Wednesday, February 13, 13
Bunny Kids
•

a Fit & Fresh extension
To urban-dwelling, educated savvy mothers who want smarter, easier,
healthier, more ...
Points of Parity

Positioning

• Provide essentials lines for consumers
• Lunch box: Functional, friendly, integrated with...
Points of Difference
• Lunch Box :
Universal
Removable Ice pack
• “ Hot Lunch” bowl is specially designed for hot meal.
• ...
Positioning
•
•
•
•
•

Good size to fit variety of healthy food when kids are away from home
Safe, BPA free, non-toxic • s...
What our consumers need when they want to buy a lunch box for their kids
•
•
•
•
•
•

Good sizes to fit a variety of healt...
Our Product Range

Bunny Friends
Wednesday, February 13, 13
Competitors
• Laptop Lunches ( Bento-Ware)
• Skip Hop
• Goodbyn
Met-un met needs and
• Planet Box
• Fit&Fresh
wants.

Wedn...
Skip Hop

Met-un met needs and
wants.
Wednesday, February 13, 13
Laptop Lunch
Laptop lunch.
Wednesday, February 13, 13
Goodbyn
Goodbyn
Wednesday, February 13, 13
P lanetBox

PlanetBox
Bunny Friends
Wednesday, February 13, 13
Pottery Barn Kids

Wednesday, February 13, 13
Easy to use
for little
fingers.

Convenie Clean Safe Design, Available Insulated Good
n-t.
Colors Sizes
bag
price ?

Fit &...
Alternate Positioning Strategies
Fit&Fresh should be the brand that is a combination of good
qualities : big enough for a ...
The Target Market
• Women (6 percent) /
• 18-34 years old /
• College Degree
•

• post- graduate (8 percent%) /
• work in ...
UrbanSavvy mothers
Want the best products as well as a healthy life for their
children.
Reach: Social media, magazines and...
Product Road Map
3 Year P lan
Wednesday, February 13, 13
Brand Salience
• Making it easier for parents to pack
their children’s lunch.
Brand Performance
• Non-Toxic
• Dishwasher/W...
Price Recommendations
• We wanted to keep the prices the same.
• The quality of the products goes with the price that Fit ...
Promotional Advertising Strategy
• The way we plan on using the budget of $300,000 is using 3 different
programs that work...
Brand Equity & Elements

Wednesday, February 13, 13
Brand Awareness & Recall
• It should be related to the brand personality that we have.
• Sharing our product feature such ...
Brand Image & Knowledge
•
•
•
•
•
•

To help build customer loyalty to our brand and make them depend on us
We want the co...
Brand Association
• Advertising
• Word of mouth
• Quality of the
product
• Retail price
• Packaging
• Customer relations

...
Distribution Strategy
• Tooling Start :February 1
• 1st Shots :May 1
• FEP:June 1
• 1st Shipment : July 1
• US Available :...
Works Cited

"Goodbyn US Store." Goodbyn US Store. N.p., n.d.
"Kids & Baby Furniture, Kids Bedding & Gifts | Baby Registry...
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Brand Marketing : Bunny Friends

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Brand Marketing : Bunny Friends

