Who are all the possible customer segments for the company’s product/s
CR068_MKTG1329_A2-section1-4（report 800 words+4 slides +500 words script ）
Requirements: 1500
Marketing strategy and communications Plan for (company name)
(Company logo)
Names and student numbers of team members
Part B
Segmentation
Who are all the possible customer segments for the company’s product/s? You are dividing the market into discreet segments to better understand who, where, when why and how often the services are consumed.
Week 5, Chapter 6
Australian Bureau of Statistics
Journal articles – RMIT library
Targeting
Using information from the segmentation table above create a persona of the target market/s for the company’s services for three target markets. Consider how CLF (Aust) can more efficiently and effectively match the unique needs of these segments. Justify your selection of target in light of the three factors used in evaluating segments, establish which targeting strategy should be used in each case, and explain why.
Week 5, Chapter 6
Positioning
Create perceptual positioning map/s showing the current position of CLF (Aust) relevant to its competitors and determine criteria to label the vertical and horizontal axes. Explain the positioning and any competitive advantage, as illustrated in the perceptual map.
Week 5, Chapter 6
Product/service objectives
What are the objectives that CLF (Aust) wants to achieve? With reference to previous analysis in Part A, including SWOT, PESTE and other information, express the objectives using the SMART model (specific, measurable, achievable, realistic and time-framed).
Marketing strategy
Consider what changes need to be made to the marking mix for the CLF’s offering. Indicate what changes (if any) need to be made and explain why you believe such changes are needed. Also explain if and why no changes should be made if you believe that to be the case.
5.1 Product
What is CLF’s product mix? What type of ‘products’ are they? Explain these in terms of the three levels of products.
Chapter 7, Week 6
5.2 Price
Price, or the amount charged, is the mechanism by which firms generate revenue. As a non-profit organisation what does CLF (Aust) do to raise revenues? What suggestions would you make to enhance any revenue raising activities? What price considerations would CLF need to weigh up and what strategy would be best? Explain your reasoning.
Chapter 9, Week 8
5.3 Place
What distribution channel does CLF (Aust) use? What changes would you make and why?
Chapter 10, Week 9
5.4 Promotion
Given CLF (Aust)’s current promotion mix, what changes would you make and why?
Chapters 11, 12, 13, Weeks 10, 11, 12
5.5 People
Who are the people at CLF (Aust) who interact with the various stakeholders? What changes would you make and why?
Week 1, Chapter 1
5.6 Process
Describe the process of dealing with CLF (Aust). What changes would you make and why?
Week 1, Chapter 1
5.7 Physical Evidence
Given that services are intangible, what measures of satisfaction do CLF (Aust) use? What changes would you make and why?
Week 1, Chapter 1
Differentiation and repositioning strategy
With reference to the previous perceptual map/s and the suggested changes to the existing marketing mix you have made (above), determine the new position you envisage the CLF brand to assume in the minds of consumers. Create a new perceptual map to illustrate the (re)positioning.
Competitive advantage
Determine the competitive advantage/s (attributes, benefits, advantages) the brand will have.
Value proposition
What will be the value proposition?
Week 6, Chapter 6
Promotional mix
Considering your analysis in sections 2 to 6 above, you need to suggest the promotions mix for CLF (Aust) that is appropriate to the target selected and to the objectives that CLF which to attain. The promotions mix is made up of the tools. In each case consider whether the tool is appropriate for CLF (Aust) or not and explain why.
Chapters 11, 12, 13, Weeks 10, 11, 12
7.1 Sample promotional message
Select one target audience from the Targeting table previously completed. Provide a visual sample (example of ad) of the message that will be communicated using the various promotional tools. The message needs to convey CLF (Aust)’s unique selling proposition. Devise a slogan to appeal to this selected target audience.
8. Action and control plan
Provide details of an implementation program for the promotional mix, identifying what is to be done (action). Who at CLF (Aust) will be responsible for sign off or agreeing to the promotional activity (responsibility). When will the particular promotional activity commence and how long should it last (time frame)? Would the cost for the activity be low, medium or high (budget)? How will progress be monitored and measured, including any benchmarks that will indicate if the program is working or not (control mechanism).
Chapters 11, 12, 13, Weeks 10, 11, 12
Add or delete lines as necessary
References
Use Harvard referencing for both in-text citation and referencing.
