Assignment | Marketing Fundamental

STUDENT DETAILS
MARKETING
FUNDAMENTAL

MARKETING 1
Table of Contents
Topic 1: Marketing research and its utilization in the marketing plan......................................2
 Monitoring Competitors..............................................................................................2
 Decorating the targeted audience................................................................................2
 Issuing product trail.....................................................................................................3
 Marketing research through the existing online portal of the company......................3
Topic 2: The effectiveness of PESTLE analysis in the launching of the new product..............5
Topic 3: Implementation of the SWOT analysis in the marketing plan of Tommy Hilfiger’s
new clothing segment in the European market..........................................................................8
Topic 4: Segmentation, Targeting and Positioning (STP) to develop marketing strategies for
ZARA's new women's clothing range in the United Kingdom................................................10
Topic 5: Product Launches.......................................................................................................13
Successful product launch of Maruti Suzuki’s NEXA segment in India.............................13
Unsuccessful product launch by McDonald in the year 1996..............................................14
References................................................................................................................................15

MARKETING 2
Topic 1: Marketing research and its utilization in the marketing plan
Marketing research is the accumulation and investigation of data about purchasers or
consumers, contenders, and the effectiveness of the marketing program. In this part, we will
evaluate the marketing research plan by using the example of Pepsi Co with the Tropicana.
Marketing research is important for the PepsiCo because this will succour in launching their
products. The selected product is "Tropicana". Entrepreneurs utilize a marketing research
plan to decide the achievability of new business openings. Statistical surveying is a basic
segment of a marketable strategy for the Pepsi’ product “Tropicana”. If statistical surveying
doesn't show any interest in the item or administration, the proposed business won't probably
be reasonable. Organizations may likewise utilize results to venture into new markets
(Armstrong, Kotler, Harker & Brennan, 2018).
 Monitoring Competitors:
For beginning the process of marketing research, the company started the market
research through the analyse of their competitors such as Coca-Cola, Red Bull, Dabur
Real Juice, Mondelez, General Mills, etc. By checking the rivalries promotions
strategies, sites, and online battles the company perceived how they endeavor to catch
a portion of the overall industry. For example, deciding prices of the product, deciding
consumer service, administrations and client support contrast with the challenge. By
monitoring the competition, the company decided their standing, at what position
“Tropicana” stands in the market. PepsiCo even thought that these results can be used
to create future marketing forecast behaviour. Apart from this, monitoring the
behaviour of competitor helped the PepsiCo in concluding their targeted audience and
their specific market research (Phadermrod, Crowder & Wills, 2019).
 Decorating the targeted audience:

MARKETING 3
The company decorated their targeted audience. For analyzing their targeting
audience, they need to conduct the customer marketing survey through various
mediums such as online surveys, by conducting a random one-on-one interview, text
message survey, etc. The targeting customer base for the PepsiCo for their product
Tropicana are the young age people who love to have a health drink in the form of
juice. The average age of targeted audience is between 18 to 30 years.
 Issuing product trail:
The company also sold the free product sample in the market in their initial product
launching stage. The aim of that product trail is that the company want to get
feedback from their targeted audience about the product and its taste (Gurel & Tat,
2017). The company had spent £2 million in distributing this product for free of cost
in the year 2017.
 Marketing research through the existing online portal of the company:
PepsiCo is the well-establish brand and they have a strong social media presence. The
company also have the option to conduct an online product survey for the Tropicana
Product. Management prepared a strong questionnaire about the product and they
need to request their online followers to fill the survey. In 2019, still the company
have the open feedback form for the Tropicana and other products issued by the
company.
Apart from this, the company identified that people of the United Kingdom are now
preferring health drinks. For example: juices or other health drink instead of cold drinks or
other acidic drinking product. Thus, the management of the company has conducted the
market research and identified that they should launch the Tropicana product because it has
various health benefits. For example: every 1litre tetra pack of Tropicana contain Vitamin C,