Coleman: Between a Rock and a Soft Place

  • 39 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
39
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Summer
  • Summer
  • Summer
  • Bailey
  • Bailey
  • Kellie
  • Kellie
  • Kellie
  • Kellie
  • Jordan
  • Jordan
  • Jordan
  • Jordan
  • Jordan
  • Summer
  • Kellie
  • Kellie
  • Kellie
  • Bailey
  • Bailey
  • Jordan

Transcript

  • 1. Bailey Beins, Kellie Birtch, Summer Borowski, Jordan Loyd
  • 2. Agenda • Situational Analysis • Key Consumer Insight • Main Message • Media Strategies • Print Campaign • Social Media • PR Campaign • Guerilla Tactic • Support
  • 3. Situational Analysis Currently: New Line: • Low awareness • Top Quality • “Cheaper” stigma • Innovative • No new improvements • New features/benefits • Premier retailers (REI, EMS, etc.) • Compete with premium brands
  • 4. The Goal • Revitalize and reposition the Coleman line of camp pads as higher end sleeping gear. • Align Coleman with outdoor comfort. • Ignite the nostalgia the outdoors brings with camping and spending quality time with loved ones.
  • 5. The Target PRIMARY • 55-64 age group • Affluent • Low price consciousness • Outdoor oriented • Family oriented • 50% Male, 50% Female
  • 6. The Target SECONDARY • 18-35 age group • Outdoor enthusiasts • Importance on quality • Tech savvy • Independent, adventurous
  • 7. Key Consumer Insights – Part 1 • The target is familiar with Coleman. • May have grown children who no longer live at home. • Look back fondly on past camping experiences that have brought the family together.
  • 8. Key Consumer Insights – Part 1 • Comfort is key- especially with an aging demographic. • Doesn’t enjoy “roughing it” as much as they did in earlier years. • Want to spend quality time together outside with some of the comforts of home.
  • 9. Key Consumer Insights – Part 2 • The target cares about the technical ability of their gear. • Will be engaged by new product features and the benefits attached to them.
  • 10. Key Consumer Insights – Part 2 • Cost is less important. • Searching for quality and durability. • Looking to invest in the outdoor experience
  • 11. Main Message PRIMARY: Roughing it in comfort • Camping can be comfortable and relaxing, not always rugged SECONDARY: Technical Appeal • Introducing the Pro Series Re-brand • Higher end, more credible sub-brand • Durable, light, packable, warm
  • 12. Our Campaign Idea.
  • 13. Find yourself between a rock and a soft place.
  • 14. Taking Coleman A Step Further
  • 15. Pro Series by Coleman • Step into the realm of high-quality technical camping gear • Take market share from Big Agnes, Therm-a-Rest & ALPS • Consumer confidence in the technical products Coleman provides
  • 16. Online - #RockAndSoftPlace
  • 17. Public Relations Red Cross Partnership • Will increase • Credibility • Social Responsibility • Customer Loyalty • Logistics • Percentage of proceeds will be donated in equivalent Coleman goods
  • 18. Public Relations Point of Purchase Displays With Products • High end retail stores • Promote partnership with Red Cross
  • 19. Celebrity Product Interaction Man vs. Wild • Start the new product line with a bang • Will increase: • Credibility • Brand Awareness • Buzz
  • 20. Guerilla Tactic Interactive Testing • South By Southwest, Austin • Mountain Towns • Lake Tahoe, Breckenridge, Jackson Hole, Whistler (CA)
  • 21. Guerilla Tactic Interactive Testing • Coleman Carnival • Take over a large parking lot in target cities and set up a staged outdoor scene • Features all the new sleeping pads + other Coleman gear • Have people interact and test gear in a fun way
  • 22. Campaign Strengths • Target • Speaks clearly to a well defined target. • Print • Plays to the desire for comfort. Relatable. Memorable. • Pro Series emphasizes the quality of the new gear. • PR • Strong, credible partnerships with Red Cross - emotional component. Overall, will generate positive publicity though large-scale media. • Celebrity • Displays product in front of a a fun audience showing the capabilities of the new pads • Guerilla • Reaching the target in an approachable, effective way via familiar media channels. • Expandable • Easy to adapt creative to other outlets and campaigns
  • 23. Questions?