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Burt’s Bees

Brand Story: We wanted to excite our creatives about Burt’s Bees’ values and message, so we wrote a song. A song about a bee.

A little ‘bout Burt’s Bees Let me tell you ‘bout the birds and the bees,“Who’s bees?” Burt’s Bees!And a little bit of history.Stick with me and you’ll be surprised to see,there’s a lot you can learn from a bee.

Come and listen to a story ‘bout a man named Burt,Didn’t make his fortune from a shootin’ in the dirt.

Naw, he come across his own brand of Texas Teain the honey from a funny little bee.

Hello. I am a bee. In 1984, I was living in a hive in Maine. With a guy named Burt. I flew around his beard and gave him honey and wax.He sold it out of the back of his truck.Then one day he met Roxanne.She was living in a shack without water or electricity.She was an artist and she had a good recipe for lip balm and success.

Now, the lip balm was cookin’ like a pound of hot bacon.They was plum dumbfounded by the money they was makin’.Burt said, “Listen, Honey it’ll be alright; you don’t have to sell you’re body to the night.”

Roxanne got to feelin’ that her brand had wings,so she packed up the bees, and Burt, and some things.North Carolina was the place to be,so they opened up their own factory.

Before long, Burt’s face was in every woman’s purse,Not just on lip balm, but on all kinds of stuff.

Shampoo and conditioner, Cologne and shaving creamAnd lotion and diaper cream.The magic was the package. It became synonymous with natural, healthy living.People saw Burt’s face, and saw me.They saw a pure product they could trust.And one day in 1999, Burt left to go back to Maine,But his face remained,With his values and vision for the company.

Burt mighta’ left, but his heart’s still there,burstin’ even bigger than his ample facial hair.The folks down in Durham keep his dream alive‘cause they still got love for the hive.

Dedicated to the Greater Good, Burt’s Bees is giving back to the community and the environment.Practicing what they preach, they take care of me and my friends.They build Habitat houses in Durham, and playgrounds for kids.They take care of my habitat, too, because it’s not only Burt that needs me,But flowers, and trees, and the animals that eat them. Because in 2007, a disease struck me and my friends.And Burt was there to help again,To keep me from disappearing.

Some folks said Burt had got too big for his britches,flying ‘round in private jets and sittin’ in on sales pitches.Well, you can take a hippie out of Bangor, Maine,but you can’t make a hippie change a thang.

Now Clorox owns Burt’s Bees, but nothing has changed.Burt’s idea is still there And his face is everywhere.Committed to community, they help everybody.The company is the hive,And the employeesSpread like bees,Taking Burt’s Bees everywhereAnd speaking about The Greater Good to everyone.

Thinking back to Maine, it’s been a long story.26 years of success, sweet like honey.Honey was what made Burt big and his bees happy.That’s all from me and let’s hear the music for one more time.

That’s a little ‘bout Burt and his bees,“Who’s bees?” Burt’s Bees!they was a little bitty company, but with right story, I’m sure you’ll agree,you can do an awful lot with a bee.

to listen, click this link, http://www.supload.com/listen?s=YA17Si[ ]

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[ ]Burt’s Bees

The Brand Today: NaturallySimpleBurt’s Bees strives to offer “earth friendly natural personal care for The Greater Good.” They’ve managed to lead the natural beauty and body care market without ever being overtly feminine. Their products provide simple, natural healing care without focusing on gender specific beauty. While they offer lines for women, men, and babies, a substantial portion of their revenue comes from impulse sales of their basic products, often in unique retail spaces. The image of Burt, a mountain man with a bushy beard, has come to symbolize natural, healthy personal care, and a return to simple values and lifestyle.

The Challenge: Welcome Back to Manhood1. Insinuate Burt’s Bees basics into the DIY product set and the Did-It-Myself mindset.2. Drive impulse sales of Burt’s Bees basics by men.

The Audience: HeroicArtisans24-39//40-75K HHI//married or LTR//some college+//prefers traditional media//gets outdoors whenever possibleRetrosexuals: These men have responded to metrosexuality by refusing to be fussy about their looks. They appreciate the rugged, independent masculinity of a bygone era. They probably aren’t blue collar, but look to this segment for style cues (think trucker hats and Ben Davis pants). They aren’t construction workers, but they play one on TV.DIY-DIY-ers: Born from the need to create, the DIY movement spans from music production to knitting to home renovation. It’s about taking pride in the craft and in the finished product. Its also about necessity. Hard times mean doing it at home; cooking, haircuts, changing your oil, refinishing a desk. While they pride themselves in taking charge of man-tasks, they refuse to buy their own body care products. We’ll show them that real men make decisions about how they take care of themselves.

