9
The Target Market
Back in Business · Strand 2: Understanding Enterprise
8 Learning
Outcomes
Outcomes
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9.1
Appreciate the importance of market research in identifying the target market and discuss how businesses conduct market research
Appreciate / Discuss
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APPRECIATERecognise the value and importance. Cover why market research matters for the target market, then the two types used to conduct it.
Market research: The process of collecting and analysing information about the target market to establish trends - market size, competitors, consumer reactions and preferences.
Why it matters - Suitable brand development
Helps shape a brand's name, logo and packaging to suit the target customer's age, lifestyle and preferences. Market research ensures the brand feels relevant to the right people.
+Why it matters - Product design and features
Helps create products that match specific customer needs, such as health trends or dietary choices. Research identifies what customers actually want before money is spent on development.
+Why it matters - More effective marketing
Helps target the right audience with the right message on the right platform, saving time and money. The business knows where its customers are and how to reach them.
+Why it matters - Higher customer satisfaction
When marketing and products reflect what customers want, they are more likely to feel understood and stay loyal. Satisfied customers make repeat purchases and recommend the brand.
+Field research (primary)
Gathering new data directly from sources. Methods include:
Surveys, observation, customer feedback forms, focus groups, interviews.
Benefit: tailored specifically to the business's question; data is current and original.
+Surveys, observation, customer feedback forms, focus groups, interviews.
Benefit: tailored specifically to the business's question; data is current and original.
Desk research (secondary)
Gathering data from existing sources. Methods include:
Internet research, CSO reports, industry reports, media, competitor websites.
Benefit: faster and cheaper than field research; large datasets already exist.
+Internet research, CSO reports, industry reports, media, competitor websites.
Benefit: faster and cheaper than field research; large datasets already exist.
9.2
Outline the elements of the marketing mix and explain their significance for a business and how they are influenced by the target market
Outline / Explain
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EXPLAINGive a detailed account. For each P: what it covers, why it is significant, and how the target market influences it.
A marketing mix is developed to tailor a product or service to suit its target market. It covers 7 elements: Product, Price, Promotion, People, Packaging, Process and Place.
P
Product / Service
Function, features, design, quality and branding
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Significance
The product is the core of the marketing mix. A strong USP sets it apart from competitors. Branding (name, logo, slogan) builds recognition and loyalty. The product life cycle shows how sales change over time and guides when to update or replace the product.
How target market influences it
Design and features must match what the target customer needs or values (e.g. health-conscious consumers want low-sugar options).
Branding reflects the lifestyle and values of the target group (e.g. a premium brand for high-income buyers).
Branding reflects the lifestyle and values of the target group (e.g. a premium brand for high-income buyers).
P
Price
Strategy chosen and factors that influence it
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Significance
Price directly affects revenue and profitability. The chosen strategy signals quality and brand positioning. Strategies include: premium (luxury), penetration (enter market low), cost-plus (mark-up on cost), bundle (combined price), tiered (different levels) and price discrimination (different prices for different groups).
How target market influences it
Income level affects what price range is acceptable (e.g. student-focused products use lower prices).
Competitor pricing shapes the strategy - the business must stay competitive or justify a premium.
Price reflects how the target customer values the product.
Competitor pricing shapes the strategy - the business must stay competitive or justify a premium.
Price reflects how the target customer values the product.
P
Promotion
How the business communicates with its target market
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Significance
Without promotion, customers do not know the product exists. Methods include: advertising, social media, influencers, sales promotions, public relations and personal selling. The mix of methods chosen depends on the budget and target audience.
How target market influences it
Channels chosen are based on customer habits (e.g. younger audiences: TikTok and Instagram; older audiences: TV and radio).
Messages are tailored to the interests and values of the target group (e.g. eco-messaging for sustainability-conscious buyers).
Messages are tailored to the interests and values of the target group (e.g. eco-messaging for sustainability-conscious buyers).
P
People
Staff and salespeople who represent the business
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Significance
People are the face of the brand. How staff interact with customers - whether in-store, online or on social media - shapes the customer experience and can build or damage loyalty. Staff training and attitude matter as much as the product itself.
How target market influences it
Staff image and tone should reflect customer expectations (e.g. a luxury brand needs highly professional staff).
Staff knowledge must match customer needs (e.g. technical knowledge for a tech product target market).
