Marketing Planning and Practice
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Week6TutorialApplyingtheMarketingMix.pptxMarketing Planning and Practice UMKDQD-15-2 Week 6 Tutorial
Presented by
MPP Teaching Team
w/c 15 March 2021
Plan for Today’s Tutorial
Applying the marketing mix
What is required in the assessment
Opportunity for any questions
The Assignment Brief
Product
Anything that is offered to a market for attention, acquisition, use or consumption, and includes physical objects, services, persons, places, organisations and ideas or mixes of these entities.’ Armstrong et al (2012:226)
‘... anything that satisfies a customer need.’ Jobber (2010: 229)
There are many dimensions of a product – any of these might be an area of focus for the marketing plan. Actual product is what most people think of when they think of a product. Physical good or delivered service that provides expected benefit(s) (features, packaging, etc).
Core product. Basic problem-solving benefits; utility of the product or service (i.e. what’s it for?).
Augmented - Value-added features and benefits to the target customer group.
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Activity: Applying the Marketing Mix
In small breakout groups you will be applying the ‘Product’ element of the marketing mix
You have 15 minutes
When you return to the main room be prepared to feedback your thoughts and ideas
Activity: Tyrrell’s
Who are Tyrrells direct competitors in the premium crisps market?
Who are their indirect competitors?
How might their flavours/types of crisp have changed since launch and how might they change in the future?
Marketing Tools
Advertising - A form of non-personal communication, by an identified sponsor, which is transmitted through the use of paid for media (Baines, Fill and Page, 2013)
To create and sustain a personal and intermediary-free communication with customers, potential customers, and other significant stakeholders.
Personal Selling - The use of interpersonal communications to encourage people to purchase particular products and services, for personal gain and reward. Information is provided, positive feelings developed, and behaviour stimulated.
Marketing Tools
Public Relations - A non-personal form of communication used by organisations to build trust, goodwill, interest, and ultimately relationships with a range of stakeholders.
Sales Promotion - A communication tool that adds value to a product or service with the intention of encouraging people to buy now rather than at some point in the future.
Sponsorship - A marketing communications activity in which one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources.
Activity: Applying the Marketing Mix
In small breakout groups you will be applying the ‘Promotion’ element of the marketing mix
You have 15 minutes
When you return to the main room be prepared to feedback your thoughts and ideas
Activity: Tyrrell’s
Identify at least five promotions used by the brand
Are they advertising, PR, sales promotion, sponsorship or personal selling?
Which ones do you think are the most effective and why?
The Assessment
Reminder – all 7Ps should be considered.
If you decide that one or more of the 7Ps won’t need to change, then explain why and move on to those that do
If you don’t do this, the marker will assume you have not considered all of the marketing mix and this will impact your mark for this section.
Similarly, if you choose to exclude one or more of the 7Ps when you should have included it as part of this section - this will also affect you mark.
The Assessment
The word count for the objectives, strategy and tactics section is 1000 words
This section must clearly link with the preceding insight section
Next Week
We will be deciding how you can measure your plan
This is another important section of your plan so we will be exploring this in the lecture, tutorial and webinar
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Any Questions?
