Case Study - My Beautiful Life - BSBMKG433 V3.0 2023

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Case Study For Task 1 and 2 Undertake marketing activities BSBMKG433 BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 1 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

Appendix 1 Welcome to the ashram When you were just a youngster your parents took you to India to stay in an ashram. The residents of the BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 2 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

ashram were a mix of nationalities – Indian, American, English, Italian, Swedish, Brazilian, Colombian and a few Australians. You were in your teens so you mostly felt self- conscious and out of place. You didn’t relate to the spiritual side of the retreat and some of the people were way over the top in your opinion. You were kind of conservative back then. One thing you did enjoy was the food. It was totally vegetarian and that’s what you were into. You were also introduced to yoga. Be healthy like us Fast forward to Sydney Australia. You and your best friend Jana have been talking about starting up a business for ages. It all began when Jana and you were having lunch in the city. ‘I’m so sick of working for people.’ Jana said. You silently nodded in agreement. You were too. ‘We need to do something while we’re still relatively young.’ Jana said. She was always more outspoken than you and it was something you admired Spiritual Mix is born Both you and Jana had similar lifestyles - plenty of exercise, yoga and healthy food. One sunny day down, after coming back from a beachside run, Jana was preparing breakfast, putting together what she called her special spiritual mix of seeds, nuts, freeze dried fruit and oats. ‘I’ve got an idea.’ She said putting the bowls on the table. ‘Why don’t we sell our own line of health food, but delicious?’ That was how the two of you came up BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 3 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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with the idea for Spiritual Mix . It would be a subscription service for a bunch of like-minded people. Spiritual mix would also offer nutrition advice and would be delivered. Packaging the mix It wasn’t the right time to just quit your jobs, so you and Jana spent some time developing the Spiritual Mix business. You researched suppliers for the ingredients of the mix. You also contacted a friend, Marcus, a graphic designer. Marcus came up with some packaging designs. Right from the start, the two of you had decided that if the food was going to be the healthiest, then the packaging should be made from recycled paper - plain brown bags with a simple logo and nutritional information. Much discussion was had around the best way to fasten the bags. ‘It’s all got to be natural and recycled so we don’t want any metal staples.’ Jana said. ‘Maybe we can have the bags kind of sewn up with natural fibre?’ You mentioned. Of course, cost was a major decider with the packaging too and after some further research, you located a small packaging company in the outer suburbs who would be glad to start with small orders. Things were coming together. Marketing the mix socially One evening in Jana’s kitchen, the two of you were experimenting with other cereal blends when marketing came up. ‘OK. We’ve got this great idea but who’s going to buy our products?’ You said to Jana. ‘There’s a lot of BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 4 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

competition. Just go to the local supermarket and there’s all the big established brands to contend with. I think most people are so busy these days that they just reach for the nearest closest and the easiest. And the big brands have big budgets to spend on promotion. How are we going to compete with them?’ Jana was smart and she had some experience in marketing with a big telecommunications company. ‘We’re a specialist provider in a specific niche market. The very fact that we are small is a positive for us. If we are able to find our market and let them know who we are, how we live and what we can offer them, we have every chance of being successful. Remember, Apple started out in a garage?’ ‘Did they?’ You ask. ‘Something like that, but you get the point.’ Said Jana. ‘We are in an age of individualism with social media.’ Jana continued. ‘If we can connect with this market we will find customers.’ She went on. They’re out there … but who are they? ‘But how do we connect with them? Who are they? What social media are they using?’ Jana laughed. ‘You just did it.’ She looked up from her big stainless steel mixing bowl. ‘Did what?’ You asked. ‘You came up with our marketing plan. You’re a genius!’ Later that day, sitting out on Jana’s deck, the two of you begin to really look at using social media to market your product. You both used social media but had never offered anything for people to buy. ‘We have friends on Facebook. There’s a readymade market.’ Jana said. ‘I’m not sure I’m comfortable with selling to friends.’ You said. ‘Why?’ Jana asked. BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 5 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

