Marketing Concept
MARKETING CONCEPT
The first pen that allows kids to create, learn and play on smart devices! With pressure sensitivity & smooth glide tip DESCRIPTION Significant price advantage over comparably positioned tablet drawing competitors. Immediate fun: plug ‘n’ play, no batteries needed. Drawing educational values.
TARGET AGE Target users: 3-6 y.o. Target audience: Parents Extension Apps can be targeted to different target age/sex.
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Market Approach MARKET POSITIONING SRP € 19,90 Free App for Apple and Android devices (with some limitations see later)
DISTRIBUTION • Traditional (Hyper, Super, traditional retail…) • Electronic chain stores • e-Commerce (Amazon)
MARKETING ACTIVITIES - ITALY • Traditional adv: TVC (available for early/mid July 2013) On air: early September • Digital Marketing: • Mothers blogs (Sept-Dec) • Facebook / Social Networks (Sept-Dec) • Partnerships with editorial sites in target (Sept-Dec) • Website: www.app-pen.com www.appen.it (uk.appen.it fr.appen.it,…)
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APPen - The product
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The App
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APPen - App features and contents With limitation
COLOUR Freestyle drawing Special effects, backgrounds, graphic objects Draw on pictures, sharing tools
PLAY Scratch & Guess Racing game – use APPen as a joystick!
LEARN Teach shapes, letters, numbers, maths
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APPen - App features and contents Drawing tools
Animated Stickers (more than 80)
Colouring pages
Racing Game
Learn to draw shapes, numbers, letters
Scratch & Guess
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Free App – Further features - APP WILL BE ALREADY TRANSLATED IN 10 LANGUAGES (English, Italian, French, Spanish, German, Dutch, Portuguese, Greek, Turkish, Russian)
- FREE APP WITH ACCESS TO ALL THE CONTENTS; LIMITED PLAYING AND COLORING EXPERIENCE WITHOUT THE PEN
- CONTENTS CERTIFIED BY A CHILD EDUCATION EXPERT - IN APP PURCHASE: POSSIBLE TO BUY IN APP 19,90 € THE FULL ACCESS TO THE PEN FUNCTIONALITIES (APPLE REQUIREMENT). OF COURSE IT WILL BE POSSIBLE TO BUY ONLY DIGITAL VERSION
- DIFFERENT CODE FOR DIFFERENT TARGET DEMO (3-4 / 5-6 yrs) Specific different contents and graphic for the two codes
- FACEBOOK: Parents can share the progress made by their sons on Social Networks / Web
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APPen – Compatible devices APP will be generically compatible with iOS devices running iOS 4.3 or higher. APP will be generically compatible with Android devices running Android 4.0 or higher with HDPI or higher monitor density. APP will be specifically compatible with the devices listed below: iPhone devices (running iOS 4.3 or higher): • iPhone 4 • iPhone 4S • iPhone 5 iPad devices (running iOS 4.3 or higher): • iPad 1 • iPad 2 • iPad retina • iPad mini More common devices for which we are testing: The test of Android compatible is on going
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Mktg activities
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Marketing Plan MARKETING PLAN Target audience: Parents + Kids
Classic ADV*
Digital PR Plan
Traditional cartoon preschool channels cover properly both the Target Audiences.
Must be managed locally. Italy - specialized agency involving: - 14 websites for mothers, reaching 1,5Mio mothers (approx 40% of the universe); - Specialized blogs (more than 100); - Partnership with online publishers - Social media (Facebook) – ADV
If the budget would allow it a potential split would be 80% preschool channel and 20% no kids channel * Italian experience
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Italy experience
• Budget must be shared between no kids channels (20%) and kids channels (80%). • No-kids channels must to be planned to reach the wide target as grandparents, uncles, etc. • Preschool Kids-channels give to the product the right positioning: authority and reliability. Parents are reassured because the product is into a safe-content.
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TVC •TARGET:
- Parents - Kids
•CONSUMER PROPOSITION: The first pen that allows kids to create, learn and play on smart devices
•MOOD: REASSURING
• IDEAL TIMING TO SHOOT WITH AT LEAST THE APP 2.0 AVAILABLE - READY
mid July
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APPEN FSDU INCLUDE: 36pcs APPEN VOLUME: 60cm x 40cm x 180cm CROWNER WITH AND WITHOUT SCREEN GIANT APPEN REPRODUCTION I PAD FLOOR STICK REPRODUCTION
WEB SITE
The website will be www.appen.it. Of course the site will be localized in all the languages. There will be the possibility to create local site like www.uk.appen.it The alternative ways under analysis to do this are: •Landing page with different flags. Customer clicks on own flags and is addressed to the localized version of the site •Using an IP Tool that recognizes the country where customer is and gives direct access to the localized version of the site.
This site will be composed of two main sections: •Application description/Tutorial •List of compatible devices and technical information. Timing: the site will be developed in Italian + English on/about mid July. All the other languages will be implemented soon after. To do this, we will require the necessary translations.
MKTG Plan Italy JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
•PRODUCT OF SHELF
•TVC
•DIGITAL
•WEBSITE
•FSDU + INSTORE
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