Understanding Contemporary Marketing

This assignment delves into current trends shaping the field of marketing. It examines various concepts such as experience marketing, sensory marketing, the psychology behind consumer behavior, luxury marketing, and the challenges posed by globalization. The provided reading list includes seminal works on these topics from prominent authors and journals.

Introduction To
Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
UK Women clothing market overview...................................................................................4
TASK 2..........................................................................................................................................12
Consumer segment analysis.................................................................................................12
TASK 3..........................................................................................................................................15
Based on trial launch 2017- Marketing mix strategies.........................................................15
Conclusion.....................................................................................................................................18
REFERENCES..............................................................................................................................20

EXECUTIVE SUMMARY
This report is based on marketing which is a vital department in an organisation.
Marketing is a set of activities or tool that is used for creating ,communicating ,delivering and
exchanging the products or services which have some value for the customers. This report has
more benefit to the company because it is helpful to know that which segment is very beneficial
for the company and how it can satisfied the customers. Sasha company should select the target
market according to it's products and services and should make marketing mix strategies for
capturing the large market share and more revenue and before designing the strategies ,it should
consider the internal and external environment that are affecting the business process or
functions. For evaluating the internal or external ,Sasha company can use SWOT analysis ,
PESTLE analysis ,Ansoff matrix etc. For getting the successful ,it should segment the market
and should decide that which target group will give the best result. If company segment the
market then it helps in achieving the desired result.
INTRODUCTION
For every organisation ,marketing is very important. It is an action or process by which
company exchange or promote their goods and services, including market research and
advertising It is helpful in moving the products from manufacturer to consumers ((What is
Marketing? Marketing definitions. 2016). It is helpful to know the customers and tell them why
they should choose it's products or services rather than it's competitors' products and services
(Palmer, 2012). Through marketing ,company is able to create awareness about their products
among the people and also helpful in generating sales and revenue and is able to satisfy the
customers' needs and wants and it is an idea to promote the goods and services in the market so
that it can attract the customers and can achieve the competitive advantage over the competitors.
Through marketing company can easily capture the large market share and can achieve the
desired result or outcome because with the help of this it is able to attract the customers towards
it's products or services. With this company can launch it's products successfully. This project is
based on Sasha company which is dealing in women clothes sectors in UK. This assignment will
explain that factors that affects the business and what are the products and services that will help
in the growth of the organisation and should be the target market of Sasha company so that it can
get success in the market and on what basis it can segment it's market and can decide which one

is good target market that will give the benefit to the company. And the relevant data that will
help in collecting the information about the target market.
TASK 1
UK Women clothing market overview
Sasha is a private company with share capital that deals in women clothing in UK that is
established in 1995. It is a multinational designer or fast fashion retailer. It offers
jewellery ,clothing ,beauty and footwear,swimsuits, playsuit ,skirt, trouser ,bikinis etc. in the
women market. It is very popular brand in UK (Malhotra, 2012). It has many branches all over
the world and is very popular in the world. It is a leading cheap online shopping centre for
women by which customers can order the goods or services by sitting at home in to 24 *7
format. It saves the time and energy of the customers.
In a business, there are many factors that affects the business process or functions that is
internal factors or external factors. Internal factors which are as follows -
Internal factors- These are those factors that arises in the organisation and can be
controlled by the company. If company will not consider these factors then it creates the
problems or interference in the process of business that result may be that company will not meet
the desired objectives and can not survive in the market. This factors may be the strength of the
business if they are affecting the business in positive way and may be weaknesses if they are
impacting in negative way. Internal factors are as follows -
 Employees – Employees is the blood of the company because with the help of them,
company gets success in the market and achieve competitive advantage over the
competitors. If in an organisation, employees will not be effective then it will not be able
to satisfy the customer's need and wants.
 Organisation policies – It also affects the business because without having this
company can't survive in the market (
 Organisation culture – If company don't have good culture or good working
environment then employees of it will not be motivated that result may be company will
not be achieved the desired result and it may increase the employees turnover.
 Organisation direction – In every organisation, there are different different types of
leadership that are adopting by a leader for achieving or increasing the effectiveness and

