Download - BTEC Level 3 National in Business
Pearson BTEC Level 3 National in Business Unit 2: Developing a Marketing Campaign
Sample Assessment Materials (SAMs)
For use with Certificate, Extended Certificate, Foundation Diploma, Diploma and Extended Diploma in Business
First teaching from September 2016 Issue 4
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ISBN 978 1 4469 4540 7
All the material in this publication is copyright © Pearson Education Limited 2021
Summary of Pearson BTEC Level 3 Nationals in Business Sample Assessment Materials for Unit 2: Developing a Marketing Campaign Issue 4 changes
Summary of changes made between previous issue and this current issue
The pre-release window has been removed and the Part A research will now be provided to learners in a timetabled session on the afternoon before the Part B session. References to the previous format have been changed throughout.
If you need further information on these changes or what they mean, contact us via our website at: qualifications.pearson.com/en/support/contact-us.html.
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Contents
BTEC L3 Business U2 Part A 1
BTEC L3 Business U2 Part B 15
Marking Grid 21
Turn over
Paperreference
*S73231A*S73231A©2022 Pearson Education Ltd.
1/1/1/
Instructions
• Part A contains material for the completion of the preparatory work for the set Task.
• Part A is issued to learners on the afternoon before Part B is scheduled. Learners have two hours for Part A.
• Part A must be issued to learners on the timetabled date so that learners can prepare in the way specified.
• Part A is specific to each series and this material must only be issued to learners who have been entered to undertake the task in the relevant series.
• Part A should not be returned to Pearson.• Part B materials must be issued to learners on the day specified by Pearson.
You do not need any other materials.
Business; Enterprise & EntrepreneurshipUNIT 2: Developing a Marketing CampaignResearch Pack
Part A
31489HTime 2 hours
Sample Assessment Material
Pearson BTEC Level 3 Nationals
Turn over
Paperreference
*S73231A*S73231A©2022 Pearson Education Ltd.
1/1/1/
Instructions
• Part A contains material for the completion of the preparatory work for the set Task.
• Part A is issued to learners on the afternoon before Part B is scheduled. Learners have two hours for Part A.
• Part A must be issued to learners on the timetabled date so that learners can prepare in the way specified.
• Part A is specific to each series and this material must only be issued to learners who have been entered to undertake the task in the relevant series.
• Part A should not be returned to Pearson.• Part B materials must be issued to learners on the day specified by Pearson.
You do not need any other materials.
Business; Enterprise & EntrepreneurshipUNIT 2: Developing a Marketing CampaignResearch Pack
Part A
31489HTime 2 hours
Sample Assessment Material
Pearson BTEC Level 3 Nationals
1Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Instructions to Teachers/Tutors
This paper must be read in conjunction with the unit information in the specification and the BTEC Nationals Instructions for Conducting External Assessments (ICEA) document.
See the Pearson website for details.
Learners should use the allocated two hours for Part A to annotate and prepare notes for Part B.
Learners are expected to spend two hours on Part A.
Learners may prepare summary notes from their Part A review of provided research. Learners may take up to two sides of A4 notes and an annotated copy of the Part A research pack into the supervised assessment (Part B). Learner notes and annotations should include facts and figures relating to organisations, such as the products they offer and the ways they use the marketing mix in their promotional campaigns. Notes should not include any pre-prepared promotional plans.
Teachers/tutors must not give any support or additional resources to learners during Part A or prior to Part B. All work must be completed independently by the learner.
The supervised assessment (Part B) will take place in a timetabled period specified by Pearson.
Refer carefully to the instructions in this paper and the BTEC Nationals Instructions for Conducting External Assessments (ICEA) document to ensure that the Part A period is conducted correctly and that learners have completed their preparation validly and independently.
All learner notes and annotations must be retained securely by the centre after Part B and may be requested by Pearson if there is suspected malpractice.
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Instructions for Learners
Read the Set Task Brief carefully.
This contains the information you need to prepare for the set task.
In Part B you will be given a scenario. Use Part A to prepare by relating your learning to the specific research information given.
You will then be given the set task to complete under supervised conditions.
You must work independently and must not share your work with other learners.
Your teacher/tutor cannot give you feedback during Part A or prior to Part B.
2 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Instructions to Teachers/Tutors
This paper must be read in conjunction with the unit information in the specification and the BTEC Nationals Instructions for Conducting External Assessments (ICEA) document.
See the Pearson website for details.
Learners should use the allocated two hours for Part A to annotate and prepare notes for Part B.
Learners are expected to spend two hours on Part A.
Learners may prepare summary notes from their Part A review of provided research. Learners may take up to two sides of A4 notes and an annotated copy of the Part A research pack into the supervised assessment (Part B). Learner notes and annotations should include facts and figures relating to organisations, such as the products they offer and the ways they use the marketing mix in their promotional campaigns. Notes should not include any pre-prepared promotional plans.
Teachers/tutors must not give any support or additional resources to learners during Part A or prior to Part B. All work must be completed independently by the learner.
The supervised assessment (Part B) will take place in a timetabled period specified by Pearson.
Refer carefully to the instructions in this paper and the BTEC Nationals Instructions for Conducting External Assessments (ICEA) document to ensure that the Part A period is conducted correctly and that learners have completed their preparation validly and independently.
All learner notes and annotations must be retained securely by the centre after Part B and may be requested by Pearson if there is suspected malpractice.
3
Turn over
S73231A
Instructions for Learners
Read the Set Task Brief carefully.
This contains the information you need to prepare for the set task.
In Part B you will be given a scenario. Use Part A to prepare by relating your learning to the specific research information given.
You will then be given the set task to complete under supervised conditions.
You must work independently and must not share your work with other learners.
Your teacher/tutor cannot give you feedback during Part A or prior to Part B.
3Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Set Task Brief
You have been asked to write a proposal for a marketing campaign for a business called Rebecca’s Dairy. The business produces and sells ice cream.
The business owners want to increase revenue.
You are required to use given research independently to analyse the market for ice cream in the UK.
This research will include primary and secondary data relating to:
• competitors
• market size, share and structure
• target market
• trends
• external influences
• costs
• timescale
• media options.
You are allowed a maximum of two sides of A4 of your individually prepared notes and you may annotate Part A to support you during the Part B supervised assessment.
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Ice Cream Market in the UK
Revenue generated by the ice cream production industry is expected to continue to rise over the next five years. The volatility in the industry does however hit hard, with fluctuations in the weather having a significant impact on the level of revenues. Similarly, changes in consumer demand, health consciousness and consumer concern over what they eat are likely to stimulate further product adaptation and innovation.
Research has shown that during 2019, the sales volume of ice cream manufactured in the UK amounted to approximately 319 million litres, a fall of some 100 million litres since 2013.
Year 2013 2014 2015 2016 2017 2018 2019
Sales Volume (Thousand litres) 439,485 304,972 279,630 271,259 293,847 334,302 319,010
With the reduction in sales volume also came a collapse in sales value. While the sales value of ice cream in 2013 came to over 630 million British pounds, only a year later it amounted to 366 million pounds. Since 2014, the average expenditure on ice cream blocks or tubs has stagnated at 11p per person per week. The ice cream van has almost vanished from the UK.
It is not all doom and gloom for the industry though, with shoppers paying an average of 5p more for ice cream, at nearly £3 per litre. Pint tubs have seen a bigger increase with some 18p more per litre being demanded by the premium entrants to the category.
(Source: Published by Nils-Gerrit Wunsch, Mar 11, 2021)
4 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Set Task Brief
You have been asked to write a proposal for a marketing campaign for a business called Rebecca’s Dairy. The business produces and sells ice cream.
The business owners want to increase revenue.
You are required to use given research independently to analyse the market for ice cream in the UK.
This research will include primary and secondary data relating to:
• competitors
• market size, share and structure
• target market
• trends
• external influences
• costs
• timescale
• media options.
You are allowed a maximum of two sides of A4 of your individually prepared notes and you may annotate Part A to support you during the Part B supervised assessment.
