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ASSESSMENT 3: INDIVIDUAL WRITTEN REPORT 2 (MARKETING STRATEGY AND RECOMMENDATIONS)Due: Week 13, Monday 1 June, 11:59pm Weighting: 40 \%Assessment 3 continues from Assessment 2. I have attached assessment two (completed) Based on who you have recommended that Plastic Whale should target and how you recommended Plastic Whale should position itself, you must now recommend a detailed Integrated Marketing Communications (IMC) strategy using THREE (3) of the 5 major promotional tools that will help Plastic Whale to achieve its objectives.2,500 words (+/- 10\%) Return Date5\% of the available marks will be deducted for every 10\% that the word limit (2,500 words + 10\%) is exceeded.By 29 June 2020 @ 5:00pm AEST Please note the following:The consumer profile and the positioning statement presented in Assessment 2 should be used as the basis of the marketing strategy recommended here in Assessment 3. The feedback that you received for Assessment 2 should be used to strengthen your strategic recommendations in Assessment 3This is a business report and must be formatted according to the Submission Guidelines (see pages 11-13 of these Assessment Guidelines).If any company other than Plastic Whale is used for this Assessment it WILL NOT BE MARKED and will therefore attract a zero (0) grade. Section Marks Details (suggested breakdown of word limit in brackets)1(300 words)5Background Summary from Assessment 2:At the start of your report, provide a succinct summary that identifies your target market and provide a consumer profile and positioning statement developed from Assessment 2.Please ensure you use the feedback provided for Assessment 2 to revise your target market, consumer profile and positioning statement as necessary – that is what feedback is for: to help you improve your work!2 (1500words)75Promotional Mix:Using THREE (3) of the 5 major promotion tools (i.e., advertising, sales promotion, personal selling, public relations, direct and digital marketing), develop an Integrated Marketing Communications (IMC) campaign. Each strategy must be able to be implemented by Plastic Whale. Aspects you need to address include:Which promotional tools or elements should be used and the relevant theory for eachDemonstrate how the promotion mix strategies will be used. Be specific, including message and media decisions.Make sure you discuss at each stage how these strategic recommendations meet the needs of the target market that you identified and Plastic Whale’s ideal positioning (as identified in your positioning statement) as well as contribute to Plastic Whale achieving its objectivesBe fully justified (referenced) – be creative, but ground your decisions in reality and base them on best-practiceRecommend and justify marketing analytics to measure the success (or otherwise) of each of your strategies3 (400 words)15Conclusions with Implications for Plastic Whale:Make sure your conclusion and implications:Summarise the important elements of both Assessments (Assessments 2 &3)State the implications for Plastic Whale of the findings from your reports(i.e., what does this mean for Plastic Whale?)Overall5General communicationFollowing the requirements listed on pages 11-13 of these guidelinesAppropriate use of resourcesUse of credible and relevant sources (minimum of seven different sources)with at least four (4) of these being peer reviewed sourcesCorrect and consistent use of the Harvard style of referencingNO mistakes in grammar and spelling – give us a piece of work that you can be proud of with concise, clear, professional language and writing stylePlease note the following: The words per section highlighted in the table above are suggestions only. You may vary the words you use per section. The word count penalty is based on the total words you have written for Assessment 3. Please see page 12 of these Assessment Guidelines.Writing and formatting:General writing issues such as poor spelling, grammar, English expression, formatting, and the like will attract penalties ranging from 10\% to 100\% of the available Assessment marks depending on severity. The assessment must be formatted as a business report to your client (not an essay). The report is to be written as if you are an independent business consultant. Here are some useful links from other universities that will help you produce a clear and correctly structured business report:The University of Melbourne Library Business Report HelpsheetThe University of Wollongong UniLearning Report Writing Online GuideMassey University ‘What is a business report’ Online GuideNOTE: Letter or Memorandum, Executive Summary (abstract) and Methodology sections are NOT required. Your Assessment is to be formatted as follows:Word document format only, A4 size (NO PDF). Assessments submitted in formats other than Word will not be assessed.One (1) single file12 point, Times New Roman fontFully justified paragraphs, 