2Socio-cultural Issues Create high CBBE through product differentiation that is relevant to the consumer group.Solidify a brand image synonymous with the personality of the brand communityCreate a unique and personal social experience and brand-value perception.Establish a lifestyle brand image that resonates with the consumers, deepening their attitudinal attachment to the brand.Reposition the Johnny Cupcakes brand“Family-centric” lifestyle brandNew branding strategies that include; brand extensions and line-stretching productsAdd a bridge-line called “Baked Goods” by Johnny CupcakesLower price-point, targeted at family and/or group buying purchases.
3Consumer Group Reports One-third of online consumers primarily do their Internet shopping at retailers that have only an online presence, followed by an equal 20% of respondents who prefer sites that also have traditional “brick and mortar” stores.(Nielsen, 2010)Global online consumers say that clothing will continue to top the list for planned online purchases in the next six months. (Nielsen, 2010)BooksClothing/accessories/shoesAirline TicketsElectronicsTours/Hotel ReservationsSource: Nielsen Q1 Global Online SurveyNielsen. (2008, February). Trends in online shopping a global nielsen consumer report. Retrieved fromOver 85% of the world’s online population has used the Internet to make a purchase. (Up 40 percent from 2 years ago)More than half of Internet users are regular online shoppers, making online purchases at least once a month. (Nielsen, 2008)Nielsen. (2010, June). Global trends in online shopping a nielsen global consumer report. Retrieved from GOS-Online Shopping Trends-FINAL CLIENT REPORT-June 2010.pdf
4Industry Trends INSA (artist), Nicki Minaj (performer/musician) Further viral marketing reach“Pull promotions” directed at the final consumers to generate immediate purchasing behavior through creating a high demand.Online shopping & Online Presence a Growing Trendco-branded, licensing deal for iPhone/iPad app w/Applepurchase items directly from the Johnny Cupcakes websitepush notifications when the app is downloaded, also linked with Facebook.Consumers are looking for exclusivitymeaningful and memorable incentives; socially, aesthetically & affectively.Family-value packagesDIY design station (consumers can create and build their own T-shirt)Consumer involvement in the productINSA (artist),Nicki Minaj (performer/musician)deadmua5 (DJ/public figure)Bea & Jonas Akerlund (celebrity stylist/celebrity director)Music influences clothingEvent sponsorships of music & art festivalsEmulate the brands beginnings as a “traveling suitcase” retailtainment experience.Celebrity endorsement that is a representative figure(s) of the consumer base
5Industry Trends Social Responsibility Partner with local and national charities/organizations that benefit the wellbeing of children in the area.Stay consistent with the sustainable development and welfare of society.Build and maintain business relationships with vendors that use environmentally sound operations to manufacture productsConsider employee interests in their business practicesSocial Responsibility EventsPromotional events called “Bake Sales” for the Massachusetts flagship stores, LA and London locations.Certain portion of profits generated from these events will be allocated to the Safe Kids Worldwide Coalition (safekids.org)
6Target Market Psychographics Demographics VALS Segment: Experiencers Interests: Fashion, Athletics, the Outdoors, Nightlife, Travelling and EntertainmentAttitudes: Knowledgeable, Represent leadership roles in family, Open to new experiencesOpinions: Adolescent nostalgia, adventure and having a positive outlook on life is critical to this segment.DemographicsSex: Male & Female; Family structuredAge: 25+Race: VariedIncome: $65000+Home Ownership: City based/HomeownersEmployment Status: Employed, typically more affluent and college educated
7Competitor Survey Gap Inc. Clothing for men, women, maternity, and kids.Kid RobotCollectible toysGraphic teesAppeals to older kids and adultsVansShoesAccessoriesMen, women, teens, and kidsLocations in mallsHot TopicAdults, teens, and kidsCartoon Character licensed merchandisePop culture apparelGAPKIDROBOTVANSHOT TOPICGAP IMAGE:KID ROBOT:VANS IMAGE:HOT TOPIC IMAGE:http://www.hellokittyjunkie.com/2008/03/30/thursdays-northridge-mall-trip-hello-kitty-sitings-part-2/
8Baked Goods BRAND LOGO & SYMBOL By: Johnny CupcakesSymbolBridge-line: “Baked Goods” by Johnny CupcakesLogo
9Product HierarchyCore Benefit: Custom-made themed apparel and accessories for individual and family/group purchases.Basic Product: Wearable, top quality apparel merchandise, accessories and housewares.Expected Product: Limited edition clothing that is fun, trendy, unique, colorful and representative of the brands’ personality.Augmented Product: DIY design-station (on-line app) w/pre-set designs and imagery. Customers can mix-and-match for personalized orders, online and in stores (via design- kiosk). Furthering JC brand awareness through acts of social responsibility, sponsoring events (JC “Bake Sales”) proceeds from sales go to benefit local/national children’s charities.Potential Product: Host family nights with movies, puppet plays (sponsored by SafeKids.org) and cupcake decorating fun for children; broadcasted from the flagship Newbury location, shared on the JC YouTube channel, and Blog, extending CBBE reach into the digital & social community.
11Mixing & Matching Elements Fun bright colorsSimple black & gray tonesBaked GoodsBy: Johnny CupcakesMost t-shirts are 100% cotton and made in the USA.
