2. WHAT IS IT?
• Kool Kidz is a cereal brand targeted towards young children. The cereal is
of puffed wheat variety and will be filled with a chocolate flavoured sauce,
(in other varieties we will add flavours such as hazelnut, orange or mint),
the cereal will be rolled in chocolate powder (will may also have a variety
which will be rolled in a cinnamon powder). our prerogative is to deliver a
cereal which can enhance a child’s perception of new foods, we hope to
encourage kids to try new foods and new tastes that most kids don’t eat at
that point.
3. MARKETING DISTRIBUTIONS
• We will market the cereal through telvision and radio advertising campaigns,
the TV adverts will show our celebrity endorser Sean Connery (we’ve used him
because of the theme of the campaign ‘stealthy spy cereal for stealthy
children’).
• The radio advert campaign will include our celebrity endorser Sean Connery in
a casino talking about his favourite cereal (Kool Kidz) when suddenly he gets
distracted by a waiter telling him about some ‘unsavoury characters’ who were
trying to steal his cereal, as he makes a quick getaway he tells the audience
about how he likes his milk (shaken not stirred). Because it is a children’s
cereal we will broadcast the radio advert during the day primarily around
breakfast time (7:30 to 8:30), this will cost
4. BROADCASTING THE RADIO ADVERT?
• We will use the main broadcasters BBC Radio 1, KISS FM, Heart FM and Capital FM due to
their audiences, BBC Radio 1 pulls in 10.4 million listeners every week, this is closely
followed by Heart FM at 8.9 million, this is proceeded by Capital FM at 7.1 million and then
KISS FM with 5.2 million listeners.
• As a rule of thumb, radio advertising is charged at a rate of approximately £2 per thousand
listeners at one time. To clarify, if a show has 100,000 listeners at 10am, then buying a 30-
second spot at that time will cost you £200. The late show's 10,000 listeners at 11pm would
only cost £20. Generally, expect for a slot of 30 seconds to cost around £250 - £1000 per week,
depending on how often your ad is broadcast and amount of listeners.
• Using this logic I can work out that it’ll cost £4000 per 5 days a week on all 4 radio shows but
will cost £5600 if I was to broadcast for 30 seconds each day of the week once
5. DISTRIBUTION CHANNELS
• We will distribute throughout the UK (Excluding NI) through major
supermarkets like Sainsbury’s and Tesco, we will use these supermarkets due
to their ethos fitting ours and our price fits theirs (£4.50 for 1kg of cereal), I
also don’t see Waitrose selling our cereal.
• We will have production and distribution plants in major two major cities,
London and Derby due to the perfect positioning of them, from London to the
east, south east, south west and west of England whereas the Derby plant will
be distributing throughout Northern England and also Scotland and a possible
expansion into Ireland and channel Islands I we get the capital to fund this.
6. PRE-PRODUCTION FOR THE RADIO
CAMPAIGNThis is the script for the radio advert, this will
be the exact same for the TV advert but will
show Sean Connery as James Bond in a casino
with a bowl of cereal in one hand pouring milk
into it from a brandy glass and straw cigar on
the table.
7. THANK YOU FOR YOUR TIME
WE WILL NOW TAKE ANY
QUESTIONS OR QUERIES YOU MAY HAVE
