An Exemplar Response for Unit 2 Marketing Campaign AF2 which is Aims and Objectives. Examiner tips and structure. AF2 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 r...
20 Minutes spent on this section (AF2 Aims and Objectives)
- Having 2 well developed marketing objectives is sufficient
- Ensure aims and objectives are clearly linked to your chosen option (Option 1 or
Option 2)
- Marketing Aims should be broad overall statements, setting direction and context for
the proposed strategy
- Marketing objectives should be SMART (Specific, Measurable, Achievable, Realistic,
Timebound) do not describe the elements of smart, increase create measurable and
specific targets relating to the proposed strategy
- They provide focused and supportive goals to support the aims
Aims are defined in PART B) Shine Beauty. We are told in part be what the business wants
to achieve.
In this case:
- Increase sale of each salon (currently is at £220,000)
- Increase the average spend per customer per visit
- Significant reach of a wider audience of potential customers
Choosing Option 2)
1. Increase the average customer spend per visit by 15% for salon event attendees
from £35 up to £40 as measured by their spend over the next three months
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