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Checkpoint D: Progress Challenges 6-10

30532A - Analysing consumer behaviour

For D0105: Diploma of graphic Design study period 3, module 2

By: Colleen Sedgwick student number E0498336

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Check Points are made up of one or more Progress Challenges. These are designed to break down your

learning into chunks and help you work towards your final assessments. While your assessor will monitor your

work when you submit at Check Points, this may not result in direct feedback. We encourage you to discuss your

work in progress on the student forums.

Instructions

1. Complete each Progress Challenge as detailed in the module.

2. Correctly label and then upload a PDF or ZIP for each Progress Challenge in the module:

Progress challenge 6: Case study Progress challenge 7: Case study Progress challenge 8: Case study Progress challenge 9: Case study Progress challenge 10: Research

3. Click ‘Submit for Marking’ to complete this Check Point.

Tips

You can edit your work and upload again, prior to submission. To return to the Progress Challenges, click here.

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30532a Progress Challenge 06

Case study Refer to the business you’ve previously profiled.

1. Think of ways in which the business’ product or service has changed as a result of lifestyle factors. For example, a telecommunications company might have released a new product to target families: a bundle that includes home phone, mobile phones, home internet and pay TV at various price points.

2. Examine the likely impacts of globalisation on your business (or a business of your choice) as Australian society becomes more multicultural and global, and what opportunities this may present for the business. For example, a telecommunications company may feel increasing pressure to market to school-aged children and their parents because, as a result of global celebrity culture and social media, children of this age now have greater access to communication products and form their own ‘tween’ subculture.

3. Think of a global product or service that specifically targets an Australian audience in its advertising.

Write a maximum of 150 words.

Instructions • Compile your work and save as a PDF

• Click here to launch the progress challenge

• Click here to navigate to the forum.

Answer Again, I answer in respect to Australia Post and how they have been impacted by lifestyle factors and globalization.

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Changes in lifestyle - online purchasing: Being ‘time poor’ makes it easy to order things online. Australia Post has taken advantage of the rise in online shopping by partnering with major online retailers; and assists small businesses sell items online1.

The impacts on Australia Post by globalization: An example is when immigrants, particularly those from developing countries, send money to one’s family overseas. Australia Post has made this possible by working with Western Union either online or in person (at a post office) by enabling the safe transfer of money to the recipient’s destination2.

Products and/or services targeted at Australians: Money exchanges, travel cards, and the currency converter are also available for Australians, particularly those travelling overseas3. There are also passport services for those applying for or renewing an Australian or British passport, or want their picture taken for one4; and travel insurance for all Australia Post’s Australian customers5.

1 Australia Post (2016): Time to take your idea to the world, in https://auspost.com.au/small-business?ilink=mm-small-business-1; accessed Friday, 4 March 2016 at 2:18:05 PM 2 Australia Post (2016): Money transfers, in http://auspost.com.au/money-insurance/overseas-money-transfer.html; accessed Friday, 4 March 2016 at 2:29:10 PM 3 Australia Post (2016): Travel Money; http://auspost.com.au/travel-id/travel-money.html?ilink=mm-travel-money-1; accessed Friday, 4 March 2016 at 2:32:01 PM 4 Australia Post (2016): Passports, http://auspost.com.au/travel-id/passports.html?ilink=mm-passports-1; accessed Friday, 4 March 2016 at 2:37:42 PM 5Australia Post (2016): Travel Insurance, http://auspost.com.au/travel-insurance.html?ilink=mm-travel-insurance-1; accessed Friday, 4 March 2016 at 2:49:25 PM

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30532a – Progress Challenge 07

Case study When working with Bar Tapioca, you decide you would like to design a short written survey for staff to hand out to customers. Write no more than 10 questions you would ask the Bar Tapioca customers in order to ascertain their attitudes towards the bar.

Instructions • Compile your work and save as a PDF • Click here to launch the progress challenge • Click here to navigate to the forum.

