MKT102A - Understanding Advertising
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Understanding Advertising (MKT102A)
Added on 2020-04-21
MKT102A - Understanding Advertising
Understanding Advertising (MKT102A)
Added on 2020-04-21
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Advertising BriefClient Name: Amott’s Biscuits Ltd. Product/ Service name- Tim Tam biscuit’s new mixed coffee and chocolate flavourBackgroundAmott’s Biscuits Ltd is the largest producer of biscuits in Australia[ CITATION Amo17 \l1033 ]. It is also one of the largest snack food suppliers in the country and abroad[ CITATIONAmo17 \l 1033 ]. Tim Tam is a brand of Amott’s; it is a cream chocolate biscuit popular withchildren. The brand came into existence in 1958 after being inspired by Britain’s PenguinBiscuits[ CITATION Amo171 \l 1033 ]. Advertising plan needs to be created for a new mixedflavour of Tim Tam which would contain a mix of chocolate and coffee flavour. This newvariety would be targeted young students and professional. It would be packaged in small packsizes 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’sBiscuits Ltd. The brief is meant to create an advertisement plan for a new mix flavour of TimTam. The plan will outline advertisement strategies, media and budget for the entire plan.Marketing strategiesThe 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 slightflavour of coffee.Place: The product will be sold through retail storesPrice: Penetration pricing strategy will be used so that product can be sold to a mass market. $3for pack of 200g of biscuits will be used2
Promotion: The product will be promoted through television advertising, print advertising, out ofhome adverting and online channels.Target Audience Description- Target audience constitutes of the consumer segments to which the marketers want to sell theproduct. The primary target audience of Tim Tam’s new mixed flavour are young adult studentsand secondary target audience is young professionals[ CITATION Seles \l 1033 ]. Following is aprofile of target audienceTarget Market Profile for Tim TamPrimary target audienceSecondary target audienceDemographic: Young adult studentsGeographic: All over AustraliaPsychographic: For students who like tomunch a snack in between studies Behavioural- Product to be used as a snackitem Demographic: young professionalGeographic: All over AustraliaPsychographic: Younger generation whoprefers snacks in between hectic lifestyleBehavioural- Product to be used as a snackitem Source Made by author (2017) adapted from[ CITATION Seles \l 1033 ]Consumer InsightsConsumer insight helps in interpreting the behaviour of consumers towards a particular productor brand. Needs, wants and aspirations of different consumers are different. Therefore, it isimportant to find the needs of a particular target customer. Additionally, it is important toidentify how the brand’s consumer base is interpreting the product[ CITATION Gat \l 1033 ]For Tim Tam’s new mixed flavour, consumer insight shows that biscuits are one of the mostpopular snack items for people of all age categories[ CITATION Amo17 \l 1033 ]. Especiallyyouth who are students or young professions tend to consumer biscuits frequently as a snack inbetween studies, work or playtime[ CITATION Amo171 \l 1033 ]. Therefore, Tim Tam hascome up with this new flavour which combines tastes of youth and children and tries to cater toboth these markets through one product. Through this product Tim Tam is also trying to capturethe need of the customer to munch a snack in between meals.3
Target audience weightage-The product is more inclined towards young students hence a priority weightage of 60/40 is to begiven to students while selecting media. This weightage is based on the assumption that studentstend to eat more biscuits that professionals.Adverting Objectives- Following are the advertising objectives for Tim Tam’s new mixed chocolate and coffee flavourbiscuit[ CITATION Thees \l 1033 ]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 nextthree yearsTo increase brand awareness through intensive promotional activities so that maximumpeople in Australia know about the product within the next one year.To create a good brand image and goodwill of the productCreating target market focused advertisements so that firm is able to increase salesvolume within the next two yearsCreating advertisements which are focused on attracting customer to try the product onceAdvertising should be able to improve brand awareness within one yearAdvertisement should be able to remind the customer about the product[ CITATIONAppes \l 1033 ]Through achievement of these objectives sales and brand recall of Tim Tam can be enhanced.Advertising StrategyAdvertising strategy is the strategy of formulating an Ad campaign to target a specific audienceso that they can be persuaded to purchase the product[ CITATION Thees \l 1033 ]Direction: Direction of advertising strategy for Tim Tam’s new mixed coffee and chocolateflavoured biscuit should be to create awareness of the new brand variety. Awareness can becreated by giving frequent ads which show product features and product attractiveness. It shouldalso aim to persuade the target audience to try the product[ CITATION Thees \l 1033 ]. This can4
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