Transcript Lesson Presentation P2

Consider this…!
Why do businesses need to promote
themselves?
=5mins
UNIT TITLE:
LESSON TITLE:
CRITERIA:
Unit 19: The Marketing Plan
The Marketing Mix
P2
COMPETENCY FOCUS:
Creativity (L3): Learner will develop their skills in creativity through the creation of a
promotional campaign for a selected business which includes designing a suitable and
effective logo and strapline.
Entrepreneurship (S4) :
To develop your entrepreneurial skills in preparing a realistic proposal for a new business
start-up.
Learning Objectives
By the end of the lesson, you should be able to…
LO1) Describe why businesses need to promote themselves (Gui).
LO2) Explain the 4 elements of the marketing mix (Gui-Reg)
LO3) Assess the marketing mix for a selected branded product (Reg-Str).
I am able to develop my skills in creativity by designing and developing a product
that will be innovative and original, and provide me with a competitive advantage.
Competence level
Descriptor
Autonomous
I can delve deeper into the impact of my product on the market. I can
evaluate how successful the launch of my product will be through how
well it applies to the marketing mix. I can then assess whether my
product needs improving or re-designing.
Advanced
I can confidently assess whether my product is creative and innovative
enough to meet the needs and wants of my target group of customers. I
can evaluate my marketing mix to see if my product will help me to
become a successful entrepreneur and make a profit.
Strong
I know who my customers are through market segmentation. I can then
use appropriate marketing strategies through the creation of the
marketing mix to market my product to my target group.
Regular
I know how the features and benefits of my new product will help me to
assess who my target customers are, and also give me a competitive
advantage over my rivals (unique selling point).
I understand the elements that make up a creative and innovative
product.
Guided
The Marketing Mix (4P’s)
PRODUCT
• What is the product?
• Who are the potential customers?
• What are the features/benefits? Has the
product got a ‘unique selling point’ (USP)?
• What makes the product appealing to
customers?
• How is the product better than the
competition?
PRICE
• How much is the product sold for?
• Are any discounts offered?
• What price is charged compared to the
competition?
PRICE
Pricing Strategies
 Price Skimming
 Penetration Pricing
 Destroyer Pricing
 Price Discrimination
 Psychological Pricing
 Cost+ Pricing
TASK: You will each
be given a strategy
and you will need to
use your research
skills to explain to
your peers what each
one involves.
PLACE
• Where is the product sold (UK, globally)?
• Is the product sold through retailers,
wholesalers, distributors, agents, direct to
the customer?
• How is the product sold (face to face, via
the internet, telephone/cold-calling)?
PLACE
How a product is distributed.
Manufacturer
Manufacturer
Wholesaler
Retailer
Customer
Customer
How has the increase in online shopping had an effect
on the above diagram? How will the diagram look in 5
years time?
PROMOTION
• How is the product advertised?
• Are there any promotions on the product
(BOGOF, 10% extra free, free gift)?
PROMOTION
• How is the product advertised?
• Are there any promotions on the product
(BOGOF, 10% extra free, free gift)?
PROMOTION
Promotion methods are classified in to:
Above-the-line promotion (mass media)
OR…
Below-the-line promotion (targeted media)
PROMOTION
Types of Promotion:
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Advertising (TV/radio/newspapers/magazines)
Personal selling
Direct Mail (mailshot)
Sponsorship
Public Relations (PR)
Exhibitions
Sales Promotion (i.e BOGOF, 10% off)
Celebrity Endorsement
GROUP TASK
In groups of 4, you will be given a
company/branded product.
You must create a marketing mix using the 4P’s
applied to that product.
30mins
P2 COURSEWORK TASK
Design/sketch four different types of promotion for your new
product/business. Choose any 4 from the list below:
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Advertisements (newspaper, magazine, flyer, radio, internet, TV, cinema)
Flyers
Direct mail
Sponsorship
PR article/Press Releases
Promotional activities (free gift with purchase, money-off coupon,
competition, demonstrations, tasting sessions)
Promotion through networking (word of mouth)
For each design, write down why your business has chosen this particular type
of promotional method. Use other companies as an example of how these
methods have been successful or unsuccessful in the past in order to justify
your reasons for selecting these types of promotional activities.
PROMO QUIZ
For each image, state which type of
promotional method is being used: