PROJECT

REPORT

Marketing Management
Master in Management
ISEG
2021/2022
kideal

INDEX

OUR STORY

PRODUCT OFFERING

VALUE PROPOSITION

SEGMENTATION, TARGETING, POSITIONING

MARKETING MIX

CRITICAL SUCCESS FACTORS

CONCLUSION

REFERENCES

OUR TEAM
2
kideal
OUR STORY
Kids are one of the greatest gifts in the
world. They are innocent and
benevolent. They have their whole life
ahead of them. You love them. You want
to give them everything. And you
shower them with every possible gift.
Baby and kid's stuff looks so much cuter
anyways. The tiny shoes. The mini toys.
The small bike. You just have to get it.
Then you realize that kids grow up so
quickly. It almost feels like it happens in
the blink of an eye.
Of course, you will always want to
keep the first baby shoes, the favorite
toy, the first tennis racket. But what
happens to all the other things you
just have too much off? You may not
have the space to store it. You may
not have the need to keep it. And you
may want to make other kids and
parents really happy with it. All while
doing good for the planet.
"THOSE LITTLE FEET
WON'T BE LITTLE
FOREVER."
This is why we introduced kideal.
The P2P-platform for sustainable
selling and purchasing of second
hand kid's products.
kideal.
our kids. our future, our planet.
3
kideal

The brand name, kideal, is inspired

by the words kid, deal and ideal.
The name is simple and easy to
PRODUCT pronounce, it stays in the minds of

OFFERING
the customers. The platform is
"ideal" for finding good "deals" for
your "kids".

The logo of lideal shows different

coloured and rather flashy letters,
which indicates dynamism and a
childish side. The blue frog on the
letter "i" is also a reminder of
kideal's recreational and child-
oriented side. It can be said to be a
wordmark as it represents
something positive about the brand
and its image.
The slogan is presented as an
anaphora with the word "our"
repeated so that the phrase
resonates in the customer's head. KIDEAL MOCKUP ON
Then it reminds us of the core WEB AND
business of kideal, namely children,
parents and their sustainable
SMARTPHONE
commitments.

4
kideal
PRODUCT
OFFERING
The platform takes the form of a
website with different sections
available depending on what the
customer is looking for. He can be a
seller or a buyer. The seller trades
with the buyer via the platform. Peers
can also exchange via forums and ask
lambda questions from parents.
There will also be sample questions
and parental help. The items available
range from prams, beds and clothes
to books and games for children.
THE OFFER
The concept: Kideal only acts as a
mediator between 2 peers; a buyer and a
seller. The entire sales process from
conversation to purchase to delivery
takes place via the kideal platform. Peers
can select a product and then engage in
a conversation to negotiate price or
obtain information. Then the transaction
is possible via the application and the
delivery is done in partnership with
transport companies.
THE PLATFORM
We want the platform to bring together
everything that parents need. After all,
they are already very busy with work,
and the children need a lot of attention.
So having everything about children in
one platform is more efficient.
Clothes : All the clothes are sorted by
ADD SOME TEXT
category (trousers, skirt, ski clothes,
HERE + ADD
jacket...) and there are filters to choose
MOCKUPS OF
the brand, colour etc.
PRODUCT
Equipment : All children's equipment
such as pushchairs, baby carriers, beds,
etc.
Books : Used books in good condition
sorted by category (manga, novels)
Toys/Art : All play items and activities
for children
Forum : A place to talk to other parents
in the Kideal community about
children's topics
5
kideal

VALUE
PROPOSITION

SELLER

kideal's value proposition, on the The items sold are those that the
seller's side, is first of all to be sellers no longer use and the
able to sell quickly second hand sellers rather than throw them
objects and clothes worn by away. It is also good for the
children. This allows sellers to planet and sustainable.
avoid going to a flea market, sell
quickly and when they want. This
generates an additional income
without additional costs.