Staff knowledge must match customer needs (e.g. technical knowledge for a tech product target market).
P
Packaging / Physical Evidence
First impression of a product; physical environment for services
▼
Significance
For products: packaging gives the first impression and plays a vital role in attracting customers. It has four key functions: protection (preserves the product during transit and storage), providing information (ingredients, use-by dates, legal requirements), point of differentiation (helps the product stand out from rivals - e.g. the Pringles tube shape), and promoting ethics and sustainability (e.g. Ballygowan's 100% recycled bottles).
For services: where there is no physical product, businesses rely on physical evidence to reassure customers and set expectations. This includes the décor and cleanliness of a restaurant, the look of a hotel lobby, or the environment of a gym. The physical setting signals the quality and style of the service before it is even delivered - e.g. BikeRowSki's high-energy, well-designed studio creates the right atmosphere for its fitness classes.
For services: where there is no physical product, businesses rely on physical evidence to reassure customers and set expectations. This includes the décor and cleanliness of a restaurant, the look of a hotel lobby, or the environment of a gym. The physical setting signals the quality and style of the service before it is even delivered - e.g. BikeRowSki's high-energy, well-designed studio creates the right atmosphere for its fitness classes.
How target market influences it
Design and style must match what appeals to the target group. A luxury skincare brand uses sleek, minimalist packaging; a children's product uses bright colours. A barber targeting young men might use bold, modern décor and stylish furniture.
Relevant messaging connects with the audience's interests. A protein bar for athletes uses bold, fitness-focused language with clear macros. A family café uses warm, welcoming colours and friendly signage.
Convenience and functionality matters to busy customers - resealable packaging for on-the-go products, or an online booking system and comfortable waiting area for a service business.
Ethics and environment - if the target market values sustainability, packaging should use recyclable or biodegradable materials, and service environments should use natural materials or highlight green credentials.
Relevant messaging connects with the audience's interests. A protein bar for athletes uses bold, fitness-focused language with clear macros. A family café uses warm, welcoming colours and friendly signage.
Convenience and functionality matters to busy customers - resealable packaging for on-the-go products, or an online booking system and comfortable waiting area for a service business.
Ethics and environment - if the target market values sustainability, packaging should use recyclable or biodegradable materials, and service environments should use natural materials or highlight green credentials.
P
Process
Steps the customer follows to complete their purchase
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Significance
A smooth, easy process reduces friction and improves customer satisfaction. E.g. online shopping involves browsing, adding to cart, checking out and managing returns. A poor process (slow checkout, confusing returns) can put customers off buying again.
How target market influences it
Speed is valued by convenience-focused customers (e.g. Gen Z expects fast, seamless digital purchasing).
Simplicity is needed for less tech-savvy users (e.g. older customers may prefer phone-based ordering).
Simplicity is needed for less tech-savvy users (e.g. older customers may prefer phone-based ordering).
P
Place
How the product is sold and distributed to consumers
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Significance
The product must be available where and when customers want it. Distribution can be direct (e.g. Nike.com), through retailers (e.g. Tesco), or via apps (e.g. Deliveroo). Choosing the wrong channel means customers cannot easily buy the product.
How target market influences it
Younger customers prefer fast, digital channels with app-based ordering and quick delivery.
Buying habits matter - some products (e.g. furniture) require in-store visits before purchase. Luxury brands often sell direct to maintain exclusivity.
Buying habits matter - some products (e.g. furniture) require in-store visits before purchase. Luxury brands often sell direct to maintain exclusivity.
9.3
Develop a marketing mix for a product and a service of choice and provide a USP analysis for each
Develop
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DEVELOPA USP analysis identifies what makes a product unique in a way customers actually want. Use the three-circle Venn below. Tap each zone.
USP analysis: A focused review of what makes a product different from its competitors. The business identifies (1) what they do well, (2) what customers want, and (3) what competitors do well - then highlights the intersection that only they can own.
Tap each section to see what it means in a USP analysis
A — The USP
B — Hard to stand out
C — Avoid in marketing
A — This is the USP. Emphasise these features throughout the marketing mix.
Zone A highlights what the business does well and what the target market wants, but that competitors do NOT do well or offer. This is the genuine competitive advantage. The business should build all of its marketing around this zone - the product, pricing, promotion, packaging and place should all communicate these unique features.