5
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Ice Cream Market in the UK
Revenue generated by the ice cream production industry is expected to continue to rise over the next five years. The volatility in the industry does however hit hard, with fluctuations in the weather having a significant impact on the level of revenues. Similarly, changes in consumer demand, health consciousness and consumer concern over what they eat are likely to stimulate further product adaptation and innovation.
Research has shown that during 2019, the sales volume of ice cream manufactured in the UK amounted to approximately 319 million litres, a fall of some 100 million litres since 2013.
Year 2013 2014 2015 2016 2017 2018 2019
Sales Volume (Thousand litres) 439,485 304,972 279,630 271,259 293,847 334,302 319,010
With the reduction in sales volume also came a collapse in sales value. While the sales value of ice cream in 2013 came to over 630 million British pounds, only a year later it amounted to 366 million pounds. Since 2014, the average expenditure on ice cream blocks or tubs has stagnated at 11p per person per week. The ice cream van has almost vanished from the UK.
It is not all doom and gloom for the industry though, with shoppers paying an average of 5p more for ice cream, at nearly £3 per litre. Pint tubs have seen a bigger increase with some 18p more per litre being demanded by the premium entrants to the category.
(Source: Published by Nils-Gerrit Wunsch, Mar 11, 2021)
5Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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According to Mintel, for the first time in eight years chocolate is top of the ice cream flavours with vanilla-flavoured products steadily declining. Less than one in five (18%) new products launched are vanilla-flavoured. The popularity of chocolate as a flavour in new product development has been rising steadily over the past three years increasing from just 15% of all UK new ice cream products in 2013/2014 to 22%.
The number of new ice cream products with a caramel or caramelised flavour has risen from 6% of all UK new ice cream products in 2011/2012, doubling to 13%.
48% of UK consumers are interested in seeing a wide variety of ice cream made with high-quality chocolate from premium chocolatiers and cocoa from a specific region, with the popularity of premium quality products peaking among 16–24 year olds (57%).
58% of UK males aged 16–24 say they typically eat ice cream once a week or more in the spring and summer months, compared to just 46% of females aged 16–24.
Overall, Mintel research reveals that 95% of UK consumers eat ice cream in the spring and summer months and 83% in autumn and winter. As a result, UK consumers are predicted to purchase 337 million litres of the treat in 2021 from retail channels, compared to Italian consumers who are forecast to scoop up just 284 million litres.
As well as appealing to a nation of chocolate lovers, introducing a hot element to ice cream could help to overcome any dislike of cold food in cold weather. 41% of UK consumers have expressed an interest in ice cream that comes with a sauce to be heated.
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Ice Cream Category Report 2020
2019 was a challenging year with consumers purchasing 7.9 million fewer litres of ice cream which was a decline of 2.1%. However, increased pricing helped businesses minimise the impact of reduced sales volume.
Some brands have managed to gain an edge over own-label products by capitalising on the demand for premium products, suggests Josh Lee, co-founder of premium ice cream brand Northern Bloc. “Consumers wanting more premium products are willing to pay, as long as the ice cream delivers on taste, is interesting and is ethically sourced”.
The top selling brands of 2019 are shown in the table below.
Top Selling Brand Value (£m) in 2019 % growth in 2019–2020
Magnum 186.1 –5.4
Ben & Jerry’s 110.2 2.5
Haagen Dazs 80.4 –0.9
Carte D’Or 34.8 –16.4
Rowntrees 34.4 5.3
Cornetto 25.7 –18.1
Kelly’s 24.2 –16.8
Walls Twister 20.2 –11.9
Halotop 22.3 5.5
Calippo 16.4 –21.6
Branded ice cream has however suffered from reduced space in larger retail stores with space being offered to newer brands, local companies or own-label products.
Hand-held products are equally showing decline with most customers now preferring to purchase alternative types of frozen dessert that align with their changing lifestyles and keep up with market trends. Consequently, there has been growth in snackable and bite-size formats (e.g. Mini-Magnums, Cornetto Miniatures and Little Moons), which tend to command a higher price per litre. Unilever is capitalising on that strategy with its Mini-Magnum product priced about 24% higher per 100ml than its standard sharing tub.
6 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
6 S73231A
According to Mintel, for the first time in eight years chocolate is top of the ice cream flavours with vanilla-flavoured products steadily declining. Less than one in five (18%) new products launched are vanilla-flavoured. The popularity of chocolate as a flavour in new product development has been rising steadily over the past three years increasing from just 15% of all UK new ice cream products in 2013/2014 to 22%.
The number of new ice cream products with a caramel or caramelised flavour has risen from 6% of all UK new ice cream products in 2011/2012, doubling to 13%.
48% of UK consumers are interested in seeing a wide variety of ice cream made with high-quality chocolate from premium chocolatiers and cocoa from a specific region, with the popularity of premium quality products peaking among 16–24 year olds (57%).
58% of UK males aged 16–24 say they typically eat ice cream once a week or more in the spring and summer months, compared to just 46% of females aged 16–24.
Overall, Mintel research reveals that 95% of UK consumers eat ice cream in the spring and summer months and 83% in autumn and winter. As a result, UK consumers are predicted to purchase 337 million litres of the treat in 2021 from retail channels, compared to Italian consumers who are forecast to scoop up just 284 million litres.
As well as appealing to a nation of chocolate lovers, introducing a hot element to ice cream could help to overcome any dislike of cold food in cold weather. 41% of UK consumers have expressed an interest in ice cream that comes with a sauce to be heated.
7
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S73231A
Ice Cream Category Report 2020
2019 was a challenging year with consumers purchasing 7.9 million fewer litres of ice cream which was a decline of 2.1%. However, increased pricing helped businesses minimise the impact of reduced sales volume.
Some brands have managed to gain an edge over own-label products by capitalising on the demand for premium products, suggests Josh Lee, co-founder of premium ice cream brand Northern Bloc. “Consumers wanting more premium products are willing to pay, as long as the ice cream delivers on taste, is interesting and is ethically sourced”.
The top selling brands of 2019 are shown in the table below.
Top Selling Brand Value (£m) in 2019 % growth in 2019–2020
Magnum 186.1 –5.4
Ben & Jerry’s 110.2 2.5
Haagen Dazs 80.4 –0.9
Carte D’Or 34.8 –16.4
Rowntrees 34.4 5.3
Cornetto 25.7 –18.1
Kelly’s 24.2 –16.8
Walls Twister 20.2 –11.9
Halotop 22.3 5.5
Calippo 16.4 –21.6
Branded ice cream has however suffered from reduced space in larger retail stores with space being offered to newer brands, local companies or own-label products.
Hand-held products are equally showing decline with most customers now preferring to purchase alternative types of frozen dessert that align with their changing lifestyles and keep up with market trends. Consequently, there has been growth in snackable and bite-size formats (e.g. Mini-Magnums, Cornetto Miniatures and Little Moons), which tend to command a higher price per litre. Unilever is capitalising on that strategy with its Mini-Magnum product priced about 24% higher per 100ml than its standard sharing tub.
7Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Top five ice cream product types by sales value
Value (£m) in 2019
% growth in 2019–2020
market share in 2019–2020
Choc Snacks 327.6 0.5 29.9
Luxury Dessert 196.5 4.6 17.9
Premium Dessert 169.3 –1.2 15.5
Kids 121.6 –7.0 11.1
Filled Cones 115.8 3.7 10.6
Trends in the ice cream industry
The global ice cream market has a positive future with sources suggesting that the industry will grow by 5% and will exceed $20 billion in global revenue before 2025. In the UK this would result in a potential £550 million in revenue, a £100 million increase on the reported revenue for 2019.
The top trends in the ice cream industry are:
1 Low-Calorie Ice Cream
Let’s face it, ice cream is not the healthiest treat in the freezer, it is packed with fat, sugar and have high calories. Take the global favourite vanilla which has 137 calories in one scoop! So, it really is no surprise that many people are looking for something with a few less calories due to weight-related health risks increasing.
Brands are realising that there is a steep increase in the number of people wanting and preferring low-calorie ice cream and responding with their own products showcasing the number of calories and fat content across their packaging.
