Transcript Slide 1

Marketing Techniques
(P1/M1/D1)
Unit 3: Introduction to Marketing
BTEC National Level 3 Award in Business
Yr12
Miss Vincent
Competency Focus
Research (I1): pupils are required to conduct
their own independent research on the
different strategies their chosen businesses
implements in order to meet their objectives.
Learning Objectives
By the end of today’s lesson, you should be able
to…
LO1) Identify the different tools used by businesses to
analyse their growth products/markets (Guided)
LO2) Explain how these tools can help businesses
to achieve their objectives (Regular - Strong)
LO3) Compare and contrast the growth strategies
used in two different organisations (Advanced)
Marketing Techniques
-
Growth Strategies
Branding
Survival
Relationship Marketing
Marketing Techniques
Growth
Strategies
Ansoff’s
Matrix
BCG
Product
Portfolio
LO1) Ansoff’s Matrix
 Igor Ansoff (1957)
 Looked at strategies for growing a business
MARKET
PRODUCT
CURRENT
NEW
Market Penetration
Product
Development
Market
Development
Diversification
CURRENT
NEW
LO1) Ansoff’s Matrix
Market Penetration:
Achieving growth with existing product in
existing market. For example: encouraging
consumers to use the product more
regularly/buy more of it!
Market Development:
Marketing existing products in new markets,
E.g. marketing product abroad or
opening more branches nationwide.
LO1) Ansoff’s Matrix
Diversification:
New products in new markets (spreads risk)
Product development:
Marketing new/modified products in existing
markets.
E.g. Ford Focus replaced Escort
or Nestle KitKat Chunky Caramel.
LO1) Ansoff’s Matrix
Example:
MARKET
CURRENT
NEW
PRODUCT
CURRENT
NEW
Market Penetration
Product Development
Market Development
Diversification
LO2) TASK
You are the Marketing Director and Marketing
Executive at Alton Towers.
In pairs, you MUST construct an Ansoff’s
Matrix grid to present to your Managing
Director (MV) to show what activities they are
currently operating in and what might you
suggest for future growth strategies and why!
Task Extension
The R&D Director has decided that the
company should utilise the knowledge they
have built up in engineering and branch out
into formula 1 racing cars. Apply this to your
matrix and explain the benefits of this strategy
to the company.
LO1) BCG Product Portfolio
MARKET SHARE
HIGH
LOW
STAR
QUESTION MARK
CASH COW
DOG
LOW
MARKET GROWTH
HIGH
LO2) TASK
Working in pairs, you will be given a company
and you will have to apply this company and
its products to the BCG Portfolio.
(20mins)
P1 Part B
You should have now done your introduction
to your presentation.
For each of your companies, you have to
explain the growth strategies that they have in
place for ONE product. You should apply these
to Ansoff’s & BCG Audit (i.e. Draw them!!!)
Add these to your presentation!