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Learning Outcome 1

Session 4

Unit 9 - Learning Outcome 1

state promotional objectives


state how different promotional methods
work at different stages
identify decisions to be made about
promotional mix
identify branding

Unit 9 - Learning Outcome 1

Why it is important to set them?


What is the difference between Aims and
Objectives

A
M
S
T
R

Unit 9 - Learning Outcome 1

SMART Meaning

Examples

Specific Objectives should specify


what they want to achieve.

For example a soft drinks company may


want to achieve 3% market share in 12
months.

Measurable You should be able to


measure whether you are meeting the
objectives or not.

A 3% market share over 12 months


means that each month market share
targets can be measured against a
specific goal.

Achievable - Are the objectives you


set, achievable and attainable?

Is the 3% objective for the 12 months


achievable? Does the company have the
resources, man power and finances to
achieve it?

Is the 3% objective over a 12 month


Realistic Can you realistically achieve period realistic or does the company need
longer? Does the company have the skills
the objectives with the resources you
and resources to achieve this over the
have?
time period set.

Time When do you want to achieve


the set objectives?

In our example the company have set


themselves a period of 12 months to
achieve the 3% market share target.

Unit 9 - Learning Outcome 1

Branding is the creation of an identify for a


business.
Branding allows a business to distinguish
itself or its products from the competition.
It adds value to a product.
It leads to brand loyalty allowing
businesses to charge higher prices.

Race /
nationality
Religion
Children
Disabilities
Environment
al

The set of core values and qualities that are the


essence of a brand.
The different brand values associated with a business
allows opportunities for brand differentiation.
Brand values attract people whose values are being
projected by the brand, for example:
o Virgin Airlines = fun, value and quality
o British Airways = safe, responsible and caring.

How do you think the brand values of Virgin Airlines


and British Airways impact on the images of the two
companies?

Unit 9 - Learning Outcome 1

Premium pricing branding makes a product more


price inelastic.
Differentiation branding allows businesses to stand
out from the competition.
Cross-product promotion branding allows firms to
sell a range of products all linked to the brand value, for
example, Virgin.

Activity: think about a large company, such as Tesco.


How many different products can you find under the
umbrella of the brand name?

Unit 9 - Learning Outcome 1

Brand extension is a marketing strategy


that allows a business with a well-known
brand name to move into different product
markets.
For example:
o Virgin from music into planes and trains
o Ralph Lauren from clothes to home furnishings
o Lucozade from childrens cold remedy to fitness drink.
Why

do you think branding allows a business to be


more successful when diversifying?
Unit 9 - Learning Outcome 1

Brand fingerprinting is what the brand stands for, its


value and how it differs from the competition.
It involves all aspects of communication with customers.
Brand values are at the heart of brand fingerprinting.
The customer should receive a consistent experience
when dealing with the company which should involve
communication of the core values.

Select a large business that you use on a regular


basis. Do you think that brand fingerprinting is in
operation? Why/why not?

Unit 9 - Learning Outcome 1

Can you think of brand


personality for some of

Grab
Excite
Create
Prompt

ATTENTION
INTEREST
DESIRE
ACTION
AIDA

See example in textbook page 209

Unit 9 - Learning Outcome 1

Cognitive

stage
Affective stage
Behaviour stage

Unit 9 - Learning Outcome 1

Pushing strategy - relies on personal selling to


market an item to wholesalers and retailers in a
companys distribution channels.
Companies promote the product to members of the marketing
channel, not to end users.

Pulling strategy - promote a product by generating


consumer demand for it, primarily through
advertising and sales promotion appeals.
Potential buyers will request that their suppliersretailers or
local distributorscarry the product, thereby pulling it through
the distribution channel.

Most marketing situations require combinations of


push and pull strategies

Unit 9 - Learning Outcome 1

1.
2.
3.
4.
5.
6.
7.
8.
9.

Cost versus benefit


Target Market and exposure to media
Type of market
Rapidly changing or relatively stable
markets
Channel strategies
Positioning and branding
Competitors
Budget requirements
Timing requirements

Unit 9 - Learning Outcome 1