BSBMKG413 Business Promotion Plan: Automobile Market in Victoria

This report outlines a business promotion plan for BMW in the Victorian market, targeting young adults, couples, and the Victoria Police Department. It includes a market overview, SWOT analysis, and industry trends. The plan details product pricing, distribution strategies, sales promotions, advertising, direct and online marketing, and event sponsorships. A budget of $640,000 AUD is allocated for promotional activities, with a Gantt chart outlining the schedule for the next 12 months. The plan incorporates feedback mechanisms, including online surveys and face-to-face interviews, to gauge customer satisfaction and refine strategies. The goal is to capture 45% of the luxury and patrol car market by FY 2020 and enhance sales growth by 40% by 2022. Desklib provides access to similar solved assignments and past papers for students.

BSBMKG413
Promote products and services
PROJECT TASK TEMPLATE
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Student ID:
Trainer:
Date:
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be submitted, to Lonsdale Institute Pty Ltd, I have not plagiarised any other person’s work in
the assignment except where appropriately acknowledged, this assignment is my own work,
has been expressed in my own words, and has not previously been submitted for assessment.
I do understand and accept the consequences of academic misconduct according to
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Business Promotion Plan Report for {Product/Service Name}
1. Business (description of the business)
 The workplace in Australia is quite good to develop and build a career. It also employs a
diversified work environment
 The company is going to penetrate the market of Victoria. Additionally, the geographical
of Victoria is most diverse and the landscape includes deserts, mountains, beaches,
snowfield, etc. It is located in Southeast Australia.
 The office premise is comparatively bigger including the higher strength of potential staffs
to market the products and services.
2. Market Over view
2.1 Target markets and Demography of target markets:
Two different target markets are:
 The Couple and young adults: In this target market the target customer would be
young adults and couples. Thomke (2010) stated that luxury car demand for the
married and young couple has been increased in the Australian market. The income
level of AUD 70,000 to AUD 90,000 yearly would be the targeted mass. Age group
would be 25-45 years
 Police administration: Malihi and Shee (2017) mentioned that Victoria Police has
decided to replace Ford Falcon and the new BMW will be used only by the executive
highway patrol units.
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The types of products or services and types of interest:
 For couples and young adults, two seated luxurious colourful cars and special
honeymoon couple car along with the family cars with attractive features would be the
offered product (Bristowet al. (2013).
 For police administration specialised highway patrolling car would be the targeted
product
2.2 Market and Industry Information
Local market condition:
Strengths
 Innovative products for the
geographically diversified population
 Competence in the powerful hybrid
cars (Bmw.com.au, 2018)
 Product attractiveness and
uniqueness for the young generation
user
Weakness
 Little product differentiation
for all income group
customers
 Increasing market
competition in the Victoria
Opportunity
 The corporate tie-up with Victoria
police would lead to sustainable
future in Victoria
 Excessive demand for an
autonomous vehicle in Victoria
Threats
 The revised taxation of
Australia government might
reduce the overall revenue
 Tough competition with car
companies like Audi, Ford,
Alfa Romeo, etc.
Trends in the Industry in Victoria:
 Year on year car sell is increasing by 4.5%
 Summer is the best selling season for the Automobile industry in Victoria
 The New car sells is increasing by 8.7% in Victoria/annum. (refer to figure 1)
 The overall growth potential is quite higher for BMW
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Figure 1: Growth potential of automotive market
(Source: Acaresearch.com.au, 2018)
2.3 Product/service information
 BMW new 4 andXseries model for the Young generation of Victoria
 Available colours are mainly deep sea blue, crimson red, Valencia orange and others.
 For convertible fuel consumption in l/100 km (combined): 6.3 and CO2 emissions in g/km
(combined): 146
 BMW 530 D is fitted with the additional stopping power, adjustable multi seats to provide
supporting driving for the Victoria Police department (Bmw.com.au, 2018).
 Power specification of BMW 530 D is 3.0-litre six-cylinder turbo-diesel
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3. Business objectives
 To capture 45% of the luxury and superpower patrolling car market in Victoria within FY 2020
 To become the leading provider of premium products and services within FY 2020
 To enhance the sales growth by 40% in the Victorian automobile market within 2022.
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4. Strategy of your promotional plan
a) Product pricing
BMW 4 series convertible
 Low season: AUD 80,000 to 120,500
 High season: AUD 88,200 to AUD 119,300
 The 4 series convertibles are quite famous among the young mass and people
are willing to pay any amount for the series.
BMW 4 series coupe
 Low season: AUD 61,900 to AUD 94,500
 High season: AUD 69,900 to AUD 103,700
 The popularity of the coupe cars has increased among the business class and
young adult by 6% in last 3 years.
BMW 530D series hatchback
 Low season: AUD 68,200 to AUD 91,200
 High season: AUD 72,200 to AUD 96,100
 These are fuel efficient variants and are quite effective as regular patrolling cars
for the police department.
BMW 530D series sedan
 Low season: AUD 62,300 to AUD 94,500
 High season: AUD 69,750 to AUD 103,500
 The premium, high performing and heavy duty sedan series are favoured by the
masses as luxury rides (Ravi and Rangarajan, 2016).
BMW X6
 Low season: AUD 105,800 to AUD 203,500
 High season: AUD 110,450 to AUD 210,500
 A rising trend of the SUV and XUV cars for family and off road travels
b) Distribution
 Direct car dealers across Victoria
 Company showrooms at commercial places
c) Sales Promotion
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 Exhibitions of the latest hybrid and petrol models (Koryagin, 2017).
Test drives for couples and the local police department.
d) Advertising
 Real life celebrity and sports couple endorsement.
 Banners on public buses highlighting key features.
e) Direct marketing
 Promotional letters with popular magazines and newspapers.
f) Online marketing
 Promotional videos and offers through social networking applications, Google
Adwords, etc.
g) Events
 Sponsoring local sports events in collaboration with the police department.
 Promotion near the office and residential premise
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5. Budgets
Promotional Activities Resources Cost /annum (staff salary + promotion)
Direct sales Sales
employee
100,000 AUD
Google Ad words Online
marketing
manager
50,000 AUD
Social media Online
marketing
manager and
SEO team
40,000 AUD
Personal selling Marketing and
sales team
1,00,000 AUD
PR communication Marketing and
sales team
50,000 AUD
Event management Marketing and
sales team
3,00,000 AUD
TOTAL AUD $6,40,000
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6. Schedule for the Activities
GANTT CHART FOR NEXT 12 MONTHS
Promotional
Activities
Person(s)
Responsible JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC
Market research Marketing team
Production plan
Production and
marketing team
Sourcing
manufacturer and
suppliers and
sampling of
production
Competitor analysis Marketing team
Sales team
Recruitment and
local employment
HR team
Training and
development of
Sales team
HR team
Product launching Sales and
marketing team
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Digital marketing Sales and
marketing team
Sales promotion Sales team
PR and sales Production,
marketing and
sales team
Market penetration
and continuation
Sales and
operation team
Survey for
feedback and
control actions
Marketing and
operation team
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7. Feedback
7.1 Ways of gathering feedback:
Online survey questionnaire would be sent to the users using Survey Monkey along with the face-to-
face interview, as Hassineand Amyot (2015) stated that Survey monkey provides equal opportunity to
all respondents for proving the opinion. At the same time, the face-to-face interview helps to identify
the core product requirement of the targeted mass along with the needed specifications for a special
purpose. Survey monkey would be used for gathering the response of the general user of the target
market. On the other hand, the face-to-face interview would be done to gather responses from Chief
Executives of the Victoria Police Department.
7.2 Survey questionnaire:
Q1) Tick from the following which car would you like to have as a gift of marriage anniversary
 BMW 4 series coupe
 BMW 4 series family car
 BMW X series cars
 None of the above
Q2) Do you like the distinctive car colours that are provided by BMW
 Yes
 No
 Neutral
Q3) Have you and your family ever used a BMW car?
 Yes
 No
 Neutral
Q4) Do you have a desire to use BMW luxurious two seater car with pink and sea green colours
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q5) Do you think the pricing of BMW is comfortable to you to afford a new luxurious car
 Yes
 No
 Neutral
Q6) Tick from the following the pricing of BMW that could be convenient for you to purchase
new model luxurious car from BMW
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 AU$ 30,000-70,000
 AU$ 55,000-85,000
 AU$ 70,000-1,00000
 AU$ 90,000-1,50,000
Q7) Do you get social media promotions in your Facebook account from BMW
 Yes
 No
Q8) Do you like the on-road promotions or events conducted by BMW
 Yes
 No
 Neutral
Q9) Please tick from the following, you or a person you know as BMW users, is how much
satisfied with the existing feature
 Highly satisfied
 Average satisfactory rate
 Not satisfied at all
Q10) Would you think BMW should create more attractive promotions to aware you more about
new product launches?
 Yes
 No
 Neutral
The link to gather the online survey for feedback through SurveyMonkey is pasted below:
https://www.surveymonkey.com/r/9SJKNH5
7.3 Face-to-face interview questionnaire:
Q1) Which features you expect from BMW that was not entitled in the previous care service
providers? Please explain
Q2) Do you believe that BMW can provide robust and powerful patrolling car for your department
If yes, please specify why you think so.
Q3) Which type of product pricing your department is looking for? Please explain at least two to three
options
Q4) Do you agree that customised promotion can help BMW getting the attention of Australian Police
Force for its special and powerful patrolling car? Please explain
References
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Bmw.com.au (2018). BMW Australia | Award Winning Luxury New Cars. [online] Bmw.com.au.
Available at: https://www.bmw.com.au [Accessed 12 Oct. 2018].
Bristow, D., Gulati, R. and Schneider, K. (2013). What Do College Students, Young Families, and
Empty Nesters Want in a Car? A Market Segmentation and Marketing Mix Project for Introduction to
Marketing Students. Marketing Education Review, 23(1), pp.43-48.
Hassine, J. and Amyot, D. (2015). A questionnaire-based survey methodology for systematically
validating goal-oriented models. Requirements Engineering, 21(2), pp.285-308.
Koryagin, E. (2017). New premium cars sales promotion based on the system of pre-owned cars sales
to loyal customers. Istrazivanjaiprojektovanjazaprivredu, 15(1), pp.1-8.
Malihi, K. and Shee, H. (2017). Strategic Vehicles Import Supply Chain: A Paradigm Shift in Australian
Automotive Industry. Asian Academy of Management Journal, 22(1), pp.103-130.
Ravi, K. and Rangarajan, K. (2016). Scale Development and Validation for Evaluation of Premium Car
Purchases. Indian Journal of Marketing, 46(6), p.23.
Selwyn, B. (2018). June 2017 Vehicle Sales - Trends in the Australian Automotive Market. [online]
Acaresearch.com.au. Available at:
https://www.acaresearch.com.au/australian-market-research-blog/june-2017-vehicle-sales-trends-in-
the-australian-automotive-market [Accessed 12 Oct. 2018].
Thomke, S. (2010). Managing digital design at BMW. Design Management Journal (Former Series),
12(2), pp.20-28.
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