. Marketing Plan Contents

15 BSBMKG609 Joel Bifari Qaiser jahan AIBL200691 BSB61015 Your Market 16 Market research and environmental/industry analysis: 16 Your Customers 17 Target customers:. 21 Marketing Strategy: 23 Your PRODUCT or service .24 The PRICING of your product or service.26 Your POSITION (Place) in the marketplace 28 Sales and distribution channels 28 The PROMOTION of your product or service.30 Marketing Activity32 Your Finances . BSBMKG609

Qaiser jahan AIBL200691 BSB61015
Assessment 3
Marketing Plan
Contents
Marketing Plan.........................................................................3
Marketing Plan Summary..........................................................5
Marketing Objectives...............................................................................6
Goals/objectives:.................................................................................. 6
Marketing Strategy...................................................................................7
Your strategy and marketing mix:.........................................................7
Action Steps.............................................................................................8
Top 10 Action Steps:.............................................................................8
Background Analysis................................................................................9
Business overview..................................................................................10
Business structure:.............................................................................10
Date established:................................................................................10
Business owner(s):..............................................................................10
Owner/s experience:...........................................................................10
Vision statement:................................................................................10
Mission statement:.............................................................................10
Business objectives:...........................................................................10

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Your Market............................................................................................16
Market research and environmental/industry analysis:......................16
Your Customers......................................................................................17
Target customers:...............................................................................17
Customer profile:................................................................................18
Your Competitors....................................................................................19
Competitor analysis:...........................................................................19
Competitor profile:..............................................................................20
Your Marketing.......................................................................................21
Marketing Strategy:................................................................................23
Your PRODUCT or service.......................................................................24
The PRICING of your product or service.................................................26
Your POSITION (Place) in the marketplace..............................................28
Sales and distribution channels..........................................................28
The PROMOTION of your product or service...........................................30
Marketing Activity..................................................................................32
Your Finances.........................................................................................33
Marketing Budget {YEAR}..................................................................33
Organisational Implications....................................................................35
Contingencies..................................................................................... 35
Monitoring/measurement activities........................................................36

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Marketing Plan Summary
Guidance: Complete this page last. The marketing plan summary is a
snapshot of your more detailed answers from your marketing plan. It
should be easy to read and simple to follow. A rationale of the objectives
and chosen strategies and tactics must be included here.
A marketing plan is a report that outlines the marketing strategy for the
coming year, quarter or month. This marketing plan includes:
 An overview of business’s marketing and advertising goals.
 A description of business’s current marketing position.
 A timeline of when tasks within strategy will be completed.
 Key performance indicators (KPIs) will be tracking.
 A description of business’s target market and customer needs.

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Marketing Objectives
Goals/objectives:
Guidance: In one or two sentences, summarise the key marketing
objectives for your business. Your objectives may be financial, with a goal
to increase sales, marketing focused to build awareness of your product
or service, or online to build engagement with online customers and
business networks.
• Increase the number of people who make a purchase while visiting the
online store by 20%.
• Increase the number of retail outlets selling NatureCare Products by 150.
• To increase product awareness amongst the target market by 20%.
• To increase market share to 15%.
• To expand into at least one international market.
• To identify new products and new markets.
• To attain annual growth of at least 10% over the next three years.

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Marketing Strategy
Your strategy and marketing mix:
Guidance: Use this section to summarise the overall strategy and
marketing mix you will use to position yourself within the market to meet
your customers’ needs. Your strategy and marketing mix should take into
account the activities that are relevant for your business. Whatever your
strategy, aim to differentiate yourself from your competitors to
encourage customers to choose your business first.
The marketing mix of Nature Care consists of 4Ps such as product, place,
price and promotion. The marketing mix is significant as it helps the
organizations to promote their products to the customer as well as
increase brand awareness. A good quality product increases the client
satisfaction level. Consequently, brand awareness increases. Moreover,
the personal care products are most needed by the people who dwell in
city areas. Therefore, a campaign should be made in such places where
there are lots of skin and hair problems. Saloons and spa use these
products to take care of their customers regarding skin and hair. The price
should be set reasonably so that the clients can afford to buy.
In order to implement successful marketing strategies, the management of
NatureCare needs to recruit efficient staffs who will be properly awarded
about their roles and responsibility. Besides that, the management of
NatureCare should reduce the price of products which is an effective
marketing strategy included in marketing plan. Apart from that, according
to the timeline, required marketing tactics should be implemented through
proper monitoring mechanisms and coordination. In order to implement
marketing tactics successfully, the management of NatureCare needs to
focus on available budget and staff. In other words, the management also
spends efficient funds for the implementation of marketing tactics to
achieve its goals and objectives. Regarding legal and ethical issues, the
management should test their products before launching in the market. As

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Place: The products of NatureCare are currently available in Australia
through their online stores and retail stores and a plan to introduce the
product to foreign market is in progress.
Promotion: The quality of the product helps in easy promotion of the
product. However, the price of the product restricts the same. Aggressive
marketing would be required especially for a new product developed to
ensure that the customer base increases

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Action Steps
Top 10 Action Steps:
Guidance: Create a list of the Top 10 action steps that will bring your
theoretical objectives (your marketing strategy and objectives) to life.
E.g. Finish SWOT Activity Sheet, complete marketing budget}
 Identify your goals
 List down your goals
 Needs analysis
 List benefits and obstacles
 List objectives
 Create a plan of action
 Share your goals
 Continuously act on and access your goals and objectives
 Celebrate
 Periodically evaluate your goals

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Background Analysis
The background analysis should give a snapshot of where you are right
now, where you have been and where you want to go. Undertaking this
process will help you to define your business's capabilities and find
opportunities within your particular market. Finally, defining your core
business elements will ensure that your marketing plan and overall
business strategy work together seamlessly.
 product
Cleaning creams to soothe skin during make-up removal
Multi protection day moisturizing creams for dry and normal skin types.
Regenerating facial scrub
 company
NatureCare was established in 1996 to cater for a perceived demand for
skin products that contain ecofriendly and natural ingredients, but in 1996
started manufacturing and retailing eco-friendly. High quality beauty skin
care products with a staff distributed in, Operations Manager, Sales
Manager, Marketing Assistant, Customer Sales Officers (5) and
Administration staff (3). All the positions are based in the office in Brisbane
 industry (when started, size, growth, value, segments)
The company has become well established in the Australian market and
sells its products in health stores across the country
 specific market (type of market, growth, size, value, segments,
when started).
Activities have been advertisements on the Australian body + soul website
and in the Natural Health magazine. There have also been in-store
promotions with the focus on high quality products for women.
 Describe customers
The company targets customers that want high quality, eco-friendly
products. Market research has identified that around 70% of customers are
professional women aged 25 to 55
 Describe competitors

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Business overview
Business name:
NatureCare
Start writing here
Business structure:
Sole Trader
Date established:
1996
Business owner(s):
Jina and Alex
Owner/s experience:
Jina and her husband Alex, alongside their committed team have since
grown Nature’s Care from a small local based business into a reputable
international company.
Vision statement:
To restore and lavish skin using Nature's best ingredients and to inspire
others to Walk by Faith!
Mission statement:
We are committed to sourcing all natural ingredients to create high
quality skincare solutions.

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Create brand
awareness
Make people aware of our brand
and products
Within a
month
Increase sales
of products
Make promotions to attract
customers to make business
profitable
Within a
month
Launch new
products
Research and plan for the launch of
new innovative, environmentally
friendly products
Within 2
months
Long Term goals:
Guidance: What are three primary long-term goals for your business (1-3 Years)?
Goal/Objective Description By when
Open new
outlets in
different
regions
Opening outlets within Australia
and in other states and countries
Within 2-3
years
Attract,
engage and
develop the
best staff
To attract the persons with best
experiences in the current field Within a year
Continue
building
deeper
customer
relationships
To develop a satisfying relationship
with the customers Within 1 year
Products:

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Day Moisturizing
Creams
help protect the skin during the
day
Regenerating
facial scrub
To clean off dead skin cells to
promote regeneration of healthy
new cells.
$22
Financial Analysis:
Guidance: In this section provide a high level analysis of your current
financial situation, specifically addressing sales and profitability.
Sales Analysis
Guidance: Use this section to summarise the current sales data for your
industry (if available) and your business. The areas that you can analyse
include:
Sales for your overall market
Sales for your business
Sales for your competitors
NatureCare Products has identified the below as their marketing objective.
To achieve the same, appropriate marketing strategies need to be
developed within the budget of $150000
The breakdown of the budget is as follows:
 60% is allocated to development of new product and joint venture
activities
 20% for internet marketing and regular marketing by sales staff

