•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

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

•Competitor-based pricing

•Customer-based pricing

•Psychological pricing

https://chatgpt.com/

https://www.perplexity.ai/

Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

•Product

•Price

•Place

•Promotion

•People

•Process

•Physical Evidence

https://chatgpt.com/

https://www.perplexity.ai/

• 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.

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)?

Voicescape - SAAS Company - Marketing

Content Marketing Assistant

HubSpot

I met Bear Grylls in real life

Tomorrow Advertising

Account Executive

Google Analytics

My interesting fact is that i have been an extra in a movie.

Marketing Apprentice

Canva

I'm colourblind

Terra Nova Equipment

Marketing Apprentice

Meta Business Suite

I can draw portraits without looking

Id Card Centre

Digital Marketingbapprentice

Adobe illustrator and photoshop

I bake a lot and play netball

Competitor products

Reviews

• if the product is up to my expectation

• what the product or service is advertising

  
  

Desired - to keep them safer than any other products would and consistently very fast lead times

(We sell tents and camping clothing)

• Customers expect a software compatible with their current system

• The desired service is that it works and streamlines how they are currently working and has value in engaging with social tenants beyond what they expected

• The adequate service is that it works for the customer's current situation

Leave a bad review

Maybe even spread bad word-of-mouth

Mcdonalds - Low expectations < Cost-effective

Dior - High Expectations < Price = Quality

Apple - High Expectations < Price = Quality

low - vinted or depop

high- more expensive clothes from urban outfitters

high- concerts especially if i’ve paid over £50

High expectations - brands like Nars and Mac.

Low expectation - Travelodge

High expectation - The Ritz

- Primark

High - Zara

- Marco Pierre

High product - Rolex

Low service - Pure Gym

High service - David Lloyd

I have just the company I work for

Competitor-based - basing price off of what competitors charge i.e. to stay competitive e.g. BP

Customer-based - charging based off of perceived value e.g. Apple

Psychological - Charging just below big numbers to make it seem cheaper i.e. £9.99, 99p etc. e.g. Tesco

Definition:
Price is determined by calculating the cost of production and adding a standard markup.

Key Points:

• Ensures costs are covered + profit.

• Doesn’t rely on customer perception or competitor pricing.

• Common in supermarkets, manufacturing, and wholesale.

e.g.: Primark

• Why: Primark keeps production costs low (e.g., mass production, low advertising spend) and adds a minimal markup to remain affordable.

• Where: High-street fashion retail across the UK.

• Explanation: Primark focuses on volume sales with thin profit margins per item, ensuring prices remain low for budget-conscious shoppers.
  
  

2. Competitor-Based Pricing

Definition:
Prices are set based on competitors' pricing for similar goods or services.

Key Points:

• Market-driven strategy.

• Often used in competitive industries (e.g., supermarkets, telecom).

• Aims to match or undercut rivals.

e.g. Tesco

• Why: Competes directly with other UK supermarkets like Sainsbury's, Aldi, and Asda.

• Where: Grocery and household items.

• Explanation: Tesco frequently monitors competitors’ prices and adjusts its own to remain competitive and retain market share, especially in its “Price Match” campaign against Aldi.

3. Customer-Based Pricing (Value-Based Pricing)

Definition:
Pricing is based on what customers are willing to pay, considering perceived value rather than production cost.

Key Points:

• Focuses on brand value and customer perception.

• Used for premium or unique products/services.

• Can command higher prices if the perceived value is high.

e.g.: Burberry

• Why: Burberry leverages its luxury brand image, heritage, and fashion appeal to justify high pricing.

• Where: High-end clothing and accessories, global luxury retail.

• Explanation: Customers pay premium prices not just for the product, but for the brand prestige, design, and quality that Burberry represents.

4. Psychological-Based Pricing

Definition:
Pricing tactics that influence customer perception, such as using £9.99 instead of £10.

Key Points:

• Makes prices feel lower than they are.

• Encourages impulse buying or increases perceived value.

• Common in fast food, retail, and e-commerce.

E.g. Greggs

• Why: Uses pricing like £1.99 or £2.49 on many of its bakery items and meal deals.

• Where: High-street bakeries across the UK.

Explanation: These prices feel more affordable and “better value,” especially for customers grabbing a quick, low-cost lunch.

Competitive pricing adjusts prices against those of competitors set a low price below the competition. Three options set the price the same as the competition, set the price above the competition or set the price above the competition.

