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BrandTrendsE n t e r t a i n m e n t & S p o r t s
BrandTrendsE n t e r t a i n m e n t & S p o r t s
Tracking the Hottest Entertainment Brands &
Characters amongst KidsApril 2011
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BrandTrendsE n t e r t a i n m e n t & S p o r t s Agenda
• BrandTrends, Objective & Methodology
• A Snapshot of Some of the Results• Appendix
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 213 April 2011
Key
Shoot any question in the course of the presentation, I’ll
make a final call at the end of it anyway
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
The comprehensive review of Entertainment
brands amongst kids and their parents
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 313 April 2011
•Researches have shown brand
awareness to have a high correlation
with purchase intent, market share
and other important brand equityand business metrics.
•BrandTrends tracks brand
awareness, brand attitudes and
preferences, ownership and
purchase intent up to 16 product
categories.Appeal
Awareness
Popularity
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 413 April 2011
Awareness
Brand awareness
consists of both brand
recognition and
brand recall.
Recall, or even better
“Unaided awareness”,
shows how much
space does your
brand “own” in terms
of space of
Entertainment brandsamong your target!
Popularity
Awareness does not
necessarily mean they
prefer your brand,
attach a high value to,or associate any
superior attributes to
your brand.
Popularity measures
the attitudes of your
target towards your
brands, and determines
the brand they preferand the one they favor...
Plus UNIQUE measure
through the Brand
Popularity Index (BPI), a
composite factor
Merch. Appeal
The purpose of these
measures is to
evaluate the extent to
which brand
popularity translates
into interest in
purchasing
merchandise, and in
which categories (on
16 different product
categories
, from
clothing to PC Games)
Plus Retail visitation
by channel
The comprehensive review of Entertainment
brands amongst kids and their parents
Trends: to evaluate the impact of
new property launches
Syndication: to downsize budgets andmake this service affordable
International: same methodology inall countries to allow comparison
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 513 April 2011
Awareness
Top of Mind
Unaided
Awareness
Tested
Awareness - Total
Popularity
Brand Popularity
Index (composite
index of brandpopularity)
Attitudes
towards Brand
Top 3 Favourites
Top 1st
Favourite
Merch. Appeal
Own or Purchased
Consider
Purchasing
Demand Gap
Merchandise
appeal by category
(16 catégories)
Retail visitation
by channel forpurchasing
products with
Entertainment
brands on them
This translates into 12 unique measures on
Brand Popularity & Merchandise Appeal
Demographics
(household size andcomposition …)
Full brand description:
Target Market (primary &secondary), Brand Values,
Description, Owner,Licensing Agent
R e p or t s
al s oi n c l u d e
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BrandTrendsE n t e r t a i n m e n t & S p o r t s Reports available in several countries
Australia GermanyFrance Great Britain
China India
Japan
ItalySpain Portugal
H2’11
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
New 2011Brands & PropertiesSample Size
Methodology
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 7
• N = 5,000/year
(1,250/quarter)
• 50% Boys & 50%Girls.
• This is a
placeholder text.
• This text can be
replaced with
your own text.
Web interviewing.
Selected panelists are
sent an email containing
an introduction text and
a link to the survey.
Clicking on this link will
launch their survey.
Data Collection
• This is a
placeholder
text.
• Over 330 brands
tested every quarter
• This is a
placeholder text.
• This text can be
replaced with
your own text.
• Nationwide:
Australia, UK,
France, Germany,
Sapin, Italy, Japan.
• Major Cities: China,
India.
Geography
• This is a
placeholder
text.
• Household profiles.
• This is a
placeholder text.
• This text can be
replaced with
your own text.
4 age groups perquarter:
•Infants: 0-2 Years.
•Preschoolers: 3-6 Years.
•Children: 7-9 Years.
•Tweens & young teens:
10-14 Years.
Sample composition
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
A Snapshot of Some of the Results
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 8
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
86%
90%
76%
56%
74%
54%
32%
53%
43%
81%91%
Target 3-6
Target 7-9
Target 10-…
Target 3-6
Target 7-9
Target 10-…
Target 3-6
Target 7-9
Target 10-…
Target 3-6Target 7-9
Awareness of Brand B
January'11 - % Age Group
Brand B is a well known brand in the UK and
Spain, as well as among 7-9 French target
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
9
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
57
41
20
40
37
23
28
33
26
4758
Target 3-6
Target 7-9
Target 10-…
Target 3-6
Target 7-9
Target 10-…
Target 3-6
Target 7-9
Target 10-…
Target 3-6Target 7-9
Popularity of Brand B
January'11 - BPI
Brand B is very popular in Spain as well as the UK
amongst Target 3 to 6 years old
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
10
Rank:
#3
#18
#33
#15
#26
#34
#24
#23
#21
#7
#3
Note: BPI is calculated by applying weightings to four measures – unaided awareness, aided
awareness, brand attitudes and top three favourites. The BPI score has a theoretical maximum
of 100 and minimum of 20. BPI is a convenient way of comparing the overall awareness and
liking of each tested brand.
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BrandTrendsE n t e r t a i n m e n t & S p o r t s Brand 5 in a Snapshot
5% 6% 1%
75%92% 90%
0%
20%
40%
60%
80%
100%
Girls 3-6 Girls 7-9 Girls 10-14
Awareness
Aided
Unaided
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
1113 April 2011
33% 36%21%
45% 37%
16%
-4% -7% -16%-5%-11%
Girls 3-6 Girls 7-9 Girls 10-14
Attitudes towards the brand
Dislike a lot
Dislike a
little
Like a lot
Like it a
little
75%
92% 90%
45%
63%55%
0%
20%
40%
60%
80%
100%
Girls 3-6 Girls 7-9 Girls 10-14
Ownership
Aware of
Owne
13%
-7%
-40%
Girls 3-6 Girls 7-9 Girls 10-14
Demand Gap
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
Brand 1 lacks in awareness but is more appreciated than
Brand 2 & Brand 3. Although more popular among its
base, transformation on owning Brand 1 (32/60=53%)
does not reach Brand 3’s level (60%)
No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 1213 April 2011
Brand Awareness, Popularity & Merchandise AppealBrand 1 vs. Brand 2 & Brand 3
Awareness Popularity Merch. Appeal
3% 31% 34%(33)
Unaid. Total Like Lot Top 3 Top 1 Owne Cons. GapTested
51%(15) 23%(3) 4% 15% 18% 3%Brand 1
53%(12) 16%(9) 7% 25% 34% 9%Brand 2
55%(18) 16%(10) 5% 26% 27% 1%Brand 3
42%(24) 18%(6) 6% 32% 42% 10%Brand 1
53%(13) 14%(10) 4% 36% 45% 9%Brand 2
1% 53% 54%(25)
4% 44% 48%(27)
3% 57% 60%(28)
2% 72% 74%(23)
BPI BPI BPI BPI
39%(20) 13%(11) 5% 44% 46% 2%Brand 3 4% 69% 73%(24)
Demo 3-6
Demo 7-9
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 13
Brand Matrix, Boys 7-9 Years(Brand Popularity vs. Merchandise Appeal)
Popular brands with high merchandise demand
Less popular brands with low merchandise demand
Nintendo Wii which tops the
popularity index shows
substantial, but not leading
merchandise appeal
Popular brands which show
highest merchandise interest are
Mario Bros, Nintendo Wii and
Pokemon
Wii and Mario Bros running hot; Wii could record
improvement in its merchandise appeal
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
Brand 2 is one of the most popular Entertainment brand
among 7 to 9 years old Australian Boys
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
14
Appeal
Awareness
98% Awareness
(incl. 34% Unaided/ 16% T.O.M)
Popularity
81% Like the brand
21% put it as Top 3 Fav.
