BSB126 Marketing Plan Assessment
Task:
Choose one brand from this list as the subject of your marketing plan. Assume the role of marketing manager/consultant for the product/brand and your job is to construct a basic marketing plan to grow the brand. When considering your growth strategy, please refer to the Ansoff Matrix, choose either Market Penetration, Product Development or Market Development.
Marketing Tactics
These are the marketing mix elements that you should tailor to suit your target customers, your company resources and your competition.
Product – You can suggest product development or branding changes. Describe the current brand identity. You should consult Chapters 8, 9 and 10 of your text.
Price ‐ Briefly discuss the 5Cs; decide on whether you will use cost, competitor or value based pricing and justify your decision. Are there any other pricing models that might be suitable? Will you offer any incentives? Chapter 11 of the text and your tutorial should help.
Distribution ‐ Distribution captures the channel through which the product is delivered to customers. Briefly describe the current marketing channels (supply chain) for your chosen product, describe its distribution intensity and offer an alternate/complementary method of distribution. Justify your recommendation. Chapter 12 of the text will be helpful.
Promotion – Using the “Objective‐and‐Task” method, describe how you would spend AUD $100,000 for promotions to help reach your previously stated marketing goal. Describe the IMC tool(s) you will use, how the money will be spent, and what you expect to achieve. Promotion decisions should be realistic and suggestions can be found in Chapter 13 of the text.
