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!
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
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. 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. Market size = 28 million tweens
But who do we target?
6
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. Core Customer Segments Identified
Prime Target
Chatterbox 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. 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. 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
12. Brand Positioning Statement
kajeet is the only cell phone service that is right for kids
and right for parents. With kajeet, kids are independent
and free because only kajeet provides the depth of
personalization, connection and entertainment kids really 12
want and parental controls that families needs.
kajeet is all about fun, confidence and empowerment
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
15. Creating the Brand Identity
visual and verbal cues that help to form an
impression of your brand in the eyes of your
customers
Logo
15
Tagline
Personality
Tone of voice
Key messages
Development of the creative
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 clutter
81% want to tell their parents (and their friends) about kajeet…
86% would consider purchasing kajeet
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)