‘You’re not selling cigarettes are you. You’re selling a healthy way to live and your friends will appreciate that if we tell them our story.’ She continued. ‘But first we need to profile our ideal customer. It’s just what you said. Let’s make a start.’ Jana got out a pad and a pen, and you both started to identify the key social media profiling pieces of information to reach potential customers? You both agreed that these were:  Where can I reach my target audience online?  What do my customers use the internet for?  How long do they spend online?  What makes someone decide to recommend my products online?  Which social platforms does my audience use? It was time to do some more research to answer these questions and create a consumer profile. That was a good place to start. Research time. You and Jana spent some time creating a survey for your social media friends. You had both decided that this was the most efficient way to begin developing a consumer profile. But first you needed to develop some key questions. BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 6 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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A new team forms. Say Hi to Sofia. I think we need some help with this business.’ Jana said to you. ‘If we are going to do this properly, we need to bring in another person who has some understanding of the online environment and social media marketing.’ ‘We don’t have any money to pay someone though.’ You say. ‘Well, we could offer future remuneration because if this takes off, we will have a lot of work to do including marketing, fulfilling orders and shipping and customer service.’ Offered Jana. “I think I know someone who would be interested. Her name’s Sofia. She would be an excellent team member for My Spiritual Mix. I’m going to call her now’ Spiritual Mix now has a team of three which could grow in the future. Formalising the business. Sofia was working out well. She understood business and had practical knowledge of the processes business must undertake to grow and prosper. During the first informal meeting at a café nearby, she explained what was required. ‘One mistake micro business make is not thinking of the future. What happens when the business grows? Who will do what? How will the team be managed? What are the businesses policies around various workplace situations and people? How will people be managed?’ Sofia said. ‘I know this is a lot to take in at the beginning - but we should develop policies and procedures in advance and build them into the business right now.’ This was taking the micro business into a new more professional realm and you all agreed that it was a good idea. BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 7 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

A year later, time to review the performance . You, Jana and Sofia are sitting together and reflecting on the times when you first decided to implement the idea of starting this new venture. “We’ve come far.” Jana said, “Look at the number of customers we have, we are growing well”. “Not as much as we should” Sophia said. “What do you mean’, everyone was looking at Sophia. “I want to share with you the current Google analytics report and the survey results from last quarter. We have some issues to address” said Sophia. ”It is important for us to know why, when, how, how much and what customers are buying from us. What motivates them and what stops them to buy our products and services? What challenges do they face? Which social media they prefer to use? Google analytics and social media analytics are very helpful tools which can provide a direction to our marketing team.” The team discussed the issues and decided to take some corrective actions. You and Jana agreed that you need to allocate more budget and resources to be more visible in the market and satisfy the needs of their customers. By taking some corrective action, they agreed that they could assist the customer base better in their ‘BUYER JOURNEY’. “That’s a great idea”, said Jana and they decided to have a meeting again the following week to present the findings and recommendations to address the issues. BSBMKG433 Undertake Marketing Activities v3.0 2023 Page 8 of 74 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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Appendix 2 My Spiritual Mix Marketing Plan Mission Statement ‘Spiritual Mix’ is the leading provider of healthy food/snacks and nutritional advice to people in Australia who prioritize their health more than anything else. Our goal is to provide our customers rich, nutritious and locally produced food items while being sustainable at the same time. All our products are packed in recyclable paper bags to reduce the burden on mother nature. Marketing Objectives: 1. To increase the customer base from 10% to 30% in FY2021-22 across NSW 2. To generate revenue of $100,000 in next two quarters by focusing on new markets and customer segments. 3. To increase customer satisfaction by 50% in next six months by using surveys and analytics (Google and social media) results. 4. To launch two new successful social media campaigns for its customers next year. SWOT analysis Strengths Weaknesses Opportunities Threats What we’re good at. What’s working. What our customers like about us. What we want to fix. What we want to strengthen. What we want to become more efficient at. What the industry might soon want. What we think we’ll be good at. What will be our unique competitive advantage. What we think could hinder our growth. What/who we think could take our customers. Being a small company, their biggest strength is Budgetary constraints, lack of human resources, New markets, customized products, product line Competitors, changing customer needs and BSBMKG433 Undertake marketing activities v3.0 2023 Page 10 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

their customer service delivery, product development and catering to a small market Lack of a strategy to fight competition extensions (depth and breadth) preferences Target Market:  18-35 years of age  All gender types  Any occupation  Per capita income of $40,000-$100,000 per annum  Positive attitude, outgoing, wiling to change, open mindedness, socially and environmentally aware  Having a health regime, play some kind of sports or do yoga, fit and active  Sensitive to peer influences  Shop online and use social media  Moderately sensitive to product and service quality Marketing strategy: Product Price Place Promotion Packaged healthy food/snacks, nutritional advice, Customized meals Food/meals- $15-$20 per meal Healthy snacks- $5- $10 per pack Online (social media- Facebook and Instagram) Website Discounts on subscriptions, social media promotions, influencers, Content marketing, Website Budget BSBMKG433 Undertake marketing activities v3.0 2023 Page 11 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

Marketing Expense Estimated Cost (FY2021-22) Marketing Software (CRM, social media management software, marketing automation, UX and CX etc) $10,000 Recruitment $50,000 Social Media Marketing $20,000 Traditional marketing (Radio, Newspaper/ Flyers) $25,000 SEM $15,000 Website redevelopment $10,000 Total $130,000 BSBMKG433 Undertake marketing activities v3.0 2023 Page 12 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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Appendix 3 – Report Template My Spiritual Life Marketing Report Contents Summary ........................................................................................................................ 2 Outcome and Results .......................................................................................................... 2 Lessons learned and recommendations ...................................................................................... 2 Conclusion ..................................................................................................................... 2 Student Name Student ID Report addressed to Author Date Summary Provide a summary of the issues identified during the survey conducted by the creative team on ‘My Beautiful Life’ products/services (Min. 100 words). BSBMKG433 Undertake marketing activities v3.0 2023 Page 13 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

Outcome and Results  Provide a summary of the achievements (refer to the information provided in task 2.2) of the promotional activities as per the requirements of the marketing plan (Min. 150 words). Consider: o Consistency with overall marketing direction. o Achievement of KPIs o Exposure achieved. o Matching customers to target market. o Consumer attitudes/perceptions o Analysis of trends and past performance Lesson learned and recommendations. o Provide a summary of the lessons learned. o Provide recommendations for future improvement in marketing activities and sales. (Min. 100 words) Conclusion o Provide a summary of the lessons learned. o Provide recommendations for future improvement in marketing activities and sales. (Min. 100 words) BSBMKG433 Undertake marketing activities v3.0 2023 Page 14 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

Appendix 4 – Policies and Procedures Marketing - Policy and Procedures Marketing Purpose This policy outlines principles and responsibilities associated with the management of marketing activities at My Beautiful Life This policy has been developed to ensure that all marketing and sales conducted by MY BEAUTIFUL LIFE employees is done in an accurate, ethical and moral manner and meets all governing legislation and regulations. Policy and Procedures Logo This policy applies to all staff, and other individuals working on behalf of MY BEAUTIFUL LIFE. The MY BEAUTIFUL LIFE brand represents what MY BEAUTIFUL LIFE stands for - its promise to the market - and is represented in imagery and words. Corporate (visual) identity is one element of the brand and is the way in which the company presents itself to the public including but not limited to the registered trademark (the MY BEAUTIFUL LIFE logo), corporate colours, typefaces and other elements of visual identity. There is only one logo and identity for the company. Other logos, slogans or tag lines must not be developed or used. Use of the MY BEAUTIFUL LIFE logo and corporate identity must follow the Brand Guidelines established and kept by Marketing and External Engagement. All applications of the MY BEAUTIFUL LIFE name, logo or slogan, whether produced by MY BEAUTIFUL LIFE or third parties, must be checked for corporate identity compliance and approved by the Marketing Team. Unacceptable Logo Treatment  Do not configure the elements into a different logo. BSBMKG433 Undertake marketing activities v3.0 2023 Page 15 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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 Do not crop or remove any part of the logo.  Do not distort the logo.  Do not tilt the logo in any direction.  Do not add any shadows, effects or other elements to the logo.  Do not alter the proportions of the logo typography.  Do not attempt to typeset the logotype.  Do not attach a program-level identification to the logo or attempt to create your own unit logo.  Do not duplicate any part of the logo to create a pattern.  Do not recreate the type or substitute another typeface.  Do not surround logo with other competing shapes. Marketing Material All design and production work intended for external audiences, including publications and marketing materials (printed, electronic and audio-visual/video content), must be undertaken by designers, producers or other suppliers briefed and managed by Marketing Team, and approved by Marketing Manager prior to production. Public Relations All media relations activities and contact with any media outlets must be directed through the Marketing Team. During a critical incident, all communications with the media must be arranged and managed by the Marketing Manager and the CEO. All staff who are likely to be required to do media interviews must complete the approved media training program. Sponsorship The Marketing Manager is responsible for the approval and management of incoming and outgoing sponsorship arrangements on behalf of MY BEAUTIFUL LIFE. Outgoing sponsorship involves MY BEAUTIFUL LIFE seeking out and paying for some or all of the costs associated with a project, program, event or activity in exchange for recognition. The Marketing Team is responsible for the management of incoming sponsorship. Incoming sponsorship involves an external party approaching MY BEAUTIFUL LIFE to pay for some or all of the costs associated with a project, program, event or activity in exchange for recognition. Outgoing sponsorship:  Must be approved by the Marketing Manager or delegate BSBMKG433 Undertake marketing activities v3.0 2023 Page 16 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

 Must have measurable outcomes  Must provide a strategic outcome for MY BEAUTIFUL LIFE  Must bring a Return on Investment for MY BEAUTIFUL LIFE  Must not adversely affect the reputation of MY BEAUTIFUL LIFE Incoming sponsorship:  Must be approved by the Marketing Manager or delegate  Sponsorships must provide a significant advantage for MY BEAUTIFUL LIFE’s operations  Must follow MY BEAUTIFUL LIFE’s marketing guidelines  Must align to ethical, equitable and fair principles  Must not adversely affect MY BEAUTIFUL LIFE’s reputation Advertising and promotional campaigns The Marketing Team appoints and manages advertising agencies to provide professional advice, media and creative services for corporate branding and program marketing campaigns and other key projects. All agency briefs are managed through the Team. The only exception is employment advertising, which is coordinated through Human Resources. The Marketing Manager or delegate must approve all advertisements for editorial, brand and legal compliance prior to dispatch. Online marketing The Marketing team manages all online activities such as:  Web site  Social Media  Mobile applications Any use of online marketing activities must be developed and managed in collaboration with the Marketing Team and approved by the Marketing Manager or delegate. Presentation Guidelines Follow these steps  Prepare your presentation using presentation aids that reflect the business brand and adhere to the guidelines provided in this policy. BSBMKG433 Undertake marketing activities v3.0 2023 Page 17 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

 Obtain approval to present, including a sign off of your presentation from the Marketing Manager (or nominee).  Proof read and edit your presentation before presenting. When preparing PowerPoint presentations:  Your title slide may have a striking image (but not overly/visually busy); remember to include: Your Name > Topic > Name of Class > Class Period > Date .  Be creative in grabbing and maintaining attention. Think outside the box. Begin and end your presentation in a memorable way .  If you use text, use bullet points , not sentences - aim for just one concept on a slide.  The slides are for the audience; tell the story of your content and your topic through images. Talk off the presentation. Do not read from it. PRACTICE OUT LOUD!  When using quotes, look for the nugget within the quote . Paraphrase it as much as possible and discover its essence. Always, give proper credit.  Images: o You do not need to have an image on every slide. o If you include an image, aim for one powerful image, that could be accompanied by minimal text or no text at all. o Unless you are using a photo image as a background or image in the presentation, try to avoid too much clip art . o Use copyright friendly images (Creative Commons licensed) o Be sure to include the source of your image (if you did not create it yourself) in the lower corner of your slide (whichever side is best). You may provide a full citation or give credit by stating: This image is used under a CC license from [URL that links back to the image].  Be sure to include a "Bibliography." Basic Writing Guide BSBMKG433 Undertake marketing activities v3.0 2023 Page 18 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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 MY BEAUTIFUL LIFE’s preferred fonts are:  Arial 10.5  Calibri 11  Margins must be 1 cm all the way around (top, bottom, left and right) in documents  Margin size must be consistent on all pages of the document.  Number all pages except cover pages.  MY BEAUTIFUL LIFE templates should not be altered unless permission has been given by the Marketing Team.  Run a spelling and grammar check before submitting communication drafts for final approval and editing Guidelines for Photography:  Photographs of people should most often be candid. Captured moments help viewers get an inside glimpse of MY BEAUTIFUL LIFE’s philosophy and culture about sustainability.  To convey a sense of vitality, avoid passive shots.  Balance shots of individuals with ones that include more than one person in order to show a culture of collaboration.  Profile photographs should be friendly and approachable.  Use a variety of close-ups and wide shots. Close-ups create warmth and familiarity, while wide shots convey expansiveness.  When using photos of MY BEAUTIFUL LIFE’s facilities, architectural structures or interior shots, give a sense of openness by lowering the horizon line or cropping images in a wide format.  Represent racial, gender, age and professional diversity. Voice and Writing style :  Do be concise. While details add colour, be mindful of length. Long blocks of text are difficult to read online and can convey pretension. Functional text on the site, such as navigation or page descriptions, should be brief.  Do be conversational. Write like you’re telling a story — not issuing a press release.  Do use the active, rather than the passive, voice to keep prose lively and interesting. BSBMKG433 Undertake marketing activities v3.0 2023 Page 19 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

 Do think like the audience to whom you’re speaking. Be mindful of each group’s different needs and demonstrate that you care. When talking to insider audiences, treat them as members of the MY BEAUTIFUL LIFE community. For new audiences, be clear, informative and reassuring when necessary.  Don’t let pride come across as arrogance. When pointing out a measure of success, keep it honest and go easy on the superlatives.  Aim to convey MY BEAUTIFUL LIFE’s values and Unique Selling Proposition. Code of Practice MY BEAUTIFUL LIFE, adopts the ADMA Code of Practice: https://www.adma.com.au/sites/default/files/ADMA_CodeOfPractice_2018_FINAL.pdf Procedures Ste p Brief Description Responsibili ty 1 All marketing and external communication activities (including proposal for sponsorships and public relations) must be presented to the Marketing Manager or delegate for approval. All staff 2 The Marketing Manager or delegate will agree on the process to manage the marketing or communication activities. Marketing Manager or delegate 3 Budgetary needs are managed in collaboration with the financial department. Financial Dept 4 The implementation of marketing or communication activities must provide interim reports on the implementation plan. Staff implementing marketing plans 5 At the end of the implementation of marketing or communication activities, a marketing report must be presented to the Marketing Team. Staff implementing marketing plans 6 Evaluation reports will be used to inform continuous improvement initiatives Marketing Manager or delegate Legislation and guidelines  Advertising & Selling: ACCC (Australian Competition and Consumer CoMy Beautiful Lifession) BSBMKG433 Undertake marketing activities v3.0 2023 Page 20 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

 Alcohol: ABAC (Alcohol Beverages Advertising Code)  Alcohol - Distilled Spirits: DSICA (Distilled Spirits Industry Council of Australia)  Children: AANA Code of Advertising & Marketing Communications to Children  Children: AANA Practice Note  Children: Employing Children in the Entertainment Industry (NSW)  Children: AFGC (Australian Food and Grocery Council) Responsible Children’s Marketing Initiative (RCMI)  Children/ Fast Food: Quick Service Restaurant Initiative  eMarketing: ACMA (Australian Communications and Media Authority)  eMarketing: Internet Industry Spam Code of Practice  Environment: AANA Environmental Claims Code  Ethics: AANA (Australian Association of National Advertisers)  Work Ethics: The Communications Council Code of Ethics at Work  Federal Government: Guidelines for Departments & Agencies  Food & Beverages: AANA Advertising & Marketing Communications Code  Gambling State Regulations  Gender Portrayal Codes/Guidelines  Healthcare/Therapeutic Goods: TGA, ASMI, MA, MTAA Codes  Internet: ACCC Guidelines  Internet: IAB Video Advertising Standard Guidelines  Media Codes: For TV, Radio, Print, outdoor & Cinema  Motor Vehicle: FCAI Code of Practice for Motor Vehicle Advertising  Online Behavioral Advertising: Best Practice Guideline for Online Behavioural Advertising  Outdoor: OMA (Outdoot Media Association) Code of Ethics  Price Comparisons: ACCC Price Comparisons Advertising  Pricing (Unit): ACCC Unit Pricing Code  Pricing (Component): ACCC Display Prices  Radio: Commercial Radio Code of Practice Australia  Social Media & Online Commentary: Best Practice Guide - Social Media and Online Commentary Code of Conduct  TV: Commercial Television Industry Codes  Telecommunications: Code of Practice  Telemarketing: ACCC Consumer Guidelines  Tobacco: The Department of Health Tobacco Advertising Prohibition Act  SMS: Service Providers Self-Regulation Guidelines BSBMKG433 Undertake marketing activities v3.0 2023 Page 21 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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Version Control Number Date V1.0 20 August 2021 V2.2 20 August 2023 V3.0 7 September 2023 BSBMKG433 Undertake marketing activities v3.0 2023 Page 22 RTO Provider: 91153 - CRICOS Code: 02672K greenwichcollege. edu.au

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Case Study - My Beautiful Life - BSBMKG433 V3.0 2023

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