Children’s ParadiseMahsa , Jiani ,Edgard

Agenda Product :4P, target, distribution channel

MediaControl

Product

NameChildren’s

paradise

Place•Company has own shops in 5 big cities

in China

Loca t i on

5Shops Inside the

shopping plaza

Targe tChildren 2-12 years

Pric ePrice

penetration

policy

Dis t r i bu t ion

Selective, exclusive

special goods

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 powders2) Finish products : toys, masks, candy, cookies decorations, souvenirs for children abase of flour

Targe t

Children 2- 12 years Chinese parents

Level of involvement

High invo l v emen t : Af f e c t i v e ( f e e l) Children’s paradise product should have : creative strategy ,strong visual, Emphasis on impact and generate emotional response, Media strategy: large space ( spread), visual impact

video Story 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.

Beginn ing

The young mother take her son in the shopping center and the boy unhappy.

EndingThe boy is attracted by the four store, the last scene is the logo.

Appeal Emotion & Rational

Where?• Around the shopping center.• Near the kind garden.• Near the children hospital.

Why choose this media?• People could pay more attention by the big page print advertising.• It is a standstill, people could read more details information.

How to display?• Two colorful images to attract audience’s eye sight.• Switched by blinds effect every 5 minutes.

Children’s paradise

www.children’sparadise.com

Non media: operation promotional

Non media: Creating artificial beaches in the resorts for the children

Non med ia : promotion in the crèches

Message appeal

•Emotional Children need a place for themselves

•FearBring your children to Children's

Paradise --> best place for your children

Children's paradise

Pull - push Communication

Effectiveness of the promotion

Control: Evaluation and results

• Actually spend $85 in ads for one customer

•Our ad campaign was a sucess regarding the actual result we get

Potentiel Result

FREQUENCY 3 2.7

GRP 120 points 132 points

CPT $ 70 $85

BUDGET $ 50,000 $52,300

Thank you