1

AC 1.1 Explain the various elements of the Marketing Process

Introduction
Noted Harvard Professor of Business Theodore Levitt, states that the purpose of all business is to "find
and keep customers." Furthermore, the only way you can achieve this objective is to create a competitive
advantage (Burnett, 2008). This research will explain the various elements of the Marketing Process and
analyze how information gathered can be used within the newly established Sewell Spa Bliss to
benchmark good practices and increase organizational growth and development. Svensson (2001) also
states that Marketing can be thought of as a strategic philosophy which holds that assessing and meeting
the needs of customers, so that organizations are required to take a holistic, customer focused approach to
all of their business activities. Philip Kotler (1997) further added that "Marketing is not the art of selling
what you make but knowing what to make. It is the art of identifying and understanding customer needs
and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for
the stakeholders. This can be done in a sequence of steps that is called marketing process (Patidar, 2012).
Findings
1. Marketing products are different from marketing services, with services, staff are available to
perform the service when and where required, staff provide the service to the required
performance level and sufficient staff are available to perform the service
(Smallbusiness.wa.gov.au, 2015).
2. The first stage of the process, analysis, involves collecting qualitative and quantitative data about
your products and potential markets. This information is generated by conducting extensive
market research using techniques such as surveys, audits, observations and can be compared with
data you have collected in the past. (Toolkit.smallbiz.nsw.gov.au, 2015).
3. Next is the planning phase which is the most important as it analyzes internal strengths and
weaknesses, external competition, changes in technology, industry culture shifts and provides an
overall picture of the state of the organization. (Entrepreneurial Insights, 2015).
4. Once the best opportunity to satisfy unfulfilled customer need is identified, a strategic plan for
pursuing the opportunity can be developed. Market research will provide specific market
information that will permit the firm to select the target market segment and optimally position
the offering within that segment. The result is a value proposition to the target market
(Netmba.com, 2015).
5. Mbaed.tripod.com (2015) stated that the marketing manager can begin to formulate the marketing
program mix. The final step in the planning phase is the product, the pricing for that product, the

2
promotion of the product and finally the markets to place the product in.
6. The effectiveness of strategy implementation determines the outcome of marketing planning. The
management of the planning process may enhance implementation effectiveness by building
commitment and ownership of the plan and its execution while control can be defined as
attempting to guarantee behavior and systems conform to, and support, predetermined corporate
objectives and policies. (Control, 2013).
Discussion of Findings
An organization must find a way to discover unfulfilled customer needs and bring to market products that
satisfy those needs. The situation analysis can be viewed in terms of an analysis of the external
environment and an internal analysis of the organization itself. This should include past, present and
future aspects (Netmba.com, 2015). If the analysis reveals gap between what customers want and what is
currently offered to them, there may be opportunities to introduce products to better satisfy consumers. In
the planning phase according to Mbaed.tripod.com (2015) the organization must do a situation analysis
also called a SWOT (strength, weakness, opportunities and threats) analysis. Once the needs of the
customers have been determined, and the decisions have been made about which products will satisfy
those needs, a marketing program or mix must be developed. Entrepreneurial Insights (2015) gave an
excellent analogy where he stated that this marketing program is the "how" aspect of the planning phase,
which focuses on the 4Ps and the budget needed for each element of the mix. These are Product, Price,
Place and Promotion. For the Sewell Spa Bliss to be successful Control (2013) states that actively
managing the participation of different functions and executives from different specializations may
improve the fit between the plan and the companys real capabilities and resources and avoid
implementation barriers. He further stated that the basis of control is ability to measure.
Recommendation/Conclusion
Marketing is very important for an organization and the success of an organization largely depends on the
dynamicity of marketing activities. For the Sewell Spa bliss growth and development the marketing
process is one of the tools that must be considered. Sewell Spa Bliss offer services to customers through
massages, facials and body treatments. For the Sewell Spa Bliss to be successful it must spend time
comparing itself to the competition in order to effectively analyze where they stand in the marketplace.
This comparison leads to a marketing strategy, which the organization implements and refines. It is
therefore recommended that a SWOT analysis is done. Completing a SWOT analysis helps you identify
ways to minimize the effect of weaknesses in your business while maximizing your strengths. This is
done through finding out what the company does well by looking both inside and outside of your

3
company for things that could damage your business, however, you may be better able to see the big
picture. Marketing strategy does not only benefit the company it also benefits the consumer When the
Sewell Spa Bliss knows where they stands in the marketplace it allows the organization to offer an better
product and more of a competitive price so in the end both the company and the consumer benefits. In the
end it is also the consumer who reigns supreme because they dictate which products or services sell and
which ones dont.

4
Reference
Burnett, J. (2008). Core Concept of Marketing. 1st ed. [eBook] Zurich, Switzerland: Jacobs Foundation,
p.4. Available at: http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-ofMarketing.pdf [Accessed 24 Sep. 2015].
CONTROL, M. (2013). Marketing Notes Book: MARKETING STRATEGY IMPLEMENTATION AND
CONTROL. [online] Marketingnotesbook.blogspot.com. Available at:
http://marketingnotesbook.blogspot.com/2013/01/blog-post.html [Accessed 9 Oct. 2015].
Entrepreneurial Insights, (2015). The Strategic Marketing Process: A Complete Guide. [online] Available
at: http://www.entrepreneurial-insights.com/strategic-marketing-process-complete-guide/ [Accessed 9
Oct. 2015].
Kotler, P, Armstrong, G, Saunders, J and Wong, V, (2001), Principles of Marketing: Third European
Edition, Prentice Hall, Harlow.
Mbaed.tripod.com, (2015). Marketing Strategies. [online] Available at:
http://mbaed.tripod.com/marketing101/id8.html [Accessed 9 Oct. 2015].
Netmba.com, (2015). Marketing Process. [online] Available at:
http://www.netmba.com/marketing/process/ [Accessed 24 Sep. 2015].
Patidar, M. (2012). MBA Notes - Marketing Process | e Notes MBA. [online] Enotesmba.com. Available
at: http://www.enotesmba.com/2012/11/mba-notes-marketing-process.html [Accessed 24 Sep. 2015].
Smallbusiness.wa.gov.au, (2015). Marketing - Process Strategy. [online] Available at:
https://www.smallbusiness.wa.gov.au/business-in-wa/about-sbdc/corporate-publications/businessguides/marketing-process-strategy/ [Accessed 9 Oct. 2015].
Svensson, G. (2001). Re-evaluating the marketing concept. European Business Review, 13(2), 95-101.
SWOT Analysis -- Strengths, a. (2015). SWOT Analysis -- Strengths, Weaknesses, Opportunities, and
Threats | What is Spa. [online] What-is-spa.blogspot.com. Available at: http://what-isspa.blogspot.com/2012/02/swot-analysis-strengths-weaknesses.html [Accessed 9 Oct. 2015].

5
Toolkit.smallbiz.nsw.gov.au, (2015). The Marketing Process. [online] Available at:
http://toolkit.smallbiz.nsw.gov.au/part/21/103/474 [Accessed 9 Oct. 2015].

6
AC 1.2 Evaluate the benefits and Costs of Marketing Orientation for a selected organization
Introduction
This research is designed to give the reader a better understanding of the benefits and cost of Marketing
Orientation to the Sewell Spa Bliss. Recommendations will be given so that the Sewell Spa Bliss can find
the most appropriate tool to utilize to market their services to customer to increase growth and
development. A marketing orientation is a business model that focuses on delivery products designed
according to customer desires, needs and requirements (Riley, 2015).
Findings
Market-orientation is actually quite rare, so organizations that take the initiative to become marketoriented will have a significant resource for sustaining a competitive advantage which leads to several
benefits being realized.
1. Customer-Centric is one of the benefits of marketing orientation where the business is built on
addressing the needs of those you serve (Kokemuller, 2015).
2. Increased Client Retention is another benefit because the customers now have the ear of the
organization on multiple levels, the customers receive faster responses to their needs and thus feel
like they are receiving the attention they deserve (RATHMANN, 2011).
3. The greater a firm's Marketing orientation, the more the firm is able to develop a competitive
advantage based on innovation and market differentiation. (Zhou, Brown and Dev, 2009).
4. Risk of Underestimating the Market a successful approach to market orientation involves a
systematic approach to researching customer behavior (McQuerrey, 2015).
5. Kokemuller (2015) stated that Lack of Predictability can be a major cost of marketing orientation
for a business where on makes advanced planning on product development and product much
more difficult.
6. One major drawback of marketing orientation approach is that it could reduce innovation (Easymarketing-strategies.com, 2015).
Discussion of Findings
Knowing what customers want not only helps you develop products to suit, it helps you better market
them persuasively to grow your customer base and sales levels. (Kokemuller, 2015) stated that customer
centric is a benefit of marketing orientation, he further gave an analogy that if customers want certain
features or attributes in your products, you can more quickly learn and react if you have a hand on the
pulse of the marketplace. According to Rathmann (2011) it can be analyzed that marketing orientation can

7
increase the sales and customer within the Sewell Spa Bliss but has drawbacks that one has to take into
consideration. McQuerrey (2015) states that the risk of underestimating the market is a major cost of
marketing orientation he further added that missing the mark in this process creates a system where a
company is using ineffective data in its approach to reaching out to customers he stated working with
wrong data is often worse than working with no data at all. In finalizing Easy-marketing-strategies.com,
(2015) pointed out that another cost of marketing orientation is that innovation may reduce because
customers don't usually ask a company to do something radically different. Instead, they will ask for
minor improvements or features. So this could keep the company stagnating in their current product
approach rather than trying something truly innovative that could grow their business much more
substantially long term.
Recommendation/Conclusion
The Sewell Spa Bliss will need Marketing Orientation to succeed and become an invaluable asset to the
Clarendon community. Being market oriented means that a firm's product or service development is
driven by customer need. It is recommended that the Sewell Spa Bliss listen closely to their market to
determine new product features or directions to take. It can be recommend that the customer-centric
orientation be used within the Sewell Spa Bliss as one spend significant time researching to get the best
understanding of what works and doesn't work with existing offerings. With this advantage it makes it
much harder for competition to gain your customers attention and makes it much harder for the customer
to entertain the competition, when customer centric is utilized it improves your product or service you can
keep customers happy and keep them coming back to do business with you (Kokemuller, 2015). In
concluding the Sewell Spa Bliss can offer complimentary massages to customers in the May Pen area
during training and hiring of new staff so customer can get a feel of the services experience which will
motivate them to return and to promote the business to potential customers.

8
References
Easy-marketing-strategies.com, (2015). Market Orientation. [online] Available at: http://www.easymarketing-strategies.com/market-orientation.html [Accessed 10 Oct. 2015].
Kokemuller, N. (2015). Advantages & Disadvantages of Having a Marketing Orientation in an
Organization. [online] Business & Entrepreneurship - azcentral.com. Available at:
http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-orientation-organization1510.html [Accessed 10 Oct. 2015].
McQuerrey, L. (2015). The Disadvantages of Market Orientation. [online] Small Business - Chron.com.
Available at: http://smallbusiness.chron.com/disadvantages-market-orientation-15818.html [Accessed 10
Oct. 2015].
RATHMANN, P. (2011). Benefits of Being the Market-Oriented Enterprise | Patch. [online] Waukesha,
WI Patch. Available at: http://patch.com/wisconsin/waukesha/bp--benefits-of-being-the-market-orientedenterprise [Accessed 10 Oct. 2015].
Riley, J. (2015). Marketing: Marketing Orientation (GCSE) | tutor2u. [online] Beta.tutor2u.net. Available
at: http://beta.tutor2u.net/business/reference/marketing-marketing-orientation [Accessed 10 Oct. 2015].
Zhou, K., Brown, J. and Dev, C. (2009). Market orientation, competitive advantage, and performance: A
demand-based perspective. Journal of Business Research, [online] Volume 62(11), pp.Pages 10631070.
Available at: http://www.sciencedirect.com/science/article/pii/S0148296308002154 [Accessed 9 Oct.

9
AC 2.1 Show macro and micro environmental factors which influence marketing decisions

Introduction
This research will focus on the effect of Micro and Macro environmental factors and the impact it has on
the performance of the Mc'nas Yam Punch Limited and how these factors affect marketing decisions.
Recommendations will be given to help the management of Mc'nas Yam Punch Limited to analyze these
elements and bring value to the organization. Oxlearn.com (2015) stated that there are two kinds of
external marketing environments; micro and macro. He further defined micro environments of those
elements which are controllable by the management. The business dictionary (2015) defined macro
environment as the major external and uncontrollable factors that influence an organization's decision
making, and affect its performance and strategies. Environmental Scanning is a process that
systematically surveys and interprets relevant data to identify external opportunities and threats
(Shrm.org, 2012).
Findings
Listed below are some of the perspectives on the Micro and Macro Environmental factors that affect the
Mc'Nas Yam Punch Limited as a result of my research.
1. One micro environment is competitors, Kokemuller (2015) states that the level of competition also
impacts your economic livelihood.
2. A business firm to be successful, must find customers for its products. This is the reason the customers
thus constitute the most important element in the micro environment of business. (Chand, 2014).
3. Your suppliers provide products you need to add value to your own products (Charpentier, 2015).
4. Tischler (2015) stated that businesses need to be aware of changes in the general population including
country/region; age; ethnicity; education level; household lifestyle; cultural characteristics and movement.
5. The Earths renewal of its natural resources such as forests, agricultural products, marine products,
must be taken into account. There are also the natural non-renewable resources such as oil, coal, minerals,
that may also impact the organization's production (Oxford College of Marketing Blog, 2014).
6.Economic factors represent the wider economy so may include economic growth rates, levels of
employment and unemployment, costs of raw materials such as energy, petrol and steel, interest rates and
monetary policies, exchange rates and inflation rates (Oxlearn.com, 2015).

10
Discussion of Findings
A large number of competitors in an industry usually signifies lots of demand for the products provided. If
an industry lacks competition, you might not find enough demand to succeed in the long run (Kokemuller
2015). Products sales depend mainly on the degree of consumer satisfaction within a business hence
making customers very important to the growth of the Yam Punch Limited (Chand, 2014). Since the
company was established solely with the intention to cater for athletes and/or young active professional,
they have a target market at hand. Having a target market can have either a positive or negative effect on a
business. The company has spent and excessive amount of money on target marketing and it weighs on
the companies expenses. Due to the specific target market, the company has overlooked many potential
customers who may be interested in the product. A large numbers of customers fall outside the typical
demographics of the average customer. The failure to target secondary consumers has cause the company
to lose significant sales. In addition to the customers supplier play a major role in the micro environment
of your business. Supplies must be delivered on time and must meet your specifications for quality. If
these requirements aren't met, either your production falls off or your quality suffers (Charpentier, 2015).
Recommendation/Conclusion
Micro and macro environments have a significant impact on the success of marketing campaigns, and
therefore the factors of these environments should be considered in-depth during the decision making
process of a strategic marketer. Considering these factors will improve the success of your organizations
marketing campaign and the reputation of the brand in the long term. The company must consider
targeting secondary consumers as well in order to increase sales. This way, the company can eliminate the
expense of target marketing. The company must ensure they address all consumer concerns and eliminate
the use of pressure groups. The business owners must try to stay modern at all times and ahead of the
market curve. Owners must be able to accurately identify which new developments will be truly useful,
and which are just fads.

11
References
Chand, S. (2014). Micro Environment of Business: 6 Factors of Micro Environment of Business. [online]
YourArticleLibrary.com: The Next Generation Library. Available at:
http://www.yourarticlelibrary.com/business/micro-environment-of-business-6-factors-of-microenvironment-of-business/23370/ [Accessed 27 Oct. 2015].
Charpentier, W. (2015). Six Microenvironmental Factors That Affect Businesses. [online] Business &
Entrepreneurship - azcentral.com. Available at: http://yourbusiness.azcentral.com/sixmicroenvironmental-factors-affect-businesses-16058.html [Accessed 27 Oct. 2015].
Kokemuller, N. (2015). Six Microenvironmental Factors That Affect Businesses. [online] Small Business
- Chron.com. Available at: http://smallbusiness.chron.com/six-microenvironmental-factors-affectbusinesses-78023.html [Accessed 27 Oct. 2015].
Oxford College of Marketing Blog, (2014). Micro and Macro Environment Factors | Oxford College of
Marketing Blog. [online] Available at: http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impactof-micro-and-macro-environment-factors-on-marketing/ [Accessed 27 Oct. 2015].
Oxlearn.com, (2015). PESTLE - Macro Environmental Analysis. [online] Available at:
http://www.oxlearn.com/arg_Marketing-Resources-PESTLE---Macro-Environmental-Analysis_11_31
[Accessed 27 Oct. 2015].
Tischler, J. (2015). Macroenvironmental Forces Affecting Marketing. [online] Small Business Chron.com. Available at: http://smallbusiness.chron.com/macroenvironmental-forces-affectingmarketing-71632.html [Accessed 27 Oct. 2015].
Shrm.org, (2012). Strategic Planning: What are the basics of environmental scanning?. [online] Available
at: http://www.shrm.org/templatestools/hrqa/pages/cms_021670.aspx [Accessed 14 Oct. 2016].

