Section C

FINAL DEADLINE : FRIDAY

27TH MARCH
Section C Tasks
 The Marketing Mix (4P’s)

 You should have now completed your

primary and secondary market research.
Your findings should be clearly presented
and described.

 You now have to use this data to develop a

Marketing Strategy for Swatch and to identify
the actions that the company must take.
The Tasks…
1. Describe the Marketing Mix. What are the
components of the Marketing Mix? How should
Swatch use ‘The Mix’, what is its purpose.

2. Product
 Using evidence from market research, describe the type
of product Swatch should produce.
 Make decisions about key features of the product
(colours, design, features, materials, etc).
 What will be the Unique Selling Point (USP) for the
product?
 Will the product be for men and women or does Swatch
need to produce different products.
 Produce a sample design to show the product.
The Tasks…
3. Packaging
o Explain the importance of packaging.
o Produce a sample packaging design to be used for the
new product.
o Explain and justify your choices for the packaging.

4. Price
 Describe the different pricing strategies that Swatch could
use for their new product.
 What method(s) would you suggest they use? Give
reasons for your choice.
 Identify a possible price to be charged for the product.
Refer to market research evidence to support your
decision. Remember you are in a competitive market.
The Tasks…
5. Place
 Where / how should Swatch distribute (sell) their product? What
sales outlets could be used? Justify your choices.
 What impact might the use of e-commerce have on distribution?

6. Promotion / Advertising
 Explain the purpose of advertising and promotion.
 Why does Swatch need to advertise and promote their new
product?
 What image will Swatch want to create for the new product?
 What methods and media would you suggest Swatch should use
for advertising? Justify your choices. Design a sample advert.
 Explain how Swatch could promote their new product. What
techniques should they use?
The Tasks…
7. Conclusion
 What should Swatch do after they have launched the
product? Explain carefully what you think they should do
to ensure that your suggestions will meet the needs of
your consumers.
 Explain the constraints that may affect the success of this
product.
 What should be their future actions regarding this product
or others? Do customers like what they have? How can
they check?
 Sales figures? What are competitors doing? New design
features? Changing prices? Promotion? Advertising?)
The Assessment criteria…
AO Description Marks
AO1 The candidate shows knowledge and understanding of the subject content 12
 Demonstrates a basic knowledge of the subject content within the context(s) set 0-4
 Demonstrates knowledge and understanding of most aspects of the subject content within the context(s) 5-8
set 9-12
 Demonstrates a sound knowledge and critical understanding of the full range of the subject content within
the context(s) set
AO2 The candidate applies knowledge and understanding to address problems and issues 12
 Demonstrates the ability to use some business terms, theories and concepts in a limited way when 0-4
describing a business problem
 Demonstrates the ability to apply some business terms, theories and concepts when addressing a business 5-8
problem 9-12
 Demonstrates the ability to apply some business terms, theories and concepts appropriately and
effectively when addressing a business problem
The candidate selects, organises, interprets and uses information from various sources to analyse 24
problems and issues
AO3
 Selects information from limited sources and presents findings 0-4
 Selects information from a variety of sources and presents findings appropriately 5-9
 Selects information from a variety of sources, presents findings appropriately and describes what the 10-14
findings show 15-19
 Gathers information from a variety of sources, presents and analyses findings appropriately 20-24
 Gathers information from a variety of sources, uses an appropriate range of presentation methods and
analyses findings in relation to the problem
AO4 The candidate evaluates the evidence to make reasoned judgements and draw accurate and appropriate 12
conclusions
 Draws simple conclusions from findings but no evidence of evaluation 0-4
 Uses evidence to make some judgements and draw some appropriate conclusions 5-8
 Makes critical use of evidence to make judgements and presents conclusions accurately and 9-12
appropriately