ASSESSMENT FOR BSBMKG413-PROMOTE PRODUCTS AND SERVICES
STUDENT NAME- SHYAM BAHADUR THAPA
STUDENT ID-20180444
TASK 1
Task 1 – Theory: Short Answer Questions
This competency requires you to demonstrate that you can design and deliver promotional presentations, evaluate promotional impacts, present and advocate promotional strategies within the organisation, and to assess and report on customer satisfaction.
To enable you to do this, you must answer the following theory questions.
If you require more space, you may use your own paper placing your name and group identifier at the top and the question number beside your answer.
1a. How does legislation and regulation impact on marketing plans?
1b. What is the planning process for organising promotional activities?
1c. What are the organisation’s marketing objectives and how do they support the overall business objectives?
1d. How can promotional activities be used by the following to support the marketing objectives?
Advertising
Client functions
Employee functions
Social media
Product launches
Web pages
TASK 2
Task 2 – Practical: Design and Planning
Task 2 requires you to develop a promotional campaign and action plans for the
Bounce Fitness Corporate Marketing Plan.
To enable you to do this, you must develop and plan the coordination of the promotional plan for the Bounce Fitness Corporate Marketing Plan.
Complete your answers on your own paper and include a copy with this Assessment Pack for your Assessor. If you require more space, use your own paper placing your name and group identifier at the top and the question number beside your answer.
If you use your own business, you must include copies of all documentation to which you refer for the Assessor.
If you use your own business, all answers must be confirmed by their supervisor during the interview to complete the Evidence Record.
Discuss:
2a. The overall marketing objectives, where you believe opportunities for promotion lay and the type of promotion you plan on implementing, and how it relates back to marketing objectives.
Ans. O
verall bounce fitness prides itself on offering personal training services with all the added benefits at a much more reasonable price then its larger competitors.
Bounce fitness will continue to promote focusing on key area such as great Sydney quality equipmentand superior facilities and will concentrate this effort mainly on the corporate sectors.
Bounce fitness will take advantage of this evolving market by focusing on key strategies of coupling personal training, life coaching and natural health enhancement as these are some of the fastest growing and strongest demand areas with this industry.
Basedon the overallgoals of the business identified in the Business and marketing plans, we believe the promotional strategy should be heavily focused on promoting Bounce Fitness business through the following techniques:-
1)Advertising in lifestyle magazines
2) Word of mouth
3)Tendering
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2b. A schedule of promotional activities related to this promotional campaign.
Ans.
A number of planned promotional activities will be executedover the 12 months that will support next year business plan.
The activities will focus on the competitive service offering from the Bounce Fitness and will also tie in with the expansion into the new retail stocks in the next 12 to 18 months.
-Advertising in lifestyle magazines :
Frequently on half page advertise promoting Bounce fitness mission over the next 6 months. Move to full page advertisement across a number of management after 6 months. These will continue to promote benefits of Bounce Fitness as well as highlight the opening of new stores.
-Word of mouth:-
Run quarterly functions across the state where new facilities will open and promote benefits of Bounce Fitness to new and existing member and industry stakeholders.
-Tender Process:-
Run monthly free campaigns in relevant business to promote services of Bounce Fitness and again corporate expansion potential clients include schools, aged care facilities, hospital and corporate offices.
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2c. A series of promotional objectives related to this specific promotional campaign.
2d. Timelines and budget for the campaign.
2e. Action plans stating what needs to be done to implement the campaign, along with dates for the completion of each milestone along the way.
TASK 3
Task 3 – Presentation: Coordinating Activities
Task 3 requires you to deliver your promotional plan to your training group and Assessor acting as the Bounce Fitness marketing team and contractors from promotional agencies involved in producing and delivering your campaign.
Your presentation must influence and encourage them to want to work with you on this campaign and outlines your plans for the coordination of the overall campaign. In your presentation you must:
3a. Address the staff and resources required to bring your campaign to market –
justify the use of external agencies with fact where possible.
Ans. The presentation to the audience clearly identifies all personnel as well as resources required in order to effectively deliver this campaign. It mention that we will require the use of both internal and external resources and that we have in these areas.
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3b. Detail the roles and responsibilities of all people involved in the campaign.
Ans. The presentation clearly identifies all internal and external stakeholders. The presentation goes into detailed level to specify each team members specific responsibilities and timing for each task in order to satisfy their responsibility in the campaign.
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3c. State how you will establish and maintain relationships with all those involved in the campaign, and where applicable, your target audience.
3d. State what networks you could develop to use in the delivery of your campaign.
Ans. C and D . The presentation highlights both the internal and external stakeholders how we need to form built and maintain these relationship in order to deliver the objective of the campaign. A lot of work will go into building these relationship with clear guidelines on responsibilities for each side.
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3e. State how you will ensure that all key provisions of relevant legislation are met.
Ans. All relevant legislation impacting this campaign have been clearly highlighted and provisions will be put in place at all levels to ensure adherence. Particular focus will be in areas of OHS, ethics, codes of practice, privacy, anti discrimination, and how we will ensure continued compliance across all these areas.
TASK 4
Task 4 – Practical: Review and Report on Activities
Task 4 requires you to describe how you would gather data from this campaign and analyse it. To enable you to do this, you must report on how you will measure the effectiveness of the campaign.
Complete your answers on your own paper and include a copy with this Assessment Pack for your Assessor. If you require more space, use your own paper placing your name and group identifier at the top and the question number beside your answer.
If you use your own business, you must include copies of all documentation to which you refer for the Assessor.
If you use your own business, all answers must be confirmed by their supervisor during the interview to complete the Evidence Record.
Discuss:
4a. How you will collect and analyse audience feedback and data to establish the impact of the promotional campaign?
Ans. In order to accurately established impact this promotional campaign and help determine its success, we first need to collect and analyse feedback from the stakeholders involved and the target market of the campaign.
The way this information ill be sources and analysed is through the variety of means highlighted below:-
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Target market surveys
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Informal feedback
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Focus group
Audience will be asked to rank specific elements of this campaign and comment of overall effectiveness.
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4b. How you will assess the effectiveness of the planning process of the campaign and discuss where improvements may be made?
Ans. We will assess the effectiveness of the planning process of the campaign by measuring and tracking key performance indicators as shown below. The indicators will highlight how the campaign was executed against plan, where we fell behind and where improvement can be made in future.
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Key milestones- Did we achieve things? Why/Why not?
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Key budget items- Did we go over/under?- why?
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Missed deadlines?
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External stakeholders deliverable
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Challenges with stakeholders was there any?
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4c. How you will collect and analyse feedback from those involved in the campaign regarding the success of the campaign?
Ans. Feedback on execution and success of the campaign will be collected from multiple stakeholders involved mainly through informal and formal means such as:-
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Surveys from external stakeholders involved in executing the campaign.
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Feedbacks forms for internal staffs.
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Online survey for target audience
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Focus groups on key learning for internal staff.
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4d How you will analyse the budget and timelines for the campaign against the benefits experienced by Bounce Fitness as an outcome in terms of budget and customer satisfaction?
Ans. We would need to revisit all previous timelines that were set during the planning phase of this campaign and record when individual task and milestones were completed. Those would then be measured against the plan and we can access caps occurred. The same process would also need to happen with regards to budget for key tasks and milestones. We would need to take these and develop them into learning. So that we can determine of we need to allocate more time and budget to certain tasks or was it a performance issue where more training is required.
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4e. Improvements based on all the information above. Be sure to provide any evidence from your information gathering in order to justify your answers.
Ans. Based on all the learning from this campaign we can conclude that it was relatively successfully during market exposure and gathering increased enquiries from new and existing customers. On future areas of improvement are:-
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Allow more time planning timelines.
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Some tasks had the incorrect personnel assigned.
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Budget was close but not well split, good at overall level but more work required on the split.
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TASK 5
Task 5 requires you to discuss aspects of your promotional plan. To enable you to do this, your Assessor will question you on certain points.
5a. How realistic do you believe your promotional plan is? Why do you believe this?
Ans.
promotional plan set out to help organization achieve its marketing objectives and ultimately its business objectives.
Both the marketing plan and business plan listed in the bounce fitness website we reviewed in great and highly considered when planning the promotional strategy for the campaign.
The main objectives of the business are to successfully deploy retail store fronts, increase customer base and ultimately increase market share through offering superior service solutions at highly competitive pricing. The campaign focused heavily on these goals and strategies were developed with this in mind.
Timelines and budget were developed in line with industry standard and today’s market the costs and timeline are very realistic and in some cases were based on estimates presented in the case study.
The campaign will be successful in helping the company reach its marketing plus business goals if deployed according to the strategy outlined.
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5b. What advantages and disadvantages can you see of using external promotional agencies in the execution of your promotional campaign?
Ans. External agencies are widely used for numerous services they provide when assistance is needed developing and executing a campaign.
These agencies cover a wide range of services and have become a popular choice for many organisation when wanting to promote their business.
The agencies are very popular but there are also disadvantages when visiting their services. Some of the many advantage these agencies bring are:-
- Expert in the field of campaign strategy and execution.
- High number of contact which will improve reach of campaign.
- Highly creative with campaign planning.
- understand the market costs of media and can get more competitive pricing.
Agencies can also have also some disadvantages including :-
- Services can be costly to utilise
- They may not understand the specifics of every industry,
- You will lose control
- Can be tied into lengthy agreements.
- Sensitivities of information.
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5c. What would be the most effective methods of evaluating the effects of a campaign?
Ans. The best method used to access effectiveness of the campaign is through focus groups consisting of internal and external stakeholders discussing campaign development, execution + success by referring to material put together that measured key metrics of the campaign from planning stage through to post execution.
Some of the metrics measured included :-
- Adherence to key planning milestones.
- Adherence to budget
- How many people saw the campaign?
- Leads during + post campaign.
- New sign ups post campaign.
- Any increased business post campaign.
All the above metrics are to measured, documented + shared for discussion on key learning post execution of the campaign- We need to use this as learning opportunity to learn + improve from.
TASK-6
Discussion was conducted between the ASSESSOR and LEARNER after this assessor said it satisfactory.