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At the end of the training you will be able to:

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At the end of the training you will be able to:

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•Understand the marketing concept

•Understand the importance of marketing

•Define business mission, vision, goals and values

•Outline the elements of the marketing mix (7Ps) and promotional mix

•Understand the benefits of a coordinated marketing mix

•Apply the marketing mix to B2C contexts

•Apply the marketing mix to other contexts

•Outline the 7 principles of GDPR

•Understand the role of ASA

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Think of factors that influence your expectations of a product or service

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Think of factors that influence your expectations of a product or service

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of your business, what do your customers expect of your products/service? What is the desired service and the adequate service?

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of possible actions a customer may take if they are not satisfied with your product/service

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Think of -

Example of a product you have low expectations for

Example of a product you have high expectations for

Example of a service you have low expectations for

Example of a service you have high expectations for

Think about the causes of why it is either high or low

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a) Pick a company of your choice and find out their vision, mission, goals and values

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a) Pick a company of your choice and find out their vision, mission, goals and values

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b)If a company did not have a clear vision, mission, goals and values how would that effect the performance of a company?

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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Research the pricing strategies, define what it is and supply an example of a business that uses this and for what product/service

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•Cost-based pricing

•Competitor-based pricing

•Customer-based pricing

•Psychological pricing

https://chatgpt.com/

https://www.perplexity.ai/

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Your name.

Company name and about what the company does.

About your role.

What have you been up too at work?

Name your favourite marketing tool.

An interesting fact about you.

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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Using the marketing mix conduct an audit on a company of your choice (4Ps)

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4Ps:

•Product

•Price

•Place

•Promotion

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Using the extended marketing mix conduct an audit on a company of your choice PLUS QUIZ 5.1

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Using the extended marketing mix conduct an audit on a company of your choice PLUS QUIZ 5.1

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Extended 3Ps

•People

•Process

•Physical Evidence

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Outline the 7 principles of GDPR + GDPR QUIZ

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Outline the 7 principles of GDPR + GDPR QUIZ

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Do some research on the web, use

https://chatgpt.com/

https://www.perplexity.ai/

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What Is Marketing In 3 Minutes | Marketing For Beginners

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3 Strategies to Increase Customer Satisfaction | Brian Tracy

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Mission, Vision, & Values: Explained | Business + Corporate Strategy Course

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A Content Guideline to The 5 Stages of The Buyer's Journey

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Advertising Standards Authority: Every UK ad a responsible ad

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Deepen your understanding of strategic direction by evaluating and refining the mission, vision, goals, and values of your own company. Assess how these elements are reflected in current marketing activity—and propose ways to improve alignment.

If you were the marketing manager, what changes or enhancements would you suggest to improve alignment between the company’s stated purpose and its marketing?

Include suggestions for messaging, tone, visuals, and employee involvement.

Draft a revised or updated version of the mission, vision, or values based on your insights. Justify why your version better supports the company's brand and customer expectations.

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Choose Your Product/Service:

Select a new or improved product/service that your company could realistically offer.

Alternatively, create a fictional business in a market of your choice (e.g., eco skincare, mobile app, artisan coffee brand).

Apply the 7Ps:

For each element of the marketing mix, provide detailed and justified decisions:

Product: What are its key features and benefits? How is it differentiated?

Price: What pricing strategy will you use? Why?

Place: Where and how will customers access it? Online? In-store? Both?

Promotion: What channels and messaging will you use to reach your audience?

People: Who represents the brand (e.g., staff, influencers)? What training or values should they embody?

Process: What does the customer journey look like from interest to after-sales service?

Physical Evidence: What tangible elements support the brand (e.g., packaging, store layout, website visuals)?

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What is your biggest takeaway from this session?

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What is your biggest takeaway from this session?

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Olivia Hope

Boinclo, designer company selling designer under retail.

In my role I am covering social media, email, sms and lots more. Also learning the other aspects of the business.

At work I have been learning lots a bit different softwares, creating social posts and email campaigns and also how a business works in general.

My favourite tool is canva.

I have a dauschund called Otto

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Company name: CSSC

They are a non-for-profit company that provide offers, discounts and savings on sports, leisure and wellbeing activities to civil servants and public sector employees.

