Presentation on theme: "Lesson 3-How Branding is used in Marketing"— Presentation transcript:
1Lesson 3-How Branding is used in Marketing Unit 3 Introduction to Marketing
2In your own words explain Ansoffs Matrix-7mins What is acash cowRising starProblem ChildDogAnd how would you decide products fit in these categories
3Lesson ObjectivesIdentify and describe marketing techniques used for survivalExplain how branding can be used as a marketing techniqueEvaluate a marketing task to develop a new product and create a marketing campaign
4Lesson OutcomesRead newspaper article and retract information to identify the marketing techniques used by independent book sellersExplain how they are helping the business surviveCarry out research to identify what is brandingExplain how it can be used as a marketing technique for both survival and growthSelect groupsAllocate rolesPlan projectStart research
5Task 1-15 mins Read article Answer questions on work sheetU:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ how independent…..
6ReviewWhat techniques are the independent book sellers using to survive?Are they successful?How do you know they are successful?Can you think of any other marketing techniques a business could use to survive?
7Summary SO Far The marketing strategies used by business will be determined having regard to the overallbusiness concept.Sales Product MarketingAnd business aims (survival or growth) andobjectives (how they will meet their aims)Techniques for growth areDiversification, Market penetration, Market Development, Product developmentTechniques for survival areReduce costs, discontinue less profitable lines, streamline, diversify, offers, link products, add/reduce service redundancy,To decide the strategies to use business often use Ansoff’s product/market mix.Cash cow, Rising Star, Troubled Child, Dog
8Branding Research-30 mins What is brandingHow does it help business survive or grow?How does it help with :-Market penetrationproduct developmentMarket developmentDiversificationDownsizingDiscontinuance of linesU:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ why is branding….
9Branding SO farBranding is It helps business grow It helps business survive
10Putting into all into practise Get into groups of 4 or 5 (no more or less)Complete names on form-hand to meOpen documentU:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\design a subNow you know all the marketing techniques it is time to put them into practice and develop a product within an existing range for a company who are wanting to develop their market (growth)
12Planning You have 3 weeks to complete this task. To ensure you complete it on time need to allocate roles and responsibilitiesBefore you can do that you need to identify what you have to do. Read the document and make a list of all the tasks you need to do.Now having regard to you natural talents, ability and work ethic allocate roles and responsibilitiesPass your sheets to me
13Gant Chart Help with project planning and deciding order of tasks. Complete the gant chart onU:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing