Création, lancement, nouveau produit, purificateur d'air pour bébés, Bear Air, target audience, Integrated Marketing Communications, new air purifier, problems, opportunities, promotion, communication, consumer associations, regulations, restrictions
Our air purifier specially targets babies. In this goal, it must have specific design to be easily recognizable. Thus, we must find an object that can be in a child bedroom and that is cute. Everybody has already been a teddy bear in his bedroom; this object is a childhood symbol. In consequence, it seems interesting that our air purifier looks like a big teddy bear. To differentiate men and girls, it will have two types of teddy bear: a blue for boys, and a pink for girls. It is a classic choice but inevitable. Thus, mothers and fathers can easily identify that this air purifier is for their child.
The design is not the only important think; our product needs to have specific functions to be attractive. Thus, it would be interesting to create a specific purify level indicator as Coway AP-1206CH. Consequently, the teddy bear will held in his hand a flower that will be down when room is polluted and up when the air of the room is pure.
Moreover, the goal of our air purifier will be to have a very pure air. Thus, we want that this last one eliminate all bacteria and virus in air. To obtain good results, we need to use the best process and technologies. Thus, our air purifier can filter air up to 99% of all pathogens and fine particles of 1 nm.
Our drivers are health, education, and life style so we will use an advertising mixture between Logos communication and Ethos communication. We need to be scientific to prove that our product functions as competing products, so we need Logos communications, and our product is for babies, so we need Ethos communications.
We sale a specific product for specific people, in consequence we must to create a new need, a new market. To reach this goal, we need a large communication, and a recognizable communication. The best way will obtain a buzz to decrease advertising cost.
[...] What specific media will you use? To reach our expectations, we will use many media. Thus, our goal will be create a buzz around our product. The company does not have lots of money so we will not use television advertising. The goal will be to obtain a quality communication with a small budget. We will use: - Advertising magazines/newspapers/billboards: the goal will be to create a shock. We will use humor, ethos communication, and logos communications. The aim of these advertising will be spread the name and our message. [...]
[...] In consequence, our air purifier will consume twice less energy. To restart, our air purifier check every 5 minutes the air quality. To resume, our air purifier will be a teddy bear blue or pink that will have in his hand a flower that indicate the purify air level. To have a better image of our product, you can see this last one below: it's an association of various pictures take in Internet (Bibliography. Teddy bear Picture). What is its name / brand? [...]
[...] Création et lancement d'un nouveau purificateur d'air pour bébés le "Bear Air" Subject of the final-assignment For your final paper, you are about to launch a new product or service and you need create an advertising campaign for it. Do not take an existing brand and assign it to your product. For example, if your product is a new biscuit, you cannot join or use the name Starbuck's and call it Starbuck's Biscuits. You need to create a new brand. [...]
[...] In a second time, we will define and describe our audience to find the best message to reach our target. Thus, we will define our target and drivers that we will use to promote our air purifier. Next, in the same mind, we will research the best communication channel to be the most effective. Thus, the goal will be use drivers to reach our target. In consequence, we will study various types of communication: logos, and ethos. To comply with Legislation and consumer associations, we will check regulations and restrictions that could stop our product launch. [...]
[...] In consequence, it seems interesting that our air purifier looks like a big teddy bear. To differentiate men and girls, it will have two types of teddy bear: a blue for boys, and a pink for girls. It is a classic choice but inevitable. Thus, mothers and fathers can easily identify that this air purifier is for their child. The design is not the only important think; our product needs to have specific functions to be attractive. Thus, it would be interesting to create a specific purify level indicator as Coway AP-1206CH. [...]
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