Deadline for C 24th October
Deadline for D 10th November
Deadline for E 17th October
Deadline for F 1st December
Deadline for the finished portfolio
5th December 2008
Mock exams start on Monday 8th
We need to assess this work before theend of term as it needs to be submitted to OCR
You have 6 weeks
that is 24 hours of lesson time
18 hours of homework time.
DO NOT WASTE TIME AND FALL BEHIND
Sunday 19 October 2008
F3 Demonstrate ability to plan and produce their promotional materials, stating aims, objectives, target audience and evaluate the finished product
You need to produce a mini report on your promotion.
Use the headings
Use the headings
- Aims
- Objectives
- Target Audience
- Evaluation
You must include all draft designs as evidence of planning
Your evaluation should consider the finished product in terms of papeal to the target audience, impact, use of colour and graphics. It may prove useful to produce a questionnaire to seek response to your promotional materials. The results of which will assist in your evaluation
F2 Produce an item of promotional material that shows imagination and is appropriate for a stated target audience
This is the fun bit!
If your target audience is young children, then your promotional material needs to be attractive, fun, have colour, be clear or simple in design, use language that can be accessed, have typical identifiable characters.
Consider AIDA again
A = Attention
I = Interest
D = Desire
A = Action
Hint:
If your target audience is young children, then your promotional material needs to be attractive, fun, have colour, be clear or simple in design, use language that can be accessed, have typical identifiable characters.
Consider AIDA again
A = Attention
I = Interest
D = Desire
A = Action
Hint:
- make sure you state your target audience and produce an item that is:
- appropriate for the target audience
- contains all of the relevant information presenting it accurately
- use inagination in terms of display or format
F1 Produce a peice of promotional material that includes the basic information for an identified target audience
step 1 - who is your chosen target audience?
Step 2 produce a mood board highlighting the tastes and trends among your target audience
The basic information that needs to be included in your promotional material includes:
price
place - make sure you give contact details, where is it, more details can be found where?
product
promotion
What will your pormotional material be? keep it simple and achievable:
leaflet
poster
T-Shirt
mug
calendar
Promotional materials can include
Advertisements
brochures and leaflets
merchandising materials
videos
press releases
internet sites
Step 2 produce a mood board highlighting the tastes and trends among your target audience
The basic information that needs to be included in your promotional material includes:
price
place - make sure you give contact details, where is it, more details can be found where?
product
promotion
What will your pormotional material be? keep it simple and achievable:
leaflet
poster
T-Shirt
mug
calendar
Promotional materials can include
Advertisements
brochures and leaflets
merchandising materials
videos
press releases
internet sites
E3 Analyse the SWOT techniques for the chosen organisation identifying areas the organisation needs to consider for furture development
Write a new heading using the one given above.
Analyse the SWOT analysis and explain the areas the organisation needs to consider for future development.
For each point start a new paragraph.
What are the threats to the organisation? How can it alleviate the threat or cope around it?
What are the weaknesses of the organisation? what improvements and strategies can be put into place to improve this situation?
Perhaps some strengths such as an excellent reputation and unique product could lead them to expanding and opening new facilities to exploit new markets.
Dwell time - an imprtant factor in price determination in which customers decide whether a product offers value for money. Perhaps a new attraction could be added to increase the dwell time
Lack of pricing policies
The organisation may be reaching decline in the product lifecycle. Could they extend the lifecycle by revamping and attracting. Why have Alton Towers recently decided to close the Corkscrew ride?
Market research may be poor and new market research could identiry improvements that would have a significant impact
Does the organisation provide a first class shopping experience?
Analyse the SWOT analysis and explain the areas the organisation needs to consider for future development.
For each point start a new paragraph.
What are the threats to the organisation? How can it alleviate the threat or cope around it?
What are the weaknesses of the organisation? what improvements and strategies can be put into place to improve this situation?
Perhaps some strengths such as an excellent reputation and unique product could lead them to expanding and opening new facilities to exploit new markets.
