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

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BSBMKG608 Develop organisational marketing objectivesAssessment Task 3Objective 1: Brand awarenessCompatibilityCocoa Delights Marketing Plan for 2010 focus on building brand awareness amongstcustomers. The CEO explains that this is a benchmark that Cocoa Delights would like toachieve in all markets in which it operates. This is in keeping with the Chair of the Board’sstatement, ‘By 2015, I see Cocoa Delights with a significant presence in retail chocolate inevery Australian capital city’. The goal is to become a leading chocolate retailer.ConsistencyThe Chair of the Board’s statement is consistent with the reports and the goals andobjectives of the case study.EquippedBrand awareness will be achieved by the joint venture TV advertising campaign, costing thecompany $1.1 million in each new market. This money has been set aside in the budget, ashas provisions for an increase in staff for the marketing department to help manage thecampaign. Priorities for the plan are to ensure that the branding exercise complies with theCompetition and Consumer Act 20101, and that it is not associated with activities that arenot in the community’s best interests. Established markets will allocate 20% of theadvertising budget for brand awareness rather than product promotion.LegalsThe 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 andsafe the consumer at the sametime , 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 2010Main sections of the CCAExceptions under Commonwealth, state and territory legislation
Objective 2: Category targetCompatibilityOften a new customer’s first purchase is from the Dark Decadence range, and this providesan opportunity to sign them up for a loyalty program. Therefore, the initial advertisingbudget will feature items from this category, and also be the focus of the front entranceprominent display during the initial period.ConsistencyThe CEO explains that, initially, the hand made chocolate gains early traction with themarket, followed by uptake in other categories. For this reason, the CEO suggests that atarget of 30% for machine made chocolate would indicate that the new markets were ontrack to achieve the overall sales target.

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Term
Winter
Professor
ABU
Tags
Management, Marketing, Operational risk, COCOA Delights

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