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Marketing master final project. Launch of a new product line: Traditional toy and web tools. Advergaming: Opportunities between toy sector and web 2.0
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Welcomebaby
- 1. Launch of a new product line: Traditional toy and web tools 2.0 WELCOMEBABY! Final Project Marketing Master Clara Santos Herrero
- 2. Index 1. Company and product presentation 2. Analysis 3. Market research 4. Objectives and strategies 5. Marketing mix 6. Specific development. Internet positioning. 7. Temporal planification 8. Control 9. Budget
- 3. 1. Company and product presentation Spotlights: Graphic of the shareholder structure • 1932: Year of fundation Nicolas Mathys, Nicolas Mathys, CH Suiza Freefloat/Rest Participacii n • German headquarter and propia international branch offices 20,5% • Dolls and accesories 29% 3% • 2003: going public ZC • 2006: MGA Cooperation 2% 46% Daxton Investing MGA Entertainment. Los Angeles, USA Vision: Countries Market share% Market vol. Germany Zapf Creation 57.1 Mill. 56.1 “To be the company nº 1 in the France 6.4 69.2 United categories nurturing dolls and action Kingdom 34.9 59.1 figures & accessories ” Spain 18.3 45.5
- 4. 1. Company and product presentation Product lines 2009
- 5. 1.Company and product presentation Product lines 2010
- 6. 1. Company and product presentation Boston Consulting Group New products profitable - Market Growth + cash flow Desinvestment generators + Market share -
- 7. 1. Company and product presentation Idea and product concept Advergaming Tradicional dolls Welcomebaby! 1 2 3 Starting “Birth”/ Feedback/ monitoring point pick-up PAYPAL VIRTUAL REAL+ VIRTUAL PARENTS Welcomebaby! have a baby Club Deluxe POCKET MONEY Welcomebaby! share Club FREE www.welcomebaby!.com
- 8. 2. Analysis • Market • Consumer buying behaviour • Competitors • Providers • Associations • Clients and distributors • SWOT
- 9. 2. Analysis Market • Inverted population pyramide • Crisis • Seasonality • Toy replacement by new technologies • Age/game range reduction vs preadolescence • Distribution control: less space on the shop boards • Doll transformation into a “commodity” • Constant innovation needed (60% nuevo) • Diferent buyer and final user
- 10. 2. Analisys Consumer buying behaviour Phases of the learning process as a consumer 3. To come with parents and to observe Adventure/ magic interest 4. To come with parents and ask Individual game Group game 5. To come with parents and to select with permission Primary Trend followers from 8 to 12 years 6. To come with parents and to stage Impulsive consumer purchase with them 7. To go alone to the shop and to 5 to 8 years Collectible hobby buy independent McNeal (1993) 5 years: 1st buy with parents 6 years: + 50% 1buy per week. Interest in babies origen, without understanding 7 years: Importancy of the salesman. Sexual roles affirmation:daddies & mommies 8 years: Autonomy. Peer group importance. How are babies done? With understanding Power Game Independence Perception Curiosity Affiliation Needs Desires Acceptacance Ordeliness Achievement Possesion Change Social contract Exhibition Family
- 12. 2. Analysis
- 13. 2. Analysis Zapf Creation AG business unit map Zapf Creation Zapf Creation UK Polen Corby Zapf Creation AG Warschau Rödental Zapf Logistics Zapf Creation China Hong Kong Zapf Creation Spanien Ibi DDP MGA Canadá Little Tikes Slupsk MGA Polen Hudson MGA USA California MGA China Hong Kong MGA Spain Madrid
- 14. 2. Analysis Channels of distribution Business Unit Distributor Importer Points of sale POS
- 15. 2. Analysis. SWOT subcategory dolls Weaknesses Threats a) Not valid for boys, only girls k) Videogames & technologic games b) Inverted population pyramid l) Importance of the price factor c) Product sensibility. m) Easily imitated by competitors d) Adultescents(Adult&adolescent) e) Shelf product space in POS f) Seasonal product g) Chinese competition h) Easy to replace i) Different consumer and buyer Strenghts Opportunities n) Classic product v) Use the channel between generations o) Traditional present for female children w) Niche market: grandmothers p) Pedagogical values of the product x) Education with dolls q) Adaptability of the product y) Product compatible with Web r) Movility z) Product compatible with artificial intellligence s) Economies of scale aa) Create community t) Sectorial concentration ab) Future trend “come back to the classics“ u) Emotional link ac) Receptive target customers ad) Constant innovation
- 16. 3. Market research Ages of the target studied on the researchs 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 + years
- 17. 3. Market research Computer place 5-9 years Computer place 10-18 years Children room Livingroom Office room Laptop Brother's/Sister's room Parents room “Bedroom culture” among children AUTONOMY
- 18. 3. Market research Generación interactiva. AIMC. Navegantes en la red 2009. Children 10-18 years in Spain from 14 years in Spain IT tools to control children Tools to control children in Spain Antivirus Filter N/a Filter control Personal control Without control N/a Low level of parental control
- 19. 3. Market research Way of connection Way of connection according to the children according to the parents Contact al conectarse Compaa’a groups 90 80 85,5 70 60 50 40 42,9 30 20 26,2 15,8 17,7 7,1 10 0 Solos Amigos Hermanos Padre Madre Profesores Alone Friends Brothers Father Mother Teachers Sisters Nearly always/always with parents Sometimes with someone Low level of paternal control Nearly always/always surf alone
- 20. 3. Market research 87,5% underages are adviced by the family (77,4%) or school members (43,2%). Parents who supervise or ask Children who are supervised or asked by Padres supervisan o preguntan Hijos supervisados o preguntados their children al menor adults por adultos 5% 8% 4% 14% 22% 19% 57% Wish of 67% more autonomy Never Nunca Pocas Sometimes veces nearly always Rarely veces Algunas Yes, S , casi siempre SS siempre Ns/NcN/a , Yes, always Children feel the control by their parents more intensively than those feel it.
