Assessment Tasks - 1 2 Solved

ASSESSMENT PLAN
ASSESSMENT TASKS
BSBMKG523 Design and develop an integrated marketing
communication plan
Student name: ______________________________________________________________
Date submitted: ____________________________
BSB52415 – Diploma of Marketing and Communication
ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page1

BARKLY INTERNATIONAL COLLEGE PTY LTD.
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Assessment plan
The following outlines the requirements of your final assessment for BSBMKG523 Design and develop an
integrated marketing communication plan.
You are required to complete all tasks to demonstrate competency in this unit.
This unit is assessed through the following:
Assessment Requirements Method of Assessment
Completion of written questions Written questions
Case study Case study

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All assessments will ensure that the principles of assessment and rules of evidence are adhered to. The
principles of assessment are that assessment must be valid, fair, reliable and consistent. The rules of
evidence state that evidence must be sufficient, valid, current and authentic.
If reassessment is required, you will be given the chance to resubmit the assessment task. You will have up
to three opportunities to resubmit each assessment task. If, after the third attempt, the assessment is still not
satisfactory your trainer/assessor will make alternative arrangements for assessment.
Agreement by the learner
Have you read and understood what is required of you in terms of assessment?  Yes  No
Do you understand the requirements of this assessment?  Yes  No
Do you agree to the way in which you are being assessed?  Yes  No
Do you have any special needs or considerations to be made for this assessment?  Yes  No
If yes, what are they?
Do you understand your rights to appeal the decisions made in an assessment?  Yes  No

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Assessment Task 1: Written questions
Student instructions
This open book task will be completed during class time and needs to be completed within one hour (60
minutes). You can use the Internet, books, magazines and other resources supplied by your trainer/assessor
to help you with your answers.
Make sure you answer all questions. You are required to answer all questions correctly. If incorrect answers
are provided, your assessor will identify the gaps in your knowledge and understanding and make
arrangements for reassessment.
Resources required for this assessment

 Internet
 Textbooks, magazines, journals and other relevant reference materials.
Question 1
Reach and frequency are aspects of which part of marketing function and processes? (Circle the
correct answer/s)
a) Selection of a copy platform

b) Determination of a media timing pattern
c) Setting of sequential objectives
d) Setting of the campaign budget
Satisfactory  Verbal Questioning required

 Yes  No Satisfactory
 Yes  No
Question 2
Changing consumer spending patterns is an element of the _____________ environment. (Circle
the correct answer/s)
a) political
b) cultural
c) demographic
d) economic

 Yes  No
Question 3
What is one disadvantage of a point-of-purchase (POP) promotion display? (Circle the correct
answer/s)

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a) The displays are not seen by enough people.

b) It seldom induces impulse buying among the intended audience.
c) There is no practical way to audit the “circulation” of the display.
d) It is not as efficient as other forms of sales promotion.
 Yes  No
Question 4
In which stage of the consumer decision process is cognitive dissonance most likely to occur?
(Circle the correct answer/s)
a) Post-purchase evaluation
b) Purchase decision
c) Exposure to non-personal influences
d) Exposure to interpersonal influences

 Yes  No
Question 5
Puppy magazine is implementing a special promotion to regain readers in the Northeast of
Victoria who have let their subscriptions drop. Which of the following segmentation criteria defines
this market? (Circle the correct answer/s)
a) Geographic – Psychographic
b) Demographic – Geographic
c) Psychographic – Demographic
d) Behaviouristic – Geographic

 Yes  No
Question 6
What formula is used to determine media cost per thousand? (Circle the correct answer/s)
a) CPM = cost of media x 1000 divided by number of circulation

b) CPM = circulation divided by cost of media
c) CPM = number of circulation divided by cost of media x 1000
d) It depends on the media.


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 Yes  No
Question 7
The contribution made by publicity is difficult to measure because it is used in conjunction with:
(Circle the correct answer/s)
a) selecting channels of distribution

b) marketing research
c) other promotion tools
d) negative events such as product recalls

 Yes  No
Question 8
Principles of consumer behaviour include: (Circle the correct answer/s)
a) Individual influences
b) Social and cultural influences
c) Lifestyle influences
d) None of the above
 Yes  No
Question 9
One weakness in using out-of-home media is: (Circle the correct answer/s)
a) Demographic Flexibility
b) Difficult to Measure and Control
c) Delivers Excellent Reach
d) Relatively Low Cost
 Yes  No
Question 10
Which of the following is not strength of the television medium? (Circle the correct answer/s)
a) High Impact and Dynamic Medium

b) Cost Efficient Medium for Reach
c) High Reach Medium
d) High Initial Production Cost

