Smart babycase
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This presentation was my e-marketing class final assignment. As a team, we had to choose a product not released on the market yet, and build an entire marketing strategy: what is the product, where to launch the product and why, how to advertising and market the product, and the price (4P's).
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Smart babycase
- 1. SMART BABY CASE TO GIVE YOUR BABY A SAFE AND HEALTHY ENVIRONMENT
- 2. Introduction Designed by Pouyan Mokhtarani. Smart Baby Case allows future mothers to protect their baby when they cannot from polluted places. Revolutionary way to take care of your infant. Inspired from the elliptical shape of an egg: “providing some of the most important features of a safe and healthy environment”
- 3. Product Presentation Top door Main door Safety breathy door
- 4. Communication unit & LED screen: video calls and baby monitoring thanks to the web cam Product Presentation
- 5. Anatomy paths: for baby’s safety and comfort Auto dipper: baby’s cleaning Manual and auto rocking system: best way to console baby Product Presentation
- 6. Segmenting, Targeting, Positioning, Differentiation FACTS 1 - Population China- 1,3 billion pop. 384 Internet users pop. 12.31 births/1,000 population Shanghai – 23 million 800 inhabitants with 1billion Yuan FACTS 2- Pollution Air Pollution Linked to 1.2 Million Premature Deaths in China
- 7. Real-Time Air Quality Index
- 8. Targeting
- 9. Targeting
- 10. Competitors/Differentiation • No direct competitors • Bugaboo, Inglesina, Orbit Baby • Childhood life
- 11. How we are going to conquer Shanghai... http://margotnerguisian.wix.com/smartbabycase
- 12. Strategies and Tactics Website/CRM Pop up store - retail partner. Personal selling Ads: airport 13th Shanghai Children Baby Maternity Products Expo (July 17th/19th)
- 13. Public Relation ‘baby shower’ SBC pop-up store inauguration Magazines Designer Strategies and Tactics
- 14. Reached our target with designers familiar with it. Qian Qian; Jimmy Choo Designer
- 15. T hr eat s Weak n esses Oppo r t un i t i es St r engt hs Innovative product Significant market share (niche) Design features High quality = high price Air pollution Technological advances in China Partnership Consumers’ behavior: need to follow trends. Counterfeiting Consumers’ behaviour – not receptive to the product SWOT Analysis
- 16. Objectives Leader in luxury stroller Create a solid partnership w/ designers Increase consumers’ awareness about our environmental values
- 17. Grow market Attract new customers Reinforce our brand image Leader in luxury stroller
- 18. Qian Qian: trendy Chinese designer Future: Jimmy Choo Show our interest in Chinese culture Develop a more fashionable product Create solid partnerships with designers
- 19. Strong exposure CBME expo Pop up store inauguration Personal selling Website/blog-articles, news Advertising campaigns Airport ads Flyers Increase consumers’ awareness about our environmental values
- 20. Schedule JULY 17-19 2013: CBME Expo Presentation of the product AUGUST Pop up Store opening August 1st 2013: Launch of the product SEPTEMBER 1st 2013- Massive Marketing Personal selling « Baby Shower SBC » Airport ads/flyers Around August 2014: Opening of e-shop If product’s recognition
- 21. THANK YOU FOR YOUR ATTENTION
- 22. WORKS CITED • Betancor, Fernando. "The American Century." 4 June 2012. Fdbetancor. 8 April 2013 <http://www.fdbetancor.com/2012/06/04/the-american-century/ >. • CIA. "The World Factbook-China." 29 March 2013. Central Intelligence Agency. 8 April 2013 <www.cia.gov/library/publications/the-world-factbook/geos/ch.html >. • KPMG. "Global Reach of China Luxury." Study. 2013. • Pasternack, Alex. "In China, Pollution Causes Two Birth Defects a Minute: Official." 2 Feb. 2009. Treehugger. 8 April 2013 <www.treehugger.com/green-food/in-china-pollution-causes-two-birth-defects-a- minute-official.html >. • "Shanghai Air Pollution: Real-time Air Quality Index (AQI)." 9 April 2013. Aqicn. 9 April 2013 <http://aqicn.org/city/shanghai/ >. • Strauss, Judy and Frost, Raymond. E-Marketing. 6th Edition- International Edition. Pearson, 2012.
