Unit 2 Developing a Marketing Campaign
Introduction to the Industry
Overview of the business
Marketing Aims and Objectives (SMART Goals)
The industry
Market size and share (Mass / Nice market)
Trends
Competitors Marketing Campaign
Competitor Name
Product
Price
Place
Promotion
Physical Environment
Processes
People
Costs
Timescale
Media Used
Appropriateness of the
marketing campaign
Target Market
• What age range/ gender etc
• How many people of that age and gender live in this country
• What primary research do you have to support your findings?
External Factors
Political
Economic
Find GDP (disposable income)
Find levels of inflation
, Social
What are the current trends when selling this type of product
How are customer tastes changing?
Technological
What technology is impacting on the sales of this type of product?
o Apps
o QR codes
o Digital Tickets
o Sharing experiences of this type of product?
Legal
What laws will impact on the sales of this type of product – any new laws?
• GDPR
• Advertising Codes
Ethical / Environmental
What are current ethical/environmental trends in the UK that will impact the sales of this product?
• Ethical sourcing
• Sustainable products
• Plastic
Primary Research
What research do you have to support your findings from PESTLE?
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Introduction to the Industry
Overview of the business
Marketing Aims and Objectives (SMART Goals)
The industry
Market size and share (Mass / Nice market)
Trends
Competitors Marketing Campaign
Competitor Name
Product
Price
Place
Promotion
Physical Environment
Processes
People
Costs
Timescale
Media Used
Appropriateness of the
marketing campaign
Target Market
• What age range/ gender etc
• How many people of that age and gender live in this country
• What primary research do you have to support your findings?
External Factors
Political
Economic
Find GDP (disposable income)
Find levels of inflation
, Social
What are the current trends when selling this type of product
How are customer tastes changing?
Technological
What technology is impacting on the sales of this type of product?
o Apps
o QR codes
o Digital Tickets
o Sharing experiences of this type of product?
Legal
What laws will impact on the sales of this type of product – any new laws?
• GDPR
• Advertising Codes
Ethical / Environmental
What are current ethical/environmental trends in the UK that will impact the sales of this product?
• Ethical sourcing
• Sustainable products
• Plastic
Primary Research
What research do you have to support your findings from PESTLE?
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
