ASSESSMENT 1-

BSBADV507
7/14/2019

Develop A Media Plan

Student Name: Ming Yau Lim

Student ID : 11486
 BSBADV507 Develop a Media Plan

Title: MEDIA PLAN FOR PUFFERS PASTRY

1. MEDIA REQUIREMENTS FOR PUFFERS PASTRY:

Advertising brief for Puffers Pastry
Client Name: Puffers Pastry Company
Project Name: Advertising campaign for Puffers Pasty products
Prepared by: Eugene Lim Ming Yau
Campign objective: Primary- Immediate sales and also increasing the sale for the
puffers pasty, Secondary- This initial advertising campaign is to create a level of
awareness of Puffers Pasty products and to persuade people to buy the product.
Target audience: The primary target audience of the advertising campaign are
local business community in CBD such as café and restaurant, which offer meals
made with pastry. The secondary target audience are café customer and general
shoppers. Campaign timeframe: 6 months, Jan-June 2019
Budget: $20,000 - $25,000

A) Situation analysis for Puffers Pastry:

i) Marketing strategy
 Marketing Mix
- Product: Good quality of patisserie product at an affordable price
- Price: affordable price
- Place: Sydney CBD
- Promotions: 2 x leaflet drops to local businesses (CBD) with 10%
discount being offered on orders above $20.
  Market research
Market Research in simple terms means is getting to know your
customer. Market research is primarily analysing consumer behaviour in
order to discover who is buying, what they are buying, where they are
buying it, and when people buy products or services and then asking the
question why are they buying it? So market research is all about finding out
what you can do to entice customers to buy your product or service.

Objective of Puffers Pastry:

 Primary objective: it is important to sale products immediately to customers and
find a way to attract people in the CBD area to reach the goal of sales.
 Secondary objective: the branding is also very important to let people know what
kind of company that is and how do this company or brand produce good food

Consumer Profile.
Puffers Pastry primary target customers are working professionals and university
students, thus falls in the age group of 18 – 40 years old. It is because the location of
the premise is in the CBD area where there are plenty of offices and universities in its
surroundings. As Melbourne CBD is generally packed with tourists throughout the
year, tourists are also the target of this business. This clearly shows that the target
audience are people whom are usually busy and are keen to grab a quick meal or
snack, while emphasise on the importance of quality and pricing.

Customer analysis
  Customer profile
- Gender: 70% female, 30% male
- Age: 22-30 (30%), 31-40 (50%), 41-55 (30%), 56+ (10%)
- Income: $30-39K (25%), $40-49K (40%), $50K+ (35%)
- Marital status: single (38%), married (30%), de facto (29%),
other (3%)
- Education level: secondary (80%), tertiary (20%)
- Occupation: business owner (70%), general shopper (30%)
- Benefits sought: Promotion, Knowledge to run own business,
salary increase
- Geographic (live or work within): 10km (58%), 11-25 km
(27%), > 26 km (5%)
- Promotion (how they know course): online, professional
magazine, word of mouth
-
Pricing strategy for Puffers Pastry
 Competitive based pricing strategy, this can be useful in situations where there
is a clear price leader in the market. Going rate pricing involves adjusting
prices to be near or at the same price as the price leader.
Value-based pricing strategy, This strategy is based on what customers think a
product or service is worth, rather than actual costs. The value is determined through
market testing and a price is set based on this value.
 Competitive analysis for Puffers Pastry (Including the number of competing
firms, legislation & regulation).

Product market factor.

Puffers Pastry will emphasise these main points in its marketing:
 Quality : using premium ingredients to produce quality and healthy patisseries.
 Affordable : the company believes that good food should be affordable too.
 Freshness : all patisseries sold are made fresh in the same day, baked in store.

Creative and media implications.

Internet : Website www.pufferspastry.com.au
Facebook www.pufferspastry@facebook.com
Instagram #pufferspastry
Magazine : full page advertisement in Food Lovers Melbourne magazine’
Outdoor advertising(Billboards at Tram stops) : Installation of 4 LED lighting
box advertising, 2 at tram stops near the premise, 1 at Southern Cross Train Station
and another 1 at tram stop Federation Square.

Reach and frequency of the selected advertising media.

