The sweetness of playing mum
Agenda: Brand Statements and Brand Value USP Brand Strategy & objectives Brand Segmentation Strategy Product Strategy Line Extension Marketing Strategy
BRAND STATEMENT Cicciobello is the leading brand in the Nurturing Dolls and Accessoriesâ€™ market in Italy and continues to establish and grow its brand identity internationally. Through its rich history, realistic interactive features and its unique attributes of being a boy doll, we are well positioned against the competition in our unique offering to the category.
In 2012 has been celebrated 50Â° Anniversary
BRAND VALUES The brand is highly reassuring as it is based on strong, positive and emotional values: • • • • •
Tenderness Taking Care concept Maternity concept Italian style Quality and safety
U.S.P. The uniqueness of Cicciobello towards the competition is given by: •
HIGH INTERACTION - Realistic interaction with little girls thanks to several functions, play patterns and accessories
EMOTIONAL CONNECTION – realistic movements and features create a bond just like a mom and her real baby
BOY DOLL - Offering the only boy doll in the market
INTERNATIONAL SUCCESS Cicciobello is sold in more that 30 countries worldwide including: Italy, France, Spain, Germany, UK, Romania, Russia, Venezuela, etcâ€Ś More than 700.000 dolls and 300.000 accessories sold every year. BEST PERFORMING MARKET 2012 ITALY Market leader: 40% m.s. in the Special dolls category and 26% m.s. in accessories. FRANCE 31% m.s. in Special dolls category. CCB gain the leadership of the category with a significant increase in the property mkt share. Cicciobello Bua is the top seller item of its category.
BRAND STRATEGY and OBJECTIVIES
Keep the brand leadership, in the Speacial features Nurturing Doll Category, in established markets such as Italy & France
Strengthen the brand growth of Cicciobello and increase the market share in new European territories
The goals shall be reached through proper Product Strategy and Marketing Strategy.
PRODUCT STRATEGY: BRAND SEGMENTATION
Mantain the category leadership with the top selling item Cicciobello Love and Care is sick and his cheeks become all red due to fever. The girl has to take Cicciobello’s temperature and find the right way to recover him, thanks to the interactive accessories, giving him 3 different medicine bottles and making him the injection. Cicciobello love‘n care comes with: - 3 Medicine Bottles - Thermometer - Syringe - “Glow in the dark” pacifier - Stethoscope
Leader of its category is the most famous and important doll of the entire Cicciobello’s range. It’s a doll that continues conquering the little girls’ hearts thanks to the strong interaction between consumer and product.
PRODUCT REASONS TO BELIEVE: • High play value • Game different every time • Little girl desire to role-play doctor
BEST SELLER ITEM An international success that solidifies leadership in the category • More than 1 Million pieces sold since 2004 • Best seller item in the category in Italy and France for several years
• In the ranking of top 3 selling item in 2010, 2011, 2012 (Toy total Italian market )
Impactful features When the little girl claps her hands, Cicciobello starts crawling or walking, giggling happily! Crawling or walking function depends to the position that little girl gives to the doll.
Strong Play value Cicciobello wees for real â€Ś he drinks from his feeding bottle and wees after a few warbles! For the little girl is a surprise each time, she changes the diaper because Cicciobello can pee a second time randomly!
Cicciobello tinkle time comes with: -Feeding bottle -Bib -Towel -2 diapers
Product Innovation A brand new doll, unique in its category, with a fantastic and attractive flow game as a result of an intensive program of innovation and product development. • Cicciobello talks for real • Double interaction between Cicciobello and little girl • A strong emotional flow game.
Product Strategy - DOLLS FOCUS ON BRAND CHAMPIONS ( Love ‘n’ care, Crawl and Walk…)
NEW BUSINESS DEVELOPMENT • Work on Brand Champion’ themes • Extend the target segment • Exploit the market opportunities NEW BUSINESS DEVELOPMENT • Classic crying dolls with special editions
Product Strategy - DOLLS NEW BUSINESS DEVELOPMENT
Cicciobello loves the jungle! It comes with 4 different animal style outfits: zebra, lion, giraffe, monkey.
Cicciobello Safari come with: Each one has his own passport!
-Passport - Dummy
Product Strategy - DOLLS NEW BUSINESS DEVELOPMENT
Cicciobello now has an outfit like a real pirate.
Cicciobello Pirate includes: - Bandana - Map - Dummy
Product Strategy - ACCESSORIES The goal is to build a complete range of accessories to enrich the brand portfolio.
- Work on Brand Championâ€™ themes - Keeping a strong brand DNA
Fresh and updated design with pillow and blanket included. High visibility in Cicciobello Love â€˜nâ€™ Care TV commercial
Fresh and updated design. High visibility in Cicciobello My Phone TV commercial
OUTFIT SET 4 different styles: -
Rain coat with rain boots Gym suit Denim jacket with bandana Pajamas
NEW COLORS AND MATERIALS!
Cicciobelloâ€™s latest fashion city stroller with technical material
Cicciobello has is very own practical and folding stroller with technical material
MARKETING & COMMUNICATION
MARKETING STRATEGY Communicate the brand’s U.S.P in a strong and consistent way such as the product’s uniqueness, the play functions and the high interaction between the little girl and the doll New communication towards parents
Full year marketing support through different media and PR activity Maximize new merchandising programs to promote the in-store visibility Social responsibility
COMMUNICATION • TV CAMPAIGN: A continuing TV campaign throughout the year in order to maintain the Brand’s visibility
• DEDICATED WEB SITE
• SOCIAL NETWORK: FUN PAGE FACEBOOK www.facebook.com/cicciobello
Communication to purchasing responsable.
COMMUNICATION A new kind of communication to parents : •
Cicciobello is an educational toy that stimulates child’s
BRAIN IMAGINATION TENDERNESS GESTURES COGNITIVE PROCESS EMOTIONAL INTELLIGENCE •
Cicciobello is made with high quality materials
Cicciobello is a highly safe product.
Published on Sep 7, 2013