VAN DIEMEN MARKETING

Proposal for Arnott's Tiny Teddy Biscuit Line

Presented by Callum Heaney

VAN DIEMEN MARKETING

Van Diemen Marketing is an Australian based marketing agency specialising in the strategic planning and top-level execution of integrated marketing campaigns for medium and large enterprises in the food and beverage space.

Core Strengths: In-house Digital Development Support Team Digital Chanel Centric Offerings Innovative Campaigns with low advertising spend with a focus on build organic momentum.

Building emotional behavioural connections with customers rather than relationships based solely on price.

CURRENT CAMPAIGN

The Tiny Teddy product line is an underutilised line whose marketing activities fail to enable it to develop a stronger brand identity aligned to its core demographic. Instead, the line’s marketing activities are only extension of the company’s wider marketing activities.

While the purchaser is the final decision maker it is the intended consumer that is likely to drive frequent sales, rather than one off or infrequent purchasers which are likely driven be in store promotional discounts.

The lack of unique brand identity tailored to the end consumer forgoes the opportunity for enhanced habitual purchasing behaviour driven by desirability, rather than price.

OVERVIEW OF NEW STRATEGY The nature of Tiny Teddy physical product and underlying brand creates the opportunity for marketing activities targeted at reaching and engaging the actual consumer with the objective of creating greater desirability and habituality in regular consumption patterns.

Underlying this strategy is the creation of a series of Tiny Teddy mascots designed from the outset for broad reaching consumer channels. These channels would include: Youtube Mobile Applications Product Tie-ins i.e. MacDonald’s Happy Meals Instore Merchandising

OVERVIEW OF NEW STRATEGY CONT. To meet societal expectations as well as regulations no television advertising would be undertaken in this campaign targeted directly at children in their afternoon programing schedule.

Instead, public relations would be leveraged to engage parents in popular channels such as Morning Today and Sunrise. In turn, with other marketing activities, children will be introduced to the mascots, gasification components and educational game apps.

Interactive marketing activities such as mobile device applications would have a strong educational component with no Arnott’s branding elements beyond their splash pages. Instead their objective is to develop strong brand recall of both elements as well the Tiny Teddy Mascots.

IDENTIFICATION OF THE COMMUNICATIONS In relative contrast to other Arnott product lines, Tiny Teddies have two key decision makers with different desirabilities. However, the intersection of product attributes is happiness, where both the end consumer as well as the purchaser want the greatest amount of enjoyment. Marketing activities that appease these needs for children while also appeasing the parents creates greater product value beyond its immediate tangibility. This marketing approach would see the Tiny Teddies brand identity expanded for greater association with educational attributes while the new marketing mix coupled with the introduction of the Tiny Teddy Mascots will see greater brand identity and familiarity amongst consumers with greater sustained exposer delivering a message of more than just price.

IDENTIFICATION OF THE COMMUNICATIONS CONT. Brands such as Disney and Mcdonalds have adopted similar marketing channels to reach their ultimate consumer. However, they have at times failed to create a social licence for their activities and as result, while the marketing activities are favourable they ultimately create brand detractors unnecessarily that expose the wider brand to negative media.

OUR CREATIVE APPROACH

Our creative approach creates meaningful brand engagement shaped and informed by the underlying ethos of assisting parents to develop their children’s social and educational skills while at the same time providing an enjoyable experience for the child that is a relatively controlled environment free from negative imagery and behaviours.

COMMUNICATION TOOLS USED Direct Marketing

Public Relations

Limited Sales Promotion

Product Placement

Guerrilla marketing

Point of Purchase

IN CONCLUSION:HOW DO YOU MAKE A BISCUIT MORE EXCITING?

A bigger, more unique narrative

A stronger more memorable brand

Better value through product design and features rather than price.

Media channels better aligned to actual target customers

THANK YOU

VAN DIEMAN MARKETING

REFERENCES

Image Sources:

http://ipadmango.com/wp-content/uploads/2011/09/kids-playing-with-ipad.jpg (slide 7)

http://www.abc.net.au/mediawatch/img/2015/ep04/1504_arnotts.jpg (slide 9)

http://advanced-television.com/2015/01/23/childrens-tv-viewing-drifts-towards-paid-vod/ (slide 8)

Reference Sources:

Chitty, W, Luck, E, Barker, N, Valos, M & Shimp, T 2015, Integrated marketing communications, 4th Asia Pacific edn, Cengage Learning, South Melbourne.

Clow, KE & Baack, D 2014, Integrated advertising, promotion and marketing communications, 6 th edn, Prentice Hall, Saddle River, NJ.

O’Guinn, TC, Allen, CT & Semenik, RJ 2009, Advertising and integrated brand promotion, Cengage, Mason, OH