Analyse Consumer Behaviour, Promote Products and Services, Protect and Use Brands and Business Identity

This document provides study material for BSBMKG419 Analyse consumer behaviour, BSBMKG413 Promote products and services, BSBIPR403 Protect and use brands and business identity. It includes information on market research, consumer attributes, marketing strategies, promotional activities, trademark protection, and more.

BSBMKG419 Analyse consumer behaviour
BSBMKG413 Promote products and services
BSBIPR403 Protect and use brands and
business identity
ASSIGNMENT
Develop and
Promote BrandsOnline
Student Name: Joaquin Granados Student ID: CSF190461

BSBMKG419_BSBMKG413_BSBIPR403
2020
Assessment
Type:
Assignment
Assessor’s
Name:
Assessment
Outcome
(S/NYS)
Student
Declaration:
By submitting this assessment via Moodle, I declare that this is my own
work and had not been copied or plagiarised from any other source.
Please refer to the Student Handbook for more information.
For more information, please refer to: http://www.csf.edu.au/student-
service/student-handbook-forms-and-policy-and-procedures/
Assessment
Conditions:
Each assessment criteria is recorded as either Satisfactory (S) or Not
Yet Satisfactory (NYS). A student can only achieve a ‘Satisfactory’
Assessment Outcome for the entire assessment when all assessment
Criteria listed below are ‘Satisfactory’. A student who is assessed as
‘Not Yet Satisfactory’ is eligible for re-assessment with their trainer.
All assessment answers must be typed, include this assessment cover
sheet and uploaded in ‘WORD’ version to Moodle.
Feedback
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Assessment Criteria
The Unit of Competency
displayed below with Elements
and Performance criteria is the
benchmark that you will be
assessed against.
Please contact your Assessor
for further information
regarding this UoC if required.
Element Performance Criteria S/NYS
BSBMKG419 Analyse
consumer behaviour
1 Confirm
product or
service
1.1 Gather information on market or market segment for a
product or service in accordance with a marketing plan
1.2 Identify consumer attributes for market or market
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
market segment from market profile or existing customer data
1.3 Identify and test features of product or service in
accordance with a marketing plan
2 Assess reasons
for existing levels
of consumer
interest
2.1 Investigate consumer need for the product or service
through analysis of trends and past performance
2.2 Review past marketing or positioning of product or
service in relation to effectiveness of its focus of appeal
2.3 Assess, estimate and test impact of individual, social
and lifestyle influences on consumer behaviour for a
product or service
2.4 Analyse consumer responses to previous marketing
communications
2.5 Review relevant data to determine consumer digital
footprints, engagement journeys and expectations
2.6 Assess organisational capability to respond quickly to
consumer demand for products or services in accordance
with marketing plan
3 Recommend
focus of appeal
for marketing
strategies for
product or service
3.1 Ensure marketing strategies address innate and
acquired needs of consumers and appeal to motives that
influence decision-making
3.2 Present a rationale for focus of appeal that outlines
how influences on consumer behaviour will be used to
target effective marketing strategies
3.3 Clarify the role of the consumer in the digital
marketing environment and model engagement
conversations and interventions
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
3.4 Ensure focus of appeal meets legal and ethical
obligations and budgetary requirements of marketing plan
BSBMKG413 Promote
products and services
1. Plan
promotional
activities
1.1 Identify and assess promotional activities to ensure
compatibility with organisational requirements
1.2 Plan and schedule promotional activities according to
the marketing needs of the organisation
1.3 Determine overall promotional objectives in
consultation with designated individuals and groups
1.4 Ensure that timelines and costs for promotion of
activities are realistic and consistent with budget
resources
1.5 Develop action plans to provide details of products
and services being promoted
2. Coordinate
promotional
activities
2.1 Ensure personnel and resources to support
promotional activities are identified and prepared to
facilitate the achievement of promotional goals
2.2 Identify and agree roles and responsibilities for
delivery of promotional services and allocate to relevant
personnel
2.3 Establish and conduct relationships with targeted
groups in a manner which enhances the positive image of
the organisation
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
2.4 Use networks to assist in the implementation of
promotional activities
3. Review and
report on
promotional
activities
3.1 Analyse audience feedback and data to determine the
impact of the promotional activity on the delivery of
products and services
3.2 Assess effectiveness of planning processes to identify
possible improvements in future activities
3.3 Collect feedback and provide to personnel and
agencies involved in promotional activity
3.4 Analyse costs and time lines to evaluate the benefits
accruing from the promotional activities
3.5 Prepare conclusions and recommendations from
verifiable evidence and provide constructive advice on
future directions of promotional activities
BSBIPR403 Protect and use
brands and business identity
1. Identify the
need for
protection of
brands and
business identity
1.1 Research what constitutes a registrable trademark in
Australia
1.2 Identify the legislative requirements governing
trademark protection
1.3 Identify other forms of trademark protection
1.4 Identify existing or potential trademarks within
organisation or scope
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
1.5 Explore the benefits, costs and risks of trademark
registration and other forms of trademark protection
1.6 Make recommendations to develop and use
trademarks with commercialisation potential
2. Identify and
initiate
application
process for
trademark
protection
2.1 Identify sources of information and advice regarding
protection of brands and business identity
