Starter

BUSINESS SLOGANS

At the ready…

Starter - Recognise these?

•Match up the companies with their slogans!

•The slogans are on the right of the page

•The companies are on the left of the page

•Match them up

New to Btec

At level 3:

4 Units to complete:

Unit 1 – Exploring businessUnit 2 – Developing a Marketing Campaign (CA)Unit 3 – Personal and Business Finance (Exam)Unit 22 – Market Research

Starter - Recognise these?

Learning Outcomes

1. Understand what is expected at level 3 BTEC

2. Understand what marketing is and the importance to a business

3) What a marketing campaign is

4) The impact that a successful marketing campaign can have.

At level 3

There are 4 units to complete for BTEC level 3 to achieve an

extended certificate.

Unit 1 – Exploring a business (Internally assessed)

Unit 2 – Developing a marketing campaign (CA)

Unit 3 – Personal and business finance (External exam)

Unit 22 – Market Research

Unit1, Unit 2 and Unit 3 all have to be completed.

There is some choice on the 4th Unit

At Level 3

• All deadlines HAVE to be met

• Exams can be taken twice

• The syllabus is taught and then the coursework is completed from there.

Unit 2 - Introduction to Marketing

Defining & understanding the purpose of marketing

Definition of marketing

Marketing is the process of identifying, anticipating and satisfying the needs of

customers profitably.

Research Task 1

o Identify two well-recognised, successful brands

o Investigate how these brands market their products

o Do this throughindependent internet research

Market Research

Ways that you find out how good your product is and whether people will buy your product

Two different ways – Primary and Secondary

We are now going to carry out some primary research to find about adverts

Advertising

You are going to watch 4 different advertsA) Rolo C) Milk tray

B) Cadburys Flake D) Cadbury dairy milk

http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/11415417/The-9-most-memorable-chocolate-adverts.html

https://create.kahoot.it/#survey/55df82e5-6811-48af-8625-c0c01a5ae15a

Marketing Campaign

Marketing campaigns promote a product through different media, including television, radio, print and online platforms. Businesses operating in highly competitive markets may initiate frequent marketing campaigns and devote significant resources to generating brand awareness and sales

Successful Marketing campaign

Below is a video of a successful marketing campaign

https://www.youtube.com/watch?v=2X8Bd3-G6IU

Task – How would you market a mobile appStart to create a marketing campaign for a mobile app.

Decide what the app is going to doWhat will be the message of the campaign –strap lineWhere will you be advertising the productCreate an advert for the mobile app

Meaning of the definition

Identifying – use market research and other methods to understand customers

Profitably – add value to a product to ensure it is sold profitably

Satisfying customer needs – do everything possible to provide products that meet customer needs and provide great customer service

Anticipating – analyse data and use marketing skills to judge market opportunities

Effective Marketing

To be effective it must work with the other functions of the business to influence:

○ Product - what and how many are produced

○ Price - at which products are sold

○ Place – where and how to sell it

○ Promotion – how to inform customers and persuade them to buy.

= the 4 Ps: Product, Price, Place & Promotion

= THE MARKETING MIX

Market v Product Orientation

First carry out some market research

Then produce what the customer wants

Market orientation

Market v Product Orientation

First come up with an idea & make a product

Then try to find customers for it

Product orientation

Marketing objectives

o Marketing objectives set out what a business wants to achieve from its marketing activities.

o They need to be consistent with overall aims and objectives of the business.

o They also provide an important focus for the marketing team.

o What makes a good marketing objective? It is often said that an effective marketing objective meets the SMART criteria:

Smart marketing objectivesSome examples of marketing objectives which meet these criteria would be:o Increase company sales by

25% by 2016o Achieve a market share of

30% for Product C within 3 years of launch

o Increase the percentage of customers who rate service as "excellent" from 80% to 85% within 18 months

It is important that marketing objectives and marketing plans support the overall objectives of the business. This is an example of how business objectives translate into marketing objectives and activities