radio fyl er final

7/30/2019 Radio Fyl Er Final

1/19

,.

.e

Ben BoomerNatalie Hanson

Tricia Arts

Jeff CooperJessi Mazour


2/19

Agenda

-Background: starting point

-Purpose: objective

-Strategic analysis & planning: our ideas-Creative strategy & reasoning

-Conclusion

.


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Background

With a solid commitment to creating thebest childhood experiences, we are

developing tomorrow's innovative toys withthe same classic quality, and sense ofoutdoor, active play that have been ourtrademarks from the beginning.

Radio Flyer is dedicated to delivering smilesand warm memories that last a lifetime,and we are proud to be atimeless symbol

of childhood freedom

.


4/19

BrandStory

Old Brand StoryRadio Flyer is a nostalgic, iconic,American brand that is focused onquality and craftsmanship

New Brand Story

Inventing new traditions by encouragingimagination and being proactive in a

digital world.

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Purpose

.

Our purpose is to update the Radio

Flyer brand by introducing new,

improved products to maintain brand

loyalty and appeal to new

generations by emphasizing thepower of imagination and the magic

that is central to Radio Flyers

products.

Creating new traditionsDiscouraging passive forms of playInjecting imagination and magic into

childhood


6/19

argetaudience

Primary:

Parents (and adults) shopping for young children,looking for a toy that is mind-stimulating; they wantto make sure their child will be satisfied. (Pleasing toparent and child) Interested in toys that will be worththe cost, will ensure enjoyment and encourage

creativity for their child/children.

Secondary:Children (boys and girls) age 5-8 looking for andwanting gifts/toys that are exciting/magical andnew.

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7/19

Market

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Current-

-transformation into the digital age-eliminating the exercise of a childs

imagination

-a movement to technology that

allows children to be passive & aloof


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Top ten toys

of2012


9/19

Findings

Interviews-

Parents on shopping=internet Easy, free shipping, delivery

Toys R Us interview & findings

.


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nspiration

- Updating the traditional nostalgic

Radio Flyer identity and image

- Returning to the magic of childhood

while still embracing invention and

creativity

- Becoming the anti-tech-toy- Children losing imagination in cyber space

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C

ompe

titive

A

nalysis

.

Strengths-Radio Flyer is a well known, traditional brand based onsafety and quality.

-Safety-Durability-American Icon image-Products compatible for a children of all ages

Weakness-Radio Flyer has lost it brand image recently. Heavycompetition with a variety of children's toy product lines.RF products simplicity has resulted in decreased salesand popularity

-Heavy competition-Expensive-Limited features-Lacks brand image, awareness


12/19

C

ompe

titive

A

nalysis

.

Opportunities--recreating the Radio Flyer image by taking

advantage of good reputation-Using information based on our findings to promoteproducts to children and their parents

-Radio Flyer has a good reputation, goodopportunity for new invention and creativity

Threats--digital competition, new aged toys-competing outdoor toys


13/19

BigIdea

.

Rebranding

Showcasing the

magic andpossibilities ofthe Radio Flyer

Promotion

Relating toparents

Newproducts

Strategicpositioning

Enabling the imagination and magic ofchildhood by being the anti-video game


14/19

Promotion

Promotions

MyFlyer tab

Elmo version

Nerf version

Disney Princess version Strategic affiliation

.

2 part campaignRelate to parents

Billboard This is not childhoodPre-fix to campaign

Showcase possibilitiesTagline: SoarCommercial ImaginationWeb banners


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Part 1


16/19

Re-Branding

New product

Model 1-Dual sled/wagon toy Market for Christmas, Winter

Model 2- Co-branding Affiliation Nerf water guns

Market for Summer

MyFlyer personalization Feature on webpage

Rim color, wagon color, stickers, etc.

Personalization, Name Your Wagon

Focus on creativity, imagination, invention

.

The new-age

tradition

Dual product=

increased usage


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.

acement


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onclusion

.

Current Belief:Radio Flyer is an old, iconicbrand thats nearly

outdated

Big Idea:

Radio Flyer enablesimagination, invention andmagic for kids by being the

anti-video game

Support:Imagination is being lost in cyberspace, technology is replacing

imaginative fun

Parents dont want to disappointtheir kids with what they buy,

but they want to feel good abouttheir purchase

Desired Belief:

We are inventing newtraditions by invoking

the imagination

Current Action:

Buying other, more high-tech toys

Not appreciating the magicof Radio Flyer

Desired Action:To sell more Radio Flyers based on

the idea that they encourageimagination and play


19/19

Questions?

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