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 Yes  No
Question 11
Explain how the following legislations affect planning marketing communication process:
Anti-discrimination legislation
Answer:
Anti-discrimination legislation is aimed to ensure equal treatment of people. This legislation is

made to prohibit any kind of discrimination in employment, advertising and provision of products
and service based on grounds of gender, marital status, race, nationality, religion, belief, political
opinion and hetero- or homosexual preference. Anti-discrimination legislation is imposed by the
government and is needed to be followed. A breach of this policy or of the anti-discrimination laws
may result (among other things) in one or more of the following: disciplinary action against the
offender. legal proceedings against the offender. legal proceedings against the employer of the
offender.
Market communication process deals with sending organizational messages and information to
existing and potential customers. Market segmentation based on demographics, social and
cultural traits, life style and buying intentions are the areas where market communication can
differ according to segmentation. While planning market communication, anti-discrimination laws
put barriers to address specific groups and people. Such laws make the planning market
communication difficult to deliver company message to targeted audiences. It becomes the
ultimate need to comply with the restrictions and make the market communication generalized.
To secure the organizational stake and marketing goals, the communication process becomes
more complex. An example of such hurdle can be the marketing campaign addressing the
personal care issues in women, skin care, body fitness and maintenance.
Different ethnic groups in any area can feel about the market communication to be discriminant
and may disagree with the consent. This type of response happened against a brand, named “Fair
and Lovely”. The brand title was highly criticised by people with dark skin tone to be racial
discriminant and the brand faced a strong social media campaign against the title. Eventually the
company has to rebrand the products line and the relaunched in the market.
 Yes  No
Ethical principles:
Ethical principles emphasis that business process should always aim to be honest and fair.
Unethical practices will not guarantee you more sales or necessarily cut costs in the long-term.
What it does do, though, is put your company's viability at risk. Ethical marketing, on the other
hand, is always the wisest route to success.
1. Honesty – Be forthright in dealings and offer value and integrity.
2. Responsibility – Accept consequences of marketing practices and serve the needs of

customers of all types, while being good stewards of the environment.
3. Fairness – Balance buyer needs and seller interest fairly, and avoid manipulation in all

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forms while protecting the information of the consumers.
4. Respect – Acknowledge basic human dignity of all the people involved through efforts to
communicate, understand and meet needs and appreciate contributions of others.
5. Transparency – Create a spirit of openness in the practice of marketing through

communication, constructive criticism, action, and disclosure.
6. Citizenship – Fulfil all legal, economic, philanthropic and societal responsibilities to all
stakeholders as well as giveback to the community and protect the ecological
environment.
To be socially responsible is when the organization is concerned about people, society and
environment with whom and where it conducts business. In it is most basic form, socially
responsible marketing is taking moral actions that encourage a positive impact on all the
company’s stakeholders, including employees, community, consumers, and shareholders.
The main responsibility of marketers in this aspect is to package and communicate the
organization’s decisions that will impact the various communities with which they interact.
Consumers have the right and power to decide which companies succeed or fail; so
marketers have a major responsibility to ensure their practices are seen as philanthropic
without being phony. Ethical Marketing is a philosophy that focus focuses on honesty, fairness
and responsibility. Though wrong and right are subjective, a general set of guidelines can be
put in place to ensure the company’s intent is broadcasted and achieved. Principles of this
practice include:
• A shared standard of truth in marketing communications
• A clear distinction between advertising and sensationalism
• Endorsements should be clear and transparent
• Consumers’ privacy should be maintained at all times
• Government standards and regulations must be adhered and practiced by marketers.

 Yes  No
Consumer Protection Laws:
Consumer protection is the practice of safeguarding buyers of goods and services, and the public,
against unfair practices in the marketplace. Consumer protection measures are often established
by law. These laws enforce the conditions set for ensuring quality of product and services delivery.
In addition to protect of consumer’s money, value, time and other properties of being damaged or
affected in any form, unless the consumer provided prior consent and undertaking the potential
threats.
The Australian Consumer Law (ACL) includes: a national unfair contract terms law covering
standard form consumer and small business contracts; a national law guaranteeing consumer
rights when buying goods and services; penalties, enforcement powers and consumer redress
options.

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1. The Australian Consumer Law contains a range of protections to help ensure that the
products you buy are safe.
2. Consumers often ask us how they can check if the business or trader they are dealing
with is legitimate or genuine.
3. Scams come in all shapes and sizes. Have you received an offer that seems too good to
refuse, or a request to donate to a good cause? Perhaps an invitation to ‘befriend’ or
connect with an online admirer? Scammers know how to press your buttons to get what
they want.
4. Where to go for consumer help. Under the Australian Consumer Law, when you buy
products and services they come with automatic guarantees that they will work and do
what you asked for. If you buy something that isn't right, you have consumer rights.

 Yes  No
Privacy laws:
Privacy law refers to the laws that deal with the regulation, storing, and using of personally
identifiable information, personal healthcare information, and financial information of individuals,
which can be collected by governments, public or private organisations, or other individuals. It
also applies in the commercial sector to things like trade secrets and the liability that directors,
officers, and employees have when handing sensitive information. Privacy laws are considered
within the context of an individual's privacy rights or within reasonable expectation of privacy. The
Universal Declaration of Human Rights states that everyone has the right to privacy. The
interpretation of these rights varies by country and are not always harmonious.
The Privacy Act 1988 (Privacy Act) is the principal piece of Australian legislation protecting the
handling of personal information about individuals. This includes the collection, use, storage and
disclosure of personal information in the federal public sector and in the private sector. The
Privacy Act 1988- external site (Privacy Act) is the principal piece of Australian legislation
protecting the handling of personal information about individuals. This includes the collection, use,
storage and disclosure of personal information in the federal public sector and in the private
sector.

