Close-Up B1+: Get close to English through a Close-Up on the real world
Close up kids
Transcript of 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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Different Communication Used By
Close Up Kids
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Different Communication Used By
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