IY1B8 Marketing Plan: The Tiny Bakery - UK Business Campaign 2020-21

This report presents a marketing plan for The Tiny Bakery, a UK-based business, focusing on strategies to generate leads and reach its target market. It delves into the concept and process of marketing, including understanding customer needs, designing a customer-driven strategy, integrating marketing plans using the 4Ps, building profitable relationships, and capturing customer equity. The plan utilizes segmentation, targeting, and positioning (STP) to attract customers, specifically demographic segmentation based on age, income, and gender, and concentrated targeting to sustain brand loyalty. The report also analyzes buyer behavior through the five stages of need recognition, information research, evaluation of alternatives, purchase, and post-purchase behavior. Furthermore, it examines the product life cycle stages of development, introduction, growth, maturity, and decline, and the elements of the extended marketing mix (product, price, place, promotion) to optimize marketing efforts. The report concludes with a discussion of the major decisions involved in developing advertising programs, emphasizing the importance of setting advertising objectives, budgets, and strategies, particularly in the realm of digital advertising.

Individual Marketing
plan- task 1

TABLE OF CONTENT
INTRODUCTION.........................................................................................................................1
MAIN BODY..................................................................................................................................1
Concept and process of marketing...............................................................................................1
Segmentation, targeting and positioning.....................................................................................3
Buyer behaviour...........................................................................................................................4
Product life cycle and extended marketing mix..........................................................................5
Elements of extended marketing mix..........................................................................................6
Major decisions involved in developing advertising programs...................................................7
CONCLUSION..............................................................................................................................8
REFRENCES...................................................................................................................................9

INTRODUCTION
Marketing plan is an operational document which outline an advertising strategy that a
company can implement in order to generate leads and reach its target market. Further, the
present study also helps to develop a deep understanding regarding marketing plan and the
process involved within this. Moreover, the report will highlight the creative marketing
campaigns that helps a business to improve the market share.
The chosen business for this report is The Tiny bakery who offer range of food products
at reasonable rates. Also, the investigation will identify the steps involved within marketing
process and by using the segmentation, targeting and positioning, it will help to attract the
customers. Moreover, report will identify the buyer behavior sand product life-cycle that helps
to make effective decision for the company.
MAIN BODY
Concept and process of marketing
Marketing is the technique which is used to create and distributing valuable, consistent
content that helps to attract the individual towards a business (Gubíniová and et.al., 2021). Also,
small as well as large corporations uses marketing in order to promote the products so that it will
help to enhance the revenue as well.
Steps involved within marketing process
Marketing is all about how companies create values for customers and generate strong
relationship to capture value from customers. The marketing process involved 5 steps that are
undertaken by the company which are as mentioned below:
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Understanding the marketplace and customer needs: It is the first process where
company have to understand the needs and wants of customers that helps to satisfy them. This in
turn increase the long term customer equity (Marketing process: 5 steps of marketing proces,
2020). Through this step, company is able to implement the marketing activity accordingly
which will benefited to the company.
Designing a customer-driven marketing strategy: After analyzing the customer wants,
company have to choose the customer driven strategy that provide a set of values and also
benefits to the customers as well. In this, different concepts have introduced that helps to grab
attention of customers which include production, product, selling, marketing and societal
concepts.
Integrated marketing plan: After executing customer-driven marketing strategy,
company have to use 4P's of marketing which helps a business to implement its marketing
strategy. This in turn assist to build the customer relationship and deliver the best outcomes as
well.
Profitable relationship: Under marketing process, company have to maintain a
profitable customer relationship by deliver superior customer value and satisfaction (Patsiotis,
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Atik and Perrea, 2020). Through this, company product high customer equity that in turn assist
to generate long-lasting relationship.
Capturing values: Company's main goal is to produce high customer equity values and
this is possible only when the company uses strong marketing activities. Therefore, it can be
stated that being good at customer relationship management, effective results can be generated
(Ramaj-Desku and Ukaj, 2021).
Segmentation, targeting and positioning
Segmentation:
Market segmentation is process of separating a marketing into different groups where
members have share common characteristic. Similarly, in the context of The Tiny Bakery, it
uses only demographic market segmentation in which people are segmented on the basis of age,
income and gender. For example, company target the people on the basis of age where 22 to 50
age group people are highly preferred because they enjoy the ambiance, food and creativity of a
bakery (Jagani, Oza and Chauhan, 2020). On the other side, the target market of the company is
middle and lower middle class people so that they can easily afford the food products offered by
the company. In addition to this, both male and female are also considered under the
demographic segmentation that helps to enhance the overall performance.
