•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 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.

•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)?

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

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.

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

'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.

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

The convenience of the product/service.

The price point of the product/service.

Brand message and communication.

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.

Contact customer service

Move their business to your competitor

Discourage friends and family from your product/service

High product Expectations: Dior

Low service expectations : mcdonalds

High service: Gordon Ramsey restaurant

• Shein

• YSL

Service:

• Markets

• Wedding ring shopping

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

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

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

• 
  

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

- 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.

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

*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.

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

• 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

• 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.

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

• 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.

• 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

• 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.

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

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

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.

= 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

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.

• 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.