2.2 Evaluate the role of intellectual property professionals
in the trademark application process
2.3 Search databases of existing registered and pending
trademarks and investigate any use of unregistered
trademarks to ensure the proposed trademark does not
infringe on another party’s existing trademark
2.4 Identify processes required for lodging a successful
trademark application
2.5 Identify process for international trademark
registration
2.6 Participate in a trademark application and provide
relevant information to the intellectual property
professional for trademark application, if applicable
3. Identify future
trends within the
marketing
communications
industry
3.1 Identify and review organisational policies and
procedures to protect and use the trademark correctly
3.2 Identify and establish processes to use own and
others’ trademarks for business growth
3.3 Monitor the market for possible trademark
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
infringements
3.4 Pursue appropriate measures to protect trademarks
against infringements, if required, using appropriate
professional advice
3.5 Ensure that procedures are followed to maintain the
organisation’s trademarks including payment of renewal
fees as required
3.6 Ensure all employees are aware of the importance to
the organisation of the protection and proper use of
trademarks, and implement training if required
3.7 Identify and review organisational policies and
procedures to prevent infringement of others’ trademarks
Performance Evidence (Practical)
Evidence of the ability to:
BSBMKG419 Analyse consumer behaviour
● analyse consumer behaviours
● model consumer behaviour on alternative digital platforms
● document and present findings and recommendations about marketing strategies that
should be developed to influence consumers.
BSBMKG413 Promote products and services
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● identify the context for the promotional activities including:
● relevant legislation/regulations
● organisation’s goals, objectives, systems, policies and procedures
● budget and timelines
● marketing needs and, if defined, marketing plans
● objectives of the promotional activities
● consult with relevant stakeholders to plan promotional activities to meet objectives,
budget and timelines
● coordinate promotional activities including:
● allocation of personnel, roles and responsibilities
● sourcing other resources and promotional products as appropriate
● use of networks and relationships
● analyse feedback and data to evaluate the effectiveness of planning processes and
promotional activities and make recommendations on future directions of promotional
activities.
BSBIPR403 Protect and use brands and business identity
● review and interpret information to determine the context and need for brand and
identity protection in the organisation
● use various sources to gather information about trademarks, brand protection and the
trademark applications process
● participate in the application for a trademark using correct applications process
● establish processes to use own and others’ trademarks
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● monitor the market and the application of organisation’s procedures for possible
trademark infringements and recommend actions to address risks and infringements
● communicate information about trademarks and relevant policies and procedures to
others
● identify the need for training on trademarks and implement training as appropriate.
Knowledge Evidence (Theoretical)
BSBMKG419 Analyse consumer behaviour
To complete the unit requirements safely and effectively, the individual must:
● outline relevant industry and product or service knowledge
● explain relevant marketing communication concepts and processes
● compare current digital channels relevant to the business and consumer against costs and
benefits
● identify organisational structures, procedures and marketing objectives.
BSBMKG413 Promote products and services
To complete the unit requirements safely and effectively, the individual must:
● outline the legislative and regulatory context of the organisation as relevant to the
marketing plan
● outline the planning processes for organising promotional activities
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● explain the organisation’s marketing objectives and how they support the overall business
objectives
● explain how common promotional activities could be used to support the marketing
objectives with reference to
● advertising
● client functions
● employee functions
● media announcements
● product launches
● web pages.
Protect and use brands and business identity
To complete the unit requirements safely and effectively, the individual must:
● outline the legal context for trademarks with reference to relevant Australian
and international legislation, treaties and guidelines
● outline organisational policies and procedures relevant to trademarks and
brand protection
● outline options for commercialisation of trademarks and potential benefits for
the organisation
● identify different ways to protect trademarks
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● outline the trademark application processes including definitions of registrable
trademarks
● identify various sources of information and advice on trademark protection
● explain processes that can be used to monitor the market for infringements
against own trademarks.
1. Assessment Conditions
BSBMKG419 Analyse consumer behaviour
Assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the marketing communications
field of work and include access to:
● relevant legislation and regulations
● communications equipment and technology
● relevant workplace documentation and resources
● case studies or, where possible, real situations
● industry software packages and apps (where applicable).
BSBMKG413 Promote products and services
Assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the business development –
marketing field of work and include access to:
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
● relevant legislation, regulations, standards and codes
● relevant workplace documentation and resources
● case studies and, where possible, real situations
● interaction with others.
