The manufacturing company developing a new expensive toy for Christmas is aiming to design and develop a media plan. The product being technological oriented and having good quality will be targeted to middle-class children and parents of middle-class children of the age 6 and 15 years of age. The media plan devised will incorporate varied elements of radio, TV, print advertisement along with online sales.
The current product of the company which will be targeted at the middle class and upper-class children and their parents will be a technological toy to be launched at Christmas. The Company already has an existing brand image in the market; hence the new product can easily be established in the market with minimum amounts of efforts. The effort for launching the new product will need to encompass extensive product promotion strategy, through varied techniques. The Company already conducts regular advertisement and marketing communication strategy to remain connected with its customers. The products of the Company has gained a significant amount of acceptance in the market. This will allow ease to establish advertisement and promotion in the market.
The new media plan has to incorporate strategies such that it is able to analyze the market and macro-environmental scenario. The situational analysis reveals that Sydney, Australia is a relatively large market with tremendous potential. During Christmas, there is a rise in demand for toys for children as gifts. Australia is a demographic country with the government supportive of businesses within the country. It can be said that Australia is politically as well as the economically stable country. Prevalence of stable market conditions with low inflation and low unemployment rates makes it an attractive destination for businesses. Social and culturally the country remain progressive with westernized society. The country is technologically advanced with the prevalence of e-commerce businesses along with 5G network at most places. The country has a stringent legal and judiciary system. Businesses within the country have to follow the environmental standard requirement of carbon footprints and pollution and so on.
There is the large number of companies offering technological toys in Sydney, which includes Spin KidzInc, Colorific, Toy giant, Online and so on. Industry rivalry within Australian technological toy industry is predominately huge with a number of Australian and other international companies in the region. Moreover, with the rising of online businesses, there is Amazon along with other few companies through which consumer can easily place their orders. Bargaining power of suppliers is large in Australia toy industry with a number of companies being present in the market. Suppliers tend to make tie-ups with a number of firms and supply them with parts and services so that technological toys can be manufactured easily. Bargaining power from buyers is also large as there are present lots of options from which consumers can easily select from. The threat from new entrants is relatively less. As the country remains saturated with a number of toy companies, there is prevalent less threat from new entrants from entering the market. Threats from substitution are high as varied types of toys are available in the market from which consumers can select from.
The goal definition is crucial for the accomplishment of an objective stated. The goal of the media plan includes the creation of brand identity and brand recognition for the new toy that is to be launched by the company.
In order to attend the goal, SMART objectives have to be defined which is an abbreviated form for specific, measurable, attainable, reliable and time-based. The specific objective that the firm aims to achieve includes the creation of brand recall value amongst customers by projecting unique features of the product. The measurable objective for the new product media plan will include attracting maximum possible customers towards the product. A KPI score will be maintained which will aim at attracting the maximum possible customers towards the product of the Company. Attainable objectives are defined by generating at least 50% online queries for the product. Realistic objective includes catering to a minimum of 30% of total target customer through online and physical platforms. The time-basis for this media plan would include a period of 3 months to 6 months to complete the campaign.
The media plan has to be able to devise a target customer group for the new product to be launched. This would allow creating a specific segment and then targeting at them.
Demographic factors
The demographic profiling of the customers for this new product would include an age of 6 to 12 years of age as well as parents and grandparents of children. Parents and grandparents of children can be defined through a broader age group. Both the genders will be targeted for this new toy, however generally boys seem to prefer technological toys over girls. Education status for the target segment group would include middle to highly educated groups. Middle and upper-class income levels will be targeted through the media campaign as the toy is destined to be priced at a competitive rate.
Psychographic factors
Psychographic factors for target customer groups would include Christians who want to gift children in their family, friends or neighborhoods. No specific lifestyle has been assumed for this media plan; however, it will aim at people who have families. Values and interests groups include people wanting to celebrate Christmas.
Geographic factors
Geographic factor for the target media plan would include people living in cities in Sydney and also locate in nearby suburban areas. However, due to the presence of the online platform of the Company, it can cater to a wider location in Australia.
Behavioural factors
Behavioral factors affecting this media plan includes children happiness and joy from receiving a technological toy. Loyalty status seemed by consumers will be high, medium and low as well who will want to switch their purchase pattern.
