Marketing in the 21st Century

This report discusses market research process, questionnaire design, and marketing mix in the 21st century. It focuses on the perspective of The Body Shop, a British cosmetic organization. The report provides recommendations for implementing the marketing mix and highlights the importance of self-reflection in marketing. It also includes a reflection on the author's own experience. Study marketing in the 21st century with Desklib.

Marketing in the 21st Century

Contents
INTRODUCTION...........................................................................................................................3
P1 Discuss information from a variety of sources and apply to an organisation and the wider
business environment.............................................................................................................3
Market research process.........................................................................................................3
Questionnaire Design.............................................................................................................4
P2 Undertake directed research into a topic using a variety of sources and present a written
report.......................................................................................................................................5
Marketing mix “product”.......................................................................................................5
Recommendation for the overall process of marketing mix..................................................6
Self-reflection about organisation..........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Market research refers to the process of determining the feasibility for a new product or
service by conducting research through interacting with potential customers. The main motive of
market research is to understand the target market by getting opinion and feedback from
consumers for analysing interest of customers in company product and service (Baker and Hart,
2016). This report is composed from point view of The Body Shop which is a British cosmetic,
perfume and skin care organisation and its headquarter is situated in London. Moreover, this
report highlights on marketing mix and questionnaire from perspective of organisation. In the
last, meaning of market research will also include in this report.
P1 Discuss information from a variety of sources and apply to an organisation and the wider
business environment.
Market research process
The term marketing research process is explained as a process for analysing, gathering and
interpreting the information about company product and service. Along with some step which are
conducted among research are identify of problem and opportunity, develop of marketing
research plan, collection of relevant data and information that is used by body shop or researcher

for collection of information related with a specific topic (Charter and Polonsky, 2017). After,
gathering of all relevant data it is used in analysing data and implement of selected information
into action. Moreover, body shop also conducts research to understand market and introduce or
formulate new product as per existing market.
Figure 1Source(https://blog.remesh.ai/what-is-qualitative-research)
Questionnaire Design
With the survey researcher utilised a questionnaire for gathering information form
respondents in order to answer research question (Eneizan and Obaid, 2016). Close ended
questionnaire design is selected for this report that undertakes some question which is mention as
follow:
Questionnaire
Q1) How would individuals of Southampton rate the products of Body Shop organisation?
a) Fair
b) Good
c) Better
Q2) Are the products offered by organisation is cost effective for market of Southampton?
a) Yes
b) No
Q3) Is Body shop improve their product quality for entering into new market?
a) Yes

b) No
c) Maybe
Q4) Would local individuals like the product of Body Shop?
a) Yes
b) No
Q5) How Would consumer explains the products of Body Shop organisation?
a) Efficient product quality
b) Product are reliable for skin
Q6) On what basis individual rate the product quality?
a) Packing of product
b) Use of good ingredients
Q7) If Body shop provides its products into Southampton market individuals are ready to
purchase it?
a) Yes
b) No
Q8) Demand of organic products is increasing is Body shop also develop organic product?
a) Yes
b) No
Q9) Would the market of Southampton is open for products related with cosmetic and skin?
a) Yes
b) No
All the questions which are formed relate with organisation expansion and also the nature of
question is close ended. The reason to selective or adjacent nature of question as management of
Body shop holds power for final decision making. This leads organisation to select right
individuals for completion of company work.
P2 Undertake directed research into a topic using a variety of sources and present a written
report
Marketing mix “product”
The term product is defined as an item or thing which is formulated by an organisation for
need and desire. It is a physical item or service that is subsequently developed by Body Shop and

offers them at right price (Liu and et. al., 2017). Along with this requirements that exist among
product define that it must provide unique value among all of its products. Body Shop deal in
product that are related with skin so organisation use organic and less chemical products for
attracting more number of customers. The benefit to implement product among marketing mix is
to enter into a new market that directly enhance market area for organisation. It also help in
developing sales by increasing market which also increase profit.
Promotion
In the present scenario, there are various task and operations is performed by
management that leads to select right organisation. This refers management also introduce right
products through using promotion technique. Body Shop is utilising promotion aspect for
organisation for developing positive perception among consumer. It is because by promotion
technique the benefit obtains by organisation is to develop competitive edge in market.
Moreover, in order to implement strategy management is focused to implement social and digital
strategy which leads for selection of areas (McKelvey, 2015). In order to target the audience and
reach them organisation is focuses to use social media as all individuals are active on digital
platforms.
Place
One of the most important techniques that is used by organisation relates with managing
all products and deliver them to customers. It is possible for management by selecting right
place. Moreover, the selected method for selecting place leads to determine areas as organisation
select central place of market which is used to target more number of customers. Moreover, the
supply chain selected by organisation relates with retail marketing. So at each place Body shop
product is reached to customer.
Price
Cost or price is one of the most effective aspects that is used for selecting right techniques
as it is used in making selection right technique. The selected price technique is skimming
strategy it refers in managing right price of product (Ozturkoglu, 2016). Along with this purpose
for selecting right price is to accomplish of objective that leads to increase company profits. In
the last, with selecting right price techniques it is identified that right pricing concept for
organisation enhance in increasing concept of organisation. Tactics for pricing refer to select
right technique which is boosting process to enhance company profits.

