Marketing 360°

Marketing Focus

360° Marketing

Plan

Online

Sampling

Media

Professionals

Affiliation

Events with parents

P.R. P.O.P

Post Sale Service

Marketing Focus

Online:-Bebepigeon, -Facebook, -Consejero de Lactancia, - you tube, -Specialized Web sites

-Renewed bebepigeon.com site!-Work on google SE to promote the site

-Consejerodelactancia.com site in spanish!-Work on google SE to promote the site

-Facebook activity en Mexico, Panama, Ecuador, Peru, Costa Rica-Incorporate new countries and centralize posts (mix centralized and local)

Marketing Focus

Online:-Bebepigeon, -Facebook, -Consejero de Lactancia, - you tube, -Specialized Web sites

-Make a database with parenting web sites per country: make advertise and promotion for pigeon brand

-make pigeon channel in you tube linked to bebepigeon.com, content: DVD by chapters or topics, breastfeeding, etc…

-Make comercials of main products. 2minute videos to promote and explain in detail the use and features of each product

Marketing Focus

Sampling:Pigeon envelope containing A&P material as below: All A&P material has been updated with new B.I. Work on leaflet about use of nipples. Product list check for first mom.- Deliver in Maternities, lectures and POP

Marketing Focus

Sampling:-New Pigeon DVD production is ready!! 150 minutes a valuable info for parents in great

production!We need to copy in Chine: ready in CFZ Beg. January 2012- Pigeon DVD will be available for seeing on-line in youtube channel and bebepigeon.com

Restrict DVD only to Pigeon club members?

Marketing Focus

Sampling:Mini Catalog with “other pigeon products” to be inserted in product boxes: breastpads,

breastpumps, peristaltic plus bottles, sets, sterilizer.

Marketing Focus

Sampling:New FIT-Slim sample: Present to customer both alternatives of pads, making easier to

compare and present us as experts in breast pads.

Marketing Focus

Traditional Media:Baby Magazines: Make templates of ads with approved brand image and message so

distributors can use them easily. - Q To pigeon: Can we make any reference to peristaltic plus?

Corporate Phrase and logo

New Brand Image and commitment to BreastfeedingReference to pigeon

history, research, Quality control, etc…

Product FeaturesCommitment to Breast Feeding and parents education

Marketing Focus

Traditional Media:TV & Radio: In countries where available, Participate in specific baby programs and

explain about pigeon and product features in detail

Marketing Focus

Point of Purchase (POP):Planogram: New B.I. All of the boxes we assemble in Panama have already new BI and 4

category division and over 90% of all the products (imported assembled) have new BI .

Marketing Focus

Point of Purchase (POP):Planogram, Elaborate different type of planogram for different kind of retails: A,B,C.

Define especific planogram for each store, print and save.

16698

17460

1669516670

17460 802

37

12984

00861 00861

04530

1684417548

17427

16844 17427

17428 17399 1739817399 17398 17397

17572

0086200862

12984M983M983

0076800770

007680076800770

0028000282

03308

00280 0028100282

03308

0026000260

0026102212

02212

00711

16695

04530

01801

01786

01789

01787

01787

01789

01935

0193301934

01997 01997

01934 0193316808

16896

16896

0403204033

1080710802 K57

810808 10560

10559

K231K800

K854

K583

K584

K584

K584

K894

K854

D842 D84

7

D843

D844

D845

D846

K108

L783K892

K112

K110

K107L784 K892 N620-N622

N626 N62

7N137N136

D310 D311 D304

D314

037080370903306

Marketing Focus

Point of Purchase (POP):Tablet idea, Improve communication with customer. Customer can see catalog, videos in

details of products, videos of pigeon DVD, subscribe to pigeon club

Install a tablet in the exhibit (has to be well fixed to avoid being stolen)

Marketing Focus

Point of Purchase (POP):Constant Training of sales personnel (distributor and retail), Constant Repetition is the

only way to make sales personnel understand and learn pigeon features.

【製品について】アンチコリック？逆流防止機能？

Marketing Focus

Point of Purchase (POP):Sales KIT,

Sales Kit should contain:-Introduction to pigeon company-Product catalog with details, bar code and prices-Planograms-A&P material and activities

Should have a printed version and a electronic version for tablet

Marketing Focus

Events with Parents:Baby Expos, Expos are good opportunities to talk to parents about pigeon, deliver

samples and A&P material directly and expose the brand.

Marketing Focus

Events with Parents:Pigeon Tour (Lectures), Make bigger events (maybe inviting only pigeon club

members), have more define and elaborate activities, more infrastructure, give prices, etc…

Marketing Focus

P.R. Activities:Peristaltic PLUS Actividad de Relaciones Públicas: Dar a conocer a la comunidad la

investigación de pigeon sobre los 3 factores clave y el lanzamiento del peristaltic PLUS.

Marketing Focus

P.R. Activities:Communicate new products, research of pigeon, events like winner of casting, launch

of new DVD, etc…

Marketing Focus

Afilliation:Pigeon CLUB

Services:-Receive pigeon welcome kit with DVD-Pigeon Casting-Manage a pediatric agenda-Participate in Lectures (pigeon tour)-Pigeon Newsletter-Special offers and discounts

Marketing Focus

Professionals: Communication with doctors and nursesDr Kit:- Briefcase with “medical products”- Ipad with “Pediatric DVD” (under production), and product catalog and features. Peristaltic plus research.

Marketing Focus

Professionals: Communication with doctors and nursesPediatric Congresses:- Participate with a stand to explain about pigeon and pigeon medical products.

Underline the fact that pigeon is n°1 brand in japan hospitals.

Marketing Focus

Professionals: Communication with doctors and nursesLectures to Nurses:- Invite Nurses that take care of babies in hospitals or houses and give them a lecture

by a Pediatrician of different topics like how to prevent accidents, breastfeeding, etc… and talk about pigeon products.

Marketing Focus

Professionals: Communication with doctors and nursesBreast Feeding Advisor:- Leaflet and stand to leave in Dr´s office so they can recomend parents the site

where parents can find every answer about breastfeeding.