Developing a Marketing Campaign- Part B- Guidelines

• Explain Briefly that you have been asked to develop a rationale for the marketing campaign for .....
• Look at the case study and produce a summary about the business.
• Explain the appropriate market princiiples and purpose of your marketing campaing.
• Using the case study explain why you have chosen those principles and purpose of marketing.
• Explain the research you have carried out (primary and secondary)

• Anticipating demand
• Recognising demand
• Stimulating demand
• Satisfying demand

• Choose which ones apply to the case study. at least 3 aims and objectives.
• Make the objectives SMART
• Refer to information you are given- what does it say about the business' aim?

Summary

The objective 
Turn it into smart
Why have you choosen this objective(Use case study and your research)
What effect will this objectives have on the business.

• Understanding customer wants and needs
• Developing new products
• Improving profitability 
• Increasing market share
• Diversification
• Increased brand awareness and loyalty

Possble smart objectives

Increase market share - by how much?and when?

increased brand awarenest - how? and when?

improve profitability - how and by what percentage? and when?

Your research should include 

• Competitors
• Market size, share and structure
• Target market
• Trends

Market type#

Perfect Competition with Infinite Buyers and Sellers. ...

Monopoly with One Producer. ...

Oligopoly with a Handful of Producers. ...

Monopolistic Competition with Numerous Competitors. ...

Monopsony with One Buyer.

                USP of the business

                Market Size

                Market Share

·         Referred to own research about the market and competitors which is totally relevant and used this to make justifications.

·         Link to your set objectives where possible.

·         Used graphs and charts where appropriate to illustrate important aspects of the research collected

·         Analysed this information in context and in detail to support decisions made

·         Assessed the validity and reliability of the research I have used for both primary and secondary sources, highlighting any possible weaknesses with the data

   Make sure you explain how this can impact the business in the case study

–     Be analytical here – what does this information mean? Don’t just make a statement…

Explain how Valid and Reliable your research data is.

• Used at least two analytical tools (SWOT, PESTLE, Product Life Cycle) to explore the significance of research data when planning the campaign.
• Link to to your set aims and objectives.
• Analysed the information presented, and discussed in detail their significance in planning the campaigns
• Used appropriate marketing terminology

Presented a detailed discussion of the extended marketing mix (7Ps) for my campaign, making frequent reference to the case study information and market research gathered

–     Product – Details of the products/services offered to customers

–     Price – Justify the use of pricing strategies; more than 1 can be used

–     Promotion – Selection of appropriate methods of promotion that are relevant to the context of the business

–     Place – Explain the distribution channels suitable for the business

–     Make reference to the extended marketing mix and include how people (staff) can engage with customers and their specific responsibilities, the processes surrounding the sale of the product or service and how the physical environment reflects needs to the target market

An appropriate message should be made that relates to the benefits of purchasing and/or using the product or service being sold. Could relate to:

o   Quality of product

o   Price/value

o   Overall benefits

Developed a clear marketing message related to my rationale and the business context, and how this relates to the chosen 7Ps 

–     Selection of media should reflect the budget given in the case study

–     Both cost and production of the media should be included

–     Explain why you have chosen to do what you have done

–     Why will your ideas work for your target market?

• Breakdown the budget you have been given and explain how you will spend the money – perhaps create a table. This can be done weekly or monthly
• Be specific about the sums of money used for each part of the marketing campaign
• Break down specific promotional activities e.g. Cost of staff, cost of printing leaflets, video production etc…
• Market research data can help justify this section
• Show that you understand the costs associated with your marketing campaign
• Needs to link to activities in marketing mix

• Timescale should be realistic. Up to 12 months. Must be appropriate for your plan overall – it should not be random! Create a Gantt chart with clear goals to achieve. Don’t spend too long on the Gantt Chart
•  Needs to link to activities in marketing mix
•   Identify the stages of the campaign and specific activities
• Have a precise start and end date

   Market Structure#

                                                Mass

                                                Niche

                                                The different product types

                                                Number of businesses in the Market

                                                Who owns the Largest Share

                                                How the products have been differentiated in the market

                Market Segment and Target ( Age, Gender, Income, Culture, Ethnicity, Buying Habits, Social Economic Groups)

                Target Market

                Market Trends