BETHLEHEM CAMPUS Ms MAJONG UNIT 6 Marketing plan Introduction The marketing mix All four Ps must be integrated to form a successful marketing mix The marketing manager controls the four Ps ID: 932283
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Slide1
EBM N4
MALUTI TVET COLLEGE
BETHLEHEM CAMPUS
Ms MAJONG
Slide2UNIT 6
Marketing plan
Slide3Introduction: The marketing mix
All four Ps must be integrated to form a successful marketing mix.
The marketing manager controls the four
Ps
The four Ps are:
PriceProductPlacePromotion
Slide4Product description
A product is an item that has been produced with the aim of satisfying customers’ needs.
A
product
is tangible meaning it can be touched.
Each product possesses features and benefits.A product feature is a characteristic of your product.A product benefit is an advantage that a product offers to a customer
.
When doing marketing, always sell the product benefits first and support this with the features of the product.
E.g. when you sell burglar bars you are not really selling burglar bars but security
Slide5Packaging
DEF: Packaging
is the wrapping that
surrounds a product.
It protects a product, but also assists in the marketing of a product, as it identifies, describes, displays and promotes an item
.A distinction can be made between different types of packaging. Types of packaging: Family packaging, Individual packaging, Multiple packaging, Kaleidoscope and Re-usable packaging.
Slide6Slide7Labelling
Functions of Labelling:
It provides the consumer with important information
.
It describes the content
.It contains instructions and warnings.It gives information about the ingredients/ contents.
Example of labelling:
Slide8Pricing
The importance of pricing for
profit
To be successful, a business needs to sell the correct product to the customer at the correct place and at the correct price
.
The objective of most businesses is to make a profit. A profit can only be made if cost calculations are done correctly
Slide9The factors that influence price
Slide10Pricing techniques:
Pricing techniques include
:
Skimming price.
Penetration price.
Cost-plus pricing.Competitive pricing.Odd pricing.Discounts.
Leader pricing.
Slide11Advertising
Advertising is a non-personal, paid-for and persuasive form of promotion by identified sponsors through various forms of media.
Selecting Advertising Media
Slide12Creating an advertisement
When creating a written advertisement, take note of the following points
:
Clearly state the business’s name.
Include the logo and/or trademark of the business
.Include a ‘special
’.
Be careful not to include too much detail and stimuli in the
advertisement.
Make
use of colour
.
Use different fonts.
Include the address and contact details of the business
.
Use pictures and drawings, where applicable
.
Use correct and creative language
.
Put a border around the advertisement
.
Keep the style consistent to enable customers to identify your business immediately
Slide13AIDA acronym
AIDA stands for ‘attention, interest, desire and action’.
Attention: Do something to grab the attention of the customer.
Interest: State the benefits and advantages of the product.
Desire: Show that you can solve the problem of the customer.
Action: Get the customer to buy your product.
Slide14Measuring the success of an advertisement
Compare the sales before and after advertising
.
Compare the number of customers visiting your shop before and after advertising
.
Build in something into the advertisement to measure the reaction.Ask customers where they heard about the business/product.
Slide15Publicity
Did you know
?
‘Publicity’ means that a message or report about an enterprise is placed in a newspaper free of
charge and it
can also be broadcast.It is free.It has a longer lifespan than advertising. It reaches a far wider audience than advertising generally does
.
It has greater credibility
.
It must, however, also be remembered that negative publicity can harm the image of an organisation.
Slide16Activity
Write a short reflection of the unit.
Design a flyer or an advertisement for your ideal business and send to group WhatsApp