Marketing Promotional Plan for Environmentally Friendly Toilet Paper

This report details a marketing promotional plan created for 'Who Gives a Crap,' a company specializing in environmentally friendly toilet paper. The plan encompasses an executive summary, SWOT, STP, and PEEST analyses to understand the market landscape. It outlines a budget of $1350, focusing on high-purchasing-power target audiences. The core message strategy emphasizes hygiene and a better life, supported by a multi-channel media plan including social media, radio, magazines, newspapers, and public events. The report also includes an advertisement example and radio script, along with an evaluation of the plan's effectiveness and a conclusion summarizing key findings.

MARKETING
PROMOTIONAL PLAN

Executive Summary
Marketing promotional plan is used to promote, advertise or communicate the products to
target audience by formulating different marketing strategies. Present report is based on “who
gives a crap ” company, they want to make a promotional plan for environmental friendly toilet
paper. The promotional plan will include budget of the plan, message strategy, media plan and
evaluation and conclusion of the plan . It has been identifies that the total amount required for the
plan is $1350, the target audience will be people having high purchasing power. In the report the
message that company want to communicate to its customers was “ Think hygiene, live better”.
For marketing the product, company has chosen social media marketing and radio, magazines
and newspapers. Company will also engage into public events where customers they attract more
customers. Further in the report there is an advertisement created and script of radio was also
created in order to communicate the message to its customers.

Table of Contents
Executive Summary.........................................................................................................................2
PART A...........................................................................................................................................4
INTRODUCTION ..........................................................................................................................4
SWOT analysis...........................................................................................................................4
STP..............................................................................................................................................5
PEEST analysis...........................................................................................................................5
PART B ...........................................................................................................................................7
Budget plan.................................................................................................................................7
Message strategy.........................................................................................................................7
Marketing plan and strategy......................................................................................................11
EVALUATION.........................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

PART A
INTRODUCTION
A promotional marketing plan is an essential tool for launching a new product or service,
expand market reach. A successful plan has an effective message that reach to targeted audience,
they understand the message and it stimulates recipients to take actions. The report highlights the
budget for the product, the message strategy, media plan and it's evaluation. “Who gives a crap”
is introducing toilet paper and will be promoting through social media, televisions and
newspapers in Melbourne & Sydney. Social media is an widely accepted medium for the
customer and through this the company can address to large number of consumers.
SWOT analysis
A study undertaken by an organization to identify its internal strengths and weaknesses, as well
as its external opportunities and threats.
STRENGTH WEAKNESSES
Goodwill: The biggest strength of the
company is the goodwill of the company which
is developed by the company due to the high
quality of the product offer by the company.
Another reason behind good goodwill is the
social message which is promoted by the
company in the market which helps them in
attracting the customer toward the
organization. This strength can be used as
promotional tool to promote product.
Financial Position: Another big strength of
“Who gives a crap” is that they are having very
good financial position which will help them in
dealing with any unconditional situation in the
future. who gave crap revenue has grown more
than 250%. It can prove crucial in adopting
new technique to promote the product
Competition: The biggest weakness of “Who
gave crap” is that organization used to deal in
the highly competitive market as there are
many organizations who used to sell toilet
paper in the Australia which eventfully cuts
down the market share of company.
Human resource: There is less number of the
Human resource in the organization which
sometimes creates the problem of the heavy
workload on the employee of the organization
and increases the situation of employee
turnover in the organization. This may also
slow down the promotional operation of the
organization.

(Phadermrod, Crowder and Wills, 2019).
OPPORTUNITIES THREAT
Technology: In rapidly changing environment
there is a good opportunity in front of the
organization to use the best technology to
develop the product which can satisfy the need
of the customer. It will also help them in
getting a competitive advantage in the
competitive market.
Laws and Regulations: This is the biggest
threat for the organization as organization has
to compile with all the law and regulation such
as employment law, corporate law which
sometime slow down the operation in the
organization.
STP
Segmentation: It is the process in which organization used to divide customer into different
segment on the basis of need, age and requirement of the customer. “Who gives a crap” will also
divide the customer on the basis of the purchasing power of the customer.
Targetting: It is the process in which organization used to select the best group out of segment
which has been divided. Who gives a crap will be targetting the customer who can buy more
product together in other word who are having more purchasing power in their hand.
Positioning: It is the process in which organization used to position the product in such a way
that selected segment get attracted toward the product. Organization will be using combination of
both local and social media to promote the product in front of the selected segment
(Schlegelmilch, 2016.).
PEEST analysis
Who gives a crap company wants to promote its product (toilet paper) for which
company need to undertake external analysis in order to find out the impacts and factors which
affect business. There are various external factors which affect the promotion of product which
are as follows:
 Political factor: Political factor plays an important role in determining the promotion of
product. Who gives a crap company want to promote its toilet paper which in
environment friendly and recyclable. Company need to take care of political factor in
order to earn long term profits from the country. These political factor which affect
business while marketing or promoting a product are political stability of product and

their importance in the economy. Company also need to identify the interference of
government in the product. On the basis of this factors company will choose their
promotion strategy (Chong, Henderson and Lewis, 2015).
 Economical factor: These factors incudes the fluctuation happening in the industry
because of inflation, interest rate and foreign exchange rate. Who gives a crap company
need to analyse the economical factor of the country so that they have an estimation of
demand and supply. Firm also need to look at micro environment which includes
competitors and their impact on competitive advantage of the company. Who gives a crap
need to check the efficiency of financial markets so that funds can be raised easily (Katz,
2016).
 Social factor: Social factor is referred to the attitudes, beliefs and culture of the society.
Company need to understand the needs and beliefs of the customer which company want
to target by formulating attractive marketing strategies. Who gives a crap need to study
the demographic, culture, and interest of society and then promote its product (O'Keeffe,
and et.al., 2019). As company is providing environment friendly products which is also
recyclable, it give company an opportunity to attract large number of audience, make
them aware about the usefulness of product in daily life.
 Environmental factor: Different country have different environmental norms which
need to be followed by companies to sustain in that market. Who give a crap provides
environment friendly products thus, company will not face much problems in promoting
its products and it will be accepted by the government and people of the economy. Their
products are recyclable and produce less waste which is a competitive advantage of
company in attracting customers. Its products are made from bamboo rolls and at
affordable price.
 Technological factor: Technology is increasing rapidly and affecting the various
industries. Before entering in a particular economy, company should for a technological
analysis and find out whether technological advancement is affecting the product or not.
It also includes analysis on cost structures, value chain and technological diffusion
impacting the growth of product (Danahe, 2017).

PART B
Budget plan
The budget is prepared to give an idea regarding the cost and time required by the
company to promote their product in the market. It explains that how the company promote their
product, what channel they used and the cost associated with the promotional tools. It is based on
certain assumptions that the company will bear the cost while advertising the product in the
market. Budget will prepare by analysing the budget and marketing strategies of different
competitors in the market that how often they shoe the particular advertisement and the cost
related to the divertissement. It will help them to estimate budget for “who gives a crap”
company and ascertain the future cost of advertisement and communication of message. The
budget also present that when the company advertises the product with their cost.
Tactics When Cost and
production ($)
Media ($) Total ($)
Banner ads Monthly 200 200 400
Newspapers and
magazines
Monthly 150 150
Social media Always
available
350 350
Public event Monthly on
Saturday
200 200
Radio Always
available
250 250
Total 700 800 1350
Message strategy
Key message: The key message to customer is as “Think Hygiene, live better”.
Source: Communication is the key that define as to direct the function of an enterprise.
However, this aids to reach out the customers and to take initiatives that can to promote the
product and services (Katz, 2016). The channels for advertisement communication for firm as

