Design and develop an integrated marketing communication plan

Assessment Task 2: Case study

Increase the brand awareness and the reputation of John’s Bakery

John’s Bakery created this hashtag in order for users to share stories related to the products.
The hashtag was a sponsored tweet, which means that the brand paid in order to always
appear in a good position in the users’ timeline. However, beyond expectations, negative
stories began to generate quickly. From users who were against the brand, ex employees
or simply people that took advantage of what was happening to use a bit of humour on
social networks. The problem with this situation is that once the avalanche of negative
tweets had started, it was impossible to stop it and the social media manager simply
affirmed that it was a learning experience for them.
What can we learn from these errors in these communication campaigns?
 Monitor in advance what is being said about our brand: We must know who our followers
are, but also our opponents and what they say about us. Make reputation reports that
help we to know if our brand can generate a positive or negative result with these types
of actions.
 Start with the basics: If our brand is not appreciated by users, why starting a risky action?
Start by improving the reputation of our company, our speakers, ensure that the quality of
our products is known, rather than leaving to the hands of thousands of users what we
want to convey about our company.
 Having a backup plan: Even if we realized the previous steps, there are still can be
negative comments when we work in communication on social medias because we do
not control the message. Know these types of examples and think: What would we do in
this case? Thus we can have an action plan to execute quickly if these situations occur.

You are appointed as the Marketing Manager with John’s Bakery and
requested to develop a marketing communication plan for the company.
To complete this task you are required to:
Part A: Determine marketing communication requirements:
1. Conduct a meeting with John’s Bakery management to discuss their
marketing communication purpose and objectives. You need to provide
a meeting minutes detailing:
 Business requirements
 Organisational long term and short term goals and objectives
 Proposed marketing communication purpose
 Marketing objectives

Meeting minutes with John’s Bakery:

Meeting time: 8:00am
Meeting date: 15/08/2018
Meeting location: John’s Bakery Melbourne Head Office
Meeting participants: Mark John, Frederick Gan, Joseph Daniel, Susan Chia,
Aloysius Lee, Danny Lopez
Apologies: Dennis Morgan, Michael Lee
Meeting agenda: Marketing Communication Purpose and Objectives
8:00am – 8:30am Business requirements:

- Promoting image: It is important for a company to highly promote their image

because it will attract more customers by the popularity of the image. The
more popular the company the easier it gets attract by other people.
- Providing information: It is necessary for a company to provide the clear and
beneficial information to the customers because it allow the new customers to
know more about the company. Besides that, it also allows the customers
easier to make comparison with other competitors.

8:30am – 9:00am Organisational long term and short term goals and objectives:
- John’s Bakery long term business goals: The long-term goal will be providing
the perfect customer service to the customers and always serving the best
quality products that satisfied the customers and make the customers return.
- John’s Bakery short term business goals: The short-term goal will be
organising a promoting event to attract new customers by providing high
quality products demonstration and explain the advantages of those products.

9:00am – 9:30am Proposed marketing communication purpose:

- Increasing awareness of a product, service or brand: Use branded packaging
able to increase the awareness of a product. Branded packaging offers an
additional touchpoint to the value of the brand gives to each customer’s
experience, and helps distinguish from marketplace competitors. Overlooking
the company product’s packaging is a missed branding opportunity in ultra-
competitive market landscape.

- Increasing knowledge about a product or service: Product knowledge is

valuable, it increases the confidence as a salesperson and your customers’
trust that the staff are the right person to serve the customer needs.
Customers come armed with their level of product knowledge. The Internet
and competition have created a more educated consumer base, and that is
more reason the company need to know more than the customers do about
the services offered.
9:30am – 10:00am Marketing objectives:
- The launch or re-launch of a product or service: It is important to organise an
event for the product launching because it will attract the customers and
provide the customers with full excitement. Besides that, launching a new
product allow the customers to think that the company is active on producing
new products.
- To improve sales performance and/or profit: The marketing team responsible
to implement the new marketing plan that helps the company to improve sales
performance and profit. There are many factors that lead to improve company
sales performance and profit, but the marketing team should identify the
perfect solution that able to minimize the cost and bring more customers.
10:00am – 10:15am Meeting closure
Next meeting: 20/08/2018
2. Conduct a research to provide the company’s information and their
detailed products and services offered.
Three internal information sources
availability of training courses
product and service styles that would
meet certain customer and market
requirements
customer feedback
Three external information sources
information from product suppliers, e.g.
for sourcing a new supplier or product
industry marketing or research bodies
internet
Summary of each of these sources
Training is an essential for a company
that going to achieve higher production
efficiency. The company need to train all
the new staff that make sure all the staff
are working consistently. Besides that,
the senior staff also need to conduct the
training, make sure they are maintaining
the efficiency.
It is important to know the customers
well. Gather information about as many
of the customers as possible. Each
customer will have a different perception
of what customer service means to them.
The market research should help the
company understand the potential
customers.
Feedback insights are valuable to the
decision-making process whether they
are positive or negative. The company
able to achieve higher target because it
consistently conducts surveys to further
improve upon the product and business.
Without any feedback, company will miss
the possibility of meeting the product
needs of consumers.
Summary of each of these sources
The right suppliers provide the most
suitable goods or services at the most
suitable prices and in the right time
frames for the company specific business
needs. Online is the best way to locate
suppliers such as manufacturers and
wholesalers.
It is the marketing of goods and services
by one business to another. Industrial
goods are those an industry used to
produce a product from one or more raw
materials.
A global computer network providing a
variety of information and communication
facilities, consisting of interconnected
networks using standardized
 communication protocols. The Internet
carries a vast range of information
resources and services, such as the
inter-linked hypertext documents and
applications of the World Wide Web
(WWW), electronic mail, telephony, and
file sharing.

