Main challenge for any brand – to bring difference, to stand out in the clutter and to engage audience emotionally

Marketing Director Vyacheslav Filimonov

Goods for newborns market. Russia

2 2

Upper price segment

Medium price segment

Low cost price segment

Chinese no name

Goods for newborns market in Russia

Competitor’s positioning

Competitor’s positioning

Different brands and products but

Samey Samey Samey ordinary visuals and simple communications

Trend tracking

1. Modern moms choose their own path in life 2. Modern moms are getting older 3. Modern moms are using technological innovations 4. Modern moms are trying to achieve balance in career and

private life 5. Modern moms share their responsibilities with husbands

(wife = partner) 6. Modern moms feel guilty because they don’t devote time to

their child as much as they wanted to 7. Modern moms don’t want to lose themselves. Even in period

of maternity leave they are trying to stay social active

Modern moms are getting older

average age of moms, Russia

younger 24

25 – 29 y.o.

30 – 34 y.o.

35 – 39 y.o.

40+

Trend tracking

Shopping for babies

Baby care

Education

Modern moms share their responsibilities with husbands (wife = partner) Dads are more involved in process of rising a child

Trend tracking

Priority factors of choice

Factors of choice, rating 9-10 Vert% Delta%

Producing country is credible

Baby likes

Does not spoil the bite

Recommendations of friends and relatives

Affordable price

Environmentally-friendly materials

Doesn’t emit colics

Good design

Easy to find in stores

Teat’s shape

Attractive advertisement

Wide assortment

Doctors recommend

Famous brand

Brand is credible

Positive reviews on the Internet

79

84

37

58

86

61

48

51

63

18

46

47

39

2450

54

Feeding accessories

10

1

-1

8

3

1

-1

-1

6

1

46

13

5

13

7

19

Positioning

Ratio Emotio

?

49 % of Russian women are not satisfied with their sex lives 15% of Russian couples get divorced because of sex problems 87% of Russian women watch adult movies and ......they watch it longer then men

Interesting facts about target group:

….Attractive eye stopper?

What brand had in the Past?

It’s time to change No more cliché

It’s evident that all care for a baby during its first year of life lie on a mother. Of course it’s a time filled with happiness and joyful moments. But at the same time surely it has its other side bringing fatigue, lack of sleep, communication and social life. Any mother always appreciates it a lot to get her relative’s support, especially when it comes from a child’s loving father. I would like to show people that fathers love their babies with the same passion as mothers do. And though they can’t be with their children every moment, they miss them and always have them in their minds. Children goods market is quite active in Russia and the number of brands and categories that are widely advertised is pretty large. That’s why one of the main goals of our campaign is to bring difference, to stand out in the clutter and to engage audience emotionally.

VS

Dads can manage with Canpol babies

Canpol babies is: Healthy Strong Man’s brand Brand essence: expert in goods for newborns

Backstage video: https://youtu.be/V251em4VKrI

- Is it daring? - YES!