1. OCR Cambridge TEC - Level 3 Certificate/Diploma Business LO4 - Be able to develop a coherent marketing mix

2. Scenario Criteria Tasks Assessment12345678  Tutors should introduce the concept of the 4Ps of marketing or the Marketing Mix. Learners must develop their own marketing mix for a new product or service taking into account how this mix may need to be modified in order to meet the needs of different customer groups. A good example to use as the focus for group discussion would be the Blackberry mobile phone which was originally developed primarily for the B2B market and in recent years has been targeted at the B2C market with a different marketing mix.

3. Scenario Criteria Tasks Assessment12345678 Learning Outcome (LO) The learner will: Pass The assessment criteria are the pass requirements for this unit. The learner can: Merit For merit the evidence must show that, in addition to the pass criteria, the learner is able to: Distinction For distinction the evidence must show that, in addition to the pass and merit criteria, the learner is able to: 1Know the role of marketing in organisations P1Describe how marketing techniques are used in the marketing of products in two organisations M1 - Analyse marketing techniques used in the marketing of products in two organisations D1 - Recommend improvements to the marketing techniques in one organisation P2Describe the main employability and personal and communication skills required when applying for a specific job role 2Be able to use marketing research and marketing planning P3Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans P4Use marketing research for marketing planning 3Understand how and why customer groups are targeted P5Explain how and why groups of customers are targeted for selected products 4Be able to develop a coherent marketing mix. P6Develop a coherent marketing mix for a new product or service M2 - Evaluate how the developed marketing mix would need to be modified for a new contrasting target group of customers D2 - Evaluate how the developed marketing mix would need to be modified for a new contrasting target group of customers

4. Scenario Criteria Tasks Assessment12345678 Assessment Criteria - P6, M2 and D2 - Scenario and task:  The company decides to commission you to develop a coherent marketing mix for their brand new product aimed at the target customer group you have identified. They would like you to present your proposed marketing mix to them. Assessment Criteria M2  You should explain how your chosen marketing mix is relevant for the chosen target customer group. Assessment Criteria D2  You should select a different target consumer group and evaluate how your marketing mix will need to be modified to make it relevant to this group.  Guidance: To achieve this task, learners should develop a coherent marketing mix covering all 4Ps for a new product or service, or an existing product or service for a new market. Learners need to clearly describe their product and target market before developing their marketing mix. Assessment Criteria M2  As an extension to the task for P6 learners need to analyse why the marketing mix is relevant for a chosen target group of customers. The target group should be clearly identified and each element of the marketing mix should be analysed in terms of relevance to this market. For example, mobile phone design for a teenage market should be fashionable and colourful, which may differ from a B2B market of business professionals. Assessment Criteria D2  Learners should evaluate the changes required to the marketing mix developed for P6/M2 in order to be used for a contrasting target market. The new target market should be clearly defined and an explanation provided as to why it is contrasting to the original market. As well as describing the changes to the marketing mix, learners should provide clear justification as to why these changes would meet the requirements of the new target market.

5. Scenario Criteria Tasks Assessment12345678  The company has decided to commission you to develop a coherent marketing mix for their brand new product aimed at the target customer group you have identified. They would like you to present your proposed marketing mix to them.  In LO1 we discussed the 4P’s and the different ways companies use the USP of the product to manage and promote sales. This product you are introducing to the market can either be a new product to the market or a product that you wish to introduce to a different market.  A good example or how a company changed the focus of its marketing from one place to another was Blackberry mobile phone which was originally developed primarily for the B2B market and in recent years has been targeted at the B2C market with a different marketing mix. P6.1 – Task 01 – Describe the product you are bringing to the market in detail, explaining its purpose, audience and USP.  For this task you will need to draw up a proposal for the product outlining all the important factors that can be used for marketing it to a specific target audience. This needs to be detailed and needs to include any variances to the product you are intending on mentioning such as different colours, shapes, contracts, secondary products, potential add-ons, and specify why there should be a demand for this product above other similar products on the market. PurposeIntended AudienceWhy it is uniqueTarget marketingCompetitionAdditional details

6. Scenario Criteria Tasks Assessment12345678  There are three stages of this promotion you need to generate, the last one being the most important, Life Cycle, setting a SMART Target and 4P’s.  Life Cycle – You will need to create an expected Life cycle for the product on the market, describe each expected stage of the cycle for your product outlining when you expect a launch to when you expect it to start declining and what you intend to do about it. ◦ Introduction – State the marketing style you will use to release the product on the market and the expectations of this release. ◦ Growth – State how you plan to sustain growth in terms of marketing ◦ Maturity – State how you see the product at its peak, where on the market, how dominant, how recognised in terms of product and segmentation. ◦ Saturation – State how you will maintain a demand at its peak. ◦ Decline and Withdrawal – State what you will do in terms of updates, add-ons, new releases or how you would expect to remove and replace the product. P6.2 - Task 02 – Create and describe the stages of the product life cycle for your product.