1.5 or double line-spacingNormal margins (2.54 cm left, right, top and bottom)The assessments should follow a professional report writing format (see links above),including: Title Page, Table of Contents, relevant headings and sub-headings, and a reference list (not bibliography).Word count:The word count does NOT include the Title Page, Table of Contents, Tables/Figures, Reference Lists, and Appendices, but does include everything else (i.e., in-text citations, headings, and any other material submitted).Assessments which go over the word limit will, in fairness to other students, be penalised between 5\% and 100\% of the available marks depending on severity. The word limit penalty is 5\% of the available marks for every 10\% by which the word limit for each assessment is exceeded.Sources of information:It is required that you utilise, and correctly reference, throughout each of the two (2) reports. Each Assessment states how many references are required, and the minimum peer-reviewed articles (journal articles) required. You must correctly use the Harvard style of referencing in this report. If these are not done correctly, you will be penalised between 10\% and 100\% of the available marks depending on severity. mktg101_.docx mktg101_.docx Unformatted Attachment Preview Table of Contents 1.1 Background .......................................................................................................................... 2 1.2 Marketing Segmentation ...................................................................................................... 2 1.3 Target Market ...................................................................................................................... 5 1.4 Differentiation and Positioning Strategy ............................................................................ 6 Reference List............................................................................................................................. 8 1.1 Background Plastic Whale is a company that has created a movement of people and corporations who work together towards ensuring plastic free waters around the world. Not only does plastic whale aim to clear waste out of waters but it uses the plastic that’s extracted to create economic value by manufacturing furniture and the boats used for the “plastic fishing” tours. Plastic Whale is also one of the most sustainable events that corporations and government intuitions can be a part of as these fishing events can accommodate anywhere between 8 to 150 people. Plastic Whale’s interest in Sydney Harbour is appropriate as recent research has shown the alarming levels of plastic pollution in Sydney. The 2016-17 Australian plastics recycling survey has found that NSW recycled almost 1.2 million tonnes of plastic in the previous financial year (O’Farrell, 2018). However, an article released by the ABC news outlines the growing number of plastics found in Sydney harbour and its impacts on wildlife despite current recycling efforts (Chettle,2017) Additionally, almost 40\% of the community in Sydney have expressed that it is important for a brand to be sustainable in order for them to be supported (Team, 2018). 1.2 Marketing Segmentation Plastic Whale intents to expand into the Australian market starting with Sydney harbour. As depicted through the market segmentation table, large and diverse markets can be divided into smaller sectors. This ensures consumers receive services and products that match their unique needs. Segmentation table Variables Segment 1: Segment 2: Segment 3: Young Professional School aged children Retiring Adults with environmental conscience Geographical City Size: 2 million and over 2 million and over 2 million and over Density: Urban Urban Urban Age: 20–34 12-19 65+ Occupation: Professional and Students Retired Demographic technical Psychographic Personality gregarious ambitious authoritarian Values, attitudes and Visible Achievement Socially aware Traditional Family lifestyle groupings Life Behavioral Attitude towards Enthusiastic Positive Positive non-user non-user non-user product User status: As shown in the table, the psychographic variable divides consumers into different segments based on values and lifestyles and personality characteristics. This is important for Plastic Whale as how consumers spend their time and money reflects their lifestyle, values and personality. According to the ABS report “Environmental Awareness and Action” the two groups deemed least likely to be worried about environmental issues were 74\% of young adults aged between 18-24 and as well as 77\% of older adults above the age of 65 (ABS, 2010). However, a study conducted by University of Western Australia showed approximately 96\% of the participants aged under 19 across Australia considered environmental pollution to be a serious problem; with 89\% of them saying that they are worried about the long-term effects on wildlife (Ling and