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PNKids Product Launch
- 2. 1 2 3 TIERED & FOCUS implementation INTEGRATED & THEMATIC communications for vitamins and new medical products SUSTAINABLE & NEW approach in Sales & Marketing (e.g. events) CHALLENGES & SOLUTIONS EXTEND vitamins brand (PNKids) to licensed character medical products SIMULTANEOUS launch with other vitamin products BREAK AWAY from long record of “bad launch experience”
- 3. 360° THEMATIC & Integrated Marketing Product Packaging Advertising Retail Space Events f Visibility of licensed merchandise in ALL consumer touch points
- 4. SOFT-LAUNCH LAUNCH POST LAUNCH • Product Premium • Cohesive design in all marcom • PNKids gondola & other premium shelf display • Exclusive kids corner • Cross-selling promotions TIMELINE Integrate Garfield with PNKids Exclusivity, Thematic Dress-up & select ATL Cost-effective & other non-traditional campaigns BRAND AMBASSADOR INTEGRATED RETAIL ACTIVITIES EVENTS & OTHER FREE MILEAGES • Event sponsorships • FREE press release, blogs, direct emails & other social media campaigns Budget is focused on retail activities New products capitalized on cost-effective campaigns
- 5. • PRODUCT PACKAGING •
- 6. Insertion of Interactive Contest (thru flyers/coloring sheets) Packaging Sticker FREEBIES Inside Every Box (educational & interchangeable designs) BOOSTS DATABASE “FUN VALUE-ADD” Benchmark on licensed merchandise's global recognition to boost PNKids’ brand equity as “vitamins loved by parents & kids”
- 7. LIMITED EDITION EXCLUSIVE PROMOTIONAL BUNDLE TO PARTNER RETAILERS Bundle with Coloring Book Bundle withWristWatch • Value-add to customers (B2B & B2C) • Exclusive trade marketing deals
- 9. INTEGRATED “Garfield” as brand ambassador for PNKids – using design elements of licensed merchandise on center stage, effectively integrating the two (2) brands. Magazine Ad (Young Parents, Parenthood, Motherhood)
- 10. PRINT ADS & STORE PROMOTIONAL CATALOGUES WEBSITE & OTHER DIGITAL MARKETING CHANNELS (FACEBOOK, EDMs & TWITTER) “COHESIVE” Constant use of easily recognizable design elements in order to build recognition of co-branding efforts
- 11. • RETAIL DISPLAY •
- 12. Coloring contest Movie on the shelf with product advertisements Interchangeable shelf & gondola designs INTERACTIVE, EDUCATIONAL & FUN SHELF DISPLAY ! ! ! WINNING FORMULA ! ! ! 100 STORES • Relevant value-add to retail partners • Various designs for EXCLUSIVITY
- 13. United Square Ngee Ann City EXCLUSIVE • Premium & larger shelf space • Maximum brand visibility in-store • Fun, interactive & eye-candy for foot trafficWATSON KIDS CORNER
- 14. • EVENTS •
- 15. DIRECT MARKETING Cube booths (Expo)Open concept (Watsons) Formulated a prefabricated template for ease and number of implementation ! ! ! WINNING FORMULA ! ! !PULL. Licensed merchandise as an eye-candy and brand ambassador of PNKids PUSH. Product sampling pushed parents purchasing behavior – “vitamins that kids like“. Price and promotions only comes second
- 16. ROVING PROMOTERS & MASCOT Promotional invite around the venue to increase foot traffic on PNKids booth STAGE PROGRAMS Fun games, brand spiels & booth invites FREE SAMPLES ON BOOTH and other EXCLUSIVE promotions EXPOSURE IN ALL TOUCH POINTS
- 17. “EX-DEALS”Optimized media mileage with event partners thru FREE usage of licensed merchandise – NO EXTRA COST, MORE EXPOSURE Inclusion in print & TV ads Digital Marketing (FB, EDMs, website & other sponsor’s efforts) Event merchandising (map, discount flyers, stage design, etc) Booth invites thru event map & event spiels 30-minute daily stage program for PNKids brandingProduct press release in all SMARTKids digital marketing GARFIELD FREE MILEAGE SMARTKIDS (150,000 visitors) PNKIDS FREE MILEAGE