12
AC 2.2. Propose segmentation criteria to be used for products in different markets
YAM PUNCH
Product overview
McNAS Yam Punch has 118 calories per serving, 0mg cholesterol, 816mg potassium, 28g carbohydrate,
and dietary fiber of 4.1g. It also provides vitamin A, B and C, calcium, iron, and magnesium. With these
great nutrients is the main reason we cater to athletes and young sport professionals.
SEGMENTATIONS FOR THE PRODUCT
Segmentation Criteria 1: Demographic Segmentation
Demographic segmentation is one of the most common approaches to segmenting markets, with this
strategy, McNAS Ltd target it customers based on their age and lifestyle. So base on the fact that our yam
punch gives energy, we cater to the needs of athletes and young active sport professionals between ages
14 to 35.
Segmentation Criteria 2: Geographic Segmentation
Geographic Segmentation is used by companies that sell product or service specific to a certain
community, state, country, or group of countries. McNAS Yam Punch will be available Island wide in
Jamaica and specifically to schools, clubs, and sport associations.
Segmentation Criteria 3: Behavioral Segmentation
Behavioral Segmentation includes pattern of use, brand loyalty, and benefit sought. McNAS Ltd has
customers with similar demographic make-up but distinct behavioral tendencies. Some customers
consume the product daily while others consume the product once or twice per week. This is so because
young professionals and tertiary level customer are better able to buy the product because of their income
and not only that but also because they are more loyal and health conscious. Our customers between ages
14 to 18 will have to rely heavily on their parents or coaches.
Segmentation Criteria 4: Price Segmentation
This is commonly and widely practiced. Our company caters for students and young people. So the
product size and price varies, making it affordable to all our customers and potential buyers.
McNAS Yam Punch is measurable, actionable, suitable, and accessible.
PRODUCT 2: Yam Puree flavor Dip
Product Slogan: Yam Puree, Jamaicas flavor in a dip.
Product Overview
Yam Puree flavor dip is a natural product made from yam as the name suggested. Other main ingredients
are butter, milk, cinnamon, and nut Meg. Food coloring can also be added for different color. Yam Puree

13
flavor dip comes in barbeque, jerk, spicy and original. Our company target events held by cooperate
Jamaica because as we know these events provide mainly finger foods. We also target movie theatre as
well because our flavor dip can be served with Nachos.
SEGMENTATION FOR THE PRODUCT
Segmentation Criteria 1: Geographic Segmentation
For geographic segmentation, Yam Puree will be available at different events, movie theatre, and also
Supermarkets Island wide, making it accessible to adults that dont attend these events but still want to
tantalize their taste buds in Jamaicas finest yam flavor.
Segmentation Criteria 2: Demographic Segmentation
Yam Puree is a delicious and exciting product with great flavors, catering to event attendees that love to
eat at events without being crippled while eating. We target individuals between ages 18 to 40 years old
from middle to upper class.
Segmentation Criteria 3: Price Segmentation
Yam Puree flavor dip caters to cooperate Jamaica which consist of mainly middle to upper class
individuals. Therefore, the product is expensive but not ridiculously expensive.
Segmentation Criteria 4: Behavioral Segmentation
As stated before, our customers have demographic make-up but distinct behavioral tendencies. Hence,
their taste is unique. This is why McNAS Ltd produces different flavors for our customers to choose.
That concludes the different market segmentations for our products.

14
AC 2.3 Choose a targeting strategy for a selected product/service.
Introduction
This research is about the targeting strategy and the various types of targeting strategies that will help
Mcnas Yam Juice Company to become successful. At the end of this presentation thorough
recommendations will be given to help this business accumulate its goal via the marketing process by
using specific and beneficial targeting strategies. The business dictionary (2015) defined marketing
strategy as the selection of potential customers to whom a business wishes to sell products or services.
They further explained that the targeting strategy involves segmenting the market, choosing which
segments of the market are appropriate, and determining the products that will be offered in each
segment.
Findings
Listed below are a few prospects on choosing the various elements and strategies of the targeting strategy
which will be of significant aid to the product Mcnas yam juice
1. Behavioral Targeting is a technique used by online publishers and advertisers to increase the
effectiveness of their campaigns through information collected on an individuals Web-browsing
behavior, (Bluefountainmedia.com, 2015).
2. Consumer Marketing Strategy is a kind of plan that businesses pursue to try to maximize profit
by matching their products with the individuals who are most likely to buy or use them,
(wiseGEEK, 2015.)
3. Contextual Targeting refers to targeting based on text content of a webpage or website,
(Digitalmarketing-glossary.com, 2015).
4. Segment Marketing is the practice of dividing customers into groups of potential buyers that have
similar preferences and buying habits, (Small Business-Chron.com, 2015).
Discussion of Findings
Targeting strategies involve the various ways in which the business present more than one product in
order to resolute the specific type of product to be distributed to a specific segment. To explain, there are
different types of buyer characteristics are used in market segmentation. Demographics such as age,
income and education are the easiest starting points. Demographic information is easy to compile, and
general demographic data is publicly available. In geographic segmentation, place of residence is the
segmentation basis. Lifestyle or psychographic differences are another segmentation basis. Here,
attitudes, interests and opinions count. These factors are better grounds for segmentation than
demographics and geography. For instance, some consumers are innovators with a taste for niche, upscale
products and services, while others are conservative thinkers looking for functionality, value and

15
durability, (Small Business-Chron.com, 2015). Target market selection is a very delicate and important
part of the decision process if the wrong target market is being appealed to the outcome of the companys
main aim may not result in their favor so relevant analysis, discussion and review should be done. Further
research (wiseGEEK, 2015.), stated that the consumer marketing strategy is part of a greater marketing
strategy that includes branding opportunities, outreach, product development, multimedia marketing, and
other aspects of general marketing. Many businesses are adopting consumer oriented marketing strategies
because they are so often useful in leading to higher sales and profits they continued to explain that in a
consumer marketing strategy, marketers often drill down to identify their most loyal customers and
establish a more targeted customer base. This can include whats called target market segmentation. In
target market segmentation, planners take the overall target market and separate it into groups to see
which of these groups are the best consumers; that is, which of them tend to favor the company more than
others according to sales figures and other available data.
Recommendation/Conclusion
The Consumer marketing strategy and the Segment marketing strategy is an excellent way to reach the
targeted audience that Mcnas Yam Juice is appealing to. By using consumer marketing strategy it helps
to get the product across the media into the eyes of the select target audience that would have been
narrowed down using segment marketing strategy. To explain (Slideshare.net, 2013), using segmentation
marketing can be beneficial because marketers will have a better understanding of their target audience
and thereby make their marketing more effective as well as it facilitates effective tapping of the Chosen
market segment: It helps to know and analyze the demands of each customer group and make offers that
match them and Segmentation is an effective method to increase the focus of a firm on market segments
this helps a company in changing its focus for better returns thus companies base their strategy
completely on a new segment which increases its focus and profitability while consumer marketing is
more economical and efficient since almost everyone is almost always on social media so it is a great
spectrum for the company to use to put their product out into the eyes of the public as well as to get
feedback and possibly the support and possibly an enhanced image from the targeted audience. Therefore
these two strategies will help the target the audience selection as well as in the success of the company.

Reference

16

Bluefountainmedia.com, (2015). Behavioral Targeting Glossary. [online] Available at:

http://www.bluefountainmedia.com/glossary/behavioral-targeting/ [Accessed 4 Nov. 2015].
BusinessDictionary.com, (2015). What is targeting strategy? definition and meaning. [online] Available
at: http://www.businessdictionary.com/definition/targeting-strategy.html [Accessed 4 Nov. 2015].
Digitalmarketing-glossary.com, (2015). What is Contextual advertising definition : The digital marketing
glossary : illustrated terms and definitions. [online] Available at: http://digitalmarketingglossary.com/What-is-Contextual-advertising-definition [Accessed 4 Nov. 2015].
Slideshare.net, (2013). market segmentation benefits. [online] Available at:
http://www.slideshare.net/gautamrashingkar1989/market-segmentation-benefits [Accessed 5 Nov. 2015].
Small Business - Chron.com, (2015). How Is Market Segmentation Used in Target Marketing?. [online]
Available at: http://smallbusiness.chron.com/market-segmentation-used-target-marketing-64705.html
[Accessed 4 Nov. 2015].
wiseGEEK, (2015). What is a Consumer Marketing Strategy? (with pictures). [online] Available at:
http://www.wisegeek.com/what-is-a-consumer-marketing-strategy.htm [Accessed 4 Nov. 2015].

AC 2.4 Demonstrate how buyer behavior affects marketing activities in different buying

17
situations

THE JUICE THAT GIVES YOU WINGS

WRITTEN BY
CRYSTAL SEWELL

MCNAS Yam Punch Limited

Stony Hill Road
St. Andrew
Tel # (876) 395-6601
Mcnasyampunch@yahoo.com

18
CAST OF CHARACTERS
Natalia Smith

Stage name: Natasha is a coach for the Queens high school.

