Brand Management Presentation

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Presentation of our Brand Management project, Brand plan of EarPeace (hearing protection device)

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Brand Management Presentation

  1. EARPEACE - BRAND BRA N D BE LI E V ERS PLAN
  2. 1.PR O OJECT BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITION 5.R ECOMMENDATIONS AGENDA
  3. 1. PR O OJECT BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITION 5.R ECOMMENDATIONS AGENDA
  4. • Create a new category - stylish, high quality earplugs that can be used at loud music venues and night clubs to protect the ears. • Create a brand image for ‘EarPeace’. PROJECT OBJECTIVES
  5. • At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears. OUR PROMISE
  6. • 2 Surveys on Campus • Online Survey • 2 Focus Groups • 30 respondents • Question PRO • 12 participants • Brand Essence, Name • 236 Survey • Visited night clubs at least & Tag line Respondents once a month RESEARCH METHODOLGY
  7. 1. PR O OJECT BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITION 5.R ECOMMENDATIONS AGENDA
  8. Types of Earplugs • Elastic earplugs • Viscous earplugs - custom fit • Solid earplugs - musicians, custom molds HEARING PROTECTION MARKET
  9. ear plugs used to block Sleeping, Reading sound disruption > 30 DB Sound Level <50 DB) HOW LOUD IS LOUD?
  10. Factories Ear Muffs Sound Level > 110 DB ear plugs used in Loud Loud Night Clubs / Concerts Night Clubs / Clubs Sound Level = (90 -110DB) Sound Level = (85 -110 DB) HOW LOUD IS LOUD?
  11. Major Price Image Competitors Etymotic ER 20 High Fidelity $12 a pair Hearing Protection Etymotic ER 9, ER 15, ER 25. $150 - $200 a pair Musician Earplugs MusicSafe From Alpine $24.95 - 1 pair + 1 spare Foam Ear plugs $1 a 1 pair WHO CURRENTLY PROVIDES HP
  12. OLD FASHIONED • USED NORMALLY IN FACTORIES FOR OLD PEOPLE • • CHEAP FOR NOISE REDUCTION • • CONSUMER'S PERCEPTION ABOUT EAR PLUGS
  13. • 75% - have not seen • Only 16% - think earplugs are used at loud music places • Only 10% - think earplugs reduce sound and not quality • Only 18% - have used earplugs at loud music arenas • Top 2 reasons for not using earplugs at loud music arenas • “It looks stupid” • “cannot hear others when wearing it” Inference: • Very few consumers have tried / know about earplugs that are specifically designed for Loud music arenas. • Image Conscious SURVEY RESULTS - CURRENT SITUATION
  14. • 62% - wished to have earplugs at loud music arenas but Only 18%of the respondents have used earplugs at loud music arenas. • 99% - agreed that loud music may cause hearing damage • Top three features that respondents wished to have in earplugs • compact size • comfort • reducing sound without compromising quality Inference: • There is a need for earplugs among the consumers. • Awareness about the category of earplugs that is used in loud music arenas is low CONSUMER’S NEEDS
  15. 1.O BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITIONING 5.R ECOMMENDATIONS AGENDA
  16. EARPEACE
  17. • Solid Earplug • Sound reduction by 20DB in the range 90-110DB • Reduces sound without loss of quality • Compact - Almost invisible to others • Soft - Comfort • Color matched to the user’ skin • Available in a sleek attractive package EARPEACE - FEATURES
  18. • FUN • STYLISH & COOL • COMPACT • PARTY HARD • HANGING OUT WITH FRIENDS EARPEACE - BRAND ESSENCE ( WE WISH TO TAKE TO)
  19. 1.O BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITION 5.R ECOMMENDATIONS AGENDA
  20. Age < 20 Age 30-39 Income < $50,000 Age 20-29 Age 40 + Income > $50,000 Rural/ Urban Age Group / Income Geographic Segmentation Demographic Segmentation Health / Image Conscious Behavioralistic Segmentation SEGMENTS - US ONLY
  21. + + conscious/consumer Health Image Age 30-39 Primary Target = Income >$50,000 Positioning Statement: For Image and health conscious educated adults in 30-39 age group with income greater than $50,000 living in urban areas, who need hearing protection, ‘EarPeace’ is the Hearing Protection device, that provides protection with a style. Unlike Alpine and Etymotic, ‘EarPeace’ strives to be a lifestyle product in consumers’ nightlife. TARGET SEGMENT + POSITION