 Yes  No
Copyright:
Copyright is a type of intellectual property that gives its owner the exclusive

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right to make copies of a creative work, usually for a limited time. The creative
work may be in a literary, artistic, educational, or musical form. the legal right
of the owner of intellectual property. In simpler terms, copyright is the right to
copy. This means that the original creators of products and anyone they give
authorization to are the only ones with the exclusive right to reproduce the
work.
Copyright law gives creators of original material the exclusive right to further
use and duplicate that material for a given amount of time, at which point the
copyrighted item becomes public domain. Copyright law protects creators of
original material from unauthorized duplication or use. For an original work to
be protected by copyright laws, it has to be in tangible form.
 Yes  No
Question 12
What legal or voluntary constraints may you face when developing the marketing communication
plan? (Circle the correct answer/s)
a. Codes of practice
b. cultural expectations and influences
c. ethical principles
d. Australian Direct Marketing Association (ADMA )
e. legislation, including occupational health and safety legislation
f. policies and guidelines
g. regulations
h. social responsibilities such as protection of children, environmental issues
i. societal expectations
 Yes  No

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Assessment Task 2: Case study
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.

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Meeting minutes with John’s Bakery:
Meeting time: 10:00am
Meeting date: 10/02/2021

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
10:00am – 10:30am
Business requirements:
- Communicating a message to a particular audience: This means to address the

target consumer in a market segment. For bakery products, the target audiences of
market communication can be women and children. Special offers can address
potential customers.
- Retaining customers: This requires the existing customer to be retained with the
company. To ensure the loyalty of customers, it is required to provide quality
products and services. It needs to preserve the customers from competitor’s market
influence. Retaining customers is more valuable than targeting new customers.
10:30am – 11:00am
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. The bakery
aimed to provide the innovation and style in the products to satisfy the taste of its
customers. The bakery products are needed to have a lasting brand identity in
customer’s mind.
- 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. For this purpose, a
promotional event organising and delivery of sample products will be effective.
Discount vouchers and coupons would also be used.

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9:00am – 9:30am
Proposed marketing communication purpose:
- Increasing awareness of a product, service or brand: Effective market

communication increases brand awareness. The details of products and salient
features should be easily readable and eye catching to the customers. Packaging
plays very important role in increasing brand awareness. Service and delivery are
the key factors to maintain competitive advantage in the market.
- Generating or increase sales Increasing knowledge about a product or service:

Generating sales is the ultimate goal of marketing process. The customer identified
and targeted for marketing are not only supposed to buy products but to maintain the
buying behaviour for future. If marketing is effectively used, the sales increase and
company’s economic goals are achieved.
9:30am – 10:00am
Marketing objectives:
- The launch or re-launch of a product or service: This practice addresses the

products with customer reservations or less buying intentions. Instead of investing
more on the product, it should be re-launched with variations and innovation to
attract more customers. Launch of new services attracts more customers with extra
facility associated with a product. This helps to increase revenue with more
customers for the service. Re-lanuch or new launch should be done with a
purposefully organised event.
-
- To improve sales performance and/or profit: The ultimate goal of marketing plan is to
gain more customers, more sales and increasing profit of the company. The
effectiveness of marketing team is the customers pool. The marketing process
should address the potential customers to ensure better return on investment for the
marketing.
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.

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Three internal Summary of each of these sources

information
sources
availability of The employees of the company are needed to be trained
training courses for the business process. The training courses ensured the
learning of staff to achieve the organizational goals. The
line management and supervisors should have the abilities
and course of action to increase productivity of
subordinate staff.
customer It is source of information from customer feedback about a
service particular service. The can eb delivery or maintenance
research services. The feed provided the customer feeling about
quality and issued in the services. This helps to easily
identify problems and developing solutions.
customer Customer feed is the reflection of the company’s products
feedback and service. It helps to locate target areas for strategic
decision making. It also promotes customer’s involvement
with the company. By asking for feedback and addressing
the problems, give the message to the customer that
company care for the concerns of customers.
Three external Summary of each of these sources
information
sources
information from The right suppliers provide the most suitable goods or
product services at the most suitable prices and in the right time
suppliers, e.g. frames for the company specific business needs. Online is
for sourcing a the best way to locate suppliers such as manufacturers
new supplier or and wholesalers.
product
industry The products are sold to large scale customers for
marketing or industrial use or wholesaling. It is the marketing of goods
research bodies and services by one business to another. Industrial goods
are those an industry used to produce a product from one
or more raw materials. This sources provides discrete
information about the quality of services. With industrial
selling and packaging, the company improves the ability to
address sales targets.
internet Internet provides information about the company through
released financial documents and reports. Comparative
analysis by financial institutes and researches by
individuals are found over internet. It is a global computer
network providing a variety of information and
communication facilities, consisting of interconnected
networks using standardized communication protocols.

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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:
- Publicity and public relations:

Publicity concerns presence in the media. It creates public awareness for a brand. A
PR company manages the brand reputation of a client, while at the same time
building relationships with those affected by the brand. Public relations create and
manages an image, including in times of crisis.
- Web marketing and e-commerce:
Ecommerce marketing is the act of driving awareness and action toward a business
that sells its product or service electronically. Ecommerce marketers can use social
media, digital content, search engines, and email campaigns to attract visitors and
facilitate purchases online.
Expected targets Actual outcomes

Inquiry measurements: 60% Inquiry measurements: 35%
Sales measurements: 30% Sales measurements: 10%
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.

