1. USA
Doing business in a more enlightened way
By: Valentina T. Dumitrache , 2013, summer exam

2. Brand History
• bObles was founded in Copenhagen, Denmark in 2006 by the
sisters, Bolette and Louise.
• bObles'Tumbling Animals are based on simple geometrically
forms - cut in the shape of animals. TheTumbling Animals are
suitable as children's furniture, but are designed for creative
play.
• The child is able to tumble, roll, balance, seesaw, rock, jump
and gain some bodily experience, which can serve as the
foundation for further development.
• TheTumbling Animals are produced in a firm foam with a soft
surface, very easy to clean under the shower.They are tested
especially for children and are free of any toxin or phthalates.

3. Rabostic Model

4. U.S. Market research
• In 2012, 32% of U.S. households - more than
36 million - bought furniture and bedding
products, spending a combined $84.2 billion.
This year, more than 52 million - a massive
46% of all households - have plans to buy
furniture and bedding product.
(www.furnituretoday.com)

5. Target audience
Primary audience (quantitative /qualitative research analysis)
“Females are the principal instigators of gift giving practices and
activities within a family context” (1). “As such, women invest more
time, energy and thought than any other family members in all
aspects of the gift giving process “. (2)
60% percent of the audience targeted are mums and (future)
parents
Secondary audience
Relatives 30%
Tertiary audience: 10% other
Hill & Romm, 1996; Laroche, Saad, Cleveland, & Browne, 2000 (1)
Cheal, 1987; Fischer & Arnold, 1990 (2)

6. Objectives
Entering independently on the US furniture
market :
• Creating awareness- pushing information
-emotional connection
• Making our core value the buyer’s core values
• SMARRTT objectives
• Formation of a clientele and purchase
(through retailers and independently )

7. the hierarchy of effects

8. Strategies
Patti and Frazer creative strategy alternatives:
• Unique selling proposition (USP) selling
• Brand image strategy
• Informational strategy
• Differentiation strategy
• Competitive positioning
Push and pull strategy

9. Brand values
Brand as organization
Emotional branding (cognitive/emotional -
brand must engage emotionally)
Corporate umbrella branding strategy
Unique selling proposition
• Meeting the needs of the consumers in a
unique way-differentiation strategy +
informational strategy

10. Tumbling Animals are multifunctional
Differentiation key attributes:
Striking design objects (color design
and shape).
Help children develop motor
function while playing.
The Tumbling Animals are eco-
friendly and easy maintenance .
Perfect quiet time toy .
Great age group usage from 6
months up , perfect for people with
health issues regarding motor skills
( can support up to 350lbs=160kg).

11. Main competitors
FROM THIS TO THIS

12. Competitive positioning

13. Tactics
Implementing Strategies

15. Right environment customer experience
Entertainment for customers
Stimuli customer experiences (and memories)
Strong relationship to the corporation,
brand or products because the overall
experience the client had
increasing sales through differentiation

16. Have a tumbling time with bObles
• Promotion via social media , internet and content
• Collaboration with WWF (ngo) and one of the
main retailers and top modern kids furniture and
toy seller Mini Jake (Mini Classes and Events)
• Sales

17. Intelligent and Creative Play
with the bObles Tumbling Animals
Online shop – it would be good business
and cheaper to set up for entering the
furniture market.
Maintenance of retailers with the option of
adding the website to the merchandise
Event Major Advertisement Opportunity 
Creating experience and an associative
feeling with the brand and its core values
and merchandise by play.
Pushing info about how our merchandise
can be versatile and how it differs from the
competition’s products : Differentiation
strategy

18. Predictions/Control
• By implementing the above tactics a higher
awareness is guaranteed
• A successful enter on such a big market such
as the US furniture sector
• Budget allocated for the intervention is going
to be minimized by collaborations
• A modern concept with a new trend

19. SWOT Analysis
S
TRENGTHS
W
EAKNESSES
O
PPORTUNITIES
T
HREATS
• Brand name and history
• Specialist evaluation
• An ongoing growing clientele
• Multifuctional
• Differentiation by design
• Novelty and market
leadership
• Prices
• New entrance in a growing
market in the US
• Unknown brand (New brand)
• Health trend in the US
• Diversity of the product usage
• Having a unique product
• Retailer success
• Stabilization of furniture
market sector
• Bigger furniture company’s
• Economy
• Older American Brands
• IKEA
• Destabilization of the market
Negative
Internal
factors
External
factors
Positive

20. Comments on the product
What a great toy! it would be a perfect gift for my goddaughter! She is
always seeking for ways to express herself and spend her energy!
After searching online for the perfect Christmas present for my 18 month
old, I came across the bObles line. I am so excited to get her the elephant
and I am thinking of getting more animals as well so she can set up her
own obstacle course. What a wonderful eco-friendly product!
My 3year old autistic daughter would love this product. She is very
sensory stimulated and is always rolling around on pillows or the foot
stools we have in our home. She unfortunately cannot speak to tell me
what she wants, but I get ideas by the way she smiles and rolls around on
the furniture!
This would be perfect for my son’s eco friendly Elephant themed nursery!
He has elephants on the wall and stuffed elephants to play with-now he
just needs one to play on! What a cool toy!