Unit 2: Developing a Marketing Campaign

Part B – Structure & Marks (Total marks: 70)

ACTIVITY 1
STRUCTURE MARKS
INTRODUCTION: No
marks
RATIONALE: 8
MARKETING AIMS AND OBJECTIVES (WRITE 3 SMART TARGETS)
▪ LIST THE AIMS AND OBJECTIVES OF THE BUSINESS (from Part B)
▪ EXPLAIN WHETHER THE OBJECTIVES ARE ‘SMART’
RESEARCH AND ANALYSIS OF MARKET INFORMATION (USING PART A+B): 12
▪ PRIMARY AND SECONDARY RESEARCH
▪ COMPETITOR ANALYSIS
▪ MARKET SIZE, SHARE AND STRUCTURE
▪ TARGET MARKET
▪ TRENDS
JUSTIFICATION FOR RATIONALE: (do at least one) 10
▪ SWOT
▪ PESTLE
▪ Product Life Cycle
Evaluation
Presentation 4
HEADINGS / SUBHEADINGS - LOGICAL STRUCTURE - CLEAR LANGUAGE (COHERENT)
MARKETING TERMINOLOGY (MARKETING VOCABULARY) - CORRECT SPELLING AND PUNCTUATION
TOTAL 34

ACTIVITY 2
STRUCTURE MARKS
1) MARKETING MESSAGE 20
2) MARKETING MIX (The 7Ps):
▪ PRODUCT
▪ PLACE
▪ PROMOTION
▪ PRICE
▪ PHYSICAL EVIDENCE
▪ PROCESS
▪ PEOPLE
BUDGET 8
TIMESCALE 4
EVALUATION / CONCLUSION
Presentation 4
TOTAL 36
1
 INSTRUCTION BOX:

IMPORTANT: You must read the Case Study before you start to answer the questions.

Use 12 font
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HEADING

Student Name:
Date of Exam:
Student number:
Part B: Activity 1

Introduction

Write a brief description of the contents of the report (e.g. the name of the company and the industry it
operates in, explain the product and what they want they are asking you to do in the report. (see example
below)

Introduction
(Example)
Decreal Gear is an independent sportswear company that designs and makes its own
products. The company has an excellent reputation for quality and its clothing range is stylish.
This report will analyse the sports wear industry and prepare a rationale for a marketing
campaign for the owners of Decreal Gear; the report will also include a marketing plan and
timescale to promote their sportswear.

Rationale
Begin to write the rationale by using points from the case study, aim to include 3-4 paragraphs
highlighting what you understand from the case study. Make sure to include the marketing aims
and objectives which you will find in Part B (last 2 pages). Ensure you use the case study and relate
it to any marketing terms you have learnt. (see example below)
Marketing Aims and Objectives – have to be SMART and relevant to the campaign. Do not write an
objective which does not relate to the case study. (For example: if the campaign is about selling
bikes in the UK, do not mention you want to sell these abroad). You are required to explain these
briefly, try to write at least three (3) aims and choose at least one (1) objective (option). (see
example below).
See topics below:

2
Marketing Aims and Objectives
Decreal Gear believes that that the trend for staying healthy and wearing sportswear for
exercise and everyday use will continue. Therefore, the marketing aims of Decreal Gear is that
they want to:
➢ increase revenue through increased brand awareness and loyalty.
To achieve this aim, the report will work with influencers ……

➢ They want to build relationships with their existing customers.

➢ They want to increase sales from existing customers by encouraging them to interact
with the company’s social media platforms.
To achieve this aim, the report will

➢ They also want to attract more new customers.

The company has proposed the following objectives to achieve their marketing aims:

1) To create content for social media to provide information about fitness, training
programmes and other useful advice.
2) To introduce a loyalty scheme for existing and new customers.

In this report, Option 1 will be used to develop the marketing campaign for the promotion of
Decreal Gear’s sportswear.

To achieve this option, ……..

Include how their marketing objectives are SMART

3
 Research Analysis
This is where you use your two (2) pages of research from Part A. You are to comment on
your findings. Remember to use your sources of information here (Primary and Secondary
research).
Subheadings under this section should include:
▪ Primary and Secondary research
▪ Competitor analysis
▪ Market size, market share and structure
▪ Target Market
▪ Trends

Research Analysis

Primary Research
Decreal Gear conducted a survey on their customers which provides information on ……

Secondary Research
Statista reported that

Competitors
The key competitors in the Sports Industry are

Market size, share and structure

Target Market
Decreal Gear customers are between the ages of…..

Trends
Since Covid-19 more and more people have been adapting a healthier lifestyle……

4
Product Life Cycle
This is where you include the stages of the Product Lifecycle. The stages explain that the
product has achieved and where it is heading. You should explain each stage of the
product. (see image below)

5
 Justification for Rationale
This is where you include your SWOT and PESTLE analysis an explain why the business
should carry out a marketing campaign.

A SWOT and PESTLE analysis will be used to analyse the effects of both internal and external
forces in the ability to achieve the company’s aim of ……….
In order to create a ……………………….. must first be aware of the current market
environment, social environment and competition.

SWOT
Strengths Weaknesses

Opportunities Threats

6
PESTLE
Political

Economical

Social

Technological

Legal

Environmental

Ethical

Evaluation
This is where you explain briefly the findings from your Justification of Rationale.

EVALUATION OF RELIABILITY AND VALIDITY OF RESEARCH

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ACTIVITY 2

MARKETING MESSAGE
Marketing message
This is where you will be creating the ‘marketing message’ for the campaign. And
explaining why you have chosen this message, you could also include marketing messages
of competitors. No more than 2-4 words (example: ‘Just Do It’)

Marketing Mix (7Ps) REMEMBER THIS IS 20 MARKS!!!!

MARKETING MIX (7Ps)

(Example:▪ Nike
PRODUCT
- just do it)
▪ PLACE
▪ PROMOTION
▪ PRICE
▪ PHYSICAL EVIDENCE
▪ PROCESS
▪ PEOPLE

8
 Budget
This is where you will be outlining how you will spending the budget given in Part B of the
exam (usually on the last two pages of Part B). see example below.
Use a calculator! Make sure you spend within the budget. Do not go over budget. You
can go under by a few hundred pounds and then explain you have left the amount for
emergencies.

BUDGET
Promotional Activity Calculation Cost Duration
Snapchat £9.24*280 £2587.2 10 months
(Example: Nike - just do it)
Printing Leaflets (10k £65.62*2 £131.24 1 month
copies)

Google Ads £102*9 £918 9 months

Influencer £300*4 months £1200 4 months

Staff to hand out £100*84 days £8400 3 months

Stock Images/videos £500*6 months £3000 6 months

Voiceover £500*6 months £3000 6 months

Hiring web developer £500*10 months £5000 10 months

Hiring support staff £500*10 months £5000 10 months

Total £29,236.44

£6763.56 reserved for any unforeseen circumstances.

9
 Timescale
This is where you will be creating a timescale using a Gantt Chart (see example below).
This will show the number weeks you will run the promotion activity. It is important to
explain why you chose the duration of the promotion. It must be realistic and fit into the
case study

TIMESCALE
Promotion Length of Month 1 Month 2
Activities promotion Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Social
(Example: Nike - just do it)
Media 8 weeks
Newspaper
2 weeks
TV advert 3 weeks
Leaflet 5 weeks
Billboard 4 weeks
Influencer 4 weeks
Monitoring 4 weeks

Conclusion
This is where you will evaluate the marketing campaign

10