Britax seeks to expand market share by increasing awareness of its brand and positioning itself as the safest and most comfortable car seat manufacturer. Research finds low brand awareness but high loyalty among existing customers. Britax can transfer this loyalty to new customers by educating them on car seat differences. Competitors have more market share due to greater awareness, representing an opportunity for Britax. The greatest obstacle is lack of awareness, but educating mothers increases likelihood they will choose Britax.
Don Schuneman has over 20 years of experience in management and service roles in the automotive and equipment industries. He has received extensive training and certifications in forklift operation, lifting equipment inspection, hazardous material handling, and commercial driving. Schuneman has also completed numerous product training courses to support sales and service of equipment brands such as Yale, Firestone, Bridgestone, and Clark. He has received awards for his sales performance and contributions to setting up customers nationally.
1. The document outlines 10 safety leadership principles for establishing a strong safety culture within an organization. The principles emphasize aligning safety as a core value, ensuring words and actions match regarding safety commitments, and using performance metrics focused on proactive safety measures rather than just outcomes.
2. Principles also stress the importance of focusing on behaviors and conditions over just compliance, standardizing processes, continuously developing safety leadership at all levels, and analyzing "why" incidents occurred rather than blaming individuals. The goal is to prioritize safety, minimize risks, and avoid recurrences.
3. Overall, the principles provide guidance for leaders to energize their organization around a shared safety mission through clear accountability, data-driven metrics,
Sunoco uses its eCAT system powered by Essential Suite software to manage compliance with Title V of the Clean Air Act. eCAT tracks the hundreds of thousands of tasks required to comply with Title V permits and assigns them to individuals, improving accountability. It allows Sunoco to identify compliance requirements, communicate tasks, and track their completion, catching noncompliance early. Using eCAT has helped Sunoco reduce deviations and pass corporate audits, saving time on reporting which used to take weeks but now takes days. While initially focused on Title V, eCAT can also track requirements for health, safety, and other business areas.
Sonoco Products Company is a global packaging company that was facing challenges from globalization and consolidation in the packaging industry. It had a highly decentralized HR function with no clear linkage between business goals and employee objectives. Sonoco developed a hybrid HR model to centralize some functions like performance management while maintaining a local HR presence. This model improved goal setting, succession planning, and employee development while allowing quicker response to changes and better coordination across departments. The hybrid model was recommended to make HR a change agent and employee champion in line with Sonoco's culture.
El documento presenta un caso de estudio sobre la compañía Sonoco Products Company. Resume los principales roles y sistemas de TI en Sonoco a finales de los 80 y principios de los 90, cuando TI tenía una mala reputación, y cómo se renovó TI en la empresa. También describe los sistemas de información actuales de Sonoco y analiza cómo la empresa está manejando el desarrollo e inversión en TI.
Presentation with Jim Prescott of Sonoco Products on S&OP at CSCMP in San Ant...Lora Cecere
Sales and operations planning improves enterprise resiliency. In this presentation, we define enterprise resiliency and then discuss how an effective sales and operations planning process can improve enterprise resiliency and balance sheet results.
The TBL framework measures an organization's performance across three dimensions: social, environmental and financial. It goes beyond traditional measures like profits to assess an organization's overall impact. The TBL is now commonly used by businesses, non-profits and governments to evaluate sustainability and guide decision-making. While measuring performance across these three areas poses challenges, the TBL allows for a comprehensive assessment of an organization's long-term impacts.
This document outlines the key processes involved in human resource development (HRD), including performance appraisal, potential appraisal, career planning, an HR information system, training and development, and a reward system. It describes how each process is used to develop employees' personal skills, organizational skills, knowledge, and abilities.
Don Schuneman has over 20 years of experience in management and service roles in the automotive and equipment industries. He has received extensive training and certifications in forklift operation, lifting equipment inspection, hazardous material handling, and commercial driving. Schuneman has also completed numerous product training courses to support sales and service of equipment brands such as Yale, Firestone, Bridgestone, and Clark. He has received awards for his sales performance and contributions to setting up customers nationally.
1. The document outlines 10 safety leadership principles for establishing a strong safety culture within an organization. The principles emphasize aligning safety as a core value, ensuring words and actions match regarding safety commitments, and using performance metrics focused on proactive safety measures rather than just outcomes.
2. Principles also stress the importance of focusing on behaviors and conditions over just compliance, standardizing processes, continuously developing safety leadership at all levels, and analyzing "why" incidents occurred rather than blaming individuals. The goal is to prioritize safety, minimize risks, and avoid recurrences.
