Marketing Communication Plan for Philly Up

RTO Code 90003
ASSESSMENT COVER SHEET – OUT OF
CLASS
Faculty: Foundation & Business
Programs College: St George
College
Teaching Section: Business Services – St George College
Qualification
Number and Name:
900-80121V01 Statement of
Attainment Digital
Marketing Communications
TAFE Course
no:
Unit of Competency
Number and Name:
BSBMKG418 Develop and apply knowledge of marketing
communication industry
BSBMKG417Apply marketing communication across a
convergent industry
BSBMGT407 Apply digital solutions to work processes
BSBCRT401 Articulate, present and debate ideas
BSBCMM401 Make a presentation
Assessment Task: Assessment Event 2 – Marketing
Communication Plan
Assessme
nt Due
Date:
26/06/1
9
Assessment instructions:
● Fill in this assessment cover sheet and submit with your completed assessment
task
● Sign the declaration
● Submit the completed task within the outlined timeframe
STUDENT ORIGINALITY DECLARATION: Please tick to indicate that you understand the
following statements:
I declare that:
□ The attached assessment is my own work, except where I have cited the original
source (check with your teacher as appropriate citation is different for different courses).
For the purposes of assessment, I give the assessor of this assessment permission to:
□ Reproduce my work and provide a copy to another member of staff, and
□ Validate the assessment for its authenticity which may include communicating a copy
of my work to a checking service (which may keep a copy of my work on its database for
future plagiarism checking).
Student Name: Canan Demiroz
Student ID: 806041718
Student
Signature:
Date: 29/06/19
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RTO Code 90003
Assessment
Outcome:
□ Satisfactory (S) □ Not Satisfactory (NS) □ Resit
(RS)
MARKETING COMMUNICATIONS
PLAN
PHILLY UP
1. CLIENT / ORGANISATION OVERVIEW
Philly up
531 Princess Highway Tempe Metro Service Station
Specialising in American style fast food
To sell fast food to all fast food consumers at a quick and reasonable price at optimum quality
The two co-founders Sonny and Yanni avid travellers in the day have now bought their experiences to the
palates of Sydney. They have successfully taken past business failures and transformed them into
successful and profitable businesses
The pair have always been involved in the food industry from a young age and not just limited to Australia
The partners have experience ranging from a variety of businesses ranging from fine dining to fast food
A Collective food experience and constantly evolving business outlook has bought them to the present NO
BRICKS and MORTAR based business model!
Based on a mobile air stream mobile van the boys have translated their experiences within a mobile fully
equipped fast food outlet with a nostalgic flair
Boys believe that removing the bricks and mortar reduces costs and overheads.
2. PRODUCT / SERVICE OVERVIEW
Our products are Philly cheese steaks burgers hotdogs and shakes
Located on a very busy service station and the Princess Highway
Offers a drive thru service that could offer an unforgettable experience to the customers
3. TARGET AUDIENCE
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RTO Code 90003
 Single young professional who lives within 10km radius to Tempe age 17-
25 average wage $30k eats out (Refer Appendix 1)
 Tradesmen who work on construction sites within the local area (Refer
Appendix 2)
 All employees with in the local industrial area (Refer Appendix 3)
 Food lovers on social media (Refer Appendix 4)
 People in transit and hungry a place to stop (Refer Appendix 5)
 Uber delivery and menu log customers (Refer Appendix 6)
 In house delivery service to satellite area to families (Refer Appendix 7)
4. CAMPAIGN OBJECTIVES
1. Brand and location awareness builds social media
presence by increasing number of followers on Facebook
and Instagram by 1000 each within three months. In order
to do so the business will design different video and audio
messages which will be uploaded over different social
media platforms such as YouTube, Facebook, and
Instagram. This will attract increasing number of
customers and followers over social media which will
eventually increase the sales of the business.
2. Conversions – Under this the aim of the company will try
to attain conversion when the visitor on the website of the
company will complete the desired objectives like filling
the form of survey or purchasing the product or service of
the business. This will be done by inviting different
customers to the website of the business by promotions
through emails and messages.
