BEHAVIOURAL MARKETING (CLUSTER)

(BSBMKG409 & BSBMKG419)

ASSESSMENT TASK: DEVELOP A CONSUMER ANALYSIS REPORT AND DESIGN OF A DIRECT RESPONSE OFFER

TASK

Develop a Consumer Analysis Report and Design of a Direct Response Offer

INTRODUCTION

ORGANISATION DETAILS

Note: The organisational details used in this assessment have been sourced (and to some extent paraphrased) from the organisation's website and other relevant documents of the organisation.

The information used here is solely for educational purpose.

ORGANISATION HISTORY

Foxtel is one of Australia's most progressive and dynamic media companies, bringing the best live sport, new movies, new shows and complete seasons, live and on demand anytime, anywhere. Foxtel directly employs more than 2,800 people, and delivering a diverse subscription television service to both regional and metropolitan areas over cable, satellite and broadband distribution.

Foxtel Group is a Partnership that is ranked number 115 out of the top 2000 companies in Australia. The company generates the majority of its income from the Pay Television in Australian industry.

The organisation claims that it has effortlessly connected Australians to all the stories it loves by offering a better entertainment experience every day to each one of its 2.8 million subscribing homes through delivery of exclusive and inspiring programming across all genres, the world's most popular channel brands, and investment in high quality local content. In 2016 the company generated total revenue of $3,265,647,000 including sales and other revenue. The exact number of employees for this organisation is not available.

The Chief Executive of Foxtel Group is Mr Peter Tonagh whose official title is Chief Executive Officer. The Chairman of Foxtel Group is Mr Robert Nason whose official title is Non-Executive Chairman.

Foxtel Group offers subscription television services across Australia. Foxtel's television studios, broadcasting operations and cable and satellite transmission facilities are located in North Ryde, NSW. The company also operates two (2) Customer Solutions Centres, located in Melbourne and Gold Coast.

As constant champions of innovation as they have claimed, the organisation has brought its customers:

The iQ3 personal video recorder offering effortless access to the best shows, movies, live sport and entertainment

Australia's largest HD channel offering, with 48 dedicated channels

Television, broadband and home phone bundles with Foxtel internet and voice services delivered over Australia's largest telecommunications network

Live and catch up TV on your tablet or other mobile device with the Foxtel app

Flexible, low cost access to stream Foxtel anywhere with our internet TV service Foxtel Now

A constantly growing library of TV and movie hits to stream, On Demand, available as part of a Foxtel subscription Australia.

Foxtel is owned by Telstra Corporation Ltd (50%) and The News Corporation Ltd (50%). The organisation's website is at https://www.foxtel.com.au

PRODUCTS AND SERVICES

The subscription TV (STV) industry as a whole in Australia has had to deal with increased digital TV coverage areas and the subsequent growth in the number of FTA channels, as well as more widespread Internet Protocol TV (IPTV) services from the growing availability of faster broadband services. More than 2.7 million homes had an STV service from FOXTEL by 2017.

Foxtel have several product and services such as channel packs like entertainment, sports, movies, drama, and entertainment plus, documentaries and kids channel.

Foxtel also offers broadband services and offer a range of packages with different data limits for Foxtel TV on Foxtel app & On Demand when connected to Foxtel Broadband.

The My Foxtel app gives customers the ability to record and series link straight to their iQ/MyStar box from anywhere in Australia. Customers can view up to 14 days of programming, save favourite channels and filter by genre.

BRIEF INDUSTRY INFORMATION

The Pay Television industry has contracted over the past five years. Competition from subscription video on demand (SVOD) services, such as Netflix and Stan, has diverted viewer attention away from traditional media platforms, such as TV. Foxtel, the industry's dominant player, has been forced to slash its subscription prices to attract customers and retain existing ones.

Consumers have become increasingly discerning regarding when and where they consume content, often demanding a range of options including TV, tablets, laptops and smartphones. This has been a challenge for industry operators, which have struggled to keep up in an increasingly changing media landscape.

