RTO No: 91223

Student Project Portfolio

BSBMKG433 Undertake Marketing Activities

Student name:

Assessor:

Date:

The product or service:

Female clothing items that are produced locally and claimed to be a
kind business practices that these clothes are locally produced, thus
Provide a description of the
not using too much resources like those imported.
product or service you are
planning a marketing activity Friendly customer services
for.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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 Section 1: Preparing for marketing activities

Identify the task requirements

Complete this section before developing your Marketing Activity Action Plan.

Review policies and Privacy Act

procedures
Our business should be careful about using information of our
customer for any marketing and sales purpose.
List the key points of the Anti-discrimination policy
marketing policies and
Our marketing activities should appreciate our cultural diversity and
procedures that need to be
not have any images that may stir the public and claimed to be
followed when undertaking
discriminative against any groups of people.
marketing activities.
Work and Health safety requirements
Be conducted in a safe and responsible manner to minimise risk to
health and safety of employees and the general public.
Competition and Consumer Act 2010
All marketing activities should comply with marketing conduct
mandated by laws and do not spam or annoy our customers.

Marketing objectives
List two marketing objectives Increase our brand images and awareness
that you have identified by
Introduce our business missions and commitments.
reviewing business
documents. Provide our customers with good value products while complying to
the sustainable business practices.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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Review current marketing
activities
Outline current marketing
Our current marketing activities:
activities.
We have already administer a Facebook page that are having regular
posts about our marketing and brand messages, introduce our
products, special deals and stores.

Research industry trends  Young people are turning their attention to designed fashion
brands or any other local brands that are so-called Indie
Brands. They no longer prefer low-priced products from fast
Identify the industry within fashion brands. They prefer the feeling of belonging to a
which the company operates specific community by their fashion styles.

 Marketing through online and digital channels is gaining its

dominance and be proven to target customers well.

Discuss current trends in the  Some people especially those young ones are more
industry within which the concerned about sustainable consumption and care about
company operates. the environmental impacts by humanity.

 Many brands and even large players are showing their

environmental responsibilities by practicing responsible
business practices.

https://www.ibisworld.com/au/industry/clothing-retailing/407/
List your information sources
https://www.bandt.com.au/australian-fashion-and-textiles-industry-
worth-27-2-billion-according-to-new-study/

Competitors
NICO
Identify a competitor for the The brand was established in 2012. They are also branded as a
product or service you are social responsible business that aim to provide livelihood for local
planning marketing for and inhabitants.
provide a name and location
Their unique designs are welcomed by a community of fan,
or website link.
celebrating minimalism and understate luxury.
Their marketing strategy is to target a niche market of fashion fans
Describe one marketing who are well-aware of their consumption behaviours and like unique
strategy of the competitor. designed clothes.
This brand has succeeded in target their niches market by unique

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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 offerings and create a feeling of belonging for their customers.
List your information sources https://nicounderwear.com/

Complete this section in preparation for the meeting

Target audience

Describe the audience you Audience: women who are interested in social and environmental
would like to reach with your businesses.
marketing activities.
Young women fashion fans who are concerned about consumption
Identify at least two segments behaviours, usually those studying in colleges and universities.
in your target market
Women who are trying to reduce carbon footprint.

Marketing mix

Select two market segments Young students and fashion fans:

and describe how you will
Price: reasonable prices and some special discounts on specified
reach each market segment
occasions.
by providing an example of
how the 4P’s of marketing Promotion: university forum and media.
apply in each case. Place: online and sales on online websites and at brick and mortar
stores.
Product: reasonable prices and environmental friendly and unique
design clothes.

Women who are trying to reduce carbon footprint

Price: reasonable prices and some premium prices for some unique
designs.
Promotion: social networks and customized offerings.
Place: online and sales on online websites and at brick and mortar
stores.
Product: reasonable prices and environmental friendly and unique
design clothes.

