Assessment - BSBMKG603 - Chaitanya

ABN: 57 169 281 501
E: admissions@sydneymetrocollege.edu.au
W: www.sydneymetrocollege.edu.au
Sydney (Head Office): Level 2, 16-22 Wentworth Avenue
Surry Hills NSW 2010
T: 02 8937 0991
Melbourne: Level 1 &2, 213-215 Lonsdale Street
Melbourne VIC 3000
T: 03 0 9077 0758
MANAGE THE MARKETING PROCESS - BSBMKG603
Student Name Krishna Chaitanya Gampa

Trainer Name
Unit Name
Term
Task
Due Date
Manage the marketing process - BSBMKG603

Issue Date: 23/08/2017 Page 1 of 23
ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
The objective of the Houzit:

 Increase market share to 12% from 11%.
 Increase sale 8.5% over last year.
 No expansion of stores is planned during this phase of consolidation.
 Average store target: $24,680 + 8.5% = 26,778
 Overall growth 10% from last year $175 million.
 Ensuring cost of acquiring a new customer does not exceed 15% of operating
expenditure
Marketing objectives:
 Growth in seasonal demand in bathroom fittings and mirror categories with linkages
to the other two categories of Houzit: bedroom fitting and decorative items.
 Monitor and react on competitor’s activity.
 Advertisement on popular articles content site.
 Introduce order online.
Marketing plan management:
1. Marketing activities:
Marketing activity
Marketing activity Responsible person Discuss
 Magazine Marie (discuss about magazine advertising
advertising and and public relation and potential for
PR the company)
 In-store promotion Krishna Chaitanya (discuss about merchandizing,

Gampa trends, in-store tv ads, audio, etc
potential for company)
 Web based Tony (discuss about web based promotion
promotion potential for company)

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
2. Integration of organisational activities:

Integration of organizational activities
Marketing activity Marketing Sales
 Magazine Price: What is the price range? How sales activities
advertising and Product: What products will targeted? directly and indirectly
PR Place: Where you advertise? Nationally/ liked with magazine
Globally. advertising and PR?
Promotion: Details discuss on promotional
activities related on Magazine advertising
and PR
 In-store Price: What is the price range? How sales activities
promotion Product: What products will targeted? directly and indirectly
Place: Where you advertise? Nationally/ liked with in-store
Globally. promotion?
activities related on in-store promotion
 Web based Price: What is the price range? How sales activities
promotion Product: What products will targeted? directly and indirectly
Place: Where you advertise? Nationally/ liked with web based
Globally. promotion?
activities related on Web based promotion

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
3. Monitor progress:
Monitor progress
Elements Market Marketing Organizational Marketing
changes plan requirements performance
(sessional objectives evaluation
change)
Product Push Keep products Whether the
 Product
products to like bathroom marketing has led
Liability
match fittings, mirror to increase in sale
Regulation
seasonal categories and of these products
(enforced
demand decorative
by ACCC)
products items available
 Defamation to customers at
law good price
Distribution Allow Setting up a Whether the
 Trade
customers to new website customer is able to
Practices
buy products access and buy
Act
online products through
 Defamation the website
law
Pricing Pricing of Take The percentage of
 Monitor
products advantage of imported products
competitor
should match strengthening in product mix and
pricing
those of the of Australian whether people are
 Exchange competitors dollar and aware of these
rate include more imported products
imported
products that
are cheaper as
well as more
profitable
Marketing Market share Conduct Review the growth
 Privacy law
Communication should advertisement in consumer
 Copyright increase from campaigns in awareness and
law 11% to 12% magazines, PR whether the market
campaigns and share is growing
 Direct
online
Marketing
advertisement
Code of
Practice

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
4. Distributing and pricing:

Distribution and Pricing Review
Elements Evaluation Considerations Monitoring

Opening new distribution Measure the number of
Distribution Dependent on its
channels by allowing people the website is
15 stores in
customers to buy online engaging with.
Brisbane and it has
from their website. Also,
been their business Measure how many are
when we allow buying from
model, which is coming to the website.
online, customers from
working well and
anywhere all over Australia Measure how many are
efficient. In the
can choose to buy and get it buying products in the
coming months,
delivered. This increases website
Houzit intends to
the market and sales Measure customer
improve its sales
performance of the satisfaction levels with
performance to
organization. buying online
achieve above its
current 8.5% sales. Measure how much
online sales are
contributing towards the
overall sales numbers
Pricing Exchange rate Australian dollar has been Monitor the trends in
gaining strength which currency rates and
means that the imports will forecast whether these
become cheaper rates stay elevated.
This allows the
organization to plan its
imports and product mix
strategies
Competitors’ Competitors are taking Make sure that the

pricing advantage of cheaper prices of the
imports and lowering their competitors are
prices monitored closely and
try to match their prices
so that we do not lose
customers. To stay
competitive the number
of imported products

