(Guidelines on Branding, Relationship Marketing & Promotion)
P1 Describe how marketing techniques are used in the marketing of products in two organisations
M1 Analyse marketing techniques used in the marketing of products in two organisations
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Introduction
Start with a basic introduction by giving a brief background to Costa and Oozy Smoothie
Briefly explain what the article is about
Product Techniques
Branding – Costa and Oozy Smoothie
Start by describing what is meant by branding
Explain how branding can influence buyer behaviour
Briefly describe what is meant by a logo
Describe the logo for Costa and Oozy Smoothie (show an image of the logos in your magazine article).
Are the logos recognisable? Do they reflect organisation’s brand promise?
List the places Costa and Oozy Smoothie use the logo to promote their products – on product itself, packaging, bags, uniform, interior of shop/s, website, advertising, corporate communications etc.
Relationship Marketing (RM)
Start by describing what is meant by Relationship Marketing
Mention the ladder of loyalty and how organisations aim to get customers to the top of the ladder
Briefly describe the different relationship marketing strategies that organisations can use – customer satisfaction gained through great customer service, making reordering of goods easier, loyalty programmes and privileges, and creating barriers to exit.
Consider the relationship marketing strategies used by Costa and Oozy Smoothie
Promotional Techniques:
Briefly describe different methods of promotion – Advertising, Sales Promotions, Direct Marketing, Public Relations, Publicity and Sponsorship.
List reasons why organisations promote.
Consider the promotional methods used by Costa and Oozy Smoothie. Provide evidence where possible.
Product Life Cycle (PLC)
Describe what is meant by the product life cycle (PLC)
Describe all stages of the PLC – Development, Introduction, Growth, Maturity and Decline.
Describe how using the PLC can help both organisations. Illustrate the use of the PLC by giving examples.
What is meant by the Product Mix, Product Line, Product Line Length and Product Line Depth?
Illustrate the meaning of these terms by using the products of both Costa and Oozy Smoothie.
Pricing Strategies
Briefly describe the following pricing techniques: economy/premium pricing, cost-plus pricing, penetration pricing, price skimming, loss-leader, competitive pricing.
Consider the pricing strategies used by both Costa and Oozy Smoothie
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