Identify and explain two methods of promotion that Lu could use for the new range of cakes
Knowledge [2 × 1] – award 1 mark for each method identified
Application [2 × 1] – award 1 mark if relevant reference made to Lu’s business
Analysis [2 × 1] – award 1 mark for each relevant explanation (e.g. how it would help increase sales),
Relevant points might include
• advertising (allow only once) e.g. leaflets/posters [k] showing pictures of their food [app] which raise awareness of business [an]
• Point of sales displays [k] as attracts attention of customers [an]
• Samples [k] as people are able to taste the products [app] and if liked more willing to buy [an]
• money off incentives (allow only once) e.g. promotional pricing or buy one get one free [k] which will encourage them to come into the shop [app] and buy the product [an]
• Attending fairs [k] such as wedding events [app] which will gain Lu new customers
• publicity / sponsorship [k] loyalty card [k] personal selling [k]
• Competitions [k] people will buy a wedding cake from Lu [app] to have a better chance of winning the prizes [an].
Note – Reference to cakes alone is not sufficient for application as this is in the question stem
Specific examples of promotion are required so do not accept above and below the line promotion or forms of media alone e.g. newspapers, as these are not specific methods
Two distinct examples of application required for the 2 app marks