Tweens Market Influences

Paper Summary:

This paper examines a new business plan for the small but rapidly expanding Australian fast food chain restaurant. The writer discusses the ethical and legal issues when marketing to tweens and when acquiring finance for marketing, as well as the correct way to market to tweens without upsetting laws and still remaining ethical in the process. The paper further explains how branding and image marketing is an excellent opportunity to capture a larger chunk of the tween industry.

Table of Contents:
Introduction
Strategies to Market to Tweens
Ethical/Legal and Business Issues when Marketing to Tweens
Communications
Branding, Image Marketing
Finance
Expectation of Sales
Conclusion/Recommendations

From the Paper:

"The Tween market is an ever growing market which has grown from 15% in February 2002 - 40% in December 2004 (Marek 2006, p. 1) and has seen marketers take advantage of Pre teens aged 8-12 in an effort to capitalise on this enormously expanding market. Recent increases in sales in the market segment have seen the small but rapidly expanding Australia fast food chain restaurant want to increase its market share by increasing revenue through intelligent marketing. Tween have influences of parent and their decision making when purchasing products. This report will outline strategies used to market to tweens and the ethical issues involved in the process."

Sample of Sources Used:

• Littman, M.L, 2003, Tween Scene, Chain Leader, 1, 1, p. 26 - 27
• Ellerton, L. S, 2004, Context is all: what those marketing to children need to know, the marking context, 1, 1, p. 35 - 39
• De Mesa, A. M, 2005, Marketing and Tweens, Brandchannel, 1, 1, p. 12 - 14
• Jackson, L. J, 2005, The business of ethics: the importance of working with integrity, Black Enterprise, 1, 1, p. 6 - 8

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