Banana Republic business model and retail strategy

Marketing Proposal - Philadelphia Cream Cheese

Cable Reality TV

One of the most desirable demographics for companies today is the emerging market segment of young consumers in their twenties who are beginning their own independent lifestyles, who are still establishing their long-term brand affiliations, who have weak ties to their current products of choice, and demonstrate a willingness to use their disposable income on a variety of goods other market segments might consider 'frills.' Although Philadelphia has a strong consumer brand identity and loyalty, it may risk losing its core demographic in the future to competitors if it does not retain the patronage of the next generation of consumers, many of whom might disdain the spread for more exotic flavorings.

The cable television market has a strong draw for young consumers, as does the genre of reality TV. Both make ideal venues for Philadelphia to reach a younger demographic of 'foodies.' The pairing of reality TV, cable television, and a product line that wishes to generate revenue amongst a younger market segment which is willing to spend its money fairly freely was recently exemplified by Banana Republic's association with "Project Runway" on the Bravo Network. However, this particular association did not draw the right demographic for the brand, given that the audience is often far more fashion-conscious than the relatively conservative, moderately priced Banana Republic line of clothing.

Bravo's admitted culinary answer to "Project Runway" is "Top Chef" where chefs compete for dominance in a similar elimination format. The series has a strong interactive component as well. Fans can log on to the show's website and look at the recipes created by the chefs such as Episode 13's "Sea Urchin & Meyer Lemon Gelee with Fennel Cream, Caviar & Kalamata Oil" or Episode 10's "Oreo Lemon Pie." Clearly, there is a fascination with cooking and restaurant life amongst young individuals who enjoy seeing chefs take the time and the patience to cook such elaborate food, even if these consumers may only desire to watch others preparing the dishes.

One way to enable the target demographic to experience the gustatory wonders of Top Chef is to engage them in slightly more accessible contests that the audience can relate to in their own kitchen like burger challenges. A 'cheesecake challenge' sponsored by Philadelphia would be an ideal way to create a tasty, comfort food challenge with a recipe that is relatively accessible, uses larger amounts of the product than a smear on a bagel, and provides a focal point for both the product and also the purpose of the show, to showcase the talents of the Top Chefs. Oreo has evidently already featured in the dessert segments of the show, but not as a primary product -- and an ingredient like cream cheese, Philadelphia brand cream cheese can play a more prominent featured role than a packaged cookie.