2 Dairy-Free Ice Cream
Over the past two years more than a quarter of 18–24 year-olds have reduced their dairy intake, along with 16% of people aged 25–34. That doesn’t include the 20% of people who are lactose intolerant or the 600,000 of us who are vegan. Think then about the potential in offering an ice cream that is dairy-free, lactose-free, and vegan friendly; you could be onto a winner!
The dairy-free ice cream market has a whole range of frozen treats and ice creams which consumers suggest have excellent flavour, texture and health benefits. This has naturally led to some brands now offering ice cream made from oat milk, coconut milk, almond milk and other dairy alternatives to fill the gap.
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3 Health Additives – for the health conscious
With the increase in the number of people being conscious about their health comes the increase of ice cream makers who are adding in more nutrients, fibre, protein and probiotics to their product offer. An ice cream which is healthier and offers additional nutritional benefits is guaranteed to draw interest.
Just like with low-calorie ice cream, there are some key players in the health market with Wheyhey a UK-based brand offering ice creams and frozen treats that are low in sugar, high in protein and are ‘perfect for the gym goer’.
4 Toppings and More
Who doesn’t love getting an ice cream and watching it be covered in toppings, textures and sauces. 2020 brought around a whole new feast of favourite topping trends including Ritz Crackers, wasabi peas, herbs, spices, and even candied bacon. People like to spice up their ice creams with toppings from all over the world and this is set to continue into 2021.
5 Unique or Just Weird?
Sometimes it’s not just the topping that gets the star treatment but the ice cream and its flavours too; cereal and milk flavour, ginger, pineapple, coffee and doughnuts, vanilla and French fries, balsamic and strawberries, curry ice cream or any combination you can imagine.
6 Limited Editions
Independents and larger brands are now opting to launch limited edition or seasonal products such as pumpkin spiced latte flavour for Halloween or cinnamon and gingerbread cookie pieces for Christmas.
7 Bite-size Varieties
It is no longer just about the cups, cones, and ice cream on a stick despite these continuing to grow in popularity. The focus now is on making ice cream an on-the-go snack through ice cream bars, cakes, snack-pots, and bite-sized treats. They come in small shapes and sizes sporting newer packaging which makes them easier to store and easier for retailers to display due to them no longer requiring specialist freezer equipment.
8 Eco-friendliness
It is no longer just about the inside of the packaging when it comes to people purchasing ice cream, it’s equally about the entirety of the packaging thanks to growing concerns over the environment.
Ben & Jerry’s is working to replace all single-use plastic with biodegradable or compostable alternatives in its packaging; a change which will save 40 tonnes of plastic every year and make the packaging much easier to recycle. Many more organisations are expected to follow suit, who knows in the future, you might even get ice cream served straight into your own containers to help the environment even more!
8 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
8 S73231A
Top five ice cream product types by sales value
Value (£m) in 2019
% growth in 2019–2020
market share in 2019–2020
Choc Snacks 327.6 0.5 29.9
Luxury Dessert 196.5 4.6 17.9
Premium Dessert 169.3 –1.2 15.5
Kids 121.6 –7.0 11.1
Filled Cones 115.8 3.7 10.6
Trends in the ice cream industry
The global ice cream market has a positive future with sources suggesting that the industry will grow by 5% and will exceed $20 billion in global revenue before 2025. In the UK this would result in a potential £550 million in revenue, a £100 million increase on the reported revenue for 2019.
The top trends in the ice cream industry are:
1 Low-Calorie Ice Cream
Let’s face it, ice cream is not the healthiest treat in the freezer, it is packed with fat, sugar and have high calories. Take the global favourite vanilla which has 137 calories in one scoop! So, it really is no surprise that many people are looking for something with a few less calories due to weight-related health risks increasing.
Brands are realising that there is a steep increase in the number of people wanting and preferring low-calorie ice cream and responding with their own products showcasing the number of calories and fat content across their packaging.
2 Dairy-Free Ice Cream
Over the past two years more than a quarter of 18–24 year-olds have reduced their dairy intake, along with 16% of people aged 25–34. That doesn’t include the 20% of people who are lactose intolerant or the 600,000 of us who are vegan. Think then about the potential in offering an ice cream that is dairy-free, lactose-free, and vegan friendly; you could be onto a winner!
The dairy-free ice cream market has a whole range of frozen treats and ice creams which consumers suggest have excellent flavour, texture and health benefits. This has naturally led to some brands now offering ice cream made from oat milk, coconut milk, almond milk and other dairy alternatives to fill the gap.
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3 Health Additives – for the health conscious
With the increase in the number of people being conscious about their health comes the increase of ice cream makers who are adding in more nutrients, fibre, protein and probiotics to their product offer. An ice cream which is healthier and offers additional nutritional benefits is guaranteed to draw interest.
Just like with low-calorie ice cream, there are some key players in the health market with Wheyhey a UK-based brand offering ice creams and frozen treats that are low in sugar, high in protein and are ‘perfect for the gym goer’.
4 Toppings and More
Who doesn’t love getting an ice cream and watching it be covered in toppings, textures and sauces. 2020 brought around a whole new feast of favourite topping trends including Ritz Crackers, wasabi peas, herbs, spices, and even candied bacon. People like to spice up their ice creams with toppings from all over the world and this is set to continue into 2021.
5 Unique or Just Weird?
Sometimes it’s not just the topping that gets the star treatment but the ice cream and its flavours too; cereal and milk flavour, ginger, pineapple, coffee and doughnuts, vanilla and French fries, balsamic and strawberries, curry ice cream or any combination you can imagine.
6 Limited Editions
Independents and larger brands are now opting to launch limited edition or seasonal products such as pumpkin spiced latte flavour for Halloween or cinnamon and gingerbread cookie pieces for Christmas.
7 Bite-size Varieties
It is no longer just about the cups, cones, and ice cream on a stick despite these continuing to grow in popularity. The focus now is on making ice cream an on-the-go snack through ice cream bars, cakes, snack-pots, and bite-sized treats. They come in small shapes and sizes sporting newer packaging which makes them easier to store and easier for retailers to display due to them no longer requiring specialist freezer equipment.
8 Eco-friendliness
It is no longer just about the inside of the packaging when it comes to people purchasing ice cream, it’s equally about the entirety of the packaging thanks to growing concerns over the environment.
Ben & Jerry’s is working to replace all single-use plastic with biodegradable or compostable alternatives in its packaging; a change which will save 40 tonnes of plastic every year and make the packaging much easier to recycle. Many more organisations are expected to follow suit, who knows in the future, you might even get ice cream served straight into your own containers to help the environment even more!
9Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Rebecca’s Dairy: Market Research Report
Day: Monday Sample size: 50 Location: City Centre Time: 10 am to 2 pm
Summary of questionnaire responses:
1 Sex:
Male Female Other
33 15 2
2 Age:
0–10 years 11–20 years 21–30 years 31–40 years 40+ years
5 8 11 8 18
3 Occupation:
Student Professional/Management Manual/Retail Administration Retired
8 5 13 7 12
4 How often do you consume ice cream?
Once a week Once a month Once or twice a year Never
5 13 29 3
5 Which flavour of ice cream do you prefer?
Vanilla Chocolate Strawberry Lemon Mint Other
14 21 5 3 2 5
6 How much do you spend per week on ice cream?
0–£2 £2.01 – £5 £5.01 – £10 £10.01 +
28 13 6 3
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7 Which of the following is the most important factor to you when purchasing ice cream?
Taste Nutritional content Calories Cost
23 15 3 9
8 How do you usually buy your ice cream?
Tub Cone Other
18 31 1
9 How important are environmental issues when purchasing ice cream?
Very Important Not important
25 25
10 When do you buy ice cream?
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
8 12 15 24 36 42 44 46 32 14 12 28
10 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Rebecca’s Dairy: Market Research Report
Day: Monday Sample size: 50 Location: City Centre Time: 10 am to 2 pm
Summary of questionnaire responses:
1 Sex:
Male Female Other
33 15 2
2 Age:
0–10 years 11–20 years 21–30 years 31–40 years 40+ years
5 8 11 8 18
3 Occupation:
Student Professional/Management Manual/Retail Administration Retired
8 5 13 7 12
4 How often do you consume ice cream?
Once a week Once a month Once or twice a year Never
5 13 29 3
5 Which flavour of ice cream do you prefer?
Vanilla Chocolate Strawberry Lemon Mint Other
14 21 5 3 2 5
6 How much do you spend per week on ice cream?
0–£2 £2.01 – £5 £5.01 – £10 £10.01 +
28 13 6 3
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7 Which of the following is the most important factor to you when purchasing ice cream?
