This is so bad it’s embarassing. I realised that I don’t have the final logos to use haha. I also don’t know how to do those really nice scalloped edge so evenly like you did Becky

I’m at a total loss with the poster. Here is kind of what I was thinking for the general layout of the kids. It’d obviously need a logo. Should I make the background a rainbow?? I might then need to flip some of the kids around as well.

Urgh sorry guys.

…they remind me of lollypops lol

I know the blog looks fuggers but it’s so much clearer to read.

so today I made the t-shirts and they look rad. I effing love t-shirts. in case you’ve forgotten, here’s a list of who’s getting which colour:

purple: esther
pink: becky
yellow: sam
green: jenni
blue : random draw (yeah, right)

um, we also need liiiiike… a SWOT analysis (who wants to do it? it’ll be a blaaaast!) and uh, reflective statements. I figure we can submit these on a CD or something with our document, we don’t need to print them. in case you don’t have your sheet handy, here’s what the brief says for that section:

Each student is required to prepare and submit a 500-word document reflecting on the group design process, their contribution and the design outcome.

It’s worth 10%.

I’ve been trying to do our lame logo too; I went to Thomas Dux to see what sort of packaging they have and I saw that for drink products the name is usually just written in some font. here’s what I’ve come up with so far:

the outlines would change according to which colour background they’re sitting on, as you can see. I’m kinda hating on the yellow one though so I might have to fix that. honestly I can’t be fucked with the logo anymore, so if anyone wants to make a better one please do! J you know how I was talking about making the packaging more bold? this is kind of what I meant:

only, like, better.

also, in terms of presentation content, here’s how I imagined it’d go down:

1. introduce the team (and explain our imaginary roles, maybe?) really quickly at the start
2. state that there’s a huge hole in the market for healthy kids’ drinks (we can mention target market here)
3. describe the product and explain why it’s better than what’s currently on offer
4. describe the marketing strategy (including characters/packaging/advertising/implementation etc.)
5. explain how we’ll make money (this would just be a more detailed version of how the implementation would mean gradual increasing of income; we could show our break-even analysis)
6. conclude. and, give away that t-shirt.

it says here on this page I’m reading “the role of the pitch is to sell, NOT describe”. thanks, mark. I think we actually will need to practice our speech for this one, because we need to be really energetic and convincing. man, I would hate to watch that.

thoughts? queries? delightful suggestions? post! post! also, J and I reckon we should have one person sitting there the whole time and clicking through the presentation. this person won’t have to do any talking, aside from the introduction at the start. who wants that job?

almost there, guys! meet early on monday? we gotta print this bitch.

- becks

Although our product itself will be designed for primary school students, it is ultimately the parents that make the decision to purchase the product for their children. We therefore have two markets to cater for: the children themselves, and their parents. We will address these target markets appealing various elements to each: the taste, affiliated characters and packaging will be designed to appeal to the children, whereas the health benefits and convenience will be designed for approval of the parents.

When taking a look at the current range of drinks available in Australia today, there isn’t one range in the market that directly targets and satisfies these two demographics, which is why the Squeezy Fruit range has been developed. With a strong visual appeal and a great range of fruit combination flavours approved by kids for kids, as well as containing nothing but healthy ingredients for parents – it is a product that meets all the needs of our target market.

User Scenario 1:

Alex Matherson
North Ryde, Sydney Australia

Age: 7

Alex loves his sport and is very active, his parents are always very careful with how much junk food he consumes, they want him to grow big and strong so he can become a professional soccer player.

Likes/Dislikes: Alex loves his sports, especially soccer, which he plays every Sunday morning and has practice Thursday nights. He hates vegetables and maths.

What he wants in the drink:
- Something that tastes great
- Something he can have during his soccer game breaks aside from boring oranges!

User Scenario 2:

Vicky Targan
Cabramatta, Sydney Australia

Age: 35

Vicky is a mother of two young children and is very conscientious of what goes into their bodies.

Likes/Dislikes: She works long hours at a Law firm and cherishes the time she spends with her kids. Mornings are always a big rush to get everyone ready for school, and she sometimes finds herself coming home late at night after working overtime. She dislikes her husband giving her two kids too much unhealthy food.

