Children’s Paradise Mahsa  ,  Jiani  ,Edgard
<ul><li>Agenda </li></ul><ul><li>Product  :4P, target, distribution channel </li></ul><ul><li>Media </li></ul><ul><li>Cont...
Product Name Children’s paradise <ul><li>Place </li></ul><ul><li>Company has own shops in 5 big cities in China </li></ul>...
We propose 2 kind of product,  a based of flour: 1)Colored flour: Raw flour is transformed to: colored, shiny and sparklin...
Target Children 2- 12 years Chinese parents
Level of involvement High involvement : Affective  (  feel)   Children’s paradise product should have : creative strategy ...
 
video <ul><li>Story </li></ul><ul><li>A young mother shopping in the plaza with her son(3 years old), the boy feel boring ...
Beginning The young mother take her son in the shopping center and the  boy unhappy. Ending The boy is attracted by the fo...
<ul><li>Where ? </li></ul><ul><li>Around the shopping center. </li></ul><ul><li>Near the kind garden. </li></ul><ul><li>Ne...
Non media:  operation promotional Non media : Creating artificial beaches in the resorts for the children Non media :  pro...
Message appeal <ul><li>Emotional  </li></ul><ul><li>Children need a  place  for  themselves </li></ul><ul><li>Fear </li></...
Pull - push Communication
Effectiveness of  the promotion
Control: Evaluation and results <ul><li>Actually spend $85 in ads for one customer  </li></ul><ul><li>Our ad campaign was ...
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  • Children’s paradise Children’s paradise is a Chinese company, headquarter is in Peking, the company has five shops in 5 big cities in china, the shops are located in the shopping plaza, the shops display the products a base of flour, the target is the children from 2- 12 years old, The shops have the transparent wall; parents can leave their children during their shopping, Children can play , buy in this place; the company created a universe for children Company chosed a price penetration policy and propose the reasonable price in order to attract the young parents   Product Characteristics Name: children’s paradise Place: China : Company has own shops in five big cities Location: shops are located in famous shopping plaza Characteristics of the Distribution: exclusive, selective Category of products: specially goods
  • Children have fun with mixing and matching or cooking with colored flour
  • Children’s paradise products is in Quadrant Two of the FCB Grid with high involvement: are more emotional in the decision making process, the company needs to generate emotional responses and create an image that people are willing to buy .
  • Promotion: creating artificial beaches for some vacation club in China ( for free): children’s paradise displays the colored flour on the beaches and it create the a mini baby club for children: company offer the beaches for the first time to the resort 2) Company propose some promotions to the creches
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    1. 1. Children’s Paradise Mahsa , Jiani ,Edgard
    2. 2. <ul><li>Agenda </li></ul><ul><li>Product :4P, target, distribution channel </li></ul><ul><li>Media </li></ul><ul><li>Control </li></ul>
    3. 3. Product Name Children’s paradise <ul><li>Place </li></ul><ul><li>Company has own shops in 5 big cities in China </li></ul>Location 5Shops Inside the shopping plaza Target Children 2-12 years Price Price penetration policy Distribution Selective, exclusive special goods
    4. 4. We propose 2 kind of product, a based of flour: 1)Colored flour: Raw flour is transformed to: colored, shiny and sparkling, perfumed, hypoallergenic and soft powders 2) Finish products : toys, masks, candy, cookies decorations, souvenirs for children abase of flour
    5. 5. Target Children 2- 12 years Chinese parents
    6. 6. Level of involvement High involvement : Affective ( feel) Children’s paradise product should have : creative strategy ,strong visual, Emphasis on impact and generate emotional response, Media strategy: large space ( spread), visual impact
    7. 8. video <ul><li>Story </li></ul><ul><li>A young mother shopping in the plaza with her son(3 years old), the boy feel boring and unhappy, suddenly, a magic guy come out and put some shining flour in his hand, suddenly, the whole environment changed, the boy is go into a magic store, there are many colorful flour, those flour is moving, it can transfer into different shape, the boy keep walking until into a artificial beach, there are many children play around, at this moment, our store’s name occurred in that magic guy . </li></ul>
    8. 9. Beginning The young mother take her son in the shopping center and the boy unhappy. Ending The boy is attracted by the four store, the last scene is the logo. Appeal Emotion & Rational
    9. 10. <ul><li>Where ? </li></ul><ul><li>Around the shopping center. </li></ul><ul><li>Near the kind garden. </li></ul><ul><li>Near the children hospital. </li></ul><ul><li>Why choose this media? </li></ul><ul><li>People could pay more attention by the </li></ul><ul><li>big page print advertising. </li></ul><ul><li>It is a standstill, people could read more </li></ul><ul><li>details information. </li></ul><ul><li>How to display? </li></ul><ul><li>Two colorful images to attract audience’s eye sight. </li></ul><ul><li>Switched by blinds effect every 5 minutes. </li></ul>Children’s paradise www.children’sparadise.com
    10. 11. Non media: operation promotional Non media : Creating artificial beaches in the resorts for the children Non media : promotion in the crèches
    11. 12. Message appeal <ul><li>Emotional </li></ul><ul><li>Children need a place for themselves </li></ul><ul><li>Fear </li></ul><ul><li>Bring your children to Children's Paradise --> best place for your children </li></ul>Children's paradise
    12. 13. Pull - push Communication
    13. 14. Effectiveness of the promotion
    14. 15. Control: Evaluation and results <ul><li>Actually spend $85 in ads for one customer </li></ul><ul><li>Our ad campaign was a sucess regarding the actual result we get </li></ul>Potentiel Result FREQUENCY 3 2.7 GRP 120 points 132 points CPT $ 70 $85 BUDGET $ 50,000 $52,300
    15. 16. Thank you

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