External factors impacting on the company including:
External factors impacting on the company including:
- The current economic conditions – Increase in sales of the products at the current market by 20% over the next three years
- The industry trends and market changes – Development of overseas market
- The social trends and impact on the demand for nature care products – Increase in the number of people who are purchasing while visiting the online store by 20%
- Competition – Competition with other eco friendly and high quality of the beauty skin care products
Marketing Mix
Place- Brisbane, Queensland Australia
Product- High quality and eco friendly skin care products
Promotion- Advertising on the Australian body, soul website and the natural health magazine
Price- Offers quality product at a premium price range
Product Opportunities
Cleansing cream for soothing of the skin during the removal of makeup, multi protection moisturizing cream and regenerating facial scrubs
Promotional activities
Successful promotional activities like advertisement in the Australian body, soul website and in the magazine of the natural health.
Pricing
The current pricing strategy of the company is to offer quality products at a vey premium cost
Distribution
The business is currently selling its products via number of retail outlets and the health food stores. Furthermore website and shopping cart are some of the examples.
Marketing performance analysis
The company is at a strong financial position as depicted in the business plan and the estimated budget is $50,000 for the upcoming financial years.
Recommendations for improving performance and marketing
Identification of new product ranges in the market to balance the competition
Review of the search engine optimization
Best practice integrated marketing communications to ensure maximum brand awareness
Continuation for the enhancement of the diversity at workplace
Strengthening of the skills for better customer support needs
In response to the marketing briefing report, I would like to discuss regarding the overall business objectives together with the strategic marketing objectives of the company. The current economic conditions together with the effectiveness of the marketing mix of the products of the company need to be reviewed.
- Meeting for the discussion
- Overall Business Objectives
To achieve the profits of at least 20% per annum within the upcoming years
Strategic Marketing Objectives
Increase in the sales of the product range especially the day cream which is popular among women among 25 -55.
Expansion of the market of the products in the overseas retail stores apart from online shopping.
External factors impacting on the company including:
- The current economic conditions – Technologies for the products and the services for the increase in the revenue and the profit of the company.
- The industry trends and market changes – People are going for environment friendly and natural products hence promotion of natural products with composition of the natural ingredients is important
- The social trends and impact on the demand for nature care products – Increase in the overseas online store and the international market range
- Competition – Competition with other eco friendly and high quality of the beauty skin care products
Marketing Mix
Place- Brisbane, Queensland Australia
Product- High quality and eco friendly skin care products
Promotion- Advertising on the Australian body, soul website and the natural health magazine
Price- Offers natural quality product at a comparatively reasonable range
Product Opportunities
Cleansing cream for soothing of the skin during the removal of makeup, multi protection moisturizing cream and regenerating facial scrubs, toner for the dry screen, sunscreen lotions for all skin types, anti pigmentation serum, anti pollution and fairness cream.
Promotional activities
Successful promotional activities like advertisement in the Australian body, soul website and in the magazine of the natural health, promotions in social platforms, television advertisement and the sites streaming movies
Pricing
The current pricing strategy of the company is to offer natural quality product at a comparatively reasonable range
Distribution
The business is currently selling its products via number of retail outlets and the health food stores. Furthermore website and shopping cart are some of the examples. The company must also tie with some of the big e commerce brands like Amazon to sell its products
Marketing Mix
Marketing performance analysis
The company is at a strong financial position as depicted in the business plan and the estimated budget is $60,000 for the upcoming financial years.
Recommendations for improving performance and marketing
Introduction of nature and eco friendly herbal product which are the current attraction among the working women ranging among the age of 25-55.