3. Overall, the principles provide guidance for leaders to energize their organization around a shared safety mission through clear accountability, data-driven metrics,
Sunoco uses its eCAT system powered by Essential Suite software to manage compliance with Title V of the Clean Air Act. eCAT tracks the hundreds of thousands of tasks required to comply with Title V permits and assigns them to individuals, improving accountability. It allows Sunoco to identify compliance requirements, communicate tasks, and track their completion, catching noncompliance early. Using eCAT has helped Sunoco reduce deviations and pass corporate audits, saving time on reporting which used to take weeks but now takes days. While initially focused on Title V, eCAT can also track requirements for health, safety, and other business areas.
Sonoco Products Company is a global packaging company that was facing challenges from globalization and consolidation in the packaging industry. It had a highly decentralized HR function with no clear linkage between business goals and employee objectives. Sonoco developed a hybrid HR model to centralize some functions like performance management while maintaining a local HR presence. This model improved goal setting, succession planning, and employee development while allowing quicker response to changes and better coordination across departments. The hybrid model was recommended to make HR a change agent and employee champion in line with Sonoco's culture.
El documento presenta un caso de estudio sobre la compañía Sonoco Products Company. Resume los principales roles y sistemas de TI en Sonoco a finales de los 80 y principios de los 90, cuando TI tenía una mala reputación, y cómo se renovó TI en la empresa. También describe los sistemas de información actuales de Sonoco y analiza cómo la empresa está manejando el desarrollo e inversión en TI.
Presentation with Jim Prescott of Sonoco Products on S&OP at CSCMP in San Ant...Lora Cecere
Sales and operations planning improves enterprise resiliency. In this presentation, we define enterprise resiliency and then discuss how an effective sales and operations planning process can improve enterprise resiliency and balance sheet results.
The TBL framework measures an organization's performance across three dimensions: social, environmental and financial. It goes beyond traditional measures like profits to assess an organization's overall impact. The TBL is now commonly used by businesses, non-profits and governments to evaluate sustainability and guide decision-making. While measuring performance across these three areas poses challenges, the TBL allows for a comprehensive assessment of an organization's long-term impacts.
This document outlines the key processes involved in human resource development (HRD), including performance appraisal, potential appraisal, career planning, an HR information system, training and development, and a reward system. It describes how each process is used to develop employees' personal skills, organizational skills, knowledge, and abilities.
Running Head BRITAX SAFEINSTALL LAUNCH PART II9.docxjoellemurphey
Running Head: BRITAX: SAFEINSTALL LAUNCH PART II 9
Britax: SafeInstall Launch Part II
Britax is an undisputed leader in child transportation safety. The company’s reputation for unparalleled safety testing and innovation positively impacts consumer brand preference and equity. As part of a differentiation strategy, the company researched gaps in the mobile safety segment. It found that 75 percent of car seats are installed improperly, which directly impacts the product’s efficacy during a crash (Gordon, 2013). The company is in the process of launching the patented SafeInstall Car Seat system in the child safety market.
Target Market
“The target market includes consumers a company wants to sell its products and services to, and to whom it directs its marketing efforts” (Investopedia, 2014). No company can satisfy the needs and wants of all people. Therefore, companies create a target market profile that describes characteristics and buying behaviors of their target consumers. To define their target market, companies may look at geographic, demographic, and psychographic characteristics of consumers as well as behavioral considerations (Kotler & Keller, 2012). Britax operates in several countries such as U.S., Canada, Australia, Hong Kong, Germany, France, Finland, Sweden, United Kingdom, and New Zealand. The company is the market leader in Britain and Germany with a 40% share of total sales, has 60% of the market share in Australia and 13% of the market share in U.S. (Foxwell, 2010).
Target Consumers
Britax’s target consumers are parents willing to pay a premium price for their children’s safety, quality and comfort, which are the main benefits the company’s products offer. These are discerning parents with medium to high level incomes, who value the research and product ratings by consumer reports and other institutions. Britax products are very easy to install and use. They come in different styles to better fit the lifestyles of their consumers. The company also offers continuous support for their consumers and helps them choose the appropriate product for their children and helps install them properly. Another group of consumers targeted by Britax are the medical community and parents with children with special needs. The company offers products that provide safe travel and are adaptable for children with special needs (Britax, 2014).
Product Life Cycle
Britax will manage the product life cycle (PLC) using valuable resources to accomplish each life cycle, and to make sure the company grows as a result. A PLC is the stages of existence that a new product goes through. There are four stages to the life cycle. They are introduction, growth, maturity, and decline.
In the introduction stage Britax will focus on the numerous safety features of the Marathon 70. It contains a shield from vehicle intrusion, comfort for a child’s neck and body giving it a secure fit, and impact protection to manage force and ...
