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TOPIC: Topic 4: Marketing LESSON TITLE: Positioning LEARNING INTENTION: To explain how firms use brand positioning COMPETENCY FOCUS: Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client. Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment. [IB Learner Profile Development: Balanced] Success Criteria By the end of the lesson, I can… 1) Define the term ‘corporate image’ 2) Construct a perceptual map from given information 3) Discuss how organisations can differentiate their products from competitors. . SMSC: You will assess the organisational culture of businesses in terms of fundamental structure, purpose and strategy development. CRITICAL THINKING KEY: Knowledge Application Analysis Evaluation

What is Corporate Image? You will see in front of you sheet of paper with the work ‘corporate image’ written on it. Write what you think it meant by this term.

Perceptual Mapping

Perceptual Mapping

Perceptual Mapping You will now be given an industry, create a perceptual map to represent your particular industry. [20mins]

Unique Selling Point To ensure that your product stands out in the industry that you are operating in, you must ensure that you have a USP (unique selling point). This will give you a competitive advantage. USP: differentiating factor that makes a company’s product unique, designed to motivate customers to buy it.

Unique Selling Point USPs can be based on any aspect of the marketing mix and not just the product: Product: Dyson’s cyclone technology Price: ‘Never knowingly undersold’ John Lewis price match. Place: Dell became the first manufacturer to focus on internet sales. Promotion: ‘When it absolutely, positively has to be there overnight’ (Fedex)

TASK 2 Now create your own product with a USP for your own business. You must: Design and make a prototype for your new product Justify your product design Remember, this can be for any aspect of the marketing mix!

Self-reflection Self-reflection/assessment Complete assignment front sheet. What is a marketing plan? 3) What are the main components of a marketing plan?