This proposal outlines a new marketing strategy for Arnott's Tiny Teddy biscuit line. It proposes creating a series of Tiny Teddy mascots to be used across YouTube, mobile apps, product tie-ins, and in-store merchandising. Public relations would promote the brand to parents through morning news shows. Interactive apps would educate children about the mascots without overt branding. The goal is to build brand familiarity and habitual consumption through engagement and enjoyment for both children and parents, rather than focusing solely on price.

1. VAN DIEMEN MARKETING
Proposal for Arnott's Tiny
Teddy Biscuit Line
Presented by Callum
Heaney

2. 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.

3. 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.

4. 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

5. 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.

6. 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.

7. 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.

8. 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.

9. COMMUNICATION TOOLS USED
Direct Marketing
Public Relations
Limited Sales Promotion
Product Placement
Guerrilla marketing
Point of Purchase

10. 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

11. THANK YOU
VAN DIEMAN MARKETING

12. 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