Recording On

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 Zoom

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https://uonewcastle.zoom.us/

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 Agenda

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This Week’s Agenda

• How are you going?

• Have you started your paper? Are you underway?
• Start with the Reposition idea – Consider what you will change?
• What were your recommendations? Can you build on these?
• Look at examples for ideas!
• Target Market
• Product
• Price and Place now then Promo
Continued…
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Schedule

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 Assessment
Overview

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Overview of Assessment

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The Marketing Approach Ass 1:
Research the
current state of
Where are we the Macro & Micro
now Environment

Informs Ass 2:
You will identify a:
Where do we - Problem
want to be - Gap
- Opportunity

Ass 2: Develops
How are we Strategies
going to get
there?
Ass 2 - Guidelines
 Due: Week 12

 Submission: Online under Assessment tab

 Referencing style: APA
 Line spacing: 1.5
 Font: Arial 11pt – Justified alignment of paragraphs
 Word count +/- 10% (Not including Title Page, Contents Pg, Tables, Figures References,
Appendix)
 Template Structure provided (see Ass folder in Canvas)
 Use examples help notes to assist you
 Also, see extra research materials!
Style Guide for Submission
• Create a title page (Ass task, Name, Student Number, Tutor name, Student no) – We recommend you make a Professional Branded cover
(Feel free to use Canva to make one)
• Table of Contents (Create it to update field automatically in word by formatting setting up headings)

• Arial 11 pt Font
• Major Headings 13pt and Subheading 12pt font
• 1.5 line spacing in paragraphs
• Justify the alignment of your document up where you centre
• DON’T underline anything or use italics
• Do not Indent the start of any paragraphs or sections
• Only BOLD headings and write the key words in Headings in Capitals like this “Target Market and Positioning”
• Create a footer with your student name and number plus page set up OR include a brand log in the corner

• Tables are 1.15 line spaced if needed (DO NOT justify your tables)
• Remember your reference list is single line spacing and NOT justified either

Make your document EASY to mark and read with a professional well laid out format.
AFTER THE LAST CLASS…
Have you checked out the Assignment 2 Tab and saved all the resources to assist you?

Do you feel more confident with:

1. Update the Template to be themed to your brand/product

2. Create a Canva Coversheet
3. Review the Examples on Canvas
4. Start to brainstorm what you will change to reposition
5. (eg: Font, Logo, Colours, Ingredients, Messaging, Bottle, Packaging, Label etc)
6. Start to redesign your new product (eg: using Canva etc)
What is next in the Marketing plan process?

Executive summary Marketing mix

strategy
Introduction Budget

Situation analysis Implementation

Objectives – Evaluation
SMART

Future
Target market recommendations
What do you include? What stage are you
at?
1. Have you started your brief opening overview from Ass 1’s research?
2. Have you summarised Target Market, Segmentation & Positioning?
3. Have you started your Objectives?
4. Have you started Product?
5. Have you started Promotion?
6. Have you started Price and Place?
7. Have you started your Gantt Chart Schedule and Implementation
plan
8. Have you started your Evaluation and Metrics?
9. Have you started your wrap up to conclude on a strong note?
Have you saved the Marketing Plan template?
Make a Canva Coversheet
How is your next assignment progressing?
Rubric
Rubric
Rubric page 2
What sections do I start on
with Ass 2 first?
Tailor to your Audience
Example
Goal is to make promotions from you re-position
Want free stock images?
 Here are my top 3:
 Unsplash - https://unsplash.com/
 Pexels - https://www.pexels.com/
 Pixabay - https://pixabay.com/

You can also use free images in Canva.

Can you suggest others?
Example Branding and Product Development
 https://krumbledfoods.com/
What are some good examples Instagram's to check out to help with Branding and Consistency?

https://www.instagram.com/smackbangdesigns/ https://www.instagram.com/krumbledfoods/ https://www.instagram.com/hunter.lab/

How do you create consistency?
Research how they promote
https://www.instagram.com/luxeycup/
How can you position the product?
https://www.instagram.com/al.ive_body/
How do they promote their cute products?
https://www.instagram.com/thebeachpeople/
Tips for Branding Guidelines
Example Brand Book
Theme and Create a Consistent Colour Palette
Keep it Modern and potentially Cute
What colours are engaging?
Create a Clear Branding Guideline for your Promo
Think about the background behind your logo in your ads?
What does your brand represent?
What does your font say?
Shift away from traditional to modern fonts…
Some links to help you with Mock
ups and Colour Palette etc
Colour Palette

 https://colorhunt.co
 https://coolors.co
 https://www.pinterest.com.au/imbreannarose/color-palette/
Free Mock Ups Sites
 https://www.freepik.com/

 https://www.mockupworld.co/

 https://mockups-design.com/

 https://graphicburger.com/
Evian Product Idea

 https://www.evian.com/en_int/products/label-free/label-free-bottle/
Nescafe Example Interactive Campaign

 https://www.adsoftheworld.com/media/outdoor/nescafe_nescafes_interactive
_dooh_game_at_shanghai_metro_station
Sample Product
Cool Links to use
Free Mock Ups These are used later for Promotion Section if you the Photoshop or
Photopea (not needed):
 https://www.photopea.com/

There is also Canva and Wix that can help with logos, socials, posters, banners and mock
ups etc.
 https://www.canva.com/
 https://www.wix.com/
Also, just search for Mock up Templates in Google or other similar searches for ideas on
packaging changes.
 https://www.google.com/search?q=liquid+body+wash+bottle+mockup+template
 Hope these extra materials help get you underway. Get started on your redesign
ASAP!
Colour Palette and Images Helpful Sites

Colour Palette:
 https://colorhunt.co
 https://coolors.co
 https://www.pinterest.com.au/imbreannarose/color-palette/

Images:
 Unsplash - https://unsplash.com/
 Pexels - https://www.pexels.com/
 Pixabay - https://pixabay.com/
Social Media and Digital Mockup Tools
MUST USE

 Google Text Ads - https://www.karooya.com/expanded-text-ad-preview-tool |

https://www.karooya.com/responsive-search-ad-preview-tool
 Youtube Ads - https://create.withgoogle.com/youtubemockuptool/
 Facebook Ads - https://influencermarketinghub.com/facebook-ads-mockup/
 Instagram Ads - https://influencermarketinghub.com/instagram-ads-mockup/
 Twitter Ads (and others) - https://admockups.com/
 Facebook Creative Hub - https://www.facebook.com/ads/creativehub
 Banner Ads - https://www.creatopy.com/
Ideas on Getting Creative with IMC
 Ideas on Creative:
 https://www.adsoftheworld.com/media/outdoor/nescafe_nescafes_interactive_dooh
_game_at_shanghai_metro_station
 http://webcollection.se/bjornborg/fpl/integrated
 https://www.facebook.com/kitkatau/videos/o.731351020310384/10153528039394
153/?type=2&theater
 https://www.youtube.com/watch?v=BDbvAEcP_2k

Print Ad Mag Example:

 https://www.coles.com.au/magazines/health-and-beauty/
Example Ads to help you

Watched these to help with ideas too:

 https://www.youtube.com/watch?v=1BOKmUDBTR8&feature=emb_logo
 https://www.youtube.com/watch?v=85Dy9RIAvmo
 http://mccann.com.au/project/made-possible-by-melbourne/
 https://www.youtube.com/watch?v=V_3NQwtz9yo
 http://webcollection.se/bjornborg/fpl/integrated
 https://campaignbrief.com/ogilvy-australia-and-special-group-new-zealand-australia-awarded-global-
grand-effies-at-this-years-global-best-of-the-best-effie-awards/
 https://digitalmediamanagement.com/work/qantas-2019-influencer-campaign/
 What are the four main types of Promotion?
What goes into the Promotion section?

 Use a variety of different types of Promotion in the Mix

1. Advertising (including Digital)

2. Public Relations
3. Sales Promotion
4. Personal Selling
4 Key Types of Marketing Promotion

Advertising Public Relations

Sales Personal
Promotion Selling
Advertising media options cont.
Example
Student
Print Ad -
Magazine
Creative Media being Used to get Attention

 Creating an interactive computer game

http://webcollection.se/bjornborg/fpl/integrated

 Analyse ads with the Gruen Show on the ABC

http://www.abc.net.au/tv/programs/gruen/
Kit Kat - Creative Example
 https://www.facebook.com/kitkatau/videos/o.73135
1020310384/10153528039394153/?type=2&theate
r
Help for Promotion
• What types of media have you selected?
• What strategies are you using?
• Why are you using these strategies?

• Who is it appealing to?

• How is it appealing to the target?

• How does it differ over its competitors?

Google – Your Media where you located - Billboard
Google – Bus Shelter Ad Template
Google – Digital Shop Centre Ads
Point of Sale Examples
Pop up and Point of Sale Stands
Instore Promo or Ads
You tube Background
Create a Real Insta or Search Background Template ls
Create Consistent Theme
Use Story Slide Templates
Post Image on a Device
Feel free to use Mail Chimp for Free

https://mailchimp.com/?ds_rl=1276838&gclid=EAIaIQobChMIsKyC69mh6QIV
z38rCh13Ag20EAAYASAAEgLjE_D_BwE&gclsrc=aw.ds
Email Template and Tools
Think about how you gather a database and where they read the emails and how often you send them….
PLACE
Marketing channels

• Marketing intermediaries are individuals or organisations that act

in the distribution chain between the producer and the end user
• (e.g. industrial buyers, wholesalers, agents and brokers and
retailers).

• The distribution channel involves a group of individuals and

organisations directing products from producers to end users.
Marketing channels
Consumer product marketing channels
Cost of Distribution
Distribution of Goods
Place Ideas
Where will the consumer obtain the product?
So justify your choice of Placement Strategy

Overall, things to consider in terms of ‘placement’:

• Where can target consumers obtain their product e.g., location

• Will they be using direct or indirect distribution channels? Integrating such terminology is
beneficial.
• Who? Intermediaries etc. Remember to be specific i.e., actual names.
• Why these?
• We recommend you draw your distribution channel.
Place Strategies
Key Learning Objective

1. Understand Place – Supply chain,

logistics and Distribution
Place
PRICE
Price management
The psychology of pricing

• Consumer purchasing behaviour is usually based on a

rational evaluation of value.
• The relative importance of price varies between individual
customers, market segments and product categories.
• Perceptions of price also vary with time, especially over
economic cycles between booms and recession.

• Eg: $2.99 or $5 or $79

Price point – Psychological
Pricing
 Affluent
Consumers

$449.95

Psychological
Pricing
Assignment Help!
Book in a phone chat now if you are stuck
How are you
feeling NOW
about the
assignment?
 Session
Wrap Up

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 What are your key take aways from
today’s session?
1.

2.

3.

4.

5.
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Your next steps from here…

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 To do List: What are you next steps?
● Explore your course site for Assignment 2
● Update the Template to be themed to your brand/product
● Create a Canva Coversheet
● Review the Examples on Canvas
● Start to brainstorm what you will change to reposition
(eg: Font, Logo, Colours, Ingredients, Messaging, Bottle, Packaging,
Label etc)
● Start to redesign your new product (eg: using Canva or logo markers in
google etc)
 Consult Ange asap if stuck or behind with Ass 2 before it is too late!
 Join next Week’s Zoom on Monday 6-7:30pm NSW Time and 5-6:30 Qld
Time to help continue Ass 3 and Product Development!
 Critical Session in Week 9 next week on Product! Main Section!
 To Do List

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To Do List

• Watch Extra Clips in Weekly Modules and Reflection on progress

• Focus on Assessment Write up – Follow Steps

• Start Assessment 2 – Marketing Plan

• Start designing your new product reposition – what will you change?

• Feel free to reach out to Ange if you have any questions.

• Get Busy! Start NOW! Time to get busy!

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 What is on
next week?

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Schedule – Price and Place Important
Session!

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 Thank you
Any
questions?

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• Activity 2