Recommend marketing

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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activities Make a marketing campaign focusing on brand awareness on social
network posts. Our brand and business practices are among our
Describe at least 3 marketing
unique selling points, letting the target know about us can increase
activities that you believe
the likelihood that they will have interest and find us.
would be most appropriate for
the company. Expected outcomes:

 Follows on and Instagram and Facebook.

Describe the proposed  Increase sales
marketing activities and your
 More potential customers
reasons for identifying the
activity as suitable Marketing and introduce our brands on forums and networks of
nearby and local universities and colleges. We will target our
potential customers directly, marketing through this channel will help
What are the expected with both boosting sales and branding marketing.
outcomes of undertaking the
Expected outcomes:
marketing activity in each
case?  Follows on and Instagram and Facebook.

 Increase sales
How will you measure  More potential customers
whether the activity was
successful? Provide an We should introduce a membership program to gain more loyal
example of a metric that can customers and boost sales by loyal customers. This program will help
be used. us build a closer knitted relationship with our customers, also market
researches indicates that loyal customers are likely to spend more
than usual ones.
Expected outcomes:

 Follows on and Instagram and Facebook.

 Increase sales

 More potential customers

Marketing performance metrics

 Conversion rate from people who ask about products on

Facebook and Instagram to actual sales on our offline stores
and sales through website.

 Number of follows and likes on Facebook and Instagram.

 Shares and comments about our products and business

practices.

 Sales growth and value growth per customer.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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 Product knowledge
Explain how your specific Our knowledge and expertise in textile and chemical industry will help
product knowledge related to us in producing environmental friendly textile products.
the product or service,
Our experience in customer services and PR will help to serve and
influenced your
target our customers well in both online and offline channels.
recommendations.

Complete this section after the meeting.

Feedback
Provide a summary of the Good ideas for target and potential customers with the characteristics
feedback you received from of the business.
your manager.
Need more diversified marketing activities.

Attach: Link to business website About page or corporate

brochure that summarises what the business does OR ☐
Simulation Pack if using case study

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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Marketing Activities Action Plan

Marketing activity Actions When Cost Staff responsible

Content marketing on our Facebook Choose suitable contents to post July 31st to August 31st $1,500 Outsourced customer staff
and Instagram about sustainable on our Facebook and Instagram members.
business practices.
Observe the customers’ reactions Marketing and PR
and replies to any messages from manager.
people who are interested in our
products.

Launch and introduce our Send email to all current clients

membership program to all of our and encourage to all new
PR staff members and
current and potential customers customers about the membership July 15th to August 15th $2,500
marketing staff.
program.

Work with some clubs and forums in Find suitable clubs and forums.
colleges and universities to
Work with them to run our
introduce our brand and offer their PR and sales staff
advertisements. Aug 1st to Aug 31st $4,500
young students with discount members.
voucher Give the club members with
discount vouchers.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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 Section 2: Coordinate marketing activities

Implement a marketing activity Launch and introduce our membership program to all of our current
and potential customers.

We will introduce our membership programs to all current customers

Describe the marketing activity
by email.
you implemented.
Then, we will offer some special deals for those who are members.
Tracking buying behaviours by those members will help us to improve
our marketing activities and optimize our sales plan.
What are the timeframes for Every new customer will be informed about the membership program
implementation and review and benefits, sale staff members will help them to register for the
according to your activity plan? membership if any demands.
Using your marketing activity
action plan, explain how you
To monitor:
will be monitoring the
implementation of the activity. We will set the target for the percentage of current customers who will
registered for membership program.
We will ask them if we can send them the email to survey about the
purchase experience and customer services.

Attach: Email to marketing personnel ☐

Evidence of the implementation of your marketing activity ☐

(article, blog, infographic, flyer, email, video, link)

Email to marketing personnel

Subject: Marketing activities

This email is attached with the marketing activity action plans. We are glad that after careful discussion,
we have come up with conclusions about three major marketing activities including launching our
membership programs, branding activities through social networks and marketing activities in forums
and clubs of local universities and colleges.
This email is to inform you about the timelines, budget and responsible staff members of each activity
and what should be done for each.
Please contact me if any enquiries.
Thank for your consideration.
Kind regards.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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Email to all current customer to inform about the membership program

Subject: New Membership Program

Thank you for choosing us for your outfits. We are very glad to offer you some special deals when
becoming our official members by clicking on Sign up.
Becoming our members, you will be updated information about our new products and receive any
special discounts on each purchase.
Hopefully, we are having good time with us
Best regards.

