Marketing and
Branding
IEB Business Studies
Nicola Waite
, Nicola Waite Business Studies May 2021
Marketing and Branding
Role of Marketing:
• Responsible for the identification, anticipation and
satisfaction of the customer requirements. Providing
the right product, at the right price and right time.
• Create and support a strong and positive brand
identiyy
• Can create a buzz and increase sales
• Engages with customers which leads to consumer
feedback and can help a company to improve
Process of Marketing
• Top Management Level
Strategic • Vision
planning • Mission
• Formulating a new marketing strategy
• Marketing Manager's level
Formulating a • Identify market scope (environ scan)
marketing • determine USP
Strategy • determine marketing budget
• Market the
Implementing product using
a marketing marketing mix
• evulate it's
strategy effectiveness
1. Strategic Planning:
Formulate a vision, mission, and form a strategy in line with them
2. Formulate a Marketing Strategy:
Environmental Scanning
Internal – SWOT, Value-chain, Resource-Based
External – SWOT, Porters 6 forces, PESTLEEP, competitor analysis (market map and
porters) and customer analysis (LSM)
Define Target market and unique selling point
USP –what differentiates your product and gives you a competitive advantage? Can be
based on:
• Cost (OK foods, Boxer, Shoprite)
1|Page
Branding
IEB Business Studies
Nicola Waite
, Nicola Waite Business Studies May 2021
Marketing and Branding
Role of Marketing:
• Responsible for the identification, anticipation and
satisfaction of the customer requirements. Providing
the right product, at the right price and right time.
• Create and support a strong and positive brand
identiyy
• Can create a buzz and increase sales
• Engages with customers which leads to consumer
feedback and can help a company to improve
Process of Marketing
• Top Management Level
Strategic • Vision
planning • Mission
• Formulating a new marketing strategy
• Marketing Manager's level
Formulating a • Identify market scope (environ scan)
marketing • determine USP
Strategy • determine marketing budget
• Market the
Implementing product using
a marketing marketing mix
• evulate it's
strategy effectiveness
1. Strategic Planning:
Formulate a vision, mission, and form a strategy in line with them
2. Formulate a Marketing Strategy:
Environmental Scanning
Internal – SWOT, Value-chain, Resource-Based
External – SWOT, Porters 6 forces, PESTLEEP, competitor analysis (market map and
porters) and customer analysis (LSM)
Define Target market and unique selling point
USP –what differentiates your product and gives you a competitive advantage? Can be
based on:
• Cost (OK foods, Boxer, Shoprite)
1|Page
