Principles of Marketing: Strategy for Introducing Products and Services

Learn about the principles of marketing and how they play a crucial role in successfully introducing products and services. Explore the four P's of marketing - product, price, place, and promotion. Discover the importance of effective segmentation, targeting, and positioning. Get insights into the marketing strategies of Bulldog moisturiser and L’Oréal Expert moisturiser. Find recommendations for improving marketing mix and reaching target markets.

Principles of marketing
Executive summary
In the below report it has been define that principle of marketing is most essential part
for successfully introducing any product and services. There are mainly four principle of

marketing such as product, price place, promotion. This will facilitate in making strategy for
accomplish long term goal of company. The whole report is based on source of secondary
research.

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Target market .............................................................................................................................3
Product strategy ..........................................................................................................................4
Price strategy...............................................................................................................................4
Place strategy:.............................................................................................................................5
Promotion strategy......................................................................................................................5
CONCLUSION ...............................................................................................................................6
Recommendations............................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing combines of productive activities or process that deliver, communicate and
develop value to the target audience. The principle of marketing plays crucial role in the
successful development of the product. It mainly combines of four P of the marketing like
product, price, place, promotion. It is also refers as marketing mix of the marketing. It consist of
all the activities that is directly link with the sale of the company. By enhancing effectiveness of
the marketing mix company can build its brand image of its product and services. It aids in
progress of enterprise. In this report two brand is chosen for the comparison of marketing mix.
First brand is Bulldog moisturiser (for men ) and second brand is L’Oréal Expert moisturiser
(for men). This report aim towards strategy of target market, product, price, place and
promotion. It also consist of recommendation to improve effective marketing mix to introduce
new range of the company.
TASK
Target market
Bulldog moisturiser is for the natural skincare which is essential on the regular basis and
it moisturises the skin after shaving or washing. Loreal is defined as the care company or the
world's largest company which has been developed in other actives which include skin care, sun
protection, and hair colour. Both the brand Bulldog moisturiser and L’Oréal Expert moisturiser
are targeting market by the strategy of STP (Bonaparte, 2019). It stand for segmentation,
targeting and poisoning of the product to increase the costumer base of the company. These
brand segmented the product on the basis of men category. Both the moisturiser focus upon the
target market on the basis of segment, target and positioning. These both brand target towards
the segmentation of men category. Where as Bulldog moisturiser is mainly shift towards the
targeting most premium segment or class of men category. On the other hand L’Oréal Expert
moisturiser target medium to high class category of men segmentation. That is why in
comparison of Bulldog moisturiser, the L’Oréal Expert moisturiser capture mass audience.
They generate more revenue and profit in comparison other brand and successfully manage large
target market. The Bulldog moisturiser positioning its product by creating unique selling
proposition in the minds of men category (Hopkins, and et. al., 2021). They create USP by its
promotion strategy by its influencing fragrance in moisture to attract the female ones. On the

other hand L’Oréal Expert moisturise develop positioning through effective promotion strategy.
The high profile celebrities promotes the products to create unique selling proposition in the eyes
of target segment audience.
Product strategy
Product is an tenable item which is produced for sale in market place. It can be service or
item both that provide satisfaction to customers. For the success of an organisation it is
important to provide better quality product as well as services according to need and demand of
customer. L’Oréal Expert moisturiser and Bulldog moisturiser provide the skin care product
which are made from natural products and do not harm customers skin. Both brand provide range
of products according to different customers and in different size. Both organisation use Lavitt
model in order to make price strategy (Kotler, 2017). The respective model is based on
formulating idea of product that provide satisfaction to every level of customers. According to
this model organisation separates products in five level which are core benefit, basic product,
expected product, augmented product as well as potential products that satisfy needs and
demands of all level of customers. Respective organisation analyse all current market trends and
customers preferences than produce product accordingly (Kupec, 2018). Customer satisfaction is
the most important factors that enhance profitability as well as productivity of organisation.
Product quality is maintained by organisation and apply the respective model in order to gain
wide customer base.
Price strategy
Pricing strategy of Bulldog moisturiser– There are various bulldog moisturiser strategies
have been mentioned below;
 Dynamic strategy - In this strategy business plans are created and further they are bought
into actions.
 Penetration strategy - This strategy is used to attract the customers to use new product or
service as well as existing product.
Pricing strategy of L’Oréal Expert moisturiser includes-
 The cost of the manufacturing of the shampoo would be evaluated
 The cost plus price is evaluated by using the accounting approach.
 By using the price elasticity optimal mark- up has been found out further by using
optimal mark, mark up price could be calculated.

