- Assessment Task 3 – Project: Promotional Plan - 10 Pages report + 4 pages Appendices
Topic: There is a fantastic opportunity to promote a new confectionery/sweet treat.
For the promotional plan include the promotional budget of $620,000 and a
promotional campaign with advertising, radio commercial, webpage, brochure,
sales promotion, loyalty card, publicity, etc.
Launch date – 1
st
October 2014.
Format: Promotional Plan: Report: write in dot point format using the headings listed
Ensure that you have a signed Holmesglen Cover Sheet for the front page
Promotional Plan: Short Presentation e.g. 10 minutes with PowerPoint Slides (10)
Research: Use the Learning Commons Database collection. [IbisWorld recommended]
Length: Report length: 10 pages, plus Appendix (3-4 pages of advertising and promotional
Promotional Plan structure: -
Cover Sheet and Student Declaration
Title Page
Executive Summary
Table of Contents
Introduction
Sales Targets
Competitive Analysis
Target Market
Marketing Mix – Product, Price, Place, Promotion [Expand on the Promotion Mix of
Promotional Mix budget of $620,000
Conclusion
Bibliography
Appendix (contains your promotional messages and artwork).
All assessment material must be WORD-PROCESSED, SPELL-CHECKED AND PROOF-READ to
ensure a professional and high quality product.
below.
(available on the class website).
materials). Refer to the Exemplars shown in class (students’ past work).
Advertising, Sales Promotion, Personal Selling and Publicity / Public Relations]
Holmesglen: RN bsd 19-Dec-2013 L:\Teaching\Personal\NOVAK Rod\Analyse and Present Research Information\Outline for Cluster\BSBRES401A + BSBMKG413A Unit Outline Semester 1 2014.docx
Unit Outline Page 10 of 10
Teacher Rod’s ‘Rate Card’ - estimates for promotional expenditure.
Note: You need to select options from the following list, but must stay within your allocated budget of $620,000 for
the new product launch for a 3 month period. Launch date is scheduled for the 1st
Digital Marketing
Website - select from $7,000 (small), $11,000 (medium) to $24,000 (expensive).
SMS buzz campaign – select from $2,500 (small), $6,000 (medium) to $15,000 (large).
Internet Advertising e.g. Google preferred listing - $95,000 (for three months).
Social Media – Facebook,Twitter, Instagram, Blog, Flickr – free (no cost).
Mainstream Media
TV commercial - Main Channels plus Freeview- from $19,000 (off peak) to $50,000 (prime time)
for 30 seconds X 5. Pay TV – add 10% surcharge for Foxtel or Optus. Pump TV Advertising (at
petrol stations) $18,000 for 25 sites for 3 months.
Cinema Advertising: - $75,000 for 25 screens for 3 months.
Radio advertisement - from $2,500 (off peak) to $4,000 (prime time) for 15 seconds X 10.
Newspaper advertisement $3,500 (local paper or MX), $7,000 metropolitan paper (The Age
and/or Herald Sun), $15,000 national paper (The Australian) for one advertisement for one day.
Magazine advertisement e.g. TV Week, Who Weekly, $15,000 for half-page for one issue.
Billboards - $54,000 for 3 months display (50 sites in shopping centres).
SuperSites (giant billboards on the freeways)- $50,000 for 10 sites by the freeway for 3 months.
Taxi Panels - $40,000 for 200 taxis for 3 months.
Bus Shelter advertising - $55,000 for 250 sites throughout metropolitan Melbourne for 3 months.
Yellow Pages - $3,400 (small), $6,200 (medium) to $10,000 (large).
Sales Promotion: You can choose from: $10,000 for incentives (loyalty discount cards) and/or
$4,000 for a letter box drop of ‘buy one get one free’ vouchers, and/or $12,000 for free Tee-shirt
give-aways and/or Supermarket Shopper Dockets (Coles, Woolworths, IGA) at $15,000.
Personal Selling: Point of Sale Promotion - Display booth with merchandising, casual sales
staff recruited, trained and uniform provided, free samples and brochures at four locations for
two days over 12 weeks = $40,000.
Public Relations / Publicity – Donation between $5,000 - $15,000 (your choice) for the Royal
Children’s Hospital or a similar charity.