Editor's Notes
- Marketing Team Margot – Web designer Mathilde – PR Julie – Sales Representative
- margot http://www.tuvie.com/smart-baby-case-offers-a-safe-and-healthy-environment-for-infants-to-grow/ Message: Smart Baby Case, we care… about your lovely one VALUES: Protect babies’ early life, providing a healthy environment. To make people aware about the negative consequences of pollution
- Mathilde Top door: removable door that will allow an easy access for the parents to feed or play with their baby. Main door: removal door that will allow to safely pull the baby in and out of the Smart Baby Case. Safety breath doors: these doors enable the safe breathing of baby and they automatically shut when the pressure is too low. (except when the air purification unit is on) Exit fan: stores CO2 from the case (located at the bottom of the case because CO2 molecules weight more than O2). Orange LED light (Samsonite logo form): shows the quality of the air inside the pod.
- Communication unit with the LED screen : Located in the top door, it provides video calls and baby monitoring thanks to a small swinger web cam
- Anatomy paths: designed to keep the baby safe and in a comfortable position. The extremely soft flexible material are used to surround baby’s body and in particular the head and the spine. Baby’s skull is protected by liquid filled pads preventing from damage and deformation. Auto dipper: this device is responsible for baby’s cleaning. It is equipped with sensor sensitive to moisture in order to detect baby’s leaks. First, the water pump start flushing the water and then the waste is gathered by special tubes and transferred to the waste storage. Manual and auto rocking system: baby bed rocking remains the best way to console your baby. Therefore, the Smart baby case will provide you this motion by special design of bottom area.
- Julie Segments: China, niche markets because high-end product Segmenting: Geographic segments: China, specifically Shanghai- communication with them in both English and Chinese since they are langages mostly used on Internet. Demographic segments: Millennials, Generation Y- consider being a good parent as their first goal, strong use of the internet, and highly interested in fashion/luxe Psychograhic segments: Bloggers- people who likes technology, navigate on the Internet and communicating through the internet Usage segments: People who uses the Internet from both their home and work, and who use mobile access and who have a strong online engagement level (posting, commenting, ratings contents on the Internet). As for the geographic segments, we decided to focus on China since it is one of the largest population with 1,3 billion inhabitants; it has a large internet usage with 384 million users, and has a birth rate of 12.31 births/1,000 population (2012 est.). Then, we narrowed our focus on Shanghai, which has 23million inhabitants, and since this city is home to 800 individuals with RMB 1 billion (USD150 million); 8,200 individuals with RMB 100 million (equivalent to USD16 million), and 140,000 individuals with RMB 10 million (equivalent to USD1.6 million) it is rich city, and Shanghai is becoming one of the most important city for luxury goods’ development. gives us a significant market to try to enter into. As for demographic segments, we are focusing on Millennials so people born btw 1981 &1999 because they consider being a good parent as their first goal, strong use of the internet, and highly interested in fashion/luxury. Concerning psychographic segments, we focused on bloggers, people who likes to use and communicate using technologies. Finally, for usage segments, we focused on people using the internet from both their home and work, who use mobile access and who have a strong online engagement level (posting, commenting, ratings contents on the Internet). Then, China is one of the Asian country that is the most polluted: in fact air pollution is a real issue there and people feel concerned about it. This is the first country where we first saw people wearing mask in order to protect themselves from the pollution. The Real-Time Air Quality Index for Shanghai is of 159- which is in the middle, the index going from 0 to 300+ and means that the air pollution level is Unhealthy: Everyone may begin to experience health effects; members of sensitive groups may experience more serious health effects. Recently, a gov official announced that birth defects are “constantly increasing”, and that every 30 seconds, a baby is born with physical defect in China Pollution! According to studies conducted by Yale and Columbia Universities, the country’s rampant air pollution is also a serious threat to pregnant women, increasing the risk of giving birth to under-weight infants and resulting in chromosomal abnormalities in fetal tissues. China, and most particularly Shanghai seems to be the most appropriate place!