Place strategy:
The place strategy of L’Oréal Expert moisturiser mainly focus upon its place strategy by
improving its distribution system and effective supply chain management. So that they can
deliver its product on time to their potential consumer. It has most effective and impressive
supply chain management as the availability of the product is almost in every parts of the
country, in the rural as well as urban areas. This brand ensure the availability of its product in all
parts of country that is why they are famous for its effective distribution channel in the market
place. This was the main reason why their place strategy is most effective in comparison from
other moisturiser brand in the country (Laczniak, 2019). On the other hand Bulldog moisturiser
does not have that much effective brand in the place strategy because they are fail to deliver their
products in all parts of the country. The distribution channel of this brand does not ensure
availability of the product in all parts of the country. They only provide the moisturiser in the
cites of urban areas rather than rural areas. They need to improvised their place strategy by
enhancing effective supply chain management and distribution channel to ensure availability of
the product in all parts of country.
Promotion strategy
Promotion strategy of Bulldog moisturiser include providing information, spreading
awareness, recognizing potential customers. There are many promotional campaign are held
which has been mentioned below;
Creating awareness – promotion could be done by using ads which include television, local
radio, as well as all the social media platform, flyers, coupons in the local papers these all the
steps are complied to create the awareness in the product as well as in the business.
Getting consumers to have trail of the product - The term promotion is defined as to get people
to try new product or getting non- users to try new product or existing product.
As loereal is a international care brand and its promotion are done on numerous levels in
various countries. They have their specific and strong slogan which are used as a message in
order to drag the attention of the customers (Musakayeva, 2019). These type of brand they
usually follows different marketing mix promotional strategy. Naomi Watts and Jennifer Lopez
they are brand ambassadors known as attractive models they are quite helpful while promoting
loreal brand (Sabaghinejad, and et. al., 2018). Loreal they have number of CSR commitments
which have been mentioned below;

 United nation educational and cultural organisation in partnership with young women in
the terms of science helps them to accomplish their aspiration and dreams while pursuing
their career. Project care this is the process which cultivates finest citizenship by
executing multifarious social welfare activities which include environment, child
education, safety and in addition health (Shah, 2019).
 Advertisements – Radio, television, and print media these all strepa are followed for the
purpose of brand awareness campaigns.
 Hitch-hike Experiment module is utilised in order to evaluate efficiency the of a brand
awareness campaign.
 Coupning and sampling these both are done for the demand of generation marketing.
 Digital marketing – In the terms promotion of loreal digital marketing plays a significant
role such social media marketing which include Facebook, blogging, you tube campaign
for creating the brand awareness in the various digital platform.
CONCLUSION
From the above report it has been concluded that principle of marketing plays essential
role in introducing or launching product range of the company. This will facilitate in achieving
long and short term goal of the company. By effective segmentation, targeting and positioning
company can easily grab or attract the target audience. Each part of four principle is essential for
the development of product. By enhancing the strategy of marketing mix company can improve
the costumer base of the entity. The L’Oréal Expert moisturiser mainly focus on promotion and
distribution strategy that create unique position in the minds on consumer as compare to Bulldog
moisturiser. The effective and efficient plan help company to develop productive goods and
services to satisfy the potential target.
Recommendations
For effective principle of marketing company can adopt these recommendation-
 Establish attainable goal and objective for whole marketing mix of the product.
 Company must plan and schedule whole budget of the marketing mix.
 Entity must have to ascertain the strategy of unique selling proposition of the product and
services.

 Organisation must predetermine its target market for launching any product range of the
company.
 They must improve and handle costumer advice or complain of the target audience.
 It must create awareness about product details through effective promotional strategy
 Company must focus on improving its distribution channel, inbound marketing,
promotional and pricing strategy of the goods and services.

REFERENCES
Books and Journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course.Journal of Global Scholars of Marketing Science,29(1).pp.7-14.
Hopkins.C. and et. al. 2021. Changing Perceptions of Marketing Ethics and Social
Responsibility in Principles of Marketing.Journal of Marketing Education,
p.0273475321995553.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing.Journal of Historical
Research in Marketing.
Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis.Marketing Identity,6(1/1).pp.370-
380.
Laczniak, G.R. and Murphy, P.E., 2019. The role of normative marketing ethics.Journal of
Business Research,95pp.401-407.
Musakayeva, P.M., 2019. Marketing economy at the business enterprise.Российская наука и
образование сегодня: проблемы и перспективы, (3).pp.15-16.
Sabaghinejad.Z. and et. al. 2018. Retracted: A survey of jundishapur medical sciences university
students viewpoints in Ahvaz considering the effective components in the marketing
process of libraries based on the principles of marketing mix (9P's model).Journal of
Fundamental and Applied Sciences,10(6S).
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy
perspective.Journal of Islamic Marketing.