Marketing Leadership XXXXXXXXXXMarketing Plan Presentation
Assessment 3 Instructions and Marking Guide
Learning objectives: In Assessment 2 you addressed the Collect and Analyse [CA] steps of the CADDIE planning process. In Assessment 3 you build on this and work through the Design and Develop [DD] steps of the CADDIE planning process and demonstrate an understanding of the business-marketing planning process.
Scenario: Shaver Shop has approached your boutique retail marketing consultancy and is seeking recommendations on developing its first larger format store. Rather than being in a shopping centre this will be a free-standing store with a much bigger footprint. Consequently, Shaver Shop is seeking input on new store location, product adjustments and a launch plan.
Task: Specifically, your recommendations are to cover:
Location - the actual location you recommend for this first larger format store [a specific street address not just a subu
in Australia]. You will access an online database [ABS Quickstats] to support your recommendation.
Know your target markets: In Ass2 you identified the primary (young female) and secondary target markets (young male) of Shaver Shop. You may want to do more research or make more of your own assumptions to ‘fine-tune’ these actual target markets. These then become the key to making your location, total product & launch plan recommendations.
Customisation of the ‘Total Product’- as this store has a much larger footprint [i.e. it is much bigger] there is much more scope to make a more substantial product offering. Given this extra space, the various adjustments and augmentations you suggest are made to the Shaver Shop’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. Thus, consider product features that can be offered in this new larger format by a ‘
icks & mortar’ retailer like Shaver Shop that don’t really transfer to the online space [e.g. advice classes, beauty tips and co
ect use of products, perhaps putting in a coffee bar etc. You may even consider adding more services [e.g. hair removal, beauty treatments even hairdressing or threading]. You may also come up with other features that are designed to better meet the needs of customers in the specific location you are recommending. For example, it could be opening earlier for an inner-city location, a kid’s play area if the area has lots of young families or perhaps stocking some special items if there is a larger concentration of a particular demographic group in that area e.g. ethnicity, religion etc. Be creative, this will be rewarded, assume whatever ideas you come up with will be trialled by Shaver Shop in this new location. At this point the changes to the ‘total product’ I think Shaver Shop need to try are: list as many as you can [think Product Components –goods, people, places, services, ideas, experiences]
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?
Given that this is a national group, you have been asked to present your recommendations in an 8-minute podcast that will be viewed by Shaver Shop’s head office staff in Melbourne and key staff in different states. You will not be present at the viewing, and to make a good impression your presentation needs to have a logical flow, be clear, and concise, and of a professional standard.
Format: The accepted format will be a na
ated 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 na
ations- 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
ief summary of what will be covered in the presentation.
Remember the purpose of this presentation is to make appropriate recommendations to Shaver Shop 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 Shaver Shop’s next new store which will be a larger format freestanding store [i.e bigger and not within a shopping centre].
Based on the primary and secondary target markets you a
ived at for Shaver Shop [from Ass2] recommend an appropriate location [a specific street address not just a subu
]. To do this you will need to consider the demographics of particular locations/ subu
s. ABS Quickstats data [see Module & Week 7] may assist here to help justify your choice. The location of existing Shaver Shop stores as well as major competitors should also be considered. Note – you are able to assume that any specific location you pick that is cu
ently 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 Shaver Shop’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. As you have a larger store it is possible to try lots of new things. 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 8 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 na
ation [see instruction video on Blackboard for how to add na
ation]. Please use a version of PowerPoint at least 2007 or later as these versions are conducive to recording and saving na
ations- 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 na
ation] to be a full normal end text reference listing. Referencing should be in accordance with the APA Guide.
Time limit 8 mins [i.e. 480seconds] +/- 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.
Format
A na
ated PowerPoint [this means each slide has embedded voiceover] on a USB in an envelope with your name and student number clearly printed on the front of the envelope. Please use a version of PowerPoint at least 2007 or later as these versions are conducive to recording and saving na
ations- using an earlier version may mean your work cannot be marked [any other format would require the lecturer’s written permission].
Shaver Shop
Situational Analysis Report
Table of Contents
Sl No.
Content
Page No.
1
Executive Summary
3
2
Background of the company
3
3
COMP factor for Shaver Shop
3
3.1
Custome
4
3.2
Organisation
4
3.3
Market
5
3.4
Product
5
4
SWOT matrix
6
5
Conclusion
7
6
Reference
8
1. Executive Summary
Brief background
The Shaver Shop was listed in the Australian Stock Exchange on 1st July 2016. Since then they had mixed results. Plan of opening Amazon’s Australian may have some impact on the market share on retail business.
Purpose & methodology
This is a situational analysis report base on the available information from Shaver Shop annual reports, presentations and external data. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. In this research report, an analysis of COMP factors and SWORT will be done. The objective of the report is to identify the key areas for the company and the ways the company’s performance can be improved and prepare itself from new possible competitors.
Findings
The Shaver Shop is only the company providing exclusive personal products related to hair removal. The company is more physical supply chain model driven by infrastructure through its stores. Therefore, there is an opportunity in enhancing e-commence platform to provide personalized customer experience both in store and online.
2. Background of the Company
The Shaver Shop is an Australian retail company specializing in male and female personal grooming products related to hair removal. Mary Tyquin and Gary founded it in 1986 and it grew to 108 stores across Australia and New Zealand that includes 95 corporate stores and 13 franchises stores (Shavershop, XXXXXXXXXXIt is listed on Australian Securities Exchange and has a market capital of more than AUD 54 million.
The Shaver Shop’s core undertaking is to benefit in transforming one’s appearance and looks. The year-to-year sales growth was 33.6% in the year 2017 and they aspire to be the market leader in all things related to hair remover and personal care categories. It sources products from Australia and also from international suppliers providing customers a wide range of
ands and competitive prices with the help of staffs who has good product knowledge.
3. COMP Factors for Shaver Shop
The COMP factors refer to Customer, Organisation, Market and Product. The objective of a company is to provide products that have discernible, distinguishable and distinct value in customer’s mind. In order to be successful, an organisation must consider these COMP factors. There are certain factors,