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
could be increased
based on the currency
rates.
5. KPIs:
KPIs
Performance Justification Expected outcomes

metrics
- Increase sale 8.5% over last year
Return-of-Market- ROMI measures the degree to
- Overall growth 10% from last year
investment(ROMI) which the spending on
$175 million.
marketing activities has led to
increase in sales. If the return
of market investment is positive
that means the marketing
activities have effectively
increased sales.
Market Share Market share refers to the - Increase market share to 12% from
proportion of the sales of Houzit 11%.
compared to the sales of all the
market players

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
6. Delegation:

ABN: 57 169 281 501
T: 02 8937 0991
Communications Plan Melbourne VIC 3000
Audience Key messages Leady by Delivery Date Length T: 03 of0 9077 0758
Location
Method session
 Board of
directors  Provide a review
of organization
 Regional
performance for
Mangers Face-to-
the year. Head
 Marketing CEO face 1/1/2017 1.5 hours
 Propose Office
managers meeting
marketing plans
 Head of for the next 6
Account months
 CEO
 Regional  Create
Mangers marketing
 Marketing strategies to
Face-to-
managers implement the
face
marketing
 CEO meeting 11/2/201 Head
plans CEO 2 hours
and tele 7 office
 Review the conferenc
efficiency of ing
current
marketing
activities
 Marketing  Create plans
managers for combining
marketing
 Technology At the
strategy with Senior Face to Daily
consultants 23/3/201 office of
opening new marketing face meetings for
online 7 technology
manager meeting one week
distribution consultant
channel
through the
website
 Store  Discuss new Face to
managers marketing face
Store 1-hour At the
plans and meetings 1/4/2017
 Staff manager
and
meeting store
implementatio
n strategies memos

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
CEO’s Approval
CEO Name MD Rajjaqul Haider
CEO
RHaider Date 12/10/2019
Signature
Had good meeting Krishna Chaitanya about new marketing activities. The follow
Comments
up meeting will be held one month from now.
Notes:
 The has been decided to limit the marketing budget at 15% of total sales.
Accordingly, the marketing plan has been created.
 As branches are not being expanded, one way to increase sales and market share
is to open online distribution channel. Our present website would be overhauled to
make it more attractive to the customers, it will be digital marketing friendly and
most importantly it will enable customers to purchase from the website itself and
get it home delivered
 Special focus during the season time to meet customer demands
 The marketing campaigning would be done for 6 months
 Strategies for magazine marketing: Buy advertising space in home-ware
magazines along with getting PR articles about Houzit in these magazines. Marie is
an expert in this area, and she will handle it
 Tony who is the specialist in search engine optimization and webpage designer will
be coordinating with the technology consultants to create an advanced website and
coordinate digital marketing efforts. The advertising visuals will also be displayed in
the website and the PR article will be displayed across popular content websites
like facebook and twitter.
 In-store promotions will be taken up by me (Chaitanya). The instore promotions will
also carry the advertising visuals and link the featured products with other areas in
the store’s product offers

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
 Additional support such as market research, marketing audits and marketing

consultancy will be offered by Lamberts Consulting.
 The website link- ‘houzit.com’ will be prominently displayed in all advertisements
and promotions in magazines, instore and online.
The roles and responsibilities:

Roles Responsibil Communicati Action Steps Requirements/
ity on Methods expectations
Manager of Marie Mails and face Advertisements Excellent PR articles and

Magazine to face and PR articles in advertisements in prime
advertising meetings leading home- space in magazines
and PR style magazines
Manager of In- Attractive in-house

Krishna Mails, tele In store
store promotions which
Chaitanya conferencing promotions like
promotion increases cross-selling of
Gampa and face to advertising and
products
face meetings linking featured
products with
other offerings
Specialist of Tony Mails and face Develop Increase in traffic to

Web based to face advanced website and good
promotion
meetings features for the number of online sales
website including
e-commerce
facility and digital
marketing of the
website
Marketing Lamberts Mails and face market research, Vital marketing inputs
Expert Consulting to face marketing audits based on market
meetings and marketing research
consultancy