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SWOT analysis
Guidance: Use the table below to list each of your businesses Strengths, Weaknesses,
Opportunities or Threats (S.W.O.T.).
Strengths Weaknesses
 High Quality Products
 Eco friendly and Natural raw
materials are used for
manufacturing
 High Brand value
 Has stores both online and retail
 High price
 Products restricted to women
 Few products as the products are
specific to skin types
 Huge competition due to low price
products
Opportunities Threats
 Entry into men’s segment
 Overseas business
 Development of new products
such as sunscreen, face wash and
face packs
 Development more products with
natural raw material
 Fierce marketing from other reputed
brands
 Introduction of products that are
cheap and still provide acceptable
quality
SWOT activity sheet
Guidance: Outline how and when you plan to address each of the weaknesses/threats
from your SWOT analysis above.
SWOT
weakness/
threat
Activity to address
weakness/threat
Completion date
High price Promotions and discounts 12th June 2020
Products
restricted to
women
Launch some products related
to men beauty 20th June 2020

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The Market Overview
Guidance: Gathering information and identifying the key characteristics of your target
market will help you to find the most effective way to reach your target customers.
The Market Overview should provide an analysis of the market in which your business
operates, including your customers, competitors and the market as a whole. Revisit
this process regularly to ensure that your strategy remains relevant and targeted.

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Your Market
Target market:
Guidance: Summarise the key statistics for your target market. This may include the
size and growth potential of your market, as well as key demographics such as age,
gender, income level etc.
It can be stated that NatureCare products will need to target the older woman also,
who need to limit the age of their skin through high-quality organic products. Women
are spending more time at the indulgement of skin and beauty care products, which
will need to target by this company to expand their business in the new region
successfully. Moreover, as products of this company could also be useful for babies,
NatureCare products will need to target children through special baby care products
for increasing sales.
Market research and environmental/industry analysis:
Guidance: What research have you completed to help analyse your market? Did you
utilise a survey/questionnaire? If so, you may like to attach a copy of your
survey/questionnaire and findings to the back of this plan. In this section, detail the
results of the market research you have performed. Consider questions such as:
Is the area experiencing population growth or decline? Yes
Does the region where you operate have a stable economy? Yes
Are there any seasonal variations that might affect sales? No
What is the size of the market? Huge and big
What recent trends have emerged in the market? Women are more concerned
about natural skin care products

