ZestDrop is launching a low-sugar fruit drink for 13- to 18-year-olds. Its promotion budget is £180,000.
Option 1: Use short videos and targeted advertising on social media
Option 2: Provide free product trials at schools and youth sports events
Justify which one of these two promotion strategies ZestDrop should use.
36 exam-style questions on Edexcel GCSE Business 2.2 Making marketing decisions, covering 2.2.1a The design mix, 2.2.1b The product life cycle, 2.2.1c Product differentiation, 2.2.2a Pricing strategies, 2.2.2b Influences on pricing strategies, 2.2.3a Promotion strategies for market segments, 2.2.3b The use of technology in promotion, 2.2.4 Place, 2.2.5a How marketing mix elements interact, and 2.2.5b The integrated marketing mix and competitive advantage. Each one has a worked solution and a mark scheme showing where the marks go.