Chiw, 2018). Thus, by focusing on people who are socially aware with an ambitious personality will be more beneficial for Plastic Whale. Demographic variables, such as occupation and age are also crucial as consumers needs, wants and usage rates often fluctuate closely with demographic variables. The segment of individuals working in more professionally qualified jobs and earning higher incomes allows for a more favourable position in relation to environmental concerns in terms of their buying behaviour, recycling as well as resource saving. Geographic variables, such as density and city size are fundamental as plastic whale is looking to expand to Sydney harbor which is more urban. Mintel Press Team found that 34\% of urban Sydney preferred products that used sustainable sourcing methods therefore making it more preferable for plastic whale to launch in an urban geographic (Team, 2018). Behavioural variables, such as user status and attitude towards the product are essential as consumers have a different perspectives on products and in this case environmental concerns. According to Environmental and Behaviour, people beyond the retirement age are more worried about the state of the global environment than young people (Wynveen et al., 2014). Therefore, people beyond retirement have a more positive attitude towards environmental matters which could make them more interested in Plastic Whale. 1.3 Target Market Of the segments identified in the segmentation table, Plastic Whale should look towards targeting school aged children in particular those aged between 12-19. Nowadays, students are more concerns about environmental issues than adults. According to the ABC seven out of ten children think it is essential to protect the environment thus they can influence their family to take action with them (ABC, 2017). Additionally, Plastic Whale should pursue school aged children as their interests and concerns for the environment are developing through their education which can be accentuated with hands on plastic fishing tours. The Australian Journal of Environmental Education found that many factors can influence attitudes associated with recycling in high school students (Cutter-Mackenzie, 2014). These factors include economic circumstances, recycling availability as well as the awareness levels regarding the importance of recycling. In their 2018 impact report Plastic Whale revealed than an education program conducted to teach students about recycling resulted in an increase of 981 children participating in plastic fishing the following year (Plastic Whale, 2018). Thus, this effectively shows that through educating students not only will it result in a rise in awareness of environmental issues and clearer water ways in the near future but as they mature, these children will be able to educate others. 1.4 Differentiation and Positioning Strategy Having identified their target market as school aged children Plastic Whale should aim to differentiate themselves from other recycling companies, as well as establish a clear position in the minds of their target market. The main advantage for Plastic Whale would be that their events are a world first as the only professional plastic fishing company in the globe focusing on a worldwide concern. A product’s position within its target market is essentially the perceptions, impressions and emotions that consumers have in regard to the product in comparison with competing products (Kotler et al., 2019). The innovative products tours offered by plastic whale will be unique in Sydney. This gives Plastic Whale the opportunity to focus less on competing but developing knowledgeable and enthusiastic staff (Chettle, 2017). These staff will then not only provide a competitive advantage in the future but educate the target market on the impact’s plastic has on our environment, giving them the awareness to share their knowledge with their family and schools. This in turn could lead to more involvement from corporations and government institutions. Plastic Whale will adopt the following positioning statement: To the future of Sydney, Plastic Whales tours will provide you with tours of the beautiful Sydney Harbour whilst we learn together how to make better use of the plastic in our oceans. Positioning Map Level of Education Provided Plastic Whale Clean up Australia Sea Shepherd Seabin High Low Innovativeness Reference List 1. Wynveen, C.J., Kyle, G.T. & Sutton, S.G., 2014. Environmental Worldview, Place Attachment, and Awareness of Environmental Impacts in a Marine Environment. Environment and Behavior, 46(8), pp.993–1017 [Accessed 3 Apr. 2020] 2. Cutter-Mackenzie, A., 2014. Where Are Children and Young People in Environmental Education Research?. Australian Journal of Environmental Education, 30(1), pp.103-105. [Accessed 4 Apr. 2020] 3. O’Farrell, K., 2018. 2016–17 Australian Plastics Recycling Survey. Environment.gov.au. [Accessed 3 Apr. 2020]. 