You can take information from Metricon's web page. for the communication message please talk about one commercial or advertisement. In the positioning part please add a positioning map. And please add 6 peer reviewed references this is very important. Compare Metricon with 3 other competitors in the positioning part and in the map.Thank you so much for your help.
Microsoft Word - MMK293 T3 Assessment 1 - Assignment 1A with template.docx Deakin'sBachelorofCommerceandMBAareinternationallyEPASaccredited. DeakinBusinessSchoolisaccreditedbyAACSB. MMK295–IntegratedMarketingCommunicationsintheDigitalAge T3,2018 SummativeAssessmentTask1(Individual)–PartA DUEDATEANDTIME: Week6,10/12/2018,3:00PMAEST PERCENTAGEOFFINALGRADE: 15% HURDLEDETAILS: N/A LearningOutcomeDetails UnitLearningOutcome(ULO) GraduateLearningOutcome(GLO) ULO1:Applyfundamentalintegratedmarketingcommunication theoriesandframeworkstodifferentcontexts. GLO1:Discipline-specificknowledgeand capabilities ULO2:CriticallyanalyseandreflectonhowentitiesutiliseIMC theoriesandframeworkstodevelopandachievebetteroutcomes. GLO4:Criticalthinking AssessmentFeedback: Studentswhosubmittheirworkbytheduedatewillreceivetheirmarksandfeedbackon CloudDeakinwithin15workingdays. Description/Requirements ThegoalofAssessment1–PartAistoassessthecompany’s(Metricon’s)currentcommunication strategiesinreferencetotheirthetwosegmentsoutlinedinyourassessmentbrief.Indoingso,you willneedto: 1. Analyzethebrand’scurrentcommunicationstrategies 2. Explorethebrand’spositioninganddifferentiation 3. Understandthesegments’psychographicneeds,wants,values 4. Providethebrand’smarketingobjectives Page2of4 Section Characteristics Word limit1 Marks Contentspage One-pagelistingreportsections N/A N/A Background Provideasuccinctandfullyreferencedoverviewofthe brandandtheindustry. ~150 10 Communication Message Whatarethecompany’sspecificcommunication messages?Howdotheycommunicate? Introducethedifferentcommunicationstrategiesthat exist.Then,identifyandanalysethecompany’s communicationstrategywithreferencetothetheory providedinclass.Justifyyourarguments. ~200 20 Positioning& Differentiation Howisthebrandpositioned?Whatistheirvalue proposition?Howisthissimilarordifferentfromtheir competitors? Focusonthekeybenefitsanddemonstratetheir positioningutilizingapositioning(perceptual)map. ~200 20 Segmentation andTargeting Brieflyprofilethetwodifferentsegmentsidentifiedin yourassessmentbrief. Isthecurrentpositioningandvalueproposition effective?Forwhichtarget(s)? Supportandjustifyyourarguments. ~400 30 Conclusion Provideasummaryoverviewofthepointsmadeinyour assignment. ~50 5 Communication andReferences Workmustbewell-written,withnoerrorsinspelling, punctuation,andgrammar. Evidencemustbeusedtojustifyarguments(minimum offivedifferentsources). Documentsrequireembeddedcitationsandareference listutilizingHarvardReferencingStyle.Othersupport, marketingstimuli,etc.mustbeincludedinanappendix andproperlyreferencedin-text. 15 1000 words 100% (100 marks) Notes: • Wordlimitsforeachsectionaremeantonlyasaguide.Onlythetotalwordlimit(1000words) willbeevaluated. • StudentsmustcorrectlyusetheHarvardstyleofreferencing. Page3of4 SubmissionInstructions Stepstocompleteandsubmitassignment 1. Assignmenttitlepage–Ensurethatnameandstudentnumberislisted. 2. SubmissionintoCloudDeakindropbox: i. Doesitexceedthe1000word(+10%)limit? ii. Isitaworddoc?(don’tusePDF) iii. DidyouuseHarvardreferencingstyle? iv. Have I uploaded themost recent file? If you do twouploads only themost recentuploadwillbesaved.Itwillreplacethepreviousupload 3. Assignment return - Themarked assignment will be returnedwithin 15 working days of submissiondate. Youmustkeepabackupcopyofeveryassignmentyousubmit,untilthemarkedassignmenthas beenreturnedtoyou.Intheunlikelyeventthatoneofyourassignmentsismisplaced,youwillneed tosubmityourbackupcopy. Anyworkyousubmitmaybecheckedbyelectronicorothermeansforthepurposesofdetecting collusionand/orplagiarism. WhenyouarerequiredtosubmitanassignmentthroughyourCloudDeakinunitsite,youwillreceive anemailtoyourDeakinemailaddressconfirmingthatithasbeensubmitted.Youshouldcheckthat you can see your assignment in the Submissions view of the Assignment dropbox folder after upload,andcheckfor,andkeep,theemailreceiptforthesubmission. Notes • Penalties for late submission: The followingmarkingpenaltieswill apply if yousubmitan assessmenttaskaftertheduedatewithoutanapprovedextension:5%willbedeductedfrom availablemarksforeachdayuptofivedays,andworkthatissubmittedmorethanfivedays aftertheduedatewillnotbemarked.Youwillreceive0%forthetask.'Day'meansworking dayforpapersubmissionsandcalendardayforelectronicsubmissions.TheUnitChairmay refusetoacceptalatesubmissionwhereitisunreasonableorimpracticabletoassessthetask aftertheduedate. • Exceedingwordlength:Foranyassignmentexceedingtheoverallassignmentlength,10% oftheavailablemarkswillbedeductedforevery10%ofthatwordlimit(e.g.above1100 