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s5054901

MARKETING MIX PLAN GRADING RUBRIC


Student Name: ___________JORDAN SCANLAN__________________________
SID___________S5054901___________________
Excellent summary as it addresses all
main points (within the report) and
enhances the impact of the report with
clear decisions/ recommendations
outlined

Good summary of all points (within


the report) contributing to the report
with some impact; mostly clear
decisions/ recommendations outlined

Fair summary, addresses some points


within the report, lacks impact
addressing some of the relevant areas
within the report

Poor summary of the report; lacks


detail of areas and decisions/
recommendations made

Very poor or n
Includes, if at
recommendat

(6.1-8 marks)

(4.1-6 marks)

(2.1-4 marks)

(0-2 mark)

Good and mostly appropriate


identification and justification of the
chosen target market. Target market
described fairly concisely. Positioning
strategies identified and mostly aligns
with the target market/product

Fair however at times unclear in


reference to the justification of the
chosen target market. Target market
identification general (at times).
Some positioning strategies identified
however at times alignment to target
market general and/or unclear

Poor and mostly inappropriate


identification and justification of the
chosen target market. Limited (if any)
positioning strategies identified;
limited alignment and limited
justification to the chosen
market/product

Very poor and


limited identi
justification o
market. Limit
strategies iden
alignment and
justification to
market/produ

(4.1-6 marks)

(2.1-4 marks)

(8.1-10 marks)
Excellent identification and
justification of target market. Target
market described concisely.
Positioning strategies identified and
aligns with the target market/product.
(8.1-10 marks)
(6.1-8 marks)

(0-2 marks)
Excellent identification and
justification through unique, creative
and plausible ideas applied to the
elements (relevant) to the marketing
mix and the product chosen.
Incorporation of marketing theory

Good identification and justification


through mostly unique and plausible
ideas applied to the elements
(relevant) to the marketing mix and
the product chosen. Incorporation of
marketing theory

Fair identification, although


justification limited; ideas are limited
in relation to their relevance to the
marketing mix and the product chosen.
Limited incorporation of marketing
theory

Poor identification, little justification;


ideas are limited or unclear in relation
to their relevance in relation to the
marketing mix and the product chosen.
Minimal incorporation of marketing
theory

Very poor ide


any, justificat
inappropriate
to the marketi
product chose
incorporation

(32.1-40 marks)

(24.1-32 marks)

(16.1-24 marks)

(8.1-16 marks)

(0-8marks)

Excellent and appropriate measures


identified and justified; linking the
decisions of the plan back to the
objectives set.

Good and appropriate measures


identified and justified; mostly linking
the decisions of the plan back to the
objectives set.

Fair and at times appropriate measures


identified and justified; linking (at
times) the decisions of the plan back
to the objectives set.

Poor and inappropriate measures


identified and not fully justified; poor
linking of decisions of the plan back to
the objectives set.

Very poor and


measures iden
justified; no li
the plan back

(8.1-10 marks)

(6.1-8 marks)

(4.1-6 marks)

(2.1-4 marks)

(0-2 marks)

Timeline for implementation of all


activities extremely detailed, aligning
with the product/marketing plan
strategies chosen. Gantt chart
included.
(8.1-10 marks)

Timeline for implementation of all


activities generally well detailed,
aligning mostly with the product/
marketing plan strategies chosen.
Gantt chart included.
(6.1-8 marks)

Timeline for implementation of


activities identified although some
relevant areas missing in relation to
the product/ marketing plan strategies
chosen. Gantt chart included but
limited in presentation
(4.1-6 marks)

Timeline for implementation of


activities limited in relation to the
product/ marketing plan strategies
chosen.
Some form of chart included but
limited detail
(2.1-4 marks).

Timeline for i
activities lack
detail failing t
product/ mark
chosen. Some
(or not) with l
(0-2 mark)

An excellent summary of the plan


provided including relevant
recommendations for the medium to
long-term

A good summary of the plan provided


including mostly relevant
recommendations for the medium to
long-term

A fair summary of the plan provided


including some recommendations

A poor summary of the plan provided,


limited recommendations identified

A very poor s
provided, if a
recommendat

(4.1-6 marks)

(2.1-4 marks)

(8.1-10 marks)

(6.1-8 marks)

Excellent English expression, spelling,


grammar, referencing throughout
assignment, excellent quality of
references, correct use of quotes and
correct report style. Research used
very well to support the plan enabling
logic and flow

Good English expression, spelling,


grammar, referencing throughout
assignment, quality of references,
mostly correct use of quotes and
correct report style. Research used
fairly well to support the plan enabling
logic and flow

(8.1-10 marks)

(6.1-8 marks)

(0-2 mark)
Fair English expression, spelling,
grammar, some referencing throughout
assignment, some quality references,
mostly correct use of quotes and
correct report style. Research used
satisfactorily to support the plan
however logic, substance and flow
somewhat limited

Poor English expression, spelling,


grammar, referencing throughout
assignment, quality of references
limited, limited correct use of quotes
and some attempt at report style.
Limited research integrated to support
the plan, limited logic and flow
(2.1-4 marks)

Very poor En
spelling, gram
mostly incorr
throughout as
references lim
correct use of
direct quotes.
research integ
plan, limited i

(4.1-6 marks)
(0-2 mark)

______/100

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Page 0

Marketing Mix Plan for

Logan Together Project

Author: Jordan Scanlan


SID: s5054901

MKT1003 Introduction to Marketing


Tutor: .