Example: A new Irish energy drink that is affordable, lightweight and sold at college campuses and sports events - something neither Monster nor Red Bull specifically targets in Ireland. That combination is the USP.
Example: A new Irish energy drink that is affordable, lightweight and sold at college campuses and sports events - something neither Monster nor Red Bull specifically targets in Ireland. That combination is the USP.
B — Both you and your competitors do these well and customers want them. It is hard to stand out here.
Zone B is where all three circles overlap - things the business does well, customers want, and competitors also do well. These features are important for quality but will not create a competitive advantage. Customers can get them from rivals too, so pushing them in marketing does not help the business stand out.
Example: Good flavour and being available in supermarkets - both you and Monster and Red Bull offer this. Marketing these features alone will not win customers away from established rivals.
Example: Good flavour and being available in supermarkets - both you and Monster and Red Bull offer this. Marketing these features alone will not win customers away from established rivals.
C — Competitors do these well and customers want them, but your business does not offer them. Avoid mentioning these in marketing.
Zone C shows where competitors have an advantage that the business does not share. Drawing attention to these features in marketing only highlights a weakness. The business should focus on Zone A in all communications and address Zone C internally through product or service improvement over time.
Example: A global brand identity and extreme sports sponsorships - Monster and Red Bull have built this over decades. Trying to compete on this turf directly would be a mistake for a new entrant.
Example: A global brand identity and extreme sports sponsorships - Monster and Red Bull have built this over decades. Trying to compete on this turf directly would be a mistake for a new entrant.
9.4
Evaluate and suggest ways of improving an existing marketing mix
Evaluate / Suggest
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EVALUATECollect and examine evidence to make judgements. Explain WHY the change would work, link to target market, justify with a trend or comparison.
When suggesting improvements: don't just say what to change - explain why it would work, link it to the target market, and justify with evidence or trends.
Improving Product
Launch a new variant that addresses an unmet customer need (e.g. plant-based/dairy-free range targeting vegan or lactose-intolerant customers). This expands the customer base without abandoning existing buyers.
+Improving Price
Add a premium-priced tier to compete with luxury rivals, while keeping the standard range accessible. Tiered pricing allows the brand to cater to different budgets while increasing margins on premium products.
+Improving Promotion
Use interactive online campaigns (polls, flavour votes, giveaways) to boost engagement. This gives customers a voice and makes them feel involved with the brand, increasing loyalty and social media reach.
+Improving People
Involve staff in community or charity campaigns to strengthen corporate social responsibility messaging. Customers increasingly want to buy from businesses with values - visible staff involvement builds trust.
+Improving Packaging / Physical Evidence
Products: Add QR codes linking to sourcing information or behind-the-scenes videos. This boosts transparency and builds brand trust. Use sustainable or recycled materials to appeal to eco-conscious buyers and improve visual impact on shelf.
Services: Enhance the physical environment - upgrade décor, improve cleanliness, modernise signage. The physical evidence of a service business signals quality before the customer even experiences the service. E.g. a gym refurbishing its changing rooms improves customer perception immediately.
+Services: Enhance the physical environment - upgrade décor, improve cleanliness, modernise signage. The physical evidence of a service business signals quality before the customer even experiences the service. E.g. a gym refurbishing its changing rooms improves customer perception immediately.
Improving Process
Simplify the steps a customer must take to complete their purchase. Add features like one-click checkout, easy returns, click-and-collect, or subscription options to reduce friction. A smoother process increases conversion rates and encourages repeat purchases.
E.g. a streaming service could add an in-app one-tap subscribe option, or a gym could introduce online booking with automatic reminders - both reduce the effort needed from the customer.
+E.g. a streaming service could add an in-app one-tap subscribe option, or a gym could introduce online booking with automatic reminders - both reduce the effort needed from the customer.
Improving Place
Expand to a new distribution channel not currently used (e.g. pop-up stands at sports events or festivals to reach the core target market in their natural setting). Also consider selling on a marketplace platform like Amazon or launching a dedicated app to make the product available wherever customers already are.
+9.5
Demonstrate an understanding of the disruptive impact and influence of digital technology on market research and marketing
Demonstrate
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DEMONSTRATEProve by reasoning or examples. Cover market research and marketing separately.
