SlideShare a Scribd company logo
Tim Tam by Adriano
Zumbo Campaign Pitch
Presentation
ADRIANA CEFOLA
CBM ADVERTISING
1
Company profile
 CBM Advertising
 Ranked in the top 2% of marketing firms in Australia
 Creative and strategic thinking
 Technical skills
 Customised service
 Highly trained team of marketing professionals
 Success rate is second to none.
© 2015 CBM Advertising
2
Presentation agenda
 Overview of basic problems and issues
 Overview of revised marketing communication
strategies
 Identification of communication tools
 Achievement of communication objectives
 Questions
3
© 2015 CBM Advertising
Overview of basic problems
and issues
 Lack of integration
 Absent from Arnotts’ official website
 Too strong an emphasis on social media
marketing.
4
© 2015 CBM Advertising
Overview of revised marketing
communication strategies
Strategy 1
 Update official website to incorporate the new Tim Tam
by Adriano Zumbo range.
Rationale
 Achieve a higher level of integration
 Eliminate any confusion over whether the Tim Tam
range is an Arnott’s product or an Adriano Zumbo
product.
5
© 2015 CBM Advertising
Overview of revised marketing
communication strategies (cont.)
Strategy 2
 Promote the product through more conventional
channels in conjunction with social media.
Rationale
 Achieve maximum reach
 Ensure that members of the target market who do not
engage in social networking are still able to access
promotional messages.
© 2015 CBM Advertising
6
Identification of
communication tools
Communication tool 1: Digital marketing
communication
 Add Tim Tam by Adriano Zumbo range to Arnotts’
current chocolate biscuit selection, located under “our
products” tab on official website
 Upload promotional video or news update to web
page.
7
© 2015 CBM Advertising
Identification of
communication tools (cont.)
Communication tool 2: Broadcast media
 Free-to-air TV commercial
 Prime time (including prime access): 7 p.m. to 10 p.m.,
Monday to Friday
 Household penetration of free-to-air TV = 99.7 %
 Broadest exposure of any medium.
8
© 2015 CBM Advertising
Identification of
communication tools (cont.)
Communication tool 3: Point-of-purchase
(P-O-P) communications
 Posters
 Signs
 Banners
 Shopping carts
 Buy-one-get-one-free promotion.
9
© 2015 CBM Advertising
Achievement of
communication objectives
 Effective integrated marketing
communications
 Creating product awareness
 Influencing customer attitudes and
behaviour.
10
© 2015 CBM Advertising
Thank you for your attention
Are there any questions or
comments?
11

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Adriana Cefola BMA349 Campaign Pitch Presentation - Tim Tam by Adriano Zumbo

  • 1. Tim Tam by Adriano Zumbo Campaign Pitch Presentation ADRIANA CEFOLA CBM ADVERTISING 1
  • 2. Company profile  CBM Advertising  Ranked in the top 2% of marketing firms in Australia  Creative and strategic thinking  Technical skills  Customised service  Highly trained team of marketing professionals  Success rate is second to none. © 2015 CBM Advertising 2
  • 3. Presentation agenda  Overview of basic problems and issues  Overview of revised marketing communication strategies  Identification of communication tools  Achievement of communication objectives  Questions 3 © 2015 CBM Advertising
  • 4. Overview of basic problems and issues  Lack of integration  Absent from Arnotts’ official website  Too strong an emphasis on social media marketing. 4 © 2015 CBM Advertising
  • 5. Overview of revised marketing communication strategies Strategy 1  Update official website to incorporate the new Tim Tam by Adriano Zumbo range. Rationale  Achieve a higher level of integration  Eliminate any confusion over whether the Tim Tam range is an Arnott’s product or an Adriano Zumbo product. 5 © 2015 CBM Advertising
  • 6. Overview of revised marketing communication strategies (cont.) Strategy 2  Promote the product through more conventional channels in conjunction with social media. Rationale  Achieve maximum reach  Ensure that members of the target market who do not engage in social networking are still able to access promotional messages. © 2015 CBM Advertising 6
  • 7. Identification of communication tools Communication tool 1: Digital marketing communication  Add Tim Tam by Adriano Zumbo range to Arnotts’ current chocolate biscuit selection, located under “our products” tab on official website  Upload promotional video or news update to web page. 7 © 2015 CBM Advertising
  • 8. Identification of communication tools (cont.) Communication tool 2: Broadcast media  Free-to-air TV commercial  Prime time (including prime access): 7 p.m. to 10 p.m., Monday to Friday  Household penetration of free-to-air TV = 99.7 %  Broadest exposure of any medium. 8 © 2015 CBM Advertising
  • 9. Identification of communication tools (cont.) Communication tool 3: Point-of-purchase (P-O-P) communications  Posters  Signs  Banners  Shopping carts  Buy-one-get-one-free promotion. 9 © 2015 CBM Advertising
  • 10. Achievement of communication objectives  Effective integrated marketing communications  Creating product awareness  Influencing customer attitudes and behaviour. 10 © 2015 CBM Advertising
  • 11. Thank you for your attention Are there any questions or comments? 11