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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 Accessories’ 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 50° 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

HERITAGE

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, etc‌ 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


BRAND CHAMPIONS

CARING

GROWING UP

DOCTOR TIME

PLAYTIME


BRAND CHAMPIONS


TVC

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

DELUXE


TVC

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


TVC

INTERNATIONAL RESULT

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 )


TVC

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.


TVC

Strong Play value Cicciobello wees for real ‌ 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


TVC

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.


PRICE POSITIONING


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 Champion’ themes - Keeping a strong brand DNA


TVC

Fresh and updated design with pillow and blanket included. High visibility in Cicciobello Love ‘n’ Care TV commercial


TVC

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

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NEW COLORS AND MATERIALS!

Cicciobello’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.


THANKS


Gp cicciobello presentation 2013