Taste Nutritional content Calories Cost
23 15 3 9
8 How do you usually buy your ice cream?
Tub Cone Other
18 31 1
9 How important are environmental issues when purchasing ice cream?
Very Important Not important
25 25
10 When do you buy ice cream?
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
8 12 15 24 36 42 44 46 32 14 12 28
11Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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Rebecca’s Dairy has researched the following options for promoting its new range of ice cream products.
1 Influencers
• Cost – varies depending on influencer – typically £110 per post.
• Typically generates between 3–15K new followers per month depending on the influencer.
2 TikTok
• Tik Tok has 100 million European users/community.
• TikTok has 3.7 million active users in the UK who engage with the app for an average of 41 minutes a day. This is lower than the global average TikTok user, who spends 52 minutes actively using the app.
• In 2019, 26% of TikTok users were aged 18–24 and 9.3% were 25–34 in the UK, accessing TikTok from smartphones.
3 Google ads: Pay per click – with spend cap
• Monthly budget cap which you can vary month by month.
• Budget of £102 /month will generate estimated clicks or calls of 140–235
• Google ads allows you to do your own demographic targeting, e.g. age, gender, household income and parental status.
4 E-Commerce Website
• Prices and for a small/medium sized business.
• Products can be bought/sold online.
• Selling/Listing 1–10 products £1500 + , 11–50 products £2000 +
• Website can be made within three months.
• Costs typically £500 – £5 000 to set up.
• There are ongoing maintenance costs.
5 Rebecca’s Dairy App
• A single platform app could cost £38 000, while a two-platform app can reach £42 000.
• In the UK we have some of the best app developers in the world.
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6 YouTube
• Allows you to set a budget – daily budget from £6 dependent on exposure needed.
• More than 35.6 million adults in the UK use the platform.
• 35% of the UK population are an active user of YouTube.
• 46% of women use YouTube in the UK vs 54% of men.
• YouTube use is growing the fastest amongst Baby Boomers and Gen-X-ers.
• The most active demographic are aged 25–44, accounting for 44% of all users.
• The most popular YouTube channel in the UK was Ed Sheeran with 43 million subscribers. The channel also boasted around 18.78 billion views.
• Ice cream giants Ben & Jerrys has a large following on Youtube with some videos achieving millions of views.
7 Trade fair: Foodex Birmingham (Food and Drink fair)
• A stand at a trade show or national exhibition in the UK typically costs £300–£350 per square metre, so even a small exhibition stand is likely to cost around £3 000
• This is a direct route to the UK food and drink market – connect directly with tens of thousands of major buyers and wholesalers under one roof, over three days.
• The show covers the whole UK food market, from retail, grocery, food service to manufacturing.
• Make deals face to face on a buzzing show floor.
• Create brand awareness and showcase your products alongside the latest trends in food and drink.
8 Print media
• Flyers – A5 premium glossy 1000 – £30.51; 5000 – £79.62
• Business cards – 100 from £12.65
9 Billboards
• Billboard rental costs in the UK vary according to the size and location of the billboard.
• Typically, a standard billboard costs £500–£600 for two weeks and smaller advertising panels like bus stop shelter advertisements cost £240–£270 for two weeks.
12 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
12 S73231A
Rebecca’s Dairy has researched the following options for promoting its new range of ice cream products.
1 Influencers
• Cost – varies depending on influencer – typically £110 per post.
• Typically generates between 3–15K new followers per month depending on the influencer.
2 TikTok
• Tik Tok has 100 million European users/community.
• TikTok has 3.7 million active users in the UK who engage with the app for an average of 41 minutes a day. This is lower than the global average TikTok user, who spends 52 minutes actively using the app.
• In 2019, 26% of TikTok users were aged 18–24 and 9.3% were 25–34 in the UK, accessing TikTok from smartphones.
3 Google ads: Pay per click – with spend cap
• Monthly budget cap which you can vary month by month.
• Budget of £102 /month will generate estimated clicks or calls of 140–235
• Google ads allows you to do your own demographic targeting, e.g. age, gender, household income and parental status.
4 E-Commerce Website
• Prices and for a small/medium sized business.
• Products can be bought/sold online.
• Selling/Listing 1–10 products £1500 + , 11–50 products £2000 +
• Website can be made within three months.
• Costs typically £500 – £5 000 to set up.
• There are ongoing maintenance costs.
5 Rebecca’s Dairy App
• A single platform app could cost £38 000, while a two-platform app can reach £42 000.
• In the UK we have some of the best app developers in the world.
13
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S73231A
6 YouTube
• Allows you to set a budget – daily budget from £6 dependent on exposure needed.
• More than 35.6 million adults in the UK use the platform.
• 35% of the UK population are an active user of YouTube.
• 46% of women use YouTube in the UK vs 54% of men.
• YouTube use is growing the fastest amongst Baby Boomers and Gen-X-ers.
• The most active demographic are aged 25–44, accounting for 44% of all users.
• The most popular YouTube channel in the UK was Ed Sheeran with 43 million subscribers. The channel also boasted around 18.78 billion views.
• Ice cream giants Ben & Jerrys has a large following on Youtube with some videos achieving millions of views.
7 Trade fair: Foodex Birmingham (Food and Drink fair)
• A stand at a trade show or national exhibition in the UK typically costs £300–£350 per square metre, so even a small exhibition stand is likely to cost around £3 000
• This is a direct route to the UK food and drink market – connect directly with tens of thousands of major buyers and wholesalers under one roof, over three days.
• The show covers the whole UK food market, from retail, grocery, food service to manufacturing.
• Make deals face to face on a buzzing show floor.
• Create brand awareness and showcase your products alongside the latest trends in food and drink.
8 Print media
• Flyers – A5 premium glossy 1000 – £30.51; 5000 – £79.62
• Business cards – 100 from £12.65
9 Billboards
• Billboard rental costs in the UK vary according to the size and location of the billboard.
• Typically, a standard billboard costs £500–£600 for two weeks and smaller advertising panels like bus stop shelter advertisements cost £240–£270 for two weeks.
13Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
14 S73231A
10 Other
• Video production – £500 – £10 000
• Animation/motion graphics – from £1 000
• Voice over – from £500
• Filming – from £1 200 min
• Stock images/video £500
Turn over
Paperreference
*S50131A*
31489H
S50131A©2015 Pearson Education Ltd.
1/1/1/1/1/1/1/1/1/1/1/1
You must have:Calculator, notepaper and a pen.
Supervised hours 3 hours
Business; Enterprise & EntrepreneurshipUNIT 2: Developing a Marketing Campaign
Part B
Instructions
• Part A will need to have been used in preparation for completion of Part B. • The Part B booklet must be issued to learners as defined by Pearson and should
be kept securely.• Part B materials must be issued to learners on the timetabled day and time and
under the conditions specified by Pearson. • Part B is specific to each series and this material must only be issued to learners
who have been entered to undertake the task in the relevant series.
Information
• The total mark for this paper is 70.
Sample assessment material
Pearson BTEC Level 3 Nationals
14 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
14 S73231A
10 Other
• Video production – £500 – £10 000
• Animation/motion graphics – from £1 000
• Voice over – from £500
• Filming – from £1 200 min
• Stock images/video £500
Turn over
Paperreference
*S50131A*
31489H
S50131A©2015 Pearson Education Ltd.
1/1/1/1/1/1/1/1/1/1/1/1
You must have:Calculator, notepaper and a pen.
Supervised hours 3 hours
Business; Enterprise & EntrepreneurshipUNIT 2: Developing a Marketing Campaign
Part B
Instructions
• Part A will need to have been used in preparation for completion of Part B. • The Part B booklet must be issued to learners as defined by Pearson and should
be kept securely.• Part B materials must be issued to learners on the timetabled day and time and
under the conditions specified by Pearson. • Part B is specific to each series and this material must only be issued to learners
who have been entered to undertake the task in the relevant series.
