Project Portfolio: BSBMKG433 Undertake Marketing Activities

This project portfolio, developed for the BSBMKG433 unit, details the planning, implementation, and review of marketing activities for a sustainable fashion business, Mel Born. The project begins with an analysis of the business's current marketing efforts, industry trends, and competitor strategies. It identifies target audiences, defines marketing objectives, and recommends specific marketing activities, including digital marketing expansion, website development, and supplier relationship building. The portfolio includes a marketing activity action plan with timelines and cost estimates, as well as a description of the implemented activity, which was the creation of a company website. The project concludes with an evaluation of the implemented activity's outcomes, including Google analytics and social media metrics, and suggests improvements to the marketing action plan. The student also provides feedback from a meeting with the manager and provides evidence of the implementation and outcomes of the marketing activity.

BSBMKG433 Undertake marketing activities
Project Portfolio
BSBMKG433 Undertake marketing activities – Project Portfolio Last Updated: April 2021, V. No. 1.1
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Contents
Section 1: Preparing for marketing activities 3
Section 2: Coordinate marketing activities 11
Section 3: Review marketing activities 12
Student name:
Assessor:
Date:
Business this
assessment is based on:
The product or service:
Provide a description of the
product or service you are
planning a marketing activity
for.
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BSBMKG433 Undertake marketing activities – Project
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Section 1: Preparing for marketing activities
Identify the task requirements
Complete this section before developing your Marketing Activity Action Plan.
Review policies
and procedures
.
The various key policies and procedures which must be adhered
to include the following.
 Privacy policy which respects every employee’s personal
life and space including those displayed in marketing
collaterals
 All the marketing requirements must be published and
available in physical condition
 Ethical considerations behind every marketing activity
and no offensive procedures to be included in marketing
activities
Marketing objectives The two marketing objectives which I have identified after going
through business documents are listed herein.
 $1000 increase in monthly sales post marketing activity
implementation
 More than double increase in average footfall to the store
and traffic on the website post activity implementation

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BSBMKG433 Undertake marketing activities – Project
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Review current marketing
activities
The current marketing activities which are being taken by the
business are listed herein.
 Digital marketing which is being done through
Facebook page posting
 Media collaborations with the help of personal
interviews with the CEO
 Pairing the supplier’s personal story alongside the
products and keeping them in open display to
maximize sustainability in the eyes of the customer
Research industry trends The business industry within which the business of my client
resides is the Australian women fashion industry and the key
trends in this market have been identified below.
 The rise in environmentally cautious fashion
 Women are looking for locally sources products
which are sourced in an ethical manner
 Floral prints and layered clothing is the current
customer preference

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Competitors One of the major competition which the business of my client
faces in their industry is from the company called Alice McCall
which is a high end fashion company which has multiple stores
across Australia.
One of the most important and lethal brand strategy which this
company employs is huge level of digital marketing focusing on
luxurious dresses to attract women
Complete this section in preparation for the meeting
Target audience The two market segments that we would like to reach with the
help of our marketing activities are as follows.
 Socially conscious women who would like their fashion
choices to be sustainable
 New migrants which have entered Melbourne recently and
are looking for locally available sustainable fashion
products
Marketing mix The 4 P’s of marketing will be applied to reach the above
identified market segments in the following manner.
 Market segment 1 – This market segment will be
marketed using primarily offline methods with physical
promotion, sustainable products will be the focus and the
store in Melbourne will be the focus of the mix and sale
promotion will include hefty discounts
 Market segment 2 – The marketing mix combination that
will be used here is more digital as this segment mostly
consists of college going students. Digital marketing,
focus on supplier stories to showcase sustainability and
online promotion regarding discounts will be primary
elements of the mix

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BSBMKG433 Undertake marketing activities – Project
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Recommend
marketing activities
The marketing activities that are recommended by our company
to the CEO of Mel Born are as follows.
 The firm should diversify their digital marketing efforts
by using more websites to form an integrated campaign
 The firm should develop their own website and e-
commerce portal for initial marketing and giving their
businesses more credibility
 Mel Born should partner with suppler organization’s and
networks to market and develop robust supplier
relationships and get better stories to go along with their
clothes
The expected outcomes of these activities are as follows.
 Increase in online traffic and physical store visits
 Increase in sales and clients over a long term basis
 Better quality products and achieving better
sustainability
The metrics which can be used to successfully measure the
success of this campaign can be Google analytics and
establishment of key performance objectives
Product knowledge Women which are young and obsessed with sustainable fashion
practices are very well read and have a great online presence in
searching for clothe which can be captured with the help of a
website or through integrated marketing communications
campaign.
The company can benefit from better supplier networks and
partnerships to obtain better products and gain better stories to
market
Complete this section after the meeting.

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Feedback
Provide a summary of the
feedback you received from
your manager.
The meeting with the manager was quite fruitful as he liked my
overall presence of mind regarding the marketing activities which
I suggested in order to help the client gain better sales and profit
over a long term period
All my suggestions were green lighted and the manager
appreciated that none of the activities were out of bounds but he
was vary of the cost of website exceeding the website
Attach: Link to business website About page or
corporate brochure that summarises what the
business does OR Simulation Pack if using case
study
☐

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Marketing Activities Action Plan
Marketing activity Actions When Cost Staff responsible
Building an integrated marketing
campaign
Developing a marketing campaign
on sites other than Facebook such
as Twitter and Instagram
In approximately 1
week
$ 200 - $ 300 Jess
Building supplier network
relationships
Partnering with suppliers to
secure fancy designs with ease
and gaining their inspiration
stories of clean sourcing
Time duration of 2
months
$ 500 Alex
Building a company website Making a Mel Born specific
website which is comprehensive
and funky like the offline store
1 week to setup the
entire website
$ 1000 for a proper
website with an e-
commerce portal
Myself and Jess

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Section 2: Coordinate marketing activities
Implement a
marketing activity
Describe the marketing
activity you implemented.
What are the timeframes for
implementation and review
according to your activity
plan?
Using your marketing activity
action plan, explain how you
will be monitoring the
implementation of the activity.
The marketing activity that we implemented was the formation of
the company website for Mel Born which showcased their focus
towards sustainability and highlighting the various ways in which
its products are modern and sustainable
The activity took around 1 week to complete and it was done
according to the activity plan as it was full of complex graphic
designs implemented by me and the design was also good
because of Jess.
The monitoring of the implementation will be done through KPI’s
and use of google analytics
Attach: Email to marketing personnel ☐
Evidence of the implementation of your
marketing activity (article, blog, infographic, flyer,
email, video, link)
☐

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Section 3: Review marketing activities
Measuring outcomes This activity will be measured using a variety of different metrics
and processes which are given below.
 Google analytics on the company website
 Various social media metrics such as Facebook meta
reports, Twitter analytics and YouTube channel views
 Key performance objectives linked with the activity such
as time taken for the website, the effectiveness of the
design of the website and resultant traffic
Record outcomes
What was the outcome of the
activity?
Will you make any changes to
your marketing Action Plan?
The outcome of the ability was solid as the company website
which was made was very professional and is built to showcase
the brand strength and value. The website was also well within
the set budget by the company and complied with all the
marketing polices of the business
There are some changes that I would like to make to the
marketing action plan which are as follows.
 A comprehensive evaluation criterion will be added for
better quality checks
 Digital marketing techniques like SEO will also be
considered
Attach: Email to relevant personnel ☐
Marketing Activities Outcomes Report ☐