1. Why do businesses need to promote themselves? =5mins
Consider this…!
Why do businesses need to promote themselves? =5mins

2. Learning Objectives UNIT TITLE: Unit 19: The Marketing Plan
LESSON TITLE: The Marketing Mix
CRITERIA: 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).

3. 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).
Guided
I understand the elements that make up a creative and innovative product.

4. The Marketing Mix (4P’s)

5. 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?

6. PRICE How much is the product sold for? Are any discounts offered?
What price is charged compared to the competition?

7. 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.

8. 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)?

9. PLACE How a product is distributed. Manufacturer Wholesaler Retailer
Customer
Manufacturer
Customer
How has the increase in online shopping had an effect on the above diagram? How will the diagram look in 5 years time?

10. PROMOTION How is the product advertised?
Are there any promotions on the product (BOGOF, 10% extra free, free gift)?

11. PROMOTION How is the product advertised?
Are there any promotions on the product (BOGOF, 10% extra free, free gift)?

12. PROMOTION
Promotion methods are classified in to: Above-the-line promotion (mass media) OR… Below-the-line promotion (targeted media)

13. PROMOTION Types of Promotion:
Advertising (TV/radio/newspapers/magazines)
Personal selling
Direct Mail (mailshot)
Sponsorship
Public Relations (PR)
Exhibitions
Sales Promotion (i.e BOGOF, 10% off)
Celebrity Endorsement

14. 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

15. P2 COURSEWORK TASK
Design/sketch four different types of promotion for your new product/business. Choose any 4 from the list below:
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.
30mins

16. PROMO QUIZ
For each image, state which type of promotional method is being used: