Social Media and Marketing Analysis Report for Tee Shirty's Campaign

This report provides a comprehensive analysis of marketing strategies for Tee Shirty, a clothing and fashion company. It begins with an introduction to social media marketing and its importance, followed by an examination of relevant legislation, codes of practice, and national standards. The report then delves into the advantages and disadvantages of using multiple media in a media plan, marketing communication options, and the impact of economic, social, and industry trends on media selection. Furthermore, it explores the influences on buyer behavior and includes meeting notes and a marketing communication plan. The report also outlines an integrated marketing communication strategy, including target audience analysis, product analysis, media combinations, budget allocation, and legal and ethical constraints. Finally, the report concludes with a creative brief, detailing product appeal, key messages, supporting information, and budget considerations.

Social Media And
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A ..........................................................................................................................................1
A1. Describe key provisions of three or more legislation, codes of practice and national
standards relating to marketing operations.................................................................................1
A2. Explain advantages and disadvantages of using multiple media in a media plan................2
A3. Outline marketing communication options and media vehicles & analyse pros and cons of
each to Tee Shirty’s campaign....................................................................................................3
A4. Describe three or more economic, social and industry trends which impact upon the
selection of media for Tee Shirty’s campaign.............................................................................4
A5. Explain three or more influences on buyer behaviour which may impact Tee Shirty’s
campaign.....................................................................................................................................5
TASK B...........................................................................................................................................5
Meeting Notes..................................................................................................................................6
B2. Marketing Communication plan...........................................................................................6
TASK C...........................................................................................................................................8
Purpose of integrated marketing communication strategy for Tee Shirty..................................8
Target audience and their media consumption habit...................................................................8
Analysis of Tee Shity's products.................................................................................................8
Criteria for multiple media combinations...................................................................................9
Rationale for each media vehicle chosen....................................................................................9
Primary and secondary marketing media....................................................................................9
Evaluation of media styles against Tee Shirty's brand character................................................9
Budget allocation for media......................................................................................................10
Budget allocation for each media vehicle.................................................................................10
Legal and ethical constraints.....................................................................................................10
TASK D.........................................................................................................................................11
Product appeal...........................................................................................................................11
Key message and benefit communicated..................................................................................11
Supporting information.............................................................................................................11

Budget of creative work............................................................................................................11
Deadline for creative work........................................................................................................12
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13
.......................................................................................................................................................14

INTRODUCTION
Social media and marketing can be explained as the promotion of any of the commercial
activity for the purpose of earning the profit. In present scenario, it is essential because it directly
or indirectly helps organisation to represent them at a greater level. Talking about the chosen
organisation for this respective assignment is Tee Shirty which was incorporated in 2019.
Current organisation deals in the market of clothing and fashions.
The present file will be based on four different task where Task A will be based on
integrated market knowledge will be demonstrated which can help to identify that which types of
decision can be helpful for the organisation. In Task B, discussion will be related with plan and
develop marketing communication whereas Task C will have a detail knowledge regarding
formation of strategy in integrated marketing communication. Finally in last task, creative brief
will be prepared for Tee shirt, which will include supportive information, product appeal and
many more.
TASK A
A1. Describe key provisions of three or more legislation, codes of practice and national standards
relating to marketing operations.
In present scenario, rules and regulations plays the key role in accomplishing the goals of
an organisation. It simply gives the idea that how any of the work is to be done in a systematic
manner. In context of Tee Shirty, they are required to follow different laws and regulation for the
purpose of sustaining with the market. Below, some of the laws which is needed to considered by
Tee Shirty are discussed in detail
 Anti-discrimination Legislation: It is the law which simply explains that in any of the
situation discriminating any of the employees is not allowed with in the business
premisses (Kim and Ko 2010). It is mainly done on the basis of sex, disability, age and
many more. In context of Tee Shirty, they are required to understand that if in any of the
situation occurs then legal action can be taken against the organisation. Some of the laws
that has been incorporated for removing the problem of discrimination are Age
Discrimination Act, 2004, Disability Discrimination Act 1992 and many more.
 Consumer Protection law and fair trading laws: As company like Tee Shirty deals in
the market with clothing products so it will be necessary for them to understand that they
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will conduct fair trading at the time of dealing with customers. This is the law which
doesn't allow to cheat and create any of the issues between customers and sellers.
 Copyright Law: It is the law which has been applied automatically within the premisses
of Australia which means that in any of the situation idea will not be copied any of the
person. This law indicates that, Tee Shirty should ensure that they are not going to copy
the idea of other business organisation for the purpose of enhancing their sales.
 Ethical Principles: This is one of the legal terms which simply explains that business
organisation must perform each and every work ethically where they will not create any
of the issues for any of the other organisation (Lipsman and. et. al., 2012). This is
practices which will guide organisation like Tee Shirty that they are required to take any
of the legal decision for accomplishing the goals.
A2. Explain advantages and disadvantages of using multiple media in a media plan.
Today's generation is all about introduction of new ideas and concept so that better
competition can be given to rivalry form for accomplishing personal goals. The current
requirement of the market is all about multimedia and social media as it makes work easy to
perform any of the task in a systematic manner. Using multi media is media plan simply refers to
the number of media process being used for doing marketing of product and services. In context
of Tee Shirty, they are one of the new business organisation where they are required to perform
different task for the purpose of accomplishing the goals. It will be important for the to
understand that they can sustain within the market if they utilises the market in best possible
manner. Some of the advantages and disadvantages has been discussed below which Tee Shirty
get obtain by using multiple media in a media plan.
Advantages:
 It is one of the platform which allows the business organisation to increase it sources for
advertising the message in market (Chan and Guillet 2011).
 More number of customers can be attracted towards the product of organisation through
which sales and revenue can be improved. Information regarding organisation can be delivered to larger area which may have a
great impact on the overall result.
Disadvantages:
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 Multi media in media plan is one of those idea which will incur higher amount for
organisation like Tee Shirty which can create lots of issues for them in managing fund.
 Whenever similar form of advertisement will be shown from different media sources it
will increase the chances of duplication of data.
A3. Outline marketing communication options and media vehicles & analyse pros and cons of
each to Tee Shirty’s campaign.
There are different types of marketing communication channel which directly or
indirectly suggest that how any of the organisation is required to work on their marketing
communication (Akar and Topçu 2011). The marketing communication option that can be
adopted by Tee Shirty is Advertisement, sales promotion and many more.
As company is performing its activity through online sources, it becomes important that
they must focus that how they can develop their business at a greater level. Talking about the
media vehicle Advertisement, it is one of the best way of doing promotion of any of the product
or organisation through which more number of customers can be connected with organisation.
Then, When it comes to Sales Promotion, it is not an easy task because there are lots of work,
which is to be done such as find out that what should be the amount that need to be invested for
sales promotion, what discount can be given and many more. There are some of the pros and
cons which are included to Tee Shirty's campaign.
Advantage of Advertisement
 For Tee Shirty, it will allow them to attract more customers. Advertisement will be one of the way which will let people to know more about the
organisation like Tee Shirty and the product on which they deals.
Disadvantages of advertisement
 It is not necessary that each and every gets or understand about the meaning of
advertisement which has been advertised by the organisation(Järvinen and et. al., 2012). Secondly, it will require huge amount of capital and organisation which has been
incorporated in recent period of time may face this problem.
Pros of Sales Promotion
 It can be the process which can allow the organisation like Tee Shirty to enhance their
overall sales as product can be sold out at a greater speed.
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 This can give opportunity to customer to switch their brand and that can be beneficial for
future period of time for the organisation like Tee Shirty
Cons of Sales Promotion
 This types of promotion may affect the brand value in some of the cases.
 Effect of sales might be seen for short period of time.
A4. Describe three or more economic, social and industry trends which impact upon the selection
of media for Tee Shirty’s campaign
It is said that different factors have different sort of impact on business organisation and
it is necessary to understand that any of the decision should be taken accordingly for
accomplishing the goals. In context of Tee Shirty different factros have different impact and
some of the impact of different trends has been discussed below:
Economic Trend
It is one of the trend which has a great impact on any of the organisation and it is
necessary to work accordingly (Kumar and et. al., 2013). This trend mainly focuses on
fluctuation of rate, interest rate and many other changes which can create issues for business
organisation. In context of Tee Shirty, it will be one of those factor which will create issues for
them because they are dealing in online business where exporting the product from one pace to
another enhances the overall cost and reduces the profit.
