Marketing Communication Authentic

Marketing Communication Authentic
This paper contains two sections with questions which relate to a practical scenario.
Section A: Contains two compulsory questions. You are required to answer both of these
questions in the order given. Each question is worth 18 marks in total.
Section B: Contains two questions. You are required to answer one of the two questions.
Answer the question you prefer and clearly mark which question you are attempting. Each
question is worth 14 marks in total.
The final assignment is worth a total of 50 marks and marks for each section are clearly
indicated. The use of point form, highlighted sections, diagrams, etc. is encouraged.
IMPORTANT: PLEASE NOTE: Marketing Communication Authentic

 The case is based on fiction and provided as a means to enable you to answer the
questions that follow.
 With regards to referencing, as your work is submitted via our plagiarism checking
software, you should reference your work if necessary. It is recommended that you
rely on your own learning and acquired knowledge in responding – that is, there
should be no need to go outside the material you have already been provided to
respond. You need to demonstrate your understanding of the topics and answer
the questions as asked.
 State any assumptions you make when answering.
Marketing Communication Authentic Assessment Case
Earth’s Friend is a pioneering eco-friendly cleaning brand that was created in 1970 in a garden shed
in Cardiff, Wales. The Earth’s Friend brand is synonymous with the cleaning industry, both locally
and internationally. From its infancy, this company has been committed to sustainability, family health
and making eco-friendly high quality cleaning products. From the humble garden shed beginnings,
this company has gone from strength to strength, including being voted Wale’s top brand for
commitment to reducing environmental impacts. The product range includes body and hair care,
laundry, household cleaners, dishwashing products and air fresheners.
The company’s main priority is innovation, making a name for itself as a pioneering brand. For
example, their entire household cleaning range is biodegradable, grey water and septic tank safe.
Their laundry cleaners contain no harsh chemicals. In fact, the ingredients in their products are plantbased which break down into mineral and plant materials which is better for the environment.
This company has also lead the way in terms of using recycled materials and packaging their
products in recyclable containers. Their entire Household Cleaning range of container bottles are
made from 75 per cent recycled plastic, their shipping boxes (used in their distribution network) are
made from recyclable and recycled materials, and their unit cartons (everything sold in a box) are 100
per cent recyclable.
Since October 2018, Earth’s Friend has reused and diverted approximately 500 tonnes of plastic from
landfill. Old milk, water and juice bottles are being turned into Earth’s Friend packaging. The
company also follows environmental practices at their Cardiff based factory to ensure they take into
consideration the full life cycle of a product, including manufacturing. Earth’s Friend are the pioneers
in the eco-friendly cleaning industry.
MKTG1041, Final Assessment Task (Melbourne) Semester 1, 2021 Page 2 of 4
As part of RMIT’s International involvement, the Earth’s Friend marketing department becomes aware
of the significant positive impact that Marketing Communications students had on product
development and marketing communication environment in Australia and were impressed by your
resume. Congratulations, you are the newly appointed “Marketing Communications Manager”
for Earth’s Friend in Australia.
After undertaking a thorough analysis of the situation facing Earth’s Friend cleaning industry, you
discover that Earth’s Friend three main issues. First, a significant consumption pattern shift away
from multiple cleaning products towards a single cleaning product that is a ‘jack of all trades’ as
consumer research suggests that consumers, especially younger and first time home leavers, find a
wide array of different cleaning products for different cleaning jobs too confusing or too expensive.
Globally, while there is a consumer trend towards environmentally friendly cleaning products but
consumers are still motivated by price.
Second, the company faces increased competition from other manufacturers, especially brands that
have a single, universal cleaner designed to be the ultimate cleaning solution for every surface or
material. Koh is an example of this type of competitor.
Third, the company does not have as strong a digital media presence as its competitors and, because
of the name, Earth’s Friend is easily confused with other brands saying they are ‘Earth’s Friend’ or
other brands using similar names around being environmentally friendly, including a fertiliser
company and a soap manufacturer. Thus, Earth’s Friend, the cleaning brand, is potentially, missing
out on many opportunities for meaningful consumer engagement.
True to the Earth’s Friend sustainability and innovation heritage, and with the assistance of your
product development team, you are looking to develop a response to competitors to develop a
leadership position. The product development team have developed a process of turning recycled
plastics into cleaning accessories, including a cleaning cloth and scrub brush. In trying to attract
younger consumers who are starting out in their first home, they have put together a “Cleaning
Essentials – Starter Kit”. The starter box contains ten essential cleaning items:
1. Handwash
2. Bodywash
3. Laundry tablets
4. Stain remover
5. Dishwashing tablets
6. Toilet cleaner
7. Bathroom cleaner
8. Air freshener
9. Cleaning cloth
10. Scrub brush
Each product and container is completely recyclable and made from recyclable plastics, even the
cleaning cloth and scrub brush! The “Cleaning Essentials – Starter Kit” is boxed in recycled
cardboard and contains dividers to keep all ten items neatly stored. The box fits into most cupboards
so it is easy to integrate into a household, just sit it under a bathroom or laundry sick for example.
Plus, the box would be easy to distribute through online channels or direct marketing.
You realise this kit is a marketable idea. However, some of Earth’s Friend’s previous campaigns
have not performed their best. Your research leads you to believe that two key problems have
caused this previous underperformance. First, poor segmentation and targeting, leading to poor
positioning and second, an inability to break through the clutter that is the highly competitive cleaning
products category.
With this in mind, you begin the process of briefing a panel of respected full-service agencies with the
intent of selecting the agency that both assists you formalise the appropriate campaign strategy and
integrated campaign idea to launch the “Cleaning Essentials – Starter Kit”. As part of this process,
you must clarify a range of thinking that will form the foundation of the work. It is especially important
to you that the successful agency fully understands integrated marketing communication and the
myriad of tools (communication touchpoints) available.
MKTG1041, Final Assessment Task (Melbourne) Semester 1, 2021 Page 3 of 4
Marketing Communication Authentic Assessment Questions
SECTION A:
REQUIRED: Marketing Communication Authentic
This section contains two compulsory questions. You are required to answer both of these
questions in the order given. Each question is worth 18 marks in total. Please read each
question carefully and answer what is specifically asked. Clearly state any assumptions you
make.
QUESTION ONE (1200 words maximum)
A key client strategic decision centres around defining the optimal target audience for any prospective
campaign, and correct delineation is of critical importance to overall campaign success. You agree
and strongly believe that successfully defining a target audience begins with a deep understanding of
audience, objectives and segmentation.
a) Determining an optimal target audience for Earth’s Friend is going to be critical. You are
cognisant of the importance of segmentation types. Clearly explain the four types of
segmentation and then articulate, with justifications, what you believe the prime delineater of
the target audience should be for this campaign. (9 marks)
b) Clearly outline the key benefit claim for this campaign and in doing so detail an appropriate
creative strategy for Earth’s Friend that is appropriate for an integrated marketing
communications campaign to launch the brand item. Include an example of a suitable remote
conveyor that could be used for a key or overarching campaign theme. Clearly justify your
selection. (9 marks)
(9 + 9 = 18 marks)
QUESTION TWO (1200 words maximum)
Crowdsourcing is a potential IMC activity that you feel has potential for Earth’s Friend. However, your
team is not convinced.
a) Explain the advantages of crowdsourcing in a compelling way so that you can convince your
team. How would you integrate crowdsourcing into the IMC campaign for Earth’s Friend
“Cleaning Essentials – Starter Kit”? (5 marks)
b) Explain the disadvantages of crowdsourcing and identify how you could overcome these or
minimise the potential risks in a compelling way so that you can convince your team. How
would you minimise or reduce these risks in order to include crowdsourcing into the IMC
campaign for Earth’s Friend “Cleaning Essentials – Starter Kit”? (5 marks)
The objective of direct marketing (DM) is to encourage purchases or some other immediate response.
DM also enables pinpointed marketing, or niche marketing. DM is not a strategy which Earth’s Friend
have used before. You believe this is a missed opportunity.
c) Would you include a direct marketing activity in the IMC campaign for Earth’s Friend “Cleaning
Essentials – Starter Kit”? Clearly explain why or why not. What should be considered when
integrating a direct marketing activity into an IMC campaign? (8 marks)
(5 + 5 + 8 = 18 marks)
MKTG1041, Final Assessment Task (Melbourne) Semester 1, 2021 Page 4 of 4
SECTION B Marketing Communication Authentic
REQUIRED:
This section contains two questions. You are required to answer ONE of the two questions.
Answer the sub questions in the order given and clearly mark which question you are
attempting. Each question is worth 14 marks in total. Please read each question carefully and
answer what is specifically asked. Clearly state any assumptions you make.
OPTION ONE: QUESTION ONE (800 words maximum)
Earth’s Friend enjoys a position of strength in the market, built on successful brand strategy and
positive brand equity. However, you are worried that consumption shifts, increased competition and
poor campaign performance are detracting from brand equity.
You understand that the coordination of traditional media with digital media touchpoints is critical to
campaign success.
a) Keeping in mind the goals and position of the company, including the need to update its
communication approach, outline and justify an appropriate and contemporary media strategy
for Earth’s Friend, that would be suitable in its first six months. Ensure that your
recommendations reflect your target audience, appropriate media objectives, and your media
choices resonate with the brand’s positioning. (10 marks)
b) Should the IMC campaign for Earth’s Friend “Cleaning Essentials – Starter Kit” use an
influencer and/or endorser? Why or why not? (4 marks)
(10 + 4 = 14 marks)
OPTION TWO: QUESTION TWO (800 words maximum)
You understand that the coordination of traditional media with digital media is critical to campaign
success. Your research into Earth’s Friend’ previous online campaigns has shown poor results. You
believe their social media campaigns, in particularly, were poorly planned.
a) Scholars have developed the P.O.S.T. framework. Explain the steps, or vital components, in
the P.O.S.T. framework, using examples. (4 marks)
b) How do you think the P.O.S.T. framework should be best integrated into the IMC campaign for
Earth’s Friend “Cleaning Essentials – Starter Kit”. (10 marks)
(10 + 4 = 14 marks)

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