words),10%willbedeductedtoa50%maximumpenaltyonallstudents.Thewordcount Page4of4 doesnotincludeyoursubmissiondetails,tableofcontentspage,references,and appendices.Itdoesincludethesegmentationtable. • Extensions:ExtensionscanonlybeapprovedbytheUnitChair(DrVirginia Weber).Extensionscanbegrantedfordocumentedseriousillness(notjustonthedaythe assignmentisdue!)orforcompassionatereasonsunderextenuatingcircumstances.The unitchaircanasktoseehowmuchworkhasbeencompletedbeforegrantinganextension. WorkorholidayreasonsareNOTgroundsforanextension–youareexpectedtomanage theseissuesaspartofyourstudies. • Formore information about academicmisconduct, special consideration, extensions, and assessment feedback, please refer to the documentYour rights and responsibilities as a student inthisUnit in the first foldernext totheUnitGuideof theResourcesarea in the CloudDeakinunitsite. • Buildingevidenceofyourexperiences,skillsandknowledge(Portfolio)-Buildingaportfolio thatevidencesyourskills,knowledgeandexperiencewillprovideyouwithavaluabletoolto helpyouprepareforinterviewsandtoshowcasetopotentialemployers.Thereareanumber of toolsthatyoucanusetobuildaportfolio. Youareprovidedwithcloudspacethrough OneDrive,orthroughthePortfoliotoolintheCloudUnitSite,butyoucanuseanystorage repositorysystemthatyoulike.RememberthataPortfolioisYOURtool.Youshouldbeable tostoreyourassessmentwork, reflections,achievementsandartefacts inYOURPortfolio. Onceyouhavecompletedthisassessmentpiece,addittoyourpersonalPortfoliotouseand showcaseyourlearninglater,whenapplyingforjobs,orfurtherstudies.Curateyourworkby addingmeaningfultagstoyourartefactsthatdescribewhattheartefactrepresents. Microsoft Word - About Metricon Homes - Briefing Paper Segments Combined.docx About Metricon Homes Metricon Homes began in Caulfield in 1976. Currently, the headquarters of Metricon are in Melbourne (Mt. Waverly). Metricon is Australia’s largest residential building company and has been for three years running (2018). It has won numerous awards for design excellence. Metricon’s primary business is building homes. They offer an array of different residential building products, including single storey, double storey, dual occupancy, split level, and country living homes. They offer a 25-year Structural Guarantee on their builds, and pride themselves on service and quality. Metricon’s vision is “To be the best home building in Australia, ever!” The housing industry at a glance Homes are a high-involvement purchase. Homes last decades and cost hundreds of thousands of dollars. So choosing to buy, and then choosing which one to buy, are not decisions that consumers make lightly. There are the considerations of where to buy, how much to spend, buying an older or a new house, or whether it is best to knockdown and rebuild a new home on top of existing land. The house construction industry brought in $52.4bn over the past year (IBISWorld). However, there are several challenges facing this industry. In 2018, Melbourne housing prices dropped the most since 2012. In August 2018, the median house price in Melbourne dropped to just over $800,000. (Source: ABC News; see also: Domain House Price Report: June 2018) This provides both a range of challenges and opportunities for a company such as Metricon. The scenario The scenario for this assignment is that Metricon has come to you for consultation on integrated marketing communications. Metricon would like to increase its ability to resonate with two different segments: first home buyers, and upgrading / aspirational home buyers who are looking to knock down and build a new home. Your job is to help them do this. What this means is developing a viable (to implement) marketing and communications plan to target these potential consumers. Primary objective Metricon is currently assessing how to increase the number of leads among both First Home Buyers and aspirational buyers looking to knock down and build a new home. Across Assignment 1 Part A and Part B, you will: • Critically assess Metricon’s current communication strategy • Examine how Metricon currently targets these consumers, and which target(s) they succeed at targeting with their existing communications • Provide insight into should Metricon should improve its digital channels • Provide recommendations for a marketing communications program that can translate into sales growth within these target markets Target markets As noted, the first target market is First Home Buyers. The second target market are Aspirational Buyers looking to knock down and build a new home. Critically analysing the needs, wants, values, and other psychographics of these targets is vital. See the segment overview below: Demographic Profile Psychographic Profile First Home Buyers • Renters (typically longer term renters) • People