poster

webpage

Moomboard

Based on our target group’s information we have gathered and the key words of 3 rings we have defined, we want to design the sense of familial distinct, warm and colorful website about Danish milk powder. Thus we found many pictures that connected with them to help us to design, which include: Royal Baby Company, Kids with mothers, Danish milk powder, and some colors .That will give impression of milk powder environment and we are going to make our intranet with warm environment

swot analysis

Strengths: Royal baby sells the mother and baby’s products with many sub branches in much big cities. Thus it has big market in china. There are many milk powder problems with bad quality in many milk powder companies from this two year, it means that many people wane healthy and save milk powder. Royal baby sells the guarantee and save milk powder with good price because of the company want to increase the selling to normal class.

Weakness: The company only has one home page online and not so much advertisements in other social media, news paper or TV etc, so it is so lack of publicity and not famous of its brand, neither have not long history deficiency. It is not so active the campaigns as well.

Opportunities: Now days, lots of Chinese take care about healthy so much, hence more and more save products would be demanded. More and more social networking is be used through pc or mobile phone, more and more social media platform can be used for spreading of advertisement. Then make some good campaigns not only improve the company management but also the company brand.

Threats: the company satisfied their’ market and not think of improving and innovation, so would make the company behind of other milk powder company. Then if the competitors have new brand and lower price products, better service systems thus these will become our threat as well.

Conclusion of swot analysis

Royal Baby Company should keep status of high position with the quality and save of products position, pay more attention about the promotion on social media and so on.

message,idea,concept slogon

 Message

After some research and brainstorm we know that people wants save money but also take care more about the quality of milk powder and afraid the native products because of producer don’t care the quality and health for normal people. Thus we have our message is:

Overflow Danish milk powder guaranteed every step in your babies’ growth.

Idea and concept

From our message we got our idea some ideas. On one hand, we will make one main website about the milk powder such as the feature and price, the other hand, we would like show the detail information about interaction and our club of members system to appear to our target to join our club. Meantime, we can also set some media activities through our other social medias such sent website URL in the QQ macblog, QQ program to promote our website to attract more and more  parents to visit our website, and would to buy our milk powder.

Slogan

After we came up with the ideas, our thinking gradually clears, so we got our slogon:

Danish milk powder save your money, guarantee your babies’ safety.

It just base on the message and make it in short and strong words to make sense with our target group and let them interested in milk powder.

Segmentation for target group

Segmentation is a way of grouping people or organization with similar demographic profile attitude, purchasing, patterns, buying behaviors or other attributes to help understand customers more thoroughly and thus market to them more effectively.

Define target group

•    Geographic factors: democracy country, high population
•    Demographic variables: men and women, age adult 22-50yrs, normal educate, have family, modern family, married and have kids, normal income.
•    Psychogenic variables; Lifestyle, have family, normal and middle class, social opinion, prefer quality and foreign products.

China is democracy country with high population, and over 70% adult have collage education and normal income at least. They would like married at 22and e have one baby in basic. Besides, in now day’s Chinese families, people still would like work outside after they get married, even they have kids. Then Chinese people every interest to shop the cheap and quality products, and with more and more the quality problems of products come out, people more and more take care the health and save products, most of them prefer the products from foreign  as well, especially the person who has the families with babies. Therefore, we define our project target group is the parents at 22-50 yrs in mainland china.

 Potential target group

We have got information of our target group background with this type. We also think about a potential target group that are new parents who are going have babies in social media , Hence, we will make sure these new parents can login our website through our social media, as long as they do not work the same as the group had before. So there could be more people in the group and share more different information together.

Tencent QQ program

 What is QQ?
 QQ is a free multi-platform instant message software in mainland China, it has also developed many subfeatures including games,virtual pets,ringtone downloads,blogs,etc.As a social networking site,QQ helps people communicates more efficiently with their friends,family and coworkers.Tencent QQ was founded in Shenzhen,China,on November 11,1998,by Ma Huateng.(www.wikipidea.org) As on 30th September 2011,there were  more than 711.7 million active user,all most making it the word's second largest online community.

How does Tencent QQ work?
QQ is pretty good way to bring traffic to your website ,prospect and make money as well for business.this is how QQ works for personal and groups in private or business.

create account: the first step is to creating an account where you or your business can present to other people .this is where you have to fill personal details.

make friends: After creating account starting inviting people to be your friends and make sure that you will invites people who have the same interest with you.

mass communication: After you have created your account and invited friends,now you can join in communication.There is inbox which you can sent private message and also is a chat where you can do instant conversation with a friend or group,meatime,there is also a platforn you can post a message and friends can comment or conversation on the wall.

 

create group: you can also create a group to invite many people who have the similar interest to share each other.such as the schools,business and makes events.

 As we do the project is to promote the Danish milk powder by Royal baby company in China, we have  decided QQ program is one of the most important media platform.As QQ is being used by most of business people ,we know it will ease to attract them and interest in our milk powder.

