Joel Mohan
Rationale
• Give a definition of what marketing is.
• Introduce a little about yourself and explain what business is about.
• Explain what the business's major aim is and how they can achieve it
• Decide whether option 1 or option 2 is the best choice for the business's main aim.
Aims and Objectives
• Do not give a definition of what a smart objective is.
• Three SMART objectives
• You must explain how an objective can help the business achieve its overall aim.
What do you want to achieve?
When should this be achieved?
Why does this support a business aim?
How is it going to be done?
SMART- Specific, Measurable, Achievable, Realistic/Relevant, Time Bound
Analyzing the research back
• Your research should include secondary research. (From Part A)
• Your research should include primary research. (From Part B)
• Research on media selection as well.
• (Market Share, Size and structure), Target Market, Competition and Trend.
What's the new trend for this specific market?
Validity and reliability of the research given in both primary and secondary research.
Innovative = New
Enticing = Attracting
Writing your justification
• SWOT analysis (paragraph)
• Strength and Weaknesses (Part B Primary)
• Opportunities and Threats (Part A Secondary)
• Explain and justify how and why each SWOT is relevant to the marketing mix & and marketing
campaign
• Product life cycle- Introduction, Growth, Maturity, Decline
• Explain which life cycle the business fits in.
• Give research evidence of the product life cycle stage (Secondary Research)
• Make implications for the businesses marketing mix and marketing campaign.
• Find research data that's relevant to the stage of what the business is in.
Activity 2
Marketing Message
Add a strapline.
Talk about how the marketing message will help the business and how it links to your aims.
What does marketing message mean and explain it.
Marketing Mix
7ps - Price, place, promotion, product/service, people, physical environment, process
Product - Is it a product or service? What does it offer with its product/service?
Price - Price includes how much the business fees are. (is it a good price or bad price?) It includes the
marketing campaigns budget.
Place - Where is the business located and which areas. Does the business have a website? Does the
business use social media to promote its product/service.
Promotion - How can the business promote their business by advertising it? What can they offer to
customers?
Physical environment – Is the business environmentally friendly? If not, why?
People – What is the main target audience and how can a business understand their customers more?
Process- How does the business operate and how long will the campaign last? How is the timescale set
for each advertisement?
Budget
How much budget are you given?
How much have you spent on one way of advertising the business by working it out?
Then talk about why you have used this way to advertise your business.
Link it back to your aims and objectives.
x3
Timescale
Create a table planning when the advertisement will occur during the amount of time given for the
marketing campaign.
Explain why the timescale is beneficial.
Put all your advertising plan in it.