efficiency in the organisation (Krishna, 2011). These style affects the organisation
cultures. If it is adopting the participative style then it will increase or motivate the
employees for doing work with effectiveness and efficiency. Mostly company adopts the
formal structure or direction with vision and mission statement that are helpful in taking
the decision.
 Internal communication – Communication is very important in every place whether at
the work place or outside it. With the help of communication ,Sasha clothing company
can creates the culture that will include the interpersonal relationship ,training material,
organisational policies etc. If employer will not communicate with employees properly
then it demotivate the employees that result will be that company will not be able to
meet the objective.
 Innovation – Innovation is very vital for every organisation because it helps in
remaining competitive and sustaining in the market. It can come in the marketing form.
It can also through promotional activities in the marketing strategies ,training material or
welfare. For adopting the innovation ,company should adopt the new technology that
will help in achieving it
If company is not doing any innovation then it may be that company will not face the
competition and will not sustain in the market for the long period of time. So it affects the
business growth. Without innovation ,company will become dull ,boring and irrelevant.
 Financial resources – It is also an internal environment because if company will not
have financial resources then it will not be able to carry out the business 'function that
may result that company have to face loss. And if there is any changing in the rate of
interest then it will affect the business strategies.
 Employees risk – Employees is very vital for the company but there are some risk
related to employees like if employees have any problems then they may do strike that
will affect the business process or production process of the company (Gummesson,
2011).
 Promoter vision – Promoter should have far vision so that it can forecast the
opportunities and threats for the company. This insight helpsin grabbing the
opportunities and removing all threats by taking corrective action and by formulating the
effective strategy .

 Plant and machinery – It is an internal part of the organisation so it also affects the
business. So for achieving the desired result ,it should adopt the latest technology or
machine so that it will affect the business positively.
External environment – External factors are those factors that can not be controlled by
the company and which are generated outside of the organisation (Wright And et.al., 2013).
There are many external factors that affects the business environment which are as follows-
 Government – If Sasha company want to survive in the market without any interruption
then it have to follow the government rules and regulation. Government makes the rules
and policies that every businessmen have to follow it. These rules are very helpful in
running the business and provides direction to the company that how to running the
business and these rules protects the employer or employees right .
 Competitors – For achieving the competitive advantages over the competitors, Sasha
company should analyse the competitors 'policies ,products and services so that it will be
able to compete the competitors . Company should identify the activities of competitors
that will help the company in designing the strategy and achieving the growth or success.
Sasha clothing company have many competitors nationally as well as internationally.
Liberalisation, privatisation and globalisation increased the competition in the market that
affects the business process.
 Suppliers – These persons are those who provides the raw material, machines and other
things to the company. For providing the best quality of products or services to the
customers ,company should ensure that suppliers are providing the best quality of raw
material. If they will not supply best quality of raw material on time then it will interfere
the business process and that may result that company will not provide the products to the
customers on time that may result that customers will switch to other competitors of the
company (Leek and Christodoulides, 2011).
 Society – Company is working in the society that's why society affects the business
'decision. Society is expecting more from the company so for that ,Sasha clothing
company should maintain the good public relation department for handling the
complaints ,grievances and other problems of the society. So while taking any decision,
company should keep in mind the society.