3. Review its organisational documentation such as annual reports,

brochures, and financial statements etc to explain their previous
marketing communication options, expected targets and actual
outcomes.

Previous marketing communication options:

- Advertising: It helps to keep the consumers informed about whatever new

products or services are available in the market at their disposal. It helps to
spread awareness about products or services that are of some use to
consumer and potential buyers.
- Promotions: It is a key element in putting across the benefits of the company
product or service to the customers. Well-designed marketing and
promotional strategies ensure long-term success, bring in more customers
and ensure profitability for business.

Expected targets Actual outcomes

awareness measurements: 30% awareness measurements: 45%

customer satisfaction ratings: 55% customer satisfaction ratings: 75%

4. Determine the proposed budget amount for a new marketing communication

plan and email to John’s Bakery General Manager for confirmation and
approval. In your email you need to provide the rational of detailed budget
allocation. According to the replied email from General Manager, you need to
present the final confirmed budget amount.

From: crystal.gpcapital@gmail.com
To: markjames354@johnsbakery.com.au

Subject: Provide the rational of detailed budget allocation amount for a new
marketing communication plan communication plan

Dear Mark,

Following up with our meeting, I am writing to you regarding the explanation of the
proposed budget amount for John’s Bakery new marketing communication plan.
Please read it and let me know what you think about it.
Marketing communication Budget required Rationale
options
Advertising $1,500 The advertisement allows
the company pass the
important message that
want to be share with the
customers. By advertising,
it allows the customers to
get update with the latest
information about the
company. It is important to
update the accurate
information otherwise the
customers will be
misunderstood with the
information shared.
Customer service $300 Customer service is very
important for the company
to maintain their image
against the customers. If
the company fail to deliver
the good customer service
it will lose a lot of
customers no matter how
good the products
compare to other
competitors.
Packaging $850 The product packaging
also important for the
company image. In the
meanwhile, it also assists
the company to share the
information related to the
company by printed on the
packaging label. This
allow the customers to
spot the information
provided.
Total budget $2650

Kind regards,

Pei En Kong

Part B: Develop marketing communication brief:

5. Discuss John’s Bakery needs with the new communication plan. Design
a marketing communication brief addressing:
 A profile for John’s Bakery and its current marketing communication
performance and effectiveness
 Proposed marketing communication brief purpose statement
  Proposed marketing communication brief objectives (consider the
SMART principles)
 How the proposed communication brief meet the client’s needs

Profile for John’s Bakery:

John’s bakery is founded in 1994, it started with the production of daily bakery
product and slowly in the year 2008 the company start to expand in many suburbs at
Victoria state. After that, in the year 2010 the company introduce dine in café service
to the customers that allow the customers to enjoy the breakfast with coffee in the
shop. Currently, the company located the headquarter office in Sydney and all the
shop business hours are consistent that is 7am until 4pm. The John’s Bakery
founder is John Daniel that personally involved in the business processes. Currently,
the company main product lines are bakery product such as pastries and bread. The
sales condition of the company runs smoothly and very efficient.

Its current marketing communication performance and effectiveness:

- Pre-and post-awareness research: Much of awareness research focuses on

measuring what happens before and after a specific event or series of events.
The most prevalent use of this technique is in ad campaign research. A
critical decision factor is how many surveys the researcher do in each phase.
- Data obtained from the marketing information systems: The system is
designed to support marketing decision making. It can also be defining as a
set structure of procedures and methods for the regular, planned collection,
analysis and presentation of information for use in making marketing
decisions.
- Sales and profitability: Profit margin is a profitability ratio calculated as net
income divided by revenue or net profit divided by sales. Net income or net
profit may be determined by subtracting all of a company’s expenses,
including operating costs, material costs and tax costs, from its total revenue.

Proposed marketing communication brief purpose statement:

- Internet advertising: Is a form of marketing and advertising which uses the

Internet to deliver promotional marketing messages to consumers.
Consumers view online advertising as an unwanted distraction with few
benefits and have increasingly turned to ad blocking for a variety of reasons.
Many common online advertising practices are controversial and increasingly
subject to regulation.

Proposed marketing communication brief objectives (consider the SMART

principles):

- Improve sales performance and/or profit: The marketing team responsible

to implement the new marketing plan that helps the company to improve
sales performance and profit. There are many factors that lead to improve
company sales performance and profit, but the marketing team should
 identify the perfect solution that able to minimize the cost and bring more
customers.
- Maintain or increase awareness of a product or service: Use branded
packaging able to increase the awareness of a product. Branded
packaging offers an additional touchpoint to the value of the brand gives to
each customer’s experience, and helps distinguish from marketplace
competitors. Overlooking the company product’s packaging is a missed
branding opportunity in ultra-competitive market landscape.

How the proposed communication brief meet the client’s needs:

The proposed communication brief can promise to offer the following key benefits to
the audience:
- Need-satisfying benefits: Need-based marketing is a step away from
management-decided products and push communications and a twist on a
traditional marketing mix. Instead of objectives that make up the Four P’s –
product, place, price and promotion, need-based marketing objectives make
up a new set of objectives, all of which start with a “C.” Each new objective
works under the assumption that customers do know what they want and
each in their own way attempts to deliver.

- Positive benefits: It allow better trust and credibility for the customers. Besides
that, the most tangible benefit of influencer marketing, when useful, is a higher
volume of sales leads. When people trust the influencer, and pay attention to
the message, the odds of them responding positively towards their brand are
greater.
- Rational benefits: They are usually specific and will appeal to most customers.
Emotional benefits, however, are not that easy - because every customer is
different. For example, some customers may want the leather seats because
they are looking for comfort, while others may be looking for durability. In this
case, there would be no point in promoting the comfort benefit to customers
that are only interested in durability.