- 21. 3. Market research Eu ai n dcc i Education Bja a Low Aalt High Pr i i o em v s s Permissive Oe t d r s r n oe i a Counselors 33% 33% 13%13% Make L No Do hacen Hacemos o something nada nothing algo juntos wBajo 39% 39% together 9% They 9% They help Me ayudan Están me/ To have a look To be in the Echan un vistazo sientan Recomiendan sit recomm en la sitios para conmigo down end same room misma navegar with me sites to habitación Control surf 11% 12% 12% My parents H Me preguntan qué hago ask about i Parent what I do g s h Alto Che Comprueban 46% 46% ck check Miran después after 4% my 4% mi navegación ema correo navigat 7% 7% il e t iion s Rsrci otv Md ci n ci a e i i Atv a Restrictives Active Mediation
- 22. 3. Market research What are the worries of the parents when their sons are surfing in Internet? Risk of dependence Virus Inappropriate contents Swindle and fraud Sexual harassment Interaction with unknown people Children admit to have rules when they use Internet But the variables are the ones that parents manage
- 23. 3. Market research Theme of de laconnections percentages Porcentaje the temmtica de las conexiones Sitios sites 19 TV de TV 15 16 Games Juegos 18 Family Familia y nii os and children 19 23 40 Espaaa Technology Tecnologg a 36 Europa Pellculas 43 Films 38 Holidays Vacaciones 37 42 59 News Noticias 59 0 10 20 30 40 50 60 70 High ranking position of “Games”, “Familiy and children”
- 24. 3. Market research Internet connectivity according to Proporcii n de conexii n a Internet seggn sexo the gender 100 80 60 Hombres Male rates 40 Mujeres Female rates 20 0 1998 2000 2002 2004 2006 2008 Interest in the Internet connectivity according to the gender Increase of women Internet connectivity Increase of girls Internet connectivity Programation News Informatic Adults Humor Sport Music Games
- 25. 3. Market research Money spent in mobile according to the gender •Mobile uses From 6 to 9 years: 29% From 10 to 18 years: 83.2% From 16 años: 94% Less 5 € 5 to 10 € 10 to 20 € 20 to 30 € More 30 € Boys Girls TREND: Recharge the children's mobile buying more minutes as new item added to the weekly pocket money
- 26. 3. Market research Rates according to the techonlogical dimension from 11 to 16 years Phone Mail Messenger Forum Download Visit Fotologs Videos Social Digital Online Download music Webs networks TV games music Commnicate Knowledge Shopping Leisure “Use to play with another children“ Berenguer, Gil y Moyá
- 27. 3. Market research Rates of social netwok profiles in Spain Rates of social netwok profiles between 10 and 18 years in Spain Porcentaje perfiles 10 a 18 aaos en Espaaa Resto Others 10% Hi5 12% MySpace 12% Windows Live Spaces 14% Facebook 21% Tuenti 60% No, any 0 10 20 30 40 50 60 70 Others Success due to the adaptation of its Functionalities to its target group (teenagers)
- 28. 3. Market research Porcentajes seggn edad derates according to the age Internet connectivity conexii n a Internet 100 90,3 90 83 78,3 80 72 70 64 63,7 60 53 50,8 Europa 2008 50 Espaaa 2008 38 Espaaa 2009 40 30 24,6 20 17 8,9 10 0 16 a 24 25 a 34 35 a 44 45 ato 54 55 ato 64 6565 74 74 16 to 24 25 to 34 35 to 44 45 54 55 64 a to years Internet is being adopted by younger people
- 29. 3. Market research Spanish figures ofa Internet de niños Conexión children connectivity 80 70,9 70 60 48,45 50 8 to 13 years 40 3 to 9 years 30 25 20 10 2 0 1998 2002 2004 2009 8 – 13 years 2004 = = 3 -9 years 2009 PRECOCIOUS
- 30. 3. Market research Children from 3 to 17 years in USA Milions of virtualusuariosusersaaos en mundos virtuales USA Millones de world 3-17 from 3 to 17 years in % of Virtual world aaos enfrom 3 to 17 years in USA % usuarios 3-17 users mundos virtuales EEUU EEUU 20 17,7 60 18 16 15,1 48 50 42 14 12 40 12 34 10 30 8,2 24 8 5,3 20 16 6 4 10 2 0 0 2006 2007 2008 2009 2010 2006 2007 2008 2009 2010 Increase of children's in virtual contexts
- 31. 3. Market research Children from 3 to 11 years in USA. Forecast User percentage % usuarios 3 -11 aaos EEUU from 3 to 11 years in USA 60 54 50 50 46 42 40 37 % usuariosusers Internet Internet 28 % usuarios Virtual World Virtual world users 30 17,8 % usuariosusers who are % Internet Virtual World/ 20 15,6 16,1 16,6 17 17,4 Internet world users Virtual 7,8 8,7 9,6 10 6 7 4,4 0 2008 2009 2010 2011 2012 2013 Younger age and higher participation
- 32. 3. Market research In Spain, girls start to play in Internet between 7 and 8 years Discrepancy: baby dolls and target age Solution Add puppys and baby animals
- 33. 3. Market research •Lonelyness, Bedroom culture. Independence and autonomie •8 – 12 years 2004= 6-9 years 2009: PRECOCIOUS •Low level of parental presence in Internet education Conclusions •Young parents with higher technology knowledge •Girls&tech: Used for comunication purpose •Pocket money + mobile recharge (reward) •Increasement of social networks adapted to children •Advantages of • Cultural: Ilimitated acces to information •@ Generation • Social:Active participation in the society •Personal: New ways to communicate Recover lost spaces at home Oportunnities Social network “Freemium” with SMS access and security Interactive family: As a tool and pretext
- 34. 4. Objectives and strategies • To achieve a growth of 20% in Zapf Creation sales, entering to the market with the new product "Welcomebaby!" • To increase the target (age, category, and final users) • To remove the seasonability of the product • To strengthen the links of the clients to the brand • Innovation that generates acknowledgment and impact
- 35. 4. Objetives and strategies • Price over the average: Added value • Keep the interest. 1ºTV, 2º web & mouth to ear • Surprise the people. Management of publicity • Jump from virtual game to real product • Avoid big retailer chains. Exclusive point of sale • Personification: Strong links and bigger life cycle. • Unstandarization in the last levels • Continuity of the game with technologic tools
- 36. 4. Objetives and strategies Methods • Christmas paid on installments • Emotional marketing: Important aimed to children • Not pay the main product, but pay for every service created around it • Clients categories: Free, Silver, Gold • Add value vs scale economies • Just in time • Production standarized in the first level and unstadarized in the latest levels
- 37. 5. Marketing mix PROMOTION PRICE PRODUCT BRAND DISTRIBUTION
- 38. 5. Marketing mix. Product Product life cycle Welcomebaby II 5. Online game with the doll 4. Baby reception Welcomebaby I Interest 3. Certificates acquisition 2. Sticker acquisition Time 1. Web knowledge
- 39. 5. Marketing mix. Product Target customers Ideal client Traditional dolls Complete Welcomebaby! cycle Girls from 5 to 8 years Pocket money client: Online game, stickers and album Interactive family client: Doll and web as educational product Parents and girls from 5 to 7 years Adults Blue ocean Elder generation feel nostalgy of the body contact with baby and childhood 1 2 3 Starting points “Birth”/welcome Extension VIRTUAL REAL+ VIRTUAL
- 40. Welcomebaby! Parents Welcomebaby! Products Help & Grands Simulators Games Test Codes What is the most Type here the compatibility baby numbers of name with yours? your cards! What is your favorite? Products Personalized Cards X63N714YZ7A Cats, dogs or humans beings? Play for free D89E432TV01 Already in Welcomebaby!Club? Sign in!
