Learner Assessment Pack Design and Develop an Integrated Marketing Communication Plan BSBMKG523 Australian International Training Academy Pty Ltd t/a My Business College (MBC) ABN: XXXXXXXXXX CRICOS...

INTEGRATED MARKET COMMUNICATION PLAN
Short Answer Questions
1.0
    Media Option
    Economic Trends
    Social Trends
    Industry Trends
    
a. Internet
    i. Changing product market
    i. Digital marketing through social media websites
    i. use of artificial intelligence
    
    ii. Interest rates and inflation
    ii. Marketing through authorized website
    ii. use of machine learning algorithms for programmatic marketing
    b. sales promotion
    i. determining Scope of market growth
    i. Social selling
    i. collaborate with partners with similar businesses
    
    ii. determine the policies and taxes which may affect sales
    ii. digital advertising
    ii. scope of growth in micromarkets
2.0
    Products
    Analyses
    Media Options
    Explanation
    1. Gym kit
    Concept: to provide the customers with all the essentials required during their fitness routine
Target market: customers of all age groups
    i. Pamphlets, posters
    Information about the availability of gym kit and its contents are provided to the customers through posters, pamphlets
    
    
    ii. website
    As a number of potential customers visit the website , this product can thus be promoted easily among the masses.
    2. Nike’s
    Concept: to attract more customers by providing them with exciting gifts
Target market: customers of all ages
    i. Pamphlets, posters
    Information about the availability of Nike’s and its contents are provided to the customers through posters, pamphlets
    
    
    ii. website
    This shall attract customers who wish to use the services of bounce fitness
    Services
    Analyses
    Media Options
    Explanation
    1. classes with choreographed moves
    Concept: to attract customers with fitness moves with enthusiastic music which is something different compared to regular gym
Target market: customers of all age groups
    i. social media campaigns
    This helps the fitness gym to create a buzz about their services on the social media attracting a lot of customers
    
    
    ii. website
    As a lot of people visit the website of the bounce fitness, information about the services needs to be updated on the official website
    2. Aerobic classes
    Concept: aerobic classes will help the people to stay fit apart from their daily monotonous gym routine
Target market: young customers
    i. Social media websites
    The fitness brand make people aware with its services by promoting them through social media websites
    
    
    ii. Official website
    Official website of the bounce fitness provides information about the different services provided by the gym which helps to attract a lot of people.
3.0
    Legislation
    Key Provisions
    
a. Disability Discrimination Act 1992
    i. prohibits discrimination against people with diabilities
    
    2.prohibits discrimination against disabled people to access public places
    
b. Australian Copyright Act 1968
    i. determines and regulates the scope of copyright in Australia
    
    2.helps to avoids infringement of copyrights and remedies the same
    Codes of Practice
    Key Provisions
    
a. ADMA Code of Practice 2018
    i. compliance framework with interest of customers at its core
    
    2.support and guidance to marketers to make decisions using data, technology, experiences of the customer etc.
    
b. ADMA Code of Practice 2018
    i. compliance framework with interest of customers at its core
    
    2.support and guidance to marketers to make decisions using data, technology, experiences of the customer etc.
    National Standards
    Key Provisions
    
a. Australian Standards for Marketing
    i. tobacco health warnings
    
    2.certification of products manufactured and ingredients used
    
b. Australian Standards for Marketing
    i. cosmetic ingredients labeling
    
    2.international standard book number standard
4.0
    Principles
    Explanation
    
a. Purchase activities
    This can be defined as the decision made by the customers to purchase or buy services and goods based on activities such as purchasing decisions, purchase experience, information gathered through search etc.
    
b. Use or consumption activities
    Consumption activities are used to define the attitude and intensions of people in buying a particular product or service. The consumption activities are also used to define the buying or consumption behaviour people and are also beneficial to know the response the customers make to promotional activities of products and services.
5.0
    Influences
    Explanation
    
a. Economic conditions
    Economic conditions such as the personal income earned by a buyer will affect its buying behaviour as this will determine the amount a particular person can spend in buying a particular product or service.
    
b. Personal preferences
    Personal factors such as lifestyle, age, income and occupation plays a great role in determining the preferences a people or a group of people may have for a particular product or services. People in different age groups and with different lifestyles have different preferences for products and services
6.0
    Type of Market
    Summary of Marketing Communication Options
    
a. Consumer market
    i. Advertising: this will make the consumers in the market aware about the products being launched into the market.
    
    2.websites: as a large number of people these days make use of internet an optimized website can prove extremely beneficial for the consumers to know about the products and services
    
    iii. Public relations: maintaining good relations with public creates good word of mouth for the brand and thus helps to improve the image of the brand.
    
b. Business-to- business market
    i. website: website will provide the consumers with the latest moves of businesses they are making through their products and services into the market.
    
     2.social media: social media campaigns help businesses to promote their products and services among masses all at once
    
    3. Email marketing: businesses make their consumers aware about their products by sending them emails describing about the products and services provided by a business
    
c. Government or non profit market
    i. Advertising: this will make the consumers in the market aware about the products being launched into the market.
    
