How To Write Your Objectives & Marketing Mix | BTEC National Business Unit 2

[@mahnooryasir5944]

are you not doing a full paper walk through?

[@Saif186-h8g]

When explaining the marketing mix, do we have to label it when referring to our previous objectives like (objective 3) like you did?

[@xtremeplayz2073]

no

[@tutor2u-official]

You dont have to. Though I find it a neat way to signpost to the examiner which objective I'm referring to

[@t_x8393]

Do i use pestle and swot? Can i use one only and when do i have to use this? Please

[@Lucas.B_Trials]

You should definetly be using these, they are necessary. I would put it at the end of activity 1.

[@jez1550]

is it good to structure the objectives first before the SWOT and PESTLE or is it the other way round?

[@tutor2u-official]

Either is fine. Also good to briefly repeat the aim / objectives at the start of Activity 2 before diving into the marketing message and marketing mix

[@jez1550]

@tutor2u-official alright, thank you

[@finstup]

will we get the research pack on computer or in paper?

[@tutor2u-official]

Should be on paper - so you annotate it during Part A

[@finstup]

@@tutor2u-official ok thankyou

[@jacorngameplays6458]

Do you have like a basic order to bring things in ?

[@DianaSediqi-z1d]

When we recommand something in the promotion of the 7ps, should we have the same thing in the budget as well?

[@xtremeplayz2073]

yes

[@tutor2u-official]

Yes - I would expect to see it in the budget and timeline. For example, in AF5 Promotion you might write that you are going to use email marketing and social media adverts - I would expect to see the costs and timings for that in AF6 and AF7

[@DianaSediqi-z1d]

That is great, Thank you​@@tutor2u-official

[@leexoz3649]

What do we write for the analysis of market research an example is great pls I get swot and plc are the justification but this wasn't covered but was mentioned?

[@Someone-fk4mf]

Look up btec business unit 2 writing structure and it will tell you step by step what to include in all of your paragraphs for analysis of market

[@coopz2524]

thanks Completely Random your a star

[@MrSarabS]

In the budget section, do we have to list only what we have written in Promotion or can we cover other aspects/methods as well?

[@xtremeplayz2073]

we can cover any methods we want

[@tutor2u-official]

You can cover other aspects too

[@millofdread3835]

When you write the rationale I know it’s to be font size 10 but does it need to be a certain style of text?

[@xtremeplayz2073]

no

[@shieldzzzz000]

For the product life cycle do you just explain what stage and how it effects the aims and objectives

[@tutor2u-official]

Exactly - draw out the evidence from the research pack to identify the stage; and then write something about what this means for your objectives and the marketing campaign

[@litwan-t4z]

What do you write as a justification?

[@1kfryd]

could you do a video on sentence openers and ways to structure the paragraphs for activity one and two or have a example on how activity one and two is presented.

[@F1372-e9q]

Why was Slow Mode on this Stream or was it just my settings?

[@crimpyt1227]

it was same for me

[@tutor2u-official]

We use slow mode when there are hundreds of live attendees. Swt to 45 seconds. Helps prevent livechat spam, which is pretty common

[@crimpyt1227]

​​Where can I get the powerpoint

[@xtremeplayz2073]

download it

[@tutor2u-official]

www.tutor2u.net/live/how-to-write-your-marketing-mix-btec-national-business-unit-2

[@finlayshulver8346]

You suggested that you should make the aims and objectives after the justification but in the swot and plc you kept referencing the aims and objectives. so how can you reference the aim and objectives in the swot and plc if they having been made yet?

[@tutor2u-official]

You can add them in! Go back and sneek them in. Most students start with AF2 to be fair

[@bluelock700]

what exactly are we supposed to write about in the marketing mix

[@tutor2u-official]

For exam of the &ps - write about what you propose to be the focus. Here's an example for Promotion: Promotion The promotional strategy will be focused on supporting all three objectives - growing membership, increasing visits, and raising average spend. The £25,000 budget will be spread across three key elements. The loyalty scheme launch (£5,000) will aim to convert existing customers into members while attracting new visitors. High-visibility in-centre materials and printed leaflets will drive awareness, while the two-day launch event will aim to create excitement and immediate sign-ups. A mix of standing displays, posters, and welcome packs ensures the scheme is highly visible to all centre visitors throughout the next 12 months. We will develop and launch a loyalty / membership mobile app (£10,000) to provide a digital platform for membership growth and increased spending. Its core features - digital cards, payment processing, and push notifications - will make it easy for members to book sessions, pay, and respond to special offers. We will aim to minimise development costs with a simple but effective design that prioritises features that increase how often members visit Slide and Seek. The new products promotion (£10,000) will use digital and print media to showcase our new range of activities and theme parties. Targeted social media and Google ads will be targeted at parents actively seeking children's activities, while high-quality brochures and advertising in local magazines and sponsorship of school newsletters will build awareness of our educational events and premium party packages. All marketing materials will promote the benefits of membership of the loyalty scheme and will feature a QR code.

[@ayaan2808]

in activity 2 what does selection of media mean?? I'm really confused

[@tutor2u-official]

Selection of media relates to the promotional media you decide to use in your budget. E.g. radion advertising, mailshots, social media

[@shieldzzzz000]

I am still confused on what to write for the research analysis of market info

[@tutor2u-official]

AF3 is about picking out some of the key themes and most important findings from both the secondary and primary research. Explain what the research shows, why it is important and how it affects your marketing mix and objectives. Also comment on how reliable and valid the research is.

