BSBMKG413 – Promote Products And Services
Assessment Tasks
BSBMKG413 – Promote products and services
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BSBMKG413 – Promote products and services v2.1 September 2016
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The following outlines the requirements of your final assessment for BSBMKG413 Promote products and services. You are required to complete all tasks to demonstrate competency in this unit.
This unit is assessed through the following:
| Assessment Requirements | Method of Assessment | Due date |
| 1. Promotional activities identification project – Part A, B | Project/observation | |
| 2. Promotional activities implementation project | Project | |
| 3. Promotional activities review | Project |
All assessments will ensure that the principles of assessment and rules of evidence are adhered to. The principles of assessment are that assessment must be valid, fair, reliable and consistent. The rules of evidence state that evidence must be sufficient, valid, current and authentic.
If reassessment is required, you will be given the chance to resubmit the assessment task. You will have up to three opportunities to resubmit each assessment task. If, after the third attempt, the assessment is still not satisfactory your trainer/assessor will make alternative arrangements for assessment.
ASSESSMENT COVER SHEET
| This form is to be completed by the assessor and used as q final record of student competency.
All student submissions including any associated checklists (outlined below) are to be attached to this cover sheet before placing on the students file. Student results are not to be entered onto the Student Database unless all relevant paperwork is completed and attached to this form. |
| Student Name: | |
| Student ID No: | |
| Final Completion Date: |
| Unit Code: | BSBMKG413 – Promote products and services | |
| Please attach the following documentation to this form | Result
S = Satisfactory NS = Not Satisfactory NA = Not Assessed |
|
| Assessment 1 | Project/observation | S | NS | NA |
| Assessment 2 | Project | S | NS | NA |
| Assessment 3 | Project | S | NS | NA |
| Final Assessment Result for this unit | C / NYC |
Student Feedback: _____________________________________________________________________
| Student Declaration: I declare that I have been assessed in this unit, and I have been advised of my result. I also am aware of my appeal rights.
Name: ____________________________ Signature: ____________________________ Date: ____/_____/_____ |
Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback
Name: ____________________________ Signature: ____________________________ Date: ____/_____/_____ |
Administrative use only
| Entered onto Student Management Database | ________________
Date |
Initials |
Assessment Task 1– Promotional activities planning project
This assessment task is in two parts.
Part A requires you to identify suitable promotional activities.
Part B requires you to consult with Managers confirm promotional activities.
Part A: Identify promotional activities
Task Summary
This assessment task requires you in the role of Marketing Officer to plan promotional activities for NatureCare Products. This will require development of a briefing report, as well as an action plan in preparation for a meeting with management.
What you will need
Access to the internet for research
Promotional activiites action plan template
NatureCare Products Marketing Policy and Procedure
What do I have to submit?
· Completed promotional activities briefing report (approximately 2 pages)
· Email to CEO with promotional activities briefing report attached.
Instructions
| NatureCare Products is based in Brisbane, Queensland Australia. The company manufactures and retails eco-friendly, high quality beauty skin care products. The business was established in 2011 to cater for a perceived demand for skin products that contain eco-friendly and natural ingredients. There is also an emphasis on eco-friendly packaging. Currently the business is selling its products through a limited number of health stores in Brisbane but would like to expand within Brisbane, as well as interstate.
It also has a web site but no shopping cart. The web site does not appear to be frequently visited which appears to be because of a lack of Search engine optimization (SEO) optimisation.
Its overall business objectives for the next three years are to increase sales and create brand awareness.
The company has a range of products currently that include:
· Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating and anti-inflammatory properties. This product will be for delicate and mature skins and could also be used as a baby cream.
· Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day and includes Shea butter and extracts from fragile green algae that provides hydrating and protective properties.
· Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product will be used for most skin types.
The company would like to add more products over time and is focused on a range of products to meet particular skin needs rather than a one-size fits all.
The company’s target customers are those that want high quality, eco-friendly products. The consumer profile identified for the target group are professional women aged 25 – 55. The intended strategy of the company as identified in its Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly. Being a new company, NatureCare Products has a limited budget for promotional activities and wishes to focus on promotional activities that are the most effective but that do not require a large budget. A budget of $5,000 has been allocated to some initial promotional activities.
The management team of NatureCare Products has advised that that the objectives of conducting promotional activities is to linked to an overall business objective of increasing sales revenue by 50% in the next 12 months. Currently with the products only sold in a few health stores across Brisbane, total sales are fairly small. NatureCare Products also wishes to create awareness of its products amongst consumers and to position itself as a quality product against similar products. The price for the product will be around the same as competitors’ prices for similar products.
The management team has also advised that it definitely wishes to improve its online marketing, and is interested in using social media for promotional activities, as well as national and local business networks such as the local Chamber of Commerce.
The company currently includes the following staff: CEO, Marketing Manager, Operations Manager, Marketing Officer and two administration staff. |
Complete the following activities:
1. Review the NatureCare Marketing Policy and Procedure to ensure that the promotional activities that you recommend meet requirements.
2. Complete the following activities in order to develop a briefing report that:
· Provides an introduction to the report, including a summary of overall objectives, as well as marketing objectives and rationale for identifying and implementing promotional activities and the budget allocated.
· Outlines the various options for promotional activity, including the pros and cons of each of the following promotional activity options:
·
· Advertising (radio, television and newspapers)
· Social media marketing
· Media announcements, including social media announcements
· Product launches/special events
· Web pages.
