T-1.8.

Details of Assessment
Term and Year 4, 2018 Time allowed 7 Weeks
Assessment No 1 Assessment Weighting 100%
Assessment Type Consumer Analysis Report & Design of Direct Response Offer
Due Date Week 7 Room TBA

Details of Subject
Qualification BSB42415 Certificate IV in Marketing and Communication
Subject Name Consumer Behaviour

Details of Unit(s) of competency

Unit Code (s) and BSBMKG419 Analyse consumer behaviour
Names BSBMKG409 Design direct response offers

Details of Student
Student Name Marcela Avila Andrade

College Student ID 201837581

Student Declaration: I declare that the work Signature: ___________________________

submitted is my own and has not been copied or
Date:
plagiarised from any person or source. __08_____/__11______/____2018___________

Details of Assessor
Assessor’s Name Ahmed Shovon

Assessment Outcome

/ 100
Results ☐ Competent ☐ Not Yet Competent Marks

FEEDBACK TO STUDENT
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________

Student Declaration: I declare that I have been Assessor Declaration: I declare that I have
assessed in this unit, and I have been advised of my conducted a fair, valid, reliable and flexible
result. I am also aware of my right to appeal and the assessment with this student, and I have provided
reassessment procedure. appropriate feedback

Signature: ____________________________ ☐ Student did not attend the feedback session.

Date: ____/_____/_____ Feedback provided on assessment.

Signature: ____________________________
Date: ____/_____/_____

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Purpose of the Assessment

The purpose of this assessment is to assess the student in the following Competent Not Yet
learning outcomes: (C) Competent
(NYC)
BSBMKG419 Analyse consumer behaviour
1.1 Gather information on market or market segment for a product or service in
accordance with a marketing plan
1.2 Identify consumer attributes for market or market segment from market
profile or existing customer data
1.3 Identify and test features of product or service in accordance with a
marketing plan
2.1 Investigate consumer need for the product or service through analysis of
trends and past performance
2.2 Review past marketing or positioning of product or service in relation to
effectiveness of its focus of appeal
2.3 Assess, estimate and test impact of individual, social and lifestyle
influences on consumer behaviour for a product or service
2.4 Analyse consumer responses to previous marketing communications
2.5 Review relevant data to determine consumer digital footprints, engagement
journeys and expectations
2.6 Assess organisational capability to respond quickly to consumer demand
for products or services in accordance with marketing plan
3.1 Ensure marketing strategies address innate and acquired needs of
consumers and appeal to motives that influence decision-making
3.2 Present a rationale for focus of appeal that outlines how influences on
consumer behaviour will be used to target effective marketing strategies
3.3 Clarify the role of the consumer in the digital marketing environment and
model engagement conversations and interventions
3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary
requirements of marketing plan
BSBMKG409 Design direct response offers
1.1 Determine what will be supplied in direct response offer in conjunction with
team members
1.2 Determine what respondent must supply or do in response to offer
1.3 Select and document appropriate types of offer to be made to customers
2.1 Provide customers with a range of direct response offer options
2.2 Provide vehicles for customers to provide feedback on direct response
offer options
2.3 Analyse customer responses to test offers and follow up if appropriate
2.4 Modify products or services being offered based on provided customer
feedback
2.5 Ensure offer option selected matches organisational marketing objectives
and solves marketing problems
2.6 Match supporting material requirements to type of direct marketing sale

