Jessy Rangel

Gambit

Why are We Here?

• Increase Sales• What is happening in the market?• What do we need to compete?• Strategies

In the Industry

• Electronic, Electronic, Electronic• Tools for learning and development• Fast, right now• Easily entertained• Crayola Model Magic, Legos, Leap

Frog Development and Learning Games, Rose Art Fun Dough, etc.

Strengths

• Leading competitor in creative play and molding clay

• Variety of Play Sets• Online Content• Availability• Line Extensions• Affordability

Weaknesses

• Behind on industry trends• Little advertising• Mature Product• Indoor toy• Messy

Opportunity

• Grandparents• Place more commercials• In store visuals• Public Relations

Threats

• Crayola Model Magic• Interactive gaming• Rose Art Fun Dough

Solving the Problem

Market to Grandparents of children ages 2-8

Insights

• Invested interest in child• Want to create strong bonds• Two working parents, grandparents

are heavily involved in care• No one in the category/industry is

targeting grandparents• Play-Doh is better for a child’s brain

development than technology

Target

• Grandparents of children ages 2-8• Live in the Chicago area• Lapsed users, who have knowledge of

Play-Doh, and maybe gave it to their children when they were young

• Concerned about how technology is affecting their grandchildren’s creativity and learning development

Strategy & Key Idea

• Convince grandparents of children ages 2-8 to consider Play-Doh because it can help develop their grandchild’s creativity and is better for them than technology

• Help them connect and bond with their grandchildren

Television• Kid playing video game in living room.• Grandparent sitting on sofa reading newspaper• Play-Doh is sitting in play area of assorted toys.• The can of play-Doh begins to open and army guy walks out.• Runs out and unplugs chord in wall.• While character is running grandparent is trying to smack it

with newspaper to smash it. • Once the power is killed and child notices they also join in

trying to smash the guy with the remote. • They both whack the play-Doh guy at the same time and

knock him into the TV where he splatters across the screen.• The Play-Doh logo appears and kids shout create the

connection. • The commercial will run during morning news programs, soap

operas, and evening crime dramas.

Print

• Headline: Connect With Your Grandkids Without the Cable

• Body Copy: • Play-Doh logo placed at

bottom/center

Out of Home

• A battery with power bars of different colors of Play-Doh

• Colors go from lighter at the top to darker colors at the bottom of the battery, signifying battery losing power

• Caption underneath reads, “What happens when the battery runs out?”

• Ads will be placed at CTA bus stops throughout Chicago.

Ambient

• Giant Play-Doh computer in Millennium Park.

• Cords running out of the computer traveling all through the park

• Screen of the computer will have a message explaining the benefits for children who play with Play-Doh

Thank You