Bongos

By Sophia Simon

What Bongos are all aboutWhat are they?• Contact lenses that protect you and block from

UVA/UVB/UVC rays. They can be used as normal lenses and as lenses that will block the strong clarity of the sun.

Main Goal?• Cutting-edge product with the main focus of comfort

and physical improvement to prevent any tan lines or damaging of the eyes when sunglasses are absent.

• “The replacement of sunglasses”

Tangible Characteristics • Size: One size that accommodates all eyes • Features:

- Option A : addition of degree- Option B: extra moisture in lenses

• Durability: Bongos…- with degree lasts : 3 months- without degree last: 6 months

• Packaging: Only one design of box that can be purchased in three different box sizes

- Small : one pair- Medium: two pairs- Large: three pairs

Intangible Characteristics • Brand name: Bongos• Symbol: A small yellow sun• Brand colors: light blue and a bright yellow• Slogan: Free your eyes • Texture: Ultra thin and smooth• Price:

- Non degree Bongos: $30.00 dollars- Bongos + degree: $30.00 dollars + doctor

examination

• Bongo’s lenses allows consumers to enjoy the sun without having to worry about glasses tan lines, or about having to walk around carrying sunglasses and UV rays.

Product Benefit

Target Audience • Demography : raging from 12 and upwards • Psychographic : middle class and upper class • Bongo’s lenses are intended for a public that is

constantly exposed to the sun• No group discrimination (anyone can use it)• Ex: beach volleyball players, skiers, hikers, surfers, or

for people who simply want to enjoy the sun

• Consumers will be constantly protected from the harmful UV lights

• No uncomfortable situation with embarrassing tan lines

• No more rusty or decaying (sea salt) glasses• More convenient to carry around then

sunglasses• No scratching inconvenience with lenses (sand...)

Level Of Consumer Involvement

What do we want to prevent?

• Appeals to the consumers side that is tempted to buy Bongos, they understand the need and benefit they will win by purchasing the product, while still being able to afford it

• It’s a “win-win” situation

Freud: Ego

• The brand strives to be perceived as an all- consumer friendly brand that values the outdoors and simplicity

Positioning

• A brand that values the outdoors, freedom, comfort and safety

Brand Image & Brand Personality

• Easy going• Fun• Loyal• Efficient • Accessible• Original

• Brand awareness – Bongos (symbol of a sun liked to emotionally desired places and energy)

• Health reasons – appeals to emotion of fear due to the UV lights

• Channel relationships – normal contact lenses and sunglasses (vision aid...etc.)

Brand Equity

• Bongos lenses doesn’t disrupt the way contact lenses are used; however, it ads a whole different level where the contacts now protects the eye from UV rays, blocks the sun and keeps the eye moist

Innovation: Continuous

• If the consumer doesn't uses Bongos… Consequence: harmful UV rays will harm eyes, undesired sunglass marks

• If the consumer uses bongos… Benefit: Protection from UV rays, no discomfort in the sun, no high-maintenance care• Free samples in events and special occasions

Conditioning: Operant

• Magazine ads• Billboards• T.V commercials• Twitter account• Instagram account• Facebook page• Tumblr page (directed for teenage girls) • Bongos website featuring the product and its

features

Exposure

Marketing Strategies: The Launch

1. Increase product need by:- Launching the product during the summer time in the USA so

that consumers will be in greater need of protection from the sun

2. Launch the product with most coverage and buzz as possible by:- Introducing the product in all of the big department stores

such as: Macy’s and Bloomingdales at once- Launching T.V commercials, and magazine ads simultaneously- Creating a Facebook, twitter and Instagram account before

launching Bongos to create intrigue and suspense (element of mystery)

3. Make the product easily accessible by: - Selling it in exclusive machines in airports and in

shopping malls in first and second world countries - Making the product available in many different

optic stores - Creating availability of the product in beach and

skiing kiosks- Allowing pre-ordering and selling through

Bongo’s website

Strategies (continued)

4. Reach all kinds of public by:- Sponsoring sports events that exposes

contestant to the sun, such as: beach volleyball, surf contests and the X Games

- Sending brand representatives to colleges around America to demonstrate the product and its benefits during the first stage of the PLC

- Giving away free Bongos to celebrities that enjoy spending time in the sun

Strategies (continued)

5. Logic, temptation and emotion:- Appeal to consumers temptation

and vanity by showing how attractive they will be with no sunglass tan lines

- Portray the benefits of not having to carry around a sunglass case

- Make consumers associate comfort, high self esteem and simplicity with Bongos

Strategies (continued)

• Call attention in the ads by…- Making them humorous and visually

appealing- Feature different location Bongos can

be used, such as the beach or in skiing stations- Make billboard ads have a sun that is

shinny and that rotates

Strategies (continued)

DERACCOONIZE!• First launching campaign• Certain ideas include to have raccoon paws around the streets that lead to a close

store, where the product will be available• First events with raccoons, where people can take their pictures with the raccoon

(almost like a pet), for example

Original Design: Front view

Back view

Inside view

Labeled Design:

Logo Plan:

Sun: bright yellow, all the same tone

Underline: orange, but a slightly lighter tone than the upper font

Font: Between cursive and print, the B is larger than the other letters and the color is a strong, almost fluorescent orange to contrast from the light blue of the bottle

Introducing the Bongos storyboard(overview, entire storyboard)

Storyboard Part 1

1: (scene) 2 girls are tanning by the beach reading and at the same time observing the “hot” guy surfing the wave

2: (scene) Guy who was surfing approximates the girls and smiles, with a flirtatious look. The girls are amused by his attention.

Storyboard Part 2

3: The girls, in order to get a better look, lift off their sunglasses, uncovering their horrible tan lines all throughout their eyes.

4: The guy, looking surprised by the tan lines, asks “Where are your Bongos at girls?”

Storyboard Part 3

5: The two girls look at each other, embarrassed and stupefied by the guy, and naively ask “Bongos!?”

6: (scene) The camera zooms into a drop of the wave and it splashes, spelling out the brand name and the logo/slogan. A deep voice appears saying “Bongos: Free your eyes”

Thank you!

* We do not own any of the images presented as the backgrounds or beginning slides

Free your eyes