  22. 1.O BJECTIVE 2.HE PR MA ARING OTECTION RKET 3.E PE AR ACE 4.SE ,T ,PO GMENT ARGET SITION 5.R ECOMMENDATIONS AGENDA
  23. HP Market Ear plugs for Ear plugs for Ear plugs for use Stylish, cool ear blocking the use at at Loud Music plugs for use at sound Factories Place Loud Music Places : Objectives Growing the Creating a category Brand Image RECOMMENDATION GUIDELINE
  24. • Only 10% - think earplugs reduce sound and not quality • Focus Group Creating a • Poll Brand Image • L&M Technique / 10 Measurement Criteria PRODUCT - NAME & TAGLINE
  25. • Packaging • Engraving • Key Chain Creating a Brand Image LIFESTYLE - FOR MEN AND WOMEN
  26. • $25 a pair • Psychological pricing strategy • Sold at prostyle.com, convenience & electronic store - Best buy, fry’s electronics and loud music arenas • Not to be sold at other online stores such as earplugstore.com • Also sold in vending machines at Loud music venues - $15 a pair with out the premium packaging. ( Test it out ) Creating a Brand Image PRICE / DISTRIBUTION
  27. • Website - protsyle.com • Google Search Ads • Banner ads / Affiliate marketing / Product Reviews • Facebook Application - Ads • Print Ads • Brand Experience Booths • At loud Music Places - Point of Use MARCOM
  28. Prostyle.com Product Hearing Loss About US Contact US Growing the category Music Protection with Creating a Brand Image a Style Musicians wear it. News letter updating Why not you? the music events Price : $25 Endorsements from Want to know about the music events Jack Black, Joe in your place? Satriani Zip code Email id Consumers communicating to Face book each other. Application Calendar of Music events
  29. Search Paid Ads Search Engine Optimization Creating a Brand Image GOOGLE SEARCH ADS
  30. Growing the category Creating a Brand Image BANNER ADS / AFFILIATE MARKETING / REVIEW
  31. • Our Target Market - 30-39 active in Facebook • Live nation application - lets Music Fans Track Tours, Buy Tickets • Placing ads on the event list board Creating a Brand Image FACEBOOK
  32. • “I care for you” viral Campaign • Endorsement from pop singers, film artist and real people • Youtube, Veoh, Hulu etc Growing the category VIRAL CAMPAIGN
  33. Creating a Brand Image PRINT ADS
  34. PROSTYLE PROSTYLE • Placed in concerts, nightclubs • Trial • Create Brand Awareness Growing the category Creating a Brand Image BRAND EXPERIENCE BOOTHS
  35. • Employee Safety • Sponsoring the music bands. • Co - branding with My ears premium beers - Buy My ears My ears are safe . are safe. are safe. one and get one beer Ask me Ask me Ask me free how? how? how? My ears are safe. Ask me Growing the Creating a category Brand Image AT LOUD MUSIC PLACES
  36. Perceiving a need Information Search Evaluation of Purchase decision Post-purchase Alternatives Behavior 1. prostyle.com 2.Facebook Appln 3. Free Trials / 1. Online - Promotions prostyle.com 1. Google Search ads 4. Endorsement 2. 1. Discussion 2. SEO Convenience Forum 5. Viral Campaign store 3. Display Ads - I care for you 3. Best buy, 4. Affiliate Marketing 6. Brand Experience 4. In the loud booths music arenas 7. Discussion Forum ACTIVITIES HELPING IN PURCHASE DECISION
  37. EarPeace EarPeace is a Cool, Price $25 Stylish, IMC Lifestyle, Place hearing protection, Product used at Promotion Loud Music Places INTEGRATED MARKETING - ONE VOICE
  38. • California as the Test Market • Trials = 25,000 • Target Segment who go to Loud music clubs = 2.7 Million (Income + Age) • Our Promise = 25% = 675,000 -> EarPeace - Cool, stylish earplug • 63% wished to have earplugs = 1.7 Million • Buyers = 5 %(1.7 million) = 85,000 => Revenue =$867,000 TEST MARKET
  39. • At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears. WE BELIEVE
  40. Professor Ettenson Jay Clark Judges 236 + 30 - Survey Respondents & 12 - Focus Group Participants THANK YOU
  41. BRA N D BE LI E V E RS NOW, WE ARE READY FOR QUESTIONS!!!

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