4. Anon, 2010. Environmental awareness and action - Australian Social Trends June 2010. Abs.gov.au. [Accessed 2 Apr. 2020] 5. Chettle, N., 2017. Sydney Harbour hidden plastic pollution is killing endangered turtles and marine life, ABC News [Accessed 2 Apr. 2020] 6. Team, M., 2018. A sustainable and environmental future for Australia. Mintel. [Accessed 4 Apr. 2020]. 7. Ling, H. and Chiw, A., 2018. Young people of Australia and climate change: perceptions and concerns. Millenniumkids.com.au. [Accessed 3 Apr. 2020]. 8. Eccleston, P., 2007. Public concerned on environment, survey says. Telegraph.co.uk. [Accessed 5 Apr. 2020]. 9. Education, A., 2017. Kids voice their concerns about environmental issues for Earth Hour 2017. Education.abc.net.au. [Accessed 4 Apr. 2020]. 10. Cutter-Mackenzie, A., 2014. Where Are Children and Young People in Environmental Education Research?. Australian Journal of Environmental Education, 30(1), pp.103-105. [Accessed 4 Apr. 2020] 11. Whale, P., 2018. Impact Report Plastic Whale Foundation 2018. Petpower.eu. [Accessed 4 Apr. 2020]. Table of Contents 1.1 Background .......................................................................................................................... 2 1.2 Marketing Segmentation ...................................................................................................... 2 1.3 Target Market ...................................................................................................................... 5 1.4 Differentiation and Positioning Strategy ............................................................................ 6 Reference List............................................................................................................................. 8 1.1 Background Plastic Whale is a company that has created a movement of people and corporations who work together towards ensuring plastic free waters around the world. Not only does plastic whale aim to clear waste out of waters but it uses the plastic that’s extracted to create economic value by manufacturing furniture and the boats used for the “plastic fishing” tours. Plastic Whale is also one of the most sustainable events that corporations and government intuitions can be a part of as these fishing events can accommodate anywhere between 8 to 150 people. Plastic Whale’s interest in Sydney Harbour is appropriate as recent research has shown the alarming levels of plastic pollution in Sydney. The 2016-17 Australian plastics recycling survey has found that NSW recycled almost 1.2 million tonnes of plastic in the previous financial year (O’Farrell, 2018). However, an article released by the ABC news outlines the growing number of plastics found in Sydney harbour and its impacts on wildlife despite current recycling efforts (Chettle,2017) Additionally, almost 40\% of the community in Sydney have expressed that it is important for a brand to be sustainable in order for them to be supported (Team, 2018). 1.2 Marketing Segmentation Plastic Whale intents to expand into the Australian market starting with Sydney harbour. As depicted through the market segmentation table, large and diverse markets can be divided into smaller sectors. This ensures consumers receive services and products that match their unique needs. Segmentation table Variables Segment 1: Segment 2: Segment 3: Young Professional School aged children Retiring Adults with environmental conscience Geographical City Size: 2 million and over 2 million and over 2 million and over Density: Urban Urban Urban Age: 20–34 12-19 65+ Occupation: Professional and Students Retired Demographic technical Psychographic Personality gregarious ambitious authoritarian Values, attitudes and Visible Achievement Socially aware Traditional Family lifestyle groupings Life Behavioral Attitude towards Enthusiastic Positive Positive non-user non-user non-user product User status: As shown in the table, the psychographic variable divides consumers into different segments based on values and lifestyles and personality characteristics. This is important for Plastic Whale as how consumers spend their time and money reflects their lifestyle, values and personality. According to the ABS report “Environmental Awareness and Action” the two groups deemed least likely to be worried about environmental issues were 74\% of young adults aged between 18-24 and as well as 77\% of older adults above the age of 65 (ABS, 2010). However, a study conducted by University of Western Australia showed approximately 96\% of the participants aged under 19 across Australia considered environmental pollution to be a serious problem; with 89\% of them saying that they are worried about the long-term effects on wildlife (Ling and Chiw, 2018). Thus, by focusing on people who are socially aware with an ambitious personality will be more beneficial for Plastic Whale. Demographic variables, such as occupation and age are also crucial as consumers needs, wants and usage