Protect and use brands and business identity
Assessment must be conducted in a safe environment where evidence gathered demonstrates
consistent performance of typical activities experienced in the regulation, licensing and
risk – intellectual property field of work and include access to:
● relevant legislation, regulations, standards and codes
● relevant workplace documentation and resources
● case studies and, where possible, real situations
● interaction with others.
Assessment Checklist
Please check off each box as you complete each section of your assignment:
☐ Student Name and Student ID on cover sheet.
☐ Part A – Short Answers Questions
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
☐ Part B – Case Study
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Note: The organisational details used in this assessment have been sourced (and to some
extent paraphrased) from the organisation’s website and other relevant documents of
the organisation. The information used here is solely for educational purpose.
ORGANISATION DETAILS
Organisation History:
Foxtel is one of Australia's most progressive and dynamic media companies, bringing the
best live sport, new movies, new shows and complete seasons, live and on demand anytime,
anywhere. Foxtel directly employs more than 2,800 people, and delivering a diverse
subscription television service to both regional and metropolitan areas over cable, satellite
and broadband distribution. Foxtel Group is a Partnership that is ranked number 115 out of
the top 2000 companies in Australia. The company generates the majority of its income from
the Pay Television in Australian industry.
The organisation claims that it has effortlessly connected Australians to all the stories it loves
by offering a better entertainment experience every day to each one of its 2.8 million
subscribing homes through delivery of exclusive and inspiring programming across all
genres, the world’s most popular channel brands, and investment in high quality local
content. In 2016 the company generated total revenue of $3,265,647,000 including sales and
other revenue. The exact number of employees for this organisation is not available.
The Chief Executive of Foxtel Group is Mr Peter Tonagh whose official title is Chief
Executive Officer. The Chairman of Foxtel Group is Mr Robert Nason whose official title is
Non-Executive Chairman.
Foxtel Group offers subscription television services across Australia. Foxtel's television
studios, broadcasting operations and cable and satellite transmission facilities are located in
North Ryde, NSW. The company also operates two Customer Solutions Centres, located in
Melbourne and Gold Coast.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
As constant champions of innovation as they have claimed, the organisation has brought its
customers:
● The iQ3 personal video recorder offering effortless access to the best shows, movies,
live sport and entertainment
● Australia's largest HD channel offering, with 48 dedicated channels
● Television, broadband and home phone bundles with Foxtel internet and voice
services delivered over Australia’s largest telecommunications network
● Live and catch up TV on your tablet or other mobile device with the Foxtel app
● Flexible, low cost access to stream Foxtel anywhere with our internet TV service
Foxtel Now
● A constantly growing library of TV and movie hits to stream, On Demand, available
as part of a Foxtel subscription Australia.
Foxtel is owned by Telstra Corporation Ltd (50%) and The News Corporation Ltd (50%).
The organisation’s website is at https://www.foxtel.com.au
Products and Services:
The subscription TV (STV) industry as a whole in Australia has had to deal with increased
digital TV coverage areas and the subsequent growth in the number of FTA channels, as well
as more widespread Internet Protocol TV (IPTV) services from the growing availability of
faster broadband services. More than 2.7 million homes had an STV service from FOXTEL
by 2017.
Foxtel have several product and services such as channel packs like entertainment, sports,
movies, drama, and entertainment plus, documentaries and kids channel. Foxtel also offers
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
broadband services and offer a range of packages with different data limits for Foxtel TV on
Foxtel app & On Demand when connected to Foxtel Broadband.
The My Foxtel app gives customers the ability to record and series link straight to their
iQ/MyStar box from anywhere in Australia. Customers can view up to 14 days of
programming, save favourite channels and filter by genre.
Brief Industry Information
The Pay Television industry has contracted over the past five years. Competition from
subscription video on demand (SVOD) services, such as Netflix and Stan, has diverted
viewer attention away from traditional media platforms, such as TV. Foxtel, the industry's
dominant player, has been forced to slash its subscription prices to attract customers and
retain existing ones. Consumers have become increasingly discerning regarding when and
where they consume content, often demanding a range of options including TV, tablets,
laptops and smartphones. This has been a challenge for industry operators, which have
struggled to keep up in an increasingly changing media landscape.
Some relevant information that may be useful for the research may include:
● Foxtel Marketing and Customer Privacy Policy:
https://www.foxtel.com.au/about/privacy/privacy-policy.html
● Foxtel Customer Service Guarantee:
https://www.foxtel.com.au/about/legal-stuff/customer-service-guarantee.html
● News on the release of Foxtel Now product: https://mumbrella.com.au/foxtel-
releases-new-campaign-launch-foxtel-now-451188
● Foxtel YouTube Channel: https://www.youtube.com/user/FOXTEL
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
News on Foxtel Customer Complaints: http://www.smh.com.au/business/media-and-
marketing/complaints-that-there-are-too-many-ads-on-foxtel-a-real-challenge-admits-new-
ceo-peter-tonagh-20160505-gomxhb.html
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
PART A – KNOWLEDGE QUESTIONS
Task 1: Read the case and outline the relevant product and services offered in pay TV
industry. Identify organisational structures, procedures and marketing objectives of Foxtel.