What she wants in the drink:
- Something easily packed into a lunch box for a quick school snack to save time during the morning rushes
- Something the kids will love but at the same time is healthy and nutritious

User Scenario 3:

Cloe Fitzpatrik
Wollongong, Sydney Australia

Age: 9

Cloe is a creative young girl who loves to draw and paint.

Likes/Dislikes: Cloe loves her dog Max, going to the zoo, and colourful flowers. She hates homework.

What she wants in the drink:
- Something that looks cool and tastes great at the same time
- Something new and fresh that stands out

Competitor Analysis

Direct Competitors

Although there are many choices for fruit drinks and juices in Australian stores, very few are targeted towards kids. Furthermore, very few of the choices for kids are healthy; they are often fruit “drinks” with added sugars and colouring, and only 5% real fruit juice.

“Nudie”1 drinks, which are developed in Australia, are easily recognisable on shelves and are relatively popular with an older market. Their branding is consistent, however it is targeted more towards people aged 20-30 than primary school students. While their packaging does have aspects that appeal to kids, aspects of their branding such as their humour is too advanced for children. Nudie drinks, while available in many outlets and in many forms, are also quite expensive compared to other similar drinks available on the market.

Ella’s Smoothie Fruits2 are a range of kid’s smoothies produced overseas by UK-owned company Ella’s Kitchen. The smoothies are made of 100% fruit with no additives. They come in child-friendly portions in pouches with safety caps. The packaging is well-designed; it’s bright, simple and to the point and appealing to children. These drinks, while similar to our product idea, are imported from the UK and only available in specialty stores for a premium price, which limits availability to their targeted customers.

We have found that most drinks aimed at children are either fruit drinks or flavoured milks. Dairy Farmers3 have developed a new range of fruit and milk smoothies called “Rise” which are targeted at young adults as a healthy breakfast snack. They use a character in a series of television advertisements as a mean of promoting their product, which is effective as it allows the target market have something to relate the product with. The “Rise” drinks are also quite innovative in their packaging; the smoothies are sold in containers shaped similar to takeaway coffee cups, and their yoghurt range is known as “Squeezie Yoghurt” because they are available in a squeezable sachet. These squeezie containers are very popular with children because they are different from other drinks on the market. Squeezie Yogurts have proven to be popular as they’re cheap, the packaging is appealing to children (in both the design of the brand and the physical packaging itself) and they come in kid-sized portions. They can also be frozen, which is displayed prominently on their packaging, with pushing the idea that they are great for lunchboxes in mind.

Indirect Competitors

UK-based company called “Innocent”4 has created a line of 100% fruit juice and dairy drinks targeted at children, however this is merely a branch off their predominant line of drinks which are catered more towards an older market. Innocent smoothies are not available in Australia, however we believe that their product is similar enough to ours in content and idea that we chose to analyse their children’s like of drinks. These drinks have not been designed to appeal to the younger audience they are intended for; instead, the packaging and surrounding advertising seems to be aimed more at the parents of children. Although this may be a satisfactory means of advertising, we feel Innocent could increase sales if they tried to appeal more to younger children with their advertising and packaging.

“Interfoods”5, a company from the Czech Republic, provides a range of children’s drinks called “Jussy”. Although they have effectively marketed their packaging and advertising towards kids, their drinks themselves are not particularly healthy; they are pasteurized non- sparkling fruit drinks with 20% fruit content, sweetened with sugar and alternative sweetening agents (acesulpham K a cyclamate).

Occasio Australia has a range of children’s fruit juice drinks called “Fruity Flavorits”5 which is famous for its use of popular licensed characters on its packaging. This has created strong brand recognition, with the brand outselling competitors 3 to 1. Currently, the brand has a licence for Bob the Builder, Shrek, Thomas the Tank Engine and Dora the Explorer. Fruity Flavorits contains 30% less sugar than other leading brands on average, yet is still quite high in sugar, and contains no real fruit. The packaging used is “pop-top” bottles, which allows the product to be easily resealable (helpful as the product comes in rather large portions of 250ml). Despite the large portions, the product is very affordable and available in packs of four.

From this research we have been able to determine that there are no healthy fruit drink products available on the Australian market aimed at primary school children. We have also learnt that the most successful kid’s drinks consist of a combination of health benefits and strong branding. Our product will take advantage of this information to promote a healthy fruit drink with innovative packaging surrounded by strong branding and advertising.