Social Trend
This is the trend where preferences of the public plays the crucial role and it is necessary
for the organisation to understand that each and every decision should be based on their
preferences. The current requirement of public is advertisement and promotional activity. The
company like Tee Shirty has been conducting their work in the same manner which can allow
them to perform better.
Industry Trend
The current industry trend says performing the business activity through only source is
one of the most important way for accomplishing the goals (Schulze, Schöler and Skier 2015).
Talking about the Tees Shirty, they have been performing their work according to the Industry
trend which can be helpful for them in accomplishing the goals.
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A5. Explain three or more influences on buyer behaviour which may impact Tee Shirty’s
campaign.
There are various buyer behaviours which can affect Tee Shirty's campaign of which some are
explained as follows:
 The attitude of customers towards the company's product determine the success of its
campaign and its potential in attracting customers. The sustainable clothing offered by
company affects the way in which customers respond towards the products. The attitude
of customers need to monitored so that their likes and preferences can be determined
which will help in producing cloths as per their requirements (Carlson and Lee 2015).
 Demographics is the other factor which can influence company's campaign as it is the
demographics which affect the way in which people buy their products and perceive
goods and services. The age, sex ratio, living standard etc. affect the company's
campaign. The demographics of place should be determined so that the common likes
and dislikes of people can be known which can help the company in attracting customers
and dealing with their demands efficiently.
 Values of people also affect the company's campaign as the company offers sustainable
and environment friendly clothing to its customers which will attract customers only if
they are aware about the degrading environmental condition. Their values will help in
attracting the customers as if they are in support of saving the environment and also in
supporting human rights then the company sales can go high through its campaign.
TASK B
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Meeting Notes
Date: 10/05/2020
Time: 10 a.m.
Type of Meeting: Formal Meeting
Meeting Facilitator: Marketing Manager of Agency
Invitees: Marketing Director of Tee shirty
Discussion in Meetings:
a) Advertising Campaign Purpose: The purpose of the campaign is to educate and aware about
company products to the people prevailing at marketplace. The marketing manager of Tee shirty
wants to reach maximum number of customers so that their market presence as well as sales is
increased within a short span of time.
b) Advertising Campaign Objective: The objective of executing campaign is to enhance sales of
Tee shirty by 15% in the coming 4 months. Along with this, the objective behind conducting
campaign by marketing manager of Tee shirty is to raise market share of company by 10%
within 6 months.
c) Budget: The budget which is decided by the higher authorities of Tee shirty to implement
activities of campaign is $ 30000. This budget involves all the activities from initial stage to the
completion of campaign (Jara, Parra and Skarmeta 2014).
B2. Marketing Communication plan
Client's Profile: Tee shirty is an online store that was established last year. The company
offers high quality clothing in market and this is the reason behind its success within one year of
establishment. In addition to this, company offer graphic pattern T-shirts for adults at market
place. The higher authorities of company is decided to conduct advertising campaign and uses
media vehicles in order to educate and build awareness at marketplace.
Purpose of the brief: The purpose of marketing communication plan is to aware people
about its high quality clothing and to gain attention of large audiences towards Tee shirty. In
addition to this, the purpose is to gain competitive edge at marketplace that helps then to fight
with their rivals in an effective manner.
STP Approach: This approach is used by higher authorities of Tee shirty to create as
well as deliver relevant messages in market that attracts large number of people prevailing at
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marketplace. This approach involves three components that is segmentation, Targeting and
Positioning. This are defined below with relation to company:
Segmentation: Herein, companies categorise markets as per demographics, belief,
lifestyle, behaviour of customers prevailing at marketplace. In context to Tee shirty, they
segment market as per demographics with an aim to increase sales of company.
