Introduction To Marketing in Asda

Introduction To Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 & M1 Describe and difference of marketing techniques in the market products in
organisation.................................................................................................................................3
D1 Effectiveness of the use of techniques in marketing products in one organisation..............6
P2 Limitation and constraints of the marketing..........................................................................6
TASK 2............................................................................................................................................7
P3 M2 & D2 Marketing research to developing the marketing plan along with limitations and
recommendations........................................................................................................................7
P4 Use marketing research for marketing planning...................................................................8
P5 Explain how and why groups of customers are targeted for selected products...................10
P6 & M3 Marketing mix for a new product along with potential customers.............................1
CONCLUSION...............................................................................................................................1
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing is an important requirement of each organisation that provide effective
support in making good brand image in marketplace. Furthermore, it is a process that aid to
management in promoting and delivering products and services of organisation in marketplace.
Marketing managers of organisation plays very important roles as they not only attracts large
number of customers towards firm's offering but also support the organisation in making its
brand image in market. Two organisations are taken in this report such as ASDA for private
which is a retail firm and based in UK along with Transport for London (TFL) for public that is
a transport service provider whose responsibility is to providing services across the London.
Present assignment will describe about marketing techniques which are used by organisations
for marketing products. Limitation and constraints of marketing along with a coherent marketing
mix will also covered in this project.
TASK 1
P1 & M1 Describe and difference of marketing techniques in the market products in
organisation.
Marketing refers to an activity that is undertaken by organisation for promoting or selling
their products and services in market. In addition, it plays very important role in organisation as
it provides reliable information regarding market trends that ultimately supports the firm in
making effective decision for making brand image in market. In current scenario, each
organisation have to face several challenges in earning profit in market because large number of
rivals are exist in market due to this, large number of marketing techniques are used by
companies for attracting customers towards their offerings.
Background of organisations- ASDA is a supermarket chain that was founded in 1949
along with based in UK whereas, Transport for London is a local government body that is
responsible for managing transportation services across the London (Sargeant and
MACQUILLIN, 2016).
Both organisations are operating their business functions in different sectors i.e. private
and public. They both uses various survival and growth strategies so as to maintaining their
sustainability and growth in marketplace. Some of these strategies are described as under:

Growth strategy – This strategy is related with covering large market-share so that
offerings can be reach and satisfy the requirements of large number of customers. Each
organisation of marketplace whether it is operating its business operations at small or large scale,
wants to take growth and sustainability in marketplace. For this, these business organisations
uses several growth strategies like market penetration, product expansion etc. All these strategies
are falls under Ansoff matrix that is used by ASDA and TFL for promoting their goods or
services (Palmer, 2012). Ansoff Matrix is described as below:
Similarities
Market Penetration In this kind of strategy, both organisation uses their existing
products and services in present marketplace.
Market Development In it, existing products are promoted by both firms in new
market areas so as to developing their market share.
Product Development In it, new products or services are developed by organisations
so that large number of customers can be attracted towards
organisation and its offerings.
Diversification Under this strategies, organisations have to enter in new
market with new products or services.
Differences
Particulars ASDA Transport For London
Market penetration In it, ASDA manufactures quality
products and supplies them into
present market so that good brand
image can be maintained in
marketplace. Along with it,
company also organises several
discount offers on their offering so
that large number of customers can
be attracted towards offering.
While, TFL is focusing on
maintaining transportation
services across the London so
that more revenue will be
gained by organisation.

Market Development ASDA operates its function across
the UK due to which they makes
innovations in their existing
products on regular basis so that
sustainability can be maintained in
market. For e.g. company have
increased capacity of their stores
by renovating them so that large
number of customers can be
served in a single time period
without any difficulty.
While, TFL performs its duties
across the London but they
have no need to develop their
market because company is
supported by government
authority and large number of
customers prefers their
transportation services rather
than private service providers.
Product development Management of ASDA always
trying to making innovations in
their stores so that customer base
can be maintained in marketplace.
For e.g. company have started
click and collect service so that
customers who don't want to going
anywhere for shopping can receive
products as per their demand at
home.
Organisation have also
introduced Travel card for the
daily passengers so as to make
easy to transactions with
company in less time.
Diversification ASDA have made its expansion in
Petrol filling station which having
small convenience store for the
customers.
Whereas, Transport For
London is a public transport
service provider that can
expand its transportation
services across the UK in order
to gain huge revenues.
Survival strategies- These strategies are used by organisations for making their strong
sustainability in marketplace (Smith, 2012). These are also used by both organisations whose
example are described as below:

