Controlled Assessment
Starter – Think/Pair/Share
1. What is a controlled assessment?
2. How much is the controlled assessment
worth?
3. How many hours will I get to complete it?
Scenario
• You are a consultant working for a marketing
company. You have been asked to assess the
effectiveness of the current promotional
methods used by a small local business. You
are required to investigate an existing small
local business and to prepare a report which
looks at the business’s current promotional
methods in order to assess the most effective
method that the business could use.
Paired Activity
• Discuss the suitability of 5 local businesses
that you use who may be suitable for this type
of investigation.
Homework
• Choose a suitable small local business that you use on
a regular basis. This could be a business where your
parents work.
• Write a brief description of the business.
1. When did the business set up?
2. How many employees?
3. What type of business ownership?
4. Location of the business.
5. What does the business do?
6. Who is their target market?
Starter – Think/Pair/Share
• Come up with 10 different methods of
promotion that small businesses are likely to
use?
Research and Planning
1. select an existing small local business
2. research the existing method(s) that the
business uses to promote its products or
services
3. assess the effectiveness of the existing
method(s) of promotion
4. investigate other suitable methods of promotion
that the business could use
5. recommend what would be the most effective
way for the business to promote its products or
services.
Report
1. a brief description of your chosen business
2. a description of the existing method(s) currently used by
the business to promote its products or services
3. an analysis of the effectiveness of the existing method(s)
used by the business to promote its products or services
4. a description and an analysis of other suitable methods
which the business could use to promote its products or
services
5. a recommendation, with supporting evidence, as to which
method(s) you think would be the most effective for the
business to use to promote its products or services.
Promotional Methods
Promotional methods are the different ways an organisation
promotes its products.
There are a range of different methods, materials and media
available for organisations to use in promotion.
Some of the most common methods are:
 Advertising
 Exhibitions and Trade Fares
 Direct Marketing
 Sponsorship
 Public Relations
 Product Placement
 Personal Selling
 Demonstrations
 Packaging
 Sales Promotion
 Branding
 Merchandising
 Displays
 Loyalty Cards
Advertising
Advertising is one of the most common forms of promotion.
“Advertising is the display or broadcast
of favourable information about a product
or business, in order to inform consumers,
persuade them to purchase, or to improve
the image of a business.”
Advertising is informative as well as persuasive.
Informative advertising is about giving the consumer key
information about the products it has available. It hopes to impress
a consumer with the features of the products.
Advertising
Persuasive advertising tries to create a good image by emphasising
some positive features of a business, such as its environmental
standards, or its fair trading principles.
Persuasive advertising may also play on the fears, weaknesses and
aspirations of the consumer. It attempts to create desires in the
minds of the consumer.
Example:
 “Are you embarrassed about your mobile phone?”
 “Our anti-wrinkle cream can make your skin look 10 years
younger!”
 “Are you overburdened with debt? – now’s the time to take out
a loan to pay off all your other loans. You might even have
enough left over to buy a new car or go on holiday!”
Advertising Media
Businesses must choose the correct advertising medium for the
product and the target market. Each medium has its advantages
and disadvantages.
Businesses make their decisions based on the nature of
the product, their assessment of market conditions, and
the activities and needs of their market segment.
There are many different advertising media:
 Radio, Television & Teletext
 Cinema
 Brochures, Catalogues, Leaflets, & Flyers
Advertising Media
Businesses must choose the correct advertising medium for the
product and the target market. Each medium has its advantages
and disadvantages.
Businesses make their decisions based on the nature of
the product, their assessment of market conditions, and
the activities and needs of their market segment.
There are many different advertising media:
 Posters and Billboards
 Newspapers and Magazines
 The Internet
Paired Activity
1. What methods of advertising do you think your
chosen business is likely to use?
2. Which methods do you think are likely to be
most effective?
3. How much do these different methods of
advertising are likely to cost?
4. Do you think they represent value for money?
5. What other methods of advertising would you
recommend?
Guidance
• It is hoped that students will explore some of the
following areas: the nature of the products sold
and the different ways in which they are
promoted; displays, packaging and the layout of
products; the use of special offers; and the use
of different forms of media. The main focus of
the research is on how a small existing local
business raises consumer awareness of its
products or services through the promotional
methods that it uses and thereby persuades
customers to buy its products or services.
