Marketing Communication Plan: Launching New Kids Shampoo Range

This assignment delves into various aspects of marketing, starting with the application of marketing communication concepts for launching a new shampoo range, focusing on target market analysis and message delivery via platforms like Facebook. It further explores the legal and ethical considerations for marketing officers, emphasizing compliance with privacy laws, data protection, and industry codes. The assignment also covers market research principles, including data collection methods (quantitative and qualitative), sampling techniques, hypothesis development, and statistical terms used by the Australian Bureau of Statistics. Furthermore, it discusses the essential components of a market research report and the requirements for writing reports for organizations like FAO. The assignment also addresses the 4Ps of marketing, marketing planning elements, typical roles in the marketing industry, and customer service standards. Finally, it contrasts business and marketing plans, examines how marketing objectives support business goals, and outlines promotional plans using viral marketing techniques.

Written Questioning Record
Question 2:
As the marketing communications officer, you are writing a post for the business
Facebook page to promote the launch of a new shampoo range for kids.
What marketing communication concepts and processes would you consider and why?
Think about:
 Target market and decision makers
 Audience consideration
 How the message is sent and received
(Min. 100 words)
The marketing communication concept is critical as it consists of the customers,
target area and the various activity that needs to be performed within the
business. In this case, the market communication concept could be the
promotional activity as this is spread on Facebook which is a social media and
the product is for kids. The primary target of the company for their products
needs to be users of Facebook where they can watch the promotional video of the
kid's shampoo to get aware regarding the product within the market. This will
effectively help the marketer to communicate with the customers to share their
market.
Question 1: You are a marketing officer working for ABC Advertising Agency. What legislations,
codes of practice and national standards should you be aware of? Mention at least 3 and
for each provide a brief example of how you would apply them to your day-to-day
activities.
Some suggested links:
 https://www.adma.com.au/compliance/resources
 http://www.ami.org.au/imis15/AMI/About/Our_Code/AMI/About_Folder/
OUR_CODE.aspx?hkey=c4c19f13-8aa9-401d-84d2-4f10cb29b769
Legislation
Privacy law: maintain the information safely.
Data protection law: protect the data safely within the protected system.
Risk and mitigation strategies: risk mitigation strategy to improve the advertising
in the market.
Code of practice
Communication: communicate verbally and written with the co-workers in the

firm.
Professional activity: perform the activity in the organization with high
professional attitude.
Responsibility: Maintain the responsibility of various actors in the field.
National standards
Rules and regulation: maintain the code of ethics within the advertisement.
Quality of service: provide the best advertisement to the country.
Data accuracy: show the accurate data and appropriate product in the
advertisement.
Question 3: Part 1
Provide a practical example of the use of following principles and practices relevant to
market research including:
 Data collection, processing methods and data analysis techniques
 Design of samples
 Development and use of hypotheses
 Research reporting formats
 Roles and uses of quantitative research
 Roles and uses of qualitative research
 Use of survey instruments
 Outline relevant statistical terms used by the Australian Bureau of Statistics
Part 2
Visit the Australian Bureau of Statistics website:
(http://www.abs.gov.au/websitedbs/a3121120.nsf/home/statistical+language).
Select 3 statistical terms and provide a brief description of each.
Quantitative and qualitative: it is used for the research of various data according
to their development process.
Data sources: primary or the secondary data for the research paper to analyze.
Frequency distribution: provide effective calculation regarding the graph and the

bar and histogram.
Response:
Principle and Practice Example of use
Data collection, processing methods and
data analysis techniques
Field survey collects data, and it is processed with
qualitative research
Design of samples The sample designs with qualitative data
Development and use of hypotheses The hypothesis is developed for the research paper
Research reporting formats Research is reported with qualitative research
Roles and uses of quantitative research Close-ended question
Roles and uses of qualitative research Open-ended question
Use of survey instruments Questionnaires
Outline relevant statistical terms used by
the Australian Bureau of Statistics Classification, census, class interval
Question 4: Part 1
Name and briefly describe 4 inclusions for a market research report.
Fiscal inclusion: impact the study as well as the fiscal plan for a research paper
Survey form: provides the view of a survey that is being performed for the
research paper
Questionnaires: List of close-ended and the open-ended questionnaires for the
research paper
Graph: the graphical presentation of the various figure and the facts for the
research pape

