Cert IV Marketing and Communications
Task One – Knowledge Questions
- Identify how the Australian Marketing Institute Code of Conduct impacts you as a marketer.
- State what legislation marketers need to be aware of and comply with
- Explain data collection and analysis techniques
- Explain marketing communications concepts and processes
- State 3 organisational structures
- State 5 different roles in a marketing depart and outline what they would be responsible for
- Explain the purpose of a business plan
- Explain the purpose of a marketing plan
Task Two – Profiling – Memo Report
You have just taken over the role of the Marketing and Communications Co-ordinator for a local small business in a suburb of Western Australia.
Their marketing plan contains the following objectives:
Profile the market to identify segments which the business should be targeting, create profiles for these segments and create positioning strategies
The business is unsure about who its customers are and who they should be trying to attract. They understand that customers can be grouped based on similarities, and by doing this they will be able to produce marketing material that is more likely to appeal to the different groups. They are also aware that it might not make business sense to target some groups.
They have requested your help to segment their customers, identify which ones the business should be targeting, create profiles for these segments and then create positioning strategies that would be most suitable for each segment. You will present this information in a memo report.
A. Now that you have your business and suburb, explain what market this business is in? Is it hospitality, gaming, fashion, etc. Give a brief description of the business for example, what products or services do they sell, where is it located, how many staff they have, how long they have been in business, etc. Looking at the total market (not a segment) explain what you think the market is for the product or service that the business sells. How much do the items cost, what are their customer needs, describe their current customer
B. You are now going to conduct market research so you can understand the market and put into segments. Using both primary and secondary data identify at least 3 (of each) sources of information that can be used to segment and profile market.
C. You are now going to segment the market. Identify criteria that can be used to segment the market – lifestyle, desired benefits, geography etc. Use segment descriptors to describe the target market (Demographic, Geographic, Psychographic and Behavioural characteristics). Use the Australian Bureau of Statistics to identify consumer characteristics (demographic), use some of their key terms. This can be done in a table format, as shown in class.
D. What do you notice about the information you have found? Review your segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns.E. Select two market segments that meet the marketing objectives and choose and apply new segmentation criteria if required. For example a shoe store might sell to both ladies and men. These are two different segments. Or a toy story might sell to parent and grandparents; again two different segments
F. Define your target markets in terms of consumers to be included as prospective users of a product or service. Create consumer profiles for selected market segments, using appropriate criteria, including consumer attributes that describe the market segments. Ensure that your profiles meet organisational requirements as stated in the assessment information.
G. Identify available positioning strategies and then iIdentify available strategic marketing options that could be used to reach the target segments -(Distribution and Promotional strategies). Select targeting strategies – Undifferentiated, concentrated (niche), multi segment, single segment. Choose a strategy that meets marketing requirements and consumer profile
H. Include in your memo report a positioning implementation plan containing several options that are in line with organisational requirements and submit to your lecturer by the due date. You may need to make adjustments based on feedback from your lecturer.