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From: dani.ahmad24@gmail.com
To: mark.john@johnsbakery.com.au
Subject: Provide the rational of detailed budget allocation amount for a new marketing
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 Budget Rationale

communication required
options
Events and $5,000 Event Sponsorship is a way of advertising your brand
sponsorships by “sponsoring” or supporting an event financially in
exchange for brand exposure to highly engaged
attendees. For a brand there is nothing more attractive
that being able to attend an event as a sponsor.
Besides the chance to raise awareness, gain visibility
and all so on, you have the chance to directly interact
with your prospects and/or current customers.
Customer $300 Customer service is very important for the company to
service 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. To improve the
customer retention, the company must focus on
service and care for the customer concern.
Personal $1000 Personal selling occurs when a sales representative
selling meets with a potential client for the purpose of
transacting a sale. Many sales representatives rely on
a sequential sales process that typically includes nine
steps. Some sales representatives develop scripts for
all or part of the sales process. Personal selling is a
strategy that salespeople use to convince customers to
purchase a product. The salesperson uses a
personalized approach, tailored to meet the individual
needs of the customer, to demonstrate the ways that
the product will benefit him.
Total budget $6300
Kind regards,
Syed Daniyal Ahmad

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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: Marketing information
systems provides market statistics and the company standing the marketing
strategies. The system provides analytical information to assess the out of marketing
campaigns and activities. The information is used in strategic decision making for
marketing planning and implementation of marketing strategy.
- Sales and profitability: Sales of the company shows the economic strength of the
company’s position in the market. High sales are converted into profits with cost and
expenses management. 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.

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Proposed marketing communication brief purpose statement:
- Generating leads by attracting potential customers: Lead generation is the process

of attracting leads (your potential customers) into a contact management or
marketing software system with the hope of nurturing them throughout the buying
process to help convince them about your offerings and then convert them into a
paying customer. Lead generation is all about building trust with your audience and
educating them about your industry and offerings along the way.
Proposed marketing communication brief objectives (consider the SMART

principles):
- Launch or re-launch a product or service: The marketing team should address

the products with negative or under value feedback. Such products should be
considered for re-launch with improvements. The market communication for re-
launch should focus on innovation or improvement made to satisfy complaints of
the customers.
- Maintain or increase awareness of a product or service: The products which have
strong customer loyalty, should be focused to be retained in customer’s intention.
The products and services associated with target segments should be marketed
with improved features. It would help to increase customer loyalty and
strengthens the brand awareness.
How the proposed communication briefs meet the client’s needs?
The proposed communication brief can promise to offer the following key benefits to the
audience:
- Emotional benefits: These benefit includes the customer loyalty and brand image in
customer’s mind. When the company increase awareness of the product, the
customers are emotionally attached with the brand and the company. This help to
resist competitors effect and maintains customer relations. Better customer service
and customer relation develops social bonding between customer and the company.
- Need-satisfying benefits: This marketing practice provides the message to the
customers about care for their needs by the company. With customer feedback and
interest, customized product launching and service on demand can enhance
customer loyalty. 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.

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- Rational benefits: These benefits are concerned with individual interests and
concerns. Customers vary in demand for taste, style, décor and some are concerned
with quantity. New product or re-launching of existing product can address rational
benefits by offering rational feature to attract different customer groups.
6. Include details of what to be achieved from the new marketing communication

brief and plan.
- Differentiating features or benefits: The marketing team should consider the

difference in feature and benefits offered in the product. The marketing process
should include the presentation of potential benefits to the customer with offered
features. The features are the picture of the product and benefits attract customers
to secure their concern. Therefore, market communication should have more focus
on describing what is the value of the money when customer buy the product. How
the product is going to add the value? How the brand cares for the rational benefits?
The message has more influence than providing the list of feature and leaving the
customer to translate them into its benefits.
-
- Promoting image: The image of the brand and company is the most valuable asset.
As far as the image is maintained, the company can gain benefits from its marketing,
sales and productions. Mastering images in brand promoting could be one of the
most valuable assets. To promote the image, effective and live communication is
needed. The company should patriate its image that it listens to the customers and
has care for their interest.
- 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. The marketing goals are to address new potential customers but the
outcome is produced by retaining existing customers by delivering effective
marketing message.
7. Explain the key characteristics, competitive factors and the market situation facing
John’s Bakery.
Key characteristics of John’s Bakery:

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- Proximity to key markets: John’s bakery has efficient proximity to target market. The
products and marketing information is delivered through social media. This channel of
communication is very effective in reaching the customers. Everyone uses social media
and tries to stay in touch. So the market communication over social media has the
fastest rate of reach and coverage.
- Product differentiation: John’s bakery provides a variety of products in bakery. Different
types of cakes, pastries, drinks and confectionaries are presented. The range includes
many innovative styles and flavours. This product differentiation helps to target different
tastes of the customers. The innovation satisfies the aesthetic taste of the customers
and provides emotional attachment with the company. Product differentiation is a
marketing process that showcases the differences between products.
- Supply contracts in place for key inputs: The company has high concern for the
raw material used for production. The company has evaluated main supplier for
the inputs to bakery products which includes milk, butter, eggs, sugar and
flavours. The company has established contracts with terms and condition for
quality and safety standards to be maintained by the key input suppliers. In this
way the company is able to ensure the quality standards of the production.
Competitive factors of John’s Bakery:
- Ease of entry/exit: The company faces ease of entry level in the market. New
companies in bakery products can easily enter into the market. Therefore, it become
challenging for the company to maintain its position in market with increased rivalry.
The company can develop a barrier to entry by improving its brand loyalty and
strengthening its brand image. 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.
- Allergic reactions and diet requirements: The company deals with bakery products.
This includes some sensitive ingredients which are vulnerable to allergic reactions
for some people. Cakes and pastries cannot be stored or hold for long time. The time
span to expiry is very short. Therefore, it becomes difficult to maintain the production
level and devilry measurement in synchronized to spare the excessive production.
The quality and safety standards of raw material and ingredients is very important to
be ensured and up-to-date.
- Taste and indulgence: In bakery products, there are many levels of taste and
variation is style. The customers are likely to indulge in particular product for its
unique taste or style. The company has to seek the information and to maintain the
customer demand for a particular product. This has to be managed with care and
satisfaction of customers.