Dwell time - an imprtant factor in price determination in which customers decide whether a product offers value for money. Perhaps a new attraction could be added to increase the dwell time
Lack of pricing policies
The organisation may be reaching decline in the product lifecycle. Could they extend the lifecycle by revamping and attracting. Why have Alton Towers recently decided to close the Corkscrew ride?
Market research may be poor and new market research could identiry improvements that would have a significant impact
Does the organisation provide a first class shopping experience?
E2 Produce a detailed SWOT analysis for the chosen orgnaisation
You must write as many points as you can under
Strengths
Weaknesses
Opportunities
Threats
make sure your points are detailed. Explain thoroughly why you think it is a strength, weakness opportunity or threat.
Strengths
Weaknesses
Opportunities
Threats
make sure your points are detailed. Explain thoroughly why you think it is a strength, weakness opportunity or threat.
E1 Produce a basic SWOT analysis for the chosen organisation
You have done this recently in Learning 2 Learn!
You must write a basic SWOT analysis. Write 2 points for each of the 4 parts
S = Strengths internal factors they control
W= Weaknesses internal factors they control
O = Opportunities External factors that they can benefit from
T = Threats External factors Competitive rivals in the business
Hints:
Strengths: location, uniques, valuve for money, excellent promotions
Weakness: lots of competition, poor customer service, short dwell time, in need of refurbishment, poor signage
Opportunities: Extension, better promotion, convert low usage restaurant into internet cafe, use of materials to supplement education talks
Threats: credit crunch - state of the economy, changing attitudes and trends, weather, both good and bad
You must write a basic SWOT analysis. Write 2 points for each of the 4 parts
S = Strengths internal factors they control
W= Weaknesses internal factors they control
O = Opportunities External factors that they can benefit from
T = Threats External factors Competitive rivals in the business
Hints:
Strengths: location, uniques, valuve for money, excellent promotions
Weakness: lots of competition, poor customer service, short dwell time, in need of refurbishment, poor signage
Opportunities: Extension, better promotion, convert low usage restaurant into internet cafe, use of materials to supplement education talks
Threats: credit crunch - state of the economy, changing attitudes and trends, weather, both good and bad
D3 Compare the promotional techniques and materials used by one organisation with those used by the other leisure and toruism organisation
Key command word here is compare.
Therefore you must use connective words:
Therefore you must use connective words:
- however
- whereas
- unlike
- similarly
- contrast this with
- better than
- both
It is better than ... beacuse....
Both facilities use similar...
They are different as a result of ....
Recap: What is meant by promotional techniques:
advertising
direct marketing
public relations
personal selling
displays
sponsorship
demonstrations
sales promotions
Promotional materials:
advertisements
brochures and leaflets
merchandising materials
videos
press releases
internet sites
As you are comparing the promotional techniques and materials you need to state which is better and give reasons to explain why. you may want to use a rating system if that makes comparisons easier.
You might want to produce a table:
- type of promotion
- used by organisation 1
- used by organisation 2
- description of quality and differences between the two
Consider
- which organisations promotional material is the highest quality?
- Does one organisation use a form of promotion that the other doesn't?
- Are the organisations promotions cost effective?
- Which organisation promotes itself better?
e.g.
One organisation using 'pester power' better than the other. Alton Towers estimate that children in the family influence 57% of major household purchases
One organisation may use third parties better. e.g. Alton Towers use the following brand partners: Kelloggs, The Sun, The Daily Mail, McDonalds, KFC, Pizza Hut, Coca Cola, Cadbury, Walkers, Tesco and Woolworths. Splash Landing is linked with Imperial Leather
Do both organisations use 'In house promotions' which may be cheap and effective particualrly when sales are down. Alton Towers gave vouchers out in Staffordshire when weather was hitting visitor numbers harshly.
Do both organisations advertise in newspapers, cinemas, poster sites, TV, radio? Does one advertise somewhere that the other doesn't?
D2 Suggest other relevant promotional techniques and materials both organisations could use to promote themselves and ther products and services
You need to suggest other promotional techniques and materials both organisations could use.
Where a promotional method is not used you could suggest that method and describe how each organisation could use them. E.g. Disney send out videos to its target market - does Alton Towers? Could this be an effective promotional technique?
What about Organisation 2?
videos
text alerts
2 for 1 customer deals
Where a promotional method is not used you could suggest that method and describe how each organisation could use them. E.g. Disney send out videos to its target market - does Alton Towers? Could this be an effective promotional technique?
What about Organisation 2?
videos
text alerts
2 for 1 customer deals
D1 comment briefly on the promotional materials / marketing mix of both organisations
Notice here that you are required to look at two leisure and tourism organisations. If you only consider 1 organisation you will only get 2 marks for the whole of section D
you could consider Drayton Manor or Cadbury World, or you could research another organisation of your choice.
The key command words are comment briefly
For each organisation in turn briefly describe how good they are at the following:
Promotional Techniques:
Advertising
direct marketing
public relations
personal selling
displays
sponsorship
demonstrations
Promotional materials:
Advertisements
Brochures and leaflets
marchandising material
videos
press releases
internet sites
You then need to do the same for Organisation 2
You could give each organisation a score /10 and then justify your score
Look at the AIDA evaluation - this is an effective way of commenting on promotional materials
A = Attention Does the promotion grab your attention - if so, why? if not, why not?
I = Interest How does it interest you?
D = Desire Does the promotional material make you want to use the products and services?
A = Action Does this promotional material enable you tyo take action? If so, how?
Telephone number, website, directions, opening times etc
Find examples of Alton Towers promotional products and annotate how they meet the AIDA criteria
you could consider Drayton Manor or Cadbury World, or you could research another organisation of your choice.
The key command words are comment briefly
For each organisation in turn briefly describe how good they are at the following:
Promotional Techniques:
Advertising
direct marketing
public relations
personal selling
displays
sponsorship
demonstrations
Promotional materials:
Advertisements
Brochures and leaflets
marchandising material
videos
press releases
internet sites
You then need to do the same for Organisation 2
You could give each organisation a score /10 and then justify your score
Look at the AIDA evaluation - this is an effective way of commenting on promotional materials
A = Attention Does the promotion grab your attention - if so, why? if not, why not?
I = Interest How does it interest you?
D = Desire Does the promotional material make you want to use the products and services?
A = Action Does this promotional material enable you tyo take action? If so, how?
Telephone number, website, directions, opening times etc
Find examples of Alton Towers promotional products and annotate how they meet the AIDA criteria
C3 Evaluate the market research activities undertaken by the organisation in terms of cost effectiveness
Evaluate
'to judge or assess the worth of'
Market research methods:
primary research - information collected by interviewing peopole either face to face or on the phone
secondary research/ desk research making use of inforamtion which may have been published for example reports, statistics, financial records
Look at the customer survey - 'Your opinion Counts'
why ask for the following details:
date of visit
Personal details
Overall Views
What is the benefit of getting information from customers this way. Are the surveys more or less effective than the individual researchers around the park gaining feedback by use of PDAs
Why are evaluation sheets handed out at the end of education talks? What is the benefit to Alton Towers of giving education talks and then getting feedback from them?
Are people likely to repsond to telephone surveys, surveys put under windscreen wipers, postal surveys?
How cost effective is this type of market research activity?
'to judge or assess the worth of'
Market research methods:
primary research - information collected by interviewing peopole either face to face or on the phone
secondary research/ desk research making use of inforamtion which may have been published for example reports, statistics, financial records
Look at the customer survey - 'Your opinion Counts'
why ask for the following details:
date of visit
Personal details
Overall Views
What is the benefit of getting information from customers this way. Are the surveys more or less effective than the individual researchers around the park gaining feedback by use of PDAs
Why are evaluation sheets handed out at the end of education talks? What is the benefit to Alton Towers of giving education talks and then getting feedback from them?