Focus
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
What different products and services do they offer?
How are these products/services displayed?
How are these products/services packaged?
How are these products/services advertised?
Do they offer special deals/offers on any of these products services?
How do they promote the image and reputation of the business?
Do they sponsor any local events?
Do they directly contact customers (direct marketing)?
Do they use the internet to promote their products/services?
Do they have a loyalty card in operation?
Do they use demonstrations to promote their different
products/services?
12. Do they use personal selling?
Sales Promotions
Sales promotions are short term activities which aim to increase
sales in a particular product or product range.
Sales promotions include:
 Free samples
 Competitions, entry to
prize draws
 Enhanced points with
particular purchases for
Loyalty schemes
 Demonstration displays
(see it, try it, buy it!)
 Free gifts with a purchase
 BOGOF (Buy One, Get One Free)
 Special offers
 Price reductions,
discount vouchers
 Loss leaders
Sales promotions are often used with other promotional techniques,
such as a discount voucher given out at a display stand.
Sales Promotion
1. Recognise an advantage and a disadvantage
of sales promotion.
2. Write down a product/products that you
have purchased as a result of sales
promotion.
3. Are you still buying these products/services?
Explain your answer.
Sponsorship
Sponsorship involves one organisation paying for its name to be
associated with a product, event, person, or another organisation.
Sponsorship is really a form of indirect advertising.
Public Relations
The aim of good public relations is to improve the image of the
organisation and increase sales. More consumers become aware of
the organisation and its products.
Examples:
 A holiday destination may get good PR if the area is featured
in a holiday programme which shows the area to be interesting
and worth visiting.
 A golf course which invites a celebrity to play a round of golf,
will see an increase in interest if a report and photographs of the
visit appear in local papers.
 Richard Branson uses the media to promote the Virgin Group.
He has taken part in round the world balloon trips and other
high profile events.
Direct Marketing
Direct marketing involves sending or giving promotional materials
directly to individual consumers by post (direct mail), email, phone
(tele-marketing) or delivered personally door-to-door. Direct
marketing by phone or door-to-door involves personal selling.
The difference between direct marketing and advertising, is that
with direct marketing you know precisely who is receiving your
promotional materials, whereas you do not know who is seeing your
adverts. Advertising is always non-personal.
Paired Activity
1. What methods of promotion do you think
your chosen business is likely to use?
2. Are there any examples of promotion that
you do not understand?
3. How could you find out more information?
Research and Planning
- Select a small established local business
1. Consider the type of business you wish to
choose:
Fast Food
Restaurant
Crèche’
Hairdresser /
Beauty Salon
2. Ensure that it is both small and established
3. Try to choose a business that you are
interested in and that you know information
will be easy to obtain on / from
Research and Planning
- Things to consider about your business
1. Products/Services sold and price (also consider after sales
care) – consider quality etc...
2. Promotion currently used
3. Place: Where the business is situated including
demographics (population etc...), also, consider the shop
layout (design, quality of environment etc...)
4. How many people are employed by the business
5. Opening hours
6. Where products are made or sourced from
7. Target market
8. How long the business has been established
9. Competition (consider Google maps)
10. Any other information
Introduction – Example
Task 1
•
The small business I have chosen to investigate is ‘The Sandwich Shop LTD’ which is based in Hornchurch
Town Centre (see map on appendix A). It was established in 1993 and has five employees. I decided to
investigate this business as I have been a loyal customer in the past. All five of the employee’s primary
roles are to serve the customers by preparing and cooking the food for the customer.
•
Hornchurch Town centre has lots of restaurants in addition to quite a few shops – large competition for
the business (see map on appendix A). The majority of the people living in Havering are classed as ABC1
(see demographic table on appendix A). This means that most people in the area have professional jobs
and earn a salary that is above the national average. As a result, incomes will be relatively high so local
people can afford to eat out and buy sandwiches. This means a potential large customer base.
Hornchurch has good transport facilities as it is served by 7 bus routes. Hornchurch Station is just a short
walk from the Town Centre which connects to Central London. It is also served by Emerson Park rail
station which connects to Upminster and Romford. (please refer to transport links on Appendix A).
