Practical Machine Learning with Python

Running Head: Integrated Marketing Communication
Marketing Communication on Brand Promotion
Name of the Student:
Name of the University:
Author’s Note

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EXECUTIVE SUMMARY
The following report is comprised of the factors that coco cubs has introduced the new
line of vegan yogurt for children and teenagers produced by manufacturing company Australian
Dairy Products. The research will comprise of the creative strategy that withholds the objective
of SMART advertising goals that will strengthen the goals of the firm. Hence, the description of
the product is stated so that there is a clear description of product. The major selling idea will
provide the management to communicate in the advertising via appeals and execution. The key
message that is Coco Cubs will continue to produce four flavors of coconut yogurt in three
different sizes to suit all family’s needs. The marketing team established that the target customer
of Coco Cubs will likely stay the same – parents or guardians of children who are either eat
plant-based or lactose free diets.
The objective is to analyze the draft advertisement that is established for 30 seconds
delivers the message of coconut yogurt for the children because they require milk and cannot
consume because of lactose intolerance and is required calcium as a food supplement. Coco
Cubs hold a strong position amongst other dairy free yoghurts produced in Australia and there
are no current identifiable issues that would damage their retail position in the foreseeable future.
The launching of the product is comprised of the factors that encourages the entrepreneur to
dream of an overwhelming campaign which includes the low cost efficiency marketing.

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Table of Contents
Introduction......................................................................................................................................2
Creative Strategy.............................................................................................................................2
Product chosen.........................................................................................................................2
Reason for Promotion..............................................................................................................3
Advertising Objective..............................................................................................................3
Target Audience.......................................................................................................................4
Demographic, psychographic and behaviouristic variables....................................................4
Selling Ideas (key message and brand identity)......................................................................5
Media Objective...............................................................................................................................6
Target Market..........................................................................................................................6
Geographic Scope....................................................................................................................6
Reach and frequency objectives..............................................................................................6
Media scheduling.....................................................................................................................6
Considerations.........................................................................................................................7
Media strategy.................................................................................................................................7
Paid media...............................................................................................................................7
Earned media...........................................................................................................................8
Shared media...........................................................................................................................8
Owned media...........................................................................................................................8

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Evaluation........................................................................................................................................8
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................10

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The following document focuses on the Australian dairy free yoghurt, Coco Cubs.
Outlining their marketing mix and analysis of the external factors shaping the product, the brands
strengths, weaknesses, opportunities and threats were identified. In support of this, competing
dairy-free brands in the Australian retail market were analysed, allowing for a comprehensive
communication plan to be established. Coco Cubs has many assets and positive characteristics,
making them an identifiable brand within the yoghurt industry. Their recyclable paperboard
packaging, Australian-wide distribution and coconut milk alternative are all positive attributes
that can be used and highlighted in a communication plan moving forward. In contrast, there are
factors that requires weariness as the brand continues to grow and develop. A dairy free yoghurt
that’s targeted at children, isn’t something that is accepted by all demographics and the growth of
social media makes it easier for those with negative opinions to share them. Coco Cubs hold a
strong position amongst other dairy free yoghurts produced in Australia and there are no current
identifiable issues that would damage their retail position in the foreseeable future.

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Introduction
The following assignment will focus on the dairy product that will be established in the
Australian region. The company coco cubs is targeting to manufacture coconut yogurt so that the
children can carry it to schools. The assignment will discuss about the plan that is based on the
area of creative strategy, media objective and media strategy (Drewniany and Jewler 2013). The
aim of the company is to advertise its product and target the younger section of the society so
that the parents finds it easy to pack a healthy meal in the lunch boxes.
Creative Strategy
Product chosen
The product chosen by the company is yogurt that has the consistency of coconut. The
product is be available in different sizes and different flavors in retail outlets of the Australian
region (Lau and Abzz 2017).
Reason for Promotion
The reason for promotion is not because it is effective for the entrepreneur to do so but to
make the audience aware of the fact that there is a new product in the market. The launching of
the product is comprised of the factors that encourages the entrepreneur to dream of an
overwhelming campaign which includes the low cost efficiency marketing.
Advertising Objective
The SMART format will help to identify the advertising objective that is strategies by the
company. The SMART goals of advertising are specific, measurable, attainable, relevant and

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time-bound. The objective will help to achieve the improved result from the campaign and
reduce the risk factor of wasting money (Tuten and Solomon 2017). The goals can be illustrated
below:
 SPECIFIC- the goals of advertising can set be set comprising of the awareness of the
brand and the company, the benefit of the product should be communicated so that there
is an increase in the sales. The advertising can be done to shoot up the sales of the
company. When the broad goal of the company is set it leads to specific goals within
those areas.
 MEASURABLE- if the measurable goals are set the effectiveness of the advertising goals
can be judged accordingly. The goal is to generate leads in the sales in the market the
measurable makes it easier to calculate. The measurement of the effectiveness is
calculated on the basis of the custom the company can reach. In this case the most
challenging part is to raise awareness among the target audience.
 ATTAINABLE- the goal of attainable can only be reached when the resources are
available within the market. Here the factor of budget is very crucial because it helps to
raise awareness in many ways. Advertisement in special publications can reach in a
position of national audience. The goal is to reach the younger section of the society
because that region is attainable.
 RELEVANT- the goals must go hand in hand with the business and marketing objective.
If the target is to increase the revenue by 8% then the company should increase the
market share in the financial sector.
 TIME BOUND- the concept of time bound helps the brand to synchronize other sales and
marketing activities with your advertising goal. Advertising goal must be attained with a

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number of sales in a specified month so that the sale drive can be followed up to lead by
the campaign.
Target Audience
The target audience for the dairy coconut yogurt is the younger section of the society in
the Australian region. The product will be available in variation because it will easy for the
children to carry the pack yogurt in their lunch boxes to school.
Demographic, psychographic and behaviouristic variables.
In demographic variable the target is the age group and gender. Both the gender either
male or female can consume the product. There is no age group that can be specified for the
product because it can be consumed by the elders to love to have yogurts.
In case of psychographic variable it assist in the advertising campaign such as PPC and
social media advertising. It will help to build up the product and position them in an appealing
way that makes it appealing to the competitors (Kim. and Padmanabhan 2016).
The behavioral variable segments the group of people who respond to the product either offline
or online. The range of the yogurt can be divided into different groups of smaller homogenous
product based on the nature of the buyers.
Product Description
The coconut yogurt can be divided into four different flavor that is natural, vanilla, mixed
berries and mango. There is no preservative added to the product because the brand is focusing

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on the younger section of the society. Keeping in mind the health of children and the people in
general. The product has been designed in four different sizes which comes in : 75g mini tub,
150g and 500g tubs. The containers are easily disposable and consist of a spoon which can be
helpful to make instant consumption. There is no presence of added fruit flavor rather the real
pulp of the fruit is processed and manufactured.
Selling Ideas (key message and brand identity)
The brand will be purchased by the consumers because the taste of the yogurt is nether
very sweet nor it is tasteless but is comprised of real processed pulp of the extracted fruit. The
packaging is made very simple and attractive for the consumers because it will becomes easier
for the consumer to recognize the brand. The message of the brand and its logo is kept very
simple with a light pink background and two letter word which is easily pronounceable (Sarkar,
Bali and Sharma 2018). The brand identity is comprised of the color and logo that first attract the
consumer and there is a distinguishing feature that is set in the minds of the consumers with the
other competitive brand. The key message delivered by the entrepreneur is to facilitate the
children of any age group the factor of consuming a healthy product.
Draft Advertisment
Is the presence of dairy in your child’s eatables bothering you? Are you worried about
your child’s health and the possible detrimental effects that the dairy products may have on your
child? Or are you just vegan and don’t like the prospect of your child having dairy based
products and are therefore looking for an alternate source of healthy, nutritionalsnack? If that’s
the case then we might just have the solution for you.

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Introducing Coco cubs, a tastier and healthier alternative to your child’s nutritional requirements.
Coco cubs uses coconut yoghurt as a replacement for dairy products for children, providing a
better alternative for the child’s nutritional requirement. Now you don’t have to worry about
your child not being able to reach his nutritional goal because of being vegan or being lactose
intolerant. Coco cubs has got you covered.
Coco cubs is a yoghurt that is pressed from the white coconut flesh mixed with coconut water
that forms the rich thick and creamy coconut milk.Replacing the traditional dairy based yoghurt,
it forms for a fantastic alternative for those who have dairy based problems like lactose
intolerance or are simply vegans. Coconut yoghurt is packed with healthy fats which has been
shown to lower the risk of bad cholesterol.
Coconut also contains natural anti oxidants that helps rejuvenate the body cells and remove free
radicals. Plus, coco cubs’ coconut yoghurt is also a good source of probiotics making it an
excellent benefactor for gut health. Being based on coconut, coco cubs’ coconut yoghurt is also
full of fiber that helps in digestion and eases constipation.
Coco cubs provides coconut yoghurt free from artificial sweeteners and very little sodium.
Besides, an average serving of coco cubs can give your child a significant boost in his bone and
muscle growth by providing for almost a quarter of his calcium and magnesium requirements.
Coco cubs’ coconut yoghurt is also a rich source of Vitamins. Six ounces of Coconut yoghurt
provides for a significant amount of daily allowance of Vitamin B12, necessary for Red blood
cell production, and Vitamin D which is useful for other daily requirements.
There are so many ways your child can enjoy his coconut yoghurt. Either straight out of the box
or mixed in a smoothie with cherries and berries on top, the alternatives are ample. Coco cubs’

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coconut yogurt therefore comes in reliable and affordable packing at smaller 75 g tub that can be
easily carried in a bag, a medium 150g tub and a larger 500 g tub. They come in a variety of four
flavours – natural flavour, Vanilla flavour, mixed berries flavour and mango flavour.
Besides, its not just the health of your child that coco cubs is contributing to. At its heart, coco
cubs is directed towards uplifting the health of our environment also. Therefore, each coco cub
tub packaging is recyclable and is made from paperboard with an internal waterproof coating.
Besides, apart from being simply recyclable themselves, coco cubs tubs are also biodegradable
and made from renewable resources. So while engaging your child in a tasty and healthy dairy
alternative, Coco cubs is also contributing to the environmental wellbeing of this planet by using
materials that are friendly and harmless towards to the environment.
Coco cubs’ yoghurt is priced between $ 2.25 and $ 6.00, making it affordable for all. Whether
you want a small tub for a quick snack or a large one for the whole family, Coco cubs has one for
all occasions. With its high end nutritional deliverance and watchful eye for the environment,
Coco cubs is providing you with an all - round nutritional product that both you and your child
can relish while staying healthy. Besides, you don’t have to worry about dairy anymore, it’s all
coconut after all.
The versatility of consumable options that come with coconut yoghurt is plenty. As said before,
you can have it straight out of the box, mix it in a smoothie, freeze it and have it as an ice cream.
You can top it off with fruits and berries for an excellent dessert after a family dinner or have it
as a midnight snack. Quite honestly, the options are plenty. So go ahead and grab your coco cubs
coconut yoghurt tube now, for yourself and your child in particular. Available at all major

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supermarkets and stores including Woolworths, Coles and IGA across Melbourne, Sydney,
Perth, Adelaide and many more.
Media Objective
Target Market
The target audience of the COCO cubs is parents or guardians of children who are either
eat plant-based or lactose free diets. Keeping in mind the need of the demographic situation of
the country the packaging and designing of the curd will be kept in a simple form so that it is
easily usable by the children.
Geographic Scope
The advertising should be placed in term of hoarding because the banners are eye catchy
and the advertising will attract the customer. The public display will be set up in the regions of
Sydney, Melbourne and Perth. It will comprise of banners, hoardings and public display in the
television that is set up in malls and store. The area that coco cub is trying to capture will be the
retail outlet chains in almost all parts of Australia.
Reach and frequency objectives
The organization is trying to capture almost all regions of the continent because of the
price it has set up for its product. The exposure in marketing will put into action the strategies
that is planned by the company that is to be implemented in the sales. The exposure is a
marketing campaign for its brand’s advertisement to be specific in the particular area of the
service.

