Brand strategy presentation of Athene - a women's fashion laptop backpack brand. A final Project for course: Strategic Innovation in Service/Product Design. 2013.
3. TINA
26, freelance designer and student
in New York City
!
•
•
•
•
•
•
loves design
Brooklyn - Manhattan
School - workplace
Monday - Friday
Carries laptop everyday
Subway + walking
4. TINA’s challenges
26, a freelance designer and design
school student in New York City
!
•
•
Backache + stiff shoulder
Cannot find a bio-fit laptop backpack
which can also match with her outfit.
5. TINA’s need
self-esteem
26, a freelance designer her laptop and
A comfortable way to carry and design
school student in New York City
everyday stuffs, to avoid further back
!
problems
!
safety and security
Fashionable to fit her everyday look, make
her feel confident in school an workplace.
12. MAINSTREAM BACKPACKS IN CURRENT MARKETPLACE
Outdoor Brand
Digital Accessory
High-end Designer’s Brand
(eg. Prada, Marc Jacobs)
Casual Brand
13. USER’S NEED vs. ALTERNATIVE PRODUCTS
Bio-fit
Fashion
Free
(Good quality)
Last for
a long time
Stuffs organized
and handy
Easily access and
low timeconsumed
User’s need
Outdoor Brand
Casual Brand
Digital Accessory
High-end Designer’s
Brand
Painstaking
Comfort
General
Appearance
Expensive
Price
(Bad quality)
Last for
a short time
Longlasting
Stuffs
unorganized
and not handy
Organized
Hard to access
and
high timeconsumed
Accessibility
16. ELEMENTS OF INNOVATIVE STRATEGY
High-Stakes Challenge
•
Provide high-quality, bio-fit and fashionable design laptop backpack for young female consumers
•
•
Establish a women's laptop backpack brand with high quality products and high brand-awareness
Entering the market with innovative brand positioning, dealing with potential competition in the
marketplace
!
!
Diagnosis
!
!
Guiding Policy
• Focus on the target consumers: women age 20-35
• Gather product design resources to provide high quality offerings to meet target consumers needs
• Customer service and product experience
• Effective brand communication with customers, building a community
!
Coherent actions
•
•
•
•
Continually researching and gathering supporting information from users and market;
Closely cooperate with experience product designer and engineers for product improvement;
Services and channels for building customer relationship
Digital marketing through website, advertising, social-media
17. ENTERING THE MARKET AS A “DISRUPTOR”
!
!
!
How will we enter the market?
Smaller target markets : 20-35 women
!
Focused products and services : laptop backpack + extend product + customize
service
•
•
• Differentiation: emphasize tailoring for women’s daily life
29. INNOVATION
OFFERING + EXPERIENCE
High-quality offerings for
customers daily usage
scenario
Profit
Model
Network
Structure
Process
Product
Performance
customize service connecting users &
products through channels: online
platform and offline store.
Product
System
Backpacks+extend
products, highly
scalable.
Service
Channel
An entire experience,
building an emotional
connection between brand
and users, making our
product a part of the users
self recognition and
expression.
Brand
Customer
Engagement
Recognizable and
differentiated positioning for
women pursuing a healthy
and fashionable urban life
30. PRODUCT EXPERIENCE
Entice
•Word of mouth
•Creative advertising on YouTube
•Online retail store high-light,
Extend
•Social media communities
•On/offline events, campaign
•Newsfeed
Exit
•Exclusive collections
•Sponsor for events
•Brand stories videos
eg. Gilt
Enter
•Attractive brand stories
•How-to-use videos
•Guidance of customizing
•Look-book of matching outfit
Engage
•The design of the product
•Modulate components
•Extend product lines
itself
32. TALENT STRATEGY - BUILDING A CORE TEAM
GENERAL
values
abilities
skills
Empathy, Creative, Responsible, Persistence
Leadership, Open-minded, Action, Cooperation
Professional, Communicate, Prototyping, Execution
33. ORGANIZATION CHART
CEO
core team
Branding Strategy
Finance
Project Management
+ User Experience
Marketing
Research
Product Design
Industrial Design
Tech engineering
Manufacture
Customer Service
Digital Design
Web Design
Web Developing
