Napsack

Carrie Chen

• Wide target consumer range• The concept is easy and direct: napping is good to our human

body

Strength

• What is the selling point? (what is the difference between napsack and other sleeping products?)

• How to increase Napsack awareness?

Challenge

Product positioning •High-end napping products •Focus on over-worked workers •Strong statistical research•High-tech •Fashion look

What makes Napsack

unique from the others?

Fashion lookCorporation with famous

brands

All-in-one set High-tech

How to increase Napsack

awareness?

Soci

al m

edia

Facebook, Instagram, LinkedIn, Twitter Interaction with consumers

Offl

ine

trad

e Product display at DC storeNike stores Mid to high range of department storesSporting goods store

Part

ners

hip American Sleep

Association National Sleeping foundation World Health Organization

Customer Analysis •Frequent business travelers•Mostly successful businessmen/businesswomen•Cares about their health and wellness •Seek for a high qualified life•Aged 24-35•Early adaptors, who enjoy to be the top of the fashion trends •Single or young married

Comfortable and Warm

100% wool blanket

Demand Satisfaction

Physical

Psychological

Convenience

Smart design

Self-define

All in one set

High-tech sleeping

track device

Partner with Nike

Fashion look

Napsack

Why Nike?Napnook is a new company. The launch of the Napnook or Napsack needs to be something big in order to increase the product awareness successfully. In order to distinguish Napsack from the rest of normal and cheap napping essentials, Napsack should aim high. Working with Nike to create a young, fashion, and comfortable image of Napnook is a good strategy. Nike shares the same value of health and similar target consumers: care for the own bodies, knows the trends, and like fashion. Athletes or workout lovers need naps much more than others do; therefore, for Nike to extend their product line of a napping essentials will show their caring to the customers . Together, Nike and Napnook can create a message “work well, gym well, and sleep well”

Golden Napsack—business travelers’ best friend

• This is specially designed for people who always on the run, and do not have any free time for a nap except some transportation time.

• Golden Napsack contain comfortable slipper, blanket, breathRight Nasal Strip, inflatable U-shape pillow, eye mask, and ear plug.

• BreathRight Nasal Strip is a snoring relief to sleep better. BreathRight also works with athletes celebrities to create a high-fashion image, which makes BreathRight more than a Snoring stopper.

• The designed logo of Nike and Napnook will be appeared on each of our product. • The color of the product should be pure colors like black and white or purple and

grey, which are all the significant colors of Nike and Napnook. • In each package, there will be a napping guide brochure. It will include all the

sleeping facts and instruction to educate the customers why and how to take a good nap.

Football stars with BreathRight

Packaging• The two criteria for designing a Napsack packaging are easy-to-carry,

and look cool. • The customers can choose the packaging from different colors and

style. The colors are purple and grey from Napnook, or black and white from Nike. And there are two different styles of the packaging. – The special design of blanket can be a packaging bag that collect all the

napping essentials together to be carried around easily. (This style of packaging will cost customers no extra money.)

– The customers can also choose from different selections of unique napping bags. From the outside, they look like gym bags. Yet, from the inside, the small napping products such as ear plugs or eyemask will be put in special inside pockets of the bag. This kind of napping bag is a perfect choice for business travelers on the airplane. (this will cost customers some extra money, but not too much)

Sleeping tracker device• Sleeping tracker device is very new to the market but have the potential to

become a popular trend. • Sleeping tracker device is not included in the Napsack, but also can be brought

with a lower price along with Napsack. • Nap pods is the new technology of napping device. but when people are on the

run, it is impossible to carry these device around. Therefore, sleeping tracker do the same job of waking people up with vibration during users’ lightest sleep cycle. It is easy to carry. It is high-tech. And it is cool.

Jawbone UP is one of the sleeping tracker device that

keeps tracking of your sleeping pattern. It is designed to wake people up during the period of

people’s lightest sleep.Retail price: $130

Nap pods

“Nap nanny” App• We can also design an App called “Nap Nanny.” It is able to

keep tracking of your sleeping pattern, sleeping time, and sleeping quality. And it will wake you up gently with soft music at your lightest sleep cycle.