Branding – Brand can be defined as a name, slogan or logo these are made by
companies in order to attracting customers towards their offerings. As retail sector is becoming
more competitive in current situation due to which management of ASDA have implemented
diversifications and extension strategies for making expansion in other sectors i.e. energy
supplying, credit cards etc. For this company have not make changes in their logo whereas they
have made slogans for this 'chosen by you' which shows company's value pricing policy (Smith,
2012). Whereas, TFL organises campaigns for spreading awareness regarding driving guidelines
so that road accident can be overcome in city.
Relationship Marketing – This strategy is used by organisations for making strong
relations with buyers so that profitability can be increased in market. TFL also uses this strategy
as they provide discounts on monthly recharge to travellers on their travel card. Whereas, ASDA
provides gift cards to customers in festive seasons for making good relations with customers.
D1 Effectiveness of the use of techniques in marketing products in one organisation
Effectiveness of use of techniques in marketing products - All these techniques and
strategies are beneficial for ASDA as with the help of it, large number of customers are attracted
and healthy relations will be build that leads the organisation towards growth and sustainability
in market. These strategies also supports the organisation in maintaining products in their stores
as per the market trends and customer's requirements so that any difficulty not be faced in
marketing of product.
P2 Limitation and constraints of the marketing.
Marketing is an important part of organisation because it assist the firm in improving its
sales figures and brand image in market. Due to which, various legislations are framed by
government of UK for protecting the customers from illegal practices along with restricting the
organisations for doing it. Some of these legislations are given as below:
Goods protection act, 1979- This act is related with protecting the right of customers
when buying any goods or services from sellers (Bacik, Gavurova and Fedorko, 2015). This act
can be considered as a limitation for marketing of each organisation if provided product is not
according the mentioned quality. Therefore, management of ASDA have to conduct marketing
activities in limited manner.
Consumer protection from unfair trade, 2008- As per this act, each customer have
right to get fair treatment from sellers. It states that any organisation have no right to lie with

customers in terms of quality or pricing. For example- ASDA wants to remove the old stock
from their stores due to which they have started scheme i.e. limited stock grab opportunity for
attracting customers. In this situation, customer will buy products immediately but in real
company have enough stock. Therefore, this act of company can considered as an unfair
treatment that shouldn't be perform by company.
Data protection Act, 1998 – This legislation provide responsibility to sellers that not to
use personal information of customers in illegal practices otherwise they have to pay penalties
which is not good for brand image of organisation.
TASK 2.
P3 M2 & D2 Marketing research to developing the marketing plan along with limitations and
recommendations.
Marketing research plays very important role in development of marketing plan that's
why each organisation conducts market research so that all relevant data can be gathered for
developing market plan. From the above taken organisations, ASDA have decided to conduct
market research for renovate their stores with an objective of increasing space for serving large
number of customer. Along with it, they have decided to gather relevant informations about it
from the loyal customers so that it can be identified that their decision is correct or they have to
make changes in it. There are mainly two methods of research i.e. qualitative or quantitative that
can be used by organisation for conducting market research. These methods are described as
below:
Primary – In this kind of data collection method, researcher have to make questionnaire
for collecting data internally whereas, in order to gathering data externally investigator can
conduct personal interviews or surveys (Baines, and Page, 2013).
Secondary – This method is used by researcher when they have limited time and funds.
Further, information can also collected in two kinds i.e. internal or external. For internally
collecting the information, researcher can use company records whereas, commercial data or
retail statistical data can be used for collecting data externally.
Qualitative – It is also a method of investigation in which researcher have to collect the
relevant informations for taken decision of management of ASDA. This method of investigation

