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 ANALYSIS STRENGTH - 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 BagKids BackpackKids Lunchbox Environmentally conscious behavior Premium Line Gender Specific

Differentiation Tools ProductChannelImage -- 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