6. Include details of what to be achieved from the new marketing

communication brief and plan.

- Differentiating features or benefits: One of the biggest traps a marketing writer

can fall into is confusing features vs. benefits. Often when selling a product or
service, copywriters merely present a list of features–and that’s simply not
enough to make a sale. Both features and benefits are equally important for
effective advertising copy, but at the end of the day, it will be the benefits that
give you the best advantages for converting customers. Features are defined
as surface statements about your product, such as what it can do, its
dimensions and specs and so on. Benefits, by definition, show the result of
what a product can accomplish for the reader.
- Promoting image: Mastering images in brand promoting could be one of the
most valuable assets. Give shoppers what they want by promoting the
 company best brand images right on Instagram. Building up a following by
commenting on others’ images, following like-minded people and brands and
connecting with influencers can help the company exposure on Instagram. Or
the company can head straight to paid promotions by setting up a business
Instagram account and running a sale or contest to entice more people to
follow and engage with you.
- Retaining customers: Customer retention refers to the activities and actions
companies and organizations take to reduce the number of customer
defections. The goal of customer retention programs is to help companies
retain as many customers as possible, often through customer loyalty and
brand loyalty initiatives. It is important to remember that customer retention
begins with the first contact a customer has with a company and continues
throughout the entire lifetime of the relationship.

7. Explain the key characteristics, competitive factors and the market

situation facing John’s Bakery.

Key characteristics of John’s Bakery:

- Proximity to key markets: Proximity marketing helps companies and service

agencies do just that. Via the Wi-Fi or Bluetooth signal, proximity marketers can
send content that’s like a mobile application program (app) that appears
automatically on the mobile devices of consumers. While the audience is limited
to those in the proximity of the business and those using its Wi-Fi or Bluetooth
signal, the message is very user friendly and reaches those most likely to visit a
store.
- Product differentiation: Product differentiation is a marketing process that
showcases the differences between products. Differentiation looks to make a
product more attractive by contrasting its unique qualities with other competing
products. Successful product differentiation creates a competitive advantage for
the product's seller, as customers view these products as being unique or
superior.
- Establishment of brand names: A brand is a name, symbol, or other feature that
distinguishes a seller's goods or services in the marketplace. More than 500,000
brands are registered globally with pertinent regulatory bodies in different
countries. Brands serve their owners by allowing them to cultivate customer
recognition of, and loyalty toward, their offerings. Brands also serve the
consumer by supplying information about the quality, origin, and value of goods
and services. Without brands to guide buying decisions, the free market would
become a confusing, faceless crowd of consumables. An established and
respected brand can be the most asset a company possesses.

Competitive factors of John’s Bakery:

 - Ease of entry/exit: A barrier to entry is something that blocks or impedes the
ability of a competitor to enter an industry. A barrier to exit is something that
blocks or impedes the ability of a company competitor to leave an industry. In
general, industries that are difficult for new competitors to enter may enjoy
periods of good profitability and limited rivalry among competitors.
Conversely, industries that are easy to enter attract new companies into the
industry during periods of profitability. So, rivalry among competitors can be
intense. On the other end, industries that are difficult to exit have more rivalry
than industries that are easy to leave.

- Technology and innovation: A new product or service involving knowledge

change. Innovation process and outcomes involving the development and
diffusion in the market and society of new products, services and
organisational models. It comprises activities that contribute to the research,
development and design of new products, services or techniques, or to
improving existing products, and generates new technological knowledge.

Market situation facing John’s Bakery:

- Special occasion catering: There are many competitors that hosting special
occasion catering such as wedding function, birthday party catering and
others. All these catering events allow the competitors to get huge revenue
compare to small shops. The company should start planning for this new
service to the customers, it will bring huge impact toward the company.
- Food delivery services: The customers are very busy for their lifestyle; the
food delivery services start to grow rapidly. Many competitor start to provide
this service to the customers. It makes the customer more convenience to
enjoy the food product. Besides that, the company also able to hire the
external companies that provide food delivering service because they are
more professional on delivering.
- Seasonal promotions: It is the special offers, discount or limited edition terms
tied to an event during the year. The primary benefit of these promotional
marketing strategies is to attract attention to the business at an opportune
time and increase revenue in an otherwise quiet period. It is also a great way
to distinguish the company from the competitors.

8. Provide brief information of John’s Bakery targeted customers, legal and

ethical constraints to be considered when developing the new marketing
communication brief.

John’s Bakery targeted customers:

- Cultural factors: Culture encompasses the set of beliefs, moral values,

traditions, language, and laws (or rules of behaviour) held in common by a
nation, a community, or other defined group of people. Many cultural
characteristics, and the health states related to them, are associated with
 education, occupation, income, and social status. These factors influence
one's awareness of the world, and whether one will seek improvement or
accept things as they are. Well-educated white-collar workers may be more
aware of the benefits of exercise than those lacking education.

- Demographics: Socioeconomic characteristics of a population expressed

statistically, such as age, sex, education level, income level, marital status,
occupation, religion, birth rate, death rate, average size of a family, average
age at marriage. A census is a collection of the demographic factors
associated with every member of a population.
- Lifestyle: is the interests, opinions, behaviours, and behavioural orientations of
an individual, group, or culture. The broader sense of lifestyle as a "way or
style of living" has been documented since 1961. Lifestyle is a combination of
determining intangible or tangible factors. Tangible factors relate specifically
to demographic variables, for example, an individual's demographic profile,
whereas intangible factors concern the psychological aspects of an individual
such as personal values, preferences, and outlooks.