- 41. Welcomebaby! Datos Welcomebaby! Estado Welcomebaby! Vote Name: Baby Albert Food Happiness ¿Cuál is your What es tu Begin: 23 de Mayo Welcomebaby! favourite Welcome date: 2 Julio Welcomebaby! ... Points: 445 1 2 3 Sleep 4 Health favorito? Certificates obteined: 3 Babyfriends: Gugutata Play Knowledge Bebecita Layette 5 6 7 8 9 10 11 Michiquitin Status: Clean 445 points Welcomebaby! wall WaitingWelcomebaby! Share your Welcomebaby! Exclusive games SMS 12 13 14 15 16 Gugutata:18I like your room! 17 Products Bebecita: I cook the baby food Agenda Virtual album Welcomebaby! 19 July 2010 20 21 22 23 24 25 Register here your codes Customize with 4 5 6 7 8 9 10 special icons 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Customize 25 26 27 28 29 30
- 42. 5. Marketing mix. Product Stickers Face Sticker film www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com PEGA AQUÍ www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com TU CREACIÓN www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com 85z96551xdf www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com www.welcomebaby!.com Customize with the web icons For Teresa •User “A “ buys the envelope containing 6 cards with 6 codes respectively. User A •User “A” enters their Welcomebaby codes through the website www.welcomebaby!.com and discharged these 6 codes, as a credit. 1. Buy the stickers •User “A” wants to share his virtual baby with user “B”. Thus 2. Register codes in the Web user “A” selects one of the codes and by an image creator on the web, customize the background of the virtual card, then 3. Customize with icons print and stick the icons customization on the face of the 4. Exchange the sticker with a friend physical card. •This card will be exchanged with user “B”. 5. Collect/ share stickers in virtual •User B goes to www.welcomebaby!.com, register with user Welcomebaby! and password, and enter the code that includes the card given by user “A”. In virtual album of user “B” wll appear the exchanged card and through it you can see also the virtual User B Welcomebaby!space of user “A”.
- 43. 5. Marketing mix. Product Premium/Deluxe webgames by SMS payment www.welcomebaby!.com 0. Information about how works the micropayment “WELCOMEBABY to 5353” 5. Confirm the code, Allow the deluxe game 4. Check the code 3. Write the acces code On the defined web section Outsourced Platform 2. Arrival of SMS with the acces code 1. Request of the acces code sending a SMS with the word “WELCOMEBABY” to the number 5353 PHASE 1 PHASE 2 PHASE 3
- 44. 5. Marketing mix. Product Reborn doll and customized accessories Teresa Fernández Welcomebaby! Uterus and heart Sounds Relaxing and realistic
- 45. 5. Marketing mix. Brand Children brand memory index age Parents Our target group ages Children www.welcomebaby!.com Do not remember the brand Remember the brand Request for the brand according to category Dolls and/or Babydolls Modeldolls Videogames accesories and/or and/or and consoles accesories accesories
- 46. 5. Marketing mix. Multichannel distribution Real + virtual stickers NEW Stickers real + virtual album Album NEW Acces codes for special SMS Codes webgame sections Book + code Certificates Bonus in POS Babydoll + code Audio-Book NEW Babydoll + code Customized NEW Accesories +codes accessories
- 47. 5. Marketing mix. Price - When it is bought Setting-price based on differential of demand - Where it is bougt - How the product is - Client characteristics Pocket coins: 6 stickers package: 1€ easy and fast Paper album : 5€ SMS codes: 3,44 € Duracell European survey: Certificate: 18 € * 3= 54 € Child pocketmoney Reborn doll: 0€ 3,08 euros/weekly Optionals Audio Book: 21 € Setting-price based on pick load Mini Accesories 4,99 € Customize baby tale 9€ Welcomebaby! First photo 9€
- 48. 5. Marketing mix. Product Summary table Stickers & album Kiosk Children 1&5€ Codes SMS Children/ adults 3,44 € Doll Internet Adults 18 x 3= 54 € Accsories Point of sales Adults negociated Book Internet Adults 21€ Minis Kioscs Children 5€ Personalized tale Internet Adults 9€ *optional, depending on the web activity
- 49. 5. Marketing mix. Promotion On initial stages: Free samples of Welcomebaby! stickers in the schools surroundings On point of sale: 5 euros voucher in Welcomebaby! Customized products offered when you receive your Welcomebaby! Doll by a nurse in your hands
- 50. Adventages of advergaming • Price: thousand of euros spot cost vs web investment • Intensity: 2 ´´ banner/ 21´´spot vs 5-35´web game • Quality of the message: Transfer of values • Coherence: Client aligned with the media (web) • Loyalty: Improving the link with the brand • Bidireccional: Option to study the product effect • Viral feature: Transfered “mouth by ear“ • Data base with real clients information • Target clients segmentation
- 51. 6. Specific development Internet marketing 6.1. Increase the traffic in Welcomebaby! Web page • Search Engine Optimization • Presence in Social media • Publicity in web pages Children web pages Parents blog Reborns dolls web pages Offer free online games (our web page & others) 2. Use of Google's Analytic tools
- 52. 6.Specific development 6.1. Increase the traffic of Welcomebaby! (SEO) • Improve the volume and quality of traffic by using search engines • Write web content following Search Engine Optimization • Increase Search Engine Results Page thanks to appear on strong partner's web pages • Invest in words with Search Engine Marketing tools • Add a link on web “Show your Welcomebaby!”/ tell a friend viral strategies
- 53. 6. Specific development 6.1.Increase the traffic of Welcomebaby! (Social media) Create a company/product facebook page Generate movement mediante concursos Inform the followers about the company news Offer a game based on point like“farmville” Generate virality Answer the comments and critics to the product Analize the public voice and transfer to marketing Create Welcomebaby! channel Upload videos with simulations of the virtual gamel Upload funny baby videos Show with a video how the nurse hand over the Welcomebaby! Attract as much followers as possibles
- 54. 6. Specific development Increase the traffic of Welcomebaby!
- 55. 6. Specific developement Use of Google analysis tools • Google Webmaster - Monitoring www.welcomebaby!.com ranking - Reviewing internal and external links - Finding which Google search directs best the traffic to www.welcomebaby!.com • Google Analytics - Analyzing information to improve the design of the web to drive traffic (Reports on usage and traffic statistics, analysis of the clicks, monitor the origin of our visitors)
- 56. 7. Temporal planification May Jun Jul Ago Sep Oct Nov Dic Produccii n Web Production SMS 1 Sticker/Album 1 Muueco Doll 1 3 Libro Book Promocii n Web SMS 2 Promotion Sticker/Album 2 Muueco Doll Muueco Doll Libro Book Venta Web SMS 2 Sale Sticker/Album 2 Muueco Doll 3 Libro Book
- 57. 8. Control Datamining: Cubos ROLAP Stickers ZipCode Weighted ευροσϖενδι saleeurosperkiosk α × 100 δοσεντιενδ area distribution = saleeurostotalmarket ´ 100 ευροστοταλµερχαδο ν¼ χλιεντεσχονπεδιδοσ × 100 n¼ τοταλχλιεν τεσ welcomebabydeluxe Activity level = ´ 100 totaln¼clients User profile n¼ ker sperarearegistered stic Best point= ´ 100 totaln¼ ker stic Warehouse management following agenda Organize promotions according to profit Offer games following the preference of users n¼currentclients Client evolution= ´ 100 n¼previousclients n¼registeredstic ker s ´ 100 % client interest = totaln¼ ker s stic n¼χροµοsin τερχαµβιαδ ν¼exchangedstic ker s οσ º Leadership =n¼ ¼ ´ 100× 100 registeredstic στραδοσ ν χροµοσρεγι s ker
- 58. 9. Budget 100% Spain girls Mujeres in Spain Women Espaaa 1st January 2010 1 de Enero 2010 75% web registered girls 5 5 years aaos 230.670 6 aaos 228.207 50% 6 years 7 aaos 219.846 Buy sticks 7 years 8 aaos 221.913 50% 8 years Send SMS TOTAL 900.636 TOTAL 30% Certificates Inversii n/Nii a Porcentaje Nii as Precio Unidades Euros/Nii a Total 100 900.636 Web site PPgina web 75 675.477 Stickers I Cromos I 50 337.739 1,29 5 6,45 SMS codes CCdigos SMS 50 168.869 3,44 3 10,32 Deluxe Deluxe 30 50.661 18 3 54 Accesorios 50 25.330 PV PV PV Accessorie s Volumen PVP Costo Profit/uni Turn over TV / WEB Profit/linea Cromos I 337.739 6,45 € 3,23 € 3,23 € 1.089 .207 € 108.921 € 980 .286 € CCdigos SMS 168.869 10,32 € 6,31 € 4,01 € 677 .588 € 67.759 € 609 .829 € Muueco 50.661 54 € 17 € 37 € 1.874 .449 € 187.445 € 1.687 .004 € TOTAL 3.641 .243 € 3.277 .119 € Ventas 2011 Porcentaje Euros Total 100 2.502.406 € 4. OBJETIVES Alemania 57,1 1.428.874 € Espaaa 18,3 457.940 €
- 59. 10. Conclusions • Worldwide overproduction, manufacturing on demand • Use the power of real previous information • Virtual Era: cheap, fast, and global • Nostalgy of the body contact transferred to elder generations vs virtual young generations • Redefinition of the“family” concept • “Hole in a Wall”: Indian project which shows how children learn alone infront of the PC, learning discovering • Currently, average age of computer games in Spain is 7/8 years. Decreasing of ZC target client age. • Waiting for the launch only with babydolls or readapt it with puppies and small animals
- 60. Annexes. Reborns videos • http://www.youtube.com/watch?v=klmhNSu2ZbY • http://www.youtube.com/watch?v=eiShqbZY0G4&feature=PlayList&p =C7E6E6A74A4A27D8&playnext_from=PL&playnext=1&index=106 • http://www.youtube.com/watch?v=iQlBzF-fUxk • http://www.youtube.com/watch?v=IrkU4EeTkcc&feature=related • http://www.youtube.com/watch?v=oX8a34jh0B8&feature=related • http://www.youtube.com/watch?v=kHeW26NAqMo&feature=related • http://www.youtube.com/watch?v=KgDSDi-rQuA&NR=1
Editor's Notes
- This new product concept is intended to extend the game experience to the months preceding the arrival of a "baby" by using new technologies, providing changes in product procurement, gameplay, distribution channels, payment, ... It does so by generating a domain www.welcomebaby!.com containing free games and the possibility of registration in the community. -Website We will post lots of games related to the topic "baby arrival" (watch video using ultrasound, to see by the photos how it might look, decoration of the room, name test ...) Everyone can enjoy them for free. -Virtual Community We will save the results and points earned in games, causing these changes in their virtual baby. Also they could share the profile of Welcomebaby! by card codes, cards purchased, ... They may also access the profiles of other Welcomebaby!, only if previously exchanged natural Card / Custom Chrome with another user. There is the possibility of activating, if the parents consider, communication between users, using preset phrases and icons, remain controlled by managers from the Web community.
- Currently, the population pyramid is reversed due to a decline in the birth of children in the countries of Europe and a progressive ageing. The economic situation has led to changes in customer behavior, leading to greater importance of the price factor, increasing the low-cost segment. Toy producers face a risk as most of their sales success stays unclear until the first weeks of December. Faster growing or earlier preadolescence affect the doll game's life cycle. High level of competitors and spoilt children costumers produce the need of being innovative with new products. When a new toy is developed it has to be accepted by parents and children. The roles of initiator, decision maker, recommender, purchaser and user will vary depending on the game mode they choose. Children are the main players, although in the case of Deluxe products parents / grandparents are also a user group.
- The product line Welcomebaby! is focussed on the children from 5 to 8 years (primary stage). At this stage the children's ability to distinguish between fantasy and reality is in transition. They have some preference to adventure / magic related topics. Furthermore, this stage is marked by the transition from individual to collective game play, being interested in what's hot in the next stage, although they not fully understand the products. Children during this age tend to have preference for collectible things. With 6 years the quantity is important , while 8 years it is the quality. McNeal (1993) distinguishes the learning process of children in their buying behavior in different 5 phases. For this product the phases 4 and 5 are important. From 5 years on, children begin to buy with their parents in nearby shops or supermarkets. From 6 years on, more than half of the children living in developed countries make independent purchases and from 7 years on, all of them buy alone. With 6 years awakens the interest in marriage, pregnancy, the gender roles, etc although the facts of sex is beyond their comprehension. For the seven years, gender roles are affirmed through identification with parents, differentiating the activities of boys and girls. Until 8 years children are not able to understand from where the babies come. In today's world, purchases are not exclusively to satisfy needs, but also desires (Gallo & Gallo 2002). McNeal (1993) was able to link these individual stages of childhood.
- Mattel- Girltech Mattel- Dora links Mattel- Barbie girls MP3/USB Mattel-Barbie Video Girls Mattel- Mymeebas Traditional toy industry associate with technologic companies Playmobil with Micronet with games for Nintendo DS and Wii Famosa- Mi bebe juega: Famosa with Digitalbros Famosa- Baby Corazon Videogames companies use the trend augmented reality Nintendo DS- Imagina ser Mamá Playstation 3- Eyepet Custom dolls Corte Ingles&Mariquita Perez: MIYO doll, with virtual world in its web.