7. Scenario Criteria Tasks Assessment12345678  You will need to create a detailed 4P’s for your product, outlining the selling points, the benefits and the technical specifications for your release. Using the steps below, explain each feature for your promotional mix:  Product – Describe the Functionality of the product, quality (in terms of market place compared to other products in the same category), appearance (what is special about it), packaging (how will you make it stand out on a shelf against other similar products), brand (how will you sell the company image), service (what details will you offer in terms of customer provision – online and offline), support (what details will you offer in terms of customer support), warranty (will it be 1 or 3 years, is your product durable to survive longer term)  Price - Describe the list price (compared to other products on the market), discounts (what will be your entry level, loss leader or prestige), financing (will there be contractual or one off payments), leasing options (can you lease it with the option of buy or return), allowances (what extras can you bundle to help sell)  Place - Describe the Locations (in terms of demographics), logistics (can you sell based on speed of delivery), channel members (how will you distribute it, B2B or B2C), channel motivation (talk about sales figures in comparison to Business or direct sales), Market Coverage (demographic, partial launch, area based), Service Levels (in store or online support and sales teams), Internet (will it be a separate product page or with other goods to begin with), Mobile (will there be an App for it)  Promotion - Describe the Advertising Poster, leaflets, flyers, TV, Radio Magazines etc.), public relations (will you use sponsorship, brand imaging etc.), message (what will the by-line be, how will you get it remembered), direct sales (shops, malls, Argos and Amazon), sales (how will you gather and analyse), media (how will you get them on your side, promote beyond the posters), budget (how much should you set aside for this compared to the price) P6.3 - Task 03 – Create a 4P’s marketing mix for your product release based on selected criteria.

8. Scenario Criteria Tasks Assessment12345678  Target Market - B2B and B2C – When it comes to marketing you will need to describe how you will differentiate the 4P’s mix in terms of marketing to business customers, Amazon, Argos, Suppliers, shops etc., and how you will differentiate this with B2C sales and promotions. What will be different, what form of promotion will work better for businesses, how will you emphasise sales figures, potential, accessory purchases, reliability and customer service agreements to make them more confident about selling your products.  Segmentation - For your product you will also need to discuss and analyse the possible inclusions of the Geographic, Demographic, behavioural and Psychographic tools you will need to use to promote the sales of these goods. P6.4 – Task 04 - Explain how your Marketing Mix meets the needs of the target market and takes into consideration Segmentation.  For the Merit task you will need to explain how your proposal for the product is relevant to the specific target audience named in Task 01. This needs to be detailed. The target group should be clearly identified and each element of the marketing mix should be analysed in terms of relevance to this market. For example, mobile phone design for a teenage market should be fashionable and colourful, which may differ from a B2B market of business professionals. M2.1 - Task 05 - Explain how your chosen marketing mix is relevant for the chosen target customer group.  For this you will need to take all the stages of the 4P’s in task 03 and explain how the decisions for each are relevant for the chosen segmented and target market. Each point needs an audience justification.

9. Scenario Criteria Tasks Assessment12345678  The audience specified in P6 is not the only audience you should market your goods towards. There are fractions of the community that may have been excluded in terms of gender, race, age, socio or financial demographic.  Draw up a proposal for the product to be marketed at a significantly different audience outlining all the important factors that can be used for marketing it to this specific demographic. This needs to be detailed and needs to include any variances to the product you are intending on mentioning such as different colours, shapes, contracts, secondary products, potential add-ons, and specify why there should be a demand for this product above other similar products on the market. D2.1 – Task 06 – Describe the product you are bringing to the market in detail, explaining its purpose, audience and USP. D2.2 – Task 07 - Create a 4P’s marketing mix for your product release based on the new target demographic. D2.3 - Task 08 - Explain how your chosen marketing mix is relevant for this chosen target customer group.  As well as describing the changes to the marketing mix, you need to provide clear justification as to why these changes would meet the requirements of the new target market. Intended AudienceWhy it is differentMoral, Legal and Ethical ConsiderationsCompetition

10. Scenario Criteria Tasks Assessment12345678 P6.1 – Task 01 – Describe the product you are bringing to the market in detail, explaining its purpose, audience and USP. P6.2 - Task 02 – Create and describe the stages of the product life cycle for your product. P6.3 - Task 03 – Create a 4P’s marketing mix for your product release based on selected criteria. P6.4 – Task 04 - Explain how your Marketing Mix meets the needs of the target market and takes into consideration Segmentation. M2.1 - Task 05 - Explain how your chosen marketing mix is relevant for the chosen target customer group. D2.1 – Task 06 – Describe the product you are bringing to the market in detail, explaining its purpose, audience and USP. D2.2 – Task 07 - Create a 4P’s marketing mix for your product release based on the new target demographic. D2.3 - Task 08 - Explain how your chosen marketing mix is relevant for this chosen target customer group.