MKT102A - Understanding Advertising

Advertising
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Advertising Brief
Client Name: Amott’s Biscuits Ltd.
Product/ Service name- Tim Tam biscuit’s new mixed coffee and chocolate flavour
Background
Amott’s Biscuits Ltd is the largest producer of biscuits in Australia (Amotts, 2017). It is also one
of the largest snack food suppliers in the country and abroad (Amotts, 2017). Tim Tam is a brand
of Amott’s; it is a cream chocolate biscuit popular with children. The brand came into existence
in 1958 after being inspired by Britain’s Penguin Biscuits (Amotts, 2017). Advertising plan
needs to be created for a new mixed flavour of Tim Tam which would contain a mix of chocolate
and coffee flavour. This new variety would be targeted young students and professional. It would
be packaged in small pack sizes so that it can be consumed as a snack.
Purpose of the brief-
This brief aims at creating an advertisement plan for Tim Tam, a brand of biscuit of Amott’s
Biscuits Ltd. The brief is meant to create an advertisement plan for a new mix flavour of Tim
Tam. The plan will outline advertisement strategies, media and budget for the entire plan.
Marketing strategies
The new flavour variation of Tim Tam will have the following marketing strategies-
Marketing mix for Tim Tam’s new flavour of coffee and chocolate
Product: A mixed coffee and chocolate flavoured biscuit having chocolate cream with a slight
flavour of coffee.
Place: The product will be sold through retail stores
Price: Penetration pricing strategy will be used so that product can be sold to a mass market. $3
for pack of 200g of biscuits will be used
Promotion: The product will be promoted through television advertising, print advertising, out of
home adverting and online channels.
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Target Audience Description-
Target audience constitutes of the consumer segments to which the marketers want to sell the
product. The primary target audience of Tim Tam’s new mixed flavour are young adult students
and secondary target audience is young professionals (Selecting the target audiance, Class notes).
Following is a profile of target audience
Target Market Profile for Tim Tam
Primary target audience Secondary target audience
Demographic: Young adult students
Geographic: All over Australia
Psychographic: For students who like to
munch a snack in between studies
Behavioural- Product to be used as a snack
item
Demographic: young professional
Geographic: All over Australia
Psychographic: Younger generation who
prefers snacks in between hectic lifestyle
Behavioural- Product to be used as a snack
item
Source Made by author (2017) adapted from (Selecting the target audiance, Class notes)
Consumer Insights
Consumer insight helps in interpreting the behaviour of consumers towards a particular product
or brand. Needs, wants and aspirations of different consumers are different. Therefore, it is
important to find the needs of a particular target customer. Additionally, it is important to
identify how the brand’s consumer base is interpreting the product (Gathering an idea)
For Tim Tam’s new mixed flavour, consumer insight shows that biscuits are one of the most
popular snack items for people of all age categories (Amotts, 2017). Especially youth who are
students or young professions tend to consumer biscuits frequently as a snack in between studies,
work or playtime (Amotts, 2017). Therefore, Tim Tam has come up with this new flavour which
combines tastes of youth and children and tries to cater to both these markets through one
product. Through this product Tim Tam is also trying to capture the need of the customer to
munch a snack in between meals.
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Target audience weightage-
The product is more inclined towards young students hence a priority weightage of 60/40 is to be
given to students while selecting media. This weightage is based on the assumption that students
tend to eat more biscuits that professionals.
Adverting Objectives-
Following are the advertising objectives for Tim Tam’s new mixed chocolate and coffee flavour
biscuit (The effects of advertising, class notes)
 To increase sales of the Tim tam brand to double within three years.
 To increase the market share of Tim Tam brand by 5 percentage points within the next
three years
 To increase brand awareness through intensive promotional activities so that maximum
people in Australia know about the product within the next one year.
 To create a good brand image and goodwill of the product
 Creating target market focused advertisements so that firm is able to increase sales
volume within the next two years
 Creating advertisements which are focused on attracting customer to try the product once
 Advertising should be able to improve brand awareness within one year
 Advertisement should be able to remind the customer about the product (Appraising
Oppurtunities and setting objectives, Class notes)
Through achievement of these objectives sales and brand recall of Tim Tam can be enhanced.
