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  3. PEARSON (PEARSON)
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  5. Business 2016 NQF
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  7. Unit 3 - Personal and Business Finance

Summary

Summary Unit 2 - developing a marketing campaign
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  • Course
  • Unit 3 - Personal and Business Finance
  • Institution
  • PEARSON (PEARSON)

Notes write up for all sections on Drusilla's, drafted version to show what sort of information needs to be included for each section of the marketing campaign report ahead of the write up to be able to achieve the most marks possible.

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Document information

  • July 13, 2024
  • 10
  • 2023/2024
  • Summary

Subjects

  • marketing notes
  • business btec
  • unit 2
  • developing a marketing campaign
  • drusillas example practise

Written for

  • BTEC
  • PEARSON (PEARSON)
  • Business 2016 NQF
  • Unit 3 - Personal and Business Finance
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Marketing:
Drusilla's - company

- small animal zoo
- West Sussex
- They provide food and drink and gifts




What is the market?

- Tourist attractions
- Mass and niche market
- Mass market = whole market
- Niche market = part of the mass market with unique characteristics




Competitors

- Legoland
- Wear them out
- Chessington
- Beach day
- Go Ape




What is marketing?

- Marketing aims to spread the word to potential customers and turn them into paying customers. It covers
the 4 P’s.
o Price
o Place (how can buy ‘thing’ - NOT LOCATION)
o Product
o Promotion
 Be able to link each P to Drusillas




Druscilla’s 4 Ps:

- Range of prices
- Buy tickets online or in person

, - Selling an experience, food and souvenirs (*character themed day)
- Leaflet, Facebook,

4 Purposes of marketing:

- Anticipating
- Recognising
- Stimulating
- Satisfying




4 types of demand:

Anticipating demand – when will customers want your product? Ice-cream vs Christmas lights

Recognising demand – what is fashionable

Stimulating demand – encouraging customers to buy more

Satisfying demand – ensure demand can be met – getting the product to customers

*Link each to Drusilla's




Needs and wants:
Needs = necessity, wants = luxury

Aims vs objectives = are the same thing in Btec

- To increase sales online by 5% in the next year
- To make a profit from XXX product




5 categories of aims and objectives:

- Develop new products
- Improving profitability by reducing costs
- Increasing market share
- Diversification
- Increased brand awareness and Ioyalty




Objectives must be smart:

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