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Implement and monitor

marketing activities
BSBMKG514A

Student Workbook

 

Student Workbook

BSBMKG514A Implement and
monitor marketing activities
1st Edition 2010

Part of a suite of support materials for the

BSB07 Business Services Training Package

au www. Innovation and Business Industry Skills Council Ltd (‘IBSA’).org. requires the prior written permission of IBSA. or (b) if the breach relates to services: (i) re–supplying. without written permission from the publisher. to any one of the following. or deemed to apply to. the goods. if any term or condition that cannot lawfully be excluded is implied by law into. The information is provided on the basis that all persons accessing the information contained in this document undertake responsibility for assessing the relevance and accuracy of its content. or (iii) paying the cost of repairing or replacing. that arrangement. ‘Innovation and Business Skills Australia’. the services.0 Release date: July 2010 Printed by: Fineline Printing 130 Browns Road Noble Park VIC 3174 . that are not controlled by IBSA. Writer: Mandy Lingard Industry reviewer: Tracy Willis Copyright and Trade Mark Statement © 2010 Innovation and Business Industry Skills Council Ltd All rights reserved. but. to the extent permitted by law. and. no part of this publication may be reproduced. Level 11. for a breach of the term or condition is limited. East Melbourne VIC 3002 or email sales@ibsa. stored in a retrieval system. electronic. IBSA and the original developer do not warrant that any licensing or registration requirements specified in this document are either complete or up–to–date for your State or Territory or that the information contained in this document is error–free or fit for any particular purpose. and the purchaser’s sole remedy. Disclaimer Care has been taken in the preparation of the material in this document. ‘IBSA’ and the IBSA logo are trade marks of IBSA.org. or otherwise. Requests should be addressed to Products and Services Manager. To the extent permitted by law.org. or other linked information sources. in any form or by any means. (ii) replacing. IBSA and the original developer do not accept any liability for any damage or loss (including loss of profits. photocopying. If this information appears online. or transmitted.Acknowledgment Innovation and Business Industry Skills Council (IBSA) would like to acknowledge Box Hill Institute of TAFE for their assistance with the development of this resource. Published by: Innovation and Business Industry Skills Council Ltd Level 11 176 Wellington Parade East Melbourne VIC 3002 Phone: +61 3 9815 7000 Fax: +61 3 9815 7001 e-mail: reception@ibsa. 176 Wellington Pde. Use of versions of this document made available online or in other electronic formats is subject to the applicable terms of use. then the liability of IBSA. loss of revenue.au ISBN: 978-1-921788-68-0 Stock code: MKG514ACL First published: July 2010 Print version: 1. IBSA. or (ii) paying the cost of re–supplying.ibsa. all implied terms are excluded from the arrangement under which this document is purchased from IBSA. as applicable: (a) if the breach relates to goods: (i) repairing. indirect and consequential loss) incurred by any person as a result of relying on the information contained in this document. Apart from any use permitted under the Copyright Act 1968. mechanical. at IBSA’s option. Use of this work for purposes other than those indicated above.au. To the extent permitted by law. no responsibility is taken for any information or services which may appear on any linked websites.

.....................................................2  Section 1 – Implement Marketing Strategies and Tactics .......1  Recommended reading ..............................................1  Structure of the training program ..................................................................7  Briefing marketing and non-marketing personnel ......................................... 53  Preparing and presenting marketing reports ...............................4  Briefing stakeholders .............................................. 62  Section 3 – Evaluate and Improve Marketing Performance ..........................................................................................4  The marketing implementation process........................................................................................................... 71  Communicating changes to marketing objectives......................................................................................... 47  Monitoring marketing revenue and costs ........................................................................................................................................................................................................................... 38  Monitoring marketing results .............................................................................................................................................................................................................................. 29  Section checklist .................................................. 31  What skills will you need? ............................................................Table of Contents Introduction ....... 74  ................. 66  Meeting the changing needs of the customer ............................................................................................................... 30  Section 2 – Monitor Marketing Strategies and Tactics ........... 72  Section summary .................................................................................................................................. 32  Product pricing and distribution decisions ....................................................................................................................... 17  Strategies for monitoring marketing activities ........ 14  Communication and team building strategies ........................................................................ 56  Section summary .................................................................................................................................................................... 63  What skills will you need? .............................. 69  Documenting recommendations for improvement.............................. 61  Section checklist . 29  Further reading...................................... 61  Further reading....................... 10  Prioritising and planning implementation of marketing strategies ................. 64  Identifying opportunities for marketing performance improvement ................................3  What skills will you need? .......................1  Further reading................ 63  Assessing marketing performance .............................................................. 32  Monitoring and implementing promotional activities against communication objectives ........................................1  Features of the training program ................................................................................ 22  Section summary .................................

..................... 81  Appendix 4: Consumer responses – school supply store ......................................................................................... 77  Appendix 1: Individual action summary ............................ 77  Appendix 2: Action planning templates .. 83  Appendix 5: Marketing plan ....................... 74  Glossary ..........................................................Further reading............................................................................................. 75  Appendices ..... 78  Appendix 3: Marketing plan and implementation template ........................ 84  ........................................ 74  Section checklist ...................................................................................................................................................................................................................................................................

Frenchs Forest. NSW. Monitor marketing strategies and tactics 3.. this Training Program may be delivered in two or three sessions..  Tong. Specifically.. The fundamentals of marketing. and Armstrong. Roseville.. Adam. in some cases. 2010. 2008. Pearson Education Australia. J. Recommended reading Some recommended reading for this unit includes:  Kotler. Pearson Education Australia. S. you will develop the skills and knowledge in the following topic areas: 1. W. The Student Workbook is broken down into several sections. Principles of marketing...Student Workbook Introduction Introduction Features of the training program The key features of this program are:  Student Workbook (SW) – Self-paced learning activities to help you to understand key concepts and terms. E. and Taylor. P. McGraw–Hill. and McCarthy. E. Denize. or in others. Understanding market research. J. NSW. 2004. D. Basic marketing: A marketing strategy planning approach. as many as eight sessions.  Assessment Tasks – Summative assessments where you can apply your new skills and knowledge to solve authentic workplace tasks and problems. Cannon. S. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 1 of 97 . P. Structure of the training program This Training Program introduces you to implement and monitor marketing activities. NSW. Implement marketing strategies and tactics 2. Frenchs Forest.  Russell. AVA Publishing. London. You facilitator may choose to combine or split sessions. G. 17th edn. Evaluate and improve marketing performance. E.  Perreault. Note: the Student Workbook sections and Session numbers are listed next to the topics above.. For example. 12th edn. 2008..  Facilitator–led sessions (FLS) – Challenging and interesting learning activities that can be completed in the classroom or by distance learning that will help you consolidate and apply what you have learned in the Student Workbook.

html>.wikipedia. viewed June 2010.com/>.knowthis. viewed June 2010. <http://www.com/>. viewed June 2010. <http://www.edu. Monash University. viewed June 2010.com/>.com>. <http://marketing.com>  ‘Marketing’. viewed June 2010. <http://www.businessdictionary.  Small business notes.  QuickMBA. Page 2 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .  ‘Marketing Insight Business Results’. viewed June 2010.org/wiki/Marketing>.buseco. <http://www. ITSMA: Information Technology Services Marketing Association.  ‘Marketing dictionary’.smallbusinessnotes. <http://en.itsma. <http://www.com.monash.  Business Dictionary. viewed June 2010.au/mkt/dictionary/mmm.  Know this. About.Introduction Student Workbook Further reading  ‘Marketing’.com>. <http://www.quickmba.about. viewed June 2010. Wikipedia.

Student Workbook Section 1 – Implement Marketing Strategies and Tactics Section 1 – Implement Marketing Strategies and Tactics This section is about implementing marketing strategies and tactics. Aldi’s ability to satisfy their target market ensures they are able to maintain their competitive edge and discourage new entrants. communicating and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet marketing objectives and implement strategies for monitoring marketing activities and analysing marketing performance. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 3 of 97 . performance measures. Aldi’s snapped up several of the Franklins stores and continued their expansion into the Australian marketplace successfully filling the identified void of the discount segment with little competition. This provides an example of market segmentation and the importance of organisations assessing their capabilities in order to maintain their specific target market and competitive advantage over rivals. The privately owned Aldi was established in 1948 in Essen Germany. Previously the marketplace was divided into the premium. in accordance with the marketing plan. Scenario: Aldi enters the Australian market Aldi’s appearance in the Australian supermarket industry was successfully achieved due to the exit of Franklins. Aldi’s ability to position stores in price conscious areas combined with limited choices at lower prices enabled them to easily enter the Australian market by successfully identifying the needs and wants of a large consumer segment.000 products with minimal consumer acceptance of their home brand labels. briefing stakeholders on their roles and responsibilities. This was primarily due to Franklins’ decision in the early 1990s to expand into the fresh food market segment whilst continuing to offer discounted prices. This is compared to Coles and Woolworths primarily stocking national brands extending to over 20. convenience and discount segments. identifying and briefing marketing and non–marketing personnel on the objectives of the plan. and had considerable experience in the industry with over 5000 stores in Europe the US with an annual turnover in excess of 35 billion euro ($66 billion) annually. Franklins’ inability to attract the expected new customers and the loss of their previously loyal discount consumers caused the chain to be divided up and sold in 2001. and their roles and responsibilities. Overall the process confused their customers and caused the chain considerable difficulty as they had little experience in the fresh food market and were unable to match the buying power of their larger competitors Coles and Woolworths. Prioritising marketing strategies and identifying resources for their implementation. Franklins’ demise was attributed to its unsuccessful repositioning. with each retailer positioned to appeal to their specific target consumer. Much of Aldi’s success has been attributed to their range of 700 popular Aldi products.

This initial information can typically be obtained by looking at the organisation’s marketing plan. The marketing implementation process Many organisations place a great deal of effort into creating a marketing strategy and documenting this into a marketing plan. in accordance with the marketing plan. the actual implementation of the strategies and tactics is equally as important. tactics and actions that will be needed to achieve the objectives. a marketing plan should be aligned to and support the overall plan and objectives of the organisation. but fail to implement the required actions and then wonder why the marketing plan failed to deliver the results the organisation was aiming for.Section 1 – Implement Marketing Strategies and Tactics Student Workbook What skills will you need? In order to work effectively as a marketing manager. and their roles and responsibilities  prioritise marketing strategies and identify resources for their implementation  implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisations marketing objectives  implement strategies for monitoring marketing activities and analysing marketing performance. as shown in the following diagram. performance measures. This means that a systematic approach is required to identify the marketing strategy or strategies of the organisation and then implement the tactics and activities required for each strategy. While deciding what to do is important. (See Appendix 5 of this Workbook for an example of a marketing plan. The marketing plan The marketing plan is a document created by an organisation to outline their overall marketing objectives and the strategies. you must be able to:  describe the marketing implementation process  brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities  identify and brief marketing and non-marketing personnel critical to the success of the marketing plan. Page 4 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . It aims to help organise the strategy of the organisation in relation to its products or services.) Like the other internal plans of the organisation. on the objectives of the plan.

Student Workbook

Section 1 – Implement Marketing Strategies and Tactics

Organisation plan 
and objectives

Marketing plan

Production plan

Human 
resources plan

There is no set structure for a marketing plan, and a search of the internet or your
workplace will reveal many variations. However, a marketing plan typically
includes all of the information required by management to approve the marketing
strategy.
A marketing plan also includes most of the information required by the marketing
department to implement the plan. It is therefore a key document to obtain when
planning for the implementation of marketing strategies and tactics.
The following is an overview of the information found in a typical marketing plan.

An overview of the organisation and the industry it in which it operates.

An overview of the current market. This may include a SWOT analysis, a
competitor analysis and results from any market research that was
commissioned.

The marketing objective or goal of the organisation. This is a statement of
what the organisation is trying to achieve or their aim for example, to be
the number one online shopping site for electronic goods.

A list of the marketing strategies. A marketing objective or goal may require
multiple strategies. The strategies are the long-term actions required for
the goal or objective to be achieved. For example, to improve online
visibility, to increase awareness of the website and to educate customers.

An action plan. The action plan should outline the tactics or activities
required for each strategy. For example, action purchase top placement in
internet searches for relevant commonly searched terms, run an
advertising campaign on radio and television, establish a loyalty program
to increase repeat business and referrals. As with all action plans, it should
contain information about the actions required, who will be responsible for
them, when they need to be done and the costs associated with each.

The projected budget associated with the plan. This should include
estimates of income or revenue resulting from the marketing activities, as
well as detailed breakdowns of all costs associated with the plan.

Information relating to control or monitoring the implementation and
evaluation of the plan. This typically involves the use of schedules and
charts, such as Gantt charts, or similar project management tools.

BSBMKG514A Implement and monitor marketing activities
© 2010 Innovation and Business Industry Skills Council Ltd

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Section 1 – Implement Marketing Strategies and Tactics

Student Workbook

Learning activity: Marketing plans
Use your workplace, the internet or other sources (one is also
provided in the appendix to this workbook) to locate three
examples of either completed marketing plans or marketing plan
templates.
Tip: the following website includes some sample plans that may be useful:

<http://www.mplans.com/sample_marketing_plans/>.

Review these documents and answer the following questions.
What are the common structural elements of these plans?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
List the additional information provided in the plans or templates.
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
The implementation process
Having obtained and reviewed the marketing plan, it is essential that you take a
systematic approach to implementing the required steps. This will usually involve
three keys steps:

planning and implementation

monitoring strategies and tactics

Evaluating and improving marketing performance.

Page 6 of 97

BSBMKG514A Implement and monitor marketing activities
© 2010 Innovation and Business Industry Skills Council Ltd

Student Workbook

Section 1 – Implement Marketing Strategies and Tactics

Step 1 of this process is discussed in the remainder of this section. Steps 2 and 3
are covered in later sections of this workbook.

Briefing stakeholders
When implementing marketing strategies and tactics it is necessary to brief
participating stakeholders on their roles and responsibilities to ensure the
implementation process runs smoothly and efficiently.
There are many definitions of a stakeholder, but in the context of a marketing
plan, the stakeholders are generally seen as those who either have an interest, or
will benefit from the marketing activities, or those that may have an influence on
the completion of marketing activities.
This may include:

board of directors

finance staff

human resources staff

it staff

managers

marketing personnel

owners

production staff

supervisor.