Answer Here are the Questions related to Bar Tapioca (Demographics)

Bar Tapioca Customer Survey

Gender (Circle where applicable) 1. Male

2. Female

Postcode (Please write here):

Relationship status (circle where applicable): 1. Single (never married);

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2. Dating;

3. De-facto/living together;

4. Married;

5. Divorced/widowed

Number of children (circle where applicable): 1. None;

2. One;

3. Two;

4. Three or more

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Likert style questionnaire

1. How often do you visit Bar Tapioca?

1. Not at all 2. Rarely 3. Occasi

onally 4. Often 5. Every day

2. On an average visit, how much time do you like to spend there?

1. ½ an hour or less

2. ½ an hour to two hours

3. Two to three hours

4. Three to four hours

5. Four or more hours

3. On an average visit, how many drinks are you likely to buy or consume?

1. One or less

2. Two or three

3. Three or four

4. Four or five 5. More than five

4. How likely are you to do the following activities if and when you visit Bar Tapioca?

Hold (or attend) a party?

1. Very unlikely 2. Unlikely

3. Neither likely or unlikely

4. Likely 5. Very likely

Eat a meal? 1. Very unlikely 2. Unlikely

3. Neither likely or

4. Likely 5. Very likely

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unlikely

Watch a live band?

1. Very unlikely 2. Unlikely

3. Neither likely or unlikely

4. Likely 5. Very likely

Dance? 1. Very unlikely 2. Unlikely

3. Neither likely or unlikely

4. Likely 5. Very likely

Partake in karaoke?

1. Very unlikely 2. Unlikely

3. Neither likely or unlikely

4. Likely 5. Very likely

Attend a trivia night?

1. Very unlikely 2. Unlikely

3. Neither likely or unlikely

4. Likely 5. Very likely

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30532a - Progress Challenge 08

Case study 1. Reflect on the business you have previously profiled. Conduct a SWOT analysis for the business: • What are the business’ main strengths? • What are the main weaknesses? • What are the main opportunities? • What are the threats to the business? 2. In 200 words, describe the ways your business uses its strengths to their advantage and how they overcome some of the

weaknesses.

Instructions • Compile your work and save as a PDF

• Click here to launch the progress

Answer

Part A Again I have chosen Australia Post.

SWOT Analysis – Australia Post Strengths Weaknesses

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Large organisation – one of the biggest communications and logistics companies in Australia;

Delivers billions of articles each day, Australia-wide6; More than ‘just a Post Office’ – offerings also include

banking, retail, travel services, e-commerce; Diverse workplace; Rigorous quality control.

Employees are not always motivated; Room for improvement with employee relations; ‘Flat’ career path; Presence of workplace bullying; Difficult work conditions, which can lead to errors, near

misses and even injuries..

Opportunities Online shopping and retail (e-commerce); Partnering with small businesses; Partnering with other organizations so one can do

banking, money exchange; Mobile apps – make online communication and ordering

easier for customer;

Threats Deregulation; Competitors, like other logistics companies; Tendency for customers to use other communication

channels like email and texting; For ‘posties’ and drivers: weather conditions (e.g. too

hot or cold, wet weather), traffic, terrain, vicious animals;

Difficult customers

Part B Australia Post has certainly able to capitalize on its strengths:

Since the late1980s/early 1990s, it has diversified into retail, banking, a place to accept bill payments, to exchange money,

6 Australia Post (2016): Fast Facts About Australia Post, in http://auspost.com.au/about-us/fast-facts-about-australia-post.html; accessed Saturday, 5 March 2016 at 5:29:31 PM;

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It has more recently, taken advantage of the new opportunities out there, like e-commerce and mobile technology7. It has post offices and facilities in most areas of Australia8; It is also a diverse workplace9:

many of its employees come from various ethnic and social backgrounds; They have many different skills, abilities, and a variety of educational qualifications.

The weaknesses of the organization can be (and have been) overcome (and can be viewed as future opportunities to avoid those problems in future10):

Australia Post has a rigorous training policy for all its new employees, so they can learn to sort quickly and accurately11; They also have policies and procedures for quality control; Other policies include EEO, OH&S and ‘Return to Work’ polices (the third of which is to assist injured workers to return to

work); And the EAP (or Employment Assistance Program – to assist workers undergoing emotional issues). Opportunities to learn different skills through its PP1st website12.

7 Australia Post (2016): Newsroom - Australia Post joins with largest data innovation group in Australia, Data61; in https://auspost.newsroom.com.au/Content/Home/02-Home/Article/Australia-Post-joins-with-largest-data-innovation-group-in-Australia-Data61/-2/-2/6082; accessed Saturday, 5 March 2016 at 5:25:07 PM 8 Australia Post (2016): Locations and hours in http://auspost.com.au/pol/app/locate?ilink=ff-locate-1; accessed Saturday, 5 March 2016 at 5:14:22 PM 9 Australia Post (2016): Diversity and Inclusion, in http://auspost.com.au/about-us/diversity-inclusion.html; accessed Saturday, 5 March 2016 at 5:33:21 PM 10 Olsen, E (2008): SWOT Analysis – How to perform one, in Virtual Strategist, https://www.youtube.com/watch?v=GNXYI10Po6A; see also http://onstrategyhq.com/resources/video-how-to-perform-a-swot-analysis-a-whiteboard-video/; accessed Saturday, 5 March 2016 at 5:10:11 PM 11 Australia Post (2016): Jobs at Australia Post, in http://auspost.com.au/about-us/jobs-at-australia-post.html; accessed Saturday, 5 March 2016 at 5:44:38 PM 12 Australia Post (2016): Supporting our people through change, in http://auspost.com.au/annualreport2014/supporting-our-people-through-change.html; accessed Saturday, 5 March 2016 at 5:48:38 PM

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30532a - Progress Challenge 09 Case study Select a product you’ve recently purchased or one you are considering buying. Explain your buyer decision process at each stage using the above purchase process. Describe what you are thinking at each stage e.g. brand, size, content, price and how you arrived at your final decision. Write max 100 words. Instructions • Compile your work and save as a PDF • Click here to launch the progress challenge • Click here to navigate to the forum

Answer I bought a new computer just over a year ago – a Dell Optiplex 780-2 for $160 via Deals Direct13. Here is the decision-making process I was undergoing:

1. The Need: Previous computer (Dell Dimension 5150) was too slow – needed faster machine with up-to-date operating system;

2. Researching options: I found out about this from my brother, who emailed me the link; 3. Evaluating options: the lesser cost and the fact that it was a Dell computer prompted my decisions. 4. Purchase decision: I ordered it through the online shopping site, Deals Direct. 5. Post purchase evaluation: satisfied with purchase.

13 Deals Direct (2014): Dell Optiplex 780 2.93GHz CPU 2GB DDR3 160GB HDD - Ex Lease in http://click.edm.dealsdirect.com.au/?qs=cf4c19fd8b47909302cc683944495956998ed14ec7f692f134c7edbdb605d882ca5dea11b56b1fbe;

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30532a – Progress Challenge 10

Research In July 2013, a Coca-Cola commercial was banned by the UK Advertising Standards Authority for misleading consumers about how much activity they need to do in order to burn off the 139 calories in a can of Coke. Research another case where an advertiser has engaged in misleading or false advertising, then complete the tasks below. 1. In one or two sentences, give an overview of the case. 2. Imagine you were a graphic designer who was working for the creative agency that developed the campaign. Think of two ways you could prevent publishing misleading or false information e.g. research of the subject matter, legal advice. 3. In this instance, what marketing strategies could you suggest to your client, the advertiser, to address the negative perceptions brought about by the case? Instructions • Compile your work and save as a PDF • Click here to launch the progress challenge • Click here to navigate to the forum.

Answer The situation is as follows: An ad for Coca-Cola then had come under fire for allegedly misleading consumers about the amount of physical activity needed to burn off 139 calories in a can of Coke – 10 members of the public complained about the ad because they didn’t think that doing just one of the individual activities would be enough after drinking a can14. A spokesperson for the company had stated they had intended to emphasise the importance of leading a healthy active lifestyle and making informed

14 Edwards, J (2013): The UK Banned This Ad For Saying that you Can Lose Weight Just By Laughing, in Business Insider Australia, http://www.businessinsider.com.au/uk-banned-this-coke-ad-for-saying-that-you-can-lose-weight-by-laughing-2013-7?r=US&IR=T; accessed Sunday, 6 March 2016 at 5:22:59 PM;

