Transcript Branding methods and techniques

Branding
methods
and
techniques
BTEC FIRST – UNIT 3 PROMOTING A BRAND
On a post it note
write down your
favourite brand
from the list. Why
is this your
favourite brand?
by the end of this lesson students….
Synthesis~ GCSE
• Will be able to propose appropriate
Promotional mixes for selected products.
Analysis ~ GCSE
• Will be able to analyse why organisations
adopt different Promotional Mixes
Grade A
Grade B
Application ~ GCSE
Grade C
• Will be able to demonstrate
understanding by using examples/cases
Comprehension ~
• Will be able to explain why business
consider and use a Promotional Mix
Knowledge ~ GCSE
• Will be able to define the terms
Promotional Mix
GCSE Grade D
Grade E
Rank your understanding.
Only Rank
yourself in
the START
column.
Advertising=
5
Sales
Promotion=3
Promotional Mix
“Promotional Mix is the process and variety of
promotional methods used to communicate
information about a product, service and product
offering.”
Methods of Promotion

Advertising

Sales Promotion

Personal Selling

Direct Marketing

Public Relations

Sponsorship
What do
these terms
mean to
you? Could
you give an
example?
Think, Pair,
Share
3 minutes
You will next see some definitions of
promotional methods. Please match
the definition to the key term
Can you identify which the following are?
Advertising
Public Relations
Sales Promotion
Personal Selling
Sponsorship
Direct Marketing
Score
6
Match the definition to the key
term
Sending a message to
a customer through
different methods such
as TV, Radio, Cinema,
Social Networking sites
and various other
methods
C
Is the process of
encouraging
customers to buy the
products by offering
an incentive often
through discounts
A
Is where businesses use
people (the “sales force”)
to sell the product after
meeting face-to-face with
the customer.
B
Can you identify which the following are?
Advertising
Public Relations
Sales Promotion
Sponsorship
Personal Selling
Direct
Marketing
Continued….
Public relation are
activities a business
does to put
information into the
media, but without
paying for it
Pay to display brand at
event
F
D
Business communicates
directly with the customer
through email, mail or
phone calls.
E
Can you identify which the following
are?
Advertising
Public Relations
Sales Promotion
Sponsorship
Personal Selling
Direct
Marketing
Lets see how you did. Please
give yourself a mark out of 6
Can you identify which the following are?
Advertising C
1
Public Relations
D
Sales
Promotion
A
1
Sponsorship
F
Personal
Selling
B
Direct Marketing
E
Score
6
Pit stop- lets check if you have
progressed?
Now Rank
yourself in
the Middle
column.
Advertising=
Sales
Promotion=
etc
Please link the images to the
correct Promotional Methods
that Apple use.

Advertising

Sales Promotion

Personal Selling

Direct Marketing

Public Relations

Sponsorship
Put these forms of advertising
in order. 1= most expensive
5=Least expensive
Advertising Medium
Moving images (TV or Cinema
advert)
Print (newspapers or magazines)
Ambient (public spaces, sides of
buses)
Digital (websites, email, text
messages)
Audio (radio adverts)
Extension:
Which methods are
most effective for
Apple? Justify why?
Why do organizations
have different
promotional mixes?
Advertising
Advertising is one of the most important parts of promotion.
The purpose of advertising:
1.
Inform people – make potential customers aware of your
product and benefits
2.
Persuade people to make a purchase – inform people
about the benefits or sell at a lower price
Advertising is made up of:

message – what you want to tell customers

medium – how you choose to advertise
Sales Promotion

“Sales Promotion is the process of encouraging
customers to buy the products by offering an
incentive”

Price promotion – discount on product e.g. 50p off,
BOGOF, 25% extra free

Coupons – discount or free gift

Competitions – instant win offers in the package

Money refunds – cashback, e.g. mobile phones

Loyalty incentives – collect stamps for a free drink
Apple Sales Promotion
Personal Selling

Personal selling is where businesses use people (the “sales
force”) to sell the product after meeting face-to-face with the
customer.

Methods include:

Face to face – saleperson watches body language to adapt sales
pitch

Telephone – listen to customers tone of voice to adapt sales pitch

Email- send attachments of deals to customer

Video or web conferencing – connect all over the world
Personal Selling
Public Relations
•
Public relation are activities a business does to put
information into the media, but without paying for it
•
Exhibitions – present and display products to get
people interested in buying
•
Sponsorship – pay to display brand at event
(creates a positive image)
•
Press releases – statement sent to journalists to get
them to write something interesting about your
company
Sponsorship
This is the Apple Computer car that raced at the 1980 Le Mans
24hrs by Allan Moffat for Dick Barbour Racing.
Do you think they do sponsorship now?
YES or NO
Itunes Festival - PR
Direct Marketing
•
Business communicates directly with the customer
•
Direct Mail – letters posted to the customer giving
information about new products
•
Mail order Catalogues – shows the different
products in comfort of your own home
Direct marketing
Coca-cola- YOUR IDEA
Coca-Cola Enterprises would like you to
come up with a new juice brand.
You have a choice of a new



Health drink
Fizzy drink
Sports Drink
The juice brand must be original – with an
original brand name, logo and slogan –
and must be presented in a 500ml
package.
Task- Pick a product and consider their
promotional mix.? What will you do with your
drink?
Rank your understanding.
Only Rank
yourself in
the End
column.
Advertising=
5
Sales
Promotion=3
Plenary- discuss with your
partner
by the end of this lesson students….
Synthesis~ GCSE
• Will be able to propose appropriate
Promotional mixes for selected products.
Analysis ~ GCSE
• Will be able to analyse why organisations
adopt different Promotional Mixes
Grade A
Grade B
Application ~ GCSE
Grade C
• Will be able to demonstrate
understanding by using examples/cases
Comprehension ~
• Will be able to explain why business
consider and use a Promotional Mix
Knowledge ~ GCSE
• Will be able to define the terms
Promotional Mix
GCSE Grade D
Grade E