Detailed Media Plan Report for New Technological Toy Launch

This report presents a comprehensive media plan for the launch of a new technological toy, targeting children aged 6-15 and their parents in Sydney, Australia. It begins with an introduction and background, followed by a situational analysis that considers market factors, strategic objectives, an...Read More

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.

2.1 Strategic objectives
The goal definition is crucial for the accomplishment of an objective stated. The goal of the media
plan includes the creation of brand identity and brand recognition for the new toy that is to be
launched by the company.
In order to attend the goal, SMART objectives have to be defined which is an abbreviated form for
specific, measurable, attainable, reliable and time-based. The specific objective that the firm aims to
achieve includes the creation of brand recall value amongst customers by projecting unique features
of the product. The measurable objective for the new product media plan will include attracting
maximum possible customers towards the product. A KPI score will be maintained which will aim at
attracting the maximum possible customers towards the product of the Company. Attainable
objectives are defined by generating at least 50% online queries for the product. Realistic objective
includes catering to a minimum of 30% of total target customer through online and physical
platforms. The time-basis for this media plan would include a period of 3 months to 6 months to
complete the campaign.
2.2 Target Audience
The media plan has to be able to devise a target customer group for the new product to be launched.
This would allow creating a specific segment and then targeting at them.
2.2.1 Demographic factors
The demographic profiling of the customers for this new product would include an age of 6 to 12
years of age as well as parents and grandparents of children. Parents and grandparents of children
can be defined through a broader age group. Both the genders will be targeted for this new toy,
however generally boys seem to prefer technological toys over girls. Education status for the target
segment group would include middle to highly educated groups. Middle and upper-class income
levels will be targeted through the media campaign as the toy is destined to be priced at a
competitive rate.
2.2.2 Psychographic factors
Psychographic factors for target customer groups would include Christians who want to gift children
in their family, friends or neighborhoods. No specific lifestyle has been assumed for this media plan;

however, it will aim at people who have families. Values and interests groups include people wanting
to celebrate Christmas.
2.2.3 Geographic factors
Geographic factor for the target media plan would include people living in cities in Sydney and also
locate in nearby suburban areas. However, due to the presence of the online platform of the
Company, it can cater to a wider location in Australia.
2.2.4 Behavioural factors
Behavioral factors affecting this media plan includes children happiness and joy from
receiving a technological toy. Loyalty status seemed by consumers will be high, medium and
low as well who will want to switch their purchase pattern.
2.2.5 Media audience
The media audience defined for this targeted campaign would include parents, grandparents of
children and children group. People from middle to upper class will be interested in purchasing the
product. The products will be generally sold through stores in and around Sydney.
2.3 Product market factors
Product market factors are critical to being analyzed.
2.3.1 Product characteristics
The product characteristics are known to be a technological toy within the expensive price range.
There might be similar product available in the market that can be comparable to the product. The
convenience of the product is that it is appealing to play with.
2.3.2 Level of audience involvement
Level of audience involvement for the product needed is substantial in manner. Though it
does not require a decision to be made prior to its purchasing or conducting research. But
the product will need substantial time to purchase.
2.3.3 Product usage and life cycle
The product can be used regularly by children to play with. Its life cycle will be approximately in case
handled with care 3 years to 5 years span depending upon usage. The product is highly desired

amongst target audience. The product is believed to be at the introductory stage of the product
lifecycle.
2.3.4 Competitive situation
The product offering scenario remains highly competitive in Sydney. There are various similar and
substitute products available for the same.
2.3.5 Media strategies
The media strategy that will be used will include non-differentiation strategy.
2.3.6 Reach and frequency requirements
The media plan will be frequently targeted through non-differentiation technique. With high
audience involvement continuously. The product usage is considered to be extensive and it
is a new product. The advertisement message will also be conducted frequently within
competitive environment.
Reach and frequency application Emphasis on Reach Emphasis on Frequency
Differentiated vs. Non-differentiated Y/N Y/N
Audience involvement Y/N Y/N
Product usage/demand for product Y/N Y/N
New product Y/N Y/N
Advertising message Y/N Y/N
Competitive environment Y/N Y/N
2.4 Legal and ethical requirements
Legislative requirement related to the product is WHS strategy. Ethical requirement will include
inclusion of relevant codes of practice.

