BSBMKG609

DEVELOP A MARKETING PLAN

ASSESSMENT TASK 1:

6. Outline two other marketing opportunity options that a business could choose to pursue other than
options explored in the questions above.

 Marketing communications includes advertising, promotions, sales, branding and online promotion. The
process allows the public to know or understand a brand. Successful branding involves targeting audiences
who appreciate the organization's marketing program.
 Distribution Strategy is a strategy or a plan to make a product or a service available to the target
customers through its supply chain. Distribution strategy designs the entire approach for availability of the
offering starting taking inputs from what the company communicated in marketing campaign to what
target audience is to be served. A company can decide whether it wants to serve the product and service
through their own channels or partner with other companies to use their distribution channels to do the
same.
Some companies can use their own exclusive stores for their own products or can use available retail
chains to sell their products. It can be combination of both. Many companies these days also use online
exclusive channels to sell their products or services

11. Outline two types of promotional strategies that a business could use.

 Mail Order Marketing

Customers who come into your business are not to be overlooked as they have already decided to purchase your
product. What can be helpful is getting personal information from these customers. Offer a free product or
service in exchange for the information. These are customers who are already familiar with your company and
represent the target audience you want to market your new products to.

 Product Giveaways and Samples

Product giveaways and allowing potential customers to sample a product are methods used often by companies
to introduce new food and household products. Many of these companies sponsor in-store promotions, giving
away product samples to entice the buying public into trying new products.

 Point-of-Sale Promotion and End-Cap Marketing

Point-of-sale and end-cap marketing are ways of selling product and promoting items in stores. The idea behind
this promotional strategy is convenience and impulse. The end cap, which sits at the end of aisles in grocery
stores, features products a store wants to promote or move quickly. This product is positioned so it is easily
accessible to the customer.

Point-of-sale is a way to promote new products or products a store needs to move. These items are placed near
the checkout in the store and are often purchased by consumers on impulse as they wait to be checked out.

12. Outline three common distribution strategies that can be used as part of the marketing mix.

1) Indirect distribution
Indirect distribution is when the product reaches the end customer through numerous channels in between.

2) Direct distribution
Direct distribution is when the company either directly sends the product to end customer or when the channel
length is very less. A company selling on an
e-commerce portal or selling through modern retail is the form of Direct distribution.
3) Intensive distribution
When the company is having a mass marketing product, then it uses intensive distribution. Intensive distribution
tries to cover as much of the market as it can.

13. Outline why a business may choose to use an undifferentiated marketing strategy.

Undifferentiated marketing is more commonly referred to as mass marketing. It lacks the targeted approach of
other marketing strategies and typically operates on a larger scale. The philosophy behind undifferentiated
marketing is to reach the most consumers by any means necessary and without regard for specific goals. Where
targeted marketing is the game fisherman using a rod and reel, undifferentiated marketing is the man casting a
large net. Although it is less scientific and more scatter-shot in nature, undifferentiated marketing has a long list
of advantages over narrowly targeted marketing.

14. Outline why a business may choose to use a concentrated marketing strategy.

Concentrated Marketing is a strategy whereby a product is developed and marketed for a very well defined and
specific segment of the consumer population. Concentrated marketing is particularly effective for small
companies with limited resources because it enables the company to achieve a strong market position in the
specific market segment it serves without mass production, mass distribution, or mass advertising.

Some features of Concentrated Marketing are:

A. A concentrated marketing approach aims at a narrow, specific consumer group through one specialized
marketing plan catering to the needs of that segment.

B. Concentrated marketing is popular for small firms for these reasons:

1. Mass production, mass distribution, and mass advertising are not necessary. You can create a niche advertising
strategy so that you reach your target group and the strategy gives result.
2. It can succeed with limited resources and abilities by concentrating efforts – because a small firm has lesser
resources, it cannot expand a lot. Hence this type of marketing actually works for them.

16. Explain the process that a marketer can use to ensure that marketing strategies, approaches and the
marketing mix meet legal and ethical requirements. Provide an example to illustrate your response.

A marketing strategy details how a business can offer products and services to satisfy the needs of members of a
target market. Ethical marketing ensures that the needs are real and that the products and services meet those
needs. Over the long term, an ethical marketing strategy is effective because customers derive the benefits they
expect from using the products or services your company offers.

Marketing and Privacy Guidelines

The government also has guidelines to protect consumers from unethical marketing and privacy practices, such as
false advertising and the misuse of personal data. When marketing to potential customers, it is important that
companies do not exaggerate claims or mislead their audience. The Federal Trade Commission oversees and
regulates marketing laws in the U.S. The agency ensures that businesses respect consumer privacy, are truthful in
advertising and product labeling, follow industry guidelines, and refrain from e-mail and phone spam marketing.
It also works to ensure the secure storage or disposal of private documents, including financial, legal, and
customer data. Although it is not mandatory to alert customers to the use of their data, the FTC prohibits
misleading claims regarding customer data usage and storage.
 MARKETING STRATEGIES AND TACTICS
NATURECARE PRODUCTS
Understanding the products mix will be beneficial when developing a marketing strategy and relevant tactics for a product. (Pels,
2013)

Addressing the 4P’s

Product: All products of NatureCare are tangible and how they work can be clearly observed. The premium quality of the product is
advantage and since its address to specific need of the customer, the customer would find it difficult to replace the same (Johnson,
2013). The product is eco-friendly and natural making the product more suitable for regular usage.

