Bully & Juvie MRD
Judy Barker, Global Product Manager
Bjorn Barnard, Global E-Team Manager
Barbara Van Gennep, Global Marcom Manager
January 23, 2013
A DIVISION OF ACCO BRANDS
MRD Contents
 The Product
 Addressing pain points
 Who
 Target market & audience
 Where
 Global or regional
 When
 Key dates & deadlines
 What
 Naming & packaging
 Key messages & features
 How
 Foundation assets & tactics
 Campaign
 Campaign Objectives
2
Confidential
Bully: Rugged Carry Case & Stand for iPad
Bullie: K67792AM (charcoal)
Bullie: K67793AM (sky)
SRP: $54.99
Value
 Don’t lose a minute of valuable
learning time due to broken iPads
Features
 Stands up to abuse from K-6 graders
in a shared use environment
 Padded case cushions and protects
tablets when they are dropped
 Convenient handle is perfect for
children to safely carry the iPad
 Handle doubles as a stand
 Fits iPad 2 – 4th gen
 Screen Protection, Personalization
pocket and Stylus holder
 Preserves access to all ports
3
Confidential
Bully Junior: Rugged Security Case, Lock & Stand
for iPad Mini
Bullie JR: K67795AM (grass)
SRP: $
Value
 Don’t lose a minute of valuable
learning time due to broken iPads
Features
 Stands up to abuse from K-6 graders
in a shared use environment
 Padded case cushions and protects
tablets when they are dropped
 Convenient handle is perfect for
children to safely carry the iPad
 Handle doubles as a stand
 Fits iPad 2 – 4th gen
 Screen Protection, Personalization
pocket and Stylus holder
 Preserves access to all ports
4
Confidential
Juvie: Rugged Security Case, Lock & Stand for iPad Mini
Juvie w/Lock: K67794AM (sunshine)
SRP: $??
Value
 Don’t lose a minute of valuable
learning time due to stolen or broken
iPads
Features
 Stands up to abuse from K-6 graders
in a shared use environment
 Padded case cushions and protects
tablets when they are dropped
 Included ClickSafe locks secures the
iPad in one click to prevent theft
 Convenient handle is perfect for
children to safely carry the iPad
 Handle doubles as a stand
 Fits iPad 2 – 4th gen
 Screen Protection, Personalization
pocket and Stylus holder
 Preserves access to all ports
5
Confidential
Juvie: Rugged Security Case& Stand for iPad
Juvie: K67796AM (sunshine, no lock)
SRP: $79.99
6
Confidential
Value
 Don’t lose a minute of valuable
learning time due to broken iPad mini
tablets
Features
 Stands up to abuse from K-6 graders
in a shared use environment
 Padded case cushions and protects
tablets when they are dropped
 ClickSafe-ready lock secures iPad in
one click to prevent theft (lock sold
separately)
 Convenient handle is perfect for
children to safely carry the iPad mini
 Handle doubles as a stand
 Fits iPad 2 – 4th gen
 Screen Protection, Personalization,
Stylus holder
 Preserves access to all ports
Consumer Insight
Pain Points
 Environmental








Theft (of device)
Breakage
Background Noise
Germ Protection
Cleanliness
Student Protection (content)
Identification
Power





Durability
Charging
Dexterity
Special Needs
Indoor/outdoor
 Usage
7
Confidential
Consumer Insight
Target Market
 Primary User
 Single Use, Multi-User Tablets are
primarily used by students in K-12
Education with focus on younger
grades
 Primary Decision Maker
 IT Manager
 Influencers
 Educators, Principals and PTA
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Confidential
Where?
 Global launch
 Europe, America’s, Asia, Australia
 Launch type
 Hero – A new product offering for Education/Security
 Channels
 B2B Education (primary)
 B2C (secondary)
 Kensington.com
SUMU
K-12
Classroom
Technology
Education
Technology
•
9
Confidential
When?
 Launch date/web live
 Global: February 19, 2013
 Press announcement date
 Global: February 19, 2013
 Campaign assets delivery
 Global delivery date: January 20, 2013
 Sample availability
 Renderings for packaging
 February 8, 2013
 In stock date
 April 1, 2013
 Sales training
 US: TBD
 EU: TBD
10
Confidential
What? Naming & Theme
 Naming
 Consideration for using BlackBelt existing naming as Bullie/Juvie
have similar ID
 Consideration for a new name to promote product attributes such
as ToughGrip, KidTuff, GreatGrip. Or a highly distinctive name such
as Discover
 Search results returned ToughGrip & GreatGrip as moderate risk and
KidTuff and Discover as high risk.
 Campaign Theme
 Best in Class: Complete your 21your 21st century classroom
 Campaign speaks to Education market (K-6) where tablet
protection, security, productivity and portability are needed
 Best products for attach onto tablets and classroom technology
 Best in class programs to drive loyalty in channel and end users
 New markets are evolving around single purpose, multi-user where
security and locking solutions are required for the classroom
environment
11
Confidential
What – Packaging
Bully packaging will utilize
sleeve structure similar to folio
allowing customer to feel
ruggedized case.
12
Confidential
Juvie packaging will utilize closed
box structure (similar to lunch box)
as ClickSafe lock included. While
still allowing customer to feel
ruggedized case.
What? – Features & USPs
Key features (rank in order of priority 1 to 10)
Rank
Feature
Benefit
Bully
Juvie
1
Rugged case
Cushions & protects tablet from drops
X
X
2
Integrated handle
Converts to stand, convenient to carry and
to transport
X
X
3
4
Screen protection
Stylus holder
Helps prevent scratches
Built into case, easy to access stylus
X
X
X
X
5
Built in security anchor
Prevents tablet from theft
X
X
6
ClickSafe lock
7
Personalization pocket
One click tablet security
Ability to customize and add contact &
identification information
X
X
8
Built in port access
Preserves all access to ports
X
X
9
10
13
Confidential
X
How? Foundation Assets Need Info
PUBLIC RELATIONS
Media Alert – full press release will be
developed with education initiative
STATUS
w/Amy
Call w/legal on
1/24/13
COPY & MESSAGING
Product catalog copy (200 & 50 words,
F&B’s)
Category messaging
In-the-works
Need more
info
PHOTOGRAPHY
Key visual (combination of lifestyle &
product)
Product photography
Environment photography – Need in use
photo
Merchandising
Product overview (similar to SureTrack Mouse)
Education video (update with Bully & Juvie images
and product video if produced)
NAMING
TuffGrip, ToughGrip, GreatGrip
VIDEOS
Confidential
Emily to share
with Judy
Need new
photography to
proceed
COLLATERAL
Sales deck
Tech Spec
w/Judy
√
Education market brochure
In-the-works
What’s new education flyer
√
WEB
Shot list in the
works
Shot list in the
works
Home page banner
Requested
Education vertical page updates
Microsite for education
TBD
List updated: 01/23/2013
14
STATUS
Bjorn to define
Web Optimization & Planning
 Kensington.com
 Place under Security & Tablet categories
 Create new category for education market or
create microsite
 KeyWords
 Ruggedized case, rugged iPad case, kid tough iPad
case, iPad case, education iPad cases, tuff case
 SEO
 Bjorn to define
 SEM
 Bjorn to define
15
Confidential
Campaign Objectives




16
Confidential
Campaign speaks to Education market (K-6) where
tablet protection, security, productivity and portability
are needed
Promote as best products for attach onto tablets and
classroom technology
Promote best in class programs to drive loyalty in
channel and end users
Ensure global transferability