Analyse two benefits to TC of marketing planning for the new range of chocolate bars.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2024). The mark or mark type is shown in brackets.

1. Definition or explanation of marketing plan and its components: objectives, resources, research, marketing mix.
2. (max K1) Possible benefits include: Ensuring marketing activities are aimed at achieving corporate objectives.
3. The setting of achievable goals.
4. Making efficient use of resources.
5. Market research to ensure that there is a market for the product.
6. Achieving a coordinated marketing mix.
7. Marketing is rational and integrated with other functions.
8. TC currently manufactures and distributes high value premium boxed chocolates.
9. Significant competitive pressures over the next two years.
10. New chocolate bars are cheaper to produce and target market is supermarkets to sell as their own brand products.
11. New range is part of integrated approach to improve efficiency.
12. TC is considering several changes, and a marketing plan would help ensure that marketing is coordinated with other changes so that TC's reputation is maintained.
13. Market research will help TC understand the needs of supermarkets so that the price of the chocolate bar is competitive resulting in higher sales to supermarkets.
14. Setting achievable goals will make it more likely that the launch is a success.
15. A plan can identify the most efficient ways of achieving objectives hence minimising waste and therefore increasing profit.
16. The plan contains monitoring and evaluation so TC will be better prepared for market environment changes.