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Marketing performance report
Client Brief- Whiskas AustraliaMarketing performance report
Whiskas is a popular brand of cat food that is sold internationally. The main products that Whiskas sells are wet (meaty pieces) or dry (biscuit) food. There are a variety of flavours available for cats such as Tuna, Beef and Chicken. The brand is known for its purple colour and its British shorthair (grey) cat as its mascot.
Although Whiskas is a well-known brand, it is currently the second most trusted pet brand (15.7%). It is currently behind Pedigree (16.7%) according to the TGM Global Pet Care Report 2023.
Whiskas Australia has contacted you to prepare a marketing report based on their “Purr More” marketing campaign. (https://www.youtube.com/watch?v=HLihDsw7NEI) Information can also be found on the website. https://www.whiskas.com.au/purr more Whiskas aims to be the most trusted pet brand in the world and has recently developed this marketing campaign to achieve this goal.
As part of the wider launch of the new campaign, the marketing team conducted a small Facebook campaign in late 2024 to encourage potential customers to click into the campaign site and view the Whiskas video (marketing action). Whiskas Australia would like to understand how the campaign performed and how it compared to their campaign benchmark metrics.
Whiskas Australia has received data from 2024 and early 2025 and would like you to analyse the data to help them address these areas:
· Whiskas Australia would like to know how the brand performed in 2024 in terms of customer satisfaction, net promotor score, customer lifetime value, and campaign associations (e.g. full viewership of the Whiskas video).
· Whiskas Australia would like you to conduct a Word Cloud based on recent feedback reviews relating to their products. Whiskas wish to know whether customers are satisfied with their products.
· Whiskas Australia would like to know what happened to brand recall and recognition across the one quarter before (Q3) and after (Q4) the launch of the campaign.
· Whiskas Australia wishes to run a run another campaign in 2025 faced on the quality of wet food in Australian using multiple channels to create a higher impact on sales. From the data about channel spend and sales across regions for the weeks following the campaign, the team would like you to run the marketing mix model. Whiskas Australia would like to know the results of the marketing mix modelling, and a recommendation regarding which of the two options (picture vs video) both worth $25,000, is likely to produce higher sales revenue for a later campaign.
Over to you!
MARKETING PERFORMANCE REPORT (35%)
This assignment requires the completion of three activities.
1. LinkedIn Learning (Marketing Foundations: Analytics) certificate (5%).
2. Microsoft Excel data file with all workings and calculations (15%).
3. 1,250 word report in a PDF format that outlines your relevant data analysis findings (15%).
LinkedIn Learning Certificate (5%)
You first need to complete a 5% LinkedIn exercise- Please complete the Marketing Foundations: Analytics course through LinkedIn Learning (Author: Christine Inge).
This course will give you a good overview of the importance of Data Analytics, and how to think about implementing a program of Marketing metrics.
You will need to submit the completion certificate as part of your submission for the Marketing Performance report (completion is worth 5% of your grade). For instructions on how to access a LinkedIn Learning account (including using a VPN if required) please click below.
LinkedIn Learning Access Instructions
Microsoft Excel- calculating common Marketing metrics on a data set (15%)
You are required to complete ALL the formulas that are presented to you in the Microsoft Excel document. You may receive part marks if part of the formula is correct. These formulas will cover the materials from tutorials 2 until 5.
Note: you will not get any marks if the answer is correct but there have been no formulas applied.
The breakdown of these marks is provided for each of the five areas. Each area is worth 3 marks.
· Customer Satisfaction Metrics
· Brand Recall and Recognition
· Strategic Variables
· Digital Campaign
· Marketing Mix Model
You are to submit your file as a Microsoft Excel document.
Report- communicating the results from the data analysis (15%)
You are then to provide a final report that addresses the research areas proposed by Whiskas.
Note: This section is not a repetition of your Microsoft Excel data analysis findings. You can and are expected to use graphs that you think are appropriate to justify your stance. But please state why you think the information is relevant when bringing in your graphs and/or tables.
If is fine for you to copy and paste the outputs (e.g. regression outputs, pie charts, tables) from your Microsoft Excel document into the report.
Customer Satisfaction (250 words)
Consider your customer satisfaction information. Here, you can discuss your average customer satisfaction rating. This is also a good location in the report where you can discuss how your descriptive information relates to satisfaction.
Please, also list the Net Promoter Score and consider how this relates to the average level of pet food.
Qualitative Feedback: Provide a short description and the word cloud here. You do not need to mention number of words here- but a description of prominent words/colours combinations is recommended. Please also consider positive and negative information that is stated within reviews.
Brand Recall and Recognition (250 words)
In this section you are to provide information for 1) brand recall “first” and “overall” and 2) brand recognition.
Note: Use a line or bar chart to demonstrate the trends over time.
As we are also interested in a change between Q3 and Q4 consider this.
Also consider how the brand might relate to cat foods and animals in general.
Strategic Variables (250 words)
Here you are to discuss information relating to the Customer Lifetime Value. Think about whether you think the customers are worth targeting. Consider your brand equity index. Also, the market share and products would be useful to note- how does Whiskas compare to other pet organisations based on what you have found?
Digital Campaign Performance (250 words)
In this section, you are to provide your thoughts relating to the Digital Marketing Campaign. Consider whether you think the campaign is a success or not. This could be worked out based on the Campaign Benchmark Information with the Past Campaign Average costs.Marketing Mix Model (250 words)
In this final area, you are to discuss the marketing mix regression. Here, you can list the strength and the significance of the model. It is also very important to consider which media options is/are not significant.
You are also to provide a managerial interpretation of the marketing mix model results with a discussion of the regression equation. Here, you should clearly state which of the two options- picture of video- you would use in going forward for a future campaign. In addition to revenue, think perhaps about the customers and what media they would consider.
Reference List
Although there are specific number of references, approximately 5 would help to justify your approach and focus on the report. For example, relating to pet ownership, competitors, what cat owners are after.
FAQ and other points for report
Before starting
• Please read through what is required. This has been made clear in the Brief and within the marketing guidelines. Plan to answer what is required in each section within the specific word count.
During write up
• Do not just repeat what has been found in the Excel calculations in your report. You need to take it to the next level and interpret this in greater detail.
• Please ensure you review your formulas closely- I designed them based on activities discussed in class. However, there will be differences.
• Remember that you satisfaction can be combined for the three variables (SAT1, SAT2 and SAT3)- but the NPS only requires SAT2.
• You don't need a pivot table, chi-square or ANOVA or phi for this assignment. But it good for you to know (later in semester).
• Remember to convert numbers and percentages to two decimal places unless a count number. This is particularly important for regression.
• For the Net Promoter benchmark score it is listed as a numerical number and your Net Promoter Score is a percentage- please consider a % difference when comparing the NPS (to industry).
• Have a think about some implications- do a google search read documents think about media options and what customers are searching for.
After writing up
• Please have a read through you documentation and ensure that it is professionally formatted.