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Elements and Performance Criteria

1. Determine merchandise promotional requirements.
   • Access and review organisational marketing strategy to determine marketing direction and objectives of the organisation.
   • Access and review previous promotional activity and identify opportunities for improved merchandise promotional performance.
   • Review and make informed conclusions about competitor promotional activity and identify promotional threats and opportunities.
   • Consult with relevant personnel to seek input on merchandise promotional activity and opportunities.
2. Develop promotional plan.
   • Develop merchandise promotional objectives in line with marketing strategy.
   • Identify and source promotional tools required to achieve merchandise promotional objectives.
   • Document a merchandise promotional action plan that details key activities, resources and timeframes.
   • Establish performance indicators for measuring impact of merchandise promotional activity.
   • Integrate legal and ethical requirements and considerations into promotional planning.
   • Ensure merchandise promotional plan aligns with organisational objectives, current marketing strategy and budget.
   • Seek any required approval for merchandise promotional plan.
3. Monitor merchandise promotional activity.
   • Communicate merchandise promotional plan and action plan to relevant personnel.
   • Oversee merchandise promotional activity and respond to issues as they arise.
   • Produce promotional activity reports according to organisational procedures.
4. Review promotional plan.
   • Evaluate promotional activity against performance indicators to determine effectiveness.
   • Make recommendations for improvements in merchandise promotion based on review.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

determine organisational merchandise promotional requirements and develop a merchandise promotional plan for execution over a three-month period that includes:

promotional calendar

profiled target audiences

key activities

resource requirements

performance indicators

promotional tools

monitor the performance of a promotional plan, review against performance indicators, and make recommendations for future improvements.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key aspects of legal and ethical requirements as related to merchandise promotional planning and activity:

Australian Consumer Law

Trade Practices Act

privacy

appropriate use of images and text

codes of practice

types of promotional tools:

benefits

limitations

trends in promotional activity and their use for customer engagement and retail promotion

supplier negotiations required to participate in co-operative funding of promotional activities:

rebates

charges

discounts

logistics

markdowns

staff training

in-store support

merchandise returns

comparative promotional options relevant to promotional strategies:

benchmarking

best practice information

competitor information

promotional performance indicators:

exposure achieved

sales achieved

penetration of target market

cost-effectiveness

sustainability considerations, opportunities for and constraints on promotion in the relevant context, and those related to:

economic sustainability of promotional initiatives

resource conservation and waste minimisation

performance indicators for measuring impact of promotional activities

recommendations for strategic responses based on promotional evaluation.

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