(incl. 12% as N°1)
•77% of the boys aware of Brand 2 own the brand
•71% of Brand 2’s owners consider buying•28% of non-Brand 2’s owners consider buying, but
50% like the brand
BrandTrends Brand 2 Recap, - Boys 7-9 Years
Consider buying
DVDs and Videos 89%
Clothing 61%
Toys and Games 55%
PC / Video Games 52%
Books, Magazines and Comics 49%
Kids meal at a fast food 39%
Stationery 34%
Brand 2 Toys intended buyers would likely come from
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
Brand 2 Toys intended buyers would likely come from
small-medium households, with low income. They would also
place Brand 2 as one of their favourite brands, and their
mothers would more likely be regular Kmart visitors
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
15
30% 24%
63%
50%
8%26%
Toys & Non-Toys Non-Toys only
Household Size per Group Composition
6 + Pers
4-5 Pers
2-3 Pers
BrandTrends Brand 2 Recap, - Boys 7-9 YearsToys & other categories intended buyers vs. Other categories only intended buyers
50%33%
25%
39%
25% 29%
Toys & Non-Toys Non-Toys only
Household Income per Group Composition
$100,000 and
above
$60,000 -
$99,999
Less than$59,999
85%
30%
67%
13%
Like it a lot Top Fav
Attitudes per Group Composition
Toys & Non-Toys
Non-Toys only
5%
20%
10%13%
20%
15%
19%
6%
11%
22%
Target Kmart Big W TRU InternetNews Agents
Retail Visitation er Group Composition
Toys & Non-Toys Non-Toys only
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 17
All tested brands known by at least 70%,
top 16 by more than 90%
The top 5 tested brands known
by most girls 7-9 years are Barbie,
Shrek, Toy Story, Ice Age, and
Winnie the Pooh.
All BT tested brands on the
chart are known by at least 70%of girls, and the top 16 by more
than 90%.
Hannah Montana, known by
93%, is mentioned unaided by a
noteworthy 27%, well ahead of all
other brands.
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
72%64%
64%
58%
48%
46%
38%
41%
52%
36%
40%36%
36%
36%
43%
33%
37%
27%
29%
30%
31%
23%26%
36%
20%
24%
26%
21%
32%
17%
The Simpsons (1.6)Nintendo Wii (1.5)
Sony Playstation (1.4)
Microsoft Xbox (1.4)
Top Gear (1.1)
Harry Potter (1.1)
Shrek (1.1)
Mario Bros (1.1)
Family Guy (1.1)
Ice Age (1.1)
Need For Speed (1.1)
Toy Story (1.1)
Lego (1)
Transformers (1)
Dr Who (1)
Avatar (1)
Facebook (1)
Sonic the Hedgehog (0.9)
Scooby Doo (0.9)
American Dad! (0.9)
Star Wars/Clone Wars (0.9)
Looney Tunes (0.8)Prank Patrol (0.8)
South Park (0.8)
NERF (0.8)
Marvel (0.7)
Futurama (0.7)
Monopoly (0.7)
Spongebob Squarepants (0.7)
Batman (0.6)
Brand Attitudes – Boys 10-14 Years(% Respondents, Dislike Strongly to Like Strongly)
Like it a
little
Like it a
lot
Dislike it
a little
Dislike it
a lot
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 18
72% like The Simpsons ‘a lot’
The best liked brands overall
are The Simpsons, then Nintendo
Wii, Sony PlayStation and
Microsoft Xbox.
The Simpsons is liked ‘a lot’ by a
noteworthy 72%. Wii, PlayStation
and Xbox are also ‘liked a lot’ with
scores of 58% to 64%.
Spongebob Squarepants
records the largest ‘disliking’
score.
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 19
Note:
* indicates that brand has not been tested for this age and gender group Excludes brands mentioned by less than 4% of
respondents 1st mention values less than 4% not l abeled
Nintendo Wii and Lego lead as brand
favourites
Nintendo Wii comes 1st,
nominated in their top 3 favourites
by 25% of the boys who have an
awareness of the brand.
