Marketing plan presentation

Marketing Leadership 2017.2 Marketing Plan Presentation Assessment 3 Instructions and Marking Guide 45 marks

Scenario: Baby Bunting has approached your boutique marketing consultancy business and is seeking recommendations on key areas for the year ahead. Your recommendations are to cover: Location : Given the primary & secondary target markets you have assumed for Baby Bunting [from Ass2] you need to state the actual location you recommend for their next new outlet [a specific street address not just a suburb]. Use of ABS Quickstats data may assist here. Customisation of the ‘Total Product’ : given the above, the various adjustments and augmentations you suggest are made to the Baby Bunting’s standard product offerings to ‘better’ meet the needs of the target market in this new location and further differentiate them from online offerings such as Amazon. Launch Communications Plan : a bullet point launch communications plan for the first 100 days of this new outlet. This plan recognising that for a new outlet ‘priming the pump’ of the sales pipeline by attracting lots of ‘first time’ customers is a key task. What offers will reduce risk and encourage trial?

You have decided to present your recommendations in a 10-minute podcast that will be viewed by Baby Bunting head office staff in Melbourne. You will not be present at the viewing so you want your presentation to be as professional and succinct as possible.

Task: The accepted format will be a narrated PowerPoint [this means each slide has embedded voiceover]. Creativity including the use of images that demonstrate your knowledge will be rewarded. Please use a version of PowerPoint at least 2007 or later as these versions are conducive to recording and saving narrations- using an earlier version may mean your work cannot be marked.

Title [2 marks]

Gain the viewer’s attention with a creative title [you must also include your full name & student number here].

Beginning- Introduction [6 marks]

Introduce yourself, supply some context and background by including a brief summary of what will be covered in the presentation. Remember the purpose of this presentation is to make appropriate recommendations to Baby Bunting and to allow you to employ your knowledge of marketing and marketing strategy.

Middle- Main Content [20 marks]

Here you will provide an explanation of your recommendations. Location : the actual location you recommend for Baby Bunting’s next new store. Based on the primary and secondary target markets you arrived at for Baby Bunting [from Ass2] recommend an appropriate location [a specific street address not just a suburb]. To do this you will need to consider the demographics of particular locations/ suburbs. ABS Quickstats data [see Module & Week 7] may assist here to help justify your choice. The location of existing Baby Bunting stores as well as major competitors should also be considered. Note – you are able to assume that any specific location you pick that is currently occupied will become available for your new store- it does not need to be vacant. The location must be within Australia. Customisation of the ‘Total Product’ : given the above, the various adjustments and augmentations you suggest are made to the Baby Bunting’s standard product offerings to ‘better’ meet the needs of the target market in this new location and further differentiate them from online offerings such as Amazon. This may involve the product considerations as well as the product layers and the product components of goods, services, people, places, experiences, ideas. Launch Communications Plan : a bullet point launch communications plan for the first 100 days of this new store. This plan recognising that, for a new outlet ‘priming the pump’ of the sales pipeline by attracting lots of ‘first time’ customers is a key task. What offers will reduce risk and encourage trial? You only have 10 minutes so you must be succinct and decide how much depth and detail to include bearing in mind the time limit. Remember the presentation needs to be professional, informative and showcase your learning of marketing and marketing strategy. Together these recommendations represent a marketing plan for this new store. This all will take some research, thought and analysis.

End- Conclusions/ Final Observations [2 marks]

This should draw together all the main points from the main content. It should link your presented information and provide conclusions and/or final observations for the viewer.

Presentation and format [15 marks]

Well-crafted appropriate slides, plenty of relevant images, effective voiceover.

Overall a professional style that will serve to enhance the credibility of the author of the presentation and their boutique marketing consultancy.

Creativity will gain marks thus no further specifications [so as not to limit creativity]

Format: PowerPoint Presentation with audio narration [see instruction video on Blackboard for how to add narration]. Please use a version of PowerPoint at least 2007 or later as these versions are conducive to recording and saving narrations- using an earlier version may mean your work cannot be marked [any other format would require the lecturer’s written permission].

References and timing [marks may be deducted]

The presentation needs to be referenced with small in-text style references included in the PowerPoint slides and the final slide [after the conclusion and with no narration] to be a full normal end text reference listing. Referencing should be in accordance with the University Guide. Time limit 10 mins [i.e. 600seconds] +/- 10% OK. Submissions over this time limit may attract a penalty. Naturally those noticeably under this will also probably gain fewer marks as it is hard to gain marks for points you have not made.

Overall Grade [out of 45 marks]