MKTG6002 Marketing Plan: Strategies for Brickworks Ltd Success

This report provides a comprehensive marketing plan for Brickworks Ltd, an Australian-owned organization specializing in building products. It identifies key marketing objectives such as advertising new products, developing a digital presence, lead generation, targeting new customers, retaining exis...Read More

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Identify objectives and issues .....................................................................................................1
Marketing logic to create customer value...................................................................................3
STP..............................................................................................................................................4
Marketing mix.............................................................................................................................5
Action programmes and recommendations.................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing depicts the activities that are pursued by an organisation in terms of
promoting, purchasing and selling of several products and services. In regard of this, marketing
factors consider offering significant products, selling and advertising commodities to consumers
and other business enterprises. Furthermore, it is also done from the side of an organisation. In
terms of this, marketing depicts the activities that are done in terms of effective advertising and
also tends to promote selling of products and services to their potential customers. Along with
this, these are undertaken as the market orientation that helps in identifying the effective
products and services to customers (Xu, Frankwick and Ramirez, 2016). The effective market
orientation helps in determining several approaches of planning stage of marketing. In regard of
this, marketers should identify the several methods that are helpful for the effective marketing of
products and services and for this decisions are developed on the grounds of effective planning
for the product life cycle. This concept tends to depicts the significant objectives of an
organisation and also tends to evaluate the probable needs and wants of potential consumers for
satisfying in an efficient manner.
The prominent concept tends to include significant important factors such as
demands,wants, market research and so on which is important in terms of conducted it aims and
objectives for the new product development and tends to identify the requirements of customers.
To carry forward this report, Brickworks Ltd is considered which is an innovative group of
Australian owned organisation and specialised in investments, manufacturing and distribution of
building products for the residential commercial markets. Furthermore, the report is going to
cover about the various objectives, issues and other factors that leads to create customer value.
Along with this, STP and marketing mix is conducted which is useful in order to prominently
launch and introduce product within the market. Lastly, action programmes is created which is
useful in identifying budget and control other factors as well.
MAIN BODY
Identify objectives and issues
Construction industry is undertaken as the biggest sector and activity that leads to make
prominent movement in terms of offering significant things to various areas (Farris, 2016). In
terms of this, it tends to create prominent changes in making buildings as per the new ideas and
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vision. In terms of developing effective marketing objectives for the brickworks Ltd, they need
to review the significant options concerning their strategy. In regard of this, it also tends to
represent the effective marketing plan undertaking the effective goals and objectives. Some of
the objectives are mentioned as under: Advertise new commodities: By undertaking the significant future plan as it tends to
consider the introduction of new products and also consider the effective marketing
objectives for the suitable advertisement of new products and services (De Veirman,
Cauberghe and Hudders, 2017). Develop digital presence: It describes that the respective company does not have its own
digital presence in regard of conducting significant market research in terms of growing
significant visibility for effective search engine and social media platform. Lead generation: It refers to the company in terms of focusing towards leading the
generation with their prominent strategies and plans that tends to develop it with the help
of email or can take prominent help from customer relationship management. Target new customers: It refers to the before launching new product within the market
and an organisation need to specify their target market which is helpful regarding the
specific expansion of business and also helps in reaching out towards the new customers
and audiences (Luchs, Swan and Creusen, 2016). Retain existing customers: Rather than focusing on new customers and their arrivals,
respective organisation need to put emphasis on the keeping and retaining their customers
for the longer period of time. Develop brand awareness: In regard of this, Brickworks need to develop brand
awareness in market area and also tends to undertake the audience as well that is helpful
in order to encourage and put emphasis on expanding the reach in order to target their
customers and engage large number of people to know about their brand as it tends to
develop effective reputation in business environment. (Handayani, 2017) Enhance profit: It is the primary objective concerning the sales and revenues as it tends
to enhance significant profitability in order to sell their products. This objective tends to
reduce significant expenses and also offer maximum commodities undertaking the high
profit margin and execute prominent changes in terms of gaining effective profitability.
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 Grow market share: Instead of moving and developing into new areas regarding the
specific expansion for the effective expansion in the market area. For this, it is useful for
the company to make it available within the customers and also undertake the geographic
area as well.