Who gives a crap will be as television, radio, newspapers, magazines, billboards, e-mail and
online advertising etc. However, this aids to introduce brand to public and to educate individual
about the product and services that prompts individual to convey special promotions. These all
are the low cost method that can aids to conveying selling messages to numerous perspective
customers. Effective sources of communication channel aids to conduct the business activities
systematically.
Advertisement objectives: The advertisement objectives for Who gives a crap are as-
 To prepare an informative ad that can be useful to introduce brand new company, product
and service to market. Therefore, firm with the best solution can be beneficial from
informing customers about how products will be helpful to customers.
 To let customer know about the quality of the commodities, services, unique features,
environment friendliness and about the cutting edge techniques (Ansari, and Riasi, 2016).
 To reinforce brand message to well established market place and this put major focus on
supporting customer sales branch and aids to meet out customers demands.
 To increase support and morale of the sales force, distributors, wholesalers and retailers.
In addition to this, this can be beneficial to contribute enthusiast and confidence attitude
within the enterprise.
 Advertisement will be useful to promote overall image of the respect and trust for an
enterprise. However, this message main aims towards to government, shareholders and
public.
 To undertake initiatives to retain loyalty of present and former consumers. Henceforth,
advertisement is techniques that can be assistive to have made the best purchase to add
towards to build loyalty to the brand name or the firm.
Target audience: The use of tissue paper is considered as hygienic commodity with no use of
substitutes and this can affect the brand image of enterprise (Xiang and et.al., 2019). Thus, it can
be stated that expansion strategy has one of strategic locations in differ states of the country.
Pricing policies are not only favourable to customers but also for enterprise as well. However,
the firm will get engage in wholesale distribution to retail stores to following groups as are-
 Households
 Malls
 Business Places

 Prisons
 Government Institutions
 Educational Institutions
 Hospitals
 Hotels and club houses
 Religious houses
 Spas and Beauty Salons
 Sports Men and Women
 Restaurants Every person not listed
Product description: The enterprise as Who gives a crap is leading brand and act as market
leader which works as to manufacturing tissues and towels. However, the tissue paper business is
one of the easiest way of conducting businesses so any entrepreneur can focused on it. Hence,
the demand for tissue paper in present market is continually increasing because there are very
few substitutes for tissue paper available in market.
However, the main commodities under this brand are as hand towels, dinner napkins,
moist wipes, tampons, face tissues, skincare sanitizers, air fresheners and toilet tissues.
Therefore, the attractive innovation will be taken by this entity is that this would invest in to
collect lot of wastage and to developed to recycle and eco-friendly product line (Spence,
Lachlan, and Omilion-Hodges, 2016).
However, this firm will strictly follow their motto are as Think better, live hygiene. In
addition to this, entity will use fewer resources while manufacturing, packing and transporting.
Henceforth, this firm will use method of advertisement that can be economical, as this can be
helpful to reaches large groups of people.
In addition to this, paper towels can be useful in kitchen to clean up the spills and messes.
Thus, products purchase are an extension means to capture the market. This is product that will
be attractive to customers as this will be made up of 100% environmental friendly commodities.
Tissue papers are basically made up from raw materials as chemical pulp, mechanical
pulp as well as recovered paper (Hartnett ,and er.al., 2016)). However, this toilet papers are made
up of better quality products as porosity, absorption, tensile strength, coarse nature and this
might vary depending on the intended to be used. This is enterprise that can be considered as