    2.websites: as a large number of people these days make use of internet an optimized website can prove extremely beneficial for the consumers to know about the products and services
    
    iv. Public relations: maintaining good relations with public creates good word of mouth for the brand and thus helps to improve the image of the brand.
7.0
    Media Vehicles for Marketing Communication Options
    
Description
    
a. Billboards for advertising
    Billboards can be described as large structures used for advertising the products and services outdoors. Advertisements on billboards are for free to people who pass by and attract attention of the people. This is a cheaper method to reach a large number of consumers.
    
b. Exhibition for events
    This can be described as the presentation or display of certain items which a company provides. This helps to meet and connect with potential consumers and to launch a new product.
    
c.    Television for public relations
    Promoting or advertising the products through television helps the organizations to reach a large number of people in different geographic areas with different demographics. This helps people to connect with the products or services and thus is useful in building public relations.
8.0
    a. Contrast the three (3) media vehicles identified in Question 7
    Billboards for advertising vs. Exhibition for events
    Billboards for advertising are a easy and cheaper way to reach out to the customers as compared to exhibition for events. Moreover, billboards can be used to reach a large number of consumers. Exhibition for events on the other hand are useful in case of building relations with the clients.
    Billboards for advertising vs. Television for sales promotion
    Though both of these methods are used to reach a large number of customers, television has a slighter advantage over billboards as television will help to reach people in different geographic regions. While it cannot be ignored that billboards is a cheaper method of advertising.
    Exhibition for events vs. Television for sales promotion
    Exhibition for events will be able to reach only a small number of consumers while promoting sales through television will help the organisation to reach a large number of people in different geographic regions and with different demographics.
    b. After contrasting the three (3) media vehicles above, which one is the most appropriate for a start-up tech business?
    To start up a tech business it is better to hold an exhibition.
    c.    Explain your choice.
    Exhibition will help the start up tech business to demonstrate its products and services to its clients with more precisions and details. This will help to maintain better relations with the potential clients.
Marketing communication brief for client
Client Brief
Bounce fitness was established by Margaret House in the year 2001. Started as an aerobic studio this fitness brand has managed to expand to different locations across Australia. The purpose of the client to establish this fitness brand is to use their excellence to provide people with excellent personal coaching, fitness training and other services which shall help to enhance the health of its customers. The brand closely observes the needs and wants of its clients when it comes to fitness and health. The key focus of the brand is to provide its customers with personal training through choreographed classes, aerobics etc.
Bounce fitness updates itself every three years to enhance its capabilities and incorporate new technologies and innovations when it comes to fitness of its health conscious clients. To grow the company further it is important that the client decides on a marketing communication plan to make more number of potential clients aware about the services and facilities provided by bounce fitness. The company also needs to promote its retail section which sells health apparels and health food for health conscious people.
Marketing Communication Objectives
The marketing communication objectives of bounce fitness are as stated below:
1. To enhance penetration into the market
2. To increase the number of clients and sales of the company at least by 105 every year
3. To maintain their image in the market by satisfying their customers and generating a positive word of mouth
4. To attract and retain a large number of customers
Guidelines for marketing communication objectives
To fulfill the marketing communication objectives of the company it is important for bounce fitness to focus on segmentation of market based on the following criteria:
1. Geographic region: the company has major focus to target the markets of Sydney, Brisbane and Melbourne. The company needs to attract more customers in these geographic areas.
2. Segmentation based on demographics: Bounce fitness targets both men and women of different age groups. They although have a slightly higher preference or customers with good income so that they can afford to buy the products and services of bounce fitness.
3. Segmentation based on behaviour: based on the buying behaviour of the customers the company targets customers who associate themselves with fitness and health products. Company has a huge focus on people who are health conscious.
Key characteristics of products or services
The products and services provided by Bounce fitness have the following characteristics:
1. Convenience: for the convenience of the customers Bounce fitness has opened its fitness stores and activity stores at various locations all over Australia. Moreover, the brand also has retail store selling health apparels and health food products. For the convenience of its customers the fitness chain also has coffee shops and huge parking spaces.
2. Customization: Bounce fitness customizes its products and services as per the needs and demands of its customers.
Competitive factors of products or services
The products or services offered by Bounce Fitness are providing tough competition to the other established players in the market as these services are customized as per the needs and demands of the customer and thus helps to maintain a huge customer base which acts as an advantage to gain competitive advantage. With its good brand image the brand has managed to generate a good word of mouth and thus has a managed to retain its customers and generate customer loyalty which is giving tough competition to the competitors in the market.
Market situation of products or services
With the aim to serve the people with quality and unique health programs and products Bounce fitness has managed to capture a huge share of the market as the customers rely on the quality and distinct nature of the services provided by ounce fitness. The brand has effectively used the 4Ps of marketing mix such as product, place, price and promotion to establish itself firmly into the market full of competition.
Summary of the information on target audience
Bounce fitness targets customers with different geographic areas and with different demographics. The brand has managed to attract males and females of all ages with its variety and quality of health programs and health products which meets the needs and demands of people f all ages. However, it has been observed that the brand targets the customers whose incomes are placed into slightly higher income slabs so that they can easily afford the products and services provided by Bounce fitness.
Summary of information on legal and ethical constraints
Bounce fitness complies by the legal constraints when it comes to using ingredients in its products which are not harmful for the health of people in its health products. Moreover all the regulations are being followed when it comes to the safety of its clients. As far as the ethical constraints are to be considered the brand promotes its products and services without hurting the sentiments of any of the people in the community. The brand does not targets the disabilities of people to promote its products or services.
Part 1 Task 1
Comprehensive profile of client
Fig 1: Description of client profile
Products offered by the client

Fig 2: Products offered by the client
Services offered by the client
Fig 3: Services offered by the client
Outcomes of previous marketing communication
Through its strategies of effective marketing communication Bounce fitness has managed to gain a huge share of market giving tough competition to its competitors. The marketing strategies deployed by the fitness brand have helped the brand to stay competitive into the market. Their strategy to focus the market based on segmentation as well as to...