Assessor: Zoe Fan Date: 1/9/2021 Business this assessment is based on: Case study The product or service: Clothing
Provide a description of the product or service It is fashionable cloth.
you are planning a marketing activity for
Section 1: Preparing for marketing activities
Identify the task requirements
Complete this section before developing your Marketing Activity Action Plan.
Review policies and procedures Elements of marketing policies can include strategy development policy, social media management policy, digital List the key points of the marketing policy, concept and budget approval policy, marketing policies and advertising policy, etc. Examples of marketing procedures can procedures that need to be include marketing planning procedures, concept and budget followed when undertaking approval guidelines and forms, how to use business logo on marketing activities. campaigns, etc. General policies and procedures may also include: Code of conduct Work Health and Safety Privacy and confidentiality Security Copyright Intellectual Property Right Marketing objectives Good quality clothes
List two marketing objectives that - Communicate to audience that CLOTHES are being you have identified by reviewing made with sustainable supply chain business documents. - To implement technology to REDUCING CARBON FOOTPRINT Review current marketing Facebook page and posts content on a weekly basis Website activities with consistently posts articles with an environmental theme
Outline current marketing
activities.
Research industry trends Most of the students attending the many universities within five kilometers of the new store have only become residents Identify the industry within which of Melbourne recently. They have travelled hundreds or the company operates Discuss thousands of kilometers from their home and the fashions of
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https://www.coursehero.com/file/110703096/BSBMKG433-T2docx/ current trends in the industry their teen years no longer feel relevant on campus, or within which the company perhaps their wardrobe requires an update simply due to age. Residents of inner-city Melbourne tend to have an interest in environmentalism, which supports the purchasing of locally produced goods. Foreign-made clothes carry a social and environmental cost which the customer would gladly avoid. They realize that they cannot purchase the lowest priced clothes with these ideals but having a store within walking distance of the free tram zone that has a local focus makes List your information sources up for higher prices. operates. https://blog.storeya.com/2021/04/online-apparel-industry- trends/ https://www.mckinsey.com/industries/retail/our- insights/the-fashionindustry-in-2020-ten-top-themes-from- the-state-of-fashion
Competitors ZARA, H&M, COTTON ON.
Identify a competitor for the Variety of products on their shelves
product or service you are planning marketing for and provide a name and location or website link. Describe one marketing strategy - Follow the fashion trend of the competitor. - Copy the style of the luxury brand
List your information sources
https://www.zara.com/au/ hppts://www2.hm.com
Complete this section in preparation for the meeting.
Target audience
Describe the audience you would like to Female university students
reach with your marketing activities. Identify at least two segments in your Women who try to reduce their carbon footprint target market Marketing mix female university students: Product: fashionable Select two market segments and describe Place: urban area and online store how you will reach each market segment Price: affordable by providing an example of how the 4P’s Promotion: social media as Instagram, of marketing apply in each case. Facebook…etc..
Women who try to reduce their carbon footprint
Product: local clothes that do not carry a social and environmental cost like foreign made. Place: local store within walking distance of free tram.
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https://www.coursehero.com/file/110703096/BSBMKG433-T2docx/ Promotion: sales promotion. Recommend marketing activities Responding to customer reviews: check customer review in Facebook and emails and solve their problems. Describe at least 3 marketing activities Creating brand awareness: The core message of that you believe would be most Melbourne is: "Local clothes, global impact". appropriate for the company. Optimizing social media channels: post picture Describe the proposed marketing activities relates to shop product. and your reasons for identifying the Because it is the small marketing budget so we activity as suitable should use Facebook to reach more potential customer. What are the expected outcomes of Increase sales and more visits in Facebook, undertaking the marketing activity in each Instagram and website case?
How will you measure whether the Compare the sales, visits and share Facebook post activity was successful? Provide an before and after marketing example of a metric that can be used Click per pay, brand awareness Product knowledge
Explain how your specific product Collect feedback from customers
knowledge related to the product or Use the product for experiment service, influenced your Visit to manufacturers recommendations. Feedback Need to make a daft for the Facebook post Allocating the budget Provide a summary of the feedback you Have to narrow down the target audience, such as received from your manager. where do they live or what they prefer
Attach; Link to business website About page or corporate
brochure that summarises what the business does OR Simulation Pack if using case study ☐
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Marketing activity Actions when Cost Staff responsible
Redesign wedsite Review and edit website to Alen
optimize Start next week $600 Add sales promotion, happy hours sale
Facebook/ Instagram Responded customer feedback John
Add more clothes pictures Now $400 Focus on brand awareness
Local store sales Prepare store sales promotion, David
promotion such as buy 1 get 1 free Weekend $300
This study source was downloaded by 100000776450901 from CourseHero.com on 06-20-2022 07:15:10 GMT -05:00 Section 2: Coordinate marketing activities
Implement a marketing activity Mel Born is a store that has opened a couple of months ago in a warehouse near the Queen Victoria Market in Melbourne. Mel Born stocks a range of female clothing items that are produced within a 200-kilometer radius of its location. These clothing items are produced by individual designers. Describe the marketing activity you Alen redesign the Hashtag website layout to the trendy implemented. layout. He reduces advertising banner to have a clear view of the website. Jess also create a home page that focus on the core message which is "Local clothes, global impact". John helped Nannette, the CEO if Mel Born, to respond the feedback of the customers. Check the common problem What are the timeframes for that customers got and give them the solutions. She also implementation and review ad more picture of the nature and clothes to strengthen according to your activity plan? the message Mel Born clothes is good for the environment and local economy. David went to the local store and set up the promotion panel and decorations. He decorates more plant to coherent with the concept nature and environment. He also gives flyers to pedestrian and give them fashion advise.
Using your marketing activity action
plan, explain how you will be The marketing plan should be run for 2 months. I will monitoring the implementation of monitor the plan by checking the sales, website and the activity Facebook visits. Attach: Email to marketing personnel ☐
