Prepared by: Svetlana Bortntik, ID:20112677 karina Mukanova, 2012

Prepared by: Svetlana Bortntik, ID:20112677 karina Mukanova, 2012 08 22 Karina Pak, ID 20120307 Anna Sevastyanova, ID: 20112460 Case Study

Decision tree

Brand identity strategies Segmentation Target Market Groups Differentiation Dimensions Positioning Marketing mix Outline

Rose Logo

More than just fun Slogan

Mr. Rose Character

Segmentation strategy

Target Market Groups Families with kids Students Brides-to-be

Families with kids College Students Upper-Mid age w/kids Lower Middle Class and upper Home owners College graduates Shop at supermarkets Multiple parties throughout the year Watch Nickelodeon/Disney Read Parenting magazines Concern about Eco-friendliness 14-30 years old Through/attend multiple parties Read teen magazines Participate in online communities Shop at supermarkets/drugstores Target Market Groups

Brides-to-be 22-39 year old Lower Middle class and upper Read Bridal Magazines Have tight wedding budget Shop at supermarkets/special shops

Design Features 3D Design Exclusive collections from famous designers Brand licensing Thematic design Customized design Sustainable, ecofriendly line of products Differentiation

Design

Design

Features – sustainable products

By feature Positioning

By Quality/price Positioning

Marketing Mix Product: PARTYWARE Paper goods (plates, bowls, cups, napkins, tablecloths, etc)

Plain/solid ($1.99 ,$2.99) Regular design ( polka dot,stripes, hearts, stars, etc) ($ 4.99, $7.99) Price

Thematic/licensed ($4.99, $7.99) Customized (3d design)/eco-friendly ($7.99,$ 11.99) Price

Place/Distribution

1.Buzz marketing 2.Wedding magazines/kids’ magazines 3. Amuzement parks (prom.stands, stores) 4. Public Relations Sponsor festivals/concerts (Mardi Gras, Rodeo Show, 4th of July, etc.) organize free parties at school/kindergardens, churches (Homecoming,Graduation,school banquets, Mothers Day, Thanksgiving, Christmas, etc) Promotion

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