BTEC Business Level 3, Unit 2: Developing A Marketing Campaign

Unit 2 Developing A Marketing Campaign Overview | Page 1 | Page 2 | Page 3 | Page 4

Introduction

BTEC Business Level 3 covers a number of business units including Finance, Marketing and Human Resources. Unit 2 aims to provide learners with the skills and knowledge required to develop a successful marketing campaign. In order to do this Unit 2 explores

the principles and purposes of marketing
marketing aims and objectives
types of market
market segmentation
branding, USP, budgets and specialist staff

In this article we provide guidance on how to fulfil each of the criteria for Unit 2.

A Introduction to the principles and purposes of marketing that underpin the creation of a rationale for a marketing campaign,

A1 The Role Of Marketing

Principles And Purposes Of Marketing

Anticipating Demand - The role of marketing is to try and estimate and anticipate the demand that may be created by the marketing campaign that is being implemented. It can be difficult to estimate demand but various methods such as looking at past campaigns to anticipate demand, looking at results of market research that has been conducted may help the firm anticipate the demand for their product or service.
Recognising Demand - If a marketing campaign has been successful and demand has increased a firm must do their best to meet this rising demand and capitalise on the success of their campaign. It is important to recognise that demand may not just lead to an increase in sales or profits but it may also lead to an increase in brand awareness and recognition. Thus , if the demand is catered for, it may lead to an increase in brand loyalty and the firms brand value may increase.
Stimulating Demand - A good marketing campaign will also stimulate demand. A good campaign will aim to try and change consumer routine and behaviour and encourage consumers to either buy online or visit the high street for your product. It could be that the firm for a short period of time reduces their price at launch to gain attention and stimulate that demand or exclusively distribute the product to a particular store , creating queues and hype about the product.
Satisfying Demand - Consumer needs if tapped into need to be satisfied so a firm can maximise their profit. Like Apple some products are insatiable and demand has to be continuously satisfied as consumer seek more from the brand. Apples consumers require more and more from the brand and the company has accumulated billions of dollars because they do well at satisfying demand.

Marketing Aims and Objectives

Understanding Customer Wants and Needs - For a company to do well they must be able to give customers what they want. Research will help them understand customer needs , a firm will have to act on this research to meet consumer needs. This article on marketing definition should help you with this part of the criteria.
Developing New Products - It is also important for a firm to keep ahead of change by being innovative and developing new products. Our article about new product development will help you with this part of the criteria.
Improving Profitability, Increasing Market Share and Diversification - The aim of marketing is to increase the customer base by attracting customers and retaining them in order to increase profitability. If the firm does this well and improves their reputation and develops a good marketing mix strategy, their market share should increase. With increased profitability and market share, the firm may take the profit and move into another area of business. This is known as diversification and is one of the strategies covered in Ansoff's Matrix.
Increased brand awareness and loyalty - Another aim of marketing could be to increase brand awareness and loyalty. A firm may be doing well amongst a certain target market however they may decide they want to increase awareness amongst a wider audience and implement strategies such a loyalty scheme in order to reward loyalty and retain this set of customers, in other words implement relationship marketing.

Types Of Market - Mass And Niche Markets

Depending on their products a firm may decide to aim at a mass market i.e. the largest possible group that may be interested in the product offering or a niche market developing a product which is small group of customers will be potentially interested in. This link on market targeting should help you further

Market Segmentation

A business cannot be aimed at everyone, market segmentation is about dividing customers into groups that have similar needs and characteristic, the article on segmentation will help further.

Branding, USP, Budgetary Constraints And Specialist Staff

Brands play an important part in marketing and developing a marketing campaign. Brands help create an image of a firm, much like Apple has an image of being innovative and creative. Some brands have a personality, Coca - Cola is seen as the original American Cola Brand, It’s unique selling point is the original flavour that no one can copy.

The larger the organisation the bigger the marketing budget. In 2013 Coca-Cola spent $3.3bn on advertising globally. Not all organisations can afford to spend a huge amount on promotion, sole traders and medium size firms have to use different methods of budget allocation, please the link. Ultimately firms need to employ specialist branding staff that will help them maximise the potential of the brand. in 2004 Lego was fighting to survive, Jorgen Vig Knudstorp was appointed and by 2011 net profits were $700.

Read on to learn about | Introduction to the principles and purposes of Marketing that underpin the creation of a rationale for a marketing campaign A2, B1, B2 |