Marketing logic to create customer value
In regard of this, there are several factors that tends to develop effective value for their
customers as it is helpful in terms of offering prominent logic and create value for the particular
product and services to customers (Camilleri, 2018). Furthermore, employees and their ability
depicts to the essential components in terms of maintaining competitive advantage in market and
business environment and also contribute prominent premium factors. Few factors are mentioned
as under: Technology: It is undertaken as the significant element which tends to develop effective
competitive advantage undertaking the prominent growth of company. In regard of
Brickworks Ltd, they should consider this factor as their technology which is more
effective and also important as it is helpful in offering effective competitive advantage
and helpful in smooth running and functioning of an organisation. In terms of this,
prominent technology is also useful for the company in terms of organising effective
market research that is helpful for prominent market research regarding executing
significant changes for better growth and development for the market area of Brickworks
Ltd. Along with this, organisation need to make effective sources and office software in
terms of managing prominent strategies and other concerning equipments for effective
growth and rapid construction which is safe and cheap (Iannuzzi, 2017). Along with this,
organisation should consider environment friendly construction tools which are helpful in
developing effective image in market and helps in achieving competitive advantage. Marketing strategy: It describes the market area of respective company and also tends to
consider effective construction of company for better growth and offer their products for
well funded market as it is more significant and tends to develop effective value and
better valuation of prospects. In regard of this, unfocused company tends to develop
better and prominent strategies and do average valuation considering the revenue and
market strategy (Fillis, Lehman and Wickham, 2016). It also tends to acquire whole
company concerning the synergies and undertake prominent strategies in terms of
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overcoming from the threats and other irrelevant elements. Therefore, it is effective for
Brickworks Ltd as it is helpful for company for effectively launch of new product in
market and also useful in effective factors for development and growth of company. Quality of management team: Significant organisation have prominent management
team in which they tends to achieve top leaders and also tends to pay effective attention
regarding the quality for the depth of middle management (Farris and et. al., 2017). For
this, top level managers tends to appear and remain in market after the merger for the
enhancement of company. Along with this, the quality management team of company is
helpful for offering qualitative products and tends to improve current offerings. In terms
of Brickworks Ltd they tends to define and take prominent advantage for their initiative
for effectively developing the quality and their managerial team which is helpful to
enhance the value of company and overall image for development.
 Financials: In terms of considering the proper valuation of existing financials of
company growth rate for the project is more important in order to identify and analyse the
potentials of market and also get proper support from their evidences. In regard of this,
specialists also tends to pay significant attention undertaking the variety of elements and
profitability of company and growth rate (Galli and Kaviani, 2017). The physical assets
of Brickworks Ltd also have their value as they does not have to contribute towards the
efforts of premium valuation of company. For this, the respective organisation should
consider the financial standards that are helpful in terms of creating value for their
offerings to potential customers.
STP
By considering the prominent forces and target market for the company is it also analysed
that organisation should specify its market area regarding effective launch of product that is
helpful for the overall performance of Brickworks Ltd. In regard of this, it also tends to consider
the significant area of enhancement for the Australian people for improving their customer base
and develop prominent opportunities for respective company. Through this, company is capable
enough to operate successfully in the market for stipulated period of time. Segmentation: This factor refers to the effective market area in terms of providing
prominent product considering the construction of buildings and homes. In regard of
Brickworks they focus on getting big contracts that are profitable for them and also
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develop buildings and site in order to target every individual as it is useful in offering
goof quality services to their potential customers (Badi, Wang and Pryke, 2017).
Furthermore, people also move from one to another city for offering products to their
audiences across the world. Furthermore, respective company tends to consider
demographic factor like earning and target group of between 23-45 and also consider
online promotion. Targeting: The construction industry tends to accomplish growth by effective annual rate
which is around 6-8% and its around 80% of the market is unorganized undertaking the
huge number of local players. In regard of this, branded organisation consider the retail
segment which is responsible for 15% of market and 0.5% in order to capture through
online retailers in terms of achieving growth and success for Brickworks Ltd.
Furthermore, construction industry is very big and also tends to provide significant
opportunity as there is no other player who is valued more than around $100 million.
 Positioning: In regard of this, it is identified that organisation tends to offer significant
solution for the effective construction and development. In regard of this, organisation
need to strengthen their portfolio in terms of being more graduate from the online
platform regarding promotion and advertisement as it helps in providing effective
position to respective company (Zhao and et. al., 2017). For this, company also believe in
the organic growth which is more effective undertaking the social media marketing and
word of mouth for Brickworks Ltd for effective market position.
