Implementing Marketing Activities for Aussie Toy Company

This document provides a detailed guide on how to effectively implement marketing activities for a product of The Aussie Toy Company Ltd. It includes specific actions required for marketing mix activities and strategies for monitoring each element of the marketing mix. The report also offers recommendations on effective marketing strategies and marketing mix strategies.

BSBMKG514: Assessment 2
Tasks
Task 1
a) Describe how you would effectively implement marketing activities for a product of The Aussie Toy Company Ltd.
To effectively implement marketing activities for a product at Aussie Toys the first step is to plan, by creating a marketing plan that contains
objectives and strategies that will act as a guideline for the organisation. After establishing the marketing plan, the next step is the
implementation phase. The implementation phase is important as it turns marketing plans into marketing actions in order to accomplish
strategic marketing objectives, it addresses the who, where, when and how of reaching goals and objectives for the business. In this phase
communication is essential, as it engages stakeholders in carrying out and achieving these objectives. This is done by using a cultural approach
of implementing by including stakeholders in the development of the marketing objectives and its measures and monitors through team
building strategies. This strategy gets everyone involved, encourages all ideas, ownership, teamwork behaviour and responsibility, it involves
brainstorming, asking for employee’s feedback and taking those comments on board. In particular, making sure they understand how the
marketing plan fits within the business’s goals, objectives, priorities and policies, discussing whether the staff have the skills and aptitude to
implement the plan, giving them opportunities to develop their marketing skills with training and mentoring and even considering whether
there is a need to recruit marketing staff. This phase involves delegating specific tasks and timelines to individuals and groups, creating an
action plan, deflection of distractions by focusing on the tasks at hand and determining where time is best spent, paying attention to detail,
monitoring progress through KPI’s like email sign ups, sales reports etc and having weekly progress meetings. After employees gather the
necessary resources to execute the program and management are in agreement, then it is time to release the product to the public.
b) Outline the specific actions required to be implemented (what, how, by who, by when) related to the marketing mix activities. You
can use a table format for your responses.
WHAT Strategy?
Marketing mix strategies for
each P
How
Actions required
Who
Who is
responsible
How much will it cost or number
of hours
(costing)
By When
(specific date)

(Title or
agency)
Launch Buzz Lightyear flying
action figure toy  Update website/social media of
new product
 Create new product packaging
with details of the new
features/instructions
 Taking photos/videos of new
action toy
 Create product detailer with
packaging shots and
features/instructions
 Web
design
er/soci
al
media
conten
t
produc
er
 Brand
manag
er/desi
gn
agency
 Assista
nt
brand
manag
er
Web designer ($43 p/h) x 3
hours=129
Social media content producer
($25 p/h) x 2 hour =50
Brand manager/design agency
($55 p/h) x 30 hours =1650
Assistant brand manager ($46
p/h) x 6 hours =276
 30 March 2020
online update
 20 March 2020
create product
detailer etc.
 Photos to be
done on 17
March 2020
 26 February
2020 to do
packaging

The pricing strategy is price
skimming
 Calculate costs i.e. manufacturing,
brand, production etc.
 Determine pricing objectives and
strategy
 Research-market testing,
competition, influences
 Accoun
ting
depart
ment
 Brand
manag
er
 Assista
nt
brand
manag
er/tea
m
Accountant:
$60 x 60 hours=$3600
BM: $55x30=$1650
ABM: $48x20=$960
 23 March-10
April 2020
The placement strategy is
Disney Pixar’s Toy Story 4
 action figure is main character in
Disney Pixar’s fourth instalment of
the movie Toy Story=storyline
includes Buzz flying
 Movie trailer/preview/ads/posters
to feature the figure flying
 Executi
ve
movie
produc
er
 Movie
Directo
r/write
r
 Movie
Design
(movie total) $95k from 90hr
PM: $55x40 =2200
ABM:$48x20=960
 (movie)12
months prior
to the release
of the movie.
 (ads)1 month
prior to the
release of the
movie

team
 Produc
t
manag
er
 Assista
nt
brand
manag
er
Social Media
YouTube video
Google Adwords
 Brainstorm new stories/posts
based on campaign idea
 Create a social media content
calendar
 Promote through
Facebook/Instagram/snapchat ads
 Add to Instagram story, create a
highlight reel for product and add
the product link so that viewers
can swipe up on the ‘see more’
tab and be taken directly to the
online shop.
 Adding social media links on every
post
 Social
Media
conten
t
produc
er
 Brand
manag
er
 Assista
nt
brand
manag
er
20hrs p/w
=$2k
5hrs=$800
$56k
16 March 2020
18 March 2020
19 March 2020
29 March 2020

 YouTube sponsorship
 YouTube video reviews and how-
to
 Campaign phrases being tested
 Campaign phrases to be tested
Total cost=
$165,275
Total hours=326
Task 2
Describe how you would monitor each element of the marketing mix activities for Task 1.
To monitor the first element of the marketing mix activities in task 1 (b) it would be best to track the traffic of the website by downloading a
software like Google Analytics to record the numbers of users, new users, pageviews etc. that the website is receiving from the new update of
the product. It is also useful to check and receive feedback via google reviews, the website, in shop (face to face) and through social media
monitors of the new product. Another way to monitor is by ensuring that all work is being completed up to standard by the deadline and that
employees/contractors are working the exact hours required for said jobs by conducting internal reviews and ensuring that photos and
packaging of the new product meet the expectations of the company and are delivered on schedule. The second element of pricing would be
monitored through sales reports, budget reports and market testing by sharing the product with external stakeholders to test the product and
comparing the product to the competition. The third and fourth element of the table would be monitored through views and subscribers on
YouTube, likes, shares and followers on the company’s social media like Facebook and Instagram, the reviews and sales of the movie and the
trendiness of the campaign phrases being used.