Conclusion of reseach

After few days waiting ,we got our result that there are about  200 people reach our mic blog after we sent about over 300 invitations, some of they are our friends and some of them are seekers，and it is around 90 people answered our questions.Base on these data,we know that there are many people give us the responses in our QQ mic blogs,thus we think QQ can be one of our most important media platform to promote our product-Danish milk powder. According to the answers of the question we know that our milk powder is  expected by many people , and it will be a great market in China.

Persona

      "Are a documented set of archetypal people who are involved with a product or service. They are supposed to give us (designers) a sense that they are designing for specific people, not just users, who, if ill-defined, can be twisted to serve any purpose." (Designing for Interaction, chapter 5 the craft spatial relationships, Dan Saffer, pg. 231)

 We made a persona of a family who has new baby that give a feeling of our target group description in details how they behave in daily life which will help us to communicate with our target group directly and easily. So we decide to interview the parents of Weng’s family that information will be perfect about how they behave in daily life

Figure Lin

Scenario:

On a daily routine Lin wakes up very early to take care her son, it is the noisy morning again with the boy’s cry. The boy is about 5months old already and became as fresh as paint once he wakes up every morning. She prepares for today work at home on what and at what time the boy is going to eat. Lin simply likes to be organized in her mother’s work makes much simple.

 So she just checks the boy’s diaper and puts on his clothes to make sure the boy feels comfortable. She finishes all at around 7am since her husband was out and worked in other city from last month. Then she just cleans herself and start to keep her boy by breast milk. She likes take care and play game with her son.

With the boy groups up day by day, he need to more and more milk on daily. However Lin doesn’t have enough breast milk for her son, hence she has to decide to buy the milk powder as soon as possible. When the boy is sleeping about 11am, Lin having internet access at her place makes her to log into different websites and definitely log into QQ program account and sees what the other friends and members are saying or discussing. She can also ask something about which brand of milk powder and Chinese milk powder or foreign milk powder is better, and she decide to buy Danish milk powder finally. But not for so long because the son will wakes up again at 11:40 and so she only has 40minutes to be updated and then back to take care her son.

At 12 she also leaves for a contract outside and as we can see from her career she does not have much time on the internet during the day. But when he gets back normally around 2pm, that’s the time he gets to again log in into QQ program and see what has happened or even she can suggest something or also bring up a topic or even give a good offer to the other members of QQ program so that they can promote each other in their respective fields. But apart from QQ program too she also plays some game to refresh her mind and lastly since he has baby, he checks about the weather forecast before she leave for cooking the son’s special food. Lin spends a half more hour on the internet before she take care the boy.

After she is done her son and herself dinner and eating it, her and the son get down to their couch and watches TV for a while until around 8.30 in the evening.

From there Lin gets down to the internet but only for a short while around 30 minutes because she will be waking up early. During the last session of her in the internet, she checks the weather for tomorrow, goes through some videos and then off her sleeps but not before playing a poker game on the computer.

Results

In Lins, We find that Lins is not a social media person and the only network that keeps her busy is QQ program, games and her baby. So she being associated with QQ program makes her interact with other professionals like her and makes strong bonds in terms of sharing networking because you don’t know when need arises so, to Lin it’s a very good move her is associated with them.

the researches in QQ program

To define our  project idea that if the Danish milk powder are interest by Chinese or not , and make sure  the QQ program can be the  social media platform  to help us promote our online marketing or not . Hence we are going to do some researches  in two of   QQ program platform .   Q zone and QQ MicroBlog ,they are both the sharing and communication platform in china by Tencent company.
 Q zone
http://user.qzone.qq.com/2582684509/infocenter#!app=311&url=http%3A%2F%2Fos.qzs.qq.com%2Fqzone%2Fapp%2Fmood_v6%2Fhtml%2Findex.html%23uin%3D2582684509%26pfid%3D2%26qz_ver%3D6%26appcanvas%3D0%26qz_style%3Dv6%2F88%26params%3D%26canvastype%3D
 QQ MicroBlog
http://t.qq.com/Danishmilkpowder/mine

the Royal baby company

Our task is a china company called Royal Baby which was established in 2006, it is one of the largest brands, service the good baby products company in china. It is mainly engaged in maternal and child living supplies, to be more specific is that royal baby company offers the products and services for pregnant women, 0-6-year-old baby. It contains the nutritional supplement, toiletries, feeding utensils, maternity, underwear series, educational toys, care products, baby clothes and so on. 

The company wants to sell the Danish milk powder right now, hence they need a special  sub web page in their home page and would like to market to the end customer. The basic home page of Royal Baby Company is http://www.royalbb.cn/shop.asp. It is the website about the company dealers’ cooperation, investment forecasting, shop application, on line marketing and so on.

The assignment for final exam project

For this assignment, the suitable sub website design on line marketing on Danish milk powder for Royal baby   is the final project we should present to our client-“Royal baby” company and help “Royal baby” take the leading place to sell the Danish milk powder in the Chinese market.

For this project we have to think about how we can sale Danish milk powder by our sub website in Royal baby company home page by some social media to our target group in china.