Slideshow BGM

BSBMKG609 Develop a marketing plan
BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019 1

Lesson overview
The following topics are covered in this unit:
• Topic 1 Devise marketing strategies

• Topic 2 Plan marketing tactics
• Topic 3 Prepare and present a marketing
plan
BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

2
Delivery
Week 1 Session 1: Introduction

Session 2: Topic 1 Devise marketing strategies
Week 2 Session 3: Topic 1 Devise marketing strategies
Session 4: Topic 2: Plan marketing tactics

Week 3 Session 5: Topic 3 Prepare and present a marketing plan
Session 6: Topic 3 Prepare and present a marketing plan

Week 4 Session 7: Review and assessment
Session 8: Assessment
Week 5 Session 9: Assessment

Session 10: Assessment

3
Introduction
Recommended reading
Marketing Principles, Pride, Ferrell, Lukas, Schembri,
Niininen, (3rd Ed, 2019)
Chapter 1: Key concepts in marketing
Chapter 2: Marketing environment, social responsibility
and ethics
Chapter 3: Planning, implementing and evaluating
marketing strategy
Chapter 5: Consumer and business behaviour
Chapter 6: Segmentation, target markets and positioning

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Introduction
Video Clip: Why having a marketing plan is important
http://www.youtube.com/watch?v=qakY3GckfTw (2mins)
Marketing plans

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Introduction
Principles of marketing
Marketing involves a range of processes concerned
with finding out what consumers want, and then
providing it for them. This involves four key elements,
which are referred to as the 4Ps. A useful starting point
therefore is to carry out market research to find out
about customer requirements in relation to the 4Ps.
Source: http://businesscasestudies.co.uk/business-theory/marketing/the-
principles-of-marketing.html#ixzz3xGfuDnnh

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Introduction
Marketing strategy
Effective marketing starts with a considered, well-
informed marketing strategy.
A marketing strategy sets the overall direction

and goals for marketing, and is therefore different
from a marketing plan, which outlines the specific
actions that must be taken to achieve the
marketing strategy.

7
Introduction
Marketing Plans
Discuss the structure of a marketing plan, which can
include the following headings:
• Executive summary
• Introduction
• Situation analysis
• Marketing objectives
• Target market
• Marketing strategy
• Budget
• Implementation, evaluation and control
8
Introduction
Activity: Marketing Plan

Research a marketing plan using the following
website:
http://www.mplans.com/sample-marketing-plans.php
Select a plan and then read through the plan to

understand its structure and what has been included.

9
Introduction
Activity: Marketing Principles
Chapter 1: Key concepts in marketing

• Tutorial activities
• Ethical Challenge
• Case study/s
• Study Tools

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Topic 1 Devise marketing strategies

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Video clip:
This Week in Marketing
http://www.youtube.com/show/thisweekinmarketi
ng

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Video clip:
This Week in Marketing
http://www.youtube.com/show/thisweekinmarketi
ng

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Market Analysis
Every business plan should include market
analysis.
This is one of the first and most important
reasons to do marketing plan.
Markets change-a business needs to watch for

changes in its market.
Video Clip: Marketing competitors

http://www.youtube.com/watch?v=jILgxeNBK_8
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Development of existing products or services
Development of existing products or services can

provide marketing opportunity options for a
business, both in existing and new markets.
The development of existing products or services

is a common marketing opportunity option.

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Takeovers
Takeovers can create options for marketing
opportunities for a business.
• Market growth can be achieved by the

takeover of a competitor.
• Takeovers can also provide opportunities for
new markets and product development, such
as overseas markets.
• Diversification can also be achieved through
takeovers.
16
Franchise opportunities
Key information that a franchiser should consider
providing when marketing their franchise
opportunity:
• A detailed explanation of the product or service
• Background and history of the company
• The geographical areas where franchisees are
sought
• The cost of the franchise and associated fees

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Franchise opportunities
• The franchise package, i.e. what you get for

your money
• Financial projections
• Required skills, characteristic and experience
• Existing franchisee testimonies and/or client
testimonies
• The next steps and how to apply for the
franchise

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New business opportunities for marketing
The establishment of a new business can provide

marketing opportunities for companies. For
example, an existing business could choose to
expand its existing business by setting up a new
and different business.