6
kideal

VALUE
PROPOSITION

BUYER

kideal's value proposition, on the The transaction is made with the

buyer's side, is first of all to be money the buyer has on his
able to buy quickly second hand kideal account or via his credit
objects and clothes worn by card. Transport costs are at the
children. Children grow up buyer's expense but there are
quickly and buying clothes or several price ranges depending
equipment can quickly become a on the size of the parcel and the
big budget. Second hand is an delivery companies.
eco-friendly and cheaper
alternative for parents. It allows
buyers to avoid going to the
shop, buy quickly, when they
want, with a wide range of offers.

7
kideal

OUR VALUES

For the smooth running of a company and good internal and external cohesion.
This enables it to position itself in relation to its competitors and attract a loyal
clientele that identifies with its values. kideal also focuses its communication
strategy around these values for its brand image. kideal's values are; trust,
creativity, socializing, engagement.

Trust Socializing

kideal bases its strategy on a This value aims to bring kideal's

relationship of trust between peers.
Indeed, it is the users of the platform
themselves who describe the
condition of the products they sell
and whether they are counterfeit or
not. When registering on the
platform, users must sign a charter
certifying their good faith.
On the one hand, Kideal relies on
trust between peers and on the other
hand, buyers pay a 50 cent insurance
fee for all transactions regardless of
the amount. This allows for a refund
to unsatisfied customers if the item is
in poor condition.
Creativity
kideal is listening to its users and has
launched an idea box for them to
submit ideas. Finally, Kideal plans to
develop a peer-to-peer babysitting
service soon on the platform so that
it can bring together everything
parents need.
customers together to create a
community of parents. They can
for example exchange via forums
etc. Kideal is also a one-to-one
platform that encourages
conversation, if only for the
negotiation part.
Engagement
kideal aims to be a responsible
company committed to sustainable
development. Its offer is
sustainable and does not involve
the manufacture of new products
but recycling. The company is
involved in the sharing economy,
i.e. the peer-to-peer economy
inspired by barter. Thus, it reflects
kideal's ecological commitment to
a sustainable world.

8
kideal
SEGMENTATION
Market & Consumer characterization
To better understand purchase behaviors in
the infant needs products area, we performed
a detailed analysis. This is a $30 billion
business, and we wanted to look at trends like
where people buy baby items and who buys
them, aside from families with small children.
Understanding how frequently consumers
acquire baby products through specialty
(Toys "R" Us, Babies "R" Us) and eCommerce
channels were given specific attention.
SEGMENTATION
TARGETING
POSITIONING
eCommerce & Online Markets
eCommerce increases its market
share by 2 percentage points,
accounting for more than 20% of all
infant goods sales. Despite the
increase in market share, overall
eCommerce sales fell, albeit not as
much as sales at brick-and-mortar
stores.
Gains in eCommerce share were
recorded across the board,
including at Walmart.com,
Target.com, Amazon.com, and
even the now-defunct
Diapers.com. The demise of
Diapers.com demonstrates that
even advances in eCommerce
market share were insufficient to
reverse overall revenue declines.
Having children in the home does
not increase the likelihood of
purchasing - only 15% of families
without young children purchased
something in the five baby sectors,
whereas 68% of homes with
children did. However, when
looked at the majority of buyers in
the sectors, 58% were single-
parent households. [Dr. Kurt Jetta
in 1998,]
9
kideal
TARGETING
Targeting Middle Income Classes
Baby product penetration was down by
double digits across practically all
categories — age, ethnicity, region of the
country, and presence of children in the
family.
Only one group — those with salaries of
more than $150,000 – had a higher rate of
penetration. In the past year, 57 percent of
these high-income consumers, who
account for nearly a quarter of all buyers,
made at least one purchase of baby
supplies. When compared to the lowest
income groups, just 13% to 14% of people
earning less than $50,000 bought a baby.
Purchase rates continue to climb with
income, rising from 19% for those earning
$50,000 to $74,000 to 30% for those
earning $100,000 to $149,000.
SEGMENTATION
TARGETING
POSITIONING
Product Category
Baby Product Sales Drop
Dramatically
In terms of overall consumer
purchasing, we sought to compare
the baby sector to the other sectors.
Several categories, including as
clothing, beauty, electronics, pets,
and office supplies, remained
largely consistent in terms of the %
of adults making purchases from
2016 to 2017.
A few categories, such as books,
jewelry, and athletic goods, saw
measurable drops of 4 to 6
percentage points. These drops
were expected, as those industries
have notable vulnerabilities,
particularly as customers shift to
eBooks and the athletic goods
market has been shaken by Sports
Authority's bankruptcy.
But nowhere were the decreases
more pronounced than in the baby
product industry, which saw a 10% to
15% year-over-year drop. In the $30
billion baby industry, this
corresponds to a drop in revenues
of $3 billion to $4.5 billion in just a
year.
[Dr. Kurt Jetta in 1998,]
10
kideal
TARGETING
Given the above demographics, it's no surprise
that baby products were the greatest loss,
with consumers of all ages, income levels,
races, and geographic areas reporting reduced
sales in the past year. Diapering, feeding, and
safety all fell 8 percentage points, while baby
needs and food/formula fell 6 %.
We feel that the changes in the infant industry
are a microcosm of the broader changes in
retail, politics, and the economy.
SEGMENTATION
TARGETING
POSITIONING
Purchasing Habits
A Detailed Look at Purchasing by
Segment
Products having broad appeal, such
as wipes, disposable diapers, toddler
feeding, and cups, have the highest
penetration levels. While total
purchasing may be low, once in the
segment, individuals purchase a
higher percentage of other types.
What's intriguing is that there isn't
much of a difference in the amount of
products purchased in each sector
by households with and without
young children. The percentage of
households with small children is just
10% to 15% higher.
Consumers acquire a large number
of other varieties once they've
entered a section. Cross purchasing is
certainly higher in households with
small children, but only by about 10-
15%.
The percentages of the general
population purchasing a certain
product inside a segment, as well as
the percent of those already in the
segment purchasing a specific
product, are shown below.
11
kideal