BSBMKG514A Implement and monitor marketing activities
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through the use of internal marketing. Typically a report or staffing request. this should be explained at the outset. will need to have. Other stakeholders will generally be informed of marketing activities in the same manner as all other staff.  Managers may need to be aware of any possible impact that the marketing activities will have on their departments / teams and their staff. would be used to brief this stakeholder group. If you do not have a workplace. The board of directors may also need to comment on or approve progress reports and as such. with details from the marketing plan to support the request. Typically a written request for a budget allocation. In a smaller organisation. Their briefing would therefore need to include this information. In order to identify the relevant stakeholders. or review current marketing policies and procedures to determine how stakeholders are briefed on marketing activities in your workplace. This is due to the roles and responsibilities that these stakeholders will play in ensuring the success of the marketing plan. Typically a presentation to the board of the marketing plan would be used to brief these stakeholders. would be used to brief these stakeholders. you will need to consider the type of marketing being discussed in the plan. This may include changes in procedures. Page 8 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . The various types of marketing may include:  business-to-business marketing  direct marketing  public sector marketing  services marketing  telemarketing. special pricing. or staff to be trained. it is important to identify and brief only those stakeholders that were involved in the marketing planning process. for example:  Board of directors may be required to approve the plan and therefore will need to be briefed on the details prior to final approval being granted. etc. Learning activity: Briefing stakeholders Interview two to three colleagues. new products or services.  Finance staff may need to make adjustments to the internal records of the company.  Human resources staff may need to recruit or arrange training for staff involved in the implementation of the marketing plan. and to record associated income and expenses. they may simply require a code to be allocated to track income or expenses associated with the plan. interview friends or family members to find out how this occurs in their workplace. or similar. such as setting up a separate cost centre to hold the budget associated with the plan.Section 1 – Implement Marketing Strategies and Tactics Student Workbook At this point in the implementation process. as well as information on skills and knowledge that new recruits.

Which stakeholder groups are typically involved in the marketing planning process? 2. How are they briefed on marketing plans (e. What are the roles and responsibilities of each stakeholder group in relation to the implementation of marketing plan activities? Record your findings below. email.Student Workbook Section 1 – Implement Marketing Strategies and Tactics 1. report. presentation etc. internal memo. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 9 of 97 .)? 3.g.

product or service or the marketing activities themselves. Marketing and non–marketing personnel The details of the plan will assist in identifying the relevant marketing and non– marketing personnel. how any complaints. and their roles and responsibilities to ensure the combined success of the marketing plan. Oxford. Internal marketing The success of any marketing activities is equally shared between both external and internal customer groups. marketing and non-marketing personnel also need to be briefed on the plans objectives. Lancaster and P. A positive attitude from internal customers to the marketing activities. is an essential component of any successfully executed marketing plan. the staff about the marketing activities. they should include staff involved in all aspects of the marketing and follow up activities and may include:  advertising personnel  managers  public relations personnel  sales manager  sales team  staff  supervisors. Reynolds. Indirect customer responses are also important. marketing and non-marketing personnel critical to the success of the marketing plan also need to be identified and briefed. This type of briefing is often referred to as ‘internal marketing’. and even any public comments that are made in relation to the organisation.’ Source: G.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Briefing marketing and non-marketing personnel As well as the stakeholders. performance measures. Internal customers are those that will need to respond to customers about the external marketing activities. handling queries or promoting the product or service at the centre of the marketing activities. Butterworth–Heinemann Ltd. However those critical to the success of the marketing plan should not be restricted to the staff directly responsible for implementing the plan. 1995. Marketing. Page 10 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . i. This could be direct responses through processing requests. Internal marketing is the function of advising the internal customers. ‘Whatever functional aspects of marketing an individual may be involved in. such as the care and efficiency with which orders or requests are actioned and payments are made. issues or problems are dealt with. and their roles and responsibilities in ensuring that required actions are taken. that person should never lose sight of the fact that the process of making sales is the only methods of perpetuating the life of the organisation.e. Following on from briefing stakeholders.

staff in the marketing department may have direct roles in relation to the implementation and as such they may require significant details about the overall plan as well as each of the strategies and the related tactics. 1. the workplace of a friend or family member or another organisation you are familiar with that undertakes marketing activities. A sample of an individual action summary template is included in Appendix 1. such as new special offers/pricing or changes to sales processes. How are the roles and responsibilities in relation to the marketing plan activities recorded? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 11 of 97 . The level of detail provided will depend up the nature of their involvement in the marketing plan activities. an individual action summary may be used to record relevant information for later use in measuring their performance or contribution to the marketing plan. For staff directly responsible or accountable for activities listed in the action plan section of the marketing plan. the information your provide personnel will generally include information on:  the objectives of the marketing plan  their roles and responsibilities in relation to the success of the plan  any performance measures associated with their role. Learning activity: Briefing personnel Research your workplace. What methods does this organisation use to advise marketing and non-marketing personnel of marketing plan information? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2. Sales staff may simply need an overview of the plan and the strategies or tactics to be used but detailed information of the activities that will affect them. For example.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Briefing information When conducting internal marketing.

Internal business processes – does the plan help to identify and improve how the organisation operates and whether products and services meet customer needs? 4. Customer – how does the plan improve or contribute to an increase in customer satisfaction? 2. Financial – how does the plan contribute to the bottom line? 3. but will relate to the overall marketing goal of the organisation. it is also important to ensure that performance measures for the marketing plan are communicated. marketing personnel may have performance measures that relate to overall marketing activities. e. e. Similarly. 1. Typically sales personnel have general performance measures that are not specific to a particular marketing activity.g. The most common metric applied in the current workplace environment is the balanced scorecard approach. Performance measures can be allocated on an individual. This enables executives and owners to monitor and manage overall business strategy by looking at the drivers of current and future success for the organisation. deliver all marketing campaigns on time and within budget. The balanced scorecard approach focuses on the link between the marketing plan and the four critical areas of the business operations. team or organisational basis.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Measuring performance When briefing personnel on their roles and responsibilities. Learning and growth – does the plan provide opportunities for individual employee and organisational growth and what can the organisation do to improve or sustain its capacity for change? Customer Financial Vision and strategy Internal business processes Learning and growth Page 12 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Organisational performance measures for marketing usually related to marketing metrics that measure the contribution of marketing activities to the growth and success of the organisation.g. increase sales by 20%. Team-based performance goals are also commonly related to marketing goals rather than specific marketing activities.

Does the workplace you looked at use a balanced scorecard approach for setting performance measures? If not. describe the approach used to determine an overall performance measure for the marketing plan.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Learning activity: Performance measures Research examples of marketing related performance measures for two to three roles at your workplace or a workplace you are familiar with that undertakes marketing activities. Give an example of an overall performance measure for a marketing plan. 1. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 13 of 97 . __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 3. What are some examples of individual or team performance measures for marketing activities? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2.

prior to implementation. by when and how. a combination of which you may find in the marketing plan. Defensive strategies These are designed to retain existing customers Developing strategies These are designed to offer existing customers a wider range of your products/services Attacking strategies These are designed to generate business through new customers The matrix developed by Ansoff is a useful way of looking at the type of strategy that may be suitable. Action plan Is a documented plan that identifies required tasks. This matrix indicates that the safest way to try to expand your business is in the areas you know best with your existing products in your existing markets. Page 14 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . resources and timelines? It defines what needs to be achieved. The required actions and the required resources should have identified as the marketing plan was created and documented in the action plan. marketing strategies need to be prioritised and relevant resources need to be identified. Ansoff Matrix – the risks of various strategies The type of selected strategy will obviously impact on the action plan. Marketing strategies There are several different types of strategies.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Prioritising and planning implementation of marketing strategies According to organisational requirements.

Technical resources are usually those that may not be part of the team. Create an action plan for this activity. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 15 of 97 . This may relate to specialist personnel. supply. meeting room. phones. measures of success and scope of the plan. or the template provided in Appendix 2. call centre. Human resources relates to the people required to undertake the activity. Physical resources are those relating to the premises or location needs for the activity. Use an action plan template from your workplace. internet access. This could be a desk. This usually includes general staff needs as well as any administrative resources. or graphic design company. A sample action plan template is included in Appendix 2. One of the strategies is to provide special discount vouchers to customers in the local area. or combination of these. Learning activity: Action plan Assume Aldi have a goal of increasing their local customer base at a new store opening scheduled in six weeks. The dates on the action plan will assist you to prioritise each activity. such as contractors. The action item documentation should incorporate three major elements:  activity description – a description of what needs to be done  deliverables – what the outcome of the activity should be and when will it be done  resources needed – a list of the financial. each activity on the plan should have be documented as an action item. Resources needed The resources needed for each action should include a comprehensive list of all resources types including:  financial  human  information and communication technology (ICT)  physical  technical. Examples include computers. or part of the organisations’ usual staff. distribution or printing costs. website.Student Workbook Section 1 – Implement Marketing Strategies and Tactics As well as a summary of the goals. it. human. You have been asked to arrange the production and delivery of vouchers and brochure. attached to advertising brochures that will delivered in the week prior to the opening. This could include salaries for contract or outsourced work. Financial resources are essentially any budget allocation required for the item. or specialise services such as an outsourced call centre. ICT resources are the technology and communication requirements. physical and technical resources required for the activity. scanner etc.

Section 1 – Implement Marketing Strategies and Tactics Student Workbook Obtaining relevant resources for implementation Involving your organisation’s team with relevant aspects of the marketing plan. Roles and responsibilities Marketing Mix Tasks For example. You could also adapt this table to capture any identified expertise within team members. This will contribute to the overall success of the marketing campaign by enabling you to:  capitalise on existing knowledge and expertise available inside the organisation  reduce possible costs associated with outsourcing activities  respond faster to changing needs resulting from the marketing plan activities  create opportunities for learning and growth through mentoring and coaching experiences. Following is an example of a table which can be used to list team members’ roles and responsibilities. one Customer Service staff 01/02/2010– 03/02/2010 Location Office BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . email potential customers to create awareness of new services Page 16 of 97 Personnel required John Smith Resources Times and dates List of potential customers two days. will ensure they have sound knowledge of the goals and objectives and are able to accommodate queries and issues as they arise.

At this point it would also be beneficial for interactive discussion amongst all present to present any issues of concern.  Timetabled evaluation and review. In written communication.  Scheduled implementation and monitoring points to measure achieved goals and objectives. Communication is the key for every single aspect of the project and an effective team. It would also detail each team member’s area and tasks of responsibility. In verbal communications. its ongoing evaluation and the points for overall review. Ensure that your thoughts are organised and concise. depending on the type of marketing campaign and employed marketing mix it may be necessary to schedule a 15-minute update every second day to monitor the implementation and track the overall progress of the campaign. One popular model for effective workplace communication is Heather Hansen’s ‘5 Cs’ of effective communication. prior to commencing the project a team meeting should be held with each team member present to receive a summary of the overall project action plan with the goals and objectives detailed in a schedule timetable detailing implementation and points of measures. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 17 of 97 . The 5 Cs of effective communication Effective communication is essential in any workplace and is essential for building or improving business and work relationships. The action plan will have a detailed timetable identifying each relevant element. the action plan will specify individual tasks and responsibilities and the relevant KPIs to ensure each individual is meeting their expected targets at the scheduled time. For example. slowing down your rate of speech will often improve clarity. For example. write logically and have someone else check your work.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Communication and team building strategies In order to meet marketing objectives. Alternatively the start of each week or month may have a scheduled meeting on a Monday morning to monitor the overall campaign progress. For example. This will alert the manager if there is a problem hopefully prior to it becoming a major issue that has a ripple effect. communication and team building strategies need to be implemented to ensure that personnel responsible for each element of the marketing mix unite and work together to achieve set objectives. It is also imperative for individual team members to be fully aware of the following.  Individual targets and key performance indicators.  The project goals and objectives as outlined in the marketing plan. Articulate clearly Messages are ineffective is the listeners cannot understand what you are saying. discuss individual tracking and highlight any unexpected issues that need attention.

Have confidence Believe in yourself and your message and let this be evident in the way you communicate. be polite and make eye contact. 1.e. disrespect or laziness. Congratulate people on work well done or good ideas. You should keep these in mind when planning a communication strategy to keep personnel informed. Take care not to be seen as arrogant. Give compliments Compliments are an easy means of showing your appreciation to others and building instant rapport. In written communications. Use correct grammar and a wide vocabulary. Who will you need to communicate with to ensure this activity is conducted in an effective manner? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 18 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Being considerate of others will encourage them to do the same and build better and more positive relationships. Be considerate Speak with a smile. Other models with the same name have different words but use similar themes. Poor speech patterns. Consider factors such as:  how often you will communicate with each group / individual?  what means will you use for these communications?  what will be your key messages for each type of communication? Learning activity: Communication Strategy Think back to the previous action plan you created for the brochure activity for Aldi. use words that demonstrate your confidence.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Speak correctly Human beings are often judged on how they speak. Adjust your tone. the overuse of slang or inappropriate language and poor grammar are often perceived as signs of diminished intelligence. Design a communication strategy for this activity by addressing the following questions. Take care not to make compliments personal (i. about their appearance) unless it is appropriate and you have a personal relationship with them. but take care not to use language that is too unfamiliar to people to avoid being seen as pretentious. pitch and pace in verbal communications to convey your confidence.

It is imperative to ensure a working atmosphere where employees know that their concerns are always acknowledged and considered. Each and every employee needs to clearly understand how and where they fit in the organisational structure. Channels of communication It is essential to create and maintain open channels of communication with all employees. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 19 of 97 . managers. One effective strategy for effective team building is to use another ‘5 Cs’ approach. This must involve everyone including directors. A team doesn’t happen by itself. team leaders and team members. Also encourage employees to discuss genuine issues amongst themselves. What would be the best means for communicating with these individuals / groups? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 3. implementing team building strategies takes time and effort. How often would you communicate with them? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ The 5 Cs of effective team building Team-building strategies are also essential in effectively running an organisation or team. The end result is to create a work environment in which every team member feels their contribution is valued and essential to the organisation’s success. Team building cannot be achieved without open channels of communication. The 5 Cs of effective team building are: Clear expectations One of the key characteristics of a successful team is ensuring every person knows the role they are expected to play as well as the roles of other team members. Large and small businesses need a team of committed and capable employees who can get the job done.Student Workbook Section 1 – Implement Marketing Strategies and Tactics 2.