- Virtual worlds of toy companies associated with code-access products Mattel: Ub funkey, Doralinks &Doralinks doll, Girls Barbie &e-Barbie doll Hasbro: My Little Pet shop&My Little Pet stuffed animal MGA Entertainment: My ePets & My ePets stuffed animal, Be Bratz& Be-Bratz doll GANZ: Webkinz & Webkinz stuffed animal TY: BeanieBabies 2.0 & BeanieBabies stuffed animal Hidden City: Bella Sara&Bella Sara collectible cards Corte Ingles: Mundo Miyo & Miyo doll MEG: In my pocket Imaginarium: IBaloo Virtual worlds as product (Sulake Corporation, Totspot, Young Internet, Mindcandy ) Habbo,Totspot, Panfu, Bollykids, Moshimonster, Virtual worlds of cable or television channels (Nickelodeon, TVE, ) Nicktropolis, Nickjrboost, Neopets, Clan, Virtual worlds of production companies (Disney, Warner Bros, Cartoon Networks, Zinkia, Big Wm Masher Media, PBS Kids) Club Penguin, Toontown, Looneytunes, ToonsTunes, Toonix, Mundo Pocoyo, Facechipz, Zookazoo, Sproutonline Virtual worlds of video and onlinegames companies (Media Molecule, Boombang Games) LittleBIGPlanet, Boombang Virtual world of publisher company Allie Finkle
- Zapf Creation & MGA use synergies sharing assembly lines and logistic channels in Europe and USA. According to the location of the POS, ZC and sellers will agree contracts negotiating about money and delivery conditions. ZC can offer different possibilities in the negotiation according to the location of the seller: FOB: Hong Kong DES: Business units harbours (Hamburg, Valencia, Southampton, ...) DDP: Business unit (Roedental, Alicante, Corby)
- a) Just for Girls. Smaller market because products are only fo girls b) The average number of children per family is 1.4, but on the other hand, children are more often awarded with gifts than earlier, additionally we have now higher spending per child, due to higher incomes. c) Regarding dolls the producer should review all actions taken in the marketing cycle to avoid running into negative connotations that have been unperceived at first. The sensitivity of children, and implicit values conveyed by the products are a priority. d) The current depreciation of the social role "being a mom" in adult society is transferred to the toy world, and dolls are designed following other interpretations or other attitudes that are more applicable to reality.
- Working with different researches of different years and working with different ages allows us to observe the evolution in time, to recognize trends. Additionally, the different approaches to the different questions of the researches allow us to see the information gathered from the results alltogether, getting a more elaborated picture.
- In order to study the attitude it is crucial to study the place of the computer in the home. Contemporary, it is becoming a clearer bedroom culture that generates autonomy at younger ages.
- Without knowing, we would think that only 20% of the parents control in person what the children do with their computers, is wrong data. But compared to the Interactive Generations research, data revealed even more alarming information: more than 85% of the children are connected alone. We will complete this information by analyzing the data obtained in the study of Inteco, which asked both (parents and children), about their behaviors. The graphics show that the most common control is to monitoring them or asking them sometimes.
- What is surprising is that the responses of the children "sometimes accompanied by" and "always or almost always surf alone" reach higher percentages than the same questions by parents. Therefore we conclude that children feel more controlled than the parents feel like controlling them. Or parents have a certain feeling of guilt for not tracking as close as they would like or the children do not understand that this behavior is negative due to the desire for greater independence.
- Summarizing we conclude that the control / interaction of parents with their children on the Internet is, as a rule very low, concentrating mostly on controlling children by „having a look“ or asking them about what they do.
- Parents, following Inteco, try to control their children with a limitation of the connection time or limiting the permission to connect to certain time frames during the week. But in fact, this control could only be satisfyingly effective if the possibility of Internet dependency would be the only worry. But this is not the case. Perhaps if they were aware of the other existing hazards, they would be more active. This naive behavior is due to their lack of knowledge or technology gap. Therefore, their control is limited to the variables they can control and not to a deeper level. Because of their lack of experience, most parents have a wrong view of the Internet, whereas the negative element is the time spent by their children as if it were a game console, television or other entertainment media, and they don't perceive it as "window to the world" (Leaving a child alone navigate the Internet is like leaving in the middle of the street).
- But for our product we are facing a younger target group. So parents are younger , more knowledgeable in technologies, and a more cooperative attitude. This is reflected in the Telefónica Foundation research (enquiring habits of 18+ ys) where site visits related to the contents games, family and children are among the most popular. Although in Spain the percentage is somewhat lower, increasing numbers will equate more to other European neighbors.
- The proportion of women in the Internet has grown, moving the trend for female children. Every time we see more girls accessing the Internet, surpassing the male children in terms of music and television programming consultations.
- According to the Interactive Generations report, 29% of children between 6 and 9 years old and 83.2% of the elderly have their own mobile phone. From the age of 16 on it is as high as 94%. For every age, girls are those with a higher rate of possession of a mobile phone and spending. About the way of payment, usually their parents are the ones who fund the prepaid card, using it as a reward / punishment of her good/bad behavior. Among children between 6 and 9 years, the main use of mobile phones is to speak, 72.7%, but followed not far behind by playing with the mobile phone (61.2%). Those who do not have their own mobile, use their parent's mobile.
- Going further, we categorize the main functions enabled by technology. We could summarize that girls prefer applications that enable communication (send / receive messages, talk, chat ...). Boys are opting for leisure and entertainment (play, download movies or music ...) The mobile phone is becoming one of the essentials for children. According to these results, IT is a phenomenon with that boys and girls search to solve their particular needs: girls in respect of relationship, boys mainly in action . We believe that the latent needs behind consumer behavior are the same. The only change is the used tools to satisfy those needs. Reinforcing this statement, we will use an article of professors Gloria Berenguer, Irene Gil and Alejandro Molla. Its conclusions are still valid today because the variables studied are related to the needs, not to the toy itself. In light of data from the study of Creativity and Innovation Institute of Education, University of Valencia revealed that the crucial variable when demanding a toy was "used to play with other children" by 61% and being significant for 35% of the girls "to play with my father and my mother." In addition, already in 1993 the research showed a preference for "computer games" for both (boys and girls), although at that time the technology did not cover today's communication needs. Communicate Culture Shopping Leisure
- Regarding the communication needs, we only need to take a look at the success of social networks in Spain. This revolution has not neglected teenagers. They have been involved with great force. We note that, in the teenager case, the favourite social network is not Facebook, but Tuenti. This succes comes from the adaptation of its applications to its focus group needs, raising the number of young profiles. .
- According to the Information Society research of the Telefonica Foundation, younger generations are present in higher percentages in terms of connectivity through the Internet. Furthermore, penetration rates among 16 to 24 years in Spain in 2009 exceeded the average European figure of the previous year. We learn from that the new Spanish generations have greater interest in connectivity and presence on the Web.
- Focusing on the Spanish children, we observe their evolution from 1998 to 2009. Not only has the proportion of children who have been connected to the Internet increased, but also the age has dropped significantly, compared with one generation earlier.
- It is becoming more evident that technological tools are used by younger children than before. These tools are adapted to their needs. In the United States, forerunner in technology habits and uses, there are studies focusing on the topic “children entering communities / virtual worlds” which are specifically designed for them. According to eMarketer, figures of American children between 3 and 17 years who have access to virtual worlds is growing each year.
- Progressing in the study, it provides an estimate on the percentage of users who use virtual worlds when connected to the Internet. According to the data from the graph, we observed that in the next few years this proportion will increase, even among children of lower age range. Using this information we can confirm our assumption considering virtual communities as potential product to reach young audiences.