SEGMENTATION
TARGETING
POSITIONING

Key Takeaway

Purchasing baby things based on

POSITIONING income is a microcosm of the major

trends we're seeing in retail, politics,
and the economy in the United States
and other Western countries. The
population's split based on income
growth, which results in inconsistent
growth across most income levels,
causes significant disturbance and
Going Beyond The Traditional Consumer
unrest. This perplexing significant
income skew requires more
Households with Kids Don’t have a Lock on
investigation. While having more
the Baby Market
disposable cash makes sense, diapers
and food aren't typically considered
Only 59% of those polled say they buy
discretionary purchases.
things for their own kids. This leaves a
sizable segment of the market who are
We estimate that 10% to 15% of
purchasing items for grandchildren,
revenues were lost in 2016, totaling $3
relatives, friends' children, or other children.
billion to $4.5 billion.
Parents of small children account for 42
percent of customers but 80 percent of
Now we can say that our services at
sales volume, according to our estimates.
kideal can offer an alternative to
[Dr. Kurt Jetta in 1998,]
traditional shopping for baby products
and gear, and this service is going to
target consumers based on their age
and income in broad channels,the
ideal consumer are younger age
middle class families.

kideal can generate revenue resulting

from products circulation by offering
the consumers affordable rates and
sustainable solution.

12
kideal

MARKETING MIX

What do we want to achieve?

Knowing who our target customers will be and where we want to position ourselves,
we have to decide on the perfect marketing mix to get the maximum out of kideal. To
find out the perfect strategy, it is important to look closely at and analyze each "P" of
the marketing mix (McCarthy, 1960):

Product
Price
Place
Promotion
People
Process
Physical

In the following we will take a closer look at each of them and analyze to find the best
marketing mix!
13
 kideal
MARKETING MIX
PRODUCT
kideal is a Peer-to-Peer (P2P)
based platform for sustainable
selling and purchasing of second
hand kids goods.
The current product categories
that are offered include
clothes & shoes
sports gear
toys
games
books and
instruments.
The platform will be offered as a
webpage as well as an app for
mobile use. Users can be sellers
and buyers at the same time.
Sellers of kid's goods can easily
upload the products they want to
sell on the platform. Therefore,
they need to take pictures, add a
quick description and set the
price.
Buyers who are looking for a sustainable
way to purchase kids goods can easily
browse the different categories on the
kideal platform, chat with the seller and
make a purchase decision.
Shipping costs are defined by the seller
and born by the buyer. If there is local
proximity between the buyer and seller, the
product does not have to be shipped. It can
also be handed over in person, making
kideal even more sustainable solution for
the purchase of kid's products.
To convey trust, kideal will rely on a review
system for all users. After a purchase,
sellers and buyers will evaluate the
transaction and rate the other user.
In addition to the purpose of sustainably
selling and purchasing used kid's products,
kideal also offers a forum that fosters the
exchange of like-minded people and
parents. This leads to exchange, trust and
an encouraging community.
14
kideal

