BSB41307 & BSB41315 CERTIFICATE IV IN

MARKETING
Selling Directly
UNIT OF COMPETENCY
BSBMKG409A & BSBMKG409 DESIGN DIRECT RESPONSE OFFERS

Assessment 1.

<<Please complete ALL the spaces marked with blue and answer ALL
the questions on this assignment. Save your work regularly on your
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Declaration: I certify that this assignment is entirely my own work. I have

provided full referencing to the work of others. The material in this paper has
not been submitted before.

2015 AUSTRALIAN PACIFIC COLLEGE - DEDICATED TO QUALITY, EQUITY AND ADVANCEMENT

PROVIDER: YOUNG RABBIT PTY LTD | ABN: 28 003 381 182 | CRICOS CODE: 01331F | RTO PROVIDER: 90396

BSB41307 & BSB41315 | SELLING DIRECTLY

Version v2.0 (Last updated on 23/11/2015 12:21:22 PM)

ASSESSMENT 1 | PAGE 1 OF 5

TEACHER/TRAINER TO COMPLETE:
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IMPORTANT READ THIS FIRST

PLAGIARISM: You must compose your answers in your own words. Simply
pasting text from the Internet will result in a failing grade. It is better to write
your own thoughts in your own words even if your English is not perfect
rather than copy word-for-word the thoughts of someone else.
SUBMITTING IDENTICAL ANSWERS: You may discuss your assessments with
other students, but submitting identical answers to other students will result in
a failing grade. Your answers must be yours alone.
TUTORIALS: Tutorials are run every week to help you answer the
assessments. The schedule for tutorials will be announced during the first
week of term. You are urged to attend the tutorial that pertains to your online
subject.

TO PASS THIS COMPETENCY

YOU MUST PROVIDE EVIDENCE THAT YOU CAN
Identify economic principles and theories related to financial
services functions and tasks
Evaluate economic aspects that apply to decision making
Review own work
Maintain a personal understanding of economic policies

2015 AUSTRALIAN PACIFIC COLLEGE - DEDICATED TO QUALITY, EQUITY AND ADVANCEMENT

PROVIDER: YOUNG RABBIT PTY LTD | ABN: 28 003 381 182 | CRICOS CODE: 01331F | RTO PROVIDER: 90396

BSB41307 & BSB41315 | SELLING DIRECTLY

Version v2.0 (Last updated on 23/11/2015 12:21:22 PM)

ASSESSMENT 1 | PAGE 2 OF 5

Assessment 1 Direct Response Offer

You are to think of a product that you will make the focus of a direct marketing
offer. This product can be one that is already out in the market, or one that you
would like to create. It is important however to keep the product simple, e.g. a
Pacific Cruise.
Explain how this product will be marketed by answering the following
questions:
1. What is the product that is the focus of your direct marketing campaign?
Sunsilk Shampoo: develop new hair products to complement the
shampoo. The new Sunsilk Shampoo purposes at fulfilling the needs of its
target market by providing a high quality, assessment of the concept in
term of its acceptability, credibility and perceived benefits that it
provides a healthy option shampoo choice to the consumers.
2. What will you supply in conjunction with your product to make the direct
offer more appealing?
Continue to spend the current amount on advertising.
Changing the product to a family shampoo so that men and
children will be encouraged to use it.
Increase promotion of the shampoo with wide distribution of free
sample.
Explore consumers reaction towards packaging
3. How will you consult with your team on this offer?
As Sunsilk has already gained a captivated audience and customers
buying product or service a lot, it is much more cost effective to
market to the company. Therefore, improve the average spend of
current customers through the use of vouchers or coupons are
considered. Furthermore, this can encourage them to purchase
products once again and the next element we can upsell to
customers.
The team has to capture its target audiences attention by better
and more refined version of reality as well as be able to relate to
the circumstances promoting from mens beauty, womens and
family.
4. Explain what the customer must do when responding to the offer.
Consider such aspects as:
a. Completing a response form / telephone call
b. Providing information
c. Selecting a payment method
Customer must have a response towards the offering either in positive or
negative. It is necessary for personal selling because the main reason of
personal selling is to get the customer response at the spot.
5. What types of offer will be made to potential customers?

