Unit 3 Assignment 1 - Assessment Grid
PASS
MERIT
DISTICTION
Learning aim A: Explore the use of branding and the promotional mix in business
P1
Explain how branding is used in two
businesses.
M1
Compare the use of brand promotion
in two businesses.
P2
Assess the marketing mix for a selected
branded product.
P3
Describe the purpose of elements of
the promotional mix used for a
selected branded product.
M2
Explain the importance of selecting an
appropriate promotional mix for a
selected branded product.
D1
Evaluate the effectiveness of the
promotional mix for a selected
branded product.
UNIT 3 ASSIGNMENT 1
P1 – HOW BRANDING IS USED IN TWO BUSINESSES
You need to conduct research on two businesses. The businesses are Disney and Coca Cola. For each
business you need to explain how they use branding. Use the steps below to help you achieve P1.
1.
2.
3.
4.
Write a definition for branding
Write a definition for promotion
Write an introduction to both companies
Explain how both businesses use branding and promotion. You may use pictures to support
your point
M1 – COMPARING THE USE OF BRANDING
Write 6 paragraphs explaining 3 similarities and 3 differences in how these two businesses use brand
promotion.
P2 – HOW APPLE USE THE MARKETING MIX
Follow the steps below to help you achieve P2.
1. Write a definition for the marketing mix
2. Explain the key parts
a. Product
b. Place
c. Promotion
d. Place
3. Now explain how Apple uses the marketing mix (product, place, promotion and price) for
the latest iphone
P3 – ELEMENTS OF THE PROMOTIONAL MIX FOR THORPE PARK
To attain a P3 you must follow these steps:
1. Define the term promotional mix
2. Write a short paragraph explaining what Thorpe park is
3. Write the following five paragraphs on methods of promotion
a. What is advertising? Does Thorpe Park use this method? If so then how? Example?
b. What is meant by public relations? Does Thorpe Park use this method? If so then
how? Example?
c. What is personal selling? Does Thorpe Park use this method? If so then how?
Example?
d. What is direct marketing? Does Thorpe Park use this method? If so then how?
Example?
e. What is sales promotion? Does Thorpe Park use this method? If so then how?
Example?
M2 – THE IMPORTANCE OF SELECTING AN APPROPRIATE MARKETING MIX
For each of the following promotion techniques explain the importance to Thorpe Park:





Advertising
Public relations
Personal selling
Direct marketing
Sales promotion
Write a conclusion at the end which explains why the promotional mix is important as a whole to
Thorpe Park.
D1 – EVALUATING THE EFFECTIVENESS OF THORPE PARK’S PROMOTIONAL MIX
Evaluate the strength and weaknesses of Thorpe Park’s current promotional mix. If possible make
justified recommendations for improvements as well.