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3.1 Evaluate factors affecting pricing to determine normal or average selling
price of offer
3.2 Determine short-term pricing strategies
3.3 Select payment term options
4.1 Design process ensuring accepted offers are fulfilled promptly
4.2 Develop procedures to ensure prompt answers to queries and complaints
regarding product or service
4.3 Ensure access to instant, accurate information on status of delivery of
products or services and customer accounts, including after-hours, to provide
enhanced customer service
Assessment/evidence gathering conditions
Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student
can only achieve competence when all assessment components listed under “Purpose of the assessment”
section are recorded as competent. Your trainer will give you feedback after the completion of each
assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
Resources required for this Assessment
● Computer with relevant software applications and access to internet
● Weekly eLearning notes relevant to the tasks/questions
Instructions for Students
Please read the following instructions carefully
● This assessment has to be completed ☒ In class ☒ At home
● The assessment is to be completed according to the instructions given by your assessor.
● Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within two weeks of the assessment due date. All other
feedback will be provided by the end of the term.
● Should you not answer the questions correctly, you will be given feedback on the results and your gaps
in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be
deemed competent for this unit of competency.
● If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
● Please refer to the College re-assessment for more information (Student Handbook).

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Assessment Brief (Individual Assessment): Developing Consumer Analysis Report &

Design of Direct Response Offer

ORGANISATION DETAILS
Note: The organisational details used in this assessment have been sourced (and to some
extent paraphrased) from the organisation’s website and other relevant documents of the
organisation. The information used here is solely for educational purpose.

Organisation History:
Foxtel is one of Australia's most progressive and dynamic media companies, bringing the
best live sport, new movies, new shows and complete seasons, live and on demand anytime,
anywhere. Foxtel directly employs more than 2,800 people and delivering a diverse
subscription television service to both regional and metropolitan areas over cable, satellite
and broadband distribution.
The organisation claims that it has effortlessly connected Australians to all the stories it loves
by offering a better entertainment experience every day to each one of its 2.8 million
subscribing homes through delivery of exclusive and inspiring programming across all genres,
the world’s most popular channel brands, and investment in high quality local content.
As constant champions of innovation as they have claimed, the organisation has brought its
customers:
● The iQ3 personal video recorder offering effortless access to the best shows, movies,
live sport and entertainment
● Australia's largest HD channel offering, with 48 dedicated channels
● Television, broadband and home phone bundles with Foxtel internet and voice
services delivered over Australia’s largest telecommunications network
● Live and catch up TV on your tablet or other mobile device with the Foxtel app
● Flexible, low cost access to stream Foxtel anywhere with our internet TV service
Foxtel Now
● A constantly growing library of TV and movie hits to stream, On Demand, available as
part of a Foxtel subscription Australia.
Foxtel is owned by Telstra Corporation Ltd (50%) and The News Corporation Ltd (50%).

Products and Services:

To get an idea about the types of products and services the business offers, visit the link:
https://www.foxtel.com.au

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CONTEXT, PROBLEM SCENARIO & REQUIREMENTS:

You are appointed as a Marketing Communication Manager for Foxtel. Your responsibility is
to analyse consumer behaviour and develop marketing communication strategies that will
influence consumer to use Foxtel channel packs. You will also need to design appropriate
offers for the right target market which can meet your marketing objectives. To complete this
task, you will need to acquire some organisational information to conduct some analysis for
both understanding consumer behaviour and type of product offered by the business. You will
find some organisational information above in the given case.

You are also expected to do your own external secondary research for the purpose of
analysis as you will need to conduct research to identify the environment, competitors,
customer groups, and various other stakeholders. Your task is to research the external
environment of the organisation and demonstrate knowledge about relevant industry, product
or service based on the information that you have identified during your research.

You will be required to use the template/structure as provided below. Marking criteria and
weights for each section are also provided within the structure.
.

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Structure, Template and Marking Criteria for the Consumer Analysis Report & Design of Direct
Response Offer:

1. Introduction ( 5 marks)
2. Industry and Consumer Behaviour Analysis (10 marks)
3. Marketing Objectives ( 10 marks)
4. The Marketing Strategies (15 marks)
a. product strategies
b. price strategies
c. promotion strategies
d. distribution strategies
5. Marketing Core Concepts (15 marks)
6. Communication channels and platforms (10 marks)
7. Design direct response offers ( 12 marks)
8. Evaluate the offers ( 10 marks)
9. Design customer feedback process ( 12 marks)
10. Appendix and Reference ( 1 marks)

