Baked Goods
By: Johnny Cupcakes
Socio-cultural Issues
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.
Consumer Group Reports
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.
2.
3.
4.
5.
Books
Clothing/accessories/shoes
Airline Tickets
Electronics
Tours/Hotel Reservations
Source: 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)
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
Industry Trends
Further viral marketing reach
• “Pull promotions” directed at the final consumers to generate
immediate purchasing behavior through creating a high demand.
Online shopping & Online Presence a Growing Trend
• 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.
Consumers are looking for exclusivity
•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
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
Industry Trends
Social Responsibility
• 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
Social Responsibility Events
• 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)
Target Market
Psychographics
Demographics
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
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.
Competitor Survey
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
KIDROBOT
VANS
Hot Topic
•Adults, teens, and kids
•Cartoon Character licensed merchandise
•Pop culture apparel
BRAND LOGO & SYMBOL
Baked Goods
By: Johnny Cupcakes
Symbol
Bridge-line: “Baked Goods” by Johnny Cupcakes
Logo
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-andmatch 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
Mixing & Matching
Elements
Baked Goods
By: Johnny Cupcakes
Fun bright
colors
Simple black &
gray tones
Most t-shirts are
100% cotton and
made in the USA.
• Well established brand community that shares the
same attitudes and has embraced the JC culture
• Limited availability of product design and
accessibility of merchandise
• Johnny Cupcakes is a brand with a highly
differentiated branding concept, image and
experience
• Solely reliant on viral marketing techniques to
proliferate brand awareness
• Uniquely themed environments online and in-store
provides for a hedonistic, affective shopping
experience
• Superior quality and exclusivity of products and
designs
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
• 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
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
External
SWOT Analysis
Weaknesses:
Internal
Strengths:
Brand Positioning
Contemporary
$2.95-$100.00
Excitement
$0.99-$70.00
Sincerity
$0.50-$170.00
$3.95-$180.00
Classic
$3.00-$595.00
PRODUCT LENGTH
Merchandising Strategy
Bakeware
Housewares
Family
Apparel
Fragrances
Toys &
Collectibles
JC Skull & Crossbone 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-yourself
3-D Action Figures
Johnny Cupcakes
branded licensed
Kenmore stand-up
mixer
Johnny Cupcakes
branded bath robes
Custom
Children's Apparel
JC Sugar Sprays &
Mists
JC CupcakeCrossbones Toys
Johnny Cupcakes
Organic Cotton Oven
Mitts
JC House shoes
Men/Women JC
custom graphic
shirts
JC scented candles
Johnny Cupcakes
Scented Non-Toxic
Markers/Crayons
Johnny Cupcakes
Organic 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 WIDTH
PRODUCT DEPTH: 20 (5 x 4 = 20)
Differentiation Tools
Product
• Exclusive and Fun
Apparel and Home
Goods
Service
Personal
Channel
• Superior quality for
the price; low
maintenance,
durable products
• Niche/Personalized
experiences
delivered through
user touch-points
•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:
•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.
Performance
Imagery
Salience
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
Six Levels of Meaning
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, comfortablefunctional, 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
Conclusion
Increase Sales & Awareness
By introducing a new range of products
into our consumer-base, we are
prospecting our already wellestablished 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.
Brand Equity
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.