Customer based pricing is when businesses charge a price based on the perceived value of their product or service to the customer.

Psychological pricing prices seem more affordable.

Ensures business covers it's cost and makes profit.

Competitor based -

Priced based off what it's competitors have priced their products.

Customer based -

Price set for perceived value.

Psychological based -

Making the customer feel like they're getting a better deal. (.99 / .95)

Price

It uses premium pricing to reflect exclusivity and cultural status.

Place

Stussy sells through its website, flagship stores, and select high-end retailers.

Promotion

It promotes through limited releases, influencer appeal, and social media hype.

Product: The original beverage and more (like Smart Water and Innocent Smoothies)

Price: vital to brand; Coca cola used value based pricing and keep their prices relatively low to appeal to a larger customer base.

Place: distributed across hundreds of countries making it a globally recognised brand.

Promotion: creative advertising campaigns - such as its famous christmas adverts (They basically invented Santa) and their more recent "share a coke campaign" - they connect to a digital saavy audience.

Product - They offer a diverse, innovative range of electronics e.g. smartphones, TVs and home appliances.

Price - They use competitive and value-based pricing to target both premium customers and budget-conscious customers.

Place - They distribute their products globally through online channels and retail stores.

Promotion - They invest heavily in advertising, sponsorships, and promotional material to improve brand awareness and increase sales.

Product - Their product is chocolate they sell many different flavours of chocolate.

Price - their pricing is more than the average chocolate brand as they aim to have better quality than their competitors.

Place - they distribute all over the world normally in their own stores or in retailers.

Promotion - they do display ads and digital advertising.

Product - Offer an extremely wide variety of products from vitamins to protein supplements and water bottles.

Price - Middle price range with a variety of sales making customers think they're getting cheaper products, (but these sales are ALWAYS on) it's still worth the money though.

Place - Completely online company however they sell to gyms and outlet stores to sell their products.

Promotion - Again with the sales, this attracts customers to the site, also supplying gyms with these products markets the product to it's specific customers.

Staff, designers, and loyal fans help shape the brand’s image and culture.

Process:

Product releases are limited and carefully timed to build hype and demand.

Physical Evidence:

Stussys logo, packaging, store design, and tags reinforce its identity and authenticity.

Process - they have consistent service and they deliver their products around to retailers efficiently.

Physical evidence - they have stores that contain all their chocolates, also the wrapping on the chocolate is unique to the company and so is the branding.

People -

People into physical fitness or general health.

Process -

Providing a easy purchase service, also providing promotions and a free delivery goal prompting people to buy all their products from one place.

Physical Evidence -

One of the top supplement brands due to their presence in gyms recently releasing a clothing line to further their promotional reach.

Purpose limitation – Data must be collected for specified, explicit, and legitimate purposes and not further processed in incompatible ways.

Data minimisation – Personal data must be adequate, relevant, and limited to what is necessary for the purposes.

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

Storage limitation – Personal data must be kept only as long as is necessary for the purposes for which it is processed.

Integrity and confidentiality (security) – Personal data must be processed securely to protect against unauthorised access, loss, or damage.

Accountability – The data controller is responsible for, and must be able to demonstrate, compliance with all the principles.

1. Lawfulness, Fairness, and Transparency: Personal data must be processed legally, fairly, and in a transparent manner to the individual.

2. Purpose Limitation: Data should be collected for specified, explicit, and legitimate purposes and not further processed in a manner incompatible with those purposes.

3. Data Minimisation: Only the 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; inaccuracies should be corrected or erased without delay.

5. Storage Limitation: Data should not be kept longer than necessary for the purposes for which it was collected.

6. Integrity and Confidentiality: Data must be processed securely to ensure its protection from unauthorized or unlawful access, loss, or damage.

7. Accountability: Organizations are responsible for ensuring and demonstrating compliance with all GDPR principles.

purpose limitation; means data is “collected for specified, explicit, and legitimate purposes”

Data minimization; collect the smallest amount of data you’ll need to complete your purposes

Accuracy; ensure the accuracy of the data you collect and store

Storage limitation; you have to justify the length of time you’re keeping each piece of data you store.

Integrity and confidentiality; maintain the integrity and confidentiality of the data you collect, essentially keeping it secure from internal or external threats

Accountability; You must have appropriate measures and records in place as proof of your compliance with the data processing principles