Page 1

JUST BORN

_ Strategic Positioning


STRATEGIC POSITIONING

PRESENTATION OVERVIEW _ 01 | CATEGORY OVERVIEW The modern mom and how to reach her.

_ 02 | LEARNING FROM LEADERS Exceptional brands and their strategy.

_ 03 | REBORN Just Born’s essence Bringing it to life: :Style :Product :Packaging :Web :Social Media :Trade show :Luxe

JUST BORN 2014


WHO IS JUST BORN

in Triboro’s perception

in the Consumer’s perception

in United’s vision

FASHION FORWARD

EXPECTED

LEADER

What we’ve heard: - Aspiration we want to be like Pottery Barn

Online reviews are mixed about the products. While the some perceive the prints and products as nice & affordable, some have a negative experience. And let it be known.

United sees a massive opportunity for Just Born to own the newborn category. By working on key factors such as a

- Accessible Pricing - Aspirational & Acquisitional - Today, the brand has been functional and led by merchandisers and retail partners. - We have been working to what the brand is now as opposed to what it can be tomorrow. - The goto brand in Safe Sleep/Bedding.

JUST BORN 2014

Today the products are swallowed into the sea sameness at the shelf. The print designs merge into everyone else at the shelf. There is no brand loyalty or advocates. It’s purely driven by price point.

more fashion forward style, emotional connection with consumer and mentorship we think the brand can become the one and only choice for newborns.


CATEGORY OVERVIEW

_ The modern mom and how to reach her


01 | CATEGORY OVERVIEW

_ THE MODERN MOM lifestyle

_ A few examples of brands that are part of the modern mom’s daily life and how that tell us some aspects of her personality.


01 | CATEGORY OVERVIEW

_ THE MODERN MOM Just Born’s audience

working mother or mother to be

fashion forward health & environment conscious late 20’s to late 30’s

disposable income

independent

multi-tasker educated

wants practical products that can be incorporated into their lives

JUST BORN 2014

down to earth


01 | CATEGORY OVERVIEW

_ THE MODERN MOM important considerations

JUST BORN 2014

IS

IS

ACTIVE ONLINE

SIMPLIFYING

She researches before buying. She is an avid user of social media. She is always connected.

She wants simpler things that will make her life easier and free up her time: clear information, intuitive shopping experience & functional products.

IS

IS

DECLUTTERING

HONEST & CARING

She wants to eliminate the unnecessary. She wants less material goods and more experiences / happy moments. Because of that, she’ll invest in better products that will last. Less is more.

She will notice brands that evoke emotion instead of overly promotional ones. She cares for companies involved in social causes because she wants a better world for her children.


01 | CATEGORY OVERVIEW

HOW TO REACH THE MODERN MOM a few facts

_ Moms turn to web research before making a purchase. Brands must ensure their content is readily available to their target audience. For busy moms, this content must be presented in an aesthetically useful way so that it leaves a lasting impression in a short amount of time. mediapost.com*

_

Moms said “Yes, I follow brands in this way”:

98%

Brands that keep moms happy will see a serious return on investment. Brands need to pay attention, listen and react appropriately. Moms share their opinion every day. They compare experiences both positive and negative. mediapost.com*

Facebook

49%

82%

Twitter

63% Community

of moms describe themselves as heavy texters.

84%

Email

Websites

69% Brand Blog

67% 1/3 of them engage with over 20 brands through these platforms. say giving feedback to the brands is very important for them.

research through Modern mom magazine

46% 40%

is the percentage of likelihood of a mom versus a dad to follow a brand through social media.

The average person is passively exposed to more than 3.000 branded messages a day. Moms actively seek out food/recipes (88%), health/beauty (86%), children’s products (84%), and fashion (73%) most online.

*One of the largest and most influential media, marketing and advertising sites on the net. JUST BORN 2014


HOW TO REACH THE MODERN MOM

“ Don’t just rely on banner ads, moms want to engage in a conversation.” Moms are all about relationships, so if you want to approach them, make sure to start with a personal note. Forbes


HOW TO REACH THE MODERN MOM

“ If you’re lucky enough to have a few extra marketing bucks lying around, work the celebrity mom angle.” Finding a familiar face to pitch your product is an expensive but effective strategy. Forbes


HOW TO REACH THE MODERN MOM

“In order to convince the modern mom to try a new product or service, marketers need to work with them, not just throw ads at them.” Product specs will only get so far with moms, what they really want is an experience.Forbes


01 | CATEGORY OVERVIEW

OUR ROLE MODELS A real, honest mother figure

GISELLE BUNDCHEN

JESSICA ALBA

Very low key and down to earth

Down to earth

Environment conscious (she is very involved in social

Fashion forward

causes, including her own environmental friendly

Supports several charities

beauty line)

Owner of the Honest company which focus on

Style conscious

better and safer products for babies

Affectionate mom

Very involved in her kids’ lives

JUST BORN 2014


The brands Just Born aspire to...


LEARNING FROM LEADERS

_ Exceptional brands and their strategy.


LEARNING FROM LEADERS

Perception is reality.


02 | LEARNING FROM LEADERS

_ MARC JACOBS genuine | risk taker Marc Jacobs is one of the most influential fashion designers in the world. He’s always been a genuine arbiter of cool, a prodigious talent with a third eye for knowing what women want to wear.For more than 20 years, he has been building his brand of playful, witty and highly wearable clothes and accessories. In addition to running his personal brand, Marc turned luxurious brand Louis Vuitton into one of the most desirable brands in the world. Within ten years, he quadrupled the company’s profits, turning what was essentially a staid luggage firm into a global fashion powerhouse.

The offbeat ‘It’ girls he casts in his ads - often star friends - are the type who toss flea market finds together with Parisian labels and can carry off quirky, clever, or even cartoonish looks with confidence.

JUST BORN 2014


MARC JACOBS

Stay true to who you are. Always lead, never follow.


02 | LEARNING FROM LEADERS

_ Bare Escentuals empowering women | friendship Bare Escentuals is more than just a makeup brand. It’s a company that invests heavily in a strong relationship with the consumer, engaging and empowering them through optimistic messages. Bare Escentuals created a community of women who want to feel beautiful and stay confident. Leslie Blodgett, CEO of the company used to personally respond to letters and emails to customers that had questions. She made house calls and hosted events where she could talk to her clientele face to face. “What I realize,” Leslie says “is when you touch a woman’s face a few minutes after you meet her, you form an emotional bond; it’s powerful stuff. You have to hire people who love people, and you have to take care of your customers. Sometimes they come to you after a bout of cancer or an emotional trauma, so what we do is not superficial kind of stuff that only helps women look good for their husbands. We’re helping women feel good about themselves.”

JUST BORN 2014


BARE ESCENTUALS

Be real. Be honest. Build an emotional bond with your consumer and they’ll trust you.


02 | LEARNING FROM LEADERS

_ NIKE leader | innovator Nike defines the future of sport. Every brand, sport related or not, looks up to what Nike is doing. Their innovative products and marketing campaigns set them as a top brand everywhere in the world. They invest heavily in design and technology and that keeps them as a Nยบ 1 choice globally. Their mission is to bring inspiration and innovation to every athlete in the world.

JUST BORN 2014


NIKE

Just do it. (and do it to be Nยบ 1)


REBORN

_ Just Born’s essence


So what is Just Born’s essence?


BRAND POSITIONING

We are the go-to brand for newborns. We speak to the consumer’s heart. Our consumer trusts us because we are real and honest. We are there for them for the good and hard times. We lead in style & design. Safety & wellness is ingrained in Just Born’s philosophy and it’s reflected in our products.


03 | REBORN

_ THE ELEMENTS THAT MAKE UP THE BRAND

TREND SETTER We’re like your personal Vogue. We are current and always on top of what’s cool and hip in all areas of design.

EXPERTISE It’s a great feeling knowing you can trust someone who knows what they are talking about. It’s like having your grandmother + a doctor in one person, available 24/7.

JUST BORN 2014

EMOTIONAL CONNECTION The brand that is there for you. Always. Celebrating fun, life, fashion and of course, the little ones!

MENTORSHIP Motherhood is challenging, especially when it’s your first child. We share experiences and try to inspire you to become part of a community of modern moms that are going through the same daunting feelings as you are.


_ THE FUTURE building and developing the brand further

Just Born should be an

EXTENSION OF THE CONSUMER

LIGHT-HEARTED AND FUN needs to be

| We need to go further to

COOLER. FASHION LEADS

and build a brand. | The brand should she is the person shopping and she needs to reflect the

JOY

and their personality. It should be

ENHANCE PRODUCT

design. It

and you must have good design to stand out on shelf

FOCUS ON THE MOTHER

NEEDS TO RELATE

and how she feels, after all

to the product & brand.

of Just Born. It needs to speak to the

Everything about the Just Born brand needs to communicate the

PARENT & BABY.

LANGUAGE

MOTHER’S HEART.

BOND that

only exists between


_ visual

POSITIONING BOND

SAVVY

STYLE

FRIENDSHIP

TRUST


REBIRTH

_ The next steps on how to bring to life Just Born’s essence


What are the next steps for Just Born? How do we bring to life all we’ve seen so far?


Part 1. Immediate needs Part 2. Long term goals


Its all about style.


03| REBORN

STEP 1 | STYLE Update print and fashion of the products

JUST BORN 2014


_ contemporary inspired by various design areas in tune with the world of an adult bright


_ Classic motives reinterpreted


®

just born®

JUST BORN 2014


JUST BORN 2014


03| REBORN

STEP 2 | PACKAGING Refresh style | color | re-work tone of voice/language

JUST BORN 2014


It’s about creating aspiration & not doing the expected.


JUST BORN 2014


just born ®

Swaddle

Snuggles baby right, just like a burrito.

0-3 months | up to 16.5 lbs (0 – 7.5 kg) 100% COTTON

COLLECTION NAME

0-3 months


just born ®

Muslin Blanket

Dress you up in my love, all over your body.

0-3 months | up to 16.5 lbs (0 – 7.5 kg) 100% COTTON

COLLECTION NAME

0-3 months


just born ®

Wear-A-Blanket Snuggles baby right, just like a burrito. 0-3 months | up to 16.5 lbs (0 – 7.5 kg) 100% COTTON

COLLECTION NAME

0-6 months


just born ®

Wear-A-Blanket Snuggles baby right, just like a burrito. 0-3 months | up to 16.5 lbs (0 – 7.5 kg) 100% COTTON

COLLECTION NAME

0-6 months


just born ®

Wear-A-Blanket Snuggles baby right, just like a burrito. 0-3 months | up to 16.5 lbs (0 – 7.5 kg) 100% COTTON

COLLECTION NAME

0-6 months


03| REBORN

STEP 3 | WEB Refresh style | color | re-work tone of voice/language

JUST BORN 2014


Editorial / Emotional Images / Contemporary Decor Educational Component / Collaborative. (let consumers participate in the choice of new patterns creation of new products)


just born ®

®

just born®

7 D G C

Photography is key in capturing special moments between parents baby.


just born ®

®

just born®

7 D G C

04:17 AM

“There really are places in the heart you don’t even know exist until you love a child.”

JUST BORN 2014


_ THE JUST BORN APP Just Born app allows the consumer to track pregnancy weeks and baby development, share opinions and shop

12:00

ÂŽ

just bornÂŽ

v

hello, Ana


12:00

just born速

12:00

just born速

You are half way through you first trimester!

v

hello, Ana

hello, Ana

JUST BORN 2014


03| REBORN

STEP 4 | SOCIAL MEDIA Create a lifestyle through social media

JUST BORN 2014


Create the brand’s emotional foundation through social media using the right tone of voice.


Remember: moms want to engage in conversations. They know when a company is trying to just sell as opposed to investing in a relationship with them.


ÂŽ

just b or orn nÂŽ


03 | REBORN

IDEAS ON HOW TO IMPROVE SOCIAL MEDIA

_ Language needs to be more approachable, sincere, real. Have a brand evangelist - a Just Born person posting daily. Keep consumer excited by sharing tips on other aspects of their interest. Keep consumers involved in what happens inside the company: share pictures of the people that make Just Born happen. Show them Just Born is not just a business, but it’s made of people like them. Celebrate and have fun! (And share that with the consumers.) Re-post pictures of babies using the product. Write a blog with content that reinforces what the company stands for.

JUST BORN 2014


03 | REBORN

EXAMPLE The Honest Company

language

engaging consumer

JUST BORN 2014

owner sharing story

fun

company culture

emotional bond

consumer using product

tips on non-baby subjects


03| REBORN

STEP 5 | TRADE SHOW Re-skin trade show with new images and more exciting products

JUST BORN 2014


New photography and stylish patterns.


03| REBORN

STEP 6 | JB LUXE Giftable line of Just Born products

JUST BORN 2014


Top quality / desirable / unique packaging.