Digital impact - Market research
Social media and analyticsBusinesses can track consumer behaviour in real time - what content people engage with, what they share, and what they ignore - providing instant insights without expensive surveys.
Online surveys and reviewsTools like Google Forms or Trustpilot gather large amounts of customer feedback quickly and cheaply. AI can analyse patterns across thousands of responses.
+Online surveys and reviewsTools like Google Forms or Trustpilot gather large amounts of customer feedback quickly and cheaply. AI can analyse patterns across thousands of responses.
Digital impact - Marketing
Targeted advertisingPlatforms like Instagram and TikTok allow businesses to target ads precisely by age, location, interests and behaviour - reaching the exact customer profile at lower cost than traditional media.
Influencer and content marketingSmall businesses can use influencers, short videos or viral campaigns without big budgets, making marketing more accessible and engaging for niche audiences.
+Influencer and content marketingSmall businesses can use influencers, short videos or viral campaigns without big budgets, making marketing more accessible and engaging for niche audiences.
9.6
Evaluate the influence of ethics and sustainability on marketing
Evaluate
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EVALUATECollect evidence to make judgements. Cover positive influences, challenges (including greenwashing), and give an overall evaluation.
Positive - Builds trust and loyalty
When a business shows it cares about people or the environment (e.g. fair trade ingredients, recyclable packaging), customers trust the brand more and are more likely to become repeat buyers.
Example: Tony's Chocolonely promotes fair wages for cocoa farmers - this ethical stance is central to their brand.
+Example: Tony's Chocolonely promotes fair wages for cocoa farmers - this ethical stance is central to their brand.
Positive - Creates powerful marketing stories
Ethical and sustainable practices give marketers authentic content to share - eco-friendly packaging, charity partnerships, supply chain stories. These connect emotionally with consumers and enhance brand image.
Example: SuperValu's TidyTowns sponsorship promotes local and sustainable values.
+Example: SuperValu's TidyTowns sponsorship promotes local and sustainable values.
Positive - Competitive advantage
Promoting ethical sourcing or a lower carbon footprint can differentiate a brand in crowded markets. It can also justify a higher price to eco-conscious customers who are willing to pay more for responsible brands.
+Challenge - Can increase costs
Sourcing sustainable materials or producing ethical goods is more expensive. This can reduce profit margins unless customers are willing to pay a higher price - which is not always the case.
+Challenge - Risk of greenwashing
Greenwashing is when a brand claims to be eco-friendly or exaggerates its sustainability efforts without making real changes. This can seriously damage the brand's reputation and lead to a customer backlash.
Example: Some fast-fashion brands promoted "sustainable" collections while continuing wasteful practices elsewhere.
+Example: Some fast-fashion brands promoted "sustainable" collections while continuing wasteful practices elsewhere.
9.7
Use a power-interest grid to analyse customer interest and adjust the marketing mix as necessary
Use
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USEApply the grid to a real product and context. Identify which group belongs in each quadrant, then explain how the marketing mix should respond to each group.
A power-interest grid maps customer and stakeholder groups based on two things: how much power they have over purchasing decisions, and how much interest they have in the product. It helps a business decide where to focus marketing effort and budget. The right strategy for each quadrant depends on the product and market context.
HIGH
KEEP SATISFIED
High Power — Low Interest
These groups can significantly influence whether your product succeeds, but they are not personally engaged buyers. Their recommendation or endorsement carries real weight.
Who might appear here:
Large retailers such as Aldi, Lidl or Dunnes who choose whether to stock your product. A gym chain deciding whether to carry a protein bar brand. A dietitian or GP asked about a supplement. A pharmacy buyer choosing which brands to feature. A corporate purchaser buying catering supplies for a workplace.
What to do: Share the product story, quality credentials and values with them. Make it easy and commercially worthwhile for them to stock or recommend it. Do not ignore them - losing their support can block access to a whole channel.
Who might appear here:
Large retailers such as Aldi, Lidl or Dunnes who choose whether to stock your product. A gym chain deciding whether to carry a protein bar brand. A dietitian or GP asked about a supplement. A pharmacy buyer choosing which brands to feature. A corporate purchaser buying catering supplies for a workplace.
What to do: Share the product story, quality credentials and values with them. Make it easy and commercially worthwhile for them to stock or recommend it. Do not ignore them - losing their support can block access to a whole channel.