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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.
- Cook to order services: In events, meeting and domestic gatherings, people wish to
have something special baked for the occasion. This service by the company deals
with customer orders to cook for their needed taste, style and presentation. This
develops customized bonding with customers. Customized products prepared for
special orders keeps the brand image for long time in customers.
- Seasonal promotions: The company offers special products style and versions for
seasonal promotion. It includes Christmas cakes, festival celebrations, new year’s
products and cultural events based customization. This practice promotes target
market addressing with large customer pool. Offering discounts, packages and
promotional association with company increases sale. It also adds potential
customer lead into prospect marketing segment.
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:
- Attitudes: Customer’s attitude towards a product defines the buying behaviour.

Bakery products are not the basic food needs. Customer attitudes of John’ barky
reflect a need of taste and style in bakery products. It is more associated with
random appeal for cakes and bakery products. It addresses the event and occasion
based attitude of customer to order products from the company.
- Demographics: Majority of the customer of the company are women and children.
Youth has high taste for cakes and pastries as compared to middle aged persons.
Therefore, the company is needed to maintain style and innovation in the product
line. People at offices and institutes are also potential customers of the bakery. Light
and short term food need is best addressed by bakery products.
- Lifestyle: Lifestyle matters a lot in consumption of bakery products. People with
highly formal life style prefer more bakery products. As formal life and luxurious life
style includes more events and celebration, therefore demand and consumption of

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bakery products is high. It also represents the social trend to consume bakery
products. In addition, people living single and with less commodity for cooking are
also high purchasers of bakery products.
Legal and ethical constraints to be considered:
- Consumer protection laws: The company offers products which are more vulnerable
to expiry in a short time period. Therefore, the company has to consider consumer
protection laws which includes provision of safe and healthy products. It also has to
address complaints about taste, odour and appearance. Company has to
considering dealing issues in packaging and delivery service. the product.
- Protection of children: The company has to ensure that no ingredients would be
included in products which are harmful to children especially. It may include colours,
decorative items and essence. The sugar level for special children offers is to be
considered. This laws covers all aspects of children protection from use of harmful
chemicals, natural or industrial ingredients in edible products.
- Environmentally sustainable practices: In manufacturing process, the environment
concern is highly secured by the law. Environmental protection and sustainability
practices are part of regulatory instruction for the companies in any business trade.
John’s bakery has to consider such laws. The company has to ensure the
manufacturing and storing, preservation process is in compliance with environmental
and suitability standards.
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 Rationale for your selected options

suitable
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. John’s Bakery should improve its advertising
through social media and events.
Customer Service With improved customer service, the company can retain its
customers. It can also generate leads from existing
customer by sharing the experience with the company.
Personalized experiences improve the customer experience

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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 Packing is not only to hold the product and deliver to the
customer but it also carries the marketing message.
Packinging shouls be attractive nad informative to the
customer. 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
Advantages: Social media It helps to keep the

sites are great for building consumers informed
customer relationship and about whatever new
offers an incredible reach products or services are
and the opportunity to available in the market at
connect with customers in their disposal. It helps to
an entirely new way. spread awareness about
Offers a wide rah, with its products or services that
potential for viral are of some use to
marketing. Social media consumer and potential
tools are relatively buyers. It is trend of
inexpensive. today’s communication.
Selected suitable
It provides more access Therefore it can be the
marketing communication
to the customers and fastest medium of
option 1: Advertising
potential customers. communication to spread
Disadvantages: Visitors marketing message.
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.
Selected suitable Advantages: With Customer service is very
marketing communication customer relationship important for the company
option 2: Customer marketing, the company to maintain their image

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already established the against the customers. If

main demographic. This the company fail to deliver
mean the company can the good customer
concentrate the service it will lose a lot of
promotional efforts on customers no matter how
customers who have good the products
already proven the loyalty compare to other
to the company. Loyalty competitors. With
customers are also more improved customer
likely to go for the up-sells service, the company can
that the company retain its customers. It
promote, or to try new can also generate leads
products that the from existing customer by
company has introduced, sharing the experience
which also results in more with the company.
service
of a profit for the Personalized experiences
business. improve the customer
Disadvantages: The experience even more,
customer is always right, creating loyal customers
but not every customer is that trust the company
right for the business. and spend more on their
Customer relationship products. Specifically, the
marketing focuses on the benefits of customer
customers who are experience marketing
already purchasing goods include increased brand
and services, it may miss loyalty, for increased,
the chance to market to long-term profitability.
possibly interested This allow the customer
customers. satisfaction rates increase
efficiently.
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. Packing
money to make. Besides is not only to hold the
that, it takes a while to be product and deliver to the
made which might slow customer but it also
down the production of carries the marketing
the product. It also message. Packaging
consuming time to design should be attractive and
and might accidentally informative to the
offend certain ethnic customer.

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groups if used offensive

symbols or designs.
Select the suitable media vehicles and explain their:
 Advantages
 Disadvantages
Advantages: The incredible
convenience of marketing online is Internet marketing has
one of the biggest advantages of become more and more
internet marketing. The internet popular nowadays among
has extremely easy accessibility businesses around the world.
with consumers using the internet After discovering the wide
and reaching markets anywhere in range benefits of internet
the world. Because of this, marketing in promoting
purchasing goods from across products and services online,
borders now reduces the cost of it has soon become the
Selected media transportation. leading medium for marketing
vehicle 1: Internet all over the world. internet
Disadvantages: Although Internet marketing allows companies
marketing allows a wider reach, to nurture a more personal
the start-up costs of a website can relationship with their
be high. This include the cost of consumers from all over the
the required software and world. With internet
hardware, and maintenance costs. marketing, businesses can
There are still a lot of customers deliver content to their
who use the Internet just for customers through
having more information about a personalized and cost-
product and prefer to buy it in effective communication.
person.
Advantages: It can be easily Colourful, graphics-rich
available. This provides an glossy magazines invite
opportunity to the advertisers to consumers to expand their
reach the narrowly defined knowledge of a favourite
readers segments. hobby, keep up with the latest
Advertisements placed in the computer technology or
Selected media
magazines have a long life and is explore fascinating
vehicle 2: magazine
often passed along to several destinations via armchair or
readers. Advertisement for cruise ship. A business that
products or services positioned on serves a specific market or
life style variable can be placed industry might be tempted to
well in the magazines as advertise in an interest-
compared to newspapers. specific magazine that claims

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Disadvantages: Most magazines

have relatively long advertising
deadlines, reducing the flexibility
to reach that desired
and the ability of advertisers to
audience. However, consider
react to fast changing market
the downsides of magazine
conditions. It rarely reaches most
advertising before placing
a market-segment. Therefore, for
valuable advertising dollars in
an effective exposure, either
this basket.
several magazines must be used
or some alternative media must
supplement the magazine
schedule.
Advantages: The primary benefit
of sales promotions is that they
induce customer traffic and sales
by offering a lower price and
It is a key element in putting
better value proposition. Taking 25
across the benefits of the
percent off the price of a good
company product or service
without altering its benefits
to the customers. Well-
increases the customer's
designed marketing and
perception of value. When a new
promotional strategies ensure
business launches, for instances,
long-term success, bring in
promotions are a way to attract
more customers and ensure
customers away from competitors.
profitability for business. Sale
Companies also use sales
promotion includes activities
promotions to clear out excess
to add more sale point.
inventory at the end of a season.
Selected media Portable service of product
vehicle 3: Sales Disadvantages: The short-term delivery. Events and
promotion motive of sales promotions can promotional campaigns add
work against the typical long-term more to the sales volume.
goals of companies, including The company offers special
creating customer loyalty. After products style and versions
customers get used to certain for seasonal promotion. It
discounted price points, it is includes Christmas cakes,
difficult to get them to pay regular festival celebrations, new
price. Sales promotions naturally year’s products and cultural
limit your per-transaction revenue events based customization.
opportunities. While discounts This practice promotes target
may improve volume, they narrow market addressing with large
profit margins. Narrow margins customer pool.
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

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Required Explain how they match the new marketing communication brief
media
characteristic
s
Level of Advertising is made to communicate the marketing message to
audience public. It addresses the potential customers who have the intention to
involvement purchase the product or relative ones. 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 to It is the approach to provide efficient and effective
purchase communication with the customers and clients. It includes
the use of technology and information services. 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 some feature phones
Whether the This needs to be evaluated that the marketing message has been
target audience delivered. Effective marketing process or any campaign can only be
responds successful if it ensured that communication has occurred effectively.
actively This would also be reflected by the response of customer. 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:

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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: Magazines provide rich information content in form of articles, interviews

and summary reports. 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: Outdoor advertising means marketing to take place other the local domain.
The outdoor advertising contractor is a company, organization or body that offers, for

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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 are used widely for transport in the cities. A large number of
people uses busses. It can be very effective to use sides of the busses for
advertising. It conveys the message by not only providing information but it also
reserves the message for long time. The regularity and consistency of bus side
message ensure reliability of marketing communication in delivering required
message.
Primary media Media consumption habits Required influences on their

options purchase behaviours
Magazines Magazines provide rich information People use magazines to find
content in form of articles, rich content. It provides market
interviews and summary reports. the communication to the people
The atmosphere surrounding in attractive way. Magazines are
magazines is a large part of their
more lasting than newspapers.
success. People like to be
Therefore, its importance in
informed through their desktops communication is increased.
and mobile devices: Digital Online magazine has brought a
magazines could reach readers revolutionary change in media
on a global scale. They have content search. People can find
become a powerfully engaging any topic and published material
way to keep a reader’s interest about the topic.
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: preferred range of options within
Newspaper audiences have a single offer: Whilst offline
proven that they find the newspapers are said to be in
medium more engaging and decline, digital newspapers have
have less distractions when surged in their numbers with
compared to other mediums some consumers even using
such as television. This is both platforms. This allows
mostly due to people engaging newspapers to reach a wider
in other activities such as audience by reaching two very
scrolling through social media different markets. Furthermore,
feeds whilst watching television digital allows for further