capital intensive as it depends heavily on machinery, with efficient machines being constantly
worked on whole manufacturing process of tissue paper.
Additionally, it can be stated that the firm also does B2B selling of its commodities to
hospitals, resorts, food processing and metal manufacturing industry. Toilet tissues and paper
towels aids to maintain the hygiene within the business enterprises.
Major selling idea: The enterprise as “ who gives a crap” will base on message idea that is as to
attract the consumer attention and to gets a reaction. For this, entity is undertaking the strategy is
as “Think Hygiene, live better”. However, this firm is producing hygienic products and that is
made up of 100% environment friendly ingredients. To attract the customers, they are taking
initiatives to provide products to customer at 50% discount rate. One of the competitive
advancement about this is that entity wants to develop the strong communication network and
excellent customer culture to promote and develop product and services.
Advertising appeal: It used to approach or target the customer to buy the product of “who gives
a crap” company. This aids to create the positive image of company within market and this also
assist to protect environment from the unhygienic things, and they are prepared from the
primarily source such as textbooks, office paper and workbooks.
These different feature attract the customer that they use some recyclable paper and
contribute in society to protect the environment from cutting of trees to prepare the papers (Chen,
2019). They target the customer by creating emotional and social appeal which help them to
attract more and more customer to purchase their product from the market.
Advertisement execution: It is the way to communicate the message to the targeted audience.
The “who gives a crap” company target the customer who are attached to the environment and
interested in social works or support them. They use different channels to execute their idea,
purpose to target the customer and expand the popularity of their product in the market. They use
comparison and scientific method to prove that their products are environment friendly and
support their product by the scientific research (Prasad and et.al., 2017).
The advertisement execution help them communicate their message to the targeted
audience and ensure that the message should be delivered in right direction with right meaning.
Supportive information: The advertisement regarding the toilet paper also acquire the
additional information that how to use them, how they prepared and their impact on the
environment. The T.V. Advertisement will present a short video clip which explain that how the

local school textbooks, workbooks and office papers are collected from the different places and
then converted in toilet paper which are environment friendly because of the recyclable nature.
It makes a positive impact on the society that the company use such paper which are not
in the condition for further use. This also explains that the toilet paper are environmental friendly
and it reduces the cutting of trees. In advertisement they are also taking initiatives to add some
research that can prove that information provided by the company in the ads are reliable and
accurate.
Advertising creative: (Attached in different file)
Marketing plan and strategy
Medium
There are different range of options available for advertising and promoting the products
such as print media ( magazines, newspapers), broadcast media (radio, television) and digital
media (social media like Facebook or instagram). Newspaper, radio and magazines are
traditional medium of communication and social media is modern way of communicating and
promoting the product. Who gives a crap company will choose social media and local media
which will include televisions, newspapers and radio (Katz, 2016). The message for the product
will be communicated by these channels. The reason behind choosing traditional marketing is
that these medium are available and purchased by every individual, all the people have habit of
reading newspaper and listening radio thus, it will be beneficial for “who gives a crap” to target
audience in a particular area by advertising their product in newspaper. On the other side modern
approach like social media marketing company will engage large number of audience together
as most of the people spend more time in surfing internet. It is easy for company to promote its
product and attract large customer base. There are some benefits and limitation of using
traditional and modern approach which are as follows:
Advantage and disadvantage of modern medium of promoting and advertising:
Advantage Disadvantage
 Social media marketing will be
beneficial for who gives a crap
company to increase brand awareness
by increasing the visibility of the
 It is a time consuming process as
marketer need to spend time on social
media in order to check insights or
activities performed by the customers.

product and engaging with large
consumer base.
 It is cost effective approach as it helps
in communicating with large base of
audience at one platforms and reduce
the cost of marketing (Chong,
Henderson and Lewis, 2015).
 Company will get benefits by using
Facebook or instagram to market its
products as it reduce the cost of
marketing and able to get insights of
the customers. It is easily identified that
how many customers are interested in
the products.
 Receiving negative comments from
customers on the product will have a
negative impact on the brand image and
thus sale of product will decrease.
 It is a long term investment and the
return generated tales time.
 To market and influence people
through social media a qualified person
is required. If a person is not qualified
than this marketing medium will be an
disadvantage.
Advantages and disadvantage of traditional approach of marketing:
Advantage Disadvantage
 Promoting product through print media
is the most trustworthy and common
way of marketing, it will be beneficial
for company because magazines has
longer life and it can be read by people
at waiting rooms etc.
 It is beneficial to target a particular area
and customers to promote the product
(Chong, Henderson and Lewis, 2015).
 The life of newspaper is short and it is
passed to limited audience in a
particular area.
 There are many page in magazine and
newspapers thus every person does not
read whole page. Hence, this media is
weak for the company in branding.
Media mix and vehicle