This document is a white paper from the Interactive Advertising Bureau South Africa (IAB SA) on brand safety in digital advertising. It defines brand safety as strategies to ensure online ads do not appear on websites or videos that could harm a brand's image. The paper discusses roles and responsibilities of brands, publishers, and agencies in ensuring brand safety. It also covers challenges around viewability, ad quality, and content that could impact brand perception if ads were to appear there. The goal is to provide guidance to optimize brand safety in the digital advertising ecosystem in South Africa.
This document provides background information and outlines a study that examines how negative online word-of-mouth influences consumer evaluations of an underdog brand compared to a top brand. It begins with an introduction on the topic and a literature review on relevant areas like wearable technology brands, word-of-mouth effects, and underdog theory. It then proposes two competing hypotheses about whether an underdog or top brand will be more negatively impacted. The document describes two pilot studies and the main study methodology which manipulates brand type and review valence to test the hypotheses. It concludes with a discussion of implications and limitations.
Britax saw a 2,775% return on ad spend by using Retail Search Exchange to promote its products on major ecommerce sites like Babies "R" Us, Target, Buy Buy Baby, Kohls and Walmart. This allowed Britax's car seats, strollers and other childcare products to appear in featured search results for consumers showing intent to buy baby and toddler products online. Britax's director of digital marketing noted that results from using Retail Search Exchange supported the company's continued investment in the platform.
ThingsCon: Trustable Tech mark (26 Sept 2018)Peter Bihr
The document discusses the Trustable Technology Mark, an initiative to create a trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers to make informed decisions about connected products and enable companies to demonstrate that their products are trustworthy. It would evaluate devices based on their privacy and data practices, transparency, security, stability, and openness. The trustmark project would involve developing a self-assessment tool for companies to evaluate their trustmark readiness, with documentation reviewed by experts. The goal is for the trustmark to help build consumer trust in IoT by promoting transparency and accountability.
Enterprise has a huge opportunity to embrace wearable technology. Wearables can benefit businesses by increasing workforce efficiency and productivity, improving customer service, speeding up processes like manufacturing, retail transactions and more. However, for wearables to succeed they must be designed around user experience through practices like human-centered design. The consistency of data integration across devices and with other systems like healthcare records and the internet of things will also be important. Wearable technology has the potential to revolutionize many industries like healthcare, retail, media and more if implemented effectively.
The wearable trend is here and its impact will be broad and significant. From fitness, to wellness and beyond, wearable technology will be a major part of the internet of things movement.
Étude PwC sur les objets connectés "The Wearable Future" (oct. 2014)PwC France
http://bit.ly/TheWearableFutureCP
L’étude du cabinet d’audit et de conseil PwC « The wearable future » montre que les « wearables » (vêtements ou accessoires connectés) sont de plus en plus présents dans le quotidien des Américains : en 2014 plus d’un Américain sur 5 déclare posséder au moins un « wearable ».
Ces nouveaux objets technologiques intéressent en priorité la génération Y puisqu’elle se déclare 55 % plus susceptible de posséder un « wearable », et 67 % plus attirée par ces nouvelles technologies.
Pour 3 Américains sur 4, ces différents « wearables » doivent à l’avenir permettre à la fois d’être plus réactifs et efficaces au travail, mais également de disposer de plus de temps libre.
ThingsCon: Trustable Tech Mark (10 Oct 2018)Peter Bihr
The document discusses a proposed trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers and enable companies to demonstrate that their IoT products are trustworthy. It would evaluate companies on key dimensions like privacy, transparency, security, stability, and openness. The trustmark system would involve a self-assessment tool for companies to evaluate their own practices, with documentation made public once approved. The project seeks to test and refine the trustmark concept over its first year to develop a launch-ready model.
Most insurance sales training fails for three key reasons: (1) it does not adapt to changes in the insurance buyer, who is now overwhelmed, risk-averse, and prefers team decision making; (2) it is not aligned with recent neuroscience research showing decisions are driven by emotion first, then logic; and (3) it lacks assessment of individual needs, customized solutions, ongoing coaching and metrics. To be effective, sales training must account for how the buyer has changed and address the emotional aspects of decision making. It also needs customized approaches tailored to producers' unique needs with ongoing support.
BCG and ZA Tech, two companies, I have interacted with quite a bit, have shared some interesting datapoints. They are taken in the Singaporean context but still bear significant insights for the European markets.
