Brand Report Card

Marine Legouet
Do Tran Hoang Anh
Nanto Terai
Liwen Qi

01/11/2017
Introduction
An athletic shop for women and
located in Oak Park -Chicago
Founders:sisters Anne & Kate
Numerous events lead to a strong
local community
Lifestyle store: accessories,
apparel, jewelry, dog sports
accessories
One of Chicagos 10 best running
shops by Time Out Chicago.
1.Brand delivers desired benefits ? GOO
D
Functional Values:
Lively makes women energetic and athletic

Points of Parity (POP):

Quality, Price and Place, Service, Online store( but still needs effort)

Recommendations:
Fulfillment of Online store
1.Brand delivers desired benefits ?

Points of Difference (POD):

Relationship with consumer, Brand community, Womens lifestyle

A very local brand where the locally owned is almost

trademarkerd and customer can meet their neighbors through the
running or meetings organized by them.

A diverse brand : Customer can get not only running shoes but
accessories or nutritions.
2.Brand is relevant? GOO
D
Brand category defined and viable but maybe too much
diversification. Brand image can be diluted.

Lack of visibility : the brand might be overshadowed by more

functional sport brands which are more top-of-mind

Recommendation :
Make the most out of the niche status : concentrate on distribution
channel = small retailer aspect which offer a selection of exclusive high-
range brands
3. Brand priced for its value? AVE
RA GE

Lively products are reported to be pricy for some consumers

The pricing strategy might be correct but the value has to be better
justified in consumlers minds

Medium high price as it is a selective distribution price and to testify

the quality of the products

Recommendation:
To fully justify to consumers to be willing to pay an extra price for
exclusivity and high quality product.
4. Is the brand properly positioned? AVE
RA GE
Relationships among types of consumer personae

Venn Diagram The Sport beginner

The marathon runner

Needs to buy running
shoes
The Gym class

The Active urban woman on the run

The traveller
Interested in
The comfort seeker
learning
can afford running
information about
shoes and use it
the running activity
regularly
and the specificity
of shoes
Is the brand properly positioned?
Consumer Persona

The Marathon Runner

Alexandra, 38, active woman. She juggles work and family. She is a
mother of one. She is very sporty. She has participated to several
marathons : Paris, Strasbourg, New-York. She runs on a regular basis.
She has a good knowledge about running and sport in general. She is
very demanding when it comes to sport gears. She suffers from a feet
injury which requires her to have a very specific sole in her shoes that
only upscale brands could provide.
Is the brand properly positioned?
Consumer Persona

The Beginner
Emma, 22, student, a sport beginner. She wants to get into shape, be
healthier. She plans to do some running and to go to the gym. She an
experiencer. She might need two different pair of sneakers: for
outdoor running and for indoor fitness class. As a student, she has a
tight budget so she will choose the best value for her pair of shoes.
Nonetheless, she is very sensitive to the stylish aspect of her sport gear
as she is interested in fashion.
Is the brand properly positioned?
Consumer Persona

The Gym Class

The Fitness Club is a gym club located in the city center, offering
women of every age some fitness classes ranging from cardio to
stretching. The club requires every member to have a decent sport
outfit and bring some fitness shoes that are only dedicated to the
indoor activities.The Fitness Club has a solid community of urban active
women who share the same interest for well-being and health.
 Is the brand properly positioned?
Perceptual map
Selective

Fashionable Professional

*Strasbourg competitive market Mass

Is the brand properly positioned?
Positioning Statement
Lively Athletics is for the healthy active women who wants or needs a
good pair of running shoes.
Thoses running shoes are the most important element of any sport
outfit, they provide an excellent support to the runner in its every
moves.
Unlike Endurance running shoes, the Lively Athletics running shoes are
not only efficient but stylish, feminine, exclusive and come with a
tailored customer service.
5.Brand delivers consistent message GOO
D
Current Social Media:
Facebook, Instagram, Twitter, Pinterest, Online review
websites like Yelp,Blogs

Recommendations:
Update more frequent
Put ads properly
Hire professional talents for management
More clear category
Remember in France
6.Brand portfolio make sense AVE
RAG
E
Co-Branding

Recommendations:
Produce own-brand products
Eliminate kids shoes
Create more experiential consumption products
7.Brand elements are aligned AVE
RA GE
Strong point:
Design

Weakness:
A lot of logo
Having different brand name

Recommendation:
Using 1 brand name and 1 logo
Design packaging box
for delivery
 Because being an
energetic woman is a
life style
8.Brand is meaningful to customers GOO
D
Brand archetype:

Nurturer

Recommendation:
-Keep it when they enter to Strasbourg market
-Having holistic approach
-Providing a gym/fitness class
9.Brand is supported POO
R

Beginner => Have to build new community

Following the old strategy for Strasbourg

Current: Clique
Future: Cult
10.Brand is monitored GOO
D
Three Threats to Brand Relevance
1. There is no change in the sports clothes category
2. A reason not to visit stores is emerging
3. Lively is not losing energy and visibility

Recommendation:
letting people know more about the brand community and
its activities.
Conclusion
1 Create own-brand Products and make it visible

2 Quit Kids shoes segment line

3 Build local community,locally owned

Thank you for your attention!