Task Outcome
(S/NYS)
Foxtel is Australia’s most dynamic and innovative media firm, offering a premium streamed
and live, movies, drama, sport and entertainment. Organization operate their business
effectively by following divisional organizational structure. According to this structure each
department contains all essential functions and resources. CEO and Non-Executive chairman
manage people working under them. This structure work best for company with wide
variance in goods offering.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Company define a virtual channel order that teams channels by their content, they offer a
range subscription TV services with more than 100 complete drama series.
The marketing objective of Foxtel firm is to increase profitability, generate traffic and gain
consumer attention towards its products or services.
Task 2: As Marketing manager at Foxtel, you are required to undertake a digital marketing
campaign for promotion of their new product. Explain relevant marketing communication
concepts and processes required? Compare current digital channels relevant to the business
and consumer against costs and benefits.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Task Outcome
(S/NYS)
In order to advertise their products within marketplace Foxtel firm can undertake social
media marketing as the best marketing process, because it helps them to reach at wide
number of population. Company before promoting their goods clearly determine and
understand their target consumers and then use social media marketing in which different
types of tools are available that they can use for same.
Foxtel use display marketing as digital channels to generate awareness about their goods
which is quite beneficial for its business, but on the other hand in recent time consumers use
social media to obtain information related to products and services, it is cost effective
method.
Most people cannot be able to see promotions or advertisement on billboards all the time, but
they can see all the things related to new services or products by using social media sites and
channels. Social media and content marketing are two different types of digital channels.
Content marketing is different from social media marketing, it provide benefits to gain
attention of consumer but not in effective way, on the other hand with the help of social
media marketing consumers can get all information live, it is one its benefits. Content
marketing is cost effective where as social media marketing process require a lot of funds for
different activities related to it.
Task 3: Outline the planning processes for organising promotional activities discussed in
Task 2. Explain how common promotional activities could be used to support the marketing
objectives in context of advertising, client and employee functions, media announcements,
product launches and website page.
Task Outcome
(S/NYS)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Social media marketing is effectively used to aid marketing objectives of Foxtel firm as it
helps to advertise products within marketplace, provide in depth information to consumers
and help to launch new goods efficiently. Promotional activities of company is integrated to
achieve marketing objectives, it includes strategies of advertising and media announcements.
With the help of social media marketing activities firm let their consumers known about a
conveniently provided items. Promotional activities also used to support marketing objectives
in context of employee functions. Workers by using their skills to create marketing content
help to promote items within marketplace. To introduce the product or services in
marketplace firm had to follow promotion procedure.
1- Before making promotional plan firm need to study and consider different marketing
communication strategies.
2- Marketing department within Foxtel firm set objective for advertisement.
3- Marketing manager identified available promotional materials.
4- After passing all above steps organisation marketing department develop their own
promotional content.
5- Set as budget and make discussion with accounts department.
6- At last after setting budget and choosing promotional strategy firm develop effective
promotion.
Task 4: Explain marketing objectives for Foxtel as per your responses in above tasks and
how they support the overall business objectives of Foxtel.
Task Outcome
(S/NYS)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Above marketing objective of Foxtel company support its overall business objectives
effectively. It is a brand defined aim, outline intentions of marketing group, cater clear
direction for unit members to follow and provide info for executive to support & review.
Marketing objective support business objectives as it set out on based of what company want
to achieve from their promotional activities. It consistent with overall objectives and aims of
Foxtel, cater an essential focus for marketing team. Furthermore, marketing objectives
support by identify the needs of consumer that help firm to gain attention of new customers
effectively.
Task 5: Discuss the legislative and regulatory requirements for Foxtel for their marketing
plan activities discussed in Task 2 – 4. Also discuss the legal context for trademarks for
Foxtel with reference to relevant Australian and international legislation, treaties and
guidelines (https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks)
Task Outcome
(S/NYS)
Marketing or advertising in Australia is regulated under Australian consumer law, which
prohibits deceptive or mismeaning conduct, in commerce or trade. Advertising standards
regulation is required for company for developing their marketing plan activities, it guide
advertisers share a common interest in advertising consumer confidence in and respect for
normal standards of marketing. While creating marketing plan activities it is very pestilential
for company to make assure that they use powerful headline and tailor their content to suit its
target market.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
While preparing marketing activities, business websites and other things, organization make
assure that they are in breach of Australian trade mark laws. Trade mark is used to distinguish
products or services from those of another firms, Foxtel company trade mark is their
registered business name shows on their web sites and before TV shows.
