LeapFrog Enterprises_ by pengtt

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									                Brand Audit Example:

                LeapFrog Enterprises,
                Inc.
                “A leading designer, developer and marketer
Group A
                of innovative, technology based educational
Team member 1
Team member 2
                products”
Team member 3
Team member 4
                                   OVERVIEW
•   Industry: Educational Toys & Games
•   3rd largest toy company
•   Corporate vision: To inspire in children and families
    a lifelong love of learning
•   Mantra: “Never-ending curriculum...Never-Ending
    Learning™”
•   6 learning platforms with over 100 interactive
    software titles
•   Have won over 150 awards for toy design in the U.S.
•   Consumer products are available in over 30 countries
    and are produced in 5 different languages
                               BRAND ELEMENTS
•   Name                                  •   Packaging
      1.   Vague enough to be able to
           extend product line                  1. Allows for trial prior
      2.   Implies that child can jump             to purchase
           ahead in learning/school             2. Color palette of
      3.   Common name in other
           industries
                                                   muted bright colors
                                                   stands out from
•   Logo
      1.   Represents the fun spirit of
                                                   other toys on store
           the company                             shelves
      2.   Unique mix of elements that
           is not easily copied
             BRAND ATTRIBUTES
•   Interactive learning product
•   Targets children aged 3-12 years
•   Expandable with different books
    (sold separately)
•   Online upgrade options (with
    subscriptions)
                          MARKETING:
                             Segments
•   Infant & Toddler (6 months+)
•   Preschool (18 months+)
•   LeapPad Learning System (3 years+)
•   Grade School (5 years+)
•   QuantumPad Learning System (7 years+)
•   Middle School & High School (10 years+)
                      MARKETING:
                    Communications
•   Website
•   Membership
•   Promotions
•   Advertising
•   Events
•   Word-of-Mouth
                         DISTRIBUTION
                             CHANNELS
Online:                   Brick & Mortars:
•   toysrus.com           •   Circuit City
•   amazon.com            •   FAO Schwartz
•   walmart.com           •   KB Toys
•   kbtoys.com            •   Kmart
•   target.com            •   The Right Start
•   barnesandnoble.com    •   Sears
•   bestbuy.com           •   The Sharper Image
•   boscovs.com           •   Staples
•   childsplayspot.com    •   Target
                          •   Toys R Us
•   dillards.com
                          •   Wal-Mart
•   kohls.com
                          •   Zany Brainy
•   sharperimage.com
COMPETITIVE MARKET
COMPETITOR BRAND
          PROFILE
COMPETITIVE MATRIX
COMPETITOR DISTRIBUTION
COMPETITIVE POSITIONING
           BRAND RESEARCH METHODOLOGY
                          Quantitative Research
    Parent Survey
    •   Educational toy brand perspective from purchase decision makers
    •   Targeted parents with toddlers to pre-teens
    •   Over 90 respondents
    •   Distribution via online, email, fax and direct
    •   Conclusions reflect the medium of all responses


                  Qualitative Research
Children Focus Group
•       General understanding of children’s exposure to, and
        acceptance of Leapfrog Learning Toys

•       Conducted a two phase focus group which encouraged
        comfortable communication and interaction while compiling
        observations relative to our objectives
                RESEARCH RESULTS:
                 POINTS OF PARITY
Similar to traditional toys
   Fun factor:
     branded and licensed characters
   Affordable:
     sell the console cheaper and charge more on
     cartridges replacement and additional books
   Age Appropriate:
     different content/products target different age
     group
   Engaging:
     the toys are colorful with fun sounds to keep
     toddlers / infants interested
  RESEARCH RESULTS: POINTS OF
                 DIFFERENCE
LeapFrog is in a category of its own
   Hi-tech Image:
     associate with computer games
   Approach to Education:
     associate with education professional
   Proprietary Content:
      publish its own books and license
   A learning Tool
  Quality Technology-Based
    Educational products
                 SAMPLE USER COMMENTS
     “We have more toys than Toys R Us, but this is more of an
     educational tool than a toy. It will be used in this house for
     many years to come.”

“Many electronic educational toys are used for
only a short time. This toy is one that can be
used for a long period of time. I fully expect my
daughter to be using this for the next 7 years.”


           “I postponed the plan of giving my son
           a GameBoy and instead sprung for the
           educational option – the LeapPad. I figured
           that he’ll enjoy the GameBoy much more
           next year if he learns how to read.”
RESEARCH RESULTS: CBBE
             PYRAMID

                            Consumer
                              Brand
                            Resonance
                        -Powerful learning
                              aid


                Consumer            Consumer
                Judgments           Feelings
            -Best in educational    -innovative (+)
             toy field (+)
                                    -boring (-)
            -hard to use(-)
            -high cost (-)

     Brand performance                   Brand imagery
     -technology (+)                     -Intelligent (+)
     -poor durability (-)                -Effective (+)
                                         -Expansive (+/-)

   Brand Salience: Maker of technology-based educational
  toy
                 RESEARCH RESULTS:
              CONSUMER PERCEPTION
                           Fun

                                 PlaySkool


Exciting Comp. SW                                 Established
                                   Fisher-Price
Innovative                                         Trusted
                Leapfrog           VTECH




                     Educational
               RESEARCH SUMMARY
             Strength                          Weakness
•Strong retail relationship     •Fun appeal
•Easy Upgradeability            •Hard to use
•Focus: 100% devotion to        •Boring/lack of child’s interest
educationally orientated toys   •Undiversified marketing communications
•Technology                     •Price
•Innovations




          Opportunities                         Threats
•Lower  than average                   More Fun and Established
income/educated families        •PlaySkool: More “fun” toys and extending
•Older teenage/Young Adults     brand to educational toys
                                •VTECH: Reasonably priced
                                •Fisher Price: Stronger marketing
                                associations and “PowerTouch”
                                •Computer SW: Targeting early computer
                                adopters
                            STRATEGY:
                     RECOMMENDATIONS
•   Strength: Proprietary Technology
      Continue R&D to maintain technology
      leadership
•   Weakness: Usability
      Improve instruction manuals and create online
      tutorials
•   Opportunity: Distribution and Price Value
      Pursue non-traditional and educationally focused
      retail channels such as book, computer, electronic
      stores and international penetration
•   Threat: Perceived as “Less Fun”
      Develop a two-tier parent and child marketing and
      communications campaign (i.e. media) and enhance the
        frogs, “Tad and Leap”

								
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