vocbus.files.wordpress.com · Web viewDescribe how promotion as part of the marketing mix helps Orange Plc to achieve their aims and objectives . D1. In a written document to Orange,

to be completed by the learner

Programme Title: BTEC National in Business

Unit No/Title: 9

Assignment Title: Exploring Creative Product Promotion

Centre Name: Overton Grange School Centre Number: 14708

Learner Name: Learner Reg. No:

Label all your work and use task and page numbers or references to identify all components.

Sign the declaration or authenticity.

Learner’s DeclarationI certify that the work submitted is my own.Signed: Date:

Assessor’s DeclarationI certify that the work submitted by the learner named above is original and has been completed independently.Name of Assessor: Signed: Date:

BTEC National in Business

Unit 9: Exploring Creative Product Promotion

Students Name: ______________________________________ Teachers Name: Miss Faulkner Signature:_______________ Initial Deadline:

Final Deadline:

Grading Indicator (please circle provisional points score subject to internal and external moderation, then initial).REFER PASS MERIT DISTINCTION

P1

Task 1 Feedback:

Criteria ref: To achieve the criteria the evidence must show that the learner is able to:

Task No:

Criteria attempte

d

Criteria achieved

(Y/N)

P1 Describe the promotional mix used by two selected organisations for a selected product/ service

1

P2 Describe the role of promotion within the marketing mix for selected product/ service 2

P3 Describe the role of advertising agencies and the media in the development of a successful promotional campaign.

3

P4 Design a promotional campaign for a given product / service to meet the needs of a given campaign/creative brief

4

M1 Explain how the promotional aspect is integrated and used with the whole marketing mix of a selected organisation to achieve its businesses aims and objectives

2

M2 Explain the relative merits of using professional agencies in ensuring promotional success

3

M3 Provide rationale for a promotional campaign and make recommendations for improvement 4

D1 Evaluate and justify the use of an appropriate promotional mix with respect to business and marketing objectives for a selected organisation

2

General comments on assignment:

Grade Awarded: Points:

Signed (Lecturer)



Task 1

NB: Tutor, please attach the content, assessment and suggested resource pages to this assignment before issuing to students (see guidance and units pack from Edexcel website).

Task 1 P1Describe what is the purpose of advertising?

List all the elements of the promotional mix and using a column for each, describe the mix being used by Orange PLC and a company of your choice (not another communications company)

Element of the Promotional Mix (definition)

Orange PLC Sainsbury’s

Advertising -

Corporate image

Promotional mix

Exhibitions

Advertising

Publicity and public relations

Personal selling

Direct Marketing

Sponsorship

Sales Promotions

Do not forget to source where all of your information came from. Useful websites: www.businessstudiesonline.co.uk, www.orange.co.uk, www.tutor2u.net, www.ttimes100.co.uk

Students Name:______________________________________ Teachers Name: Miss Faulkner Signature:____________________ Initial Deadline:

Final Deadline:


P2 M1 D1

Task 2 Feedback:

NB: Tutor, please attach the content, assessment and suggested resource pages to this assignment before issuing to students (see guidance and units pack from Edexcel website)



Task 2

http://www.ttimes100.co.uk/

http://www.tutor2u.net/

http://www.orange.co.uk/

http://www.businessstudiesonline.co.uk/

Task 2 P2

1. Prepare for a 10 minute discussion about which aspects of the marketing mix are currently really important to Orange Plc. Your discussion will take place in groups of three and timings will be given to you.

The aim of the discussion is to describe the role of promotion within each of 7 P’s .

M1Also in your discussion you should explain how promotion is used by Orange Plc to help it achieve its business aims and objectives. The discussion should consider when promotion has the crucial role to play in ensuring Orange achieves its business aims.

