Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
   1. Market research - self-test
   2. Marketing plans - self-test
   3. Marketing objectives & strategy - self-test
   4. The marketing mix - case study
   5. Marketing plan - case study
   6. Marketing objectives and market share
   7. The role of market research
   8. Primary and secondary research - short answer questions
   9. Questionnaires - short answer questions
   10. Market segmentation - short answer questions
   11. Sales forecasting - short answer questions
   12. Sales forecasting - case study
   13. Forecasting techniques - short answer questions
   14. Forecasting techniques - numerical questions
   15. Cyclical variation - numerical question
   16. Marketing strategies - short answer questions
   17. Marketing strategies - case study
   18. Marketing strategies - case study (2)
   19. The Business of Ageing
   20. The online music revolution
   21. Marketing and ethics
   22. Make it green and keep them keen
   23. 'Green' Gifts
   24. Changing times
   25. TryIT - Marketing Maze Green Yachts
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Marketing strategies - case study

Bisto gravy powder, currently owned by Premier Foods, has been extremely popular in the UK since the 1920s. Sunday lunch was the focal point of most family's week. Father carved and mother slaved away to produce just what they all wanted; roast potatoes and all the trimmings.

Then things started to change and Sunday became less special and the roles of mothers and fathers begun to change. People started to eat out, or went away and so the traditional Sunday lunch lost some of its appeal. Gravy suffered and the manufacturers of Bisto were faced with a problem.

In response to declining sales, the producers of Bisto decided to:

• Relaunch using the old image of kids smelling something good cooking
• Update the promotion - the kids were modern in their dress and attitudes
• Vegetarian gravy was introduced, as was herbs, chicken and beef
• Granules replaced powder, so allowing instant gravy

The result was an enormous increase in sales and Bisto survived.

Question 1

Describe the elements of a marketing plan.

Question 2

Explain the importance of market segmentation for Bisto's marketing strategy.

Question 3

Analyse different methods of market research that Bisto may have conducted to before changing their product range.

Question 4

Evaluate the impact on Bisto objectives and strategy of changes in the external environment