Skinny Girl: Bethenny Frankel

Topics: Marketing, Marketing strategy, Alcoholic beverage Pages: 4 (1184 words) Published: June 1, 2013
RUNNING HEAD: Skinny Girl1

Skinny Girlĵ

Wilmington University

This paper discusses the successful marketing strategy used by Ms. Bethenny Frankel, the founder of Skinny Girl cocktails. She was a poor entrepreneur, who succesfully marketed the first 100 calorie margarita cocktail. She expanded her market product line after becoming popular from her appearances on the reality show The Housewives of New York. She did not miss an opportunity to create an intimate relationship between herself and the viewers by revealing brutally honest defects and flaws about herself. This emotional marketing strategy created a loyal fan base which she continuously plugged her products too. Ms. Frankel continues to capitalize on the competitive edge she shaped for herself by further innovation and product positioning strategies. She has expanded her product line to include diet, body sculpting and self-help books; newsletters; health bars; flavored alcoholic beverages; wine cocktails; cleansing drinks and health tips; starring in her own reality show featuring her married life and an upcoming clothing line.

My article is How Bethenny Frankel Used Her Reality Show to Make $120 Million, written by Leslie Bruce and appearing in The Hollywood Reporter. This paper discusses Bethenny Frankel’s Skinny Girl cocktail product line and its rise to popularity as a result of her successful marketing campaign. Ms. Frankel, a former chef and founder of gluten and dairy-free meal delivery service was a struggling entrepreneur living in Manhattan’s Upper East Side (Bruce, 2011). According to Bruce (2011) her first public appearance was on The Apprentice: Martha Stewart television show and following that exposure, she was asked to join the Bravo 2008 Housewives of New York...
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