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choices – but the ASA ruled that the ‘+’ and ‘=’ signs displayed in the commercial weren’t prominent enough, and this resulted in the ad being taken off air15. I haven’t seen the ad myself (or if I did, I don’t remember its exact content), hence, I don’t know how much emphasis the company put on the importance of a healthy lifestyle. However, one way I would find out is to maybe collaborate with the marketing team, and if necessary, the legal team16. If needs be, I would even ask to see the ad (if any copies of it were available). Another thing I would do is research the actual amount of sugar (and anything else likely to affect one’s health, like caffeine) that goes in a single can of Coke – or any fizzy drink at all17. I would suggest to the advertiser to continue emphasising the importance of a healthy lifestyle, and one way to do this would be to use this to promote their lower calorie range. For instance, Coca-Cola has published an article explaining what RI’s (Reference Intakes) are18 - guidelines which explain how much sugar, fat, saturated fat and salt you should consume each day, and what percentage of this would go into a serving of Coke (these are also shown on the packaging, be it a can or a bottle)19. However, I would be more interested in knowing what the actual health authorities would have to say.

15 Hall, E (2013): UK bans Coca Cola Ad for Misleading Exercise Claims, in The Advertising Age, http://adage.com/article/global-news/u-k-bans-coca-cola-ad-misleading-exercise-claims/243138/; accessed Sunday, 6 March 2016 at 3:56:31 PM; see also Morran, C (2013): UK Ad Bans Coca Cola Ad Showing You How To Burn Off Calories From Soda, in Consumerist, https://consumerist.com/2013/07/22/uk-bans-coca-cola-ad-showing-you-how-to-burn-off-calories-from-soda/; Sunday, 6 March 2016 at 5:02:52 PM; and Huffington Post (2013): Coca Cola Ad Banned In UK For Misleading Consumers, in Huff Post Business, http://www.huffingtonpost.com/2013/07/18/coca-cola-ad-banned_n_3618635.html?utm_hp_ref=business; accessed Sunday, 6 March 2016 at 5:06:50 PM 16 Advertising Standards Authority UK (2013): ASA Ruling on Beverage Services Ltd, https://www.asa.org.uk/Rulings/Adjudications/2013/7/Beverage-Services-Ltd/SHP_ADJ_225058.aspx#.VtvNVX195kg; accessed Sunday, 6 March 2016 at 5:28:32 PM 17 Donnelly, L (2015): One Can of Fizzy Drink Can Increase Heart Attack By A Third, in The Telegraph, http://www.telegraph.co.uk/news/health/news/11895894/One-can-of-fizzy-drink-daily-can-increase-heart-attack-risk-by-a-third.html; accessed Sunday, 6 March 2016 at 4:25:00 PM 18 Coca Cola UK (2016): What are RIs? In http://www.coca-cola.co.uk/faq/health/what-are-ris-reference-intakes/; accessed Sunday, 6 March 2016 at 4:40:52 PM 19 Coca Cola UK (2016): Coca Cola Labels Explained, in http://www.coca-cola.co.uk/stories/health/choice-and-information/whats-on-our-labels/; Sunday, 6 March 2016 at 4:46:02 PM

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Then, finally, I would suggest to the client to place more emphasis on adopting and maintaining a healthy lifestyle, if they haven’t done so already20.

Figure 1: Would you take this literally? (One of the images used in the commercial), http://static.businessinsider.com/image/51e7ff8e6bb3f7d360000021/image.jpg

20 Coca Cola UK (2016): Coca Cola launches 250ml Can, in http://www.coca-cola.co.uk/newsroom/press-releases/coca-cola-launches-250ml-can/; accessed Sunday, 6 March 2016 at 4:58:50 PM

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References Advertising Standards Authority UK (2013): ASA Ruling on Beverage Services Ltd,

https://www.asa.org.uk/Rulings/Adjudications/2013/7/Beverage-Services-Ltd/SHP_ADJ_225058.aspx#.VtvNVX195kg; accessed Sunday, 6 March 2016 at 5:28:32 PM

Australia Post (2016): Diversity and Inclusion, in http://auspost.com.au/about-us/diversity-inclusion.html; accessed Saturday, 5 March 2016 at 5:33:21 PM

Australia Post (2016): Fast Facts About Australia Post, in http://auspost.com.au/about-us/fast-facts-about-australia-post.html; accessed Saturday, 5 March 2016 at 5:29:31 PM;

Australia Post (2016): Jobs at Australia Post, in http://auspost.com.au/about-us/jobs-at-australia-post.html; accessed Saturday, 5 March 2016 at 5:44:38 PM

Australia Post (2016): Locations and hours in http://auspost.com.au/pol/app/locate?ilink=ff-locate-1; accessed Saturday, 5 March 2016 at 5:14:22 PM

