This document outlines Butterfly's strategy to grow the table tennis market through segmentation of its brand into three sub-brands - Butterfly White, Grey, and Black - targeting players of different skill levels. Butterfly White aims to generate interest in new players, Grey helps developing players improve with personal coaching, and Black caters to highly skilled players. This hierarchy is meant to guide players through levels and increase spending on Butterfly products. The strategy is communicated through a magazine and online training platform to engage each sub-brand's consumers.

1. yCn
Another
AnoMAly This model illustrates the united relationship that exists between the three Butterfly sub-brands.
ConCept Butterfly
GrADient SuB-BrAnDS
Our aim for the Butterfly brand is to grow the table tennis market and
increase sales of Butterfly products.
The first step is to create an interest in potential consumers through
introducing to the joys of ping pong. Once interest has been established,
the brand can begin to engage potential consumers. Butterfly takes the
individual by the hand, and offers more than just products, it provides the
personal support that is needed to succeed.
In order to grow the market, we feel that it is important to welcome every
type of ping pong player to the Butterfly brand, even those who have never
played before. By splitting the Butterfly brand into three sub-sections, we Butterfly trAnSition
Butterfly
are able to target each group based on their levels of skill and experience. White pASSion
Grey
We feel that it is easier to relate with a brand if we feel it is in touch with our
needs as individuals. ConneCtion trAnSition
Butterfly White serves to initiate an interest in potential consumers who may
go onto become part of the market. If and when they do go into the market,
it will have been the Butterfly brand that led them there, and it is Butterfly
that will be in the forefront of their mind when choosing equipment.
Butterfly
Butterfly Grey is the category that White players graduate into, it is at this point BlACK
that they go from being potential consumers to real consumers of Butterfly
products. Grey players go on to interact with the brand further, in which
they are given personal coaching through a range of media so that they can
develop their own potential as players and develop into the Black category.
Butterfly Black, like Grey, is a consuming category. This is the player who is
highly skilled, they consume top line products and serve as figureheads of
the brand under which both other categories aspire.
pinG ponG unitinG All types of player are united by a shared passion.
pASSion people
This three-way system aims to create a larger market in which Butterfly can
increase its brand share. Each of the subsections are influenced by the other,
they all serve within a hierarchy to generate consumer interest and spending
Butterfly enGAGinG play, discover, inspire.
White people
at each level. White, Grey and Black.
Butterfly your perSonAl nurture, improve, friend.
Grey CoACh
Butterfly profeSSionAl aspire, compete, devote.
BlACK perforMAnCe

2. 01. hit Me MAGAzine
The Hit Me magazine is a monthly publication that serves to educate and
entertain potential and existing consumers of the Butterfly brand. The
structure of the magazine reflects the new structure and tone of the brand,
and is split into three main parts, each of these parts provides each respective
group with relevant and useful information while communicating the brand
values of Butterfly. In size and look the magazine corresponds with a real
ping pong table on a scale of 1:5. Opening the Hit Me magazine is symbolic
for entering the world of Butterfly ping pong.
There are many interactive features within the magazine that engage
with the different categories. A YouTube video which encourages ping pong
White players to enjoy playing. It is linked to a set of playing cards, which
corresponds with the aim of the video. To promote the video we distributed
ping pong balls, with the YouTube link on each one, to random people in and
around London. This enforces our idea of playing everywhere, all you need
is a ball. For the Grey category there is a life size training poster, this comes
as a free add on and is in a separate packaging to the magazine. For the
Black players there is information about world ranking, technology and other
famous players. Enjoy the magazine.
02. Butterfly online
Our online platform stands to offer true brand engagement with the
consumer. The Grey Academy is an online, interactive training facility that
allows consumers to receive one to one coaching from specialists. Free access
to the website is given to those who consume specific Butterfly products,
thus creating more revenue from physical sales, the consumer then goes on
to interact in a more personal level with the brand.