1. by
HD Marketing
Partners: Philippa Alderton, Alistair Addison & Leanne Perry
2. • Established 15 years ago in 1998
• Combined 35 years experience
• All partners have specialised training
• Successful Client History – Westpac,
Paradise Biscuits and Sanitarium.
3. •Increase the target market to emphasize
parents
• Improve communication to parents
4. • Limited Target Audience
- Currently main focus is children
• Point of Sale Communication
- Currently little product differentiation
• Ineffective Online Communication
- Facebook, Twitter and Online Game
5. • Introduce parents to the target market
• Improve online communication
• Point of sale improvements
6. • Parents of children aged 5 – 9
• Health conscious
• Busy lifestyle –easy snack alternatives
7. Parents can be added to the target market by using the
following techniques:
• Canteen approved
– Tiny Teddies are now artificial colour, flavour and
preservative free and possess the school canteen logo
• Information packs
- Packs can be given to parents to highlight the advantages
of buying the product for their children
• Promotion of an active lifestyle
- Sponsorship of afterschool sport activities
8. • Improve online game
• Add mobile phone game application
9. • Addition of Tiny Teddies to checkouts
• Product differentiation
10. • Public Relations – This is used with the information packs and online
communication games and applications
• Point of Purchase Communication – Checkout placement to help provide
product differentiation and increase sales
• Sponsorship Marketing - Sponsorship of afterschool sport activities
• Sales Promotions – Adding a 2 for 1 promotion in the parents information pack
•Advertisement - By the use of television, newspaper and revised product
packaging
11. Tiny Teddy biscuits now
artificial colour, flavour and
preservative FREE.
Great for kids lunch boxes
Available in your local
supermarket NOW.
12. Communication tools work together to provide an integrated
campaign program that will help build a relationship between the
product and consumer.
Through creating promotional product bags, offering sales
promotions, using creative advertisements and the use of
sponsorship marketing the communication tools work together to
achieve the objective of targeting the new parent market.
Editor's Notes
Improve market share and profitability
At this age children are not in control of purchase decisions as parents are in control of money therefore by targeting children and parents the child wants the product and the parent is prepared to purchase the product.
Canteen approved – these attributes can be conveyed to parents, as it provides a positive link between the company and parents of the fact that the health of their children is important. Information packs – this is a tangible way of getting the product into the parents hands. By highlighting the canteen approved logo and being artificial colour, flavour and preservative free, parents will feel that the product is a nutritional choice for their children at snack time.Promotion of an active lifestyle – We all know that childhood obesity is a real problem in society today. By encouraging children to be more active, Tiny Teddies will reflect a more
Improve online game – Lets face it, children like computer games. The current game is slow and unappealing. If this was rectified and the game became engaging to children this would produce a link between the product and the children which would be hard to break.Mobile phone application – many children play of their parents phone, and often while shopping. This would be an advantage to Arnott’s as this may increase sales as the game would be a constant reminder of the product.
Checkout addition – this would provide children with an alternative option of snacking. Differentiation – by making a point of advertising “no added colours, flavouring or preservatives” this would provide a differentiation of the confectionary items that are positioned at the checkouts.
We hope this proposal has provided evidence of how our company can assist you to increase your market share and profitability. Thank you for your time.
