Background information: To achieve a pass grade the evidence must show that the learner is able to:   To achieve a merit grade the evidence must show that the learner is able to: To achieve a distinction grade the evidence must show that the learner is able to: P1: describe how marketing techniques are used to market products in two organisations M1: compare marketing techniques used in marketing products in two organisations D1: evaluate the effectiveness of the use of techniques in marketing products in one organisation P2: describe the limitations and constraints of marketing P3: describe how a selected organisation uses marketing research to contribute to the development of its marketing plans M2: explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans D2: make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans. P4: use marketing research for marketing planning P5: develop a coherent marketing mix for a new product or service. M3: develop a coherent marketing mix that is targeted at a defined group of potential customers. Background information: You work for a large marketing agency that consults for a variety of businesses on the marketing activities that they undertake in order to promote their products or services. Your agency has a varied portfolio of clients and you have been given the task of consulting for several different businesses: Apple, Blackberry, Thomas Cook and Stationers’ Crown Woods Academy.

Introduction to Marketing This is a purple cow. Why does it capture your attention? Can you think of a business or a product which stands out from the crowd? How is it different? Marketing is the process of identifying, anticipating and satisfying of customer wants and needs in line with company objectives. A market is where buyers and sellers come to exchange goods or services (usually for money).

Task 1: Why Bother With Marketing? Know the role of marketing in organisations.   Your agency has asked you to research the marketing techniques used by Apple when promoting their iPhone and Blackberry for the Curve. These techniques might include: Growth Strategies Survival Strategies Branding Relationship Marketing For each product, produce a report (with both visual and written information) that describes the marketing techniques used to market the products (P1). There is a helpsheet in the G: drive. Criteria Reference Purpose Comment Date Met P1.1 Growth strategies (diversification, product development, market penetration or market development)   P1.2 Survival strategies (branding, brand building, positioning, brand extension) P1.3 Relationship marketing (relationship vs transactional marketing, value of loyal customers)

Online resources – rather than Google or Wikipedia!! Ansoff Growth Strategies Market penetration: increasing the number of people in the market who buy your product. Market development: when a company markets an existing product to a new market. Product development: where a business develops a new product to sell to existing customers. Diversification: where a business markets new products to new customers. Can you think of business examples of diversification? http://www.tutor2u.net/business/strategy/ansoff_matrix.htm Online resources – rather than Google or Wikipedia!!

Over to you You have 20 minutes to write your introduction and begin Growth Strategies.

Survival Strategies Branding: a name, logo, slogan or symbol from which you recognise the business. How has the Apple brand become a powerful selling tool? How does this influence buyer behaviour? And how are both Blackberry and iPhone positioned in the market? Are they luxury, low price, available to all or just a few?

Brand building: enhancing a brand’s worth directly through advertising campaigns and indirectly through promotions such as supporting causes or event sponsorship. First a business must identify its values. What do they stand for? Then how will they convey this message to consumers? e.g. adopting a specific and consistent style in their advertising (this will apply to both Blackberry and Apple). using specific fonts, wording or image in their communications. training staff to present a specific image to customers.

Brand extension Brand extension: when a business makes new products under the same brand name, e.g. Virgin Holidays, Mobile, Internet, Trains… How have both Blackberry and Apple used brand extension to their benefit? How does brand extension reduce risk?

You have 20 minutes to begin Survival Strategies. Over to you Online links: Introduction to Branding Building a Brand Brand Extension http://www.tutor2u.net/business/marketing/brands_introduction.asp http://www.tutor2u.net/business/marketing/brands_building_brands.asp http://www.tutor2u.net/business/marketing/brands_extension_stretching.asp You have 20 minutes to begin Survival Strategies.

Relationship marketing: where a business focusses on the long-term value of a customer. Transactional marketing: where the marketing effort is focussed on the sale of an item rather developing a relationship with the customer. Which applies to both Blackberry and Apple? Why is it crucial for the business’ success that they adopt that style of marketing? What benefits could it gain? Why should it not use the other?

You have 20 minutes to begin relationship and transactional marketing. Over to you Online links: Relationship Marketing Transactional Marketing http://www.tutor2u.net/business/presentations/marketing/relationshipmarketing/ http://yourbusiness.azcentral.com/relationship-marketing-vs-transactional-marketing-5393.html You have 20 minutes to begin relationship and transactional marketing.

Have you answered all the questions? Have you put in 100% effort? 24th April 2015: Complete P1,M1,D1 Checklist… All sections complete? Report contain images? Have you answered all the questions? Have you put in 100% effort?

Helpsheets There is a helpsheet for P1 and M1. For D1: evaluate the effectiveness of the use of techniques in marketing products in one organisation The key here is evaluation… For D1, M1 will be developed further into an evaluation of the effectiveness of the use of marketing techniques in one organisation. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. On my website have a look under Exam Skills > AO4 for examples of evaluation.