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BSBADV507 - Develop a Media Plan Assignment - Lennox College, Australia
Task - You are to develop a media plan for an advertising campaign for at least one product or service which:
- Defines the media requirements of your advertising brief.
- Specifies rationales for media vehicles chosen.
- Contains budgetary allocation for each advertising medium.
An advertising plan designed for Puffer's pastry, a completely new patisserie store is to open up at CBD. Through this advertisement Puffers pastry is searching for a proper advertising plan, in order to target the audience of the CBD for significant success. The basic role of advertising is the establishment of a proper advertisement and marketing plan particularly herein, in context to Puffers Pastry, different products or may be brands. Also, the company would be working on their business goals, maintaining everything within their advertisement budget to accomplish business needs. Puffer's pastry has the intent to organize a completely creative as well as persuasive campaign in order to involve the interest of potential customers and receive those through products or services.
The accomplishment behind achieving applicable target customers is completely depended on gaining the business object set forth by Puffers Pastry. The target customers are usually the business community people in the CBD alongside the general shoppers. Puffers Pastry is searching to target customers who would likely give the permission to amplify the sales rate. The exact media for CBD customers would be using of billboards and daily newspapers with signs and messages that are sales oriented (Neal et al., 2008). This media is appropriate for the CBD customers because they do only understand them well and are also readily accessible. Most importantly, the company must make sure that, they provide completely new set of information for the customers.
In today's market, customers seem to be more serious in leading a healthy lifestyle. Thus, as customer's taste and preferences are constantly changing and they are mostly found to try out something new also, which is good at taste.
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Customer profile includes:
- The expectation of the consumers from the specific product.
- Customer's interests on particular characteristics of the product like for example, crispiness. Rustico leccese, one of Puffer's pastry's product filled with, mozzarella, béchamel, tomato, pepper and nutmeg(Neal et al., 2008).
- As consumers are found to be more health conscious, Puffers Pastry should have an idea on the percentage of people for various taste like vegan options, vegetarian options etc.
- How does the customer like the products to be presented before them as research says that customer at first intends to eat by their eyes.
Situational Analysis of Puffers Pastry:
Puffers Patisserie is totally a new patisserie that has opened stores in CBD. The company has the aim to provide quality and taste based food products particularly targeting those customers who are actually searching for various good quality food products at an affordable price.
Target: Business community and the general people.
Gender: 70% female and rest 30% male.
Age Group: 22-30 about 30%, mostly it is between 41-55and 56+ is about 10%.
Income: $30-39k (25%), $40-49k (40%), $50k+ (35%).
Marital status: single 38%, married (30%), others (3%).
Education Level: secondary (80%).
Occupational: Admin (30%). Small business Owner (40%), financial services (30%).
All products are being prepared within the store on the same day.
The price value can be set forth in order to increase the profitability ratio for each unit or it may even be derived from the market overall. They can even decide to support an existing market from new entrants that would help to increase the Puffer's pastry's market share thereby, opening new platforms in the existing market or enter into a new market. Puffer's pastry maintains a high standard of food quality and delivery services (Voorveld, 2011). It does provide first rate live entertainment without taking any coverage expense assuring a cozy and comfortable atmosphere. It can distribute monthly fly advertisements to its neighborhoods, in places like different churches and business places and even can offer discount coupons and customer mailing list thereby targeting customers.
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Creative Requirements and message:
The message to be forwarded by the media should be bold enough, intriguing and direct in tone particularly for attracting the CBD customers. Besides, it must be made sure that information provided should be a tempting one thereby allowing the brand to be recognized by the CBD customers as well. Also, the information's should be published on the different top daily newspapers so that anyone passing by the CBD community can go through the message even though they have not been through the daily newspaper at their homes (Neal et al., 2008). As Puffers pastry do make products in the same day, marketers should make sure that there messages in the dailies are highlighting the "Products of the day". Most importantly, daily information's depends on the various products while retaining the brand. Also messages should likely be published in order to completely establish the brand in the CBD market.
The products of Puffer's pastry should always be fresh as they are being made on the same day of retailing products. Different media strategies should also be utilized on billboards with different kinds of illustrative information's. The regularity and the outreach of the customers could easily be gained through proper calculations. The calculations can best be achieved by depending on a perfect business strategy for messages that is completely different from the competitor and likely suits the preference of the customers. The information's displayed on the billboard media should follow commercial certain commercial rules, regulations and limitations in order to avoid risk of smoothly running business as per legal rules.
The decided budget for utilizing the media by Puffer's Pastry is around $25, 000. This estimated budget would likely be utilized by the media to forecast various food products of Puffer's pastry that suits the choice of CBD customers and retain the brand at the same time (Naik et al., 1998).
Media vehicle alternatives taking into account past media performances
Newspaper: Newspaper has been a must substitute along with morning tea for many people. Therefore, if Puffers Pastry would utilize the medium they can let know many people about their daily new products.
Billboard Holdings and Displays: People move out of their houses for several reasons and they have their eyes around what is happening. It often happens that people do come to know about the products in the market viewing the billboards. Therefore, if Puffers Pastry utilizes such modes they can easily reach out the information to a lot of people about the manufacturing of fresh new products (Voorveld, 2011).
Radio: Many people who are not into the habit of going through newspapers every morning may be for their busy schedules, they can opt to listen to radios and if Puffers pastry can use this medium they can reach out the information to a huge number of people.
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New Media vehicle alternatives
Social media platforms: With the world becoming completely digitalized, people do stay active for most of the time on different social media's Advertisements on those platforms would make people become aware of Pastry Puffers products.
Different digitalized food delivery platforms: Advertisements in different digitalized food delivery platforms would help the company gain more customers and also if offers are provided on the basis of ordering foods online, people would likely search for more options from that food center (Naik et al., 1998).
Text based advertisements: People being busy in their daily life schedule do not have enough time to always order food online being aware of it beforehand or even browse through the online platforms, in such cases, text based advertisements would remind people of the products available and if there is any offer they would also become aware of it beforehand.
Media vehicles that can target the audience within budget are as follows:
- Billboard hoardings in stations and nearby office areas,
- Hoardings in-front retailer shops and target market areas;
- Television and digital advertisements.
Vehicles that meet the frequency requirements are:
Social media platforms;
Online food delivery apps;
Legal and Ethical Requirements
False or misleading conduct: Particularly when Puffers Pastry is making regular promotion of their daily products that are prepared in fresh pan every morning, it must be ascertained that any form of branding, statement or marketing quotes as well as representation is not totally false or deceptive (Naik et al., 1998). For example, if Puffer's pastry is advertising its product "Smoked salmon Blini Puffs", the inclusive prices and additional costs should also be mentioned in a prominent manner. In case "Pastry puffs" is thinking of advertising its daily products following a certain style, it should be illegal if the business sells the product even being aware that they would not meet customer anticipation.
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