CBM Advertising is pitching revised marketing communication strategies for Tim Tam by Adriano Zumbo to address current problems. The strategies include: 1) Updating Arnott's website to better integrate the Tim Tam range 2) Promoting through both social media and more conventional channels to reach a wider audience. Communication tools proposed are digital marketing on the website, a TV commercial for broad exposure, and point-of-purchase materials in stores. The objectives are effective integrated communications to create awareness, influence attitudes, and change customer behavior.

1. Tim Tam by Adriano
Zumbo Campaign Pitch
Presentation
ADRIANA CEFOLA
CBM ADVERTISING
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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
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3. Presentation agenda
 Overview of basic problems and issues
 Overview of revised marketing communication
strategies
 Identification of communication tools
 Achievement of communication objectives
 Questions
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© 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.
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© 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.
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© 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
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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.
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© 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.
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© 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.
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© 2015 CBM Advertising

10. Achievement of
communication objectives
 Effective integrated marketing
communications
 Creating product awareness
 Influencing customer attitudes and
behaviour.
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© 2015 CBM Advertising

11. Thank you for your attention
Are there any questions or
comments?
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