Case Study Technology Start-UpAnn Rote, VP Marketing         2006
Steps to Building the Brand Foundation   Knowing the market need for our service   Identifying the target market and hav...
Knowing the market need for your service                                           3         Conduct market analysis
Conclusion from Market Analysis Tweens in the USA lag other nations in cell phone penetration Most new cell phone additi...
Steps to Building the Brand Foundation   Knowing the market need for our service   Identifying our target market and hav...
Market size = 28 million tweens    But who do we target?                                  6
Conduct Customer Segmentation Study     What is Customer Segmentation?Marketing technique for pinpointing exactly who is  ...
Core Customer Segments Identified  Prime TargetChatterbox Caitlin            Datahog Derrick          Apathetic Alex      ...
Steps to Building the Brand Foundation   Knowing the market need for our service   Identifying our target market and hav...
What is Brand Positioning? A marketing technique of  staking a claim for a piece  of real estate in the hearts  and minds...
Brand Positioning                                11   tweensTHEIR PARENTS
Brand Positioning Statement kajeet is the only cell phone service that is right for kidsand right for parents. With kajeet...
Steps to Building the Brand Foundation   Knowing the market need for our service   Identifying our target market and hav...
Unique Selling Propositionkajeet is the only cell phone service created from a kids point of view           14
Creating the Brand Identity visual and verbal cues that help to form animpression of your brand in the eyes of your       ...
Research with Kids and Parents Say…                    The Dudes are Winners!                                             ...
Print        17
The Dudes Talking to Moms                            18
The Original Website                       19
Packaging                                                              20Package performed at or above norms on three key ...
Merchandising                21
Shelf Mock-Up                22
The Results   Landed 2 distribution deals in major retail outlets before    the prototype product was available   11% na...
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Kajeet case study

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As VP Marketing at kajeet, a telecommunications start-up for tweens I was one of the first 5 employees to join the company. We used a classical marketing approach to building the brand with research as a core component to defining what the brand should stand for and how to position it to tweens and their parents (primarily moms). Loved this work!

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Kajeet case study

  1. 1. Case Study Technology Start-UpAnn Rote, VP Marketing 2006
  2. 2. Steps to Building the Brand Foundation Knowing the market need for our service Identifying the target market and having a deep understanding of our customer Define what our brand will stand for in the hearts and minds of our customers 2 Understand the benefit that our service will provide to our customer
  3. 3. Knowing the market need for your service 3 Conduct market analysis
  4. 4. Conclusion from Market Analysis Tweens in the USA lag other nations in cell phone penetration Most new cell phone additions will be kids Younger kids have more pre-paid phones than the general population 4 No cell phone company appears to be marketing to the tween consumer segment
  5. 5. Steps to Building the Brand Foundation Knowing the market need for our service Identifying our target market and having a deep understanding of our customer Define what our brand will stand for in the hearts 5 and minds of our customers Understand the benefit that kajeet will provide to our customer
  6. 6. Market size = 28 million tweens But who do we target? 6
  7. 7. Conduct Customer Segmentation Study What is Customer Segmentation?Marketing technique for pinpointing exactly who is most receptive to buying your product or service 7 core consumer target
  8. 8. Core Customer Segments Identified Prime TargetChatterbox Caitlin Datahog Derrick Apathetic Alex 8 Caitlin is very social, Derrick loves gadgets, Alex is an Emerging likes to talk & text uses data features more Communicator than talk & text
  9. 9. Steps to Building the Brand Foundation Knowing the market need for our service Identifying our target market and having a deep understanding of our customer Define what our brand will stand for in the 9 hearts and minds of our customers Understand the benefit that kajeet will provide to our customer
  10. 10. What is Brand Positioning? A marketing technique of staking a claim for a piece of real estate in the hearts and minds of your customers 10 Create a niche that your brand, and only your brand, can own Differentiates your brand from all others in the d an ng Br ioni sit competitive marketplace Po
  11. 11. Brand Positioning 11 tweensTHEIR PARENTS
  12. 12. Brand Positioning Statement kajeet is the only cell phone service that is right for kidsand right for parents. With kajeet, kids are independent and free because only kajeet provides the depth ofpersonalization, connection and entertainment kids really 12 want and parental controls that families needs. kajeet is all about fun, confidence and empowerment
  13. 13. Steps to Building the Brand Foundation Knowing the market need for our service Identifying our target market and having a deep understanding of our customer Define what our brand will stand for in the 13 hearts and minds of our customers Understand the benefit that kajeet will provide to our customer
  14. 14. Unique Selling Propositionkajeet is the only cell phone service created from a kids point of view 14
  15. 15. Creating the Brand Identity visual and verbal cues that help to form animpression of your brand in the eyes of your customers Logo 15 Tagline Personality Tone of voice Key messages Development of the creative
  16. 16. Research with Kids and Parents Say… The Dudes are Winners! 16 Unique, eye-catching + fun Appeals to a wide range of ages Likely to break through the clutter81% want to tell their parents (and their friends) about kajeet… 86% would consider purchasing kajeet
  17. 17. Print 17
  18. 18. The Dudes Talking to Moms 18
  19. 19. The Original Website 19
  20. 20. Packaging 20Package performed at or above norms on three key indicators
  21. 21. Merchandising 21
  22. 22. Shelf Mock-Up 22
  23. 23. The Results Landed 2 distribution deals in major retail outlets before the prototype product was available 11% national brand awareness with kids segment within six months of retail launch 23 Gained a 3% market share of kids 8-14 in less than six months of retail launch Earned media placements in national print, online, and broadcast media exceeded 800million impressions at an estimated worth of $4.5mm kajeet is still available for sale online today (kajeet.com)

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