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Course Code BSB42415 Course Name Certificate IV in Marketing and Communication Unit Code BSBMKG401 Unit Name Profile the Market Due Date Assessment Name Business Portfolio Part A: Short answer questions Part B: Case study Part C: Project Student No. ________________ Student Name _____________________________ Student Phone ________________ Student Email _____________________________ Student Declaration I declare that this assessment is my own work and where my work is supported by documents from my workplace placement/employer permission has been granted. Note: Filling out this coversheet as part of an electronic submission and approving the above information will operate in the same way as physically signing this cover sheet. Student name or signature: ___________________________________________ Office Use Only Date/s Received: ___/___/___ ___/___/___ ___/___/___ Date/s Assessed: ___/___/___ ___/___/___ ___/___/___ Result of Assessment: ___________ ___________ ___________ Entered on Training Plan Moderation Signature Note for Assessors: Filling out the above Office Use Only section as part of an electronic submission will operate in the same way as physically signing this cover sheet. If not physically signed, Assessor must print their name in signature box Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG401 Unit Title: Profile the Market For this assessment you are required to answer all of the questions. You are permitted to research the answers by reading your text book, theory notes and accessing the internet. If more room is needed label each task with the question number and use headings or dot points to make your work clear for your trainer and assessor. Please follow the Referencing Guide contained on your Course handbook. Please attach a student assessment cover sheet to each unit submission. You must complete the cover sheet in full detail. PART A – REVIEW QUESTIONS 1. In your own words, explain the following terms in relation to Marketing. Please remember to reference. a) Criteria b) Positioning c) Targeting strategy d) Demographic descriptions e) Prospective users f) Psychographic descriptions g) Marketing plan h) Australian Bureau of Statistics (ABS) i) Australian Marketing Institute code of conduct 2. An important step in any marketing plan is segmenting the market. a) In your own words, explain the term ‘Segment the market’? b) What are the five (5) steps in the Segmentation Process? 3. Why would a business need to identify the “target market”? 4. If you had several positioning strategies how would you choose which one to use in the market place? 5. Once you have identified the ”target market”, how would you “profile” the target audience? 6. Feedback is one of the most effective tools used in many areas of business, including marketing. A) Why is it important to listen to feedback from your target market? B) What implications could there be if there was no adjustment made after detailed feedback was passed on to a company? Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG401 Unit Title: Profile the Market PART B – CASE STUDY Aztec Rose offers a range of swimwear, beachwear and fashion that embodies the spirit of young Australian women with sexy and effortless style, turning heads both on and off the beach. Aztec Rose launched in 1993 and quickly became one of Australia’s leading swimwear and beach fashion labels. Today the brand is still much loved and stronger than ever with a fresh new direction and design team. The creative design team draws inspiration from the Australian beach lifestyle and global trends to bring you a range of swim wear and apparel that comprises excellent fits, exclusive prints, easy to wear fabrics and unique fashion elements. The range of swimwear incorporates bikinis, one piece, tankinis and separates all with unique prints, fabrics and trim details. The apparel collections include a range of kaftans, dresses and over-swim pieces that will keep you looking good at the beach, but can also take your look from beach to bar with a glamorous edge. . Consider the following Case of Study profiling the Brand Manager and the importance of brands in the surf and beachwear industry. What is the Brand Manager role? Aztec Rose Brand Manager said; “Our customers are large and small retailers in the surf channel. I mainly work with our major client base, making sure our brand is well represented in their stores. I also arrange photo shoots for our catalogues and posters—in this industry it is essential to present your brand using strong and attractive images that your target market will respond to. With Aztec Rose, now an international brand, I also look after our overseas clients. As brand manager I need to work closely with our design team too—we need to keep our brand in front of our young female target group, as well as ensuring that our channel customers are happy with aspects such as quality and range. My task is to give each outlet what it wants, all the while keeping an eye on the ever-changing and fickle fashion trends”. Are brands important in your industry? “Brand Managers have to support the current brands but always be looking for market gaps that might respond to a new brand. Our launch of ZINI is a good example. We saw an opportunity and developed a range around that. Fortunately, Myer liked the concept and its acceptance gave the brand a great push along. You have to be quick on your feet because the market is very competitive, especially now that many previously separated Retail Chains are merging—for example, General Pants with Jetty Surf and Surf Dive and Ski, and City Beach putting in feature stores alongside Billabong. Brand management is a great role, as long as