BEATRIX

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

Amanda Trickey

Socio-Cultural IssuesHealthy 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 MapHigh Quality

Low Quality

Not

Env

ironm

enta

lly

Cons

ciou

s

Environmentally

Conscious

SWOT AnalysisStrengths Weakness

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.

Aug

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pet carriers, la

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bags, a

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Pote

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uggage exte

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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

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

SUITCASE CARRY ON DUFFLE

BETTER

MODERATE

SIZE LAPTOP BAGS

PRODUCT MIX

PRODUCT WIDTH

PRODUCT DEPTH=9

PR

OD

UC

T L

EN

GTH

LAPTOP CASE TABLET CASE CELL PHONE CASE

MODERATE

BUDGET

COLOR

PRODUCT MIX

PRODUCT WIDTH

PR

OD

UC

T L

EN

GTH

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.

MEANINGBeatrix features the functional

attributeslike 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.

RESPONSEBeatrix 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.

RELATIONSHIPBeatrix 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.

IDENTIFYBeatrix 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 endorsementReasonable price pointAdvertising in different magazines to their

different target marketsGood quality products compared to competitors

Conclusion: Increasing Brand Knowledge

Celebrity endorsementRecognizable Brand LogoGraphicsTrade showsAdvertising in

magazines