180269 Nattaporn-20200807-735File 1




180269 Nattaporn-20200807-735File 1


Design and develop an integrated marketing communication plan

Assessment 1

  • Role Play Meeting
  • Role-Play

    Me: Hello, thank you all for coming. I would like to make sure everyone knows what the meeting is about. We will be discussing the purpose and objectives of this marketing campaign, the nature of the campaign, outcomes of previous campaigns and the budget allocations for this marketing campaign.

    So firstly I would like to begin by discussing and purpose and objectives. We currently have suggested that this campaign will be designed to promote and encourage the use of Peppermint Field to all stakeholders. We are planning to increase sales by over 30% with this marketing campaign.

    Senior Management: I think that this purpose is very good. We definitely feel that this is the main goal of the campaign and we should stick to this as the purpose. We want to increase sales.

    Me: Yes exactly, our main purpose is the increase sales. So what will be the nature of this campaign. I believe that the nature of this marketing campaign will be more about introducing the product to customers in Australia and teach them the benefits of this product.

    Senior Management: Yes, this product is somewhat unknown to most of the people in Australia. They are not aware of the product and do not know where, how and why they should use it.

    Me: Okay great. So we agree that this campaign will focus on brand awareness. Our previous campaigns have been less successful as they have focused more on the image of the business but people need to know what the benefits are and the uses of Peppermint field.

    Senior Management: yes, as the product is very popular in Thailand but not in Australia, it is important to take a different approach.

    Me: Finally we would need to agree upon a budget allocation.

    Senior Management: I believe that $50,000 on the marketing campaign should be sufficient.

    Me: Yes I Agree.

    Senior Management: Okay we will prepare the marketing campaign and have a follow up meeting in a few weeks. Thank you all for coming.

  • Draft and final marketing Plans

    a. Purpose statement

    This target market is most ideal as these are the busiest times in a person’s life.

    This is when their lives are stressful and they have not settled down yet.

    Peppermint field will suit this market because it is a aroma therapy product

    b. A SWOT analysis


  • 100% natural and organic
  • Very cheap
  • Lasts for a long time
  • Weaknesses

  • Unfamiliar smell
  • Customers loyal to other brands
  • The tax of products in Australia
  • Opportunities

  • Not much competition
  • Good brand name in Thailand
  • Doctors can recommend the product to customers
  • Threats

  • Customer Loyalty
  • Smells are not popular in Australia
  • ......

    180269 Nattaporn-20200807-735File 1
    Last updated: Sep 2023

    Page 1

  • Smells are not popular in Australia
  • c. Definition of the target audience

  • All age groups
  • Females
  • Students
  • Workers
  • Stressful
  • d. Analysis of the product or service

  • Advertising on social media to people know our product we have new product, new taste, new type of our product.
  • The people can see our product advertising from online and can see from supermarket selling
  • Great health benefits
  • Good for relaxing
  • No competitors in Australia
  • e. Media vehicles and rationales: Include a selection.

    Media vehicles


    Direct mail





    f. Legal and ethical constraints ( Advertising)

    1. Australian Consumer Law and Marketing Communications

    2. Do-Not-Call Register

    3. Privacy Legislation

    4. Anti-Spam Legislation

    5. Advertising Standards Regulation in Australia

    Final Draft

    a. Purpose statement

    The strategic objectives of this market entry would be to increase the total number of sales for the product and improve the customer awareness of the product in the world. There are many competitors to the Peppermint Field Aromatic, and therefore the brand must make sure that the company knows about Peppermint Fields and acknowledges its benefits.

    The main Marketing Objectives for this research task is to find out the best ways to increase the customers. The number of customers will be the relevant to the profit made by the company. The needs of customers are the most important factor for this product. Customer who feel sick need a cure. Peppermint Field work as a fast and efficient cure that can be used anywhere and anytime.

    Marketing Communication objectives:

  • Increase the number of social media followers
  • Improve on communication channels with customers
  • Create a website to increase communication to customers
  • b. A SWOT analysis


  • 100% natural and organic
  • Very cheap
  • Lasts for a long time
  • Different Aroma
  • ...

    180269 Nattaporn-20200807-735File 1
    Last updated: Sep 2023

    Page 2

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