Communication and advertising plan for a new product, case study : Noodle soop

Résumé du document

We are going to offer a traditional noodle soup accompanied with refined vegetables cut in thin layers with meatballs and sauce. We like to focus on healthier foods by offering organic ingredients. The cooking time in a microwave will not exceed 3 minutes. The name of the brand will be 'Frenchnood'. The name of the product will be the 'Noodly Soup'. This descriptive name 'Noodly' is again a direct reference to noodles, so that consumers remember and recognize our product through a curious, original and funny name. Our core target audience is segmented as being children between 4 to 10 years old but also their parents who are willing to buy better food for the health of their children. Actually, kids are interested in eating something good and at the same time that every other child enjoys as well. They are influenced by perception and communication, so we should be able to deliver a clear, funny and trendy message that they will feel comfortable with.

Extraits

[...] They actually assessed whether the product was a good experience for their kids, or not. So, we also target not only children but also parents, more precisely mums who do shopping but are also sensitized and willing to spend a little bit more to buy organic food for the better health of their children. So, parents who are targeted belong to middle-class to up-class with a purchasing power in consequence. Moreover, we have chosen to target children because the offer on the French noodle soup market is quite limited. [...]

[...] The cooking time in microwave will not exceed 3 minutes in order to gain time. The name of the brand will be “Frenchnood”. The name of the product will be the “Noodly Soup”. This descriptive invented name is again a direct reference to noodles, so that consumers remember and recognize our product through a curious, original and funny name. Our core target audience is segmented as being children between 4 to 10 years old but also their parents who are more and more willing to buy better food for the health of their children. [...]

[...] The logo of the brand that we entirely designed is the following one: The name of the product will be the “Noodly Soup”. This descriptive invented name is again a direct reference to noodles, so that consumers remember and recognize our product through a curious, original and funny name. And we will explain why in the next part concerning our specific target that are children. We actually created a dedicated character that we named Noodly who lives in a specific world: the galaxy. [...]

[...] What drivers will they respond to? Our core target audience is segmented as being children between 4 to 10 years old. Actually, children represent a consequent demographic within the French population, approximately 5 million or of the total French population[2]. Besides, we can affirm that children have their own purchasing power because they are able to influence their parents in the purchasing process. Nowadays, parents are able to buy more things for their kids because they earn more money than 10 or 20 years ago, they have fewer children, and they feel more and more willing to satisfy all children's wishes. [...]

[...] That is why, the message with the several checks and the linked good points of our product aims at focusing on this aspect. The easiness of preparation is also showed through the presence of the microwave ready logo and taking only 3 minutes to be cooked. The context of the billboard is the “galaxy”. Actually, Noodly is a kind of extraterrestrial or a spaceman who is living in the galaxy. As children do to catch butterflies, he is trying to catch vegetables and noodles that are floating in the air and trying to escape. [...]