Lego ranks 2nd (24%), and The
Simpsons 3rd (23%).For ‘Top 1’ Favourite, The
Simpsons with Ben 10 lead the
table (both 12%) followed by AFL
(11%), then Lego (10%), Xbox (9%)
and Wii (7%).
Base: Respondents
aware of brand
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
69%63%
61%
61%
60%
58%
55%
55%
53%
53%
52%52%
52%
52%
50%
49%
48%
48%
44%
41%
39%
38%38%
37%
37%
36%
36%
35%
35%
34%
Nintendo WiiHannah Montana
Littlest Pet Shop
Shrek
The Simpsons
Barbie
Ice Age
My Little Pony
Monopoly
Madagascar
Disney Fairies/TinkerbellDisney Princess
Hello Kitty
Tweety
High School Musical
Looney Tunes
P!nk
Scooby Doo
Bratz / Li'l Bratz
Tom & Jerry
Harry Potter
iCarlySpongebob Squarepants
Bindi the Jungle Girl
Sony Playstation
Total Girl
Winnie the Pooh
Camp Rock
The Veronicas
Alice in Wonderland
Brand Merchandise Appeal – Girls 7-9 Years(% Respondents, Consider Buying in Future vs. Own or Purchased in Past)
Own Or Purc hased Something
With Brand On ItConsider Buying Something In The
Future With Brand On It
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 20
In brand merchandise appeal,
Nintendo Wii tops the chart.
Hannah Montana takes 2nd
place.
Littlest Pet Shop, Shrek and The
Simpsons round out the top 5brands with most purchase
interest.
16 of the 30 brands show
unmet purchase interest.
Nintendo Wii tops the chart for
purchase interest
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
-22%
-20%
-20%
-20%
-19%
-14%
-9%
-7%-4%
-2%
-2%
-2%
-1%
-1%
-1%
0%
2%
7%
8%9%
12%
12%
13%
17%
17%
18%
22%
24%
24%29%
Pokemon
Shrek
Yu-Gi-Oh!
Monopoly
Ice Age
Harry Potter
Spongebob Squarepants
Ben 10Batman
Sonic the Hedgehog
Star Wars/Clone Wars
World Wrestling Entertainment (WWE)
Transformers
Need For Speed
Marvel
The Simpsons
Looney Tunes
NERF
Avatar
Dr Who
South Park
Crusty Demons
How to Train Your Dragon
Family Guy
Nintendo Wii
Top Gear
Microsoft Xbox
FuturamaSony Playstation
Demand-Gap – Boys 10-14 Years(% Respondents, Consider Buying in Future vs. Own or Purchased in Past)
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 21
14 brands record demand
surpluses (where demand exceeds
current ownership), 1 is neutral,
and 15 register demand shortfalls.
Sony PlayStation posts the
highest demand surplus (29%).Monopoly, Yu-Gi-Oh!, Shrek and
Pokémon show the largest demand
shortfalls (≤-20%).
Almost half the brands show demand surplus
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 22
Brand Merchandise Appeal by Product Category – Boys 10-14 Years(% Respondents, Consider Buying in Future)
Strong Interest (25%- 50%)Very Strong Interest (> 50%)
DVDs and Videos the leading category
DVDs and Videos is the top licensing
category (with most brands scoring ‘very
strong interest’), followed by PC Software
and Console-based Video Games.
Outstanding performers in the topcategory are film based licenses which all
obtain extremely strong purchase interest
scores (>95%) from large proportions of
the survey sample (>50%).
Except The Simpsons, all top properties
are considered mono category
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
7%
4%
4%
6%
2%
4%
1%
3%
2%
1%
1%
2%
1%
1%
2%
1%
1%
1%1%
1%
1%
1%
1%
1%
1%
24%
33%
23%
21%
20%
18%
19%
9%
17%
23%
13%
7%
21%
20%
7%
7%
8%
6%9%
4%
6%
4%
4%
2%
3%
Marchands de Journaux (4.7)
Vente sur Internet (3.1)
Librairies / Papeteries (3.1)
Leclerc (2.9)
Carrefour (2.7)
Auchan (2.4)
FNAC (2)
Autres magasins de
Vente directe ou par
Magasins specialises sport et
Magasins d'informatique et
Cora (1.5)
Magasins de vetements…
Magasins d'accessoires de mode
Magasins de cadeaux et gadgets…
Autres Grands Magasins (0.9)
Virgin Stores (0.9)
Toys"R"Us (0.8)
Geant (0.7)
Autre magasin de jeux et jouets
King Jouet et/ou Joupi (0.6)
La Grand Recre (0.6)
Galeries Lafayette (0.5)
Maxitoys (0.5)
Le Printemps (0.4)
Retail Visitation by Channel – Parents Boys 10-14 Years(% Respondents, Frequency of Visitation)
Weekly or every few weeks
Monthly or every few months
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 23
Av. VisitsPer Year
Newsagents get most visits, Online channels
most customers
Newsagents are the retail
channel that boys 10-14 years
visit most often.
Online channels are all used by
much higher percentages of boys
than Newsagents, but lessfrequently.
Newsagents and leclerc attract
visits from more boys weekly or
every few weeks than do the big
hypermarket store chains.
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 24
1
2
3
4
Boys 7 to 9 years old is the normal age group target for Brand 2 and its direct
competition Brand 4. The trend is to quickly slide to younger age group though.
Brand 2 is one of the most popular Entertainment brand among 7 to 9 years old
Australian Boys, and the most popular among boys 3 to 6 years old; however much
less popular than Brand 4 among boys 10-14.
Amongst 7 to 9 years old, Brand 2 is more widely known and more appreciated by
boys than Brand 4 or Brand 5. In fact, Brand 2’s popularity is very close to Lego’s.
However, Brand 2 is below in intent (merchandise appeal) vs. its popularity in all agegroups; while Brand 4 benefit from a positive demand gap. This mainly comes from
current owners not willing to consider buying more.
Lego demonstrates a brand can have a strong ownership and still recruit new users
(positive demand gap). Brand 7 is on a positive spin.
Brand 2 has some potential to develop in the boys population, as about a fourth of the
boys aware of the brand do not own a product of it, while half of them like the brand.
Although less boys 7 to 9 would consider buying a product with the Brand 2 brand onit (vs. Brand 4), they would consider the brand for more categories than Brand 4.
The Quarter in 5 PointsBrand 2
5Brand 2 Toys intended buyers would likely come from small-medium households, with
low income. They would also place Brand 2 as one of their favourite brands, and their
mothers would more likely be regular Kmart visitors
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BrandTrendsE n t e r t a i n m e n t & S p o r t s
13 April 2011 No part of this publication may be reproduced or disclosed in
any form without the written permission of Kidz Global.
Page 25
1
2
Brand 2 Boys 7-9 (main target):
Developing ownership among its aware base.
Duplicating the brand to Toys & Games as well as PC/Video-games.
In-store displays and special box palettes could support these objectives. For instance,
a specific box palette with “impulse” products (≤ $10) could be set up in stores every 6
months, to encourage recruitment on the brand.
Mixing in store Toys & DVDs (existing seasons), and Games through special other box
palettes could support the ownership objective.
Instituting a frequent buyers reward program, offering a unique “non-sold at retail”
product (like a collectable) when reaching $XX, or exclusive access to a Brand 2 show.
Use social networks to promote the programme.
Brand 2 Boys 10-14:
Gaining in awareness.
Although not the priority target, offering specific products, especially on games, would
support the brand development amongst initial Brand 2 owners, switching to new
product categories.
Directions for RecommendationsBrand 2
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Kidz Global
Mr. Philippe Guinaudeau
Contact
Phone: +33 6 7786 6720
Email: [email protected]
www.kidzglobal.com
13 April 2011