Welcome to Section 6

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Welcome to Section 6

• Marketing

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Objectives

• To understand the range of content of this
  section i.e. what you will be learning
• To understand what is meant by a brand
• To understand why a brand is important for a
  business

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Marketing

• Marketing is the management process that
  identifies, anticipates and satisfies customer
  requirements profitably
• Chartered Institute of Marketing (CIM)

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Memory Game

• Pens down
• Sit on your hands
• Memorise the words on the screen
• After 30 seconds they will start to disappear one
  by one
• How many will you be able to write down once they
  have all disappeared?

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Marketing Mix
Product Trial
Boston Matrix
Star
Dog
Launch
Place
Product
Growth
Development
Differentiation
Cash Cow
Repeat Purchase
Maturity
Price
Problem Child
Product Lifecycle
Market Research
Promotion
Extension Strategy
Decline
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Marketing Mix
Product Trial
Boston Matrix
Star
Dog
Launch
Place
Product
Growth
Development
Differentiation
Cash Cow
Repeat Purchase
Maturity
Price
Problem Child
Product Lifecycle
Market Research
Promotion
Extension Strategy
Decline
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Brand Quiz
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What is a brand?

• A brand is the essence or promise of what will
  be delivered to or experienced by a customer
• Persuasive Brands Ltd.
• A brand takes the thought out of the buying
  decision for the customer
• Gerry Robinson, former Chief Executive and
  business troubleshooter

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1. In pairs, look at the brand Ive given you and
try and describe the brand identity.

• Young or old?
• Male or female?
• Sensible or adventurous?
• Modern or traditional?
• Sophisticated or simple?
• Fun or serious?

• Sporty or cultural?
• Any others?

2. Discuss and identify two benefits the firm in
question enjoys as a result of having a strong
brand.
Keep your brand secret from other pairs for a
game in a few minutes
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Who am I?

• Neither masculine or feminine
• Healthy, young, zesty
• Fresh, pure, no chemicals
• Just lots of goodness and natural flavours and
  refreshment
• Mums buy me for their kids packed lunches

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Why are brands important?

• They help a product/service stand out from
  competitors
• Businesses can target market segments by creating
  brands that appeal to those segments
• It helps to create loyal customers who buy that
  product on a regular basis
• It helps companies to justify charging higher
  prices for their product/service - this can lead
  to higher profit

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Objectives

• To understand the range of content of this
  section i.e. what you will be learning
• To understand what is meant by a brand
• To understand why a brand is important for a
  business

Write me a Facebook Status update that shares
one thing youve learnt today in relation to one
of the objectives above e.g. Tim Hilborn now
knows.