MANAGE CLOSELY
High Power — High Interest
This is the core customer group. They buy regularly, they care deeply about the product and they influence others through reviews, social media and word of mouth. The bulk of your marketing budget belongs here.
Who might appear here:
For a protein bar: health-conscious young adults aged 18–30 who train regularly. For a premium skincare brand: women aged 25–45 actively researching ingredients. For an energy drink: students and gamers who buy daily. For a craft beer: food-enthusiast adults who share recommendations.
What to do: Target through their preferred channels. Make sure packaging, price, promotion and place are all tuned to this group. These are the buyers who make the business work.
Who might appear here:
For a protein bar: health-conscious young adults aged 18–30 who train regularly. For a premium skincare brand: women aged 25–45 actively researching ingredients. For an energy drink: students and gamers who buy daily. For a craft beer: food-enthusiast adults who share recommendations.
What to do: Target through their preferred channels. Make sure packaging, price, promotion and place are all tuned to this group. These are the buyers who make the business work.
MONITOR
Low Power — Low Interest
This is the general public who do not seek out the product and have little influence over others' purchasing decisions. They are not a marketing priority, but they should not be completely ignored either.
Who might appear here:
Occasional shoppers who might pick up a product if it is on promotion. Passersby who see the product in a general supermarket. People who are vaguely aware of a brand but have no strong feeling about it either way.
What to do: Make the product accessible through broad channels (e.g. available in supermarkets) so this group can buy if they choose to. Do not spend significant budget targeting them directly. Monitor whether any shift in interest moves them into a higher quadrant.
Who might appear here:
Occasional shoppers who might pick up a product if it is on promotion. Passersby who see the product in a general supermarket. People who are vaguely aware of a brand but have no strong feeling about it either way.
What to do: Make the product accessible through broad channels (e.g. available in supermarkets) so this group can buy if they choose to. Do not spend significant budget targeting them directly. Monitor whether any shift in interest moves them into a higher quadrant.
KEEP INFORMED
Low Power — High Interest
These people are engaged with the product and enjoy it but have limited ability to influence others. They are interested buyers with niche or moderate reach. With the right nudge, many can move into the core quadrant.
Who might appear here:
Younger teenagers who like the product but do not have significant spending power or social influence yet. Casual gym-goers who buy occasionally but do not recommend widely. Hobby cooks who follow a food brand online but rarely share content. Loyal but low-profile repeat buyers.
What to do: Use affordable digital touchpoints - social media content, giveaways, loyalty schemes - to keep them engaged and encourage them to build their confidence and advocacy over time.
Who might appear here:
Younger teenagers who like the product but do not have significant spending power or social influence yet. Casual gym-goers who buy occasionally but do not recommend widely. Hobby cooks who follow a food brand online but rarely share content. Loyal but low-profile repeat buyers.
What to do: Use affordable digital touchpoints - social media content, giveaways, loyalty schemes - to keep them engaged and encourage them to build their confidence and advocacy over time.
LOW
LOW INTEREST
HIGH INTEREST
POWER
INTEREST
Context matters. The same person can appear in different quadrants depending on the product. A GP has high power for a vitamin supplement (they recommend it) but low power for a fashion brand (their opinion is irrelevant to that purchase). A major retailer like Aldi has very high power for any product that wants shelf space nationally, so keeping them satisfied is critical even if they are not the end consumer. Always ask: who has power in this market and who is genuinely interested in this product.
9.8
Conduct a STEEPLE analysis to develop greater understanding of the external environment and identify issues of concern for a business
Conduct
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CONDUCTPerform an activity. For each letter: name the factor, identify what it covers, and apply it with an Irish business example.
A STEEPLE analysis assesses the impact of external factors on a business. Tap each letter below to explore it.
S
Social
T
Tech
E
Economic
E
Environ.
P
Political
L
Legal
E
Ethical
Click an LO group to see its mind map.