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758

Trainer Name
Unit Name
Term
Task
Due Date
Staffing Support Plan:
1. Strategies:
Strategies on Mentoring and Coaching Staff
Talent
Context of Focus Suitable person Desire Outcomes
Development
Coaching is given in a group Outlet staff Development of skills and
setting. The structure would be motivation to perform better
a face-to face meeting and
providing tips and motivation Outlet managers Skilled in managing the
Coaching talks. Generally, lasts half a day outlet, the customers and
and is conducted every month. staff
The participants include general
outlet staff and managers
Mentoring is given one to one to Marie Develop leadership and

passionate upcoming junior team building qualities.
managers who have keen Learn how to develop a
interest in developing career in vision, see the big picture
organizational management. and think like a leader.
Mentoring occurs on a need by
Mentoring basis and is sometimes informal Tony Develop leadership and
too as mentor exchanges team building qualities.
personal things as well with the Learn how to develop a
mentee. Taking them to stores vision, see the big picture
to make them keep in touch with and think like a leader.
personnel and products on the
front line of the business.

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
2. Resources:
Resources need for marketing outcome
Marketing Responsible Resources

Measurement of effectiveness
Activities person Needed
CEO Marketing Return on market investment

New
expenditure to run
marketing
the whole
campaign
campaign
Krishna
In-store Expenditure to put How many customers who entered the stores
promotions Chaitanya up promotions in have been enticed to buy products from the store
Gampa the store
Magazine Marie Advertising No: of effective advertisements that resulted in

advertising expenditure increasing customer awareness and interest
Public Marie Resources to Number of PR articles in magazines

relations maintain
relationships with
leading magazines
Tony Expenditure for Traffic to website and number of online sales
Webpage
creating technology
for the website and
running digital
media campaigning

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
3. Feedback:

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
Model and mechanism for providing Feedback
Types of feedback Feedback mechanism Implementation & justifications
Customer survey Survey of customers who If the customer provides positive feedback,
have purchased the product then employees would be appreciated and
the whole store would be incentivised
Store visits Top managers visit the The suggestions by the observing manager
stores directly and provide would be further discussed by the store
feedback on any area that manager with the store employees and they
could be improved upon would be implemented
Mystery shopper Managers would visit stores The report would be discussed and positives
disguised as a customer and would be appreciated and negatives would
buy products. This way the be commented upon and deliberated on how
experience of a customer to improve the conditions.
would be known first hand.
Any discomfort felt or any
delays or low quality of
services or products would
be known to the manager
and detailed report would be
provided to the store
manager

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
Meeting In face to face meetings, In this detailed meeting, it would be

detailed reports about the measured whether the return on marketing
performance of the store investment is positive or not. Whether sales
would be discussed including are increasing in line with the strategic plan.
how many people are Whether the stores are performing better
coming to the stores, than the competitors or not.
feedback from customers,
the effectiveness of in-house
promotions, wastage
happening in the store etc.
4. Performance:
Key Performance Index
KPIs SMART ANALYSIS
Specific Measurable Achievable Realistic Timeline
If last year 1 year

Achievable
Achieving a sales is
because of This goal is
higher rate of $10,00,000
Sales revenues increase in realistic
8.5% sales then this year
are measured marketing because of
revenue (based the sales
every quarter activity and new the growing
on last year’s revenue should
digital marketing economy
sales figure) be at least
strategy
$10,85,000
If the operating Total cost of Achievable Tight control

Ensuring cost of
budget of the acquiring because of on
acquiring a new 1 year
business is customers i.e effectiveness of marketing
customer does
$100,000 then the marketing new marketing budget
not exceed 15%
the total cost of costs are strategies which

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
of operating spending on monitored and gets more

expenditure acquiring new reported every results by
customers is month spending less on
less than marketing
$15000
Increase of 1% Presently the Every

in market share market share is quarter
12%, the total Increase in
sales of Houzit Market share is Its achievable 1% market
should monitored by because of share is
increase by 1% external superior market achievable if
more consultant and research and all the plans
compared to reports marketing are
the increase by regularly activities implemented
all its effectively
competitors
combined
Sustain This goal is Every 4