Are people likely to repsond to telephone surveys, surveys put under windscreen wipers, postal surveys?
How cost effective is this type of market research activity?
Thursday 16 October 2008
C2
To achieve the full 5 marks your work must be detailed and show a good understanding of market segments and target marketing
Provide a detailed desription of the market research activities undertaken by the organisation to identify market segments
This requires an in-depth description of products showing their target markets
What are the demographics of visitors to Alton Towers?
AB 29%
C1 27%
C2 23%
DE 21%
Female visitors account for 59% of total visitors
Male visitors account for 41%
Ages of visitors to Alton Towers can be broken down into the following age bands:
<10 13.4
11-14 13.7
15 - 17 11.9
18-19 7.3
20 - 24 12.8
25 - 29 7.3
30 - 34 8.0
35 - 39 6.7
40 -44 8.7
45-49 3.9
50 - 54 1.7
55 - 59 1.2
60 - 64 1.0
65+ 2.4
individuals
coach groups
companies
school parties
group organisers
Provide a detailed desription of the market research activities undertaken by the organisation to identify market segments
This requires an in-depth description of products showing their target markets
What are the demographics of visitors to Alton Towers?
AB 29%
C1 27%
C2 23%
DE 21%
Female visitors account for 59% of total visitors
Male visitors account for 41%
Ages of visitors to Alton Towers can be broken down into the following age bands:
<10 13.4
11-14 13.7
15 - 17 11.9
18-19 7.3
20 - 24 12.8
25 - 29 7.3
30 - 34 8.0
35 - 39 6.7
40 -44 8.7
45-49 3.9
50 - 54 1.7
55 - 59 1.2
60 - 64 1.0
65+ 2.4
individuals
coach groups
companies
school parties
group organisers
C1
Describe the market research activities carried out by Alton Towers.
questionnaires on cars
focus groups receive questionnaire - white knuckle rides, younger customers - smaller rides
PDA researchers around the park asking people to rate rides, rate advertising perhaps giving a score out of 10
they have their own marketing team
People can also register their details by phone or on line which is collated in a mailing list and provides information for Alton Towers
Types of market reserach activities:
postal surveys
telephone questionaires
personal surveys
observation
internet
How does Alton Towers use these marketing activities?
How does it help them to meet their customers needs?
questionnaires on cars
focus groups receive questionnaire - white knuckle rides, younger customers - smaller rides
PDA researchers around the park asking people to rate rides, rate advertising perhaps giving a score out of 10
they have their own marketing team
People can also register their details by phone or on line which is collated in a mailing list and provides information for Alton Towers
Types of market reserach activities:
postal surveys
telephone questionaires
personal surveys
observation
internet
How does Alton Towers use these marketing activities?
How does it help them to meet their customers needs?
Wednesday 15 October 2008
C Marketing
What is market research?
Is a tool that helps organisations to find out their customer needs.
It gathers together the likes and dislikes of customers so that the organisation can act on the information and improve its products and services.
It provides up to date information for the organisation.
Why is market research important to the organisation
It enables the organisation to find out the following information:
Who are the typical customers
what products and services do customers require
Why they will visit one organisation over their competitors
How can products and services be improved.
How can sales / visitor numbers be improved for the organisation as a result of suggestions made during market research.
How much customers are prepared to pay
How often are customers prepared to buy / visit
What sort of image will promote the products and services
What new products and services should be developed.
Market research involves forecasting the type of products and services that people require.
Market research helps with product developing.
Market research takes the guess work out of decision making
What are the different types of market research?
Primary Research = field research
Involves collecting and analysing information at first hand using face to face interviews and surveys.
Data is original and up to date
can be expensive to conduct
takes time to collect
Secondary research
Involves using material that has already been published such as newspaper articles, published company accounts, financial records.