mainly focuses on opinions of customers rather than gathering data in mathematical manner. For
collecting data in this method researcher have to use interviews, observations etc.
Quantitative research – In this, researcher have to collect statistical and mathematical
data that defines what changes should be made by organisation for improving customer serving
capacities. In it, investigator uses surveys, questionnaires for collecting data in statistical form.
Contribution of Primary / Secondary, Internal/ External in developing marketing
plan along with limitations and recommendations – Primary data is a kind of data which is
not used by anyone and its reliability is more rather than other methods. As this collected data
will support the management of ASDA in identifying the internal and external factors that can
restrict them in renovating their stores in UK. Apart from that, through gathering informations
from internally and externally researcher will be able in providing better solutions to
management for taken decisions. Whereas, main limitation that can be faced by ASDA that
gathered information can be changed after a specific time frame so that more dependency can
leads the management towards failure of marketing plan (Engelen and Brettel, 2011). For
handling with this problem, it has been recommended to the managers of ASDA that they should
use the collected information in a specific time-frame so that any difficulty not be faced in
developing marketing plan.
Contribution of Qualitative/Quantitative in developing marketing plan along with
limitations and recommendations – These research methods are also beneficial for making
growth and success of decisions. For e.g. statistical data of retail industry, expenses on
renovation etc. will provide support to management of ASDA in developing effective marketing
plan for future. Main limitation that can be faced by organisations in conducting these
investigation is related with time due to which sometimes, researcher can't provide best solutions
for developing marketing plan. For overcoming these limitations and improving validity of
market research, management of ASDA have to provide proper time schedule to investigator so
that good solutions can be received by investigator for forming good marketing plan.
P4 Use marketing research for marketing planning
Planning for marketing can be defined as a process that defines marketing strategy of
firm for future time period. It comprises of overview of firm, internal and external analysis
which are framed by organisations for identifying their market position along with achieving
goals in a limited time-frame

SWOT analysis Of ASDA
Strength Weaknesses
 Wide range of product and service
offering.
 Best inventory system
 Innovative culture
 Lack of mini stores are lowering the
profitability of organisation.
 No loyalty card is provided by
company for retaining customers.
Opportunity Threat
 Expansion in new areas like
pharmacies, jewellery etc.
 Acquisition of small players can
provide growth and success in future.
 Changing policies of government can
become threat for profitability of
organisation.
 Pressure of maintaining low pricing for
the products can decrease profit
margins of firm in future.
Pest analysis – This is an analysis tool that is used by companies for analysing external
factors which are influencing their operations and profitability in positive or negative way. This
tool is described as below:
Political – This factor comprises of political stability, tax policies and duties etc. and can
impact on overall performance of firm. Government of UK nation is highly stable that can plays
supportive role in renovation of stores. Whereas, if tax policies of government will revised then
it will be difficult for the managers in making renovation of their stores.
Economical – this factor of external environment is related with inflation rates, exchange
rates etc. However, consistency of these rates is positive sign for the growth and sustainability of
firm. Whereas, if these rates are modified then it can impact on the marketing plan and strategies
of ASDA in negative manner (Leung, Xue and Bai, 2015).
Social – This element includes culture, taste and preferences of customers. For example-
due to not providing loyalty cards to customers sales figures of ASDA are decreasing. Therefore,
management of ASDA should include this in their future marketing plan so that any difficulty
not be faced by them in future.
Technological – It comprises of advanced techniques, uses of robotics etc. that can
posses impact in positive or negative manner on the growth and sustainability of organisation.