Price: Due the premium quality of the products the price is on the higher end. The value of the product is reflected in the price and
hence caters to high end customers.

Place: The products of NatureCare currently available in Australia through their online stores and retail stores and a plan to
introduce the product to foreign market is in progress.

Promotion: The quality of the product helps in easy promotion of the product. However, the price of the product restricts the same.
Aggressive marketing would be required especially for a new product developed to ensure that the customer base increases
(Fitzgerald, 2014).

Introduction of New Product

A new face wash that comes in two variants for dry to normal skin to oily skin has to be designed with a tan removal feature suitable
for all groups. Formula for this product will be close to the formula used in the cleaning cream and the scrub developed by
NatureCare. The product would be initially sold as a trial piece for free when any two products of NatureCare are purchased. The
trial tubes will be small samples that can be used for five washes. The trial period will run for a month post which the product would
be available as a self-product in varied weights and also with the new skin care kit comprising of the face wash, cleansing cream and
scrub (Gorton, 2013).
Advertising on Social Media

Advertising on YouTube is one of the efficient ways to reach a large clientele (Caffey, 2015). Commonly watched videos such a s
prominent trailers or entertainment clippings should be chosen and a simple 15 seconds ad of one or all the products have to be run
on the video. The number of viewers would substantially increase

Cost:
Most businesses start with at least $10 per day for local campaigns. By targeting your video ads on YouTube and the Google Display
Network, you can advertise to consumers at moments that matter. With a wide variety of targeting methods available to you, such
as demographic groups, interests, placements, and remarketing lists, you can reach specific or niche audiences based on who they
are, what they're interested in, and what content they're viewing.

Internet Marketing

The best way to increase the number of visits to the site and substantially increase the number of online purchases in search engine
optimization which increases the visibility of a webpage in an internet search. This would be put online site of NutureCare in the first
page of internet such as scrubs and creams or any other skin care products are searched for. Another way of marketing is by google
ads, where the products pop up just below the search bar in google.

Joint Venture for International Market

The company can from a short term joint venture with local brand that does not sell the same products but has reputation. In
related products such as body lotions and foot creams (Motohashi, 2015). A joint venture will help NatureCare understand how well
its products would be sold and if the market is ready accept a new brand (Christopher, 2013). If the test is successful, at the end of
the joint venture NatureCare can legally proceed to set up retail stores in the foreign country. If it is found that the joint venture is
giving a profitable income, the same can be extended, else NatureCare can lookout for other potential markets.
Marketing Plan

The company would have to design 15 second ads for YouTube in the first 10 days with the help of the marketing assistant. The
operations manager would have to complete the legal proceedings for publishing ads. The CEO and Operations Manager would then
get the new face was developed within the first six months of the annual year while they also find a firm and develop joint venture
to sell their product overseas. Once the product is developed the sales manager along with his team would be responsible to
encourage customers in trying out new face wash and the complete kit and the marketing assistant would come up with new ads for
the face wash.

Start Date End Date Task Description Roles

9/1/2019 3/1/2020 Develop a new face wash that addresses two skin types, dry to normal to oily R & D Team
along with a tan removal technology
9/1/2019 3/1/2020 Search for an appropriate firm from Japan that would be ready to form a short CEO & Operations Manager
term Joint Venture for 6 months
9/1/2019 9/10/2019 Develop multiple 15 sec ads for the product that can be published on YouTube Marketing Assistant
before major movie trailers
9/11/2019 8/1/2020 Publish ads on YouTube Marketing Assistant
3/1/2020 3/15/2020 Develop multiple 15 sec ads for the product that can be published on YouTube Marketing Assistant
before major movie trailers
3/16/2020 2/1/2021 Publish ads on YouTube Marketing Assistant
3/1/2020 8/1/2020 Test the international market with the existing products and the new face wash Sales Manager and the
to understand how the market responds Team
3/1/2020 6/1/2020 Encourage customers to buy the facewash and the kit Sales Manager and the
Team

The breakdown of the budget is as follows:

60% is allocated to the development of new product and joint venture activities

20% for internet marketing and regular marketing by sales staff

 20% to analyze the international market post sales with joint venture
RESOURCES

 https://www.marketing91.com/distribution-strategies/

 https://en.wikipedia.org/wiki/Marketing_communications

 https://yourbusiness.azcentral.com/advantages-undifferentiated-marketing-11462.html

 https://www.marketing91.com/concentrated-marketing/

 https://smallbusiness.chron.com/government-guidelines-ethical-practices-private-companies-73440.html

 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/7048-distribution-
strategy.html