ThingsCon: Trustable Tech Mark (27 Oct 2018, Mozfest Edition)Peter Bihr
The document describes a proposed trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers and enable companies to demonstrate that their connected products are trustworthy. It would do this by evaluating devices based on their transparency, security, privacy practices, stability, and openness. A self-assessment tool is proposed for companies to evaluate their own trustmark readiness. Those that pass the assessment would receive the trustmark and have their assessment documentation publicly published. The trustmark is intended to increase consumer trust and attract talent by recognizing companies committed to high standards of responsibility. Feedback is sought on developing the trustmark concept and requirements.
This document outlines a proposed trustmark for connected devices and the Internet of Things (IoT). It discusses the need for a trustmark to help consumers make informed decisions about connected products and ensure companies prove their devices are trustworthy. The trustmark would evaluate devices across five dimensions: privacy and data practices, transparency, security, openness, and stability. It would involve a self-assessment process where companies publicly document how their products meet the criteria to earn the trustmark. The goal is to increase transparency and consumer trust in the growing IoT industry.
Artificial intelligence (AI) currently being used by insurance companies has failed to remove gender bias from the profession’s claims, underwriting and marketing processes.
A Chartered Insurance Institute (CII) report tells insurers they must tackle these gender biases. The report found that the datasets used to train the algorithms which support AI systems are rooted in outdated gender concepts. Algorithms learn by being trained on historic data but the report notes more and more of that data is now unstructured, coming from text, audio, video and sensors.
Yet the report warns embedded in that historic data are decisions based upon historic biases, particularly around gender. The report concluded insurance firms need to prepare a structured response to this issue, starting with visible leadership on tackling gender bias in AI.
The document provides steps for requesting writing assistance from HelpWriting.net, including creating an account, completing an order form with instructions and deadline, reviewing writer bids and qualifications, authorizing payment after receiving a satisfactory paper, and requesting revisions if needed. The service offers original, plagiarism-free content and refunds if plagiarized work is provided.
Running Head BRITAX SAFEINSTALL LAUNCH PART II9.docxjoellemurphey
Running Head: BRITAX: SAFEINSTALL LAUNCH PART II 9
Britax: SafeInstall Launch Part II
Britax is an undisputed leader in child transportation safety. The company’s reputation for unparalleled safety testing and innovation positively impacts consumer brand preference and equity. As part of a differentiation strategy, the company researched gaps in the mobile safety segment. It found that 75 percent of car seats are installed improperly, which directly impacts the product’s efficacy during a crash (Gordon, 2013). The company is in the process of launching the patented SafeInstall Car Seat system in the child safety market.
Target Market
“The target market includes consumers a company wants to sell its products and services to, and to whom it directs its marketing efforts” (Investopedia, 2014). No company can satisfy the needs and wants of all people. Therefore, companies create a target market profile that describes characteristics and buying behaviors of their target consumers. To define their target market, companies may look at geographic, demographic, and psychographic characteristics of consumers as well as behavioral considerations (Kotler & Keller, 2012). Britax operates in several countries such as U.S., Canada, Australia, Hong Kong, Germany, France, Finland, Sweden, United Kingdom, and New Zealand. The company is the market leader in Britain and Germany with a 40% share of total sales, has 60% of the market share in Australia and 13% of the market share in U.S. (Foxwell, 2010).
Target Consumers
Britax’s target consumers are parents willing to pay a premium price for their children’s safety, quality and comfort, which are the main benefits the company’s products offer. These are discerning parents with medium to high level incomes, who value the research and product ratings by consumer reports and other institutions. Britax products are very easy to install and use. They come in different styles to better fit the lifestyles of their consumers. The company also offers continuous support for their consumers and helps them choose the appropriate product for their children and helps install them properly. Another group of consumers targeted by Britax are the medical community and parents with children with special needs. The company offers products that provide safe travel and are adaptable for children with special needs (Britax, 2014).
Product Life Cycle
Britax will manage the product life cycle (PLC) using valuable resources to accomplish each life cycle, and to make sure the company grows as a result. A PLC is the stages of existence that a new product goes through. There are four stages to the life cycle. They are introduction, growth, maturity, and decline.
In the introduction stage Britax will focus on the numerous safety features of the Marathon 70. It contains a shield from vehicle intrusion, comfort for a child’s neck and body giving it a secure fit, and impact protection to manage force and ...
This document is a white paper from the Interactive Advertising Bureau South Africa (IAB SA) on brand safety in digital advertising. It defines brand safety as strategies to ensure online ads do not appear on websites or videos that could harm a brand's image. The paper discusses roles and responsibilities of brands, publishers, and agencies in ensuring brand safety. It also covers challenges around viewability, ad quality, and content that could impact brand perception if ads were to appear there. The goal is to provide guidance to optimize brand safety in the digital advertising ecosystem in South Africa.