The media mix chosen for promoting environment friendly tissue paper is social media
newspapers and magazines. The media vehicle used to advertise the products are Facebook and
instagram. These media vehicles will be beneficial for company to achieve communication
objective and provide value to customers because of the following reason:
 Social media marketing: The reason behind choosing social media marketing is that
most of the people are surfing on various social media platforms like Facebook and
instagram. Who gives a crap company will be beneficial by promoting their products on
Facebook and instagram in order to attract large customer base, increase sales,
satisfaction and create brand awareness (Braekers, Ramaekers and Van Nieuwenhuyse,
2016). Company can upload different post resembling eco-friendly products and save
environment. There new product is also recyclable, these kind of post will attract
customers in present as well as future. Social media platforms also provides a deep
insight of activity where company is able to see the reaction of customers on each post
and change their marketing strategy accordingly. This media vehicle is suitable to make
people aware world wide about the product and achieve communication objective.
 Traditional media: Print media like newspapers and magazines are suitable and best
way of communicating products in a particular area and target audience. These media
vehicles are purchased by every individual and at affordable price. Company can
advertise their products in an attractive and put image which attracts customers. Radio are
also best way to promote the products, people who does not have habit of reading
newspapers or travelling radio are very effective for them. By creating a radio script
which generates interest in people can also help in achieving communication objectives
(O'Keeffe, and et.al., 2019).
Coverage
The target market of the product is where there is high demand of the products and target
audience of the product is people having high purchasing power. Company will be advertising
and promoting its product globally through social media platforms whereas in Sydney and
Melbourne company will use print media and radio (Nagy, Stentz and Zhang, 2018). The reason
behind choosing Sydney and Melbourne is that they are having high purchasing power and have
annual growth rate of 2.7%. it will be beneficial for company to target their audience.

Media Vehicle Coverage
Modern approach Facebook Global
Instagram Global
Traditional approach Newspapers Sydney and Melbourne
Magazines Sydney and Melbourne
Radio Sydney and Melbourne
Reach and frequency
The population of Sydney is 46.3 lakhs and Melbourne is 49.4 lakhs, it is expected that
the product advertisement should reach 80% of target audience through newspapers, magazines
and radio. Whereas product should reach 90% of target audience globally through social media
marketing (Kostygina, and et.al.,2019).
Frequency of the product advertisement should be determined by the following factors
such as media factor, marketing factor and message factor. Media factor sates the attentiveness,
clutter, repeat exposure determines the frequency of advertisement. Marketing factor states the
brand loyalty, brand history, target group in determining the frequency and message factor staes
the image, product sale and message complexity in deciding the frequency of advertisement
(Danahe, 2017).
Scheduling
In excel
EVALUATION
Develop a plan for pretesting and post-testing the advertising element of the promotion
Who gives a crap will be testing the advertisement of the organization by comparing the
advertisement of the product with the advertisement of the other company who is able to attract
the customer toward the organization. It will also help the company in knowing what is the
aspect where company is lacking behind and will rectify the same error so that at the time of the

launch of advertisement company is at a safer side. Company will also test the radio script by
taking the feedback of the commercial content writer and rectifying the same.
Who gives a crap will be testing the post advertisement by comparing the same with the measure
which will be set by the company in the past itself. On the basis of the comparison company will
try to find out the deviation and will take the corrective action to rectify the same. Organization
will be testing the radio script with the help of the evaluation and taking the survey of the people
about the script and on the basis of the same organization will be rectify the change in the script.
CONCLUSION
After going through the above report it has been summarized the budget approach identified is
the best method for making the Skeleton budget for the organization. After that the report
highlights the message strategy in which the message which need to be communicated to the
consumer, identify the channel through which the message can be passed on to the consumer in
the market with the targeted audience which need to be targetted are identified. After that the
report summarized the Media plan of the project which covers the media mix, vehicles and the
coverage of the same. In the end report summarized the Evaluation of Develop a plan for
pretesting and post-testing the advertising element of the promotion.

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