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January 23 , 2013

Bully & Juvie MRD. Judy Barker, Global Product Manager Bjorn Barnard, Global E-Team Manager Barbara Van Gennep, Global Marcom Manager. January 23 , 2013. MRD Contents. The Product Addressing pain points Who Target market & audience Where Global or regional When

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January 23 , 2013

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  1. Bully & JuvieMRD Judy Barker, Global Product Manager Bjorn Barnard, Global E-Team Manager Barbara Van Gennep, Global Marcom Manager January 23, 2013

  2. MRD Contents • The Product • Addressing pain points • Who • Target market & audience • Where • Global or regional • When • Key dates & deadlines • What • Naming & packaging • Key messages & features • How • Foundation assets & tactics • Campaign • Campaign Objectives

  3. Bully: Rugged Carry Case & Stand for iPad Bullie: K67792AM (charcoal) Bullie: K67793AM (sky) SRP: $54.99 • Value • Don’t lose a minute of valuable learning time due to broken iPads • Features • Stands up to abuse from K-6 graders in a shared use environment • Padded case cushions and protects tablets when they are dropped • Convenient handle is perfect for children to safely carry the iPad • Handle doubles as a stand • Fits iPad 2 – 4th gen • Screen Protection, Personalization pocket and Stylus holder • Preserves access to all ports

  4. Bully Junior: Rugged Security Case, Lock & Stand for iPad Mini Bullie JR: K67795AM (grass) SRP: $ • Value • Don’t lose a minute of valuable learning time due to broken iPads • Features • Stands up to abuse from K-6 graders in a shared use environment • Padded case cushions and protects tablets when they are dropped • Convenient handle is perfect for children to safely carry the iPad • Handle doubles as a stand • Fits iPad 2 – 4th gen • Screen Protection, Personalization pocket and Stylus holder • Preserves access to all ports

  5. Juvie: Rugged Security Case, Lock & Stand for iPad Mini Juvie w/Lock: K67794AM (sunshine) SRP: $?? • Value • Don’t lose a minute of valuable learning time due to stolen or broken iPads • Features • Stands up to abuse from K-6 graders in a shared use environment • Padded case cushions and protects tablets when they are dropped • Included ClickSafe locks secures the iPad in one click to prevent theft • Convenient handle is perfect for children to safely carry the iPad • Handle doubles as a stand • Fits iPad 2 – 4th gen • Screen Protection, Personalization pocket and Stylus holder • Preserves access to all ports

  6. Juvie: Rugged Security Case& Stand for iPad Juvie: K67796AM (sunshine, no lock) SRP: $79.99 • Value • Don’t lose a minute of valuable learning time due to broken iPad mini tablets • Features • Stands up to abuse from K-6 graders in a shared use environment • Padded case cushions and protects tablets when they are dropped • ClickSafe-ready lock secures iPad in one click to prevent theft (lock sold separately) • Convenient handle is perfect for children to safely carry the iPad mini • Handle doubles as a stand • Fits iPad 2 – 4th gen • Screen Protection, Personalization, Stylus holder • Preserves access to all ports

  7. Pain Points Consumer Insight • Environmental • Theft (of device) • Breakage • Background Noise • Germ Protection • Cleanliness • Student Protection (content) • Identification • Power • Usage • Durability • Charging • Dexterity • Special Needs • Indoor/outdoor

  8. Consumer Insight Target Market • Primary User • Single Use, Multi-User Tablets are primarily used by students in K-12 Education with focus on younger grades • Primary Decision Maker • IT Manager • Influencers • Educators, Principals and PTA

  9. Where? • Global launch • Europe, America’s, Asia, Australia • Launch type • Hero – A new product offering for Education/Security • Channels • B2B Education (primary) • B2C (secondary) • Kensington.com

  10. When? • Launch date/web live • Global: February 19, 2013 • Press announcement date • Global: February 19, 2013 • Campaign assets delivery • Global delivery date: January 20, 2013 • Sample availability • Renderings for packaging • February 8, 2013 • In stock date • April 1, 2013 • Sales training • US: TBD • EU: TBD

  11. What? Naming & Theme • Naming • Consideration for using BlackBelt existing naming as Bullie/Juvie have similar ID • Consideration for a new name to promote product attributes such as ToughGrip, KidTuff, GreatGrip. Or a highly distinctive name such as Discover • Search results returned ToughGrip & GreatGrip as moderate risk and KidTuff and Discover as high risk. • Campaign Theme • Best in Class: Complete your 21your 21st century classroom • Campaign speaks to Education market (K-6) where tablet protection, security, productivity and portability are needed • Best products for attach onto tablets and classroom technology • Best in class programs to drive loyalty in channel and end users • New markets are evolving around single purpose, multi-user where security and locking solutions are required for the classroom environment

  12. What – Packaging Juvie packaging will utilize closed box structure (similar to lunch box) as ClickSafe lock included. While still allowing customer to feel ruggedized case. Bully packaging will utilize sleeve structure similar to folio allowing customer to feel ruggedized case.

  13. What? – Features & USPs Key features (rank in order of priority 1 to 10)

  14. How? Foundation Assets Need Info List updated: 01/23/2013

  15. Web Optimization & Planning • Kensington.com • Place under Security & Tablet categories • Create new category for education market or create microsite • KeyWords • Ruggedized case, rugged iPad case, kid tough iPad case, iPad case, education iPad cases, tuff case • SEO • Bjorn to define • SEM • Bjorn to define

  16. Campaign Objectives • Campaign speaks to Education market (K-6) where tablet protection, security, productivity and portability are needed • Promote as best products for attach onto tablets and classroom technology • Promote best in class programs to drive loyalty in channel and end users • Ensure global transferability

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