Rubric

“PavLoveMe”
Category Strategy
Marketing Objectives (5) Useful marketing objective that is relevant to the
business.
● To gain profit
● To serve customers a light dessert
● To represent Australian culture
● To make the culture more widely known
Sales Objectives (5) Predict the sales potential that may be realized by
apping into and holding onto your target market.
● Anticipating that our brand will be
spread through words of mouth and
social media (post our poster on
instagram and ask friends to help
promote)
Target Market (5) Identify your target market; list the expectations
consumers for your type of product. Identify the
segment of the market that will benefit from your
product and area of expertise as well as your
approach to selling your product or service
● Target: (mostly) ppl who likes taking
pictures of food(especially girl), ppl who
had enough savory foods and want
sweet foods
● Segment: photogenic desserts
● Suitable for our food interests, especially
as we have a good amount of baking
skills - all homemade
● Posters suitable for our art/design
expertise
Positioning Statement (5) Unique selling position (USP) in the market clearly
determined.
● Your get freshness from the berries,
sweetness from meringue, and pretty
smile from us :)
Product (5) The plan contains details of the products/services;
rom the customer’s point of view, and identifies key
competitors and how the product/service is
positioned to compete. How product strategy
supports positioning?
● Product: Mini Pavlovas (2 flavors: berries
blossom, TimTam time)
● Pavlovas are a traditional Australian
dessert, made from a baked meringue
base, whipped cream, berries sauce and
fresh berries
● The dessert is quite unknown, so we try
to make it more approachable. Usually
pavlovas are served in cake-sized
portions, but we choose to scale it down
and serve only palm-sized ones. So,
customers don’t feel like they’re
committing to something they don’t
know.
Branding (5) Branding: (e.g. packaging, brand name, logo, special
services offered). How will you increase the brand
awareness, brand recognition and brand preference?
● Branding:
● Create a logo that relates to the pavlova
● Advertising:
● - Vegetarian
● - Flourless
● - Camera-ready
● - melt in your mouth
● - Not overly sweet
● - Allergy warning: contains eggs, dairy,
Price Strategy (5) Includes the pricing structure and explains why/how
hese prices were determined. How pricing strategy
supports positioning?
● Price is derived from the total price of
items bought + 70% or something
●
Distribution (5) Location is very convenient for target market.
Promotion Strategy (5) Promotional material makes target market clearly
aware of what the product/service is, what it does
and where it is available. How promotion strategy
supports positioning?
● Poster contains product description and
features, price, place, campaign
● Campaign: if customer posts a picture of
the dessert on Instagram stories or
snapchat with # , three entries will be
selected randomly for a prize of
(something)
Any other component of your marketing plan
(i.e. CSR, environmental issue, health issue, etc.)
5)
Additional strategy input in the marketing plan.
extra score)
● Representing Australian culture
● Reducing plastic waste by having the
dessert
● Using good quality of ingredient which
will guarantee our customers health
● No meat in our product which show that
we care so much about the animals