MARKETING MIX
PRICE

kideal will be free to use for Those can be categorized in the

sellers and buyers. We want following points:
everyone to use the app easily
and without extra effort. Advertising
kideal will offer relevant
Still, we want to make revenue! companies that share our
Our revenue will be generated philosophy the option to place
through advertising as well as banner ads and sponsored posts
seller and buyer fees for extra on our platform in order to
services. generate revenue

Seller fees
Sellers will have the option to pay
in order to increase the visibility
of their posts and thereby
increase their sales volume.

Buyer fees
Buyers can pay a fee in order to
insure their transaction via our
platform for extra safety.

15
kideal
MARKETING MIX
PLACE
kideal will be available at the most common
places for online platforms: we will have our
own webpage kideal.com as well as a
mobile app that can be downloaded
through the Google Play Store and Apple
App Store. The mobile options are of high
importance, since many purchases
nowadays are made mobile (eMarketer,
2018).
First, we will launch kideal in Portugal to
have a regional focus and be able to
intervene quickly if necessary. After a
successful launch phase in Portugal, we will
continue the rollout of kideal in other
European markets, before going global.
We expect users to use kideal
in different situations.
For sellers, we assume they
would use it at home since
moste of the products that will
be made for purchase are
located at home (e.g., in the
nursery, basement or attic).
For buyers, we expect more
diverse usage locations. In
addition to the usage at home,
buyers will use the app more
on the go than sellers. They
can e.g. use it when sitting in a
park or café, waiting in line or
hanging out.
Regardless of the place the
user opens kideal, internet
access will be necessary to
enable all features and allow
for the full user experience.
16
kideal

MARKETING MIX
PROMOTION

How are we promoting kideal? Online marketing. Which social

media platforms are relevant for us?
Well, we have various methods. For
example, we will go to kid‘s specialty
Facebook
stores, schools, etc. – everywehre,
where kids and parents are. Also, we
will make use of social media to target Facebook has been extremly
our users when they use their phones. popular for brand promotion and
has the most users world wide.
Offline marketing. Which locations are
important for kideal to do promotion?
Instagram
mom meeting points
baby courses Instagram is a popular platform for
kids specialty stores brand promotion that allows us to
schools cooperate with "momfluencers"
sports clubs perfect for our target group.
music schools

TikTok

TikTok is the social media platform

for younger people. Here we can
reach the future clients of kideal and
promote our platform.

17
kideal
MARKETING MIX
PEOPLE
The external people that make kideal
a great place can be divided into two
main categories:
Sellers
Sellers are the main providers of
content on our platform. They are most
likely parents of kids that have grown-
out their stuff and now want to give
them away.
Buyers
The Buyers at kideal are most likely
parents that value sustainability and
want to purchase products that are still
in good condition for their own kids. In
addition, mindful people who not
necessarily have own kids but want to
buy presents for kids they know, kideal
also poses a great option.
The sellers and buyers are the people
that engage in the forum, share their
experiences and thereby create a
community.
On the internal side of kideal,
there is one specific group of
employees that is valuable for
the platform:
Software Developers and
User Experience Designers
Since kideal is an online
business and does not have
many physical touchpoints
with its users, an intuitive and
functioning design of the
platform is crucial to provide a
great user experience. Our
Website and our mobile Apps
will be the most important
place of interaction for users
with the brand and therefore
have to be on point.
18
kideal

