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btec business level 3 unit 2 developing a marketing campaign
developing a marketing campaign
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Unit 2 - Developing a Marketing Campaign
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Guide for Notes
Introduction –
What am I doing in this marketing campaign – This will depend on what the business is
trying to do, this will be on the case study and will be needed in the introduction.
Main focus – The main focus of the business, what are they doing, offering or selling. This
again will be on the case study but it is important to include this in the introduction. Also
include some extra knowledge around the product / service. i.e. wax perfection mainly sold
their vinyl to people who had the old school music taste.
Research information – some information about the industry and link the business itself, for
example wax perfection sell vinyl’s, how many vinyl’s were sold in that year ? and how the
business could use this – create a place for people who like the atmosphere and vinyl’s to
come and purchase them.
Second Paragraph – Further Developed Introduction
What will it first look to do – This will be linked heavily to the case study and what is said
in it. Most common ones are improving brand awareness, increase sales etc.
Research on the market – Sales figures improvement of recent years, how much the
market is worth.
How this links to an opportunity for the business – If a business is in a market which is
growing then there is clearly opportunity for them to expand into the market, become more
successful. How the business is going to do this ? By doing correct appropriate research,
primary and secondary – anticipate demand fluctuations – they will know what the customer
wants when they want it – this will mean that they know what is going to sell and when it will
sell – increasing profits.
Third Paragraph – Marketing Aims and Objectives
What is the desired outcome from the marketing campaign – This will be dependant on
what the goals of the campaign where, this is information that will be on the case study.
What will be the result from achieving this goal ? If a businesses goal was to increase
brand awareness then this is likely to increase sales, therefore increasing profits. How are
they going to make this happen ? They will make this happen by making more appropriate
aims – give three aims that are relative to the business and their goals, which will help the
desired outcome. Comment on these aims. Are they for a small, medium or large
business ? How this links to their desired outcome from the marketing campaign
( information which is in the case study. Are they a part of a chain or independent ? then
talk about targets. This will help – They need to be SMART.
Talk about SMART in relation to the aims you set. Specific – Who is involved with this
goal – Employees – Is it easy for them to understand ? Are they clear on what they
need to know. Are they specific to the final desired outcome ? How is each of the 3
aims specific ? The aims also need to be Measurable – This is the vital otherwise you
don’t know if the business is heading in the right direction. How they can measure it ? Can
they track it, like sales etc. are there figures to suggest weather they are meeting the aims or
not – this aids them staying on track. Are they Achievable ? is it something the business
can actually achieve. How they are going to achieve them ? i.e. to improve brand
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