Advertising Strategy
Advertising strategy is the strategy of formulating an Ad campaign to target a specific audience
so that they can be persuaded to purchase the product (The effects of advertising, class notes)
Direction: Direction of advertising strategy for Tim Tam’s new mixed coffee and chocolate
flavoured biscuit should be to create awareness of the new brand variety. Awareness can be
created by giving frequent ads which show product features and product attractiveness. It should
also aim to persuade the target audience to try the product (The effects of advertising, class
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notes). This can be done by making the advertisement catchy and attractive. Additionally, the
advertising strategy should aim at reminding the audience about the new biscuit variety. More
frequency of Ads will serve this purpose. (Research: Gathering information for advertisment,
class notes)
Campaign scope- Scope of the advertising strategy would include covering maximum customers
in the target audience like children and young adults
Suggested Media- Advertisements can be given on various media channels like television, radio,
print and bill boards and hoardings (Sample media selection, Class notes).
Time and duration: Ads should be given in youth programmes for at least one minute i8n at least
two programmes per day (Sample media selection, Class notes).
Brand Dimension
Brand value- Brand value is the price that the target audience is ready to pay for a brand. As Tim
Tim tam’s standard brad logo and colour will add to the brand value. Tam is a known and
popular brand people would be ready to pay $3 to $5 for this brand (The effects of advertising,
class notes).
Brand personality – it the human aspects of a brand. Tim tam’s new flavours brand personality
would be one of excitement and sincerity (The effects of advertising, class notes)
Brand tone of voice- Brand tone of voice would be friendly, warm and playful.
Unique Selling Proposition (USP)
Unique selling proposition is an advertising terminology where a marketer or an advertiser
makes a unique proposition to the customer in order to convince the customer to choose their
product among the various competing products and brands. USP may also include unique
benefits or experience which brand may give to the customer (Appraising Oppurtunities and
setting objectives, Class notes)
Tim Tam’s new nixed flavour biscuit with coffee and chocolate is the USP of the new brand
variation. The flavour is unique which will appeal to the target market. It can be consumed as
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party time as well as a tea time snack. The unique flavour gives a competitive advantage to the
new biscuits range of Tim Tam as there are very few such innovations in the marker. The new
flavour should be able to catch the attention of target market and curiosity amount potential
customers due which they will be encouraged to buy the product. Therefore, through this new
and innovative mixed flavour, Tim Tam will be able to give a unique selling proposition to the
consumers.
Competitors
Following are the main competitors of Tim Tam biscuits and their relative competitive
advantage.
Competitors of Tim Tam
Competitors Competitive advantage
Kraft’s foods Ltd Strong brand name
International presence
Marketing and financial power
Goodman Fielder Ltd Multi product brand
Strong international presence
Griffin’s Food Ltd Eye-catching packaging
Good marketing methods
Multiple products and flavours
Source: Made by author (2017) adapted from (Amotts, 2017)
Why the customers will respond positively-
Customers will respond positively to this product’s Ad because of the uniqueness of the product
offered. The product is being offered in a new flavour. Also, brand has a pull power as it one of
the most popular brand of Australia (Amotts, 2017).
Why the customer may not respond
There is lot of competition in the biscuits and snack food marker. There are many international
firms in the market. The customer may ignore or filter out information about this product.
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Media considerations
Media should be selected as per the target audience usage and needs. That is, that media should
be selected which would be viewed and seen by the target audience (Media research, Class
notes)
As the target audience for Tim Tam’s new biscuit flavour are young adults, the best media would
be television. Showing frequent ads on youth channels like entertainment channels, music
channels and sports channels will increase the brand awareness among the target audience.
Additionally, youth magazines would be a good channel to pitch the product. Moreover,
hoardings near colleges and eating joints would also attract customers (Media: a nessage delivery
system, Class notes).
Other media which can be used for the advertising campaign are digital and online media. As
young students and professional visit social media sites and web portals, online advertising will
be effective to generate awareness among them (Media: a nessage delivery system, Class notes).
Production of the advertisement should be given to an advertising agency. Major brand
consideration for this product is that it is a new variation in the brand hence focus should be on
awareness advertising (Media: a nessage delivery system, Class notes). Another major
consideration is that the product variation should augment the brand equity and not dilute it.