  1. 1. Wednesday, February 13, 13
  2. 2. Bunny Kids • a Fit & Fresh extension To urban-dwelling, educated savvy mothers who want smarter, easier, healthier, more convenient means of eating for their beloved children - Fit & Fresh is an eco-friendly plastic container brand that not only benefits the consumer, but the environment as well. Bunny Friends Wednesday, February 13, 13
  3. 3. Points of Parity Positioning • Provide essentials lines for consumers • Lunch box: Functional, friendly, integrated with other products, • Insulated bag: sturdy straps, zippered enclosure. • Lunch kits: different sizes. Wednesday, February 13, 13
  4. 4. Points of Difference • Lunch Box : Universal Removable Ice pack • “ Hot Lunch” bowl is specially designed for hot meal. • Reusable sandwich bags Wednesday, February 13, 13
  5. 5. Positioning • • • • • Good size to fit variety of healthy food when kids are away from home Safe, BPA free, non-toxic • safe to put perishables food in, Easy to clean • Easy to pack and unpack. Close securely • Good design that appeals to the kids. Adorable Wednesday, February 13, 13
  6. 6. What our consumers need when they want to buy a lunch box for their kids • • • • • • Good sizes to fit a variety of healthy foods when kids are away from home Safe, BPA free, non-toxic Easy to clean Close securely Affordable • Easy to pack and unpack Safe to put perishable food in • Good design that appeals to the kids. Bunny Friends Wednesday, February 13, 13
  7. 7. Our Product Range Bunny Friends Wednesday, February 13, 13
  8. 8. Competitors • Laptop Lunches ( Bento-Ware) • Skip Hop • Goodbyn Met-un met needs and • Planet Box • Fit&Fresh wants. Wednesday, February 13, 13
  9. 9. Skip Hop Met-un met needs and wants. Wednesday, February 13, 13
  10. 10. Laptop Lunch Laptop lunch. Wednesday, February 13, 13
  11. 11. Goodbyn Goodbyn Wednesday, February 13, 13
  12. 12. P lanetBox PlanetBox Bunny Friends Wednesday, February 13, 13
  13. 13. Pottery Barn Kids Wednesday, February 13, 13
  14. 14. Easy to use for little fingers. Convenie Clean Safe Design, Available Insulated Good n-t. Colors Sizes bag price ? Fit & Fresh ✔ ✖ ✖ ✔ ✔ ✖ ✔ ★★ Pottery Barn kids ✔ ✔ ✔ ✔ ✔ ✔ ✔ ★★★ ✖ Skip Hop ✖ ✔ ✔ ✔ ✔ ✔ ✖ ★★★ ✔ Laptop lunch ✔ ✖ ✔ ✔ ✔ ✖ ✔ ★★ ✖ ★★★ Goodbyn ✔ Planet Box ✔ ✔ ✖ ✔ ✖ ✔ ✔ ✔ ✔ ✖ ✔ ✔ ✖ ★ ★★★ ✔ ★★★ ✖ ★★ Brand Name Healthy Choice Wednesday, February 13, 13 ✔
  15. 15. Alternate Positioning Strategies Fit&Fresh should be the brand that is a combination of good qualities : big enough for a variety of healthy food, easy to use, different designs, creative for the kids and have affordable prices. Bunny Friends Wednesday, February 13, 13
  16. 16. The Target Market • Women (6 percent) / • 18-34 years old / • College Degree • • post- graduate (8 percent%) / • work in professional and related occupations(12 percent%) HH : 75,000 to 149,999 per year (15%percent ) Bunny Friends Wednesday, February 13, 13
  17. 17. UrbanSavvy mothers Want the best products as well as a healthy life for their children. Reach: Social media, magazines and radios channel. Distribution: Official website/ Amazon : August 1 CVS - Stop and Shop - Wall-mart - Target: August 1 Toy R Us - Babies R Us : August 1 Lunch boxes : 8/1 Chill container : 8/ 15 Wednesday, February 13, 13
  18. 18. Product Road Map 3 Year P lan Wednesday, February 13, 13
  19. 19. Brand Salience • Making it easier for parents to pack their children’s lunch. Brand Performance • Non-Toxic • Dishwasher/Washer • Keeps food cold • Leak resistant • PVC & BPA free • Measurement markings Brand Imagery • Children ages 3-5/ Parent • Health conscious parents of preschool children • Easy to open, comforting, big kid, convenient, fresh food, puts parents in control of the diet, economical, and environmentally friendly. Consumer Judgments • PVV & BPA Free • Fit & Fresh has successful history at Toy R Us, so we trust their judgment. • The features we have ice packs, in lids, dip cups and built-in spoons. • Has the most complete selection in the industry. Consumer Feelings • Healthy, reassured • Organized • Confident inabilities • Hassel free Consumer Brand Resonance • Satisfaction (Quality) • Cohesive • Safety • Dependable Wednesday, February 13, 13
  20. 20. Price Recommendations • We wanted to keep the prices the same. • The quality of the products goes with the price that Fit & Fresh has set. • The prices can range from $5.99 - $30.99 Wednesday, February 13, 13
  21. 21. Promotional Advertising Strategy • The way we plan on using the budget of $300,000 is using 3 different programs that work with different schools to help build our brand equity. Programs: • Toy R Us • Eat Smart. Play Hard. • Chartwells: Eat. Learn. Live Bunny Friends Wednesday, February 13, 13
  22. 22. Brand Equity & Elements Wednesday, February 13, 13
  23. 23. Brand Awareness & Recall • It should be related to the brand personality that we have. • Sharing our product feature such as having flexibility, friendly, healthy, and smart. • Solving customer’s problem and satisfy there needs. • The name that we choose is adding a funny tune to our products. Wednesday, February 13, 13
  24. 24. Brand Image & Knowledge • • • • • • To help build customer loyalty to our brand and make them depend on us We want the consume to prefer us than other products. Bunny friends is going to be part of moms and children’s lifestyles. Our brand has some funny creative which attracts our customers attention and tie it with our feature . The logo is the way we differentiate ourselves from the other companies. The slogan “Hop to Health” makes our consumers trust us more because we want them to know we can about their health. Bunny Friends Wednesday, February 13, 13
  25. 25. Brand Association • Advertising • Word of mouth • Quality of the product • Retail price • Packaging • Customer relations • Employee relations • Brand ambassadors • Schemes • Offers • Promotions Bunny Friends Wednesday, February 13, 13
  26. 26. Distribution Strategy • Tooling Start :February 1 • 1st Shots :May 1 • FEP:June 1 • 1st Shipment : July 1 • US Available : August 1 Wednesday, February 13, 13
  27. 27. Works Cited "Goodbyn US Store." Goodbyn US Store. N.p., n.d. "Kids & Baby Furniture, Kids Bedding & Gifts | Baby Registry | Pottery Barn Kids." Pottery Barn Kids. N.p., n.d. "Laptop Lunches - Lunch Boxes | Bento Boxes." Laptop Lunches - Lunch Boxes | Bento Boxes. N.p., n.d.  "Main Menu." PlanetBox. N.p., n.d. "Skip*Hop." Skip Hop. N.p., n.d.  Baby & Toddler : Shop Fit & Fresh : Fit&Fresh. N.p., n.d MRI plus. Fall 2011 Product, Household Products- Non Food Products. Rep. N.p.: MRI plus, 2012.  Wednesday, February 13, 13

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