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PAGES Marks Marks

TABLE OF CONTENTS Allocated Received

1. Introduction 5

2. Industry and Consumer Behaviour

10
Analysis

3. Marketing Objectives 10

4. The Marketing Strategies 15

5. Marketing Core Concepts 15

6. Communication channels and platforms 10

7. Design direct response offers 10

8. Evaluate the offers 10

9. Design customer feedback process 12

10. Appendix and Reference 3

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1. INTRODUCTION

Foxtel has the traditional pay TV service, the subscribers need a set-
top box, this installation has a fee. Foxtel has it is own internet
streaming service (Foxtel Now), the subscribers can access all same
content, but over the internet, and can be used by phone, laptop or TV.
Both Foxtel and Foxtel Now divide channels into "packs" which are purchased on a per-month
basis. Neither service allows to the subscribers buy the Sports pack on its own, though. It will
need to combine it with either Foxtel's base "Entertainment" pack for $26 per month or any of
Foxtel Now's starter packs which cost $10-$15 per month

• $55 per month for traditional Foxtel ($26 entertainment pack + $29 sport pack)
• $39 per month for Foxtel Now ($10 starter pack + $29 sport pack)

Foxtel offer a lot of types of products and services:

PRODUCTS:
Foxtel’s base pack is Entertainment, it has 45 channels, then if the subscribers wish can add
on extras packages like sports, movies, drama, entertainment plus, docos and kids.

• Sport package has 12 channels (US channels and Eurosport)

• Movies package with over 1200 movies between action, comedy, masterpiece, family,
romance, thriller, premiere and more. Available in HD.
• Drama package has over 200 series with exclusive HBO series
• Entertainment Plus package has 9 channels about lifestyle, comedy, food, sci-fi, fashion
and celebrities.
• The Docos package has 9 channels about history, nature and wildlife, science, arts,
biography, automotive and crime.
• Kids package has 6 channels and 100 hours of kids. TV show available to stream. Also
has an app.

SERVICES:

• Foxtel app: is free for residential customers, allowing access to any channel that are
subscribed to.
• Foxtel Now: is a streaming service. allowing access to any channel that are subscribed
to. The subscribers have two weeks free trial. (Netflix, Stan, Amazon prime video)
• Foxtel guide: free app TV guide for program descriptions and classifications and remote
record.
• Foxtel magazine: contains daily listings for most channels. It has an extra cost for month.

I am going to focus and study the customer behaviour in the sport package by streaming.
Actually, Foxtel has over 40 different sport like cricket, supercars, F1, NBA, NFL, A-league,
Football, Tennis, Rugby, and more but I want to know more about introduce the feminine target
for support feminine sports, because the last years is more and more common the equal
opportunity for both girls and boys in all sports.

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Also the last year the AFLW (Australian Football League Women’s) had a huge success and
continued dominated women’s sports such cricket, soccer, basketball…) “Even prize money for
professional female athletes is quickly catching up to that of their male counterparts as well as
sponsorship deals and tv coverage, which makes the future of female sport very exciting”*
*https://australiansportscamps.com.au/blog/top-sports-for-girls-in-australia/

2. INDUSTRY AND CONSUMER BEHAVIOUR ANALYSIS (10 Marks)

The media plays an important part in Australia's sporting landscape, with many sporting events
televised or broadcast on radio as well as several magazine publications dedicated to sport.

There’s a lot of different options on TV. There are pay TV packages, apps and catch-up TV
options. There are options to bundle subscriptions with their broadband or mobile plan and even
stream sports data-free. This is the most important competitors for FOXTEL:

Optus sport, Fetch TV, beIN SPORTS, Amazon Prime Australia.

• OPTUS: with two focuses: FIFA World Cup and English Premier League.
Access to Optus Sport will be:

- Free with Basic subscription (limited matches, no live matches).

- $15 per month with Premium subscription or free with some Optus plans.
- Streaming Optus Sport is also data-free on Optus post-paid mobile plans.

