Our Focus Group!

In my opinion, our focus group went quite well as we got a lot of feedback from the group of people we asked. I think next time when doing a focus group, it should be in a room where there isn't a fan that we have to shout over to be heard. I also think that it would have been better to ask a certain group of people that have read the book, as only one person in our focus group had read the book before.

We should have asked people who were fans of the book as they would have given more of a response to the idea of making it into a film. 

However, Kayleigh and I both were happy with the results we got, as a lot of people seemed to like our idea and the changes they wanted us to make, have made us develop our idea even further to make it better.

Our Results:

In our focus group, we gave out our questionnaires to twelve people to get different views and opinions on our product. Out of the twelve people, only one had read Hush Hush and said that she liked the book. She seemed to think it was a good idea for us to change it into a film.
Here are the results we got:

Would you like the option of 3D for the film?
Yes = 6
Maybe = 2
No = 4

Is there anyone else you would consider for these roles?

No = 10
Yes = 2
If yes, who? Will Ferrell and Johnny Depp

If you haven't already. has this made you want to read the book?

Yes = 4
Maybe = 6
No = 2

Is there anything you would change about our idea? If so, what?

Yes = 6
No = 6

Would you go and see the film if it came out?
Yes = 3
Maybe = 5
No = 1
I don't know = 3



From our results we have gathered more ideas to develop our product even further. For example, we have decided to add both Will Ferrell and Johnny Depp to the film, casting Will Ferrell as the loved character, Coach McConaughy and Johnny Depp as Nora's father.
Our focus group also gave us ways to change the idea to how they wanted it. These ideas were; Adding links to the website to similar sites, Choice for where the film is set, Merchandise, Competition on the website and Choice of different endings.
We decided that merchandise would be a good idea as we could make T-Shirts, Pencil Cases, Bags etc to promote the film and the book.
The competition is another good idea to include on our website as someone gave us an idea so that fans can win a chance to be in the film. An example of this that has been done before was when Evanna Lynch, who played Luna Lovegood in Harry Potter won the part and her first appearance was in the fifth film. We thought this was a good idea as it gives fans a chance to be more involved in the making of the film.

Preparing for Focus Group!

To prepare for our focus group, Kayleigh and I decided to create a mood board and a PowerPoint Presentation to show the art class that we have to present to. Kayleigh created the poster for our film and then carried on by starting to create the mood board.
Meanwhile, I was working on the PowerPoint and I created five slides for the focus group to look at whilst Kayleigh and I are presenting our idea to them.
My first slide was the Title slide that said 'Hush Hush: From Book to Movie, By Jessie Best and Kayleigh Hickey'. My next slide included why we decided to use Hush Hush, the third slide had the synopsis of the book, the fourth slide had the differences we were going to make to the film and the final slide was titled 'Your Response' and asked them to fill out the questionnaire.
After creating the PowerPoint I decided to make the questionnaires. The questions I used were:

1. Would you like the option of 3D for the film?
2. Is there anyone else you would consider for these roles? If so, who?
3. Has this made you want to read the book?
4. Is there anything else you would change about our idea, if so what?
5. Would you go and see the film if it came out?


I thought these would be effective questions but we could get some really good feedback from these questions and it will help us to develop our idea even further.
I then continued on to make the web layout that included the poll where people can vote for which actors they want in the film. I made this on Photoshop and included a title and pictures of all the actors that the public can vote for.
Kayleigh created a title on the mood board, in writing that is similar to the font used on the book cover. She then stuck her poster down, a picture of the front cover of the book and our web layout. She also wrote different parts of the synopsis down on the mood board in different places.
Our focus group is taking place on Wednesday 12th December at 3:45pm.

Product Proposal

Product Description:
A film that is based on an existing novel by Becca Fitzpatrick. Hush Hush is based on a fallen angel who is in need of a sacrifice to become human. However, he ends up falling in love with the girl who is meant to be used as his sacrifice. We are going to make this into a movie similar to what has happened in the past with Twilight, Harry Potter etc.
However, we are going to make a few changes to make the film seem different and surprising to the audience. In the novel, Nora Grey, the main character, has lost her father due to him being shot. We are going to keep her father alive but make her parents divorced. We are going to allow Nora to discover that her father is still alive at the end of the movie, when she touches Patch's wing scars on his back and sees that Patch had a conversation with her father.
Another change we are going to make is that we're going to make Patch and Nora's biology teacher, Coach McConaughy a character that everyone will fall in love with by making him funny and enjoyable to watch. Then, at the end of the film he gets killed by Jules, the main antagonist in the first book.