Consumer protect law must considered by firm while conducting marketing activities,
Australian consumer law sets out people right that are called customer guarantees. It includes
rights to a repair, refund or replacement for loss and damages and being able to cancel a
faulty service.
PART B – CASE STUDY
Case Scenario: Read the Foxtel case and develop a frame of mind. You are appointed as
a Marketing Communication Manager for Foxtel. Your responsibility is to analyse
consumer behaviour and develop marketing communication strategies that will
influence consumer to use Foxtel channel packs. You will also need to design
appropriate offers for the right target market which can meet your marketing
objectives. To complete this task you will need to acquire some organisational
information to conduct analysis for both understanding consumer behaviour and type
of product offered by the business. You will find some organisational information above
in the given case.
You are also expected to do your own external secondary research for the purpose of
analysis as you will need to conduct research to identify the environment, competitors,
customer groups, and various other stakeholders. Your task is to research the external
environment of the organisation and demonstrate knowledge about relevant industry,
product or service based on the information that you have identified during your
research.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Task 6: You are required to gather information on market to segment the market for a
product or service of Foxtel. Once you have selected your preferred product or service, you
will perform the following:
● Analyse consumer behaviour (what is people attitude and willingness to pay towards
such product/service). Where possible use qualitative and quantitative data to support
your analysis (prepare a survey questionnaire consisting of 10 questions and do a
sample survey of 10 customers (use class sample) to analyse consumer behaviour).
You can use survey monkey analysis website (https://www.surveymonkey.com) for
the survey. Analyse the survey data in this section and attach the survey in
APPENDIX. Maximum word limit for your survey data analysis is 500 words.
● Identify your potential competitors through competition analysis and discuss what
product or services are offered by the competitors.
Task Outcome
(S/NYS)
Findings- By conducting primary research through survey it has been analysed that consumer
like to collect information through online source, they prefer to pay online instead of offline
payment methods because it saves time. Consumer like to collect information via friends and
family about products offered by Foxtel, they mostly used Facebook for collecting data which
is very essential while making purchasing decision. Group influence is the key driver of
consumer behaviour, it helps to make buying decision. People before taking final decision
evaluate alternatives in order to choose the best item. At the time of purchasing, customers
take a lot of time to think and then take decision. In order to drive people towards buying,
organisation had to create the best marketing strategy because it directly affects consumers
buying behaviour.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

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Competition analysis
Conduct market research
With the help of conducting market research and analysis, Foxtel firm analyse their
competitors. DIRECT TV, spectrum and Netflix is the main competitors of company.
Evaluate products and services
Netflix is the biggest competitors of Foxtel, they offer TV shows, Games and streaming
media video on demand. Netflix offer three streaming plan, standard, premium and standard.
On the other hand Foxtel offer sports HD pack, movies and Favourite pack to its consumers.
Task 7: Prepare you marketing strategy as part of your Marketing Plan. You are required to
ensure your marketing strategies addresses innate and acquires needs of consumers and
appeal to motives that influence decision-making.
Talk about your selected product and uniqueness of your selected product. For example,
when analysing pricing strategies, mention your pricing strategy and factors that affect the
pricing of offers. For more information on the 4Ps, refer to the linked resource at
http://marketingmix.co.uk/
Task Outcome
(S/NYS)
Marketing plan is comprehensive blueprint or document that outlines promotional and
advertising efforts. There are the essential elements of a marketing plan
The marketing strategy of company is to generate profit and awareness about products or
services in market to gain attention of people.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
The new movie series is the best product offer in HD quality to consumers which affect
decision-making process of consumers.
Product-
Foxtel provide range of products to its consumers such as movies and TV series,
production department focus on quality of things because help to satisfy their customers.
Price-
By selecting the best pricing strategy company gain the attention of people more than
its competitors, they chose premium pricing strategy which is quite beneficial in term of
profits.
Place-
Organisation chose the best place where consumers easily visits and talk about their
requirements.
Promotion-
Firm select different types of promotional tools such as Face book and other social
media marketing platforms that help to generate more awareness about its business within
marketplace.
Task 8: In this Task you will set marketing objectives based on the consumer behaviour
analysis that you have completed. To do this you will need to discuss your rationale, aim and
objectives such as; gaining more market share, increasing subscribers, profit or revenue
maximisation, introducing new product/service offer to influence customer retention, etc.
Task Outcome
(S/NYS)
The reason behind developing marketing objectives is to gain market share, increase revenue
and introduce new goods. The aim and objective of it, is to maximise profitability rather than
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
before that influence consumer retentions effectively. With the help of setting marketing
objective Foxtel company can generate more revenue and increase their profitability more
than its competitors.