• BeINSports: Programming is international with a European focus. All three

channels are included in the Foxtel and Foxtel Now sports packages (above).
Alternatively, you can get all three channels through a beIN SPORTS
Connect subscription, which you can stream using your computer, Apple
Airplay, Chromecast or iOS and Android apps. Monthly cost is:
- $19.95 per month

• Fetch TV: is an internet TV service like to Foxtel and with many of the same
channels. Fetch TV does require a set-top box and you get a choice between
the Fetch TV Mini ($169) and the Fetch TV Mighty ($399). Like Foxtel, Fetch
TV will also require you to choose one of four channel starter packs ($6 each
per month) before you can get access to beIN SPORTS
- $14.95 per month

• Amazon Prime Video is a streaming service similar to Netflix. The Prime

Video Australia library mainly focuses on TV shows and movies and offers
live streaming of American NFL and Volleyball.
Amazon Prime Video memberships are currently sold to Australians in US
dollars, which means the price you pay per month will fluctuate depending on
conversion rates. An Amazon Prime Video membership will set you back:
- USD$2.99 for the first six months
- USD$5.99 thereafter

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CONCLUSION: A SWOT analysis is carried out to determine strengths, weaknesses,
opportunities and threats of FOXTEL and your competitors

• Strengths: Foxtel has the Australia’s best sports coverage, on- demand content, the
subscribers have the flexibility to change package once a month.
• Weaknesses: The service doesn’t work with all streaming devices, only in a few
specific, the service is more expensive than your competence. The package sport
isn’t available without a basic subscription. The service won’t work when the
subscriber is travelling outside of Australia.
• Opportunities: Foxtel can access to more subscribers through women’s sports.
• Threats: The service depend of the internet service.

CONSUMER BEHAVIOUR ANALYSIS

To carry out the consumer behaviour analysis, a survey was designed in SurveyMonkey, which is
a website that allows do online surveys. With this tool, a survey was developed with three
demographic questions and seven closed questions with the idea of knowing what the consumer
knows about Foxtel and what their interests are in the television companies. This survey is in the
Appendix 1.

The survey showed in the demographic questions that of 100% of the people surveyed that live in
Australia, 57.14% is around the age of 14-27 years, 14.25% are 28-33 years old and 28.57% are
in the age range of 34 to 50 years. Of these, 85.71% are women and 14.29% are men. In the
question of the current employment status, 42.86% are employed full-time, another 43.86% are
employed part-time and 14.29 are self-employed.

In the closed questions it was found that 29.57% of the respondents were extremely likely
watching TV, 28.57% moderately likely, another 28.57% slightly likely and 14.29% not at all likely.
When asked which device they use to watch TV, 48.86% of the respondents answered that on
TV, 29.57% on the laptop/desktop, 0% on a gaming console and 28.57% on the mobile device.

Of the respondents, 42, 86% spend 0-4 hours per week watching TV, another 42.86% spend 5 to
8 hours and 14.29% more than 13 hours per week. The TV package that they are most like to
watch with 57.14% are movies, 14.29% is drama, 14.29% is entertainment and another 14.59% is
documentaries. The category of children and sports was not selected by any of the respondents.

A 28, 57% know about Foxtel by television, 42.86% by recommendation, another 14.29% by radio
and 14.29% by print advertising. 42.86% have never heard about Foxtel. In this case, the
influence of TV advertising is higher than radio and print advertising, but the recommendation
between family and friend are the mayor percent of the respondents.

Of those who know about Foxtel, 28.57% are extremely likely to recommend Foxtel to a friend
family member, and in equal percentages, 14.29% quite likely, moderately likely, slightly likely and
another 14.29% not at all likely. With this survey we perceive that Foxtel has a good perception in
the people, which is why they like to recommend it. In the last question, 28.57% pay less than $
25 in the monthly cable bill / internet package, another 28.57% between $ 25- $50, another
28.57% between $ 50- $ 100 and only 14.29% pay between $100 - $150

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3. MARKETING OBJECTIVES (10 Marks)

The target market:

• Geographic: person that live in Australia, far target segmentation and original area, from
different race and cultures
• Demographic: young adult and adults between 14-50 years old, could be singles or have
a family, employed and students, could have a healthy life style.
• Psychographic: consumers interested in sports, from enthusiasts to passionate fans.
They interested in knowing all about the last news, matches, statistics, analysis about
their favourite sport.

