Marketing Techniques (P1/M1/D1)

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Marketing Techniques(P1/M1/D1)

• Unit 3 Introduction to Marketing
• BTEC National Level 3 Award in Business
• Yr12
• Miss Vincent

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Competency Focus

• Research (I1) pupils are required to conduct
  their own independent research on the different
  strategies their chosen businesses implements in
  order to meet their objectives.

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Learning Objectives

• By the end of todays lesson, you should be able
  to
• LO1) Identify the different tools used by
  businesses to analyse their growth
  products/markets (Guided)
• LO2) Explain how these tools can help businesses
  to achieve their objectives (Regular - Strong)
• LO3) Compare and contrast the growth strategies
  used in two different organisations (Advanced)

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Marketing Techniques

• Growth Strategies
• Branding
• Survival
• Relationship Marketing

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Marketing Techniques
Growth Strategies
Ansoffs Matrix
BCG Product Portfolio
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LO1) Ansoffs Matrix

• Igor Ansoff (1957)
• Looked at strategies for growing a business

PRODUCT
CURRENT NEW
CURRENT Market Penetration Product Development
NEW Market Development Diversification
MARKET
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LO1) Ansoffs Matrix

• Market Penetration
• Achieving growth with existing product in
  existing market. For example encouraging
  consumers to use the product more regularly/buy
  more of it!
• Market Development
• Marketing existing products in new markets,
  E.g. marketing product abroad or opening more
  branches nationwide.

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LO1) Ansoffs Matrix

• Diversification
• New products in new markets (spreads risk)
• Product development
• Marketing new/modified products in existing
  markets.
• E.g. Ford Focus replaced Escort or Nestle
  KitKat Chunky Caramel.

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LO1) Ansoffs Matrix

• Example

PRODUCT
CURRENT NEW
CURRENT Market Penetration Product Development
NEW Market Development Diversification
MARKET
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LO2) TASK

• You are the Marketing Director and Marketing
  Executive at Alton Towers.
• In pairs, you MUST construct an Ansoffs Matrix
  grid to present to your Managing Director (MV)
  to show what activities they are currently
  operating in and what might you suggest for
  future growth strategies and why!

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Task Extension

• The RD Director has decided that the company
  should utilise the knowledge they have built up
  in engineering and branch out into formula 1
  racing cars. Apply this to your matrix and
  explain the benefits of this strategy to the
  company.

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LO1) BCG Product Portfolio
MARKET SHARE
LOW
HIGH
STAR QUESTION MARK
CASH COW DOG
HIGH
MARKET GROWTH
LOW
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LO2) TASK

• Working in pairs, you will be given a company and
  you will have to apply this company and its
  products to the BCG Portfolio.
• (20mins)

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P1 Part B

• You should have now done your introduction to
  your presentation.
• For each of your companies, you have to explain
  the growth strategies that they have in place for
  ONE product. You should apply these to Ansoffs
  BCG Audit (i.e. Draw them!!!)
• Add these to your presentation!