Legal and ethical constraints to be considered:

- Consumer protection laws: a group of laws and organizations designed to

ensure the rights of consumers as well as fair trade, competition and accurate
information in the marketplace. The laws are designed to prevent the
businesses that engage in fraud or specified unfair practices from gaining an
advantage over competitors. They may also provide additional protection for
those most vulnerable in society. Consumer protection laws are a form of
government regulation that aim to protect the rights of consumers. For
example, a government may require businesses to disclose detailed
information about products—particularly in areas where safety or public health
is an issue, such as food.
- Trade Practices Act: The Act is the legislative vehicle for competition law in
Australia, and seeks to promote competition, fair trading as well as providing
protection for consumers. It is administered by the Australian Competition and
Consumer Commission (ACCC) and also gives some rights for private action.
Schedule 2 of the CCA sets out the Australian Consumer Law (ACL).
The Australian Federal Court has the jurisdiction to determine private and
public complaints made regarding contraventions of the Act.
- Environmentally sustainable practices: The organisation recognises the
importance of protecting the environment and will minimise the environmental
impact of work practices carried out by the organisation. Consider
sustainability issues when making planning and managing decisions. Promote
and encourage environmental awareness to ensure employees are aware of
their environmental responsibilities. Aim to continually improve environmental
performance by identifying and addressing environmental risk. Make
 resources available to implement environmental risk management
procedures.
Part C: Design the integrated marketing communication strategy:
9. Identify all the marketing communication options and select the suitable
ones for the new marketing communication brief and target different
market segments of John’s Bakery. You should also provide rationale
for your selected options.

Selected suitable marketing Rationale for your selected options

communication options
Advertising It helps to keep the consumers informed
about whatever new products or services
are available in the market at their
disposal. It helps to spread awareness
about products or services that are of
some use to consumer and potential
buyers.
Customer Service Personalized experiences improve the
customer experience even more,
creating loyal customers that trust the
company and spend more on their
products. Specifically, the benefits of
customer experience marketing include
increased brand loyalty, for increased,
long-term profitability. This allow the
customer satisfaction rates increase
efficiently.
Packaging Product packaging is designed in various
colours, shapes and sizes and store
everything from foods and beverages.
Packaging is such as essential part of
the marketing process, companies spend
a considerable amount of time and
money planning and designing it.

10. You are now required to perform a detailed analysis of:

 Advantages of each marketing communication option
 Disadvantages of each marketing communication option
 Why they are suitable to promote John’s Bakery products

Selected suitable Advantages: Social media It helps to keep the

marketing communication sites are great for building
option 1: Advertising customer relationship and
offers an incredible reach
and the opportunity to
connect with customers in
an entirely new way.
Offers a wide rah, with its
potential for viral
consumers informed about
whatever new products or
services are available in
the market at their
disposal. It helps to spread
awareness about products
or services that are of
some use to consumer
 marketing. Besides that, and potential buyers.
social media tools are
relatively inexpensive.
Disadvantages: Visitors
mainly go to social media
sites to socialize, and are
not interested in
advertising. Besides that,
the traffic is typically in the
leaning stage of the
buying process, hence it is
more important to inform
and teach than sell
outright.
Advantages: With
customer relationship
marketing, the company
already established the
main demographic. This
mean the company can
concentrate the
promotional efforts on
customers who have
already proven the loyalty
to the company. Loyalty Customer service is very
customers are also more important for the company
likely to go for the up-sells to maintain their image
that the company promote, against the customers. If
Selected suitable or to try new products that the company fail to deliver
marketing communication the company has the good customer service
option 2: Customer service introduced, which also it will lose a lot of
results in more of a profit customers no matter how
for the business. good the products
Disadvantages: The compare to other
customer is always right, competitors.
but not every customer is
right for the business.
Customer relationship
marketing focuses on the
customers who are
already purchasing goods
and services, it may miss
the chance to market to
possibly interested
customers.
Selected suitable Advantages: It assist in Product packaging is
marketing communication protection for the product. designed in various
option 3: Packaging Besides that, it helps to colours, shapes and sizes
advertises the company and store everything from
with its design and can be foods and beverages.
 designed to suit the Packaging is such as
promotional theme. It can essential part of the
be designed to appeal to marketing process,
target market and can be companies spend a
made to fit in the point of considerable amount of
sale. time and money planning
Disadvantages: It cost and designing it.
money to make. Besides
that, it takes a while to be
made which might slow
down the production of the
product. It also consuming
time to design and might
accidentally offend certain
ethnic groups if used
offensive symbols or
designs.

Select the suitable media vehicles and explain their:

