Question
BSBMKG433 Undertake marketing activities Case study You are currently working as part of a small marketing company. You are employed as a graphic designer and
BSBMKG433 Undertake marketing activities
Case study
You are currently working as part of a small marketing company. You are employed as a graphic designer and you also have some experience in public relations.
There are three other employees in the marketing department:
- your manager - responsible for approving marketing activities and has a broad knowledge of the industry.
- Jess: Works part-time as website designer. She has as a background in digital marketing and can create content for a variety of platforms.
- Alex: Has a background in events management and great team player.
Other personnel include:
- Tony: Tony is the bookkeeper and is responsible for producing financial reports, doing payroll, and budgeting.
- Laura: the administrative assistant.
Your client is Nannette Woods, the CEO of Mel Born, a store that has opened a couple of months ago in a warehouse near the Queen Victoria Market in Melbourne. Mel Born stocks a range of female clothing items that are produced within a 200-kilometer radius of its location. These clothing items are produced by individual designers. The business will advertise the source of all of its items as clearly as the price in order to describe how the item got to Mel Born, and how purchasing it will be an environmentally and socially conscious choice.
The core message of Mel Born is: "Local clothes, global impact"
Mel Born is a funky and accessible store, where customers are not only treated with a smile and courteous attention but enjoy the complete transparency of the sourcing process through prominent displaying of the story of each supplier on cards with their clothing items.
Buying at Mel Born means quality clothing that is unique and makes the customer feel good about their effect on the environment and local economy.
The ideal customer is a resident of inner-city Melbourne.
There are two groups of customers that your client is currently targeting: female university students and women who trying to reduce their carbon footprint.
Most of the students attending the many universities within five kilometres of the new store have only become residents of Melbourne recently. They have travelled hundreds or thousands of kilometres from their home and the fashions of their teen years no longer feel relevant on campus, or perhaps their wardrobe requires an update simply due to age.
Residents of inner-city Melbourne tend to have an interest in environmentalism, which supports the purchasing of locally produced goods. Foreign-made clothes carry a social and environmental cost which the customer would gladly avoid. They realise that they cannot purchase the lowest priced clothes with these ideals but having a store within walking distance of the free tram zone that has a local focus makes up for higher prices.
Because the foot traffic past the warehouse is minimal on most days of the week, especially when the Queen Victoria Market is not running, effective and efficient marketing is essential if the shop is going to be a success. Your client brought a Marketing Policy and Procedures from the last place that they worked. They have changed it quite a lot from the original and have received permission from the author to use it in its current form.
An old friend of your client who works at the local community radio station has offered to interview her next Monday. Your client would also like to get some media coverage from local newspapers.
Your client has created a Facebook page and posts content on a weekly basis.
She has a website where she regularly posts articles with an environmental theme.
Your client has approached your company to come up with a few marketing ideas, and create a marketing action plan for one marketing activity, to be implemented within the next three months. There is a small marketing budget of $3000 for this.
The following table contains the metrics available before implementing your recommended marketing activities, the metrics after the implementation:
Metric | Before | After |
Sales | $4,000 per month | $5,000 per month |
Visits - average per week | 20 | 45 |
Shared Facebook posts | 15 | 25 |
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EntrepreneurshipAuthors: Andrew Zacharakis, William D Bygrave 5th Edition 1119563097, 9781119563099 |
