Lesson Objective
All: Develop a coherent marketing mix for a new product or service
Most: Develop and explain a coherent marketing mix that is targeted at a defined
group of potential customers
Some: Develop and justify why the marketing mix is targeted at a defined group pf
potential customers
The product or service does not have to be entirely new; it could be an established
product or service introduced to a new market.
The marketing mix should include at least the 4 Ps, product; price; place;
promotion P6
The marketing mix must be clearly targeted to a defined group of potential customers
and needs to be detailed and coherent so that product, price, place and promotion
are all designed to appeal to the clearly defined needs and aspirations of the
target group of customers M3
Lesson Objectives
By the end of this lesson you will be able to :• explain the 4 P’s of the marketing mix
• Advice and support others as an expert on one
area of the marketing mix to develop a
coherent marketing mix for a new product or
service
• For P6, learners should develop a coherent marketing
mix for a new product or service. The product
• or service does not have to be entirely new; it could be
an established product or service introduced
• to a new market. The marketing mix should include at
least the 4 Ps.
• For M3, the marketing mix must be clearly targeted to
a defined group of potential customers and needs to
• be detailed and coherent so that product, price, place
and promotion are all designed to appeal to the clearly
• defined needs and aspirations of the target group of
customers
• In learning outcome 4 learners need to understand about
the principles of a coherent marketing mix and there are
many examples of products where the marketing mix is
targeted to the younger consumer.
• Learners could analyse all aspects of the marketing mix and
suggest how it has been designed to appeal to the target
group.
• This may be clearer if learners also examine products
targeted to a different group. For the assessment of this
outcome, learners need to design their own marketing mix,
so it would be useful for learners to be given astep-by-step
analysis of the process and perhaps a small group exercise
in designing a marketing mix.
Working In Pairs Create an
Information Poster to explain to
the rest of the class one of the
elements of the marketing mix
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Product
Price
Place
Promotion
Product
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Must include explanation of
Product
Levels of product- Core, Actual, Augmented
Product range, why it is important for a business
to have a product/market range
• Benefits V’s features and how it is used for
targeting specific customers
• Product lifecycle- what is it, why does it exist how
is it used by organisation in the marketing mix
Price
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Must include explanation of
Price- the 6 step process of price setting
Premium Pricing
what is it,
why does it
Penetration pricing
exist how is
it used by
Economy Pricing
organisatio
Skim Pricing
n in the
marketing
Psychological pricing
mix
Captive product pricing
Product line pricing
Place
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Must include explanation of
Place
Distribution- direct and indirect
Presence -Online /Physical
Promotion
• Must include explanation of
• Promotion, it’s purpose, aims, AIDA model
• Methods of promotion- how used, when, why
– Advertising
– Online
– Other Media
– Personal Selling
– Sales promotions
– Public relations
Assessment
All
Correct Information
Easy to Read
Suitable font
Use of colour
Simple
Sentences
Explanation of
complex words
Using the Poster
would you be able
to explain this
element of the
marketing mix and
how it is applied
Most
Some
Task
• Get into groups with your posters
As a group provide constructive feedback on post it’s
• Explain what features you like about each poster
• Give a suggestion for improvement for each poster
In your group decide which poster explains the element
of the marketing mix
• In a way that is easy for everyone to understand
• Can be used to create a marketing mix for a product
• Be prepared to explain why this poster is fit for
purpose
Task
• Explain the element of the marketing mix to
the rest of the class
• Rest of the class should be a quality audience
and be prepared to answer questions on the
contents of the presentation
Thinking Point
How can the marketing mix be altered to meet
the needs of a targeted market?
Explain
• In pairs• In groups of 4 marketing mix
Resources
• http://marketingteacher.com/lessonstore/lesson-pricing.html
• U:\Business Studies\Students\BTEC Level 3
Sept 2010 onwards\Unit 3 Introduction to
Marketing\Assignment 4
Task
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Working In groups of 4
Select a Product
Create a marketing mix for your product
Explaining your decisions. PEEA
– Point Explain Example Analyse
• Write up your decisions and process –templates
U:\Business Studies\Students\BTEC Level 3 Sept
2010 onwards\Unit 3 Introduction to
Marketing\Assignment 4
• Hand in 12.00