 Advantages
 Disadvantages
Selected media Advantages: The incredible Internet marketing has
vehicle 1: Internet convenience of marketing become more and more
online is one of the biggest popular nowadays among
businesses around the
advantages of internet
world. After discovering
marketing. The internet has the wide range benefits of
extremely easy internet marketing in
accessibility with promoting products and
consumers using the services online, it has
internet and reaching soon become the leading
markets anywhere in the medium for marketing all
world. Because of this, over the world. internet
marketing allows
purchasing goods from
companies to nurture a
across borders now more personal relationship
reduces the cost of with their consumers from
transportation. all over the world. With
internet marketing,
Disadvantages: Although businesses can deliver
Internet marketing allows a content to their customers
wider reach, the start-up costs through personalized and
of a website can be high. This cost-effective
include the cost of the required communication.
software and hardware, and
maintenance costs. There are
still a lot of customers who use
the Internet just for having
more information about a
product and prefer to buy it in
 person.
Advantages: It can be easily
available. This provides an
opportunity to the advertisers
Colourful, graphics-rich
to reach the narrowly defined
glossy magazines invite
readers segments.
consumers to expand their
Advertisements placed in the
knowledge of a favourite
magazines have a long life and
hobby, keep up with the
is often passed along to
latest computer
several readers.
technology or explore
Advertisement for products or
fascinating destinations
services positioned on life style
via armchair or cruise
variable can be placed well in
ship. A business that
the magazines as compared to
Selected media serves a specific market or
newspapers.
vehicle 2: magazine industry might be tempted
Disadvantages: Most
to advertise in an interest-
magazines have relatively long
specific magazine that
advertising deadlines, reducing
claims to reach that
the flexibility and the ability of
desired audience.
advertisers to react to fast
However, consider the
changing market conditions. It
downsides of magazine
rarely reaches most a market-
advertising before placing
segment. Therefore, for an
valuable advertising
effective exposure, either
dollars in this basket.
several magazines must be
used or some alternative
media must supplement the
magazine schedule.
Selected media Advantages: The primary It is a key element in
vehicle 3: Sales benefit of sales promotions is putting across the benefits
promotion that they induce customer of the company product or
traffic and sales by offering a service to the customers.
lower price and better value Well-designed marketing
proposition. Taking 25 percent and promotional strategies
off the price of a good without ensure long-term success,
altering its benefits increases bring in more customers
the customer's perception of and ensure profitability for
value. When a new business business.
launches, for instances,
promotions are a way to attract
customers away from
competitors. Companies also
use sales promotions to clear
out excess inventory at the
end of a season.
Disadvantages: The short-term
motive of sales promotions can
work against the typical long-
term goals of companies,
 including creating customer
loyalty. After customers get
used to certain discounted
price points, it is difficult to get
them to pay regular price.
Sales promotions naturally
limit your per-transaction
revenue opportunities. While
discounts may improve
volume, they narrow profit
margins. Narrow margins
require you to sell a higher
volume of goods to generate
strong profits.

11. Discuss the required media characteristics and explain how they match
the new marketing communication brief

Required media characteristics Explain how they match the new

Level of audience involvement
Proximity to purchase
marketing communication brief
The effectiveness of advertising
messages is widely believed to be
moderated by audience
involvement. Four levels of involvement
are identified (in order from low to high)
as pretention, focal attention,
comprehension, and elaboration. These
levels allocate increasing attentional
capacity to a message source, as
needed for analysis of the message by
increasingly abstract and qualitatively
distinct-representational systems. Lower
levels use relatively little capacity and
extract information needed to determine
whether higher levels will be invoked.
The higher levels require greater
capacity and result in increasingly
durable cognitive and attitudinal effects.
Proximity based marketing is a
catch-all term used to describe any
use of location technologies to
directly communicate with
customers through their mobile
devices. Importantly, this
communication is not limited to
smartphones- it applies to any
GPS or Bluetooth-enabled device,
examples laptop, tablet, even

Whether the target audience responds
actively
some feature phones
The company must be able to measure
the response action in some way.
Otherwise, you won’t know if your
marketing efforts are paying off. A
sudden influx of new customers might be
the result of your marketing campaign,
for example, or it might be a random
event. Some businesses ask customers
to fill out surveys that ask how the
customers heard of the business. This
data lets marketers know whether a
campaign is working.

12. Conduct a survey with target audiences and provide an analysis report.
Your report should include:
 Designed survey questionnaire distributed to the target audiences
 Explain your selection of primary and supplementary media options.
 With each identified media options detail their media consumption
habits and the required influences on their purchase behaviours

Survey questionnaire distributed to the target audiences:

Dear valued John’s Bakery customers,

Thank you for your priceless support with us for the past years. John’s Bakery has
achieved tremendous improvement for the past few years. Therefore, to help us to
achieve the next milestones we would like to offer your valuable input to help us
improve our products and services. Please answer the following survey questions
and email back to us. Thank you.

Q1: How do you think about John’s Bakery products and services?
Q2: What areas do you think we need to improve in the future for John’s Bakery
products and services?
Q3: Tell us your positive customer service experiences with John’s Bakery.
Q4: How many times per week do you visit the bakery shop?
Q5: What are the preference of choice for the bakery products?

Explain your selection of primary and supplementary media options.:

Primary media options:

- Magazines: The atmosphere surrounding magazines is a large part of their

success. As opposed to reaching a viewer when they are otherwise
preoccupied, for example in their car, when people are reading a magazine
they are often in a relaxed atmosphere, ready and willing to take in everything
the edition must offer, including your advertisement.
- Newspapers: Newspaper audiences have proven that they find the medium
more engaging and have less distractions when compared to other mediums
such as television. This is mostly due to people engaging in other activities
 such as scrolling through social media feeds whilst watching television or using
the medium as background noise.

Supplementary media options:

- Outdoor: The outdoor advertising contractor is a company, organization or

body that offers, for rent, outdoor space as a medium for advertising. This
space is usually on specially designed structures erected for that purpose, but
the contractor may also secure the rights for displaying third party (or non-
locality bound) advertising on buildings, road cuttings, existing bridges.

- Bus sides: Buses and their related infrastructure is a medium commonly used

by advertisers to reach the public with their message. Usually, this takes the
form of promoting commercial brands, but can also be used for public
campaign messages. Buses may also be used as part of a political or
promotional campaign, or as a tool in a commercial enterprise.