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Page 1

Executive Summary
The marketing plan, promotes a great purpose in addressing the motives behind this
marketing reposition. The plan outlines an effective marketing strategy that aims to
reconstruct the current marketing efforts and proposes certain practical measures that will
allow for an advantage within the competitive target market. Operating in the Logan region
exclusively in the Brisbane area, Multilink community services Inc. was officially established
in 1989, introducing an array of services addressing a lot of social difficulties. Given the
location of this corporation being in a culturally diverse area, this leads to numerous
opportunities to engage in social services as all sorts of circumstances are addressed. The
objective of this marketing plan is to clearly define the opportunities but also the threats, and
through discussion certain proposals were to be introduced to reposition the target marketing
strategy.
The marketing environment comprises of many factors including, political stand points, and
social, technological and legal as well. This marketing plan also isolates the focus on social
trends, influence subjugated by other sources or companies and the Australian economy. The
SWOT analysis projects the specific areas of interest, in which deem a great importance in
deciding the direction of action. In the same manner, through an in-depth research, the
marketing plan identifies the general consumer, characterising it with certain traits that are
important for corporation to understand.
The overall objectives are also outlined with a specific focus on increasing overall awareness
by 80% within the next 12 months. The target market has been repositioned to accentuate on
the collaboration within local schools, in which serve a great source of contribution within
the community as children are encouraged to participate in certain events but also the
intention for the corporation to grow in recognition around Multilinks vision. This strategical
alliance plan corporates the greater demand for promotional activities, virtually and
physically. The repositioning of this marketing strategy suggests to create and deliver the
most value to children amongst the pre-school age range living in the Logan Region.
During the engagement process of this plan, three main sectors were identified: Marketing,
Communication, Sales. With the marketing scheme covering the repositioning of the project
in which identifies the new target market as well as identifying the potential competitors. The
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new promotion approach covers the 2 main strategies that will be focused on, online presence
on social media and promotional material including banners and flyers. Though there are not
sales to be made with the programs that are developed under the project, the costs are
discussed as the budget is allocated to certain sectors including, visual/audio, promotion,
labour, room hire etc.
In this marketing plan, the appropriate time of launch is discussed as these strategies are in
the process of implementation. It was established that this project has 12 months to execute
the objectives that were set out to achieve and within this plan certain times for certain
aspects including social media advertisement launch has a specific time to launch with the
deadline set at the 31st of December 2018.
In the evaluation process, it was identified that repositioning the project target consumers on
new mothers and their children in the (0-5years) range, early education and basic literacy
programs would spark interest especially in such a culturally diverse area. This aspect is
important as children require language strengthening to have equal potential with other
children in the school curriculum. With the target market set on community services this will
help increase referrals by 60% in the next 12 months, By evaluating the strategy to emphasise
on promotion techniques, especially with the development of the catchy slogan No one
knows Logan like us this will instil commotion within the Logan region, as it will spark
interest in parents and their children. With the overall strategy shifts upon the promotional
aspect, overall awareness is thought to rise by 80% in 12 months.
The implementation of this newly constructed marketing strategy, upholds countless benefits
to the company, supporting the possibility of growth within the country. With certain
measures at hand, overall awareness and popularity will rise and so will the quality of
service be within the Logan Region.

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Table of Contents

Executive Summary........................................................................................................... 4
Table of Contents............................................................................................................... 5
Introduction and Company Background.............................................................................6
Situation Analysis............................................................................................................... 7
Market Analysis............................................................................................................... 7
Environmental Analysis............................................................................................ ...7
Political Analysis............................................................................................................. 7
Economic Analysis.......................................................................................................... 7
Social Analysis................................................................................................................ 8
Technological Analysis.................................................................................................... 8
Legal Analysis................................................................................................................. 8
Company Analysis........................................................................................................... 8
Competitor Analysis........................................................................................................ 9
Consumer Analysis......................................................................................................... 9
SWOT Analysis........................................................................................................... 10
Objectives....................................................................................................................... 11
Marketing Objectives.................................................................................................... 11
Target Market & Positioning.............................................................................................. 12
Positioning Strategy...................................................................................................... 12
Marketing Strategies........................................................................................................ 14
Product......................................................................................................................... 14
Price.............................................................................................................................. 15
Promotion..................................................................................................................... 16
Place............................................................................................................................. 17
Evaluation and Control..................................................................................................... 18
Implementation & Schedule............................................................................................. 19
Gantt Chart................................................................................................................... 19
Conclusions and Recommendations.................................................................................20
Reference List.................................................................................................................. 21

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Introduction and Company Background


Introduction
In correspondence with the Logan Together project, the marketing plan derives on the moral
idea of a Collective Impact model, a framework that will ultimately achieve epidemic change
on entrenched issues of social disadvantage. The focus is set upon several organisations Internal and external that could potentially collaborate and contribute to this effective social
movement within the Logan Region. This is than the direction of action in terms of
promotional strategy and community awareness. It is Children between the ages of (pre-birth
8years) that deem the prime target range, as it is believed that the influence consumed
within these early years produce a predominant pattern capable of predicting certain attitudes
towards society whether it is positive or negative.