Media audience
The media audience defined for this targeted campaign would include parents, grandparents of children and children group. People from middle to upper class will be interested in purchasing the product. The products will be generally sold through stores in and around Sydney.
Product market factors are critical to being analyzed.
Product characteristics
The product characteristics are known to be a technological toy within the expensive price range. There might be similar product available in the market that can be comparable to the product. The convenience of the product is that it is appealing to play with.
Level of audience involvement
Level of audience involvement for the product needed is substantial in manner. Though it does not require a decision to be made prior to its purchasing or conducting research. But the product will need substantial time to purchase.
Product usage and life cycle
The product can be used regularly by children to play with. Its life cycle will be approximately in case handled with care 3 years to 5 years span depending upon usage. The product is highly desired amongst target audience. The product is believed to be at the introductory stage of the product lifecycle.
The product offering scenario remains highly competitive in Sydney. There are various similar and substitute products available for the same.
Media strategies
The media strategy that will be used will include non-differentiation strategy.
The media plan will be frequently targeted through non-differentiation technique. With high audience involvement continuously. The product usage is considered to be extensive and it is a new product. The advertisement message will also be conducted frequently within competitive environment.
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Reach and frequency application |
Emphasis on Reach |
Emphasis on Frequency |
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Differentiated vs. Non-differentiated |
Y/N |
Y/N |
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Audience involvement |
Y/N |
Y/N |
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Product usage/demand for product |
Y/N |
Y/N |
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New product |
Y/N |
Y/N |
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Advertising message |
Y/N |
Y/N |
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Competitive environment |
Y/N |
Y/N |
Legislative requirement related to the product is WHS strategy. Ethical requirement will include inclusion of relevant codes of practice.
The advertisement message would include simple, ongoing, unique message regarding the toy. Media environment in which the toy will relate to includes online as well as physical platforms for the product. The media environment will not be cluttered. The advertisement is destined to compete with various other advertisements in the chosen media environment as it is during the Christmas period.
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Creative requirements
The creative requirements of the advertising message will include red color, through the electronic or physical form. There will also be longer and more profitable space needed such as hoardings and billboards. Time requirements for the same will be a minimum of 4 weeks. The coverage will be done in an extensive manner to attract other businesses.
Media implications of creative requirements
The implications of the above creative requirements will be to cover a message in an extensive manner.
Possible media merchandising strategies would include giving out a miniature version of the toys. Campaigns can be designed for promoting the product. This product can sell through online mechanisms. The maximization of the return on investment of this advertising campaign can be done by giving out a miniature version of the toys.
The media plan will aim to cover maximum possible areas within Australia, physically within Sydney and online throughout the country. The plan will aim at targeting the maximum possible customers available in the cities especially. They will be frequently such as bi-weekly exposed to the advertisement media.
Media vehicles that might be suitable for this advertising campaign would include hoarding, billboards, banners, posters and pamphlets with social media detriment.
Rationale
The selected media vehicle will help target the selected audience, meet creative requirements and work to ensure the reach and frequency requirements of the campaign are met by fitting within the budget.
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E.g. Radio – ABC – 30 secs |
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Social Media Promotion |
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TV Advertisement |
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Media Vehicle |
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Cost (per period) |
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Billboard & hoarding |
6 weeks |
300 |
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Banner, poster, pamphlets |
8 weeks |
200 |
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Social media advertisement |
3 weeks |
150 |
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TV commercials |
6 weeks |
350 |
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Total |
23 weeks |
1000 |
Below is a description of the testing schedule.
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Interview |
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Evaluation strategy |
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Brand Awareness |
Customer Feedback |
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Brand Identity and New product awareness creation |
Sales of new product |
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Repetitive sales |
Online Customer feedback |
Developing a media plan is suitable to the workplace which will allow attraction to the specific product and services. Suitable to the workplace a media plan will allow defining SMART objectives. A media plan will allow defining of objectives and defining specific budget.
Changes in the template need not be included. The media plan includes all possible steps and strategies that are needed to undertake an advertisement.
The template allows step by step specific procedures for designing of a media plan. Therefore, the main benefit for using such a template is in catering to all possible steps of the media plan.
Recommendations to colleagues to complete the activity within workplace would include careful planning steps. They all need to abide by SMART objectives that can help arriving at specific solutions.
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