close up kids

8/11/2019 Close up kids

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Kids


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Introduction

Core product: Toothpaste

We are going to launch a new marketlineup for Close Up toothpaste

Toothpaste for Kids


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Product

Toothpaste

Thick, soft, moist substance used on a

toothbrush for cleaning the teeth

Used to clean and maintain the health of teeth

Remove the dental plaque


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New product

Close up KidsThis toothpaste is made

according to the findings

Most of our targeted

customers will like it

It is colorful so kids willlike it

T


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Company

Close up is a product of Unilever

Since the 19th century

Bringing cleanliness and convenience tohouseholds


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Brand

Our product brand name is Close Up Kids

This toothpaste is made according to thefindings of our add evaluation. so most of our

targeted customers like it.


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Target Customers

Our targetedcustomers are KIDS

Age

Status

Occupation


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Education

Demographic Background

Likings


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Different Communication Used By

Close Up Kids

There are various types of advertising which

are briefly described below- Advertising-

in advertising the following tools have been

used-


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Our first advertisement theme is Doremon.


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Close Up Kids


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Close Up Kids Next advertisement is based on kids liking drawing and painting

which is one of their favorite activities.

We wanted to say that dont let the germs make your whit teethblack, rather than that use close Up kidsand make it your canvas

and start your artworks.

Other Communication-Close Up Kids has also used socialnetwork such as facebook as their communication medium.In those sites they have provide information about their

rates, new offers, services that are available


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Problem Definition

Brand image is a major problem for Close Up kids. Brand image includes

products' appeal, ease of use, functionality, fame, and overall value.

Close Up Kids toothpastes have no competitor. Close Up Kids marketing

plan was to develop a brand experience that would differentiate the newproduct within the market. But due to poor communications people are not

aware of Close Up KidsToothpaste.

It has problem in reaching its target audiences.


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Gross impression

Gross Impression refers the total number of households, or persons, exposed to an

advertising schedule. Its an ad impression, also known as an ad view, is a single

instance of a single advertisement appearance

our gross impression is,Gross

Impression: GRP x Target Market= (540 x 2,500,000) = 1,350,000,000

Advrtisemnet Media GRP Reach (%) Frequency(#)

TVC 375 75 5

Billboard 120 60 2

Newspaper 45 45 1

radio 40 20 2

Total GRP 580


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GRP

GRPs are also known as gross rating points. These are a

measure of the gross showing an advertising campaign hasover a given time.

Our grp in TVC media,reach percentage is 75 and frequency

is 5. So GRP for TVC is (75 x 5)= 375


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Frequency

Frequency Refers to the average number of times households

or persons viewed a given program, channel, or advertisementduring a specific time period

So, in billboard the the percentage of grp is 120 and reach is 2.

so our product frequency is ( 120 / 2 ) = 40


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CPR

In marketing, CPR stands for "cost per rating point." Cost per ratingpoint is the same as cost per point, or CPP. Each point refers to 1percent of a given market. Independent ratings agencies measurethe number of consumers for each media outlet, such as radiostations and television networks, by conducting surveys andmonitoring media consumption habits. Advertisers use ratingspoints and metrics such as CPR, to determine where and when tobuy space for their ads.

Number of audience fit target market is 1,500,000 people.

Target Market is 2,500,000 people.

Rating : 1,500,000/ 2,500,000 * 100 = 60

Total cost of the ad is 13,050,000

CPRP:13,050,000/60= 217,500


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CPM

Total cost for running the ad is 13,050,000

The total estimated audience is 2,400,000

people.

(13,050,000/2,400,000) = 5.438

CPM is calculated as: 5.438 x 1000 (meaning

per thousand views) = 5,438


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Setting media objective

Promote Close Up Kids by re designing the box

Creating highly interactive ads for television

Using bill boards to high light Close Up kidsengaging with a popular cartoon character

Using viral marketing through internet


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Developing media strategy

In simple laymen terms, children are my clients and potential buyers of my

product

By using popular cartoon figures or animated characters, it is fairly easy

capturing the young peoples attention in a short matter of time. Popularcartoon figures such as Doremon, Pokemon and Ben 10, which are highly

rated and watched by children, would be used as brand campaign figures.

Images of these cartoons brushing their own teeth can be placed on

toothpaste boxes. Research shows a child is more prone to insist onbuying a product when it has their favorite characters face on the

products box label.


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Developing media strategy

Besides the box itself, huge bill boards using the same cartoon figures will

be used using minimalist design and large block lettered catch phrases like

BRUSH YOUR TEETH.


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6 function of media buyers

Provide information to media planners

Select media vehicles

Negotiate cost to buy media Monitor The Media Planner Performance

Evaluate The Media Choice After The

Campaign Handling All Billing & Payment


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Provide information to media

planners

Close Up moved from focusing only on

traditional media to integrating traditional

media and new media.

Second media planning is making more use of

product placement now.


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Select media vehicles

Newspaper Billboard Radio


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Select media vehicles (Newspaper)

Prothom Alo ad


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Select media vehicles(Radio)

We will run our radio activation campaign on four radiostation. These are: Radio Foorti, Radio Today, ABCRadio and Radio Aamar

We will be sponsoring an hour long music program threetimes a day altogether on the four stations

The first hour will be from 7.30 am8.30 am

The second hour will be from 9.30 am10.30 am

The third hour will be from 1.00 pm2.00 pm.


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Negotiate cost to buy media

Media Vehicles Cost (taka)

TVC 12,000,000

Billboard 300,000

Newspaper 500,000

Radio 250,000

Total 13,050,000


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Monitor The Media Planner

Performance

Monitored by the number of impressions.

It will achieve, CPM (Cost per Thousand

Impressions), GRPs (Gross Rating Points) and CPRP(Cost Per Rating Point).


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Evaluate The Media Choice After The

Campaign

The evaluation of the effectiveness of our

media plan can be conducted using methods

such as surveys, feedback, tracking, and

observation.


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Handling All Billing & Payment

At the end of the day, money is what everyone

wants, their own share of financial profits.

The department will handle the payment of

putting ads in the newspaper and in the

billboards, vendor costs.


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Conclusion

After doing all the research and analysis we

can say that by our new innovation we can

capture our target customers.

As well we can take the Close Up brand to a

new level by using new name of Close Up kids.


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THANK YOU

close up kids

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