Celebrating achievements as a team Every employee plays an important part in the success or failure of an organisation. Describe what is meant by each of these terms in relation to effective team building? Coaching: __________________________________________________________________ __________________________________________________________________ Collaboration: __________________________________________________________________ __________________________________________________________________ Page 20 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Empowering and instilling a sense of belonging in your employees. At the same time. Use the internet to research this statement and then complete the following. Create a mechanism for redressing grievances. 1. It makes sense to celebrate achievements as a team. the celebration can be as simple as a casual staff party or as spectacular as a company weekend trip These five team building strategies will ensure that people who are employed by the organisation unite as a team and work together to achieve the same goal.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Conflict resolution When a group of people work together there will invariably be times when the going gets rough and differences emerge into the open. Learning activity: Team building Some business commentators have suggested that in addition to the 5 Cs mentioned above. Depending on the achievement. It may also be necessary to conduct workshops on this subject. will build a successful team that works hard to achieve the best results for the organisation. Consequences Ensure team members feel responsible and accountable for team achievements. if they can’t resolve their problems without assistance. Implement mediation with an impartial third party. Ensuring they understand that each individual contribution is a vital piece in the whole puzzle. encourage individual creativity to evolve by implementing a system of rewards and recognition. It is essential to develop conflict resolution skills amongst your employees. there are three more that need to be added:    coaching collaboration community.

Marketing mix Marketing mix A marketing mix will comprise several elements that make up the marketing campaign BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 21 of 97 . communication and team building strategies need to be implemented to ensure that all personnel responsible for each element of the marketing mix unite and work together to achieve set objectives.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Community: __________________________________________________________________ __________________________________________________________________ 2. Do you agree or disagree that these are valid additions to an effective team building strategy? Why/Why not? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 3. How would these additional terms assist if a balanced scorecard approach was being used to measure marketing performance? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ For an organisation to meet marketing objectives.

viewed June 2010.  ‘Marketing mix strategy example’. A planning template is available in Appendix 3 for assistance in defining the team’s roles. Implementation strategies for effective and accurate monitoring processes need to be considered and implemented. <http://www.  ‘Sample marketing plan’.com/templates_worksheets/bplans/printpre. More business.com. it is essential that you identify all personnel involved in:  distribution  level of service  pricing  product or service variables such as: o design o quality o range o safety features o technical features  promotion. brc>. YmhMarketingPlan. responsibilities and time requirements relevant to their specific element in implementing the marketing mix effectively. <http://www. viewed June 2010. Planning tools In conjunction with an action plan you can utilise other planning tools.ymhmarketingplan. Page 22 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . marketing mix and implementation strategies. Open and effective communication involving all team members needs to be implemented and encouraged to ensure that personnel responsible for each element of the marketing mix unite and work together to achieve set objectives. The following illustrate examples of marketing plans.htm#Mar keting_Mix_Example>.com/marketing_mix_strategies.Section 1 – Implement Marketing Strategies and Tactics Student Workbook When determining the personnel responsible for the marketing mix. These can assist with the successful development and monitoring of a prioritised action plan and ensure that implementation of marketing activities runs as trouble-free as possible.morebusiness. Strategies for monitoring marketing activities The marketing plan requires the monitoring of all marketing activities in order to analyse their market performance.

This can be done by utilising a Gantt chart. The Gantt chart illustrates the start and completion dates of each self-contained stage or process in the project. a simple example of which is shown below. The chart reveals process sequence and highlights the dependencies of some processes on other processes. On the following page is a process that can be used to monitor and evaluate performance. It is important to track your required resources. Implementation strategies for effective and accurate monitoring processes need to be considered and implemented. A Gantt chart illustrates a project schedule using a bar chart style. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 23 of 97 . Copy these into a document and write a brief explanation of when and how each is used.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Learning activity: Planning tools Research the internet for examples of planning tools including:  flow charts  Gantt charts  pert diagrams  milestone charts. Example Gantt chart: Week 1 Date: Week 2 Date: Week 3 Date: Week 4 Date: Week 5 Date: Week 6 Date: Pamphlet distribution Printing of pamphlet Graphic design/logo/ photos Write copy for promotional pamphlet Monitoring and evaluation The marketing plan requires the monitoring of all marketing activities in order to analyse their market performance.

Section 1 – Implement Marketing Strategies and Tactics Page 24 of 97 Student Workbook BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .

__________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 25 of 97 . These goals can relate to:  timelines  resources  costs  sales  contacts made  relationships built. You should be looking for information in relation to:  how marketing activities are monitored?  how often this process is undertaken? Record your findings below. If you do not have a workplace. Whilst this is not always easy. interview friends or family members to find out how this occurs in their workplace. or review current marketing policies and procedures to determine how marketing activities are monitored at your workplace. Learning activity: Monitoring workplace marketing activities Interview two to three colleagues.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Each aspect of the marketing plan should be monitored and evaluated. as results will not always be immediate. it is imperative to implement systems to measure and determine whether goals are being achieved.

whereas 50% of the vouchers issued on register receipts are redeemed.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Monitoring Assess the situation to observe any changes which may occur over time. and that very few email customers actually read the monthly email. Early detection will enable adjustments and improvements to be implemented and contribute to the overall success of the marketing plan. Collected data could include:  the number of hits on a website  inventory records to track stock  invoices to track sales  recorded queries. only 2% are redeemed. The bookstore could use this data to infer that the email list and related vouchers are not as effective as the register receipt vouchers in encouraging repeat business and therefore they should focus more of their marketing activities on activities relating to the register receipts. using a monitor or measuring tool of some sort. For example. A check of their records shows that of the 200 email vouchers issued each month. a bookstore issues discount vouchers to clients on its email list and has different vouchers that are given out as part of register receipts issued to clients who spend over $50. An evaluation of information and data collected will help to determine if there are problems. What does this data infer about the marketing activities of the school supply shop and how would you suggest they retailer use this information when planning future marketing strategies and tactics? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 26 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Learning activity: Feedback for evaluation Analyse the consumer response data in Appendix 4 for the school supply shop.

Collecting information should be a managed process. A summary of this internal feedback containing relevant comments on improving customer satisfaction (or solving customer problems) should be circulated each week to all employees to inform. your organisation must act on customer responses and then provide status reports or presentations on the successful resolution of each problem or follow up action each opportunity. This will also assist in improving communication. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 27 of 97 . Once customers know that you are interested in feedback. customer feedback can be used to obtain information on the effectiveness of marketing activities. Depending on the information collected it will provide qualitative or quantitative information. Does your organisation have a mechanism they use to obtain feedback to confirm if they are meeting and servicing its customer’s needs and to detect problems when it is not? Consider if the feedback they obtain is timely and what is then done to action it. Other options include:  a survey that could be sent to customers to gather their input on how well your organisation is satisfying their needs. Employee feedback As noted in Section 1. how people are feeling or behaving – this type of data is not as easily analysed. Customer feedback Customer feedback can also be used to obtain information on products and services offered by the organisation and how relevant these are to the needs of the organisation. when devising and implementing a marketing campaign internal feedback is an essential tool for measuring to improve. The types of data you are collecting will depend on what product or service is being marketed and how it is performing against allocated goals and objectives. detailing what they were and steps that were implemented to resolve the issues. and improve total organisation problem–solving for customers. you will need to implement different tools to measure individual aspects and activities. Qualitative data is subjective. Quantitative data is measurable and can be numerically analysed. as they happen each day. Employees are to record action taken when customers aren’t satisfied with products or services.  a monthly or quarterly review with specific customers to determine: o summary of sales information compared to previous years o current customer service problems. A brief form should be circulated to all appropriate personnel weekly for all employees to note customer satisfaction. Collected data provides valuable information enabling analysis of the impact of the marketing mix.Student Workbook Section 1 – Implement Marketing Strategies and Tactics Depending on what is being measured. events or problems that need to be addressed. For marketing activities. educate.

Section 1 – Implement Marketing Strategies and Tactics Student Workbook o customer service improvements summary o customer feedback utilising a single form survey. or review current marketing policies and procedures to determine the feedback processes for marketing activities at your workplace. You should be looking for information in relation to the following questions. interview friends or family members to find out how this occurs in their workplace. What processes are used to obtain feedback? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ How effective are they? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ What information do they provide? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Who do they obtain feedback from? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 28 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . If you do not have a workplace. Learning activity: Feedback Interview two to three colleagues.

brc>.  ‘Marketing plan objectives and strategies’. Section summary You should now understand how to implement marketing strategies and tactics. viewed June 2010. <http://money. How stuff works.howstuffworks.learnmarketing. <http://www.  ‘Sample marketing plan’. Business owner’s toolkit. viewed June 2010. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 29 of 97 . viewed June 2010.net/marketingplan.com. Small business notes.htm>.  ‘Marketing plan’. You should understand how to prioritise marketing strategies and identify resources for their implementation. identify and brief marketing and non-marketing personnel on the objectives of the plan.Student Workbook Section 1 – Implement Marketing Strategies and Tactics What benefit is the feedback to the organisation? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Log onto the link below and read through the information provided. in accordance with the marketing plan. roles and responsibilities.  ‘Sales and marketing plans’. More business.com/templates_worksheets/bplans/ printpre. viewed June 2010. <http://www. Learn marketing.toolkit.smallbusinessnotes. You should also understand how to effectively communicate and build team strategies to ensure that personnel responsible for each element of the marketing mix unite and work together to meet marketing objectives and implement strategies for monitoring marketing activities to analyse marketing performance.com. <http://www.morebusiness. performance measures.com/small_business_guide/sbg. <http://www.com/marketing-plan18.aspx?nid =P03_8070>.com/planning/marketingplan/marketpl anobjectives. brief stakeholders on their relevant roles and responsibilities. viewed June 2010. Further reading  ‘Marketing goals and objectives’.htm>.html>.

com/Career-Advice-Articles/Leadership-Teamwork/The5-Cs-of-team-building/1604/cid31.com/2007/03/11/a-collaborationparable-and-8-cs-of-teamwork/>. viewed June 2010.aspx>. Shine. Information about the 5 Cs of team building can be found at:  ‘The 5 C’s of team building’.Section 1 – Implement Marketing Strategies and Tactics Student Workbook Information about the 5 Cs of communication can be found at:  ‘Communicating in the workplace – The 5 C’s of becoming an effective communicator’.com. viewed June 2010. and their roles and responsibilities  prioritise marketing strategies and identify resources for their implementation  implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives  implement strategies for monitoring marketing activities and analysing marketing performance. EzineArticles.wordpress. performance measures.smartentrepreneur. Smart entrepreneur.com/scan0001. viewed June 2010.com/?Communicating-in-the-Workplace---The-5-Cs-ofBecoming-an-Effective-Communicator&id=922601>. <http://www.  ‘Team building strategies – Remember the five C’s’.html>. Hansen communication lab.net/team-buildingstrategies. Page 30 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . <http://ezinearticles. <http://strongerteams. viewed June 2010.hansenslt.pdf>.shine.  ‘A collaboration parable and 8 “C”s of teamwork’. viewed June 2010. <http://info. make sure that you are able to:  describe the marketing implementation process  brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities  identify and brief marketing and non-marketing personnel critical to the success of the marketing plan. <http://www. in accordance with the marketing plan.  ‘The 5 Cs of effective communication in the workplace’. on the objectives of the plan. Stronger teams blog. Section checklist Before you proceed to the next section.

braaap. I had no option but go to China and find a manufacture that would listen to our needs. you’ve come to the right place! Mini Motocross has been around for years and it all started when some professional motocross riders in America used mini bikes for fun with their mates and to just get back to loving dirt bike riding with limited stress. eat and breathe mini motocross. Mini motocross has carved its way into the motorcycle industry because of these exact reasons. motocross and supercross! With braaap opening two flat tracks. At braaap we live. if your freestyling. I researched to find a bike that myself and all my mates could ride all day. it’s a big deal! When I started braaap.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Section 2 – Monitor Marketing Strategies and Tactics This section is about implementing and monitoring promotional activities against communication objectives in the marketing plan and monitoring product. I started braaap with the goal to bring mini motocross to Australia. Braaap riders have finished on the podium at every event we’ve entered so far. If you’re a dead-set racer. This is the reason we are considered the mini motocross specialists. <http://www. want to ride with the whole family. After five years of research. We are always testing new products. Preparing marketing reports to present and communicate ongoing progress towards marketing objectives. if this is your first bike or your keen as to get into braaapster riding for the flat out fun of it. Motard. a hard core trail rider. every pub has been home to some mini motocross bench racing and every kid wants a mini bike. doing hot ups and making sure we are at the top of our game. it’s for everyone. and analysing marketing revenue and cost against allocated budgets to record variations. limited fitness and limited funds. Our goal is looking pretty good. Case study: Braaap! The following is an extract from the braaap website. two super cross tracks. and many people can afford to buy them. heck it’s our life! We travel all round Australia to race and support the sport. jump and do what ever. our mechanics are sought after by other companies and their experience on our bike is second to none. it was huge in America and still is today. fast and affordable. The braaapster. In the USA they have pro mini race events with prize money over $50. This section also discusses monitoring marketing results against targets.000 for the event. Australia Wide. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 31 of 97 . trials and development we have a mini motocross bike which we consider to be the best of its type in the world. a motard track and mini motocross events Australia wide.com. pricing and distribution decisions against organisational policy. its fun.au/AboutBraaap>. we work in-store through the week and spend our weekends at the local track. These days every pro rider has a mini and a track in their back yard. follow strict quality control and build the bike myself and the braaap team designed. I needed a bike that could be rode and jumped with confidence by adults.