Company Background
Multilink community services Inc.
Operating in the Logan region exclusively in the Brisbane area, Multilink community
services Inc. was officially established in 1989, introducing an array of services addressing a
lot of social difficulties that are experienced by migrants and those who are lacking the
fundamental principles. Principles such as the language but also the process of settlement for
new migrants entering the country. This is seen as an opportunity to collaborate with the
Logan Together project as this corporation could assist children around the pre-school age
range, to improve and understand the language better. Given that Multilink is rationally a new
corporation, only one faculty is currently operating positioned in Logan Central, Woodridge,
one of the most culturally diverse areas in Brisbane; it is still yet to expand in other locations.
It is apparent that the target market or majority audience they pursue is migrants that are
identified with another culture or ethnicity other than English, due to the possibility of early
struggle to adapt to new circumstances.

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Situation Analysis
Market Analysis
Through an in depth analysis of the current performance initiated by the corporation, given
that various services are offered including, settlement support, language support, assistance in
child, youth & family services it is clearly identified that the industry that this organisation
is built under is a non-profit, social market. Since 2003 labelling the official trademark for
operating language interpreters, prior to issuing interest free loans to a small group of
migrants to achieve their accreditation as Interpreters (Multilinkorgau, 2016), the
corporation has successfully engaged 200 interpreters in over 80 world languages. In
correlation to the Logan Together project, this is identified as an opportunity to execute the
community mobilisation campaign.

Macro Environment Analysis


POLITICAL

ECONOMICAL

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Uncertainty in the proposal of the tax policy both


sweeping and incremental reforms, deems probable to
affect businesses as policy changes commences (Anna
Henderson, 2016).
The Child Support Scheme was introduced on 1 June
1988 (Australian government department of social
services, 2015)
AUSBW had gathered over 230 Australian delegates from
199 companies representing main markets including
agribusiness and food, digital technology, medical
technology, resources and energy, and tourism (Austrade,
2016).
Employment for social services have grown dramatically
since the 1960s, as statistics suggest employment rising
from 63 to 84 in the 2000s (Rbagovau, 2016).
Given that the Logan Region is a very culturally diverse
area, 2006-2001 statistics show that the predominant
language spoken other than English in Logan City is
Samoan, in which the size has increased by 958 (Profile id,
2016).
Religion span across the Australian border proposes that
the dominant faith in 2011 is Christianity, with No
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Religion falling second. (Australian bureau of statistics,


c2016).

TECHNOLOGICAL

LEGAL

Upon the emergence of social advertising platforms, it is


evident that the transition for mainstream advertisement
has headed towards social media, including Facebook,
Instagram etc. (Richard Washington, 2013)
Data collection and analysation has been enhanced to
become more compatible and easier, parlaying this into
strengthening business and customer relationship (Richard
Washington, 2013).
Conception that the impact prevalent on mobile
applications could introduce the possibility in driving the
services to the client rather than wait for them to come to
the service (Lindsey getz, 2014).
Service industries have maintained a steady acute
growth over the past 50 years, rising from around 60 per
cent of total output in the 1960s to approximately 80
percent currently (Rbagovau, 2016).
Structural change within the Australian economy has
illustrated the slight but apparent increase under industry
shares as investments rating rise from 64 to 72 from
1960s to the 2000s for social services (Rbagovau, 2016).
The Australian dollar is predicted to drop at maximum
rates from April 2016 to November 2016 by 3cents. In
terms of global business, resources and service, this could
deem a problem in the economy (Longforecastcom, 2016).

Micro Environment Analysis

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Company Analysis
POSITIVES

The value in positioning the corporation in a moderately congested, culturally diverse


location, upholds many positive traits in which deems beneficial for the growth of the
corporation. Over 215 cultures deprive in such a socio-developing area, therefore
there is a greater demand for this service as migrants and new citizens will may
require supportive services (Qldgovau, 2016).

The services are recognised to address many social difficulties that are experienced by
those struggling. Services that deem beneficial include, language interpretation and
translation, in which propose a great provisional aid for those struggling to understand
or speak the language. Other services including settlement and countless others
propose the same beneficial support.

Built on

hospitality and the will to encourage, Multilink embarks a greater vision to

seal the voids and circumstances that restrict people from reaching certain goals. It is
Multilinks ability to demonstrate relentless support for individuals whom are in need
of financial, educational assistance that has established their honourable reputation.
Simply put; their ability to take the extra step for the community.
NEGATIVES

Multilink does not attain a strong, consistent advertising platform. Though this may
be due to the lack of wide spread awareness and trend insufficiency, the use of social
media should excel.

In order for growth within the company, the corporation must expand into different
areas, given there is only one facility operating. This perhaps is the root to
establishing a greater recognition within the market.

A lack of partnership with primary and secondary schools, programs within schools in
non-existent, also partnerships with other potential collaborative corporations.