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Product life cycle

The product life cycle has 4 very clearly defined
stages
1. Introduction stage
2. Growth stage
3. Maturity stage
4. Decline stage

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Importance of the pricing strategy
A pricing strategy is of key importance as the

price approach is a key component of the
organisation’s branding approach. For example,
a company may choose to be a price leader,
offering the highest quality, or becoming a luxury
brand. If the business wants to be positioned as
having the highest quality, it would not want to
sell its product at a cheaper price than others in
the market.
21
Promotional strategies
Types of promotional strategies that a business
could use:
• Advertising: any paid form of communication
using any form of mass media.
• Sales promotion: for example, special offers,
money off coupons
• Direct mail i.e. sending publicity material to an
individual or business.
• Internet marketing: selling products or services
online.
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Distribution strategies
• Common distribution
• Exclusive distribution
• Selective Distribution

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Undifferentiated marketing strategy
When an organisation adopts an undifferentiated

marketing strategy it ignores the market segment
differences and concentrates on developing an offer
that meets the common needs and wants of
consumers.
The company may design and offer products or
services that appeal to the largest number of buyers.

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Concentrated marketing strategy
When an organisation adopts a concentrated

marketing strategy it concentrates on gaining a large
share of one or a few sub-markets. It does not attempt
to get a small share of a large market. This strategy is
very appealing when a company has limited
resources.

25
Activity: The Juice Bar
Read Appendix A The Juice Bar.pdf

26
Activity: Marketing Plan template
Use Appendix A The Juice Bar.pdf document to write a

marketing plan for the organisation.

27
Activity: Mission Statement
Write a mission statement for The Juice Bar, make any

assumptions.

28
Activity: Evaluate the internal and external

environments
Create an analysis for The Juice Bar:

note down the internal environment
note down the external environment

29
Activity: The Juice Bar - SWOT and PEST analysis
Perform a SWOT and PEST analysis for The Juice

Bar.

30
Activity: SMART objectives
Students can apply SMART criteria for the Juice Bar

scenario.

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Competitor analysis
Group discussion – identify the main competitors of

The Juice Bar.
Types of competitors
Competitive advantages
Competitive Forces
Competitive strategies

32
Activity: Competitors
Research information on at least one competitor of
The Juice Bar:
• Products/service;
• Customer relations;
• Pricing;
• Market served;
• Locations
• Distribution methods
• Length of time in business;
• Strengths and Weaknesses

33
Activity: The Juice Bar Product features
Identify:
• product features and product benefits
• the product mix of the business

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Activity: The Juice Bar - Market segmentation
Perform a market segmentation.

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Activity: The Juice Bar - 4 P’s

List down the marketing strategy for The Juice Bar.
Include:
• Product and service elements
• Promotional mix that could be used
• Distribution strategies (consider the business
location, times, deliveries and distribution channels
• Price-setting (include the cost pricing, competitive
pricing, demand-based pricing);

36
Activity: The Juice Bar - Promotion

1. Use the Internet to research News Releases that
have been issued by juice bar businesses in the
same area as The Juice Bar.
2. What social media platforms could be used to
promote The Juice Bar?
3. How could a Facebook page be used to promote
The Juice Bar?

37
Action Plan
Discuss the list of tasks required to implement the

marketing plan.
Summarise: the action required; who it will be

performed by; and date of completion.

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Activity: The Juice Bar – Marketing strategies
• List the marketing objectives of The Juice Bar.

• Evaluate the marketing opportunity options that
address the organisational objectives of The Juice
Bar. Include any risks and returns in the selection
process.
• Develop three marketing strategies that address the
identified strengths and opportunities researched.
One strategy should be to increase resources
where gaps exist.

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Activity: The Juice Bar – Marketing strategies
• Ensure each strategy is clearly justified and aligned

with the organisation’s strategic direction
• (make assumptions where necessary).
• Explain the marketing metrics you would use to
review the organisational performance against the
marketing objectives.

40

Chapter 2: Marketing environment, social
responsibility and ethics
• Tutorial activities
• Ethical Challenge
• Case study
• Study tools

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Topic 2 Plan marketing tactics

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Achievable marketing tactics
In determining the marketing strategy, approach

and marketing mix, the marketer must consider
whether the proposed approach is achievable by
identifying resources available, such as budget
and staffing.

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Legal and ethical requirements
Marketers need to identify legal and ethical

requirements so that marketing strategies,
approaches and the marketing mix meet legal
and ethical compliance requirements.

44
Ethical considerations for direct mail including

providing accurate and complete information.
The Law and Ethics

Legislation

45
Class activity:
Research the relevant legislation for the

following:
• WHS
• Racial discrimination
• Sex discrimination
• Disability
• Age
• Defamation (research the Act for your state)

46
Video: Privacy
Ted Talks videos on Privacy:
http://www.huffingtonpost.com/tedtalks/te
d-npr-huffpost-the-end-of-
privacy_b_4696444.html

47
Trade Practices Act and Fair Trading laws
To run a business in Australia you need to operate

fairly and ethically and that means working within
the confines of the Trade Practices Act as well as
the Fair Trading laws in your respective State and
Territory.

48
Activity
List all the legal and ethical considerations for the

products and services of The Juice Bar.
These have to specifically relate to the scenario.

