BrandManagement SampleAudit LeapFrog

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Transcript of BrandManagement SampleAudit LeapFrog

  • Brand Audit Example:

    LeapFrog Enterprises, Inc.

    A leading designer, developer and marketer of innovative, technology based educational products

    Group ATeam member 1Team member 2Team member 3Team member 4

  • OVERVIEW Industry: Educational Toys & Games 3rd largest toy company Corporate vision: To inspire in children and families

    a lifelong love of learning Mantra: Never-ending curriculum...Never-Ending

    Learning 6 learning platforms with over 100 interactive

    software titles Have won over 150 awards for toy design in the U.S. Consumer products are available in over 30 countries

    and are produced in 5 different languages

  • BRAND ELEMENTS

    Name1. Vague enough to be able to

    extend product line2. Implies that child can jump

    ahead in learning/school3. Common name in other

    industries

    Logo1. Represents the fun spirit of

    the company2. Unique mix of elements that

    is not easily copied

    Packaging1. Allows for trial prior

    to purchase2. Color palette of

    muted bright colors stands out from other toys on store shelves

  • BRAND ATTRIBUTES

    Interactive learning product Targets children aged 3-12 years Expandable with different books

    (sold separately) Online upgrade options (with

    subscriptions)

  • MARKETING:Segments

    Infant & Toddler (6 months+) Preschool (18 months+) LeapPad Learning System (3 years+) Grade School (5 years+) QuantumPad Learning System (7 years+) Middle School & High School (10 years+)

  • MARKETING:Communications

    Website Membership Promotions Advertising Events Word-of-Mouth

  • DISTRIBUTION CHANNELS

    Online: toysrus.com amazon.com walmart.com kbtoys.com target.com barnesandnoble.com bestbuy.com boscovs.com childsplayspot.com dillards.com kohls.com sharperimage.com

    Brick & Mortars: Circuit City FAO Schwartz KB Toys Kmart The Right Start Sears The Sharper Image Staples Target Toys R Us Wal-Mart Zany Brainy

  • COMPETITIVE MARKET

  • COMPETITOR BRAND PROFILE

  • COMPETITIVE MATRIX

  • COMPETITOR DISTRIBUTION

  • COMPETITIVE POSITIONING

  • BRAND RESEARCH METHODOLOGY Quantitative Research

    Parent Survey Educational toy brand perspective from purchase decision makers

    Targeted parents with toddlers to pre-teens

    Over 90 respondents

    Distribution via online, email, fax and direct

    Conclusions reflect the medium of all responses

    Qualitative ResearchChildren Focus Group General understanding of childrens exposure to, and

    acceptance of Leapfrog Learning Toys

    Conducted a two phase focus group which encouraged comfortable communication and interaction while compiling observations relative to our objectives

  • RESEARCH RESULTS:POINTS OF PARITY

    Fun factor: branded and licensed characters Affordable: sell the console cheaper and charge more on cartridges replacement and additional books Age Appropriate: different content/products target different age group Engaging: the toys are colorful with fun sounds to keep toddlers / infants interested

    Similar to traditional toys

  • RESEARCH RESULTS: POINTS OF DIFFERENCE

    Hi-tech Image: associate with computer games Approach to Education: associate with education professional Proprietary Content: publish its own books and license A learning ToolQuality Technology-Based Educational products

    LeapFrog is in a category of its own

  • SAMPLE USER COMMENTS

    Many electronic educational toys are used foronly a short time. This toy is one that can be used for a long period of time. I fully expect my daughter to be using this for the next 7 years.

    We have more toys than Toys R Us, but this is more of an educational tool than a toy. It will be used in this house for many years to come.

    I postponed the plan of giving my son a GameBoy and instead sprung for the educational option the LeapPad. I figured that hell enjoy the GameBoy much more next year if he learns how to read.

  • RESEARCH RESULTS: CBBE PYRAMID

    Brand Salience: Maker of technology-based educational toy

    Consumer Feelings-innovative (+)-boring (-)

    Brand performance-technology (+)

    -poor durability (-)

    Brand imagery

    -Intelligent (+)-Effective (+)-Expansive (+/-)

    Consumer Judgments-Best in educational toy field (+)-hard to use(-) -high cost (-)

    ConsumerBrand

    Resonance-Powerful learning

    aid

  • RESEARCH RESULTS: CONSUMER PERCEPTION

    Educational

    Fun

    Established

    Trusted

    Exciting

    Innovative

    Leapfrog

    PlaySkool

    VTECH

    Fisher-PriceComp. SW

  • RESEARCH SUMMARYStrength Weakness

    Strong retail relationshipEasy UpgradeabilityFocus: 100% devotion to educationally orientated toys Technology Innovations

    Fun appealHard to use Boring/lack of childs interestUndiversified marketing communicationsPrice

    Opportunities Threats

    Lower than average income/educated familiesOlder teenage/Young Adults

    More Fun and EstablishedPlaySkool: More fun toys and extending brand to educational toys VTECH: Reasonably pricedFisher Price: Stronger marketing associations and PowerTouchComputer SW: Targeting early computer adopters

  • STRATEGY:RECOMMENDATIONS

    Strength: Proprietary TechnologyContinue R&D to maintain technologyleadership

    Weakness: UsabilityImprove instruction manuals and create onlinetutorials

    Opportunity: Distribution and Price ValuePursue non-traditional and educationally focusedretail channels such as book, computer, electronicstores and international penetration

    Threat: Perceived as Less FunDevelop a two-tier parent and child marketing and communications campaign (i.e. media) and enhance the

    frogs, Tad and Leap

    Slide 1OVERVIEWBRAND ELEMENTSBRAND ATTRIBUTES MARKETING: SegmentsMARKETING: CommunicationsDISTRIBUTION CHANNELSCOMPETITIVE MARKETCOMPETITOR BRAND PROFILECOMPETITIVE MATRIXCOMPETITOR DISTRIBUTIONCOMPETITIVE POSITIONINGBRAND RESEARCH METHODOLOGY RESEARCH RESULTS: POINTS OF PARITYRESEARCH RESULTS: POINTS OF DIFFERENCESAMPLE USER COMMENTSRESEARCH RESULTS: CBBE PYRAMIDRESEARCH RESULTS: CONSUMER PERCEPTIONRESEARCH SUMMARYSTRATEGY: RECOMMENDATIONS