For an introduction to marketing class, we were responsible for developing a new conceptual product and applying the concepts of product, pricing, placement, and promotion. I was in charge of the branding and promotions of the product.

The product was essentially a backpack with an integrated wireless charger and cooler geared towards individuals in the 18-30 range that are always on the go, whether it be for school, sports, or leisurely traveling. Due to the product’s unique nature, a new brand identity was created to fully capture the product’s image and personality. Robo, short for “robot,” signifies the technologically advanced feature the backpack provides through its wireless charging system. The short and easily pronounceable name also allows for the brand name to be easily remembered and recognized. The typeface used is also geometric in nature, which further promotes the robot-like feel for the brand’s personality.

The Logo
The logo, incorporated into the brand’s name in place of an “O”, is essentially a robot that reveals a personality to the product and brand. Since many technologically advanced products always seem intimidating, providing a “face” to the brand helps make it more casual and personable. Upon second glance the robot-logo resembles an electric plug and receptacle, playing on the idea that the product is wireless and does not require the use of plugs. This is similar to how Chik-Fil-A uses a cow as its mascot, though it sells chicken.

Slogan
The slogan, “stay charged,” considers both features of the product – its wireless charger capability in addition to its built-in cooler. While chargers are used to charge electronic devices, abstractly speaking, food is also used to charge and fuel your body. Overall, the name, logo, and slogan, all work in harmony to establish the brand’s image as technologically advanced yet unintimidating in hopes of attracting the targeted market’s interest in the new, unique product.

Packaging

As backpacks are not typically boxed, the packaging for this product merely consists of a “tag” that would be attached using a nonfunctioning wire to the front handle of the backpack. On the front of the tag, the logo is shown to identify the brand in addition to a UPC (universal product code). It also reveals that the product is made in the USA. On the back of the tag, information about the product is stated to provide potential customers a feel for the product’s features. The back of the tag also indicates the item’s size, weight, and materials used. Subsequent to that, a short explanation on how the wireless charger functions and operates is stated along with a URL to Powermat’s website if further information is desired. Another URL is provided that leads to Robo’s website, which would provide further information on the product and contact information.

Advertising
The above advertising images would be used on Robo’s website and Facebook profile to advertise the product and properly communicate its image.

Since the targeted audience is primarily college students who have a tight budget and the backpack is pretty expensive, we found that it was essential to have the ad instill a want or need for the product that students would want to invest in through promoting information concerning its features. Having an informational ad is also important since it is a new product that people would not know about. Therefore, the first ad is informational, showcasing a comparative advantage of having the backpack versus not having it.

Overall, the ad background instills a pixilated dark, neutral color scheme, relatable to any gender. Psychologically stimulating energy and impulse, red is also used as an accent color that highlights the brand name and tag line. The top of the ad features a photo of tangling charging wires, in addition to an image of a lunch box, with the words, “Lunchboxes and wires? Are you serious?” Under that, the tagline reads, “Welcome to the 21^st century.” A photo of the product with its features pointed out follow. At the bottom, the product’s features are briefly introduced, along the Robo logo and slogan. This ad makes the use of lunchboxes and charging wires seem irrelevant, outdated, and troublesome when compared to the all-inclusive Robo backpack, hopefully sparking a feeling of need or desire for the product.

The second ad is similar to the first, in that it aims to promote the product through informing potential consumers. The major difference is that the color scheme is more vibrant. Silhouettes of dancing figures around and on the backpack provide a youthful image to the brand, which is beneficial since the brand targets college students. The top of the ad reads: “Leave the junk at home,” along with a short list of items. Directly under it is an image of the product along with a run-down of its features. At the bottom of the ad, the tag line reads “& Take the party with you,” which continues the sentence from the first line of the ad, while also promoting the portability and all-inclusive features of the Robo backpack in a casual, youthful fashion that is relatable to the culture of college students.