BEATRIX Lanaighyah Beard, Bailey DiManno, Sujana Gurung, Elise Massey, Susan Townsend, and Amanda Trickey

Socio-Cultural Issues Healthy Children’s Market:  Focus on children’s health and safety  Recycled, eco-friendly backpacks  All the children’s bags are PVC free, phthalate free and lead free  Water bottles 100% food- grade stainless steel Value to the consumer:  Focus on the intangible components rather than the price  Creating a fun place to shop incorporating the character and colorful graphics from the product  Store performing some community service  Liberal return policy

Consumer Group Reports  Trendy, upper class mothers that live in the city  Tech savvy children  Since Dante Beatrix started building their brand by making multipurpose diaper bags, the line extension will have the same idea for more up-to-date items. These items will include cell phone holders and laptop cases that serve for multiple storage purposes.  The extension of luggage for children and mothers will cater to our target market’s on-the-go lifestyle.

 Green Designs - Using recycled materials like PET plastic bottles and natural canvas for bags made for mothers. - Children’s bags are PVC free, phthalate free and lead free.  E-Tailing - Dante Beatrix doesn’t have a brick-and-mortar store of their own. - Focusing more on online shopping through the company website or retailers carrying their products. - Online business is growing rapidly due to the fast internet connection and better deals found online through browsing.  Social Media Marketing - Social media plays an important role for a success of a business - Dante Beatrix is using social media like facebook and twitter to bring awareness and build up the brand exposing their products through these medium for the tech savvy consumers INDUSTRY TRENDS

Competitor Survey  Paul Frank is an American cartoonist, artist and fashion designer. His creations adorn clothing, accessories, and many other products. Julius the Monkey is one of Frank's best-known characters, and has appeared in a wide variety of media.

Competitor Survey  Ju-Ju-Be is a diaper bag brand that incorporates fashion and function. This brand has delved deep in the realm of microbes and anti-stick coatings, which had never been used before. Ju-Ju-Be prides themselves on making smart bags for smart people from a really smart brand.

Competitor Survey  Sanrio is a world-wide designer and distributor of character-branded stationery, school supplies, gifts, and accessories. They are perhaps best known for Hello Kitty®, the star character and corporate symbol. Hello Kitty, however, is only one of many Sanrio characters and designs that bring the Sanrio merchandise line to life.

Brand Positioning Map High Quality Low Quality Not Environmentally Conscious Environmentally Conscious

SWOT Analysis StrengthsWeakness ThreatsOpportunities  Satisfying their target market  Providing consumers with trendy and functional bags  Eco-friendly products  Unique graphic appealing to children and moms  Expanding their target market  Limited product category  Products can be viewed as unaffordable  Ability to have multiple brand extensions  Differentiation in a saturated market  Enter into the international market  New demands for different products  Fierce competition  Low awareness of brand  Consumers may want to grow out of the brand instead of grow with it

Demographics/Psychographics  Kids & Cul-de-sacs Upscale, suburban, married couples with children that’s the skinny on kids & cul-de-sacs, an enviable lifestyle or large families in recently built subdivision. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper middle class incomes. Their nexus of education, affluence and children translates into large outlays for child- centered products and services.  Fast Track Families With their upper middle class incomes, numerous children and spacious homes, fast track families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems and video games. They take advantage of their rustic locales by camping, boating fishing. Target Market

Product Hierarch Diagram Basic Product: Travel accessories for children, mothers, and pets. Expected Product: High quality, personal, fun, and stylish. Augmented Product: Trendy and luxury handbags, pet carriers, laptop bags, and diaper bags. Potential Product: Luggage extension for children and mothers. Accessories like multifunctional iPhone case, and carriers. Core Benefit: Convenience, style, and storage.

BEATRIX Beatrix is not far from Dante Beatrix. It’s targeted more towards tweens and teens, the more tech savvy consumer. The bee is to help simplify how to remember the brand and be a bit cooler for the younger target market.

Mixing and Matching Brand Elements

Fun bright colors for young adults and moms Cute patterns with cute designs Durable cotton bags/goods Bright stitching An assortment of colors

SUITCASECARRY ONDUFFLE BETTER MODERATE SIZELAPTOP BAGS PRODUCT MIX PRODUCT WIDTH PRODUCT DEPTH=9 PRODUCT LENGTH

LAPTOP CASETABLET CASECELL PHONE CASE MODERATE BUDGET COLOR PRODUCT MIX PRODUCT WIDTH PRODUCT LENGTH PRODUCT DEPTH=9

Differentiation Tools: Product  Dante Beatrix started building their brand by making multipurpose diaper bags, the line extension will have the same idea for more up-to-date items. These items will include cell phone holders and laptop cases that serve for multiple storage purposes.  The cell phone holders, laptop cases and luggage will provide durability and style since they will be targeting a younger generation. While also having many different storage compartments for pens, pencils, money, magazines, etc.  Other features will include water resistant fabrics for rainy days or messy accidents.

Differentiation Tools: Service  At Beatrix we want to make it as easy as possible for you to get your merchandise when and where you want it. Our online store offers quick and easy check out and all of our products ship within the next day.  At our brick-and-morter stores we have dozens of trained associates willing to help you out every step of the way. If we happen to not have a product in that you like our sales associates will happily order it for you and get it sent to your home or the closest store to you.

Differentiation Tools: Image  We want your bags to be known as not just a fun and stylish bag but as a very functional and reliable bag that every “it girl” wants to be seen with.  We will be targeting celebrity moms and trendy upper class mothers to try out our new products by sponsoring events such as the Teen Choice Awards.  Beatrix products will be sold in upscale children's stores and fine department stores as well.

Establishing Brand Equity Differentiation Tool: In relation to its competitors, Beatrix is different because of the materials that are used to make the products. Beatrix is very conscious of being environmentally friendly and will only produce kid safe products that pass all health regulations.

Brand Position Beatrix is superior when comparing its products to competitors. While Paul Frank, JuJuBe, and Sanrio all use animated characters on their merchandise, much like Beatrix, the quality and sustainability of the products are not on the same level. Beatrix has found the formula for creating trendy products, with environmentally friendly materials for an affordable price. While each of its competitors have mastered at least one of these qualities, none have successfully mastered all three.

MEANING Beatrix features the functional attributes like convenient, style and storage within their products associated with Dante Beatrix and also the concept of graphics which differentiated the brand from others. Beatrix will target similar customers but only with a different needs. RESPONSE Beatrix will creates awareness to our consumers by focusing on their needs and creating a brand which will be multifunctional. Beatrix will provide the similar quality, customers have attained with the brand with credibility. RELATIONSHIP Beatrix will establish relationship with our customers by identifying us as a brand which will satisfy their needs serving as a functional and reliable luggage and accessories bags. On the other, creating an active engagement with the customers using social media and also through the company website as a tool to communicate and create brand loyalty. IDENTIFY Beatrix is a brand extension for the brand Dante Beatrix which includes luggage for mother and accessories bags for tech savvy children serving the core benefits of the brand which is convenient, style and storage.. CONSUMER BASED BRAND EQUITY

Conclusion: Increasing Sales  Dante Beatrix succeeds at increasing sales by: - reaching out to a larger audience: adults, moms, children, young adults etc. - celebrity endorsement  Reasonable price point  Advertising in different magazines to their different target markets  Good quality products compared to competitors

Conclusion: Increasing Brand Knowledge  Celebrity endorsement  Recognizable Brand Logo  Graphics  Trade shows  Advertising in magazines