you’re prepared to work hard. I also think that starting at the bottom is good because of the range of skills you develop. Oh, and it helps if you’re passionate about the product. I love what I do and wouldn’t change a thing”, said the Aztec Rose Brand Manager. Does Aztec Rose have a marketing strategy statement? Yes, see the statement below written for Aztec Rose. Aztec Rose is our key brand and was established in 1992. Josie Lemma is the design team manager and has been with us from day one. Aztec Rose is an outstanding Australian surf- and beachwear brand; and the first of its kind to give a fashion voice to the feminine Australian surf culture. The Aztec Rose label has a well-defined marketing and distribution strategy and supplies only first class surf- and beachwear retailers in Australia, New Zealand, Bali, the UK, Hong Kong and Singapore. Our latest push will see the brand entering the US and European markets BACKGROUND INFORMATION GATHERING Complete these steps before undertaking the activities. 1. Have a look at the biggest swimwear brands to familiarise yourself with its products and brand positioning. For example: http://www.sunburnswimwear.com.au/ and http://www.seafolly.com.au 2. Visit a specialist beachwear retailer and/or department store to see how swimwear is merchandised and promoted in store. Question 1: From the information provided, and from other sources you locate in your research, prepare a segmentation study of the Australian swimwear market. Your study should consider each of the 4 main segmentation dimensions: a) Geographic (coast/inland, city/country, warmer/colder climates) b) Demographic (gender, age, family or individual income, occupation) c) Psychographic (outdoor/indoor lifestyle, sporty/passive, fashion conscious) d) Behavioral (frequent buyer/occasional buyer, quality/price buyer). Question 2: From the descriptions given and your research on AztecRose and the swimwear market, analyse the positioning of the Aztec Rose brand. Your analysis should include: a) A short statement of the brand’s personality—how would you assess it against terms such as ‘modern’, ‘fashionable’, ‘sophisticated’, ‘youthful’, ‘colorful’, ‘sporty’, ‘quirky’ and so on b) A price/quality assessment c) A competitive comparison against other brands targeting the same or similar customer groups. Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG401 Unit Title: Profile the Market PART C—PROJECT You are required to develop a Market Positioning Strategy for a Mobile Service Provider (eg; Telstra, Vodafone, or Optus), or an Australian organisation that you would like to work for. In your REPORT, use tables and diagrams as much as possible. You need to identify and explain: · Identify the 5 sources of information that you used to segment and profile the market. · Market Segmentation · Identify 3 target groups · Identify customer’s characteristics for each target · Estimate the consumer market potential using the 4 dimensions, geographic, demographic, psychographic and behavioural. · Strategic Marketing and Targeting · Select the most appropriate strategy (market aggregation, single-segment concentration or multiple-segment targeting) for the Industry chosen in order to achieve a successful product/brand positioning in the market. · Positioning Strategy · Consider the 5 factors: · competition, · customers, · company, · repositioning and, · the marketing mix and present a positioning strategy for the industry chosen. Imagine Education�Student Assessment Cover Sheet Imagine Education�Assessment Questions Part A Imagine Education�Case Study Part B Imagine Education�Project Part C J:\VET\Business\Certificate IV in Marketing and Communication\BSBMKG401 - Profile the market\STUDENT ASSESSMENT GUIDE\BSBMKG401 Student Assessment v1.0.docx Course Code BSB42415 Course Name Certificate IV in Marketing and Communication Unit Code BSBMKG401 Unit Name Profile the Market Due Date Assessment Name Business Portfolio Part A: Short answer questions Part B: Case study Part C: Project Student No. ________________ Student Name _____________________________ Student Phone ________________ Student Email _____________________________ Student Declaration I declare that this assessment is my own work and where my work is supported by documents from my workplace placement/employer permission has been granted. Note: Filling out this coversheet as part of an electronic submission and approving the above information will operate in the same way as physically signing this cover sheet. Student name or signature: ___________________________________________ Office Use Only Date/s Received: ___/___/___ ___/___/___ ___/___/___ Date/s Assessed: ___/___/___ ___/___/___ ___/___/___ Result of Assessment: ___________ ___________ ___________ Entered on Training Plan Moderation Signature Note for Assessors: Filling out the above Office Use Only section as part of an electronic submission will operate in the same way as physically signing this cover sheet. If not physically signed, Assessor must print their name in signature box Course Code and Name: BSB42415 Certificate IV in Marketing and Communication Unit Code: BSBMKG401 Unit Title: Profile the Market For this assessment you are required to answer all of the questions. You are permitted to research the answers by reading your text book, theory notes and accessing the internet. If more room is needed label each task with the question number and use headings or dot points to make your work clear for your trainer and assessor. Please follow the Referencing Guide contained on your Course handbook. Please attach a student assessment cover sheet to each unit submission. You must complete the cover sheet in full detail. PART A – REVIEW QUESTIONS 1. In your own words, explain