Information
• The total mark for this paper is 70.
Sample assessment material
Pearson BTEC Level 3 Nationals
15Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
2 S50131A
Instructions to Teachers/Tutors and/or Invigilators
This paper must be read in conjunction with the unit information in the specification and the BTEC Nationals Information for Conducting External Assessments (ICEA) document. See the Pearson website for details.
The Part B set task is undertaken under supervision in a single session of three hours in the timetabled day and time. Centres may schedule a supervised rest break during the session.
The Part B set task requires learners to apply research. Learners should bring in notes and annotations as defined in Part A. The teacher/invigilator needs to ensure that notes comply with requirements.
Work should be completed using a computer.
All learner work must be completed independently and authenticated by the teacher/tutor and/or invigilator before being submitted to Pearson.
Refer carefully to the instructions in this taskbook and the Information for Conducting External Assessments (ICEA) document to ensure that the supervised period is conducted correctly and that learners submit evidence that is their own work.
Learners must not bring anything into the supervised environment or take anything out without your knowledge and approval.
Centres are responsible for putting in place appropriate checks to ensure that only permitted material is introduced into the supervised environment.
Maintaining security
During supervised assessment period, the assessment areas must only be accessible to the individual learner and to named members of staff.
Learners can only access their work under supervision.
During any break materials must be kept securely.
Any work learners produce under supervision must be kept secure.
Learner notes and annotations will be retained securely by the centre after Part B and may be requested by Pearson if there is suspected malpractice.
Outcomes for submission
Two documents will need to be submitted by each learner:
• a rationale for a marketing campaign
• a budgeted plan for the campaign
Each learner must complete an authentication sheet.
3
Turn over
S50131A
Instructions for Learners
Read the set task information carefully.
This session is three hours.
Your tutor/invigilator will tell you if there is a supervised break.
Plan your time carefully.
You have prepared for the set task given in this Part B booklet.
Use your notes and annotations prepared during Part A if relevant.
Attempt all of Part B.
Your notes must be your own work and will be retained by your centre until results are issued.
You will complete this set task under supervision and your work will be kept securely during any breaks taken.
You must work independently throughout the supervised assessment period and should not share your work with other learners.
Outcomes for submission
You will need to submit two documents on completion of the supervised assessment period:
• a rationale for a marketing campaign.
• a budgeted plan for the campaign.
You must complete a declaration that the work you submit is your own.
16 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
2 S50131A
Instructions to Teachers/Tutors and/or Invigilators
This paper must be read in conjunction with the unit information in the specification and the BTEC Nationals Information for Conducting External Assessments (ICEA) document. See the Pearson website for details.
The Part B set task is undertaken under supervision in a single session of three hours in the timetabled day and time. Centres may schedule a supervised rest break during the session.
The Part B set task requires learners to apply research. Learners should bring in notes and annotations as defined in Part A. The teacher/invigilator needs to ensure that notes comply with requirements.
Work should be completed using a computer.
All learner work must be completed independently and authenticated by the teacher/tutor and/or invigilator before being submitted to Pearson.
Refer carefully to the instructions in this taskbook and the Information for Conducting External Assessments (ICEA) document to ensure that the supervised period is conducted correctly and that learners submit evidence that is their own work.
Learners must not bring anything into the supervised environment or take anything out without your knowledge and approval.
Centres are responsible for putting in place appropriate checks to ensure that only permitted material is introduced into the supervised environment.
Maintaining security
During supervised assessment period, the assessment areas must only be accessible to the individual learner and to named members of staff.
Learners can only access their work under supervision.
During any break materials must be kept securely.
Any work learners produce under supervision must be kept secure.
Learner notes and annotations will be retained securely by the centre after Part B and may be requested by Pearson if there is suspected malpractice.
Outcomes for submission
Two documents will need to be submitted by each learner:
• a rationale for a marketing campaign
• a budgeted plan for the campaign
Each learner must complete an authentication sheet.
3
Turn over
S50131A
Instructions for Learners
Read the set task information carefully.
This session is three hours.
Your tutor/invigilator will tell you if there is a supervised break.
Plan your time carefully.
You have prepared for the set task given in this Part B booklet.
Use your notes and annotations prepared during Part A if relevant.
Attempt all of Part B.
Your notes must be your own work and will be retained by your centre until results are issued.
You will complete this set task under supervision and your work will be kept securely during any breaks taken.
You must work independently throughout the supervised assessment period and should not share your work with other learners.
Outcomes for submission
You will need to submit two documents on completion of the supervised assessment period:
• a rationale for a marketing campaign.
• a budgeted plan for the campaign.
You must complete a declaration that the work you submit is your own.
17Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
4 S50131A
Set Task
You must complete ALL activities.
You will need to refer to the additional task information on the following pages and the notes and annotations from Part A.
Activity 1
Prepare a rationale for Rebecca’s artisan ice cream marketing campaign. This should include:
• marketing aims and objectives
• analysis of research data on the market and competition
• justification for your rationale.
(Total for Activity 1 = 34 marks)
Activity 2
Based on your rationale from Activity 1, develop a budgeted plan with a timescale for your marketing campaign. You need to present this in an appropriate format to Rebecca’s Dairy.
(Total for Activity 2 = 36 marks)
TOTAL FOR TASK = 70 MARKS
5
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S50131A
Part B Set Task Information
The ice cream market
On average, each person in the UK eats nine litres of ice cream every year. This is just a quarter of what they eat in New Zealand, the world leaders, and less than almost every country in Europe. Even Finland, not known for its balmy summers, sells double this amount of ice cream.
Of the people in the UK who buy ice cream, 49% buy tubs, while ice cream sticks are bought by 51%, 35% love a cone, 31% buy lollies and 25% of people buy ice cream from vans.
The UK’s ice cream market has grown by 20% in the past five years, and is now worth £1.1bn.
While many people are only aware of a handful of ice cream makers there are over 1000 in the UK producing a wide variety of flavours.
Specialist ice cream outlets and shops are fast becoming a niche market and appearing in many places across the UK.
Diversification into the ice cream market
The following information relates to Rebecca’s Dairy, a farm planning to diversify into the making of artisan ice cream. You are required to prepare both a rationale and a budgeted plan for a new marketing campaign for this business.
Rebecca’s Dairy
Rebecca’s Dairy is a working organic dairy farm that was started over 60 years ago in Cornwall.
The dairy herd has continued to grow and the business currently produces about 450,000 litres of organic milk annually. However, since last year, the business has been facing financial difficulties from falling milk prices, overproduction and increased competition together with the requirements of large milk buyers such as supermarkets and their impact on milk prices.
Because of its financial difficulties, the business is looking to diversify and is considering additionally producing and selling organic artisan ice cream, as this end of the market is the fastest growth area for ice cream.
Rebecca’s initial plan is to use around 20% of current milk production for ice cream, moving to a higher percentage if the new product is successful. The business already has the physical and human resource capacity to switch production from milk to the new products and aims to market a limited range of natural flavours in the first instance.
A neighbouring non-organic dairy farm is also considering diversifying into ice cream production. It currently produces in excess of 1 million litres of milk per year. If it decides to do this there may be an impact on Rebecca’s plans.
The initial marketing budget for ice cream is set at £50 000 and there is scope to increase this if the campaign proves successful.
18 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
4 S50131A
Set Task
You must complete ALL activities.
You will need to refer to the additional task information on the following pages and the notes and annotations from Part A.
Activity 1
Prepare a rationale for Rebecca’s artisan ice cream marketing campaign. This should include:
• marketing aims and objectives
• analysis of research data on the market and competition
• justification for your rationale.
(Total for Activity 1 = 34 marks)
Activity 2
Based on your rationale from Activity 1, develop a budgeted plan with a timescale for your marketing campaign. You need to present this in an appropriate format to Rebecca’s Dairy.
