Baked Goods

By: Johnny Cupcakes

Create high CBBE through product differentiation that is relevant to the consumer group.

Solidify a brand image synonymous with the personality of the brand community

• Create 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 brand

• New branding strategies that include; brand extensions and line-stretching products

• Add a bridge-line called “Baked Goods” by Johnny Cupcakes

o Lower price-point, targeted at family and/or group buying purchases.

Socio-cultural Issues

Consumer Group Reports

Nielsen. (2010, June). Global trends in online shopping a nielsen global consumer report. Retrieved from http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/Q1 2010 GOS-Online Shopping Trends-FINAL CLIENT REPORT-June 2010.pdf

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)

1. Books2. Clothing/accessories/shoes3. Airline Tickets4. Electronics5. Tours/Hotel ReservationsSource: Nielsen Q1 Global Online Survey

•Over 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)

Industry Trends

• “Pull promotions” directed at the final consumers to generate immediate purchasing behavior through creating a high demand.

• co-branded, licensing deal for iPhone/iPad app w/Apple• purchase items directly from the Johnny Cupcakes website•push notifications when the app is downloaded, also linked with Facebook.

Online shopping & Online Presence a Growing Trend

Further viral marketing reach

• meaningful and memorable incentives; socially, aesthetically & affectively.• Family-value packages• DIY design station (consumers can create and build their own T-shirt)• Consumer involvement in the product

 

Consumers are looking for exclusivity

Music influences clothing• Event sponsorships of music & art festivals• Emulate the brands beginnings as a “traveling suitcase”

retailtainment experience.

• Celebrity endorsement that is a representative figure(s) of the consumer base

Social Responsibility

Industry Trends

• 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 products

• Consider employee interests in their business practices

• Promotional 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)

Social Responsibility Events

Target MarketDemographics

Sex: Male & Female; Family structured

Age: 25+

Race: Varied

Income: $65000+

Home Ownership: City based/Homeowners

Employment Status: Employed, typically more affluent and college educated

Psychographics

VALS Segment: Experiencers

Interests: Fashion, Athletics, the Outdoors, Nightlife, Travelling and Entertainment

Attitudes: Knowledgeable, Represent leadership roles in family, Open to new experiences

Opinions: Adolescent nostalgia, adventure and having a positive outlook on life is critical to this segment.

Gap Inc.• Clothing for men, women, maternity, and kids.

Kid Robot • Collectible toys• Graphic tees • Appeals to older kids and adults

Vans • Graphic tees• Shoes• Accessories • Men, women, teens, and kids• Locations in malls

Hot Topic • Adults, teens, and kids• Cartoon Character licensed merchandise• Pop culture apparel

Competitor Survey

VANS

HOT TOPIC

KIDROBOT

GAP

Baked Goods By: Johnny Cupcakes

BRAND LOGO & SYMBOL

Logo

Symbol

Bridge-line: “Baked Goods” by Johnny Cupcakes

Product Hierarchy Core 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.

BRAND

Limited Edition KAWS

Lupe Fiasco

Family

Exclusive

Most t-shirts are 100% cotton

and made in the USA.

Mixing & Matching Elements

Fun bright colors

Simple black & gray tones

Tasty Turquoise Raspberry Lemon

CreamIcing Steam Over

Baked Pumpki

n

Strengths:• Well established brand community that shares the

same attitudes and has embraced the JC culture

• Johnny Cupcakes is a brand with a highly differentiated branding concept, image and

experience

• Uniquely themed environments online and in-store provides for a hedonistic, affective shopping

experience

• Superior quality and exclusivity of products and designs

Weaknesses:• Limited availability of product design and

accessibility of merchandise

• Solely reliant on viral marketing techniques to proliferate brand awareness

• Currently only 4 US brick-and-mortar locations and a single online entity for selling merchandise; therefore

we do not have a prevalent retail presence

• Already, there is plenty of competition for this product category

Opportunities:• 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 markets

• Ability to offer competitive products in horizontal markets

• Opportunity to expand consumer base by offering a product range at a lower price-point

• Customization

Threats:• 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 category

•Disruptive 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 products

InternalExternal

SWOT A

nalysi

s

Y:Sincerity

X: Excitementcontemporary

classic

$0.99-$70.00

$2.95-$100.00

$3.95-$180.00

$3.00-$595.00

$0.50-$170.00

Brand Positioning

Merchandising StrategyBakeware Housewares Family

Apparel Fragrances Toys &

Collectibles

JC Skull & Cross-bone logo silicone

cupcake pans

Hand Towels, Face Towels, and Wash

Towels

Men/Women Unisex Graphic

Tee’s

JC home scented oil and ceramic oil

diffusers

JC Do-it-yourself3-D Action Figures

Johnny Cupcakes branded licensed Kenmore stand-up

mixer

Johnny Cupcakes branded bath

robes

CustomChildren's Apparel

JC Sugar Sprays & Mists

JC Cupcake- Crossbones Toys

Johnny CupcakesOrganic Cotton

Oven Mitts

JC House shoes Men/Women JC custom graphic

shirts

JC scented candles Johnny Cupcakes Scented Non-Toxic Markers/Crayons

Johnny CupcakesOrganic Cotton kitchen aprons

Johnny Cupcakes “Cupperware”, glass wares

& serving dishes

JC embroidered Children’s

Backpack & Lunch Box

JC car fresheners Johnny Cupcakes Collector’s Edition

Playing Cards

PRODUCT DEPTH: 20 (5 x 4 = 20)PRODUCT WIDTH

PROD

UCT

LENG

TH

Differentiation Tools

Product

• Exclusive and Fun Apparel and Home Goods

Service

• Superior quality for the price; low maintenance, durable products

Personal

• Niche/Personalized experiences delivered through user touch-points

Channel•Multi-channel/devices

Image

• Fun-loving, laid back and caring

Brand 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.

Customer-Based Brand Equity Model

Performance Imagery

Salience

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. 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 logo•The 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

1. Attribute; “Family-centric” lifestyle brand, nostalgia, exclusive, longevity, durable, comfortable, high quality, wearable

2. Benefits; “Family-centric” lifestyle brand-emotional, nostalgia-emotional, exclusive-emotional, longevity-functional, durable-functional, comfortable-functional, high quality-emotional, wearable-functional

3. Values; Quality over quantity, pays attention to customers & interacts with them, exclusive shirts rather than mass-producing, family

4. Culture; T-shirt culture, music culture, pop culture

5. Personality; Young alternative family, young at heart, like exclusivity, nostalgic way to bond w/children, looking for an experience

6. User; Young, active, well-educated professional families (Age ranging: 25-38) w/small children, want to share childhood memories w/ their children

Six Levels of Meaning

ConclusionIncrease Sales & Awareness 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 email 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.

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.