49
Group activity
Research cases of marketing/advertising firms who

have breached the Trade Practices Act.
You can work in pairs to find a case each.
Discuss each.

50
Marketing controls
Marketing controls are used to evaluate the
success of a marketing plan during the period of
operation. The organisations has to decide how
they will monitor the results of the strategies and
how often to do this.
Discuss:
• sales performance analysis
• marketing expense analysis
• profit result analysis
• customer feedback
• marketing review
51
Financial forecasts
Discuss forecasting:
monthly sales / sales budgets
marketing expenses
profit and loss

52
Class discussion:
Answer the following questions and then discuss
as a group:
1. Why should an organisation analyse their sales
trends?
2. How can customer complaints help measure an
organisations marketing success?
3. What possible courses of action can an
organisation take if the marketing plan is
proving to be ineffective?
4. How often should a marketing plan be
reviewed?
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Activity: The Juice Bar - Plan marketing tactics
1. List tactics that could be used to implement

each marketing strategy for:
- scheduling, costing, accountabilities and persons
responsible
The tactics must be achievable within The Juice
Bar’s projected capabilities and budget
2 How will the activities be monitored?

54
Activity: The Juice Bar - Plan marketing tactics
3 For each tactic explain how each will meet any

legal and ethical requirements
4. How will you review the performance of tactics
against the objectives and budgets. How can you
ensure that marketing targets can be adjusted if
necessary?

55

Chapter 3 Planning, implementing and
evaluating marketing strategy
1. Tutorial activities
2. Ethical Challenge
3. Case study/s
4. Study Tools

56
Topic 3 Prepare and present a marketing
plan

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plan
Importance of the marketing mix
The marketing mix is important because although

you might have created a product or service that
people want, but if one element of the marketing
mix is wrong, it can spell disaster!

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plan
Importance of the marketing mix
The marketing mix is important because although

you might have created a product or service that
people want, but if one element of the marketing
mix is wrong, it can spell disaster!

59
plan
Strategic alliances
Strategic alliances can provide opportunities for

marketing through two or more companies
cooperating to jointly promote and sell a product,
service, or even a concept. The strategic alliance
take place on any scale, including internationally,
as long as it provides a benefit to all stakeholders.

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plan
Aligning the organisation’s strategic objectives
It is important that marketers review the strategic

objectives of the organisation so that marketing
strategies, approaches and the marketing mix can
be determined to support these goals.

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plan
Activity: The Juice Bar - Marketing Plan
Complete the marketing plan for The Juice Bar. Most

of the information has been covered in class. Ensure
the information is presented in a professional and well
structured format.

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plan
Include the following headings:

• Executive summary
• Introduction
• Situation analysis
• Marketing objectives
• Target market
• Marketing strategy
• Budget
• Implementation, evaluation and control

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plan
Review the plan and ensure it:
• meets organisational and marketing objectives

• incorporates marketing approaches and a strategic
marketing mix
• contains a rationale for objectives and information
that supports the choice of strategies and tactics

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plan
Submit the Marketing Plan, keeping to the required

deadlines provided.
The trainer will provide feedback.
Include any changes and adjust the marketing plan as

per the feedback provided.
Re-submit the Marketing plan with the changes

incorporated, within the deadline provided.

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BSBMKG609 Develop a marketing plan

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019 1

The following topics are covered in this unit:

• Topic 1 Devise marketing strategies

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Week 1 Session 1: Introduction

Session 4: Topic 2: Plan marketing tactics

Session 6: Topic 3 Prepare and present a marketing plan

Week 5 Session 9: Assessment

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Video Clip: Why having a marketing plan is important

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

A marketing strategy sets the overall direction

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: Marketing Plan

Select a plan and then read through the plan to

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: Marketing Principles

Chapter 1: Key concepts in marketing

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Markets change-a business needs to watch for

Video Clip: Marketing competitors

Development of existing products or services

Development of existing products or services can

The development of existing products or services

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

• Market growth can be achieved by the

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

• The franchise package, i.e. what you get for

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

New business opportunities for marketing

The establishment of a new business can provide

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Product life cycle

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Importance of the pricing strategy

A pricing strategy is of key importance as the

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Undifferentiated marketing strategy

When an organisation adopts an undifferentiated

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Concentrated marketing strategy

When an organisation adopts a concentrated

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: The Juice Bar

Read Appendix A The Juice Bar.pdf

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: Marketing Plan template

Use Appendix A The Juice Bar.pdf document to write a

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: Mission Statement

Write a mission statement for The Juice Bar, make any

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: Evaluate the internal and external

Create an analysis for The Juice Bar:

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019

Activity: The Juice Bar - SWOT and PEST analysis

Perform a SWOT and PEST analysis for The Juice

BSBMKG609 Develop a marketing plan ©J&S Learningwork 2019