Marketing Management - II

MARKETING PLAN
NUNA
Rajagiri Business School
Business Management

05/02/2020

PREPARED BY

IS19209
YOUNGSHIN HA
CONTENTS

1. Executive Summary
2. Company and Product Description
3. Strategic Focus and Plan
4. Situation Analysis
EXECUTIVE SUMMARY

Taking care of infants throughout the ages has been a concern for parents from one to another.
These parent’s anxieties continue today.
These parents’ days should always be with their children. Unlike a relatively safe place like home,
parents’ nerves become more sensitive when they go outside. Such outdoor activities are not easy for
any parent.
Stroller that help parents’ convenience in outdoor activities have become a necessity. With the use of
such a useful stroller, what you have to endure is the difficulty of removing your “two hands” from
the stroller. What should we do if there is a sudden accident with our hands off?
To prevent such unforeseen accidents in advance, the development of self-driving strollers, from
NUNA was made for the safety of children and the better convenience of parents. We also aim to
increase accessibility and penetration. This relieves the worries of parents who love their children.
Besides self-driving, the stroller, which has many automatic control features, is capable of all remote
adjustment with only one smartphone.
COMPANY DISCRIPTION
NUNA international BV

NUNA, A Global Brand Expanding Around the World

NUNA, a premium baby product brand launched in Amsterdam, Netherlands in 2007, is growing into
a global brand sold in more than 60 countries around the world. Currently, we continue to expand our
stories in Europe including France, Germany, Italy, Spain, Britain, Switzerland and Russia, and in
Asia including Korea, China, and Indonesia, with the focus on the United States, Canada, Mexico, and
the Netherlands.
NUNA follows national safety and chemical standards and strives to keep your child from being
exposed to harmful chemicals.
Passing the International Green Fiber Certification ‘OEKO-TEX’ standard, and the International
Organic Textile Certification ‘GOTS’ that examines textile manufacturing from the process of textile
manufacturing to the release of products, proving that child health is a top priority.

NUNA, Meets Around the World, U.S

NUNA, where you can meet at famous department stores and specialty stores around the world. In
particular, it is recognized for its value by demanding overseas consumers, as it has entered U.S.
department stores Nordstrom, Dillard’s and Neiman Marcus with history and traditions. You can also
meet William Sonoma, the largest interior company in the U.S., at the Pottery Barn, a home-
furnishing brand. Pottery barn is a popular premium distribution channel that was launched in 1949
from furniture and interior goods and Kids-Baby lines.
PRODUCT DISCRIPTION

Auto Baby Stroller

NUNA’s Auto Baby Stroller is self-driving strollers by electric charging. The stroller follows its
mother at a certain distance, without the need for a person to push or pull it separately.
Using infrared distance detection, maintain a constant distance value between the user and the stroller.
In addition, the image processing algorithm was implemented to determine if the user’s angle changes
and to enable direction, distance, and speed control. This function gives your mom freedom as a gift.
Jogging along with stroller will also be possible, and both hands will be free when going out or going
out, enabling free activities.

Function
Once charged, it is possible to drive for seven hours. The main function is to move in step with the
parent’s movement. In additional, it includes various automatic control devices. The temperature
inside the stroller can be adjusted and the wheels are automatically braked when stopped at an incline.
The height and angle of the seat can also be adjusted. It is possible to transform the stroller into a
cradle. If stroller is away from mother, the alarm goes off as soon as the stroller moves.
And all of this can be remotely controlled by your smartphone.

Utilization Plan
- The self-driving system of strollers can minimize and mitigate the impact on children by
providing stable driving.
- The ability of self-driving strollers to determine and cope with obstacles can prevent accidents
that can occur in situations where users lose their attention.
- Furthermore, it can be used in various fields, such as shopping carts and porter robots, rather than
strollers, and it has a competitive edge in the self-driving market.
Strategic Focus and Plan

Simple. Practical. Stylish

Three words NUNA live by. If something is easy to use, you use it. If it looks good too, you’ll love it.
NUNA baby gear is manufactured mindfully. And rock-solid engineering make our products stand up
to some of the toughest testing in the industry. And beyond. With many of our products designed to
grow with your child, this isn’t just baby gear. This is premium baby gear you and yours can trust for
years to come.

Thoughtful
Thoughtful design is important to us. From the lightweight carry cot that clicks quickly into place. To
the luxuriously soft Dream drape that pulls down oh-so-silently so as not to disturb baby’s slumber.
Or car seats that keep pace with the speed at which your child grows.

Family & New life

Each and every one of our products is designed to make the practical side of family life that much
easier. After all, why miss a lunch date, or a play date, just because you’re wresting with complicated
or heavy equipment?

So, All of NUNA’s products, starting with “Family,” are manufactured with child safety as the most
important thing in development. Based on this, the company will enhance its value as a premium
brand with practically and a fresh and refined design that will make family life more convenient.
Through various promotional channels, including digital communications of advertisements and
product packages, we will try to help our customers experience brand philosophy, sincere messages
and warm sensibilities.
Situation Analysis

STRENGTH WEAKNESS

 Self-designed workface  Smartphone Interworking Required

 Application of dormant interactive - In-house application development
technology department not held
 Having a network of suppliers  High price makes it difficult to supply the
 High brand awareness market

OPPORTUNITY THREAT

 Increased family life time  A fall in the birthrate

 A rise in parental spending  Concern about copying third-party products
 Can lead if successful in
commercialization successful
 The growing market for baby goods