• The image of the App will be the icon of Napnook, and the character of Nanny in the App will be the Hippo from Napnook

• It is a cheaper alternative option• It can be a FREE gift for the Napsack customers • Benefits

– Increase the product awareness • The App will also open to all the public on App store

– Encourage the interaction with customers on social media sites. • The app allows users to share the result of their sleeping to social media

networking. • It can also allow users to post the reviews of Napsack

You have only slept 4 hours today.

You need to go to bed earlier tonight.

Share this on Facebook?

Social media launchAlong with the announcement, we have to encourage more interaction with our customers and potential customers. We will encourage reviews from the customers on FB, twitter, Instagram and blogs by hashtag. Also, we can do something fun.

Coordinate the offline marketing trade.

“Capture the napping moment”

– Hashtag “napsack” or “napnook” to record funny

moments when you see anyone is sleeping with weird gesture. The top

pictures will be posted on the social media and winners

will win a free Napsack!

Where to sell?Napnook Store/online store•I haven’t been to the actual Napnook store, but I know it is located at the downtown area from the Google map. So we need to have a very eye-catching product display at the window shop to attract visitors to come in the store and explore. Nike store/ online store•Not all the Nike store, but some main Nike stores in DC area. A promoting poster will be displayed at the entrance of the Nike store. •To encourage customers to try, we can even allow them to get it for free if they spend certain amount of money on Nike products, and they are required to complete a review or survey online after the trail. •In that case, first, Nike will like it. Second, the more customers willing to try it, the more Napsack awareness it will create.Mid or high range of department stores/Online stores •Napsack is aimed for people who are educated, willing to try things new, middle or high income. Therefore, Napsack should be sold in mid or high range of department stores such as Macy’s, Kohl’s, Nordstrom, ect. •Since the linkage between Napsack and sporting goods, Napsack can also go to some sporting stores such as Dick’s Sporting goods.

Possible Partnerships

American Sleep Organization

• ASA is a nationwide organization aims to increase public awareness about sleep disorder and sleep heath.

• Professional sleep medicine research

National Sleep Foundation

• An independent non-profit organization aims to improve public health and safety by achieving the information of sleep health and disorder.

World Health Organization

• International public health organization stores the richest statistical information about human health

WHY PARTNERSHIP?Increase product awareness Build credibility More research and statistical resourceHave the most updated news

Two other groups of potential target customers

• Kids– Napping is very important for kids, because they get tried easily throughout the

day. Taking nap is necessary for them. It is also very important to make sure the kids get enough sleep in order to grow up. We need a solid data to prove that statement in order to gain their parents’ attention and interest.

– After the launch of Napsack for adults in the workplace area, the product awareness will be increased. If it goes well, we can extend our product lines to design a special Napsack only for kids.

– The kids version of Napsack will include kids-size pillow, blanket, and eye mask. We need to survey the kids aged from 5-12 beforehand about their favorite cartoon characters. For example, Minions is one of the most popular cartoon characters this year. So we can design Napsack products with Minions elements.

– We can also work with Kids Sleep Disorders organization to help the kids with sleep disorders in order to show Napnook’s caring, as well as increase Napnook awareness.

Students • Students want to spend each of their second to enjoy the college life. They

pay more attention on studying, partying, knowing more people, and dating. However, they are not aware of the importance of sleeping. Almost every student has experienced the difficulty to focus on class, fall in sleep in the library, and increase caffeine or Red bull(not good to us!) intake to keep awake.

• Many students choose to sleepover at the 24-hour library during the final weeks.

• The student Napsack include eye mask, ear plug, blanket, inflatable pillow, and one-time-use toothbrush.

• Lack of sleep is one of the biggest problem for college students. Therefore, we should work with Virginia Education Association to help the college students to gain the enough sleep in order to boost the energy and enjoy the college life in a more healthy and productive way. In this case, Napnook also gain opportunities to build up a business partnership with colleges.