(Total for Activity 2 = 36 marks)
TOTAL FOR TASK = 70 MARKS
5
Turn over
S50131A
Part B Set Task Information
The ice cream market
On average, each person in the UK eats nine litres of ice cream every year. This is just a quarter of what they eat in New Zealand, the world leaders, and less than almost every country in Europe. Even Finland, not known for its balmy summers, sells double this amount of ice cream.
Of the people in the UK who buy ice cream, 49% buy tubs, while ice cream sticks are bought by 51%, 35% love a cone, 31% buy lollies and 25% of people buy ice cream from vans.
The UK’s ice cream market has grown by 20% in the past five years, and is now worth £1.1bn.
While many people are only aware of a handful of ice cream makers there are over 1000 in the UK producing a wide variety of flavours.
Specialist ice cream outlets and shops are fast becoming a niche market and appearing in many places across the UK.
Diversification into the ice cream market
The following information relates to Rebecca’s Dairy, a farm planning to diversify into the making of artisan ice cream. You are required to prepare both a rationale and a budgeted plan for a new marketing campaign for this business.
Rebecca’s Dairy
Rebecca’s Dairy is a working organic dairy farm that was started over 60 years ago in Cornwall.
The dairy herd has continued to grow and the business currently produces about 450,000 litres of organic milk annually. However, since last year, the business has been facing financial difficulties from falling milk prices, overproduction and increased competition together with the requirements of large milk buyers such as supermarkets and their impact on milk prices.
Because of its financial difficulties, the business is looking to diversify and is considering additionally producing and selling organic artisan ice cream, as this end of the market is the fastest growth area for ice cream.
Rebecca’s initial plan is to use around 20% of current milk production for ice cream, moving to a higher percentage if the new product is successful. The business already has the physical and human resource capacity to switch production from milk to the new products and aims to market a limited range of natural flavours in the first instance.
A neighbouring non-organic dairy farm is also considering diversifying into ice cream production. It currently produces in excess of 1 million litres of milk per year. If it decides to do this there may be an impact on Rebecca’s plans.
The initial marketing budget for ice cream is set at £50 000 and there is scope to increase this if the campaign proves successful.
19Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
6 S50131A
What is artisan ice cream?
Quite simply, artisan ice cream is ice cream made by an artisan; a skilled craftsperson. It also uses processes and machinery that need the ‘human touch’. This may be choosing and mixing the ingredients or keeping a close eye on the freezing to make sure the ice cream is of the smoothest, highest quality possible. Artisan ice cream is not mass produced, it is a luxury product.
How is artisan ice cream made?
As well as the experience and skill of the artisan, great ice cream begins with great ingredients that include fresh whole milk, eggs, butter and cream that are blended together and whisked to make that light melt-in-the-mouth texture.
Unit 2: Developing a Marketing Campaign – Sample marking grid
General marking guidance
• All learners must receive the same treatment. Examiners must mark the first
learner in exactly the same way as they mark the last. • Mark grids should be applied positively. Learners must be rewarded for what
they have shown they can do rather than be penalised for omissions. • Examiners should mark according to the mark grid, not according to their
perception of where the grade boundaries may lie. • All marks on the mark grid should be used appropriately. • All the marks on the mark grid are designed to be awarded. Examiners should
always award full marks if deserved. Examiners should also be prepared to award zero marks if the learner’s response is not rewardable according to the mark grid.
• Where judgement is required, a mark grid will provide the principles by which marks will be awarded.
• When examiners are in doubt regarding the application of the mark grid to a learner’s response, a senior examiner should be consulted.
Specific marking guidance
The mark grids have been designed to assess learners’ work holistically. Rows in the grids identify the assessment focus/outcome being targeted. When using a mark grid, the ‘best fit’ approach should be used.
● Examiners should first make a holistic judgement on which band most closely matches the learner’s response and place it within that band. Learners will be placed in the band that best describes their answer.
● The mark awarded within the band will be decided based on the quality of the answer in response to the assessment focus/outcome and will be modified according to how securely all bullet points are displayed at that band.
● Marks will be awarded towards the top or bottom of that band depending on how they have evidenced each of the descriptor bullet points.
20 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
6 S50131A
What is artisan ice cream?
Quite simply, artisan ice cream is ice cream made by an artisan; a skilled craftsperson. It also uses processes and machinery that need the ‘human touch’. This may be choosing and mixing the ingredients or keeping a close eye on the freezing to make sure the ice cream is of the smoothest, highest quality possible. Artisan ice cream is not mass produced, it is a luxury product.
How is artisan ice cream made?
As well as the experience and skill of the artisan, great ice cream begins with great ingredients that include fresh whole milk, eggs, butter and cream that are blended together and whisked to make that light melt-in-the-mouth texture.
Unit 2: Developing a Marketing Campaign – Sample marking grid
General marking guidance
• All learners must receive the same treatment. Examiners must mark the first
learner in exactly the same way as they mark the last. • Mark grids should be applied positively. Learners must be rewarded for what
they have shown they can do rather than be penalised for omissions. • Examiners should mark according to the mark grid, not according to their
perception of where the grade boundaries may lie. • All marks on the mark grid should be used appropriately. • All the marks on the mark grid are designed to be awarded. Examiners should
always award full marks if deserved. Examiners should also be prepared to award zero marks if the learner’s response is not rewardable according to the mark grid.
• Where judgement is required, a mark grid will provide the principles by which marks will be awarded.
• When examiners are in doubt regarding the application of the mark grid to a learner’s response, a senior examiner should be consulted.
Specific marking guidance
The mark grids have been designed to assess learners’ work holistically. Rows in the grids identify the assessment focus/outcome being targeted. When using a mark grid, the ‘best fit’ approach should be used.
● Examiners should first make a holistic judgement on which band most closely matches the learner’s response and place it within that band. Learners will be placed in the band that best describes their answer.
● The mark awarded within the band will be decided based on the quality of the answer in response to the assessment focus/outcome and will be modified according to how securely all bullet points are displayed at that band.
● Marks will be awarded towards the top or bottom of that band depending on how they have evidenced each of the descriptor bullet points.
21Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
Mar
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2 22 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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es
01
–2
3–
45
–6
7–
8
No
rew
arda
ble
mat
eria
l.
Le
arne
rs p
rovi
deso
me
mar
keting
aim
s an
dob
ject
ives
but
the
reis
little
dev
elop
men
t/
expl
anat
ion
rele
vant
to
cont
ext.
Le
arne
rs p
rovi
dere
leva
ntm
arke
ting
aim
s an
d ob
ject
ives
,w
ith
deve
lopm
ent/
ex
plan
atio
nre
leva
nt to
cont
ext.
Le
arne
rs r
atio
nalis
ere
leva
ntm
arke
ting
aim
s an
d ob
ject
ives
,w
ith
clea
r de
velo
pmen
t/ a
naly
sis
rele
vant
toco
ntex
t.
Th
ere
is c
ompr
ehen
sive
co
vera
geof
rel
evan
tra
tion
alis
ed m
arke
ting
ai
ms
and
obje
ctiv
es,
with
good
deve
lopm
ent/
eval
uatio
nre
leva
ntto
cont
ext.
2
Ass
essm
ent
focu
s B
and
0
Ban
d 1
B
and
2
Ban
d 3
B
and
4
An
alys
is o
f
mar
ket
rese
arch
in
form
atio
n
0
1–
3
4–
6
7–9
9
–12
No
rew
arda
ble
mat
eria
l.
Ref
eren
ce w
ill b
e m
ade
to t
he:
oca
se s
tudy
oi n
divi
dual
/ in
depe
nden
t co
nsid
erat
ion
of t
hepr
ovid
ed r
esea
rch;
but
it w
ill la
ck d
etai
l an
d re
leva
nce
to t
he
cont
ext.
An
inte
rpre
tation
of th
ere
liabi
lity
and
valid
ityof
the
res
earc
h m
ight
be a
ttem
pted
, bu
t is
gene
ric,
lack
ing
a gr
asp
of t
he c
once
pts
in t
his
cont
ext.
Ana
lytic
al a
ppro
ach
islim
ited
and
any
conc
lusi
ons
prov
ided
are
gene
ric.