- As an orientation, we will cite some data from an online survey created for this project, in which we asked about the attitude of girls to play online. We can generalize, based on results, that girls start playing with the computer, connecting to games sites and children's content, at the age of 7 years. This behavior become general at age of 8. According to information obtained in the company, girls' interests in relation to baby dolls stayed until 6, at the latest until 7 years. To avoid falling into discrepancies, we complement our online Welcomebaby! product expanding the concept of "baby" to animals (dogs, puppies and cats). With this, we broaden our offer to the entirety of tastes of the target group.
- The economic situation also affected the toy industry. This does not mean that children will not enjoy Christmas presents, but new strategies are developed by buyers to save as much as possible. The most prominent are to anticipate shopping some months before and/or use the facilities and discounts of the Internet resellers. In Spain, most of Internet users play online using free platforms. So it would be very difficult to get a customer who would have to pay before trying it. Today, due to the increasingly common use of Internet applications by users, create the trend to demand a fee for certain services. An example of this type of service online games could be World Of Warcraft, which has more than ten million subscribers who pay about $ 15 a month for its use. Among the highlights payment models is the type “Freemium" which combines two aspects "Free" and "Premium" on a single service. In this way, it offers basic functionality for free as a way to attract users to try the product and better features are associated to "Premium" with an advanced payment. This model is becoming more relevant and shows how the maturity of Internet users is increasing and a number of them consider Internet services as important or even substitutes for offline services. The users are willing to pay for services much more if they are dedicated to their children's products if they contribute to the product quality and safety. In conclusion, children are not bothered by the lack of supervision of adults observed in the investigation, but rather the "enjoy" longing for a more independent earlier ages. With all this, we see an opportunity in which parents discover and recover lost space and time becoming interactive families. After summarizing the above results, we consider a network "Freemium" for children to provide security and family ties will be a winning option to implement in the future in the toy industry. The ways to access the premium may be very different, you can even subsegment into different categories that acquiring access cards with codes, or by sending SMS with a special bond purchases by credit card or PayPal parents.
- New product line allows to Satisfy different customer ranges (free, partner and partner de luxe), and involve different roles (children, parents, grandparents). In other words, to create different levels of clients according to their implication and to explote another targets (not only for children). In addition, the elasticity of output is such that it can explore different possibilities to exploit its continuity (create repair clinic, have another baby, twins, treating the subject of adoption in collaboration with NGOs, to acquire the same baby a year ...) extending the product life cycle to a greater age range than the current, extending the range from 4-6 years till 7/8 years. Lower the seasonality of our product portfolio, due to the constant income generated by the Web games. The product's success lies mainly in the interaction via the Internet, creating a complete experience that enhances loyalty, achieving a closer connection with the product. Geographic expansion For logistical reasons, it's good to begin in places where there are Business Units (Germany, Poland, Spain and England), leaving for later stages the release in other countries. After this first launch, the cost to export this business model to another countries will be quite low, only about Web language translation. To improve margins by product, Launching new product categories to allow more rotation on the retailer's shelves. (Subcategory Action Figures & Accessorizes)
- Because we are in the first phase of the global strategy's implementation (creating an established market) we have to convince the early adopters to test the product. We will post the following guidelines: The exclusivity of the product and previous efforts to get the product creates an expectation and desire to receive it in physical form by those who only have it virtually. Prevent long chains of retailers in the distribution. For this, we will select those that are most appropriate in the light of our strategy to position ourselves as a high end product deliverer, medium-high segment . Surprise people. Without any doubt, the product will generate some controversy, so we should be able to handle the publicity that is created around Welcomebaby! Personification: The act of receiving your baby will provide a much stronger link than the one generated at through any other toy, increasing the time people play the game. Standardization in the later levels. Although people have the idea that the doll is unique, there are actually 3 different faces, hair and eye color. Playing with these variables we can apply differentiation without raising costs, meeting the challenge "mass customization". Further support by technology. To continue the game with the doll will further strengthen the product life cycle.
- The novelty of this product stands for another industry's concepts applied to the toy sector, for example: Banking: to pay on installments, recreating the “look forward” feeling of Christmas New generation airlines: The price of the product is marked by the secondary services that are generated around the primary (the flight, or doll in our case) Online software downloading: Different types of user functionalities and prices depending the customer needs (customer categories gold, silver or free) Furniture and clothing: Just in time. Product will be delivered on a certain date at a specific location, without taking up shelf space. Uterqüe / Massimo Dutti: Products with costs "series" but with added value and perceivable customization. Automobile sector: Production standarized in the first levels and unstandarized in the latest levels.
- This new product line aims to enable in a single game the experiences of the months before the birth, the birth itself and a personalized set of services that add value to the experience. Till today, people were used to BUY a baby. Our issue goes far beyond that: to collect the full cycle of motherhood from minute 0 (with all experiences that entails) to receive personalized baby. This will add new gameplay possibilities by combining new technologies and traditional doll. This type of product would transform this weakness into an opportunity by offering children to enjoy playing with the services we offer. According to trends, the traditional toy market is being increasingly invaded by the technological toys. Now we can take advantage of the media. Depending on the level of involvement the user can choose which product line Welcomebaby! fits better to her/his needs, being compatible and sequential in time. So, our plan is based on developing a primary demand, informing and inducing the product trial. Due to the strong competence, the product's lack of publicity and the lower production cost according to the scale economies, we will select as strategy fast penetration to introduce in the first phase of the product life cycle.
- Online game To develop this new line will be outsourced to a company specialized in web development, creating the virtual environment Welcomebaby! Lately it will be managed by the company Zapf Creation AG. During the web design we will take into account legal issues regarding registration of children databases (Royal Decree 1720/2007: t o collect data from anyone under 14 years must have the consent of parents or guardians) The rule also states explicitly that when seeking the consent of the child it is obligatory to use simple language and it is forbidden to obtain from them information about their family and friends. For this reason, at the beginning of the Welcomebaby! Online game we will only require a username and a password, without personal information. In contrast to belong to Welcomebaby! Club Deluxe, following the rules, we will ask the mailing address of the parents, to whom we will send an email explaining the game we offer. Also we will give them a Welcomebaby! password to enable the parents to activate certain restrictions on the game usage through the children (time, connectivity ...) Through the virtual album, by clicking on each card, access to stored Welcomebaby! profiles of your contacts will be gained. Besides sharing the customized environment, you can view the status of the other virtual Welcomebaby! and game scores achieved by the other contacts added, along with the agenda of testing. In this agenda will be fixed on the scores, dates and certificates needed to get the real Welcomebaby!
