Case Study PREPARED BY: SVETLANA BORTNTIK, ID: 20112677 KARINA MUKANOVA, 2012 08 22 KARINA PAK, ID 20120307 ANNA SEVASTYANOVA, ID: 20112460
Decision tree 20% Loss of Party! Launch own brand Partial recovery of market share Increase market share Retaining current shelf space Brand decision Staying with Party! Completely regaining market share Loss of independent retailers Loss of major part of market share Losses unrecovered
Outline • BRAND IDENTITY • STRATEGIES Segmentation • Target Market Groups • Differentiation Dimensions • Positioning • MARKETING MIX •
Logo Rose
Slogan More than just fun
Character Mr. Rose
Segmentation strategy Multi-segment strategy Beltway Boomers One segment of the huge baby boomer cohort—collegeeducated, upper middleclass, and home-owning consumers who married, these boomers are raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles. (Potential Rating Index by Zip Markets) Occasional users Segment of consumers who purchase goods according to the occasion when they develop a need, purchase a product, or use a product. Strivers Trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth. Gen Y & partly Z Born between 1979 and 1994, also known as the Echo Boomers, highly socially conscious and concerned about environmental issues
Target Market Groups Families with kids Students Brides-to-be
Target Market Groups Families with kids College Students Upper-Mid age w/kids 14 -30 years old Lower Middle Class and upper Through/attend multiple Home owners parties Read teen magazines Participate in online communities Shop at supermarkets/drugstores College graduates Shop at supermarkets Multiple parties throughout the year Watch Nickelodeon/Disney Read Parenting magazines Concern about Eco-friendliness
Brides-to-be • • • 22 -39 year old Lower Middle class and upper Read Bridal Magazines Have tight wedding budget Shop at supermarkets/special shops
Differentiation Design Features 3 D Design Sustainable, Exclusive collections from famous designers Brand licensing Thematic design Customized design ecofriendly line of products
Design
Design
Features – sustainable products
Positioning BY FEATURE
Positioning BY QUALITY/PRICE
Product: PARTYWARE Paper goods (plates, bowls, cups, napkins, tablecloths, etc) Marketing Mix
Price 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 (3 d design)/ecofriendly ($7. 99, $ 11. 99)
Place/Distribution Supermarkets (prom. stands), pharma cies Big online retailers (Amazon) Small independent retailers Website Event agencies Eco-friendly product retail chains Bakery shops, catering organizations
Promotion 1. Buzz marketing 2. Wedding magazines/kids’ magazines 3. Amuzement parks (prom. stands, stores) 4. Public Relations Sponsor festivals/concerts (Mardi Gras, Rodeo Show, 4 th of July, etc. ) organize free parties at school/kindergardens, churches (Homecoming, Graduation, school banquets, Mothers Day, Thanksgiving, Christmas, etc)
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