1. Welcome to Section 6
Marketing

2. 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

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

4. 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?

5. Product Trial
Marketing Mix
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

6. Product Trial
Marketing Mix
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

7. Brand Quiz

8. 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’

9. Keep your brand secret from other pairs for a game in a few minutes
1. In pairs, look at the brand I’ve 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

10. 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

12. 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

13. 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 you’ve learnt today in relation to one of the objectives above
e.g. Tim Hilborn now knows…….