Ashli Wallace

Stage name: Jamie is a 19 year old athlete one of the 5th fastest times in the 100meter in Jamaica.
Stacy- Ann Rowe

19
Stage name: Sher is the captain of the National Commercial Bank Netball team and plays the position of
center on the team
Crystal Sewell

Stage name: Carla is an accountant at National Commercial bank and she is also the goal shooter for the
organization business house league.
Mariah Thompson

Stage Name: Shanice is a teller at the National Commercial Bank who is also a player on the organization
business house netball team.

20

MUSICAL

THIS YAM JUICE MAKE YOU FAST

MAKE YOU SPEEDY
RUN LEFT A FLYING BIRD
YES IT EASY
BEST JUICE IN J.A.
ATHLETES A LOOK FAH
MCNAS SAY SEE WE YA
SEE D YAM JUICE YA
MCNAS YAM THE JUICE THAT GIVES YOU WINGS

21

SKIT
EXT. NATIONAL STADIUM - EVENING
NATASHA:
JAMIE:

Hey Jamie, how is everything going?

I am here prepping for the national athletic trials, and I am so worried cause my time is the 5th

fastest female in the country and only the top 3 will represent Jamaica
Natasha: Why are you worried? you no see how bolt cant loose you think a just so, NO!, you no hear
bout the new punch on the market. The MCNAS Yam Punch girl one drink from that and its a sure win
Jamie: (EXCITED) No! First I am hearing about it, Where can I get it to buy?
Natasha: Its in every retail and wholesale store and most schools and the headquarters is on Stony Hill
road
Jamie: (ENTHUSED) Ok I will definitely get that Yam Punch because see Bolt dont know what name
loose so I want to be like him. Ok then training start so later.
Jamie turn and walk off through the stadium gates
CUT TO:
INT. OFFICE NATIONAL COMMERCIAL BANK (NEW KINGSTON) - DAY
SHER: (TAPPING ON HER DESK) UNU READY FOR UNU BUSINESS HOUSE FINALS
AGAINST SCOTIA BANK
*CUE RADIO JINGLE (20 SECONDS) LYRICS ON PAGE 3
(During the song all 3 persons in the office listen attentively)
Sher:

(Run to turn radio off) Carla, there is the product I was telling you about

CARLA: (Excited) Oh thats the drink you talking about, you hear the name Yam punch we dont drink
those things, people from uptown dont drink that stuff and you want to come bring that into the office. If
its not Gatorade or Lucozade, big professional woman like me you want to drink that? (Carla laughed
hard while hitting her leg)
SHANICE:

Come on Carla let us try it man every year Scotia Bank beat us in a business house league

finals. This can probably give us some wings to finally get our time to shine
Carla:

(shakes head) Ok do what u guys want buy some but I know it will look bad to see big ole NCB

a feed pan this Yam Punch.

Sher: You will not regret it man going to call the office now and order a case. (Singing)
MCNAS SAY SEE WE YA SEE D YAM JUICE YA
Take up bag and exit office for lunch.

22

CUT TO:
MONTAGE - 100METER FINALS
A) Shot from a gun to the runners.
B) Sprinting down the track like a bullet release from a gun.
C) Jamie dipped as she crossed the finish line first.

INT. NATIONAL STADIUM - EVENING

Jamie: (still ecstatic) Natasha! Natasha! Its the yam Punch I have been drinking it ever since you gave it
to me and it gave me so much energy and power I never felt before. This Yam Punch is
EVERYTHIIINNNG!
Natasha: *Natasha jumped and hugged Jamie as she congratulates her on the win.
CUT TO:
MONTAGE - Business House netball league Finals
A) In the last seconds of the match.
B) Carla pounced into the air and grabbed the ball from the defender.
C) As she scored the winning goal the crowd burst into uproar.

INT. DRESSING ROOM - NIGHT

Sher: Carla you see that case a the yam punch that we buy it never went to waste.
Carla: Boy it really prove me wrong man. Ever since I drink it I just have this adrenaline rush.
Shanice: Bout uptown girls dont drink those things, look at us now after Scotia five year reign
MCNAS Yam Punch let us finally do it.
Carla : Yes it is the juice that gives you wing cause Im still not tired I feel like I could go another round
of this game.
(EVERYONE LAUGHS) .

THE END

23

Ac 2.5 Propose new positioning for a selected product/service

MCNAS Yam Punch Marketing Research
1. What do you like most about our product? _______________
2. What changes would most improve our product? ___________________
3. What do you like most about competing products that are available from other
companies? _________________
4. What changes would most improve competing products that are available from other companies?
_____________________
5. What would make you more likely to use our product? ________________
6. If our new product were available today, how likely would you be to recommend it to others?
(A) Extremely likely
(B) Very likely
(C) Moderately likely
(D) Slightly likely
(E) Not at all likely
7. If you are not likely to use our new product, why not?
(A) Do not need a product like this
(B) Do not want a product like this
(C) Satisfied with competing products available
(D) Cannot pay for a product like this
(E) Not willing to pay for a product like this
8. How important is price to you when choosing this type of company?
(A) Extremely important
(B) Quite important
(C) Moderately important
(D) Slightly important
(E) Not at all important
9. Are you satisfied with your experience using our new product, or are you dissatisfied?
___________________

10. If our new product were available today how likely you would be to use it instead of competing
products available from other companies?
(A) Extremely likely
(B) Very likely
(C) Moderately likely
(D) Slightly likely
(E)Not at all likely

24

Positioning (perceptual) map

25

Positioning statement
There are a lot of good tasting beverages that can refuel your body but there is no other than MCNAS
Yam Punch! It revitalizes and energizes the body and provides essential nutrients. Drink yam punch daily

26
to build a better body at no extra cost, its the juice that gives you wings.

AC 3.1 Explain how products are developed to sustain competitive advantage

Introduction

27
This research will focus on how products are developed within the Sewell Spa Bliss to sustain
competitive advantage. It will also give recommendations on how to have a stronger position within its
business environment. Sustainable competitive advantage is an element of business or marketing strategy
that provides a meaningful advantage over both existing and future competitors. It provides a firm with an
advantage relative to competing firms that is able to be sustained by the firm and not easily eroded by
competitors over time (Marketing91.com, 2010).
Findings
The following are the findings on how the Sewell Spa Bliss services are developed to sustain
competitive advantage based on my research
1. The driving force behind most competitive advantage organization is its people. If your people
are better at innovating, creating, producing and establishing relationships you may achieve
competitive advantages (Mar, 2013).
2. Efficient processes is another competitive advantage where Hausman (2015) stated that getting
things done in an organization can get bogged down in bureaucracy and needless steps that slow the
organization down and add a lot of cost.
3. The most inherent factor in sustaining competitive advantages is that they are difficult to copy.
(Kokemuller, 2015).
4. A good brand is an invaluable because it causes customers to prefer the brand over competitors
(Faulkenberry, 2012).
5. If you can differentiate your product from that of your competitors, then you can position yourself
in a prime position in the market (Porter, 2015).
6. Soorjoo (2015) points out that innovation is an important way to sustain competitive advantage,
customers like updates and upgrades.
Discussion of Findings
Products come and go, hence making people your greatest competitive asset Mar (2013) points out that a
team that can repeatedly design products that wow your customers is sustainable. Having efficient processes
that allow things to get done creates huge sustainable competitive advantage within the Sewell Spa Bliss
(Hausman 2015). Kokemuller (2015) further added that if the company services or operation strength is easy
to replicate, the advantage is definitely not sustainable. Soorjoo, (2015) stated that customers will often
remain with a brand they have loyalty towards, even if it not the cheapest or most effective product hence
the Sewell Spa Bliss focus on building strong relationships with our customers and delivering a great
customer experience and service. To differentiate our services makes us unique and builds customer loyalty
Faulkenberry (2012) agreed that it is less likely to lose market share to a competitor than an advantage based

28
on cost Soorjoo (2015) further added to this analogy where he states that keeping your product fresh and
compatible with the market place through innovation is essential.
Recommendation/Conclusion
Superior performance is the ultimate, desired goal of the Sewell Spa Bliss; competitive advantage becomes
the foundation. It gives us the ability to stay ahead of present or potential competition and ensure market
leadership (Sustainable Competitive Advantage, 2015). For the Sewell Spa Bliss to sustain competitive
advantage within the market environment it is recommended that differentiation is implemented. Through
differentiation the Sewell Spa Bliss will creates a coconut massage scrub and facial the only full body
service available within the region. As a result, we are able to charge a premium price and earn profits with
above average margins.

References
Faulkenberry, K. (2012). Sustainable Competitive Advantages: Definition, Types, & Examples - Arbor
Asset Allocation Model Portfolio (AAAMP) Value Blog. [online] Arbor Asset Allocation Model Portfolio
(AAAMP) Value Blog. Available at: http://www.arborinvestmentplanner.com/sustainable-competitiveadvantages-definition-types-examples/ [Accessed 4 Dec. 2015].

29
Hausman, A. (2015). Back to Marketing Basics: 9 Options for Sustainable Competitive Advantage.
[online] Small Business. Available at: https://www.aabacosmallbusiness.com/advisor/back-marketingbasics-9-options-sustainable-competitive-advantage-010044608.html [Accessed 4 Dec. 2015].
Kokemuller, N. (2015). Factors That Go Into Sustaining Competitive Advantage. [online] Small Business
- Chron.com. Available at: http://smallbusiness.chron.com/factors-sustaining-competitive-advantage58322.html [Accessed 4 Dec. 2015].
Mar, A. (2013). 6 Source of Competitive Advantage. [online] Simplicable. Available at:
http://business.simplicable.com/business/new/6-sources-of-competitive-advantage [Accessed 4 Dec.
2015].
Marketing91.com, (2010). Sustainable competitive advantage (SCA). [online] Available at:
http://www.marketing91.com/sustainable-competitive-advantage/ [Accessed 4 Dec. 2015].
Porter, M. (2015). How Products Are Developed To Sustain Competitive Advantage? - Blurtit. [online]
Home-garden.blurtit.com. Available at: http://home-garden.blurtit.com/604987/how-products-aredeveloped-to-sustain-competitive-advantage [Accessed 4 Dec. 2015].
Soorjoo, M. (2015). 5 Steps to Creating a Sustainable Competitive Advantage | The Pitch Clinic. [online]
Thepitchclinic.com. Available at: http://www.thepitchclinic.com/entrepreneurs/5-steps-to-creating-asustainable-competitive-advantage [Accessed 4 Dec. 2015].
Sustainable Competitive Advantage. (2015). Boundless, [online] (5). Available at:
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/marketing-strategiesand-planning-2/the-strategic-planning-process-24/sustainable-competitive-advantage-136-4087/
[Accessed 4 Dec. 2015].
AC 3.2 Explain how distribution is arranged to provide customer convenience
Introduction
This assignment will seek to answer how the Sewell Spa Bliss distribution is arranged to provide
customer convenience. Recommendations will also be made to find the right distribution channel and how
the business can effectively utilize this channel to distribute services. Distribution channel as defined by
Investopedia (2010) is a chain of businesses or intermediaries through which a good or service passes

30
until it reaches the end consumer.
Findings
Listed below are some of the perspectives on how the Sewell Spa Bliss distribution is arranged to provide
customer convenience
1. The direct sales channel allows you to contact your customers without any intermediaries through
visits (Markgraf, 2015).
2. Direct response method is a direct sale, using a catalog, mailing or broadcast ad to get consumers
to buy from you in response to the mailing or ad (Ashe-Edmunds, 2015).
3. Pujari (2012) stated that when the service is moved from the place of production to the place of
consumption, the distribution channel is called indirect channel.
4. Agents are individual contractors that offer your services to customers for a commission
(Markgraf 2015).
5. The Internet distribution System is a collection of more than 2000 internet reservations systems,
which specialize in internet marketing of services directly to consumers (Davis, 2015).
6. Traditional media is a common distribution channel that businesses use to generate awareness
about their services (Bennett, 2015).
Discussion of Findings
Ross (2015) states that direct selling can be difficult to manage on a large scale, but it often allows the
manufacturer to have a better connection to its consumer base. The Sewell Spa Bliss entity will be located
in Clarendon catering directly to the needs of the customers through walk-in and appointments. Direct
response service within the Sewell Spa Bliss will include having dashboard visibility in the region
(Marketo.com, 2015). An indirect distribution channel relies on intermediaries to perform most or all
distribution functions. Within the Sewell Spa Bliss we will implement the Spa bus to do community
mobile massage for a reasonable price (Ross, 2015). Markgraf (2015) states that agents can be contracted
to provide the services. These will do the house and hotel massages for customers who cant make it to
the office. The internet will also provide an ease of convenience where customers can book there services
online through our reservation system, Davis (2015) stated that it reduce "No-Shows" by guaranteed
reservations. The traditional media is also another distribution channel where customers can win spa
services from televised programs.
Recommendation/ Conclusion
Companies develop proper distribution system because accessibility of the customers enhances the
potential sales for a company. A small business is limited on logistics and financial resources. The Sewell
Spa Bliss will utilize the Internet distribution system to cater to the needs of their customers. The Internet
distribution system helps with managing last bookings effectively our company also receive payments

31
instantly it also capture reviews and important marketing statistics and change rates quickly based on
demand (Davis, 2015).

Reference
Ashe-Edmunds, S. (2015). What Is a Direct Channel of Distribution?. [online] Business &
Entrepreneurship - azcentral.com. Available at: http://yourbusiness.azcentral.com/direct-channeldistribution-13217.html# [Accessed 5 Dec. 2015].
Bennett, K. (2015). Types of Distribution Channels in Marketing. [online] eHow Contributor. Available
at: http://Traditional media is a common distribution channel that businesses use to generate awareness
about their products and services. [Accessed 7 Dec. 2015].

32

Davis, L. (2015). Internet Distribution Systems (IDS). [online] Hospitalityperformancegroup.com.

Available at: http://www.hospitalityperformancegroup.com/index.php/distribution/42-ids/58-ids-internetdistribution-system.html [Accessed 7 Dec. 2015].
Investopedia, (2010). Distribution Channel Definition | Investopedia. [online] Available at:
http://www.investopedia.com/terms/d/distribution-channel.asp [Accessed 4 Dec. 2015].
Marketo.com, (2015). Direct Response Advertising Marketo.com. [online] Available at:
https://www.marketo.com/marketing-topics/direct-response-advertising [Accessed 7 Dec. 2015].
Markgraf, B. (2015). What Are the Different Distribution Channels in a Service Business?. [online] Small
Business - Chron.com. Available at: http://smallbusiness.chron.com/different-distribution-channelsservice-business-72943.html [Accessed 4 Dec. 2015].
Pujari, S. (2012). What are the Different Types of Channel of Distribution?. [online]
YourArticleLibrary.com: The Next Generation Library. Available at:
http://www.yourarticlelibrary.com/production/what-are-the-different-types-of-channel-ofdistribution/1097/ [Accessed 4 Dec. 2015].
Riley, J. (2015). Distribution Channels | Business | tutor2u. [online] Tutor2u.net. Available at:
http://www.tutor2u.net/business/reference/distribution-channels [Accessed 7 Dec. 2015].
Ross, S. (2015). What is the difference between a direct and an indirect distribution channel?. [online]
Investopedia. Available at: http://www.investopedia.com/ask/answers/052115/what-difference-betweendirect-and-indirect-distribution-channel.asp [Accessed 7 Dec. 2015].
AC 3.3 Explain how prices are set to reflect an organizations objectives and market conditions
Introduction
This research paper will explain how prices are set to reflect the Sewell Spa Bliss objectives and market
conditions. Recommendations will also be made because in order to properly price your product, the
entire business and marketing strategies are required. Price as define by Dogra and Ghuman (2010) is
refer to the amount the customer has to pay in order to acquire a product or service. He went further to
add that pricing can be used as a tool to promote, differentiate and enhance the image of a service.

33

Findings
Listed below are some of the perspectives on how the Sewell Spa Bliss prices are set to reflect our
objectives and market conditions
1. Demand-based pricing is using a pricing method based on the level of demand for the services
rather than pricing them based on its cost (Dogra and Ghuman, 2010).
2. Bundle pricing is packaging two or more services, usually of a complementary nature, to be sold
for a single price (Pride, Hughes and Kapoor, 1999).
3. Penetration pricing is the pricing technique of setting a relatively low initial entry price, usually
lower than the intended established price, to attract new customers (Riley, 2015).
4. Richards (2015) stated that psychological pricing strategy is commonly used by marketers in the
prices they establish for their products, its a minor distinction that can make a big difference.
5. When an organization sets a limited number of prices for selected groups or lines of merchandise
is called price lining (Pride and Ferrell, 2010).
6. Competitive pricing means setting prices relative to competitors (Hamel, 2015).

