FUHU has a Shopping Product which is defined as a product that requires comparison shopping because it is usually more expensive than a convenience product in the form of the Nabi 2. FUHU product width consists of the following:
Nabi 2 (ideal age 7-10)
Nabi Jr.(ideal age 3-6)
Nabi XD(ideal age 11-14)
However each tablet is recommended for a specific age group which means they have separated kids along a product depth chart as well by age. Instead of making only one Nabi to fit all they have made Nabi for different age groupings which allow for profit maximization throughout the line. Both its breadth and its depth in making products for multiple age groups combined with different marketing campaign aimed at different segments of the population allows the company to keep its BRAND NAME popular through the population. FUHU has gone ahead and rebranded and reposition so to speak via advertising to target audience. In my previous blog entry FUHU via its agency of record DRAFTfcb L.A. have done commercials that target different ethnic, social, economic and cultural groups. This recognizes the simple fact that one way of portraying a product may not be well received in a target market versus another commercial. To reiterate how rebranding for different markets is important I will redo the commercials this time taking a broader look at how parents would be attracted to either version of the product. How it appeals to how they grow their morals customs and general American subcultural groups.
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