suppementary materials 17-5-2011 · businesses need to distribute their products; ... maggi buitoni...

MARKETING

Supplementary Materials

Pedro Fernández Sánchez

INSTITUT Milà i Fontanals

CLIL Course Norwich Institute for Language Education

February-April 2011

PEOPLE

PLACE

PROMOTION

PRICE

PRODUCT

MARKETING

MARKETING Supplementary Materials

Pedro Fernández Sánchez 0 INSTITUT Milà i Fontanals

CONTENTS

UNIT 1: Introduction to Marketing .................. ........................................................... 1

Lesson 1: Getting started! ............................................................................... 1

Lesson 2: What’s marketing? Why is important? ..............................................

Lesson 3: Concept of Marketing Mix .................................................................

UNIT 2: The Marketing Mix (4Ps) .................... .............................................................

Lesson 1: Product .............................................................................................

Lesson 2: Price .................................................................................................

Lesson 3: Promotion .........................................................................................

Lesson 4: Place.................................................................................................

UNIT 3: Merchandising.............................. ...................................................................

Lesson 1: Merchandising & its elements...........................................................



TOPIC Marketing

UNIT 1 Introduction to Marketing

Lesson 1. Getting Started!

SUPPLEMENTARY MATERIAL WORKSHEET 1: Activating Prior Knowledge



ACTIVITY 2: MATCHING

1. BRAND a. It is the fact or process of losing (money)

2. CUSTOMER b. It is the process of increasing in amount, value or importance.

3. EARN c. It is a person or company that makes goods for sale

4. FEATURES d. Obtain (money) in return for labour.

5. GROWTH e. It is the money that a business obtains selling products.

6. LOSS f. The mass communication (TV, radio & newspapers)

7. MANUFACTURER g. Benefit, advantage, a financial gain

8. MEDIA h. A person who buys goods or

services from a shop or business

9. PROFIT i. It is the name, symbol or logo of a product.

10. REVENUE j. It is the characteristics of a

product (e.g. 14 megapixels – digital camera)



SUPPLEMENTARY MATERIAL WORKSHEET 1: Activating Prior Knowledge

Name:

Group: Date: ACTIVITY 4: MATCHING Work individually; match the words with their correct definitions.

Words Definitions

1. Place a. Money in coins or notes.

2. Storage b. Point-Of-Sale.

3. Goods c. How the product will be distributed.

4. Short-term d. Material objects that we can see and touch (e.g. mobile).

5. Cash e. The action or method of storing something for future use.

6. POS f. It is a period of time, a year or less than a year.

ACTIVITY 5: Fill in the gaps with the words from Activity 4. 1. I need to pay €1,000 to my bank in six months. I have a _____________ debt with my bank.

2. We paid €5 for the goods in _____________, not by credit card.

3. Isabel gives me a lot of books and I do not have enough _____________ space to put them.

4. The companies sell _____________ to earn money.

5. Businesses need to distribute their products; they need to _____________ them in the

shops.

6. The supermarkets’ offers are a good example of _____________.



Lesson 3.

Marketing mix

WORKSHEET 3: ACTIVITY 2: Applying Marketing mix Cou rse:

Name: Date: Fill in the gaps with the option in brackets. In the other gaps give your own answer. GOOD: _______________________________________

This is _______________________________________ (a new product / a product I like / an important product from the country I come from ) Product :

The company ____________________sells this good. It s characteristics are:

- It is __________________ (small / big / medium siz e)

- It is __________________ (easy to carry / difficu lt to carry)

- It is a __________________ product. (high quality / medium quality / low quality)

- It is used to:_____________________________and __ _________________________.

Price :

- The amount of money you need to pay for__________ ______is between_________

- It is ________________________product. (expensive / cheap)

Promotion :

The customers know about this good because:

- It is advertised: ______________ and ____________ ___. (on TV / in internet / in

magazines / on the radio / in posters / in cinemas)

- It has got___________________ publicity. (not many / some / a lot of)

- ____________________ people know about it. (Not many / Some / A lot of)

Place:

The good is distributed in:

- _________________________________. (Stores, super markets, webpage, kiosk, shops)

- Also_____________________________. (Franchising, Corte Inglés, teleshop)



TOPIC Marketing

UNIT 2 Marketing mix

Lesson 1. Product

SUPPLEMENTARY MATERIAL WORKSHEET 1: ACTIVITY 1: Dictation These two definitions need to be placed around the classroom so Ss are able to read them. If there are a lot of groups it might be necessary to copy the same definition two or three times so Ss are able to move freely to read the definitions.

Product: It is the good or service that satisfies the customer’s need and her desires to buy. It is the most important element.

Product differentiation: It is when a company chooses features which distinguish its product from others. For example: better location, selling price, design, functions…



UNIT 2 Lesson 1 SUPPLEMENTARY MATERIAL WORKSHEET 2: ACTIVITY 2: Product portfolio

NESTLÉ

Cereals Chocolate Dairy Culinary & Frozen

Ice creams Coffee Drinks

Fitness

Chocapic

Golden Grahams

Cheerios

Crunch Cereales

Kit Kat

Crunch

Caja Roja

Nestlé Noir

Dolca

After Eights

La Lechera

Sveltesse

Ideal

Maggi

Buitoni

Litoral

Solís

La Cocinera

Extreme

Nestle Gold

Maxibon

Nestlé

Pirulo

Nescafe

Nestlé Gold

Bonka

Dolce Gusto

Ricoré

Nestea

Nesquick

Eko

Viladrau

Aquarel

San Narciso

Vittel

Perrier

S.Pellegrino



TOPIC Marketing


Lesson 1. Product

SUPPLEMENTARY MATERIAL WORKSHEET 2 ACTIVITY 3: Product Life Cycle (PLC)

Product Life Cycle

Introduction

Growth

Maturity

Decline

It is the period of time from the introduction

until the withdrawal of a product.

The product is new; there are low sales and

slow growth.

There are high costs of developing, making and advertising the

product.

Usually the product makes a start loss.

Sales increase when more customers buy the product.

The production increases and costs fall (economies of scale).

Competitors enter the market when the product starts to make a profit.

The product reaches maximum sales and profits.

There is more competition until the market reaches saturation.

Sales and profit fall until the product makes loss.

Adverts’ objective: Inform customer

Adverts’ objective: Differentiate from other

products

Adverts’ objective: Maintain or increase

market share

Adverts’ objective: Remind customers



TIME (Years)

Product Life C ycle Curve

SA

LES

(E

uros

- €

)



TOPIC Marketing


Lesson 1. Product

WORKSHEET 3: Packaging & Brand

Name:

Group: Date: ACTIVITY 1: PACKAGING – FILL IN THE GAPS QUESTIONNAIRE

PRODUCT PACKAGING QUESTIONNAIRE

1. Why is the packaging of a product important?

It is important because it _____________________________________________ the product.

2. For what types of goods is packaging particularly important? Give two examples.

It is more important for ____________________________________Examples: chocolates, soft drinks

3. What characteristics should the packaging of a product have to make people buy it?

a) Easy to identify (e.g. Box of Chocolates Nestlé brand)

b) Inform about_________________________________________ packaging (e.g. soya milk)

c) Attractive (__________________________our product: e.g. fruit juice)

4. What characteristics should the packaging of a product have to be user-friendly after purchase?

a) Easy to open (___________________________)

b) Convenient to use (_____________________________e.g. tooth paste)

c) Ease of transportation and storage (______________________________)

Fill in the gaps above with the right sentences: - encourages buying

- its content for non transparent

- e.g. tetra pak, cans…

- helps to sell and to distinguish

- especially if we use often,

- e.g. water bottles

- Fast Moving Consumer Goods (FMCG)



WORKSHEET 3: Packaging & Brand

Name:

Group: Date: ACTIVITY 2: BRAND & BRAND STRATEGIES – FIND SOMEONE WHO KNOW…

Usually the product makes a loss.