Target Audience:
The film will relate to the same target audience as the Twilight movies. The main audience for our movie will be both male and females ages 13-25. However, the audience will be predominantly female, as the storyline holds aspects of romantic-comedy, action and mystery. The audience will also be fans of the book. Anyone who has enjoyed the book will enjoy the film as it includes surprises that differ from the novel, but doesn't change the story too much so that it won't disappoint them.

Competitive Environment:
The competition for Hush Hush will be Breaking Dawn Part 2 and The Hunger Games: Catching Fire. This is because Hush Hush will have the same target audience and therefore we need to make our film stand out to make sure that people want to go and see it as much as these films. The reason that Breaking Dawn Part 2 and The Hunger Games: Catching Fire are so popular is because they are sequels to movies that already exist. This is why we need to make our film different to make people want to go and see it. We decided on creating a website that informs people about the book and the fact that it's becoming a movie, as well as allowing fans to vote which actors they want in the film. The actors for the two main characters, Patch and Nora, will be chosen by the public. We will give them a list of actors that they would like to see in the film and the most popular choice will appear in the movie.

Pricing Strategy:
We are hoping to get our pricing strategy the same as the first Twilight film and the first The Hunger Games film, as they were both based on books as well and they also have the same target audience. The first Twilight movie made $192,769, 854 in the cinema alone and The Hunger Games made $408,010,692. We are aiming to achieve somewhere in between these prices for Hush Hush or if not somewhere close to the prices.

Availability/Distribution:
There is a gap in the market for Hush Hush to be made into a film, as there are no plans for it to become one just yet. Our product's USP is the online poll that we are going to use for the public to vote for who they want in the film. We will use the online poll on the Hush Hush website as well as on social networking sites such as Twitter and Facebook. Therefore, this will allow more people to see the poll and are more likely to vote. Also, our main target audience are people who often use these sites and so this is a safe place to use the online poll.

SWOT Analysis:

Strengths: The strengths of our product is the fact that we are going to change our storyline slightly so people will be surprised as well as the online poll to allow the public to be more involved in the film.

Weaknesses: Our weakness will be that the film will be in cinemas when movies like the latest hunger games will be out and therefore we may not get enough viewers.

Opportunities: Our opportunities will be that we can use merchandise if the film becomes very successful as well as using the poll to get everyone involved, perhaps more people than if we just brought out the film how we wanted it.

Threats: The threats that we have are our competition, so the new twilight film and the hunger games movies. We need to make sure that our product is more interesting and gives people more for their money than what these existing films do.

Changes for Hush Hush Film

Mind map of Ideas for Product Development:

Film:

·      Hush Hush (Book made into a film)

·      How can we change the film so it’s different from the existing book?

Main character’s dad stays alive, however he does not live with Nora and her mum. Her parents are separated so that the second book/film makes sense and does not have as many changes.

Kill Coach McConaughy (Jules shoots him). We’re going to make Coach McConaughy a funny character, letting everyone love his character so that when he gets killed our audience will feel something.

·      Create a poll where people can vote for who they want to star in the film (web design)

