Item A: HearthBite plans a premium frozen meal for busy professionals. Research shows that customers want restaurant-style flavour, recyclable packaging and convenient delivery. The improved recipe costs £2.80 per meal compared with £1.90 for its standard range. Competitors sell similar meals for £6 to £7.
State one customer need identified by HearthBite's research.
HearthBite is considering two integrated marketing mixes:
| Element | Option 1 | Option 2 |
|---|---|---|
| Product | Improved recipe in recyclable packaging | Improved recipe in recyclable packaging |
| Price | £8.50 | £6.75 |
| Promotion | E-newsletters and targeted online advertising | Supermarket displays and introductory offers |
| Place | HearthBite app with 30-minute delivery | Supermarkets and e-tailers with standard delivery |
Outline one way Option 1 meets the needs of busy professionals.
Justify which one of these two marketing mixes HearthBite should choose.
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.