Malaysias cold amp flu marketing campaign

Assessment Tasks

Assessment Requirements	Method of Assessment

	Project/observation
3. Implement and monitor marketing
	Project

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.

Student Declaration:I declare that I have been assessed in this unit, and I have been advised of my result. I also am aware of my appeal rights.

Administrative use only

Assessment Task 1: Plan Marketing Activities

This assessment task is in two parts.

This assessment task requires you in the role of Marketing Officer for a company of your choice to plan marketing activities. This will require development of a briefing report, as well as an action plan in preparation for a meeting with management. You can choose any company and use its Marketing Plan by viewing the site . Alternatively if there is another company that you are particularly interested in and you are able to access the Marketing Plan, you may choose this company. Before you start the assessment task, you should discuss your choice of company with your assessor who will need to approve your choice before you start the assessment project. Assume that there is a budget of $5,000 for marketing activities you identify and that the timelines for implementation of the marketing activities are within the next 2 months.

What you will need

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 What do I have to submit?

 Complete the following activities:

1. Conduct research on trends in the industry within which the company operates and provide a brief analysis of these trends and the relevance to the company’s activities.

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already completed or planned activities.

 A brief summary of the marketing polices and procedures that need to be followed when undertaking

Detail each of the potential marketing activities and your reasons for identifying the activity as

suitable, as well as expected outcomes.

company and explain why.

6.

8. Task Summary

9. This assessment task requires you in the role of Marketing Officer for your chosen company to meet

			Access to a space for a meeting
	Access to the internet for research	

 Finalised versions of briefing report and action plan

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2. Conduct a Meeting including:

 Providing an introduction to the meeting

BSBMKG414 – Undertake Marketing Activities v2.1 September 2016

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 Listening and questioning to seek feedback

4. After the meeting, finalise your briefing report and action plan based on feedback provided at the meeting.

Kong, Taiwan, Macau, Korea, Cambodia, Kazakhstan and a growing presence in China. Blackmores has

over 800 employees across Australia, New Zealand and Asia.

favorable position with Chinese consumers, retail buyers and government agencies through the

recognition of Australia as a strategic partner of the Chinese Government and the trust and reputation that

flowing from the growth in their China-facing business.

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  Deeper engagement at multiple levels with Australia’s largest trading partner, the largest consumer

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 Under the oversight of the Australian Therapeutic Goods Administration, all Australian exported health

foods (often known as Complementary Medicines in Australia) are subject to one of the most stringent and rigorous regulatory environments which ensures the safety and the quality of the products to be one of the best in the world. Naturally, this means Australian Health Food products are in some cases more expensive to develop and manufacture relative to products manufactured in other countries and makes Australian products intrinsically less price competitive in China.

 Marketing plan

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 Weakness in domestic performance has been clearly demonstrated by material price discounting of late (up to 50 per cent in Woolworths), while recent feedback from our industry contacts continues to suggest limited traction in China to date.

 Some of the more successful digital campaigns are Malaysia’s “Cold & Flu” marketing campaign and Thailand’s “Executive B” marketing campaigns, both of which featured a mix of traditional and online media components. Malaysia’s “Cold & Flu” marketing campaign, featuring Buffered C, Bio C and Cold Combat, aims to drive awareness, trial and an increase in consumer base. The company launched the “Shoo away the achoo” Facebook page to address, in a fun and engaging way, the emotional distress cold and flu bring. The campaign was promoted via display advertising on Facebook, Huffman and Inanity, as well as social advertising on Churp Churp.

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 • Expense Budget: Being a new product promotion for professional women aged 25 – 55, Blackmore Products has a limited budget for promotional activities and wishes to focus on promotional activities that are the most effective but that do not require a large budget. A budget of $5,000 has been allocated to some initial marketing activities. Online information and basic advertising

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  Basic advertising

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way to create a value proposition. Prospects need to see that something can solve a problem for them in order for them to consider making a purchase. Value is often seen as saving someone time or saving them money. Secondly, it creates a way to set brands and products apart from the competition. People today don’t just want to buy something that is “good enough.” They want to purchase the best product at the best price. The cons of advertising: firstly, it costs time and money. Advertising doesn’t come cheap. It will always cost time, money, or both to complete successfully.

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 The potential marketing options will adhere to anti-discrimination policy including images or written

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The Marketing Manager (your assessor) has tasked you to write an article for the local paper about the

company and its products and/or services (this should be the same company as you selected for Assessment

	What you will need		Access to the internet for research

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1. Develop an article for the local newspaper that includes:

 Details of the subjects in order of importance, with the least important details at the end of the article,

thus allowing readers to skim over the start of the article to gain the essential facts before deciding to

 Clear and concise writing.

 Written in the third person.

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 Should be accurate and balanced.

2. Send your article via email to the Marketing Manager (your assessor) by the date specified.

 Part B: Amend Marketing Activity Plan

 Task summary

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	Computer and Microsoft Office	
	Access to the internet for research	

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 Instructions

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this form of marketing activity.

 Blackmores’ Success & Hiccups: The Real Reasons

how to reach Chinese customers digitally.

 Success

 Almost 60% of all China sales (or 23% of total Blackmores sales) in fact takes place in Australia (meaning,

Chinese buying the products through Australia retailers, and then send back to China)

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the end of 2014 (FY15) with an A-list Chinese celebrity (Fan Bing Bing) accidentally displaying a blackmores Vitamin E facial cream in her handbag. It triggered the overnight success (sales from 3k units/month to 130k within the month, currently 600k/mth).

 Seeing this, a group of business-savvy Chinese living in Australia started to promote Blackmores and some products on WeChat, the leading Chinese social media and e-commerce app, and sell the products (through WeChat too) to their network back in China after adding a premium of their purchasing price from the standard sales channels in Australia such as Chemist Warehouse. They become so successful that at one point Blackmores products were constantly out of stock in Australia. Chinese now has a name for this group of people: ‘DaiGou’, or what I call as ‘Overseas Purchasers’ (OP).

force

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 A summary of the outcomes of the promotional activities.

 Your ideas for future promotional campaigns.

(females aged 25 to 35) through the LivingSocial media platform, acquire data on potential buyers and

share with dealers, and drive consumers directly into the dealerships to test drive the Nissan Almere.

gone before in Australia: daily deals. The Nissan Almera is a light car that’s big on space, comfort and

value. LivingSocial was tasked with developing an innovative campaign to drive online interest in the

years of age and ultimately drive consumers directly into the dealerships to experience the brand

firsthand.

for its members.

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  Targeted approach - females aged 25 to 40, provided a natural synergy

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  In it to win it - a campaign that extended beyond being simply a chance to win a car, but rather a creative

opportunity to participate in a ‘once in a lifetime’ deal.

 Results included:

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  8500 people entered to win the free Almera,

 Recommendation

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