Presentation is loading. Please wait.

Presentation is loading. Please wait.

A DIVISION OF ACCO BRANDS. 2 Confidential MRD Contents  The Product  Who  Target market & audience  Consumer insights  Where  Global or regional.

Similar presentations


Presentation on theme: "A DIVISION OF ACCO BRANDS. 2 Confidential MRD Contents  The Product  Who  Target market & audience  Consumer insights  Where  Global or regional."— Presentation transcript:

1 A DIVISION OF ACCO BRANDS

2 2 Confidential MRD Contents  The Product  Who  Target market & audience  Consumer insights  Where  Global or regional  When  Key dates & deadlines  What  Naming & packaging  Key messages & features  How  Foundation assets & tactics  Web optimization  Campaign  Campaign Objectives

3 3 Confidential KeyCover Hard Shell iPad  Keyboard K39744WW (with screen protector) SRP: $????? K39785US (without screen protector) SRP: $???? Value  Hard Shell case that protects your iPad and acts as a stand Features  Tablets snaps securely in place provides the ultimate in protection for the corners of your iPad  Tactile keyboard with high-performance keys optimized for touch typist  Bluetooth® keyboard delivers wireless operation  Tablet can be viewed in landscape or portrait  Auto /Wake sleep function  Dark anodized hard case finished with doomed feet to prevent case from sliding  Screen protector to provide the ultimate screen protection  Compatible with iPad 4 gen iPad 3 rd gen or iPad 2

4 4 Confidential Who?  Primary user  Mobile professional  Other???  Usage  Durability  Protection  Productivity  Indoor & outdoor  Competition  Zagg, ZAGGkeys Pro & Pro Plus  Logitech, Other Half or Your iPad  Speck (?)  Belkin (?)  Targus (?)  Griffin (?)

5 5 Confidential Where?  Global launch  Europe, America’s, Asia, Australia  Launch type  Hero – A new product offering  Channels  B2C (primary for Europe)  Online & Distribution/B2B (primary for US)  Kensington.com Kensington.com B2B Retail

6 6 Confidential When?  Launch date/web live  US: Monday, February 11, 2013 (K39785 w/o screen protector)  EU: Monday, February 11, 2013 (K39774 with screen protector)  Press announcement date  Global: Same dates as Web Live  Campaign assets delivery  Global delivery date: ASAP  Sample availability  February 8, 2013 (  In stock date  February 8, 2013  Sales training  US: TBD  EU: TBD

7 7 Confidential What? Naming  Naming  Need name to promote new line of hard shell cases and differentiate from KeyFolio line  KeyCover selected and used as common law TM. Name continues to emphasize keyboard folio with a new hard shell cover for protection  Other names considered KeyClip (available) & KeyStand (considered high risk/not available)

8 8 Confidential What – Packaging  Evolved KeyFolio structure to:  Allow customer to feel/see hard shell case  Optimize size of retail pack per peg

9 9 Confidential What? – Features & USPs Key features (rank in order of priority 1 to 10) Rank FeatureBenefitK39744K Hard case frame 360˚ protection, cushions & protects tablet (and corners) from dropsXX 2Soft touch finishPrevents fingerprints or smudgesXX 3Anodized bottom with rubber feetEnsures stability and no slipsXX 4Bluetooth keyboard Wireless operation, enables automatic wake/sleep modesXX 5Pop up standAllows for portrait and landscape viewingXX 6Screen protectionHelps prevent scratchesX 7High performance keysComfortable & optimized for touch typistXX 8Rubberized keysHelps protect screen from scratchesXX 9Built in port accessPreserves all access to portsXX 10Aluminium back coverMatches aesthetics of iPadXX

10 10 Confidential How? Foundation Assets Go Live: Mon, Feb. 11 for web page and press release only. All other assets delayed till more information is available. PUBLIC RELATIONS STATUS Media Alert - KeyCover Add’l releases to come for QuickOffice, KeyCover iPad Mini, Backlit Keyboard Broadcast on 2/11 COPY & MESSAGING Product catalog copy (200 & 50 words, F&B’s) √ Headlines – for use on Web banners and marketing see pgs 11 & 12 √ Web Optimized Content (WOC)w/Cory PHOTOGRAPHY Key visual – same as Web banner Product photography – Packaging√ Product photography – OtherWaiting for GPM input Environment photography – Need more input from GPM on key user, etc. Waiting for GPM input VIDEOSSTATUS Designer interview & product overview video once family of products are available including backlit and wait maybe for iPad 5 roll??? Amy coordinating CAD AnimationDue week of 2/18 for review COLLATERAL Sales deckw/Bonni Tech Spec√ Other WEB Home page banner√ Product pageGo live on 2/11 marketingAnne coordinating SEO/PPCBjorn to coordinate MERCHANDISINGTBD List updated: 02/08/2013