2023/10/3 21’16Assessment 2: Marketing Plan (Part B)⻚页码：1/5https://rmit.instructure.com/courses/111915/assignments/854389Assessment 2: Marketing Plan (Part B)Due 13 Oct by 23:59 Points 30 Submitting a text entry box or a file uploadFile types doc, docx, ppt, and pptx Attempts 0 Allowed attempts 2Available 21 Aug at 9:00 – 14 Oct at 9:00Start AssignmentAssessment 2: Type:PresentationLength:Presentation 15 minutes (+/- 10%)Weighting: 30%Due date:Week 12 – Week beginning 13 October 23OverviewIn this assessment you are required to consider customer segmentation, the target markets, positioning and devise amarketing and promotion strategy for the product/brand. You are also required to consider how to differentiate and positionthe product/brand, after devising product/brand objectives and create a promotional campaign to achieve this. You also needto determine an action and control plan.Learning OutcomesThe targeted Course Learning Outcomes for this assessment are:CLO1: Examine the underlying philosophy of the marketing concept, its role as a business function and its relationshipwith other business functions.CLO3: Analyse the marketing process and determine how various elements of the marketing mix work together to putthe right product in the right place in a professional context. CLO4: Develop effective marketing strategies to achieve organisational objectives.Assessment detailsStudents are to work in groups of three (or as advised by your teacher), and building on the analysis conducted inAssessment 1, are to devise a marketing mix and promotional mix strategy for the product/brand. Students will create apromotion campaign to position/reposition the product/brand.This is a group assessment. No individual submissions will be accepted. Group names need to be advised to yourteacher by the date nominated; any students who fail to meet the deadline, will be placed in a group. Students can thereforework with whom they want to or work with whom they are told to.In addition to completing the report students must create a presentation to be delivered in class in Week 12 in what would
2023/10/3 21’16Assessment 2: Marketing Plan (Part B)⻚页码：2/5https://rmit.instructure.com/courses/111915/assignments/854389be your normal scheduled class time. All team members must participate in the presentation. A group leader can submit thereport and presentation on behalf of the group at the end of Week 12 but please ensure ALL students names are on bothdocuments submitted.In order to build your presentation, and include all the relevant information, please work (and submit) the following template:Assessment 2 Report Part B V2.docx (https://rmit.instructure.com/courses/111915/files/33574077?wrap=1) (https://rmit.instructure.com/courses/111915/files/33574077/download?download_frd=1) A presentation template is available to guide you in what should be included in your presentation. Please add your owndesign elements for a professional presentation and student details on the first slide.Marketing strategy and communications plan for Concussion Legacy Foundation Template.pptx(https://rmit.instructure.com/courses/111915/files/32568560?wrap=1) (https://rmit.instructure.com/courses/111915/files/32568560/download?download_frd=1) All students must individually and confidentially submit a peer evaluation form where you assess the contribution of yourpeers to group work. This will be used to allocate the appropriate mark to an individual, based on that individual’scontribution to Assessment 2 as determined by his/her team members. As in all group work, it is expected that each teammember contributes equally to the assessment. The peer evaluation can be found here:MKTG1329 ASSESSMENT TWO PEER EVALUATION.docx (https://rmit.instructure.com/courses/111915/files/32568558?wrap=1) (https://rmit.instructure.com/courses/111915/files/32568558/download?download_frd=1) Assessment CriteriaThis assessment will measure your ability to: segment the market and choose the target markets establish the current positioning for the branddetermine product/service objectives and develop a marketing strategyconsider the promotional mix and devise a creative promotional campaign appropriate to the selected targetcreate a differentiation and positioning strategy for the brandmeet presentation criteria Questions?If you have any questions, check the discussion board to see if they have already been answered. If not post your questionor alternatively ask your teacher in your workshops.Referencing guidelines Use RMIT Harvard (https://www.rmit.edu.au/library/study/referencing/referencing-guides-for-printing) referencing style for thisassessment. You must acknowledge all the courses of information you have used in your assessments. Refer to the RMIT Easy Cite (https://www.lib.rmit.edu.au/easy-cite/) referencing tool to see examples and tips on how toreference in the appropriated style. You can also refer to the library referencing page for more tools such as EndNote,referencing tutorials and referencing guides for printing. Academic integrity and plagiarism