Best practice integrated marketing communications to ensure maximum brand awareness
24*7 customer support via toll free number
Immediate response for the feedbacks and the comments of the customers
Taking importance of the comments and the customer reviews for the identification of the customer needs
- The plans:
Promotions in social platforms, television advertisement and the sites streaming movies
Introduction of nature and eco friendly herbal product
Tie with some of the big e commerce brands like Amazon
Increase in the overseas online store and the international market range
- Communication Plan
|
# |
Time duration |
Activity/ Objective |
Expected outcome |
|
1 |
1-3 months |
Interactive sessions at workplace to encourage participation of all the employees |
Comfortable and friendly environment together with effective communication |
|
2 |
6 months |
Encouraging the employees to come up with new and innovative ideas for the herbal and bio product range the company is aiming to launch |
Accumulation of various ideas to reach the needs of the customers |
|
3 |
3 months |
Revising the issues in the internal state of the company and one to one session with all the employees regarding the issues they are facing |
Enable better communication with the customers |
NatureCare
Bisbane, Queensland
Australia
Subject: Appointment for discussion of the revised report
Dear Sir,
In response to the marketing briefing report, I would like to discuss regarding the overall changes and the alteration in the business objectives together with the strategic marketing objectives of the company. The company has aimed to introduce a new product range of the bio and herbal skin care products including sunscreen, serum, scrubber, anti pigmentation and fairness cream which will help in the increase in the sales range especially in the Asian countries.
Hence I would request for an appointment with you for a though discussion of the revised document.
Thank you
Marketing Manager
Task 3- 500 (6 points)
- PPT
2.E-mail
To
The assessors
NatureCare
Bisbane, Queensland
Australia
Subject: Team Meeting
Dear Assessor,
In response to the marketing briefing report, I would like to arrange for a team meeting with all the assessors involved in the efforts of the marketing. This meeting would primarily focus on the strategic marketing objectives and the communication strategies at Nature Care Products. The team meeting will furthermore discuss topics related to effective marketing and provide information to the staff with numerous levels of knowledge, skills and experiences in the marketing for the explanation of the techniques. I would furthermore explain the roles and the responsibilities of each of the staff members according to their level of expertise, experiences and preferences. The meeting that will be conducted will be open one and I would thus encourage all of the assess and the staff members to actively participate in the meeting with their questions or any types of suggestions from their end.
Please attend the meeting that will take place on the date __ at ___(time) positively.
Thank you
Marketing Manager
3.Meeting
4.Mentoring plan
|
Details of the meeting arrangement |
The time period |
The activities that needs to be completed |
The number of meetings |
Expectations |
|
Digital Marketing |
3 months |
Data analysis Marketing and sales skills |
4 meetings |
Alice will cope up the ability of good copy and visual story telling together with expertise in specific marketing channels |
|
Marketing Legislation |
2-3 months |
Direct marketing skills Development of marketing strategy skills |
2 meetings |
Innovations and marketing |
|
Strategic Marketing |
1-2 months |
Marketing Audit Skills to develop marketing budgets |
2 -3 meetings |
Alice will be expertise in the development of the marketing strategies together with the identification of the targeted audience |
|
Managing a team |
1 month |
Effective communication skills Respect and skills of adaptability |
2-4 meetings |
Alice will be confident towards the management of team |
|
Networking |
1 month |
Building relationships Identification of network and resource |
2 meetings |
Alice will be good in networking skills |
In respond to the recent ongoing unethical practices in the company regarding the incoming of the positive feedbacks from the customers by the strategies by the marketing team, I would like to highlight the fact that the activity is totally unethical and illegal. Under the rule of the customer law, it is totally unethical to request the customer for a positive feedback f the company. Furthermore I have came to know that certain team members of the marketing team are emailing the customers with discount coupons and offers for writing positive testimonials about the products and the services of the company at the webpage of the company and at the social media platform. This has been done in a repeated basis for gaining bonus and incentives by certain team members. I would like to highlight the fact that the practice of bribing the customer is not only destroying the reputation and the market value of the company but also the connectivity among the company to reach the needs of the customer.
Product Opportunities
Hence I would like to have a strict note on the process of the e-mail and every e-mail from the employees to the customers will now be thoroughly checked by panel of experts. Furthermore I would request that the practice is immediately stopped. Employees who will be noted to continue with the process will be considered under zero tolerance policy and would be terminated without any further note. Please work as a team in building the owth of the company ethically and not by any short cut means.
Task 4
- Review data
- Marketing Performance Report
Overview of the campaign
The campaign Tourism 2020 is basically a strategy of whole government and long term strategy of the industry for the development of the competitiveness and the resilience for the tourism group of Australia for growing its economic contributions.
Potential of the Indian market for Australian tourism and current Indian market
India is basically the market for the Australia’s eleventh largest tourism platform in the domain of the arrival of the visitors. The continent of Australia ranks eight among all the out bounded destinations for the travelers from the India.
Target customers
The targeted customers for driving the future growth of travel to Australia are the affluent, mid life travelers including high qualified professionals, senior managers and executives of the multinational companies, the honeymoon couples, independent travelers and the entrepreneurs.
Marketing strategies
Increase in the understanding of the opportunity
Access to the research of the tourism of Australia and targeted insight towards the customers
Development of the suitable products to the customers
Understanding of the opportunities for the growth in the upcoming future
Success indicators for 2020
Aviation Development Strategy
Air service arrangements
Facilitation of market growth
Identification of opportunities and the provision of the partnership solutions
Market overview information in 2015
India has been the ninth largest inbound market for Australia for the arrival of the visitor. It is furthermore the 10th largest market for the spending of the total visitor and ranks fifth for the nights of the visitor (Tourism Australia 2018).
Analysis of the data in the market profile against the success indicators included in the strategic plan
The success indicators that have been included in the strategic plan merges with the current data and the data of the analysis in the tourism profile. According to the data given, the charts and the graphs provides a thorough analysis and summary of the arrivals, the spending ratio, the proportion of the repeated visitors to the continent of Australia for the main purpose of the visit. The data categorize the purpose of visit into some of the categories that include visiting friends and relatives, for education purpose, for business and for holiday. From the gathered data, it has been identified that the top regions visited by leisure visitors include Sydney and Melbourne (Australia Tourism 2012). Overnight stopovers made in Australia include 57% of population doing one stopovers. Furthermore the main states and the cities from India who are the main visitors to Australia are from Delhi, Maharashtra, Karnataka, Tamil Nadu and Punjab.
The national long term strategy that was launched in the year 2009 marked a further milestone in the policy of the Australian tourism. According to the data in the profile of the tourism market, the development of strategic plan has been the key deliverable of the tourism market. Data including the overall performances, key performance indicators and the gaps represents the integration of the long term target, research and the collaboration of the factors supporting the growth and the economic potential of the tourism industry in Australia. Some of the collected data are as follows:
The tourism 2020 implementation phase is being tracked towards the achievement of the goals that has been more than $115 billion. On the date of 30 March 2018, the implementation of the plan leads the expenditure to reach $107.4 billion which was about 6 percent of the previous year (Tourism Australia 2018). According to the recent forecasts, the total data for more than $131 billion has been recorded to have spend by the current year.
In respond to the revised marketing performance report, I would like to highlight the overall performance of the company. The revised and the updated report includes the overview of the campaign, the relevant marketing objectives regarding the campaign of tourism 2020 by the governmental affiliation that will contribute towards the development of the resilience and the competitiveness for the tourism group of Australia. The targeted customer base are the mid life travelers including high qualified professionals, senior managers and executives of the multinational companies. In connection to the implementation of the campaign, the relevant marketing strategies that has been developed are the increase in the understandability of the opportunity, development of the suitable products and the opportunities for the future growth (Tourism Australia 2018). The data that has been analyzed and illustrated in connection to the implementation of the tourism plan of Australia in the Indian sub continent categorize the purpose of visit into some of the categories that include visiting friends and relatives, for education purpose, for business and for holiday.
Overall the KPI indicators and the performance of the campaign has been moderate though further improvements are expected. Thus I would like to arrange a meeting with all the assessors for the development of goals and analyze the strategies for tracking towards the achievement of the goals.
References
Tourism 2020 – About Us – Tourism Australia. 2018. Tourism 2020 – About Us – Tourism Australia. [ONLINE] Available at: https://www.tourism.australia.com/en/about/our-organisation/our-performance-and-reporting/tourism-2020.html. [Accessed 13 November 2018]
Tourism Australia,”2020 Summary of Tourism Australia ‘s India Strategic Plan” (Australia Tourism, 2012)
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