rates often fluctuate closely with demographic variables. The segment of individuals working in more professionally qualified jobs and earning higher incomes allows for a more favourable position in relation to environmental concerns in terms of their buying behaviour, recycling as well as resource saving. Geographic variables, such as density and city size are fundamental as plastic whale is looking to expand to Sydney harbor which is more urban. Mintel Press Team found that 34\% of urban Sydney preferred products that used sustainable sourcing methods therefore making it more preferable for plastic whale to launch in an urban geographic (Team, 2018). Behavioural variables, such as user status and attitude towards the product are essential as consumers have a different perspectives on products and in this case environmental concerns. According to Environmental and Behaviour, people beyond the retirement age are more worried about the state of the global environment than young people (Wynveen et al., 2014). Therefore, people beyond retirement have a more positive attitude towards environmental matters which could make them more interested in Plastic Whale. 1.3 Target Market Of the segments identified in the segmentation table, Plastic Whale should look towards targeting school aged children in particular those aged between 12-19. Nowadays, students are more concerns about environmental issues than adults. According to the ABC seven out of ten children think it is essential to protect the environment thus they can influence their family to take action with them (ABC, 2017). Additionally, Plastic Whale should pursue school aged children as their interests and concerns for the environment are developing through their education which can be accentuated with hands on plastic fishing tours. The Australian Journal of Environmental Education found that many factors can influence attitudes associated with recycling in high school students (Cutter-Mackenzie, 2014). These factors include economic circumstances, recycling availability as well as the awareness levels regarding the importance of recycling. In their 2018 impact report Plastic Whale revealed than an education program conducted to teach students about recycling resulted in an increase of 981 children participating in plastic fishing the following year (Plastic Whale, 2018). Thus, this effectively shows that through educating students not only will it result in a rise in awareness of environmental issues and clearer water ways in the near future but as they mature, these children will be able to educate others. 1.4 Differentiation and Positioning Strategy Having identified their target market as school aged children Plastic Whale should aim to differentiate themselves from other recycling companies, as well as establish a clear position in the minds of their target market. The main advantage for Plastic Whale would be that their events are a world first as the only professional plastic fishing company in the globe focusing on a worldwide concern. A product’s position within its target market is essentially the perceptions, impressions and emotions that consumers have in regard to the product in comparison with competing products (Kotler et al., 2019). The innovative products tours offered by plastic whale will be unique in Sydney. This gives Plastic Whale the opportunity to focus less on competing but developing knowledgeable and enthusiastic staff (Chettle, 2017). These staff will then not only provide a competitive advantage in the future but educate the target market on the impact’s plastic has on our environment, giving them the awareness to share their knowledge with their family and schools. This in turn could lead to more involvement from corporations and government institutions. Plastic Whale will adopt the following positioning statement: To the future of Sydney, Plastic Whales tours will provide you with tours of the beautiful Sydney Harbour whilst we learn together how to make better use of the plastic in our oceans. Positioning Map Level of Education Provided Plastic Whale Clean up Australia Sea Shepherd Seabin High Low Innovativeness Reference List 1. Wynveen, C.J., Kyle, G.T. & Sutton, S.G., 2014. Environmental Worldview, Place Attachment, and Awareness of Environmental Impacts in a Marine Environment. Environment and Behavior, 46(8), pp.993–1017 [Accessed 3 Apr. 2020] 2. Cutter-Mackenzie, A., 2014. Where Are Children and Young People in Environmental Education Research?. Australian Journal of Environmental Education, 30(1), pp.103-105. [Accessed 4 Apr. 2020] 3. O’Farrell, K., 2018. 2016–17 Australian Plastics Recycling Survey. Environment.gov.au. [Accessed 3 Apr. 2020]. 4. Anon, 2010. Environmental awareness and action - Australian Social Trends June 2010. Abs.gov.au. [Accessed 2 Apr. 2020] 5. Chettle, N., 2017. Sydney Harbour hidden plastic pollution is killing endangered turt ... Purchase answer to see full attachment