From the many ideas I discussed with my peers, I chose ‘Chicken Chunks’ to be the product I decided to produce because I think it could fill a hole that currently exists in the children’s frozen food market. It would be an easy to prepare microwavable meal for the growing number of working parents with hectic schedules who wish to give their children a nutritious meal without having to spend their valuable time slaving away over a hot stove.
It is incredibly simple to prepare since all that parents would have to do, is to place the product in their microwave for three minutes in its box, and when it is ready, to simply peel off the lid and serve piping hot. The chicken can be served on a plate or, to save the washing up, it could be eaten straight from the box. There are not many of these quick and easy meals for kids in the shops, and if you can come up with a gimmick that the kids will like, you can sell your product in its millions.
You only have to look at the recent Pokemon phenomenon to see an example of where marketing a product directly at children has worked exceedingly well. 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.