SOME RELEVANT INFORMATION THAT MAY BE USEFUL FOR THE RESEARCH MAY INCLUDE

Foxtel Marketing and Customer Privacy Policy: https://www.foxtel.com.au/about/privacy/privacy-policy.html

Foxtel Customer Service Guarantee: https://www.foxtel.com.au/about/legal-stuff/customer-service-guarantee.html

News on the release of Foxtel Now product:https://mumbrella.com.au/foxtel-releases-new-campaign-launch-foxtel-now-451188

Foxtel YouTube Channel: https://www.youtube.com/user/FOXTEL

News on Foxtel Customer Complaints: http://www.smh.com.au/business/media-and-marketing/complaints-that-there-are-too-many-ads-on-foxtel-a-real-challenge-admits-new-ceo-peter-tonagh-20160505-gomxhb.html

CONTEXT, PROBLEM SCENARIO AND ASSESSMENT REQUIREMENTS

You are appointed as a Marketing Communication Manager for Foxtel. Your responsibility is to analyse consumer behaviour and develop marketing communication strategies that will influence consumer to use Foxtel channel packs.

You will also need to design appropriate offers for the right target market which can meet your marketing objectives. To complete this task you will need to acquire some organisational information to conduct analysis for both understanding consumer behaviour and type of product offered by the business. You will find some organisational information above in the given case.

You are also expected to do your own external secondary research for the purpose of analysis as you will need to conduct research to identify the environment, competitors, customer groups, and various other stakeholders. Your task is to research the external environment of the organisation and demonstrate knowledge about relevant industry, product or service based on the information that you have identified during your research.

You will be required to use the template/structure as provided below.

Marking criteria and weights for each section are also provided within the structure.

Structure, Template and Marking Criteria for the Consumer Analysis Report & Design of Direct Response Offer:

ASSESSMENT MARKING CRITERIA

THE PURPOSE OF THIS ASSESSMENT IS TO ASSESS THE STUDENT IN THE FOLLOWING LEARNING OUTCOMES:

MARK

TOTAL

Introduction

05

Consumer Analysis Report

Industry and Consumer Behaviour Analysis

10

Marketing Objectives

10

The Marketing Strategies

10

a.product strategies

b.price strategies

c.promotion strategies

d.distribution strategies

Marketing Core Concepts

10

Communication channels and platforms

10

Design of Direct Response Offer

Design the direct response offers

10

Evaluate the offers

10

Design customer feedback process

10

Legal and ethical requirements

05

Budget and Costing for developing the direct response offer

05

Appendix & References

05

TOTAL

100

ASSESSMENT TEMPLATE

REPORT TITLE PAGE

TABLE OF CONTENTS

PAGES

1.Introduction

2.Consumer Analysis Report

a) Industry and Consumer Behaviour Analysis

3.Marketing Objectives

4.The Marketing Strategies

a) product strategies

b) price strategies

c) promotion strategies

d) distribution strategies

5.Marketing Core Concepts

6.Communication channels and platforms

7.Design direct response offers

a) Design the Direct Response Offer

b) Evaluate the Offers

c) Design Customer Feedback Process for the Offer

8.Legal and ethical requirements

9.Budget and Costing for developing the direct response offer

10.Appendix & References

INTRODUCTION

Foxtel offers a varieties of television entertainments including drama, live sports, movies, documentaries, etc. We will be discussing on the drama + entertainment package for consumer analysis and to design direct response offer.

CONSUMER ANALYSIS REPORT*

*In this section you required to undertake Industry and Consumer Behaviour Analysis.

The analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:

Who are the competitors

Product and services offered by competitors

Analyse consumer behaviour (what is people attitude and willingness to pay towards such product/service).

Where possible use qualitative and quantitative data to support your analysis (prepare a survey questionnaire consisting of ten (10) questions and do a sample survey of 10 customers (use class sample) to analyse consumer behaviour). You can use survey monkey analysis website (https://www.surveymonkey.com ) for the survey.

Analyse the survey data in this section and attach the survey in APPENDIX.

