The Challenge

ZÜCA designs innovative and fashionable carry-all products for active children and adults. ZÜCA’s wheeled cases, eliminate the need to carry heavy backpacks, totes, shoulder bags and briefcases. Their flagship product includes an integrated platform that allows the owner to use it as a seat or to transport heavy or awkward gear.

Founded by concerned parents, their initial mission was to create an alternative to the backpacks their kids used for school. Their kids refused to use traditional wheeled backpacks because they were not cool and were clumsy. ZÜCA quickly realized the products must appeal to more than young children and asked Tager Group to help develop a marketing strategy and program to build the company’s brand and expand its awareness in the marketplace.

The Solution

First Tager Group reviewed available secondary research and then conducted primary research to determine consumer interests and market opportunities. It quickly became clear that the biggest opportunities for expansion were college and young adults and mobile business professionals such as public transit commuters, sales people, and technicians.

Next, Tager Group recognized there were few fashionable offerings among the multitude of wheeled backpacks and computer cases. Virtually every product available to consumers was basic black, red or blue. Tager Group worked with the ZÜCA design staff to develop styles with new colors and prints that reflect today’s contemporary apparel designs.

After developing a new market direction and updating the product designs to appeal to the new target audiences, Tager Group began designing and implementing new visual communications tools including a new corporate website, retail POS tools and sales collateral.

Tager Group has also partnered with the company’s public relations firm and others to develop new messaging, targeted media and unique placements. Tager Group is helping ZÜCA generate significant company and product awareness in the marketplace with limited budget and internal resources.

Results

In less than 90 days, ZÜCA is completely re-branded and is now generating new opportunities. New customers including major universities, large corporations and retailers are taking notice and partnering with ZÜCA to get the load off their backs.