Targeting: This step takes place after segmentation. An organisation target market as per
nature, size, income level of people. With reference to Tee shirty, the company targets people
who belongs from the age group 18-34. in addition to this, the company target those people who
live in Melbourne, Sydney & perth.
Positioning: it is basically developing an positive mindset of customers towards the
brand. In relation to Tee shirty, the company promotes its brand in market as ethical production
of clothes (Armstrong and. et. al., 2016). Moreover, it supports the fight which is for human
rights globally. This builds positive brand image in the mind of people towards Tee shirty.
Marketing Communication Objectives:
 To raise the sale of shirts by 10% in the coming 3 months by organising advertising
campaign in an effective manner.
 To increase market share by 5% over the next 4 months by raising awareness and
offering high quality products in market.
Competitive factors: The competitive factors that affect on the sales as well as
performance level of Tee shirty are as follows:
Offline stores: One of the major competitor of company can be offline stores as they can
turn tp their market online at any time due to which company might face tough competition that
declines level of sales as well as profitability of Tee shirty in future.
Online store: The online store in Australia such as Showpo, Boohoo, Missguided and so
on are the biggest competitors of company. This stores reduce the sales level of Tee shirty that
automatically declines its market share.
Legal & Ethical constraints: Legal constraints are those which are developed by
legislation or by common law whereas Ethical constraints are moral constraints that is placed in
societies. Some of he legal and Ethical constraints which is needed to be follow by higher
authorities of Tee shirty before development of marketing communication plan are as follows:
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Australasian Performing Right Association: It was formulated in year 1926 in order to
manage performance as well as communication rights of companies. This association will assist
management team of Tee shirty to implement advertising campaign in a smooth as well as
effective manner.
Copyright Legislation: This Act was established in year 1968 with an aim to protect
original idea of an organisation. Copyright legislation will assist top level management of Tee
shirty to secure and protect its idea of using ethical product in the production of T-shirts (Kaur
2016).
TASK C
Purpose of integrated marketing communication strategy for Tee Shirty.
Integrated marketing communication is a concept which ensures that all the promotional
tools are integrated in such a manner that they work together in an efficient manner so that the
targeted market can be reached through various channels. The purpose of IMC is that it helps in
maintaining good customer relationships which help in building brand image of company. IMC
help in integrating various communication channels so that time and cost can be saved and
profits can be increased while improving brand awareness in market. Many marketing
communication options involve advertising, direct marketing, customer service, sponsorships
etc.
Target audience and their media consumption habit
The target market of Tee Shirty are mainly people belonging to age of 18-34 years and
they typically live in Sydney, Melbourne, Brisbane and Perth. The company also targets its
products on people who are strongly in favour of sustainable clothing so that the environment
can be protected (Fogel 2010). The brand image of Tee Shirty is due to the use to sustainable
material in production of T-shirts and also its strong affiliation with many human rights
organisations. The media habit of target customers of Tee Shirty is that they use internet and
online shopping for buying their cloths.
Analysis of Tee Shity's products
Tee Shirty's products are mainly bright T-shirts with graphic patterns in adult sizes
having all its clothing sustainably made so that it can become environment friendly and also
different its products from other companies. The company is also affiliated to many human right
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organisations which means that when its products are bought the people's support to human
rights can be seen.
Criteria for multiple media combinations
The criteria which is developed for selecting multiple media combinations relates to the
type of product, market, objectives of advertising, circulation of media, available funds, type of
audience, media used by competitors etc. All these factors need to be considered so that a
combination for multiple media can be made. Tee Shirty can use various kinds of media like
social media, advertisement on TV, telemarketing, direct selling etc. so that a large number of
people can be reached (Dăniasă and et. al., 2010).
Rationale for each media vehicle chosen
The company is choosing two media vehicles like internet and direct mails so that it can
reach to a large number of customers through both these media vehicles and it can save its costs
which ill help it in increasing its profits. With the increased use of internet most of the people
belonging to 18-34 year of age can be reached through internet which can build strong brand
image of company. Thus each of the media vehicles chosen can help in achieving company goals
in cost-effective manner.