Task 9: Based on the consumer behaviour analysis and the marketing strategies and
objectives you have set, design a direct response offer for consumer. This section includes
three tasks:
a) Design the Direct Response Offer
b) Evaluate the Offers
c) Design Customer Feedback Process for the Offer
Task Outcome
(S/NYS)
9 A) Design the Direct Response Offer
Design the right range of offers for the right audience which will influence their decision
making process and will meet your Organisational marketing objectives which you have
mentioned above. Design should include:
● Offer content
● Offer timeframe
● Design of the advertisement
● Media channel
● Type of offer (hard offer, soft offer, lead generation offer, etc)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Relate how the offers will increase the chances of reaching your marketing objectives.
The direct response offer is to retain potential consumers and gain attention of new as well, it
can be a low price and high-quality services which is quite beneficial for customers.
Offer content-
By subscribing on Foxtel applications to watch movies series consumers get discount offer up
to 20% .
Offer time frame-
The offer is available at limited time frame, consumers subscribe and get discount till the end
of March.
Design of advertisement-
Media channel-
Social media channels such as Twitter, Facebook and Instagram are used to promote
offer.
Type of offer-
Hard offer can used by firm to promote their discount offer, it contrasts with as soft offer in
which good is presented first.
This offers is valuable for consumers as help to gain their attention because they get HD
quality at affordable price.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

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b) Evaluate the Offers
Respond to the following requirements of the research you have completed:
1. Discuss the effectiveness of the offer and how will you monitor the response of the
customer after the offer. (Use similarweb.com to track digital footprint)
2. Analyse the role of consumers in determining the demand for your chosen product.
(For example, average time spent on the product page, product acquired, etc.)
3. What methods and digital platforms will you use to monitor response?
4. Discuss usage of a range of office equipment (telephones, internet) and software
(databases) to evaluate the response and redesign the offers
To take feedback about offer, firm keep question simple and short and asked with the help of
online websites.
c) Design Customer Feedback Process for the Offer
1. Design a customer feedback form below with the relevant questions (attach the
feedback form to appendix).
2. List the vehicles/methods for gathering customer feedback.
3. Highlight how and what improvements can you make after receiving your customer
service feedback
They can conduct survey to obtain feedback.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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Task 10: Mention what sort of platforms (such as; digital media, mass media, etc.) would
you chose for communicating your direct response offer. Mention few of the current digital
channels (such as TVCs, Facebook, etc) and compare their cost and effectiveness. Discuss
how you can analyse consumer responses to previous marketing communications.
Task Outcome
(S/NYS)
Digital media platform will choose for communicating direct response offer, it is one of the
best and quick way to generate awareness. It refers to digitalization content that can be
transmitted over computer or internet networks. Facebook is current and latest digital channel
used by many companies to promote their products and services within marketplace.
Twitter is another channel can use by organizations for marketing purpose.
Facebook is better than Twitter because it is cost effective, Facebook permits like and Friends
while Twitter’s call to activity is to follow. With the help to Twitter firm can conduct
marketing activities while on the other hand Facebook is more beneficial in term of
marketing because it is use by large number of consumers. By conducting online research and
identify the Feedback on business websites, it is easy to analyse people response to previous
marketing communications.
Task 11: Highlight any key legislation, code of practice which you will keep in mind when
designing or communicating the offers. Talk about the legal guideline for behavioural
advertising and what might affect or influence your operation
Task Outcome
(S/NYS)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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Broadcasting service Act 1922 is considered while communicating or designing offer, it is a
legislation or act of Australia, widely cover problems relating to media ownership and
content regulation in nation.
Code of practices
Before designing offer, firm identify the effectiveness of content can use for this process.
Commercial Television sector code of practice restricts communicating offer for specific
services or products, with reference to systems that are directed at child.
Guideline for legal guideline for behavioral advertising and its impact on operation
Organization must periodically assure their actual data collection, review their privacy
policies and share practices are aligned with their policies. Company should track legal and
press reports related to behavioural advertising and also track other data protection problems.
Task 12 In this section you will outline your budget & costing for the direct response offer.
The task will be best presented as a single spreadsheet OR in a WORD table that you will
attach in appendix.
Provide specific detail on the following in the space below:
● Your total cost breakdown (overall spend across tactics)
● Any financial KPI’s and milestones that need to be reached
● Potential return on investment time frame
● Challenges you may face regarding cost management and ways to overcome it
Task Outcome
(S/NYS)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

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(PART COVERED IN APPENDIX)
Potential return on investment time frame
Direct response marketing is kind of sales technique designed to obtain an on-spot response
& encourage a potential consumer to take action by opting in direct response offer. The
potential return is based on success of direct response and marketing activities.