living at home with mum and dad • 25 to 35 years old (creeping up in age, due to affordability in market) • Young couples and young families, some singles • Good steady incomes • They don’t think it’s possible to own their own home • They don’t think they will ever be able raise enough money more for a deposit • Buying / building a home is a big decision, very scary, not sure where to start. • Very limited knowledge on home loans and finance. • But limited savings for a deposit Aspirational Buyers • Owner Occupiers living an established family home • Located in the Inner / middle ring of Melbourne – in more affluent and established neighbourhoods, e.g. Balwyn, Camberwell, Box Hill, Glen Waverley, Mt Waverley, Doncaster, Bentleigh, Bayside suburbs, Essendon & surrounds, etc. • 40-55 years old • Growing / mature families • High net worth individuals (high income roles or business owners) • Chinese and Indian buyers a key demographic, in addition to Anglo/European • Looking to upgrade their lifestyle • Build their luxury dream aspirational home • To customise / personalise a home exactly as they want it without compromise • Prestige / Brand status / fitting into their neighbourhood are a key driver • Love premium brands • Speaking Mandarin for some Chinese customers is important in building trust and respect Your strategy The goal of this project is to develop an integrated marketing communications plan. In doing so, you will need to: 1) Understand the target market’s psychographic needs, wants, values in relation to banking 2) Describe and analyse Metricon’s current traditional marketing communication mix, evaluate the effectiveness of their primary methods, and make recommendations where applicable 3) Describe and analyse Metricon’s current digital marketing communication mix, evaluate the effectiveness of their digital marketing, and make recommendations where applicable. The strategy can include paid media (e.g., social media advertising, display, index sites) and owned media (e.g., Metricon’s websites and social media accounts, email lists etc.). However, consideration for paid activity should include relevant metrics. For each of your recommendations, you should provide an example of the tactics to be used, which channels will be utilised and why you have selected these channels. For each recommendation, you should include the metrics that you will use to measure success and/or estimated ROI for any spending that is required. Please consider these questions in your strategy: • What is Metricon’s value proposition for their target consumers? • How can Metricon achieve maximum cut-through to desired audience? • How should Metricon go about raising brand awareness? • What area/geographical considerations should there be? • Which channels should Metricon use to acquire customers and why? • What are the strategies Metricon can implement to retain customers, via social media, or otherwise? • Which channels should Metricon utilise for retention and why? • How are Metricon’s competitors using media and how does that compare or contrast to your recommended strategy? • How should Metricon grow social media community engagement? • How can Metricon foster social ‘word of mouth’? • How does Metricon measure success? Assessment 1A MMK295 Trimester 3 2018 Communication and positioning Strategies toward existing segments Student Name: Student Number: Table of Contents 1.1.Background.3 1.2.Communication Message.3 1.3.Positioning & Differentiation.3 1.4.Segmentation and Targeting.3 1.5.Conclusion.3 Reference List.4 1.1. Background.[Delete this box before submission] Your Assessment must be formatted as follows: · Word document format only, A4 size (NO PDF) · 12 point, Times New Roman font · Fully justified paragraphs, 1.5 or double spaced · Normal margins (2.54 cm left, right, top and bottom) 1.2. Communication Message. 1.3. Positioning & Differentiation. 1.4. Segmentation and Targeting. 1.5. Conclusion. Reference List.[Delete this box before submission] Your report must be formatted using the Harvard Referencing Guidelines. Refer: http://www.deakin.edu.au/students/studying/study-support/referencing/harvard Microsoft Word - MMK295 T3 2018 Rubric – Assignment 1 Part A.docx MMK295 T3 2018 Rubric – Assignment 1 Part A Objective / Criteria Performance Indicators N (0-49) P (50-59) C (60-69) D (70-79) HD (80-100) Does not meet requirements or somewhat unsatisfactory Satisfactory Good Very Good Outstanding This may include some or all of the following: This may include some or all of the following: This may include some or all of the following: This may include some or all of the following: This may include some or all of the following: Background (10 marks) GLO1 The overview of the industry and brand is described with ambiguity and lacks context. The overview of the industry and