I am aiming my product at children aged 5-11 years old for this reason. I feel that even with an average product, impact marketing on children’s television and in children’s comics and magazines can make sure a product will sell exceptionally well and with the superior quality of ‘Chicken Chunks’, there is no question that I would sell millions in the first week alone and take the children’s food market into the new millennium with rocket propelled speed. I have used bright colours and catchy logos, such as the golden ‘Chicken Chunks’ flying wings logo and the multicoloured box, to grab and hold the children’s attention, and the idea is that the child will convince their parent(s) to buy the ‘Chicken Chunks’. Once the children have tried the product and found it to their liking, and their parent(s) have discovered how cost and time effective it is, this information will spread by word of mouth. This will also happen with the advertisements that I will take out in children’s magazines and on television and our special promotional free sampling in the supermarkets will ensure that ‘Chicken Chunks’ will become the next craze amongst the children of Britain. Also, by its very directness the product is designed to appeal to both the overworked homemaker and the working parent in one devastatingly easy step.
The packaging is designed in a very bright and colourful manner. I am sure this will be a successful attempt to capture the minds and hearts of young children, especially with the design competition on the side of the box. The children will adore the idea of being able to design their very own containers and see their design printed on thousands of boxes across the country. The packaging is bright so it will catch the consumer’s eye as they stroll down the supermarket aisle and the competition and special offers combined will make it irresistible to anybody who must feed children in the 5-11 years age bracket.
I have designed the layout of my advert so that when it is broadcast simultaneously across all children’s television networks, and depicted in colour advertisements in all children’s magazines universally, certain aspects will stand out and be immortalised in the memory of children. The ‘Chicken Chunks’ slogan at the top of the page is in large, bold writing and has golden wings, and the way I have ingeniously positioned the box in the middle of the advertisement shows all children what the product they will soon be rushing to their local retailer to buy looks like.
I chose the title ‘Chicken Chunks’ initially for the way that no other product presently or previously on the market remotely resembles it, but I quickly realised that the title was also an excellent way of helping the children to remember the product’s name because it uses alliteration. It is not proven, but it is widely accepted, that using alliteration greatly improves the chances of committing the name from your short to long term memory banks, thereby making the name of ‘Chicken Chunks’ much more memorable. This will be especially effective considering that the target audience for our advertising campaign is very young. I also used clear, bold writing so that the text I placed upon my advert can be easily read and understood by a young child.
I think my advert will be extremely successful at cornering the market for children’s microwavable meals in minutes in the UK and across the globe. It will happen not only because of the excellent marketing strategy I have devised to thrust my product into the consumer world with alarming speed, but also by the way kids choose food these days not only to suit their nutritional needs, but as a lifestyle choice. The words ‘Chicken Chunks’ will be synonymous with the epitome of ‘cool’ for all children under eleven. ‘Chicken Chunks’ will be the embodiment of young culture and will soon be flying from the supermarket shelves as if moving of their own volition.