 Economic environment – While taking any strategic decision ,company should consider
the economic environment of the country. This environment may include -trade
cycle ,gross national product ,demand and supply ,balance of payments ,interest and tax
rates etc. (Wiedmann and Hennigs, 2013 )
 Technological environment – Today time, there are introducing new new technology. If
company want to remain competitive then it should adopt the new technology. Company
should monitor the technological changes continuously that affects the business process.
For doing analysis of the internal and external factors ,Sasha company can use the following
tools and techniques-
 SWOT Analysis – With the help of this technique, Sasha company can analyse the
internal factors. In this ,company can know about it's strengths ,weaknesses ,opportunities
and threats. After conducting this company can utilize it's full strengths and remove it's
deficiencies so that it can achieve success in the market. And if company knows about the
opportunities and threats then company can make planning that how can it grab the
opportunities and how to protect from the threats (Lynch Jr, 2011). This analysis helps
the company to know about the strengths, weaknesses etc. and helps in designing the
strategy.
 PESTLE Analysis – With this, company can analyse the external factors that affects the
business process or functions. In this company analyse the
political ,economical ,social ,technological ,legal and environmental factors and evaluates
that what are impact of this on the business process.
◦ Political environment – These factors includes government policies ,trading
policies ,lobbying and pressure group ,corruption etc. Government makes many rules
and regulation for protect the rights of employer and employees. So company should
consider these factors while designing the strategies (Chandon, Laurent and Valette-
Florence, 2016).
◦ Economical factors – In this factors ,company analyse the economic condition of the
country means evaluates that there is recession or boom and then accordingly
formulate the policies. It also analyse about tax rates ,industry growth, market
potential ,industry growth etc.

◦ Social factors – In this company analyse the cultural factors ,attitude or behaviour of
the customers towards the company 's products and services. It also includes lifestyle
trends, work ethics ,brand image etc (Gamble and et.al., 2011).
◦ Technology factors – These factors are very important for remaining competitive in
the market. In this it analyses about the emerging technology ,competitors technology
development ,technology legislation ,maturity of technology etc.
◦ Legal factors – Government makes many rules and regulation for protecting the
rights of workers that have to follow by every organisation. In this, company analyse
the current legislation ,international legislation ,employment legislation ,consumers
act ,health and safety regulation etc.
◦ Environmental factors – In this ,company analyse the environmental and ecological
factors that affects the demand and supply of products and services of the company. It
analyse about the environmental regulation ,impact of adverse weather ,sustainability
etc.
 Ansoff matrix – With the help of this, company can know about the about the market
situation and know what is the situation of it's products and services in the market. There
are consists 4 stages which are as follows-
◦ Market development- When company sales their existing products to the new
market that situation is known as market development (Morrison, 2013). In market
development ,company captures the new or large market (Huotari and Hamari,
2011). For this company should do PESTLE analysis for identifying the opportunities

and threats in the market and should segment the market and should also use
marketing mix for repositioning of the products.
◦ Product development- When company changes their existing product line or do
some modification in the existing products or it's packaging that is known as product
development and in service industry ,service provider should ensure that he is
providing best services to the customers (Eckhardt, Dholakia and Varman, 2013).
◦ Diversification- When company is entering in to new markets with new products that
is known as diversification. This strategy is more risky because in this company have
no knowledge about the taste and preferences of customers or the market condition.
So company should do SWOT analysis or PESTLE analysis before adopting this
strategy.
◦ Penetration -When company is selling it's existing products and services to the
existing market for capturing the large market share. It is done by the company for
attracting the new customers. In this company should adopt the loyalty scheme or
provide price offers for attracting the customers. It should increase the promotional
activities so that it can achieve the desired result.
 Boston Consulting Group Matrix – This matrix is used for evaluating the position of
the brand portfolio or it's potential. This matrix has two dimensions on which products
are classified in to four categories which are as follows -
◦ Star products
◦ Cash cow products
◦ Dog products
◦ Question mark products
These products are classified on the basis of market share dimensions or growth rate dimensions
(Bühler and Nufer, 2015)

◦ Star products – These products have good market share or high growth rate. Sasha
company should invest more in this products so that they can generate more profit.
◦ Cash cow – This type of products are more profitable in the market so company
should invest in this so that they can generate cash. From generated cash ,these cash
should be invest in star products (Anda and Temmen, 2011). These products are
capable of innovating new products and processes which may become star if
company invest in this products.
◦ Question mark - These products have low market share and high growth rate. These
products are required high close consideration. This products consumes high amount
of investment and don't produce good result or profit. These products can not be
succeed even after the investment and it may become dog products in future.
◦ Dogs products – These products have low market share or growth rate as comparison
to competitors. Sasha company should not invest in these products because these
products generates loss or negative cash return. For this products ,company should
adopt retrenchment strategy in which company should take it back from the market.
In this situation, retrenchment strategy is very beneficial for the company. These
products are the cash traps because money tied up in the business with no potential
profit (Clayson and Haley, 2013).
 Competitors matrix- In this it analyse the competitors policies that helps in achieving
the competitive advantages over the competitors and also helpful in comparing itself
with the customers that helps in knowing the the position of the company in the market.
For Sasha company, there are many competitors of it like British Fashion Council ,Fashion
United , Blomberg etc (Anda and Temmen, 2014). So Sasha company should use competitors

