An Exemplar Response for Unit 2 Marketing Campaign AF1 which is the Rationale. Examiner tips and structure. AF1 for the case study Shine Beauty. All other AFs are available. This Exemplar response has been written by a qualified business lecturer and private tutor. This element of the exam receive...
10 Minutes spent on this section (AF1 Rationale)
The rationale is an introduction the marketing campaign.
It should cover the following 3 questions:
1. What is the business and what do they sell?
2. What is the aim of this campaign (found in part b)
3. Which option are you recommending and why?
Introduction:
Shine Beauty was founded by Dr Sarah Shine, a qualified doctor and expert in cosmetic
treatments. Shine Beauty is a beauty Salon operating in four different locations in the town
centres of Cheshire. Each Salon over a wide variety of products, from traditional treatments
like facials, manicures, pedicures, waxing and tanning to more innovative and new
treatments such as CoolSculpting and Cryotherapy.
The company have highly trained staff however are facing issues with other local
competition from other beauty salons and needs a focus on developing their reputation.
Competition from other competitors also includes health and fitness clubs, national chains
such as David Lloyd and Virgin Active as well as more local Salons operating in the same
locality as Shine Beauty.
Sarah aims to increase sales of each salon by increase reach to a wider audience of potential
customers in the hope they increase their spend per visit.
A significant opportunity for Shine Beauty to run special salon events where customers can
try a range of treatments at discounted prices will encourage demand for more innovative
and new treatments.
Option 2. Run special salon events where customers can try a range of treatments at
discounted prices to encourage demand for more innovative and new treatments.
Shine Beauty
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