I am here on a marketing apprenticeship and so far i have been learning mainly email marketing, and yesterday we started to touch into social media marketing.

I have haven't got a favourite marketing tool yet.

An interesting fact about me is that I have 6 siblings.

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My name is Josh Walby and my company is Flavour Warehouse. We specialise in manufacturing and distributing smoking alternatives.

My role involves supporting the marketing team and providing briefs for the designers for items such as POS and trade shows.

I do not think I have had enough experience with marketing tools to have a favourite but I quite enjoy using Canva at the moment.

My interesting fact is I have got a Cockapoo could Reggie who you might hear sometimes during this call

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Sophia Garcia.

'Tomorrow' - Digital Marketing agency

Apprentice Account Executive, recently I have been doing the weekly reports, spend trackers, mostly data.

Google analytics as it makes customer behaviour readable through data.

Interesting fact about me: I have a 6 year old.

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Keeley

WeAreTomorrow

We are digital advertising/marketing company that work behind the scenes on marketing, looking into budgets and how well campaigns are doing

My role is an apprentice account executive and I take care of the budgets, weekly reports, spend trackers, research into different social media websites (links to what I have been doing at work)

My favourite marketing tool is Adobe Analytics and Canva. I like AA as it is fun to use and I get to create Job IDs for Amazon. I like canva because it is fun to create posts on there and i find it useful.

An interesting fact about me is that I like Stray Kids and Sleep Token

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Quality

Packaging

Communication

Time

Quantity

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Cleanliness, attention to detail, friendliness, communication.

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The perceived quality of the product/service increases expectations.

The convenience of the product/service.

The price point of the product/service.

Brand message and communication.

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Friendliness

Great Listener

Easy Check out Experience

Quality

Cleanliness

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Organised

Time management

Political views

Professionalism

Presentable

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They expect packaging to be high quality, products to be as described/no faults, customer service to be helpful and friendly.

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I think customers expect a high-quality liquid, as it is made in Britain and more expensive than Chinese competitors.

They expect the devices to be easy to use and to work properly.

Also expect quick and friendly customer service with any queries/problems they may have.

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They expect us to use the budget wisely in order to gain the best interest for them. For example if a client's goal is to gain more ROI or more Brand Awareness, we are expected to deliver a good service where we can perform our best to get them their high % in ROI and Brand Awareness, beating their competitors

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good deals & discounts

Assessable activities

easy to read instructions

No confusion on booking/destinations of events

As we have a very wide customer age range, we have to ensure there is something for everyone whether they are 19 or 62

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ask for refund

ask to speak to manager

ask for another product (food/drinks)

leave a bad review

spread negative feedback on social media

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Leave a negative review

Contact customer service

Move their business to your competitor

Discourage friends and family from your product/service

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writing an email of complaint to a manager

if a customer is not satisfied with your service they may speak to you directly to give you feedback on how you can improve

Refund

Leave bad reviews (this has worst impact)

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Unsubscribe

Cancel their membership

Post negative comments/feedback on social media

Bad reviews

Complaints to head office

Spread negative opinions from word of mouth

Complain to partnerships

No longer engage in social media

No longer attend events

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They could leave a bad review.

They could stop shopping with our company and shop with competitors.

Negative comments (word-of-mouth)

Complaining via emil

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Low product expectations: Temu

High product Expectations: Dior

Low service expectations : mcdonalds

High service: Gordon Ramsey restaurant

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Product:

Shein

YSL

Service:

Markets

Wedding ring shopping

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Low Expectation Product- Anything ordered off websites such as Temu.

High Expectation Product- An expensive watch.

Low Expectation Service- Dropping off a parcel at the corner shop

High Expectation Service- Service at a fancy steak restaurant

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Low expectations:

Products from places such as Shein or Temu

High expectations:

Products from places such as Harrods or Dior

Low expectations:

Food van, Fast food places, Spoons

High expectations:

The Ritz, 5 star restaurants

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Low : Primark/Shien

High : Chanel/ Any designer brand.

Low : Service in Nandos

High: Service in an expensive restaurant

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a) TikTok

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b) If a company didn't have a clear vision, mission, values and goals it could mean customers are hesitant to shop/spend money there, meaning less money for the business.

