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!

1. Case Study
Technology Start-Up
Ann Rote, VP Marketing
2006

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. Knowing the market need for your service
3
Conduct market analysis

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

11. Brand Positioning
11
tweens
THEIR PARENTS

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

14. Unique Selling Proposition
kajeet is the only cell phone service
created from a kids point of view 14

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

17. Print
17

18. The Dudes Talking to Moms
18

19. The Original Website
19

20. Packaging
20
Package performed at or above norms on three key indicators

21. Merchandising
21

22. Shelf Mock-Up
22

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)