Challenges face regarding cost management and ways to overcome it
Lack of knowledge on utilization of available technology and tools among workers is one of
the biggest challenges faced while cost management. To overcome this obstacle, training is
the best way to enhance knowledge of employees which make them able how to use
technology and tools while performing and doing work.
Task 13: Identify and list both relevant stakeholders and networks with whom you would
consult with to plan promotional activities to meet objectives, budget and timelines. Discuss
how and whom would you allocate roles and responsibilities to coordinate promotional
activities.
Task Outcome
(S/NYS)
Employees
To meet objectives, timelines and budget, Foxtel company had to consult their promotional
activities with different stakeholders such as workers, because they are able to make it
successful, without making discussion with staff they success of promotional activities is not
possible.
Company
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Firm is the main stakeholder with whom the discussion and consultation about promotional
plan activities is very important, because they provide approval for further activities.
Government authorities
To manage and run marketing activities effectively government support is the main thing, so
management have to consult plan with them that help to meet objectives effectively and
legally.
Marketing manager
Marketing manager is the person who is able to achieve the aim of marketing plan and
conduct activities effectively, Foxtel and its management give accountabilities and duty to
marketing manager to coordinate promotional activities, as they had all the skills and
knowledge required for this procedure.
Task 14: Develop action plans to provide details of products and services being promoted.
Discuss your strategy to establish and conduct relationships with targeted groups to develop
positive image. Prepare conclusions and recommendations and develop constructive advice
on future directions of promotional activities based on your consumer feedback results.
Task Outcome
(S/NYS)
Define objective
Before launching products within marketplace, company had to define clear objective for this
activity that help workers to perform accordingly.
Select product or service
Organization chose which goods they want to promote, that help while developing strategy
according to it.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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Develop strategy
After selecting goods and setting objective, marketing team create their strategy which is
relevant for chosen products and generate awareness about it in market effectively.
Create marketing content
Marketing department create the best advertisement content or message that help to gain
attention of consumers, it also helps for product promotion.
Introduction
Finally after making content, company launch product that drive people towards purchasing
it. Once firm have determined their target consumers, they can create a PR strategy to
communicate with them. It will help to build strong relationships with customers and
encourage them to become essential clients, increase sales leads and build brand awareness. It
has been concluded that by following above stages company develop their product promotion
plan that help to generate awareness in market and increase profitability rather than before.
To enhance and build strong connection with consumers Foxtel recommended adopting
media announcements as promotional activities will used in the future that help to gain
attention of new consumers.
Task 15: Develop and discuss Foxtel’s policy and procedures to protect your brand and
trademarks. Discuss the trademark application process and outline different ways of
protecting your trademark. Evaluate and discuss the role of intellectual property professionals
in the trademark application process
(https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks)
Task Outcome
(S/NYS)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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To protect brand, company develop in house approach, it conceived as best way to reduce
number of hands that touched firm brand and more efficiently market their fully operated
channels. Furthermore, Foxtel protect their trademark by intellectual property rights, by
filling an application for registration with regional or national trademark and paying needed
fees.
Trademark application procedure
The application is made in prescribed manner and filed with fee for trademark registration. It
will be filed at one at five hallmark registrar office having power over the online or state.
Firm had to select mark, mark format, determine products or service, search and filing basis,
it defined the process of trademark application.
Ways to protect trademark
- To protect hallmark and minimize the risk of trademark rejection, firm had to conduct
comprehensive trademark search before applying for its protection.
- Company had to prepare & file a application of trademark and respond promptly to office
oppositions.
Role of intellectual property professionals in trademark application procedure
IP professional such as trademark agent or patent agent play vital role in trademark
application process, they help to identify intellectual property, aid with development of
strategy and also help to protect IP all around the world by providing guidelines and
directions for registering trademark.
Task 16: Discuss and explain processes that can be used to monitor the market for
infringements against Foxtel’s trademarks. Highlight your options for commercialisation of
trademarks and potential benefits for the organization if you do so.
(https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks)
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Task Outcome
(S/NYS)
Search engine is the best way to start point when performing trade mark monitoring search. It
helps to provide with access to online public domain, by simply using google to search
similar or identical words as well as image similar to company trade market will help
identified whether someone has infringed trade market or not.
Another way to monitor market for misconduct against firm trademarks is new trade market
applications that are all listed on IP Australia’s publicly available data based called
Australian trade market online search system.
Commercialization of trademarks is quite beneficial as it helps firm use an intellectual
property for commercial gain, including transfer and licensing of brand names.
Task 17: Based on your response to Task 16, make recommendations to develop and use
trademarks with commercialisation potential. Outline the benefits, costs and risks of
trademark registration and other forms of trademark protection.