COLLECTION NAME

just b orn ®

just b orn ®

just b orn ®

Blanket

Blanket

Blanket

40 x30 inches

40 x30 inches

40 x30 inches

100% 1 00% COTTON COT OTT TON

100% 1 00% COTTON COT OTT TON

100% 1 00% COTTON COT OTT TON

Green

JUST BORN 2014

COLLECTION NAME

COLLECTION NAME

03 | REBORN

White

Yellow


COLLECTION NAME

0-3 months

Blanket

Blanket

Blanket

40 x30 inches

40 x30 inches

40 x30 inches

100% 1 00% C COTTON OTT OT TON

100% 1 00% C COTTON OTT OT TON

100% 1 00% C COTTON OTT OT TON

Green

JUST BORN 2014

COLLECTION NAME

COLLECTION NAME

03 | REBORN

White

Yellow


JUST BORN 2014 40 x30 inches 100% COTTON 100% C OTT OT TON

Pink Blanket

40 x30 inches 100% COTTON 100% C OTT OT TON

White Blanket

40 x30 inches 100% COTTON 100% C OTT OT TON

Green Blanket

03 | REBORN

Pink Blanket

Green Blanket Wgute Blanket


Collaborate with other brands/designers to create a buzz.


JUST BORN 2014

Bugaboo + Missoni

Method + Orla Kiely

Nike + Liberty Print

Liberty Print + J Crew

03 | REBORN

EXAMPLE

A few very successful collaborations


03| REBORN

STEP 7 | ADVERTISING Create a campaign involving consumers

JUST BORN 2014


Editorial / Emotional Images / Unique. Endemic & Non Endemic.


DEAR BABY campaign

An editorial and candid photography approach to sweet moments of motherhood aligns beautifully with the emotional direction of Just Born. Patterns and product are woven into the story. Submissions of ‘Dear Baby’ letters from parents promoted via social media engages the consumer with a chance to get published in future publications. A new letter every month.


_ DEAR BABY campaign


03| REBORN

STEP 8 | CATALOG Consolidating all aspects of Just Born in one piece.

JUST BORN 2014


The catalog brings all aspects of Just Born together in one piece. It’s so special you might want to keep it on your coffee table!


_ TRANSPARENCY The Just Born catalogue carries through the brand story and shows the product in an editorial manner, making it much more special than an ordinary catalogue.


03| REBORN

STEP 9 | RETAIL POP-UPS Innovative ideas of how to expand Just Born

JUST BORN 2014


Pop-up trucks | Pop-up stores in NY LA | Educational bars | Design lab app for POP display


03| REBORN

STEP 10 | PRODUCT EXTENSION

JUST BORN 2014


03 | REBORN

IDEAS ON HOW TO EXPAND PRODUCT LINE

_ Quality X quantity. If safety and wellness become the main focus, sell products that are relevant to that aspect: memory foam stroller liner | stroller covers | car seat head support | strap covers | car seat covers | skincare for babies Other areas not related to safety but great for design exploration: onesies | socks | swim wear | diaper bags | accessories for moms (canvas bags for example)

JUST BORN 2014


03| REBORN

CONCLUSION

JUST BORN 2014


01 | CATEGORY OVERVIEW

Be the leader. Invest in style, design & innovation. Be the go to resource for new parents to be. Hire young, fashionable, in tune designers. Invest in Marketing This is what is going to make your brand. Long term: Expand the brand into new channels. Own Just Born and every aspect of it. Don’t be limited by what you know and expand Beyond just bedding.

JUST BORN 2014


STRATEGIC POSITIONING

NEXT STEPS:

_ IMMEDIATE NEEDS | ABC SHOW - Style / New Fashion Forward Print & Design. - Lifestyle Photography Shoot - Re-Skin TradeShow Booth - New JB Packaging - JB Luxe - Update Website & Social Media

LONG TERM. - Invest in Marketing/Advertising - Product Innovation - New Products outside of bedding - Dedicate JB Blog - Catalog - JB App

JUST BORN 2014


03| REBORN

Cheers!

JUST BORN 2014


Just Born Refresh  

Presentation for a brand's refresh under the creative direction of United Design. Design and strategy by Thais Nogueira (www.thaisnogueira....

Just Born Refresh  

Presentation for a brand's refresh under the creative direction of United Design. Design and strategy by Thais Nogueira (www.thaisnogueira....

Advertisement