Maximum word limit for your survey data analysis is 500 words.

MARKETING OBJECTIVES*

*In this section you will set marketing objectives based on the consumer behaviour analysis that you have completed.

To do this you will need to discuss your rationale, aim and objectives such as; gaining more market share, increasing subscribers, profit or revenue maximisation, introducing new product/service offer to influence customer retention, etc.

THE MARKETING STRATEGIES

The strategies should address the '4Ps' listed below.

Discuss your selected product and uniqueness of your selected product.

For example, when analysing pricing strategies, mention your pricing strategy and factors that affect the pricing of offers.

For further information on the 4Ps, refer to the linked resource at http://marketingmix.co.uk/

PRODUCT STRATEGIES

PRICE STRATEGIES

PROMTION STRATEGIES

PLACE STRATEGIES

MARKETING CORE CONCEPTS

Discuss the core marketing concepts such as your target markets (who are the potential customers and discuss the demographic factors such as age, gender, income group and location), market segmentation (segmenting the market such as focusing on entertainment sector or sports sector, etc.) value and satisfaction (such has what advantages would customers get by using your product/service and how is it different from competitor's product/service or value)

COMMUNICATION CHANNELS & PLATFORMS

Mention what sort of platforms (such as; digital media, mass media, etc.) would you chose for communicating your direct response offer.

Mention few of the current digital channels (such as TVCs, Facebook, etc.) and compare their cost and effectiveness.

Refer to the notes titled as 'Media Pricing Sample' provided by your Trainer

DESIGN DIRECT RESPONSE OFFER

Based on the consumer behaviour analysis and the marketing strategies and objectives you have set, design a direct response offer that you will discuss with your team members.

This section includes three (3) tasks:

a) Design the Direct Response Offer

b) Evaluate the Offers

c) Design Customer Feedback Process for the Offer

a) Design the Direct Response Offer

Design the right range of offers for the right audience which will influence their decision making process and will meet your Organisational marketing objectives which you have mentioned above. Design should include:

Offer content

Offer timeframe

Design of the advertisement

Media channel

Type of offer (hard offer, soft offer, lead generation offer, etc)

Relate how the offers will increase the chances of reaching your marketing objectives.

b) Evaluate the Offers

Respond to the following requirements of the research you have completed:

1.Discuss the effectiveness of the offer and how will you monitor the response of the customer after the offer. (We suggest using https://www.similarweb.com/to track digital footprint)

2.Analyse the role of consumers in determining the demand for your chosen product. (For example, average time spent on the product page, product acquired, etc.)

3.What methods and digital platforms will you use to monitor response?

4.Discuss usage of a range of office equipment (telephones, internet) and software (databases) to evaluate the response and redesign the offers

c) Design Customer Feedback Process for the Offer

1.Design a customer feedback form below with the relevant questions.

2.List the vehicles/methods for gathering customer feedback.

3.Highlight how and what improvements can you make after receiving your customer service feedback

c) Design Customer Feedback Process for the Offer

4.Design a customer feedback form below with the relevant questions.

5.List the vehicles/methods for gathering customer feedback.

6.Highlight how and what improvements can you make after receiving your customer service feedback

BUDGET & COSTING FOR DEVELOPING THE DIRECT RESPONSE OFFER

In this section you will outline your budget & costing for the direct response offer. The task will be best presented as a single spreadsheet OR in a WORD table that you will attach in appendix.

Provide specific detail on the following in the space below:

1.Your total cost breakdown (overall spend across tactics)

2.Any financial key performance indicators (KPI's) and milestones that need to be reached

3.Potential return on investment time frame

4.Challenges you may face regarding cost management and ways to overcome it

SOURCES & REFERENCES

1.SimilarWeb See URL = Accessed DDMMYYY

2.Marketing Mix Accessed DDMMYYYY

APPENDIX

Include any attachments, facts, figures, pictures, diagrams, brochures, web screenshots, etc. that you have used in your assessment.

Ensure to include a title for every attachment.

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