Secondary Research

Sector:	Products	Product Development
Telecommunications	iPhone – The iPhone is the latest phone to be released and is very popular with teenagers. The newest iPhone is the iPhone 5 and is basically a newer and more equipped version of the iPhone 4.	This product can be developed by making an iPhone 5s or an iPhone 6 that will be more updated each time.
Film	The Twilight Saga: Breaking Dawn Part 2 is about to be released. The Twilight Saga has been very successful due to the books that it is based on, written by Stephanie Meyer. Twilight, New Moon, Eclipse and Breaking Dawn are the four products. However, the last film had to be made in two parts as it was too long.	This product can be developed through the author writing more books and then the films being made based on them. Stephanie Meyer has been talking about writing more books based on Twilight in the future.
TV	Sky is a service that allows viewers more channels and more to watch, as well as being able to record, pause and fast forward television programmes.	This product can be developed through changing the name of the service as well as adding more applications to the service including finding any programme that you want to watch and being able to watch it.
Print	The Daily Mail is a newspaper that includes all news including; Sport, Showbiz, Health, Money and Travel. It features everything the readers want.	This product can be developed through creating more newspapers in the future, the good thing about newspapers is that they are always developing.
Electronics	PlayStations have been very popular for over a decade. They allow children to young adults to play games of their choice when connected to the television. The latest PlayStation has been the PlayStation 3.	This product can be developed through the creation of the PlayStation 4 and so on. These could maybe include a different design as well as different ways to play different games.
Technical	Kindles are the latest technology that has been quite popular with the public. It allows people to download and read books on a little screen, and it’s easy to fit in a bag without having to take lots of books with you.	This product can be developed through using 3D technology to make it look better as well as making it clearer for people to read.
Radio	Heart Radio Station is a CHR Station that plays a variety of music. It’s a popular station throughout the country as it plays songs from the 80’s to this generation. Heart also plays the top 40 hits every Sunday.	This product can be developed as the station is played everyday and sometimes they also change the name of the station. Like Capital Radio Station used to be Galaxy and was then changed to develop the station.
Web	Social Networking Sites are very popular between young adults to adults these days as there are quite a few that people can join now to meet up with old friends and make new ones as well as creating events to invite people to. These sites include; Facebook, Twitter, Tumblr and MySpace.	This product can be developed as there are more sites that have been created since they’ve become very popular. Also, the sites change around every now and then whether it be their layout or colour etc.
Music	Nowadays, there are many ways to listen to music, whether it be on a stereo, radio, iPod or website. The most popular way to listen to music is on an iPod as more people are downloading music off their iTunes account.	This product can be developed as iTunes can change around how they let people buy and download the music as well as more websites could create ways to for users to listen to music.

Case Study - Water

Mahalo
Mahalo was the first brand of bottled water to ever enter the food and drink industry. It was sold more than ten times the price of oil in Japan. A Japanese man founded the drink, and it was created in Hawaii. The benefits of this water is that it comes from 3000 feet below the ocean's surface so the water is naturally pure and clean. The bottle features palm trees and and curling waves so this shows everyone where the water is produced which may make them more interested in buying the drink.
Mahalo means thank you in Hawaii and is said to be a health advancer. The sales of this drink have grown in the last few decades. The workers for the company have described the drink as 'Liquid Gold' as well as the 'Elixir Of Life' and saying it is Older than Jesus.
     

Evian
 Evian is a British brand of bottled water that originates from a spring in the french alps that was 100 million years in the making. The benefits of this product is that it uses product placement as celebrities drink it as well as using nature advertisements to market the product showing that the water is pure.
Evian promises health, convenience and youth, the advertisements show this as they use young, attractive people to drink the water. This gives the audience the idea of 'if you drink this water, you can look like this'. Evian is described as 'Nature in a bottle' and thats what they make out that they are selling to get people to buy more. The other adverts relate to this as they show mountains and the bottles water within nature. The competition for Evian are Highland Spring as it is another British brand. Pure Life is another competitor for Evian as they aim to sell pure water just like Evian. However, the only difference between these two drinks is that Pure Life is aimed for a more cultural audience. Evian costs more than the other bottled water drinks because they have to send it further after it has exited the warehouse. The manufacturing costs more for Evian and thats why it costs more in stores. The target market for this drink can be anyone as the water is pure and healthy. People who prefer their water to be more clean and nature based would choose Evian. The tools and techniques used for marketing this product are the slogans used such as 'nature in a bottle'. The global advertisements are effective as they use product placement as well as a certain type of manipulation to make people believe that the water can change who they are through the youthful adverts.


Highland Spring
Highland Spring water is also a British brand. The source of this water is Ochil Hill, Perthshire. The benefits of this product are that the company makes sure the water is pure before it is sold and also the advertisements used for the product include celebrities so they also use product placement.
Highland Spring uses nature adverts plus pictures with celebrities to help sell the product. The creators of the drink said 'We use product placement through celebs plus nature adverts.'
Highland Spring became the competitor for Perrier after it was taken off the shelves. This was mostly because British Airways chose Highland Spring as their leading brand.
Even though the bottled water is produced in the same way as Evian (put into a ship and taken to a warehouse to be placed in vans) it still is cheaper as it does not have to travel as far therefore reducing the carbon footprint. The target market for the drink could be anyone, especially in Britain as this year it  has grown to be the leading brand in the UK. The tools and techniques used have been pictures taken with celebrities to promote product placement. The advertisements used have been made to interest the audience through the use of role models for people to make them think that if the celebrities are drinking Highland Spring then they should too.