Monitoring and implementing promotional activities against communication objectives In accordance with the marketing plan it is essential to monitor and implement promotional activity against its set communication objectives. Marketing communication objectives may include:  creating increased brand awareness for your organisations products and services  determining the need which the product or service will accommodate  encouraging action from the target. The objective of the marketing communication will identify the target markets perception. While defining your objectives may be an initial challenge. you must be able to:  monitor and implement promotional activity against communication objectives in the marketing plan  monitor product. to ensure an effective marketing message.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook What skills will you need? In order to work effectively as a marketing manager. then you will be able to move forward with your marketing communication strategy. This perception will incorporate what they think and feel. and analyse record variations  prepare and present marketing reports that indicate ongoing progress towards marketing objectives. Objectives and goals of the marketing communication What goals and objectives are required to ensure the success of the marketing campaign? A good place to start is defining the objective of the marketing communication. pricing and distribution decisions against organisational policy and the objectives of the marketing plan  monitor marketing results against targets in the marketing plan  monitor marketing revenue and costs against budget. Page 32 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . It is important to identify what the target market will benefit from the product. once you have a clear objective. This information will include issues that have been identified that the product category may encounter and market opportunities that have been identified. Also detailing the action they are likely to implement upon receiving exposure to the stimuli. Too often the marketing message is not clearly communicated to the target market leaving them unmotivated to action a purchase. The specifics will generally be defined in the marketing strategy and state a time frame in which the goal of the objective can be measured.

Further information can be found on their website at the address below. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ To implement your marketing plan you will need to action the tactics defined in the marketing communication or marketing mix. Research the braaap message and present your thoughts on its effectiveness within the market.braaap.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Learning activity: Braaap communication strategy Review the braaap case study at the start of this section. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 33 of 97 .  <http://www.au>. Answer the following: 1. What message is braaap communicating to its customers? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2.com.

sales promotion.  Sales promotions encourage the customer to purchase the product or service by offering incentives. Aspects that need to be considered includes: Advertising Page 34 of 97  far-reaching. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . a balance of the various elements must be created to ensure an integrated approach to marketing communications ensuring the budgeting of sufficient resources.  Direct marketing is communicating directly with targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. For each marketing mix component to be successful. high frequency covering large.  Personal selling is the personal presentation by the organisations sales team to generate sales and develop customer relationships. advertising and direct marketing an organisation utilises to pursue its advertising and marketing objectives.  Advertising utilises a paid sponsor to present and promote the product or service.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook The marketing mix will communicate the message through the various avenues such as personal selling. Promotion mix When deciding how to effectively utilise a marketing mix to achieve defined objectives it is important to identify and analyse the strengths and weaknesses of the marketing mix components. The marketing plan must define the allocated budget to maximise the return on investment by selecting an effective marketing mix.  Public relations is about building good relationships with the organisations various publics by obtaining favourable publicity and building a good ‘corporate image’. public relations. geographically dispersed audiences  relatively high cost averaged at low cost per exposure  consumer’s perception of advertised goods is considered more legitimate  the company and brand are dramatised  brand image is developed and built  stimulates short-term sales  costly.

etc. dramatises offers and increases lagging sales  generate a quick response  generally short-term  unable to effectively building long-term brand preferences. convictions.  Various methods: telephone marketing.  four distinctive characteristics:  non-public  immediate  customised  interactive  well-suited to highly-targeted marketing efforts. online marketing. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 35 of 97 . etc. however.  incorporates worthwhile incentives. events and sponsorships. certainly not ‘free’ as many people think as there are costs involved). etc. and actions  feedback and adjustments can be implemented from personal interaction  rapport and relationship-oriented  attentive buyers  a long-term commitment is represented by the sales persons  this promotional tool is considered the most costly. news features. coupons.  highly credible and believable  various forms: news stories. contests.Student Workbook Personal selling Sales promotion Public relations Direct marketing Section 2 – Monitor Marketing Strategies and Tactics  an effective tool for building buyers’ preferences.  targets trade or end consumer  employs a variety of formats  premiums. considered relatively inexpensive. direct mail.  communicates to prospects possibly missed via other forms of promotion  an under-used element in the marketing mix.

Prior to preparing your promotions plan. Page 36 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Product life cycle When selecting marketing communications mix. Further information can be found on their website at the address below. you need to select the right marketing channels for your organisation and product from those available. Learning activity: Braaap Promotion Review the braaap case study at the start of this section. incorporating public relations to generate awareness and sales promotion for trial growth: advertising and public relations incorporating branding and brand marketing including personal selling for distribution maturity: the decreasing of advertising .com. The stages of the product life cycle are:      pre-introduction: sprinkle of advertising.braaap. pre-introduction publicity introduction: concentrated and intense advertising. The distribution plan must also be considered as it involves the physical distribution of goods and customer service. The promotions plan should consider and include the present structure of the organisations sales team and any changes proposed for the implementation of the marketing plan.au>.  <http://www. consideration needs to be given to the ‘product life cycle’. It should include:     details schedules cost of advertising promotion activities. sales promotion and personal selling incorporates reminder and persuasion decline: advertising and public relations have decrease with limited sales promotion and personal selling for distribution. Ultimately the main objective is to increase profits. which allows you to decide how and when to emphasise different parts of the mix according to the stages of a typical product life cycle. The diagram below describes the product life cycle.

Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Formulate a promotions mix for braaap defining and incorporating the following tactical elements as applicable. Advertising: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Personal selling: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Sales promotion: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Public relations: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Direct marketing: __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 37 of 97 . can also be used. Note: An alternative. such as a recent Apple product.

pricing and distribution decisions against organisational policy. Further information can be found on their website at the address below.braaap. 6.au>.  <http://www. Product distinction from competitors: The product is set apart from competitors. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2. 2. 1. Positioning strategies Positioning incorporates seven strategies that can be pursued. Product users: Identify the products target market. when and where. Product competitors: Product is positioned in direct competition with competitors. 4. 3. 1. how. Product benefits: The product benefits to the customer. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 38 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .com. Product usage: The products usages. Define the above seven positioning strategies for braaap. 7. Product attributes: The specific product attributes. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 3. The positioning plan must be written in accordance with organisational requirements. 5. Learning activity: Braaap positioning strategies Review the braaap case study at the start of this section.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Product pricing and distribution decisions Objectives of the marketing plan stipulate the monitoring of product. Product classes: Where the product sits within the class of products.

________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 5. Distinctiveness Why competitors are unable to match the organisation’s offer or how the organisation’s product is unique. Superiority Why the benefits of this product or service are superior to others that are available. This may include considering aspects such as: Importance How this product delivers the target market with a highly valued benefit. Communicable Ensuring that the differences are clearly communicated and explained. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 6. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 7. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Positioning differences An important aspect of positioning is in how you promote a product’s difference. Pre-emptiveness Acknowledging similar products that are available and pre-empting the comparison by stating the difference and why this is unique and unable to be copied by competitors Affordability Are buyers are willing and able to afford to pay the difference? Profitability Is the organisation able to profitably introduce the difference? BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 39 of 97 .Student Workbook Section 2 – Monitor Marketing Strategies and Tactics 4.

au>.  <http://www. Negotiation: The discussion and agreement of payment terms and price. ________________________________________________________________ __________________________________________________________________ 6. ________________________________________________________________ __________________________________________________________________ 3. ________________________________________________________________ __________________________________________________________________ 4.braaap. ________________________________________________________________ __________________________________________________________________ 7. 8. 1. or distribution channel. ________________________________________________________________ __________________________________________________________________ 5. is the method for making a product available to the consumer. 6. 4. ________________________________________________________________ __________________________________________________________________ 2. Information: Providing market research information. Contact: Communicating and generating a rapport with potential buyers. 7. Define each of the positioning differences for braaap. Page 40 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Risk Taking: Channel work risk assumption.com. Physical distribution: The mode of transport and storage of goods.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Learning activity: Braaap positioning differences Review the braaap case study at the start of this section. 3. ________________________________________________________________ __________________________________________________________________ Place Place. Promotion: Implementing and conveying specific offers. Generally distribution channels involve eight main functions: 1. Financing: Acquiring funds to finance distribution. 2. Further information can be found on their website at the address below. 5. Matching: Modifying the process to meet the buyers requirements.

1. Optional product: This refers to optional pricing or accessory products. Directing customers to a designated person will ensure you don’t have to worry. and answer the following questions. 1. you should sell your CDs. sample audio files. It is important to ensure the price is not too low. Online – You can easily and cheaply set up a webpage with your information. 2. The designated person can collect the money. and the product is taken seriously. Learning activity: Pricing the CD Consider the above CD example regarding price.    Retail – Obviously the most difficult is retail (selling your CD in music stores). BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 41 of 97 . etc. there are various ways to distribute your CD. How would you price the CDs? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2. Product line: This refers to a line of product items and the setting of price steps between them. You can mention that you are selling CDs and where to buy them while you are performing.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics For example. This is difficult for independent musicians or bands because you usually need to have a relationship with a distributor. so you do not have to worry about it during a show. Why would you need to consider? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Pricing strategies Generally there are six pricing strategies. hand out the CDs. and how to order your CD. alternatively the customer may not take the risk if the price is perceived as too high. show dates. In person – At performances. Price What is the amount charged for a product or service? You will need to understand the product positioning prior to setting a price. if you wish to promote and sell your own compilation CD.

 Promotional: This process is a short-term reduction of the product price to increase sales. $20. Price adjustment Changing situations will require the following are price adjustments:  Incentives and discounts: Reward consumers who promote the product and pay promptly. Page 42 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Captive product: This refers to the pricing of the ancillary product that must be used in conjunction with the main product.00 for psychological effects. 6. Market-skimming: This process is where high prices are initially set to ‘skim’ revenue from the market layer by layer. Product bundle: This refers to products that are bundled together for a set price.  Discriminatory: This encompasses the varying customers. New product pricing: This refers to new products (as detailed below).  the required volume of buyers want the product at that price  the cost of producing a small volume is effective  it is not easy for competitors to enter the market.  Geographical: This process incorporates the geographic location of customer and adjusts the price accordingly.95 vs. By-product: This refers to by product being lowly priced to clear the stock of them. This process is effective when:  the higher price is supported by product quality and image.  Psychological: This process plays of customer perception and adjusts prices such as $19.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook 3. products and locations and adjusts prices accordingly. Upon release of a new product an organisation can implement one of two pricing strategies:  market-skimming  market penetration. 4. Market penetration This involves setting a low initial price in order to penetrate the market quickly and deeply and to gain a large market share. This process works when:  market is highly price sensitive  production and distribution costs fall as sales volume increases  slow price must help keep out the competition. 5.  Value: The combination of quality and service allows the adjustment of price offering value for money.

Unfortunately it is these same people who underestimate what marketing can do. and answer the following questions. Has pricing been a factor? Elaborate. Over the initial weeks. For example. a colleague recently entered into a senior marketing role within a large organisation. She found it difficult to decide which of these opportunities were good and which were inappropriate as she did not have a clearly defined marketing strategy. 1. How has Aldi achieved its market penetration? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 43 of 97 .Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Learning activity: Price Review the Aldi scenario at the start of Section 1. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Analyse promotion methods There are often misconceptions of the elements that most people believe to be marketing such as selling and advertising etc. Effective promotion methods for communicating with customers are:  branding  advertising  direct mail  public relations  sales promotions  sponsorship  product presentation  direct selling  the internet. one of the biggest problems she experienced was a constant supply of ‘promotional opportunities’ being offered by a varied range of agencies and promotional companies.

This often leads to a promotional campaign based on ‘which agency sent in the most visually exciting brochure’ rather than on a promotional campaign that supports the marketing objectives/strategies. generally refers to the customer’s mode of purchase for the product. A large amount of work should be done prior to arriving at this stage in the market planning process if a promotion is to be successful and profitable. then it is usually not simply a failing of the organisation’s promotional tactics. she could put together an agreed marketing strategy and then select the most appropriate of those promotional ideas. it may be necessary to bring in an outside marketing consultant to take a more global look at the organisation’s weaknesses. It is easy for marketing managers to become totally snowed under by such a variety of conflicting and costly opportunities. Channels of distribution As mentioned previously. Something more fundamental is usually the cause. who are unfamiliar with a market-led approach. Many marketing managers. or channel of distribution. Page 44 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . she knew that within a matter of time. in turn they purchase them from a wholesaler/distributor. Common means for purchasing products or services include:  at a shop  over the telephone  online via a website  at a warehouse. If an organisation is not achieving the sales or profits it projected. often jump straight to this stage in the process and waste large sums of money and effort. place. They may recruit a full-time marketing person to sort out the problems of the organisation and then expect the marketing person to produce a new corporate brochure which will suddenly dramatically increase the turnover of the organisation. This includes the place of purchased and the actual distribution route. The distribution chain Consumer products are generally purchased from a retailer. which has purchased them from a manufacturer.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook However.

Learning activity: Promotional methods Research promotional methods used in your own workplace. some manufacturers retail their product directly to end consumers whilst also selling them to installation companies and national distributors. in the air-conditioning industry. or another workplace you can easily gain access to. For example. For example:  a consumer may purchase immediately when there is only one variant of a product. To further complicate this approach. Various distribution channels running parallel with each other can provide different levels of profitability with the implementation of a strong pricing strategy. then you could find yourself in a situation with a customer. Each of these customers will require different features or different levels of service. you need to consider your ‘customer’ might be a:  consumer  retailer  distributor.  a retailer is likely to stock a limited number of variants and expect payment terms.  a distributor will offer discount rates for large volumes of product in all its variants  a distribution policy needs to take account all of these variables.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Imported goods may have more components within their distribution chain. What type of customers does the organisation provide products or services to? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ How does this impact on the pricing strategy? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 45 of 97 . however occasionally this distribution chain is altered and components bypassed. If it does not. which may result in the loss of a sale. You should be looking for information in relation to the following questions.

how would it impact on the channels of distribution? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 46 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . or by dealing directly with your retailer. this approach is favoured because it provides enormous flexibility in developing a commercial site. A site can be develop over a few months and fine-tuned as the results generate information for your relevant market sector at minimal cost. You should be looking for information in relation to the following. and bypassing the wholesaler. This is particularly beneficial to small businesses will little medium. It has enabled the bypassing ‘middlemen’. Learning activity: Internet marketing Research how your organisation.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook How does this impact on the distribution chain? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ The internet This technology has opened a new ‘Place’ for many business sectors. utilises the internet for marketing activities. How does this impact on the channels of distribution? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ If not. Business owners can embrace a new strategy to develop and build their business with minimal risk. or another workplace you can easily gain access to. which has resulted in price advantages for customers thus generating increased volume for the seller. Given the relatively low set-up costs. This can be done by selling directly to the customer. thus bypassing the retailer.

