beatrix lanaighyah beard, bailey dimanno, sujana gurung, elise massey, susan townsend, and amanda...
TRANSCRIPT
BEATRIX
Lanaighyah Beard, Bailey DiManno, Sujana Gurung, Elise Massey, Susan Townsend, and
Amanda Trickey
Socio-Cultural IssuesHealthy Children’s Market: Focus on children’s health and safety
Recycled, eco-friendly backpacks
All the children’s bags are PVC free, phthalate free and lead free
Water bottles 100% food- grade stainless steel
Value to the consumer: Focus on the intangible components rather than the price
Creating a fun place to shop incorporating the character and colorful graphics from the product
Store performing some community service
Liberal return policy
Consumer Group Reports
Trendy, upper class mothers that live in the city
Tech savvy children
Since Dante Beatrix started building their brand by making multipurpose diaper bags, the line extension will have the same idea for more up-to-date items. These items will include cell phone holders and laptop cases that serve for multiple storage purposes.
The extension of luggage for children and mothers will cater to our target market’s on-the-go lifestyle.
Green Designs
- Using recycled materials like PET plastic bottles and natural canvas for bags made for mothers. - Children’s bags are PVC free, phthalate free and lead free.
E-Tailing
- Dante Beatrix doesn’t have a brick-and-mortar store of their own.- Focusing more on online shopping through the company website or retailers carrying their products.- Online business is growing rapidly due to the fast internet connection and
better deals found online through browsing.
Social Media Marketing
- Social media plays an important role for a success of a business- Dante Beatrix is using social media like facebook and twitter to bring
awareness and build up the brand exposing their products through these medium for
the tech savvy consumers
INDUSTRY TRENDS
Competitor Survey
Paul Frank is an American cartoonist, artist and fashion designer. His creations adorn clothing, accessories, and many other products. Julius the Monkey is one of Frank's best-known characters, and has appeared in a wide variety of media.
Competitor Survey
Ju-Ju-Be is a diaper bag brand that incorporates fashion and function. This brand has delved deep in the realm of microbes and anti-stick coatings, which had never been used before. Ju-Ju-Be prides themselves on making smart bags for smart people from a really smart brand.
Competitor Survey
Sanrio is a world-wide designer and distributor of character-branded stationery, school supplies, gifts, and accessories. They are perhaps best known for Hello Kitty®, the star character and corporate symbol. Hello Kitty, however, is only one of many Sanrio characters and designs that bring the Sanrio merchandise line to life.
Brand Positioning MapHigh Quality
Low Quality
Not
Env
ironm
enta
lly
Cons
ciou
s
Environmentally
Conscious
SWOT AnalysisStrengths Weakness
ThreatsOpportunities
Satisfying their target market Providing consumers with
trendy and functional bags Eco-friendly products
Unique graphic appealing to children and moms
Expanding their target market Limited product category Products can be viewed as
unaffordable
Ability to have multiple brand extensions
Differentiation in a saturated market
Enter into the international market
New demands for different products
Fierce competition Low awareness of brand
Consumers may want to grow out of the brand instead of grow with it
Demographics/Psychographics
Kids & Cul-de-sacs Upscale, suburban, married couples with children that’s the
skinny on kids & cul-de-sacs, an enviable lifestyle or large families in recently built subdivision. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper middle class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services.
Fast Track Families With their upper middle class incomes, numerous children and spacious homes, fast track families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems and video games. They take advantage of their rustic locales by camping, boating fishing.
Target Market
Product Hierarch Diagram
Basic Product: Travel accessories for children, mothers, and pets.
Expected Product: High quality, personal, fun, and stylish.
Aug
me
nte
d
Pr
oduct: Tre
ndy a
nd l
ux
ury
ha
ndbags,
pet carriers, la
pt
op
bags, a
nd
dia
per
bags.
Pote
ntial
Pr
oduct: L
uggage exte
nsi
on f
or c
hil
dre
n a
nd
mot
hers.
Access
ories like
multif
uncti
onal i
Phone case, a
nd carriers.
Core Benefit: Convenience, style,
and storage.
