pdev strategy deck ex

8/9/2019 Pdev Strategy Deck Ex

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Partial Deck / Product Strategy


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Consumer Participation

Studies indicate: 52% of girls wear make up by the age of 12

Nail Polish drives the category

Lip gloss is the entry point; permutable by Mom

Participation begins younger and expands w/ age

Model line balance with consumer participation

Nail 32% of the market share $s

Sells 2-1 over lip and eye

Lip 15% of the market share $s

collection building by tweens often 100+ units Eye 15% of the market share $s


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Youth targeted products are unique Youre IN or Youre OUT - Trends drive the business and change

rapidly

Pulse of tween marketplace and whats happening at retail is criticalfor success

Gift-giving is the driving purchase motivator Packaging and gift presentation are key variables

Talk a different talk w/ buyers

Paradigm shifts and buyer education about psychology of giftgiving

Growing importance of Licensing Mega marketing spend and media exposure cuts through the clutter

and reaches the consumer

Girls resonate with lifestyle brands, not consumer brands

Warrants premium price points

Its a Different World


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Where to Play:Consumer Targets

Dual - pronged positioning:1) Product Functionally: Wow the consumer receipt (the little girl) with products she loves

to receive (on trend and product functionality)2) Consumer centric gift ability:

Eliminates cognitive dissonance through gift-giving confidencethat exceeds expectations consumer buyer

Target Recipients Girls age attudes 4 to 14.

Younger segment 4 7 Tween segment 8 +

Target Consumers: Buyer Psychographics1. Occasion based gift purchases2. Budget driven3. Obligatory in nature4. Not a primary child relationship


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How to WinSustainableCompetitive Advantage

Product Development Formula: What we do! Take timeless childhood development play patterns that connect emotionally

with little girls, generation after generations. Then, we bring it to marketthrough a relevant, fashion - forward, and on - trend presentation

Cosmetics engage little girls on multiple levels of development Beauty: Creativity; immolating Mom; look what I can

Glamour: Excitement; Diva; Exclusive, VIP

Aspirational Reality: Pretending to be older or grown up and all thefreedom that comes w/ it.

Value Proposition: How we do it! Each collection bundles core beauty categories (lip, nail, eye, body) together

with a fashion forward packaging formats that offer aretentative andsecondary use.

Model line strategy approach to product development: maximizes categoryrevenue opportunities through the precise balance of product brands,consumer brands, private label collections and licensed properties


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WM Everyday

WM Holiday

National

Program

Dept. Store

Club Store

Saks/Libby

Limited

Target

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Annual marketing programs based from on shelf dates

Fall and Holiday + Bratz Holiday

Dancing Queen Pop Star Princess

Holiday

Snow Angelz

Snow Princess

ACT ALIST ACT ALIST

POP ALIST School Spirit

Holiday

Dream Girls

Programs: 16 Unique Programs & 200 skus

Bratz Single Sku and Gift Sets

Passion 4 FashionGenie Magic

Genie MagicPassion 4 Fashion

Private label


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Program Direction

Key Trends

&

Themes

Holiday 2006


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Pop Star Princess Positioning

Essence Statements Every little girl is a Pop StarPrincess at heart! She loves of music,

singing, dancing, performing, choreographing, and pretending she isa Top 40 super star

Pop Star Princesses are the coolest, hippest, super star girls thateveryone wishes she could be! She has the talent, the moves, andleads the glamorous life that only a true Pop Star Princess could!

Category Synergy

Before the music starts and the crowd begins cheering, the Pop StarPrincess and her best girl (band) friends have been in hair, make upand wardrobe perfecting there glam rock look.

The Pop StarPrincess Cosmetic Collection has got it covered: Shiny lip

gloss, dazzling nail polish, shim shim shimmer body glitter and makemagic happen enchanting eye shadows ! All the essentials to getglam-ed up and top the charts

These are bundled together in retentative cosmetic cases, innovativebeauty bags and boxed gift sets designed with original" Pop StarPrincess icons, images, and minimalist editorial.


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Pretty - Pretty Princess

Is all about Fantasy

Princess and Prince

Tiaras

Pink

Marabou

Boas Fairytales

Music

Dance


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Its a Girls World

Is all about BFF Best Friends Forever

No boys allowed

Sports Mania

No Limits

Slumber parties Being silly

Summer fun

Feeling dorky

Hip 2 B


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OccasionsHolidays and Milestones

Is all about Holidays

Rites of passage

Firsts

Rituals Birthdays

60% of HH gift budget

is spent out side of

Holiday


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Licensed Properties

Is all about

Select lifestyle brands, notfads of the moment

Incremental revenue, shelfspace, distribution

Supplement core product

brand and private labelcollections

Acquisition targets aredriven by the US market withthe possible expectation ofglobal distribution

2006 Focus on expandingdistribution

Chain Drug Distribution

Acquire targeted shortlist of properties

Introduce Markwins tothe Licensing

Community )

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