Sales figures of ASDA are regularly decreasing as company is not using advanced techniques in
their stores. Therefore, Management of ASDA should implement digital techniques in order to
improving satisfaction level of customers.
P5 Explain how and why groups of customers are targeted for selected products
TFL is a public body that provides large number of transportation services like buses,
rails, Metro, Underground etc. whereas, ASDA is a retail supermarket chain that performs its
operations across the UK. Apart from that, market segmentation is a process in which customers
and market is classified in several groups on the basis of income, age or preferences. There are
mainly five kind of segmentation which are described as below:
Demographic – In it population is segmented on the basis of age, gender or income
level. In context of ASDA or TFL, both of these firms have targetted middle class individuals
due to providing value of money to the customers.
Geographic – In it, markets are decided on the basis of locations where the targeted
people are living in which both of firms have targeted individuals of UK market because of large
presence in UK.
Psycho-graphic – Population is divided as per life style of targeted customers. For ex. -
Non vegetarian products are more demanded by societal individuals of UK due to which ASDA
can introduce new chicken products in affordable prices. Whereas, digital payments are also
increasing so that TFL can launch their own payment application for increasing satisfaction of
travellers (Malhotra and Malhotra, 2012).
Behavioural - In it population is being segmented on the basis of brand loyalty and
buying behaviour of targeted customers. Nowadays, customers are more attracted towards those
products or services which are falls under their budget. Therefore, this kind of segmentation will
be prove beneficial for both firms like TFL or ASDA because they believes in satisfying the
needs by providing value of money to them.
Benefit – In this kind of segmentation, population is divided on the basis of perceived
value that is providing to customers by offering products and services. Both organisation
charging less money on their offerings and providing value of money to them.
Targeting- Targeting can be defined as selection of particular group of customers to
whom organisation wants to sell their products or services. Selection of these are based on
buying behaviour of customers.

The products of ASDA and TFL along with kind of segmentation are described
under in a table:
Product Method of segmentation Profile of customers
Toys (ASDA stores) Demographic Little boys
Cigarettes (ASDA stores) Psycho-graphic Young adults or mature men.
Chicken product (ASDA
stores)
Psycho-graphic Youngsters and mature
Airways Benefit Poor people
Rental Bike Behavioural Middle-class individuals
Cab Psycho-graphic Business class travellers

P6 & M3 Marketing mix for a new product along with potential customers.
Marketing mix is a strategy which a company uses to promote its brand or product in the
market. In context of ASDA, they are launching a new product in the market that is beef burger.
For increasing the sale of this product ASDA needs to develop marketing mix strategies to
achieve its targets within the market that it serves. These strategies are as follow:
 Product - A product is a substance that is manufactured for sale. It can be a service or an
item which is offered to a market to satisfy the need of a customer. In the reference of
ASDA, it is a British supermarket retailer which is going to produce a new product that is
beef burger. Potential targeted customers of organisation are youngsters and middle-class
individuals.
 Price – As ASDA has a large range of product portfolio so it should adopt low price
strategy after launching a new product. If ASDA wants to be succeed its beef burger then
it should introduce discounts and allowances to the customers and sale it on a cheap and
reasonable price. This strategy can help them to create high sales volume and large profit
margins.
 Place – It is a very crucial point in the marketing of a product. In every industry,
customers mostly come where they can reach easily. In refer to ASDA, customer can
easily purchase beef burger from their websites and from their stores which is in the
several places in UK. For attracting these customers value pricing strategies will be
adopted by ASDA.
 Promotion – It is refers to all the strategies undertaken to make the product or service
known to customers and trade. To increasing the sale of beef burger ASDA needs to
adopt aggressive market policies. These policies include newspapers, hoardings,
television channels, and many others. They can also promote their beef burger on their
official websites so they can earn a great profit and will succeed in the market.
CONCLUSION
It has been concluded from the above discussed report that marketing plays very
important role in building wealth and brand image of organisation in market. Marketing also
comprises several strategies like growth and survival that provide support organisations in
making good relations with customers. In addition, role of marketing research is also effective

that ultimately assist the organisations in developing plans for marketing. Along with this,
segmentation and targeting of products are also beneficial for developing products as per the
demand of customers. It is also concluded that for developing marketing plan PEST and SWOT
analysis are also essential because it supports the management in identifying the present
situations of firm in market.
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REFERENCES
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Engelen, A. and Brettel, M., 2011. Assessing cross-cultural marketing theory and research.
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Johansen, H.P., 2016. Relational political marketing in party-centred democracies: Because we
deserve it. Routledge.
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review and journal preferences. International Journal of Contemporary Hospitality
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Malhotra, N. K. and Malhotra, N .K., 2012. Basic marketing research: Integration of social
media. Boston: Pearson.
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Marketing Book (pp. 555-576). Routledge.
Shaw, E. H., 2012. Marketing strategy: From the origin of the concept to the development of a
conceptual framework. Journal of Historical Research in Marketing. 4(1). pp.30-55.
Smith, A., 2012. Introduction to sport marketing. Routledge.
Online
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