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ASOS :

vision: Our vision is to be the world’s number one fashion destination for fashion-loving 20-somethings.

purpose: We believe in a world where you have the freedom to explore and express yourself without judgement, no matter who you are or where you’re from. That is why our purpose is to give fashion-loving 20-somethings the confidence to be whoever they want to be.

values:

Authentic

Brave

Creative

Deliver

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Cost-based Pricing: calculate costs, labour and overhead, then add a markup to ensure profit. E.g. Greggs

Competitor-based Pricing: price based on what competitors are charging for similar products/services. E.g. Airlines

Customer-based Pricing: price based on what customer is willing to pay and the perceived value of product/service. E.g. Apple products (loyalty, convenience)

Psychological Pricing: price set to influence customer perception. E.g. use of 99p to make it sound more affordable

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cost-based = involves setting the price of a product by adding a fixed percentage to the cost of producing it

Example of a company to do this is Ford Motor Company as they calculate the cost of manufacturing a car and then adds a markup to determine the selling price

Competitor-based = sets price based on what competitors are charging for similar products or services instead of just costs or customer demand

Example of company could be coca-cola as they often try to match or adjust their prices based on pepsi prices to stay competitive

customer-based = based on how much customers believe a product or service is worth rather than the actual cost or competitors price

Example is any luxury brand like Apple or Gucci. they charge premium prices as their customers perceive high value in the brand, design, technology

psychological based = uses prices that appear more attractive to customers, often using pricing just below a whole number

Example Asda - uses prices like 3.69

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Pricing strategies are different ways a business can set the price of its products or services. These can include

- costs with a small profit added

- matching or beating competitors’ prices

- starting low to attract customers

- starting high to show exclusivity.

The goal is to choose a strategy that fits the business, customers, and market. Apple uses value-based pricing for the iPhone. They charge higher prices because people see the brand and design as worth paying more for.

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Cost-based pricing is a pricing strategy where a company sets the price of a product or service based on the cost of production plus a markup for profit. It ensures that all costs are covered and a consistent profit margin is maintained.

Greggs is an example because they focus on high-volume, low cost and then add a fixed mark up.

Competitor-based pricing is a strategy where a company sets the price of its product or service based on what competitors are charging, rather than on internal costs or customer value.

An example of this is Tesco as they adjust prices dependant on what other supermarkets are selling their products at.

Customer-based pricing is a strategy where prices are set based on how much value the product or service provides to the customer, rather than on the cost of production or competitors' prices.

An example of this is Apple doesn’t price its iPhones or MacBooks based on what they cost to produce or what Samsung charges. Instead, Apple prices based on: Brand value and customer loyalty, perceived quality and innovation and user experience and ecosystem integration.

Psychological pricing is a strategy that uses consumer psychology to make prices seem more attractive — even if the actual difference is small. It’s about how prices feel to the customer rather than the actual amount.

Boots frequently applies psychological pricing in-store and online: Charm pricing: Most products are priced at £4.99, £7.49, £9.95, multi-buy offers: "Buy 1, get 1 half price" on skincare or makeup.

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Cost - based pricing:

a pricing strategy where a business sets the price of a product or service based on its production costs, then adds a markup to ensure a profit.

Manufacturing Companies use this by taking the cost of labour, parts and machinery and adding profit & retailers use this by buying items in wholesale & adding profit.

Competitor based pricing:

a strategy where a business sets its product or service prices based primarily on what competitors are charging, rather than on internal costs or customer perceived value

Businesses like amazon & airlines use this. Airline ticket prices are dynamic and influenced by what competitors charge on the same routes and amazon use this as they know customers will compare prices.

Customer based pricing:

a strategy where prices are set primarily based on the customer’s perceived value of a product or service — not just on cost or competitor prices.

Luxury brands and tech companies uses this

psychological pricing:

a pricing strategy that uses human psychology to influence buying decisions — often by making prices appear more attractive or affordable than they actually are.

fashion retailers & fast food companies use this

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Tag Heuer

*Product- Tag offers a range of luxury Swiss made watches, and they are known for their high-quality craftmanship and their diving abilities.

