Question

I have a team project for strategic management ,where we have to develop an intregated brand promotion campaing for a new product that will build the brand equity of the chosen familiy brand. Our brand is "Crayola" , we have decided that oir product will be some sneakers for kids and they can color this with special markers. We have very clear our point, our target market Kids from 6-14 years olds, and most importants their parents since they pay for it. We have figure out our main competition and our objectives with this product.

But I sitll have doubts about this two points, please help: (I will appreciate if you give me anwers or opinions serious)

Support Statements/Reasons Why

What supporting facts do we have to make this effective? These are reasons the Key Promise is true. It’s important that your audience buys into the key promise, or your efforts are not likely to be effective

Openings

When or where are the ”teachable moments”? When is your audience in a mindset that would make them more open to your message? ie: is it seasonal- summer, fall? Back to school? Holiday?

Answer 1

Personally speaking, the idea about ‘Crayola’ is a great idea for the team project for strategic management. Based on the fact that the target market are kids whose age range from 6-14 years and most importantly their parents as they pay for it, the supporting fact is that the most popular web entities in the internet were visited by the kids in the age group of 6-14. Studies have also revealed that about 95% of the kids in the age group of 6-14 watch TV for nearly 14 hours a week.

Hence, the television advertising can be used as a marketing strategy. The key promise that the kids can buy in can be ‘fun sneakers for growing kids’. The fact that the sneakers can be colored with special markers to customize their shoes is the unique selling proposition (USP). Fun, safety and style are the promising supporting facts for the product.

The ‘teachable moments’ is all time during the year except for extreme winter times when the sales are low. In summer and fall, customers tend to buy shoes for their school or holidays or to be prepared for the winter. The marketing opportunity is to use these seasons to market effectively to reach the audience.