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Lesson 3-How Branding is used in Marketing Unit 3 Introduction to Marketing In your own words explain Ansoffs Matrix-7mins What is a • cash cow • Rising star • Problem Child • Dog And how would you decide products fit in these categories Lesson Objectives • Identify and describe marketing techniques used for survival • Explain how branding can be used as a marketing technique • Evaluate a marketing task to develop a new product and create a marketing campaign Lesson Outcomes • Read newspaper article and retract information to identify the marketing techniques used by independent book sellers • Explain how they are helping the business survive • Carry out research to identify what is branding • Explain how it can be used as a marketing technique for both survival and growth • Select groups • Allocate roles • Plan project • Start research Task 1-15 mins • Read article • http://www.guardian.co.uk/books/2010/jun/1 4/independent-bookshops-survive • Answer questions on work sheet • U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ how independent….. Review • What techniques are the independent book sellers using to survive? • Are they successful? • How do you know they are successful? • Can you think of any other marketing techniques a business could use to survive? Summary SO Far The marketing strategies used by business will be determined having regard to the overall business concept. • Sales Product Marketing And business aims (survival or growth) and objectives (how they will meet their aims) Techniques for growth are Diversification, Market penetration, Market Development, Product development Techniques for survival are Reduce costs, discontinue less profitable lines, streamline, diversify, offers, link products, add/reduce service redundancy, To decide the strategies to use business often use Ansoff’s product/market mix. Cash cow, Rising Star, Troubled Child, Dog Branding Research-30 mins • What is branding • How does it help business survive or grow? How does it help with :• Market penetration • product development • Market development • Diversification • Downsizing • Discontinuance of lines U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ why is branding…. Branding SO far Branding is It helps business grow It helps business survive Putting into all into practise • • • • Get into groups of 4 or 5 (no more or less) Complete names on form-hand to me Open document U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\design a sub • Now you know all the marketing techniques it is time to put them into practice and develop a product within an existing range for a company who are wanting to develop their market (growth) Planning • You have 3 weeks to complete this task. • To ensure you complete it on time need to allocate roles and responsibilities • Before you can do that you need to identify what you have to do. Read the document and make a list of all the tasks you need to do. • Now having regard to you natural talents, ability and work ethic allocate roles and responsibilities • Pass your sheets to me Gant Chart • Help with project planning and deciding order of tasks. • Complete the gant chart on • U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing