Fundamentals of Marketing: Context Analysis, Marketing Mix, STP Analysis, and Campaign Measurement

This report discusses the fundamentals of marketing, including context analysis, PESTLE table, marketing mix, STP analysis, and campaign measurement. It focuses on Leon, a fast food chain industry in the UK, and its new product, Vegan Spaghetti Sandwich. The report covers the market size of the fast food industry in the UK, Leon's PESTLE analysis, and its marketing mix strategy. It also discusses segmentation, targeting, and positioning, as well as the benefits of Leon's new product. Finally, the report analyzes campaign measurement and its importance in tracking the performance of marketing campaigns.

Fundamentals of
Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Describing context Analysis........................................................................................................1
Analysing content marketing and brief discussion of new product for the fast food chain
industry........................................................................................................................................4
Analysing Campaign measurement in order to track company's campaign performance...........5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Fundamental of marketing refers to an effective strategy of marketing which help
companies advertise their products and services effectively in the market (Akrout and Diallo,
2017). Marketing refers to a strategy which is used by the company in order to promote their
product and services to the customer. It helps companies in order to earn maximum profit in
effective manner. For this report, selected company is Leon which is a fast food chain industry
and based on UK. It is a fast food restaurant and founded in 2004 by John Vincent, Henry
Dimbleby and Allegra McEvedy. It provide its services in United Kingdom, United States,
Norway, Spain, Netherlands and Ireland and its headquarters is in London, England, UK. Its
management want to introduce a new products that is Vegan Spaghetti Sandwich in order to
attract more vegan eaters customers.
The report covers context analysis, PESTLE table and Marketing Mix table. It also
includes STP analysis and describe various marketing strategy such as Content marketing. It
further analyse campaign measurement.
MAIN BODY
Describing context Analysis
Fast food chain refers to a group of restaurants that are serving different types of fast
foods to their potential customers in effective member. Fast food industry is fast growing
industry in food industry (Cannella, 2018). According to market research, fast food industries in
UK has doubled its growth in past three years in effective manner. The market size of takeaway
and fast-food-restaurants in UK is about 18.9 Billion in 2021. The fast industry in UK is number
1 in order to provide services in the market in effective manner. The growth of its market size is
decline by 10.1% in 2021 due to the impact of COVID 19. The average weekly hours of work is
the effective reason which helps them in order to grow effectively in the UK. It create high
competition in the market which may affect negatively in the growth of fast of industries in
effective manner. The market size of fast food industry in UK is declined slower than overall
economy (Takeaway & Fast-Food Restaurants in the UK - Market Size 2010–2028, 2021 ). The
main objective of fast food industry is to fulfil their customers desire in effective manner. In
today's world, customers lifestyle is busier and does not have time to cook for them self so, they
like to eat fast foods or takeaway it home. This will make effective growth of fast food industry
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in UK. Many fast food restaurants of UK are providing healthier products for health conscious
customers in effective manner. In context of Leon, they were also increasing their growth in
effective manner. It provide effective fast foods products to their potential customers in order to
improve their growth effectively.
PESTLE table
PESTLE analysis refers to those external factors that affects company in order to survive
effectively in competitive market (Hunt and Madhavaram, 2020). It is important for the
companies to analyse its external factors which may affects negatively in order to make effective
strategy in order to solve it. In respect of Leon, factors that affect it are described below:
Factors Description
Political Rules and regulation related to hygiene, wages and food quality are
different in different countries. Influence of government in order to
sell only healthier products on their items.
Economic Economic recessions are also affected negatively in their sales.
Increasing number of people who are health consciousness which
affected in their sales (Levy, 2018). They are focusing on providing
their products in low price in order to attract those customer whose
income is low.
Social Changing lifestyles and health of customers are affecting its growth.
Due to pandemic, people are more concerning about their health and
they want to eat those food which provide them immunity. Tastes of
customers are also changing which also affects their sales. They are
focusing on providing healthy products for their potential customers.
Technological Technology are changing day by day which affects on various
functions of the company. By adopting new technology in their
company they were make their more attractive and innovative. It will
also help them to improve their food quality in effective manner.
Legal Legal laws are making various changes in fast food industry which
makes company to perform their function by following rules and
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regulations in effective manner.
Environmental Sustainability is important factors that affected in fast food industries
in effective manner. It is important for them to maintain sustainability
in their restaurants in effective manner.
Marketing Mix
Marketing mix refers to an strategy which helps companies in order to advertise their
brands or products and services in effective manner (Logemann, 2017). This helps companies to
advertise their products in effective manner by focusing on its four factors. In regards of Leon,
these factors that helps them to market its new product that is Vegan Spaghetti Sandwich are
described below:
Factors Description
Product Its products that are needed to increase demand areTurkey
Christmassaman Curry, Snow Turkey Burger and Blood Orange and
Cacao porridge. It wants to market its new product that is Vegan
Spaghetti Sandwich in order to attract vegan food lover customers.
Place It wants to advertise their products in the market of United Kingdom,
Norway, Spain, United States, Ireland and Netherlands.
Promotion It use social media strategy, endorsement and many other strategy in
order to attract more and more customers for their products.
Price It use to sell their products in low price initially. If its demand increased
it increased their price in order to gain profit from it. It sells its new
product that is Vegan Spaghetti Sandwich in £1.5.
Target Audience, consumer persona and segmentation
Segmentation, targeting and positioning is related to those marketing tool under which
the organisation divide the whole market into different segments and chooses the most
favourable segments to positioned their product and earns revenue (Mokwa, 2017). The
organisation called Leon which has their business in food industry. The management of the
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organisation has develop innovative product which is called Vegan Spaghetti Sandwich to fulfil
the demand of healthy food products in the market. The demand of healthy product are arises due
to covid-19 which is an opportunity for the business organisations.
Segmentation: It is related to those process under which the business organisation
divide the whole market into small segments on the basis of some aspect such as
demographic, taste and preference, race and many more. The management of Leon has
segmented the market of United kingdom on the basis of preference of the customers
such as customers prefer healthy products, customers prefer junk food and many more.
These segmentation plays an important role in the success of organisation because it
saves the time of the organisation to makes efforts in unusual things.
Targeting: It is related to those process under which the business organisation choose
the favourable segment from the existing segment present with the company to positioned
their product in the market (Palmatier and Sridhar, 2020). It is one of the critical situation
under which the managers of the organisation has to evaluate the strength and weakness
of the organisation and also evaluate their product range. The management of Leon
chooses the segment of those customers which prefer the healthy product and try to
positioned their innovative product. It is very important for the organisation to conduct
this process in safe manner because there is no back door available with the company. A
single mistake of the company can impact their survival.
Positioning: It is related to those process of the marketing model under which the
management of organisation uses different methods of marketing to positioned their
product on the minds of targeted customers. Marketing is the most important aspect
which is required by the organisation to aware their customers about the features of the
product. The positioning of the product important to set the image of product on the
minds of the customers. The management of Leon uses different techniques of marketing
such as social media marketing, endorsement and many many more to positioned their
innovative products on the minds of their targeted customers.
Analysing content marketing and brief discussion of new product for the fast food chain industry
Leon is a fast food restaurant in UK and provide tasty and healthy fast foods to its
customer in effective manner. It want to increase their sales and profit in effective manner. It
introduced its new product that is Vegan Spaghetti Sandwich in order to attract Vegan food
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eaters customers in effective manner (Rudawska, 2018). This Vegan Spaghetti Sandwich is made
from vegan products in which any things are not used which is related to animal. This is
sandwich is healthier and tasty and help them in order to increase their customers in effective
manner. It provide many type of benefits to Leon that are described below:
Attract vegan eaters- One of the benefit of Vegan Spaghetti Sandwich is to attract
vegan eaters customers in effective manner. Leon provide vegan foods for their potential
customer, this sandwich helps them in order to increase more variety of vegan food in their
restaurant for their customers in effective manner (Safari and Albaum, 2019). It makes their
Vegan Spaghetti Sandwiches healthier which is safe and healthy for their customers health in
effective manner.