📌 9.1 Market Research & Target Market
Market
Research
Research
Why it matters
Suitable brand development | Product design and features
More effective marketing | Higher customer satisfaction
Types
Field (primary): surveys, focus groups, observation
Desk (secondary): internet, CSO, reports, media
📌 9.2 Marketing Mix - 7Ps
7Ps
Product
USP, branding, product design, product life cycle
Price
Premium, penetration, cost-plus, bundle, tiered, price discrimination
Promotion
Advertising, social media, influencers, PR, sales promotions, personal selling
People
Staff image, tone, training and knowledge reflect customer expectations
Packaging
First impression; visual style and sustainability tailored to target group
Process
Speed and simplicity of purchase; adapted to tech comfort of target market
Place
Direct, retailer, app - chosen based on where target customers shop
📌 9.3 + 9.4 USP Analysis & Improving the Mix
USP &
Improve
Improve
USP (9.3)
A: What you do well + customer wants + NOT competitor = USP. Lead all marketing here.
B: You and competitors both do this well. Hard to stand out - don't lead with it.
C: Competitor strength you lack. Avoid in marketing. Fix internally.
Improve (9.4)
State the change, explain WHY it works, link to target market
Support with current trends or competitor comparison
📌 9.5 + 9.6 Digital Technology & Ethics
Digital
& Ethics
& Ethics
Digital (9.5)
Market research: social media analytics, online surveys, AI analysis
Marketing: targeted ads (Instagram/TikTok), influencer campaigns, viral content
Ethics (9.6)
+: Builds trust and loyalty | +: Marketing stories | +: Competitive advantage
-: Increases costs | -: Risk of greenwashing
📌 9.7 + 9.8 Power-Interest Grid & STEEPLE
Analysis
Tools
Tools
PIG (9.7)
High/High: Manage closely - core customers, main marketing focus
High/Low: Keep satisfied - influencers and professionals
Low/High: Keep informed - trend followers
Low/Low: Monitor - general public, not main focus
STEEPLE (9.8)
S: Social - lifestyles, demographics, health trends
T: Technological - AI, apps, e-commerce
E: Economic - inflation, interest rates, consumer confidence
E: Environmental - climate, waste, green energy
P: Political - government policy, taxation, trade
L: Legal - GDPR, employment law, consumer rights
E: Ethical - fair trade, transparency, working conditions
Filter by LO then tap any card.
Filter by LO then tap Start. Answers shuffle every time.
9.1Discuss two types of market research EverGlow Organics Ltd may use before expanding their business.OL Paper 1 · Q1(d)▼
DiscussOffer a considered, balanced review supported by evidence.
Possible solutions could include
1. Field research (primary research)Field research involves gathering new data directly from customers or the market. EverGlow could use surveys or focus groups to ask consumers whether they would buy an organic skincare product, what price they would pay, and what packaging they prefer. This information is tailored specifically to EverGlow's question and is current, so it is very relevant to their expansion decision.
2. Desk research (secondary research)Desk research involves gathering data from existing sources such as industry reports, the CSO or competitor websites. EverGlow could research the size of the organic skincare market in their target country, identify key competitors and their pricing, and assess whether there is growing consumer demand for eco-friendly products. This is quicker and cheaper than field research and provides useful background context before committing to the expansion.
9.2Explain two promotion strategies used by businesses.OL Paper 1 · Q4(e)▼
ExplainGive a detailed account including reasons or causes.
Possible solutions could include
AdvertisingAdvertising is paid communication through media such as TV, radio, social media or billboards to create awareness and persuade purchases. Businesses choose a style - informative, persuasive, generic or competitive - depending on their goal and target market. For example, Lidl uses competitive price advertising to show value against rivals.
Digital PromotionDigital promotion uses online channels and influencers to promote products through content creation and endorsements. It connects emotionally with audiences and some posts or campaigns can go viral, offering massive reach at lower cost. For example, Nike paid YouTuber Casey Neistat to create a viral video that reached over 33 million views, connecting the brand with a young audience through storytelling.
Sales PromotionsSales promotions are short-term incentives used to encourage customers to buy now rather than waiting. Techniques include discounts, buy-one-get-one-free offers, loyalty cards and competitions. Digital discount codes and influencer partnerships make these easy to share. For example, Dunnes offers €10 off every €50 spent to drive repeat visits.
Public Relations (PR)PR manages a business's profile and image by building positive relationships with the public and media. Strategies include press releases, sponsorships and community initiatives. This enhances trust and reputation rather than directly driving sales. For example, Lidl Ireland has committed more than €10 million to Ladies Gaelic Football since 2016.