Ref
eren
ce w
ill b
em
ade
to t
he:
oca
se s
tudy
oi n
divi
dual
/in
depe
nden
tco
nsid
erat
ion
of t
hepr
ovid
ed r
esea
rch;
but
it w
ill la
ck
rele
vanc
e to
the
co
ntex
t in
pla
ces.
An
inte
rpre
tation
of
the
relia
bilit
y an
dva
lidity
of
the
rese
arch
isat
tem
pted
,de
mon
stra
ting
ab a
sic
gras
p of
the
conc
epts
and
the
irre
leva
nce
in t
h is
cont
ext.
Ana
lytic
al a
ppro
ach
l ead
s to
con
clus
ions
bein
g pr
ovid
ed b
utm
ay la
ck b
alan
cean
d/or
rel
evan
ce in
plac
es.
Ref
eren
ces
will
be
mad
e to
the
:o
case
stu
dyo
i ndi
vidu
al/
inde
pend
ent
cons
ider
atio
n of
the
prov
ided
res
earc
h;w
hich
are
rel
evan
t to
th
e co
ntex
t.
An
inte
rpre
tation
of
the
relia
bilit
y an
dva
lidity
of
the
rese
arch
is p
rese
ntan
d de
mon
stra
tes
ago
od u
nder
stan
din g
o f t
he c
once
pts
and
thei
r re
leva
nce
inth
is c
onte
xt.
D
etai
led
anal
ytic
alap
proa
ch le
ads
tore
leva
nt a
nd b
alan
ced
conc
lusi
ons.
Sus
tain
ed r
efer
ence
sw
ill b
e m
ade
to t
he:
oca
se s
tudy
oi n
divi
dual
/in
depe
nden
tco
nsid
erat
ion
of t
hepr
ovid
ed r
esea
rch
whi
ch a
re e
ntir
ely
rele
vant
to
the
cont
ext.
An
inte
rpre
tation
of
the
relia
bilit
y an
dva
lidity
of
the
rese
arch
is p
rese
nt,
and
dem
onst
rate
s a
thor
ough
u nde
rsta
ndin
g of
the
conc
epts
and
the
irre
leva
nce
in t
his
cont
ext.
D
etai
led
anal
ytic
alap
proa
ch le
ads
toen
tirel
y re
leva
nt a
ndba
lanc
ed c
oncl
usio
ns.
13 23Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment MaterialIssue 4 – September 2021 © Pearson Education Limited 2021
Ass
essm
ent
focu
s B
and
0
Ban
d 1
B
and
2
Ban
d 3
B
and
4
Just
ific
atio
n
0
1–
3
4–
6
7–
8
9–
10
No
rew
arda
ble
mat
eria
l.
• Any
eva
luat
ion
will
be
limite
d to
uns
uppo
rted
st
atem
ents
and
op
inio
ns.
Ana
lytic
al
tool
s ar
e re
fere
nced
but
no
t ut
ilise
d.
• Con
side
ratio
n of
‘a
ppro
pria
tene
ss’ o
f the
ju
stifi
catio
n w
ill b
e lim
ited.
• An
eval
uatio
n w
ill b
e pr
esen
ted,
fol
low
ing
evid
ence
of a
naly
tical
to
ols
bein
g us
ed.
• Con
side
ratio
n of
‘a
ppro
pria
tene
ss’ o
f the
ju
stifi
catio
n w
ill a
lso
be
atte
mpt
ed.
• A v
arie
ty o
f ana
lytic
al
tool
s m
ay b
e us
ed
lead
ing
to a
coh
eren
t ju
stifi
ed e
valu
atio
n.
• Th
e ra
tiona
le is
ap
prop
riat
e an
d ha
s a
logi
cal s
truc
ture
and
ap
plie
s a
vari
ety
of
rele
vant
mar
ketin
g pr
inci
ples
and
/or
conc
epts
. U
ses
rele
vant
mar
ketin
g te
rmin
olog
y.
• D
iffer
ent
anal
ytic
al
tool
s ar
e us
ed le
adin
g to
a c
oher
ent
just
ified
ev
alua
tion.
•
App
ropr
iate
ness
will
be
fully
add
ress
ed in
the
co
ntex
t of
the
ad
ditio
nal s
cena
rio
pres
ente
d. F
ull u
se o
f m
arke
ting
prin
cipl
es
and
of m
arke
ting
term
inol
ogy.
14
24 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
Ass
essm
ent
focu
s B
and
0
Ban
d 1
B
and
2
Ban
d 3
B
and
4
Just
ific
atio
n
0
1–
3
4–
6
7–
8
9–
10
No
rew
arda
ble
mat
eria
l.
• Any
eva
luat
ion
will
be
limite
d to
uns
uppo
rted
st
atem
ents
and
op
inio
ns.
Ana
lytic
al
tool
s ar
e re
fere
nced
but
no
t ut
ilise
d.
• Con
side
ratio
n of
‘a
ppro
pria
tene
ss’ o
f the
ju
stifi
catio
n w
ill b
e lim
ited.
• An
eval
uatio
n w
ill b
e pr
esen
ted,
fol
low
ing
evid
ence
of a
naly
tical
to
ols
bein
g us
ed.
• Con
side
ratio
n of
‘a
ppro
pria
tene
ss’ o
f the
ju
stifi
catio
n w
ill a
lso
be
atte
mpt
ed.
• A v
arie
ty o
f ana
lytic
al
tool
s m
ay b
e us
ed
lead
ing
to a
coh
eren
t ju
stifi
ed e
valu
atio
n.
• Th
e ra
tiona
le is
ap
prop
riat
e an
d ha
s a
logi
cal s
truc
ture
and
ap
plie
s a
vari
ety
of
rele
vant
mar
ketin
g pr
inci
ples
and
/or
conc
epts
. U
ses
rele
vant
mar
ketin
g te
rmin
olog
y.
• D
iffer
ent
anal
ytic
al
tool
s ar
e us
ed le
adin
g to
a c
oher
ent
just
ified
ev
alua
tion.
•
App
ropr
iate
ness
will
be
fully
add
ress
ed in
the
co
ntex
t of
the
ad
ditio
nal s
cena
rio
pres
ente
d. F
ull u
se o
f m
arke
ting
prin
cipl
es
and
of m
arke
ting
term
inol
ogy.
14
Mar
k G
rid
2 –
Act
ivit
y 2
– T
he
Mar
keti
ng
Cam
pai
gn
Pla
n
A
sses
smen
t fo
cus
Ban
d 0
B
and
1
Ban
d 2
B
and
3
Ban
d 4
The
mar
keti
ng
mix
to
in
clu
de:
M
essa
ge
Mix
Med
ia
0
1–
6
7–
11
1
2–
16
17
–20
No
rew
arda
ble
mat
eria
l.
• An
outli
ne m
arke
ting
mix
will
be
pres
ente
d w
hich
is g
ener
ic a
nd/o
r un
real
istic
in t
he
cont
ext
of t
he s
cena
rio.
•
A m
arke
ting
mes
sage
m
ay b
e in
clud
ed b
ut
refe
renc
es t
o an
ap
prop
riat
e m
arke
ting
mix
(fr
om a
bove
) w
ill
be w
eak.
•
Cov
erag
e of
med
ia w
ill
be li
mite
d to
gen
eric
id
eas.
•
Any
jus
tific
atio
n ar
e lim
ited
and
the
exte
nded
mix
is n
ot
cons
ider
ed.
• A m
arke
ting
mix
will
be
pres
ente
d co
vering
m
ost
aspe
cts
whi
ch
may
occ
asio
nally
be
gene
ric
and/
or
unre
alis
tic in
the
co
ntex
t of
the
sce
nari
o.
• A m
arke
ting
mes
sage
w
ill b
e in
clud
ed b
ut
refe
renc
es t
o an
ap
prop
riat
e m
arke
ting
mix
(fr
om a
bove
) m
ay
not
be s
usta
ined
. •
Cov
erag
e of
med
ia w
ill
have
som
e re
leva
nce
to
the
cont
ext.
•
Imba
lanc
ed
just
ifica
tions
are
pr
ovid
ed a
nd m
ay
mak
e re
fere
nce
to t
he
exte
nded
mix
.
