2. OCR Level 2 Cambridge Technicals in Business
Introduction to
Unit 5:
The Marketing Plan

3. Introduction
Marketing is an important part of any business, irrespective of whether the business is big or small.
All businesses need to ensure that they are…
Making consumers aware of products through promotion
Charging prices consumers are willing to pay
Providing products that consumers want
Making their products and services available in places that are convenient for the consumer

4. Using the 4 Ps
…or small local businesses such as hairdressers…
Getting the marketing mix right is just as important for large well-known businesses such as Tesco…
Large range of products
Competitive prices
2715 stores
Within walking distance
Regular TV and magazine adverts
Adverts in local press
Choice of prices, eg own brand products
Offer a range of styles

5. The Marketing Plan A typical marketing plan will outline:
The marketing objectives the business is trying to achieve
The amount of money available to spend on marketing activities
A typical marketing
plan will outline:
A description of what is happening in the market
How the business will know if it has been successful
A summary of the business’ current situation
An indication of how the business intends to reach them
An identification of who the business is trying to reach
But this all has to be done within a budget, so it is important to make sure that marketing is carefully planned.

6. Finding out what consumers want
Successful marketing relies upon meeting consumers’ needs.
Market research can be done in two ways:
Primary Research:
Information obtained first-hand, eg using questionnaires or focus groups
Secondary Research: Information that someone else has obtained, eg past sales figures or the internet
This means a business needs to know what consumers want, which can be discovered using market research.

7. The Promotional Plan
So when planning a promotion it is important for a business to:
Promoting a product is much more than advertising, and has to be carefully planned.
Decide what the message will be
Cost the promotion
activity
Decide who the audience will be
Choose appropriate media for the promotion
Carry out and evaluate the promotion
It can be very expensive, although it doesn’t have to be.
Identify what it wants to achieve by undertaking the promotion

8. What will you learn? After you complete this unit you will:
Be able to plan marketing and promotion
Understand marketing concepts used by businesses

9. Other OCR resources are available at www.ocr.org.uk
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