(https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks)
Task Outcome
(S/NYS)
Foxtel firm is suggested utilizing and developing trademarks because it is beneficial in term
of business growth, success and increases profit margin. With the help of using trademark
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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company can protect their unique name, symbol, phrase and logo which is one of the most
essential investment in business.
Benefits, costs and risk of trademark registration
Trademark registration provide many benefits to firm as it helps to build trust and good will
within marketplace. It makes easy for client for find out Foxtel products or services, and
allow to make their goods different from that of current and foreseen competitors in market.
The cost of registering trademark in Australia is $895, including professional fees,
government and GST to fully register organization trademark in nation for 10 years assuming
no oppositions or objections.
The main risk while registering trademark is that firm trademark is similar with previously
registered one, in this situation company will infringe these trademarks, which provoke
business owner to sue other for trademark infringement, this is risky or dangerous, that
suggestion for firm it to order a trademark search first.
Other forms of trademark protection
Generic mark, suggestive mark, and arbitrary mark are the other type of trademark protection,
that save firm from legal issues.
Task 18: Search databases of existing registered and pending trademarks and investigate any
use of unregistered trademarks. Think of a name and propose a trademark that does not
infringe on another party’s existing trademark. Go to (https://www.ipaustralia.gov.au/trade-
marks/understanding-trade-marks) and participate in trademark application process. Take
screenshot of your action and attach in to appendix. You do not have to lodge the application.
Take help of the following link to search existing registered or pending trademarks:
https://search.ipaustralia.gov.au/trademarks/search/quick
http://xeno.ipaustralia.gov.au/tmgns/facelets/tmgoods.xhtml
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Task Outcome
(S/NYS)
Lapsed, With drawn and Cancelled are never registered trademarks, which can be used by
company companies. 4.61 million number of trade mark are registered and 1787269 bar
pending. Strong trademarks does not infringe on another party’s existing trademark, it helps
in brand protection and Bolster business reputation .
Task 19: Discuss your procedure to ensure all employees are aware of the importance to the
organisation of the protection and proper use of trademarks
(https://www.ipaustralia.gov.au/trade-marks/understanding-trade-marks)
Task Outcome
(S/NYS)
All the employees are aware of importance to Foxtel of proper use of Trademarks, the
awareness can generated by following the steps, mentioned below.
- Organization communicate with HR department in order to conduct meeting with their
workers.
- Human resource department send an important mail regarding meeting to all its employees,
in which venue and time will be mentioned.
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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- After completing the above stage, HRM and senior authority provide information about
which trademark company has been used which is really important for them as it help to
protect from fraud.
Task 20: Discuss your procedure to implement training for all employees to ensure they can
protect and comply with your policies regarding trademark infringement. Outline how you
will evaluate the effectiveness of your training effectiveness.
Task Outcome
(S/NYS)
Before implementing training for staff, management establish program aim and capture the
needs of workers. It is very important to set goal and identify the needs of training among
staff member that is complied with policies regarding trademark infringement. After that
management within organization chose the right and appropriate employee training software
that help to enhance skills of people effectively. Human resource department to implement
training for its worker will create useful, engaging and personalized employee learning
experiences and then deliver training to each of them at right time.
The effectiveness of training will be evaluated by monitoring employee’s performance and
contribution in day to day activities. Furthermore, the another way to measure the
effectiveness of training power is survey, by doing surveys at workplace a person can
examine effectualness.
Reference and Appendix:
TASK 6
According to you, does people like to take information online?
 Yes
 No
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
2020
Do you think consumer take time while purchasing products?
 Yes
 No
What are the motives which influence purchase decision?
 Product motives
 Patronage motives
According to you does marketing strategy affect consumer behavior?
 Yes
 No
In your opinion which channel is highly used by consumers for decision
making?
 Facebook
 Twitter
Does consumer evaluate alternatives of products or services?
 Yes
 No
According to you does people collect information via friends and family
member about goods?
 Yes
 No
Does consumer consider other brand while purchasing goods along with
previous one?
 Yes
 No
In your opinion post purchase decision is important in context of consumer
behavior?
What are the drivers of consumer behaviour?
TASK 12
Information about Costing and budget for direct response offer-
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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Resources Cost $
Market analysis 100
Workforce 300
Resources required 150
Marketing tactics 400
Printing 200
Total variable costs 1,150
Financial KPI’s and milestones
Net cash flow and liquidity ration is the best KPI used for accounting purpose, it is also used
for monitoring growth of sales.
Milestones
Tasks Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Market
analysis
Employee
hiring
Training
Gathering
Resources
Data analysis
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

BSBMKG419_BSBMKG413_BSBIPR403
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Findings
Plan
Implementatio
n
Registered number of Trademark-
VC002 College of Sports & Fitness - - BSBMKG419_ BSBMKG413_ BSBIPR403 _Assignment 22/01/2020
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C