How to achieve P2

Thursday 18th December
BTEC Business

P2 Criteria
Explain the role of promotion within the marketing mix for a selected product/service
1. We need to provide some reasons and go into detail 2. Promotion’s connection to the other parts of the marketing mix
3. Focus on one product from a business

What the examiner recommends
• For P2, the activity may be connected to the promotion of a selected product as part of the application of the marketing mix as organisations select price points, highlight product quality or secure appropriate placement.
• In this way, learners can see, and explain, promotional activity in a broader marketing context. Your Plan
• Describe what the marketing mix means
• Describe how the company uses price
– Then explain how the promotional elements link in

• Describe how the company uses product
– Then explain how the promotional elements link in

• Describe how the company uses place
– Then explain how the promotional elements link in

• Explore other areas of the extended marketing mix such as packaging and people.

Use the unit content!
• The ‘Unit Content’ provides a lot of key terms and hints on what sort of things you should try to look at • For example…
– Place: online and/or physical presence; retail; wholesale; direct selling; role of intermediaries (push and pull)

Simple Example: Apple’s iPhone 6
• Apple charges over £500 for the iPhone 6. This is higher than the price it’s competitors charge. This is because…
•