Business Development Project: Cafélato Mixed Marketing Campaign

This project focuses on developing and presenting an innovative mixed marketing campaign for Cafélato. The assignment begins with reflecting on a previous assessment and formulating ideas for a team meeting. It outlines two innovative marketing options: combining social media with traditional advertising and incorporating in-store coffee tasting experiences with special offers. The project details the presentation plan, including how to address team needs, gather feedback, and select the best ideas. Brainstorming, specifically the "Run on Story" activity, is chosen to refine the ideas. The project also addresses potential barriers, emphasizing communication and leadership improvements. The student presents the idea to the team, providing presentation slides that highlight the innovative concepts, their benefits, practicality, and techniques for overcoming obstacles. Appendix questions explore the definition and types of innovation, its benefits, the economic and practical aspects of the proposals, and the student's performance in the team meeting. The project also covers how to build constructive feedback, challenges of innovation, implementation strategies, and methods for identifying, promoting, and celebrating successes. It concludes with an examination of internal and external factors that influence team innovation, including team characteristics, group dynamics, and broader environmental factors, and how activities can encourage or hinder innovation, such as planning, modeling behavior, providing rewards, and planning communications.

Essential Criteria
You must:
1. Work with the same team as in Assessment Task 1. Review the scenario
for the case study organisation, selected in Assessment Task 1.
2. Reflect on the idea or issue that was raised and researched in
Assessment Task 1 question 11 and write what you will discuss in an
upcoming meeting. Minimum 50 words required
The idea that would be discussed in the next meeting is related to the creativity
in the new marketing venture. The next marketing campaign would be a
mixture of traditional and modern marketing campaigns in an innovative way.
The number of target audience would be increased and the brand recognition
will be boosted through these type of campaigns. The ideas for these type of
mixed ventures in marketing would be discussed in the next meeting.
3. Research the idea or topic. Reflect on and refine the innovative idea and
come up with 2 innovative options to use the idea
1. Innovative options to use idea:
Using social media and traditional advertising mediums together. Inserting
graphics and Modern designing ideas in the traditional marketing.
2. Innovative options to use idea:
Inserting on the spot experience of the coffee tasting in the stores. Special
discounts and coupons for the first time buyers.
4. Plan to present idea to the team in a meeting (Minimum 100 words)
a) How will you present and discuss the idea to the team in a team
meeting?
The team meeting is one of the most important part of any idea execution. The
first thing is to address all the needs of the company and the team so that they
would show enthusiasm in the creative idea. The initial approach will be to
present the idea of increasing our campaigns and marketing more creatively.
The idea of mixed marketing approach would be presented to the team. After
taking the initial feedback, the team would be asked to present their creative
ideas in the stated objective.
After gathering the ideas, some of the effective ideas would be shortlisted. The
final idea can be the brain child of one member or we can mix ideas to make it
more attractive and efficient. The presentation of the idea can be done verbally
or through the PowerPoint presentations.

b) Select and discuss an activity that will help you to explore, develop
and refine the idea with the team. (Such as brainstorming, mind
mapping, 5-whys or field analysis). Provide the summary of your
chosen activity in the team.
Brainstorming would be the most suitable activity for the idea. Through this
activity, the team members would be able to present their creative ideas and
moderate it according to the marketing goals.
The chosen activity for the brainstorming session would be “Run on Story” each
member of the team would be given the scope to write a sentence about the
execution of the new idea at a time. Then they will pass the paper to the other
person, who will add another sentence to it. This way, the marketing ideas
would be developed by improvising one core idea by different team members.
5. Prepare and write down how will you overcome barriers and objections to
the idea? Hint: use feedback from Task 1 to help you to improve the team
performance. (Minimum 50 words.)
The barriers might happen in the form of communication and leadership
problems. Therefore, the primary objective of the team activities would be
improve the team communication. The team members who have problems in
active communication would get help from their peers. Team engagement
activities can prove effective in this aspect.
6. Arrange a time with the assessor for the team to be observed
while presenting the idea and conduct the activity and follow-up
discussion. Present the idea to the team and encourage
participation and further discussion using the planned activity.
Idea name: mixed marketing campaign
Date of presentation: 20.04.2020 Time: 10.00 am
Presenter: (Student name)
Name of the team members attending the presentation:
George, Joseph, Carolina, Asif
7. Present the idea to the team and encourage participation and

further discussion using the planned activity.
 Submit at least 4 presentation slides to present your
ideas. (What are your innovative ideas, how the
innovative ideas are beneficial, how are your innovative
ideas are practical and economical, techniques to
overcome barriers that may arise)
 Attach your presentation slides with your assessment.
Observation checklist during the
presentation
Did student demonstrate:
Yes No
Techniques for overcoming barriers that may
arise.
Use feedback from the team to develop and
refine idea.
Employ communication and resolution
techniques in order to deal with objections and
conflicting points of view.

Assessment Task 2 Appendixes
Appendix 1: Follow-up questions
After your assessor has observed your team meeting, answer to the following
questions. You will provide answers to these questions to your assessor. Answers
may be provided verbally or on in the space below depending on the instructions of
your assessor.
1. Explain what innovation is in your own words?
Innovation is the activity or a method through which creative idea or process is
addressed. In the organisational context, one can say that this is the medium
through which the solution to one problem or requirement is reached in a novel
way. The requirements can be new or existing in the market.
a) Explain different types of innovation?
There are four types of innovation-
Incremental- this is a kind of gradual improvement in the existing products and
services
Sustaining – This innovation is used for the sustained or significant improvement
of a product in the existing market
Disruptive – the new business structures and models or the new technology also
influences the business market. These innovations are called disruptive
innovations.
Radical- mostly a technological breakthrough, that can change the market
immensely or create a new market altogether.
b) What are the benefits of innovation?
 Better quality of work and product
 Increased productivity in the organisation
 More value addition for the customers and the manufacturer
 Improved employee retention and satisfaction
 Better grip on legal and environmental issues
c) Explain how innovative proposals selected in your presentation are
economical and practical?
The innovative proposals selected for the presentation would have enhanced
influence on the new product sales of “Cafélato”. The advertisement campaigns
along with the traditional marketing would be able to attract more customers than

the single method. The method is economical as in the mixed method, more
customers can be reached in low investment. And it is practical as this innovative
way would definitely be fruitful in brand awareness.
2. How do you think you performed in the team meeting?
a) Did you use feedback from Assessment Task 1 to improve your team
performance? If so, how?
The feedback from the first assessment is used to improve the team performance.
 Team members are evaluated according to their feedback results
 Special areas and the drawbacks has been pointed out
 Personal trainings were arranged to discuss and improve the weaknesses
b) Based on your impressions and feedback received from your team, how
would you improve your performance?
I would like to improve my decision making ability and communication
abilities as well. My am would be to improvise my decision making stances
according to the situation. I want to take more calculative risks so that my team
gets motivated to perform more effectively.
3. How would you build a constructive feedback and two-way communication
into future team activities?
a) How would you communicate key issues to colleagues?
 Through Personal communications
 Through meetings and discussions
 Through getting to know each other better
b) What are the challenges of being innovative in an open and constructive
way?

 Missing innovative strategy
 Unmotivated employees
 Lack of collaboration and diversity
 Lack of resources and support
4. How would you implement the innovative solutions you have come up with
as a team?
a) What measures would you take to ensure successful implementation?
 The team would be continually motivated
 All the required support for innovative thinking and work performance would
be provided
 Innovation work would be monitored regularly
 Each team member would be given same scope for innovation and
creativity
b) How would you communicate the changes?
 Being clear and honest of the change
 Communicating the motif or necessity of change
 Communicating the elements and details of the change
 Suggesting the role of the employees in the change process execution
 Being patient so that the team can adopt in the change
 Training will be arranged if required.
5. Identify, promote and celebrate successes and examples of successful
innovation.
a) How would you identify successes in your team?
The success of the team could be identified if the set goals for a project is
achieved. The overall success of the team is also associated with the individual
success. The team members must be satisfied with their work and they should
grow through these innovative processes.
b) How would you promote and celebrate success in your team?
I would promote the success by effective reward system so that the team members
would show extended interest in the next ventures. The rewards and appreciations

also works as motivational factor for the individual growth. The celebration of
success can be done through office parties after a project completion.
c) What successful innovations do you know? Provide at least 2 examples.
 The business idea of Uber is a great example of innovation. The success of
the unique idea change the context of taxi business all over the world.
people can avail the cabs at any point and time through online booking
 Google gives huge chance for innovation to the employees and also the
innovators other than the employees.
6. Describe the internal and external factors that contribute to a team
becoming and remaining innovative including:
a) Team characteristics
Teams that are collaborative and active are the innovators. Innovation needs active
thinking and passion for work. The communication and collaboration team would
promote the work environment and the results will be positive for innovation.
b) The role of group dynamics and diversity (for example cultural
background, religion, gender)
The diverse groups are seen to be more innovative. The effect of cultural
background can be shown in individual personalities. These individuality can prove
effective in decision making and innovative strategy adaptation.
.
c) broader environmental factors, for example, the culture of the
workplace, the wider political, economic, social or technological
environment
 Culture of the workplace influences the innovation. A positive work culture
can give better scope for innovation as the team members would have good
communication and resources for their innovation.
 Political factors like the governmental rules and regulations are important
for ethical and legal aspects of innovation. The quality assurance is an
important part of it.
 Social factors are important to avail the need and demand of the innovation.
 Technological factors are playing pivotal role in present day innovation.

They are the main support system for the creativity implementation in lesser
time and cost.
7. Explain how activities can encourage or hinder innovation in a team,
including:
a) Planning and scheduling of time and activities
Planning the activity and time can actually encourage the team members to be on
point. They would be more active in their contribution. The planning for activities
would give them better perspective of their job roles and responsibilities. Again,
innovation can be slightly hindered if the time and activity restrictions are huge.
Innovation must have a flexible planning schedule for its betterment.
b) Modelling behaviour
Modelling behaviour of the innovator can sometimes restrict the creativity as this
will
Reduce the scope of openness. But in the organisational context, this is important
to have a team work in place.
c) Providing rewards and recognition
This is highly recommended that the innovator must be rewarded so that the
process of innovation is multiplied. The rewarded innovators are the motivated
team members. They would work more actively towards their creativity if they are
rewarded aptly.
d) Planning communications
Effective Communications are the undeniable part of innovations. The innovation
process involves several steps of its own. Therefore, the persons who are related
to these steps must be integrated in a planned communication process. This will
encourage the innovation.
e) Providing feedback
Providing feedback to the innovators is effective for the growth of innovations. The
innovative team members would have the opportunity to know about their strength

and weaknesses through the feedback and work on their changes accordingly.
End of Task 2