The aim and purpose of this unit is to give learners an understanding of how marketing, research and planning and the marketing mix are used by all organisations.
Unit 3 P1, P2 & M1
Scenario:
You work for a professional marketing organisation. One of the activities that the organisation undertakes is to evaluate the marketing activities of different companies and create reports. For this assignment you will research company marketing techniques and plans, along with the limitations and constraints faced by organizations.
You will be looking at TWO business campaigns:
Wolverhampton Grand Theatre
Morrison's Great Birmingham Run (Half Marathon)
Your report will focus on a product (or product range) or service (or a range of services) offered or sold by these businesses.
P1 describe how marketing techniques are used to market products in two organisations
P2 describe the limitations and constraints of marketing
M1 compare marketing techniques used in marketing products in two organisations
Write a report on the two organisations. Firstly complete some research on each business and decide upon the specific products or services you will use.
Include:
Part A P1 Textbook Pages 85-93
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Introduction to the business, including an overview of the aims and objectives.
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Describe how marketing techniques are used to market the above products:
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Growth strategies - Ansoff's Matrix
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Survival Strategies:
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Branding
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Relationship marketing
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Part B M1 Textbook Pages 85-93
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Compare and analyse the similarities and differences the marketing techniques (described in task 1) are used for the products or services in each organisation.
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To compare you should be looking at the SIMILARITIES and the DIFFERENCES between the techniques.
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To Analyse use PIC. The key here is IMPACT. Does one use (or not ) a technique because it has a greater or less impact than another technique.
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Part C D1 Textbook Pages 85-93
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Evaluate the effectiveness of the use of techniques in marketing products or services in one of your selected organisations. You need to judge the effectiveness by weighing up the positives and negatives of the techniques used
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Use JJSDR for this task.
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Part D P2 Textbook Pages 93 - 95
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Describe the limitations and constraints on marketing activities under which marketers operate with ONE of your chosen businesses, making use of examples to explain your points.
- Make sure you cover:
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Legal
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(Sale of Goods Act 1979, The Consumer Protection from Unfair Trading
Regulations 2008, Consumer Credit Acts 1974 and 2006, Consumer Protection (Distance Selling) Regulations, Data Protection Act 1998
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Voluntary
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Code of Advertising Practice and Advertising Standards Authority; pressure groups and consumerism; acceptable language
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Unit 3 P3
Read Pages 97 - 106
P3 describe how JD Sports uses marketing research to contribute to the development of its marketing plans
For this task you need to examine the theory of market research. To complete the task you need to read the case study of JD Sports.
Describe HOW JD Sports uses market research. This will explain some theory, what research they have undertaken and include :
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qualitative and quantitative research
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primary internal / external research
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secondary internal / external research
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uses of research (reduce risk in decision making, measure progress over time);
This will be based on JD Sports
This will provide evidence for P3
Unit 3 P4, M2 & D2
Read Pages 97 - 106
P4 use marketing research for marketing planning
You are to undertake some market research for your chosen project.
Your marketing objective will depend upon the research you chose to undertake.
You are to create a survey which is based on this marketing objective. This can be completed as a group.
You are to get a MINIMUM of 20 responses for your survey.
What you need to hand in:
A report which includes:
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Introduction
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Screen prints of the results, which includes a copy of the question asked
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Why did you ask the question, and what were you hoping to achieve
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Analysis of the results – recommendation.
This will provide evidence for P4
Unit 3 M2 & D2
Read Pages 97 - 106
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.
In this task you will be referring to JD Sports, and also the research which you undertook in school. There were limitations in the results of the school survey - it is your job to point them out and recommend how these could be improved should you do it again.
For the Merit you will:
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Explain the Limitations of Marketing research.
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Make sure you include seperate explanations to Cost Effectiveness and Validity of Data Collected.
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To 'explain' I would expect some theory plus an example relating to either JD or your own survey.
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Ensure you consider the IMPACT of what you have explained. This will achieve the higher level of a Merit.
For the Distinction:
You need to relate this to the school survey.
You have to make recommendations on how you / we could improve the market research - in particular the Validity.
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Firstly, identify what was the objective of doing that particular piece of research?
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Explain the limitations to the research.
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Recommend improvements to the validity of the market research. Use JJSDR to ensure your recommendation is fully justified.
Unit 3 P5
Read Pages 107 - 111
P5 explain how and why groups of customers are targeted for selected products
You will write a report which would be read by local business people. The purpose is to explain why different types of target groups are chosen for different products or services and how this helps their business make decisions.
Documents at the BOTTOM of this webpage will also help you complete this assignment.
You have SIX businesses or product ranges to explain.
Business 2 Consumer (B2C):
Business to Business (B2B):
For instance, when you discuss Poundland, you need to address the sections identified below. You would explain how they segment the market into demographic, lifestyle etc. Also, you would explain how they would use geo-demographic systems.
For each of these businesses or product range you are to EXPLAIN how they might use market segmentation effectively. In your explanation you are to include MOST of the following theory. You do not have to repeat information for each example; include what you believe to be relevant. By the time you have completed all six, you should have included MOST of the theory.
A
The difference between customers, consumers and buyers.
The importance of identifying who has
influence over purchasing decisions
B
How consumer markets are segmented
(geographic, demographic, psychographic, lifestyle)
C
Use of geo-demographic systems to identify and reach target groups
eg ACORN, MOSAIC; Identifying customers in business to business
markets: decision making unit (DMU)
D
How businesses are segmented (size, region, value,
public/private/voluntary sector, product, industry); benefits
for different members of the DMU, eg cost benefits,
ongoing relationships, security of supply
Unit 3
Read Pages 112 - 121
P6 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.
The Marketing Mix is the blend of the Product, Price, Place and Promotion which together make a successful marketing campaign of a product or service. Getting this mix right is the secret to a successful product and a successful business.
The objective of this task is to complete A Marketing Mix on a new product or service from Ikea or Poundland. You are making this up, so it will not be an existing product or service.
This mix should be aimed at one of the target markets identified in P5.
Your report will follow:
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Introduce the task and BRIEF introduction to the product or service.
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Fully explain which target market you will be aiming at. I would expect to see the same terminology used in P5
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Product: Full description of the product or service
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Price: Explain your pricing strategy. How much you would charge and why
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Place: Where / how would you promote this new attraction?
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Promotion: Design a poster or leaflet for the product / service. Explain other methods of promotion you would use
Refer to your target market THROUGHOUT each section to achieve the Merit.
To achieve a PASS your marketing mix must cover the 4 P’s and be coherent. A coherent mix will demonstrate that all four elements are working together. A Poundland product of £1 which is advertised in quality magazines, promoting goods to high earning customers who might not shop at Poundland is NOT coherent.
To achieve a MERIT the marketing mix must be clearly targeted to a defined group of potential customers and needs to be detailed and coherent so that product, price, place and promotion are all designed to appeal to the clearly defined needs and aspirations of the target group of customers
I will EXPECT the target market to be introduced and then discussed in EACH of the 4Ps.
You do NOT have to complete two separate pieces of work for this. I would EXPECT a single document to cover both P6 and M3