Baby Buggies


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This was a project I worked on in college. I was incredibly prooud of this project - I built the slide design and logos by hand.

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Baby Buggies

  1. 1. Created by Brand Management Team: Maria Ferance and Beth Theve
  2. 2. <ul><li>Annual One Year Marketing Renewal: </li></ul><ul><ul><li>Incorporates new product ideas </li></ul></ul><ul><ul><li>Addresses concerns over population decline </li></ul></ul><ul><ul><li>Will renew interest in existing product lines </li></ul></ul><ul><ul><li>Will ensure continued financial strength </li></ul></ul>Executive Summary
  3. 3. <ul><li>Founded in 1980 by Lola Wasmaster and Vella Goldle </li></ul><ul><li>Provides year round, full or half day care for children aged six weeks through kindergarten </li></ul><ul><li>Centers are “bug themed”, bright, colorful and focused on environmental awareness, science and arts skills </li></ul><ul><li>Employees are background, health and personality tested, have at least an associates degree, and are first aid and CPR certified </li></ul><ul><li>School is environmentally friendly – degradable diapers, non-toxic soaps, recycled paper products </li></ul>Company Description
  4. 4. <ul><li>Financial </li></ul><ul><li>Roll-out new Polaris location, creating steady profit. </li></ul><ul><li>Obtain financing to provide greater technological offerings. </li></ul><ul><ul><li>Webcams in each classroom </li></ul></ul><ul><ul><li>More sophisticated internet communication tools. </li></ul></ul><ul><li>Increase overall revenues by at least 25%. </li></ul><ul><li>Non-Financial </li></ul><ul><li>New product lines </li></ul><ul><ul><li>Baby Buggies Computer Software </li></ul></ul><ul><ul><li>Baby Buggies’ craft packets. </li></ul></ul><ul><li>Buggie Bucket Meal Options </li></ul><ul><ul><li>Organic, nutritionally balanced lunches for the children of busy, health conscious parents. </li></ul></ul><ul><li>Create an indoor Kids’ Gym and weekly fitness program at each Baby Buggies location. </li></ul><ul><li>Increase parent/teacher communication, and parent involvement. </li></ul>Mission and Goals
  5. 5. <ul><li>Offering a strong scientific approach to educating even the youngest of children, starting them on the formal education route much earlier than any other school in Columbus. </li></ul><ul><li>Creating an awareness and dispelling any fear of the great outdoors, and encouraging exploration and expression of concepts learned therein. </li></ul><ul><li>Providing an all-natural, ecologically responsible, non-toxic environment for all children and employees. </li></ul>Core Competencies
  6. 6. SWOT Analysis Table A Strengths Highly educated, carefully screened, first aid and CPR certified staff. Computer training and foreign language skills. Environmentally responsible facility, safe and practical for children. High-tech, stringent security systems, policies, procedures. Triple focus: Nurturing, Educating, Environmental Awareness Weaknesses More expensive program than most child care centers. Parents asked to provide lunches from home – time consuming, often providing quick, unhealthy meals. Parents are uninvolved in curriculum, find it difficult to reinforce education ideas at home. Leverage Opportunities Creating software packages, craft kits that parents use to reinforce ideas learned in classrooms. Offering fitness programs for children, adding a healthy, organic meal option to address parent’s concerns about health and ease time constraint issues. Webcams in classroom offer parents a 24/7 look into classrooms. Creating parent/teacher conferences. Problems Threats Expenses – increasing technology, organic foods, highly trained educators result in higher cost. Decreased population in current focus areas where schools are located as city grows and new “hot spots” are created. Charter and Montessori schools expanding services to offer pre-school curriculum. Constraints Vulnerabilities
  7. 7. <ul><li>Goddard Schools </li></ul><ul><ul><li>Excellent reputation </li></ul></ul><ul><ul><li>High quality facilities </li></ul></ul><ul><ul><li>Language Arts/Artistic development </li></ul></ul><ul><ul><li>Fitness, Etiquette, Second Language courses </li></ul></ul><ul><ul><li>No environmental focus, which is important in the target market </li></ul></ul><ul><li>Charter/Montessori Schools </li></ul><ul><ul><li>Excellent education </li></ul></ul><ul><ul><li>Sensitive to child’s needs and abilities, moves at the child’s pace </li></ul></ul><ul><ul><li>Only available at a pre-kindergarten level, no younger </li></ul></ul><ul><ul><li>Not intended as a supplement to family environment </li></ul></ul>Competitors