Australia Post (2016): Money transfers, in http://auspost.com.au/money-insurance/overseas-money-transfer.html; accessed Friday, 4 March 2016 at 2:29:10 PM

Australia Post (2016): Newsroom - Australia Post joins with largest data innovation group in Australia, Data61; in

Australia Post (2016): Passports, http://auspost.com.au/travel-id/passports.html?ilink=mm-passports-1; accessed Friday, 4 March 2016 at 2:37:42 PM

Australia Post (2016): Supporting our people through change, in http://auspost.com.au/annualreport2014/supporting-our-people-through-change.html; accessed Saturday, 5 March 2016 at 5:48:38 PM

Australia Post (2016): Time to take your idea to the world, in https://auspost.com.au/small-business?ilink=mm-small-business-1; accessed Friday, 4 March 2016 at 2:18:05 PM

Australia Post (2016): Travel Insurance, http://auspost.com.au/travel-insurance.html?ilink=mm-travel-insurance-1; accessed Friday, 4 March 2016 at 2:49:25 PM

Australia Post (2016): Travel Money; http://auspost.com.au/travel-id/travel-money.html?ilink=mm-travel-money-1; accessed Friday, 4 March 2016 at 2:32:01 PM

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Coca Cola UK (2016): Coca Cola Labels Explained, in http://www.coca-cola.co.uk/stories/health/choice-and-information/whats-on-our-labels/; Sunday, 6 March 2016 at 4:46:02 PM

Coca Cola UK (2016): What are RIs? In http://www.coca-cola.co.uk/faq/health/what-are-ris-reference-intakes/; accessed Sunday, 6 March 2016 at 4:40:52 PM

Deals Direct (2014): Dell Optiplex 780-2.93GHz CPU 2GB DDR3 160GB HDD - Ex Lease in http://click.edm.dealsdirect.com.au/?qs=cf4c19fd8b47909302cc683944495956998ed14ec7f692f134c7edbdb605d882ca5dea11b56b1fbe;

Donnelly, L (2015): One Can of Fizzy Drink Can Increase Heart Attack By A Third, in The Telegraph, http://www.telegraph.co.uk/news/health/news/11895894/One-can-of-fizzy-drink-daily-can-increase-heart-attack-risk-by-a-third.html; accessed Sunday, 6 March 2016 at 4:25:00 PM

Edwards, J (2013): The UK Banned This Ad For Saying that you Can Lose Weight Just By Laughing, in Business Insider Australia, http://www.businessinsider.com.au/uk-banned-this-coke-ad-for-saying-that-you-can-lose-weight-by-laughing-2013-7?r=US&IR=T; accessed Sunday, 6 March 2016 at 5:22:59 PM;

Hall, E (2013): UK bans Coca Cola Ad for Misleading Exercise Claims, in The Advertising Age, http://adage.com/article/global-news/u-k-bans-coca-cola-ad-misleading-exercise-claims/243138/; accessed Sunday, 6 March 2016 at 3:56:31 PM; see also Morran, C (2013): UK Ad Bans Coca Cola Ad Showing You How To Burn Off Calories From Soda, in Consumerist, https://consumerist.com/2013/07/22/uk-bans-coca-cola-ad-showing-you-how-to-burn-off-calories-from-soda/; Sunday, 6 March 2016 at 5:02:52 PM; and Huffington Post (2013): Coca Cola Ad Banned In UK For Misleading Consumers, in Huff Post Business, http://www.huffingtonpost.com/2013/07/18/coca-cola-ad-banned_n_3618635.html?utm_hp_ref=business; accessed Sunday, 6 March 2016 at 5:06:50 PM

https://auspost.newsroom.com.au/Content/Home/02-Home/Article/Australia-Post-joins-with-largest-data-innovation-group-in-Australia-Data61/-2/-2/6082; accessed Saturday, 5 March 2016 at 5:25:07 PM

Olsen, E (2008): SWOT Analysis – How to perform one, in Virtual Strategist, https://www.youtube.com/watch?v=GNXYI10Po6A; see also http://onstrategyhq.com/resources/video-how-to-perform-a-swot-analysis-a-whiteboard-video/; accessed Saturday, 5 March 2016 at 5:10:11 PM