This document provides background information and outlines a study that examines how negative online word-of-mouth influences consumer evaluations of an underdog brand compared to a top brand. It begins with an introduction on the topic and a literature review on relevant areas like wearable technology brands, word-of-mouth effects, and underdog theory. It then proposes two competing hypotheses about whether an underdog or top brand will be more negatively impacted. The document describes two pilot studies and the main study methodology which manipulates brand type and review valence to test the hypotheses. It concludes with a discussion of implications and limitations.
Britax saw a 2,775% return on ad spend by using Retail Search Exchange to promote its products on major ecommerce sites like Babies "R" Us, Target, Buy Buy Baby, Kohls and Walmart. This allowed Britax's car seats, strollers and other childcare products to appear in featured search results for consumers showing intent to buy baby and toddler products online. Britax's director of digital marketing noted that results from using Retail Search Exchange supported the company's continued investment in the platform.
ThingsCon: Trustable Tech mark (26 Sept 2018)Peter Bihr
The document discusses the Trustable Technology Mark, an initiative to create a trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers to make informed decisions about connected products and enable companies to demonstrate that their products are trustworthy. It would evaluate devices based on their privacy and data practices, transparency, security, stability, and openness. The trustmark project would involve developing a self-assessment tool for companies to evaluate their trustmark readiness, with documentation reviewed by experts. The goal is for the trustmark to help build consumer trust in IoT by promoting transparency and accountability.
Enterprise has a huge opportunity to embrace wearable technology. Wearables can benefit businesses by increasing workforce efficiency and productivity, improving customer service, speeding up processes like manufacturing, retail transactions and more. However, for wearables to succeed they must be designed around user experience through practices like human-centered design. The consistency of data integration across devices and with other systems like healthcare records and the internet of things will also be important. Wearable technology has the potential to revolutionize many industries like healthcare, retail, media and more if implemented effectively.
The wearable trend is here and its impact will be broad and significant. From fitness, to wellness and beyond, wearable technology will be a major part of the internet of things movement.
Étude PwC sur les objets connectés "The Wearable Future" (oct. 2014)PwC France
http://bit.ly/TheWearableFutureCP
L’étude du cabinet d’audit et de conseil PwC « The wearable future » montre que les « wearables » (vêtements ou accessoires connectés) sont de plus en plus présents dans le quotidien des Américains : en 2014 plus d’un Américain sur 5 déclare posséder au moins un « wearable ».
Ces nouveaux objets technologiques intéressent en priorité la génération Y puisqu’elle se déclare 55 % plus susceptible de posséder un « wearable », et 67 % plus attirée par ces nouvelles technologies.
Pour 3 Américains sur 4, ces différents « wearables » doivent à l’avenir permettre à la fois d’être plus réactifs et efficaces au travail, mais également de disposer de plus de temps libre.
ThingsCon: Trustable Tech Mark (10 Oct 2018)Peter Bihr
The document discusses a proposed trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers and enable companies to demonstrate that their IoT products are trustworthy. It would evaluate companies on key dimensions like privacy, transparency, security, stability, and openness. The trustmark system would involve a self-assessment tool for companies to evaluate their own practices, with documentation made public once approved. The project seeks to test and refine the trustmark concept over its first year to develop a launch-ready model.
Most insurance sales training fails for three key reasons: (1) it does not adapt to changes in the insurance buyer, who is now overwhelmed, risk-averse, and prefers team decision making; (2) it is not aligned with recent neuroscience research showing decisions are driven by emotion first, then logic; and (3) it lacks assessment of individual needs, customized solutions, ongoing coaching and metrics. To be effective, sales training must account for how the buyer has changed and address the emotional aspects of decision making. It also needs customized approaches tailored to producers' unique needs with ongoing support.
BCG and ZA Tech, two companies, I have interacted with quite a bit, have shared some interesting datapoints. They are taken in the Singaporean context but still bear significant insights for the European markets.
ThingsCon: Trustable Tech Mark (27 Oct 2018, Mozfest Edition)Peter Bihr
The document describes a proposed trustmark for connected devices and the Internet of Things (IoT). The trustmark aims to empower consumers and enable companies to demonstrate that their connected products are trustworthy. It would do this by evaluating devices based on their transparency, security, privacy practices, stability, and openness. A self-assessment tool is proposed for companies to evaluate their own trustmark readiness. Those that pass the assessment would receive the trustmark and have their assessment documentation publicly published. The trustmark is intended to increase consumer trust and attract talent by recognizing companies committed to high standards of responsibility. Feedback is sought on developing the trustmark concept and requirements.
This document outlines a proposed trustmark for connected devices and the Internet of Things (IoT). It discusses the need for a trustmark to help consumers make informed decisions about connected products and ensure companies prove their devices are trustworthy. The trustmark would evaluate devices across five dimensions: privacy and data practices, transparency, security, openness, and stability. It would involve a self-assessment process where companies publicly document how their products meet the criteria to earn the trustmark. The goal is to increase transparency and consumer trust in the growing IoT industry.
Artificial intelligence (AI) currently being used by insurance companies has failed to remove gender bias from the profession’s claims, underwriting and marketing processes.
A Chartered Insurance Institute (CII) report tells insurers they must tackle these gender biases. The report found that the datasets used to train the algorithms which support AI systems are rooted in outdated gender concepts. Algorithms learn by being trained on historic data but the report notes more and more of that data is now unstructured, coming from text, audio, video and sensors.
Yet the report warns embedded in that historic data are decisions based upon historic biases, particularly around gender. The report concluded insurance firms need to prepare a structured response to this issue, starting with visible leadership on tackling gender bias in AI.
The document provides steps for requesting writing assistance from HelpWriting.net, including creating an account, completing an order form with instructions and deadline, reviewing writer bids and qualifications, authorizing payment after receiving a satisfactory paper, and requesting revisions if needed. The service offers original, plagiarism-free content and refunds if plagiarized work is provided.
1. Britax Branding/Marketing Communications Overview
Based on the findings from both primary and secondary research,including focus groups and on-
line surveys, combined with a competitive market analysis, data indicates a great deal of
untapped market potential for Britax.
In general, there is a very low awareness level of Britax among moms and expectant mothers.
Those that do know of Britax, or are customers,have a very high opinion of the company and are
extremely loyal and in most cases are passionate advocates of the brand and look for the
opportunity to tell others about Britax.
There is no reason that this affinity can not be transferred to new customers if they can be made
aware of the product and be provided information that helps to educate them on the differences
between car seats. The bottom line is, the more educated a mom is, the more likely we are to win
her business.
In terms of sheer numbers, Graco and Evenflo have more market share than Britax, which also
means the potential for Britax to gain share at the expense of these competitors is great. No
doubt, the demographic for a Britax customer can be somewhat limited—we will not be all things
to all people and our price point will always limit our audience to some degree—however,there
remains a significant portion of our potential target audience that has no awareness of Britax,
which means opportunity to gain new customers and incremental market share. Research also
suggests that with the right value proposition and “proof”, a certain demographic of consumers
will stretch their budgets for this particular item, which opens up a new target audience for Britax
at the lower end of the portfolio.
The greatest obstacle to increasing market share appears to be awareness and education.
Research confirms that the more a mom knows, the more likely she is to choose Britax. At this
point, we simply are not widely known and are forced to rely on those moms that are pre-
disposed to proactively conducting research. They have to “find us”, versus us “finding them”, or
at a minimum we need to make it easier for them to find us, thereby helping with the search
process.
This education process should take place at the point of sale via retail sales people, P.O.S. and
packaging, in addition to public relations, advertising, proactive direct mail and partnerships with
hospitals, car companies, retailers, etc. The web site and our generalon-line presence are also
extremely important given the use of the internet as a research tool in the buying process.
Competitive Positioning:
As will be evidenced by the Brand Roadmap to follow, there is a real opportunity for Britax to
expand on its reputation for safety as a key differentiator and component of its value proposition.
No other competitors have truly staked out this position and claimed it as their own in a unique,
impactful and credible way.
In addition, if Britax is also able to position itself as the information source for moms, thereby
making a contribution that makes the decision-making process easier for them; it will go a long
way toward increasing brand preference and equity. Mothers are starved for simple information
and are looking for ways to make this decision process easier,while at the same time allowing
them to feel good about the choice that they make. For Britax to position itself as an advocate for
2. mothers, children and safety, will provide a realcompetitive advantage and will only further
reinforce our brand promise.
A secondary, but important consideration involves comfort. In our focus groups and in looking at
secondary data, moms are extremely focused on whether a safety seat is comfortable for their
child. In many instances, they also equate comfort with safety—extra cushioning, padding, seat
design, etc.,send a visual signal of both safety and comfort. An increased focus on comfort could
prove to be an incremental differentiator in the marketplace and appears to represent an untapped
opportunity.
With respect to imagery, Graco, Evenflo and others seem to focus primarily on “warm and
fuzzy”, “nurturing”, “cute babies”, and moms claim that this does not influence them and is not
important to them. They view the purchase of a car seat the way they view the purchase of a car
or appliance. It is a serious, involved decision and they are looking for tangible, rational,
“reasons to believe.” There is an opportunity for Britax to stake out the visual imagery that is
more “scientific”, direct and to the point, with some inclusion of warmth and compassion. Our
focus groups were even in terms of preferring a totally scientific image, versus a mix of science
and warmth.