Marketing mix
Brickworks Ltd should offer prominent and effective level of value proposition to
customers considering various strategies for the designing of specific product of company.
Furthermore, for the effective marketing of commodities which company need to identify the
preferences and wants for their potential customers for effectively accomplishing long terms
goals (Junge, Severgnini and Sørensen, 2016). In regard of this, marketing mix is undertaken as
the value driven factor for an organisation that leads to increase the range of diversity for the
furniture products and services that are developed for describing the ability to prominently offer
value to retail customers. In terms of this, prominent marketing strategies are mentioned below: Product: Brickworks Ltd need to understand the needs of customers and also tends to
target their customers in regard of identifying the potentials of particular area and also
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consider several options. In regard of this, Brickworks Ltd offer effective products and
services that are useful for them in terms of acquiring the prominent market area and
offer well developed and furnished buildings with effective quality (Eastman, Smalley
and Warren, 2019). Therefore, respective organisation leads to offer variety of products
which is added in the product line for particular area. Price: Considering the price factor of company it is analysed that Brickworks Ltd is in
the monopolistic business that tends to embrace the methodologies for company in regard
of cutting the cost and offer effective products. As per this, factor, respective company
leads to use standard prices for their product that is helpful in treating their customers on
equal basis (Pan and Lee, 2017). Along with this, company is more consistent in terms of
taking care and analysing the administration and other concerning flawless services in
terms of offering effective products at cheap prices. Place: Brickworks Ltd tends to offer its products in Australia which is more effective as
it useful in order to accomplish success and undertaking the profitability of an
organisation. Furthermore, respective company also offer its services considering the
elements that are helpful for company (Xu, Frankwick and Ramirez, 2016). Furthermore,
in terms of physical appearance of Brickworks Ltd tends to give its franchise to other
people for providing its products and services in Australia and due to this, they also need
to expand their business which is effective in order to achieve effective image for
company. Promotion: By considering the promotional factors of an organisation it is identified that
Brickworks Ltd use significant promotional methods that are quite effective to prominent
promoting their products and services. Furthermore, due to the effective quality of
offerings of products and services undertaken as the trade promotions (Farris, 2016). In
regard of this, organisation also tends to opt price discounts, festival promotions and
other marketing trends in terms of advertising their product considering the prominent
advantages and deals that are offered by large scale company. Therefore, in regard of
Brickworks they use social media in terms of offering their products and services. Process: It represent the significant process that is opted by company undertaking the
efficiency and prominent business process in order to deliver effective service and also
consider effective production and communication factor as it is the prominent key to
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make things available for the system. Furthermore, it also tends to allow Brickworks Ltd
for effectively measuring their import and information that should be significantly
available for the development of company. Despite from this, company tends to use
effective methods that are useful in offering significant products and services to
customers. People: It the staff members of an organisation that are undertaken as the lifeblood and
consider the behaviour and personality that tends to attract large number of people as it is
useful for the Brickworks Ltd. In regard of this, it also tends to motivate other team
members that are useful in getting work done in an effective manner considering the
proper execution of significant responsibilities (De Veirman, Cauberghe and Hudders,
2017). Furthermore, brickworks Ltd also tends to develop significant customer service
considering the sales orientation approach of an organisation between their staff
members.
 Physical evidence: By undertaking the assets of an organisation it tends to consider the
products buildings undertaking the prominent use of market for their business and their
brand as well that leads to influence the physical appearance regarding adopting the
furniture and fitting and other concerning tools. Along with this, organisation need to
ensure to make their store look more attractive and tends to attract large number of
customers (Luchs, Swan and Creusen, 2016). Along with this, the Brickworks Ltd should
make sure that their intellectual property rights which is more prominently used and tends
to protect their ownership, designs, inventions and so on. Therefore, it is significantly
essential to accomplish success and value for company considering the growth and
success.
Action programmes and recommendations
Budget: The effective budget of Brickworks Ltd is evaluated underneath that tends to
give effective estimate in terms of developing their products and services. In regard of this, an
organisation tends to focus on the effective strategies of an organisation and other competitors
that are helpful in maintaining and developing prominent job position in front of other
competitors that is helpful in maintaining and developing effective job post in potential market
area and it is also useful in improving the quality instead of lowering the cost (Handayani, 2017).