3. Advertising strategy
The advertisement message would include simple, ongoing, unique message regarding the toy.
Media environment in which the toy will relate to includes online as well as physical platforms for the
product. The media environment will not be cluttered. The advertisement is destined to compete
with various other advertisements in the chosen media environment as it is during the Christmas
period.
3.2 Advertising Schedule
Month 1 Month 2 Month 3
Stages of
Advertising
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
Planning
Scheduling
Designing
Implementin
g
Monitoring
Evaluation

3.2 Creative requirements
The creative requirements of the advertising message will include red color, through the electronic or
physical form. There will also be longer and more profitable space needed such as hoardings and
billboards. Time requirements for the same will be a minimum of 4 weeks. The coverage will be
done in an extensive manner to attract other businesses.
3.2.1 Media implications of creative requirements
The implications of the above creative requirements will be to cover a message in an extensive
manner.
3.3 Merchandising strategy
Possible media merchandising strategies would include giving out a miniature version of the toys.
Campaigns can be designed for promoting the product. This product can sell through online
mechanisms. The maximization of the return on investment of this advertising campaign can be done
by giving out a miniature version of the toys.

4. Media Strategy
4.1 Media objectives
The media plan will aim to cover maximum possible areas within Australia, physically within Sydney
and online throughout the country. The plan will aim at targeting the maximum possible customers
available in the cities especially. They will be frequently such as bi-weekly exposed to the
advertisement media.
4.2 Media vehicles
Media vehicles that might be suitable for this advertising campaign would include hoarding,
billboards, banners, posters and pamphlets with social media detriment.
4.2.1 Rationale
The selected media vehicle will help target the selected audience, meet creative requirements and
work to ensure the reach and frequency requirements of the campaign are met by fitting within the
budget.
4.3 Media schedule

Month 1 Month 2 Month 3
Media Vehicle
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
E.g. Radio –
ABC – 30 secs
Billboards &
Hoardings
Banners,
posters &
pamphlets
Social Media
Promotion
TV
Advertisemen
t
4.4 Media budget
Media Vehicle Advertising
period
Cost
(per period)
Billboard & hoarding 6 weeks 300
Banner, poster, pamphlets 8 weeks 200
Social media advertisement 3 weeks 150
TV commercials 6 weeks 350
Total 23 weeks 1000
4.5 Testing schedule
Below is a description of the testing schedule.

Month 1 Month 2 Month 3
Testing
method
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
Week 1
Week 2
Week 3
Week 4
Week 5
E.g. Focus
group survey
Online
Facebook
Feedback
Questionnair
e Survey
Focus Group
Interview

5. Campaign evaluation strategy
Objective Evaluation strategy
Brand Awareness Customer Feedback
Brand Identity and New product awareness
creation
Sales of new product
Repetitive sales Online Customer feedback

2. How suitable to the workplace are ‘Develop a Media Plan’ template?
Developing a media plan is suitable to the workplace which will allow attraction to the specific
product and services. Suitable to the workplace a media plan will allow defining SMART objectives. A
media plan will allow defining of objectives and defining specific budget.
3. What might you change in the template or do differently?
Changes in the template need not be included. The media plan includes all possible steps and
strategies that are needed to undertake an advertisement.
4. What do you see as the main benefit of using such a template for Develop a Media Plan?
The template allows step by step specific procedures for designing of a media plan. Therefore, the
main benefit for using such a template is in catering to all possible steps of the media plan.
5. What recommendation you will give to your colleagues to complete this type of activity in the
workplace?
Recommendations to colleagues to complete the activity within workplace would include careful
planning steps. They all need to abide by SMART objectives that can help arriving at specific
solutions.