Happy Baby for furniture and Toys IMC Project Click to edit Master subtitle style

Prepared By: Abdelrahman Mohamed Noureldin Hatem Ebid Elshazly Abdelrahman Fathy

3/12/12

Table of Contents
1. Introduction

Vision & Mission Products Pricing Competitors Demographics. Psychographics.

2. Targeting
3/12/12

Vision
Create a better everyday life for children through variety of low-priced, welldesigned, functional home furnishing products and Toys.

Mission
Making affordable and functional designed furniture for children available to everyone.

3/12/12

Products

3/12/12

Products

Our products are designed importantly for functionality affordability.

most and

We have both (Typical and Customized) products.

Interior design is one of our products for kids rooms. Children toys.

3/12/12

Pricing

We always work to maintain a low-price strategy aligning with our vision, a low-price which allows most of people to try our well-designed and functional products. Low-price strategy, enable us to target the middle class consumer. Manufacturers and suppliers always keep the price point in mind.

3/12/12

Competitors

3/12/12

Competitors

Honey kids furniture

3/12/12

Targeting

Targeting

Targeting

3/12/12

Demographics
Age
Young Generation Y mothers (ages 23-30) in Egypt. young parents in the Egypt specifically mothers of Generation Y who are the primary decision-makers on purchases for the home and children. Between now and 2015, generation Y members age will become leaders of their households, so we have an opportunity to become a center for childrens furniture and toys. Also, this generation has a huge potential to be marketed and courted with internet and social networking tactics, as they are avid users and see advertising, media, and technology as integrated parts of their lives.

Income
The average household income is 3,000 EGP/month this generation chooses luxury products and tends to have excessive 3/12/12 use of credit-cards.

Psychographics

Strong interest in the worldwide green movement. They have grown up with heightened precautionary and safety measures everywhere. This audience has a taste for organic, farmed produce. They prefer to lead healthy lifestyles and prefer to eat wellbalanced meals that require little time. Having grown up in a technology and media saturated environment digitally dependent. Achievement-driven. They like to recycle.

VAL S2
3/12/12

IMC Objectives

Awareness Increase awareness of our Childrens products. Increase awareness our local stores locations. Comprehension Provide information regarding promotional, storerelated, and sustainable-effort information to interested audience members. Conviction Convey our target audience that our products is the best solution.

3/12/12

IMC tools box

3/12/12

Media Budget Allocation Quarter

Happy Baby furniture and Toys
Jan-12

Medium
Television Magazines Onlineadvertising Posters Displayallowances PublicRelation Publicity PersonalSelling Total Percent

Q1
310,000 100,000 40,000 30,000 12,000 20,000 20,000 0 532,000 23.3%

Q2
320,000 120,000 40,000 0 12,000 20,000 20,000 20,000 552,000 24.1%

Q3
330,000 150,000 40,000 30,000 12,000 20,000 20,000 20,000 622,000 27.2%

Q4
340,000 150,000 40,000 0 12,000 20,000 20,000 0 582,000 25.4%

Total
1,300,000 520,000 160,000 60,000 48,000 80,000 80,000 40,000 2,288,000 100.0%

Percent
56.8% 22.7% 7.0% 2.6% 2.1% 3.5% 3.5% 1.7% 100.0%

3/12/12

TV Ads
TV Marketing Plan Details

3/12/12

TV Ads

3/12/12

Magazines

3/12/12

Online Advertising

3/12/12

Posters & billboards

3/12/12

Display Allowances

3/12/12

Sponsorship of festivals

3/12/12

Publicity & Public Relation

3/12/12

Personal Selling

3/12/12

Evaluation
1.

Measurement and Evaluation Method (Qualitative) Focus group to evaluate broadcast and advertising efforts through a Series of regional focus groups of young mothers ages 23-30 about our positioning and products. Measurement and Evaluation Method (Quantitative) . Surveying should be done among young mothers on the social networking level like (Facebook and Twitter). . Tracking Sales (Before and after).

2.

3/12/12

Conclusion
1.

An integrated marketing communications campaign can bring many great facets into the communications and branding of any company. We can see great success by aligning our communication initiatives and aggressively targeting specific audiences. This plans design will bring the definition of IMC to life through the alignment of messaging about our products across many communication fields. IMC is a concept under which a company systematically coordinates its multiple messages and many communications channels and integrates them into a cohesive and a consistent marketing communications mix to send the target market a clear, consistent message and image about it and its offerings.

1.

1.

1.

3/12/12

Thank You

3/12/12