Market comparison

After analysing our competitors we have discovered our key differences and strengths are the following; we are an Australian owned company that uses 100% all-natural ingredients (bought from Australian producers when possible). Our products are endorsed by original characters designed specifically to appeal to our target market of 5-10 year old primary school students (from NSW for the first year or so of our product’s release). The packaging is convenient and comes in child-sized portions, and also well designed to cater to our target. Our product will be available in school canteens and proving success from it’s initial launch, will also be available in mainstream supermarkets, both at an affordable price.

1. Appendix 1a: Nudie Juice
2. Appendix 1c: Ella’s Smoothie Fruits (http://www.ellaskitchen.com/smoothie-fruits/)
3. Appendix 1b: Dairy Farmers
4. Appendix 1c: Innocent Drinks
5. Appendix 1d: Jussy Juice
6. Appendix 1e: Fruity Flavourits

Market Trends

Our research has shown that there has been a trend with parents seeking healthier alternative drinks for their children in a market oversaturated in soft-drinks and fruit-flavoured drinks containing added sugars, artificial colours and preservatives. Recent research shows that many of these additives will cause adverse reactions There are currently no cheap and easily obtainable children’s drinks on the market that are made up of 100% real fruit and contain no additives. Although we have decided to sell our product for a price that is above the average of similar drinks available currently, we believe that this decision works as parents will be willing to pay premium prices for the quality of product that they are getting, parents will also be willing to spend money on smaller luxuries such as this due to the current recession.

Here’s the powerpoint lecture he gave me last minute on monday night, forgot to upload it! c_c

This is how they’re going so far

The front still needs final logo, flavour and some little interest points like 100% ALL NATURAL  and uhh… no preservatives?? I dunno @___@ The back needs the stuff as well in the free areas. We could also add a little bio of the character on it.

The back info is what I gathered was important from analysising the two packs I got yesterday.

ALSO I realised that no one was assigned the development section. This is however mostly going to be covered in markerting under ‘Pricing & Distribution Strategies’ so I think we should move the indepth product description to after the general overview and just before target market so they know what the product actually is.

I DON’T KNOW WHAT TO DO FOR PROPRIETY RIGHTS! HELP ME!!

——————————————————-

Marketing

Overview

Marketing our product SqueezyFruit is very important to us as our company has decided to take a different approach to selling our product. Not only are we using unique characters to appeal to our target but we are also teaming up with the NSW Department of Health to launch the product initially within Sydney primary schools before launching the product into supermarkets.

Pricing & Distribution Strategies

SqueezyFruit promises to deliver a healthy, all natural, high quality product unlike anything available in the current market place. The portions of each sachet will be 80g, which we have gathered from our studies of competitors to be an optimal size for children as they physically can’t eat large amounts and that anymore would go to waste. Taking in all of these factors the price for an individual sachet would be $2.50 and when launched in supermarkets lowered if bought in a bulk pack.

Our initial launch stage will be in partnership with the NSW Department of Health where the plan is the make SqueezyFruit readily accessible in Sydney primary school canteens. At this stage of the launch there will be in school posters featuring all five of the characters as well as the website address, which will be open to students, parents and teachers for both entertainment and information on the product. This stage will allow us to get feedback on our product before we launch it into primary schools state wide and then eventually nation wide.

After the product has picked up popularity and momentum to keep this going the product will then be available in a reduced price bulk pack within supermarkets. The public will be made aware of this through our television advertising campaign that will be released at the same time. Ideal time for this release would be just before the summer holidays when children would not have access to their school canteen and the hot weather would increase the consumption of drinks.

Propriety Rights

NOT SURE WHAT TO WRITE HERE!!
• Company & Product logo
• Company & Product name
• Characters
• Domain name??
• ABN??

Branding

Brand positioning

Since our brand is targeting a young audience and their parents we want to make sure that we come off as a trustworthy company who really values their customer first before profits. This won’t just be exhibited through our product’s branding but also internally through our employees as we want them to also be really enthusiastic about what the company stands for so that parents feel they can approach us if they have any concerns. For children the brand will be much more about being entertaining and energetic using our characters as a means for children to relate to our product.

Characters

Each drink in our range will have its own individual character to represent it based on the fruits and colours chosen for the specific flavour so that children can easily identify with the product and develop a relationship with it. These characters will be human as opposed to animal as children prefer human characters (1).