There is a wide range of data available
Data is free
Soon becomes out of date
May not be relevant to research
Is a tool that helps organisations to find out their customer needs.
It gathers together the likes and dislikes of customers so that the organisation can act on the information and improve its products and services.
It provides up to date information for the organisation.
Why is market research important to the organisation
It enables the organisation to find out the following information:
Who are the typical customers
what products and services do customers require
Why they will visit one organisation over their competitors
How can products and services be improved.
How can sales / visitor numbers be improved for the organisation as a result of suggestions made during market research.
How much customers are prepared to pay
How often are customers prepared to buy / visit
What sort of image will promote the products and services
What new products and services should be developed.
Market research involves forecasting the type of products and services that people require.
Market research helps with product developing.
Market research takes the guess work out of decision making
What are the different types of market research?
Primary Research = field research
Involves collecting and analysing information at first hand using face to face interviews and surveys.
Data is original and up to date
can be expensive to conduct
takes time to collect
Secondary research
Involves using material that has already been published such as newspaper articles, published company accounts, financial records.
There is a wide range of data available
Data is free
Soon becomes out of date
May not be relevant to research
How Does Alton Towers Know What Guests Want From Their Day Out?
Alton Towers conducts extensive research to ensure guests experience a magical day out. Questionnaires are left on car windscreens and in bedrooms at the Alton Towers hotels. The results are collated and fed back on a monthly basis. This is Customer Satisfaction Research, More specific questionnaires are also produced for special events to get instant feedback, this is known as Real Time Research.
What does Alton Towers do with this information?
Once results have been collected and processed they are distributed to appropriate departments who look at ways in which all aspects of Alton Towers can be improved.
What improvements have come out of customer research?
A good example is the introduction of branded food partners McDonalds, KFC and PizzaHut that came about as a direct result of the research in 1997
Why does Alton Towers hold special events?
Througout the season, Alton Towers holds a number of special events aimed at increasing the dwell time and therefore spend of guests. Previous special events have included summer entertainment, Halloween Spooktaculars and the UK's largest firework and laser spectacular. Alton Towers has also played host to a number of pop concerts including Tina Turner, Wet Wet Wet, M People and Bryan Adams.
Who organises the special events?
Alton Towers has its own Special Events departments. Their role involves all aspects of event management from publicising the events to the day to day running of the event itself. They are also responsible for organising company fun days, corporate hospitality, residential conferences and product launches.
Wednesday 8 October 2008
suggestions for B3
Alana - using billboards or advertising trailers
Having posters on the sides of buses that advertise Alton Towers or special events
Billboards at railway stations advertising special events
Jack - as customers leave the park they could complete a form with email address. Alton Towers could then form a massive data base and target market segments with special offers.
This would enable families to know about weekend breaks at Alton Towers Resort and Splash landing
Business Customers could get special deals if conferences were held during the low season or quiet periods
Teenagers could be encouraged to attend Halloween Events
Families with young children could be encouraged to attend at quiet periods
This could also be tied in with some sort of loyalty scheme.
Alicia suggests:
Having jingles or advertisements on radio stations such as BRMB. Widening the current circulation or sphere of influence of Alton Towers.
Recommend radio stations - use the internet.
Having posters on the sides of buses that advertise Alton Towers or special events
Billboards at railway stations advertising special events
Jack - as customers leave the park they could complete a form with email address. Alton Towers could then form a massive data base and target market segments with special offers.
This would enable families to know about weekend breaks at Alton Towers Resort and Splash landing
Business Customers could get special deals if conferences were held during the low season or quiet periods
Teenagers could be encouraged to attend Halloween Events
Families with young children could be encouraged to attend at quiet periods
This could also be tied in with some sort of loyalty scheme.
Alicia suggests:
Having jingles or advertisements on radio stations such as BRMB. Widening the current circulation or sphere of influence of Alton Towers.
Recommend radio stations - use the internet.
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