Essay
unit 2 Activity 2 help
- Institution
- PEARSON (PEARSON)
Essay of 6 pages for the course Unit 2 - Developing a Marketing Campaign at PEARSON (Business)
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Kolby EdgeActivity B
Marketing Mix
The marketing message for Rebecca`s Dairy is trying to portray is that her ice cream is
organic. Because it is organic the ice cream will be a lot healthier. This will attract a lot more
customers to their products will could possibly introduce a lot more sales. Also, her artisan
ice cream is handmade and reaches out to the niche market. With her ice cream being
introduced in the niche market this will again open to more customers who are currently
searching in this market. Also, with her Ice Cream being at a higher value and higher product
the selling price of the product can be released.
The objective for Rebecca and her business is to increase her revenue, which means that
one of the most important things for them is the sales coming into the business and the less
money coming out. One way of helping raise her revenue is using loyalty schemes and apps.
This will help the business as using loyalty schemes at first will make more and more
customers want to return. All though at first the business may not be making as much
money at the start. By the end of this idea the business should make money overall with the
money coming in from returning customers. With customers returning sales will rapidly
increase this will mean that the business may achieve the goal of increasing revenue.
Another, she can increase the amount of revenue is she can find trends within the market.
For example, in recent times there has been an increase in snackable and bite-size objects.
From the data I have been given snackable bites such as Mini-Magnums, Cornetto
Miniatures and little moons through trends have rapidly increased in sales. If she introduced
these snackable-bites into her company her revenue may increase as the sales could
possibly increase rapidly. These snackable bite-size ice creams are really popular at the
moment and would have a really good chance of increasing revenue for the business which
is their complete aim.
My final objective to achieve the overall aim of increasing revenue is to advertise more in
the local community and throughout England. Firstly, by advertising throughout the local
community this could make local communities realise about their significant ice cream. This
could overall increase revenue for Rebecca`s Dairy by increasing the number of sales coming
into the business. Also, advertising around the UK can increase sales as the company could
do packaging and could let the customer achieve online shopping which would be good
because it would bring more customers and may even bring them to Cornwall to buy.
, Kolby Edge
Activity B
4P`s -Price, place, promotion and product and 3 Additional p`s
Price:
There are 4 option for her business in which she can set the prices Price penetration, Price
Skimming, Competitive pricing, Psychological pricing. In my opinion price penetration would
be the best for her business. This is because this is used for businesses that are maybe new
to the market or are using extension strategies such as a new flavour, new packaging etc. By
her diversifying her business she can use price penetration she can develop her High-quality
ice cream at a low price at first then slowly raise the price. This would benefit her and her
sales as the company would get more sales and more people will buy the ice cream at the
lower price and then if they really like it, they will pay the higher price. Another price option
that Rebecca`s Dairy can benefit from is Phycological Pricing. This will be used by Rebecca
for example decreasing the price down to £3.99. By doing this it appears to be cheaper to
the customer than it really is and is just 1p off.
Place:
For places in which the ice cream can be placed in, first the obvious place is supermarkets.
With the Ice Cream being at a high price the supermarkets in which the ice cream should be
placed in, in my opinion are Waitrose etc. Again, this is because of the selling price and the
cost for the business Waitrose would be ideal. Another suggestion that I can suggest for the
business is Cinemas and pop-up shops. First, with cinemas this will be popular because
when you go to a cinema and buy food most of the time the food is expensive meaning the
Rebeca’s Dairy would fit right into the cinema’s food products. Secondly with pop-up shops,
this would be perfect for the business as the business can sell their products in the bite-size
products at a cheaper price and the customers would be willing to pay the cheaper price
with me knowing bite-size products are increasingly growing in the market meaning more
sales for the business. Another location in which the business can sell the ice cream are
beaches. Beaches would be a successful place to sell produce as ice cream are the most
popular in hot places and on the beach meaning they would get a bigger number of sales
with selling on the beach. Also, one important factor is location of the place in which
Rebecca`s Dairy is located. With it being in Cornwall, Cornwall attracts a lot of tourists in the
centre. Therefore, the company can capitalise on a certain number of sales.
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