Personal SellingPersonal selling is direct, one-to-one communication between a salesperson and a customer, in person or online. It is used for high-value products or when a customer needs guidance before purchasing. For example, a Currys staff member helps a customer choose the right laptop by explaining features and matching them to the customer's needs.
9.2Outline two ways the target market for a product might influence the Promotion element of the marketing mix.OL Paper 2 · Q2(g)(ii)▼
OutlineGive the main points.
Possible solutions could include
1. The channels chosen for promotionThe target market determines which platforms and media the business should advertise on. If the target market is young adults aged 16 to 24, the business should focus on TikTok, Instagram and influencer content rather than print media or TV. Using the wrong channel means the message does not reach the intended customer.
2. The messages used in promotionThe tone, language and content of promotional material must be tailored to what the target market values and responds to. For example, a product aimed at eco-conscious consumers should emphasise sustainability and ethical sourcing in its marketing messaging, while a product aimed at budget-conscious students should highlight value for money.
9.4Describe how EverGlow Organics Ltd may need to adjust its packaging (physical evidence) and price when expanding into international markets.OL Paper 1 · Q1(b)▼
DescribeGive a detailed account - state, explain and give an example.
Possible solutions could include
Adjusting packaging for international marketsState: EverGlow may need to update its packaging language and visual design for new markets.
Explain: Packaging must comply with different countries' labelling laws - this may include translating ingredient lists, adding new warnings, or using different symbols. Beyond legal requirements, the visual style may need to change to suit local preferences (e.g. minimalist design for some European markets, more vibrant colours for others).
Example: In the US, EverGlow may need to add FDA-compliant labelling, while in France all text may need to be in French under local consumer protection rules. Adjusting price for international marketsState: EverGlow will likely need to adjust its pricing strategy for each international market.
Explain: Consumer income levels, competitor pricing and the perceived value of organic products vary significantly between countries. A price that works well in Ireland may be too expensive or too cheap in a different market. Additional costs like import duties, distribution and currency exchange must also be factored into the final price.
Example: EverGlow might use penetration pricing in a new market to attract customers initially, before raising prices once the brand is established.
Explain: Packaging must comply with different countries' labelling laws - this may include translating ingredient lists, adding new warnings, or using different symbols. Beyond legal requirements, the visual style may need to change to suit local preferences (e.g. minimalist design for some European markets, more vibrant colours for others).
Example: In the US, EverGlow may need to add FDA-compliant labelling, while in France all text may need to be in French under local consumer protection rules. Adjusting price for international marketsState: EverGlow will likely need to adjust its pricing strategy for each international market.
Explain: Consumer income levels, competitor pricing and the perceived value of organic products vary significantly between countries. A price that works well in Ireland may be too expensive or too cheap in a different market. Additional costs like import duties, distribution and currency exchange must also be factored into the final price.
Example: EverGlow might use penetration pricing in a new market to attract customers initially, before raising prices once the brand is established.
9.6Outline three ways ethics is an important consideration when designing a marketing strategy.HL Paper 1 · Q5(b)▼
OutlineGive the main points.
Possible solutions could include
1. Builds trust and loyaltyEthical actions such as using fair trade ingredients or recyclable packaging show customers the business cares about people and the planet. This strengthens trust and encourages repeat purchases, which builds long-term brand loyalty.
2. Creates powerful marketing storiesSustainable practices give marketers authentic content to share, such as eco-friendly packaging or charity partnerships. These stories connect emotionally with consumers and enhance brand image - they are far more compelling than purely product-focused advertising.
3. Provides a competitive advantagePromoting ethical sourcing or a lower carbon footprint can differentiate a brand in crowded markets. It can also justify higher prices to eco-conscious customers, increasing revenue while building a more premium brand position.
9.8Write the name of the STEEPLE element beside the factor that best matches it.OL Paper 2 · Q3(a)(ii)▼
ConductPerform an activity - match each factor to the correct STEEPLE element.
Answers
Taxation / government spending / trade policies / government stabilityPolitical
Lifestyle changes / income distribution / fashion / trendsSocial
Carbon footprint / threats from natural events / waste disposalEnvironmental
Changes in IT and internet capability / new inventionsTechnological
Inflation rates / exchange rates / consumer confidence and spending powerEconomic
Client confidentiality / corporate values / fairness / equality / wellbeingEthical
Consumer and employee legislation / corporate governanceLegal
