Marketing and Principles

Marketing and principles

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Description of marketing function....................................................................................3
1.2 Marketing segmentation...................................................................................................3
1.3 Marketing mix..................................................................................................................4
TASK 2............................................................................................................................................5
2.1 Aim of research................................................................................................................5
2.2 Market research methods..................................................................................................5
2.3 Market analysis tool & techniques...................................................................................7
TASK 3............................................................................................................................................8
4.1 E-marketing methods........................................................................................................8
4.2 How business unit manage online image.........................................................................8
TASK 4............................................................................................................................................9
3.1 Market analysis.................................................................................................................9
3.2 Interpretation of finding...................................................................................................9
3.3 Presentation of findings..................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................15

INTRODUCTION
Marketing tends to an activity which is undertake by the entities of companies in order to
promote about product/ services within market. Aim of marketing is to develop positive
perception about offering, it is important to manage same effectively(Palmatier and Sridhar,
2017). The present reports based on Biscuiteer, in order to understand the principles & practices
of marketing. This company operates by a small family in London, UK and deal with Iced
biscuits. Now they wish to enhance their presence in market to increase the profitability by the
end of one year. Further, it includes discussion about marketing function, segmentation &
marketing mix. Additionally, marketing research techniques & methods. Lastly, analysis of
internal and external market with E-marketing.
TASK 1
1.1 Description of marketing function
Within a company, marketing refers to an effective company which carries out communication
between consumers and marketers. In which there are number of marketing function which is
performed by marketing department of company. Some of these are as follow:
Marketing research: It is considered as the most effective roles that is performed by marketing
in order to determine the needs and demands of consumers (Rundle-Thiele and et.al., 2019). It
permits company to manufacture product accordingly and that fulfil the gap of market and
consumer’s needs.
Product development: It is another activity that is performed by the marketing department. It
allows gaining insights on preferences &trends of market. Further it helps firm to manufacture
that product which is generally accepted by users.
Promotion: To create brand awareness, companies use various modes of marketing. So that
users will get familiar with offerings and will able to consume desire services.
Analysis of target market: This function helps entities to identify potential consumer within
marketplace. So that companies will able to channelized their strategies accordingly and get
maximum returns.
New product development: this is also associated function of Marketing department in which
there is market research, monitoring of competition and forecasting activities that are performed
by product managers.

Corporate branding: It associated with the functions of product labelling and developing of logo
design. In this process there is corporate branding of various manual guidelines in order to build
up a specific product brand.
Internal marketing: in this function there is re seller support that is focused on company intranet
maintenance. Marketing department is working towards crisis management for drawing a
procedure and development of internal newsletter to support the function of marketing activities
internally.
1.2 Marketing segmentation
Market segmentation refers to a framework in which the entire market is segmented into sub
market based on some characteristics so that market will able to reach out their all potential
consumers. For which, there is requirements of market analysis and in context of chosen firm it
is described below:
Geographical: Based on this characteristic market is divided according to the location or
area (Amin, 2021). For selected firm, urban area’s consumers of UK are those which would
become easy to reach out for their iced biscuits.
Demographical: According to this characteristic, market is divided according to age
group, occupations, income and some other factor. With relevance to biscuiteers, their target
consumers will be general users of UK with 13-65 years age group people and who have income
level more than £1,000. This is because it permits firm to narrow down market and concentrate
their offerings on such consumers.
Behavioural: In such segment market is distributed according to attitude & behaviour of
consumers. In context of chosen firm, they segment those consumers who are habitual of eating
biscuits of different varieties such as iced biscuit.
1.3 Marketing mix
Marketing mix comprises all such elements which help companies to effectively create
awareness about product. Elements of marketing mix with relevance to biscuiteers are as follow:
Product: To grab consumers towards offering, it is vital for firm to opt any specific
product strategy and with relevance to chosen firm, product differentiation would be best for
providing different biscuits to their consumers (Gilligan and Lowe, 2018).