BSBMKG608 -assesement 3.docx - BSBMKG608 Develop...

BSBMKG608 Develop organisational marketing objectives
Assessment Task 3
Objective 1: Brand awareness
Compatibility
Cocoa Delights Marketing Plan for 2010 focus on building brand awareness amongst
customers. The CEO explains that this is a benchmark that Cocoa Delights would like to
achieve in all markets in which it operates. This is in keeping with the Chair of the Board’s
statement, ‘By 2015, I see Cocoa Delights with a significant presence in retail chocolate in
every Australian capital city’. The goal is to become a leading chocolate retailer.
Consistency
The Chair of the Board’s statement is consistent with the reports and the goals and
objectives of the case study.
Equipped
Brand awareness will be achieved by the joint venture TV advertising campaign, costing the
company $1.1 million in each new market. This money has been set aside in the budget, as
has provisions for an increase in staff for the marketing department to help manage the
campaign. Priorities for the plan are to ensure that the branding exercise complies with the
Competition and Consumer Act 20101, and that it is not associated with activities that are
not in the community’s best interests. Established markets will allocate 20% of the
advertising budget for brand awareness rather than product promotion.
Legals
The roles of ACCC is protect the consumer to get the harm from the service or products ,
help the consumer to get the benefit from the market and safe the consumer at the same
time , support the market to be fair and adjust the effective of the economics .
This is the legislation are controlled under ACCC :
 The Competition and Consumer Act 2010
 Main sections of the CCA
 Exceptions under Commonwealth, state and territory legislation

Objective 2: Category target
Compatibility
Often a new customer’s first purchase is from the Dark Decadence range, and this provides
an opportunity to sign them up for a loyalty program. Therefore, the initial advertising
budget will feature items from this category, and also be the focus of the front entrance
prominent display during the initial period.
Consistency
The CEO explains that, initially, the hand made chocolate gains early traction with the
market, followed by uptake in other categories. For this reason, the CEO suggests that a
target of 30% for machine made chocolate would indicate that the new markets were on
track to achieve the overall sales target.