Strategy: Convince men that Do-It- Yourself includes repairing your self.

The Manliness Alphabet Ends with B

We put the MAN in Mandatories!The most engaging, entertaining POS displays these guys have ever seen. Give them something to do.!Focus on Hand Salve, Sunscreen, Lipbalm.!Print ads in magazines like DIY, Woodworking, MAKE!Leverage the perception of Burt as THE Heroic Artisan.!Remember, for our target, natural is less about the environment and more about a return to simple living.

building a new tool

shed

!24 6’ 2x4s !12 4’x8’ sheets of plywood!1 box framing nails!1 pack shingles!1 tube Burt’s Sunscreen!1 tin Burt’s Hand Salve

Source: Simmons Spring 2010 Adult Full Study

The Brand Today: CulinaryAuthorityFor many in our demographic, Williams-Sonoma is “your Mom’s store.” And like your Mom, they know they can look to William-Sonoma for answers to all their kitchen questions. And like

your Mom, although you love her to death, you don’t want to be her just yet.

The Challenge: StartATraditionHow do convince a younger audience to make Wm-Sonoma less of a reference and more of a resource? Lets show them its time to grow up and get the right pieces the first time.

The Audience: 24-39 year olds who want the best, even if they can’t afford it.Perfect Nesters: Mostly married, and closer to 30 than 20. They are building a home: furniture, art, fixtures. These purchases are often made a piece at a time; completing a set (lamps,

end-tables, flatware) makes life feel more complete. Many are starting this process at more complete stores, like Crate and Barrel, or trendier looking kitchenware retailers, like Sur La Table.

Why start building a kitchen at IKEA when you know you’ll be finishing it at Williams-Sonoma anyway.

Culinary Rebels: Although not professionally trained, these “chefs” want to cook like they are. They constantly check sites and blogs for cooking tips, religiously watch shows like Top Chef,

Iron Chef and No Reservations. The problem is, these shows introduce incredible new foods and techniques without getting in to the specifics of preparation and cooking. These folks want

the best tools to make the food that excites them, but their not sure what those tools are. Let’s remind them that Williams-Sonoma is where unique cooks go to make unique culinary

masterpieces.

Strategic Statement: Grown-ups need a grown up kitchen. We’ll help your kitchen grow with you.

Executions:Versioned Catalog-Catalog versioning is the way companies like Wm-Sonoma take a huge inventory of products and whittle it down to tailored editions for seasons or new trends. Lets do the

same thing, but tailored to our targets: products they might be interested in (liquid nitrogen kits, ceramic knives, very unique/specialized tools). Also, more detailed explanations of cooking

essentials, and pieces that tell a product’s story.

In-store app: We are providing a smart phone app that, though it can be used anywhere, is encouraged to be used especially when in store. This will allow shoppers to scan items for info,

advice, videos, reviews and recommendations. They can also scan QR codes on displays to learn about specific themes (like high-end cocktail mixing or creme brulee). Most importantly, this

will engage shoppers so they aren’t using their phones to check prices or reviews on other sites. Idle smart phones are the devil’s workshop.

In-store island displays: While we want to maintain the overall look and flow of Williams-Sonoma stores (their current shoppers, after all, love it and are richer than a mother fucker), each

store will have 1 to 3 island displays, those built out of Boos butcher block tables, baskets, etc., catered to our targets. These will include: almost always a kitchen essentials display (the best

sauce pan, dutch oven, a good knife), a specific avant garde recipe (bacon black ice-cream or smoked blue fish), or a craft oriented display (wine making, cheese making, high-end cocktail

hardware).

Cookbooks: Williams-Sonoma has published its own cookbooks for years. Lets create some mock up pages for books about modern cuisine, the specifics of kitchen essentials (what you

need to have a full grown kitchen), or even cocktails and paired meals (check out this video if you haven’t seen it). This will look and act a lot like the copy and AD of the versioned catalogs.

