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CRAYTOONS

CRAYTOONS. COMPANY PROFILE: . Founded:  24 August 1910 Headquarters:  Kolkata, India Industry:  Tobacco, foods, hotels, stationery, greeting cards Products:  Cigarettes, packaged food, hotels, apparel Employees:  over 25,000 (2009) Forbes Global 2000 List:  987 rank (2009)

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CRAYTOONS

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  1. CRAYTOONS

  2. COMPANY PROFILE: Founded: 24 August 1910 Headquarters: Kolkata, IndiaIndustry: Tobacco, foods, hotels, stationery, greeting cardsProducts: Cigarettes, packaged food, hotels, apparelEmployees: over 25,000 (2009)Forbes Global 2000 List: 987 rank (2009) ITC made its entry into the stationery business in the year 2002 with its premium range of notebooks

  3. ITC S VISION ITC S MISSION Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders. To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value

  4. SWOT Analysis STRENGTHS Existing Brand name – The brand name and reputation of ITC will have a huge impact on the success of this product. All the retailers as well as consumers would be ready to buy Craytoons based on the trust they have on the company. Established distribution network is also an advantage for the brand as the company can reach and serve its audience easily.

  5. SWOT Analysis WEAKNESS new product OPPORTUNITIES Huge Indian market serves as a great opportunity for the company. THREATS Fierce price competitiveness and other competitors in the market ( camel, Natraj, Faber Castle etc) Expensive distribution network

  6. TARGET AUDIENCE TARGET AUDIENCE- CHILDREN, PARENTS Our main target audience are the children between the age of 3-10. Spokes character, Free gifts, Packaging, fragrance in the crayons will attract the kids Qualities of the product such as non-toxicity, pricing, easy availability, high quality, scholarship offers etc will attract the parent. The brand positioning will be done in such a way that the kids who see the ad materials insist on buying the product immediately.

  7. PRODUCT DESCRIPTION ITC is coming up with a new range of stationary products in the year of 2011 called Craytoons. Name description – Classmate has named its product “Craytoon” derived from the word crayons. Crayon is a French, diminutive of craie, chalk, from Latin creta. Children can relate to cartoons (Disney world, cartoon network) and our product Craytoon aids in bringing out their fresh, creative and colorful ideas.

  8. ABOUT THE PRODUCT They are easy to hold, non-toxic and made with soft-wax. Each crayon has the shade name mentioned on it to help the child learn about colors. They spread evenly on paper without smudging or smearing. Painting done with Craytoon can be protected by Craytoon-Fix, a special fixer for crayons. Craytoons comes in different packs, varying in quantity from 12, 45, and 75 to 100.

  9. PACKAGING DESCRIPTION Comes with bio-degradable cylindrical pack in the shape of a crayon attached with a sharpener at one end. Special care has been taken in fixing the sharpener to avoid cuts from the blade. It comes in various range and shades of colors. Contains a booklet inside the pack which describes about the shades of crayons, instructions on how to use Craytoons, directions used for shading.

  10. LABEL DESIGN The label has been designed by keeping a lot of pointers in mind- Color scheme Spokes person Shade card Clarity in informative material Different patterns

  11. OBJECTIVES To create awareness about the existing stationary product. To analyze and rightly target our audience –kids, and promote our product. To throw light on the safety of kids by launching stationary that is non-toxic and eco- friendly. Our product CRAYTOON not only can be used by an age group of 3-10 but also to increase the usage among the other age groups.

  12. MEDIA STRATEGY: STRATEGY AIMED AT CHILDREN AND PARENTS. FOCUS ON USP AND POSITIVE POINTS ADVERTISING THROUGH VARIOUS ATL AND BTL STRATEGIES.

  13. ATL :TELEVISION TV Ads on kids entertainment channels. Some include cartoon network, Hungama , Nickelodeon, Disney. Ads in other channels too for parents to watch. The frequency of these Ads will be comparatively less.

  14. PRINT: Print Ads in newspapers.(Young World) Ads in Comic and other books related to kids. Ads in magazines related to art and few other magazines that will catch the parents eye.

  15. BTLDanglers: Will be hung in the stationary stores, shopping malls To increase visibility of the product to the parents as well as the children.

  16. Posters: Placed in schools and other places. Will be attractive Will list out the USP of the product which will appeal to the parent.

  17. Product display: Placement of the product at eye level of the children. Colourful packaging and freebies will grab the child’s attention. This strategy will make best use of pester power.

  18. Website: Will create website mentioning product features. Will encourage children to post paintings based on themes given out in the website every week Contest names “ Young Artist of India” Prizes given out every week The company's CSR in developing and encouraging creativity.