Primary and secondary marketing media
Primary marketing media is the media that is consumed most frequently by the target
audience of company whereas the secondary marketing media is an additional, enhancing of or
incidental to primary media. The target audience of Tee Shirty uses internet so as to do online
shopping of company's products. The secondary media used by them is google search or
Facebook so as to purchase company products.
Evaluation of media styles against Tee Shirty's brand character
Tee Shirty initially spent minimal on advertising in its launch year by promoting its brand
through exposure in relevant online publications, using email marketing, regularly optimising
website, growing organic social media communities etc. All these methods helped the company
in achieving a strong brand image as the company provides sustainable clothing which is
environment friendly (Coursaris Van Osch and Balogh 2013). The brand image as against its
media styles is strong as the unpaid advertising was strategically done so as to capture attention
of customers.
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Budget allocation for media
The tentative budget for Tee Shirty so that it can use various media like social media,
advertisement on TV, telemarketing, direct selling etc. is $50,000 so that all the media channels
can be integrated. This will help in forming an effective IMC which can help in efficiently
reaching to target audience and increasing sales of company. This can also help in increased
customer base for sustainable clothing which will help in increasing company profits.
Budget allocation for each media vehicle
It is important that a clear and precise budget is drawn for all the media vehicles used by
company so that the funds of company can be efficiently utilised and the objectives of generating
budget can be achieved.
For internet:
Particulars Cost
Computer $50,000
Internet server $45,000
Connection $30,000
Miscellaneous $30,000
Total $1,55,000
For e-mail:
Particulars Cost
Training and development $30,000
Intranet $45,000
Team of executives $60,000
Miscellaneous $30,000
Total $1,65,000
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Legal and ethical constraints
The company must ensure that all the legal and ethical constraints are dealt with
efficiently by making the use of various media of marketing ethically and legally strong. The
legal an ethical constraints may include code of practice which are issued by Advertising
Federation of Australia, Australian Communications and media authority, Australian Association
of National Advertisers etc. so that all the ethical and legal values of these bodies are followed
which can help the company in working under the legal pursuit.
TASK D
Product appeal
Tee Shirty produces sustainable clothing which makes its products environment friendly
and also the company is affiliated with human rights organisations which means that the increase
in company sales increase its supports towards human rights. Also the T-shirts sold are bright in
colour with graphic patterns available in adult sizes (Yang and Wang 2015). The company
focuses mainly on the age group of 18-34 years typically belonging to Sydney, Melbourne,
Brisbane and Perth.
Key message and benefit communicated
The key message which is delivered by company is that it strongly supports ethical
production along with its strong affiliation with human rights. The company products
differentiate themselves from other companies by being more environment friendly and organic
so that least damage is caused to nature.
Supporting information
The products of company can be purchased by customers through its online sites where
they can choose between the sizes, colours, pattens etc. so as to suite their specification. The
customers are also encouraged to leave feedbacks of their experience while shopping and using
the products so that the company can make improvements in the products and its services so that
more number of customers can be added and sales of company can be increased (Spiller and
Tuten 2015). Also there are instructions given regarding how the fabric quality of cloths can be
maintained, how they are to be washed etc. so that the confident of customers can be increased.
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Budget of creative work
For creating the budget of creative work the clients advice are considered so that price
can be set by either considering the advice of regular client or by tendering a brief of budget so
that a price can be set. Following is the budget set by Tee Shirty:
Particulars Cost
Sustainable materials $40,000
Labour cost $50,000
Delivery cost $20,000
Miscellaneous $20,000
Total $1,30,000
Deadline for creative work
The proposed deadline so that company can build its marketing plans is 3 months
wherein the company director wants to develop an integrated marketing plan by 2 weeks and an
advertising campaign to launch within 5 weeks (Zahoor and Qureshi 2017).
CONCLUSION
From the above report it can be concluded that social media plays an important role in
attracting customers and increasing the sales of company. With the increased use of internet it
has become easier for company to attract customers through social media which is also a cost
effective way of building strong brand image of the company. The companies can use social
media in an efficient manner so as to reach to the target audience and also knowing about their
basic needs so that company can attract them by providing goods and services as per their needs.
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