*do not quote
There is no right or wrong answer to this.
This is the product
, it's mini crackers with peanut butter in them:
A little background information on the product is that it was taken off the shelves when peanut butter was banned from schools (so within the last 10 years). It has re-emerged on the market, last month.
Choose the best target market
1. Elementary school kids 6+
What would be the best media
to advertise this product, to reach the most amount of sales?
1. Commercials on children's channels
2. Demos (handing out samples in grocery stores)
(If choosing other, keep in mind the above information and the fact this is taking place in Canada).
Below is my opinion, and I'm not asking you to agree with me, I want to know your decision and reasons.
You don't need to read this.
But this is where the debate stems from;
We were asked this question in class yesterday - except the target market and media were up for debate, we argued between the two listed. I wanted to market to parents and my group said kids. I chose demos and they chose commercials.
reasons were that kids watch a lot of tv and parents love convenience. They said they would put the commercials for them on during weekend mornings and after school.
My argument was to market to parents and do so through demos. My reasonings where based off the fact that you cannot eat these snacks anywhere unless you're at home or a park.... you can't grab them and go to activities or school - therefore I felt that convenience was less important. Also, if my child came to me (at the age they're marketing to) and told me they wanted those, I would tell them to put peanutbutter on crackers themselves... Also, not all children's tv channels have commercials. For example, treehouse and family do not have commercials like that, and early morning teletoon runs inappropriate infomercials. Another thing was, do you really think your kid could remember exactly what product it is... like they see it on tv and they repeat it to their parents it's going to sound like "I saw those crackers and there was peanut butter etc" there will be no mention of brand
. And yet again if my kid told me that I would tell them to make it themselves. One last point is that with DVR and smurf, who's actualy watching commercials? Do your kids sit through every single one? DD gets up to get a snack or water, etc. On the topic of demos, I feel like parents are more likely to buy a product they see themselves, especially if they and their child can try it. It usually comes with a coupon which is more incentive because the box isn't "cheap" - you pay for convenience. As a parent a demo would be more effective than a commercial, especially since there are a lot of parents who do not allow their children a say in what comes in and out of the fridge (ie. my mom would give us 0.25 after shopping if we didn't ask for anything lol).
My entire side of the debate was not good enough because I have a 4 year old, and that's below the target market they
chose. Ironically, I was the only parent in the group
Not to mention the teacher asked for more and my group said that's all they had....