‘WORDS CARD

� BRAND CONCEPT � BRAND CHARACTERISTICS � GLOBAL BRAND � Multi-brands � Individual brands � Product line brand � Second brand � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � MULTI-BRANDS � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � Second brand � Own-brands

‘WORDS CARD

� BRAND CONCEPT � BRAND CHARACTERISTICS � GLOBAL BRAND � Multi-brands � Individual brands � Product line brand � Second brand � Own-brands

‘WORDS CARD

� Brand concept � BRAND CHARACTERISTICS � GLOBAL BRAND � MULTI-BRANDS � Individual brands � Product line brand � Second brand � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � Multi-brands � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � SECOND BRAND � Own-brands

‘WORDS CARD

� Brand concept � BRAND CHARACTERISTICS � GLOBAL BRAND � MULTI-BRANDS � Individual brands � Product line brand � Second brand � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � GLOBAL BRAND � MULTI-BRANDS � INDIVIDUAL BRANDS � Product line brand � Second brand � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � Multi-brands � Individual brands � PRODUCT LINE BRAND � SECOND BRAND � OWN-BRANDS

‘WORDS CARD

� Brand concept � Brand characteristics � GLOBAL BRAND � MULTI-BRANDS � INDIVIDUAL BRANDS � Product line brand � Second brand � Own-brands



‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � MULTI-BRANDS � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � Second brand � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � Multi-brands � INDIVIDUAL BRANDS � PRODUCT LINE BRAND � SECOND BRAND � Own-brands

‘WORDS CARD

� Brand concept � Brand characteristics � Global brand � Multi-brands � Individual brands � PRODUCT LINE BRAND � SECOND BRAND � OWN-BRANDS

BRAND CONCEPT (1)

Is a name (pronounced), symbol, logo (image), slogan or design that distinguishes a seller’s goods or services in the market.

BRAND CONCEPT (1)

Is a name (pronounced), symbol, logo (image), slogan or design that distinguishes a seller’s goods or services in the market.

BRAND CHARACTERISTICS (2)

- Short

- Easy to remember

- Associated with product characteristics

- Sometimes we use a brand to talk about a product

BRAND CHARACTERISTICS (2)

- Short

- Easy to remember

- Associated with product characteristics

- Sometimes we use a brand to talk about a product

GLOBAL BRAND (3)

When the company uses the same name for all the products.

GLOBAL BRAND (3)

When the company uses the same name for all the products.

MULTI-BRAND (4)

When we use more than one brand. There are three types.

MULTI-BRAND (4)

When we use more than one brand. There are three types.

INDIVIDUAL BRANDS (5)

We use a different brand for each product.



INDIVIDUAL BRANDS (5)

We use a different brand for each product.

PRODUCT LINE BRAND (6)

We use the same brand for similar products.

PRODUCT LINE BRAND (6)

We use the same brand for similar products.

SECOND BRAND (7)

Companies with an exclusive/luxury brand, they want to find another market segment (low price) to sell another brand.

SECOND BRAND (7)

Companies with an exclusive/luxury brand, they want to find another market segment (low price) to sell another brand.

OWN- BRANDS (8)

When big supermarkets sell their own products, made by other companies, at a lower price.

OWN- BRANDS (8)

When big supermarkets sell their own products, made by other companies, at a lower price.



SUPPLEMENTARY MATERIAL WORKSHEET 1: Lesson 2 ACTIVITY 1 MIND MAP – FILL IN THE GAPS

Name: Group: Date:

PRICE Mind Map

PRICE

Fi____ pr____

St________

Co______

Co_______ ba___

Ma____ Ba___

Co__ ba___

Cu = _________

Ma_____

Se_____ pr__ =

_____________

________

______ Law

QUANTITY (units)

Pric

e (€

-E

uros

)

Demand (curve)

Supply (curve)

Equilibrium

40 units (Qe)

€10

Pe

m

(40 units,€10)

F______ In_________

Lo___ Si____ Hi____

Pr___ sk______ or cr_____

Ps_________ pr______

Pe________ pr______

E.g. E.g.

Re_____ pr___ E.g.

Pr_____ pr___ E.g.

Pr___ on cu________ ex_________

Cr______ pr___ po___ E.g.

ma_____ le_______



Fill in the gaps of the ‘Price Mind Map’ with the following concepts: - Regular price

- Strategies

- Concept

- Market based

- market leader

- Competition based

- Selling price = Cu + mark-up

- Price on customer expectations

- Cost based

- Premium price

- Penetration pricing

- Similar

- Mark-up

- Lower

- Price skimming or creaming

- Cu = CFu + CVu

- Psychological pricing

- Critical price point



Lesson 3. Promotion

WORKSHEET 1: Promotion (or Promotion mix)

Name:

Group: Date: ACTIVITY 1: “ABCDE” OF ADVERTISING – THE 3/15 GAME TASK 1 – CONCEPT – OBJECTIVES – PRINCIPLES (ADVERTISING)

SOLUTION TASK 1 a) Concept of Advertising

Concept of Advertising: It is a message that compan ies (firms) send to inform customers and/or to persuade them to buy a product. It uses a channel of communication or media so you need to pay (cost).

SOLUTION TASK 1 b) Basic objectives (AIDA Model)

1) c 2) d 3) a 4) b

SOLUTION TASK 1 c) Principles of Advertising

Be SIMPLE Be CREATIVE Be REPETITIVE Be HONEST



TASK 2 – ADVERTISING MEDIA (PROS & CONS)

PROS CONS

TV

Radio

The Press

Poster & Billboards

Internet



− Can reach a lot of people − Can target customers − Good for mass-market products. − It is profitable 5

− It is very expensive 3

− It is short, dynamic & very repetitive − Low cost 10

− Can target listeners (only sound) − It has a smaller audience 1

− It is easy to target effectively. 8

− It is silent and static 6

− Have high visual impact − Many people see them 2

− Only see them for a few seconds − Limited information 4

− Global coverage − Low costs 7

− Security problems − Great competition 9

SOLUTION TASK 2 d) Advertising Media (Pros & Cons)

TV 5 3

Radio 10 1

The Press 8 6

Posters & Billboards 2 4

Internet 7 9



TASK 3 – STAGES TO DESIGN AN ADVERTISEMENT MESSAGE

A 3rd Ads message.

B - How much the firm wants to earn.

C - Target audience of the ads (it depends on the market segment), for example: small

car, low price.

D 2nd Advertisement strategies.

E - The business needs to know if the product has a market, raise interest for future

sales.

F - Media (the ads’ message depend on the media we choose), for instance:

magazines play with colour, shape; TV plays with sound, voice, music.

G - Show special qualities that the company has to offer.

H 1st Market research.

I - Define the market segment (customers we target).

SOLUTION TASK 1 e) Stages to design an advertisemen t message

H E D I B G A F C



SCORING TABLE:

Tea

m 1

N

AM

E:

Tea

m 2

N

AM

E:

Tea

m 3

N

AM

E:

Tea

m 4

N

AM

E:

Tea

m 5

N

AM

E:

Tea

m 6

N

AM

E:

Tea

m 7

N

AM

E:

Tea

m 8

N

AM

E:

Tea

m 9

N

AM

E:

Tea

m 1

0 N

AM

E:

TASK 1

a)

b)

c)

TASK 2

TASK 3

TASK Explanation

GROUP



ACTIVITY 2: GETTING TO KNOW PROMOTION MIX – INFORMATION GAP Text for student A

WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains (I)______________________________________. The promotion mix is divided into four main elements : Advertising, Sales Promotion, Personal Selling and Public Relations. Advertising is very important element of the promotion mix (as we have seen in Activity 1). Let’s talk about the other three elements. Businesses use Sales Promotion to produce a short-term increase in sales. There are four main reasons why we use Sales Promotion. Firstly, (II)___________________

___________________________. Secondly, (II)____________________________________

_________________________. Thirdly, companies want to reduce their stock surplus , which is the extra stock they cannot sell. Finally, we can use Sales Promotion to get some cash needs , to get some money (coins, notes). There are five examples of sales promotion : 1) special offers (buy one and get one free); 2) free gifts (you buy a product and you get a present); 3) sales (in January or August, 50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the product. Personal Selling is (III)________________________________________________________ ______________. The sales person can satisfy better customers’ needs better.

The characteristics of Personal Selling are: 1) transmits the image of the company ; 2)

informs, persuades the customer to buy; 3) (IV)____________________________________

4) (IV)______________________________________________________________________.

