PAC requires a marketing strategy for its new 'healthy life' menu. Evaluate the importance of social media and other online methods of promotion to this strategy.

Mark scheme

Marking points from the official mark scheme (May/June 2020). The mark or mark type is shown in brackets.

1. [1] Knowledge: Social media (ecommerce) and other internet-based methods of marketing, e.g. website
2. [1] Knowledge: Links with gaining new customers and retaining loyal ones - customer relationship marketing (CRM)
3. [1] Knowledge: Marketing strategy, including budget, objectives, integrated marketing mix
4. [1] Knowledge: Use of social media / apps for ordering / place element
5. [1] Application: PAC are involved in very competitive fast food industry / need to keep up with competitors’ use of social media and keep customers loyal (CRM)
6. [1] Application: Need to communicate new ‘healthy menu’ options to existing and new customers / offer launch promotions
7. [1] Application: Are pizzas reaching lifecycle maturity?
8. [1] Application: References to cost of web-based promotion versus traditional
9. [1] Application: References to reasons why customers (local and tourists) may find web-based promotion and communication easy
10. [1] Application: Specific 'build a pizza' App ideas
11. [1] Application: Alice is an ICT graduate so has the necessary skills
12. [1] Application: Target market is young professionals and they are likely to use social media
13. [1] Analysis: Development of why social media may be important or not – will it attract more customers? How might this improve competitiveness?
14. [1] Analysis: How will the use of social media affect different aspects of marketing strategy, not just marketing mix?
15. [1] Analysis: Possible impacts on company image and reputation
16. [1] Evaluation: Future use and the need to keep up with new developments/technology
17. [1] Evaluation: Importance of maintaining and updating the marketing strategy
18. [1] Evaluation: Judgement as to how important social media may be – what else may be more important?
19. [1] Evaluation: Possible groups of customers who may be missed by concentration on social media, what percentage are the ‘social media generation’?
20. [1] Evaluation: Might social media also have disadvantages in this case?