- By the Welcomebaby! Wall, users can send messages using emoticons or present sentences, as well as read the opinion of your contacts are about your Welcomebaby! If the client wants, her baby can be granted to other members of Welcomebaby!, selecting the status "babysitter." Thus we allow friends to interact with the same Welcomebaby! and help with cares. This feature enhances the user in the teaching of product intrinsic values and its communicative aspects. The free web will have several games: - Online games, with which they will get extra points for their house / bedroom and improve the status indicators of their virtual baby -Personalization ( Welcomebaby! bedroom, trading cards to exchange, baby clothes) - Mini virtual audio books that will improve knowledge on different subjects and score points for obtaining Welcomebaby! It will be also a parent section explaining the online game and how to obtain the Welcomebaby! doll.
- Cuadro de actividades Get points (Web version) Get points (Deluxe version) Keep properly the state of 2D virtual baby (amniotic fluid clean, necessary vitamins, knowledge, ...) Keep properly the status of 3D virtual baby(amniotic fluid clean, necessary vitamins, knowledge, ...) Be "Babysitter" or godmother of another Welcomebaby! Be "Babysitter" or godmother of another Welcomebaby! Free games about logic, skills, knowledge Deluxe games about logic, skills, knowledge Basic test Test (compatibility, names meaning, colors, ...) Vote for favorite games Vote for favorite games Investing points Investing points Decorate the room with furniture in 2D Decorate the room with furniture Deluxe 3D Accessories purchase Deluxe accessories purchase Customize the virtua album and cards with icons Customize the virtual album and cards with Deluxe icons Free Free Decorate the virtual card album and cards Decorate the virtual card albumand cards Vote for babies and rooms of other users Vote for babies and roo of other users Watch funny baby videos Watch funny baby videos Visa Certificates Personalized stories First moment Welcomebaby! Photo or video
- For making the stickers, we also subcontract local printers for each of the countries to where we will launch the product. The sticker will have a certifying code, and different images of reborn dolls and / or animal babies, leaving flat space to be customized by the users through the Web page The underside, will be part of the sticker that is protected by a film, which will have the logo in the middle and a background with the Welcomebaby! Web, strengthening the memory and connectivity of the product. These stickers will have triple functionality: - Collectible: They can collect pictures of cute babies. - Credit: The stickers shall contain codes that are used through the website. Once released, exchanged with another user to visualize the evolution of Welcomebaby! of the other person. The codes also could be used for access to special games, exclusive accessories, or special printing. - ID: The cards should have a value in themselves as they will be collectible. They can be customized using icons, and creating a design identification. This sticker-card will be exchanged between users, similar to business cards for adults. The cards will be collected in a physical album which will stick personalized cards with the user name Welcomebaby! who gave it, becoming a dictionary real world - Welcomebaby world. For this we let them use an avatar in order to handle personal data.
- SMS By sending the word WELCOMEBABY! to a predifined number with an SMS, we will offer the possibility to get codes to enter to special games in the virtual world Welcomebaby! This system facilitates micro Premium game activities quickly, conveniently and easily. By a partnership with a subcontractor company it shall be managed to send passwords, taking it as a committee of the cost of the message. The two characteristics when children are defined as consumers are the selection and immediacy.The latest is covered by this payment system that offers the possibility of exclusive game at the right time.
- Reborn style: In USA, Australia and England are having great success, but not directed toward children in mass public, but to adults, mothers who miss their children, grandmothers who yearn for contact with their grandchildren, women who have lost or can not descent, the elderly with Alzheimer's for therapeutic purposes, … For the faces, we could use the database of Zapf Creation moulds, selecting the ones who follow more the reborn style. The customization will be partial due to babys look more or less the same: soft brown hair, with 3 variation of color, skin and grey eyes. Not fall into the Uncanny valley, avoiding the revulsion effect against a doll. The doll will be in the category of softdolls, and it will have an internal mechanism that simulates beating of human heart in the placenta. This functionality will give realistic and relaxing characteristics to the product. With realistic proportions (47 to 52cm and weight of 2.7 to 3.9 kg), setting its size to 50 cm, and weight at 2.7kg. The customization will be in the point of sale (explained in slide 49). The accesories (cloth, baby basket, cradle, embroidered sheet or blanket, ... ) The seller will give the codes of every product bought to obtain also the virtual object in Welcomebaby!
- Parents recognise the umbrella brand name (Zapf Creation). So it will be used to convey trust, values and confidence as quality product. Children do not remember the umbrella brand but recognise the product lines and its logotypes. In this case, we will create another product line „Welcomebaby!“ due the differences of price, technology, and business model with regard to the current Zapf Creation lines. On the concept of the product: it could be summarized as "Have fun and play before and after you have your own baby." Welcomebaby! Isologo will be written and the graphics. For the logo the same font name will be used but with childlike style. The choice of this name comes from: Welcome: Welcome, recepting baby: baby or puppy ! (exclamation mark): to stand out the idea of happyness/enthusiasm Besides, the name is easy to understand internationally, and could be used in different countries. We will use colors that evoke tenderness without being sexist: lila, blue, yellow ... without lapsing into the classic rose. The isotype is a stork carrying a handkerchief in her mouth reinforcing the idea of hosting or arrival. What is inside it? Not shown to be ambivalent with the 2 possible future products: human baby or puppies.
- The future access in the toy sector will depend mostly on the innovation of the distribution channel (for example American Girl). For the categories in which we are not specialist (sticks/album, books, SMS management) we will contract other companies, sharing with them a good percentage of the sales. The production of the dolls and accesories will be done by Zapf Creation. With different business models: Doll: Will be directly paid to Zapf Creation with Visa through the web with the different game-certificates, and picked up at a fix date on a determined point of sale. Accessories: Will be paid and offered on the point of sale. A 5 euros accesories coupon will be given by Zapf Creation to the web clients who go to the point of sale to pick up the doll. We selected an "El Corte Inglés" as a retailer to pick up our Welcomebaby! doll and accessories. Moreover, the public of these stores coincides with the segment we want to reach, medium-high, bringing greater coherence to the election. The choice of the retailer is due to the prestige and the volume of sales that is and therefore economies of scale.
- As we have explained, the line Welcomebaby! consists of several products. For pricing, we have relied on the differential demand, in other words, adjusting prices taking into account the existence of separate markets in which it has identified different demand functions, or different demand elasticities and price. This situation allows setting different price levels based on aspects such as timing of and placing of purchase, product category or client features. According to this method find the price for each product line Welcomebaby! applying generally perceived "pocket price" (50cent, 1 or 2 euros, …) The success of products distributed in kiosks, as Chupachups, is due in large measure to set a round price that is easy to account for kids and salesmen, and be quick to exchange for the buyer and seller, eliminating potential problems such as lack of change. To access the virtual game, users can get 1 euro sticks package with 6 cards inside with their pocket money and an album for 5 euros. They may also purchase special codes just by sending SMS. The price of this will be of 3.44 euros, price at which the commission is already included in the company who manages the platform access. In the doll price is where more differences are observed. Reasons: Emotional marketing: Not paid for a baby, only for certificates. Physiological money saving: Being paid in 3 parts, idea of banking credit Economical advantages for ZC. We have the money before offering the product Logistic advantages for ZC: Production can be adjusted to the web demand. Optionally, depending of the product success another product could be developed for the Welcomebaby! line.
- In a first phase we hope to gain the largest possible number of early adopters. For this reason we will do promotional campaigns at the surrounding of schools in major cities handing out free samples of the cards. With this campaign, we hope to induce the future purchase use of Welcomebaby! codes. Afther the success of the first product life cycle stages, another promotion could be presented. D epending on the web demand, in our point of sales with greater impact we can elaborate a Christmas promotion campaign a week before 24 th December. We will reorganize the agenda of Welcomebaby! Dolls presentation, with featuring "hostesses" nurses "who will be responsible during the week of the following functions: During the early hours of the day they should organize the Welcomebaby! Warehouse. Depending on demand, babies should be prepared for the weekend, the time where the most inflows are expected. The information is transferred from the databases of Zapf Creation AG to each dealer, including the time of collection, data users, and the baby's features (approximative features and names). After 17 hours, children finish school time, the hostess should wear the uniform of a nurse and conduct interviews organized by agenda for children will pick up the Welcomebaby! The nurse will „interview“ the child, who will be identified with the Welcombaby! Number. The nurse will go to the warehouse, select the doll according to the number, and personally deliver in the hands of the future and shoot a photo that can then be purchased through the Web. To provide synergies with the points of sale, giving away a voucher for 5 euros for children who will collect personally the Welcomebaby! Doll to purchase accessories of the doll in the point of sale and customize it.
- Improve the volume and quality of traffic by using search engines (Google, Bing, MSN, Yahoo, ...) Increase SERP (move up the list of search results for engines) thanks to the Partners Web appearance with outstanding traffic. At this point we will have a key strategic partnership with MGA Entertainment, which owns high-value sites in online game content. (Bratz, e-petz,…) (Bratz, e-petz, ...) Writing web texts according to the technique SEO (Search Engine Optimization) Use of SEM tools (search engine marketing) Adwords, Overture and e-sppotting Words to buy, texts to choose from, ... Add a link on our website such as: "Show your Welcomebaby! or Tell a friend" to create viral effect
- 1.2.Social media We will need the help of a responsible person to manage social media presence in the Internet media, and proper functioning of the virtual world Welcomebaby! Among the various actions that this person has to carry out as a social manager are: Upload video virtual game simulations Upload funny videos of babies Show time of delivery of the baby by the nurse Create profile company / product Report the company's facts Provide games for earning points (like in Farmville) Create debate to involve fans Create useful content about pedagogy / maternity / .... Reply comments / criticisms to the product Analyze what people say about us and transfer to marketing department Generate movement through: Competitions "Facebook Quiz Create cause "Support Cause"
- Advertising on the web page with games for children, parent blogs, social networks appear, including those of the Reborn theme. At this point we would also reinforce the strategy using free games web. At this stage we also launch the biggest toy offer, in addition to the web page, on whose separate pages we show all kinds of free games, thus serving as indirect promotion of the products.
- In addition to performing the actions described above, it would be necessary to monitor Web traffic to enable the most effective investing in the future. For that, we will use the following tools: Google Webmaster: - Monitoring the ranking www.welcomebaby!.com - Reviewing internal and external links - Finding which are the Google searches that direct more traffic to www.welcomebaby!.com Google Analytics: Analyzing information to improve the design of the web to drive traffic (reports on usage and traffic statistics, analysis of the clicks, monitor the origin of our visitors, ...)
- Due to the sequential characteristics of the product, we divide tasks according to the various line items has Welcomebaby!. Visually we can see some differences with traditional schedules: 1. Before manufacturing, a product will have always a test period . In the graph above we mark the start of the production with a white discontinuous line, at this point of time it is the test period. The continuous line later is te real production phase. What we want to show, that in these stages the performance is not 100%, but we invest in proportion to the progression of inscriptions on the Web. If we consider that the figures of the desired objectives are achieved (slide 58), we will launch production in a normal rythm. The fact that the first phase of the product is virtual allows us to obtain cost advantages and planning, demand-driven, not mass-produce early. 2. Strong promotion of pocket money products simultaneously to the period of the expected sale. During the months before the summer we will focus on the development of the basic functionalities of the Web. Therefore, we offer entertainment to our audience from the month of July, the month in which rates increase visit websites aimed at young audiences. Coinciding with the period "Back to School" of children, a promotion campaign stickers and albums is carried out to encourage their participation in the club Welcomebaby! and exchange with their friends at school by handing out free samples to schools and television spots. It is at this time expected to begin to acquire them in kiosks and supermarket chains. Simultaneously in the same spot of the doll, stickers will be promoted to take advantage of synergies and linkages as Deluxe product line. 3. Sell the doll before producing it, offering only those products demanded. Although children are used to getting everything in the moment, the fact of waiting will provide differentiation, maintaining the illusion through the Web.
- The data entered by users on the Web will be exploited through datamining. Due to the volume of data technology, we will analyze with ROLAP (Relational OnLine Process Analytics) on the basis of data monitor the progress of the project. Given the wealth of information managed, we have great control over the entire chain from production to distribution. Given the different variables we can: Analyze the evolution of the portfolio by analyzing the number of users that are logged by location, age, time, ... Evolution of portfolio clients Grade of potential users: Evaluate the interest of users. Are there "heavy users"? according to the number of stickers that they register on the Web Grade of leadership: Detect potential / leadership Welcomebaby! according to the number of friends that they add in their profile Schedule production based on demand for certificates. Activity Level: Select news stands and shopping centers as close to the greater number of the target market. Best point: Evaluate the quality of these outlets Weighted distribution: Manage store delivery schedule as baby Count the number of discount coupons collected by POS Organize promotion campaigns according to users / impact profitability.
- According to the National Institute of Statistics, in Spain there are 900,636 individuals that fit our initial target audience, girls ages 5 to 8 years. It is clear that due to the stages of the line Welcomebaby! there will exist different percentages to acquire each product (circle figure). Assuming we impact on the percentages listed for each age of the universe "girls 5 to 8 years in Spain", and assuming the target takes 5 packs of cards, 3 SMS messages and 3 certificates necessary to receive Welcomebaby! We will obtain the turn over shown on the 2 nd table. If we consider the costs of each of these products, Stickers 1: 50% to distributor like PANINI and 50% Zapf Creation Stickers 2: 100% Zapf Creation Doll:100% Zapf Creation Accessories: 100% Point of sale and subtract it to the supposed benefit, we get the cost per unit (profit / unit). At the number cost price of the doll, 12 euros, adding the 5 euros coupon that we will offer at the promotion campaign at the point of sale. The cost per unit will multiply by the volume of users we expect to acquire the product. Given that 10% of investments in promotion via television and the Web, we subtract these numbers to "Turn over" getting the benefit line and total. It is expected that the new line will generate a profit of 3,505,092 euros in Spain, far surpassing the targets set in paragraph 4 of this project.