New children's vitamins: Vitapop

Résumé du document

Vitapop is the new children's vitamins, launched exclusively in the United States of America. As other vitamins for children, these vitamins are a supplement for a balanced and healthy diet, and are composed of usual A, B, C and D vitamins, with calcium and iron. Actually, the human body requires a huge amount of nutrients to maintain balance and good health. It also requires minerals. Getting these nutrients and minerals from the food children eat is the best scenario, but sometimes, a child needs to add some vitamins to his diet to complete and balance it.

The function of this new product is to motivate both mothers and children to buy and daily take their vitamins. It is a daily product that is not obligatory of course (every children do not have to take vitamins if they eat correctly), but helps the child to grow up with all the vitamins and food supplements he needs to be in a good shape and no to be tired for the entire day, especially if he or she play sports. There are no proper differences between Vitapop and other children's vitamins, the main difference residing in its shape and its packaging. Giving children food supplement do not make up for a poor food diet, but will help them to build a healthy childhood. Our Vitapop vitamins are formulated especially for children from 4 to 12 years old, and one dose is enough daily.

Extraits

[...] Final Campaign 17 Present a completed example of an advertising/commercial/alternate media campaign SOURCES 19 APPENDIX 20 VITAPOP I. Define your product or service What is its function? Vitapop is the new children's vitamins, launched exclusively in the United States of America. As other vitamins for children, these vitamins are a supplement for a balanced and healthy diet, and are composed of usual C and D vitamins, with calcium and iron. Actually, the human body requires a huge amount of nutrients to maintain balance and good health. [...]

[...] The box contains 30 lollipops individually packaged. Each lollipop represents a super hero or a fairy tale princess that are designed on the individual packaged. The implicit goal for the children is to collect all of their favorite heroes or princesses. Mothers and children know in a glance what the product is, they do not need to read the box with attention to know that these are vitamins and that they are for children. COMPONENTS As we said earlier, the vitamins are composed of vitamins C and calcium and iron as well. [...]

[...] When we look at some internet forums by asking the question do you give you child vitamins?” the most repeated answer is because children do not eat balanced meals, even if mothers try to make them eat a bit of everything[4]. Therefore mothers want their child not to miss any necessary food nutrient. The second most accurate answer is that with vitamins, they barely get any cold or get sick. Knowing the drivers will help us to know on what we should then communicate. III. Delivering the message What Integrated Marketing Communications mix will you select? [...]

[...] What do you think are the strengths and weaknesses of their advertising (short statement)? The strengths is that the catch phrase is efficient, we directly understand the purpose of the ad and the link with the product. We therefore understand that the vitamins will help the children to be focused and healthy. The weakness might be the choice of the child. The little girl might be 6 or so it can seem strange that she still needs nutrients founded in breast milk. [...]

[...] That will allows parents from all over the world to buy these Vitapops. PROMOTION Because our product is brand new and looks like a candy lollipop, we need to play with this aspect for our advertising, to attract children because “their friends have the same every and to attract mother because the product is healthy and will please her child. First of all, we will promote our Vitapop on our website, with a special section only adapted for these vitamins, in the Vitamins' part. [...]