Develop a Media Plan for a New Technological Toy for Christmas

Q1. Develop a
Media Plan

Table of Contents
1. Introduction................................................................................................................................3
1.1 Background............................................................................................................................3
2. Situational Analysis.....................................................................................................................4
2.1 Strategic objectives................................................................................................................4
2.2 Audience................................................................................................................................5
2.3 Product market factors..........................................................................................................6
2.4 Legal and ethical requirements..............................................................................................7
3. Advertising strategy....................................................................................................................8
3.1 Advertising Schedule..............................................................................................................8
3.2 Creative requirements............................................................................................................8
3.3 Merchandising strategy..........................................................................................................9
4. Media Strategy..........................................................................................................................10
4.1 Media objectives..................................................................................................................10
4.2 Media vehicles......................................................................................................................10
4.3 Media schedule....................................................................................................................10
4.4 Media budget.......................................................................................................................11
4.5 Testing schedule...................................................................................................................11
5. Campaign evaluation strategy...................................................................................................13

1. Introduction
The manufacturing company developing a new expensive toy for Christmas is aiming to design and
develop a media plan. The product being technological oriented and having good quality will be
targeted to middle-class children and parents of middle-class children of the age 6 and 15 years of
age. The media plan devised will incorporate varied elements of radio, TV, print advertisement along
with online sales.
1.1 Background
The current product of the company which will be targeted at the middle class and upper-class
children and their parents will be a technological toy to be launched at Christmas. The Company
already has an existing brand image in the market; hence the new product can easily be established
in the market with minimum amounts of efforts. The effort for launching the new product will need
to encompass extensive product promotion strategy, through varied techniques. The Company
already conducts regular advertisement and marketing communication strategy to remain connected
with its customers. The products of the Company has gained a significant amount of acceptance in
the market. This will allow ease to establish advertisement and promotion in the market.

2. Situational Analysis
The new media plan has to incorporate strategies such that it is able to analyze the market and
macro-environmental scenario. The situational analysis reveals that Sydney, Australia is a relatively
large market with tremendous potential. During Christmas, there is a rise in demand for toys for
children as gifts. Australia is a demographic country with the government supportive of businesses
within the country. It can be said that Australia is politically as well as the economically stable
country. Prevalence of stable market conditions with low inflation and low unemployment rates
makes it an attractive destination for businesses. Social and culturally the country remain progressive
with westernized society. The country is technologically advanced with the prevalence of e-
commerce businesses along with 5G network at most places. The country has a stringent legal and
judiciary system. Businesses within the country have to follow the environmental standard
requirement of carbon footprints and pollution and so on.
There is the large number of companies offering technological toys in Sydney, which includes Spin
KidzInc, Colorific, Toy giant, Online and so on. Industry rivalry within Australian technological toy
industry is predominately huge with a number of Australian and other international companies in the
region. Moreover, with the rising of online businesses, there is Amazon along with other few
companies through which consumer can easily place their orders. Bargaining power of suppliers is
large in Australia toy industry with a number of companies being present in the market. Suppliers
tend to make tie-ups with a number of firms and supply them with parts and services so that
technological toys can be manufactured easily. Bargaining power from buyers is also large as there
are present lots of options from which consumers can easily select from. The threat from new
entrants is relatively less. As the country remains saturated with a number of toy companies, there is
prevalent less threat from new entrants from entering the market. Threats from substitution are high
as varied types of toys are available in the market from which consumers can select from.