 Did marketing efforts reach the target groups?  Did the campaign run to schedule?  Was the target market responsive? To determine why it happened you need to consider how the marketing program influenced the results? Ask yourself the following questions. it is time to plan how to redirect marketing efforts and how to capitalise on successful elements. marketing results need to be monitored to measure against marketing plan target goals. The monitoring and control process involves: Establishing standards These relate to the budgeted sales and costs. To successfully achieve desired objectives it is important to utilise a suitable monitoring and control system. and the timelines for the action plans implementation Measuring performance This captures and compares actual performance against the standards Proposing measures to correct deviations from the standard Detailing. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 47 of 97 . corrective procedures to be implemented if the variation from standard exceeds certain limits as defined in the marketing plan. Monitoring and evaluating marketing efforts is a very difficult task and can often be unsuccessful due to lack of detailed information.  Were there misdirected marketing efforts?  Did a specific marketing activity help our results?  What part of the marketing plan did what? Now that you have analysed what worked and what didn’t work.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Monitoring marketing results To achieve designated targets in the marketing plan. Marketing performance Monitoring marketing performance involves looking at what has happened and why. To determine what has happened you need to consider the facts of your results and how do they compare with your goals? Ask yourself the following questions.

Page 48 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . When reviewing the marketing performance.’ While this percentage obviously varies between industries. How is performance measured? __________________________________________________________________ __________________________________________________________________ If standards are not achieved. it does illustrate the fact that misdirected marketing is responsible for a great deal of wasted resources. what are the corrective procedures? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ The control system operates on the personnel responsible for implementing the plan.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Learning activity: Monitor and control processes Research how your organisation. while the remaining 20% of customers provide the bulk of profits to an organisation. rather than on the schedules and the costs themselves. or another workplace you can easily gain access to. They don’t know what percentage of total sales and profits come from a particular product line or customer type. Often the same amounts of resources in an organisation are directed towards a high profit item as towards a low profit item. It is often said that: ‘80% of customers contribute only 20% of profits. monitors and evaluates marketing activities. The system needs to be easy to operate and allow reasonable variation from the standards before it comes into action. You should be looking for information in relation to the following. marketing personnel often do not have access to the information that enables them to see where marketing resources are being wasted.

 <http://www.com. This data is often difficult to obtain. Goals versus results Once industry comparisons have been obtained it is necessary to break down the results into product lines and by market segments. Once the sales breakdown has been made. Learning activity: Monitor and record progress Review the braaap case study at the start of this section. As much information as possible should be gathered about competitors’ success in different segments of the markets and from there. analysis of why performance has fallen short of. 1. Further information can be found on their website at the address below.au>. the sales breakdown can be done in many different manners. or exceeded goals can take place. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 2. the marketing manger then needs to look at the goals made for each segment. List five ways for braaap to record the performance of its marketing campaign. In a marketing audit. This analysis is an extremely difficult task. How the marketing manager chooses to break down sales is dependent on how they have chosen to segment the market. This studies the sales of an organisation and how the organisation compares to the rest of the industry.braaap. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 4. but trade associations and government bureaus (such as the Australian Bureau of Statistics) are often an excellent source of data.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Market share analysis A share market analysis is an excellent method in auditing the marketing plan results. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 49 of 97 . ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ 3.

Collecting feedback is imperative. Communicating with your target market is the whole objective of the exercise. Gathering information to measure customer reaction enables us to analyse and gather invaluable information but it needs to be a managed process. This information can be used to improve the targeting of our marketing activities. it is imperative that you and your team have clear goals. This can offer you a valuable insight into the evaluation process. Personnel Important information regarding the marketing activities will come from the personnel involved. the feedback you receive contributes to this data. we touched on quantitative and qualitative data. Earlier. Openly communicating with management provides a basis for two way communication to provide and obtain feedback. However. Management Management need to know how the marketing team and campaign are performing. The media Often you can receive coverage from unexpected areas.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook 5. Target market feedback is crucial.  What information needs to be collected?  How will the information be collected?  Will the chosen methods provide the information required to draw conclusions?  Use the same method to collect further information later in the campaign. ________________________________________________________________ __________________________________________________________________ __________________________________________________________________ There are numerous methods of obtaining feedback. Target market Feedback from your target market is imperative. The way your marketing activities are perceived and reported by the media can have an enormous impact on the overall success of the marketing campaign. Page 50 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . there are several sources from which we can obtain feedback. Stakeholders Business and financial managers need to know the status of the budget to ensure appropriate decisions are being made. Feedback during the marketing campaign will assist you with the evaluation process and provide important data. There are several ways to collect information that will assist in evaluating your marketing campaign. but all of these incorporate the managed process of reviewing and reporting on your marketing campaign.

collects and evaluates marketing results? You should be looking for information in relation to the following.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Learning activity: Collecting and evaluating marketing results Research how your organisation. What and how is the information collected? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Has the chosen method provided the required information? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ What conclusion have you been able to ascertain? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Periodically assessing customers’ feelings and opinions of the organisation and how well their needs are being satisfied provides further valuable information. Consider what processes would best capture the required information for each of the questions below:  What has been the customers’ feedback?  What was our key focus of appeal? BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 51 of 97 . or another workplace you can easily gain access to.

3. 2. All marketing plans should be reviewed on an annual basis. pricing and distribution decisions relevant data relating to all elements of the marketing is essential to ensure marketing personnel can make sound informed decisions. Consider the following. Marketing plans are not set in concrete. 1. Review your action plan. Learning activity: Monitoring competitor activity Review the Aldi scenario at the start of Section 1. during implementation you may need to modify certain strategies to allow for environmental changes. Including an updating procedure in the plan will allow for unforeseen circumstances. 4. Examine the various options for assessing your action plan processes. How will these organisations monitor Aldi’s impact? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 52 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Consider each element and consider the best way to identify if it is working. this may alter the implementation of some action plans.Section 2 – Monitor Marketing Strategies and Tactics  Did we successfully appeal to our targets?  What improvement suggestions do we have?  What product features were promoted?  What benefits of the product were promoted? Student Workbook Applying the following steps to the review of your strategies and planning processes is beneficial. Develop a review schedule for your action plan. Consider the view from Coles’ and Woolworths’ position with Aldi’s arrival by answering the following questions.  What are the goals of your review of action plan?  Who you are reviewing the action plan for?  What are your marketing activities and what do you need to know regarding their implementation?  How are you going to collect this information?  How will this information be used?  How will you report and present your findings? To effectively and efficiently monitor product.

It is important for a marketing manager to determine how sales vary between regions and where the resources are going. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 53 of 97 . An organisation’s financial statements do not include this sort of information. This vital information requires analysis and variations recorded. The budget should outline spending requirements for:  each decision  breakdowns by month  breakdowns by year. timelines involved in accomplishing the required goals and objectives. Detailing revenue versus expenses for all marketing decisions. Expenses can also be shown by:  individual product  geographic area  distribution network. Highlighting the financial impact the marketing performance has on the organisation will show the anticipated results of the actions outlined in the marketing plan. They only illustrate total costs and or total sales.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics How will the relevant information be collected? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ How will this information be used? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Monitoring marketing revenue and costs In any organisation it is imperative to monitor marketing revenue and costs against allocated budget. should include.

Your task is to undertake the following. where the business is not generating the required profit and suddenly the organisation is in a serious situation. A more detailed breakdown of figures though might reveal that Victorian sales are the source that props up the other sales. It is not simply enough to say: ‘Let’s spend a million on marketing this year’. Sales in South Australia might have increased by a huge amount while other states are going backwards. it is essential for the marketing manager to know how and why that money is being spent. you have been asked to undertake an analysis of the situation. promotion or customer research?  standards of how much should be spent on marketing  how much money needs to be spent on marketing in order for the organisation to be competitive  what results should be expected to result from marketing spending: o an organisation deciding to spend an extra $100. Marketing costs must be closely analysed. Obviously the marketing department is doing something right in South Australia but its efforts are misdirected in the other states. Marketing managers need to have a comprehensive information detailing:  how marketing costs are spread  where the money is being spent: o is it on product development. How would you proceed?  Create a document detailing the processes you would utilise to collect the appropriate information. Page 54 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Often the generated revenue will be excellent with all targets and objectives being met however. On the surface it might seem as if the marketing effort is going great guns. when marketing money is spent. Documenting and reporting on promotional activities allows you to assess the revenue generated compared to the associated costs and analyse the information to ensure the organisation is in a profitable situation. In other words. It would then be the job of the marketing executive to analyse what is working in South Australia and Victoria and why it isn’t working in other states.  To monitor marketing revenue and costs.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Learning activity: CD revenue The operating statement of the organisation may show that profits and sales are going extremely well.000 on advertising should be able to estimate what the resulting increase in sales is expected to be and what would have happened if they’d spent the money on product development or other facets of the marketing program. if the associated costs are not comparable you will quickly have a situation similar to Franklins.

__________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 55 of 97 . Learning activity: Tracking marketing revenue and costs Research how your organisation. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ The process used to track it through the organisation. collects and tracks marketing revenue and associated costs. You should be looking for information in relation to the following. or another workplace you can easily gain access to. What relevant information is collected? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ How this information is collected. analysing and reporting will update all parties involved and allow changes to be implemented prior to a critical situation occurring. monitoring.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Continual budgeting.

Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Preparing and presenting marketing reports To inform organisation personnel and relevant stakeholders of marketing progress. <http://www. If you do not have a workplace.g. Learning activity: Marketing reports Ask your own workplace or use a simulated workplace such as the workplace of a friend or family member (as negotiated with your facilitator) to provide a marketing report you can utilise for this activity. Once you have obtained and reviewed the marketing report. accuracy is important and if you are delegating this task to other team members ensure they are trained accordingly. During the recording process. transportation strike. answer the following questions. e. viewed June 2010.scribd. Recorded information about promotions will also contribute forecasting and future planning of the business. development of shopping complex  competitor promotions  seasonal changes  complaints / returns  customer comments  supplier issues. Facts can be recorded manually. using a formatted promotional sales sheet or electronically. Records might include:  sales figures  promotional display assessment checklists  foot traffic  factors deterring customer from store. What is your first reaction to the report? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 56 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . marketing reports need to be prepared and presented indicating marketing progress towards specified marketing objectives. Documenting and reporting on promotional activities allows you to assess the success of a promotion. Scribd.com/doc/854239/Example-MarketingPlan-Report->. weather. search the internet for a suitable example or use the one at the link provided below:  ‘Sample marketing plan – GMMSO: The Case of Sweetlix’.

BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 57 of 97 .Student Workbook Section 2 – Monitor Marketing Strategies and Tactics __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Is it visually interesting? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Is the content easily understood? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Using charts It is imperative to present your information to ensure the reader is able to easily understand and establish the results of your analysis. The type of chart should relate to the type of data being presented. Chart types include:  column chart – to compare values  pie chart – for displaying proportions  line chart – for comparing time series  area chart – to draw conclusions from data  scatter plots – to display relationships between two variables  bar chart – to display counts. To ensure this objective is achieved we need to examine when to use various types of charts and to ensure your charts are as effective as possible.

removing the grid lines will allow the data to create a clearer picture. Tables Tables are another format to present numerical data. Data may be displayed using a range of visual images including:  charts  curves  graphs  spreadsheets. Reports are required to communicate ideas and information clearly and concisely to ensure effectiveness. who is going to read it?  What is the purpose of the report. clear and concise visual images will ensure the reader is able to see the detail in the chart to interpret it correctly. The key to writing a good report is to follow a simple structure. Images add tremendous strength. Simple. what decisions will be made? Page 58 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Depending on the chart.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Other visual images With any presentation you must state your facts in a simple. Readers learn and retain more information with the use of interesting and informative images. Readers need to be able to quickly understand what is being communicated without having to read through masses of irrelevant information.  Present data in tables when it can’t be easy worded. concise and interesting manner. An effective market analysis report needs to consider:  Why the report is required?  Who is the report for.  Tables should be simple and concise including only summative data. remove items that might be distracting.  Tables should be numbered as they appear ‘Fig 1: Name of Table’. what do readers hope to gain?  Is the report covering: o specific ideas and information? o a solution to a specific problem?  What will be the result of your report. concepts that are difficult to grasp can be communicated quickly and easily through the use of well produced visual charts and tables. keep it interesting and easy to read.

 Especially if it has been from parties outside  of your organisation commissioning the report. Check with your organisation may  have an existing template that can be followed. Title page • The title page should gain the immediate attention of the reader. set the scene and inform the reader of the  details at the start of the project.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Report structure • The following information provides a brief overview of what each  section should include. Ensure the relevant information  such as author and date is included.  • Typical questions may be: • The type of equipment and software used? • The conditions of research undertaken • What assumptions have been made in the research? BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 59 of 97 . If others ideas have  been used within the report these need to be cited for reference.  Methodology • The reader needs to know how and by what methods you have you  reached your conclusions. We need to ensure the summary concisely contains all  the relevant information and is placed at the beginning of the report. Acknowledgements • This section needs to acknowledge assistance that you have received  whilst writing the report. The  title should be clearly displayed. Summary • Often the summary will be the only content a manager will take the  time to read. Introduction and terms of reference • This should be concise. positioned highly on the page to  accurately reflect the reports content.

