1. LifeProof Value Analysis Section 2 Team 8 Dan Jimenez Jared
Kulbeth Josh Skelton Minseok Shin Sravya Vankayalapati
2. LifeProof is a young vibrant company that designs,
manufactures and markets LifeProof cases for all-environmental
protection, functionality and interactivity to SmartPhones and
Tablet PCs. The company mantra is'Freedom to do what you do' 3. Why
LifeProof? This could be your story 4. Love Group Segments Parents
with young kids Athletes Outdoorsman Professionals in hard work
environment Construction Health/Hospitals 5. Focus Love Group
Segments Parents with kids Athletes/Extreme Sports 6. Hierarchical
Values Map Personal Value Family LoveInner HarmonyProgressPersonal
BenefitsProduct BenefitsProduct FeatureEnjoy Life with
FamilyEfficientDistractor & EntertainerNo
worriesWashableDust/Dirt ProofShock ProofDurable MaterialsHard
PlasticGood ParentFreedom to be ActiveProtects PhoneQualityWater
Proof Rubber SealsBeautiful WorldFreedomJoy & HappinessSharing
TalentsActive LifeConvenienceSocial RecognitionUnique &
Interesting PhotosCaptures Active MomentsEasy to CarryCustomer
ServiceIndividualismConnectionEasy to UsePlastic Screen Cover
Helpful CSRsWarrantySocial Media PresenceSlim Design
LightweightCharging Port 7. Hierarchical Values Map Parents with
Young Kids Segment Personal Value Inner HarmonyProgressPersonal
BenefitsProduct BenefitsProduct FeatureFamily Love Enjoy Life with
FamilyEfficientDistractor & EntertainerNo
worriesWashableDust/Dirt ProofShock ProofDurable MaterialsHard
PlasticGood ParentFreedom to be ActiveProtects PhoneQualityWater
Proof Rubber SealsBeautiful WorldFreedomJoy & HappinessSharing
TalentsActive LifeConvenienceSocial RecognitionUnique &
Interesting PhotosCaptures Active MomentsEasy to CarryCustomer
ServiceIndividualismConnectionEasy to UsePlastic Screen Cover
Helpful CSRsWarrantySocial Media PresenceSlim Design
LightweightCharging Port 8. Hierarchical Values Map Parents with
Young Kids Hot MEC Personal Value Inner HarmonyProgressPersonal
BenefitsProduct BenefitsProduct FeatureFamily Love Enjoy Life with
FamilyEfficientDistractor & EntertainerNo
worriesWashableDust/Dirt ProofShock ProofDurable MaterialsHard
PlasticGood ParentFreedom to be ActiveProtects PhoneQualityWater
Proof Rubber SealsBeautiful WorldFreedomJoy & HappinessSharing
TalentsActive LifeConvenienceSocial RecognitionUnique &
Interesting PhotosCaptures Active MomentsEasy to CarryCustomer
ServiceIndividualismConnectionEasy to UsePlastic Screen Cover
Helpful CSRsWarrantySocial Media PresenceSlim Design
LightweightCharging Port 9. Hierarchical Values Map Athletes
Segment Personal Value Family LoveInner HarmonyProgressPersonal
BenefitsProduct BenefitsProduct FeatureEnjoy Life with
FamilyEfficientDistractor & EntertainerNo
worriesWashableDust/Dirt ProofShock ProofDurable MaterialsHard
PlasticGood ParentFreedom to be ActiveProtects PhoneQualityWater
Proof Rubber SealsBeautiful WorldFreedomJoy & HappinessSharing
TalentsActive LifeConvenienceSocial RecognitionUnique &
Interesting PhotosCaptures Active MomentsEasy to CarryCustomer
ServiceIndividualismConnectionEasy to UsePlastic Screen Cover
Helpful CSRsWarrantySocial Media PresenceSlim Design
LightweightCharging Port 10. Hierarchical Values Map Athletes Hot
MEC Personal Value Family LoveInner HarmonyProgressPersonal
BenefitsProduct BenefitsProduct FeatureEnjoy Life with
FamilyEfficientDistractor & EntertainerNo
worriesWashableDust/Dirt ProofShock ProofDurable MaterialsHard
PlasticGood ParentFreedom to be ActiveProtects PhoneQualityWater
Proof Rubber SealsBeautiful WorldFreedomJoy & HappinessSharing
TalentsActive LifeConvenienceSocial RecognitionUnique &
Interesting PhotosCaptures Active MomentsEasy to CarryCustomer
ServiceIndividualismConnectionEasy to UsePlastic Screen Cover
Helpful CSRsWarrantySocial Media PresenceSlim Design
LightweightCharging Port 11. Key Deep Metaphors Identified
Connection Freedom Motion or Movement Nature Force 12. Early Ads
13. Hierarchical Values Map Personal Value Family LoveInner
HarmonyProgressPersonal BenefitsProduct BenefitsProduct
FeatureEnjoy Life with FamilyEfficientDistractor &
EntertainerNo worriesWashableDust/Dirt ProofShock ProofDurable
MaterialsHard PlasticGood ParentFreedom to be ActiveProtects
PhoneQualityWater Proof Rubber SealsBeautiful WorldFreedomJoy &
HappinessSharing TalentsActive LifeConvenienceSocial
RecognitionUnique & Interesting PhotosCaptures Active
MomentsEasy to CarryCustomer ServiceIndividualismConnectionEasy to
UsePlastic Screen Cover Helpful CSRsWarrantySocial Media
PresenceSlim Design LightweightCharging Port 14. New Ad 15.
Hierarchical Values Map Personal Value Family LoveInner
HarmonyProgressPersonal BenefitsProduct BenefitsProduct
FeatureEnjoy Life with FamilyEfficientDistractor &
EntertainerNo worriesWashableDust/Dirt ProofShock ProofDurable
MaterialsHard PlasticGood ParentFreedom to be ActiveProtects
PhoneQualityWater Proof Rubber SealsBeautiful WorldFreedomJoy &
HappinessSharing TalentsActive LifeConvenienceSocial
RecognitionUnique & Interesting PhotosCaptures Active
MomentsEasy to CarryCustomer ServiceIndividualismConnectionEasy to
UsePlastic Screen Cover Helpful CSRsWarrantySocial Media
PresenceSlim Design LightweightCharging Port 16. Creative Brief
Objective: Reach a larger scope of activity and lifestyle-focused
customers without sacrificing brand integrity or profit margins
Target Market: Teenagers and young adults (1219 years) with an
active lifestyle, who are also active on social mediaReasons to
Believe: Tested in rough environment, extended warrantyInsights:
Teenagers and young adults drive the decision making of technology
related products in most households, but depend on parents for the
money to buy those products. Parents are concerned about the safety
of the children and also about the safety of the expensive phones
and tablets.Single Most Important Thing to Say: Let LifeProof
protect your lifestyle 17. Our Recommendations Reach a larger scope
of activity and lifestyle-focused customers without sacrificing
brand integrity or profit margins Venture into Television
advertising Integrate more consumer insights with design 18. Let
LifeProof protect your lifestyle