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Your Customers
Target customers:
Guidance: Who are your target customers and how do they behave? Include specific demographics such as age, social status,
education and gender. What are your customers’ lifestyles, activities, values, needs, interests or opinions? Where are they
located? Please adjust the column headings as required.
Customer Age Gender Ethnicity Education Location Lifestyle Values Interests
{insert
Target
customer –
choose a
name}
{insert
Customer’s
Age}
{insert
Customer’s
Gender}
{insert
Customer’s
ethnic
background}
{insert
Customer’s
education
level}
{insert
Customer’s
location}
{insert
Customer’s
lifestyle}
{insert
Customer’s
values}
{insert
Customer’s
interests}
Katherine 30 Female Italian Masters West
Sydney
Social Kind and
caring
Book
reading
Tom 10 Children American 4th grade Melbourne Student Friendly Reading
Lina 35 Female Australian Bachelors West
Sydney
Kitty
parties
Honest Blogging
Sarika 40 Female Asian Bachelors Melbourne Alone Loyal Cooking
Mona 26 Female Australian Masters West
Sydney
Social Caring Internet
searching
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Customer profile:
Guidance: What’s the profile of an ideal customer for your business? In a paragraph or two, clearly define your ideal customer -
their needs, buying patterns and motivations for buying. This process will help you to develop a mental image of your ideal
customer (often referred to as a customer avatar).
For the purpose of this analysis we are focusing solely on the female market. Therefore our potential customers base (for the
purpose of developing projections) does not include any statistics or provisions for male consumers. We have used the
demographic report for spa goers conducted by spa weekly as a basis for our assumptions. Based upon this survey the spa goer is
predominantly female (85%), well educated (46% attended college), and crosses income levels (26% earn less than $35,000; 32%
earn between $35,000 and $74,999 and 42% earn over $75,000).
Using this demographic as the basis for our methodology we developed our potential customer base with the following
parameters: Women with some college between the ages of 25 and 65. We completely discounted women with no college,
women between 18 and 25, women over 65 and the entire male population. It is estimated that the female population will grow at
a rate of 5.18% annually from 2000 to 2025 (source: the U.S. census bureau). This data is for the entire United States. Of the
33,642,000 women represented between the ages of 25 and 65 who attended college, 29,293,000 (87%) reside in major CMSA’s.
Our target customers (vs. end user) for wholesale distribution will be resellers who recognize the needs of this consumer and who
she identifies with. We have used the term resellers because they will not be limited to retailers. We will reach the consumer
through four distinct reseller channels.
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Your Competitors
Competitor analysis:
Guidance: Use the table below to analyse at least 2 competitors.}
Competitor Establishe
d date
Size Market
share
(%)
Value offered to
customers
Strengths Weaknesses
{insert
Competitor’s
name}
{insert
When was
their
business
established?
}
{insert
Number of
staff and/or
turnover}
{insert
Estimated
percentag
e of
market
share}
{insert Unique
value to customers,
e.g. quality, price
or customer
service?}
{insert What are
your competitor's
main strengths?}
{insert What are your
competitor's main
weaknesses?}
Aveda 1978 1000 35% Discounts and
promotions Strong foundation Difficulty in handling
multiple outlets
Clinique 1968 1200 25% Free vouchers Good marketing
strategy
Low promotions and
discounts
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Competitor profile:
Guidance: What’s the profile of a typical competitor for your business? In a paragraph or two, clearly define a typical competitor -
their size, market share, unique value proposition, strengths and weaknesses. This process will help you to develop a mental
image of your typical competitor.
Aveda: Founded in 1978 by Horst Rechelbacher (an artist), Aveda has become synonymous with quality hair-care products and
salons. They are distributed, worldwide, by over 3,000 Aveda salons. It has nurtured a well-defined image and secured a very
effective distribution network. Aveda salons are a combination of licensed properties and company owned locations. Their product
philosophy is centered in Ayurveda healing and aromatherapy. Recently Estee Lauder acquired them.
Clinique: Clinique was launched in 1968 with skin care and makeup products that are all allergy tested and fragrance free.
Clinique products are marketed as part of a three-step system: cleanse, exfoliate and moisturize. The products are marketed
primarily through department stores. In recent years their image has become dated. Clinique makes a significant amount of their
sales through "bonus week" at department stores. The 18 to 35 crowd does not consider them current and their product
development hasn’t kept pace with changing consumer awareness. Clinique is a division of Estee Lauder.
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Your Marketing
Marketing Objectives:
Guidance: Summarise the key marketing objectives for your business. Your objectives may be financial, with a goal to increase
sales, or marketing focused, to build awareness of your product or service. An effective (and accountable) way to define your
marketing objectives is to follow the ‘SMART’ acronym (Specific, Measurable, Achievable, Realistic and Timely)1.
Examples of SMART marketing objectives
To achieve a 20% return on capital employed by April 2014 (Profitability Objective)
To gain 15% of the market for sports socks by November 2018 (Market Share Objective)
To make X brand of juice the preferred brand of 21-29 year old females in Australia by August 2019 (Branding Objective)
Detail your SMART marketing objectives in the table below:
Objective Specific Measurable Achievable Realistic Timely
{insert Your specific
marketing objective}
{ Is your objective
specific?}
{ Can your
objective be
measured?}
{ Is your objective
achievable?} { Is your
objective
realistic?}
{ Have you set a
specific date for
your objective to
be achieved?}
Increase the number
of people who make a
purchase while
visiting the online
store by 20%.
Yes
Yes Yes Yes
Within a month
To identify new
products and new
Yes Yes Yes Yes Within 2 months
1 Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35-36.
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markets.
To attain annual
growth of at least
10%
Yes
Yes Yes Yes
Next 3 years
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Marketing Strategy:
Guidance: Use this section to detail the overall strategy you will use to position yourself within the market to meet your
customers’ needs. Whatever your strategy, you goal should be to differentiate yourself from your competitors to encourage
customers to choose your business first. The specific elements that make up your marketing strategy are typically referred to as
the marketing mix. Each element can be varied to broaden the appeal of products and services, and will therefore have a direct
impact on sales.
The 4 P's of marketing
Your PRODUCT (or SERVICE)
The PRICING of your product or service
Your POSITION (place) in the marketplace
The PROMOTION of your product of service
The marketing mix of Nature Care consists of 4Ps such as product, place, price and promotion. The marketing mix is significant as
it helps the organizations to promote their products to the customer as well as increase brand awareness. A good quality product
increases the client satisfaction level. Consequently, brand awareness increases. Moreover, the personal care products are most
needed by the people who dwells in city areas. Therefore, a campaign should be made in such places where there are lots of skin
and hair problems. Saloons and spa use these products to take care of their customers regarding skin and hair. The price should be
set reasonably so that the clients can afford to buy.
In order to implement successful marketing strategies, the management of NatureCare needs to recruit efficient staffs who will be