matrix so that it can know about the competitors products and services. This matrix has many
advantages to the company which are as follows -
 This competitors matrix is helpful in knowing the deficiencies in the products or services
by which company can easily remove the deficiencies in the products and services that
will able to satisfy the customers 'needs and wants.
 It is helpful in customizing the products according to the requirement of the customers.
 It is helpful in telling the customers about the competitive advantage that they achieved
over the competitors.
 It helps in the new product development that helps in differentiate itself from the
competitors (Raghavarao, Wiley and Chitturi, 2011).
It is more important matrix because with this company is able to provide the unique products to
the customers as well delivering the more benefits to them. It means that company is on the way
of profitable growth at present as well in future. So competitors matrix is very important for
every company for carrying out the profitable business.
Sasha clothing company has more marketing opportunities in that market where women are
coming more. And it has also more opportunities because it is focus on the women and to
convince the women is more easy for every business and they also purchase more as compared to
men. If Sasha company want grab more opportunities then it should done the following things -
 It should provide the unique products and services to the customers that can attract the
customers towards the company (Clayson and Haley, 2013).
 It should enter into new market that is market development so that it can capture large
market and can earn more profit or sales.
 For capturing the market ,it can adopt the penetration strategy means at the initial ,it
should keep the lowest prices so that it will be able to attract the customers.
 For grab the market opportunities ,it can diversified it's products and services means
provides new products or services to the new market.

TASK 2
Consumer segment analysis
Customer segmentation means dividing the heterogeneous group of customers into
homogeneous group. In other terms it can be said that when company divides the group on the
basis of similar needs and wants ,age etc. then it is known as segmentation. It is very helpful to
the company in satisfying the customers because in this all customers have same needs and
wants. For getting the success ,every company should segment it's market after that should target
the market means should decide the market in which it wants to serves. For example – Sasha
clothing company serves it's products or services to the women then it's target market is women
(Santucci, McHugh and Barlow, 2012).
Sasha women' clothing company can segments the customers on the following basis
which are as follows-
 Demographic segmentation – Sasha company can segments its market on the basis
demographic which include the following things on which company can segments -
 Age – In this company segments the customers on the basis of age like if company is
dealing in that products or can use only by teenagers then it have to segment it's
market on the basis of age.
 Gender – Sasha company is dealing in clothing that is only for women. It means that
Sasha company segmented it's market on the basis of gender (Taylor And et.al.,
2011)
 Income – Sasha company segmented their market on the basis of income. For
example – Who have higher income ,only that person can purchase the products.
 Psycho graphic segmentation – In this segmentation ,company divides the
customers on the basis of it's lifestyle ,values ,belief etc. If company is doing
segmentation on the basis of it then it can easily satisfy the customers. Every person
have different lifestyle and values so every company should provide the products and
services according to their lifestyle ,values etc.
 Behavioural segmentation – In this company segments it's market on the basis of the
shopping or buying behaviour of the customers. Segmentation on the basis of it is
very helpful to the company in serving the customers (Bühler and Nufer, 2015). In
this company analysed that while purchasing the products ,how customer is behaving

