C4T plans to launch souvenir reusable bottles made from recycled plastic. Evaluate the importance of C4T's brand image for the success of this launch.

Mark scheme

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

1. [Knowledge] Understanding of branding as part of promotion in launch marketing strategy, link with product and consumer perception
2. [Knowledge] Links with customer relationship marketing
3. [Knowledge] Marketing strategy, including budget, objectives, integrated marketing mix
4. [Knowledge] Use of ecommerce and website, social media
5. [Application] C4T are involved in a very new market, hence marketing is vital.
6. [Application] Nature of brand, social enterprise objectives link
7. [Application] Consumer perception – low-quality? Green?
8. [Application] Target market? Link with existing product range
9. [Application] References to other parts of C4T marketing strategy
10. [Application] Premium magazines
11. [Application] Target market of C4T: 'socially responsible' consumers
12. [Application] Bottles to be sold to tourists: C4T slogan and flag
13. [Application] Promotion could be used at airports and hotels
14. [Analysis] Development of why branding may be important in launch or not – will it attract more customers?
15. [Analysis] Branding will help differentiate the reusable bottle from competitor offering making it more competitive in the market and possibly giving control over pricing
16. [Analysis] How might the use of social media communicate C4T brand message effectively, impact on sales
17. [Analysis] Possible impacts on company image and reputation
18. [Analysis] Promotion within the launch could be used at airports and hotels as the product is aimed at tourists
19. [Analysis] Place: distribution through retailers at airports and hotels to attract tourists
20. [Analysis] B2B likely to be important and this would require C4T to use sales team to contact businesses such as airports and hotels
21. [Evaluation] Future use of brand image and the need to keep up with new developments
22. [Evaluation] Judgement as to how important branding may be - what else may be more important?
23. [Evaluation] Success may depend, to some extent, on Country A's tourist potential.
24. [Evaluation] Will people need to be convinced of disadvantages of 'throw away' plastic bottles? Could social media play a role?