Unit 3 – Investigating
Marketing - Section A
Introduction
This section focuses on your chosen product. You will carry out and
produce evidence of market research (both primary and secondary) evidenced by a
range of sources for your chosen product. You should submit this section in the
form of a report.
Task 1
|
Write an
introduction.
|
|
Guidance
The
introduction should include:
- The reasons for the investigation
(see scenario)
·
The
company name and background information
·
Brief
overview of the market in which the company operates
·
Overview
of the Cadbury’s product range
Deadline
__________________________
Task 2
|
Describe and explain the product you
have chosen.
|
MB1
|
Guidance
Include
the following:
·
a
description of the product
·
the
ingredients
·
details
of the packaging
·
an
illustration
Deadline __________________________
Task 3
|
Explain the reasons and
justification for your choice of product.
|
MB2/3
|
Guidance
Explain your reasons and justification for your choice of product by:-
- Including
statistics (e.g. on obesity levels to justify need for low fat bar)
- Including
a positioning map to show gap in the market.
- Information
about Cadbury and the gap in their product portfolio
- Including
information on trends
- Including
information on consumer changing tastes/habits
- Including
competitor action information
Deadline __________________________
Task 4
|
(a) Explain what market research is
and its main purposes.
(b) Explain what primary research
and secondary research is.
(c) What is the difference between
quantitative and qualitative research?
|
|
Guidance
(a)
Include the following:
·
to
identify target markets
·
to
identify size and structure of market
·
to
identify competition
Deadline __________________________
Task 5
|
Explain why market research is
important before you produce your product and explain what research you are
going to do.
|
|
Guidance
·
You
will conduct a questionnaire(s) and hold a focus group for your primary
research and use the internet, newspapers and government statistics
Deadline
__________________________
Task 6
|
Design and distribute a
questionnaire.
|
MB1
|
Guidance
·
Design
a questionnaire and distribute to at least 30 people.
·
You
may need to consider the types of people you want to complete your
questionnaire, e.g. age, sex.
Deadline __________________________
Task 7
|
Collate your results and present
your findings using graphs and written analysis.
|
MB1-3
|
Guidance
- You must
analyse ALL the questions
- You need
to produce either a graph or pie chart and it must depict percentages and
not numbers e.g. 40% male, 60% female
- You must
state why you have asked a particular question and what the response was,
e.g. ‘I asked 60% of females because I intend to produce a chocolate
product aimed at females’.
For
MB2/3 your research should be in depth and obtained from a wide range of
relevant sources.
Your
analysis should include:
·
sample
sizes,
·
usefulness
of the data
·
validity
and limitations
Deadline __________________________
Task 8
|
Carry out a focus group and analyse
your results.
|
MB2-3
|
Guidance
You must include the following:
- a table
showing the results of the focus group typed up by yourself
- a
detailed analysis of the findings making reference to your own choice of
product
Deadline __________________________
Task 9
|
Carry out
and produce evidence of basic secondary research.
|
MB1 – 3
|
Guidance
- The
research could include:trends
in eating, sales
of chocolate products or any other information relevant to your choice of
product
- You must use at least 4
sources (e.g. internet, newspaper, government trends –
www.statistics.gov.uk, Mintel etc.)
- Analyse your findings
including usefulness of the data, validity and limitations
Deadline
__________________________
Task 10
|
Summarise your main findings from
your primary and secondary research.
|
MB1-3
|
Guidance
·
Explain
how your findings have justified your choice of product and/or your intended
target market.
OR
·
Has
your research made you reconsider your choice of product and/or intended target
market?
Deadline __________________________
FINAL DEADLINE FOR FULL WRITTEN REPORT
___________________________
Unit
3 – Investigating Marketing
Section
B
Introduction
This section requires you to show your understanding of segmentation and
target market by explaining how segmentation applies to your chosen product and
describing your target market. You should submit this section in the form of a
report.
Task 1
|
Explain the
possible marketing aims and
objectives a business may have.
|
MB1
|
Guidance
A
business will use different marketing activities depending on the objectives it
is aiming to achieve. You must list these and explain how they will be
achieved.
- To improve market
share
- To diversify
- To relaunch a product
- To improve sales
- To understand customer
needs
- To increase brand
awareness
- Improve profitability
- Developing new
products
Task 2
|
Explain and justify the marketing aims and objectives of your business.
|
MB2
|
Guidance
·
Explain
what the term ‘SMART’ means.
·
The
aims and objectives for your business must be very clearly justified taking
account of the term ‘SMART’.
·
Give
3 or 4 marketing aims and objectives for your product and explain why you have
chosen them.
Deadline __________________________
Task 4
|
Explain what is meant by target
market.
|
MB1
|
Guidance
- Give a
definition and use examples to support your explanation.
Task 5
|
Explain how the target market is
identified using segmentation and include examples.
|
MB1
|
Guidance
You will need to consider the following ways in which markets can be
segmented:
- by age
- by social
class
- by gender
- by
lifestyle
- geodemographic
segmentation
- niche/mass
markets
Explain each of the above and give examples of different target markets
and the segementation criteria of them.
Task 6
|
Explain and illustrate how
segmentation applies to your product and how this will identify your target
market.
|
MB2
|
Guidance
Go through the segmentation criteria and identify your target
market. Give reasons for your segmentation
and show why it relates to your product.
It may be due to image,
quality, status etc.