Price- Tag places itself in a luxury watch market, and demands premium pricing that represents the quality and investment opportunity of owning their watches.

Place- Tag is located in boutiques usually on expensive roads close to competitors, and also offer an online store for worldwide consumers.

Promotion- Tag Heuer's strategy for promotion focuses on the handcrafting element of the product, and also sponsors events such as the Premier League and Golf events to reach their target audience.

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Samsung

Product - Samsung offers a range of high value products such as laptops, smart watches, TVs, Kitchen appliances, phones, tablets. they are known for their good quality phones and cameras

Price - it is a luxury brand and therefore charge premium prices as their customers perceive it high value to reflect their good quality

Place - they operate in retail stores, online channels worldwide, most stores can be located in big shopping centres

Promotion - Samsungs promotion includes using digital ads worldwide, storytelling and branding such as innovation, they sponsor major global events, increasing their brand awareness

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Kurt Geiger:

Product: specialises in footwear, handbags and accessories, contemporary fashion, trend led collections that appeal to a wide audience

Price: uses premium to midrange pricing strategy, positioning itself an an accessible luxury brand with prices that reflect quality, fashion-forward designs and brand prestige

Place: products are sold in standalone stores, concessions within department stores (e.g. Selfridges), and through its own e-commerce platform, as well as global online retailers

Promotion: promotes its brand through digital campaigns, social media, influencer collaborations, seasonal fashion advertising, and charitable initiatives such as Kindness Foundation to build emotional connection with customers

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Apple

Product - Apple delivers innovative devices like the iPhone, Mac, and Apple Watch, alongside services such as iCloud, Apple Music, and the App Store.

Price - Apple uses premium pricing, with elements of price skimming and product line pricing to maintain exclusivity and target different customers.

Place - Apple sells through its own retail stores, website, App Store, and authorised resellers, offering global delivery.

Promotion - Apple promotes through sleek adverts, high-profile launch events, social media, and a strong brand image that highlights innovation and lifestyle.

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ASOS:

Product:

ASOS is a online fashion retailer based in the UK, known for selling a wide range of clothing, accessories, shoes, and beauty products for men and women. It offers both its own brands and a wide selection of third-party brands.

Price:

Their products are priced between £5 - £300, based on brand, material & design. They frequently offers discounts, flash sales, and promotions

Place:

Primarily an online retailer, with occasional pop ups & click & collect options.

Promotion:

Heavy use of digital marketing, influencer collabs, instagram etc

Engaging content such as videos, style guides etc.

Partnership collabs with celebs & influencers for a wider reach

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Apple

People - Apple’s people include top designers, engineers, retail staff, and support teams, all focused on creating innovative products and delivering excellent customer service.

Processes - Apple’s processes focus on seamless design, efficient production, secure online and in-store purchasing, fast delivery, and reliable after-sales support like AppleCare.

Physical Evidence - Apple’s physical evidence includes its sleek retail stores, premium product packaging, distinctive product design, and consistent branding across all touchpoints.

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People:

Customer service team via chat and email

employs over 3,000 people across tech, logistics, fashion & marketing

Promotes a strong company culture focused on diversity, sustainability, and innovation

Process:

Smooth online shopping journey

fast checkout with multiple payment options

fast shipping options

Physical evidence:

website and mobile app as the main point of brand interaction

high quality product photography

branded packaging

email confirmations

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Tag Heuer

People- Tag Heuer has specialist watch craftsmen you can watch make them, as well as knowledgeable and professional retail assistants, which portrays the brands image.

Process- The process of buying a watch from Tag is aimed at luxury, you sit down with a specialist, they let you try on different watches, glass of champagne, and then they fit the watch to fit your wrist.

Physical Evidence- Tag Heuer's physical evidence includes it's aesthetic retail stores, luxury packaging and watch box, and their brand image that represents a classic, quality Swiss watch.

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Samsung

People - samsung invests in skilled engineers who help design and create their products, they also invest in customer reps who can share the brands value with customers and provide great service online and in-stores

Processes - they focus on delivering an exceptional product to their customers , they own amazing manufacturing factories in South Korea, invest in R&D

Physical Evidence - iconic brand image, the product quality itself

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Kurt Geiger:

People: invests heavily in customer-facing staff, trained to provide luxury fashion advice

Process: both in-store and online, options like click-and-collect. Returns and exchanges are smooth.