Appendices • Appendices may contain detailed or supplementary information. check with your organisation. This will support your  discussion. Conduct some research in your workplace. the internet or other sources to locate a template that is suitable to use for reporting on the progress of marketing activities. or another workplace that you can get access to. By  removing these issues from the main text it allows the reader to  follow the main issues free from distraction.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Results • Tables and charts need to present the data findings to enable the  reader a greater understanding of your conclusions and to provide  evidence that illustrate our findings to be true.  Recommendations • Recommendations should be drawn from your conclusions in a clear  and concise manner. Page 60 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .  Conclusions should briefly summarise the answers to the questions in  your introduction and discussion results of the main body. There is no need to reinvent the wheel. Rather  than repeat your findings you need to explain the results in terms of  their ideas and justify the basis of which they were formed. • It is recommended that you write your analysis of results section in  the early stages to allow yourself more time to collect relevant data as  you write the other areas of the report. analysis. they may have an existing report template developed in accordance with organisational policies and procedures. and locate an example of a completed report that you could keep as reference material. Conclusions • A report does give you an opportunity to state your conclusions. results and conclusions. Discussion and analysis • This section of the report is the most important and largest. Learning activity: Report templates Use your workplace. assessing  the implications of previously presented evidence. An action plan outlining issues to follow up on  should be provided for your readers.

Section summary You should now understand how to implement and monitor promotional activities against communication objectives in the marketing plan and monitor product. viewed June 2010.learnmarketing. <http://www. Prepare marketing reports to present and communicate ongoing progress towards marketing objectives. Monitor marketing results against targets and analyse marketing revenue and cost against allocated budget to record variations. <http://money. pricing and distribution decisions against organisational policy.  ‘Identify marketing strategy’. SEO Services & Website Marketing. Marketing teacher.  ‘Marketing mix’.marketingteacher. viewed June 2010.co. <http://www.net/marketingplan. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 61 of 97 . Learn marketing.com/principles-of-marketing-tutorials/how-to-writea-marketing-plan/identify-marketing-strategy>.htm>. How stuff works.uk/marketing-mix.  ‘Marketing plans’.consultancymarketing.htm>. <http://www.knowthis.com/marketing-plan18. viewed June 2010. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Remember to file these reports for future reference.htm>. Know this.howstuffworks.htm>. the audience and who prepared it. viewed June 2010. <http://www.Student Workbook Section 2 – Monitor Marketing Strategies and Tactics Describe the purpose of the report you collected.com/Lessons/lesson_marketing_ mix. viewed June 2010. Further reading  ‘Marketing mix’.  ‘Marketing mix’.

htm>. viewed June 2010. Small business tool kit.  ‘Marketing plan: Marketing objectives and strategies’. Small business notes. viewed June 2010. viewed June 2010.au/dsrd/part/targeting/1/3/14. <http://www. viewed June 2010.smallbusinessnotes.learnmarketing.learnmarketing. <http://tutor2u. Information about marketing objectives can be found at:  ‘SMART objectives’.nsw. viewed June 2010.com/planning/marketingplan/marketpl anobjectives.gov.net/environment. Smart thinking. and analyse record variations  prepare and present marketing reports that indicate ongoing progress towards marketing objectives. Learn marketing.com.html>  ‘Marketing planning – setting objectives’.html>.net/smart. <http://www.asp>.htm>. <http://www.com/marketing/library>.htm>.marketingprofs.smallbiz. Section checklist Before you proceed to the next section.au/resources.  ‘The marketing environment’.html>. make sure that you are able to:  monitor and implement promotional activity against communication objectives in the marketing plan  monitor product.gov. <http://toolkit. Tutor2u. viewed June 2010.  ‘Part 3: Marketing objectives’. Small business tool kit. Marketing profs. Learn marketing. <http://smarthinking.  ‘Part 3: Targeting’.learnmarketing.  ‘Marketing resources: Most recent’. viewed June 2010.au/dsrd/part/marketing_objectives/1/1/ 3. <http://www. <http://toolkit. Information about target markets can be found at:  ‘Targeting’.net/targeting.Section 2 – Monitor Marketing Strategies and Tactics Student Workbook Information about resources can be found at:  ‘Free stuff and resources’. Learn marketing. <http://www.smallbiz.net/business/marketing/planning_setting_ objectives. Page 62 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . viewed June 2010. viewed June 2010.nsw.shtml>. pricing and distribution decisions against organisational policy and the objectives of the marketing plan  monitor marketing results against targets in the marketing plan  monitor marketing revenue and costs against budget.

Keep a track of what is unfolding. keep abreast with the organisations’ whisperings of entering the global market. this section discusses the need to follow organisational requirements when documenting improvement recommendations. for. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 63 of 97 . identifying opportunities for improvement through discussions with customers and relevant marketing mix personnel. as a marketing person. Both organisations are currently refurbishing stores with fresh new fit-outs and following through with marketing mixes that reinforce their revised marketing strategies.Student Workbook Section 3 – Evaluate and Improve Marketing Performance Section 3 – Evaluate and Improve Marketing Performance This section is about assessing marketing performance against objectives. in order to ensure the business maintains relevance and viability. Also. Take a moment to analyse what is currently being played out in our daily lives. you must be able to:  regularly assess marketing performance against objectives  identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix  change business practices in line with changing customer requirements to maintain business relevance and viability  document recommendations for improvements in accordance with organisational requirements  communicate changes to marketing objectives and targets with relevant stakeholders to facilitate implementation. Interesting times are ahead. We are experiencing marketing with a huge force between fierce competitors in our local market. it is certainly a learning experience that can be monitored daily. Both Coles and Woolworths are implementing aggressive marketing to cement their positioning in the market and their market share. In addition. What skills will you need? In order to work effectively as a marketing manager. communicating changes to marketing objectives and targets with relevant stakeholders and facilitating implementation. Scenario: Coles and Woolworths How are these major competitors combating the Aldi invasion? Consider the current market. The section also covers how to implement changes in business practices in line with changing customer requirements.

There are several ways to collect information that will assist you in evaluating your marketing campaign. Performance analysis isn’t just limited to sales. it is imperative to constantly monitor. they may compare one store against another. This enables you to analyse and gather invaluable information. This information can be used to improve the targeting of our marketing activity. singled out for detailed analysis. it needs to be a managed process. however. An excellent tool for evaluating marketing performance is to gather information measuring customer reactions. in the case of a wholesaler employing a sales team. other data can be analysed. Depending on your organisation. Performance analysis looks for variations from planned performance. Periodically assessing customers’ feelings and opinions of the organisation and how well their needs are being satisfied provides further valuable information. against the same stores performance last year or against expected performance. measure and assess marketing performance. Performance can also be analysed to see if the successes can be explained and implemented as an overall rule. however. and corrective action can be implemented. The purpose of assessing performance is to improve operations. it is imperative that you and your team have clear goals. store or other factors showing poor performance can be identified. you will need to design and implement relevant assessment processing according to measurable data. and the number of orders or the cost of various tasks. the figures are merely listed or graphed – they aren’t compared to standards. In performance analysis.Section 3 – Evaluate and Improve Marketing Performance Student Workbook Assessing marketing performance To effectively evaluate marketing performance against objectives. In a simple sales analysis. Consider what processes would best capture the required information for each of the following questions:  What has been the customers’ feedback?  What was our key focus of appeal?  Did we successfully appeal to our targets? Page 64 of 97 Steps in the control and assessment process BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . the number of calls being made. managers make comparisons. This data may include the miles travelled to see clients. The sales person.  What information needs to be collected?  How will the information be collected?  Will the chosen methods provide the information required to draw conclusions?  Use the same method to collect further information later in the campaign.

Your should be seeking information on:  the importance of gathering information detailing customer’s reactions  how beneficial this information is and what effect it has on marketing campaigns. __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ If you have identified that the marketing activities are not meeting objectives. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 65 of 97 .Student Workbook Section 3 – Evaluate and Improve Marketing Performance  What improvement suggestions do we have?  What product features were promoted?  What benefits of the product were promoted? Learning activity: Customer reactions Interview the marketing manager at your workplace. it will be necessary to collect and analyse relevant data in order to implement review of the areas of concern. This should be communicated to all relevant personnel and stakeholders to ensure all are aware of the situation and internal feedback could be able to pinpoint the problem assisting it to be rectified. Record your findings below. or a workplace you can get access to. about customer reactions to marketing activities.

Consumers make judgements and deliver perceptions of the service based on the employees they interact with.Section 3 – Evaluate and Improve Marketing Performance Student Workbook Identifying opportunities for marketing performance improvement Each element of the marketing mix needs to be constantly monitored and evaluated. The marketing mix can be expanded further to incorporate: People People are the most important element of any service or experience. evaluating and reviewing of marketing mix performance will highlight opportunities for change and improvement. The monitoring. and aspects of the customer experience are altered to meet the ‘individual needs’ of the person consuming them. Thinking about all of these changes highlights that marketing is certainly dynamic. With technology the world is becoming a smaller place. Service delivery is essential if the organisation wants to obtain a competitive advantage. opportunities can be identified for marketing mix improvements. The forces of competition will help speed up these opportunities. Through discussions with customers and responsible personnel. Given the pace at which changes occur any opportunities for improvement must be carefully timed. we are faced with global competition and consumers with higher expectations that need to be met and exceeded. to stay in the game you will need to adopt innovative thinking to ensure business survives and thrives. Page 66 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Services are produced and consumed at the same moment.

if you walk into a family restaurant. Physical evidence Physical evidence is the elements of the service mix which allows the consumer to make judgements on the organisation.  Process is another element of the extended marketing mix. What are the ingredients of the physical evidence? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 67 of 97 . and child-friendly environment. extra space and room to be able to lie down. if you travel first class you expect superior service. your expectations are of a clean.  For example.Student Workbook Section 3 – Evaluate and Improve Marketing Performance Staff should:  have a professional and well presented image  have appropriate interpersonal skills  have excellent service knowledge  be well trained and skilled to provide the service standards consumers expect. interview friends or family members to find out how this occurs in their workplace. Elements to consider:  Where is the service being delivered? For example. you could research how this is done in a public organisation such as a fast food outlet. Process Process refers to the systems used to assist the organisation in delivering the service. The right people will provide a huge impact to the overall success of an organisation. welcoming. If you do not have a workplace. Alternatively. to achieve a 25% market share an organisation implements a marketing planning process. Or on an aircraft. You should be looking for information in relation to the following. with meals that are appropriate. Learning activity: Physical evidence Consider your organisation. Some see processes as a means to achieve an outcome.

The most difficult ones are those where you decide not to do certain things. This creates a clearer vision of the elements of the marketing mix that need to be used to ensure profitable results from your marketing budget. The benefits of making such decisions are that it forces you to focus on a more limited and achievable sets of objectives. such as deciding certain market sectors are not key to your organisation’s success due to the difficulty in competing effectively. Taking time to think through your marketing strategy forces you to make decisions including:  accurately defining the marketplace  the market segment  the product positioning  the unique selling propositions. How does the organisation identify marketing mix opportunities for change and improvement? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 68 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .Section 3 – Evaluate and Improve Marketing Performance Student Workbook What do consumer’s perceive and expect? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Considering all key characteristics of a product or service will dictate what elements of the marketing mix to focus on and in which proportion. This assists the process. Learning activity: Identify opportunities for change and improvement Refer to your own workplace or use a simulated workplace such as the workplace of a friend or family member as negotiated with your facilitator. working through your marketing strategy also forces you to make difficult decisions. however.

can improve quality and customer service. Small changes can make a big difference. For example. Meeting the changing needs of the customer To maintain business relevance and viability it is imperative to change business practices as customer requirements change. However. continued business success can be ensured by exceeding customers’ expectations and go that extra mile to do everything a little bit better than the competition. regardless of the weather conditions. it certainly created an expectation and perception in the minds of customers that they would receive faster-than-ordinary service. Small organisations can have an advantage to adapt and change quickly. via phone or internet.Student Workbook Section 3 – Evaluate and Improve Marketing Performance Why is it necessary to implement changes if our marketing mix activities strategy is delivering according to projected targets and market performance is strong? Can’t we just be satisfied that everything is working according to plan and we can now sit back and relax? Complacency could see your competitors sail on by. Domino’s Pizza began as a small company and became a large company by guaranteeing delivery of pizzas within 20 minutes. it is also essential to have quality in serving and satisfying customers. effective communications and branding. engineering. Next time you order a pizza. Constant diligence is required to remain alert to changes that occur and the impact they have on the business. If the delivery took longer than 20 minutes. quality food. When competing against other organisations. quickly delivered to your door. CHECKLIST FOR IMPROVEMENTS  What is the process used to sell the products and services?  What process is used to obtain customer orders?  What process generates a record of the order for the company and customer? BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 69 of 97 . quality in packaging. conduct a quality improvement exercise: track an order from its inception to final delivery. Many organisations search only for that great moment of product or quality that will provide a competitive edge. it was free. simply because of their size. quality in advertising and promotion campaigns. regardless of size. Fast. design. But those great moments may be few and far between while opportunities to implement small improvements are within the organisation’s dayto-day capabilities. While quality of product is imperative. every organisation. all due to the marketing of the Domino’s concept. Although subsequently Domino’s has now changed this policy. Domino’s now enjoys a pizza menu positioned in a multitude of homes where consumers are quick to place an order. often at the expense of making smaller improvements.

To stay in the game you will need to adopt innovative thinking to ensure business survives and thrives. With technology the world is becoming a smaller place.  Does any opportunity spring to mind?  Why is it important for an organisation to look at new markets and opportunities? __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ Page 70 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Thinking about all of these changes highlights that marketing is dynamic. interview friends or family members to find out how this occurs in their workplace. If you do not have a workplace. we are faced with global competition and consumers with higher expectations that need to be met and exceeded. The forces of competition will help speed up these opportunities. Learning activity: Identify opportunities for change and improvement Consider your organisation and the need to develop new business opportunities. evaluating and reviewing of all processes of the marketing campaign will highlight opportunities for change and improvement.Section 3 – Evaluate and Improve Marketing Performance Student Workbook  What is the process to fill orders within the company?  How customer discounts are identified and is there a system implemented?  What is the expected time frame for the delivery of customer’s order?  Are orders checked for accuracy prior to despatch and upon delivery?  What process is utilised to deliver the goods?  Is there a code of conduct for persons having direct contact with the customer and how is this evaluated?  Is there a regular meeting of all associated personal to brainstorm improvement processes?  Are customers regularly followed up to determine satisfaction and future orders? Opportunities for change and improvement The monitoring. Given the pace at which changes occur any opportunities for improvement must be carefully timed.