2015 AUSTRALIAN PACIFIC COLLEGE - DEDICATED TO QUALITY, EQUITY AND ADVANCEMENT

PROVIDER: YOUNG RABBIT PTY LTD | ABN: 28 003 381 182 | CRICOS CODE: 01331F | RTO PROVIDER: 90396

BSB41307 & BSB41315 | SELLING DIRECTLY

Version v2.0 (Last updated on 23/11/2015 12:21:22 PM)

ASSESSMENT 1 | PAGE 3 OF 5

Whether it be a discount, a value-add or something free. For example,

there is a special sale with offers 15% extra or one on one free.
6. Explain what offer options will be provided to customers.
Give out free samples when the new product is launched, so this can
provide awareness to the consumers by offering them free samples of
that product and brochures which told the qualities of the product.
7. Provide two (2) vehicles for customers to provide feedback on direct
response offer options.
Direct mail
Post: post has recently released a white paper on their findings
surrounding how consumers want to hear from brands, and how
they receive marketing efforts and raising questions surrounding
which are the most effective channels for promotional advertising,
and which avenues were perceived as useful for interacting with
business.
8. How would you follow up with customers in regards to their feedback?
Provide two (2) examples.
Requesting the email address of potential customers through a sign
up form (or lead capture) on your website. By using a multi channel
approach you can increase you reach to a wider range of potential
clients.
Offering a free gift-checklist, download, or hints and tips sent to
the customer following their entry is a great incentive for new
clients in order to gain their feedback and investigate your website
and business.
9. Feedback on your product / service and offer was mixed. What
modification to your product / service would you offer?
The team that planned out the whole campaign have to be mindful of
feedback form customers. Besides thinking extensively about how to
offer best thing, they also have to advertise and keep in mind the basic
ground rule for advertising, which is to respect the lifestyle of each
market.
10.
How would you solve the following problems:
a. High response rates, but low profitability
b. Low average order value
c. Low response rate and high cost per response
Reaching high-value customers and prospects
Capturing intelligence on a critical mass of customers to justify the
fixed costs of setting up and managing the program
Generating incremental profits from increased sales to new
customers, higher customer retention, selling more to existing
customers or winning back lost customers
2015 AUSTRALIAN PACIFIC COLLEGE - DEDICATED TO QUALITY, EQUITY AND ADVANCEMENT
PROVIDER: YOUNG RABBIT PTY LTD | ABN: 28 003 381 182 | CRICOS CODE: 01331F | RTO PROVIDER: 90396

BSB41307 & BSB41315 | SELLING DIRECTLY

Version v2.0 (Last updated on 23/11/2015 12:21:22 PM)

ASSESSMENT 1 | PAGE 4 OF 5

Reducing costs of delivering solutions and servicing customers

Capturing intelligence cost-effectively
Building the ability to influence customer profitability over time.
11.
Choose your type of sale (one step or multi step) and explain how
you would ensure the following types of sales are supported:
a. One step sales requiring:
How to order
Delivery details
Presentation of products or services
b. Multi-step sales requiring:
Sending catalogues
Making a sales presentation
Presentation of products or services
Muti-step sales requiring:
Sunsilk advertising objectives since it was being re-launched were:
To increase the usage
Conditioning benefits
Makes the hair clean and shiny
Feeling of freshness
Unique range for every hair type
Unilever believes that message about product delivered source must be
persuasive.
Advertising activity: internet, TV, Fashion Magazine, bill boards
Direct marketing activity: catalog marketing will be used, direct mail also
considerable
Online marketing activity: company website used to provide online purchase
facility
Event activity: different fashion shows and hair treatment programs held for
create the awareness for product. Hair stylist makes effective promotion
activities.

<<Please remember to write your name and SID on the first page of
this assignment, save your own copy of this file and upload the
assignment once completed>>

2015 AUSTRALIAN PACIFIC COLLEGE - DEDICATED TO QUALITY, EQUITY AND ADVANCEMENT

PROVIDER: YOUNG RABBIT PTY LTD | ABN: 28 003 381 182 | CRICOS CODE: 01331F | RTO PROVIDER: 90396

BSB41307 & BSB41315 | SELLING DIRECTLY

Version v2.0 (Last updated on 23/11/2015 12:21:22 PM)

ASSESSMENT 1 | PAGE 5 OF 5