Physical Evidence: stores located in premium shopping areas. Websites and app designs are sleek and consistent with brands luxury positioning, supporting credibilty

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Lawfulness, fairness, and transparency – Data must be collected and used legally, fairly, and openly with people.

Purpose limitation – Data should only be collected for specific, clear purposes and not used for other reasons.

Data minimisation – Only the data that is necessary should be collected.

Accuracy – Personal data must be kept accurate and up to date.

Storage limitation – Data should not be kept longer than needed.

Integrity and confidentiality – Data must be kept safe and secure from loss, damage, or unauthorised access.

Accountability – Organisations must take responsibility for how they handle personal data and be able to show compliance.

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Lawfulness, fairness and transparency

= personal data must be processes legally, fairly, and in a way that is clear and understandable to the people whose data is being used

Purpose limitations

= data should only be collected for specific, clear reasons and should not be used for anything outside those reasons

Data minimisation

= only the data that is absolutely necessary should be collected and used

Accuracy

= the data collected must be correct and kept up to date to avoid mistakes

Storage limitation

= data should be kept for as long as it is needed and then deleted or anonymised securely

Integrity and confidentiality

= data must be protected from unauthorised access, loss, or damage by using strong security measures

accountability

= organisations must take responsibility for following these rules and be able to show they are doing so

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lawfulness, fairness & transparency:

Personal data must be processed lawfully (with a legal basis), fairly (not misleading or hidden), and transparently (data subjects must be informed clearly about how their data is used).

Purpose Limitation:

Data must be collected for specified, explicit, and legitimate purposes — and not used for anything else that’s incompatible with those purposes.

Data Minimisation:

Only collect and process the minimum amount of data necessary to achieve your purpose.

Accuracy:

Personal data must be accurate and kept up to date. Inaccurate data should be corrected or deleted.

Storage Limitation:

Data must be kept only for as long as necessary for the purpose you collected it.

Integrity & confidentiality:

Personal data must be processed in a way that ensures appropriate security, including protection against unauthorized access, loss, or damage.

Accountability:

You are responsible for complying with all GDPR principles and must be able to demonstrate that you are doing so.

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* Lawfulness, Fairness, and Transparency: Personal data must be processed in a lawful, fair, and transparent manner.

Purpose Limitation: Data should be collected for specified and legitimate purposes and not processed further in an incompatible way.

Data Minimisation: Only the data necessary for the intended purpose should be collected and processed.

Accuracy: Organisations must ensure that personal data is accurate and kept up to date, and take steps to correct inaccurate data.

Storage Limitation: Data should be kept in a form which permits identification of subjects for no longer than necessary for the purposes for which the data is processed.

Integrity and Confidentiality: Data must be handled securely to protect against unauthorised or unlawful processing.

Accountability: Organisations are responsible for, and must be able to demonstrate compliance with, all the above principles.

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1. Lawfulness, Fairness and Transparency

Personal data must be processed legally, fairly and openly so individuals understand how their data is being used.

2. Purpose Limitation

Data should only be collected for specific, explicit, and legitimate purposes, and not used in ways that are incompatible with those purposes.

3. Data Minimisation

Only the personal data that is necessary for the intended purpose should be collected and processed.

4. Accuracy

Personal data must be accurate and kept up to date. Inaccurate data should be corrected or deleted without delay.

5. Storage Limitation

Personal data should not be kept longer than necessary. It should only be stored for as long as it serves the intended purpose.

6. Integrity and Confidentiality (Security)

Personal data must be processed securely, using appropriate technical and organisational measures to protect it from loss, damage, or unauthorised access.

7. Accountability

Organisations are responsible for complying with GDPR and must be able to demonstrate their compliance with these principles.

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The 7ps and the 7 principles of GDPR. Also the information on the ASA.

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7 principles

GDPR

ASA (new information to me, really enjoyed this)

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My biggest takeaway was the 7 principles of GDPR and how they have to be implemented into business operations. I found the case studies regarding ASA very interesting

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My biggest takeaway was GDPR and the 7 p's