• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32
  33. 33
  34. 34
  35. 35
  36. 36
  37. 37
  38. 38
  39. 39
  40. 40
  41. 41
  42. 42
  43. 43

The role of marketing and how valuable it is for a successful business.

Extracts from this document...


Unit 1: Creating a Marketing Proposal AO1 Introduction to the Unit In this First Unit of my AS Course I will be looking at the role of marketing and how valuable it is for a successful business. Unit 1 will be based on marketing and I will show evidence of successful marketing. Unit 1 will require me to look at various stages in the marketing process; however I will be looking at a medium-to-large sized business. It will require me to produce a good marketing proposal to try an attempt a successful launch of a new product in the market. In this Unit the product I will be looking at will be 'Luxury Ice Creams'. The Proposal will take the form of an oral presentation, where-by group members will be talking about their particular field in the proposal. The Presentation will also feature visual aids, such as Pictures, Videos and PowerPoint Presentations, through out which the Product will be shown with great explanation. The Presentation will then lead to the final evaluation to where either the Proposal was successful or not to the market, however the Product will be carefully researched and detailed evidence of the market research will be shown. The Market Proposal will be based on a new Luxury Ice Cream that will be put on the Market to compete with leading business e.g. successful brands. The Business that I will be looking at will be Beechdean Dairies, and I will talk about their business. I will be researching on some of Beechdean's Products, which include luxury Ice creams and looking at group discussions I will come with an Ice Cream similar to Beechdean's but in a different flavour/packaging or size. The research on Beechdean dairies will give me some basic Idea of the business, and what make the business 'tick'. The business is a medium sized company based in heart of the Chiltern Hills in UK. ...read more.


The maintenance team could be people from another company that will come to do any technical repairs on any expensive machinery. Quality Assurance: This is another point businesses look at; Beechdean's produces some of the most luxurious ice creams and for them to keep that standard going they need to test every few samples to make sure customer get the right Ice Cream, the test will check upon the flavour and content of the ice cream. If any batch fails to 'pass' the quality assurance test they will recheck it or discard it. All these functional areas in a business are required to run a business each of them link with each other in all aspects. Here are two examples of the main interlinks between each functional areas of a Business. Marketing Mix of Beechdean's The Marketing Mix for Beechdean's explores how Beechdean's compares and competes with other Ice cream brands. Beechdean's is a medium sized business with great products, compared with other products, prices and promotion to other businesses and competes with some of the great brands. Product Luxury Ice Creams. Beechdean's has special Ice cream ingredients they use to produce creamy flavours. Beechdean's speciality is that they use fresh Jersey Milk; from fresh cows this gives the ice creams a thick and rich flavour. Some of the flavours by Beechdean's is very unique; such as Blackcurrant Cheesecake, Cinnamon and Honey & Ginger. The Packaging shows a deal of effort to increase sales; the packaging is colourful and shows pictures in great colours to make the Ice Cream more luxurious. Beechdean's usually uses plastic tubs for 110ml, 500ml as their packaging, the Ice cream cones come in paper back coating with the Beechdean Bob range. Beechdean's USP (Unique Selling Product) is that they use Fresh Jersey milk from herd cows to make the best ice cream available, this is a special ingredient that is not used by many popular brands of luxury ice creams. ...read more.


to pay for a tub of Ice Cream, if its too much customers will be put off, if its too little people won't find it luxurious as well as less profit for the business. Our next question on the questionnaire was 'How much would you be prepared to pay for a 500ml Tub of Ice cream? ' Around �1.99 22 Around �2.99 19 Around �3.99 6 Total was out of 47 As from the previous page we can see that the majority of the people are willing to pay �1.99 for a 500ml tub of luxury Ice Cream, by all means this is very less - less profitable for our company - but if the price is around �1.99 to �2.99 consumers will be happy. Not much people are willing to pay �3.99 for 500ml tub of ice cream. So at a price somewhere between �1.99 - �2.99 would be fair, that would mean more than three quarters of the people would be happy to pay between �1.99 to �2.99. Analysis of Question 6 Now we need to find a suitable packaging material, which should be friendly within the environment as well as it efficient for us. The question asked, When Purchasing ice cream what type of packaging would you prefer? 3 Alternatives Plastic container 19 Recyclable 17 Carton 11 Total 47 Analysis of Question 7 This question will tell us what consumers consider as an important factor If a new ice cream is introduced in the market. This is what the results show: As we can see that most people went for 'New Flavours' as an important factor, this tells us that customers want something totally new in the market. The chart shows how many people preferred new flavour as a important factor. People even go for better ingredients and price - it all goes together as people want something new in the market, with good ingredients and they are willing to pay a reasonable amount If the flavour and ingredients are good. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Strategic Analysis of Woolworths

    More values for customers Safeway Supermarket provides mobile phone recharge cards for 10 per cent discount. Furthermore, for customers purchasing goods more than a specific amount of money, they will receive a discount off the standard purchase price of fuel at jointly branded Caltex Woolworths/Safeway fuel outlets (Woolworths, 2007).

  2. Marketing Research. Explain how different marketing research methods have been used to make a ...

    the interviewer is told how many people to interview but is not told how to locate the respondents. This approach is often used in shopping centres. It is quick and uncomplicated. This method is not random though because the interviewer is only interviewing people that are at the shopping centre

  1. PEST analysis for M&S and Oxfam.

    National Minimum Wage Act 1998 - the minimum wage in the UK is �5.73 for all adult workers. M&S are paying most of their staffs the minimum wage �5.73 per hour The mandate trade union proclaim on Tuesday, 24 February 2009 that they have made and agreement with M&S for

  2. S.W.O.T. Analysis, P.E.S.T.L.E Analysis, Product life cycle and Porters Competitors Analysis for Sainsburys.

    to deal with these, which will be an additional financial impact on the company. Environmental factors �There has been a lot of emphasis from the government as well as various green groups on companies to reduce their carbon footprint. Meaning that companies are being pushed to reduce their CO2 emissions


    programs also the manager has to have a selection of workers that are trained for first aid, managers need to consider that at times some workers will be absent for variety of reasons so there needs to be enough first aid trained people so that there is at least one available at any one time!

  2. Assignment 1, Starting a small business

    reach the standard that a reasonable person would regard as satisfactory, taking into account the price and any description.5 This will require that Arcadian Shisha Lounge need to make sure the products that they are providing their consumers are fit for purpose, for example, if ASL state to the customer

  1. From a marketing point of view, what were the main objectives or the Hovis ...

    Customers wanted 'real bread fresh from the baker'. With the market research done it meant that the company could move on quickly to the business analysis stage. A NPD team was set up to look at the technical challenges of producing the new loaf.

  2. Business Aims and Objectives and the Marketing Mix

    Communicating effectively with consumers to satisfy their expectations; Intro ? Consumers (buyers/users/potential buyers and users of services and goods) and communication verbal/non-verbal/letter/electronic however it will cost time, people and resources, consumers will provide vital information (define).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work