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or using the medium as audience targeting as well as

background noise. digital advertising.
Supplementary Media consumption habits Required influences on their
media options purchase behaviours
Outdoor inseparable from their preferred medium of response:
smartphones: There are vast Outdoor stands alone so it
masses of people who do not doesn’t have to compete with
have access to television nor do other ads like other mediums.
they buy or read newspapers Often big in size, outdoor
and magazines. But they are advertising makes itself very
exposed to Outdoor Advertising visible at both close and large
at their local trading stores in the distances. They tend to also be
rural areas and at shopping creative and expressive which
complexes in the townships and tends to gain more attention
smartphones that always having amongst consumers. Outdoor
the advertisement within the advertising means marketing to
third-party application. take place other the local domain.
The outdoor advertising contractor
is a company, organization or body
that offers, for rent, outdoor space
as a medium for advertising.
Bus sides popularity of image-sharing Buses are used widely for
platforms rising: Adverts are transport in the cities. A large
often placed as basic number of people uses busses. It
rectangular motifs on the side or can be very effective to use
front of a bus. These may be sides of the busses for
applied directly to the bus. advertising. It conveys the
Additionally, adverts may be message by not only providing
printed on placards known as information but it also reserves
boards, which are slotted into the message for long time. The
special guide fittings attached to regularity and consistency of bus
the side of the bus. Peopel have side message ensure reliability
attraction for the massages on of marketing communication in
bus sides. delivering required message.
.
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 Media styles How they can match brand character of
character images you will use products and service images
changing To promote Formal The company needs to adopt this because

consumer product changing consumer behaviours will increase
behaviour uniqueness demand for the products. Promote the product
uniqueness can change the consumer

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behaviour by allow the consumer to gain more

recognition toward the brand image.
To act as a Journalistic This is needed to ensure the social bonding
responsible with customers. This would represent the
business positive image of the company. By guarantee
the company responsible to the product
offered, it will change the consumer behaviour
because it allows the customer build more trust
toward the company brand.
To create Dramatic This would the higly considerable market
the image position. The company needs to reflect its
of industry image as market leader by posting the merits
leader of the company. Building a brand is best
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 Plain English As easy the information about product will, the
the more intention for buying again will be. The
ingredients packaging and labels are a key feature of
of the most products. It communicates from the
products company to the customer. They help to market
the product, allow customers to tell it apart
from the competition, and give important
messages including ingredients, instructions
and uses.
To inform Conversational The production process is the critical one
the use of which decides the future of the product sale
creativity and promotion. If there are flaws, the product
and would cause a damage to brand image.
innovation Therefore, it highly needed to proper
during the communication innovations, principles and
production standards to ensure quality production.
process Creativity is the ability to produce new and at
times unique ideas, and innovation is the
implementation of that 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.

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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: Using multiple media

provides more opportunities to address large scale of customers. This provides
increased frequency of advertising message. When a message is delivered on
television, it reflects on social media as well, then the customer remembers the
message, even unintentionally. Television advertising and online advertising
provides repeated messages which ensure delivery and understanding of the
message by the audiences.
 Increasing the reach of the advertising message: This also helps to address
different groups of people with different taste for media information’s. Some
people like newspaper s advertising who are regular reader of newspapers.
Social media users like online advertising. Therefore, multiple media can target
more audiences. 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: Repeating advertising messages can also cause to produced

duplicate data for marketing campaign analysis. The results of online marketing
campaign and social media platform can have duplicate statistics. This can cause
more cost with lesser effectiveness of marketing. It also affects the response rate to
the inquiry to the marketing message. Duplicate impact is harmful in using decision
making process. It reduces the effectiveness of strategy.
- duplication of resources: Duplication of resources involved in multiple media
advertising causes the extra effort to the company. With more use of resources, the
effort and human resources will be engaged. Technologies and platforms being used
over the internet advertising are duplicated in web and social media advertising. The
duplication also affects the SEO of the marketing message.

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- increasing the cost of marketing: When multiple media advertising is adopted, it

ultimately adds cost to marketing process. Every advertising platform need particular
technology, human resource and time. This cost added to business and reduces the
expected profit margin. Therefore, using multiple media need serious concern for the
balance of marketing budget and expected return on investment.
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 attracts different customers depend on the customer’s
lifestyle. More customer could be addressed by the advertising and leads will be
generated.
- 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 activities Start time End time Staff Budget

responsible
community service 07/08/20 12/08/20 Content $3,500
announcements experts
copy for newsletters 14/08/20 18/08/20 Other $4,000

or other print media writers
news and current 09/08/20 11/08/20 Producers $1,500

affairs items for
community
broadcasting
sponsorship 19/08/20 21/08/20 Clients $500

announcements
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) How they meet the requirements of marketing brief for John’s
media Bakery products and services
vehicles

