Squinkies

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Researched and Presented Spring 2011

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Squinkies

  1. 1. Presented by Seda, Vanessa, Yogi
  2. 2. Founded in 2000 , MinnesotaCreated toys for boys andgirls for all age
  3. 3. Launched in July 2010Packages: 5, 16, 20Price: $8.50 for a pack of 16Distribution:
  4. 4. Mature marketGrow 2% in 2010 ($21.87 billion)2011 Trends:Inexpensive, mini-toys to continue in popularity
  5. 5. Small to medium sized toy companies(40% of toy sales)
  6. 6. New Squinkies product lines (2011-2012)
  7. 7. Increase brand awarenessIncrease market share within the collectible toy segmentDrive sales through increased brand recallIncrease sales by 15%Integrated the new product lines with the brand
  8. 8. Increase brand awareness through media channels that deliverhigh reach among our target audience to initiate trial and drivesalesIncrease earned media, primarily within the “Mommy Blogger”segment, through online channels in order to increase word ofmouth and drive salesIncrease brand loyalty among consumers to fuel future Squinkiesproducts and line extensions
  9. 9. Spent $200-$499 for Spent $500+ for children children 6-11 in last 12 6-11 in last 12 months monthsGraduated college plus 126 143Post graduate 123 126Age 25-34 129 152Age 35-44 193 215HHI +$60,000 Greater than 106 Greater than 135HHI +$150,000 165 180 (Source: MRI reports on Fall 2009 household products)
  10. 10. Mommy Bloggers and Kids W25-44 Household income over 60,000 Married High education Have children between 6 to 11 K6-11
  11. 11. Mom: Go to work Kid: Go to school 8 AMMom: Personal time Mom: Lunch time 12 AM 12 PM 10 PM Family Time 8 PM 6 PM 4 PM Kid: After school Mom: After work
  12. 12. National: Brand awareness campaign 。。。with limited budget。。。Regional: Sales driven campaign
  13. 13. National: Magazine and Online mediaLocal: Newspaper
  14. 14. Reading a print newspaper All 64%18-24 47%25-34 58%35-44 63%45-54 68%55-64 74%65+ 73% (Source: Mintel: Media Usage – US – September 2010)
  15. 15. The most popular form of coupon remains thenewspaper insertHousehold incomes more than $100K are morelikely to use coupons from newspapers
  16. 16. Sunday newspapers1P4C double sided Free Standing Inserts
  17. 17. High newspaper readership area: - New England - Mid-Atlantic - East Central U.S - West Central U.S.
  18. 18. Run for 1 week, 3 times a yearbefore Easter, Summer and Christmas
  19. 19. Parents magazine Index$200-$499 179$500+ 168 (Source: MRI reports on Fall 2009 household products)1P4C advertising
  20. 20. November(before Winter Holiday Season)“Toy of the year” issue
  21. 21. Reading a print magazine All 63%18-24 56%25-34 59%35-44 65%45-54 61%55-64 67%65+ 68% (Source: Mintel: Media Usage – US – September 2010)
  22. 22. Spent $200-$499 for Spent $500+ for children children 6-11 in last 12 6-11 in last 12 months monthsMagazine Quintile I 126 107Magazine Quintile II 104 134 (Source: MRI reports on Fall 2009 household products)
  23. 23. Facebook ad and Facebook Fan page
  24. 24. Google Adwords
  25. 25. amazon.com
  26. 26. YouTube
  27. 27. Total budget: $850,000 Magazine 21% • Magazine: $174,500 Online 45% • Newspaper: $291,072 Newspaper • Online: $384,429 34%
  28. 28. Magazine ($174,500):2,200,000 impressionsNewspaper ($291,072):A FSI in the Boston Sunday Globe it be between $93and $103 Gross CPM
  29. 29. Online media ($384,429) Facebook: $1.48 CPC and 1.9 million reach Google Adwords: The average CPC rate between $0.41 and $0.92 Amazon.com: The average CPC rate between $0.1 and $0.2
