Word limit = 800 words (+/- 10%)
Your “Marketing Plan Part B” is a continuation of the assignment that you presented
in your “Marketing Plan Part A.”
In Part B, you are asked to develop your Marketing Tactics. That is your Product,
Price, Distribution and Promotional Tactics that are designed to deliver your value
position to your target market.
NB: When you submit Part B, your Cover Page MUST include your
That you submitted it in PART A. You can also UPDATE/MODIFY this
information from the feedback you received from your tutor if it did not
receive a tick or favourable comments.
Your tutor needs to see that your marketing tactics will work in achieving your
marketing goal and deliver your value position to your target market.
The sections included from Part A are NOT included in your word count.
4.0 MARKETING TACTICS (approx. 800 words)
These are the marketing mix elements that you should tailor to suit/match your target
customers, your company resources and your competition.
4.1 PRODUCT –
(1) While the product is already determined, you can suggest in this section
only, product development or branding changes. (Ch: 8-10 text).
You may want to consider strategies such as either ‘product
development/modification”, OR ‘brand extension’, OR ‘product extension”.
(2) Describe the current brand identity and any branding changes. You should
consult chapters 8-10 of your text.
4.2 PRICE – Briefly discuss the 5 C’s; decide whether the company uses cost,
competitor or value based pricing and JUSTIFY your decision.
(WHY?) Is this the current pricing policy and is it working?
Are there any other pricing models that might be more suitable for the original
product? Will you offer any incentives? If so, what incentives and why? (Ch11
text + tutorial discussion will help).
After conducting your 5C analysis, you must think about a pricing
strategy. For example, if your company/product is in a very competitive
industry, you might need to consider are they using ‘competitor based
pricing’ and how is that working? However, if you offer a better product in
the market, your company may use ‘value based pricing’. Is that the best
policy? Why or why not? You must research these strategies and when is
the best time to use the various pricing strategies.
4.3 PLACE (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 if that is working? Is there justification to continue this policy or implement a
new method of distribution? JUSTIFY your recommendation. (Ch. 12 text)
If you are happy with the current distribution density, you need to describe it
and explain WHY the current strategy is the BEST for your product. For
example, if your product is a convenience product, then intensive
coverage/distribution the company follows now may be the best. Alternatively,
you may believe that distributing online is something the company should
attempt/explore. You MUST Justify your decisions.
4.4 PROMOTION – Using the “Objective and Task” method, describe how
you would spend AUD $50,000 to help reach your marketing goal (Part A).
Describe the Integrated Marketing Communication (IMC) tool/s you will use, how the
money will be spent, and what you expect to achieve. Promotion decisions should
be realistic and must be justified. (suggestions, Ch. 13 text).
OBJECTIVE (THIS IS
TASK (EACH OF THE
SPECIFIC MEDIA TOOLS
THAT YOU HAVE CHOSEN)
MEDIA COST (MEDIA
ONLY – DO NOT INCLUDE
Table 1: …………..Name the table (here) and refer to it in-text.e.g. Table 1
NB: Not necessary to give the exact figures that the particular media charges but
your individual figures should reflect the percentage of the total that you would spend
on this item to show that you understand one is more costly than another OR you
would expend a lot more on a particular media eg. Marketing Plan Part B.
Newspapers $10,000 TOTAL $50,000 AUD
In your writing in this section, JUSTIFY why you spend more on TV and why free
samples will be appropriate and which magazines or TV shows or times will be
MOST SUITABLE and why. You must be specific as to what magazine, what
program time slot on TV etc and why. Marketing Plan Part B.
REFERENCES (Not included in word count)
You are expected to use at least 6 different academic/reliable sources other than the
text. You should include a variety of sources using the company website once only.
Cite and reference ALL your sources of information in APA format. Help can be
found at CITEWRITE (Library website). Marketing Plan Part B.
(Not compulsory but 2 pages maximum, and not included in word count). Name the
Appendix and the name the diagram and refer to this in-text. Marketing Plan Part B.
In your 2 pages of appendices you can include any supporting documentation you
think is necessary to help the reader understand your marketing plan. It could be: a
mock-up for a print/online ad you have generated for your chosen product (or a
storyboard for a TV/Video ad); a media alert from the product’s introduction or
similar. Marketing Plan Part B.
MARKETING PLAN CHECKLIST
You must submit an electronic copy to TURNITIN on BB by the closing time and date.
Before starting and subsequently submitting your assignment, you should check-off each
item in the checklist below:
Use the assignment template provided on Blackboard and keep to 1.5 line spacing
and a readable font such as Arial, Times New Roman or Calibri. Marketing Plan Part B.
800 word limit (+/- 10%) is for section 4.0 only. Penalties will apply. REVISED Goal,
Target Market, Positioning statement and Appendices are not included in this word
Include your total word count on the front page of your submission for each part. Use
the APA referencing system throughout your document. Marketing Plan Part B.
No table of contents, introduction or conclusion is required.
Wikipedia and other similar sources (.com/.org/google) or non-academic sources are
NOT to be used or referenced for this assignment. Do NOT reference the lecture
notes. Use original sources such as books, journal articles or industry reports and
academic databases. Marketing Plan Part B.
If you submit your assignment to DRAFT well before the due date, you will get the
chance to check the TURNITIN similarity report, make any changes you think are
necessary and resubmit by the due date. We will mark your most recent submission.
If you have NOT completed your assignment by the due date, and do not have an
approved extension, then you should submit the work you have completed by the
due date and it will be marked against the criteria as your final. QUT LATE POLICY
WILL APPLY. Marketing Plan Part B.
Backup and keep electronic copies of your assignment and all the sources you have
used as you may be required to show the particular work you referenced. Marketing Plan Part B.
Marketing Plan Part B
The main goal of this marketing strategy is to increase volume sales by 20% to attain a
market share of skin care products by 20% in 12 months. Marketing Plan Part B.
Psychographic Value health products and are environmental
Benefit Sought Health
The target customer includes people who pay attention to their appearance with a higher
income, both genders from 20 to 35 years
Jurlique is the best consumer use product for health conscious consumers aged between
20 and35 years because it is natural and environmental friendly……
or ORDER A CUSTOM PAPER