Based on thorough research, Multilink vision to introduce social services that are
characterised and targeted for struggling people, correlates with their efforts to provide a
brighter future for the community. Their services are adequate and considerate of the social
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and cultural contrast that is prevalent in the Logan region. However in order for wide spread
awareness of the corporation and for growth to sky rocket, the marketing and advertisement
strategy needs to excel, taking advantage of all social networking platforms. This also
collaborates with theory of expanding the number of facilities in other areas.

Competitor Analysis
As engaged in all marketplaces today, Multilink opposes multiple competition, whether it is
well developed companies to independent social services ran by a single CEO. Direct
competition is an inevitable situation, where two or more applicants offer similar services
competing for the same potential market. Some direct competitors are:
YFS: (POS) Offers similar services, It is positioned also in the Logan region, Kingston
Road approximately 4.4 km from Woodridge. Funds a connect program within the
community similar to the Enterprising Chameleon (Yfsorgau, 2015). (POD) The company
offers several more services that could be ideal in recognition within the area, services target
more social status and title, example; Students, partnerships with other companies, those in
search of jobs.
Australian Council of Social Service: (POS) Offers similar services, has developed
various programs for the communities to contribute to, such as groupings to talk upon a
specific topic (Acossorgau, 2016). (POD) Based on services provided, theyre target market
is referred around the economic, financial status and support but also policy reforms and
understanding the law. They are positioned in NSW. Unlike Multilink, they take advantage of
YouTube, in which is an ideal advertising platform.
Southern Cross Care: (POS) Offers somewhat similar services, such as aged & disability
and settlement, they have recorded stories from customers of their successes (Sccqldcomau,
2016). (POD) Based on services their target market refers around aged care and retirement.
They are located around the Mt Gravatt area as oppose to Logan central or the Kingston area.
Access community services LTD: (POS) Offers similar services including settlement,
youth support and also fund a similar social enterprise program. Access is located only
approximately 2-3km away from Multilink and is seemed to compete for the same potential
market. Takes part in the community and holds programs (Accesscommunitycomau, 2016).
(POD) In total they acquire 8 operating facilities in 5 different locations. They also provide
driving school and employment as a part of their services.

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Competitive market Summary


Competitor
YFS (Yfsorgau,
2015)

Target
Market
Homelessness
and financial
stress

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Positionin
g
Positioned
in an
optimistic,
stead-fast
state, to
promote
independen
ce and
participatio
n.

Product
Services that are
relevant and are
efficient in
reclaiming the
importance of
human rights

Price

Promotional

Distribution

Notforprofit

Utilizing most
advertising
platforms
including
social
media(s). Also
contributing
out in the
community to
gain
recognition.

Offering
services within
the
community,
Using
programs
available
online but also
in person.

Strength/
Weakness
Strengths: its
focus is on
youth that are
in need and
the youth
environment,
therefore
helping
children out to
gain an
equally good
start to life.
They provide
services and
programs that
can be
referred to as
engaging and
fun. The
promote
feedback from
customers,
wanting to
understand the
customers
more.
Weaknesses:
Stagnant
marketing
strategy,
struggling to
attain attention
from consumer
in the longterm. Does not
utilize all social
networking
platforms.
Does not offer
other specific
services
including
interpretation
etc.

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ACOSS
(Acossorgau,
2016)

The target
market is
people in the
age range of
16+. People
that have a
concern on
political issues
and inequity at
stake. People
whom are
willing to learn.

By isolating
their
purpose or
central idea
on political
understandi
ng, they
have
positioned
themselves
to be in
contrast of
all other
social
services.
They have
influenced
the
consumers
that they
are unique
and can
assist in
policy
reforms
and assist
in learning
your
entitlement
to various
things.

There is no
physical product
however it is more
of a psychological
education about
policy reforms
and where the
people stand in
politics.

Notforprofit

Utilizing most
advertising
platforms
including
social
media(s). Also
contributing
out in the
community to
gain
recognition.
They also hold
a campaign
that aims to
support Syria,
in which could
also contribute
to their
recognition
globally.

The major
distribution
strategy is
through
hosting events
and groupings
and assigning
days to
discuss certain
topics, the
current
situation and
advice. The
other way is
through
information on
their website.

Strengths:
Their target
market and the
overall
function and
purpose of this
business
differentiates
from all other
social
services.
There website
serves a good
source of
information
about political
issues,
especially for
individuals that
would only like
to read and
not participate
in events.
Weaknesses:
Political issues
and the
understanding
of policy rights
etc. may not
be a very
popular
service within
the community,
especially in a
community
that focuses
more on
settlement and
financial
service. There
is not a high
level online
presence.
Their target
audience is
quite restricted
and is within a
minority of
people.

SCC
(Sccqldcomau,
2016)

Their target
strategy
prioritises
aged people
and looking for
retirement
living.

Given that
aged
people and
retirement
is their
main target,
they have
positioned
themselves
in an
influential
state for
elders to
refer to
when they
are in

Theyre primary
product of service
is assistance.
Offering planning
and aged care
services to allow
for an easy
transition.

Notforprofit

Utilizing most
advertising
platforms
including
social
media(s). Also
contributing
out in the
community to
gain
recognition.

Their services
are available
online to
understand the
process,
where the
areas of
proficiency
are, but the
main
distribution
strategy is in
person at their
facility, to
discuss and
plan.

Strengths:
The
corporation
attains a
specific vision
and isolates
on a particular
target
audience.
They/re
website
projects a
more of an indepth
description of
settlement as

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search for
assistance

ACS
(Accesscommu
nitycomau,
2016)

People within
the community
that are
struggling or in
need of a
resolution

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By
contributing
to social
problems,
providing
alternative
solutions
and social
assistance
in public,
they
position
themselves
as stable
and
adequate.

oppose to
others
corporations
focusing on
numerous
services.
Weaknesses:
There is lack
in online
presence,
where theyre
service
discussion is
limited online.
They do not
utilize major
advertising
platforms, they
are not linked
to the website
could result in
declining
numbers due
to no updates
on other
network. They
are not a
promoted
corporations
for services
that focus on
children in
specific age
ranges,
therefore not
benefiting the
Logan
Together
project.
Service programs
that are practical
in workshops and
meetings in public
sectors. Product
is guiding advice,
solutions and
assistance.

Notforprofit

Utilizing most
advertising
platforms
including
social
media(s). Also
contributing
out in the
community to
gain
recognition.

Offering
services within
the
community,
Using
programs
available
online but also
in person.

The company
proposes a
variety of
services within
a certain
cohort. Ex:
They support
four types of
services within
settlement
assistance
(HSS, SGP,
CCS, Status
resolution.
This is also
apparent in
other cohorts
of service.
Their ability to
excel their
corporation
and to expand
their services
out of their
area, from
locally to also
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globally is a
major strength.
Weaknesses:
No distinct
target market.
Does not
utilize all social
networking
platforms.

Consumer Analysis

Primary purchasers/audience is people who are experiencing some sort of difficulty


whether it is financial, education, aged care etc.

The consumers are interested in services that gives them advice, programs to
understand, or plans to follow.

Within this market, time purchased is not assigned to a particular time, but rather
specified according to the circumstance. i.e.: For newly welcomed migrants, the
necessary time would be when they have decided they need assistance for settlement,
which could be any time.

Within this marketplace, various outlets are utilised however the mutual course of
contact is through public visitation at the according facility or a personalised event.
For some, virtual communication through the web is also a valid outlet.

Social services often explain the process of partnership through their website, guiding
the customer through the process, however donations are also promoted within almost
all social services as they are non-profit organisations, but additional income would
generate from events being held or seminars if in collaboration with education.

The reasons for commencing these services cannot be marginalised into a specific
reason, however it is most promising to claim the motive behind these peoples
concern is to seek for guidance and support.

The customer is characterised as concerned and is aware of their particular circumstance, the
interrelationship between the customer and the social service is the need for support and as
the customer, and the ideal course of action is to seek a resolution.

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SWOT Analysis

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Strengths
They're virtual
presence is
informative and
projects the efforts to
embark a brighter
future for the
community.
Offers relevant and
quality services that
isolates specific target
audience.
The corporation is
heavily involved in
the community,
hosting events,
programs and
workshops.
Is located in a cultural
deverse area, leading
Opportunities
to countless
to for a
opurtunity
The potential
influence.
higher demand in
aged care services as
the trend for holiday
assistance and care
grows for the elderly
in the community.
Given their
positioning in the
community this has
the potential for the
corporation to
expand in the
humber of
customers.
If the corporation
continues to be
involved in
community projects
and events, the
populairty will surely
rise.

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Weaknesses
Does not offer a great
variation to services,
as oppose to
competition.
Does not promote
consistant updates of
events and important
dates on online
platforms.
Their influence does
not perceive widespread awareness could be due to poor
advertising platforms
and strategy.
Does not promote
any interactive
courses online.

Threats

Competition taking
over popularity due
to the varaition of
services.
Effective advertising
promoted by
competition.
Competition
producing a physcial
product to sell.
If there is no
collaboration with
partners or any sign
of compliance to
other projects, the
popularity may suffer.
Failing to expand the
company into other
locations could lead
to a slow decrease in
numbers

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Objectives
Marketing Objectives
The aim is to reposition the corporations status within the community and
to produce a better quality marketing strategy to differentiate the services
offered in relation to competition. The objectives will be achieved through
three cohorts: Marketing, Communication and sales. For Marketing, the
newly funded strategy is to increase market shares with local schools
within the next 12 months. In collaboration with schools, Multilink will
provide seminars or events within the schools curriculum that will inform
the children of cultural diversity in the Logan Region but also encourage
the children to contribute in small tasks to promote the unity. Amongst
this, it is inevitable for the reputation of the corporation to grow as overall
awareness expands also. This contributes greatly to the repositioning of
the communication aspect of the overall goal. Through inter-school
programs but also an expansion on social networking platforms, more
specifically engaging with the customers through constant updates and
invitations to events on Facebook, this will generate a great source for
customer revenue. For sales, an ideal way to raise funds is through
hosting giveaways and fundraisers. Through research, it is claimed that
had sausage sizzles never been introduced to Bunnings, customer
revenue would not be the same (Jason murphy, 2016). This is the direction
that the corporation must turn to as this will allow for customers to be
enticed and ultimately interested in the various campaigns like The
Enterprising Chameleon.