  19. Gaming sites: Ads on gaming sites. Pop up Ads on certain select sites. Cost per click strategy will be used. Every time a child plays a game a Craytoon AD will be displayed before the game loads .

  20. Mobile application: Promoted through mobile applications and games. Applications like “ sketch your cartoon” and “scribble “ will promote the product. Touch phone users can select Craytoons to unleash their creativity.

  21. Scholarship: ITC CRAYTOONS also encourages the growth and development of its target audience Scholarship to talented children all over India. Every year 10 deserving students will be provided with a scholarship of Rs.50,000.

  22. Tie up with Maggi: Tie - up for 3 months after launch. Return 10 packets of Maggi to get free crayons from Craytoons. Based on peoples love for freebies. Also Maggi sales will go up and CRAYTOONS will be promoted well.

  23. Tie up with Cartoon Character’s Company: Craytoons impressions can be erased. Each pack comes with an eraser. Eraser to be in the shape of famous cartoon characters that children love. Advertising line will be something like “Collect all your favorite toons”

  24. Kits: ITC classmate has various brands - Note books ,pens and other stationary. Different products in the same kit along with Craytoons. Advertising line will be like “ Don’t know what to gift your friend on his birthday ?”

  25. Tie up with indoor gaming: Ads at popular gaming and amusement zones like MGM World ,blur, Disney world. Strategy also involves collecting certain number of tickets to get free pack of Craytoons.

  26. TIMELINELaunch: Craytoons will be launched on 16th of April 2011. . The launch will be an all India one and will be via POGO. The launch will take place for fifteen minutes in between the POGO Amazing Kid’s Awards(PAKA) . The launch will take place between 4-6 pm on 16th.  The ad will appear between 11am-2pm and 4pm-6pm on all days. The AD will also appear as the first ad in every break at these timings.

  27. PRINT ADS: The print AD of “Craytoons” will be colorful and have the spokes person on it attracting the kids. The ad will be published for 3months (12 weeks).  Every week there will also be contest for kids on a particular topic.  To make the parents aware about the product the print AD will be published every day in the famous news papers like Times of India and Indian Express. The ad will be printed on the second page, using half the page. Other than all this, the print ad will also be published in famous comic books magazines that kids usually read like Tinkle, Chandamama and Magic Pot for 6 months.

  28. Positioning Target audience - age group 3-10 and the parents Different packs -12,45,75 and 100 Open to the entire market Continuous advertisements and promotions Cost effective price

  29. APPEAL: Novelty Appeal: tie ups with different brands Quality Appeal: superior quality, smooth, do not break easily, longlife. Star Appeal :Darsheel Safary of TaareZameen Par. Ego Appeal :sense of pride in the minds of both the children and the parents on owning a pack of Craytoons.

  30. Pricing Packs Price 12 Rs.25 45 Rs.75 75 Rs.150 100 Rs.200

  31. COMPETITORS OF CRAYTOONS: Direct competitors Indirect competitors • Reynolds • Kohinoor • Hindustan (nataraj/apsara) • Montex • Color plus industries • Warya enterprises • Pritiimpex • Komal manufactures etc. Faber castle Camlin Staedtler Crayola

  32. PLACEMENT OF OUR BRAND: Our product is been placed in various means of communication by using different forms of media: Newspapers Magazines Television ads Other BTL ads

  33. Spokes Character Mr. Too Too

  34. STORY BOARD: Chintu (DARSHEEL SAFARY) is painting with his crayons. His mother keeps a stealthy eye on him. Chintu has tired himself in painting 2 very simple hills and a sun in between. Mother comes and sees the painting that he has done after such effort. Out of motherly consideration she kisses him and says that he has done a beautiful painting. Chintu’s looking at the receding figure of his mother knowing fully well that his painting is no good. Chintu is using the rubbing option of his crayon and with inspiration rubs off the painting. He picks up the paper and blows away the erased bits. It goes into the hat of our Mr. Too Too and then Chintu like a magician brings out some stars from the hat and he paints again. All the stars from Mr. Too Too’s hat and the crayon from Chintu’s Craytoons box flow into the painting. Smelling the fragrance of his painting and looking at his beautiful painting he gives it to his mother. His mother is astonished.

  35. BUDGETING NEWSPAPER PRINT:

  36. BUDGETING PRINT ADS MAGAZINE:

  37. BUDGETING ELECTRONIC MEDIA:

  38. BUDGETING-OTHERS • Posters- Rs.12, 50,000 • Pamphlets- Rs.1, 80, 00,000 • Danglers- Rs.1, 80, 00,000 • Star Pogo Kids Awards – Rs. 10, 00,000 • Miscellaneous Expenses – Rs.30, 00,000 • Total Expense – Rs. 12, 19, 39,091

  39. THANK • YOU

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