Core Benefit:Trendy functional bags for kids

and parents

Basic product:Trendy bags that create a relationship

with their families.

Expected Product: free standing stores create

gender specific bags by creating characters and

using color patterns, premium line.

Augmented Product: Characters on bags form

relationships with our consumers, eco friendly

bags

Potential Product: Childrens books builda

character school supplies, childrens clothing, teenage

market.

Brand Value Hierarch

SWOT ANALYSISSTRENGTH

-Strong brand recognition with existing consumers- Catering to niche markets with gender specifics and eco-friendly lines- Beatrix already has unique character story to build relationship with consumer- Beatrix

WEAKNESS- Limited shopping outlets- Using higher quality materials can correlate to less profit margin- Consumers may not respond well to expanded line- Beatrix was unsuccessful before from over expansion into to many brand categories

OPPORTUNITY

-Expanding variety for increasing target markets-By creating luxury, gender specific, and green bags we are catering to the 3 main market segments of trends today- Creating retail outlets- Consumers are looking for unique products to express their personality/taste-Increase global awareness on being economically conscious

THREATS- New competitors taking ideas and diluting market- Existing competitors with strong market-Expanding market may cause loss of existing consumers-Economic downturn

Luxurious

Brand Positioning

Environmental Trends Follower

Environmental Trends Leader

Functional

Brand Concept Plan

• Focus on relationship between graphics and customer

• Innovation in new designs and new graphics will result in new relationships and contribute to sales on brand extension

• Environmentally conscious focus

Merchandising Strategy Unit Plan

Diaper Bag Kids Backpack Kids Lunchbox

Environmentally conscious

behavior

Premium Line

Gender Specific

Differentiation Tools

Product Channel Image-- 2 different target markets-2 different bags- Our Manhattan line is for the more fashionable consumer who wants to convey luxury to others -The sustainable Sac line is for the eco friendly consumers who want to impact our environment and show that they are being responsible by going green.- Then making gender specific bags covers all of our markets needs.

-WOM and celebrities being photographed using our products.-Brick and Mortar store-Online retailer-Sponsor events to promote going green projects and fund children's philanthropies.

-Our image is created through our celebrity customers being publicized using our products, being featured in editorial publications and our efforts in environmental sustainability production.

-Consumers use our bags to convey their personal image to others which projects a positive image

Customer-Based Brand Equity

Model• Salience

• Easily recognizable logo

• Celebrities seen with product and magazine featuring give positive WOM

• Performance

• Durable material ensures long lasting products

• Imagery

• Different lines creates individualization to consumers

Salience

Performance Imagery