Dream Kitchen: Part of the goal of the in-store app, the web ads and the website improvements is to make Williams-Sonoma the place our target goes to learn about food, cooking

techniques, and a proper kitchen, in the store, on-line, and on their phone. We want it to be an aggregate and a conduit for recipes, reviews, tips, videos, anything they need to cook the way

they want, with the added authority of the WmSonoma filter. Part of the deal will be the Dream Kitchen (lets think about renaming this, cause these guys kinda have “dream kitchen” on

lock), a visual wish list that allows shoppers to buy the basics of a set (like Le Crouset enamel ware) at the price they’d be if the set were bought in its entirety. WmSonoma will keep these

shoppers connected (through the app, website, email, versioned catalog mailers, etc.) so they can continue to build this dream kitchen as they can afford new pieces. Kinda like this.

Farm Stands: One thing our two targets share is a love of, and support for, local, fresh ingredients. We’ll bring pop-up kitchens to farmer’s markets in key cities, and provide the same sort of

demos we offer in-store, but with fresh, local produce bought that day at the market. We’re showing that we share our customer’s commitment to local goods, and to cooking good food the

right way. Probably just need some farmer’s market imagery here.

GROUP 6 || Alice Wen CBM || Vann Madison CBM

sources: Mintel || Hoovers || Ritz.com || CorpUtv

US Hotel Segments

by Reason for Stay

Personnel ProfilePresident is COO, a testament

to the Ritz’s focus on seamless

experiences and service.

Only SVP is in HR, a testament

to their devotion to employees.

VPs include Global Learning

and Global Development, with

a focus on adapting the

business to new cultures, but,

more importantly, ensuring that

new employees understand

the Gold Standard of the Ritz.

No CMO, but a VP of PR, a

testament to the value of the

image and conversation

surrounding the brand.

5 out of 7 executives are

female.

BusinessVacationConferencePersonal

21%25%

26%

29%

Opportunities• Upgrades in business technology (e.g. Marriott’s

GoBoard) may help in attracting higher-end

business travel. If carefully considered, this might

be an answer to updating Mystique.

• Huge potential market of Asians, since they may be

more insulated from the worst of recession. Ritz has

7 hotels planned for China. Their Global Learning

initiative uniquely positions these new markets.

• A younger demographic (18-44), especially with HHI

over $100K highly likely to research hotels through

internet travel sites like TripAdvisor, Yahoo! Travel,

and Expedia could be a useful channel.

• Establishing unique, ‘interesting concepts’ for hotels

has worked for many hotels attempting to extract

more revenue from this easily bored cohort. Co-

branding with partners that match the consumer’s

lifestyle may be the Ritz’s inroad.

• Bars, restaurants and other non-”overnight stay”

features are increasingly attractive revenue sources

for hotels, especially among younger clients. The

Ritz can compliment this with spa and golf

experiences.

Problems• Superimposed Marriott programs, such as

operational streamlining between the Marriott and

Hyatt brands, would devalue the Ritz, given there

sharp focus on elite operation and service.

• While globalization offers access to new wealth, it

comes at great cost and risk. The maturity of the US

hotel industry makes domestic expansion equally

problematic.

• Internet based travel services are predominantly

discount driven. The Ritz must find a touchpoint that

addresses the purchasing habits of young affluents

without sacrificing integrity.

• Newer brands, and boutique hotels, lack the

baggage of maintaining generations of brand equity

for multiple generations of guests. This allows for

design and amenities specifically tailored to young

affluents without worry for existing clientele.

• The entertainment features that attract young

affluents the most are specifically tailored to their

tastes and can often oppose the values and tastes

of the Ritz and its current guest profile.

Industry and Company Overview

Community Footprints Give Back Getaways Volunteeming

Commitment to hunger and poverty

relief, child well-being, and

environmental conservation.

Giving guests the option to spend a

part of their stay working on a social

or environmental project.

Larger scale projects like Habitat for

Humanity, charity bike building, and

literacy building.

Resources allocated by properties

locally.

Partnering with Community

Footprints on local efforts.

Team building packages for

corporations and other groups.

Meaningful Meetings Human Rights Policy Succeed Through Service

Divides 10% of the total guest room

revenue from a business meeting

package between Community

Footprints and a charity of your

choice.

Statement that solidifies stance on

business ethics, their commitment to

children, and their commitment to

the rights of their employees.

Employee youth mentoring program,

partnering with America’s Promise

Alliance, teaching life skills, career

exploration, and social responsibility.

Social responsibility is a hallmark of modern affluence, especially among the young and wealthy. Along with building

brand image, and helping people, these programs assuage the stigma of luxury spending for guests at the Ritz.