Download Promoting Balter IIPA Beer in South Korea: Assessment Template and Strategies and more Summaries Mathematics in PDF only on Docsity!
Greystone College Australia: BSBMKG513 Templates Version 1.
Assessment Templates
BSBMKG513 Promote products and services to
international markets
Student ID Student Name First Name: Ricardo Alberto Last Name: Cardenas Munoz
Student’s declaration:
By submitting this assessment, you acknowledge and agree to the following conditions: Check all boxes if you agree. ✓ I have read and understood the details of the assessment ✓ I have been informed of the conditions of the assessment and the appeals process and understand I may appeal if I believe the assessment is not equitable, fair or just ✓ I agree to participate in this assessment, and I am ready to be assessed ✓ I declare that the attached is my own work or in collaboration with other members of a group as required ✓ I have acknowledged all sources where appropriate in accordance with Academic Integrity Policy, and I believe other group members have done the same^ Greystone College’s Submitting your assessment: Complete all assessment tasks, upload and submit in Moodle for grading. Please view the videos on submitting work through Moodle in the FAQ section of your VET Orientation course. Once your assessment is graded, you will receive an email notification. Check your grades and submission feedback on Moodle.
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Please verify each of the following principles of assessment by placing a tick in each box. Refer to the assessor's handbook for further information if required. Authentic : I am assured that the evidence presented for assessment is the learner’s own work Valid: I am assured that the learner has the skills, knowledge and attributes as described in the module or unit of competency and associated assessment requirements Current: I am assured that the assessment evidence demonstrates current competency. This requires the assessment evidence to be from the present or the very recent past Sufficient: I am assured that the quality, quantity and relevance of the assessment evidence enable a judgement to be made of a learner’s competency
Greystone College Australia: BSBMKG513 Templates Version 1.
Task 2: Marketing Event Report Template
(Insert Product Name)
SECTION 1 – PROMOTIONAL ACTIVITY PLANNING
NOTE: Replace the orange text with your answers
Section 1 of your report: Respond to the following questions :
- Who needs to attend? Korea is the 11th^ largest market in the world in terms of Beer, Koreans prefer drink imported beers than national beer because the conventional Korean beer does not have premium quality. I in addition the market of imported beers in Korea has growth notoriously. “The Korean beer market is worth 15.977 Million USD. The Korean beer market continues to grow and more importantly, the growth rate for imported beer is higher than the growth rate for Korean beers. The beer imports reached 263 million USD in 2017, which is more than a 500 % increase compared to 2010” (Song, 2019) Following the Korean regulations according the consumption of alcohol, our product will be offer and consumed for people over 20 years old.
Greystone College Australia: BSBMKG513 Templates Version 1. The accommodation will be at Nine tree premier hotel Insandong which is located 1,4 km from the centre of the city and the cost for 28 nights will be 5,228 AUD, this hotel has the furniture and the elegance enough for the campaign representative.
- Do you need to hire Korean speaking staff based in South Korea? In line to have the best communication and organization is necessary to hire Korean people to promote the beer because is better to work with native people who know the behaviour and desires of the future customers. Korea has different culture and the manners are completely different than Austrian culture, it means that for enhance the success of the campaign is indicated to hire native staff.
- What are your goals from this event? The main idea of doing the event is to promote and make the Beer known by future customers, doing the beer famous and give beers for free to garner attendees, motivate people to choose the Australian people. Persuade Koreans to consume Australian beer, exactly Balter IIPA. The event has been proposed to reach another market but also to make the Balter beer recognized as good quality beer which is the major awareness of the Korean drinkers. The launching day will give free sample without pay attention on the cost of the export because the idea is allure Koreans to drink a delicious beer and make recognize the beer in all the country. Identify w hic h one or more of the following promotional activities you are going to use at the Seoul marketing event. (Ideally, you should use a mix of all five at the marketing event.)