and they purchase the products from online or the physical outlet. It is very helpful in
knowing the customers segment closely and increasing the sales or revenue .
 Geographic segmentation- In this company segments it's market on the basis of
places , city ,country ,nation etc. This segmentation affects the marketing mix like
products ,price ,place ,promotion. It have to keep all things according to the place.
 Social /culture segmentation – In this segmentation ,company segments the market
on the basis of culture of that country or nation. It is very important because if
company will not provide the products or services according to the culture then
products or services will not get positive response from the market then company
have to retrench from the market and it will not be able to achieve the desired result
may be it can out from the competition (Munafò And et.al., 2011).
If customers segmentation is done in a right way then it provides many advantages to the
company which are as follows-
1. Improve the whole products and services – If company have clear idea about the
customers ,their needs ,wants and their behaviour then it is helpful to company in
differentiating itself from the customers that result will be increasing the customers
satisfaction ,better performance against the competitors and higher revenue. It also
helpful in attracting the customers towards the company 'products and staining in the
market for the long time (Fader and Winer, 2012).

2. Focusing on marketing messages- Continuous product improvement that helps in
focusing the marketing messages that helps in attracting the customers and high quality
inbound interest in it's products and services.
3. Helps in pursuing the higher rate of opportunities- By segmenting the market ,sales
person of the organisation can earn more opportunities like increasing sales
revenue ,capture large market share etc. by spending less time or cost.
4. Getting higher quality revenue – By doing the right segmentation, company no need to
spend more cost and time for attracting the customers. It helps in generating for sales
revenue and profits (Schmitt, 2011).
From the following points ,Sasha company can collect the information about the
customers -
 Current customers base – For defining the target market ,Sasha company should
evaluates the current customers database like what are the current market ,what their
behaviour and their taste and interest while purchasing the products and which market I
giving more benefits to the company and so on.
 Market competition – Company should check and evaluate the current competitors and
what their policies and target market. Company should not go to the same market of
competitors (Santucci, McHugh and Barlow, 2012).
 Analyse the products and services- Company should evaluates the products and
services that are going to provide the customers and should check that it will give the
benefit to the customers or not.
 Select customers – After that, company should select the customers that company is
going to capture. It should select the customers according to the products 'attributes. It
can select the customers on the basis of demographic, behaviour etc.
 Evaluate the decision – After selecting the target market ,company should evaluate that
this target market can give more profit or it's products or services are according to the
market or not.

TASK 3
Based on trial launch 2017- Marketing mix strategies
Marketing mix is that strategy or tool that is used by the company for receiving the
desired result from the target market. It is used for controlling the marketing plan. Every
company should create marketing mix strategy because it helps the company in selling the
products and services (What is marketing strategy? . 2016). It is also known as 4'P' OR 7 'P'
[which is Product ,Price ,Place ,Promotion ,People ,Process ,Physical evidence].So while
designing the products and services ,company should adopt marketing mix strategies. Marketing
mix strategy of Sasha company is as follows-
 Products – Sasha which is women clothing industry provides
clothes ,jewellery ,beauty ,footwear etc. to the customers. It is a international retailer that
provides its products or services globally and which is very popular brand in it's country.
 Price – Sasha should provide the products and services according to the customers
comfort. If company 's target market is lower class then it should keep the prices low for
capturing the market and vice -versa. For keeping the price of the products ,company
adopts the pricing strategies. There are many types of pricing strategies some of them are
as follows -
 Penetration pricing – In this strategy ,company keep the low prices of the products
and services at initial phase for attracting the customers towards it's brand and
achieving the large market share (Clayson, and Haley, 2013).
 Price skimming – It is just opposite to the penetration pricing. In this company keep
high prices of the products and services at initial phase. This strategy is used in that
case where products are unique or is no availability of it's substitute in the market
and have very popular brand name.
 Economy pricing – in this strategy ,prices of products are kept lower. It is mostly
used in supermarket for selling that products which are not easily taken by anyone.
 Product bundling pricing- In this sellers combines the several products in same
package. It is very helpful in moving the slow moving products.
 Competition based pricing – In this method ,company keep the prices of it's
products or services according to the competition (Fader and Winer, 2011).
Company should deciding it's prices after considering the competitors 'prices because

