Presentation of our Brand Management project, Brand plan of EarPeace (hearing protection device)

1. EARPEACE - BRAND BRA N D BE LI E V ERS
PLAN

2. 1.PR O
OJECT BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITION
5.R ECOMMENDATIONS
AGENDA

3. 1. PR O
OJECT BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITION
5.R ECOMMENDATIONS
AGENDA

4. • 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’.
PROJECT OBJECTIVES

5. • 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.
OUR PROMISE

6. • 2 Surveys on Campus • Online Survey
• 2 Focus Groups
• 30 respondents • Question PRO
• 12 participants
• Brand Essence, Name • 236 Survey
• Visited night clubs at least
& Tag line Respondents
once a month
RESEARCH METHODOLGY

7. 1. PR O
OJECT BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITION
5.R ECOMMENDATIONS
AGENDA

8. Types of Earplugs
• Elastic earplugs
• Viscous earplugs - custom fit
• Solid earplugs - musicians, custom molds
HEARING PROTECTION MARKET

9. ear plugs used to block
Sleeping, Reading
sound
disruption > 30 DB
Sound Level <50 DB)
HOW LOUD IS LOUD?

10. Factories
Ear Muffs
Sound Level > 110 DB
ear plugs used in Loud
Loud Night Clubs / Concerts
Night Clubs / Clubs
Sound Level = (90 -110DB)
Sound Level = (85 -110 DB)
HOW LOUD IS LOUD?

11. Major Price
Image
Competitors
Etymotic
ER 20 High Fidelity
$12 a pair
Hearing Protection
Etymotic
ER 9, ER 15, ER 25.
$150 - $200 a pair
Musician Earplugs
MusicSafe
From
Alpine $24.95 - 1 pair + 1 spare
Foam Ear plugs $1 a 1 pair
WHO CURRENTLY PROVIDES HP

12. OLD FASHIONED
•
USED NORMALLY IN FACTORIES
FOR OLD PEOPLE •
•
CHEAP
FOR NOISE REDUCTION •
•
CONSUMER'S PERCEPTION ABOUT EAR PLUGS

13. • 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
SURVEY RESULTS - CURRENT SITUATION

14. • 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
CONSUMER’S NEEDS

15. 1.O BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITIONING
5.R ECOMMENDATIONS
AGENDA

16. EARPEACE

17. • 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 - FEATURES

18. • FUN
• STYLISH & COOL • COMPACT
• PARTY HARD • HANGING OUT WITH FRIENDS
EARPEACE - BRAND ESSENCE
( WE WISH TO TAKE TO)

19. 1.O BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITION
5.R ECOMMENDATIONS
AGENDA

20. Age < 20 Age 30-39 Income < $50,000
Age 20-29 Age 40 + Income > $50,000
Rural/ Urban Age Group / Income
Geographic Segmentation Demographic Segmentation
Health / Image Conscious
Behavioralistic Segmentation
SEGMENTS - US ONLY

21. + + conscious/consumer
Health Image
Age 30-39
Primary Target =
Income >$50,000
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.
TARGET SEGMENT + POSITION

22. 1.O BJECTIVE
2.HE PR MA
ARING OTECTION RKET
3.E PE
AR ACE
4.SE ,T ,PO
GMENT ARGET SITION
5.R ECOMMENDATIONS
AGENDA

23. HP Market
Ear plugs for Ear plugs for Ear plugs for use Stylish, cool ear
blocking the use at at Loud Music plugs for use at
sound Factories Place Loud Music Places
:
Objectives
Growing the Creating a
category Brand Image
RECOMMENDATION GUIDELINE

24. • Only 10% - think earplugs reduce sound and not quality
• Focus Group
Creating a
• Poll
Brand Image
• L&M Technique / 10 Measurement Criteria
PRODUCT - NAME & TAGLINE

25. • Packaging
• Engraving
• Key Chain
Creating a
Brand Image
LIFESTYLE - FOR MEN AND WOMEN

26. • $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
PRICE / DISTRIBUTION

27. • 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
MARCOM

28. Prostyle.com
Product Hearing Loss About US Contact US
Growing the
category
Music
Protection with
Creating a
Brand Image
a Style
Musicians wear it.
News letter updating
Why not you? the music events
Price : $25
Endorsements from
Want to know about the music events
Jack Black, Joe
in your place?
Satriani
Zip code
Email id
Consumers
communicating to Face book
each other. Application
Calendar of
Music events

29. Search Paid Ads
Search Engine
Optimization
Creating a
Brand Image
GOOGLE SEARCH ADS

30. Growing the
category
Creating a
Brand Image
BANNER ADS / AFFILIATE MARKETING
/ REVIEW

31. • 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
FACEBOOK

32. • “I care for you” viral Campaign
• Endorsement from pop singers,
film artist and real people
• Youtube, Veoh, Hulu etc
Growing the
category
VIRAL CAMPAIGN

33. Creating a
Brand Image
PRINT ADS

34. PROSTYLE
PROSTYLE
• Placed in concerts, nightclubs
• Trial
• Create Brand Awareness
Growing the
category
Creating a
Brand Image
BRAND EXPERIENCE BOOTHS

35. • Employee Safety
• Sponsoring the music
bands.
• Co - branding with
My ears
premium beers - Buy
My ears
My ears
are safe
.
are safe.
are safe. one and get one beer
Ask me
Ask me
Ask me
free
how?
how?
how? My ears
are safe.
Ask me
Growing the Creating a
category Brand Image
AT LOUD MUSIC PLACES

36. Perceiving a need Information Search Evaluation of Purchase decision Post-purchase
Alternatives Behavior
1. prostyle.com
2.Facebook Appln
3. Free Trials /
1. Online -
Promotions
prostyle.com
1. Google Search ads
4. Endorsement
2. 1. Discussion
2. SEO
Convenience Forum
5. Viral Campaign
store
3. Display Ads
- I care for you
3. Best buy,
4. Affiliate Marketing
6. Brand Experience
4. In the loud
booths
music arenas
7. Discussion Forum
ACTIVITIES HELPING IN PURCHASE DECISION

37. EarPeace
EarPeace is a
Cool,
Price
$25 Stylish,
IMC Lifestyle,
Place
hearing protection,
Product used at
Promotion Loud Music Places
INTEGRATED MARKETING - ONE VOICE

38. • 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
TEST MARKET

39. • 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.
WE BELIEVE

40. Professor Ettenson
Jay Clark
Judges
236 + 30 - Survey
Respondents &
12 - Focus Group
Participants
THANK YOU

41. BRA N D
BE LI E V E RS
NOW, WE ARE READY FOR QUESTIONS!!!