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
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
Editor's Notes
Thank you for inviting us to pitch here today, my name is Callum Heaney, I am the project lead, and I will be your liaison with the various components of our agency, as well strive to exceed your marketing objectives. TODAY, we want to bring your attention to what we believe is your most under valued line, the Tiny Teddy’s product range. We believe that the opportunity exists to boost repeat sales on a sustained basis through a stronger and more unique brand narrative that is ultimately distinct from the wider biscuit lines you offer here in Australia, and their subsequent branding. But first I would like to provide you with a greater insight into our company, its ethos and its capabilities.
So who is 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.
Our Core Agency Strengths include:
An In-house Digital Development Support Team
Digital Chanel Centric Offerings
A focus on Innovative Campaigns with low advertising spend with further a focus on build organic momentum.
In addition, we also have a broad focus on building campaigns that build Building emotional and behavioural connections with customers rather than relationships based solely on promotional pricing
The Tiny Teddy product line is an underutilised line with existing marketing activities that fail to enable the line to develop a strong brand identity of its own and messaging better aligned to its target market segment. Instead, the line’s branding and marketing activities are only extension of your company’s wider marketing activities. However, current packaging points to the opportunity that we will be primarily talking about today.
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 and short term advertising activities.
Underlying our proposed strategy is the creation of a series of Tiny Teddy mascots designed from the outset for usage in broad reaching consumer media channels. These channels would include:
Video on demand services such as Youtube
Mobile Applications on all leading platforms
Product Tie-ins with company’s such as MacDonald’s and its Happy Meal line
As well as Instore Merchandising
To meet societal expectations as well as regulations, no television advertising would be undertaken in this campaign targeted directly at the target market segment in their key time slots. Instead, public relations would be leveraged to engage parents RATHER than children in the first instance, via popular channels such as Morning Today and Sunrise.
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 brand elements as well the Tiny Teddy Mascots as the product line’s new leading brand symbols.
Relatively uniquely, Tiny Teddies have two key decision makers with their own set of sought after desirabilities in the product. However, the intersection of these 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, engagement and familiarity amongst actual consumers with greater sustained exposer delivering a message of more than just price.
Brands such as Disney and Mcdonalds have adopted similar marketing channels to reach their ultimate consumers also. 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 and branding.
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.
Our approach is shaped by the objective of sustained brand engagement rather than short term sales growth. As the category leader with over 60% of the biscuit market, two things are self evident. The difficulty in sustained growth given the market saturation, and the disproportionate impact on profit when aggressive sales promotions are adopted by either by your own company or by your competitors. In this slide we have listed the six primary means of communicating this new branding strategy to customers. At its core, is the objective of reaching and engaging young family decision makers, when they are most engaged and receptive to the campaigning messaging, in addition, the narrative is constructed to be highly engaging and to establish its own long term momentum. The second major component is the gamification of both the product, its wider new value of fun and education, as well as its consumption. This is achieved through heavily integrating these channels to create both stickiness and habituality. In essence, our approach is a hybrid and refinement of campaigns undertaken by Walt Disney, McDonalds as well as your recent Tim Tam Anniversary campaign.
How Do You Make a Biscuit Exciting? (Summary)
A bigger narrative
A stronger more memorable brand
Better value through product design and features rather than price.
Media channels better aligned to target customers
Thank you for taking the time to hear are pitch and we hope to work with you in the very near future.