Download unit 2-marketing campaign and more Study notes Business in PDF only on Docsity! Unit 2 Marketing Campaign - Research PART A You have been asked to develop a marketing campaign for a record shop called Wax Perfection, which sells vinyl records and associated products. The shop owners want to increase awareness of their brand and attract more customers. You are required to independently research the market for vinyl records in the UK. Your research should include primary and secondary data relating to: • competitors • market size, share and structure • target market • trends • external influences You should research at least one marketing campaign related to the sale of vinyl records and associated products. You may wish to consider researching weekly/ monthly marketing journals, marketing and/or advertising agency websites, business consultancies and more general business sources. Your research should include: • costs • timescale • media used • message communicated • marketing mix • appropriateness of the campaign You should take into consideration the validity and reliability of the data that you collect. You do not have to produce the promotional materials. You can take 6 page of typed notes into the exam to support PART B – these can be on a memory stick. The notes must be typed in size 12 point using a standard font (Ariel, Calibri, Verdena). The notes must only contain description or explanation NOT analysis. You will be expected to use both primary and secondary research. The primary research should be in the form of a questionnaire – face to face or by email e.g. Survey Monkey; focus group; interviews, online forums. There will be no proof required but you should note the results of your primary research. You are able to collate any data collected form your primary research and present these in chart or graph format. This can be part of your notes. Secondary research can be done online. Remember to collect both qualitative and quantitative data from both primary and secondary research. Remember to provide references for all research. This will fulfil the criteria for reliability and validity of the research you have conducted. Ensure that you are explicit about the reliability and validity of the research in the exam – you can refer to the sample size, reputable nature of the websites visited etc. Associated products could include turntables, needles (stylus), record cases, mixing decks etc. – refer to the list made on the flip chart during lesson. What to research Size of the market Type – niche or mass Sales – quantity in terms of £ and volume of sales. Growth of the sector? Provide statistical evidence to support any assertions made. Identify who has the largest market share and how the market is divided up. Competitors Identify the top players in the market. Who are the biggest retailers – provide some background information and key points/statistics. Online sales versus physical stores. Independents versus larger corporations Demographics – target market(s) Target markets – 18-30s new music; 30-70 retro, collectors; DJs. Use market segmentation techniques – customer profiling tools, demographics, socio-economic status. Look at the marketing which has been created by some of the leading companies – who is featured in the marketing? What types of demographic is this. Who is it aimed at? Marketing Mix Explain how the 3 biggest players (identified above) use the marketing mix. Use the 7 Ps of the marketing mix otherwise you will limit yourself to the lower marking bands. Product Price Place
