Message in a Bottle

Target Market:

collectors, children, people that just want to help.
We chose Collectors as a Target Market because of how we structured the product. We made the product so that when you have collected all three gifts you get 1 in 100 prizes. We also chose children because one of gifts is a little doll holding a bottle and we also picked the people who are going through a tough time in their life can buy a bottle a read the message of hope inside. They can keep it for when ever they need something to lift their spirits.
Product:
Picture:-

On the back of the bottle the sticker says:

To Receive Your Gifts
Once you have bought an ‘OPERARION BLESSING BOTTLE’ you open the black case on your tokens. Place one token in an enveloped with your name and address, and then post it to:
Operation Blessing Bottle
221 Hunters Bend
Woolcock NT 1559
Australia
Within a few weeks you will have received your gifts.

Gifts Available
Depending on the colour token you receive depicts the gift you will be given.
For Bronze: miniature flamingo sand art bottle
For Silver: full size flamingo sand art bottle
For Gold: a little Refugee Girl, holding a bottle

If you collect all three you will receive a 1 in 100 limited edition key ring with bottle charm.

We choose a bottle as our main symbol because we found that when you said message in a bottle the first thing you think of is someone needing help and Refugees are some people who need help. From what information we have found Operation Blessing hasn’t run a campaign before and running this campaign will help them more than no campaign at all. We think that this product will last between 3 and 6 months because they only have a limited number of gifts they can collect. We are trying to generate the feeling of hope and for people to have a warm feeling inside because they helped others to make a difference.

Price:
· The cost of the bottle= $3.00.
· Cost of gift= $6
· Final Cost of product (profit +70%)= $15.30
We approximated the price for the bottle and gifts, and then added a 70% increase for the profit. When looking for competition we found no NPI’s with similar products or campaigns.

Promotion:

Magazine article.
We are using a Magazine Article for our method because of lot of people read magazines and having an article will get our product out in the open and they can keep the magazine to show their friends. When you buy the magazine you read will read the article making them interested in the product and make them aware of the trouble the refugees have and what Operation Blessing does prompting them to buy the product to help the refugees.

Place:
We will place our ads in collectors’ magazines, kids’ magazines, environmental, other magazines that would have a target audience that would buy. In the shops we are selling our product, the product will be placed up at the front next to the counters so that as the people are waiting to pay they will see the product and they would want to buy.