Analyse two elements of OV's marketing strategy that will need to change to sell successfully to retailers.

Mark scheme

Marking points from the official mark scheme (May/June 2023). The mark or mark type is shown in brackets.

1. [1] Marketing strategy includes marketing objectives, budget and a coordinated marketing mix.
2. [1] Difference between B2B (a business selling to other businesses) and B2C (a business selling to consumers).
3. [1] Market research to understand the market.
4. [1] Understanding of different techniques within the marketing mix such as different forms of promotion and pricing.
5. [1] Price discounts for bulk purchase.
6. [1] Promotion through trade fairs and industry magazines.
7. [1] Changes to packaging.
8. [1] Product in different sizes, flavours, ingredients.
9. [1] B2B marketing may focus on building personal relationships, for example, through sales people.
10. [1] Marketing is currently B2C but targeting supermarkets will be B2B.
11. [1] Suitability of the existing marketing: premium prices, promotion via social media and digital platforms.
12. [1] Use of relevant information (e.g., growing market for Greek yogurt ($9bn globally), new competitors, competitive market).
13. [1] Alternative promotion applied (e.g., food industry magazines, supermarket industry magazine).
14. [1] Alternative pricing applied – need for supermarket to be able to make an attractive profit margin.
15. [1] Price reductions more important to allow a margin for supermarkets
16. [1] ...and therefore compete with existing products on the shelves.
17. [1] Promotion more likely to include trade shows, email marketing, trade (industry) press, website, production of brochures to target potential customers
18. [1] ...and therefore attract orders.
19. [1] Promotion on TV to build brand name and attract consumers
20. [1] ...so that there is demand to encourage supermarkets to adopt.
21. [1] Salespeople may be important for building trust
22. [1] ...and therefore motivating supermarkets to buy OV's products.
23. [1] B2B marketers must persuade decision makers of a company
24. [1] ...therefore information must be concise and clear.
25. [1] Changes to product such as ingredients to meet the expectations of supermarket customers
26. [1] ...and therefore increase sales.