Task 7
|
Consider the
‘aims and objectives’ and ‘segmentation’ and suggest how this information has
allowed you to select a target group for your product.
|
MB3
|
Guidance
You will need to explain how your aims and objectives, your product and
your segmentation links together to determine and justify your choice of target
market.
DEADLINE FOR WRITTEN REPORT
________________________
Unit 3 –
Investigating Marketing
Section
C
Introduction
In this section you are required to create a marketing mix for your
chosen product. You should submit this section in the form of a report.
Task 1
|
Write an
introduction to this section explaining what a marketing mix is and why they
are used by businesses.
|
|
Guidance
- You will
need to explain about product, price, place and promotion.
Task 2
|
PRODUCT:
Explain the
importance of this element of the marketing mix.
|
MB1
|
Guidance
You must include:
- the
product ‘features’.
- the ‘product life
cycle’ explaining the cycle that your product will take.
- the ‘3 levels’ of a
product.
Task 3
|
Explain your
final product showing how your market research has helped you make this
decision.
|
MB2
|
Guidance
- Make
reference to your market research (primary and secondary) to justify your
final choice of product.
Task 4
|
How has
segmentation contributed to your final choice of product?
|
MB3
|
Guidance
You must include a range of factors and these must be justified in
detail.
Task 5
|
PRICE:
Explain the importance of this
element of the marketing mix and state which strategy(s) are appropriate for
your product.
|
MB1
|
Guidance
You
must describe the different pricing strategies:
- Price skimming
- Price penetration
- Promotional pricing
- Mixed pricing
- Contribution pricing
- Discriminatory pricing
- Psychological pricing
Task 6
|
Give reasons from your market
research why the pricing strategy(s) you have chosen are most suited to your
product and Cadbury.
|
MB2
|
Guidance
Make reference to your market research (primary and secondary) to
justify your final choice of price.
Task 7
|
Consider
your target market/segmentation and suggest how this information affects your
choice of price.
|
MB3
|
Guidance
You must include a range of factors and these must be justified in
detail.
Task 8
|
PROMOTION:
Explain the importance of this
element of the marketing mix and state which form(s) of promotion you have
decided to use for your product.
|
MB1
|
Guidance
Include
the different types of promotion businesses can use:
- Branding
- Advertising
- Sponsorship
Task 9
|
Give reasons
for your chosen methods of promotion making reference to your market research
findings.
|
MB2
|
Guidance
Make reference to your market research (primary and secondary) to
justify your final choice of price.
Task 10
|
Explain why these methods are most
suitable/effective for your target market.
|
MB3
|
Guidance
You must include a range of factors and these must be justified in
detail.
Task 11
|
PLACE
Explain the
importance of this element of the marketing mix and state which distribution
channel you will be using.
|
MB1
|
Guidance
- Describe
the different channels available to businesses.
- Describe
the different types of outlets where your product could be sold and state
which one(s) suit your product.
Task 12
|
Consider your choice of distribution
channel(s)/outlet(s) and explain how your market research findings have
helped you to arrive at your decision.
|
MB2
|
Guidance
Make reference to your market research (primary and secondary) to
justify your final choice of price.
Task 13
|
How does your
choice of place link to your segmentation?
|
MB3
|
Guidance
You must include a range of factors and these must be justified in
detail.
Task 14
|
Summarise
your main marketing mix decisions and provide an explanation of how they
complement each other and allow you to achieve your marketing aims and
objectives.
|
MB1,2&3
|
DEADLINE
FOR WRITTEN REPORT: _____________
Unit
3 – Investigating Marketing
Section
D
Introduction
This section requires you to consider the possible internal and external
constraints on your marketing mix (4p’s). It is necessary to do this in order
to evaluate the success of your proposed marketing mix. You should submit this
section in the form of a report.
Task 1
|
Explain what
internal constraints exist and the impact they are likely to have on your
product.
|
MB1-3
|
Guidance
- You will
need to explain about the costs, time, skills of staff available, and
ethical standards and relate these to your product.
- Explain how cost has
influenced your choice of marketing mix.
Task 2
|
Explain what
a SWOT analysis is and how it is used by a business.
|
|
Guidance
- Use your class notes
and text books.
- You will need to
understand this clearly in order to move on to the next question.
Task 3
|
Produce a
SWOT analysis for your product to
identify the factors that influenced your marketing mix.
|
MB1-2
|
Guidance
You need to give reasons for each of the factors you have identified
showing how the factors will affect the product.
Task 4
|
Produce a
fully justified SWOT analysis for your product
to identify the factors that influenced your marketing mix.
|
MB3
|
Guidance
You must include a good range of factors and these must be justified in
detail.
Task 5
|
Explain what a PESTEL analysis is
and how it is used by a business.
|
|
Guidance
- Use your class notes
and text books.
- You will need to
understand this clearly in order to move on to the next question.
Task 6
|
Produce a PESTEL analysis for your product to identify the factors
that influenced your marketing mix.
|
MB1-2
|
Guidance
You
need to give reasons for each of the factors you have identified to show how
the factors will affect the product.
Task 7
|
Produce a
fully justified PESTEL analysis for your
product to identify the factors that influenced your marketing mix.
|
MB3
|
Guidance
You must include a good range of factors and these must be justified in
detail.
Task 8
|
Go through
each of your 4 P’s and use example from your PESTEL/SWOT to justify the
decisions you have made.
|
MB3
|
Guidance
You must include a good range of factors and these must be justified in
detail.
DEADLINE FOR WRITTEN REPORT -
___________________________________