Therefore, media selection for advertisement should be such that they enhance brand awareness,
recall and purchase behaviour.
Mandatory inclusions- Legal and ethical consideration
Marketing and advertising of products in Australia is regulated through legal framework
(Government of Australia, 2017). Therefore, Tim Tam’s new biscuit flavour product also needs
to adhere to these legal regulations. Department of information, Innovation and Science of the
Government of Australia lays down norms which prohibit advertisers from showing content that
is misleading or deceptive (Government of Australia, 2017). Advertisement should show only
the true nature of a product and its usage. Therefore, Tim Tam’s advertisement needs to focus on
the actual ingredients, taste and nutritive value of the biscuit.
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Additionally, Australian Competition and Consumer Commission (ACCC) is the regulatory body
of Government of Australia which regulates all competitive, business and trade practices
(ACCC, 2017). This body regulates all marketing and advertising activities and prohibits
misleading advertising (ACCC, 2017). Therefore, Tim Tam’s advertisement need to adhere by
the codes and norms laid down by ACCC such as non-misleading advertisements, correct
information about product content and other features.
In addition to legal compliances there are some ethical issues as well which Tim Tam’s new
flavour advertising should adhere to. As the advertisements would be targeted at children, the
advertisements should be focused on learning and knowledge addition of children. They should
not show any content which can affect the psychology of children like violence or criminal
activity. Additionally, it should spread awareness of product and should not have content which
misleads the youth. Moreover, it is ethically important to talk about only the true contents of the
product and not use misleading information
Therefore, by using the above legal and ethical framework good advertising campaign can be
created for Tim Tam.
Budget
Advertising budget is a very essential part of the advertising expense because advertising is a
revenue draining activity at the onset which is later expected to generate more revenue.
Therefore, proper funds need to be allocated to all aspects of the advertising campaign. First of
all a certain part of sales revenue should be kept aside for meeting the advertising expenses
(Advertising brief: reasons for content, Class notes).
Following is the budget of advertising campaign of Tim Tam’s new mixed flavour. This budget
has been calculated through the objectives based method where all those activities and their
expenses are worked out which are needed to meet the advertising objectives
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Budget of Advertisements for Tim Tam
Expenses Approximate projected cost in December
2017
Campaign Development $2500
Production $7500
Media selection
Television
100 Ads per week on children and sports
televise channels
Radio
One Radio spot per day on a youth based show
or celebrity interview
Print
Magazines
Full page Ad on two youth magazine per
month
Total media expense
$10,000
$10,000
$5000
$25,000
Monitoring and Research $5000
Agency fees $10,000
Total $50,000
Table 1: Source: Made by student (2017)
This is approximate monthly expenditure for advertising of Tim Tam’s new flavour variety. This
amount can be kept aside from sales revenue to meet the advertising budget demand
Timing
Proposal due dates- 18th Nov 2017
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Proposal approval date: 25th Nov 2017
Final creative approval- 28th Nov 2017
Campaign launch- 1st Dec 2017
Campaign finish- 31st Dec 2017
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Bibliography
ACCC. (2017). Advertising and Promotion. Retrieved November 13, 2017, from
https://www.accc.gov.au/business/advertising-promoting-your-business
Advertising brief: reasons for content. (Class notes).
Amotts. (2017). About us. Retrieved November 13, 2017, from www.arnotts.com.au/
Amotts. (2017). Tim Tam. Retrieved November 13, 2017, from
www.arnotts.com.au/products/tim-tam/
Appraising Oppurtunities and setting objectives. (Class notes).
Gathering an idea. (n.d.). Class notes.
Government of Australia. (2017). Legal obligations of marketing. Retrieved November 13, 2017,
from https://www.business.gov.au/info/plan-and-start/develop-your-business-plans/
marketing/legal-obligations-of-marketing
Media research. (Class notes).
Media: a nessage delivery system. (Class notes). class notes.
Research: Gathering information for advertisment. (class notes).
Sample media selection. (Class notes).
Selecting the target audiance. (Class notes).
The effects of advertising. (class notes). class notes.
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