Articles for local newspapers

Mel Born is a local fashion business taking place in Melbourne, Sydney, we are taking
pride in our ethical business practices in manufacturing and selling environmental friendly
products for our target customers who are Melbourne inners and concerned about their
consumption and their carbon footprints.
Welcome you all to our newly opened store, our customer service and sales staff
members who are having adequate knowledge about all ranges of our clothes and accessories.
They will be very helpful and friendly to support you in online and offline shopping experience.
We firmly believe that locally-produced products are more beneficial and ethical for
both the natural landscape and for the sake of local inhabitants. As these clothes will consume
less energy and time to be delivered to their end-users and also create prosperity for the local
by offering more jobs and income to the locals.
Our products include a wide range of women clothes and accessories which are
designed by high-profile designers and made from environmental- friendly fabric. They are
suitable for women and the young with high standard of fashion styles while remains to be
ethically and environmentally sustainable produced.
We are offering some special deals on our websites and Facebook at:
www.MelBornClothes.com

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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 Section 3: Review marketing activities

Measuring outcomes
List the metrics you are using  Sales growth and revenues overtime
to measure the outcome of the
 Coverage level of our brand
activity.
 Brand awareness among target customers

Record outcomes
What was the outcome of the  Higher customer awareness
activity?
 Positive feedback of membership program and customer
services

 More follows and interactions on Instagram and Facebook

Will you make any changes to
your marketing Action Plan?
The Action Plan will go on as agreed initially.

Attach:
Email to relevant personnel ☐
Marketing Activities Outcomes Report ☐

Marketing Activities Outcomes Report

The marketing activity undertaken
Content marketing on our Facebook and Instagram about sustainable business practices.
Launch and introduce our membership program to all of our current and potential customers
Work with some clubs and forums in colleges and universities to introduce our brand and offer
their young students with discount voucher.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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A summary steps involved in the implementation and expected outcomes
Choose suitable contents to post on our Facebook and Instagram. Observe the customers’
reactions and replies to any messages from people who are interested in our products. These
marketing efforts can help us to make regular interactions with our target and potential
customers. More interactions on our Facebook and Instagram page will make us more likely to
be suggested to potential customers.
Send email to all current clients and encourage to all new customers about the membership
program. This new program will enable us to boost sales and be able to offer our customers
with special deals. Customer satisfaction is proven to be better with those engaged in
membership program.
By branding and marketing efforts in colleges’ and universities’ forum will help to boost sales
and introduce our brands and products to one of our target customers.
A review of the success of implementation and the metrics used to evaluate the activity
Our Facebook and Instagram followers has increased by 1000 and 500 people respectively.
Our online sales have increased by 45% during the past two month.
85% of customers who purchased our products has rated their buying experience as satisfied.
56% percent of customers who are offered to register for the membership program has agreed
to become a member.
80% of members who are newly registered had made the first purchase in the past 2 months.
Overall
We are doing quite well in targeting our potential customers, provide customer services
and growing our sales.

Proposed changes to the activity (frequency, implementation, etc.) or suggestions for

other marketing activities
About the growth sales obtained in the past few months, we need more analysis to break them
down into the contribution of each group of customers, which factors affect their buying
behaviours and between online and offline channels which are the more effective sales and
marketing channels.

Email to relevant personnel

Subject: Marketing Activities Outcomes Report
I would like to express our gratitude for your feedback and contributions made in the previous
review meeting.
Based on the results of that meeting, I drafted this marketing outcomes report which includes a
summary of marketing activities undertaken, their outcomes and a recommendation for future
improvements of our marketing plan.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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Thank for your consideration.
Kind regards.

Strathfield College RTO: 91223 CRICOS Provider Code: 02736K

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