Dynamic a&p presentation

DYNAMIC A&P
TINY TEDDY PRESENTATION
A presentation for
consideration on the
advertising revamp of the
product ‘Tiny Teddy’ by
Arnott's

“Dynamic A&P is an advertising and promotional agency with fifteen years
experiences in making the good, better. Dynamic sources out clientele who
could benefit from an advertising revamp, we endeavour to create more
success for your organization with our strategies. As a agency we research
your product, view your current advertising and promotional campaigns and
evaluate any changes which could benefit you. Our dedicated team then
present a professional and informative presentation to our desired clientele.
Our goal is to explain how by using different media outlets, targeting
different audiences and using different communication tools can provide
your company with more revenue and company growth.”
- Adrian Walch - CEO & founder of
Dynamic A&P

TINY WHO?
AN ANALYZATION OF CURRENT STRATEGIES
 Tiny Teddy is a product of Arnott's and their product success is
largely credited to the reputation of the brand of Arnott’s.
 Tiny Teddy currently has no major advertising or promotional
releases for the product itself.
 The last promotional material released for Tiny Teddy revolved
around their savoury biscuits which was released in 2004, this
product was discontinued by 2005.
 No cross-sale growth, or change to product since 2010.

REVAMP
THE PROPOSAL
To revamp Tiny Teddy our idea is to expand on the existing product
using the following methods;
 Altering the target market slightly to include adults as a target, not solely
children.
 Broadcasting television advertisements
 Displaying advertisements throughout the internet.
 Creating an online intellectual game for children under 12.
 Reposition within supermarkets for easier access

WHY ALTER?
Current Target Market
 Under twelve years old
 Frequent television viewers
 Impressionable
 Brand orientated
 Receptive
Altered Target Market
 Parents of the ‘conventional family’
lifestyle
 Desire the most reward for their money
 Demand a constant high standard of
value
 Habitual buyer who is brand orientated
 Sub-consciously wants acceptance of
others
NOTE: Altered target market is not designed to deter or take away any attributes of current target market, this is a suggestion in how to increase and develop the
target market

WHY TELEVISION? BUT WHAT IS THE AD?
 Based in/around school environments
 Shows children engaging in enjoy the product
 Reflects friendships being formed over sharing the
product
 Presents the children as happy and health kids
 Air the ad during ‘after school’ television viewing
hours
BUT WHY WOULD THAT WORK?
 If children see this advertisement, they imagine it
could happen if they had the product to share
 If parents of our newly desired target audience saw
 Research shows that people who see an
advertisement on television are more
receptive of it, than social media.
 Television advertisements reach a
larger amount of different audiences at
every screening.
 For a product on Arnott's size,
investing in televisional advertisement
presents no foreseeable loss of profit

THE INTERNET
TOO?
BUT WHERE?
We aim to place Tiny Teddy advertisements on the sides
of
 Parenting blogs
 Children clothing websites
 Toy websites
 Nutritional blogs
 Interactive children websites
IS THAT PLAUSIBLE?
 Discreetly placed and carefully constructed
advertisements which do not cover the screen, or
interfere with what an individual is viewing are
viewed for 0.8 seconds longer than ads that do.
 Advertising on the internet and
advertising on social media are two
different things.
 We want to advertise Tiny Teddy on the
internet because it will captivate more
of our newly constructed target
market.
 We want to bring Tiny Teddy into the
spotlight, therefore using multiple
communication tools is a necessity

A GAME?
WHAT IS IT LIKE?
The game involves different levels, for different ages
and the levels include;
 Spelling the Tiny Teddy characters names
 Using the Tiny Teddy characters in maths sums
 Using the Tiny Teddy characters to finish sentences
 Using the Tiny Teddy characters in memory type
games
AND PARENTS LIKE THIS?
 Parents are more likely to buy a product for their child
if it influences them in a positive and encouraging way.
 Children are more likely to want a product which they
can form a bond with, not just eat.
 Creating an educational and interactive
game a relatively new concept in the
advertising world
 Its an under appreciated cross-
marketing strategy.
 It’s a creative and in-expensive way to
ensure the product remains on both
the adult and child of the target market

MOVE IT?
Move it, reach it, sell it
 Currently Tiny Teddy's are stretched
across the mid-row, mid height in both
Coles and Woolworths.
 Moving the product to be within a more
confined space of three products wide
and three shelves down will enable both
parent, and child to reach the product.
 Giving both target audiences
opportunity to take the product off the
shelf, could increase sales.

Overall Dynamic A&P believes that making changes to the targeted audience and altering advertising and
promotional communication tools to present these changes will increase sales and revenue overall for the
Tiny Teddy product.
Dynamic A&P also feel as if Tiny Teddy is a product which does not need to stand within the Arnott’s
product light and that it carries the characteristic and potential required to makes it own reputation and
brand, which is why Dynamic A&P have decided on the following plan to revamp and alter the product of
Tiny Teddy.
The methods of advertising and communication tools explained and presented within this presentation are
the tools in which we feel will benefit this product, and bring forward even greater success for the product

Dynamic a&p presentation

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