Student Workbook

Section 3 – Evaluate and Improve Marketing Performance

Documenting recommendations for improvement
In accordance with organisational requirements, when recommending
improvements for marketing performance, documentation needs to be prepared
and reflect organisational policies and procedures.
Documents need to provide:

revised implementation schedule

marketing mix components implementation and by whom

a situational analysis describing:
o problems
o opportunities
o organisational internal and external environments.

A reviewed summary of the current organisational situation should also be
compiled. This involves conducting a SWOT analysis to determine the strengths,
weaknesses, opportunities, and threats of, and to, the organisation.
Revised financial aspects including:

budgeting

ROI (return on investment)

targets – expected financial results.

Ensure all documentation meets organisational policies and procedures.
Learning activity: Documenting improvements
Speak with relevant marketing personnel at your workplace or a
workplace you can get access to through friends or family, and
answer the following questions.
How are improvements to marketing objectives or activities
documented?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
BSBMKG514A Implement and monitor marketing activities
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Section 3 – Evaluate and Improve Marketing Performance

Student Workbook

What are some examples that have identified during marketing activities that
have resulted in changes or improvements to business practices?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

Communicating changes to marketing objectives
To facilitate effective implementation, changes to marketing objectives and
targets need to be clearly and concisely communicated with relevant stakeholders
to ensure a smooth transition. Relevant documentation will ensure the process is
communicated effectively to the relevant
personnel.
As previously identified stakeholders may
include:

board of directors

finance staff

human resources staff

it staff

managers

marketing personnel

owners

production staff

supervisors.

We already know the main marketing objective
should lead to sales.
When revising objectives is it imperative to
clearly communicate to all relevant personnel
the redefined marketing objectives, making sure
they are consistent and not in conflict with each
other.

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Steps in the control and
assessment process

BSBMKG514A Implement and monitor marketing activities
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Student Workbook

Section 3 – Evaluate and Improve Marketing Performance

Also, ensure that the remainder of your marketing plan components support the
revised marketing objectives:

the marketing strategy

budget

action plan

controls and measures.

You will need to reassess the communication of your amended marketing
objectives and finalise the reviewed components of your marketing plan. You will
also need to ensure the necessary resources are still available and all
communications have been received for implementation.

Communication process

Learning activity: Communicating changes
Refer to your own workplace or use a simulated workplace such as
the workplace of a friend or family member as negotiated with your
facilitator
Research and provide evidence of the process used within the
organisation when communicating changes to marketing objectives.
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

BSBMKG514A Implement and monitor marketing activities
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Page 73 of 97

au/dsrd/part/marketing_objectives/1/1/ 3. viewed June 2010.com/principles-of-marketing-tutorials/how-to-writea-marketing-plan/identify-marketing-strategy>. Further reading  ‘Identify marketing strategy’. Small business tool kit. in line with changing customer requirements to ensure business maintains relevance and viability.Section 3 – Evaluate and Improve Marketing Performance Student Workbook Section summary You should now understand how to assess marketing performance against objectives.  ‘Part 3: Marketing objectives’. Information about marketing objectives can be found at:  ‘SMART objectives’. viewed June 2010. Business owner’s toolkit. Page 74 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . <http://toolkit. <http://www.learnmarketing.toolkit.com/ planning/marketingplan/marketplanobjectives. viewed June 2010. Small business notes. How stuff works.html>.com/marketing–plan18. viewed June 2010.smallbusinessnotes. Section checklist Make sure that you are able to:  regularly assess marketing performance against objectives  identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix  change business practices in line with changing customer requirements to maintain business relevance and viability  document recommendations for improvements in accordance with organisational requirements  communicate changes to marketing objectives and targets with relevant stakeholders to facilitate implementation.htm>.  ‘Marketing plan: Marketing objectives and strategies’.howstuffworks. <http://www. <http://www.net/smart. identify opportunities for improvement through discussions with customers and relevant marketing mix personnel. Know this.com/small_business_guide/sbg. <http://money.aspx?nid= P03_8070>.nsw.htm>. <http://www.html>.  ‘Sales and marketing plans’.  How marketing plans work’. communicating and facilitating the implementation of changes to marketing objectives and targets with relevant stakeholders. viewed June 2010.knowthis. Learn marketing. follow organisational requirements when documenting improvement recommendations. implement changes in business practices. viewed June 2010.smallbiz.gov.

Implement Information about an event. product or service. product or service. when and how. email. Marketing strategy A marketing strategy is the foundation of a marketing plan. Feedback Information about an event.Student Workbook Glossary Glossary Term Definition Action plan An action plan Is a documented plan that identifies required tasks. it integrates an organisation’s marketing objectives. Facilitate Facilitation is used in business and organisational settings to ensure the design. policies and actions. internet or direct response television commercials to target specific customers. implementation and operation of successful outcomes. Marketing plan A marketing plan is a written document that details specific actions required to successfully implement a marketing strategy for a product or service. Consumer feedback provides the basis for modification or improvement of the event. goals. Consumer feedback provides the basis for modification or improvement of the event. BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 75 of 97 . resources and timelines. product or service. Direct marketing Direct marketing is the use of mail. and have them respond to marketing campaigns. Marketing Marketing is the process where organisations present products or services which may be of interest to customers. telephone. through a strategy utilising communications and business development Marketing mix A marketing mix will comprise several elements that make up the marketing campaign. Business-tobusiness marketing A business marketing their goods or services to other businesses. product or service. It defines what needs to be achieved.

Services marketing Marketing based on relationship and value. place. gender. marital status and economic circumstance. This type of marketing focus on the 7 Ps (price. Public sector marketing Marketing activities carried out by government agencies or groups that are aimed at providing public services rather than generating a profit. gender. For example. using a monitor or measuring tool. promotion. Viability A target market is a market segment which a particular product or service is marketed to.Glossary Student Workbook Term Definition Monitoring Assesses the situation to observe any changes which may occur over time. Resources Elements that are utilised to assist the process. human. presentation. Stakeholders Persons involved directly or indirectly with the organisation or project. Telemarketing A form of marketing in which the seller contacts a potential customer by phone to initiate and finalise a sale. financial and physical. It is can be defined by factors such as age. It is can be defined by factors such as age. participants. physical evidence and process). Target market A target market is a market segment which a particular product or service is marketed to. technological. Page 76 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . marital status and economic circumstance.

Student Workbook Appendices Appendices Appendix 1: Individual action summary Individual action summary Team member/owner: Objective: Description of activities: Deliverables: Timeframe: Resources required: Review date: BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 77 of 97 .

Appendices Student Workbook Appendix 2: Action planning templates Action Plan Template Project: _____________________________________________________________ Date: _______________________________________________________________ Goals: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Measures of success: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Scope of organisational impact: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Staffing and participants: Name Role _____________________ _____________________ ____________________ _____________________ _____________________ ____________________ _____________________ _____________________ ____________________ _____________________ _____________________ ____________________ _____________________ _____________________ ____________________ Time commitment Tracking and reporting process: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Page 78 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .

Student Workbook Appendices Dependencies. and constraints: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Action Item Action item number: ___________________________________________________ Owner: ___________________________________ Due date: _________________ Description of activity: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Deliverable/s: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Resources needed: _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 79 of 97 . risks.

Appendices Student Workbook Action Plan Tracking Action item Number Page 80 of 97 Date started Date completed Comments BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .

Student Workbook Appendices Appendix 3: Marketing plan and implementation template Marketing Plan Template Marketing item Purpose Method Assigned to Date required Launch date 1 2 3 4 5 6 7 8 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 81 of 97 .

Student Workbook Appendices Implementation plan template Task/deliverables Page 82 of 97 Responsibility Planned end date Actual end date Complete Comment BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .

Student Workbook Appendices Appendix 4: Consumer responses – school supply store The following table shows the responses received to various types of coupons issued by a school supply store in relation to a week-long sale. School stuff super sale – One week only Responses received Coupon type Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Local paper 3 2 0 2 3 2 0 Letterbox Drop 5 8 6 8 5 4 6 Email 8 12 10 14 12 10 15 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 83 of 97 .

Appendices Student Workbook Appendix 5: Marketing plan Marketing plan for  BBQfun  December 2009  Page 84 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .

......6 Critical Issues .....................2 Sales forecast ............. 92  3.......................................................0 Situation Analysis ....................3 Competition ......................................0 Marketing Strategy ...............................................................1 Mission ... 92  3......................................................................................................................................................................4 Service offering.3 Expense forecast ........... 93  3............................ 89  2..........5 Keys to success . 86  2........................................................3 Financial objectives ............................6 Strategy pyramids................................................. 94  4.... 94  4...2 Marketing organisation ..................................... and Forecasts .................................0 Executive Summary .... 96  5..............................4 Target marketing ............................... 95  4........2 Marketing objectives ........... 95  5.............................................. 96  5............9 Marketing research ............................................................................................................................................................................................................................. 90  2......... 86  2.......................................... 96  5... 91  3...................0 Financials............................................1 Break-even analysis ....................................................................................................................Student Workbook Appendices   Table of Contents   1.................................. Budgets.... 97    BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 85 of 97 ...................................................................................7 Marketing mix .. 95  4........................ 91  2......................5 Positioning ..............................................................3 Contingency planning ................................................................................................................................................................................ 89  2.......1 Implementation milestones ....................................... 91  3........................................................2 SWOT analysis ............................................1 Market summary . 92  3..................................................................................8 Product development ....................0 Controls ...................................................................................................................................... 86  2.................................... 91  3.................................................................................................. 94  3.................................................... 93  3.................... 93  3.....

   geographic:  o our immediate geographic target is the area of Brisbane with a  population of 1.Appendices Student Workbook 1.0 Executive Summary  BBQfun will be the leading outdoor‐lifestyle retailer. catering to the growing need for  furnishing new and renovated dwellings in the greater Brisbane area.   2.  2. fashionable and unique outdoor‐lifestyle items that caters  to the house‐proud needs of our market.000. The basic  market need is for quality.   BBQfun will reinvent the way people shop for outdoor‐lifestyle products. Our after sales service and three‐year  guarantees will find traction with a market dominated by low‐quality items. and marketing is now critical to its continued success and future  profitability. The  assortment offer of BBQs. outdoor furniture and BBQ accessories will position  BBQfun as best in class for outdoor‐lifestyle retailing.000. demographic. their specific needs. BBQfun will leverage  this information to better understand who is served.1 Market summary  BBQfun possesses good information about the market and knows a great deal about  the common attributes of our most prized and loyal customers. The initial rollout of stores has  been well received. BBQfun will  build its reputation on offering the fullest assortment of products possible in our  chosen fields.7%.1 Market demographics  The profile for BBQfun customer consists of the following geographic.0 Situation Analysis  BBQfun is close to entering its fifth year of operation. and how  BBQfun can better communicate with them.  2.  and behaviour factors based on a local chamber of commerce report:   overview of greater Brisbane area:  o high population growth of 5% per year  o new homes and renovated homes growing from a base of 50. incorporating both local and imported goods with products sold on  easy to manage long‐term payment plans.  Page 86 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .000  o a 30 km geographic area is the average store market footprint  o the total targeted population is estimated at 250.1. The store offers wide‐ranging outdoor‐lifestyle items on easy to manage  payment terms and supplies a three‐year guarantee on every item sold.000 per  year  o low unemployment of 4.

 The outdoor‐lifestyles patron today relative to yesterday is  more sophisticated in a number of different ways.000. according to the chamber of  commerce  o high percentage of young professionals who work in the Central  Business District  o high percentage have attended college and/or graduate school  o an average household income of over $130.1.  2.3 Market trends  The market trend for outdoor‐lifestyle stores is headed toward a more sophisticated  and informed customer. People are demanding a larger selection of choices.    Competitive pricing: All products/services will be competitively priced relative  to comparable high‐end outdoor‐lifestyle lines. that are sold on an easy to manage payment plan with a three‐year  guarantee are the keys to our customer’s needs and wants. BBQfun believes that easy to access stores with extensive choices in our  chosen fields.    Unique.    Accessibility: The patron can gain easy access to the store with minimal wait. The preference for high‐quality items is increasing as customers  are learning to appreciate the qualitative differences. BBQfun seeks to fulfil the following benefits that are important to their  customers. they are no  longer accepting a limited offer in outdoor‐lifestyles. Our patrons appreciate the opportunity to include outdoor‐lifestyles  in their home that stand out from the mass produced and sold low quality  items.   Selection: A wide choice of options. this is the segment that makes up 50% of the Brisbane  new and renovated house markets.    Selection.2 Market needs  BBQfun is providing its customers with a wide selection of merchandise in its chosen  field.  2.    behaviour factors:  o no issue with debt – will borrow on the future to enjoy today  o looking for security in purchasing  o looking for the ‘house‐proud’ factor in outdoor‐lifestyle purchasing.1.   Item quality.    Customer service: The patron will be impressed with the after sales service  and guarantees.  BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 87 of 97 .Student Workbook  Appendices demographics:  o male and female  o ages 20–50.  Above all.

 BBQfun assumes that interest rates are staying steady  and so will have no affect on disposable income.1.  BBQfun strongly believes that customers are more interested in range of products. patrons have become more  sophisticated.  Page 88 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .Appendices Student Workbook The reason for this trend is that within the last couple of years there has been an  explosion of media in the form of TV shows and magazines that have promoted  exotic and different outdoor lifestyles. There is  also a strong push for environmentally sound business practices in the legislative  framework.1. These are  the reasons that they will shop with us and become loyal patrons. With more choices.  This growth can be attributed to several different factors.   2.  Outdoor‐lifestyle sales are estimated to grow by at least 6% for the next few years. the greater availability of  affordable and interesting quality imports with the high value of the Australian dollar  and the marketing by popular TV shows like Homes Beautiful and Better Outdoor‐ lifestyles.4 Market growth  In 2008.  Technological developments.5 Economy  Based on economic forecasts. The same assumption is made  about employment levels. with the broadband rollout across greater Brisbane and  the rest of Australia. the National outdoor‐lifestyle market reached $300 million dollars.  2. The greater disposable  household income from the two income families. will abide by the law in all its  dealings and comply with all legislation that impact on its business activities. as business operating in Australia.7%.1. which BBQfun sees as a positive for their business model. This trend is intuitive as you can observe a more sophisticated patron  in larger city markets such as Sydney or Melbourne where there has been more  choices available. where BBQfun assumes that unemployment levels remain  the same at 4.  2. BBQfun. BBQfun identified that the government focus and  emphasis in future legislative direction will be about ‘growing the economy’ and  ‘population base’.  after sales service and easy to manage payments than any other issues. are opening up significant opportunities for internet shopping  and for providing information for our customers about our product range.6 Political  From research carried out. Our patrons no longer need to accept a  limited number of options.