Britax also has the advantage of saying that making transportation systems is all that we do. That
message seemed to resonate with moms, as did a focus on our heritage as a reinforcing point to
aid in establishing our credibility.
Britax has the opportunity to define a very clear,defensible, unique and attractive position in the
marketplace that should lead to improved visibility, awareness,recognition and ultimately,
increased market share.
Britax Branding Blueprint
`
Brand Positioning Statement:
To highly involved, knowledgeable moms with small children, who are very concerned with
providing their children the safest,most comfortable car seat available and are willing to pay a
premium for it, Britax is the brand of child safety seat that is most consistently proven to deliver
the safest experience for children. The reason is their use of the most advanced materials and
design in construction of the seats,plus the most extensive in-house safety testing and research in
the industry, which is further reinforced by endorsements from leading, independent authorities
such as Consumer Reports, Baby Bargains, American Society of Pediatricians and industry safety
technicians.
The brand character is efficient, strong, scientific, dependable, engineering-oriented, empathetic,
smart, practical and confident.
3. Benefits Laddering Matrix:
Primary Target/Demo: Highly involved, knowledgeable moms, college educated, ages 25-45,
household incomes of $75,000+, most likely early adopters, believers in research,both primary
and secondary (experience of other moms), assume variations in degrees of safety and want the
absolute best for their child.
Usage Behavior: Own multiple car seats; rely heavily on research to make the most informed
decision, high involvement in the purchase process,willing to pay a premium for proven
performance and value.
Needs: To believe they have purchased the safest,most comfortable car seat for their child and
that it has been money well spent.
Product Benefits:
5-point harness
Plush seat covers and fully lined back and seat with comfort foam
True Side Impact Protection
Versa-tether
Inflatable head pad
LATCH Bar
Easy position chest clip
Energy absorbing EPS foam liner and base
Positioning pillows
Belly and harness pads
Patented “rip stitch”
Plush seat covers
Patented HUGS system (Harness Ultra Guard System)
Aircraft certified
Customer Benefits:
Keeps child snug and secure
Easy for mom to install, use and adjust
Verifiable safety
Extremely comfortable for my child
Available in a variety of sizes and colors
Grows with my child
Features allow adjusting to create the perfect fit for my child
Emotional Benefits: The type of car seat I purchase proves that I am a caring, responsible,
knowledgeable mom who is deeply concerned about providing the absolute best for my child.
My new car seat allows my child to rest peacefully and comfortably and gives me peace of mind
in the process by knowing that I own the safest, most tested, most comfortable car seat available
and that I made a smart economic purchase for my family.
4. Engineering Britax Credibility:
The “Reasons-Why” and “Permission to Believe”
The “reason-why” is the point in the marketing process where the sale is closed. Our reason why
is the point where we outline and present a compelling benefit that reassures customers they are
making a wise decision. They are looking for reinforcement of their beliefs. That means as the
manufacturer we need to engineer a credible and defensible “reason-why.”
There are two potential components to credibility:
1. Reason-why: Typically “intrinsic” to the product and based on some inherent and unique
design or process.
2. Permission to Believe:Typically “extrinsic” to the product and based on some third-party
endorsement, or primary research.
In the case of Britax, we have a numberof intrinsic and extrinsic factorsthat we can use to
reinforce our credibility. The challenge is that in several instances, we need to clearly define and
quantify those factors, i.e., 50-point inspection, number of industry firsts,design materials used,
number of times test sled is used, etc. We can’t over emphasize the importance of quantifying
safety as much as possible.
Intrinsic—Design:
Pioneered use of 5-point harness
Energy absorbing EPS Foam liner
True Side Impact Protection
Electronic “safe-installation” verification indicator
“Perfect Fit” system
Intrinsic—Process: (Needs further definition)
In-house testing with sled
Employ safety specialists, design engineers, etc.
Intrinsic—Research: (Needs further definition)
Proof of principle, performance research
Examples: X point safety testing, X man hours spent on each latch, etc.
Extrinsic—Endorsement:
Consumer Reports
Baby Bargains
Industry technicians and safety specialists
NHTSA
Extrinsic—Equity Bank:
Heritage-designed first car seat (Need to quantify)
Heritage-other “firsts” (Need to quantify)
Focus-building car seats is the only thing we do.
