1. Lesson Objectives To be able to identify types of promotion
To be able to identify types of branding
To be able to discuss the benefits of strong branding
To be able to discuss ways to build a brand
To be able to discuss changes in branding and promotion to reflect social trends
To be able to answer sample exam questions based on the topic areas

2. Guidance from Edexcel

3. Guidance from Edexcel

4. From the specification
a) Types of promotion
b) Types of branding
c) The benefits of strong branding:
added value
ability to charge premium prices
reduced price elasticity of demand
d) Ways to build a brand:
unique selling points (USPs)/differentiation
advertising
sponsorship
the use of social media
e) Changes in branding and promotion to reflect social trends:
viral marketing
social media
emotional branding

5. Starter
Are you interested in buying any of these products? Have a look at the next slide too…

6. Starter
How about these?

7. Starter Discussion Do all products have the same customers?
How many ways can you think to segment customers? e.g. Age
Does the type of customer affect the way we “speak” to them?
Do all products have the same customers? No
How many ways can you think to segment customers?
Segmentation; age, lifestyle, gender, ethic background, religion, location
Does the type of customer affect the way we “speak” to them?
Yes you would not sell a product to a 12 year old the same way as you sell to an adult (unless its x box call of duty then one advert seems to please all)

8. What is promotion?
Promotion is the process by which people are encouraged to buy an organisations product or service.
Promotion to;
Inform
Persuade
Remind

9. What does promotion do? Let’s customers know what the business is
Attracts the customers to buy from the business
Offers an “incentive” to the customer to buy...

10. Above the line advertising (ATL)
Advertising to a mass audience;
TV adverts
Online adverts
Cinema adverts
Daily Newspaper adverts
Advantage:
Reaches a large audience
Disadvantage:
Very expensive to make an advert and air it – for example Channel 5 is £17,000 every time its on

11. Below the line Advertising
Below the line is more personal advertising to niche markets;
It is used to
develop attitudes
create awareness
Communicate information in order to gain a response from the target market

12. BTL Advertising media Leaflets / flyers Posters Local Radio advert
Billboard
Web Site banners and pop ups
Local newspaper adverts
Taxi sides
Magazines
Brochures
Local Magazines
YouTube
Facebook
IPhone apps
Adverting bikes for sale on a cycling App is an excellent way to get your message across to your target niche market

13. Personal selling
Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling.
However sales people are very expensive
For example salesmen and saleswomen are often used to sell cars or home improvements where the profit margin is high.
These photos show a keen cyclist being fitted for a £5,000 racing bike using specialist equipment in a cycle shop.

14. Is this reminding, informing or persuading?
Personal selling
Cadence cycles offers a bike fitting service Read about it on the website here and also see the video here
Is this reminding, informing or persuading?

15. Is this reminding, informing or persuading?
Public Relations
Newsletters
Press Releases
Blogs
Photos
Public relations abbreviated as PR, is the actions of a business, in promoting goodwill between itself and; the public, the community, employees, customers, etc.
This can also be stunts such as Richard Branson in a Virgin balloon!
Is this reminding, informing or persuading?

16. Direct Mail Is this reminding, informing or persuading?
Highly focussed targeted mail based on what you have bought before
Can be or by post
May be special offers to re-engage customers who have stopped buying
Example of an sent to a
Customer who had not bought for a while
Gives a special offer to encourage them
To buy again
Is this reminding, informing or persuading?

17. Trade Fairs and exhibitions
Excellent way to talk directly to customers
Able to show larger items (like boats and cars)
Able to demonstrate products (like a massage cushion)
Encourages consumers to try a product (e.g. a mushroom or a walking stick)
Is this reminding, informing or persuading?

18. Is this reminding, informing or persuading?
Sponsorship
Positive association of the product with a celebrity or a sport
Can be very expensive
Difficult to tell what impact this has on brand loyalty or sales
Is this reminding, informing or persuading?

19. Types of promotion

20. Types of promotion recap
Advertising
Includes; brochures, leaflets, choice of advertising media, radio, print, TV
Sales promotion
Includes competitions, vouchers, deals, money off
Publicity
Includes speeches, PR stunts and sponsorship
Personal Selling
Includes telemarketing and sales people

21. Guess the type of promotion..
Middle is Richard Branson the king of the PR stunt

22. Homework
Finish your worksheet and follow the instructions.