Passion
Brandy Adamson
University of the People (Pasadena, California) Abstract
The purpose of this paper is to analyze the marketing strategy and its implementation of the Cole Haan brand’s product line for women. This paper will be divided into four parts. The four parts as the company background, descriptive, diagnostic and prescriptive. Subsequent to the analysis, there will a recommendation for suggested changes to its marketing strategy that will result in a larger market share and increased bottom line.
Keywords: marketing, strategy, implementation, analysis Cole Haan – Empowering Women in Their Pursuit of Passion
Formed in 1928, Cole Haan “was originally named Cole, …show more content…
Often, models are viewed as just another pretty face, but this campaign demonstrates that nothing could be further from the truth.
Diagnostic
A marketing diagnostic for Cole Haan would help the company to increase its share of its market segment. This diagnostic would provide solutions of how to adjust its marketing efforts so that it grows its target consumer to include women of various ethnic backgrounds and ages.
The Product
Cole Haan creates luxury goods including, but not limited to shoes, hosiery, hand bags, sunglasses and workbags. The products often take a classic style and add a unique feature – whether it is the fabric, design detail, stitching or color combinations.
The Price
The price for the goods sold are very competitive in comparison to its competition. On average a medium to large sized handbag is $250. Shoes are $150 on average, with boots being $300 on average. The workmanship, the quality fabrics and leathers and their distinct styles allow Cole Haan to place a premium on the value of its products. Its pricing strategy takes into account many things such as market conditions, competitors and input …show more content…
By remaining in its own stores and not utilizing distributors or wholesalers, this maintains its luxury status.
Prescriptive
The prescriptive aspect of its analytics explores what Cole Haan should do regarding its marketing. “These analytics go beyond descriptive and predictive analytics by recommending one or more possible courses of action. Essentially they predict multiple futures and allow companies to assess a number of possible outcomes based upon their actions.” ("Descriptive, Predictive, and Prescriptive Analytics Explained", 2016)
Recommendation
To be inclusive of all women with the goal of empowering them to pursue their passion, it is recommended that the women utilized in the marketing campaigns include women from various backgrounds. Additionally, sharing more stories of women that are pursuing their passion will demonstrate their commitment to women. Partnering with a mix of women founded and led initiatives further supports their marketing campaign.
Brandy Adamson
University of the People (Pasadena, California) Abstract
The purpose of this paper is to analyze the marketing strategy and its implementation of the Cole Haan brand’s product line for women. This paper will be divided into four parts. The four parts as the company background, descriptive, diagnostic and prescriptive. Subsequent to the analysis, there will a recommendation for suggested changes to its marketing strategy that will result in a larger market share and increased bottom line.
Keywords: marketing, strategy, implementation, analysis Cole Haan – Empowering Women in Their Pursuit of Passion
Formed in 1928, Cole Haan “was originally named Cole, …show more content…
Often, models are viewed as just another pretty face, but this campaign demonstrates that nothing could be further from the truth.
Diagnostic
A marketing diagnostic for Cole Haan would help the company to increase its share of its market segment. This diagnostic would provide solutions of how to adjust its marketing efforts so that it grows its target consumer to include women of various ethnic backgrounds and ages.
The Product
Cole Haan creates luxury goods including, but not limited to shoes, hosiery, hand bags, sunglasses and workbags. The products often take a classic style and add a unique feature – whether it is the fabric, design detail, stitching or color combinations.
The Price
The price for the goods sold are very competitive in comparison to its competition. On average a medium to large sized handbag is $250. Shoes are $150 on average, with boots being $300 on average. The workmanship, the quality fabrics and leathers and their distinct styles allow Cole Haan to place a premium on the value of its products. Its pricing strategy takes into account many things such as market conditions, competitors and input …show more content…
By remaining in its own stores and not utilizing distributors or wholesalers, this maintains its luxury status.
Prescriptive
The prescriptive aspect of its analytics explores what Cole Haan should do regarding its marketing. “These analytics go beyond descriptive and predictive analytics by recommending one or more possible courses of action. Essentially they predict multiple futures and allow companies to assess a number of possible outcomes based upon their actions.” ("Descriptive, Predictive, and Prescriptive Analytics Explained", 2016)
Recommendation
To be inclusive of all women with the goal of empowering them to pursue their passion, it is recommended that the women utilized in the marketing campaigns include women from various backgrounds. Additionally, sharing more stories of women that are pursuing their passion will demonstrate their commitment to women. Partnering with a mix of women founded and led initiatives further supports their marketing campaign.