10 DEAKIN UNIVERSITY Promotional Plan Part A- Overview Assignment -1

1. Introduction

A Little Good is a Fair Trade toy retailer that offers toys made by producers and craftsman’s who live in a many parts of the poorest places across the globe. A Little Good is such type of organization that promotes handmade toys made by the many skilled workers across the world. Introducing the uniqueness of this craftsman to the world and also maintaining a fair and friendly business is the company’s primary motto. (stephens, 2018)

This company’s producers include craftsman from India, Kenya, Nepal, Sri Lanka, Bangladesh, Colombia, Vietnam and Zimbabwe. A two year promotional plan is designed to promote the artisans attributes and their fair trade to every corner of the world. Leading countries like America, Australia, London, Paris, Canada are targeted as target markets to promote these toys. Narrowing to certain area Melbourne in and around is considered, and a detailed market research has been mapped in this promotional plan.

2. Situation analysis

Situation analysis is a gathering of techniques that managers and employees use to break down the organization’s interior and outer condition to comprehend the capacities, clients, and business condition of the association.

2.1 Market mix analysis

This is the basic procedure that a company follows to get its product or service into the market. This includes 4P’s means Product, Price, Place, and Promotion.

2.1. a Product

The below promotional plan is made for three categories of toys a. wooden toys, b. toys made from thongs (flip flops), c. fiber toys. (Stephens, 2018)All these types of toys are made from recycled products. Artisans art work clearly resembles in these toys as they are individually hand made.

2.1. b Price

The prices of these products are categorized according to the work involved to make the toy. The final price includes manufacturing, distribution, promotion costs as well. The price range of these products varies from $20. The price is given below accordingly:

1. Wooden toys – $30

2. Toys from thongs – $25

3. Fiber toys – $20.

The prices of these products vary on purchase of bulk quantities and on seasonal discounts if applicable.

2.1. c Place

At present the product is available in online itself. But this promotional plan is made in according to bring it to the people. As mentioned above in the introduction these products are tested in Melbourne in and around markets. Melbourne is so considered so because of the recent census data the age groups from 1-15 years are 23% (2016 Census QuickStats, 2016)of the total population. The scope towards making of large markets is more in terms of population, transportation, area. The interest towards toys for kids is a never ending.

2.1. d Promotion

A promotion is defined and designed as an activity to take a company or its products and activities into to the people. It includes Advertising, Public relations or publicity, Sales promotion, direct marketing, Personal selling. According to the previous records the company did not follow any promotions regarding their products but they are well keen to promote the way they trade with their producers. It is one of their company’s main principles. It is called fair trade system. It means paying according to the toughness in work that is involved.

3.0 Internal factors

The ability of the company to Implement the new promotional plan in the market. It depends on many factors like financial aid, physical resources and human resources.

3.1 Staffing and resource issues

Marketing team and human resource team is the key responsible for taking these products to the people. As these toys are for the first time that are available in retail stores. The marketing strategies are to be planned in such a way that the uniqueness and hard work of the artisans should not go waste. As this is the first time to the market both the teams should get well trained before and risk analysis, exit factors should be clearly mapped.

4.0 External factors

External factors are those that impact the business with changing environments of the markets and governments. These include competition, legal issues, social, economic and political.

4.1 Customer analysis

Typically our customers include the age groups from 1-15 years. As we selected Melbourne for the market penetration that includes the surrounding suburbs as well. The company’s toys are not only available in market leading stores but also available in the local shops as well. Selling the products in the local outlets means targeting deep into the native people of the country those encourage arts and art crafts.

4.2 Competitor analysis

Company/ features Honeybee Wooden wonderland Windmill
Brand/ Advantage Australian based (honey bee, 1998)company and old enough that has ease in local market penetration Local based company that is dependent on online marketing and online sales (wooden wonderland) Oldest and widest toy chain in Australia since 1977. Known for its both online and outlet sale and marketing. (windmill)
DETERMINENT ATTRIBUTES Made from eco friendly and natural substances. Mostly wooden toys can be observed Making wooden toys as their basement stretched to a level of producing all kinds of toys. Irrespective of age and type this brand extended in a variety of toys from the beginning.
Positioning strategies Victoria based outlets and more business based on the online marketing. Online based marketing and business strategies. well grown up business in many places in around Australia. The outlets include from Victoria, south Australia, Tasmania.
Promotions tactics Outlets,

Advertisements, world cup events

Advertisements with attracting designs and animations Design of banners
Pricing Strategy Value Skimming, Setting Market Price, Market Penetration of setting low costs to exceptionally sold all kinds of toys Market demand, offering better attractive designs leaning prices. Based on the competitor plans and seasonal changes the price range varies.

4.3 Environmental analysis:

Political factors: Political issues and factors may not influence the toy industry showcase. There might be a slight change in the duties for the exports and imports of raw and finished products.

Economic analysis: Economy stays same for no less than 4 to 5 years. In this way, while economy continues as before. In addition to this the interest or the excitement towards toys is never ending for kids and for young and Middle Ages in collection of toys.

Socio cultural factors:

In connection with socio cultural factors there are no specific effects on toy business. It rather helps to promote the cultural of the producers and the artisans.

Technological factors:

New advancements are rising and are helping the toy industry to present them attractively to the market very quickly. New innovations in detailing of these handmade products help the artisans to explain the meaning of the products clearly.

4.3 SWOT Analysis

Strengths weakness
1. made from recycled products

2. eco friendly

3. harmless for kids while playing

4. good customer satisfaction.

5. ready to recycle

6.quality of the products.

1. New to the market in stores.

2. lack of brand awareness.

3. less range of competitors

4. lack of experience

Opportunity Threats
1. Expanding the market and eventually business.

2. Attract local citizens through local shops.

3. many investors towards handmade products

4.high demand for collection of such type of toys.

1. Advancements of technological games and play toys.

2. Encouragement for local brands rather than international brands.

3. Intense market competition from local brands.

5.0 Target marketing:

Target advertising is the technique for breaking the market into various portions and focusing on our market endeavors on the clients whose necessities and endeavors are firmly coordinating the results of the organization.

5.1 Market Segmentation

Main Dimensions Segmentation variables Typical Breakdown
Customer Characteristics
Geographic 1. State

2. Urbanization


Metropolitan, Non-Metropolitan, in and around suburbs.

Demographic 1. Gender

2. Age

3. Country of birth

Male, female and other

1-15 years

Across the globe

Psychographic Lifestyle Depends on interests and opinions of kids and younger generations.
Buying situations
Outlet In store Supermarkets, local company outlets, local retail shops.
Benefits sought Product features Unique, situation, interest, eco-friendly.
Usage 1. Usage rate

2. Usage status

Light and Medium and heavy users

Non-users, prospect, first user, regular user

Behaviour Involvement Minimum effect, special effort, Activities

5.3 Target Market:

The market that is focused on, is the geographic market. We are focusing on the Victoria state particularly the Melbourne zone. The market knows about A Little Good toys through online however did not buy them directly without seeing. It is sold just is some online. In addition to these lines, we might want to develop our market by presenting these toys in store in various range general stores, retail shops market leading supermarkets. The reason is that of more young generation count we are focusing on the area in and around Melbourne.

5.4 Target audience:

Targeting audience is merely targeting market. Customers become acquainted with about any sort of item that goes to the market is through the advertising, publishing and so on. It goes to the customers through the outlets. Targeting specific age groups particularly is called target audience. This completely satisfies the audience, as they look after for better quality, healthy food to get at minimal rates.

5.5 Positioning statement:

A Little Good is a brand which is only one of its kind in the process of making these art crafts . The stand exceptional in the raw material by which they are made. It is entirely made from recycled products which are very good for cheap and in turn making profits with cheaper prices. Though it is not popular as other products it resembles the cultural arts of the producers with fine quality in products.

6.0 Objectives:

The main objective of the little good company is to produce cheap and attractive hand made arts for the target audience which in turn brings profits for the local artisans from various poor countries from Nepal, Sri Lanka, Bangladesh, Colombia, and Vietnam. The objective is to develop the these artisans by increasing the market of A Little Good.

6.1 Marketing Objective:

1. Maximizing the share value of the little good products in the market over time.

2. Maximizing the Long-term income

3. Understanding the children’s mind set and needs

4. Attracting the market and children by creative advertising the product with better promotions.

5. Increasing the brand value.

6.2 Communication Objectives:

1. Creating funny, creative and attractive social media strategies.

2. Raising the brand awareness of ‘A Little Good’.

3. Creating and organizing a play sessions and events in shopping malls and super markets that attract children and their parents to participate in the events.

4. The progressively the advancement, the more they get great reaction from customers.

5. Increasing the quality and creativity in the product makes the customers to lean towards the brand.

6. Increasing the nature of the item and brand call abstains from entering of different brands with comparative items.

6.3 Sales Objectives:

1. Targeting the number of sales in exceptional period of time.

2. Maximizing creative advertisements of the product as it is the only way to influence the customers.

3. Increase short term promotional plans and evaluating them with sales.

4. Short term discount plans and long term discount membership plans that are helpful for frequent shoppers.

5. Increase the sales in the local super markets through campaigns.

7.0 Conclusion:

As mentioned above, following the marketing strategies according to the market research and implementing the promotional plan as designed can give a fruitful output

Towards these artisans hard work. And also promoting the companies principles like fair trade, gender equality to the market can opt for more private companies to tie up with the producer.

7.0 References:

1.(2016). 2016 Census QuickStats. melbourne: 2.http://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickst at/2GMEL?opendocument.

3. (1998). honey bee. https://www.honeybeetoys.com.au/about-us.

4.stephens, P. (2018). https://www.alittlegood.com.au/pages/whatisfairtrade.

5. Stephens, P. (2018). A little good. https://www.alittlegood.com.au/.

6. windmill. http://www.windmill.net.au/contact-us/shop-information.htm.

7. wooden wonderland. https://www.woodenwonderland.com.au/pages/about-us.