•
The range of products that ‘The Sandwich Shop LTD’ sell include (but not limited to) sandwiches with a
selection of fillings that include (but not limited to) ham, cheese, tomatoes, tuna and cucumber. They
also sell baguettes with the same/similar fillings. Sandwiches or baguettes can be served with crisps or
chips as well as salad. They also sell jacket potatoes with fillings which include: cheese, ham, baked
beans and coleslaw. These are all served with butter and salad.
•
I have chosen this business because it is a small local business which I use on a regular basis. The
business uses a variety of promotional tools in order to entice customers into its shops. Therefore, this
makes it a suitable business to investigate.
Homework
• Conduct your interview in order to obtain
results.
• Complete Appendix A and Appendix B.
Suitable local businesses
•
•
•
•
•
•
Angeli’s;
Charcoal Grill;
The Wendy House;
Trophy land;
Evergreen;
Haircuts
Research
• http://www.tripadvisor.co.uk/Restaurantsg503784-Hornchurch_Essex_England.html
• This site rates the best restaurants in
Hornchurch.
• http://www.hornchurch.org.uk/index.htm
• This site provides lots of information on the
different businesses in Hornchurch.
Demo
• http://www.haveringdata.net/profiles/profile?
profileId=1136&geoTypeId=5&geoIds=00AR
• The above link provides useful information on
the population of havering.
Secondary Research
• http://www.zoopla.co.uk/market/rm11/
• Information on house prices in Hornchurch
• http://www.findanewhome.com/south-eastengland/essex/hornchurch/crime-rates.fap
• Crime figures
• http://www.nsdatabase.co.uk/locationdetail.cfm
?locationid=791
• Demographic figures
• http://www.hornchurch.org.uk/food.htm
• Information on businesses in Hornchurch
Elm Park Research
• http://en.wikipedia.org/wiki/Elm_Park
• The population of Elm Park, United Kingdom is
12048 according to the GeoNames
geographical database.
http://www.ilivehere.co.uk/2012/01/az-elmpark-havering-12449/
Checkpoint 1
• Have you completed your introduction?
Which of the following methods of
advertising do you use?
•
•
•
•
•
•
•
•
•
•
•
•
Leaflets
Flyers
Business cards
Local newspaper
Local radio
Word of mouth
Internet sites
Yellow pages
Posters
Bus stops;
Banners
Other:
Which method of advertising is the
most effective?
Which method of advertising is the
least effective?
How do you know?
Which of the following methods of
promotion do you use?
• Sponsorship
• Sales promotion (discounts, BOGOF, deals);
• Public Relations – Methods to improve image and
reputation;
• Branding – Logo/Name;
• Direct Marketing – leaflets through doors;
• Loyalty Cards;
• Personal Selling;
• Demonstrations;
• Displays.
Final Deadline
Appendix A/B/C
• 11C - Friday 27th September.
• 11B – Thursday 26th
• All your planning must be completed.
• Questionnaires data must have been
collected.
Starter –Think/Pair/Share
• http://cs3240team13.wordpress.com/2012/0
9/21/questionnaires-good-and-bad-examples/
• http://www.smartsurvey.co.uk/samplesurveys/marketing-surveys/
• What makes a good questionnaire/survey?
Timeline
• Friday 27th September – Appendix ABC;
• Friday 11th October – Appendix D Tally Results;
• Saturday 12th October (9 to 12) Analysis of
data and results
• Friday 25th October – Research and Planning
fully completed
Think? Competitor
• Methods of promotion that are effective.
Who are their main competitors and what
methods of promotion do they use?
• How will you find out this information?
• Are these methods successful?
• How do you know these methods of
promotion are successful?
Competitor Analysis on Promotion and
Advertising
Angeli’s
Leaflets/Flyers/Menu
Charcoal Grill
Regal Fish Bar
Effective
Effective
Displays/Signage
Effective
Very Effective
Not effective
Public Relations
Very Effective
Not effective
Effective
Effective
Effective
Effective
Effective
Internet/Justeat.com
Posters
Very Effective
Sponsorship
Effective
Local Newspapers
Effective
Special Offers
Very Effective
Personal Selling
Very Effective
Loyalty Cards
Word of Mouth
Very Effective
Very Effective
Very Effective
Very Effective
Very Effective
Effective