Potty training is one of the first difficult milestones in a young parent-child relationship;◦ Usually it can start when the baby is between 18 and 36 months old;◦ Expand Philips-AVENT partnership with parents;

To help parents:◦ Achieve success in their new role as parents;◦ Getting trust in their capabilities;◦ Have an “easier job” as parents;

It’s “Magic” because:◦ You have easier job to explain and ease the process to your kid;◦ The baby is “charmed” by the unique features of the product;◦ Helps kids get the “job” done!

Market: RO over 300.000 babies between 18 and 36 months old; Target group: mothers with medium-high incomes; living in medium-big

cities (over 100.000 inhabitants); age: 20-40; modern, active parents; want to offer high quality time/experience for them and their kids;

Many “Potty chairs” but NONE is offering “additional features” to communicate with the baby or ease the training process; Pricing: 5-15 euro;

Pricing: around 2-3 times more expensive than “normal” potty chairs;◦ Estimated shelf price: 25 euro;◦ Own margin: over 50%;◦ Retailer margin: 40%;◦ Marketing investments: 30% of a 3 years turnover;◦ Break-even point: after 3 years Marketing Strategy;

Distribution: MT, medium-big baby single shops and chains (MiniBlu, Picioru’ Gras, local baby boutiques); selected pharmacies (Sensiblu, HelpNet, Centrofarm, etc);

Marketing Strategy: innovative and highly targeted communication; clear target group; new media focus; Net Promoter Score focused marketing policy;

Business Objectives for next year:◦ Reach over 50% awareness in first year among the target group;◦ Facilitate direct contact between parents/kids and product;◦ Develop partnerships with key retailers;◦ Reach over 60% market coverage among the selected distribution channels;◦ Reach 15.000 pcs. sales volumes;◦ Turnover target: 190.000 euro Y1; 350.000 euro Y2; 550.000 euro Y3;

What Is Brand Activation It's about engaging consumers at an emotional level and driving them to take

action.

Brand Activation a relatively new "term" in the industry, there is much debate around the exact definition of Brand Activation. It's pretty simple really; it's all about bringing the spirit of brands to life. The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, the society and the brand (i.e. company). And trust is one of the key factors to create loyalty between consumers and brands.

"Brand Activation a natural step in the evolution of the Brands" Brand Activation, is the Marketing/Brand activity that enables the consumers to

live the life in the Brand Way.

every brand has a core identity and extended identity. the brand also stands for proposition. You take the brand identity and the proposition and blending those two you develop a brand activity/program in which the consumers get to live their life in the way the brand promises life to be.

Target group: parents with medium-high incomes; 80% women; living in medium-big cities (over 100.000 inhabitants); age: 20-40; modern, active parents; want to offer high quality time/experience for them and their kids;

Target advertising and sales promotion efforts direct primarily at the ultimate consumer to stimulate the demand at that level;

It is important to understand the consumer decision making process in the targeted segment;◦ Awareness: The ability of the consumer to recall the brand…◦ Knowledge: The ability of consumer to recall the important attributes of brand…◦ Liking: The attitude of the consumer towards the product…◦ Preference: The degree to which a consumer feels more positive about the product…◦ Conviction: The likelihood that the consumer will purchase the product…◦ Purchase: The acquisition of a product or service…

Elements of a Successful Activation Plan;◦ Situation analysis. Identify key issues, key opportunities, key shareholders and any important

trends.◦ Identification of resources. Staff, time, budget, etc. Create a marketing team that is

representative of all stakeholders.◦ Competitive analysis. Identify any competition, such as another major event that will also be of

interest to the target audience.◦ Goals. Identify attendance and awareness level goals.◦ Identification of target markets. Identify groups of individuals to whom the activity could be

successfully promoted.◦ Development of plans for reaching each target market. Develop a strategic plan for promoting

the activity to each identified target audience.◦ Development of evaluation tools. Measure the success of your program during and after