This is a
marketing and achievable months
realistic goal
promotional Measures because the
Marketing and because
activities include month marketing plan
promotional there is a
wise is created for the
activities are dedicated
expenditure on whole year and
carried marketing
marketing so accordingly
regularly team to look
activities and marketing
through out the after
their activities will
year marketing of
effectiveness take place
the
throughout the
organization
year
Increase rate of The digital This can be This is easily This goal is Every
online search to marketing and measured from achievable as highly week
lead to company other the data sustained realistic
advertisement supplied by marketing because the
should lead to google analytics activities will increase in
increase in and trends increase rate of
interest about consumers’ online

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
the company in interest in the search is

consumers organization inevitable
Provide After the Ongoing

sufficient and increase in process
accurate interest over
information the company,
online the consumers
should get
sufficient and Measure how
accurate many relevant This is a
information. pages are being This is a realistic goal
For this active suggested in achievable goal as with
profile should top page by because, a lot of efforts in
be maintained google which is stress is being SEO and
in different relevant put on content
social media information developing the marketing, it
platforms and about Houzit. website and is possible
content What page digital marketing to reach this
providing ranking does goal
websites. The Houzit.com has.
website should
also have up to
date
information
about the
organization
Improve on This is a Ongoing

customer realistic goal process
This is
service to Improve the as it is
Measure the achievable as
encourage retention rate possible to
retention rate of Houzit already
customer loyalty to at least 90% increase
the customer has high
to the company and provide customer
and the number retention rate
excellent loyalty with
of repeat and with efforts
quality of providing
customers this goal could
service superior
be reached
customer
service

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
5. Scenario analysis 1:
Scenario 1: Coaching and mentoring to Marie
Problem arise Coaching and mentoring Outcome
methods
Lack of confident for Imbibing confidence by Her confidence is improving
decision making providing a safe space
and provide unbiased,
confidential support
Work load distribution to Through mentoring she is She is trying to work with Tony to
fellow employees learning to share work and learn about web marketing, but Tony
think in terms of team is not helping he out
goals and team approach
to solving problems
Generate fresh ideas Giving new perspectives She is learning new things from the
on her ideas and experienced mentor and gaining
encouraging her to come confidence
up with new ideas
Motivation to one-on-one Providing opportunities to She is learning new skills especially
coaching develop new skills and in related to advertising
skills related to areas
where she is interested in
6. Scenario analysis 2:
Scenario 2: Tony
Problem arise Corrective actions Outcome
Lack of leadership skills Give leadership training to Tony develops leadership skills and
Tony which makes him interest in other areas of the
think in a broad manner organization and succeeds in
and not from a narrow management career in the
view of internet marketing organization
Teaching methods Tony should be given Tony learns the importance of
training in how to control sharing of knowledge and how
his attitude and develop a helping others would eventually
friendly and sharing mean helping himself
attitude.
Present ideas not cope with These ideas are firmly Tony comes up with sustainable and
company’s ethical rejected and explain to ethical internet marketing ideas
standards him why they are rejected
clearly and ask him to

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
come up with ideas which

are legitimate
Rejection of store visit Make Tony comfortable Tony makes store visits and learns
and make the store visit about the on ground situation of the
mandatory but enjoyable organization and it also helps him
for Tony come up with new ideas
Linked with home business Remove the link to Tony’s Tony understands the company
(friend business) friend’s home business. policy and does not indulge in such
Admonish Tony about it activities any more
and explain company
policy to not allow use of
the website for third party
benefit.

Trainer Name
Unit Name
Term
Task
Due Date

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
Introduction:
Houzit has implemented its first phase of marketing plan and is reviewing its performance
after 6 months. Houzit is operating in a growing market which according to the marketing
consultant is growing at at least 10%. Houzit had its sales grow at a respectable 14.26%. Its
target was to have a 8.5% growth rate with in a year and it is quite possible that this trend of
growth would continue because the online sales would be starting soon, and this will have
positive effect on the sales. As this is a growing industry, it is not concentrating much on
increasing market share and instead focusing on increasing its sales.
Marketing performance report:
1. Analysis:
Analysis Houzit’s Market Share
Attributes 6 months ago Today Difference
Average weekly sales per $24,680 $28,200 Increased

Houzit store $3,520 =
14.26%
Annual sales per Houzit store 52 * 24,680= 52*28200=$1466400 Increased