MARKETING MIX
PROCESS

The most important processes at In addition to this, Google Analytics will

kideal will revolve around help us track the traffic and actions of
continuously enhancing the user users on our website.
experience, to attract and retain
users as well as building a strong To complement the information
community. Therefore, we will generated through Google, we will also
focus on UX Design and conduct market research to give our
Continuous Tracking of User users a voice. The quantitative market
Activities. research will be conducted through
well-placed customer satisfaction
As already mentioned under the surveys. The qualitative market
previous P, ("People"), User research will be conducted through
Experience Designers will ensure a activities such as focus group
good feeling when using our discussions as well as design thinking
platform. The Designers will get methods, such as "thinking aloud".
their insights from co-creation
workshops with users as we are Finally, our users will always have the
eager to hear their feedback and option to reach out to us and convey
develop and improve our product their ideas, concerns and suggestions
together. Involving users in the for kideal. This is how we want to
product development process has ensure a good, long-lasting
shown to lead to better products relationships that creates loyal users
as well as higher trust of the users who always come back to our kideal
since they feel valued (Shulga et platform.
al., 2021).

19
kideal
MARKETING MIX
PHYSICAL
The physical evidence of kideal is mostly
focused on the digital platform itself because
it is an online business. Hence, the website
and the mobile apps are the starting point for
all physical evidence.
In our appearance, cohesive branding takes
up a major role. We want to make sure that
everyone recognizes kideal based on the
colorful logo on all our platforms and
marketing activities. Additionally, we offer an
appealing and intuitive user interface that
motivates consumers to engage on the
platform.
In case the users have any questions, they can
reach out to our staff via website, email,
phone or social media. The staff will be
trained to answer the users questions in a way
that also transports our brand values. We
want to finish every communication with users
with a smile.
Interestingly, a large part of
the actual physical evidence
are the goods sold and
purchased through kideal.
Therefore, it is crucial that
users upload good quality
items and provide a honest
description. The previously
mentioned review and rating
system helps users to make
the right selling and
purchasing decision.
For the delivery of the
product, we will rely on the
trustworthy national post
agency to provide buyers a
good delivery experience
when they receive their
package.
Our print marketing items
such as flyers also pose a
source of physical evidence.
20
kideal

Strengths SWOT ANALYSIS

Large product portfolio
Low impact on the environment
Low prices
User-friendly mobile application
Circular economy
Large accessibility to new brands
Creation of a strong community
Weaknesses
Strong marketing
Easy and quick product upload for Low quality control
sellers Technical problems due to the
No commission on sales automation of the platform
Difficult to manage customer
service due to the numerous
complaints and the growing
number of customers

Opportunities

Growth opportunity : Possibility of

offering other services in the long
term (e.g. baby-sitting) if the
platform develops well
Global growth of the resale
market
Future market extansion to the
European countries
Use of new technologies to offer
an ever more accessible and user-
friendly platform

Threats

Increasing competition with

platforms and applications already
well established (Vinted,
Pshmark...)
New entrants to the market

21
kideal

Boost Quality CRITICAL SUCCESS

of Items FACTORS

Definition

A critical success factor, also known as CSF, is an indispensable element

within an organization for its success. Each company must find its CSFs and
master them in order to ensure its competitiveness. Each CSF must benefit
the company and be directly linked to its strategy.

The quality of the goods exchanged on

the platform is paramount. Each seller
has to offer quality products for sale, and
must also underline if the product is in
excellent, good or satisfactory condition.
In these cases, the price will be adjusted,
and the offer will be fair for both the
buyer and the seller. Our platform is
based on a relationship of trust between
individuals, which means that the seller
only offers the item for sale if it is still
reusable. Even if our products are only
second hand, they must be in good
condition, and clean in order to respect
our hygiene standards.
Increasing and controlling the quality of
the products on sale on the platform is
our first critical success factor because it
meets our strategy of putting on sale
durable and qualitative products.

This CSF is an industrial factor, which

means that it results from the specific
characteristics of the industry:
controlling and having a certain quality
of the products put on sale allows to
stay at the top of the market.