5. Creative Strategy Statement:
Convince (Who-Target): Affluent,research-oriented moms, aged 25-45, who are most likely
early adopters who are highly involved with their children and the car seat purchasing process
and want the absolute best for their child when it comes to safety and comfort and are willing to
pay for it if they can be convinced of the value.
That (What—Benefit/Belief): Britax makes the safest,most comfortable car seat available.
Because (Why—Reasons-Why/Support): We conduct exhaustive in-house safety and
performance testing, are consistently endorsed by third party groups such as Consumer Reports
and we have focused exclusively on child transportation systems for more than 30 years.
Brand Personality: Pediatrician, Teacher, Professor
Empathetic
Pragmatic
Reliable
Smart
Focused
Rational
Scientific
Confident
Passionate
Core Brand Message: As the very first company to make the first child safety seat,Britax
continues its singular focus on designing and engineering the safest,most comfortable car seat
available and we go the extra mile through research and testing to ensure that our products deliver
the utmost in safety, performance and comfort.
Tagline Options: Based upon the results of the online survey and our focus groups, the following
taglines or thematic directions were the clear favorites of our participants. All but “How Safety
Should Feel”, communicate the same basic message using the same basic tone. At this point, we
do not have a strong opinion with respect to which one we should adopt and may want to consider
an additional survey to arrive at a clear winner. Having said that, we are comfortable choosing
any of these as the new tagline for Britax.
The First Name in Child Safety
How Safety Should Feel
Safe For A Reason
Tone:
Smart, confident, technical, understanding, direct, passionate and warm.
Visual/Graphic Representation:
“Warm Science”
Imagery should incorporate rational points, quantification of safety,research and performance,
supported by nurturing, caring, comfortable images that communicate peace of mind and a focus
on protecting the child.
Britax Key Messages and Supporting Points
6. Key Message #1:
All parents worry about whether his or her child is safe while traveling, and for more than
30 years, Britax has eased those concerns by making child seats that are renowned as the
best and safest worldwide.
Supporting Points:
1. Unrivaled record of pioneering technology breakthroughs that enhance the safety of child
seats
a. Britax is the only manufacturer with True Side Impact Protection™, a patented
head support that distributes crash forces,minimizes lateral head movement,
contains the head and body, and shields the child from intrusion in the event of a
side impact.
2. Unparalleled commitment to product testing with 5 test facilities located around the
world
3. Willingness to share new technology with car manufacturers and competitors to make
safety features more widely available to consumers
4. (Need to add more “quantifiable” measurements related to safety and performance,50 pt
inspection, man hours spend on research,number of times test sled is used, percentage of
plant devoted to test sled, etc).
Key Message #2:
The bestchild seat is one that’s installed and used correctly, which is why Britax child seats
are loaded with unique features that make them easy to install and adjust so that children
are properly secured in their seats.
Supporting Points:
1. Highest possible NHTSA ratings on 2007 “Ease of Use” rankings in most categories
2. Narrow,contoured base for easy fit in most vehicles
3. Quick-adjust head and harness adjustments
4. Built-in lock offs
5. Push-button LATCH connectors
6. No-tangle polyester webbing
7. Key Message #3:
Britax believes there is no such thing as “safe enough” so we continually push to improve on
child passenger safety.
Supporting Points:
1. Continue to research,test and develop innovations that will make child seats safer than
ever, including some exciting innovations such as:
a. Seat Logix™
, a patented electronic sensing technology to indicate proper seat and
child installation.
2. Continue to design and build each and every Britax child seat to surpass existing U.S.
safety standards
3. Support efforts to raise current U.S. child seat safety standards
4. Work closely with vehicle manufacturers,government agencies, child safety advocates
and others to improve safety and consumer education
Key Message #4:
Parents who buy Britax child seats don’t have to make a choice between safety and comfort
because both are incorporated into every child seat we make.
Supporting Points/Comfort:
1. Use of high-density comfort foam in a fully-lined back and seating area .
2. Extra plush seat covers with added wadding to ensure a comfortable ride.
3. Multiple positioning pillows for head and/or body are designed to provide a secure,
comfortable ride for every child.
4. Belly and harness pads protect the child’s neck and abdomen from the harness and
buckle, creating a layer of comfort.
Supporting Points/Safety:
1. Energy absorbing base absorbs crash energy away from occupant—crumple zone
designed into the base.
2. Patented V-Shape design allows for more absorption of crash forces.
3. Secondary hooks on front of seat help to prevent backward over-rotation.
4. Anti-rebound bar prevents infant seat from rebounding into vehicle back seat.
5. Patented HUGSystem keeps harness secure to reduce head excursion.
6. Energy absorbing EPS foam liner absorbs crash energy away from occupants head and
body during impact.