Part 2
When you write research report you are required to follow the organisational guidelines
and protocols for written communication. As an example, read the following guidelines to
write a report at FAO: http://www.fao.org/docrep/w3241e/w3241e0b.htm .
List 3 requirements that you would need to take into consideration when
writing a report for FAO.
 Consider the audiences for the communication
 One has to be concise but at the same time precise
 Understand the result in an effective manner
Written Questioning Record
Question 5: Address the following:
1. Briefly describe the 4P’s of the marketing mix.
Place: provides the view for distribution place
Product: provides the view for product or service
Price: consider the price of the products
Promotion: provides the strategy to promote the product
2. Briefly describe the elements of marketing planning: research, analysis,
evaluation, planning, monitoring and implementation.
Research: help to search various content
Analysis: help to understanding the information and the data
Evaluation: help to achieve the effective conclusion
Planning: help to plan the research paper
Monitoring: help to determine the risk and the flaws
Implementation: help to improve the present situation

3. Select 3 typical roles in the marketing industry and briefly describe their
responsibilities.
Managing the brand: manage the entire brand
Internal communication: maintain effective communication
Market research: perform effective market research
4. Think of a smart phone. As a customer, what product or service standards would
you expect the phone to have? Mention at least 2.
Compare Apple and Samsung. Which one has the best practice model for
customer service?
High-quality camera and operating system
Apple has the superior operating system, and Samsung is the budget phone.
Written Questioning Record
Question 6:
1. Explain the difference between business and marketing plan.
A business plan is performed to set the business within the market or to enhance
the business process by getting a recruit and also developing the asset of the
organization. On the other hand, a marketing plan is to prepare the plan to market
or to promote a particular product or service of the organization to enhance their
brand awareness.
2. How do an organisation’s marketing objectives support the overall business
objectives?
The marketing objectives of the business are performed to provide the valuable
and the development process of sales and revenue growth of the firm. This is the
vital factor which helps the firm to develop their business process within the
market with the marketing plan.
(Min 100 words)
Written Questioning Record

Question 7:
You are organising a promotion for a new cupcake business opening in the CBD.
Choose one of the following promotional methods:
 Giveaways
 Viral marketing (Facebook post)
 Flyers for local businesses
List the key activities that you would include in your promotional plan from start to finish
(including feedback to evaluate the success of the promotion).
Viral marketing
 Make a video of producing a cupcake
 Edit the video with numerous process and variation
 Share it on social media especially the Facebook
 Provide the message to share the video if the viewer likes it
 Ask them to provide comment regarding the video and the cupcake
 Gather the feedback and rectify the flaws
Written Questioning Record
Question 8:
Consider the following marketing objective: increase unique website visits by
20% over the next month.
Briefly outline how the promotional activities mentioned below could support the
achievement of the marketing objective.
 Advertising
 Client functions (involvement of existing clients to support promotional
activity)
 Employee functions (direct involvement of staff in the organisation to
support promotional activity)
 Media announcements (PR)
 Product launch (consider business alliances)
Response:
Promotional activity area Example
Advertising it will help to promote the brand awareness among the
users
Client functions (involvement of help to share the information on the various aspect of the

existing clients to support
promotional activity)
business
Employee functions (direct
involvement of staff in the
organisation to support
promotional activity)
regularly provide the valuable business process
Media announcements (PR) perform the public relation within the functioning program
for the development of the process to improve the value
and the effective working function
Product launch (consider
business alliances)
launch the product in the online internet media which is
much effective to enhance the awareness of the customers
within the field
Web pages