Discussions of Findings
Demand based pricing are price based on demand according to Pride, Hughes and Kapoor (1999) and this
method results in a high price when the product demand is strong and a low price when product demand
is weak. The same source added that for bundle pricing to be attractive to customers, the price of a single
item must be very low when compared to the sum of the price of the individual pricing. Penetration
pricing serves as a competitive weapon where the launch of a new product works best when the product
enters a market with relatively little product differentiation and where demand is price elastic (Riley,
2015). Frost (2015) points out that psychological pricing method helps you build an impression of your
brand without making significant changes to the product where it appeals to the emotional side of the
customer rather than the rational side. The goal of using product price lining as given by Pride and Ferrell
(2010) will maximize profits for an entire product than profitability of an individual product. Hamel
(2015) concluded that in an attempt to undercut one another competitive pricing can potentially result in a
price war.
Recommendation/ Conclusion
Pricing might not be as glamorous as promotion, but it is the most important decision the Sewell Spa
Bliss can make. It is recommended that the company utilize Bundle pricing strategy. Offering products in
bundles provides benefits beyond simply getting more revenue from each customer. It simplifies
production and reduces errors. Pursuing a bundle pricing strategy allows you to increase your profit by

34
giving customers a discount (Merritt, 2015). The Sewell Spa Bliss will bundle facials and massages, and
shorten these services from 50 minutes for $9000 to a 30 minutes facials ad 30 minutes massage for
$8000.

References
Dogra, B. and Ghuman, K. (2010). Rural marketing. New Delhi [u.a.]: Tata McGraw Hill, pp.80-81.
Frost, S. (2015). What Is Psychological Pricing? [online] Small Business - Chron.com. Available at:
http://smallbusiness.chron.com/psychological-pricing-11862.html [Accessed 9 Dec. 2015].
Hamel, G. (2015). Different Types of Pricing Strategy. [online] Business & Entrepreneurship azcentral.com. Available at: http://yourbusiness.azcentral.com/different-types-pricing-strategy-3863.html
[Accessed 9 Dec. 2015].

35

Knowthis.com, (2015). What is Price? - KnowThis.com. [online] Available at:

http://www.knowthis.com/pricing-decisions/what-is-price [Accessed 8 Dec. 2015].
Merritt, C. (2015). Bundle Pricing Strategy. [online] Small Business - Chron.com. Available at:
http://smallbusiness.chron.com/bundle-pricing-strategy-67049.html [Accessed 9 Dec. 2015].
Pride, W. and Ferrell, O. (2010). Marketing. Mason, OH: South-Western Cengage Learning, p.591.
Pride, W., Hughes, R. and Kapoor, J. (1999). Business. Boston: Houghton Mifflin Co., p.388.
Richards, L. (2015). Different Types of Pricing Strategy. [online] Small Business - Chron.com. Available
at: http://smallbusiness.chron.com/different-types-pricing-strategy-4688.html [Accessed 8 Dec. 2015].
Riley, J. (2015). Pricing Strategies (GCSE) | Business | tutor2u. [online] Tutor2u.net. Available at:
http://www.tutor2u.net/business/reference/pricing-strategies-gcse [Accessed 8 Dec. 2015].

AC 3.4 Illustrate how promotional activity is integrated to achieve marketing objectives

Introduction
This research is about how promotional activity is integrated to achieve marketing objectives within the
Sewell Spa Bliss. Recommendations will also be given to close the information gap and obtain and retain
customers through promotion. Promotion has defined by Smallbusiness.wa.gov.au (2015) is the method
you use to spread the word about your service to customers, stakeholders and the broader public.
Findings
Listed below are some of the perspectives on how the Sewell Spa activity is integrated to achieve
marketing objectives

36
1. An advertising campaign is the intentional, effective and personal dissemination of a message in
different advertising media, directed at a specific target audience (Strydom, 2004).
2. The Promotion Mix (2015) stated that the process of helping and persuading one or more
prospects to purchase services is called personal selling.
3. Sales promotion refers to short term use of incentives or other promotional activities that
stimulate the customer to buy the product (Pujari, 2013).
4. Targeting specific influential potential users through telemarketing, customized letters, emails and
text messages is called direct marketing (Karibe, 2014).
5. Pull marketing is a promotional strategy to get the customers to come to you, where marketers are
attempting to pull customers in (Robertson, 2015).
6. Door-to-door marketing takes selling to a personal level, and this is one of the most common
forms of below the line advertising (Mcfarlin, 2015).
Findings
Strydom (2004) points out that the ultimate purpose of advertising is to persuade the customer to purchase
the service available, for the Sewell Spa Bliss we will use television and radio advertisement to reach our
target market. Riley (2015) stated that the aim of personal selling is to inform and encourage the customer
to buy or try the service. Pujari (2013) added that Sales promotion techniques help to win over the
competitor and the Sewell Spa Bliss will utilize rebate and contest sales promotion to increase sales.
Direct marketing involves within the Sewell Spa Bliss involves click this link to subscribe a business
can track how many customers have responded because it is immediately measurable (Marketingschools.org, 2015). Karibe (2014) gives an excellent analogy that Pull strategies may attempt to focus
primarily on long term brand loyalty and attractiveness. Door-to-door marketing can be very effective in
getting your services to the customers where well trained staff will go into communities and build
customer relationships through hand massages Mcfarlin (2015).
Recommendation/Conclusion
For the Sewell Spa Bliss to be successful, communication is very important through promotion.
Promotional products motivate people to take action, with this it is recommended that the Sewell Spa
Bliss creates an advertisement that will create awareness about the brand and what it offers that will be
placed on local television and radio stations. We will also have a billboard located on the highway 2000 to
promote our services.

37

References
Karibe, P. (2014). Marketing Mix | Promotion in Four P's. [online] Entrepreneurial Insights. Available at:
http://www.entrepreneurial-insights.com/promotion-four-ps-marketing-mix/ [Accessed 9 Dec. 2015].
Marketing-schools.org, (2015). Direct Marketing | What is Direct Marketing?. [online] Available at:
http://www.marketing-schools.org/types-of-marketing/direct-marketing.html [Accessed 9 Dec. 2015].
Mcfarlin, K. (2015). Examples of Below-the-Line Advertising. [online] Small Business - Chron.com.
Available at: http://smallbusiness.chron.com/examples-belowtheline-advertising-10099.html [Accessed 9
Dec. 2015].

38

Pujari, S. (2013). 4 Most Important Elements of Promotion Mix | Business Marketing. [online]
YourArticleLibrary.com: The Next Generation Library. Available at:
http://www.yourarticlelibrary.com/marketing/4-most-important-elements-of-promotion-mix-businessmarketing/8796/ [Accessed 9 Dec. 2015].
Riley, J. (2015). Personal Selling & Merchandising | Business | tutor2u. [online] Tutor2u.net. Available
at: http://www.tutor2u.net/business/reference/personal-selling-merchandising [Accessed 9 Dec. 2015].
Robertson, T. (2015). Difference Between Push & Pull Marketing. [online] Small Business - Chron.com.
Available at: http://smallbusiness.chron.com/difference-between-push-pull-marketing-31806.html
[Accessed 9 Dec. 2015].
Smallbusiness.wa.gov.au, (2015). Marketing - Promotion Strategy. [online] Available at:
https://www.smallbusiness.wa.gov.au/business-in-wa/about-sbdc/corporate-publications/businessguides/marketing-promotion-strategy/ [Accessed 9 Dec. 2015].
Strydom, J. (2004). Introduction to marketing. Cape Town, South Africa: Juta, p.144.
The Promotion Mix. (2015). Boundless, [online] (7). Available at:
https://www.boundless.com/business/textbooks/boundless-business-textbook/marketing-communications17/promotion-104/the-promotion-mix-492-5112/ [Accessed 9 Dec. 2015].

AC 3.5 Analyse the additional elements of the extended marketing mix

Introduction
This assignment will look at the extended marketing mix and how the Sewell Spa Bliss will utilize these
elements for the growth of the organization. According to Businesscasestudies.co.uk (2015) the marketing
mix is the combination of marketing activities that an organization engages in so as to best meet the needs
of its targeted market, he further added that the additional Ps have been added because today marketing is
far more customer oriented.