Increase sales and profit- By providing more varieties of vegan foods to their
customers, it can increase their sales and profit in effective manner. Its new product that is Vegan
Spaghetti Sandwich are introduced to increase their future sales and profit in effective manner.
Its main focus is to attract more vegan eaters in order to increase their sales and profit in
effective manner.
Increase competition- Leon new product that is Vegan Spaghetti Sandwich is new in
market which create huge competition in market in effective manner. If its new product is great
demanded in market it increase competition which makes Leon more strong in order to compete
with their customers in effective manner.
Analysing Campaign measurement in order to track company's campaign performance
Marketing campaign refers to a organised strategy which is used to promote company's
product and services in effective manner. It helps companies in order to advertise their brand or
offerings by using different marketing strategy such as radio, television, online platforms and
print in order to more and more customers for the company. Campaign measurement refers to a
technique which is used to measure the performance of company's marketing campaigns in
effective manner (Stead and Hastings, 2018). It is important for the company to measure its
campaign in order to get know about it results for achieving company's objective in effective
manner. In context of Leon, its use various type of marketing strategy in order to market its
existing and new products are online sources , endorsement and many more. It can use various
types of tools in order to to measure its marketing campaign such as average CTR (click-through
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rate), conversion rates, CPM (Cost per mile) and many more. The performance metrics used by
Leon are described below:
Click-through rate (CTR)- It is a tool of analysing performance of company's
marketing campaign. It help company's to identify the percentage of viewers who saw their
marketing campaign. This provide an correct information about company's marketing campaign.
This helps to know about effectiveness of company's ad campaign in order to attract more and
more customers for the products of the company.
CONCLUSION
From the above mentioned report, it is concluded that fundamental of marketing helps
companies in order to promote their products and services in effective manner. Fast food chain
industry is a group of fast food restaurant which provide fast foods to the customers and them in
order to fulfil their desire in effective manner. PESTLE analysis help companies for analysing
external factors that impacts in its survival. Marketing mix help companies in advertise their
products by analysing its factors in effective manner. STP helps companies in order to its analyse
their marketing segment, Target market and positioning strategy in effective manner.
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REFERENCES
Books and Journals:
Akrout, H. and Diallo, M. F., 2017. Fundamental transformations of trust and its drivers: A
multi-stage approach of business-to-business relationships. Industrial Marketing
Management. 66. pp.159-171.
Cannella, J., 2018. Artificial Intelligence in marketing.
Hunt, S. D. and Madhavaram, S., 2020. Adaptive marketing capabilities, dynamic capabilities,
and renewal competences: The “outside vs. inside” and “static vs. dynamic”
controversies in strategy. Industrial Marketing Management. 89. pp.129-139.
Levy, S. J., 2018. A marketing identity is flourishing. AMS Review. 8(1). pp.18-19.
Logemann, J., 2017. Consumer Modernity as Cultural Translation: European Émigrés and
Knowledge Transfers in Mid-Twentieth-Century Design and Marketing. Geschichte und
Gesellschaft. 43(3). pp.413-437.
Mokwa, M. P., 2017. The policy characteristics and organizational dynamics of social
marketing. In Marketing the Public Sector (pp. 43-55). Routledge.
Palmatier, R. W. and Sridhar, S., 2020. Marketing strategy: Based on first principles and data
analytics. Bloomsbury Publishing.
Rudawska, E., 2018. From sustainable market orientation to sustainability marketing. In The
Sustainable Marketing Concept in European SMEs. Emerald Publishing Limited.
Safari, A. and Albaum, G., 2019. Transactional or relational exchange theory in B2C marketing:
An agenda for a different type of relational exchange theory. Journal of Customer
Behaviour. 18(2). pp.87-100.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Online:
Takeaway & Fast-Food Restaurants in the UK - Market Size 2010–2028. 2021 [online].
Available through:<https://www.ibisworld.com/united-kingdom/market-size/takeaway-fast-food-
restaurants/>
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