Internet : with around 88% of Australians being active internet users ( source :
http://www.campaignbrief.com/2016/01/88-of-aussies-are-active-inter.html )
according to the report on 2016, it’s no doubt that the internet is an important way of
advertising. With the population of Melbourne estimating around 5.2 million
( source : http://australiapopulation2016.com/population-of-melbourne-in-
2016.html ), assuming 10% of the 5.2 million equivalent to around 500,000 then this
means that there is a large volume of prospects people who will come across Puffers
Pastry’s website and social medias.
Magazine : Food Lovers Melbourne magazine is being distributed free in the whole
of Melbourne CBD area. The magazine published monthly are being distributed at a
volume of 50,000 per month.
Outdoor advertising : no doubt, there’s a growing number of people using public
transport ( source : https://www.ptv.vic.gov.au/news-and-events/news/ptv-releases-
latest-patronage-statistics-for-victoria-s-public-transport/ ), this is an effective way of
advertising for people to see the advertisement.

Media merchandising budget.

Fees to web designer, Dreams Consultancy to create an interesting website and social
media ( Facebook and Instagram layout design ), $4000.
Full page advertisement in Food Lovers Melbourne magazine for 5 months at
$13,000.
Designing, installation of outdoor advertisement by QMS media, including license
and fees to council at around $7800, contract of outdoor advertisement locations for
duration of 6 months.

Media merchandising requirements.

Puffers Pastry will provide miniature sample for prospect customers whom passes by
as to attract them.

Legal and voluntary constrains.

During the integrated marketing campaign of Puffers Pastry, the marketers would
keep in mind that their campaign would comply with The Australian Consumer Law
2011, and may not interferes with the Broadcasting Services Act 1992, while the
Competition and Consumer Amendment Bill 2011 would lead the markers to maintain
ethical standards with appropriates directions to the competitors (ISC, 2012).

Media schedule.
The media plan proposed to start by June 2019 and the internet advertising is
scheduled to start in early August 2019. The first publication of advertisement in the
proposed magazine is expected to start in the September issue while outdoor
advertisement will commence in the month of early December 2019.
Media/month Jan Feb Mar Apr May Jun
Magazine ✔ ✔ ✔ ✔
Internet ✔ ✔ ✔ ✔ ✔ ✔
Outdoor Advertising ✔ ✔ ✔ ✔

Slogan of the Campaign

The selected slogan for this integrated marketing campaign is –
‘Puffers Pastry- for the Reasonable Pays, but Special Taste for
Everyday’

Evaluation process.
Once confirmed, the media plan will be evaluated after 3 months to measure the
effectiveness and will be modified without affecting the budget allocated.

1. Media schedules
 Weigh up the relative merits of identified media vehicle
alternatives taking past media performance into account

Table H

Media 1 Social media (internet)

Advantage  Interactivity
 Effectiveness data easily gathered
  Cost effective
 Opportunity for customer feedback
Disadvantage  Low bandwidths
 Additional resources may be needed to
manage the online presence
 Clutter
 Requires active engagement and daily
monitoring
Possible reasons for this outcome Have clear marketing and practical social media
strategy to create benefits for the Puffers Pastry
business

Table I

Media 2 magazines
Advantage  Targeted audiences
 High quality colour reproduction
 Long life span

Disadvantage  Early closing dates

Possible reasons for this outcome
 High cost
 Slow building of reach
With higher quality images, products can be
presented with full colour and gloss, allows a
clearer picture of the products, giving the public a
better idea

Table G

Media 3 Billboards at Tram stops

Advantage  Ability to make an impact
 Geographic flexibility
 24 hour a day exposure
 Research products using smart phones
while transiting
 Mass coverage
 High frequency
Disadvantage  Limited availability of prime locations
 No correlation between high reach and
high recall
Possible reasons for this outcome Carefully and strategically positioned billboards
that is in close proximity to puffers pastry store,
provides people with awareness and exposure
and timely reminders of our products hopefully
creating brand recognition

evaluates and tests new or alternative media vehicles with other advertisers and
against proven vehicles are such as:

- Direct mail: advertising message is targeted to those most likely to buy product or
service. Marketing message can be personalized, thus helping increase positive
response.
- Banner:
Prices (CPM and CPC rates) have gone down through the years
With good placement and design, banner ads can deliver above-industry average click
through rates

MEDIA CAMPAIGN EVALUATION

& SUGGESTIONS FOR PUFFERS PASTRY:

Primary goal is immediate sales and also increasing the sale for the puffers pasty.
Sales and Purchases keep the company alive. Increasing sales is one of the most
significant objectives of advertising. Advertisements are designed to increase sales
 and generate profits. Secondary, this initial advertising campaign is to create a level
of awareness of Puffers Pasty products and to persuade people to buy the product. A
good advertisement will draw the attention of a prospective customer; this is what
every business house seeks other than the actual purchase. Customer attention is the
most valuable resource for a business house. It powers the giant organisations.
Attention is a complicated aspect of consciousness. Drawing customer attention is a
short-term goal of advertising. Using clear and readable print, colours, and images in
your ads attract the attention of the users.