39

Findings
1. Process is the element of the marketing mix that looks at the systems used to deliver the service
(Learnmarketing.net, 2016).
2. Processes include direct activities and indirect activities (Marketing Teacher, 2015).
3. People is all human actors who play a part in service delivery and thus influence the buyers
perceptions (Zeithaml et al, 2008).
4. Recruiting and training the right staff is required to create a competitive advantage. Customers
make judgments about service provision and delivery based on the people representing your
organization (Learnmarketing.net, 2016).
5. Masterclassmanagement.com (2016) stated that Physical Evidence refers to the way your product,
service, and everything about your company, appears from the outside.
6. Churchill and Peter (1998) suggested that Physical surroundings influence buyer behavior.
Discussion of Findings
Booms and Bitner proposed their extension to create the services marketing mix they stated the extended
model should now be used to create competitive strategies in a more holistic manner (Ibrahim, 2014).
Learnmarketing.net (2016) stated that all services need to be underpinned by clearly defined and efficient
processes. This will avoid confusion and promote a consistent service, Marketing Teacher (2015) added
that process can also be direct customer interface or through indirect activities like back of the house
which support service during and after I has been consumed. People are one of the few elements of the
service that customers can see and interact with hence making it the most important (Learnmarketing.net,
2016). The Sewell Spa Bliss ensure there staff during recruiting as the appropriate interpersonal skills and
service knowledge to deliver quality service. Accreditation is also required to ensure that staff is trained to
standard. Hoffman and Bateson (1997) gave an analogy that physical evidence includes, but is not limited
to, facility, exterior design elements, landscaping and the surrounding environment of the organization
location hence customers will make judgments about the organization based on the physical evidence.
There are a lot of Spa but physical evidence distinguish us from our competitors.
Recommendation/Conclusion
The marketing mix for a service has additional elements because the characteristics of a service are
different to the characteristics of a product. Learnmarketing.net (2016) stated that the characteristics of
services are lack of ownership, intangibility, inseparability, perishability and heterogeneity. It is
recommended that the Sewell Spa Bliss utilize these elements to increase growth by ensuring that as the
guest enters the establishment the Physical evidence of the Spa is appealing and pronounced, the service

40
process involve is clearly defined and the people providing services are to prescribed standards and best
practices.

References
Businesscasestudies.co.uk, (2015). The extended marketing mix (7Ps) Marketing mix business studies and
business english | Business Case Studies. [online] Available at: http://businesscasestudies.co.uk/businesstheory/marketing/the-extended-marketing-mix-7ps.html#axzz3vpPtrrnt [Accessed 30 Dec. 2015].
Churchill, G. and Peter, J. (1998). Marketing. Boston: Irwin/McGraw Hill.
Hoffman, K. and Bateson, J. (1997). Essentials of services marketing. Fort Worth: Dryden Press.
Ibrahim, M. (2014). 7Ps of Marketing | Additional Elements of Marketing mix. [online] Cleverism.
Available at: http://www.cleverism.com/7ps-additional-aspects-marketing-mix/ [Accessed 12 Jan. 2016].
Learnmarketing.net, (2016). Service marketing mix: The 7 p's. [online] Available at:

41
http://www.learnmarketing.net/servicemarketingmix.htm [Accessed 1 Jan. 2016].
Marketing Teacher, (2015). Process Marketing Mix | Marketing Teacher. [online] Available at:
http://www.marketingteacher.com/process-marketing-mix/ [Accessed 30 Dec. 2015].
Marketing Teacher, (2016). People Marketing Mix | Marketing Teacher. [online] Available at:
http://www.marketingteacher.com/people-marketing-mix/ [Accessed 1 Jan. 2016].
Masterclassmanagement.com, (2016). Management Course - Marketing - People, Process and Physical
Evidence (Packaging) - Free Management Training - Business Skills. [online] Available at:
http://www.masterclassmanagement.com/ManagementCourse-PeopleProcessPhysical.html [Accessed 1
Jan. 2016].
Zeithaml V. A., Gremler D. D., and Bitner M. J, e. (2008). Services Marketing. New Delhi: Tata McGraw
hill Book Co.

AC 4.1. Plan marketing mixes for two different segments in consumer markets Market Segment
STEP 1: Distinctly Profile Your Ideal Customers for the Product/Service
Describe the Characteristics of Market Segment A
MARKET SEGMENT A - Psychographic Segmentation
1. Customers who are concerned with Health and appearance
2. Hardworking on the go customers who are seeking comfort and just want to relax
3. Customers who are accustomed to a luxurious lifestyle and prefer to get hair and face done by
professionals
STEP 2: Creating the Right Marketing Mix: Product
Propose unique value of the Service that best fulfills the customer's needs

42
4. The Sewell Spa Bliss have very relaxed massage services that cater to the needs of our customers
5. The Sewell Spa Bliss have wide range of facials to cater to the different level of lifestyle customers
6. The Sewell Spa Bliss ambience is created in such a way that customers feel relaxed upon entering with
a sense of calm throughout the service experience.
STEP 3: Creating the Right Marketing Mix: Price
Price Select an appropriate pricing strategy for this product that will allow it to compete with other
products in the same segment or substitute products.
7. The pricing strategy selected by the Sewell Spa Bliss for this segment is the Skimming pricing strategy
Briefly Explain the Benefits of the Strategy Selected
8. Offered at a high price to attract our luxury and high profile customers and then lowered later in the
product's life cycle or when competition begins to enter the market (Brookins, 2016).
9. This strategy is used to build a high quality image for the Sewell Spa Bliss to attract customers who are
willing to pay more (Accountingtools.com, 2016).
10. This strategy can offer insight into what consumers are willing to pay (Mack, 2016).
STEP 4: Creating the Right Marketing Mix: Promotions
Describe how the company will promote the product/service to compete successfully with other products
in the same segment or substitute products.
11. The Sewell Spa Bliss will promote its services through advertisement, this will be done through the
local television stations, print media, billboards, and social media
12. We will also promote our services through sales promotion, through loyalty rewards programs,
sweepstakes and games
13. Promotion through the use of Public relations using strategic partners
STEP 5: Creating the Right Marketing Mix: Place
Explain your marketing strategies aimed to make sure that the product/service is suitably distributed and
conveniently available for the consumer at the right location at the right time.
14. For our luxury and on the go customers, making reservations may be done online for ease of access.
15. The Sewell Spa Bliss will also offer house massages and facials to our luxury lifestyle customers
16. The Sewell Spa Bliss will have a team setup to call clients to inform them of their next appointment
date for facials and pedicures.

43

STEP 1: Distinctly Profile Your Ideal Customers for the Product/Service

Describe Characteristics of Market Segment (Group B)
MARKET SEGMENT (GROUP B) Demographic Segmentation
1. The Sewell Spa Bliss will cater to the needs of all education and income customers
2. We will also target athletes and sports personnel who want to relax after training or offseason
3. We will also target married couples through our couples massage in our couples room
STEP 2: Creating the Right Marketing Mix: Product
Propose unique value of the Product/Service that best fulfills the customer's needs
4. The Sewell Spa Bliss will have various seating and for our different users based on age to ensure
customers are comfortable when receiving services.
5. The Sewell Spa Bliss have a serenity shower that gets rid of cellulites and cater to the needs of our

44
athletes and sports personnel
6. We have various types of massage ranging from Swedish to deep tissue to cater to the different age
groups users
STEP 3: Creating the Right Marketing Mix: Price
Select an appropriate pricing strategy for this product that will allow it to compete with other products in
the same segment or substitute products.
7. The pricing strategy selected by the Sewell Spa Bliss for this segment is the Penetrating pricing
strategy
Briefly Explain the Benefits of the Pricing Strategy Selected
8. By lowering prices, the Sewell Spa Bliss hopes to generate more sales volume by increasing the
number of units purchased and to make prices more appealing to consumers when compared to the
competition (Joseph, 2016).
9. Increase usage by existing customers by persuading customers to use our services more frequent (Freemanagement-ebooks.com, 2016).
10. The Sewell Spa Bliss aim is to increase the promotions for the product and thereby increase the pull
strategy for the product (Marketing91.com, 2014).

STEP 4: Creating the Right Marketing Mix: Promotions

Briefly describe how the company will promote the product/service to compete successfully with other
products in the same segment or substitute products.
11. The Sewell Spa Bliss will promote its services through personal selling of its services
12. The Sewell Spa Bliss will have contest within the surrounding schools and business within the area to
promote the brand
13. The Sewell Spa Bliss will also give branded promotional gifts to every massage you get a branded key
chain, to our younger customers they receive a branded small nail polish to every manicure and pedicure
combo
STEP 5: Creating the Right Marketing Mix: Place
Briefly describe your marketing strategies to make sure that the product/service is suitably distributed and
conveniently available for the consumer at the right location at the right time.
14. Twice per month the Sewell Spa Bliss will have school discounted chair massages catering to the
needs of our younger customers

45
15. We will extend our working hours to accommodate our business users to 7pm and open at 7am to
accommodate our early bird users
16. We will have day passes to utilize steam room for our sports customers who doesnt necessarily want
to book a service.