The marketing reposition is made purely to benefit the company in


the long run

The marketing reposition to collaborate with schools is to promote


overall awareness of the corporation and its intensions, this should
establish an 80% increase in recognition/awareness within 12
months.

By the expansion of advertising platforms engaging with the


customers more efficiently through updates on key events,
giveaway competitions etc. this should also contribute to the 80%
increase in recognition/awareness within 12 months.

On the sales point of view, it is necessary that fundraisers, such as


Bunnings sausage sizzle but also a variety of giveaway
competitions promoted on social networks, should generate
income for bigger projects and events. A 90% increase in income
within 12 months to be invested within the corporation.

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Target Market & Positioning


Selection of Target Market
In an area that is subdue to cultural diversity, community services of the likes of Multilink,
provide the opportunity for the Logan Together project to reposition, allowing for the
corporation to advance. It was identified that within the Logan Region, over 215 cultures are
settled in this area with each culture having their own language, community services that
provide literacy programs including Multilink are of high interest.
Given the focus is the literacy and home learning programs to explore social connection
opportunities for mothers and infants, this is a direct target market for the Logan Together
project to influence. We have decided to target the culturally diverse population within
Logan, this way mothers and young children from 0-5years are able to participate in literacy
programs to strengthen basic literacy and for the children to be prepared prior to their
educational journey.

Positioning Strategy
Although price differentiation between potential competitors and that of the Logan Central
Project is undistinguishable, perhaps the differentiation between specific focuses between
competitors could allow for the Logan Together project to be repositioned in order to advance
on the literacy programs.
YFS, in being one of the competitors of (LTP) does provide services that address Families
with children, however it does not offer any specific family services or programs that are
tailored two younger children. This differentiation, would give the (LTP) the advantage to
reposition as a corporation that isolates on early education and language development. This
comparison is ideal for all competitors as they do not provide specific programs that address
the language diversity of Logan, but rather advertise for anyone that is interested. However
the strategy for (LTP) is to emphasise the benefits of these services and highlight the
specification of focuses including social connections.

Write approximately 100 words

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Positioning Attributes
It was mentioned countless times in the SWAT analysis that online presence and utilizing the
advertising platforms is critical in advancing past competitors. This would be one of the
attributes to focus on, in which will definitely be used in the strategy to reposition (LTP).
Given that (LTP) is a big overall project, by emphasising the smaller aspect of language
development and child early education through social network, consumers will be more
aware of the services.
Another attribute is the discussion between participation in online courses or traditional faceto-face programs, according to Arleen R. Bejerano, 2008, the prevalence of online course are
seen not as effective as traditional programs. In this case, the competitors that offer online
courses for their services will not be as efficient as what (LTP) offers, this will be ideal in
positioning the project into a better state of influence.

Perceptual Map/s

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Marketing Mix Strategies


Product/Service
The core benefit of providing early education and language strengthening programs to
mothers and young children, is for them to gain basic skills to have equal opportunity to excel
in social connections and to not feel disadvantaged in the community.
The service that is provided is a community-wide language and literacy program, which is in
correlation with the first 5 forever program that is initiated by the Logan Together Project.
Locations where these programs will be held, will vary accordingly to the preferences of the
clients. Appropriate settings could be libraries, home, community services including
Multilink and or playgrounds. Resources including the standard texts books, literacy books,
educational equipment is incorporated in this service to enhance the learning capability of
participants. These services will segmented into sessions, with labelling each segment
according to the session. As expected in the (LTP) in this service there will be baby time,
story time, toddler time, other 0-5 session, Outreach targeting 0-5years. This will be the
prime strategy of distribution.
If the repositioning of the (LTP) is executed correctly, distinguishing this project from other
competitors in terms of services provided and the speciality literacy programs, services will
be able to expand, keeping the prime focus on early education and literacy but will be able to
introduce new locations and programs.
The augmentation of literacy programs could also expand into programs that offer a better
understanding of virtual computation, enabling children to understand the Internet of things
(IoT) as the educational system begins to lean into more technology based education.
A focus on sports and health, could also accumulate as numbers begin to rise, therefore
programs could be established to enhance childrens ability to become active healthy.

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Defining the product/service attributes


Current Product Attributes

New Product Attributes

Resulting Consumer Benefit

The service projects opportunity for


children and mothers

This provides teachings that are


relevant in these times.

Customers will inherit a stable program


that will allow them to develop the skills
needed to find opportunity in Logan

This is convenient for mothers as it


does not require payment but time.

Promotes other aspects than


psychological assistance and centres
on health and sports.

Promotes better connections in the


community.

The transition from basic literacy to


virtual studies will allow them to
understand different forms of language
By directing children to learn sports and
health, customers will be able to
monitor their lives better and to live
healthy.