Goal and objectives

Acquire new users by 10% by 2020. Extending our consumers, make it more inclusive, since
currently the percentage of men who only watch sports is greater, the idea would be to try to
visualize more the sport of women.

• Increase the transmission of female sports, to give greater visibility to it, since there is
currently a great difference between the coverage of male and female sports on
television.
• Make alliances with partners and sponsors, involve them through campaigns and
promotions.
• Increase communication in social media by 10%, through campaigns, generating
content appropriate to the target.

Strengths: sport in Australia is in high demand, which is why the offer is facilitated. In
addition, we have a large number of female high-performance athletes in different sports and
great career that represent the country proudly.
On another hand, Foxtel has a wide spectrum of channels, in addition it has the option of
Foxtel Now, where it includes live coverage and via streaming and for this reason, it has a
good reputation among users.

Weaknesses: You cannot record games or programs in Foxtel Now, which means that
people who cannot access the channel at this time, lose their favourite games or programs.

Opportunities: It could improve the online interface and digital skills to reach new customers
and thus improve the user experience. In addition, we can increase the demand for a female
market.

Threats: when making coverage in female sports, do not generate as much demand as you
would like. Our social media campaigns would depend on the type of internet connection.

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4. THE MARKETING STRATEGIES (15 Marks)

The marketing strategies help us to identify and communicate the benefits from Foxtel

Product strategies: it is the medium that is used to satisfy the needs of the consumer.
• Carry out coverage of different sports, with greater variety for all types of public.
• Use a simpler and friendlier user interface to create an attractive user experience.
• Increase the quality of the content, with live analysis of the matches.
• Include in Foxtel Now options, recording live matches.

Price strategies: This component will always be a basic concept in economics that is the law
of supply and demand. With this law, the price must be adjusted to the product.
• To attract our new consumers, an offer will be made with the first three months free.
• Compared to the competition, the price of the product is high, but Foxtel has a good
reputation, which is why it seeks to carry out campaigns and offers for potential
consumers.

Promotion strategies: It ensures that the brand is recognized and promotes a reputation and
recognition through the different channels of communication.
• There will be a campaign to encourage the audience in the women's matches of the
different sports through advertising banners, the digital media and social media
channel and the platform will be in Foxtel's website and social network platforms.

Place strategies: The place and distribution of product.

Advertising in all the channels and platforms:
• Print media (newspaper, flyers, billboard): when sports events are held or there are
live matches, flyers can be distributed with subscription discounts to the sports
package, directly reaching the specific target
• Mass media (TV and radio): it is the most effective and direct way to reach the target,
as well as having access to those that can sometimes be difficult to reach or they do
not have access to internet
• Social media (Facebook, Twitter, Instagram) is the means to reach younger people,
as well as the effectiveness of the campaign can be measured
• Digital media (website): it is the place where the user is directed to obtain more
specific information of the product to be offered, there the direct purchase can be
made, or a consultant can be consulted.

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5. MARKETING CORE CONCEPTS (15 Marks)

Market segment:
• Geographic: person that live in Australia, far target segmentation and original area,
from different race and cultures.
• Demographic: young adult and adults between 14-50 years old, could be singles or
have a family, employed and students, could have a healthy life style.
• Psychographic: consumers interested in sports, from enthusiasts to passionate fans.
They interested in knowing all about the last news, matches, statistics, analysis about
their favourite sport.

Marketing Position:
This is the place the product has in the minds of consumers relative to the competing
products. The Foxtel’s sport package is expensive than the competence, but this offer a
mayor number of channels.