Targeting:
By referring to the offered products by The Tiny bakery, it has been identified that
company uses concentrated targeting style that helps to improve the business performances.
Such that quoted bakery wants to sustain the brand image of a company and for that effective
marketing strategy must be implemented (Mohapatra and Das, 2021). Therefore, concentrated
targeting strategy is one of the most suitable method because it creates thriving brand loyalty
and long-lasting relationship with their selected ideal customer group. Hence, it can be stated
that through this method, bakery is able to provide the products that are most suitable and this in
turn enhance the competitive edge as well.
Positioning:
It is all about reflect he uniqueness of a company among customer so that it will help
them to attract towards a firm. In the context of chosen bakery, its delicious flavor, high quality
customer service is considered as a unique selling point that makes itself different from others.
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Also, prompt revert upon the advertisement like social media platform also able to increase the
customer base so that effective results can be generated (Tsai and et.al., 2017).
Buyer behaviour
Customer buying behavior is refers to the action taken by customer before as well as
after buying the products. The decision can be influence from either friend, advertisement,
search engines etc, There are five stages involved in buyer behavior that customer goes through
when they are considering a purchase. These are as mentioned below: Need recognition: The first stage of the buyer decision making process, where customer
is able to identify the problem, or what product would be able to meet such need. By
considering the Maslow hierarchy need, it has been identified that all the needs are
identified under a hierarchy that helps to satisfy the need of customers (Tsao, Raj and
Yu, 2019). Among all, need for self-actualization happened when individual reach a state
of harmony in which they are engaged. Information research: In this, customer research about the product either internally or
externally. This in turn helps the customer to make a decision towards purchasing. In
this, they can collect reviews from their friends or family or else collect information
through online resources. Whereas, through internal research, they recall their experience
so that effective decision can be made. For example, if one of the family member visit
The Tine Bakery and gain positive experience, they recommend others as well to enjoy
the services. Evaluation of alternatives: At this stage, alternatives are scanned effectively by
customers before finalizing any new product for attained functional growth synergies
dynamically. Alternatives evaluation further enables to identify best alternatives
structurally, and Tiny Bakery heads on profound focus at this stage for evolved rise
among customer’s preferences variedly and extensive commercial growth scenarios
variedly towards optimized functional standards (Gelashvili, 2021). Purchase: Customers purchase is done at this stage, where products and service
optimization further enhances scope to enhance company goodwill actively for untapped
goals completion. The purchase stage also opens up space for stringent rise diversely,
bringing evolved growth competitively within industry. At this step of purchase,
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customers preferences are significantly focused on for attaining quest rise profoundly
and enhance keen arenas.
 Post- purchase behavior: Tiny bakery after purchase services are strong which enhances
scope for larger functional growth among companies’ productive goodwill diversity
goals. The post purchase behavior holds immense importance for functional growth
confidently, expanding key channels for extended market scope in industry and to bring
on keen untapped functional goals at work innovatively.
Product life cycle and extended marketing mix
The product life cycle evolves focus towards 5 stages which are development,
introduction, growth, maturity and decline which holds essential importance among working
productivity development within marketing of products. The Tiny Bakery will be heading on
towards functional rise, specific key channels of marketing rise within life cycle by heading on
towards productive marketing mix targets growth rapidly.
 Development: At this stage development of new idea and advancement in marketing strategy
is evolved, for strengthening rise productively within new shaped growth scenarios rapidly
towards untapped commercial benchmarks actively (Amira and Fitriasari, 2021).
 Introduction: At this stage of introduction, tiny bakery aims to bring on introductory
marketing strategies within market rapidly based upon significant functional aspects
innovatively. This stage will play high importance for introducing services among customers
within industry, bringing dynamic growth efficacy rapidly and also develop key benchmarks.
Introduction stage holds importance for new keen untapped aspects reach, expanding key
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new services among consumers innovatively and working towards professional commercial
goals.
 Growth: At this stage of growth, new strategies of marketing correlated towards optimised
functional work synergies diversely is worked on practically for new strengthened efficacy
development optimisation goals. Growth also further strengthens productive efficacy goals,
harnesses new specific key benchmarks rapidly and to evolve towards productive pace for
larger significant commercial rise actively. The growth stage also rapidly determines new
key business potential determinants role, for strengthening overall varied specific key
scenarios rapidly and monitor new diverse customers strengthened paradigms profoundly.
 Maturity: At this stage, Tiny bakery will optimise new specific key business goals, expand
new channels of commercial growth targets and expand key functional channels profoundly
for untapped new strengths rise actively. Maturity also plays important role for productive
key business synergy efficacy, larger rise on new parameters of marketing and promotions
and to execute change delivery variedly (Trengove, 2021).
