Professional Documents
Culture Documents
UNIT 3
PROMOTING A BRAND
Topic A
Explore the use of branding and the
promotional mix in business
(P1) A brand is ..
A Strategy.
The perception of a
customer
e.g. apple vs Samsung
PS4 vs Xbox
A logo
A legal instrument
A company
A personality
A vision
Easy.com
An identity
An Image
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Message/represents?
Technological innovation, expensive, sleek design
Apple
Service branding
Product branding
Brand represented a
specific product
E.g. Jaffa cakes
Types of Branding
Corporate branding
This brand a company and it
can be applied to all of their
products and services e.g.
Kelloggs, Heinz, Cadburys
Recognition
Long-lasting perceptions
Trust
Marketing Multiple
products
activity will inform customers about a companys products and persuade them that
they should make a purchase from that company.
Businesses benefit from promotional activity by creating awareness of their brand.
This should lead to increased sales and profits. Promotion is one of the 4 elements
of the marketing mix. When it is well designed, promotion will support the other
elements of the marketing mix.
Activities used in the marketing mix
Place
Product
Price
PROMOTION
This is how a business communicates
with their customer. Promotion is used to
create awareness of the product in many
ways. E.g. TV, Newspapers, billboards,
cinema, internet, email, etc
Promotion is targeted based on the
target market.
PRICE
It is important to get the price of the
products right,
Too much and people may not be able to
afford it. Too little and it may cheapen the
brand and result is no profit being made.
The price charged will depend on the
quality, The better the quality the higher
the price, Demand is also important- the
more demand the higher the price.
Competition also needs to be
considered.
PLACE
Where are you selling the product?
The business needs to consider their
target market. Will you sell direct or
through retailers? Will you sell online or
in store? Direct methods allow the
business to make higher profits. Using
retailer leads to more potential
customers.
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Activity
In small groups research a local business and then state what they do for each of
the 4 ps. Then recommend improvements for each of the 4 ps.
PRODUCT
What they do.
Carverys
Fish & chips
Southern fried chicken
Chips
Cheesy chips
Curry & chips
Garlic bread
Ice cream
Hot & soft drinks
Alcoholic beverages
Pie of the day
PRICE
What they do.
4.20
3.89
2.98
1.00
1.20
1.35
1.25
1.50
1-3
PROMOTION
What they do.
Advertisements outside the building.
PLACE
What they do.
Have multiple locations
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Raise awareness
Increase sales
Encourage new customers to buy products
Remind existing customers about the product.
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Advertising
Advertising is when a business pays for space in the media to communicate with the
public about their products or services. This can be expensive and so businesses
must ensure they choose the right media so as to not waste their budget (the amount
of money they have been allocated to spend on adverts).
There are 2 main purposes of advertising:
Different companies will use adverts with either one or both of the above purposes.
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St John Rigby College
Ambient
Description
TV or cinema adverts. It is useful to show specific features or the
moving parts of the product. It is now common for businesses to
upload their adverts on YouTube
This is advertising in newspapers, magazines or billboards. Can be
in colour or black & white. Technology means there are now digital
signs that can change throughout the day.
Adverting in public spaces e.g. The side of the bus. These are often
very colourful and eye catching.
Audio
Radio adverts- these are low cost and only involve sound.
Businesses can tell customers about their product.
Coupons
Competitions
Money refunds
Loyalty incentives
Key terms .
B2B market a business to business market in which one company sells products
to another
Distribution channels the route that a product or service takes to get to the
market eg manufacturer to wholesaler to retailer.
Interpersonal skills being able to speak to customers and read their body
language
B2C market a business to consumer market in which companies sell products
directly to the public.
Pitch the proposal made by a salesperson to sell their products to a potential
customer.
(P3) Personal Selling
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Face to face:
The sales person watches
language and decides if they will
make a purchase
METHODS OF PERSONAL SELLING
Activity
Stella and Dot moved to the UK in 2011. They use a modern twist on direct selling
called a trunk show. Go to www.pearsonhotlinks.co.uk and search for Stella and Dot
then answer the following questions:
1. What is a trunk show?
2. Why do you think Stella and Dot employ stylists rather than salespeople?
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The problem with this is that the message you are trying to convey may not be the
one the media decides to use. Examples of PR activities include:
Sponsorships- This is when you pay to display your brand at an event. E.g.
TV sponsorship. Some companies use sponsorships to create a positive
image for the company.
Activity
Think about a recent successful event, it could be an event in college or your sports
team etc. Write a short press release that could be sent to your local newspaper to
promote the achievement.
(P3) Direct Marketing
This is when a business communicates directly with the customer establishing an
individual relationship between the business and the customer. While adverts are
shown to everyone in a specific area, direct marketing material is aimed at a specific
customer and can be tailored according to the individual or group to whom it is sent.
Direct marketing activities include the following:
Level3/Unit 3/Aim A
St John Rigby College
4. GCSE Maths revision guide- (B2B) they face to face contact with sales reps
coming out and showing you the product
(B2C) see it on the shelves in book stores because people who are looking for
that product will be able to find it.
Family status
Gender
Attitudes
Lifestyle
Income
Interest
Desire
Action
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St John Rigby College