Social Media and Marketing in PDF

Running Head: SOCIAL MEDIA AND MARKETING
SOCIAL MEDIA AND MARKETING
Name of the Student:
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Table of Contents
Introduction......................................................................................................................................2
Media requirements.........................................................................................................................2
Target audience............................................................................................................................2
Product market factors.................................................................................................................3
Creative requirements..................................................................................................................4
Media merchandising...................................................................................................................4
Budget and legal constraints........................................................................................................4
Media Schedule...............................................................................................................................4
Alternate media schedule.............................................................................................................5
Final Media plan..............................................................................................................................6
Media plan...................................................................................................................................6
Rationale for the media plan........................................................................................................7
Measures of effectiveness............................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................9

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Introduction
Puffers Pastry is going to open its new outlet in the central business district. Therefore,
the company is highly motivated to attract maximum number of customers to buy their special
eggless fruit pastries and retain a strong customer base in the competitive market. Henceforth,
this report is going to prepare a media plan for Puffers Pastry in order to get promoted. The
media plan report incorporates the initial media requirements that the organisation needs and a
scheduling of the media vehicles so that it will be effective for the organisation to get a outline of
the time and budget of the media implementation. Moreover, a final media plan will also be
provided in order to prepare the final layout of the plan.
Media requirements
Target audience
The target customers for the special eggless fruit pastries are belonged to the age group of
25-35 irrespective of men and women. They are highly aspired and willing to explore new food
items that have health value and nutrition. The target customers are professionals and working in
different companies in the Central Business District. Food items with high nutrition value and
less time to eat are their main concern along with the price of the product.

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Name
Purchasing decision
Age
Profession
Hobbies
Sally Adams
27
Accounts clerk
Listening music
Reading books
Nutritious foods
Affordable price
Less time to eat
Image 1: Customer profile
(Created by the author)
Product market factors
The food industry market of Australia is highly driven by nutritional foods and fresh food
items. Therefore, the pastry shops and cafeterias are compelled to make healthy foods that are
full of nutritional value. Moreover, in the CBD region most of the customers are professionals
working in different companies. They are very punctual and not willing to waste their times more
in eating. Therefore, they are looking for cost effective food products. The price of the product is
also considered to be one of the major considerations as the customers are interested in buying
affordable food items.

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Creative requirements
It is important for Puffers Pastry to use some attractive punch lines for the creative
advertising so that it will attract the customers. Moreover, the advertising tools are also
considered to be important for the pastry shop to gain competitive advantage. Therefore, the
punch line of the advertising will be “Eat Fine with Less Price and Time”. The media tools that
should be used are basically social media campaign and distributing flyers.
Media merchandising
Puffers Pastry does not want to hire any third party merchandise and creating an official
social media page where the product details and relevant information are provided.
Budget and legal constraints
The budget for the media plan is not more than $25,000. However, the company has to
face some legal constraints in terms of Competition and Consumer Act 2010 and the Privacy Act
1988. As per Australian Competition and Consumer Commission (ACCC), it is vital for all the
business organisations to maintain a fair advertising method, The Competition and Consumer
Act states that no false advertisement will be entertained and proper legal steps will be followed
for such felony (Accc.gov.au 2020). Moreover, the Privacy Act 1988 prohibits the business
companies from misusing the details of the customers and employees for business purposes
(Iabaustralia.com.au 2015). It is the duty and responsibility of the business enterprises to
safeguard the personal details of the employees and customers.
Media Schedule
Media tool Time (Day) Duration Responsible person KPI
Social media

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Facebook Everyday 24/7 Marketing manager Increase
followers by 5%
within 5 months
Instagram Everyday 24/7 Marketing manager Increase
subscription by
2% by 6 months
Twitter Everyday 24/7 Marketing manager Increase
followers by 5%
within 5 months
Traditional media
Flyers Business days 8am to 5pm Marketing team Increase
customer by 4%
within year
Alternate media schedule
Media tool Time (Day) Duration Responsible person KPI
Social media
Facebook Monday to
Thursday
6pm to 12am Marketing manager Increase
followers by 5%
within 5 months
Instagram Friday and
Saturday
10am to 8pm Marketing manager Increase
subscription by
2% by 6 months
Twitter Sunday 24/7 Marketing manager Increase
followers by 5%

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within 5 months
Traditional media
Flyers Monday to
Wednesday
11am to 4pm Marketing team Increase
customer by 4%
within year
Final Media plan
Media plan
Goal Action Responsible
person
Required tools Budget Timeline
To attract
maximum
number of
target
customers
Identifying the
target
customers
Marketing
team
Market
analysis and
segmentation
$3,000 2 months
Select the
potential media
vehicles
Marketing
team
Consultation
with the
managers
$1,000 1 month
Social media
integration
Marketing
team
IT department
Social media
accounts,
internet
$8,000 6 months
Distributing
flyers
Marketing
team
Flyers and
banners
$8,000 9 months

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Extra efforts in
media vehicles
Marketing
team
Monitoring and
controlling
$5, 000 3 months
Rationale for the media plan
The limited budget of Puffers Pastry pushes the organisation to opt for social media
marketing and distribution of flyers. According to the research of Kurian, Asokan and Dham
(2019) the social media marketing is highly effective for its cost effective value. Moreover,
Felix, Rauschnabel and Hinsch (2017) opined that development in technology also enhances the
importance of social media as a marketing and promotional vehicle. In addition to this, flyer does
not require enough workforce and expense. Therefore, for Puffers Pastry, it will be effective to
gain the attention of the customers by using both the traditional and digital media integration.
Measures of effectiveness
Puffers Pastry intends to set some key performance indicator that will help the
organisation to measure the success of the social media integration. The KPIs are as follows,
 Increase the followers in social media by 100K by next year.
 Increase the growth of sales revenue by 3% within a year.
 Develop a 10% repeat visit of customers by 1 year.
Conclusion
It can be expected that the entire media plan for Puffers Pastry will help the organisation
to meet all the objectives and gain strategic advantages in the competitive market. As a matter of
fact, the chosen media vehicles are particularly selected due to the fast lifestyles of the target

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customers. Therefore, it can be concluded that the media plan and scheduling will help Puffers
Pastry to retain a successful and long term business.

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Reference
Accc.gov.au, 2020. Advertising And Selling Guide | ACCC. [online] Accc.gov.au. Available at:
<https://www.accc.gov.au/accc-book/printer-friendly/29527> [Accessed 13 March 2020].
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Iabaustralia.com.au, 2015. Australia Guide To Digital Advertising Policy And Regulations.
[online] Iabaustralia.com.au. Available at:
<https://www.iabaustralia.com.au/uploads/uploads/2015-
07/1436997600_4b40c0abc1b9b332b05e93892c90843b.pdf> [Accessed 13 March 2020].
Kurian, A.A., Asokan, S. and Dham, S., 2019. Social Media Marketing and SMEs: Is it a
Winning Combination in Singapore? An Analysis. Indira Management Review, 13(1), pp.9-33.