22
kideal

High Customer
Satisfaction Rate - CRITICAL SUCCESS
Increase in Customer FACTORS
Feedbacks

Type of critical success factor

Our next two critical success factors are focused on customer relations: they
represent for our company and the fast fashion industry the very basis of this
market. Those customers sell and buy, and the products for sale on the platform
never leave their hands. These two CSFs are achieving high customer satisfaction
and increasing customer feedback. Those are strategic factors that result from the
specific competitive strategy that we follow: putting the customer at the center of
the system.

We want to satisfy our customers, but

for that we need to know them.
Satisfaction questionnaires will be
submitted to them, whether they are
sellers or buyers, in order to receive
their feedback as regularly and
accurately as possible.
Trust is one of Kideal's most important
values, and we want to build it into all
our dealings. Moreover, if our
customers are satisfied, it will attract
potential future customers and
prospects, and reflect a good brand
image.

Finally, these two CSFs allow us to set

concrete and quantified objectives in
order to see our evolution in the short
and medium term. This will also allow
us to determine our areas of
improvement and growth levers.

23
kideal

Effective
Marketing CRITICAL SUCCESS
FACTORS
Strategies

Type of critical success factor

Finally, our last critical success factor is to innovate in marketing: implementing

effective marketing strategies to attract new customers and enhance our
service. This CSF is a strategic factor, as it revolves around our strategy of
positioning ourselves around a second-hand market and offering sustainable
products.

Our platform will only sell

products for children, but will
target their parents. The platform
will be colorful and cheerful, with a
friendly and easy-to-access logo,
to facilitate the use to all.

The marketing will be based on

the sustainability of the products in
order to raise awareness among
young parents and to make them
adhere to a fairer and more eco-
friendly consumption mode.

24
kideal

CONCLUSION

The purpose of this essay was to build the Marketing will be online on
marketing plan for a new product, a P2P- social media platforms as well
platform for sustainable selling and offline through direct marketing
purchasing of second hand kid's product: to adress our main targets:
sustainable parents and their
familys. Also we are going to
improve the platform with
continuous improvement pro-
posals.
All in all with analyzing the value proposition,
the market position and the targets kideal has In summary, our product is a
the potential to get an uprising platform for all future oriented, sustainable,
of us. socialising platform for the
future of our childen and world.
With our represented values Trust, Socialising,
Engagement and Creativity the promise of
kideal is on the one hand to make it as easy as
possible for the users to sell their children's
stuff quickly and without much effort and on
the other hand to offer the buyers cheap
second hand stuff that is still good to use. :
MARKETING MIX
To define the positioning of the product, we
made a detailed description of the marketing
mix. kideal is going to be a free platform first
in Portugal (and rolling out after) avaiable in
the browser and as an app, gaining revenue
trough advertising and buyer & seller fees.

Seite 02
kideal

REFERENCES

eMarketer. (2018). Revenue through m-commerce worldwide in 2016 and 2017 and a
forecast up to 2021. eMarketer. [Data set]. Cited after de.statista.com. [online]
Available at: https://de.statista.com/statistik/daten/studie/881035/umfrage/m-
commerce-umsatz-weltweit/

INDUSTRY REPORT TABS Analytics (2017). Baby Products Study Executive Summary.
(n.d.). [online] Available at:
https://cdn2.hubspot.net/hubfs/544043/2017_Webinars/2017%20Baby%20Care%20Stu
dy/White%20Paper/TABS%20Baby%20Study%202017%20FINAL.pdf.

McCarthy, E.J. (1960). Basic Marketing: A Managerial Approach. R.D. Irwin.

Shulga, L. V., Busser, J. A., Bai, B., & (Lina) Kim,‌ H. (2021). The Reciprocal Role of Trust in
Customer Value Co-Creation, Journal of Hospitality & Tourism Research, 45(4), pp.672–
696. [online] Available at: https://doi.org/10.1177/1096348020967068

26
kideal

OUR TEAM
The kideal-Team is
continuously working
on making the world
a better place for
our kids. our future.
our planet.

THANK YOU!

Marketing Management
Group 13

Kais Aljarf – 56172

Zoé Courgeon – 57226
Maja Mršo – 57015
Hyun-il Park – 57039
Julie Quessart – 57209

PROF. JOSÉ MANUEL VERÍSSIMO

27