Plan-it Marketing

Challenge: Techno Source, a leader in the electronic toy and game category, developed two new toy/game concepts targeted at young girls, ages 6-10.

Objective: Plan-it conducted a viability study to understand reactions to the concepts overall, which elements resonate most (overall and by age group), reactions to alternative messaging directions and tag lines to understand which message/line would most effectively generate interest in the concepts and packaging.

Method: Focus group discussions were held among girls, ages 6-10; parents of participating girls completed a structured questionnaire aimed at better understanding parents' reactions to the concepts.

Results: Plan-it used insights from this study to make recommendations for fine-tuning concepts, optimal messaging for the games to generate trial/purchase, packaging, and potential retailer opportunities. The concepts launched in 2009.