The purpose of Public Relations is (V)____________________________________________

_____________________________________________. Public Relations can achieve its purpose via charity events , sponsorships , concert , conferences … Public Relations are used when: 1) the company wants to change or updates its image ; 2)

(VI)________________________________________________; 3) the company has been

discredited (bad reputation).



Text for student B

WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains how customers are informed about the product. The four main elements of promotion mix are: (I)_________________, _________________

__________, ______________________ and ____________________. Advertising is the most important element of the promotion mix, as we have seen in Activity 1. Let’s talk about the other three elements. Businesses use Sales Promotion (II)_____________________________________________. There are four main reasons why we use Sales Promotion. Firstly, in order to increase the market share of the company. Secondly, when the company has a new product or has a new use for an existing product. Thirdly, companies want to reduce their stock surplus , which means, to sell the entire product they store, not sold. Finally, we can use Sales Promotion to get some cash needs , to get some money (coins, notes). There are five examples of sales promotion : 1) (III)_________________________________;

2) (III)__________________________________________3) sales (in January or August,

50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the

product.

Personal Selling is when there is a direct contact between the sales person and the customer. The sales person can satisfy better customers’ needs better. The characteristics of Personal Selling are: 1) (IV)________________________________;

2) (IV)_______________________________________________; 3) It has a quick response

from the customer and 4) the sales person needs to know the product very well.

The purpose of Public Relations is to improve and keep good relations between the company and the public. Public Relations can achieve its purpose via (V)___________________, _________________,

__________________, ____________________,… Public Relations are used when: 1) the company wants to change or updates its image ; 2)

the company wants to enter in a new market or 3) (VI)________________________________

_________________________________.



TEXT

WHAT IS PROMOTION? WHAT IS THE PROMOTION MIX? The promotion or promotion mix explains how customers are informed about the product. The promotion mix is divided into four main elements: Advertising, Sales Promotion, Personal Selling and Public Relations. Advertising is a very important element of the promotion mix (as we have seen in Activity 1). Let’s talk about the other three elements. Businesses use Sales Promotion to produce a short-term increase in sales. There are four main reasons why we use Sales Promotion. Firstly, in order to increase the market share of the company. Secondly, when the company has a new product or has a new use for an existing product. Thirdly, companies want to reduce their stock surplus, which is the extra stock they cannot sell. Finally, we can use Sales Promotion to get some cash needs, to get some money (coins, notes). There are five examples of Sales Promotion: 1) special offers (buy one get one free); 2) free gifts (you buy a product and you get a present); 3) sales (in January or August, 50% off); 4) discount vouchers (€5 off the next book you buy) or 5) free samples of the product. Personal Selling is when there is direct contact between the sales person and the customer. The sales person can satisfy the customers’ needs better. The characteristics of Personal Selling are: 1) It transmits the image of the company; 2) It informs, persuades the customer to buy; 3) It has a quick response from the customer and 4) the sales person needs to know the product very well. The purpose of Public Relations is to improve and keep good relations between the company and the public. Public Relations can achieve their purpose via charity events, sponsorships, concerts, conferences… Public Relations are used when: 1) the company wants to change or update its image; 2) the company wants to enter in a new market or 3) the company has been discredited (bad reputation).



Lesson 4.

Place

WORKSHEET 1: Promotion (or Promotion mix)

Name: Group: Date: ACTIVITY 2: SUMMARISING PLACE TEXT

4. Place. 4.1 Concept

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

4.2 Place functions a) Transport: ______________________________________________________________________

__________________________________________________________________________________.

b) Store: __________________________________________________________________________

___________________________________________________________________________________.

c) Customers’ information & advice: __________________________________________________

___________________________________________________________________________________.

4.3 Intermediaries a) Types:

− Wholesalers: _____________________________________________________________________

____________________________________________________________________________________

________________________________________________________________________________.

− Retailers: _____________________________________________________________________.

b) Functions: (they justify their added value)

- Physical distribution: ______________________________________________________________

___________________________________________________________________________________.

- Financing: _______________________________________________________________________

___________________________________________________________________________________.

suppementary materials 17-5-2011 · businesses need to distribute their products; ... maggi buitoni...

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