<If primarily focused on a service offering define PEOPLE here>

Given that the people are the centre of predominantly all current companies marketing
strategy, in this target market the people that (LTP) focus on are mothers and their children in
the age range of 0-5. In an area that is culturally diverse, mothers of all ethnicities are
encouraged to participate. The state of these mothers could be characterised by migrants
whom have recently settled in Logan, aspiring for support in early education etc.
< If primarily focused on a service offering define PROCESSES here >

The processes outlined within this project is quite clear, this project will implement an
approach to engage parents and their families in various places in the Logan community.
Than the process of necessitating program delivery in community spaces. In this
repositioning of this project, it is seen that community services including Multilink, could
assist in attracting a greater number of people. Programs will than inherit coaching designed
to build on the mothers and childrens existing strengths but to teach additional knowledge.
Success will stem only from collaboration of this project and the community.
< If primarily focused on a service offering define PHYSICAL ENVIRONMENT here >

The environment will be characterised by comfortability, in this aspect, it is really dependant


on the preference of the parent and their families; what best suits them. Some of the
environments that will be utilised will be libraries, playgrounds for the encouragement of
children to participate in learning activities and games, in the new approach this project will
also look to incorporate community services like Multilink, and therefore there will be
seminars and programs active in offices and other environments. To explain the more
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descriptive aspect of the environment, these programs will be held in encouraging, safe,
quite, secure areas.

Price
The current pricing strategy implemented by the Logan Together Project is essentially
indifferent from its direct competitors. That is the not-for-profit approach, insisting that this
will not only be convenient to families in the Logan area and for this to support the marketing
strategy to encourage more parents and families to participate. Given that there will be no
profit accumulated out of these programs, perhaps looking at the costs to establish this
campaign is a variable that needs to be addressed.
In a budget of $50,000, only necessary investments need to be distributed to individual
components of the campaign. In the advertisement and promotional material aspect, thus
including banners, social networking promotions, and flyers and perhaps hiring door to door
sales people to advertise this campaign, a good 25% of total budget will be allocated to this.
Given that these programs will be not held in the same environment or room or even in the
same location, costs will very accordingly to the different locations that these programs will
be held. The most expensive place that these places could be held would be seminars in
which schools or universities may acquire a certain amount of money. Overall 10% would be
allocated to room hire.
In terms of equipment which includes visual and audio displays, this could be monitors,
projectors or even portable devices such as IPads, these will require a certain percentage to
cover the costs. Also childrens toys could also be included in the overall expense. The
overall expense would require approximately 25%
Labour expenses will require a great amount of the total budget, acquiring approximately
35% of the total budget, with 5% remaining to cover any unexpected or additional costs.

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Total Benefits
No prices prices required by
the customers
The budget address most
components to this campaign
A good amount will go towards
quality equipment, for parents
and children
Different atmospheres will be
considered for different
preferences of the families.
This campaign is flexible, in
convenience for the customers

Costs
25% will go towards
Advertisements, promotions,
flyers etc.
10% will be allocated to room
hire, but also the 5% could also
cover any special occasions that
may require a different location
to hire
25% will go towards equipment,
this will cover visual/audio
display with also childrens
equipment including toys,
staionary, games.
Finally 35% will go towards
Labour.

Write approximately 150 200 words

Promotion
In order to create wide spread awareness and to attract the chosen target market, a thorough
promotion strategy must be implemented in order to achieve not only what consumers will
delight but to create a well-structured plan to gain recognition. As of most governmental
industries today, The Logan Together Project has an ideal online appearance on the web,
however it is not at the level that it should be. We have chosen to reposition this project, in
hopes to increase overall demand for such services. It is clear that by targeting the community
services as our target market, (LTP) will be able to penetrate the communities of Logan more
effectively.
There is 2 certain strategies of advertisements that will need to be focused on. First is taking
advantage of the advertisement platforms that is presented on social networks, second being
the promotional materials, in which will amplify the campaigns ability to gain recognition in
the community. In the approach of strengthening (LTPs) online presence, the use of social
networks should be utilised, as it is no secret that the web has transformed into the
informative tool, becoming greater than simply watching television. Links to the projects
website and surveys on the Facebook page, will not only gather more participants but it also a
strong way to gain feedback from people of Logan, to see where potential improvements
could be made.

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Successful advertisements by various companies inherit a similar trait and that is


memorability, its how catchy the advertisement will be for each viewer and eventually it will
appeal to the viewer to the state of remembrance. I believe this project should inherit the
same ideology, future advertisements should incorporate the words No one knows Logan
like us not only is this catchy, but it triggers a psychological effect on peoples minds as
when they interpret this, they believe that this is the best place to ask question about nothing
else but Logan.
In the materials that will be utilised as one of the projects promotion strategies, flyers and
banners will be able to gain recognition of the project depending on the places we place them.
By addressing the target market in being community services including Multilink, banners
will be hanged on windows and on light posts in hopes to gather awareness.
Write approximately 200 words

Place
<Identify the distribution chain you will use to transfer the product/service from the
manufacturer to the consumer. What strategy will you use to get the distributors to take on the
product: push or pull? Justify>