properly awarded about their roles and responsibility. Besides that, the management of NatureCare should reduce the price of
products which is an effective marketing strategy included in marketing plan. Apart from that, according to the timeline, required
marketing tactics should be implemented through proper monitoring mechanisms and coordination. In order to implement
marketing tactics successfully, the management of NatureCare needs to focus on available budget and staff. In other words, the
management also spends efficient funds for the implementation of marketing tactics to achieve its goals and objectives. Regarding
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legal and ethical issues, the management should test their products before launching in the market. As well as, the customers
should not wrongly address by management about a specific product.
Product: All the products of NatureCare are tangible and how they work can be clearly observed. The premium quality of the
product is an advantage and since its address to specific need of the customer, the customer would find it difficult to replace the
same.The product is eco-friendly and natural making the product more suitable for regular usage
Price: Due to the premium quality of the products the price is on the higher end. The value of the product is reflected in the price
and hence caters to high end customers.
Place: The products of NatureCare are currently available in Australia through their online stores and retail stores and a plan to
introduce the product to foreign market is in progress.
Promotion: The quality of the product helps in easy promotion of the product. However, the price of the product restricts the same.
Aggressive marketing would be required especially for a new product developed to ensure that the customer base increases.
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Your PRODUCT or service
Guidance: Here you should describe your long-term product strategy in detail. If you are providing a service then you should
consider your service(s) as your product(s).
You will need to consider:
 What features and benefits do you offer?
 The unique selling position - what makes your product/service different from your competitors’?
 Potential spin-off products or services?
Product or Service Features Benefits Unique Selling
Position
Support Spin Offs
{What is your product
or service?}
{What are the
features of your
product or
service?
{What are the
customer benefits
of your product or
service?}
{What makes
your product or
service unique?}
{What additional
support do you
offer? E.g.
warranty, money
back etc.}
{Are there any
potential spin-off
products or
services you can
offer?}
Cleaning creams Soothe skin during
make-up removal
They are made
from harmless
ingredients
They are made
from 100%
natural
ingredients
Money back
guarantee Yes
Multi protection day
moisturizing creams
for dry and normal
Retains softness
and moisture in
skin
Suitable for all
skin types
They are made
from 100%
natural
Money back
guarantee
Yes
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skin types ingredients
Regenerating facial
scrub
Remove dead
skin cells
They are made
from 100%
natural
ingredients
Money back
guarantee Yes
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The PRICING of your product or service
Guidance: Price is a critical component of your marketing mix. Why? Because choosing the right price for your products or
services will help you to maximise profits and also build strong relationships with your customers. By pricing effectively you will
also avoid the serious financial consequences that can occur if you price too low (not enough profit) or too high (not enough
sales).
Setting prices for your products and services might seem like a daunting task, however, it doesn’t need to be … just remember:
 you are in business to make a profit (and that’s ok!)
 most business owners underprice the value that they deliver
 your sales and marketing strategy should defend your prices
Your overall pricing strategy will depend on your marketing, business and lifestyle objectives. So, before you start the research
process spend some time defining your income (and net profit) aspirations.
Product or
Service
Price Costs Net Profit Comp. Price Value
{What is your
product or
service?}
{What is the price
of your product or
service?}
{What is the total
cost of selling your
product or
service?}
{What Net Profit is
made from selling
your product or
service?}
{What is your
competitor’s pricing
for this product or
service?
{What unique value
does your product
or service
offer/deliver?}
Cleaning creams $15 $8
$7
$18
Made from 100%
natural
ingredients
Multi protection $25 $12 13 $27 Made from 100%
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day moisturizing
creams
natural
ingredients
Regenerating facial
scrub $22 $10
$12
$22
Made from 100%
natural
ingredients
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Your POSITION (Place) in the marketplace
Guidance: Place refers to the channels and locations for distributing your product, related information, and support services. This
is how you will position your product or service in the marketplace.
This includes:
 the place where the product/service can be bought
 the distribution channel
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may
include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet.
This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many
products across multiple product categories.
Sales and distribution channels
Channel type Products/services Percentage of
sales (%)
Channel strategy
{e.g. Shopfront,
internet, direct mail,
export or wholesale.}
{List all the
products/services
sold via this channel}
{What
percentage of
overall sales do
you expect to
sell via this
channel?}
{Why have you decided to use this channel type? How and when
will you use it? What is the strategy behind using this channel
type for this particular product/service?}
Shopfront  Cleansing
creams 35% Increase customer and seller interaction
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 Multi
Protection Day
Moisturising Creams
 Regenerating
facial scrub
Online
 Cleansing
creams
 Multi
Protection Day
Moisturising Creams
 Regenerating
facial scrub
40% Increase sale and easiness of customer
Wholesale
 Cleansing
creams
 Multi
Protection Day
Moisturising Creams
 Regenerating
facial scrub
25% Contact dealing with wholesalers
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The PROMOTION of your product or service
Guidance: State how you currently promote and market your business now (or intend to). Compare (where applicable) what your
competitors do for promotion, noting what does and doesn’t work for them as well as yourself. Regardless of how good your
business is, if you don’t promote it and tell people you exist, it’s unlikely you will make many sales.
Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your
business. There are a number of techniques to use and they can be combined in various ways to create the most cost effective
strategy for your needs.
Detail your promotion techniques into six categories:
 online
 public relations
 advertising
 promotion
 packaging or personal selling
 branding
Direct marketing is often added to the marketing mix despite being part of advertising rather than marketing.
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Product or Service Online Public
Relations
Advertising Promotion Packaging Branding
{What is your product or
service?}
{What online
strategies are
you using?}
{What PR
strategies are
you using?
{What advertising
strategies are you
using?}
{What
promotion
strategies are
you using?}
{What
packaging
strategies are
you using?}
{What
branding
strategies are
you using?}
Cleaning creams Conten
t Marketing.
Working with
team
Advertising Campaig
n
Discounts Plastic
wrapping
Brand
positioning
Multi protection day
moisturizing creams
Email
Marketing.
Research Advertising Campaig
n
Buy one get
one free
Plastic
wrapping
Brand
positioning
Regenerating facial
scrub
Search
Engine
Optimization
.
Know your
competitors
Advertising Campaig
n
Discounts
Plastic
wrapping
Brand
positioning
Page 30