it helps in remaining competitive in the market and can achieve competitive
advantages over the competitors.
 Discounted prices – In this company gives the goods and services at discounted rate
for attracting the customers. For example – For selling the slow moving
products ,sometimes company gives discount to the customers so that it can sell the
products like products which have value $ 500 are sold to the customers in $ 400
then it is known as discounted pricing (Gray and Wert‐Gray, 2012).
 Captive Product pricing – These strategy is used to increase the revenue. In this
company generally follows the product mix pricing in which company keep the low
price of core products but keep higher prices of captive products. This attracts the
customers towards the core products but it allows the seller to make profit after
selling of captive products. For example – company keeps low price of razor but for
increasing the profit, it keeps the high prices of blades that are needed in the razor.
 Promotional pricing – These pricing strategy is adopted for attracting the customers
towards the company's products or services. For example – buy one get one free ,get
gift vouchers etc.
 Premium pricing – These pricing strategy is adopted by that company whose
products are unique and in market there are no substitute availability of these
products or company have good brand image in the market then company adopts it
and have luxury products or services. In this company keeps the high prices
relatively of the products. For example -first class air travel etc (Lynch Jr, 2011).
Objective of pricing – There are many objectives to keep the prices of products and
services ,some objective are as follows-
 For increasing the current profit.
 For increasing the sales volume .
 It is also helpful in stabilizing the current market share or business.
 It helps in facing the competition and achieving the competitive advantages over the
competitors (Buttery And et.al., 2011).
 It also helpful in removing the competition from the market and become quality
leader by pricing (Gray and Wert‐Gray, 2012) .

 Place – For selling the products ,company requires some places .It can be online or
physical outlets. This is decided according to the target market. Suppose target
market is older group then it should provide the products or services in physical
outlets. Sasha company 'target market is women then it can use physical outlet as
well as online.
 Promotion – It is a communication strategies that creates awareness of the products
and services among the target group. It is very helpful in increasing sales and profit
as well as market share. Company should adopt the promotion tools according to the
target market. For example -Sasha clothing industry 's target market is women then
it should adopt that promotion tools that can reach to everyone (Morrison, 2013). For
example – It can reach to the target market with the help of
Magazines ,Newspaper ,internet marketing, door to door marketing ,personal selling
etc.
Objectives of promotion – There are many objectives of promotion ,some of them are as
follows-
◦ For creating the awareness about the products and services
◦ For generating more sales and profit.
◦ For increasing the market share and attracting the new customers towards it's
products and services.
◦ It is helpful in facing the competition and achieving the competitive advantages.
 People – For every organisation ,people are very important .With out this company
can't get desired result. Company should hire that employees who are able to perform
the specific task (Lynch Jr, 2011).
 Process – For delivering the products and services to the customers ,they have to
follow a process. This process should be clearly defined to service provider. This
process ensures that service or products are deliver to the customers at same level.
Process should be according to the comfort of the customers.
 Physical evidence – After receiving the services from service provider ,there is some
proof that defines that service is taken from that service provider.

Company can adopt the following strategies for distribution of the products and services
to the customers which are as follows -
1. Intensive distribution – This strategy is used when products have low prices and have
perishable nature. For example -Milk ,chocolates etc (Raghavarao, Wiley and Chitturi,
2011).
2. Exclusive distribution – This strategy is used when products have prices and requires
detail information to the customers .In this only one outlet is available in a city.
3. Selective distribution- In this small no. of outlets are available in the market. This is
mostly used in computers ,households appliances etc.
Objectives of distribution strategies – It has many objectives which are as follows -
 It helps in reducing the cost by bringing effectiveness in the distribution process.
 It is helpful in moving the products and services from seller to buyer (Santucci, McHugh
and Barlow, 2012).
 It helps in increasing the customers satisfaction with the help of effective distribution.
Conclusion
Marketing is very important part of every organisation because it helps in creating
awareness of the products and services among the people and creates goodwill in the market of
the company. Through this company exchange their products and services to customers and

satisfied them. From the above report ,it is concluded that Sasha clothing company should use
competitors matrix that will help in knowing about the competitors policies and before providing
the products and services to people ,it should do customer segmentation on basis of demographic
,culture etc. and should design the marketing mix strategy so that it can achieve large market
share and can attract the customers towards the company 's products and services.

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