[@tutor2u-official]

Here's an example of AF3 for Slide and Seek: Key Themes | Secondary Research The UK soft play market is well-established and is large, which is good news for Slide and Seek as it provides it with an attractive market size to target. The market generates demand of £500 million from 60 million visits annually, indicating plenty of potential demand to help achieve the aim of significantly higher sales revenue, although that shows that the business has a tiny market share as it only had 8,500 visits (market share = less than 0.1%). Slide & Seek's current £7.29 average spend per visit also falls below the market average of £8.30, indicating significant room for revenue improvement if visitors can be persuaded to spend more during their visit, including the admission price. Another important finding from the secondary research is the rising cost pressures faced by soft play centres, which makes it even more important that Slide and Seek maximise their visits and revenues. The secondary research identifies significant cost pressures affecting profitability. Staff costs represent the largest operating cost (25-35% of revenue) with centres needing to maintain strict staff-to-child ratios (1:8 for ages 4-8; 1:5 for younger children). Additional major costs include utilities such as lighting and heating (8-12% of revenue) and insurance (2-3% of revenue). The research also highlights recent inflation and rising energy costs have squeezed profit margins. An implication of this for our objectives is that achieving objective 3 (average sales per visit of £10) is particularly important to help cover the daily running costs. Another key theme is how demand varies by time, day and season. This creates challenges for soft play centres and makes pricing in the marketing mix more tricky. Times of peak demand (e.g. parties on a Saturday afternoon) should get the best admission prices. However, there are times when centres are very quiet and even empty. Should the centre be open at all at such times given the staffing and energy costs? The proposed loyalty scheme will address this through targeted seasonal promotions and member events during quieter periods. Evidence from competitors, particularly PlayValley's successful 25% member discount programme, suggests that loyalty-based pricing should be an effective way to use pricing incentives to encourage higher visit volumes. The secondary research also highlights increasing economic pressure on consumers and cost pressures on operators. This creates a difficult decision. Slide and Seek will want to charge prices which are profitable, however it needs to be sensitive to families who may be struggling with their finances but who want to treat children to a soft play centre visit. This suggests value for money should be a key focus of the marketing mix and message. Key Themes | Primary Research A key finding of the primary research is that there is untapped potential, which could help Slide and Seek increase visitor numbers. 754 out of 1,000 survey respondents have not visited a soft play center in the past year, which suggests that there is clearly a large potential customer base to target. More encouragingly, 635 respondents indicated they would consider visiting Slide & Seek based on its description, suggesting the basic proposition is attractive but needs more effective promotion and attractive pricing to convert interest into actual visits. The primary research strongly supports Slide and Seek expanding its facilities and services. While party bookings represent a significant portion of current soft play visits (73 out of 246 visitors), Slide & Seek's limited party options (2 themed types versus competitors' 5) means it is missing out on this lucrative market. Customer feedback specifically requesting "early bird" offers and off-peak deals validates the planned tiered pricing strategy, while 398 respondents prioritizing café facilities indicates clear potential for additional revenue through enhanced food and drink offerings. Research Validity and Reliability Overall, the primary research appears strong. The survey had a large sample size (1,000 respondents) and was targeted at a relevant audience of potential customers (parents/guardians aged 24-45). Collecting data through local Facebook parenting groups suggests strong relevance to the target market, although not all respondents will be local to Leeds. However, additional research would be useful to help make more effective decisions for the marketing mix, such as: Local competitor visitor numbers and peak times of demand for them Focus groups with local parents to test potential new facilities, such as educational themes and SEN Research with local schools/nurseries to explore how promotional partnerships might work Secondary research: analysis of existing customer visits, such as when customers visit and how much they spend at different times Primary research amongst centre visitors to find out how far existing customers travel to visit Slide and Seek

[@rmarnimahmoud4979]

can we prepare our 2 sided sheets before going into the first 2 hours ? like ai memoirs etc beforehand instead of doing it in class ? AND ISIT 2 DOUBLE SIDED OR 2 SINGLE?

[@tutor2u-official]

yes

[@rmarnimahmoud4979]

@@tutor2u-official so 2 sheets double sided?

[@Sid-yd2xx]

one paper, double sided, or two papges, single sided​@rmarnimahmoud4979

[@rsl5867]

can I copy the template word for word or is only headings allowed for two sides of notes?

[@xtremeplayz2073]

headings

[@KatieLancaster-e3p]

What actually is a marketing message?

[@FareedSaleh-q7h]

Increasing slink and seek new loyalty scheme by 35% in 12 months - would this be a smart objective

[@tutor2u-official]

Yes - but dont forget it is a new loyalty scheme. So the percentage increase can't apply in the first 12 months. Better to set an objective about the size of the loyalty club membership

[@FareedSaleh-q7h]

@ oh ok so like increase slink and seek new loyalty scheme with 1,000 new members in 12 months

[@hu37mo]

my teacher said do all pestle,swot and plc

[@tutor2u-official]

not the best advice, given that AF4 only has 10 marks. Much better to do a detailed SWOT and a decent PESTLE or PLC.