Qaiser jahan AIBL200691 BSB61015
Marketing Activity
Guidance: Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to
achieve your marketing objectives. As you create these activities, keep referring back to your marketing mix – it will help you to
assess which activities are worth the time and effort to implement. What steps or activities will you undertake to achieve your
marketing objectives?
Marketing activity/milestone Person
responsible
Date of
expected
completion
Cost ($) Success indicator
{Print advertising, online advertising, mail-out,
giveaway, media release, event, website,
blog/social media, public relations, branding
and artwork, or publications and catalogues.}
{Who is
responsible
for
completing
this task?}
{When do you
expect to
complete the
marketing
activity?}
{Estimate
d cost of
activity.}
{What indicator/ measurement
result will need to be met before
this activity is considered a
success?}
Online advertisement Marketing
Manager Within a week $3000 Rush of customers increases
Media release Marketing
Manager One week $2000 Increase in brand awareness
among people
Catalogues Manager One month $5000 Increase in catalogue
purchase
Publications Content
writer Two months $2000 More orders
Branding and artwork Graphic One week $3500 Rush of customers increases
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Qaiser jahan AIBL200691 BSB61015
designer
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Qaiser jahan AIBL200691 BSB61015
Your Finances
Marketing Budget {YEAR}
Guidance: To complete this marketing budget, devise a simple budget based on the information in the case study, your objectives
and activities. Double-click the table below to enter your details or attach your own budget at the back of this marketing plan.
Page 33

