Les enfants sont devenus de v ritables experts
Article Abstract:
France has 10mn children from 0 to 11 years old, which represents 16% of the population; they have a purchasing power of FFr 15bn. The Menu et Associ s agency has carried out a study of packaging rules for appealing to youngsters from two to eleven years old and for reassuring their mothers. Between two and five, the children enter the discovery phase, learning to live in society. They prefer individual packaging which makes trading possible and they like images and colours because they do not know how to read. In order to reassure their mothers and allow the child to acquire new capacities in the area of touch, packaging should play with round forms. For those who are less than two years old, the agency would like to develop packaging which makes noise and uses different textures in order to introduce them to smooth and rough. For the six to eight year olds who entering the adventure phase, packaging must allow the development of the child's imagination, by creating heroes (the use of comic strip heroes is interesting to give a boost to a product just for a limited period) and by adopting amusing shapes. In order to appeal to nine to eleven year olds, who are in the independence phase of pre-adolescence, one should use characters from the virtual world. At this age, children like strong sensations and the make their first commitments.
Comment:
France: Survey shows that youngsters from two to 11 yrs old prefer individual packaging which makes trading possible
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1998
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FRANCE: SYSTEM U INTEGRATES PRIORITY SALE OFFER
Article Abstract:
According to the president of the French distribution group Systeme U, at the end of June 1999, 25% of the group's members had integrated the modification of status and the priority sales offer (OPV), which are aimed to make the store network more secure. This proportion is expected to reach 50% by the autumn, and 85% by the end of 1999. This percentage varies from region to region, and it appears as if the East region is the most reluctant to adopt the new organisation. It is expected that the group will lose around 5% of its members that wish to sell their stores, and others that do not agree with the new strategy. In order to hold on to the shops of the most resistant members, Systeme U will have to pay for goodwill. The necessary step of securing the network, and the autonomous development of stores and networks, are the two conditions preliminary to the joint central purchasing structure project with the Leclerc group.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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FRANCE: GSP INTRODUCES LES ENFANTS SAGES
Article Abstract:
Les Enfants Sages, which retails at FFr 195
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 1999
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