5 janvier 2018

Export Mission : « Baby on Board! » Badges

During my 3rd year at Ipag Business School, it is asked of me that I do an Export Mission. What's an export mission? I have to choose a product or service that doesn’t exist in France and export it. In order to achieve that goal I have to realize a study on the product I choose. Then I have to conduct interviews to analyze how the product or service chosen work and is seen by the public. And finally I have to realize a Business Plan.

The product I choose to import is the TFL product, "Baby on Board" Badge. It's something I had never seen before (of perhaps only on cars). On day, one of my colleagues came to work and announced that she was pregnant. The next minute she was wearing her badge. At first I thought it was a little that she was the only one to wear. Then I started taking the public transport and that when I noticed it. I saw so many women’s wearing I stop counting.

The principle of the badge is simple. Its a plain white badge of 38MM, with inly written on it "Baby on Board!" with the logo on London's underground. This badge as for goal to sensibilize the public, made them aware that the women wearing badge needs a seat. It not easy to tell when a woman is pregnant, especially if she is wearing a coat and even more if she is in her first trimester. This badge can deliver the message without having to shoot it out loud every time you commute somewhere. 

When I first started my researchs on this badge, I found lots and lots of informations. I also found few articles against the badge. One of them was saying that the badge was in a way insulting. Like pregnant women need a badge and can't speak for themselves. Also that the badge, only for expecting womens, would give them priority over someone with invisible disability just because they are wearing it. Even though this article made me re-think the product, I found another article saying that if we would create a badge "I need this seat", anyone could use it and the concetp and utility of the badge would disaper and become useless. That when I decided to import this badge.

To import this product to France, I had to modify it a little. First I had to translate the encryption, because in France we speak French. Then I had to change the logo, because London's underground does not exist over there. The final version of the badge would look like this: Capture d’écran 2018-01-04 à 14.35.32

After hours of research and interviews, I knew everything I needed to know on that product and was ready to import it. My team and I (2 interns from Ipag BS), after finding our sponsor "Etsy", we putted in place a marketing strategy. One paper based (flyers at subway station and at gynecologist’s offices) and a internet based one (Facebook, instagram, twitter, YouTube campaign).

After talking with SNCF and RATP they both agreed on letting us put flyers in the stations, but they also agreed on taking  care of the distribution of those badge in the station. We now have two distribution ways for the badge just like in London. The women wanting a badge can now either come to the station or going online and order it. They are free to choose what suits them best.


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