The five characters will all have varying ethnic backgrounds and have their own unique traits such as glasses, certain hair colours as our survey found that children will often favour a character whom has a physical or behavioural trait that is seen as a minority. These characters which will just be normal children at first will gain ’super powers’ after drinking the smoothies, such as being able to do homework quicker or being able to run a race faster. We will be careful what kind of powers these characters are given as children will sometimes attempt to imitate television character, such as the recent incident where a young boy attempted to drink petrol so that he could be like a ‘Transformer’ (2). The powers they gain will directly relate to what interests they have such as art, drama or sport.

We had decided on creating our own unique characters for this branding instead of using popular characters from existing television shows such as Dora the Explorer and Spongebob as the market is already inundated with them. From our research into our competition we had even discovered that the brand Occasio Australia is well known for it’s use of outside character endorsement for their drink range, Fruity Flavorits.

Another risk about using a character not under directly control of the brand is that they will have their own attitudes instead of working properly with the branding. This means that while that character might be appropriate for now their morals and attitude may change in the future causing a need to completely overhaul of the brand.

There have been a great deal of well known recognisable product specific characters that are high successful at promoting their product and they are especially well established in the breakfast cereals market. Some of these characters include Kellogg’s ‘Snap, Crackle and Pop’ elf characters that were designed in 1933-93 for their breakfast cereal ‘Rice Bubbles’ and ‘Tony the Tiger’ developed in 1952 for their ‘Frosted Flakes/Frosties’ cereal. All of these characters have evolved along with their target market so they are always appealing to the right age groups, however they has also been very recognisable and even while comparing their modern designs to their initial launch it is easy to observe how the character has managed to stay true in what they represent.

1. Appendix 4a: character research survey
2. Appendix 4b: “Fan Drinks Petrol To Be Like Transformers”
newspaper article
3. Appendix 4c: The History of Snap, Crackle and Pop

Character Profiles (One or two per page with image and description)

Jake(insert picture)
Jake is the sporty kid of the group of characters. He would be involved in all different school sport events from soccer, races, hockey, etc. He is very outgoing and a team player no matter what sporting event he has entered.

Zoe(insert picture)
Zoe loves to read all kinds of books with her favourite place being the library. She is quieter than the other characters but is a extremely bright kid who excels at her studies and exams.

Neil(insert picture)
Neil spends much of his recreational time painting and sketching anything he can. His favourite class is art where he can use his skills best he can and often thinks up creative solutions to solve his problems.

Amy(insert picture)
Amy is very enthusiastic about science and is often conducting experiments and building functional robots. She often enters science fairs and competitions with what she has created.

Lucas(insert picture)
Lucas is always in the school’s yearly play and has dreams to make it as a big movie star one day. He also helps our students out when they’re practising their own lines so that everyone can be the best they can.

Packaging

Fruity Four researched into various types of packaging for the product range including glass bottles, plastic bottles, ‘pop-top’ bottles vs. screw cap and more. For our smoothie range we have decided on packaging them into squeezable sachets over the traditional plastic bottle as this comes with several advantages that range from convenience to environmentally friendlier.

The primary reason for choosing a squeezable pouch is that appeals to our target market including both the children and parents. This type of packaging is much more flexible when it comes to storage as it is smaller and can be packed tightly together so it is easier to place in the freezer or refrigerator and into kid’s lunch boxes. When you freeze the contents of a squeezable sachet it is much easier to squeeze out the contents unlike a plastic bottle and it can then be frozen and placed into a lunch box for school recess(1).

Squeezable sachets much easier to handle for smaller hands and provides a much more tactile feel as the kids can control how much they want to consume by how hard they squeeze the product. This gives them a greater sense of control and brings and entertainment value to the product. The sachet is also re-sealable so if the child can’t finish it for recess they can close it and keep it for lunch break without the risk of it spilling out (2).

Our secondary reason for the choice in packaging is that is has less of an environmental impact that that of the plastic bottle and glass bottle as it takes up much less space in landfill (3). A large problem with plastic bottles is that they take up large amounts of space in landfill as often people leave the lids on so that the bottle cannot be crushed (4). To further reduce the impact in the environment the packaging will be made of less complex plastics so that it can then be recycled more easily.