  8. 8. <ul><li>Parents between the ages of 26 and 45. </li></ul><ul><ul><li>College educated, dual income household </li></ul></ul><ul><ul><li>Culturally diverse, interested in politics, the environment, science, arts, worldwide current events </li></ul></ul><ul><li>Status oriented. </li></ul><ul><ul><li>Concerned with forming a good foundation for their children, willing to pay a higher price for higher quality </li></ul></ul><ul><ul><li>Always on the cutting edge of technology, home décor, fashion and fitness products </li></ul></ul><ul><li>Very interested in convenient ways to create a healthy lifestyle. </li></ul><ul><ul><li>Concerned about the effects of pollution on the food they and their children eat </li></ul></ul><ul><ul><li>Concerned about lack of physical activity </li></ul></ul><ul><ul><li>Want recreational activities to play a dual role – entertaining and educational </li></ul></ul>Target Market
  9. 9. <ul><li>Baby Buggies Computer Games </li></ul><ul><ul><li>Software for toddlers, pre-k, kindergarten and earth-friendly kids </li></ul></ul><ul><li>Baby Buggies Craft Packets </li></ul><ul><ul><li>Bug-themed, easy to assemble craft kits with new kits being introduced each season </li></ul></ul><ul><li>Baby Buggies’ Buggie Buckets </li></ul><ul><ul><li>Organic, nutritionally balanced meal plan that parents may purchase one week at a time for their child </li></ul></ul><ul><li>Indoor Kid’s Gym </li></ul><ul><li>Webcams in the Classrooms </li></ul><ul><ul><li>Parents have instant access to the classroom, 24/7 </li></ul></ul>The Marketing Mix: Product Strategy
  10. 10. <ul><li>New products sold in Center Lobbies </li></ul><ul><ul><li>Will be restocked from main warehouse once per week </li></ul></ul><ul><li>New products sold via Online Store </li></ul><ul><ul><li>Will be shipped once per week from main warehouse </li></ul></ul><ul><ul><li>USPS Express Mail with Delivery Confirmation </li></ul></ul><ul><li>CD’s and Craft Kits will be stored at Dublin Warehouse </li></ul><ul><ul><li>CD’s reordered in lots of 500 </li></ul></ul><ul><ul><li>Craft Kits reordered in lots of 1,000 </li></ul></ul><ul><ul><li>Vendor approved shipping method </li></ul></ul><ul><li>Local vendors will be used to purchase organic food to ensure fresh quality </li></ul><ul><ul><li>Shipments of dairy, vegetable and fruit items will arrive at each center each day before 6:00am </li></ul></ul>The Marketing Mix: Distribution Strategy
  11. 11. <ul><li>Trial Version Software Mailings </li></ul><ul><ul><li>Sent to parents of currently enrolled kids and previous online store customers. </li></ul></ul><ul><li>Print Ads </li></ul><ul><ul><li>Will update ads currently run in The Columbus Dispatch and Columbus Parent Magazine </li></ul></ul><ul><ul><li>Will update fliers being distributed through upscale shops (hair salons, coffee and children’s clothing shops) </li></ul></ul><ul><li>Informational Packets </li></ul><ul><ul><li>Will send new packets to St Ann’s, Mt. Carmel East and West, and Riverside Hospitals for inclusion in their new mother information kits </li></ul></ul><ul><ul><li>Will send new packets to Children’s to be included in Newborn Care class packets </li></ul></ul><ul><li>Continue sponsoring ads </li></ul><ul><ul><li>WBNS and WOSU pledge drives </li></ul></ul><ul><li>Attend 2007 Columbus Baby Expo and Kidzapalooza </li></ul><ul><ul><li>Hand out trial versions of software, stickers, and do new surveys </li></ul></ul>The Marketing Mix: Promotional Strategy
  12. 12. <ul><li>Baby Buggies presents itself as a premier child care service, targeting status minded consumers. For this reason, childcare services are priced significantly higher than average day cares, but competitively with premier competitors. </li></ul><ul><li>Buggie Buckets will be priced at the same level as catered boxed lunches in Columbus </li></ul><ul><ul><li>Higher price infers higher quality </li></ul></ul><ul><ul><li>Covers costs of foods and labor </li></ul></ul><ul><li>Software and Craft Kits will be priced to be competitive with local craft and toy stores. </li></ul><ul><ul><li>Wider market </li></ul></ul><ul><ul><li>Want to appeal to larger section of population and be easily accessible. </li></ul></ul>The Marketing Mix: Pricing Strategy
  13. 13. <ul><li>Lots of exciting new products and programs have been created, lending new excitement to an already successful brand! </li></ul><ul><li>Time honored concepts of the importance of the environment and scientific study create a feeling of consistency and reliability in our community – we will always be here. </li></ul><ul><li>Will revisit again in 2008 – thanks for coming! </li></ul>Conclusion