1. Identify Oranges Aims and Objectives 2. Describe how promotion as part of the marketing mix helps Orange

Plc to achieve their aims and objectives

D1In a written document to Orange, rank and evaluate the six elements of the promotional mix in order of importance to Orange achieving their business and marketing aims and objectives In your opinion, justify which of these elements of the promotional mix are the most important in helping orange achieve their business and marketing aims and objectives. Don’t forget to include some evidence to support your decision making,



Task 3

Students Name:______________________________________ Teachers Name: Miss Faulkner Signature:____________________ Initial Deadline:

Final Deadline:


P3 M2

Task 3 Feedback:


Task 3 P3+ M2 Orange PLC want to outsource some of their advertising having seen the successful advertising campaign Marks and Spencer did using “Twiggy”, the board of directors at Orange have asked you to create a report which will describe the role of advertising agencies and the media and to explain the merits of using a professional agency in ensuring

promotional success you can use the twiggy campaign to assist your thoughts.

In this report you must: Describe the role of advertising and the following

M2 In your report Explain and use a table to distinguish between the advantages and disadvantages of using professional agencies against an in house team. What aspects of the Orange campaign do you think should be included through a specialist team for the campaign to have promotional success?

(Use pages 262 -269)

Students Name:______________________________________ Teachers Name: Miss Faulkner Signature:____________________



Task 4

Initial Deadline:

Final Deadline:


P4 M3

Task 4


Task 4 (P4 and M3)You are now working for a promotional agency called “Blue Sheep”. Blue Sheep has won the contract to promote Orange Plc. You and your team have been given the account. Your manager really wants this campaign to “stand” out and get “everybody talking.”

Your task is: To design a promotional campaign (including a promotion plan) that meets the needs of Orange Plc campaign brief. The promotion will be aired to the board of directors at Orange on the set date.

Once the promotion has been “done” Orange want to see a report on the promotional campaign informing them of each element of your campaign and justify why you did it. If this proves difficult, remove it from the campaign.

Here are a few areas you need to think about.

Useful Links

http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1073790762

Campaign Brief – (this outlines the clear guidelines on how the campaign should be developed)

“The future is bright the future is Orange”.

1. Background – Orange is a mobile phone company who have decided to launch the Samsung Tocco. This is Samsungs version of the iPhone and is only available on Orange. The market for mobile phones is growing stronger because of trends and customers have more disposable income.

2. Campaign objectives: The promotional activity should encourage consumers to buy or try out the new Samsung Tocco, whilst supporting Orange’s aims and Objectives. The promotional activity should reach a minimum of 50,000 customers in time for Christmas sales.

3. Target market The main consumers for the Samsung Tocco are expected to be 13-26 years, and young executives, who are into social networking sites etc. The main competitor in the market is O2 with the iPhone.



4. Product details

A stunning 5 mega pixel camera phone that slips into your pocket, you can Surf the net, check your email or enjoy your favourite music with its simple touch screen navigation. The Tocco has a Full touchscreen and has 3G.

The product is available in all orange stores and on the internet and retails at £119.00

5. The Budget The budget for the campaign is £1 million (includes all costs) this is based on the recent O2 campaign for the iPhone.

6. Timescale The activity should start on the 11th November as the run up to Christmas shopping begins. Creative Brief – outlines the possible ideas and media plans which need to be explored to enable the campaign brief’s objectives to be achieved.

1. Background Orange is a mobile phone company who have decided to launch the Samsung Tocco. This is Samsungs version of the iPhone and is only available on Orange. The market for mobile phones is growing stronger because of trends and customers have more disposable income.

2. Advertising objectives and target market The promotion activity should generate sales of £0.5 million in the first 6 months of the product being available. The main consumers are 13-2 year olds and young professionals. He product has universal appeal in terms of gender and ethnicity and attracts successful and confident people.

3. Advertising proposition or brand promise Its an indulgence - a reward for those who work hard, yet play even harder and want to keep in touch with what’s going on.

4. Brand promise support Marketing research in a number of areas has confirmed that a new mobile phone is seen as the perfect reward for treating oneself. The new mobile phone enhances Oranges brand image of the “future is bright the future is Orange”

5. Tone of voice

The advert should show people enjoying their phone, catching up with friends and even work connections, listening to music and photos. The tocco should be seen in lots of different situations.

6. The Budget The budget for producing the advert is £45000- £75000 this does not include air time.

7. Other points Must include the Orange logo and the product as it would be seen in store

Documents

vocbus.files.wordpress.com · Web viewDescribe how promotion as part of the marketing mix helps Orange Plc to achieve their aims and objectives . D1. In a written document to Orange,