I’ve learnt the importance to listen and accept others’ different point of views and to control my emotion feelings. This is really applicable to my work. Co-operative brand: Duffy and Shellfishes The Disney Bear The Story of Duffy and Shellfishes-The Disney Bear: One day, Mackey Mouse was getting ready to set sail on a long sea voyage, Minnie Mouse made him a special teddy bear to take with him so he would never be lonely. Minnie presented her hand sewn bear to Mackey in a duffel bay. Mackey loved the bear and named him Duffy.
As Mackey and Duffy sailed on their journey, they visited all sorts of exciting places and made new friends along the ay. At the end of their travels, they sailed back home for a wonderful reunion with Minnie. Mackey and Duffy shared their magical memories and photos with Minnie, who was thrilled that Duffy was such a great friend and companion for Mackey. After the voyage, Minnie made a friend for Duffy as Duffy has wrote a message “Be my friend! ” in a bottle and set it adrift in the ocean. That was a sweet little girl called Shellfishes.
Segmentation, Targeting & Positioning As the concept of our brand WHO. A. IS comes from the California Gold Rush of 1849, try to project that pioneering spirit. “Brave” “Original” and “Innovative” all encompass the WHO. A. U lifestyle. Our selected brand has the bright image: vitality, innovative & trend which can cater the independent/personality customers, hence we trust that our selected brand would attract customers we target & the age range is 20-35(years old), female, whatever occupation (since our product is affordable prices , unique & suitable for any type of female. We aim to become a brand which shares the majority of market & would like to create strong brand identities in 2015. We decided to position our brand by easy matching and unique style which can attract our target customers which can get style with a affordable price. Crossover event: Our group project is launching the western brand WHO. A. U which stands for “Who Are You”, a new global brand with a passion for individual expression and a vintage luxury feel. I will launch the crossover with the Disney character Duffy & Shellfishes.
As Duffy is a companion for Mackey Mouse to adventures, the story matches our pioneering spirit “Brave” and “Innovative”. Duffy & Shellfishes themed items, including T-shirts, coat, hooded, cardigan. Promotion: – Pop-up store would be held in The One. – With purchase of WHO. A. U x Duffy & Shellfishes clothes, can get the mini erosion for Duffy & Shellfishes doll. – Nowadays customers expect instant information so we can spread the Pop-up store event promotion through the social media like faceable, we chat, Webb and Instating instead of advertising in magazines.
It’s the best way to launch new products and promotions. – Leaflets with Duffy & Shellfishes printed is also powerful for spreading the crossover event as customers would collect all the relevant stuffs of their favorite cartoon characters. – We can also place the leaflets in the Hong Kong Disney Store. With the Hong Kong Disney ticket, there would be 10% off for purchasing the WHO. A. U x Duffy & Shellfishes collection. – Lucky draws whenever purchase.
