Building the Comfy product category; 7 key success factors
-
Upload
ofir-brill -
Category
Documents
-
view
227 -
download
0
description
Transcript of Building the Comfy product category; 7 key success factors
Building the Comfy products category;
7 key success factors
1. Initiate extensive PR exposure with specialized agency
2. Use social network activity as consumer trend accelerator
3. Promote product demonstrations
4. Explore collaboration with children channels including
advertising & rev share based DRTV
5. Partnerships with strong strategic relevant players
6. Grassroots marketing in kids oriented locations
7. Address variety of retail sectors with relevant
value propositions
1. PR exposure
Specialize PR agency who will promote the following initiatives
1. Launch events (watch example)
2. Celebrity parents PR activity (watch example)
3. Cooperation with major parent magazines & online sites (see
example) and consumer TV programs (watch sample)
4. Find different points of media interests such as;
1. Parenting in the 21st century
2. Educational game playing vs. passive TV watching
3. Toddlers and Computers
4. E-learning advantages
2. Social networks activity 1. Create a comfy local Facebook fan page
(assistance will be given from Comfy stuff)
2. Promote the fan page using; sweepstakes, competitions &
exclusive deals for the fans:
1. Best or most “likes” Comfy picture/Video wins a free
product.
2. Tie up with major relevant brands that have an active
fan page such as; Avant, Similac, Haggis, Pampers,
Babies/toys R’ US etc. for joint promotions.
3. Tie up with major online vertical portals for mummies and
parents with social presence to create presence and
awareness.
4. Use Comfy's YouTube channel for products movies
3. Demonstrations
Product demonstration with various vehicles:
• Basic PC/laptop demo
• Comfy compact demo stand
• Comfy Car
• Comfy Column
Product demonstration in various locations:
• Digital demo in comfy website (watch example)
• Large retail outlets in weekends
• Shopping malls (watch example)
• Baby & general Consumer shows
Comfy stand
iCam demonstration (Watch example)
Comfy Car
Comfy Column
Consumer shows
4. Direct sale (DRTV) collaboration
• Focus media buying around toddlers shows in
children channels (watched also by moms!)
• Children's channels are very price flexible with
non-Q4 advertisement - we offer all year
around developmental product.
• Off season revenue share based DRTV
partnerships with dedicated children’s channels
5. Partnerships with strategic
relevant players*
• Hardware manufacturers • PC & laptop manufacturer & distributors (HP, Dell etc)
• HTPC (streamers) manufacturer & distributors (Xtreamer etc.)
• Baby & toddlers megabrands • Baby food, dippers, baby care product categories etc.
• Family oriented gift market • parenting magazine subscriptions gifts Unions family gifts, children bank savings
• Children media operators • Mom & baby magazines
• Family TV channels in Cable/satellite TV operators
• General & game portals - new toddler section
* Some partnership are relevant for current comfy offering and some apply to
Comfy's 2012 product assortment
6. Grassroots marketing - meet mom & kid
directly in their leisure time!
Product presence in kids oriented locations such as:
• Family entertainment centers
• Day care centers/Kindergartens
• Children's museums
• municipality Civil centers
• Comfy have a comprehensive product line geared to the
entertainment market.
• On top of promoting the retail product line and brand, it can be
additional revenue source for distributor
7. Product value proposition by retail sector
Unique value proposition Retail
sector
Gaming solutions that fits the retailers target age group and
helps keeping parent spending in the toy retail and away from
CE, general or dedicated gaming retailers.
Toys
Hardware accessory for PC, streamers & online TV’s. Easy to
demonstrate with existing PC display, provide a family solution
within the shop.
Consumer
Electronics
Providing their core demography(young parents) gaming
solution for their children's - “toyish” educational version of a
game console.
Video
Games
Provide their customers base with additional product category
– interactive, educational entertainment (on top of their DVD
offering).
Baby
New & innovative product category that can be demonstrate
online.
E-tailers
Additional learning tool that is attractive for the toddlers and
provide a innovative positioning to the kindergarten
Day care
centers &
Kindergartens
7.1 Comfy Vs. perceived toy competition
Parameter
Powered by proprietary processor
limited performance & screen size
Powered by customer home PC
/Laptop/streamer – unlimited
performance
Graphics &
interactivity
Cartridges & apps CD ROM (current), browser & Apps
(coming soon)
Content
configuration
Simple TV, Hand held proprietary
devices
Smart TV, streamers, PC, MAC
& tablets
Hardware
compatibility
Baby & toys
Video games, CE, Baby & toys
Retail potential
sectors/
departments
A critical mass of marketing activities will built a profitable,
long lasting and unique product category
Grassroots
marketing
PR
Social
networks
Demonstrations
DRTV
Various
retail
sectors
Partnerships
Let’s go!
Appendix 1 - useful links • Company Web site: www.comfyland.com
• Comfy social presence: Facebook, Twitter, Youtube, Linkedin
• Online catalog: click here
• Point of sale catalog: click here and here
• iCam
• TV ad: click here and here
• Images: click here and here
• Demo: click here
• Parent guide: click here and here
• Easy PC learning system
• TV ad: click here and here
• Play online: Click here
• Images: click here and here
• Software titles: click here and here
• Parent testimonials: Click here
• Comfy Characters: Click here and here
• Screen shots: click here
• Language availability: click here and here
• Parent guide: click here and here
• Plug N’ Play Phone
• Movie: click here and here
• Images: click here and here
• Parent guide: click here and here
• iMote
• TV ad: click here and here
• Set up instructions: movie - click here, manual – click here
• Images: click here and here
• The Comfyland Experience:
• Movie: click here
• Catalog: click here
• Facebook page: click here
• Installations images: click here and here
• Activity catalog: click here