2.  2.    Assortment offerings that exceed competitors’ offerings in quality.  Strong in the replacements segment.1 Strengths   Excellent staff who are highly skilled and knowledgeable about outdoor  lifestyles. Lots of cheap imports. Not in Brisbane.3 Opportunities   A growing market in a high growth area with a significant percentage of the  target market still not aware of BBQfun’s offer.2.2 Weaknesses   A limited marketing budget to develop brand awareness due to the lack of  critical mass and store cover.  BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 89 of 97 . functional and efficient for a commercial  urban district. Concentrating on established markets.   BBQ’s R Us: Broad range of outdoor‐lifestyle products including trinkets and  furnishings.2 SWOT analysis  The following SWOT analysis captures the key strengths and weaknesses within the  company. and describes the opportunities and threats facing BBQfun.Student Workbook Appendices 2.    The struggle to continually fund the growing long‐term repayment plans  taken out by our customers.    Competition from national chains moving into the Brisbane market. range and  accessibility.  2.    Increasing sales opportunities outside of our target area – greater Brisbane.2.  2. but the quality  of products is quite good. All Australian made.3 Competition  2.2.    High customer loyalty among repeat customers.    Great retail space that is bright. Not in Brisbane. Mostly in Melbourne  and Adelaide.    A slump in the economy reducing customer’s disposable income spent on  outdoor‐lifestyles. Mostly in Sydney and Melbourne.1 Competitors  National competition:   The Yard: has a limited selection but significant depth.3.   2.  No significant marketing or promotion.  2.4 Threats   Competition from local independents as owner/operators that can reduce  prices lower than our staff‐run stores. The price point is high.

   3.  2. The three‐year guarantee is unique in the market place.  Renovations – growth in potential customers 7%.000.2 Growth and share analysis  New dwellings – growth in potential customers 10%. Customers can see the quality of the  product as it is displayed in the stores.    Size: 1.   BBQfun will ensure that all aspects that are involved in the delivery of satisfaction to  the customer will work using an integrated approach. Collectively their average item sale  price is $250. Not in Brisbane.  BBQfun do not see the competitors changing their marketing strategy or product  offer in the foreseeable future.4.   Page 90 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd . Extensive  advertising. Mostly  retailing Australian manufactured goods.500 m2. The following are characteristics of the  product:  1.4 Service offering  BBQfun has created an outdoor‐lifestyle range of retail products that are  differentiated and superior to competitors.1 At a glance – The prototype BBQfun store:   Location: a commercial.000. or urban retail district.  2. Strong in the  replacement segment rather than new and refurbished dwellings. and are growing at about 8% per  year. Estimated Brisbane customer  numbers in 2010 is 35. No imported goods.  Local competition:   All independents. Estimated Brisbane customer  numbers in 2010 is 95.  Ranges vary according to owner preferences. have a market share of 48%. Strong in  other capital cities.  Replacement – growth in potential customers 5%. Low to medium quality. suburban neighbourhood. Mass markets  outdoor‐lifestyles at good value prices.Appendices  Student Workbook Outdoorz: Large operations of only a few stores per city. BBQfun’s credit offer is backed by a top tier bank. Very little imports. Broadest possible range in chosen fields.    Design: bright and functional. These stores are owned by individual owner operators.000. Imported products make up 33% of the assortment.  BBQfun prides itself on providing service that is on par if not better than any of the  local independent stores and far in excess of the national chains.  2.   4.000 to 1. Estimated Brisbane customer  numbers in 2010 is 120.3.   2.

 BBQfun’s will do direct mail  and local advertising.   Types of transactions: 60% cash.Student Workbook Appendices  Employees: 15–20 full‐time staff. Its critical issues are as follows. The advertising program  will target local letter‐box drops. Previous  features in the BrisNews magazine has seen a dramatic increase of sales immediately  after the article was published.   BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 91 of 97 . Scott Bremmer. helped us identify the following site selection criteria:   new dwelling populations   shopping patterns requiring easy access   customer car parking counts. imported and high quality outdoor‐lifestyle affordable to all.  3. Location.000 for the year. radio and magazines.   Continue to finance the easy manage long term repayment plan for  customers.   2. plus casuals.  BBQfun’s site selection criteria are critical to success. BBQfun  exist to attract and maintain outdoor lifestyle customers wishing to purchase  products that give our customers pride in their homes. 40% on long‐term repayment plan. This will promote our  uniqueness and contribute to improved profit margins. Our after sales service is  second to none supported by our easy to manage long term repayment plans which  make unique.0 Marketing Strategy  BBQfun’s advertising budget is set at $250. former partner  of a an international chain.   Committed to sales growth which allows for greater options in import  assortments and in reduced price with volume buys.   BBQfun will try to get articles about BBQfun into the BrisNews magazine. with coupon inserts in the BrisNews magazine likely to be the  most successful of the campaigns.1 Mission  BBQfun’s mission is to provide customers with the most extensive assortment of  quality outdoor‐lifestyle products available in the market. Location.6 Critical Issues  BBQfun is still in the speculative stage as a possible franchise concept or joint  venture.   Locate in easy access sites close to the growing markets in new dwelling  development.  2.5 Keys to success  Location.  3. Our services will exceed the  expectations of our customers.

   Renovations – demand for high quality and different items.4 Target marketing  The market can be segmented into three target populations:   New dwellings – generally want to purchase entire suites.2 Marketing objectives  1. Cheap price required. Reduce the overhead per store through disciplined management of expenses. extensive car park access. Typically shopped  as couples. Continue increase our gross profit margins. close to new housing estates  being established. Establish brand recognition in Brisbane so that at least two in three people  recognise our brand in a random survey taken in 18 months’ time. Outdoor lifestyle stores have been very  successful in stand alone. Single shopper.000 to 16.000.Appendices Student Workbook 3.   3.   3. 3.3 Financial objectives  1. A double‐digit growth rate for each future year. These areas have families who have household disposable  incomes of over $40. making up 50% of the  new and renovated dwelling market. Unique and  exotic over rides price concerns. BBQfun arrives at a profile of the  primary customers:   sophisticated people who are house proud   shoppers who will drive to an easy to access store   customers who require payment plans to spread their commitment over an  extended period   renovators and new‐home builders   20–50 year olds  Page 92 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .   Replacement – basic functional products that replace and broken or worn  item.  Combining several key demographic factors.   2. Increase sales from $15 million per year to $20 million per year in the next  three years  2. 3. Price sensitive to a point but coordination is the highest priority. Increase our loyalty customers list from 10.  The BBQfun customers are mostly aged between 20 and 50.000 per year.

 This message will be  communicated through a variety of methods. The direct  mail campaign will be a way to communicate directly with the consumer.  By offering a superior service in range and uniqueness. It offers the  house proud customer a different option from the cheap mass produced  offer prevalent in the market   Service: BBQfun offer the only three‐year guarantee in the market. The first will be direct mail.5 Positioning  BBQfun will position itself as a broad assortment. Because of this level of effectiveness and  low/zero cost. Brisbane consumers who appreciate high quality and uniqueness will  recognise the value and unique offerings of BBQfun.   The message that BBQfun will seek to communicate is that BBQfun offers the widest.  BBQfun’s positioning will leverage their competitive edge. BBQfun will excel relative to  the competition and achieve our objectives.  3. Patrons will be single as well as  families. commanding a majority of the market share within five  years. quality and unique. Our experienced staff can assist with product knowledge second to  none in the industry. Our easy  play payment scheme is just what our mortgage repaying customers  welcome. and work toward building  customer loyalty and referrals. develop that customer base. BBQfun will  also use ads and inserts in Brizzy magazine. ages 20–50. and customer service. The marketing strategy will seek to first create customer awareness regarding  their services offered.  3. advertising and promotion.  most exotic.   Product: The product will be wide ranging. easy access outdoor‐lifestyle products in Brisbane.   Pricing: While BBQfun will price at comparable prices for comparable quality.  BBQfun also believe that the local patrons far prefer to receive information from the  store via flyers in the letterbox. BBQfun will work hard to get press in the Brizzy. This campaign will invite people from Brizzy for lunch to get articles  written about BBQfun into the news. unique outdoor‐lifestyle  retailer.  distribution.Student Workbook Appendices 3.6 Strategy pyramids  The single objective is to position BBQfun as the premier outdoor‐lifestyle store in  the greater Brisbane area. We push value over cheap and back this up with a three‐ year guarantee. quality.   The last method for communicating BBQfun’s message is through a grassroots PR  campaign.   BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 93 of 97 .  it will not be cheap.7 Marketing mix  BBQfun’s marketing mix is comprised of these following approaches to pricing.

    Customer Service: BBQfun’s philosophy is that whatever needs to be done to  make the customer happy must occur.  3. BBQfun  management will continually visit local outdoor‐lifestyle stores for two reasons. expense  forecasts.  Access to ongoing market research will also be achieved via the publications from  the Outdoor Lifestyle Association of which BBQfun has recently become a member.9 Marketing research  During the initial phases of the marketing plan development. Budgets. sales forecasts. The  first is for competitive analysis. BBQfun will address break‐even analysis. By getting feedback from these  firms. An additional source of market research that is dynamic is  a feedback mechanism based on a suggestion card system in‐store.   Advertising and promotion: The most successful advertising will be ads and  inserts in the Brizzy as well as a PR campaign of informational articles and  reviews also within the Brizzy. The second reason is that local business owners are  often part of an informal fraternal organisation where they support each other's  business.  Page 94 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .   The last source of market research is competitive analysis/appreciation. These  focus groups provided useful insight into the decisions. and decision‐making  processes. and Forecasts  This section will offer a financial overview of BBQfun as it relates to the marketing  activities.  3.Appendices Student Workbook  Distribution: BBQfun products will be distributed through a chain of retail  stores which customers can access easily via the large car parking  arrangements. Promotions will take the form of in store  entertainment and competitions with prizes to exotic overseas destinations.0 Financials. and how those link to the marketing strategy. providing BBQfun with timely information regarding  other store’s service offering. this investment will pay off with a  fiercely loyal customer base who is extremely vocal to their friends with  referrals. changes can be made or products ‘canned’ so that only tested and proven  products make it onto the store assortment list.8 Product development  It is envisaged that new products will be developed on a regular basis in line with  changes in customer taste which is targeted at every 12 months. of consumers. The plan for  product testing is to engage market research firms. several focus groups  were held to gain insight into a variety of patrons of outdoor‐lifestyle stores.  4.

000.000 50.000 180. By year two  things will get busier.000 50. Cannons will also be given access to the marketing cost data so that they can  periodically examine and validate marketing costs in line with industry benchmarks.  They have always been the preferred consultants because they are locally based  unlike the national group of consultants.1 million in sales per year will be needed to  reach the break‐even point.  Sales forecast    2009 2010 2011 Total sales  11.  BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 95 of 97 .  Fixed costs are estimated at $150.  4.000.000 Gross profit  5.000 12.   Marketing expense budget  Expenses  Direct mail  Magazine adv  Radio Promotions  Total  2009 2010 2011 40.1 Break‐even analysis  The Break‐even analysis indicates that $1.000 210.Student Workbook Appendices 4.000 30.000 70.500.000.000 6.000 100.000 Ongoing sales forecasting will be to use the services of Cannon’s Consultants who  will advise on all aspects of the marketing function that BBQfun will be engaged  with.2 Sales forecast  The first year of the plan will be used to get the cafe up and running. therefore. Variable costs are 40% of sales.  sales of $1. Brown & Holingsworth.000.000.000 7.000 4.3 Expense forecast  Marketing expenses are to be budgeted so that they are ramped up in the first year.000 200.000 60.500.0 million will be sufficient to pay for the fixed and variable cost.000 80. based in  Melbourne. Sales will gradually increase with profitability being reached by  the beginning of year two.000 15.  Gross profit is anticipated at 50%.000 110.

000  Direct  marketing  Start Date  End Date  Budget  Total direct  marketing  budget   July 2008  June 2009  $40.   Page 96 of 97 BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd .Appendices Student Workbook Profitability outcomes budget  Profitability  Average price Gross profit BBQ  $600 45% Outdoor Furniture  $920 50% $50 60% $450 50% BBQ accessories  Total  5.000  Manager  Marketing  Manager  Department  Marketing  Department  Marketing  Manager   Marketing  Department  Marketing  Manager  Marketing  Marketing  5. It is important to  accomplish each one on time.000  Magazine &  PR  Start Date  End Date  Budget  Total  magazine &  PR budget   July 2008  June 2009  $110.  Milestones  Advertising  Start Date  End Date  Budget  Total radio  advertising  budget   July 2008  June 2009  $30.2 Marketing organisation  BBQfun’s marketing manager is primarily responsible for marketing activities and has  the authority and responsibility over all company activities that affect customer’s  satisfaction. and on budget.1 Implementation milestones  The following milestones identify the key marketing programs.   5.0 Controls  The purpose of BBQfun marketing plan is to serve as a guide for the organization.000  Totals   July 2008  June 2009  $180. This is in addition to his other responsibilities.

  Worst case risks may include:   determining that the business cannot support itself on an ongoing basis   having to liquidate equipment or intellectual property to cover liabilities. national chain. and creativity are also to be utilised.  BSBMKG514A Implement and monitor marketing activities © 2010 Innovation and Business Industry Skills Council Ltd Page 97 of 97 .  Feedback will come from in‐store feedback forms and local customer surveys    5.3 Contingency planning  Difficulties and risks include:   problems generating visibility   overly aggressive and debilitating actions by competitors   an entry into the Brisbane market of an already existing.Student Workbook Appendices Cannons have been engaged to provide marketing services as required. and some  outside resources for graphic design work.