Reference
Accountingtools.com, (2016). Price Skimming - AccountingTools. [online] Available at:
http://www.accountingtools.com/price-skimming [Accessed 8 Jan. 2016].
Brookins, M. (2016). What Are the Benefits of Skimming Pricing Strategy?. [online] Small Business Chron.com. Available at: http://smallbusiness.chron.com/benefits-skimming-pricing-strategy-5122.html
[Accessed 10 Jan. 2016].
Employee Involvement in Decision Making. (2015). Boundless. [online] Available at:
https://www.boundless.com/management/textbooks/boundless-management-textbook/decision-making10/managing-group-decision-making-81/employee-involvement-in-decision-making-390-402/ [Accessed

46
6 Jan. 2016].
Free-management-ebooks.com, (2016). Ansoff Matrix - Market Penetration Strategy. [online] Available
at: http://www.free-management-ebooks.com/faqst/ansoff-02.htm [Accessed 8 Jan. 2016].
Joseph, C. (2016). Examples of Penetration Strategies. [online] Small Business - Chron.com. Available
at: http://smallbusiness.chron.com/examples-penetration-strategies-11699.html [Accessed 7 Jan. 2016].
Mack, S. (2016). Penetration Vs. Skimming Marketing Strategies. [online] Business & Entrepreneurship azcentral.com. Available at: http://yourbusiness.azcentral.com/penetration-vs-skimming-marketingstrategies-8080.html [Accessed 8 Jan. 2016].
Marketing91.com, (2014). Six Tactics for Market penetration strategy. [online] Available at:
http://www.marketing91.com/6-tactics-for-market-penetration-strategy/ [Accessed 6 Jan. 2016].

AC 4.2 Illustrate differences in marketing products and services to businesses rather than
consumers
Introduction
This research will seek to illustrate the differences in marketing products and services to businesses rather
than consumers. Recommendations will be given for the Sewell Spa Bliss to understand the difference in
marketing products and services and the nature of service marketing so the organization can better market
itself within the marketplace. According to he pointed out that the marketing mix is different when one
looks t marketing services where product is predominantly intangible, pricing element is very closely
associated with perceptions of value, promotion is closely related to product features and there is no
physical distribution.

47

Findings
1. The buying decision is frequently made by a committee and not by an individual (Bly, 2016).
2. Services are intangible and do not have a physical existence. Hence services cannot be touched,
held, tasted or smelt. This is most defining feature of a service and that which primarily
differentiates it from a product (Managementstudyguide.com, 2016).
3. Services are highly perishable compared to physical products (Entrepreneurshipsecret.com,
2016).
4. There is a marked distinction between physical goods and services Whereas goods are first
produced, and then stored, and finally sold and consumed, services are first sold, then produced
and consumed simultaneously (Chand, 2014)
5. Services are non-standard and highly variable (McDonald, Frow and Payne, 2011)
6. Homogeneity is where services are largely the same (Marketing Teacher, 2016).
Discussion of Findings
Marketing of products and services vary especially when marketing to consumers or to Businesses, Bly
(2016) stated that a person dont consult with a team to book a facial but for a group to come in for group
services then the purchase is usually a team effort with many players involved. The most defining
attribute of a service is that it is intangible in nature the challenge that the Sewell Spa Bliss face to is to
attach tangible attributes to an otherwise intangible offering(Managementstudyguide.com, 2016). Many
consumers find it hard to believe that a massage is more perishable than a can of beans on a shelf the
reason; Entrepreneurshipsecret.com (2016) states that unlike most physical product services cannot be
stored. For the production of many services Chand (2014) points out that customers must be physically
present he further added that whatever the nature the potential for inseparability of production and
consumption remains. Coldren (2006) states that services are prone to variability because they are given
by people who are imperfect. Consumers expect the same level of service each time they visit the Sewell
Spa Bliss and would not anticipate any huge deviation in their experience (Marketing Teacher, 2016).
Recommendation/Conclusion
Marketing products and services to consumers and business differs and means that the marketing mix
may vary a great deal. It is therefore recommended that the Sewell Spa Bliss recognize the characteristics
of services and the benefits and impacts the service nature has on the organization growth.

48

References
Bly, R. (2016). Differences between consumer and business-to-business marketing--Direct Marketing,
Mail Order, E-commerce News. [online] Nmoa.org. Available at:
http://www.nmoa.org/articles/dmnews/7differencesofbtobandconsumermarketing.htm [Accessed 10 Jan.
2016].
Chand, S. (2014). Services Characteristics: 6 Key Distinguishing Characteristics of Services. [online]
YourArticleLibrary.com: The Next Generation Library. Available at:
http://www.yourarticlelibrary.com/services/services-characteristics-6-key-distinguishing-characteristicsof-services/34008/ [Accessed 8 Jan. 2016].
Coldren, C. (2006). Four Factors That Distinguish Services Marketing. [online] MarketingProfs.

49
Available at: http://www.marketingprofs.com/6/coldren2.asp [Accessed 9 Jan. 2016].
Entrepreneurshipsecret.com, (2016). Service Marketing: 5 Unique Characteristics of Services. [online]
Available at: http://www.entrepreneurshipsecret.com/5-major-characteristics-of-services/ [Accessed 8 Jan.
2016].
Managementstudyguide.com, (2016). Services Marketing - Definition and Characteristics. [online]
Available at: http://www.managementstudyguide.com/definition-and-characteristics-of-services.htm
[Accessed 9 Jan. 2016].
Marketing Teacher, (2016). Introduction to Services Marketing | Marketing Teacher. [online] Available at:
http://www.marketingteacher.com/introduction-to-services-marketing/ [Accessed 6 Jan. 2016].
McDonald, M., Frow, P. and Payne, A. (2011). Marketing plans for services. Chichester: Wiley.

AC 4.3 Show how and why international marketing differs from domestic marketing
Introduction
This research will show how and why international marketing differs from domestic marketing. It will
also give recommendations where necessary. Domestic marketing is concerned with the marketing
practices within a marketers home country while international marketing is the multinational process of
planning and executing the marketing mix while marketing between nations (Onkvisit and Shaw, 2009).
Findings
1. There are no language barriers in domestic marketing (Difference Between, 2011).
2. Domestic marketing is limited in the use of technology whereas international marketing allows
use and sharing of latest technologies (Assignment Point, 2013).
3. In domestic marketing there are no barriers but in international marketing there are many barriers
(Andrew, 2011).

50
4. There are different mode of payments within each market (BMS.co.in : Bachelor of Management
Studies, 2016)
5. There are market fluctuations within each market (HubPages, 2015).
6. Government regulations affect both in different ways (S, 2015)
Discussion of Findings
Difference Between (2011) points out one of the ways in which domestic market differs from
international market, he stated that to obtain information on local market trends and consumer demand is
easier within the domestic marketing because there is no language barrier. Technology plays a major role
in marketing and domestic marketing is lacking in this field while international marketing have a wide
range of advance technological tools to choose from to assist in marketing. No barriers are in domestic
marketing but international marketing has to contend with cross cultural difference, currency and
traditions and customs (Andrew, 2011). In domestic marketing letter of credit is a mode of payment while
in international marketing cash and cheques are the most common mode (BMS.co.in : Bachelor of
Management Studies, 2016). There are many market fluctuations within the marketplace and firm
marketing internationally can withstand these situations and losses because there business is more
widespread and they can bank on seasonal market fluctuations while in firms carrying business locally
have to face market fluctuation which results in losses and low profits (HubPages, 2015). Government
regulations plays a major role in any country S (2015) stated that domestic marketing face less
government influences, while the international marketers have to contend with the rules and regulations
of numerous countries.
Recommendation/ Conclusion
After digging the differences in the two subjects it can be concluded that the world itself is a market and
that is why the guiding principles are versatile. It can be finalized that the risk are lesser with domestic
marketing while international marketing is very uncertain and requires a high level of commitment. The
basic cause of difference between domestic and international marketing is the area of its implication and
the market conditions.

51

References
Andrew, (2011). Difference Between Domestic marketing and International marketing. [online]
Difference Between. Available at: http://www.differencebetween.com/difference-between-domesticmarketing-and-international-marketing/ [Accessed 8 Jan. 2016].
Assignment Point, (2013). why international marketing differs from domestic marketing - Assignment
Point. [online] Available at: http://www.assignmentpoint.com/business/why-international-marketingdiffers-from-domestic-marketing.html [Accessed 7 Jan. 2016].
BMS.co.in : Bachelor of Management Studies, (2016). Difference between International and Domestic
Marketing | BMS.co.in. [online] Available at: http://www.bms.co.in/difference-between-international-anddomestic-marketing/ [Accessed 8 Jan. 2016].

52
Difference Between, (2011). Difference Between Domestic and International Marketing. [online]
Available at: http://www.differencebetween.net/business/difference-between-domestic-and-internationalmarketing/ [Accessed 7 Jan. 2016].
HubPages, (2015). Major Difference between Domestic and International Business. [online] Available at:
http://hubpages.com/education/Major-Difference-between-Domestic-and-International-Business
[Accessed 14 Jan. 2016].
Onkvisit, S. and Shaw, J. (2009). International marketing. London: Routledge, p.7.
S, S. (2015). Difference Between Domestic and International Marketing (with Comparison Chart) - Key
Differences. [online] Key Differences. Available at: http://keydifferences.com/difference-betweendomestic-and-international-marketing.html [Accessed 7 Jan. 2016].