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Email The company needs to address office employees and workers at

marketing business units for order based delivery. This practice of direct
marketing would be helpful to take leads. 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 The company adds more information on internet and gets response
from local social media users. The product innovation information is
widely spread among customers. 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.
Newspaper Bakery products are widely used in breakfast and newspaper is the
s part of breakfast setting for many people. Therefore, company takes
it as important media vehicle for advertising. 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 The company uses events and custural setting for sales
promotion promotions. This helps to address more customers at large
gatherings. 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 Rationale for your recommended media options:

primary media Advertising and marketing initiatives draw in customers, often by setting

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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.
options: Industry trends relevant to the identified media options:
customer industrial trends: Industry trends are examined to make predictions. The
service 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. 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.
Recommend Rationale for your recommended media options:

secondary With immense targeting capabilities through both demographics and
media options: psychographics, social media platforms such as Facebook have proven
advertising 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

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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: To ensure the effectiveness of a marketing plan, the staff for its
implementation is needed. For extra event management and campaigns, it should be
managed to conduct regular business activities at the stores as well.
- budget: The budget required for marketing media should be available. The
calculation and allocation of budget is necessary for adoption of media tool and
apply marketing plan.
- location: For event organising and sponsorship, the location needs to be the best
suitable. The social media pages for local community will work to spread the
marketing message.
Part E: Develop a creative brief:

ASSESSMENT PLAN
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 How they address the company’s

pitch or requirements
appeal for
John’s Bakery
products and
services
Positive or When used effectively, social media
negative 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.
Need-arousing Another important needs-based
or need marketing objective is to set a price that
satisfying 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:

ASSESSMENT PLAN
 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: Muzammil Hussain Customer contact number: +61 491570159

Survey date: 10/08/20
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: Mark Daniel Customer contact number: +61 491570156

Survey date: 10/08/20
1. How do you think about John’s Bakery products and services?

ASSESSMENT PLAN
I love the products and service is also impressive.
2. What areas do you think we need to improve in the future for John’s Bakery products and
services?
The company should improve online ordering procedure. It takes more time to process.
3. Tell us your positive customer service experiences with John’s Bakery.
The staff is very polite and cherish to deal with. They always greet in smiling.
 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.

ASSESSMENT PLAN
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 conduct the Start time End Budget
marketing brief time
Advertising purpose and objectives are 07/08/20
12/08/20 $3,500
confirmed with the advertiser
The outcomes of previous advertising are 14/08/20

18/08/20 $4,000
reviewed with the client
Advertising objectives are stated in measurable 09/08/20

11/08/20 $1,500
terms and provide specific guidelines on what
is to be accomplished by the advertising
Key characteristics, competitive factors and the 14/08/20

17/08/20 $700
market situation facing the product or service
are defined in the brief
The brief includes summary information on the 20/08/20

21/08/20 $1,300
target audience
The brief contains a budget allocation and 05/09/20

15/09/20 $2,500
schedule of activities which comply with the
advertiser's requirements
The creative brief identifies advertising content 20/09/18

23/09/18 $500
and is written in consumer language
The creative brief identifies a pitch or appeal for 30/09/20

11/10/20 $950
the product that meets the advertiser's
requirements


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ASSESSMENT PLAN

Student name: ______________________________________________________________

Date submitted: ____________________________

BSB52415 – Diploma of Marketing and Communication

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page1

Assessment Requirements Method of Assessment

Completion of written questions Written questions

Case study Case study

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page2

Agreement by the learner

Do you understand the requirements of this assessment?  Yes  No

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page3

Assessment Task 1: Written questions

Resources required for this assessment

a) Selection of a copy platform

Satisfactory  Verbal Questioning required

Satisfactory  Verbal Questioning required

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page4

a) The displays are not seen by enough people.

Satisfactory  Verbal Questioning required

Satisfactory  Verbal Questioning required

a) CPM = cost of media x 1000 divided by number of circulation

Satisfactory  Verbal Questioning required

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page5

a) selecting channels of distribution

Satisfactory  Verbal Questioning required

a) High Impact and Dynamic Medium

Satisfactory  Verbal Questioning required

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page6

Anti-discrimination legislation is aimed to ensure equal treatment of people. This legislation is

1. Honesty – Be forthright in dealings and offer value and integrity.

2. Responsibility – Accept consequences of marketing practices and serve the needs of

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page7

forms while protecting the information of the consumers.

5. Transparency – Create a spirit of openness in the practice of marketing through

• A shared standard of truth in marketing communications

• A clear distinction between advertising and sensationalism

• Endorsements should be clear and transparent

• Consumers’ privacy should be maintained at all times

• Government standards and regulations must be adhered and practiced by marketers.

Consumer Protection Laws:

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page8

Satisfactory  Verbal Questioning required

Satisfactory  Verbal Questioning required

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page9

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page10

Assessment Task 2: Case study

Design and develop an integrated marketing communication plan

Assessment Task 2: Case study

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

What can we learn from these errors in these communication campaigns?

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page11

Meeting minutes with John’s Bakery:

Meeting time: 10:00am

Meeting date: 10/02/2021

Apologies: Dennis Morgan, Michael Lee

Meeting agenda: Marketing Communication Purpose and Objectives

- Communicating a message to a particular audience: This means to address the

Organisational long term and short term goals and objectives:

ASSESSMENT TASK – BSBMKG523 - 519146098.docx Page12

Proposed marketing communication purpose:

- Increasing awareness of a product, service or brand: Effective market

- Generating or increase sales Increasing knowledge about a product or service: