In this assessment task, you will be required to plan and develop an integrated marketing communication plan

(integration of traditional and digital marketing approaches) for a corporate client. Accordingly, roleplays will be assigned by your trainer/assessor.

Roleplay

You will be provided with a client in a roleplay of a project team leader in a marketing firm, being given the task to develop a client solution. For the purpose of the task - and considering the details required for the client brief, your trainer/assessor will play the role of the client.

The client (trainer/assessor roleplay), will provide an organizational brief and a client requirement for developing an integrated marketing solution. Project time will be allocated in the scheduled training sessions. Project details and schedules will be confirmed at the start of this unit/term.

Note: A sample organisational brief and client requirement is provided below. Your trainer/assessor may use or vary this brief - or provide a new brief - depending on the discussion in the class.

Client Profile

Naked Wines is a customer-funded online wine retailer founded by Rowan Gormley in 2008. Naked Wines' customers (called Angels) fund independent winemakers from around the world, in return for wines at wholesale prices. They currently ship wine throughout the UK, USA and Australia.

The Naked model works as on social network principles, encouraging customers to review their wines and interact with other customers online; reviewers give the wines Likert-scale style scores out of five, a Yes/No to whether they would buy the wine again and a textual description. When prospective buyers look at a wine's page they will see the percentage of those who have said they would buy again a list of people's reviews.

On 10 April 2015, Naked Wines was acquired by Majestic Wine and Rowan Gormley was appointed CEO of the enlarged group. More information on company and its products can be found at;

https://www.nakedwines.com.au/

Client Requirement

Since the acquisition of Naked Wines, Majestic Wines has been developing a strategy to bring the wine selection and ordering service to mobiles. The company wishes to develop a mobile app under Naked Wines banner. As Naked Wine is primarily an online business only, the management thinks that the mobile app will enhance brand profile and business. As part of their new marketing strategies, the management are looking to incorporate the following components in their marketing plan;

? A customer-centric solution (e.g. features, offers, and processes that best server the customers)

? Target groups - 18-25 and 25-40

? Offerings and services aimed at specific target groups (options to choose and configure the app)

? Data mining and customer profiles for tracking and analysis purpose

? Messaging service that confirms orders and tracks deliveries

? Automatic suggestions and recommendations based on past orders and customer history

? Access to wine reviews and selections based on the ratings

Task

Accordingly, you will undertake the following tasks;

Based on the client requirements stated above, make a project plan that includes;

1. An overview of the current marketing environment in view of technological advancements

2. Convergent marketing environment and practices (with examples)

3. The impact of convergence on the traditional siloed industry

4. Current legislation, regulation that may be relevant to marketing communications; especially as the

company is promoting and selling alcoholic products

5. Proposed product (app) and its key features, keeping the target groups in mind (Android & iPhone)

6. Proposed tools/features within the app that enhance customer experience as well as provide the

company with data to effectively provide tailored solution to registered customers

7. Integrated media strategy (cross-sector and media divergent marketing communication solutions)

8. Proposed organisational policy on customer data use, communication and privacy

The above should be presented in a formal report. The report should be appropriately structured with headings and sub-headings. At the minimum, Executive summary, Table to Contents, Main Body, and Conclusion/Recommendations structure is expected. Within the body, client and task requirements must be addressed with viable solutions and recommendations supported by industry benchmarks, reports, and a review of other similar apps.

Application

As the app development and management will be a new area for the company, research and suggest as part of your report;

1. App development activities and expertise in Australia

2. Two recommended developers based in Sydney, NSW

3. Reason for your recommendations

4. Approximate cost of development

5. Recommended business networks/organisations/bodies that can be best leveraged to access the

target groups

6. Social marketing tactics

The above can be added under a separate section of your report.

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