BrandManagement SampleAudit LeapFrog
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Transcript of BrandManagement SampleAudit LeapFrog
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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
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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
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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
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BRAND ATTRIBUTES
Interactive learning product Targets children aged 3-12 years Expandable with different books
(sold separately) Online upgrade options (with
subscriptions)
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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+)
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MARKETING:Communications
Website Membership Promotions Advertising Events Word-of-Mouth
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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
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COMPETITIVE MARKET
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COMPETITOR BRAND PROFILE
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COMPETITIVE MATRIX
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COMPETITOR DISTRIBUTION
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COMPETITIVE POSITIONING
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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
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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
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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
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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.
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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
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RESEARCH RESULTS: CONSUMER PERCEPTION
Educational
Fun
Established
Trusted
Exciting
Innovative
Leapfrog
PlaySkool
VTECH
Fisher-PriceComp. SW
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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
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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