Primary media Media consumption habits Required influences on

options
Magazines like to be informed through
their desktops and mobile
devices: Digital magazines
could reach readers on a
global scale. They have
become a powerfully
engaging way to keep a
reader’s interest while
maintaining loyalty, even
when readers have moved
to another location. Digital
magazines allow publishers
to send content to readers
no matter their location.
Digital magazines reach
their audience in a very
short amount of time, and
online readers often
consume the edition the
very same day it’s
distributed.
Newspapers many develop self-
socialization: Newspaper
audiences have proven that
they find the medium more
engaging and have less
distractions when compared
to other mediums such as
their purchase behaviours
average order value: With
digital magazines,
publishers don’t have to
worry about the expense
and logistics associated with
unsold copies. Again, the
more money a publisher
saves, the more savings will
be passed on to advertisers.
Digital magazines could
reach readers on a global
scale. They have become a
powerfully engaging way to
keep a reader’s interest
while maintaining loyalty,
even when readers have
moved to another location.
Digital magazines allow
publishers to send content
to readers no matter their
location.
preferred range of options
within a single offer: Whilst
offline newspapers are said
to be in decline, digital
newspapers have surged in
their numbers with some
consumers even using both
 television. This is mostly platforms. This allows
due to people engaging in newspapers to reach a
other activities such as wider audience by reaching
scrolling through social two very different markets.
media feeds whilst watching Furthermore, digital allows
television or using the for further audience
medium as background targeting as well as digital
noise. advertising.
Supplementary Media consumption habits Required influences on
media options their purchase behaviours
Outdoor inseparable from their preferred medium of
smartphones: There are vast response: Outdoor stands
masses of people who do alone so it doesn’t have to
not have access to television compete with other ads like
nor do they buy or read other mediums. Often big in
newspapers and magazines. size, outdoor advertising
But they are exposed to makes itself very visible at
Outdoor Advertising at their both close and large
local trading stores in the distances. They tend to also
rural areas and at shopping be creative and expressive
complexes in the townships which tends to gain more
and smartphones that attention amongst
always having the consumers.
advertisement within the
third-party application.
Bus sides popularity of image-sharing preferred medium of
platforms rising: Adverts are contact: concern for the
often placed as basic environment and the
rectangular motifs on the popularity of programs such
side or front of a bus. These as Park-and-Ride have
may be applied directly to caused a wide range of
the bus. Additionally, business professionals,
adverts may be printed on teachers, college students,
placards known as boards, and many other types of
which are slotted into workers to leave their
special guide fittings vehicles in mall parking lots
attached to the side of the and ride the bus to and from
bus. their jobs. It saves them the
often-high cost of parking
and the wear-and-tear on
their cars and provides them
the opportunity to review
material for a morning
meeting, study, or just relax
and gather their thoughts for
the busy day ahead. The
cards displayed inside the
bus reach passengers who
spend an average of 30-40
minutes on the bus.
 13. Analyse brand character of products offered by John’s Bakery and their
service images marketed to the customers, explain the media styles you
will use and address how they can match brand character of products
and service images.

Brand Service images Media styles How they can match brand
characte you will use character of products and
r service images

changing To promote product Formal Promote the product

consume uniqueness uniqueness can change the
r consumer behaviour by allow
behaviou the consumer to gain more
r recognition toward the brand
image.
To act as a Journalistic By guarantee the company
responsible responsible to the product
business offered, it will change the
consumer behaviour because it
allows the customer build more
trust toward the company
brand.
To create the image Dramatic Building a brand is best
of industry leader achieved by developing a
reputation in the community
for having expert knowledge
within your industry niche.
While everyone wants to have,
their brand become an
overnight sensation, it is
important to keep in mind that
becoming a leader within a
niche takes time and
determination.
To inform the Plain English Labels are a key feature of
ingredients of the most products. They help to
products market the product, allow
customers to tell it apart from
the competition, and give
important messages including
ingredients, instructions and
uses.
To inform the use of Conversational Creativity is the ability to
creativity and produce new and at times
innovation during unique ideas, and innovation
the production is the implementation of that
process creativity, whether that be a
new idea, solution, process, or
product. Creativity is the
 driving force behind
innovation and looking at
things from a different
perspective. Creativity is a set
of tools that allows people to
connect different ideas
together to create or innovate,
or to produce something
different to your competitors. 

14. Explain the advantages and disadvantages of selecting multiple media.

Rational your decisions based on the evaluation.

Selecting multiple media advantages

 increasing the frequency of the advertising message: The role of

frequency is to drive curiosity, recognition, and decision. For decades,
marketers have relied on the belief that a frequency of three is all that is
needed to get to the decision. A new product or brand introduction will
require greater frequency to get consumers’ attention, build trust, and start
processing the message. Frequency is the necessary tactic to drive
customers’ exposure to a message, product, or service. Frequency is also
essential to achieving your advertising campaign goal: driving consumers
to action.

 increasing the reach of the advertising message: In the application of

statistics to advertising and media analysis, reach refers to the total
number of different people or households exposed, at least once, to a
medium during a given period. Reach should not be confused with the
number of people who will be exposed to and consume the advertising.

Selecting multiple media disadvantages

- duplication of impact: Duplicate data is a serious issue for any company
using multiple platforms to manage their data. It occurs when an exact
copy of a record is created as a different entry in the same database.
The costs associated with data duplication are higher than you might
think. Depending on where the duplicate records exist, the costs can
really stack up.
- duplication of resources: The cause of duplicate data errors range
from human error to customers providing slightly different information at
different points in time. Whatever the cause for duplicate data, it is essential
businesses remove duplicates from their databases to achieve business
goals. Three techniques businesses can use to remove existing duplicate
 records within their database include standardize contact data, define the
level of matching, utilize software to identify duplicates.
- increasing the cost of marketing: The more the marketing plan used, the more
the cost for advertising. It is not a good plan for the company because it will
be affecting on the sales profit margin. If the company spend too much money
on the advertising, although the sales margin is high it will still reflect the loss
on the sales.

15. Develop criteria used for multiple media and design a detailed action
plan to implement your selected criteria.

Criteria used for multiple media:

- whether reach will be increased: It will increase the amount of reach because
by using different media it attract different customers depend on the
customers lifestyle.
- cost: It is important to calculate the cost needed for advertising because it is
one of the cost that will affect the sales profit.

Detailed action plan to implement your selected criteria:

Required Start time End time Staff Budget

activities responsible
community 15/08/18 20/08/18 Content $3,500
service experts
announcement
s

copy for 21/08/18 25/08/18 Other writers $4,000

newsletters or
other print
media

news and 15/08/18 17/08/18 Producers $1,500

current affairs
items for
community
broadcasting

sponsorship 25/08/18 27/08/18 Clients $500

announcement
s

Part D: Select and recommend media for marketing strategy:

16. Select minimum FOUR (4) media vehicles and respond how they meet
the requirements of marketing brief for John’s Bakery products and
services.
FOUR (4) media vehicles How they meet the requirements of
marketing brief for John’s Bakery
 products and services
Email marketing Marketing the product or services by
email can be a fast, flexible and cost-
effective way of reaching new customers
and retaining existing customers. Email
marketing can allow the company to
create targeted and personalised
messages. This can help the company to
build meaningful relationships with
customers. It can also improve response
rates to the company direct marketing
campaigns.
Internet With the Internet came the convenience
of online shopping. Rather than having to
drive to a mail and wait in long lines to
make a purchase, the company allow the
customers to purchase with a few clicks
of the mouse. In addition, the Internet
made it easier for individuals to price
compare between different online
retailers to see which one offers the best
selection and prices.
Newspapers Newspaper advertising is still highly
regarded as effective mediums for print
advertising. It has the strengths when it
comes to getting a message out to a
specific audience, and still utilized by
business both small and large as part of
a cohesive marketing strategy. Local
newspaper costs tend to be relatively
low, and focus the advertisement on a
specific geographic market.
Sales promotion It is a key element in putting across the
benefits of the company product or
service to the customers. Well-designed
marketing and promotional strategies
ensure long-term success, bring in more
customers and ensure profitability for
business. It also induces customer traffic
and sales by offering a lower price and
better value proposition.

17. From your identified primary and supplementary media options, recommend
primary and secondary media options. You are required to:
 Provide rationale for your recommended media options
 Explain economic, social and industry trends relevant to the identified media
options
 Explain each media option’s target audiences’ preferences
  How your recommended media options meet the requirements of target
audiences’ preferences, target audiences’ requirements, legal and ethical
constraints

Recommend primary media options: Rationale for your recommended media

customer service options:
Advertising and marketing initiatives draw in
customers, often by setting experience
expectations and making certain promises
about quality and service. Without properly
educating your customer service team of your
brand initiatives and brand promises, you
could face a real disaster at a crucial
customer touch point. 
Economic trends relevant to the identified
media options:
economic trends (local, regional, national,
international): The overall direction in which a
nation's economy is moving. Most business
managers need to be aware of the prevailing
direction of the economic trend for the product
markets and countries in which they operate
to make more accurate and effective plans for
their company.
Social trends relevant to the identified media
options:
social and cultural factors: Social and cultural
factors affecting business include belief
systems and practices, customs, traditions
and behaviours of all people in given country,
fashion trends and market activities
influencing actions and decisions. Socio-
cultural perspective is one of the most
important factor influencing
decision of marketing managers and strategic
goals of companies entering new foreign
markets.
Industry trends relevant to the identified
media options:
industrial trends: Industry trends are
examined to make predictions. The study
includes trends related to consumer
behaviour, employment, technological
advancements, new product development,
competition, government norms and other
factors that impact the industry.
Target audiences’ preferences:
prompt or timely service: Timely customer
service means to provide support to
customers in an opportune manner.

Recommend secondary media options:
advertising
Responding to customer requests on time as
well as resolving customer issues in a timely
fashion is an extremely part of customer
service.
How it meets the requirements of target
audiences’ preferences, target audiences’
requirements, legal and ethical constraints:
legislation, including occupational health and
safety legislation: Occupational health and
safety (OHS) laws require employers and all
other workplace parties to consult and
cooperate in the management of workplace
risks, to protect the health and safety of
workers and others who might be at risk from
the work.
Rationale for your recommended media
options:
With immense targeting capabilities through
both demographics and psychographics,
social media platforms such
as Facebook have proven to be an asset
when launching marketing campaigns.
Facebook advertising allows you the
opportunity to reach users through
demographics, behaviours, and contact
information. Facebook advertising even
integrates with Instagram, giving you visibility
on two of the top social platforms.
Economic trends relevant to the identified
media options:
demographic trends: Demographics are more
than just the age and sex of your customers.
It is the measurable change in the
characteristics of a population over time, for
example the increased or decreased
concentration of a ethnic group or sex ratio or
a variety of other traits or attributes.
Social trends relevant to the identified media
options:
changes in technology:
a technological change is an increase in the
efficiency of a product or process that results
in an increase in output, without an increase
in input. In other words, someone invents or
improves a product or process, which is then
used to get a bigger reward for the same
amount of work.
Industry trends relevant to the identified
media options:
 changes in supplier prices: Demand for your
products or services will have a great
influence on price. Generally, the higher
demand for your product, the higher you can
price your product and services. Demand can
also be influenced by price. For example,
lowering the price of a product can increase
demand temporarily.
Target audiences’ preferences:
friendliness: Staff are chosen for the
enthusiasm and friendliness rather than the
skills. Friendliness is core component of their
winning approach.
How it meets the requirements of target
audiences’ preferences, target audiences’
requirements, legal and ethical constraints:
Advertising Federation of Australia: It main
responsibilities are dealing with all sorts of
marketing and advertisement. It is a non-profit
organization and service to the world. They
represent company dealing with marketing,
advertising and communication from public,
media and government.

18. Discuss the strategies you will use to ensure recommended media
options to meet the requirements of:
 Marketing brief
 John’s Bakery business development
 Legal and ethical constraints

- availability of staff: The availability of staff is important because it will impact

on the busy day. If many staff are not available on the same day it will also
affect the efficiency of the processes.
- budget: The budget should be calculated accurately by the accountant, this
will allow the marketing strategy run successfully without short of budget for
continue the project.
- location: The location is one of the demographic factor for marketing. Some of
the location is crowded with population while some location is very less people
living. Some location lives by rich background people while some location for
the middle-class consumer that spend not much.

Part E: Develop a creative brief:

19. Outline and present the required creative contents for each
recommended media option. Your designed creative contents should
reflect John’s Bakery business requirements. You need to submit the
slides you prepared for the presentation as the evidences.

(See the attached PPTs)

 20. Explore and explain the required pitch or appeal for John’s Bakery
products and services and explain how they address the company’s
requirements.

Required pitch or appeal for John’s
Bakery products and services
Positive or negative
Need-arousing or need satisfying
How they address the company’s
requirements
When used effectively, social media can
have all the benefits of word of mouth,
just on a larger scale! It can also help
you reach a high number of potential
customers. Social media may not
be suited to every business. If you are
unprepared and launch your social
media presence without proper planning,
you could waste valuable time and
money.
Another important needs-based
marketing objective is to set a price that
customers find affordable and
reasonable. Price is a major
consideration for many segments of
consumers when making a purchase.
The price should fit into the target
consumer’s budget. Certain segments
need to feel as if they’re getting the
maximum value for their money when
buying products or services from a
company.

21. To facilitate customers have a better understanding of the designed

marketing brief, you need to develop the relevant supporting
information. To do this you need to provide:
 Design the survey to distribute to the current customers and seek their
comments of the products and services. Make sure you include at least
TWO (2) collected customer feedback comments

Collected customer feedback comment 1:

Customer name: John Alexander Customer contact number: 0455567384

Survey date: 06/08/18

1. How do you think about John’s Bakery products and services?

It was excellent service

2. What areas do you think we need to improve in the future for John’s Bakery
products and services?
The company should invest on the online service that allow the customer’s order
online and delivered the products to the customers.

3. Tell us your positive customer service experiences with John’s Bakery.

The waiter and waitress are very friendly. The barista make good quality coffee.

Collected customer feedback comment 2:

Customer name: Christine Brian Customer contact number: 0454445988

Survey date: 14/08/18

1. How do you think about John’s Bakery products and services?

The customer service was good but there is still space for improvement.

2. What areas do you think we need to improve in the future for John’s Bakery
products and services?

The company should upgrade the ordering system so it allows the waiter staff to
have more spare time to get the customers attention.

3. Tell us your positive customer service experiences with John’s Bakery.

The waiter and waitress are very friendly and kind. The barista make good quality
coffee.
 John’s Bakery purchasing information

Different products/services which will meet the customer needs:

- Product model: The company starts to make fresh bakery start from the early
morning daily. It is to make sure all the customers get the privilege to get the
fresh bakery every day and serve with perfect customer service.
- Pricing differentials: The price in the market are very competitive compare to
other competitors. But the company insist to use the high quality raw materials
when selecting the ingredient for making the bakery product in house.
- Product/service types: The company bakes all the products in the outlet to
guarantee the bakery provided to the customer handled carefully from the raw
material to the final product. The company also focus attention on making
high quality espresso coffee and delivering differentiated customer service.

 John’s Bakery current quality assurance policies, procedures and

standards

- Requirements for staff appearance and presentation: Disposable gloves

should be used when handling ready-to-eat food and should be provided in
multiple sizes. Employees must wash their hands before putting on gloves
and they must be changed after becoming dirty or torn.
 Requirement to specify the target audience such as sales promotion,
special orders and online payment requirements etc.

- Sales promotion: It is a great way for the company to incentivize potential

customers to purchase. If choose to invest in a sales promotion without fully
understanding the elements that determine its success, the company runs the
risk to losing more than just a few clients.

22. Provide all the allocated media option budgets. To do so you need to
outline all the required tasks to conduct the marketing brief and their
associated costs, make sure your total budgets should not exceed the
overall marketing budgets of $50,000. You are also required to design a
scheduling task outline all the timeline for each required task within the
marketing brief and ensure the timeframe should not exceed the overall
media schedule of THREE (3) months. Consider to complete this task by
using project management tool such as Gantt chart or MS Excel.
All the required tasks to Start time End time Budget
conduct the marketing brief
Advertising purpose and 15/08/18 20/08/18 $3,500
objectives are confirmed with
the advertiser

The outcomes of previous 21/08/18 25/08/18 $4,000

advertising are reviewed with
the client

Advertising objectives are 15/08/18 17/08/18 $1,500

stated in measurable terms
and provide specific guidelines
on what is to be accomplished
by the advertising

Key characteristics, 25/08/18 27/08/18 $700

competitive factors and the
market situation facing the
product or service are defined
in the brief

The brief includes summary 21/08/18 26/08/18 $1,300

information on the target
audience

The brief contains a budget 05/09/18 15/09/18 $2,500

allocation and schedule of
activities which comply with
the advertiser's requirements
The creative brief identifies 10/09/18 13/09/18 $500
advertising content and is
written in consumer language

The creative brief identifies a 14/09/18 25/09/18 $950

pitch or appeal for the product
that meets the advertiser's
requirements