 Decline: At this stage of product life cycle, the Tiny Bakery aims to monitor changes, bring
upon work advancement evolved among functional parameters and keep check on
competitive factors actively based upon working targets diversely. At decline stage, company
has to further head on profound focus towards evolving new strategies practically and also
imperatively expand key channels rapidly.
Elements of extended marketing mix
The extended marketing mix also holds high importance in Tiny Bakery, for
operative growth rise diversely within industry scenarios advancing key business goals actively
towards untapped professional expansion. Marketing mix also holds specific role for bringing
rise diversely among products, services structurally and to bring consumers services worked on
variedly for higher profits. Marketing mix enhances scope for attained professional competitive
benchmarks actively and strengthen up channels based upon significant specific parameters.
 Product: Tiny bakery will invest strategically on products marketing, for new strengthened
working rise variedly to evolve competitively towards evolved rise technically towards
attaining competitive standards productivity (Wu, 2021). Also within marketing mix,
products offered will have strong high quality standards variedly for new strengthened
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efficacy goals actively. Tiny bakery products such as cakes, various types of chocolates
and bakery products can be customised as per specific choices by customers. Price: Penetration price strategy will be used by Tiny Bakery for strengthening price
optimisation aspects actively, evolving within commercial domains and also expanding
customer’s goodwill variedly. Price element also holds immense importance for expanding
business optimisation for expanding key business goals profoundly, to leverage stronger
work determinants.
 Place: Tiny Bakery also further will be serving products and services to customers
profoundly, as per key business goals and also bring in online delivery of products for
extensive key standards. Large availability of products and services extensively expand new
strengthened work goals profoundly, for strengthened work rise parameters. Place factor also
holds high importance to further expand key channels, market reach facilities innovatively
and to determine new domains among strengthened goals (Malaver Ramírez and Castro
Ramos, 2021). Promotion: Tiny Bakery promotion strategies and digital marketing upsurge enhances scope
for evolving towards promotion mix goals, which will creatively bring on evolved rise
among customer’s reach. Promotion mix further opens up scope, to leverage stringent
growth benchmarks professionally and bring competitive goals evolved profoundly.
Major decisions involved in developing advertising programs
The major decisions involved in developing advertising program can be analysed and
segregated in setting advertising objectives, setting the budget and evolved advertising budget and
advertising strategy for evaluating effectiveness within longer time periods. Digital advertising
holds immense importance, for strengthened working productivity evolved actively and also
strengthen up key channels. Tiny Bakery has been stringently expanding major decisions in
developing new advertisement strategies, practically bringing best products services among
customers and to head on profound working synergies actively.
 Setting advertisement objectives: Tiny Bakery at this stage is heading on towards decision
for setting advertisement objectives, which are correlated to attain productive optimum
synergy within industry. Best advertisement objectives, are correlated to expand key
determinants which are strengthened towards attaining professional diverse aspects
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innovatively and also expand key business goals. Objectives to enhance revenue parameters,
expand key working channels rapidly and also derive varied untapped markets under
functional growth targets actively (Stephenson, 2021). Setting advertising budget: Tiny bakery aims to set new advertising resources within
budget, which are correlated towards developing advertising aspects by setting new usage of
resources evocatively. Tiny Bakery aims to further expand key channels, for evolving
competencies dynamically and expanding key optimisation in investments channels
innovatively towards extended functional rise profoundly. Budget will also be evolved as per
stringent specifics, extensive investment for attaining overall growth scenarios profoundly
and derive rise on structural productivity. Developing competitive strategies: Tiny Bakery also aims to further head on towards
evaluation of new advertising effectiveness, by new advanced innovative advertising
programs and productive services. Digital platforms such as facebook, Youtube and
Instagram will be used for leveraging key business domains dynamically on larger extensive
grounds for larger working efficacy. Advertising also will further head focus towards
developing competitive strategies, primitively bringing new functional growth horizons
rapidly and to determine new vision operated paradigms dynamically (DO, 2021).
CONCLUSION
From the above analyzed aspects within report, it can be concluded that Tiny
Bakery aims to further bring on best creative business advancement and marketing strategies
functionally expanding key scope fundamentally within industry. The report has further
concluded process of marketing, STP aspects and buyer behavior scenarios where company
heads optimum scope expanded among key channels functionally. Study has also concluded
further buyer behavior aspects, product life cycle and extended marketing mix parameters for
bringing functional growth innovatively. Research concluded Tiny Bakery advertising decisions
optimization, to enhance structural benchmarks diversely for strengthened untapped commercial
goals and further heading determinants correlated.
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