· Direct marketing.
· Discuss at least 2 promotional activities from above, that Nature Care Products could undertake keeping in mind the limitations of budget ($5,000.00)
· Describe each of the potential promotional activities and your reasons for identifying it as suitable.
· Identify at least two business networks that could be used to build business and what benefits they give to assist in the implementation of promotional activities.
· For each of the promotional activities you have identified as suitable, document the promotional SMART objectives.
· Discuss how the proposed promotional activities will meet the NatureCare Products Marketing Policy and Procedure?
3. Develop an action plan using the template provided by your assessor to set out how your recommended promotional activities will be actioned.
4. Email copies of your briefing report and completed action plan to your assessor.
Part B: Meet with management to confirm promotional activities
Task Summary
This assessment task requires you in the role of Marketing Officer to meet with the CEO and Operations Manager to discuss the promotional activities recommended in your briefing report and the proposed action plan. Your assessor will confirm the date for the meeting.
What you will need
Access to the internet for research
Access to a space for a meeting
What do I have to submit?
· Printed versions of briefing report and action plan (for meeting)
· Finalised versions of briefing report and action plan
Instructions
1. Print off a copy of your briefing report and action plan to provide at a meeting with the Marketing Manager and Operations Manager (this will be your assessor). The purpose of the meeting is to discuss your recommendations as documented in the briefing report.
2. Conduct a meeting including:
· Providing an introduction to the meeting
· Discussing key points from the briefing report, including possibilities for promotional activities and recommended options.
· Discussing your proposed action plan.
· Seeking feedback on the proposed promotional activities.
· Confirming proposed promotional objectives
3. During the meeting, you will be required to demonstrate effective communication skills including:
· Clearly and concisely presenting information
· Listening and questioning to seek feedback
4. After the meeting, finalise your briefing report and action plan based on feedback provided at the meeting. Email a final copy of both documents to your assessor.
Assessment Task 2 – Promotional activities implementation project
Task Summary
This assessment task requires you in the role of Marketing Officer to implement agreed promotional activities.
What you will need
Computer and Microsoft Office
Access to the internet for research
What do I have to submit?
·
· Brief for web site developer
· Email to web site developer
Instructions
|
The outcome of the meeting to discuss promotional activities also identified that the web site for NatureCare Products was outdated and not attractive to customers.
Management has allocated $5,000 to update the web site. Management also wishes to include an on-line shopping function on the web site.
As the Marketing Officer, you have been asked to coordinate the development of the new web site and shopping cart for Nature Care Products.
|
Complete the following activities:
1. Develop a brief that can be provided to a contracted web site developer
· An outline of the key positive messages that the company would like to show through its web site, especially in relation to the ethics of the company.
· Your ideas for the content of the web site, including the shopping cart.
· Budget available
· Timelines
· Any other relevant information
2. Send your brief via email to your assessor in the role of Marketing Manager seeking feedback on your brief.
Your assessor will provide you with comments that you must address in an updated brief.
3. Update your brief according to comments provided by your assessor.
4. Send the updated brief and a covering email to your assessor as though they are the web site development company.
Your email should include a brief summary of the work required and you should attach your brief to the email.
Assessment Task 3 – Promotional activities review
Task Summary
For this assessment task, you are required to complete a promotional activities review and report based on the information below.
What you will need
Computer and Microsoft Office
Access to the internet for research
What do I have to submit?
Report on the outcomes of the promotional activities conducted
Instructions
1. Review the scenario information below:
|
After the implementation of the new web site and wider distribution of products through health food stores in Sydney, Melbourne and Adelaide, the situation for NatureCare Products six months later is as follows:
· Sales have increased by 20% in the first six months of marketing activities being implemented. Products are now available in health food stores in Sydney, Melbourne and Adelaide, as well as in the existing Brisbane stores. Sales through the on-line shop established through the web site have also been increasing.
· The web site has an email contact and NatureCare Products has been receiving at least 30 emails a day with a range of questions about the products such as whether they are organically certified, how long they last for, etc. As there is only a small number of staff, answering each of the emails has been very time consuming.
· While sales are increasing, marketing research indicates that consumers are unable to differentiate NatureCare Products from other similar products. A short market research undertaken indicates that only 1 in 20 people interviewed recognized NatureCare Products.
· The on-line shop is proving to be successful but you feel that to tap into a bigger market through using web sites that offer a range of health products would assist with increasing on-line sales.
· Your closest competitor has just launched a large range of new products.
· The budget for marketing activities has blown out. $15,000 has been spent. Timelines have not been kept to; for example, the web site took 3 months to develop rather than the allocated 1 month.
· There was a rush (due to publishing deadlines) to include an article about NatureCare Products in free health magazines in Sydney and Melbourne and it was considered that the information didn’t really reflect the ethics of the business to provide eco-friendly products. Management feels that this had an adverse effect. |
2. Develop a report on the outcomes of the promotional activities conducted, as well as outcomes and issues arising as identified above.
· Your report should include:
· A summary of the outcomes of promotional activities as per the information above and its impact on sales and awareness.
· A report on costs and timelines with regard to the marketing activities and an analysis of the benefits from the activities
· Recommendations for future promotional activities, as well as other activities generally based on the outcomes so far.
3. Send the completed report to your assessor.
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