2023/10/3 21’16Assessment 2: Marketing Plan (Part B)⻚页码：3/5https://rmit.instructure.com/courses/111915/assignments/854389Rubric Template (3)CriteriaRatingsPts3 ptsAcademic integrity (https://www.rmit.edu.au/students/student-essentials/assessment-and-results/academic-integrity) is abouthonest presentation of your academic work. It means acknowledging the work of others while developing your own insights,knowledge and ideas. You should take extreme care that you have: Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied),summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods Provided a reference list of the publication details so your reader can locate the source if necessary. This includes materialtaken from Internet sites If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off thework and ideas of another person without appropriate referencing, as if they were your own. RMIT University treats plagiarism as a very serious offence constituting misconduct. Plagiarism covers a variety of inappropriate behaviours, including: Failure to properly document a source Copyright material from the internet or databases Collusion between students For further information on our policies and procedures, please refer to the University website(https://www.rmit.edu.au/students/student-essentials/assessment-and-results/academic-integrity) . Assessment declaration When you submit work electronically, you agree to the assessment declaration (https://www.rmit.edu.au/students/student-essentials/assessment-and-results/how-to-submit-your-assessments) .TargetsegmentprofilesFrom thesegmentationtable, studentsare able toidentify anddescribe thetargets thatneed to beaddressed3 to >2.4 PtsHD2.4 to >2.1 PtsDI2.1 to >1.8 PtsCR1.8 to >1.5 PtsPA1.5 to >0.0 PtsNN0 PtsDNSDid no submit.Currentpositioning oforganisationStudents areable to identifycurrentpositioning of2 to >1.6 PtsHD1.6 to >1.4 PtsDI1.4 to >1.2 PtsCR1.2 to >1.0 PtsPA1 to >0.0 PtsNN0 PtsDNSDid no submit.
2023/10/3 21’16Assessment 2: Marketing Plan (Part B)⻚页码：4/5https://rmit.instructure.com/courses/111915/assignments/8543892 pts3 pts4 pts5 pts5 ptsorganisationrelative toviablecompetitors,using realisticvariables forcomparisonOrganisationalobjectivesStudentsidentify thecurrentorganisationalobjectivesusing SMARTformula3 to >2.39 PtsHD2.39 to >2.09 PtsDI2.09 to >1.79 PtsCR1.79 to >1.49 PtsPA1.49 to >0.0 PtsNN0 PtsDNSDid nosubmit.MarketingStrategyStudentsidentify andexplainchangesneeded tocurrentmarketing mix4 to >3.19 PtsHD3.19 to >2.79 PtsDI2.79 to >2.39 PtsCR2.39 to >1.99 PtsPA1.99 to >0.0 PtsNN0 PtsDNSDid nosubmit.PromotionalmixStudents areable to selectrealisticpromotionalmix fororganisation,given theirconstraints.5 to >3.99 PtsHD3.99 to >3.49 PtsDI3.49 to >2.99 PtsCR2.99 to >2.49 PtsPA2.49 to >0.0 PtsNN0 PtsDNSDid nosubmit.SamplepromotionalmessageStudents havedevised asamplemessage for aselected targetaudience thathighlights theUSP andbenefits foir5 to >4.0 PtsHD4 to >3.5 PtsDI3.5 to >3.0 PtsCR3 to >2.5 PtsPA2.5 to >0.0 PtsNN0 PtsDNSDid no submit.
2023/10/3 21’16Assessment 2: Marketing Plan (Part B)⻚页码：5/5https://rmit.instructure.com/courses/111915/assignments/854389Total points: 303 pts2 pts3 ptsthe audienceand includes asloganDifferentiationandrepositioningStudentsidentify andexplain theanticipatedrepositioningfororganisationbased oncampaign andhighlighting thecompetitiveadvantage andvalueproposition.3 to >2.4 PtsHD2.4 to >2.1 PtsDI2.1 to >1.8 PtsCR1.8 to >1.5 PtsPA1.5 to >0.0 PtsNN0 PtsDNSDid no submit.Action andcontrol planStudentsidentify animplementationplan and howprogress willbe monitored.2 to >1.6 PtsHD1.6 to >1.4 PtsDI1.4 to >1.2 PtsCR1.2 to >1.0 PtsPA1 to >0.0 PtsNN0 PtsDNSDid no submit.PresentationStudents areable to presentinformationwithoutreliance onnotes orreading fromslides;information isdelivered in aclear, audibleand engagingmanner3 to >2.4 PtsHD2.4 to >2.1 PtsDI2.1 to >1.8 PtsCR1.8 to >1.5 PtsPA1.5 to >0.0 PtsNN0 PtsDNSDid no submit.
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