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Presentation of our Brand Management project, Brand plan of EarPeace (hearing protection device)
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E A R P E A C E - B R A N D P L A N
BRAND BELIEVERS
AGENDA
1 . P R O J E C T O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N
5 . R E C O M M E N D A T I O N S
AGENDA
1 . P R O J E C T O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N
5 . R E C O M M E N D A T I O N S
PROJECT OBJECTIVES
• Create a new category - stylish, high quality earplugs that can be used at loud music venues and night clubs to protect the ears.
• Create a brand image for ‘EarPeace’.
OUR PROMISE
• At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears.
RESEARCH METHODOLGY
• 2 Focus Groups
• 12 participants
• Visited night clubs at least once a month
• 2 Surveys on Campus
• 30 respondents
• Brand Essence, Name & Tag line
• Online Survey
• Question PRO
• 236 Survey Respondents
AGENDA
1 . P R O J E C T O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N
5 . R E C O M M E N D A T I O N S
HEARING PROTECTION MARKET
Types of Earplugs
• Elastic earplugs
• Viscous earplugs - custom fit
• Solid earplugs - musicians, custom molds
HOW LOUD IS LOUD?
Sleeping, Reading
disruption > 30 DB
ear plugs used to block
sound
Sound Level <50 DB)
HOW LOUD IS LOUD?
Loud Night Clubs / Concerts
Sound Level = (90 -110DB)
Factories
Sound Level > 110 DB
ear plugs used in Loud
Night Clubs / Clubs
Sound Level = (85 -110 DB)
Ear Muffs
WHO CURRENTLY PROVIDES HP
MajorCompetitors
PriceImage
ER 20 High Fidelity Hearing Protection
Etymotic
MusicSafeFrom
Alpine
$12 a pair
ER 9, ER 15, ER 25.Musician Earplugs
Etymotic
$150 - $200 a pair
$24.95 - 1 pair + 1 spare
$1 a 1 pairFoam Ear plugs
CONSUMER'S PERCEPTION ABOUT EAR PLUGS
• OLD FASHIONED
• FOR OLD PEOPLE
• FOR NOISE REDUCTION
• USED NORMALLY IN FACTORIES
• CHEAP
SURVEY RESULTS - CURRENT SITUATION
• 75% - have not seen
• Only 16% - think earplugs are used at loud music places
• Only 10% - think earplugs reduce sound and not quality
• Only 18% - have used earplugs at loud music arenas
• Top 2 reasons for not using earplugs at loud music arenas
• “It looks stupid”
• “cannot hear others when wearing it”
Inference:
• Very few consumers have tried / know about earplugs that are specifically designed for Loud music arenas.
• Image Conscious
CONSUMER’S NEEDS
• 62% - wished to have earplugs at loud music arenas but Only
18%of the respondents have used earplugs at loud music
arenas.
• 99% - agreed that loud music may cause hearing damage
• Top three features that respondents wished to have in earplugs
• compact size
• comfort
• reducing sound without compromising quality
Inference:
• There is a need for earplugs among the consumers.
• Awareness about the category of earplugs that is used in loud music arenas is low
AGENDA
1 . O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N I N G
5 . R E C O M M E N D A T I O N S
EARPEACE
EARPEACE - FEATURES
• Solid Earplug
• Sound reduction by 20DB in the range 90-110DB
• Reduces sound without loss of quality
• Compact - Almost invisible to others
• Soft - Comfort
• Color matched to the user’ skin
• Available in a sleek attractive package
EARPEACE - BRAND ESSENCE
( WE WISH TO TAKE TO)
• FUN
• STYLISH & COOL
• PARTY HARD
• COMPACT
• HANGING OUT WITH FRIENDS
AGENDA
1 . O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N
5 . R E C O M M E N D A T I O N S
SEGMENTS - US ONLY
Rural/ UrbanGeographic Segmentation
Age 20-29
Age 30-39
Age 40 +
Age < 20
Age Group / IncomeDemographic Segmentation
Health / Image ConsciousBehavioralistic Segmentation
Income < $50,000
Income > $50,000
TARGET SEGMENT + POSITION
Primary Target = + Age 30-39 +
Positioning Statement:
For Image and health conscious educated adults in 30-39 age group with income greater than
$50,000 living in urban areas, who need hearing protection, ‘EarPeace’ is the Hearing Protection
device, that provides protection with a style. Unlike Alpine and Etymotic, ‘EarPeace’ strives to be a
lifestyle product in consumers’ nightlife.