Pure Life (Nestle)
Nestle Pure Life is made in Switzerland but uses global advertisements to market their bottled water. These global advertisements include celebrities marketing the product in stores while families buy the drink and are then shown drinking it. This is a benefit because it makes the audience like the product because they can relate to the people used in the advert. It's competitor is Evian as they both aim to sell pure, clean water to the same audience. They also both use product placement to make their water seem more appealing. Pure Life is cheaper than Evian however, as its not as high a brand as Evian. Pure Life is aimed for a more cultural audience. The target market for Pure Life would be the same as Evian, except that Pure Life would be more popular in other countries as it's not just located in Britain. The tools and techniques used will be the product placement used in the advertisements which has been used to interest the audience and to persuade them that this product is the right one for them.

Perrier
Perrier is from the Languedoc Plain in France. It was around in the 80's and was very popular with everybody, including upperclass and stylish people as the bottle related to a wine bottle and this was an advantage as the drink then soon became the drink that people would have when they went out for a meal etc. It was described as the 'Godfather of the bottled water industry'. The advertisements would include seductive music as well as someone drinking to make the water seem desirable. The slogan 'Eau-la-la' was used which, in France, can indicate surprise. A worker for the company, as he was talking about the advertisement said 'Water can be anything you want old/young etc'. This means that water can be anything and make you feel anything. For example, in the advertisements there are a lot of close-up shots of attractive, young people. Therefore, this may give people the idea that they can become like this by drinking Perrier. The ideal target market for Perrier would be anyone who drinks alcohol as it soon became more popular than this drink. However, after eight weeks of the drink being on top of it's game, it had to be taken off the shelves as there was a Benzene contamination. Highland Spring then became the competitor to this drink as it was placed on the shelves and took over the place of Perrier. Because of the popularity of Perrier, bottled water jumped from number seven to number two in the most popular drink behind carbonated drinks. The tools and techniques used for Perrier were mostly the advertisements using close-up shots and music to make people think of a good time. This was effective as it would draw the audience in and make them want the product.

Volvic
Volvic is another British brand that was made popular due to the Volvic challenge. The advertisement showed the Volvic challenge which was a man talking to the camera about how he is going to drink Volvic bottled water for 14 days and see how much healthier he feels as well as his skin. This made the brand more popular, especially for men because of the men in the advertisement. The competitors for Volvic would be Highland Spring and Evian as they are both British brands too. Volvic would not cost as much as Evian however, but will be around the same price as Highland Spring, making this to be Volvic's biggest competitor. Anyone can be the target market for Volvic as people who watch TV are more likely to see the advert and therefore more likely to buy the drink. Like a lot of the other competitors, Volvic uses nature advertisements to promote as well as the Volvic challenge advertisement. This is an effective marketing tool as it gives viewers a sense of hope that if they take the 14 day challenge, then their skin will be much healthier.

Aquafina, Dasani and One Water
Aquafina and Dasani became competitors as they are both bottled water made by two fizzy drink companies. The reason they did this was because obesity led to demand for healthy drinks instead of Coke and Pepsi. Therefore, Pepsi decided to make Aquafina which made them the biggest competitor to Coca Cola. Aquafina was very popular but Pepsi wanted to use more advertisement for it to make it as big as their original fizzy drink. The advertisements for Aquafina became more appealing through creativity as they started using adverts that would make someone thirsty for someone to buy the drink. An example of this advertisement is here:

After all the marketing techniques used for Aquafina, it became America's number one brand. Dasani was a brand of bottled water that was created by Coca Cola to compete with Aquafina. America started to love Dasani and Aquafina became mainstream. However, when Dasani was brought to the UK, they realised that all Coca Cola had done was purify tap water and use that in Dasani. The British thought that this was a step too far as why buy something that you can get for free? 

Five weeks after the launch of Dasani, the chemical Bromate was discovered in the drink. This made people start to think 'In a world where people are dying of thirst, they're moving water from people who  have it to other people who have it.' 

This made the companies realise that bottled water does not have to make loads of money but instead provide the whole of Africa with a chance to live. This is how One Water was created and 'Love One' which was made into water projects for Africa. 100% of the profits went to Africa and they also used product placement for their marketing techniques. This included an advertisement with David Tennant who said 'When you drink one, Africa drinks two.' 

This made other brands such as Volvic and PureLife to take action too as Volvic made an advertisement that said 'For every one litre bought - 10 litres go to people who need it.'

PureLife started taking the minerals out of their water when filtering and then adding them back in to make the taste better. Now, sales of bottled water have decreased over the years.