ALR 710 21 Assessment 1
ALR 710 21 Assessment 1
Assessment one client briefs
Zambrero is a social enterprise with a mission to bring ‘feel good Mex’ to Australia. It does this by donating a meal to a person in need every time a customer purchases a burrito or bowl.
The brand has retail outlets across Australia, with an impressive presence in both metropolitan and regional Australia and achieved success with home delivery options. If you choose this client, the focus of this particular marketing communication plan will be to encourage in-store dining at Zambrero’s restaurants across Australia.
A plan that inspires brand loyalty amongst a clearly defined (segmented) audience should be achieved by building knowledge of the brand’s distinctive mission and delicious menu.
The implementation of your plan for Zambrero should commence in October 2021 and run for at least two years.
Team Timbuktu is an Australian owned and designed active-wear brand that focuses on both style and sustainability. The brand’s apparel is made from 100% recycled fabrics and promises to plant a tree for every customer order.
While the brand has achieved early success, it is operating in a highly competitive product category that includes several major ‘fast fashion’ labels.
If you choose this client, the focus of your plan will be to find innovative ways to make this brand stand out based on both its sustainability credentials and distinctive Australian designs.Your plan should build loyalty amongst a clearly defined (segmented) audience within Australia.
The implementation of your plan for Team Timbuktu should commence in October 2021 and run for at least two years.
Thankyou is one of Australia’s best-known social enterprises, with the sale of its products helping to fund projects that address extreme poverty around the globe. Over its 12-year history, Thankyou has developed water, food, body care and baby care products.
If you choose this client, your plan will seek to raise awareness – and, in turn, build brand loyalty – of Thankyou Baby Care amongst a clearly defined (segmented) audience in Australia.
While other current product offerings are still important to the brand, your plan should specifically focus on the Thankyou Baby range and how purchasing its high-quality products helps those in need.
The implementation of your plan for Thankyou Baby should commence in October 2021 and run for at least two years.
Assessment one: Promotional Plan Part A overview
Due: 19 August 2021, 8.00 pm AEST
Word count: 2,000
You will select one client organisation from the choices announced in week two. Please note: the organisations were purposefully selected due to their unique attributes and the creative opportunities they present. You are not permitted to choose a client other than those introduced in week two.
Information is readily available from the Internet about these organisations and the social context in which operate. Once you have made your selection, this assessment makes provision for logical assumptions when addressing the criteria. As such, do not contact the organisations.
Suggested report headings and subheads as well as guidance on report components are available in the Study Guide for this unit.
This assessment task requires you to apply concepts and models discussed in learning materials. You will struggle to pass if you do not apply (and provide references for) these concepts and models. ‘Googling’ the terms below and guessing your way through is not an acceptable (or smart) approach to take – apply the industry-standard approaches discussed in the weekly notes, study guide and unit readings.
It is vitally important that you follow BOTH the instructions on this page and those contained in the study guide for weeks one to five – the study guide exists to guide you through the assessment.
You are encouraged to read widely and incorporate literature including academic material, online databases, the Internet, marketing media and market research data (secondary not primary). Reference all source material, i.e. information that has been quoted or paraphrased from a published document (this includes websites). A minimum of eight references is required.
While a promotional plan prepared for a client in the professional world may not include academic justification (as required for this academic assessment), a client or employer would still expect that if you sourced an idea from elsewhere, you would provide proper acknowledgement.
Promotional plan components
Table 1: Sections required for Promotional Plan Part A
|Title Page||Includes the title of your marketing communication plan (i.e. what product is being promoted), the author (your name), the date, unit name and code, and who the plan is prepared for (i.e. your client)|
|Introduction||In one or two paragraphs state the client, the product/service being promoted, the duration of the plan, the geographic scope and the promotional opportunity/problem the plan addresses|
|Situation analysis||Marketing mix analysis||Product – describe the product|
Price – incorporate literature about pricing strategies when discussing price
Place – think strategically about where the product is distributed
Promotion – describe previous and present promotions. If none, state this. Don’t make recommendations for future promotions in this section
|Study guide and notes weeks 1, 2 & 4 Belch et al 2020 chapters 2, 4 & 7|
|Internal factors||Staffing and resource issues: |
Identify staff member/manager responsible for the promotion and briefly state their position. Identify departments involved with the campaign; are there any skills gaps that would suggest external agency support is needed? Are there any weaknesses that must be monitored or addressed? Assessment of external agencies:
Will you use external agencies and if yes how are they selected and why?
|External factors||Customer analysis -describe the typical customer of your product|
Competitor analysis – for the purpose of the assessment, focus on three key competitors
Environmental analysis – analyse the relevant factors in the political, economic, social/cultural, technology, legal and natural environments
|SWOT analysis||SWOT present in table form to provide a ‘snapshot’ of the situation analysis Draw on information from your marketing mix analysis plus your internal and external analyses|
|Target marketing||Market segmentation||Identify the possible segments that your organisation could market to; present these segments and variable descriptors in a table||Study guide and notes weeks 2, 3 & 4|
Belch et al 2020 chapters 5 & 7
|Target market(s)||State clearly which of the above segment/s you will target and briefly justify your choice. Refer to your situation analysis for the support you need in this task (however, DO NOTrepeat large parts of the situation analysis)|
|Target audience(s)||Identify and describe your key target audience/s|
|Positioning statement||Provide a succinct positioning statement|
|Objectives||Marketing objective||You only need one for the purpose of this assessment||Study guide and notes week 5 Belch et al 2020 chapter 7 / writing objectives guide|
|Communication objectives||You will need more than one. Think carefully about the communication tasks you need to achieve|
|These are short-term objectives and have an important role to play in evaluation|
|Appendices (optional)||You have the option of including appendices to present additional information or detail on sections discussed in the body the plan. Ensure you refer to this in the main part of your text|
|Reference list||You must acknowledge any sources that are not your own including theory, text, ideas, artwork, images etc, using (Author-Date) Harvard style referencing|
Please note: Your title page, any appendices and reference list are not included in the word count. Text in tables is included in the word count. A table of contents is not required for this assessment.
Formatting and Referencing Instructions
• Present in report format with numbers for each section and subsection
• Include your name, student number and the unit code in the footer of each page
• Use 2.5cm for right and left side margins
• Every page, except the title page, should be numbered
• Line spacing within paragraphs should be set at 1.5
• Remain consistent throughout your document with the Harvard referencing style
• Development of industry-standard situation analysis, target market/audience identification and objective setting components
• Demonstration of independent and wide-ranging research skills
• Application of formatting, referencing and writing (inclusive of spelling, grammar and punctuation) skills