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 3700 9000 24000 9000 10000
Investment 4000 7000 17000 14000 15000
Total 7700 17000 41000 23000 25000
Marketing outlay
Promotion 7000 9000 6000 7000 6000
sales publicity 8000 4000 6000 9000 1000
Direct selling 6000 17000 9000 3000 7000
Total 21000 30000 21000 19000 14000
Controlling: Market controlling is helpful for company which is useful in regard of
approaching significant objectives and goals that tends to take effective action in order to get
effective deviation which is useful in order to take better and prominent decision making for the
development of Brickworks Ltd.
Hence, from the preceding discussion, it is identified and suggested that effective and
prominent marketing method is helpful undertaking the efficiency and growth of company. For
this, effective marketing strategy has significant impact on prominently running and functioning
of company that leads to improve the profit and sales of respective company. Hence, the
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significant marketing strategies are developed through marketing manager and it is performed at
the time of organising market analysis. These plans and strategies are performed by the staff
members of marketing team that are more effective considering the budget.
CONCLUSION
From the above discussion, it is identified that marketing is significant in terms of
attaining growth and profitability for its products and services which is useful for the further and
effective expansion of company. In regard of this, several strategies are opted that are helpful in
terms of launching a new product in market. Furthermore, prominent objectives and various
issues are identified that are helpful for the company and other factors in terms of explaining and
developing effective customer value. Therefore, target market is also specified in terms of
prominently introducing products in market and make their position effective regarding the
marketing mix strategies considering several factors with it. At last, action programmes are
considered in which prominent budget and cost is analysed.
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REFERENCES
Books and Journals
Badi, S., Wang, L. and Pryke, S., 2017. Relationship marketing in Guanxi networks: A social
network analysis study of Chinese construction small and medium-sized
enterprises. Industrial Marketing Management, 60, pp.204-218.
Camilleri, M.A., 2018. Travel marketing, tourism economics and the airline product: An
introduction to theory and practice. Springer.
De Veirman, M., Cauberghe, V. and Hudders, L., 2017. Marketing through Instagram
influencers: the impact of number of followers and product divergence on brand
attitude. International Journal of Advertising, 36(5), pp.798-828.
Eastman, J.K., Smalley, K.B. and Warren, J.C., 2019. The impact of cause-related marketing on
millennials’ product attitudes and purchase intentions. Journal of Promotion
Management, 25(6), pp.799-826.
Farris, P and et. al., 2017. Key marketing metrics: the 50+ metrics every manager needs to
know. Pearson UK.
Farris, P.W., 2016. Marketing metrics. Pearson Education India.
Fillis, I.R., Lehman, K. and Wickham, M., 2016. Conceptualising the symbolic product: An arts
and cultural marketing imperative. Academy of Taiwan Business Management
Review, 12(1).
Galli, B.J. and Kaviani, M.A., 2017. Are project management and project life cycles affected by
marketing and new product development?. The Journal of Modern Project
Management, 5(1).
Handayani, W., 2017. Green consumerism: an eco-friendly behaviour form through the green
product consumption and green marketing. Sinergi: Jurnal Ilmiah Ilmu
Manajemen, 7(2).
Iannuzzi, A., 2017. Greener products: The making and marketing of sustainable brands. CRC
Press.
Junge, M., Severgnini, B. and Sørensen, A., 2016. Product‐marketing innovation, skills, and firm
productivity growth. Review of Income and Wealth, 62(4), pp.724-757.
Luchs, M.G., Swan, K.S. and Creusen, M.E., 2016. Perspective: A review of marketing research
on product design with directions for future research. Journal of Product Innovation
Management, 33(3), pp.320-341.
Pan, N.H. and Lee, M.L., 2017. ENHANCING CONSTRUCTION
COMPANIES'MARKETING STRATEGIES: THE CONSTRUCTION INDUSTRY IN
TAIWAN. International Journal of Organizational Innovation, 10(1).
Xu, Z., Frankwick, G.L. and Ramirez, E., 2016. Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal
of Business Research, 69(5), pp.1562-1566.
Zhao, X and et. al., 2017. Sustainable collaborative marketing governance mechanism for
remanufactured products with extended producer responsibility. Journal of Cleaner
Production, 166, pp.1020-1030.
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