Coleman: Between a Rock and a Soft Place

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  • Coleman: Between a Rock and a Soft Place

    1. 1. Bailey Beins, Kellie Birtch, Summer Borowski, Jordan Loyd
    2. 2. Agenda • Situational Analysis • Key Consumer Insight • Main Message • Media Strategies • Print Campaign • Social Media • PR Campaign • Guerilla Tactic • Support
    3. 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. 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. 5. The Target PRIMARY • 55-64 age group • Affluent • Low price consciousness • Outdoor oriented • Family oriented • 50% Male, 50% Female
    6. 6. The Target SECONDARY • 18-35 age group • Outdoor enthusiasts • Importance on quality • Tech savvy • Independent, adventurous
    7. 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. 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. 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. 10. Key Consumer Insights – Part 2 • Cost is less important. • Searching for quality and durability. • Looking to invest in the outdoor experience
    11. 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. 12. Our Campaign Idea.
    13. 13. Find yourself between a rock and a soft place.
    14. 14. Taking Coleman A Step Further
    15. 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. 16. Online - #RockAndSoftPlace
    17. 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. 18. Public Relations Point of Purchase Displays With Products • High end retail stores • Promote partnership with Red Cross
    19. 19. Celebrity Product Interaction Man vs. Wild • Start the new product line with a bang • Will increase: • Credibility • Brand Awareness • Buzz
    20. 20. Guerilla Tactic Interactive Testing • South By Southwest, Austin • Mountain Towns • Lake Tahoe, Breckenridge, Jackson Hole, Whistler (CA)
    21. 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. 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. 23. Questions?

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