  30. 30. Placements Creative Size Start Date End DateMEDIA CHANNEL Parents Magazine Full Page 01-Nov-12 30-Nov-12 15-Apr-12; 15-Apr-12; Boston Globe (Sunday) Full Page 10-Jun-12; 10-Jun-12; Dec-9-12 Dec-9-12 15-Apr-12; 15-Apr-12; Chicago Sun Times (Sunday) Full Page 10-Jun-12; 10-Jun-12; Dec-9-12 Dec-9-12 15-Apr-12; 15-Apr-12; Philadelphia Daily News (Sunday) Full Page 10-Jun-12; 10-Jun-12; Dec-9-12 Dec-9-12 15-Apr-12; 15-Apr-12; Minneapolis Star Tribune (Sunday) Full Page 10-Jun-12; 10-Jun-12; Dec-9-12 Dec-9-12 < 110x80; Facebook < 5MB; 01-Jan-12 31-Dec-12 4:3 or 16:9 Google Adwords 01-Jan-12 31-Dec-12 300x250 amazon.com expandable to 01-Jan-12 31-Dec-12 600x250 (max.)Grand Total
  31. 31. Placements Impressions Rate Type RateMEDIA CHANNEL Parents Magazine 2,200,000 $174,500.00 Boston Globe (Sunday) 264,105 CPM $103.00 Chicago Sun Times (Sunday) 275,641 CPM $103.00 Philadelphia Daily News (Sunday) 97,694 CPM $103.00 Minneapolis Star Tribune (Sunday) 304,543 CPM $103.00 Facebook 95,720 CPC $1.48 Google Adwords 153,984 CPC $0.92 amazon.com 708,330 CPC $0.20Grand Total 4,100,017
  32. 32. Placements Media Spend Any Other Factors for Consideration?MEDIA CHANNEL Parents Magazine $174,500 Submit Content 1 Month Early Boston Globe (Sunday) $81,606 Submit Content 1 Week Early Chicago Sun Times (Sunday) $85,176 Submit Content 1 Week Early Philadelphia Daily News (Sunday) $30,189 Submit Content 1 Week Early Minneapolis Star Tribune (Sunday) $94,101 Submit Content 1 Week Early Facebook $128, 142.33 Google Adwords $128, 142.33 amazon.com $128, 142.33Grand Total $850,000
  33. 33. Placements January February MarchMEDIA CHANNEL 1 8 15 22 29 5 12 19 26 4 11 18 25 Parents Magazine Boston Globe (Sunday) Chicago Sun Times (Sunday) Philadelphia Daily News (Sunday) Minneapolis Star Tribune (Sunday) Facebook Spend $8,854 Per Month Google Adwords Spend $8,854 Per Month amazon.com Spend $8,854 Per MonthGrand Total
  34. 34. Placements April MayMEDIA CHANNEL 1 8 15 22 29 6 13 20 27 Parents Magazine Boston Globe (Sunday) Chicago Sun Times (Sunday) Philadelphia Daily News (Sunday) Minneapolis Star Tribune (Sunday) Facebook Spend $13,232 Per Month Spend $8,854 Per Month Google Adwords Spend $13,232 Per Month Spend $8,854 Per Month amazon.com Spend $13,232 Per Month Spend $8,854 Per MonthGrand Total
  35. 35. Placements June July AugustMEDIA CHANNEL 3 10 17 24 1 8 15 22 29 5 12 19 26 Parents Magazine Boston Globe (Sunday) Chicago Sun Times (Sunday) Philadelphia Daily News (Sunday) Minneapolis Star Tribune (Sunday) Facebook Spend $13,232 Per Month Google Adwords Spend $13,232 Per Month amazon.com Spend $13,232 Per MonthGrand Total
  36. 36. Placements September October NovemberMEDIA CHANNEL 2 9 16 23 30 7 14 21 28 4 11 18 25 Parents Magazine Toy Of The Year Issue Boston Globe (Sunday) Chicago Sun Times (Sunday) Philadelphia Daily News (Sunday) Minneapolis Star Tribune (Sunday) Facebook Spend $8,854 Per Month Google Adwords Spend $8,854 Per Month amazon.com Spend $8,854 Per MonthGrand Total
  37. 37. Placements DecemberMEDIA CHANNEL 2 9 16 23 30 Parents Magazine Boston Globe (Sunday) Chicago Sun Times (Sunday) Philadelphia Daily News (Sunday) Minneapolis Star Tribune (Sunday) Facebook Spend $13,232 Per Month Google Adwords Spend $13,232 Per Month amazon.com Spend $13,232 Per MonthGrand Total
  38. 38. McDonald’s Happy Meals (2012)Squinkies video gamesSquinkies apparel line

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