Health / Image conscious consumerIncome >$50,000
AGENDA
1 . O B J E C T I V E
2 . H E A R I N G P R O T E C T I O N M A R K E T
3 . E A R P E A C E
4 . S E G M E N T , T A R G E T , P O S I T I O N
5 . R E C O M M E N D A T I O N S
RECOMMENDATION GUIDELINE
HP Market
Ear plugs for blocking the
sound
Ear plugs for use at
Factories
Ear plugs for use at Loud Music
Place
Stylish, cool ear plugs for use at
Loud Music Places
Growing the category
Objectives : Creating a
Brand Image
PRODUCT - NAME & TAGLINE
• Focus Group • Poll• L&M Technique / 10 Measurement Criteria
• Only 10% - think earplugs reduce sound and not quality
Creating a Brand Image
LIFESTYLE - FOR MEN AND WOMEN
• Packaging• Engraving• Key Chain
Creating a Brand Image
PRICE / DISTRIBUTION
• $25 a pair
• Psychological pricing strategy
• Sold at prostyle.com, convenience & electronic store - Best buy, fry’s electronics and loud music arenas
• Not to be sold at other online stores such as earplugstore.com
• Also sold in vending machines at Loud music venues - $15 a pair with out the premium packaging. ( Test it out )
Creating a Brand Image
MARCOM
• Website - protsyle.com
• Google Search Ads
• Banner ads / Affiliate marketing / Product Reviews
• Facebook Application - Ads
• Print Ads
• Brand Experience Booths
• At loud Music Places - Point of Use
Protection with a Style
Musicians wear it. Why not you?
Endorsements from Jack Black, Joe
Satriani
Consumers communicating to
each other.
Calendar of Music events
Music
Face book Application
Price : $25
Product Hearing Loss About US Contact US
Email id
News letter updating the music events
Zip code
Want to know about the music events in your place?
Growing the category
Prostyle.com
Creating a Brand Image
GOOGLE SEARCH ADS
Search Paid Ads
Search Engine Optimization
Creating a Brand Image
BANNER ADS / AFFILIATE MARKETING
/ REVIEW
Creating a Brand Image
Growing the category
• Our Target Market - 30-39 active in Facebook
• Live nation application - lets Music Fans Track Tours, Buy Tickets
• Placing ads on the event list board Creating a
Brand Image
VIRAL CAMPAIGN
• “I care for you” viral Campaign
• Endorsement from pop singers, film artist and real people
• Youtube, Veoh, Hulu etc
Growing the category
PRINT ADS
Creating a Brand Image
BRAND EXPERIENCE BOOTHS
PROSTYLE
PROSTYLE
• Placed in concerts, nightclubs
• Trial
• Create Brand Awareness
Growing the category
Creating a Brand Image
AT LOUD MUSIC PLACES
My ears are safe. Ask me how?
My ears are safe. Ask me how?
My ears are safe. Ask me how?
My ears are safe. Ask me
• Employee Safety
• Sponsoring the music bands.
• Co - branding with premium beers - Buy one and get one beer free
Growing the category
Creating a Brand Image
ACTIVITIES HELPING IN PURCHASE DECISION
Perceiving a need Information Search Evaluation of Alternatives
Purchase decision Post-purchase Behavior
1. Google Search ads
2. SEO
3. Display Ads
4. Affiliate Marketing
1. prostyle.com
2.Facebook Appln
3. Free Trials / Promotions
4. Endorsement
5. Viral Campaign
- I care for you
6. Brand Experience booths
7. Discussion Forum
1. Online - prostyle.com
2. Convenience store
3. Best buy,
4. In the loud music arenas
1. Discussion Forum
INTEGRATED MARKETING - ONE VOICE
EarPeace
Price$25
Place
Promotion
IMC
EarPeace is a
Cool,
Stylish,
Lifestyle,
hearing protection,
Product used at
Loud Music Places
TEST MARKET
• California as the Test Market
• Trials = 25,000
• Target Segment who go to Loud music clubs = 2.7 Million (Income + Age)
• Our Promise = 25% = 675,000 -> EarPeace - Cool, stylish earplug
• 63% wished to have earplugs = 1.7 Million
• Buyers = 5 %(1.7 million) = 85,000 => Revenue =$867,000
WE BELIEVE
• At least 25% of the active people who enjoy nightlife will recognize EarPeace as a stylish, high quality earplug to be used at loud music venues to protect the ears.
Professor Ettenson
Jay Clark
Judges
236 + 30 - Survey Respondents &
12 - Focus Group Participants
THANK YOU
NOW, WE ARE READY FOR QUESTIONS!!!
BRAND
BELIEVERS