1. Lesson 3-How Branding is used in Marketing
Unit 3 Introduction to Marketing

2. In your own words explain Ansoffs Matrix-7mins
What is a
cash cow
Rising star
Problem Child
Dog
And how would you decide products fit in these categories

3. Lesson Objectives
Identify and describe marketing techniques used for survival
Explain how branding can be used as a marketing technique
Evaluate a marketing task to develop a new product and create a marketing campaign

4. Lesson Outcomes
Read newspaper article and retract information to identify the marketing techniques used by independent book sellers
Explain how they are helping the business survive
Carry out research to identify what is branding
Explain how it can be used as a marketing technique for both survival and growth
Select groups
Allocate roles
Plan project
Start research

5. Task 1-15 mins Read article
Answer questions on work sheet
U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ how independent…..

6. Review
What 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?

7. Summary SO Far The marketing strategies used by business will
be determined having regard to the overall
business concept.
Sales Product Marketing
And business aims (survival or growth) and
objectives (how they will meet their aims)
Techniques for growth are
Diversification, Market penetration, Market Development, Product development
Techniques for survival are
Reduce 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

8. Branding Research-30 mins
What is branding
How does it help business survive or grow?
How does it help with :-
Market penetration
product development
Market development
Diversification
Downsizing
Discontinuance of lines
U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 1\Lesson 3\ why is branding….

9. Branding SO far
Branding is It helps business grow It helps business survive

10. Putting into all into practise
Get into groups of 4 or 5 (no more or less)
Complete names on form-hand to me
Open document
U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\design a sub
Now 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)

12. Planning You have 3 weeks to complete this task.
To ensure you complete it on time need to allocate roles and responsibilities
Before 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 responsibilities
Pass your sheets to me

13. Gant Chart Help with project planning and deciding order of tasks.
Complete the gant chart on
U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing