Question

Imagine that you have been hired by a large pizza chain to develop an IBP campaign for a new product, the KidZa Meal, which will consist of a 4-inch round pizza, a small drink, and a doll that looks like a traditional Italian pizza chef. The chain is hoping sales of KidZa Meals will drive more families to its dine-in restaurants and increase take-out orders. But the chain is concerned about perceptions that it is targeting children in its advertising and contributing to concerns about childhood obesity rates.
Required:
a. What type of advertising campaign would you suggest for this client? As you evaluate the components of the marketing mix, what recommendations would you make regarding the product?

Answer 1

Answer:

Advertising campaign that will be best suited is by inviting kids to the restaurant and arranging free of cost activities like drawing competition or similar and give free KidZa meals to the winners. This is where children will give attention to the newly launched meal and doll shaped chef will appeal them to buy the meal.  There can be advertisements on television which will seek attention of the kids at home. There can be stalls placed at various schools to familiarize kids with restaurant and give free discount vouchers which will force them to pay a visit at the restaurant.

Explanation:

Marketing strategies for the kids is very different than the adults. The adults usually analyze cost benefit whereas kids just choose a product if it looks good and colorful. The kids decide to buy a product when it appeals them. The doll as a gift is a great feature that will appeal kids to buy the meal.