The campaigns involve 3 media vehicle, which are magazine, social media and
outdoor advertising. The method are considered base on affordable and effective
method which under the budget. The media schedule will be raining as the plan and
we will look at the customer feedback and the sale weather it has increase or not for
the first 3 mouths of the campaign. Otherwise alternative schedule for media plan, as
a backup will be use and modify in accordance with result obtained. This gives
flexibility should there be changes in time, cost, design or production schedule.

Creative brief
Contact person Mr.Lim Ming Yau

Contact details Tel:0129255555

Mobile:5566646446
Unit Unite 102

Budget
Budget amount: $ 25,000
 Budget code:12565

Overview Puffer pastry is a new brand will open in the CBD. Puff
pastry seems to be related to the Middle Eastern phyllo
and is used in a similar manner to create layered
pastries.
While traditionally ascribed to the French painter and cook
Claude Lorrain who lived in the 17th century (the story
goes that Lorrain was making a type of very buttery bread
for his sick father, and the process of rolling the butter
into the bread dough created a croissant-like finished
product), references to puff pastry appear before the 17th
century, indicating a history that came originally through
Muslim Spain and was converted from thin sheets of
dough spread with olive oil to laminated dough with
Objectives layers of The
butter.
plan seeks to establish itself in the
market through immediate sales as well as branding
initiatives. The plan shall seek to apply media plan to
achieve its target sales and branding through:
 Establishing a specific media the audience
in the CBD use.
 Understanding the relationship the
audience has with the specific
media.
 Researching on appropriate media and
online interaction with customers.
Advertising and branding guidelines Advertising account executives coordinate the
development of advertising campaigns and act as the
liaison between clients and advertising agencies. They
research a client’s products, services, target markets and
competitors. Having this background knowledge allows
these advertising specialists to meet with clients to discuss
and identify their advertising needs, marketing goals and
budget. This information is then used to brief the rest of
an advertising team and guide them in creating a
campaign. Advertising account executives present the
team’s proposed campaign to the client for approval and
any modification.

Deliverables required Brochures:

- printing 5,000 A4 fliers for letterbox distribution.

Text:
100-200 words (arial)

Web page or web download

Website www.pufferspastry.com.au

Banners:
50 banners-2at tram stops near the premise, 1 at
Southern Cross Train Station and another 1 at
tram stop Federation Square.
Target audience Target audience:
 Parents
 Kids
 Workers
 General shoppers
 CBD community

What do you want the audience to think, feel and Innovative

do after seeing your communication?

Tone and image Warm and humorous

What do you want the audience to think, feel and Feeling attractive and innovative
do after seeing your communication?

Tone and image Warm and humorous

(What style do you require – informal, warm, humorous, direct or
functional?)

Who are your competitors?

(Other schools etc. What are their messages?)

Support information
(List in order of priority other information that should be included in
the communication.)

Schedule
(An indication of the timetable for the project from the time of the
initial request to the completion of the project.

All critical dates should be included. Specify any time constraints

or critical deadlines for the project ie departmental and
government approval processes.

To ensure your activity is effective allow sufficient time

for production.)

Reference
1.Article title: 88% of Aussies are active internet users says 2016 social report card
from We Are Social – Campaign Brief
Website title: Campaignbrief.com
URL: https://campaignbrief.com/88-of-aussies-are-active-inter/

2.Article title: Australiapopulation2016.com

Website title: Australiapopulation2016.com
URL: http://australiapopulation2016.com/population-of-melbourne-in-2016.html

Bibliography:
Tomorro.com/au
www.tomorro.com/au/competitions/cash

WME Digital Market

www.wmegroup.com.au/about-us/

City of Melbourne
www.melbourne.vic.gov.au/business/support-resources/promote-
business/Pages/banner-program.aspx

Melbourne Central Business District and Remainder

Small Area Demographic Profile 2013
www.melbourne.vic.gov.au/pages/search

Val morgan.com.au
www.valmorgan.com.au/wp-content/uploads/2017/06/Whitepaper-for-
Cinema_FINAL_22.06.17