• Quality/Price positioning: Foxtel has a reasonable economic cost compared to quality,

since it is the only brand that offers 12 sports channels.
• Competitor Positioning: Foxtel is the only service that has a wide range of channels
and offers against the competition.
• User Positioning: Customization of the user through the different packages offered.

Market needs, wants, and demands:

• Needs: Need to access more quality content at an affordable price. Foxtel meets
current needs by offering specialized channels in the sports most in demand in
Australia.
• Wants: The consumer would like to be able to personalize the content, be able to
record and repeat as many times as desired. Foxtel to have a wide variety of
packages available in different categories, among the option to choose the package
of your choice, among those sports. It is required to work Foxtel Now to introduce the
option to record and access it at any time.
• Demands: Foxtel meets the need of a consumer but can improve what the consumer
wants.

Marketing environment:
Digital entertainment can be distributed and accessed through thousands of platforms and
content formats. This content format makes the Internet user feel closer to the event that is
being broadcast and the live broadcasts on social networks make it possible to have a direct
channel with customers.

On another hand, gender equity should be sensitive when transmitting female sports content
of equal or greater importance to men. Currently there are high performance women who
excel in different sports, and do not have the same sports coverage and journalistic approach
as the male part.

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6. COMMUNICATION CHANNELS AND PLATFORMS (10 Marks)

• Print media (newspaper, flyers, billboard): when sports events are held or there are live
matches, flyers can be distributed with subscription discounts to the sports package,
directly reaching the specific target. It is a channel is cheaper but it not effective when we
need position the brand.

• Mass media (TV and radio): it is the most effective and direct way to reach the target, as
well as having access to those that can sometimes be difficult to reach or they do not
have access to internet.

• Social media (Facebook, Twitter, Instagram) is the means to reach younger people, as
well as the effectiveness of the campaign can be measured.

• Digital media (website and e-mail): it is the place where the user is directed to obtain
more specific information of the product to be offered, there the direct purchase can be
made, or a consultant can be consulted instantly

7. DESIGN DIRECT RESPONSE OFFER (10 Marks)

With the design of the direct response offer, we want to reach customers more efficiently to
create more solid and personalized relationships in order to obtain an immediate response.

The main offer would be: if two people are subscribed to Foxtel, during the first three months
they pay the price of a single person and the sports package is included. With this offer we
want to achieve our main marketing objective, which is to acquire new users by 10% by 2020,
so the offer is given to understand the interest or curiosity of the customers and thus publicize
our sports package.

Hard offers: our serious customers are offered the free sports package for the first six
months and includes the 4K package on two TV screens and Full HD for mobile devices.

Soft offers: for our customers who have a long-term interest in the product, they are offered
the free sports package during the first three months and the 4K package for a single screen
or device.

With these offers we also want to increase traffic in our social networks by 10% so that when
designing our advertising campaigns, we can move forward through them and we can have
more control over the offer.

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8. EVALUATE THE OFFERS (10 Marks)

Thanks to tools such as Twitter Analytics, Facebook Analytics, Google Trends, Google
Analytics, etc... We can measure the effectiveness of digital campaigns. we only need to have
an account in each of the social media platforms and so we can begin to analyse how
effective they are in digital campaigns.

In our digital campaign in social media we can measure and monitor the effectiveness of the
offer, through Facebook Analytics and Twitter Analytics, these are free tools that give us
information such as age, sex, location, interests, and we can be analyse in real time. In our
website we can measure and monitor the effectiveness of the offer, through Google Analytics,
this gives us all the information if we have a banner with the advertising of the campaign that
informs us of the traffic of this, the duration of the session and the contents visited, gives us
an extensive traffic analysis on our page.

We can monitor our offer, making a monthly report on customer comments, reviewing the
annual financial growth report, and making a quarterly report on customers who did not
subscribe.

9. DESIGN CUSTOMER FEEDBACK PROCESSES (12 Marks)

Survey feedback

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APPENDIX 01

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APPENDIX 02

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APPENDIX 03

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APPENDIX 04

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