3. Increase sales by 40% in 6 months – In order to increase
the sales of the business, the business will design different
packages, offers, and combos of fast food for its
customers at reasonable rates which will attract them to
avail the services. In addition to this, the sales of the
business could be increased through aggressive promotion
of the business over offline and online platforms.
4. Build customer database for email marketing campaign
and SMS alerts
In order to create the database of the customer the
business will conduct surveys and questionnaires through
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RTO Code 90003
e-mails and social media networks to understand the
demand and feedback of the customer.
Through surveys the business will get the emails, address
and phone number of the buyer. For conducting survey
the business will make use of van to visit different
locations of the target market.
The company will send different offers and discounts
information to the customers on their emails and phone
numbers and provide a website link along with the
promotional message such that interested customer could
visit the website and avail the services. In addition to this,
people can also visit the store of Philly Up to purchase the
products.
The company desires to build social media presence by
effective content posts on the company’s social media
channels. As people are majorly involved in using internet
and social media sites for entertainment and knowledge,
by increasing business presence over these sites will help
in attracting increasing number of customers.
5. INDUSTRY OVERVIEW AND TRENDS
Industry Overview
Innovation along with new formats of store in the convenience stores, with key
concentration on the food, is anticipated to endure over the forecast time
duration because the busier lifestyles of the Australian people has resulted in
increasing the demand for convenience. With the increasing number of
convenience stores being introduced in the market with new service-oriented
food concept in the year 2016 and 2017 providing a wider variety of food along
with the additional services, the intensity of competition is increasing because
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RTO Code 90003
more business players are taking entry in the market due to increasing trend of
fast food (EuroMonitor International, 2018).
On the other side, the industry is dealing with the threat of increasing trend and
demand of healthy food options due to increasing awareness of people of the
benefits of the healthy food (IBIS World, 2019).
Internal analysis
SWOT Analysis
Strength – The major strength of Philly Up is its tasty food options for its customers
that are prepared by its experienced chef. In addition to this, the owners of the
business have established an attractive infrastructure facility where customers
can visit and enjoy a good time.
Weakness – The major weakness of Philly Up is its weak promotions of the food
service in the market which could impact the business. Besides this, the
business has low presence over online or digital platforms which could impact
the business in the market.
Opportunities – The key opportunity for Philly Up is to add some health food options
along with fast food considering the increasing demand of organic and natural
food. In addition to this, the business could also be expanded in different
markets after attaining success in Sydney.
Threats – The major threat for Philly Up is competition from the big fast food
restaurant chains that are already present in the Australian market as they
have strong presence in the market and in the mind of customers (Mordor
Intelligence, 2019).
External Analysis
PESTLE Analysis
Political Force – Sydney is considered as one of the safest place to operate
the business in the Australian region. The regulatory and political environment
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RTO Code 90003
of the country is open, progressive as well as stable which offers investor high
confidence and certainty.
Economic Force – The prices of property in the Sydney are high in relation to
the level of income, which creates increasing demand of the rental properties.
The country has strong economic growth in comparison to most OECD nations
comprising UK and US.
Social Force – The population in the country is smaller in comparison to other
countries. Overall Australia is considered as multiracial and multicultural
country. There are majorly three classes that are middle class, upper class, and
working class.
Technological Force – Australia is known in the world for its technological
innovations. It has been involved in adopting advanced technologies faster in
comparison to countries that have similar standing. Majorly local businesses
are investing in adopting the technologies for meeting the increasing customer
demand.
Legal Force – The country has strong legal structure which allows business to
have fair trading. For ensuring the fair trading in the country for the customer
as well as business, the government has introduced different trading laws,
consumers’ laws, and competition laws.
Environmental Force – Sydney is considered as one of the beautiful locations
of Australia with amazing mountains, forests, and beaches. However, in all
Australia deal with few of the environmental challenges. For example, Australia
is considered as the driest populated landmass on earth. Similarly, climate
change is also a great challenge which impacts the operations of the business.
6. LEGISLATION AND STANDARDS
In order to operate the business in the Sydney, it is very important for Philly Up to
take required license for the authorities for establishing the business.
It is important to register the business
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