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Media scheduling
The target audience that is the parents or guardians of children who are either eat plant-
based or lactose free diets are aware of the brand through the source of television which is
displayed in malls and different channels that can be catered by the consumers. Apart from the
television source of advertisement there are print form of advertisement as well. There are
different banners and hoardings that are put across the roads so that while the consumer who is
on a drive and view about the product (Anesbury, Winchester and Kennedy 2017).
Hence, the product is available in retail chain such as Woolworths, Coles and IGA.
Woolworths, Coles and IGA’s in the cities of Melbourne, Sydney, Perth, Adelaide, Hobart and
Brisbane stock all Coco Cubs yoghurt sizes and flavors. Rural towns and outer city suburbs,
where coconut yoghurt is not as popular, will not either stock the yoghurt, or will do so in only
two flavors and sizes.
Considerations
The identified budget for the advertisement accounts to $ 5000, which comprise of the
commercial advertising and print advertisement.
Media strategy
In implementing the media strategy, the model of PESO is formularized. It comprises of
Paid, Earned, Shared and Owned media. The PESO model is used to channel the media that acts
single unit and works to strengthen the media (Macnamara et al, 2016).

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Paid media
It is one of the most important ways to strategies for targeting and controlling the content
of the advertisement campaign. The native ads on media placement fit the functioning and form
which surrounds the advertisement webpage. The links are sponsored, owned or earned
media about the brand that the people want to read.
Earned media
The marketing pros are the pitching bloggers that the social media influences to follow
with the trust to take into consideration the recommendation. In this course they send pitch to the
editors and the website is inquired of a back link that comes as a contribution in the link and
back to the brand website.
Shared media
Shared media is a crucial because it adds a component that hardly exists and creates a
acronyms and memorable terms. The media is considered to be a sector which is comprised of its
own creation. The social media platform comprise of the characteristics that requires the content
and advertising campaign. The strong form of communication is through word of mouth.
Owned media
It refers to the content of the business that specifies on the brand that is published in the
company’s website and own channel. The concept of a blog can be implemented in the own
website domain. It is the first way through which the business communicates in first instance.
The consent of owned media is free, therefore it depends on the company’s goals and the size of

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the team that is working for the owned and manufactured items. It owns the responsibility of
creating a consent strategy that helps to understand the target audience.
Evaluation
The evaluation of SMART goals can be evaluated on the basis of strategies and goals of
the company. It is very usual that the company sets its strategy to learn and inculcate new social
media tactics and implement them in media field. The second aim of the company is to increase
the efficiency of the employee and at the same time retention of its staff. The entrepreneur
should take the initiative to train the team and meet the specified objectives. The manager has the
access to all the available resources and can access the website. The implementation of SMART
goal can be evaluated by adding two extra steps that is evaluation and re-evaluation. Once the
goals has been achieved by the management it should be the concern for the same because the
goals should be aimed towards moving in success. When the achievement is made up to the time
it should be a concern how many task are involved. The evaluation of the media content will be
able to make the moves in the right direction. The objectives of the SMART will assist the
company to advertise which will shoot up the sales of the company. Advertisement in special
publications can reach in a position of national audience. The concept of reevaluation is also a
good thing because it changes with the time and also analyses what may work for the betterment
of the company.

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Conclusion
Hence it can be concluded that the company coco cubs dairy-free, healthy yogurt for
children that parents can trust. In the assignment the media objective summaries the problem that
the entrepreneur provides a brief of rational for promotional campaign. The concept of the
company is not only to promote the brand but to create awareness with the people and connect to
them as well. The description of the product is well suited to meet the target audience. The
description of the product is stated in a way the target audience gets attracted and they repeat
their mode of purchase.

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Reference
Anesbury, Z., Winchester, M. and Kennedy, R., 2017. Brand user profiles seldom change and
seldom differ. Marketing Letters, 28(4), pp.523-535.
Drewniany, B.L. and Jewler, A.J., 2013. Creative strategy in advertising. Cengage Learning.
Kim, E.D.J. and Padmanabhan, K., Sysomos LP, 2016. Systems and Methods for Identifying a
Target Audience in a Social Data Network. U.S. Patent Application 14/848,985.
Lau, N.H.B., Abzz Snacks LLC, 2017. Non-dairy yogurt product prepared from coconut water.
U.S. Patent Application 15/615,602.
Macnamara, J., Lwin, M., Adi, A. and Zerfass, A., 2016. ‘PESO’media strategy shifts to ‘SOEP’:
Opportunities and ethical dilemmas. Public Relations Review, 42(3), pp.377-385.
Sarkar, D., Bali, R. and Sharma, T., 2018. Customer Segmentation and Effective Cross Selling.
In Practical Machine Learning with Python (pp. 373-405). Apress, Berkeley, CA.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

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