- SALES PROMOTION
Greystone College Australia: BSBMKG513 Templates Version 1. The idea of promoting the Balter IPA beer in korea through sales promotion is give samples in the promotion day to everyone who is walking on the street, give beers for free just for tasting is going to encourage people to walk close to the promotion place and with the tasty flavour of the Balter people will fall in love with the beer. Basically, the plan is made to make the beer recognized by everyone and follow the phycology of sampling. According to market research studies, 81% of consumers said they’re more likely to try a new product after receiving a free sample. There are two main psychological principles influencing our response to and decisions surrounding samples^1. ▪ Risk Aversion, People is not going to buy anything if they think that they are going to waste their money, it means that receiving a free sample of the Balter Ipa people is going to be encourage to buy more because they already know the flavour. ▪ Principle of reciprocity, Our subconscious has many ways to show our reciprocity, one of those is through the purchases, it means that if we give Balter samples for free the subconscious of the future customer likely is going to decide to buy the beer in other occasion just for the fact of reciprocity. (^1) https://threedoglogistics.com/news/2018/02/the-psychology-of-free-samples-and-why-they-work/
Greystone College Australia: BSBMKG513 Templates Version 1.
- Do you have a Korean speaker on your team in Australia who can lead the delegation? Promoting the Balter IIPA beer in Korea requires a Korean person who knows both languages and Korean culture, this person is going to be the leader of the Korean team but he has to follow the plan of the Australian team and been supervised by the director of the promotion, the director of the whole promotion will travel to Korea for the launching day and help with the task of the Korean leader.
- Do you have networks to use, external to Austrade? Nowadays, there are many ways to promote any product, the current and growing trend in social networking has brought the facility of doing promotions and make new products recognized easier and cheaper as we will do with Balter IIPA in Korea. Firstly, the Australian team will create an Instagram account which is going to be the main way to reach some customers. With the help of digital developers, the Balter IIPA will give advertising to attract more people, also with the stories in Instagram the Beer will be recognized by many Koreans every day, enhancing the promotional season with a low cost. Facebook and Instragram are the main social networks in the world, but there is a big problem in terms of behaviour. Koreans are not used to using western social networks like Instagram and Facebook but the power of consumerism has made that Eastern countries begin to use them mor frequently, for that reason Instagram and Facebook are optimal networks to promote the Beer.
- Which companies do you want to meet to maximise the cost paid to Austrade? A successful way to promote the beer in Korea is with the help of companies that are well established in the society, it means that it will help us to reduce some cost and jus for the fact of having the Balter beer in stock, people is going to consider get it. Hite-Jinro is a useful company to get relationship because it has already a market and many customers, it means that the way to promote the beer will be done through Hite-Jinro ideas, knowing that it is a Koren company which knows the behaviour of their customers. Ob Berr is other company which will help us to reduce costs because when it comes to beer this company is really well known and it is one of the favourite shops for getting beers, making the way to promote and sell easier and cheaper for us.
- Will you stay longer to capitalise on these initial meetings? Depending on the sales and the indicators from social networking, if the results before the launching day were going well it means that people is being interested on the beer and the launching day would reach the target of promoting successfully the product , I will not stay longer than expected, otherwise ,if results were not we expect the longer stay would be mandatory and necessary, because we would have to organize new method of promoting.
Greystone College Australia: BSBMKG513 Templates Version 1.
- Which Korean media should you use? According to some surveys the most social network used in Korea is Facebook, there is not other one which are able to exceed it, also there are many ways and professions to program advertisements in attempt to promote a product but BAND which is other social network for complementing the ways to promote and make famous the beer. There is a big problem in terms of this topic because social networks have been created for every one but there are many countries where some western social network companies are not allowed or preferred by citizens and for them. Band is a good complement for the launching day because it is an app which gives some helps for business and is very recognised by Koreans.
- What cultural aspects should your team address? The main aspect is address the promotion of the beer as a beverage which will help drinkers to find amusement and also eliminate the thirsty life, Korea is a country where you can see citizens walking very fast meaning that many of them need a break to refresh the live and themselves. When it comes to cultural aspects Korea is one of the biggest drinkers of alcohol in the world, and his traditional alcoholic beverage (soju) is mixed with beer to form a recognized cocktail which everyone is used to drinking an enjoy the business conversations and social activities.
