I.

Complete Tasks 1-4 in Learner Workbook

(see p. 106 - Part 2 - Learner Workbook)

Refer to Power point slides.

2.1.

PRIMARY MEDIA is the main media in a marketing campaign used to drive the message trought the
audience .

SUPPLEMENTARY MEDIA is the non-mass media resources to complement the sales and marketing
campaigns. For example point of sale advertising, sales team tools, product samples, and others.

A company's target market is the particular segment of the overall population that it aims to sell to.
The primary target market is made up of consumers most likely to buy now. The secondary target
market may be more likely to buy in the future or to influence someone else to buy.
The target audience preferences and behaviours will govern which media should be primary and
which should be secondary.
It is very important to have knowledge of industry products or services in order to recommend
appropriate media options.
2.2.

It is very important to be aware of legal concerns related with copyrights or special regulations in
place. Each organisation is regulated by codes of practice.

CODES OF PRACTICE: In Australia, for example, the codes of practice are based on the following
regulations or in some cases in International standards :

 Advertising Federation of Australia

 Australian Communication and Media Authority
 Australian Competition and Consumer Commission
 Australian Performing right association
 Commercial Radio Australia
 Free TV Australia

CULTURAL INFLUENCES: People´s values play a very important role on their personal
development, their actions as citizens, and theirs behaviour as consumers. Culture is a key
that underline differences in consumer behaviour.

ETHICAL PRINCIPLES

1. Beneficence: The priority in this theory is to do what is good. It also relates with the
principaple of utility, which refers we always should generate good over evil.
2. LEAST HARM:
 3. RESPECT FOR AUTONOMY: This states the theory of each person is independent and
do what they prefers to obtain the joy in life.

LEGISLATION

 Antidiscrimination laws
 Consumer Protection and Fair Tradind Laws:

Australian Consumer law

Copyright Legislation

Ethical Principles

Privacy Laws

Trade Practices Act

2.3.

Brand Character or Brand Personality is how the market defines a product. Furthermore,
in the process of identify the brand personality, companies need to study if the brand
cosumers are cool, fun, serious, trustworthy, big and traditional families, small families,
singles, young office workers.
 PRACTICAL MEDIA REVIEW

EXECUTIVE SUMMARY

Café 0.6 is an innovative business opened in Sydney by a group of design professionals and food
enthusiasts who have a desire to build and grow on based on their expertise. With design knowledge
and a passion for a good lifestyle, their dream is to channel these elements into operating 0.6.

Having extensive knowledge and experience in engaging with new food & beverage businesses, they
understand the trials of starting a business and the strategies to make it stand out.

INTRODUCTION

Their team have set out to pursue very high aspirations and in turn they believe that everyone
deserves a chance to transform their dreams into reality and this message is CLEAR DELIVER TO
THEIR AUDIENCE AND CAFÉ CUSTOMERS. The name café 0.6 embrace both concepts. The process
of turn dreams to reality can begin with just a pen and paper. And this is where it all starts – 0.6, the
social hub where everyone can gather, share ideas and appreciate what life has to offer.

Zero Point Six is unique from the competitors as they have gained an experience, insights, skills and
passion from running a cafe and knowing everything inside and out matched with their knowledge
in design, marketing and food.

In terms of the strengths of the cafe we can start talking about the cafe has a leader position
understanding their target market in terms of socio and demographic . This helps to have clear
guidelines of the cafe seeking to improve their customer xperience and the loyalty this can bring
from them.

On the other side we have a cafe that has a good reputation behind them, but that is cutting in a
quite big size the population that they could include in the target for a location “trouble” just
becuase it is quite far from the public transport, for people that do not live or work in the area.
Furthermore, the location always is busy and there are no much public parking spaces, for this
reason the café has assigned a private parking area for their costumers, increasing the traffic and
improving the customer experience. The cafes design looks like a very fancy and expensive place
and some people think there are not product options and to change this they have created good
strategies for coffees, toasties, bundles for breakies, and others.

They have been creating and reinventing new menu and prices strategies for different types of
customers, but is still being an not entry shop for those who are looking cheap prices.

All of this helped by the idea of no competitor in a close area, so for the target is pretty safe, but
that is also a threat because at the moment that a new coffee appear in the area could be a hit for
them, but is going to be there when the loyalty of the costumers is going to be, but also is important
to understand that the area could be also a threat in terms of new buildings around the coffee, this
would generate a big increase of the market demand and the staff maybe could have a hard time
dealing with that.
 All the material that the Cafe 0.6 is going to use at time of follow the strategy needs to be
created by them or buying the respective rights of use to the different media, in that way
the cafe is going to be out of any misleading, also the copywriter needs to be aware of the
texts and gives their own validation. In terms of any image that they are going to produce,
they need to make it real to prevent any chance of bait advertising.

CONCLUSION

Café 0.6 have a lot of local competition due to chain café and these cafes may be difficult to
compete against. This is the action plan to increase market share coffee shop and improve its
breakfast dynamic in the short term:

 Develop a new breakfast menu with gluten free, vegan/vegetarian options.

 Announcing all special and discounts for breakfast.
 Offer reduced coffee prices during certain times and kids-eat-free programs.
 Provide a discount on the loyalty customers through membership online card on special
occasions
 Extending business hours on weekends to attract people whose live close the shop and
wants have a lunch later.
 Add our daily specials to a sign outside the shop to encourage customers to try. Add our
specials to website and social media accounts.
 Making clearly lists the directions and post our menu online on our website. Add printable
coupons and reward customer testimonials by offering future discounts to encourage new
patrons.
 Develop fliers with important information, including the address, phone number, specials.
Distribute these fliers by having an employee personally hand them out. Try to give fliers to
businesses and organizations that correspond with our type of business.

REFERENCES

(0.6, 2019)