BEATRIX
Beatrix is not far from Dante Beatrix.It’s targeted more towards tweens and teens, the more tech savvy consumer.The bee is to help simplify how to remember the brand and be a bit cooler for the younger target market.
Mixing and Matching Brand Elements
Mixing and Matching Brand Elements
• Fun bright colors for young adults and moms• Cute patterns with cute designs• Durable cotton bags/goods• Bright stitching • An assortment of colors
SUITCASE CARRY ON DUFFLE
BETTER
MODERATE
SIZE LAPTOP BAGS
PRODUCT MIX
PRODUCT WIDTH
PRODUCT DEPTH=9
PR
OD
UC
T L
EN
GTH
LAPTOP CASE TABLET CASE CELL PHONE CASE
MODERATE
BUDGET
COLOR
PRODUCT MIX
PRODUCT WIDTH
PR
OD
UC
T L
EN
GTH
PRODUCT DEPTH=9
Differentiation Tools: Product
Dante Beatrix started building their brand by making multipurpose diaper bags, the line extension will have the same idea for more up-to-date items. These items will include cell phone holders and laptop cases that serve for multiple storage purposes. The cell phone holders, laptop cases and luggage will provide durability and style since they will be targeting a younger generation. While also having many different storage compartments for pens, pencils, money, magazines, etc. Other features will include water resistant fabrics for rainy days or messy accidents.
Differentiation Tools: Service
At Beatrix we want to make it as easy as possible for you to get your merchandise when and where you want it. Our online store offers quick and easy check out and all of our products ship within the next day. At our brick-and-morter stores we have dozens of trained associates willing to help you out every step of the way. If we happen to not have a product in that you like our sales associates will happily order it for you and get it sent to your home or the closest store to you.
Differentiation Tools: Image
We want your bags to be known as not just a fun and stylish bag but as a very functional and reliable bag that every “it girl” wants to be seen with. We will be targeting celebrity moms and trendy upper class mothers to try out our new products by sponsoring events such as the Teen Choice Awards. Beatrix products will be sold in upscale children's stores and fine department stores as well.
Establishing Brand Equity
Differentiation Tool: In relation to its competitors, Beatrix is different because of the materials that are used to make the products. Beatrix is very conscious of being environmentally friendly and will only produce kid safe products that pass all health regulations.
Brand Position
• Beatrix is superior when comparing its products to competitors.
• While Paul Frank, JuJuBe, and Sanrio all use animated characters on their merchandise, much like Beatrix, the quality and sustainability of the products are not on the same level.
• Beatrix has found the formula for creating trendy products, with environmentally friendly materials for an affordable price. While each of its competitors have mastered at least one of these qualities, none have successfully mastered all three.
MEANINGBeatrix features the functional
attributeslike convenient, style and storage within their products associated with Dante Beatrix and also the
concept of graphics which differentiated the brand from
others.Beatrix will target similar
customers but only with a different needs.
RESPONSEBeatrix will creates awareness to our consumers by focusing on their needs
and creating a brand which will be multifunctional.
Beatrix will provide the similar quality, customers have attained with
the brand with credibility.
RELATIONSHIPBeatrix will establish relationship with our customers by identifying us as a
brand which will satisfy their needs serving as a functional and reliable luggage and
accessories bags. On the other, creating an active engagement with the customers using
social media and also through the company website as a tool to communicate and create brand loyalty.
IDENTIFYBeatrix is a brand extension for the brand Dante Beatrix which includes
luggage for mother and accessories bags for tech savvy children serving the
core benefits of the brand which is convenient, style and storage. .
CONSUMER BASED BRAND EQUITY
Conclusion: Increasing Sales
Dante Beatrix succeeds at increasing sales by:
- reaching out to a larger audience: adults,
moms, children, young adults etc. - celebrity endorsementReasonable price pointAdvertising in different magazines to their
different target marketsGood quality products compared to competitors
Conclusion: Increasing Brand Knowledge
Celebrity endorsementRecognizable Brand LogoGraphicsTrade showsAdvertising in
magazines