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Group 4 - Pizza Paste

Group 4 - Pizza Paste . Hi- Fi Prototype Children’s Pizza Flavored Toothpaste! Zachary Beck Nickia Gibbs Ian Wilson Jamie Kosh. Value Proposition – That children will “want” to brush their teeth!

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Group 4 - Pizza Paste

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  1. Group 4 - Pizza Paste Hi-FiPrototype Children’s Pizza Flavored Toothpaste! Zachary Beck Nickia Gibbs Ian Wilson Jamie Kosh

  2. Value Proposition – That children will “want” to brush their teeth! • Hypothesis – Traditionally children do not like to brush their teeth. Either because it is a “traumatic” experience or they simply don’t want to take the time to do so, or the toothpaste doesn’t taste good. • Our product tastes good so this would change a negative to a positive experience. Group 4 - Pizza Paste

  3. What the product could be like… • Create the flavored toothpaste product in a lab and have it taste as close to “plain pizza” as possible with all the benefits of a fluoride toothpaste. • Create a “brand specific packaging” – a unique package to dispense the toothpaste. • Hi-Fi Changes: 5 flavors to begin: Plain, Pepperoni, Hawaiian, Buffalo, Meat Lovers. Packaging change: Too expensive for pizza oven and single serve packets. Switched to “pizza shaped and colored dispenser – has 5 flavors in one.” Push button for selection. Group 4 - Pizza Paste

  4. Brand Specific Package: Overall package looks like a pizza oven. Pull down the “oven door” to get to the “pizza.” Inside there are 60 individual single-serve packets (1 month supply) that look like a plain pizza. Tear the packet open and apply to toothbrush! • Hi-Fi Changes: Changed to pizza slice shaped dispenser. Will have all 5 flavors in it. Push button to dispense. Much cheaper and less waste. Group 4 - Pizza Paste

  5. Why “Pizza Paste”? • To prevent cavities – tooth decay or enamel breakdown in teeth. • To get rid of plaque – made up of bacteria and food particles. • Children should brush at least twice a day – morning and before bed. • To have “fresh baked pizza” breath and healthy teeth. Group 4 - Pizza Paste

  6. Tests of value proposition: • We interviewed 21 people with children ranging from 4 to 8 years old. • Overall response to the product was positive with the majority stating “…anything to make them want to brush their teeth would be worth a try!” • We described the product and packaging to each participant. Group 4 - Pizza Paste

  7. 43% of respondents asked about different flavors of Pizza Paste (Hawaiian flavored, pepperoni, sausage, meat lovers, buffalo chicken). Although not too spicy for children! • 6% commented on packaging safety – possible chocking hazard if there is a break-off tube end. • 1% commented on “green packaging” and the amount of waste with single-serve packets. Group 4 - Pizza Paste

  8. 94% of participants asked where you could buy the product. • 100% of participants asked about cost of Pizza Paste. Group 4 - Pizza Paste

  9. Hi-Fidelity Prototype Incorporate our team = $800 Liability Insurance - $1 Million policy - $1,200 a year. Packaging Change – From single-serve pizza oven to multi-flavored pizza shaped dispenser. Lowered cost from $10 per unit from single-serve oven dispenser (Lo-Fi prototype) to the multi-flavored, pizza shaped dispenser at $3 per unit (Hi-Fi prototype). Group 4 - Pizza Paste Hi-Fi

  10. Marketing: • Customer focus: Families with 4 to 8 year old children. Parent with child or children in the 4 to 8 year old range. Group 4 - Pizza Paste Hi-Fi

  11. How to reach customers: • Commercials on children-focused channels (PBS kids, Disney, Nick, Nick JR, etc.) • YouTube previews – advertisements prior to main video. • On-line ads on Facebook – Facebook page and media campaign. • Children focused web-sites:(PBS kids, Disney, Nick, Nick JR, etc.) • Local grocery/big-box store sampling. • Free-sample mailings to families with children. • Free-sample give away at daycare and elementary schools. • Free-sample sign-up on website. Group 4 - Pizza Paste Hi-Fi

  12. Prioritized Methods of Marketing • On-line ads on Facebook – Facebook page and media campaign. (Cost: $50) • Local grocery/big-box store sampling. (Price varies per store :$500 budgeted) • Free-sample sign-up on website. (Free – cost of product) • Free-sample give away at daycare and elementary schools. (Free – cost of product) • YouTube previews – advertisements prior to main video. (Budgeted $1,000) • Free-sample mailings to families with children. (Postage and cost of product: $1,000 budget) • On-line ads on Facebook – Facebook page and media campaign. ($500 budget) • Children focused web-sites:(PBS kids, Disney, Nick, Nick JR, etc.) ($500 budget) • Commercials on children-focused channels (PBS kids, Disney, Nick, Nick JR, etc.) (Varies per network and package deal - $3,000) Group 4 - Pizza Paste Hi-Fi

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