Flip!

Flip! The hottest news for every fearless boy Author: Vit Horky

December 2006

Introduction to Marketing and Advertising, Prague College, Lecturer: Anastasia Paraskou

What You can expect? • • • • • • • •

1 | What is Flip 2-4 | How can I use it 5 | Who is customer 6 | How to attract them 7 | Who are competitors 8 | Promotional strategy 9-12 | Advertising strategy & Media 13 | Conslusion

1|What is Flip? • It is composed of the rope, the carabiner and the handrail • Flip is joint of a toy and tool for fun, spare time and fashion accessory. • One size, variety of product lines, accessories • Flip is cool, trendy and brings new entertainment for youth

2|How can I use it? • More is a toy simple more brings human fantasy and inventiveness. • Flip is a toy as well as fashion accessory • Youth like competition and game, they want to compare each other • They want to be active, cool, trendy

3|Usage: game • Primary function: game • User can seesaw, slide and slip, it depends on user´s fantasy • Move, play, make tricks, have a fun • In a bus, in a metro or in a tram, on a street, at school

4|Usage: fashion accessory • • • •

Secondary function: Fashion accessory Variety of versions and color variations New extraordinary fashion style You can have it attached to key pouches, belts, tights, jackets or bags.

5|Who is customer? • Man, male, 14, at grammar school, with parents, in city • hobby: music, sport, friends, exciting and extraordinary entertainment • rebellion, provocation, protest against parents and mature, -against law and order. • Pocket-money: 400 CZK per month.

6|How to attract them? • Product simplicity, low price, many variations, interesting package, cool image • Interaction • Provocative • Unlimited usage, room for originality

7|Who are competitors? • Flip is the first product on new market • Similar products: Heelys shoes – lightweight athletic shoes with wheel housed on heel; you can walk/run as well as roll

• Skateboardes – popular for more than 50 years – specific fashion, new subculture

• Interesting entertainmens: „Bats“

8|Film your crazy use of Flip! • joint of enjoyment outdoor and indoor • interactivity between producer, customer and potential customer • record funny videos with crazy using of Flip • make a movie > send it > be voted on Flip ´s website > win and be famous! • long-term competition

9|Advertising strategy • Advertise Flip as a trendy product for every fearless boy in connection to advertise Flip as a cool fashion accessory • Used media: TV, Magazines, Indoor, Internet • Price of ads vs. potential effectiveness

10| Extraordinary TV ads • They present always one of the voted customer´s video • They invite to visit Flip´s website to vote

11| Essential Internet • Presentation on the product, all product lines and special collector series • Information about usage safety • Presentation of sended customer´s competetive videos • Voting

12| Indoor and Magazines • Indoor advertising on frames B1 • Placed at schools, canteenes, hobby and spare-time activity centres for children and youth

13| Selling potential of Flip • Prices of the product and its product lines are same in all selling-points. • From 145 CZK • It is cheap, it looks interestedly, extraordinarly • Flip can be very successful • Success hinges on advertising very much Our customers have to NEED IT!