Task 3
Write a brief report for the management of The Aussie Toy Company Ltd based on your response to Tasks 1 and 2 with recommendations
on effective marketing strategies and marketing mix strategies. Justify your recommendations.
Report for the management with effective marketing strategies
Based on the research carried out in task 1 and task 2 it can be said that The Aussie Toy Company Ltd should work hard in
implementation different marketing activities for its product. To successfully implement marketing activities it is essential to develop a
marketing plan which can be used as a guide at the time of implementation which is prepared with respect to the target market. It can use
different channels of marketing to promote its product which are very relevant and trending source in attracting new customers. After execution
of the plan, it is essential to monitor and evaluate the plan to know where it is going. There are several ways to monitor the performance but
most effective is google analytics, internal reviews and social media activity such as likes, share, comments, followers and reviews and impact of
campaigns. All this will help in evaluating the current and comparing it with the set standards to know about any deviation in the performance
and take corrective measures as and when required to reduce such deviations for successful implementation of marketing plan. Sometimes, it is
requires making changes in the plan because of the changing taste and preference of the customers so plan developed should be flexible enough
to accommodate changes.
Recommended marketing strategies
Product strategy: It should develop product which is unique and creative and no similar product exists in the market. It should be differentiated
from its competitors with unique features which will help in attracting more customers.
Price strategy: Price of the product should be high which will create buzz about the product and its features. It will induce customers to
purchase the product.
Place strategy: Company should provide its product both online and in-store. By making its product available on all possible channel will boost
its sales and revenue and increases profitability.
Promotion Strategy: It should use direct marketing practices like advertising in newspaper, television, pamphlets, brochures, billboards etc. It
should also use social media marketing such as posting on Facebook, Instagram, creating attractive YouTube videos. This will create awareness
about the new product and attract customers to buy it. Also, it should send direct messages or emails to its existing employees about the new
product with attractive offers and discounts.
Apart from marketing mix strategies, other strategies that should be used are-
 Company should try to create emotion attachment with the product such as associating with all time favourite super heroes or cartoon
characters. This makes kids and even adults to purchase the product reminding them of their childhood days and getting nostalgic.

 Nowadays, children's and adults have access to technology and mostly carry tablet devices for playing games. So, banner ads on games
site will be very beneficial as it will persuade them to download or purchase the game.
Task 4
You are required to evaluate two scenarios of the projected business performance for The Aussie Souvenir Toy Company Ltd for the next
financial year as per the following table, which provides a summary of key financial statistics:
Summary of
key financial
statistics
(past,
current and
projected
figures)
20X3 20X4 20X5
Current
financial
year
20X6
Projected
business
performance
(next
financial
year)
Scenario 1
20X6
Projected
business
performance
(next
financial
year)
Scenario 2
Sales 3800 4100 4300 4800 5000
Cost of
goods sold
950 1000 1075 1200 1250
Gross profit 2850 3100 3225 3600 3750
Marketing
expenses
1143 1230 1290 1440 1350
Net profit 1707 1870 1935 2160 2400
a) Calculate the Net profit 20X6 (scenario 1)? (4800-1200=3600-1440)=2160
b) What is the Net profit as a percentage of Sales for 20X6 (scenario 1)? (2160/4800=0.45)=45%
c) Calculate the marketing expenses for 20X6 (scenarios 2)? (5000-1250=3750-2400)=1350
d) What are the marketing expenses as a percentage of sales for 20X6 (scenarios 2)? (1350/5000=0.27)=27%
e) Write a brief report for the management of the company based on your calculations and findings.
Based on the table above, sales, cost of goods sold, gross profit, marketing expenses and net profit have increased over time. The
company made the least profit in 20X3 at $1707 and earned the most in 20X5 at $4300. Overall the company has done well, as they

have spent less on their expenses over the year and yet have made a high profit. This means the company has managed their expenses
well especially with looking after the cash flow coming in. The table also displays the opportunity the company has to increase their
sales and profit with less expenses made shown in scenario 2 as oppose to scenario 1 which shows that there would be a large expense
made for marketing with less profit.
f) What recommendations would you make?
The recommendation would be to choose scenario 2 as it makes the most net profit at $5000 and a gross of $3750. Though there is a
$50 increase in goods sold, scenario 2 have a market expense of $1350 over scenario 1 with $1440, which is beneficial for the company
as less expenses are spent, and more profit is gained.

Reference List
(Smith, 2019)
Bajwa, D. D., 2017. Internet marketing: Available onl Key words: Internet marketing, Internet value chain, 5 P’s of Internet marketing, Models
of Internet marketing.
Bourquin, O. A. E. E., and et.al, 2016. How Can Child Oriented Marketing Induce Lifetime Loyalty in Children. Working Paper Series.