Situation Analysis
Swing a majig is an invention of a new toy that enables dolls to sit on swings and is used by children to play with their dolls on swings without risking the doll falling off the swing. This is a unique idea in the market and this toy is not available elsewhere. The inventor by the name Gerald is new in the market and is looking for people to guide him in refining his business idea. The toy market in the USA is rich and the toy industry is receptive to new ideas. Parents are looking to get new toys for their children which will leave them excited and that are safe for them to play with. A lot of children are likely to want the toy especially those aged around 9 years. The business idea has a lot of potential but it requires a lot of marketing campaigns in order to create awareness.
The business idea is likely to face a number of challenges but all of these can be overcome if handled properly. The leading challenge is the lack of awareness. This is a new idea in the toy market not to mention that the entrepreneur is a first comer in the toy industry. People are also likely to be resistant to the idea of a new toy. Another challenge is that the toy needs a swing in order for it to be functional and most parents admitted that they do not have swings at their homes, and instead most children can only gain access to a swing at common places such as playgrounds. Lack of awareness is a problem experienced by every business on their first entry to business. Marketing strategies are applied in order to increase awareness of a new business idea. The Business to Customer (B2C) model is a very good and efficient marketing strategy which uses social media networks to create awareness. Most parents admitted that they learn of new toys over the internet and this will be a great strategy to reach out to parents who are potential buyers for this product for their children. Proper adverts over the television will also reach out to children. Children are visual beings, with boys responding to quickly changing screens and bright colors while girls respond to flowing movement, soft music and fading images. These components can be incorporated in an advertisement to air the product on Saturdays when most children are likely to be home. While some parents may be a little reluctant to the new ideas, children get stimulated by new ideas. Ideas start with a single person and eventually are borrowed by people until they become popular especially with the use of a proper marketing campaign. Most parents are concerned of their children’s safety and a swing for a doll can be custom made at home enabling children to play with the doll at home. Most parents would also feel safer if is their child’s doll on the swing and not the child. Safety is a number one priority when parents are acquiring toys for their children and a marketing strategy that incorporates safety will win over the hearts of many parents.
The business will be lost to competition if awareness is not created through a proper marketing campaign.
Publics
Publics Analysis
This product will mainly target millennial parents and children. Millennial Parents have an average age of 28 years with most of them being parents to at least 2 kids. These parents are looking to get their children toys that are nostalgic and those which will create memories. These parents are still anonymous to the company and are also oblivious of the toy idea. These parents are highly influenced by the media both mainstream media and the social media. Parents will bring income to the company by paying for the toys for their children as well as marketing this product to others through the word of mouth.
Millennial parents regard the safety of their children highly as well as toys which enhance socialization of their children. The millennial parents are lovers of the social media and are more likely to learn of new trends though the internet. They believe in creativity and ideas which create fun. The millennial parents love the social media. They are more likely to search for new toys for their children from the internet and social media networks the best medium to reach them is through the social media.
The children range from the age of 2 years up to 18, with the median age being 9 years. Boys are attracted to adverts with screens which change abruptly and bright colors while girls are more receptive to soft music, flowing images and fading camera effects. Cool colors are favorable to both genders while orange was unappealing to most girls while boys detested brown. Yellow and orange are disliked by both boys and girls. Warm colors have less preference as compared to cool colors. Children are known to like TV and an advertisement aired on Saturdays when they are mostly likely to be home would be the best way to reach them. Children are generally known to love fun and they love new ideas. Children are more likely to follow trends on television and mainstream media is the best medium to reach them. If the children like the product, they will motivate their parents to purchase it for them, helping the company to make sales.
Objectives
Reach ¾ of the general potential customers within the first two months of launching the campaign
Prove to 90% of the parents that the toy was safe to use
Strategies
Organize a fun day to launch the product in the market and give the publics to experience the product
Place an advertisement on TV on Saturdays to increase awareness of the product especially to children
Launch social media websites which will enable people to learn about the product
Use the social media to sell the product by making the toy available for viewing and reviews online
Message
The message has a primary part and a secondary part. The primary part is simple and includes how the campaign wants the audience to respond my making its product appealing.
Smart toys are for safe smart children. The future starts with a smart toy.
The secondary part of the messages incorporates the strategy and the rationale behind the primary message.
Implement a proper social media network media campaign that will prompt parents to buy the toy for their children as well as build a strong brand name that will enable the company to keep competition at bay, and advertisements over the mainstream media which will target the children.
