Marketing Making people want it!. You’ve been Tango’d Who is it aimed at? What does it say about the product? How does it.

marketing

Making people want it!

You’ve been Tango’d

http://youtu.be/H6yCgtehwUE

• Who is it aimed at? • What does it say about the product?

• How does it make you want the product?

15 marks

• Create a competent marketing presentation suitable for the final product

• Ensure you have an understanding of the key aspects and principles of marketing before you start.

• Your presentation must show clearly your marketing plan and strategy.

• Refer to the supply chain and the needs of the manufacturer, distributor, wholesaler, retailer, and consumer in the marketing plan

4 P’s

promotion

price

place

marketing

product

Product

• What is it?• What does it do?• Why do should you want it?• USP - unique selling points

versatility, reliability, performance, ease of use, efficiency, relevance to lifestyle, superiority to other products on the market

Price

• How much does it cost to make?Materials, labour, promotion, distribution, premises

• Margin (how much profit)?• Penetration (cheap to get a toehold in the market).

• Cream (expensive to give a perception of quality).

• Comparison to existing products on the market.

Promotion

• How will you tell people about your product?

• Who will you tell (target market)?

• Where will they see it?• Brand Identity/Image• Packaging

Place

• Where will you sell your product?• Where will you make it?• How will it be distributed?• Supply chainmanufacturer > distributor > wholesaler > retailer > consumer

6. Marketing Presentation

Logo designI have designed the logo and name of the product to relate well to the product and to the user. The main shape/image of the logo is a play on one of the panels itself.

PP

The two letter P’s forming the slot/tab on the end of the panel with a cut out window. The choice of word using alliteration makes the aesthetics of the products name much more appealing. The vocabulary is also simple and easy for children to familiarise themselves with

Can be adapted to come in a range of attractive colours to the user and classroom environment

USP – Unique Selling Proposition

Key aspects of the product which make the product unique to the client and user:

-Its ability to transform into various scenes – a doctors surgery, garden centre, shop, home

- It is completely made out of cardboard making the product environmentally friendly

-It can be assembled and disassembled using pop up mechanisms

-Aesthetic qualities – use of primary colours, simple images etc.

-Incorporates educational resources such as the clock and whiteboard

Plain cardboard playhouse£28.00

Arcade role play£388

Price:

Due to the product being made out of sustainable materials the

price should be less than a product made out of resistant materials .

The above two products tie in to a similar design to my product. The “plain cardboard playhouse” is being sold at £28 and uses the same materials as my product. However, my product is of a much larger scale and comes already aesthetically dressed. The second product, “Arcade role play” uses the same concept using panels that adjoin however the product is of a much greater cost due to the sustainable materials.

As my product is made entirely out of sustainable materials the price of the product would need to reflect this. The life span of my product is much shorter than that of a role play unit made out of wood or plastic and therefore the product would not be marketable if the buyer was not benefiting from a cheaper price. The manufacturing costs of the product would be relatively low. The initial set up of templates, dies etc. would be expensive however the cost would be overcome with the masses of products it will produce. The product being a flat pack design means there will be not extra cost for the assemblage of the product.

I will sell the product as a basic kit containing the main post and a play panel for around £60. Any extra panel designs will be available for around £25. The product is being sold as a basic kit to allow for the user and client to build a sufficient role play area to begin with and expand if they so wish.

Packaging:

The product will be sold flat pack and the customer will buy the basic Play Panel Kit.The basic Play Panel kit will include:1 Main post1 Stool1 panel of the customers choiceThe other Play Panels will be bought separately to allow for the customer to expand their Play Panels if they so wish.

Example of packaging for a customer who has bought 1 basic kit which includes:1 Main post1 Stool 1 Home panel

For this customer the box will contain the flat pack -stool-tap-oven hood-shelf-oven shelf and sink

The smaller components of the Play Panels will be distributed in cardboard boxes which come in three

centres. In the centre of cardboard front panel of the box will be a punched out Play Panel logo.

300mm

400mm500mm

400mm

600 mm

The main post and panels will be sealed in a transparent plastic folder. The main panels of the product will not be contained in a cardboard folder like the smaller components as I fear that in the environment of a classroom storing a large cardboard box will not be strong or durable enough.

The clear plastic folder will be 1000x1000mm and have a printed Play Panels logo in the top right hand corner.

For this customer the clear folder will contain the main post and the home panel.

The product will be distributed like this to both schools and customers homes.

A clear plastic folder of this style

6. Marketing Presentation - Promotion

Postcards:

Postcards are a form of advertising that allows the target market to take a source of information away with them. The postcards can be displayed at stores where the product may be sold or stocks product of similar materials or products.

The postcards can also be available at teacher fairs/conferences to promote schools in investing in the product. The postcards are a simple way of picking up information and also can be distributed by post to schools.

Catalogues: Posters

Over the next two sheets are ways in which the product can be marketed. As shown in the testing of the product Play Panels can be used in both a school environment and in the home. Therefore I have addressed ways in which the product can be promoted to address both users.

Schools are often sent catalogues which they use as a source of finding materials/resources they want for their classroom. Having an advertisement within these catalogues will allow for the product to feed into primary schools. It is one of the most important ways of selling the product to schools.

Examples of catalogues Play Panels can be advertised in:

Below I have inserted my advertisement of Play Panels as a mock up to what the product would look like if promoted in a catalogue.

Many schools have advertisement frames on the school premises. This will be an ideal way of targeting both my client and the user. The posters that will be displayed will also be viewed by parents another market which Play Panels can target. A promotion of a role play area in a school highlights its educational qualities to a parent an child.

Mock up of the poster on an outer building

Below are two possible designs to be inserted into the advertisement frames

Marketing PowerPoint

A marketing PowerPoint will be distributed to school/teacher fairs and teaching conferences, training days which can be played during intervals.The PowerPoint will be distributed on a custom designed Play Panels memory stick or via email. The memory stick will be part of a promotion pack with a selection of postcards which can be distributed to anyone who is interested in buying the product.

CLICK HERE to view the marketing PowerPoint:

Play Panels marketing presentation

Print screens of two of the slides

The slideshow setup is designed to maintain

continuity for example the slide frame designs connote the shape of

the panels.

6. Marketing presentation - Promotion

cardboard, changeable, role play panels

Internet – websites, bannersDue to the large size of the product and the choice of the panel scenes the internet will be one of the key areas where the product will be marketed. The product will be advertised not just on its own website but to branch out to the entire target market it will be visible on other websites. The product will be able to be bought from educational supplier websites and sites which sell similar products. As wells as having the facility to buy the product of other websites, banners will be displayed on sites which relate to Play Panels to advertise the product.

WebsiteThe products website will provide a much wider source of information on the product which can not fit on a poster etc.www.playpanels.co.uk will provide information and resources such as:

-a video guide to how to build each role play scenario-Print out instruction leaflets -Images of the product assembled in different environments-Facilities to order online the basic kit and the individual additional panels-Facilities for customer support

Instructions manual - leaflet design

As the product contains a range of components the product will need to come with a set of instruction manuals which will also be available to print off from the products website. One of the main specifications of the product was for the children to be able to interact independently with the product. Therefore the instructions have been decided to work for both the client and the user to follow.

I have used a clear font and simple sentences with photos of each step to illustrate what needs to be done allowing the younger children to still be able to follow the steps.

There will be a leaflet structured like this for each area of the product.

2x A4 sheet design

An educational supplier website. This is a mock up of Play Panels being sold on this website.

Here is a mock up of a Play Panels advertisement banner on a site which sells cardboard toys.

Above is a design for a Play Panels advertisement banner