Qaiser jahan AIBL200691 BSB61015
Organisational Implications
Guidance: Organisational implications are often overlooked when business owners
tackle a marketing plan. For example, if your goal is to increase your customer base
by 15% and therefore your staff by 10% - will you be able to house them in your
current offices? Could you outsource some tasks? It’s important to consider and
document these decisions in your plan.
Use the space below to outline any organisational implications, which you feel may
affect the implementation of your marketing plan.
The main implication of a marketing strategy is the orientation toward meeting
customer needs that results in increased customer satisfaction. Once you have
identified your target market and the characteristics of your targeted customers
through surveys and market studies, you can focus on strategies to serve your
customers better than your competition. Customer impressions of your company
improve with this focus, and your image in the marketplace becomes more positive.
Such a marketing strategy is designed to gain new customers as you build a more
favourable reputation.
Contingencies
Guidance: All plans in business should remain flexible (and adjustable) as you are
often working with assumptions. The more planning you do, the better you will
become at predicting. However, as you are learning the needs of your market - it is
fair to say that some of your assumptions are going to fall short of expectation.
Use the space below to outline any contingencies (alternative options) which may
assist if things don’t go as planned.

Qaiser jahan AIBL200691 BSB61015
Alternative Communication Means Between Advisors and Clients
It requires that you have in place an alternative means of communicating with
clients. Having alternative means available allows the firm to continue to handle
client accounts in a timely way in the event of a catastrophe. In addition to the firm's
email address and telephone number, the firm maintains a mailbox in another city
and periodically reminds each of its clients of that alternative address. The head of
the firm also has a dedicated cell phone account separate from the firm's business
telephone account or his personal cell number and makes sure that every client
knows that independent number.
Alternate Communications Between Advisor and Employees
In this small firm, only the principal has authority to trade on behalf of its clients;
therefore an alternative means of communication between the principal advisor and
a single clerical employee isn't required to ensure that the business can continue
without interruption. If the firm had multiple registered advisors handling client
accounts, alternative communication means similar to those required for the
principal advisor would be required and in place.
Regulatory Reporting Requirements
Because the business records are stored in more than one physical location and are
also stored on the cloud, where they are available regardless of the advisor's
location. As long as the advisor is in reasonably good health and of sound mind, no
physical disaster or emergency is likely to impede the firm’s few and occasional
regulatory reporting obligations.
If the advisor is seriously ill, dead or of unsound mind, the advisor’s wife – a well-
established marketing professional – has instructions in place to notify clients, all of
whom are personally known to her. She is also instructed in how to terminate the
business as a registered institution, with notification to the SEC. At that point, the
business will cease and the clients will assume responsibility for their own accounts
with a minimum of disruption.

Qaiser jahan AIBL200691 BSB61015
Monitoring/measurement activities
Guidance: Reviewing the impact of your marketing should be a periodic activity.
List the details of each review in the table below.
Marketing
activity
Date of
review
Monitoring
methods
Review outcomes
{Print
advertising,
online
advertising,
mail-outs,
giveaways,
media
releases,
events,
website,
blog/social
media, public
relations,
branding and
artwork, or
publications
and
catalogues.}
{e.g.
Month/Year
}
{What tools did you
use to
measure/monitor
the impact of your
marketing
activities?}
{e.g. What were the results
for the promotional period?
What were your sales/profit
figures? How many
new/repeat customers did
you receive? How many
customers visited your
website? Etc.}
Online
advertisemen
t
After one
week Online searching
by customers Increase in customers
Media release Weekly Marketing trends More publicity
Catalogues After 6
months
Purchase order
number More orders
Publications Once in a
year Sales More reviews
Branding and Weekly Number of Increase in customers

Qaiser jahan AIBL200691 BSB61015
Hope this email finds you best in health and spirits. Attached with this mail is the
marketing plan for the company. I am requesting you and the management team to
be a part of the meeting to be held on coming Thursday at the Meeting room to
discuss the marketing plan. It will be approved after your final consent.
Your presence will be highly appreciated.
Regards,
Manager