(52 weeks) $1283360 183,040 =
14.26%
Houzit’s annual sales (15 $19,250,400 $21,996,000 Increased

stores) 2745600 =
14.26%
Brisbane homewares market 175 million 199 million Increase 24

annual sales million = 13.7%
Houzit market share 12% 12% Remained same

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
Marketing expenditure
Advertising $250,000
PR $30,000
In-store promotions $60,000
Internet marketing $100,000
Total marketing expenses $440,000
 Return on Marketing Investment (ROMI) =

Incremental Revenue Attributable to Marketing ($) * Contribution Margin (%) -
Marketing Spending ($)] / Marketing Spending ($)
 Cost of customer acquisition =
Total marketing expenses / New business acquired (Increased in sale)
= $440,000/$2745600 = $ 0.16 is the cost of customer acquisition. For every dollar
of sales revenue earned, 16% was spent on marketing. This is a little bit higher than the
target of 15% for the same metric.
2. KPIs:
KPI performance Indicators

Attributes Predicted Actual Causes
Industry growth 10% 13.7% Increase in interstate
migration leading to
increase in building
activity
Sales Growth 8.5% 14.26% Marketing activity
has been effective,
and the market has
grown more than
expected which
contributed to sales
growth
Market share 12% 12% With market growing
the focus is not on

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
growing market
share
Market expenditure 15% customer 16% customer Marketing cost
acquisition cost acquisition cost control was lax
3. Targets:
The goals for next 12-18 months are
Attributes Targets Causes
Sales growth Above 14.5% With the starting of sales through
internet, the sales would grow
even higher than the present
14.26%
Market share 12% Not concentrating on growth in
market share in a growing market
as it could cause customer
service and management issues
Industry expected 14% The management consultant
expects the trend would continue
for the next five years
Expenditure to acquire new Will be shifting Online merchandise sale would
business more of marketing be starting soon, and it could be a
budget in to huge growth engine for the
internet marketing company
activities
Conclusion:
Houzit’s marketing plan has worked great for the company. The sales growth is more
than expected. With the industry is looking bullish with increased migration this trend will
continue in the near future. With focus on online sales and digital marketing the sales
numbers will grow further. However, the customer acquisition costs are a little higher than
the target, these could be controlled to reach the target by being more efficient with the
spending.

ABN: 57 169 281 501
T: 02 8937 0991
Melbourne VIC 3000
T: 03 0 9077 0758
References:
 www.sydneymetrocollege.com.au
 www.google.com
 www.wikipedia.com


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ABN: 57 169 281 501

MANAGE THE MARKETING PROCESS - BSBMKG603

Student Name Krishna Chaitanya Gampa

Manage the marketing process - BSBMKG603

The objective of the Houzit:

Marketing plan management:

 In-store promotion Krishna Chaitanya (discuss about merchandizing,

Manage the marketing process - BSBMKG603

2. Integration of organisational activities:

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

4. Distributing and pricing:

Elements Evaluation Considerations Monitoring

Competitors’ Competitors are taking Make sure that the

Manage the marketing process - BSBMKG603

Performance Justification Expected outcomes

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

 Additional support such as market research, marketing audits and marketing

The roles and responsibilities:

Manager of Marie Mails and face Advertisements Excellent PR articles and

Manager of In- Attractive in-house

Specialist of Tony Mails and face Develop Increase in traffic to

Manage the marketing process - BSBMKG603

Student Name Krishna Chaitanya Gampa

Staffing Support Plan:

Mentoring is given one to one to Marie Develop leadership and

Manage the marketing process - BSBMKG603

Marketing Responsible Resources

CEO Marketing Return on market investment

Magazine Marie Advertising No: of effective advertisements that resulted in

Public Marie Resources to Number of PR articles in magazines

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

Model and mechanism for providing Feedback

Types of feedback Feedback mechanism Implementation & justifications

Manage the marketing process - BSBMKG603

Meeting In face to face meetings, In this detailed meeting, it would be

Key Performance Index

KPIs SMART ANALYSIS

Specific Measurable Achievable Realistic Timeline

If last year 1 year

If the operating Total cost of Achievable Tight control

Manage the marketing process - BSBMKG603

of operating spending on monitored and gets more

Increase of 1% Presently the Every

Sustain This goal is Every 4

Manage the marketing process - BSBMKG603

the company in interest in the search is

Provide After the Ongoing

Improve on This is a Ongoing

Manage the marketing process - BSBMKG603

Manage the marketing process - BSBMKG603

come up with ideas which

Student Name Krishna Chaitanya Gampa

Manage the marketing process - BSBMKG603