Recommendation for the overall process of marketing mix
 Product- This is first concept that is used by organisation for entering into new market. The
recommendation for this marketing mix refers to implement of changes among products
according to existing trend. Like, in present scenario demand for product relates with areas
of so at time of Southampton entrance management develop presence as per geographical
product.
 Price- In the present scenario, price of products relates with skimming strategy it refers that
there are various products offer. So to manage the price of product it is essential or
recommend for selection of price premium strategy because quality ingredients use by
management that increase operation cost.
 Place- With deciding right place it is identified by management that organisation is selecting
central place within the market. But most of the location that exists in market of
Southampton is already occupied (Seng, Sum and Mahfar, 2015). So in context of place it is
recommend to organisation that they must go for selecting new place that is near to the
transport. So customers and supplier both easily reach towards the place.

 Promotion- By the implement of promotion techniques it is identified that management is
enhancing sale of all products with the support of social and digital strategy. The
recommendation for promotion aspect relates is that management approach low cost
marketing techniques to generate positive perception about products.
 Physical evidence- Headquarters of the organisation that is present in London is the major
physical evidence which is impacting on operations. Moreover, management also introduce
areas as it lead company to select right location.
 People- Individuals and person who exist in organisation manage and complete all
organisational operations with the help of employees. The recommendation for organisation
relates with people who are engage in Body Shop must be skilled and trained as per role.
 Process- Transparent process is implemented by management because organisation is
engage in completion of manufacturing and retail industry. The recommendation for process
system is that authorities also engage low level worker because they are engage in daily
operations.
Self-reflection about organisation
There are various benefits obtained by me that work as a positive aspect for me it refers
that marketing mix is engaging my communication skill to increase product sale. There are seven
different P exists in process of modern marketing mix and it different from traditional process of
marketing mix because it only include only four P’s. Moreover, according to the above product
portfolio that is used relates with managing work that provide platform in improving company
process in order to enhance sale of organisational products. There are various problems are also
identified by me at time of completing research such as the major problem which is identified
defines that selection of right process work is a crucial decision which is impacting on company
performance. One of the problems that are identified that reminds complex decision for me
relates with selection about right promotional technique.
At the time of time conducting research it is identified that there are various skills required
by me such as communication skill, research and analytical skill etc. This is also identified that it
is mandatory to improve them so all skills are implemented by me but it is also challenging to
implement skill in proper manner. One of the major challenge that is faced relates with
generating challenge as it is difficult or challenging for selection of right technique at right time.
Like, lack of communication skill generates challenge to ask all questions from respondents.

Along with this it is also identified to develop my communication skill written and oral both type
of training for making right technique is implemented. In order to work with right skill it is
identified peer skill support to work with right techniques as it leads me in attending right
techniques because training directly help me to boost my communication skill. In the last, with
the contribution of supporting and understanding marketing mix technique leads me to analyse
overall market that help to implement method or ways that support to reach towards
organisation. It also refers skills which is developed support to reflect different areas which is
supporting business in making right identification of market. Along with this by right marketing
techniques which is implemented help to formulate an effective portfolio. This is also understand
by me that marketing mix lead management to make accurate decision to introduce product
among market.
CONCLUSION
In the last, with the above information it is concluded that marketing mix perform an
important role in an organisation for formulating and introducing a new product in the market.
With globalisation aspect it is identified that most of the organisation are performing their work
at different locations so with marketing mix model it is easy to design the product or shop
according to new place. Along with this some recommendation are also provided to organisation
which is based on marketing mix of product. In the last, self-reflection is generated which help to
understand and improve my performance.

REFERENCES
Books and Journals
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Charter, M. and Polonsky, M.J. eds., 2017. Greener marketing: a global perspective on greening
marketing practice. Routledge.
Eneizan, B.M. and Obaid, T.F., 2016. Prior research on green marketing and green marketing
strategy: critical analysis. Singaporean Journal of Business, Economics and
Management Studies, 51(3965), pp.1-19.
Liu, Y and et. al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing, 81(1), pp.83-102.
McKelvey, K., 2015. The Marketing of Fashion. In Textiles and Fashion (pp. 763-797).
Woodhead Publishing.
Ozturkoglu, Y., 2016. On the 4Ps & 4Cs of green logistics marketing mix. Logistics and
Transport, 29.
Seng, L.C., Sum, L.W. and Mahfar, M.S., 2015. Creating Product Visibility to the Bottom of the
Pyramid. Journal of Entrepreneurship, Business and Economics, 3(1), pp.1-30.