• Th
e m
arke
ting
mix
pr
esen
ted
cove
rs m
ost
aspe
cts
in d
etai
l with
ill
ustr
atio
n us
ing
4Ps
and
appl
ied
in c
onte
xt.
• Ref
eren
ce t
o ex
tend
ed
mar
ketin
g m
ix w
here
ap
plic
able
. •
Mos
t as
pect
s of
the
m
arke
ting
cam
paig
n w
ill b
e co
vere
d in
som
e de
tail,
and
in c
onte
xt
with
a c
lear
mar
ketin
g m
essa
ge.
• Cov
erag
e of
med
ia is
co
mpr
ehen
sive
and
ev
iden
ces
sele
ctiv
ity
rele
vant
to
the
cont
ext.
•
Just
ifica
tions
are
ba
lanc
ed a
nd in
con
text
of
ext
ende
d m
ix.
• Th
e m
arke
ting
mix
pr
esen
ted,
cov
ers
all
aspe
cts
in d
etai
l with
ill
ustr
atio
n us
ing
4Ps
and
appl
ied
in c
onte
xt.
• Ref
eren
ce t
o th
e ex
tend
ed m
arke
ting
mix
whe
re a
pplic
able
. •
All
aspe
cts
of t
he
mar
ketin
g ca
mpa
ign
will
be
cove
red
in d
etai
l an
d in
con
text
with
a
clea
r an
d co
nsid
ered
m
arke
ting
mes
sage
. •
Cov
erag
e of
med
ia is
co
mpr
ehen
sive
and
ev
iden
ces
sele
ctiv
ity
rele
vant
to
the
cont
ext.
•
Just
ifica
tions
for
ch
oice
s ar
e ba
lanc
ed a
nd in
co
ntex
t of
the
ex
tend
ed m
ix.
15 25Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
A
sses
smen
t fo
cus
Ban
d 0
B
and
1
Ban
d 2
B
and
3
Ban
d 4
Bu
dg
et
0
1–
2
3–
4
5–
6
7–
8
No
rew
arda
ble
mat
eria
l.
• Bud
get
rest
rict
ed t
o ge
neric
deta
il, w
ith
limite
d re
leva
nce
to
mar
ketin
g ac
tivity
in
cont
ext.
• Bud
get
show
s a
basi
c un
ders
tand
ing
of c
osts
fo
r as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
• Bud
get
used
re
alis
tica
lly
dem
onst
ratin
g de
taile
d un
ders
tand
ing
of c
osts
of
mos
t as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
• Bud
get
used
re
alis
tica
lly w
ith
deta
iled
unde
rsta
ndin
g of
the
cos
ts o
f al
l as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
Ass
essm
ent
focu
s B
and
0
Ban
d 1
B
and
2
Ban
d 3
B
and
4
Tim
esca
le
0
1
2
3
4
No
rew
arda
ble
mat
eria
l.
• Ti
mes
cale
is u
nrea
listic
in
the
con
text
of th
e pl
an.
• Ti
mes
cale
is g
ener
ally
re
alis
tic
in t
he c
onte
xt
of t
he p
lan.
May
co
ntai
n oc
casi
onal
la
pses
.
• Ti
mes
cale
is r
ealis
tic in
th
e co
ntex
t of
the
pla
n.
• Ti
mes
cale
is t
horo
ugh
and
entir
ely
real
istic
in
the
cont
ext
of t
he p
lan.
16
A
sses
smen
t fo
cus
Ban
d 0
B
and
1
Ban
d 2
B
and
3
Ban
d 4
Pre
sen
tati
on
0
1
2
3
4
No
rew
arda
ble
mat
eria
l.
• Pl
an la
cks
prof
essi
onal
fo
rmat
whi
ch le
ads
to
lack
of
clar
ity.
• Con
tain
s m
any
com
mun
icat
ion
erro
rs.
• Con
tain
s fe
w r
efer
ence
s to
app
ropr
iate
m
arke
ting
term
inol
ogy.
• Pl
an s
how
s a
clea
r bu
t ba
sic
prof
essi
onal
fo
rmat
. •
Con
tain
s oc
casi
onal
co
mm
unic
atio
n er
rors
. •
Con
tain
s re
fere
nces
to
appr
opriat
e m
arke
ting
term
inol
ogy.
• Pl
an for
mat
is c
lear
and
lo
oks
prof
essi
onal
. •
Con
tain
s fe
w
com
mun
icat
ion
erro
rs.
• Con
tain
s su
stai
ned
refe
renc
es t
o ap
prop
riat
e m
arke
ting
term
inol
ogy.
• Pl
an h
as a
pro
fess
iona
l fo
rmat
. •
Con
tain
s no
co
mm
unic
atio
n er
rors
. •
App
ropr
iate
mar
ketin
g te
rmin
olog
y is
use
d th
roug
hout
.
17 26 Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material
Issue 4 – September 2021 © Pearson Education Limited 2021
A
sses
smen
t fo
cus
Ban
d 0
B
and
1
Ban
d 2
B
and
3
Ban
d 4
Bu
dg
et
0
1–
2
3–
4
5–
6
7–
8
No
rew
arda
ble
mat
eria
l.
• Bud
get
rest
rict
ed t
o ge
neric
deta
il, w
ith
limite
d re
leva
nce
to
mar
ketin
g ac
tivity
in
cont
ext.
• Bud
get
show
s a
basi
c un
ders
tand
ing
of c
osts
fo
r as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
• Bud
get
used
re
alis
tica
lly
dem
onst
ratin
g de
taile
d un
ders
tand
ing
of c
osts
of
mos
t as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
• Bud
get
used
re
alis
tica
lly w
ith
deta
iled
unde
rsta
ndin
g of
the
cos
ts o
f al
l as
pect
s of
the
m
arke
ting
activ
ity in
co
ntex
t.
Ass
essm
ent
focu
s B
and
0
Ban
d 1
B
and
2
Ban
d 3
B
and
4
Tim
esca
le
0
1
2
3
4
No
rew
arda
ble
mat
eria
l.
• Ti
mes
cale
is u
nrea
listic
in
the
con
text
of th
e pl
an.
• Ti
mes
cale
is g
ener
ally
re
alis
tic
in t
he c
onte
xt
of t
he p
lan.
May
co
ntai
n oc
casi
onal
la
pses
.
• Ti
mes
cale
is r
ealis
tic in
th
e co
ntex
t of
the
pla
n.
• Ti
mes
cale
is t
horo
ugh
and
entir
ely
real
istic
in
the
cont
ext
of t
he p
lan.
16
A
sses
smen
t fo
cus
Ban
d 0
B
and
1
Ban
d 2
B
and
3
Ban
d 4
Pre
sen
tati
on
0
1
2
3
4
No
rew
arda
ble
mat
eria
l.
• Pl
an la
cks
prof
essi
onal
fo
rmat
whi
ch le
ads
to
lack
of cl
arity
. •
Con
tain
s m
any
com
mun
icat
ion
erro
rs.
• Con
tain
s fe
w r
efer
ence
s to
app
ropr
iate
m
arke
ting
term
inol
ogy.
• Pl
an s
how
s a
clea
r bu
t ba
sic
prof
essi
onal
fo
rmat
. •
Con
tain
s oc
casi
onal
co
mm
unic
atio
n er
rors
. •
Con
tain
s re
fere
nces
to
appr
opriat
e m
arke
ting
term
inol
ogy.
• Pl
an for
mat
is c
lear
and
lo
oks
prof
essi
onal
. •
Con
tain
s fe
w
com
mun
icat
ion
erro
rs.
• Con
tain
s su
stai
ned
refe
renc
es t
o ap
prop
riat
e m
arke
ting
term
inol
ogy.
• Pl
an h
as a
pro
fess
iona
l fo
rmat
. •
Con
tain
s no
co
mm
unic
atio
n er
rors
. •
App
ropr
iate
mar
ketin
g te
rmin
olog
y is
use
d th
roug
hout
.
17 27Pearson BTEC Level 3 National in Business – Unit 2: Developing a Marketing Campaign – Sample Assessment Material Issue 4 – September 2021 © Pearson Education Limited 2021
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