- Julie Shanghai (firstly) Niche market + worried mom + travel + PRICING STRATEGY
- Margot http://www.luxurystrollerreviews.com/?p=1629 Not direct competitors, But… Bugabo (Neo Pop & Missoni, and others. $1,000) Inglesina, Italian Brand offered baby carriage (started price: $700) – closer to our product, cannot last for a long time. From the others… Risky More expensive Brands in China Our product: key message, values Best product at best price The most innovative Simplest product to use Designed product Message: Smart Baby Case, we care… about your lovely one VALUES: protect babies’ early life, providing a healthy environment. To make people aware about the negative consequences of pollution.
- SITEWEB Website/CRM: no SoMe. Newsletters+ Emailing marketing (metrics) MARGOT Pop up store - retail partner. Showroom, try it, but people can buy it. QR code online store. Emailing marketing (retail store) MATHILDE Personal selling: bloggers + mothers’ group, health center, schools CREATION FLYERS Then, we decided to create a “blog” part on our website, instead of using So Me since blogs is the communication way mostly used in China. Since we are going to use personal selling as one of our Marketing tactics, which consists of contacting mothers’ group of bloggers like bumpsbabes because it is focusing on pregnancy, before, during, and after and of course on babies development. We expect to attend at least one of their meeting to present them our product, may be sell them some if they are interested (we would provide them discount if they buy some as it would be the first customers). Plus, they will act as “sellers” when talking about our product to other mothers, a kind of “word-of-mouth” which would be a great publicity since they have seen and try it, and that they have a strong network. Plus, they will write an article on their blog to present and promote our product and in return, we will promote their blog and community on our own website through the “blog” section. Finally, we decided to target health centers and international schools in order to promote our product since they are places in relation with our product. For that, we have created flyers that people could freely read, providing them a description of our product, its main characteristics and why they should have it. JULIE Ads: airport (magazines, tv) MARGOT 13th Shanghai Children Baby Maternity Products Expo (July 17th/19th) – advantages MATHILDE
- PR – ‘baby Shower SBC’ pop up store inauguration + magazine (Vogue, l’Officiel, etc – price) (emailing) JULIE Public Relations first through articles in targeted magazines such as Vogue, and … which are magazines mostly read by women. We would buy an advertising insert of half a page to present our product, its characteristics and why people should buy it, with the address of our website and informing people that we have a store at the Mall. Then, through our website’s calendar and newsletters that we would send to the pop up store’s email list, we are going to announce the upcoming event: the « baby shower SBC »,the pop up store inauguration, designed to make people aware of our store located in the Mall, where they could discover and try our product. DESIGNER (MARGOT) Differentiation of our brand Qian Qian Jimmy Choo Limited edition
- http://www.chinadaily.com.cn/business/Children_related/2012-06/01/content_15448215.htm
- MATHILDE (SW) & JULIE (OT) Our Strengths are the following: Our product is innovative because it uses technological advancements and there is no other alike product. We dispose of a significant market share (niche) meaning that we have potential customers. Design features. Our main Weakness is: Our high price that can be explained by the high quality of our product. Opportunities: Air pollution Technological advances in China Partnership (Popup store + Limited edition w/ designer) Consumer’s behavior: need to follow trends More open minded to new technologies Threats: Counterfeiting Consumer’s behavior – not receptive to the product (Luxury market most difficult to enter in)
- Grow market Build brand image High price solid image will help build a solid platform Attract new customers Measurable objectives
- Another main objective that we have set is to create a solid partnership with a trendy Chinese designer (Qian Qian) This idea will allow us to show to our clientele our interest in Chinese culture. It will also enable us to develop a more fashionable product as we are targeting trendy mums.