11 11 Confidential Catalog Copy – 200 Words KeyCover™ Hard Shell Keyboard for iPad  The high-performance keyboard case that protects your iPad and screen Snap your iPad into the Kensington KeyCover and you’ll be adding a protective, stylish aluminum case plus the productivity of a wireless Bluetooth  keyboard. The Kensington KeyCover Hard Shell iPad Keyboard beautifully complements the aluminum back of your iPad for the perfect combination of aesthetics and 360 ° hard-shell protection with extra protection for the iPad corners. The anodized soft-touch finish resists fingerprints and smudges so it always looks smart. And the bottom feature rubber feet that not only add stability but ensures that the KeyCover doesn’t get scratched or damaged. Inside, the KeyCover features a wireless Bluetooth keyboard with high-performance keys optimized for the touch typist. Nothing makes ing, surfing the web, and working easier and more satisfying than a real, high-performance keyboard. And the touch-typist optimized keyboard on the KeyCover really delivers. What’s more, the tactile keyboard with shortcut keys help you work more efficiently. There’s even built-in protection to shield your iPad Retina display from scratches. Snap your iPad 4 gen, iPad 3 rd gen or iPad 2 into the KeyCover in either landscape or portrait modes and get ready to enjoy hands-free viewing of videos, movies and games. For added convenience, the KeyCover automatically wakes your iPad when you open it and puts it to sleep when you close the cover. And of course, the KeyCover fits your iPad perfectly and maintains access to all ports, speakers and both front and rear camera. Protect your iPad, maximize your productivity and add a flash of beautiful brushed aluminum with the Kensington KeyCover Hard Shell iPad  Keyboard.

12 12 Confidential Catalog Copy – 50 Words, F&B’s & Tech Specs KeyCover™ Hard Shell Keyboard for iPad  The high-performance keyboard case that protects your iPad and screen Snap your iPad into a protective, stylish aluminum case while adding the productivity of a wireless Bluetooth  keyboard. The Kensington KeyCover Hard Shell iPad  Keyboard beautifully complements the aluminum back of your iPad for the perfect combination of aesthetics and 360 ° hard-shell protection. Inside the KeyCover features a wireless Bluetooth keyboard with high-performance keys optimized for the touch typist. KeyCover securely holds your iPad in both landscape and portrait modes so you can enjoy hands-free viewing. There’s even built-in protection to shield your iPad Retina display from scratches. Features & Benefits  iPad snaps securely in place for 360 ° protection and the ultimate shield for the corners of your iPad  Tactile keyboard with high-performance scissor keys optimized for touch typist  Removable Bluetooth® keyboard delivers wireless operation  Sleek aluminum hard shell with dark anodized finish resists fingerprints and smudges  Rubber feet for stability  Screen protector delivers the ultimate protection for the Retina display  iPad securely snaps into KeyCover in both landscape and portrait modes  Automatic wake and sleep modes when KeyCover is opened or closed  Pop up stand supports tablet in typing mode  Easy access to I/O ports, speakers, front and back cameras  Compatible with iPad 4 gen, iPad 3 rd gen or iPad 2  iPad not included Tech Specs  Bluetooth: V3.0  Working time: 120 hours; Standby time: 200 days  Battery capacity: 380 mAh

13 13 Confidential Suggested Campaign Headlines  Wait no more – Perfection Delivered  Perfection Delivered  The most beautiful keyboard case ever  The cleverest keyboard case ever  Designed without compromise  Kensington Keyboard Cover–Get the edge  Kensington Keyboard Cover–Giving you the edge  Get your edge on!  Kensington Keyboard Cover– Filling the void  That bit X-tra! Supported by these bullets  Lightweight anodised aluminium shell  Hidden portrait/landscape viewing stand  Full sized keys

14 14 Confidential Suggested Campaign Headlines And even more headlines…  360˚ protection is a beautiful thing.  Productivity never looked so good.  The real beauty is what it can do for your productivity.  If you think it’s beautiful now, wait until you open it up.  Productivity with a hard shell cover.  The hard shell cover with sleep, wake, and GTD modes. (GTD = Get Things Done, does this make sense as it’s a book, on-line site, etc)  Get more done and look great doing it.  Just click it in and go for the ultimate productivity tool.  Make your case with the ultimate productivity tool.

15 15 Confidential Web Optimization & Planning  Kensington.com  Place under Tablet category  Place under Browse by Device/Apple  KeyWords  Hard shell case, ruggedized case, rugged iPad case, iPad case, aluminum case  SEO  Bjorn to define  SEM  Bjorn to define

16 16 Confidential  Campaign speaks to mobile user offering protection, productivity and portability  Part of overall family campaign with other products launching for backlit keyboard, iPad Mini, QuickOffice  Promote as best protection product from KTG  Deliver prepared digital and print demand generation materials suitable for targeted channel activity  Ensure global transferability Campaign Objectives


Download ppt "A DIVISION OF ACCO BRANDS. 2 Confidential MRD Contents  The Product  Who  Target market & audience  Consumer insights  Where  Global or regional."

Similar presentations


Ads by Google