12SWOT Analysis Strengths: Weaknesses: Opportunities: Threats: Internal Well established brand community that shares the same attitudes and has embraced the JC cultureJohnny Cupcakes is a brand with a highly differentiated branding concept, image and experienceUniquely themed environments online and in-store provides for a hedonistic, affective shopping experienceSuperior quality and exclusivity of products and designsWeaknesses:Limited availability of product design and accessibility of merchandiseSolely reliant on viral marketing techniques to proliferate brand awarenessCurrently only 4 US brick-and-mortar locations and a single online entity for selling merchandise; therefore we do not have a prevalent retail presenceAlready, there is plenty of competition for this product categoryOpportunities:Co-branded licensing deals through partnerships with branded products in vertical markets (i.e. Home appliance brands, cereal brands, TV networks- cartoon stations, Disney Radio)Continued expansion into the European marketsAbility to offer competitive products in horizontal marketsOpportunity to expand consumer base by offering a product range at a lower price-pointCustomizationThreats:The internet has no barriers to entry which means a better financed business or an established retail business may seek to compete in this niche. Potential for obsolescence or cannibalization in niche categoryDisruptive experience due to the introduction of new technologies (i.e. the new DIY design stations & kiosks)eBay and other online auction sites have traders selling similar productsInternalSWOT AnalysisExternal
15Differentiation Tools ProductExclusive and Fun Apparel and Home GoodsServiceSuperior quality for the price; low maintenance, durable productsPersonalNiche/Personalized experiences delivered through user touch-pointsChannelMulti-channel/devicesImageFun-loving, laid back and caring
16Brand Position Evaluation Important: By adopting a merchandising strategy which includes a selection of bake ware, housewares, family apparel and toys/collectibles Johnny Cupcakes created a new brand experience that appeals to entire families.Distinctive: DIY t-shirt design station online and in stores allows customers to get custom personalized apparel. Adoption of this strategy differentiates Johnny Cupcakes from its competitors.Superior: Johnny Cupcakes offers products that have emotional appeal to buyers. JC employs this successful emotional, aspirational positioning strategy by establishing a brand community of consumers that want unique superior quality products.Preemptive: Johnny Cupcakes feature logos and designs that are developed in-house and through co branded licensing deals with other brands. These designs are a registered trademark to prevent trademark infringement.Affordable: JC range of product offering is for customers who are interested in the rarity and superior quality we deliver. Our target families have disposable income to spend on exclusive personalized products.Profitable: The above-mentioned strengths and selections can be leveraged into opportunities for Johnny Cupcakes to claim increased profits and increased brand loyalty.
17Customer-Based Brand Equity Model Performance:Comfortable wear and fit: High quality fabrics give a more efficient wear of the items.Exclusivity with fun designs and accessories only available at Johnny Cupcakes.Trustworthy products and services: Parents trust that products will satisfy their families lifestyle needs by giving them a fun family atmosphere.Price matches the quality of the designs and fabrics.PerformanceImagerySalience Imagery:Families who desire that individualistic, outgoing style and value fun, quirky, childhood-nostalgic designs.Buy the products for nostalgic purposes to add more to their at home collection.The character of this brand comes from the fun and creative environment it creates.Johnny Cupcakes is a genuine brand based on family values and is able to share those same values with other Families when they buy the product.Salience:Brand awareness is immediately connected with the Cupcake & Crossbones logoThe story of how the brand was maintained by the help of his family give cues of family values to our consumers.More cues arise from the smell vanilla in packaging
18Six Levels of MeaningAttribute; “Family-centric” lifestyle brand, nostalgia, exclusive, longevity, durable, comfortable, high quality, wearableBenefits; “Family-centric” lifestyle brand-emotional, nostalgia-emotional, exclusive-emotional, longevity-functional, durable-functional, comfortable-functional, high quality-emotional, wearable-functional3. Values; Quality over quantity, pays attention to customers & interacts with them, exclusive shirts rather than mass-producing, family4. Culture; T-shirt culture, music culture, pop culturePersonality; Young alternative family, young at heart, like exclusivity, nostalgic way to bond w/children, looking for an experience6. User; Young, active, well-educated professional families (Age ranging: 25-38) w/small children, want to share childhood memories w/ their children
19Conclusion Increase Sales & Awareness Brand Equity The Johnny Cupcakes brand is assertively distinctive & represents the positive, fun-loving nature of our customer’s attitudes.We perpetuate the philosophies of the Earle family through the brands meaning and by creating enduring relationships with our partners in the socially responsible arena. By giving back to the community, listening to our consumers needs and delivering them with excellent customer service, we have solidified a loyal, growing and positive following amongst the brand community.Creating a successful brand lends a platform to launching brand extensions that further the resonance in our consumers mind; therefore, establishing a consistent image creates the bond in the customer’s perspective needed for creating the necessary consumer based brand equity.By introducing a new range of products into our consumer-base, we are prospecting our already well-established customers to buy more, yet also focusing on attracting a new consumer segment.In order to bring awareness and draw traffic into our digital store we intend on; sending out a press release to various online media sources, offering incentives on our blog and through an marketing campaign that will be dispatched to our opt-in mailing list and host a uniquely Johnny Cupcakes promotional event online and in-store, in which we shall be offering newly packaged Baked Goods products that include a gift with purchase and a coupon to put towards a future purchase.