Each of the five different flavours will each have their own corresponding character and colour that will be displayed on the front of the packaging with a unique and consistent design so that is easier to recognise for both children and parents in the refrigerated drinks isle among the other drinks. The front will have a cleaner design compared to our competitors so that they will look different among the multicoloured isle and the focus will be mostly the character and colour of that flavour. On the back it will contain a more in-depth table of the nutritional value and any additional information that is required.

PACKAGING EXAMPLES HERE (Flat image of front and back and 3D example)

1. Appendix 5a: Squeeze-and-Eat Convenience
2. Appendix 5b: Vimto launches new pouch and on-trade bottle
3. Appendix 5c: Milk pouches squeeze out bottles
4. Appendix 5d: GreenBottle packaging

Print and online media

Posters will be used in the first phase of SqueezyFruit’s release in school canteens so that the students know a new product is available to them. This will also be an introduction to the SqueezyFruit’s mascots as well as driving them to the website so they can find out more but also so they can have a more personal experience with the brand in a relaxed environment. Small collectable book stickers will be given away with the drinks at canteens to help emphasise the fun outlook of our brand and is also a way for children to again get a closer attachment to the characters of SqueezyFruit.

Poster and sticker examples here

The website will be released at the same time as the print and will contain two sections with one side for the children and one for the parents. For the children it will be all about entertaining them with games and little extras such a wallpapers, icons, screensavers as a way for them to relate to the characters and grow a fondness for them and perhaps even picking out their favourite character as this stage. The website is a strong media to use as it is on a much more personal level that they do get to interact with the whole brand and the characters so that it builds up more reputation of the brand and generates a bit of excitement.

For parents there is a much more informative section of the website that they can access to learn about not only the nutritional benefits of the brand but also so that they can get to know our brand as trustworthy and caring. Through the website it will be easy to contact us to ask any questions or leave any feedback on what they think and we want to make sure that they feel that if they do so that it does matter to us. It will be very important to use this to reach out to the parents so that they feel we really care about our target markets and have their children’s best interests at heart.

Website mockups here

Broadcast

The television ads will be implemented once SqueezyFruit are available within supermarkets allowing the target market to be aware of this and to also add another level of interest in the characters so that they stay entertaining and interesting. We plan to use these adverts to strongly back up our brand in an entertaining and appropriate media for both of our target audiences. The adverts will also be used as a way to promote the website where parents can read additional information and children can interact with the brand and its character more.

There will be five different adverts with each focusing on one specific character so that it keeps it a little different each time and allows children to identify with their favourite character. All of the adverts will follow a simple formula where they are faced with a problem and drink a SqueezyFruit which then helps them to overcome this. The problem that the characters face and how they end up solving it will vary depending on their interests.

Television ad planning
Jake
Jake is playing soccer with his team in a big game and the score is tied. The coach calls a “time out” and Jake then has a quick sip of his SqueezyFruit, which gives him the extra boost to kick the winning goal. His team then celebrates as he holds up his SqueeyFruit sachet.

Zoe
At home Zoe is working on her homework but is finding it hard to concentrate so she decides to take a break. She drinks her SqueezyFruit then goes back to her work and is now speeding through all of homework. Then next day in her class her marks are handed back and she has received an A++ on it.

Neil
In class Neil is working on a painting however everything he paints looks really bad scribble that he ends up scrunching the painting up and throwing it into the bin next to him that has piled up with unsuccessful paintings from before. He decides to sit back and drink his SqueezyFruit and then when he goes back to painting he creates the Mona Lisa who is also holding a SqueezyFruit.

Amy
Amy has entered the science fair at her school with a robot she built but it managed to break and the judges are nearing her booth. She tries to fix it unsuccessfully then decides to drink her SqueezyFruit that then allows her to fix her robot in the nick of time, then allowing her to be the first prize winner of the fair.

Lucas
Backstage at an audition Lucas is practising his lines but he keeps stumbling and forgetting them. He drinks a SqueezyFruit to help calm his audition butterflies and when he is called up for his turn he does an excellent professional performance and gets the leading role.

A storyboard of Amy’s advert has been provided to show the general look and feel of how it would flow like a mini cartoon episode. (I feel that maybe we need to make a bigger deal out of the storyboard here but I dunno how)

STORYBOARD HERE

If you have notes to add please add them in a different colour or simply comment so that it doesn’t get lost in my WALL OF TEXT xD