In the process of repositioning the focus of this project into penetrating the target market of
community services, other than volunteers that the project may gain, Multilink and other
community services will be our ideal distributers in terms of referrals. Through selective
distribution and incorporating community services, (LTP) will be able to gain recognition and
help to promote the reducing of children developmental vulnerability.
Along with the project repositioning, the promotion strategies implemented will help to
promote the pulling effect that customers will adhere to. By using advertisements that directly
penetrates the families of Logan especially due to the cultural diversity present, the
recognition of the project will be able to stand out from the competitors pulling the customers
to participate in these not-for-profit programs.
Given that (LTP) has many partners including: Department of Education and Training,
Playgroups QLD etc. These will be the manufacturers of these programs, in which will
support the (LTP) to design the programs that are tailored specifically to the parents and
children of Logan

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Example of distribution model

Write approximately 150 words

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Evaluation and Control


In the marketing scheme, repositioning the projects status within the community was the ideal
root in which is believed to produce better quality programs, differentiating from
competition. The objectives were to reposition the project in the allocated target market
which was identified as the community services market. As a result it is expected for the
project to gain recognition and to grow in demand for the early childhood, language
strengthening programs. In referring to the rise in recognition, by collaborating with
community services, referrals of participants will rise above 60% in 12 months.
The second measure of evaluation will be communication, more specifically the results that
will accumulate from the new promotional and advertising approach. By focusing on social
networks as our main advertising platform it is inevitable for the reputation of the corporation
to grow as overall awareness expands also. Promotion in using flyers and banners will also
contribute to this. Results will have an increase in overall awareness by 80% in 12 months.
Sales will remain not-for-profit, however costs have been allocated by percentage in each
cohort. Under the budget of $50,000, a good percentage will go towards, audio and visual
equipment, this will instil that the project is well run with good quality resources
EVALUATION OF XX GOAL/OJECTIVE
Metric

Method of
Measure

Timing

Responsibilit
y

Outcome A

Outcome B

1.

Marketing

12 months

Is in control of the
repositioning of
the project, also
the process of
distribution,
through
community
services

The chosen target


market will benefit
the project as
referrals into
these programs
will increase by
60%

2.

Communication

12 months

In charge of all
advertising
platforms and
promotional
materials.

3.

Costs

12 months

The financial
aspect will be
covered by this as
funds and fees
from different

By emphasising
online presence
and taking
advantage of
social networks,
overall awareness
will increase by
100% in the time
frame
Costs will be
stable and there
will be no
fluctuation upon
fees.

Multilink may not


have the influence
it needs, but other
community
services could be
a potential partner,
but will lead to
time shortage in
the 12 months
affecting the
predicted results.
Numbers are not
met, resulting in
an advertisement
shift to perhaps
door to door
people seeking for
interested people,
but will affect the
sales aspect.
Costs are hard
to manage
resulting in less
quality

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cohorts is present.

resources or
hosting
programs in the
same location.

Implementation & Schedule


<Provide a 1 year timetable of when things are going to happen and who is going to do them.
Justify in the text area. Make up your Gantt chart and place after the text>

The implementation schedule for this marketing plan is 12 months. From the 4th of February
2018 to 31st December 2018, three distinct factors in which is structured throughout this plan
will be monitored and is applicable to evaluation.
The first stage will focus on the product itself, though it is not a physical product that will be
sold to customers, these programs will take time to develop, with the contents and the design
of it managed within this specific time frame. The budget percentage this will inherit will be
approximately 25% of total budget as this covers all content within designing this program.
The contents and design time will be launched on the 4th of February in which will hopefully
develop the final program on the 12th.
The newly funded promotion approach, will be launched shortly after the establishment of the
final program. The social network advancement will be initiated on the 20th of February, with
the other promotional materials to be developed in the same time. The budget will come
down to approximately 25% of the budget, with the banners taking a bigger percentage of the
funds compared to flyers and social network.
Distribution through community services and volunteers from the Logan Together Project
itself will be launched on the 1st of May in which will coordinate referrals from the Logan
Region, and with the help of the promotion scheme, numbers will rise for this program.
Budget percentage will inherit 45% with 5% for other aspects.

Gantt chart:
Legend:

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Percentage = Budget Percentage

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Conclusions and Recommendations


In conclusion, this marketing plan has analysed the current performance of the new target
market, in which has found potential in Multilink, a community service that the Logan
Together Project sees as an opportunity to commence advancement. During this plan to
execute a new approach, different strategies have been implemented in the hopes of certain
areas of improvement. Prior to this, the initial focus of this plan was to reposition the Logan
Together project to be in a competitive state with potential competition. The completion that
was identified were other local or nearby community services that offered similar services to
accountable community members. However, none isolated or focus on one specific area of
support. By identifying this the project was able to isolate on early education and to adopt
strategies to advance on basic literacy.
As discussed throughout the plan, we have chosen to implement strategies that will revamp
overall awareness and to develop the most efficient programs. It is believed that by targeting
the Logan Region, specifically new mothers and their children (0-5 years) this will be more
efficient for the project as studies record the importance of basic literacy before commencing
the education curriculum.
Overall, this plan mentions 3 main aspects in which is vital for the Logan Together Project to
excel, and from the time span given, the plan is thought to be effective in all sectors.
Recommendations could be made as there is potential for improvement or innovation. It is
recommended that the (LTP) should expand on their social networking platform, to invest
time into interacting with people around the Logan Region. Also a recommendation to
incorporate local schools as a potential distribution channel. This way the project is able to
promote their programs on a higher level.

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