Marketing Principles and Techniques

This document provides a comprehensive guide to marketing principles and techniques, using the example of Dawat restaurant in the UK. It covers different marketing activities, market segmentation, marketing mix, market research methods, and e-marketing methods.

Marketing Principle and
Techniques

Table of Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
1.1 Illustrate different activities within marketing department..............................................4
1.2 Explicate market segmentation for identifying customers...............................................4
1.3 Elucidate marketing mix...................................................................................................4
Task 2...............................................................................................................................................4
2.1 Elucidate aims of research along with market analysis....................................................4
2.2 Describe market research methods...................................................................................4
2.3 Outline market analysis tools...........................................................................................4
Task 3...............................................................................................................................................4
4.1 Illustrate methods utilised to e-market products as well as services................................4
4.2 Illustrate how firms manage online image.......................................................................4
Task 4...............................................................................................................................................5
3.1 Use market analysis techniques to identify target market for services or products.........5
3.2 Interpret findings of market research as well as market analysis.....................................5
3.3 Present findings to marketing team..................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

Introduction
Marketing refers to organisation of sale of products for an instance deciding prices, areas
in which they have to be supplied and ways in which they can be advertised. Basically,
marketing implies activity and processes utilised for creation, interaction, delivery and exchange
offerings that possess value for their partners, society, clients and customers (Avornyo and et.,
al., 2020). Purpose of this assignment is furnishing an insight into concept of marketing through
utilisation of different tools & techniques. To understand the concept of marketing principle and
technique, Dawat restaurant is taken which is delivering their services in UK and are specialised
within different caterings. It is a Mughlai cuisine restaurant. This report comprises of different
aspects related with marketing like segmentation, marketing mix, tools & techniques, e-market
and many other.
Task 1
1.1 Illustrate different activities within marketing department
Marketing denotes a process to create and exchange values with others in terms of what
they want and their preferences. Some of essential marketing activities that are being carried out
by Dawat are specified below:
Marketing Research: Valuable information related with market for peculiar products or
services and their evaluation is referred to as market research. This aids Dawat to analyse gap
which prevails between products offered by them and what people are looking forward for
(Bowie, 2020). Along with this they can also have details about their competitors and way
people perceive their offerings.
Illustration 1: Market Research

Customer profiling or segmentation: Identifying customer requirements and preferences
is major issue as accordingly market is divided, it is defined as segmentation or customer
profiling (Chen, 2020). In this context, Dawat emphasise on recognition of market size and
accordingly analyse market according to their needs.
Product pricing: Identifying and elevating service or product value is called pricing of
service. With respect to Dawat, they ensure that their offerings can be consumed by a middle
man and formulate prices accordingly but by taking into consideration at what price their
competitors offer at.
Public relation for marketing: Creating attractive services to customers amplifies the
relation which is shared with company. Dawat provides their customers with multiple options
like Mughal dishes, Tandoori, Gujarati, Lebanese, etc. and this leads them to retain their
customer as well as develop a strong loyal bond.
Social media managing issue: It is an efficacious for developing better interaction and
public relations via by electronic marketing or social media marketing (Chowdhuri and Roy,
2020).
Illustration 2: Social Media Workflow
It aids Dawat to identify the satisfaction levels of their customers who have visited their
place and what more they need to have. Facebook is one of the most used social media platform
and it will aid the restaurant to have adequate response from customers as well as reach
maximum of them (de la Hoz Hernandez and et., al., 2020).

1.2 Explicate market segmentation for identifying customers
While operating services within competitive market, it is necessary to utilise market
segmentation. It implies process where probable customers are being grouped on the basis of
distinct traits with the aim to identify potential customers. With respect to Dawat, some aspects
related with segmentation have been illustrated below: Behavioural segmentation: In this context, consumers are divided on the basis of
behaviour patterns as they communicate with firm. For an instance Dawat may identify
knowledge possessed by customers in context of offerings of services, attitude, likes or
dislikes, etc. Demographic segmentation: Here, market is divided with respect to family size, gender,
income, ethnicity, religion; age, etc. so that firm or any other service provider can
identify potential customers effortlessly (Jacobson, Gruzd and Hernández-García, 2020).
In this context, Dawat provides their customers with cuisines from different cultures and
countries which aid them to grab more number of people. Geographical segmentation: As per this customers are served within peculiar area and
broad target audiences have distinct preferences depending upon where they are located.
Dawat utilise this segmentation to focus on peculiar resident’s area (Kociatkiewicz and
Kostera, 2020).
Dawat has opted for making use of demographic segmentation and that is the reason that
they provide their customers with different dishes as per their taste buds.
1.3 Elucidate marketing mix
Set of tactics or actions that firm utilise for promoting their products or brand within the
marketplace is referred to as marketing mix. In context of Dawat, market mix has been specified
below:
Price: It implies value which is put forward for a product. This depends on production
cost, segment that is targeted, ability of market to pay and many other direct or indirect factors

(Kotabe, 2020). Dawat makes use of psychological pricing that seems affordable such as
$149.99.
Illustration 3 Marketing Mix
Product: It implies what exactly restaurant offers and it has to be ensured that minimum
performance levels are maintained. The portfolio of Dawat comprises of Gujarati, Bengali,
Lebanese, Punjabi, Summer BBQ, Indian, Sri Lankan, Halal, Pakistani, Afgan, Breakfast and
reception drinks to their customers.
Place: It is location from where customers can have services from firm or service
provider. Dawat have their restaurant in Southhall UB1 1LX, United Kingdom but they also
provide their customers with an option to order food via Zomato which implies that they can
cover a large space across London so that their potential customers can enjoy their services
(Mkhize and Ellis, 2020).
Promotion: This implies activities that are taken up for making services or products to
users. Dawat carry out this by word of mouth, contests and social media. They also provide their
customers with offers like happy hours, membership, etc.
Task 2
2.1 Elucidate aims of research along with market analysis
Firm formulate the aims by taking into consideration the major aspect related with their
offerings and try to cover maximum of them within a single statement.
For organisation:
Aim: To be one of the most renowned restaurants across UK by grabbing maximum
number of customers towards their services.
For Customer

Aim: To spend in items that provides them value for money as well as satisfies their
preferences and needs.
Dawat can attain this by carrying out at adequate market research as well as analysis by
which they can have adequate knowledge about what other restaurants are providing to
customers and what customers need (Noel, Sammartino and Rosenthal, 2020). From perspectives
of clients, they opt for services from restaurants that can satisfy their taste buds thereby
providing value for money.
2.2 Describe market research methods
The organised effort for gathering information related with target customers or market is
defined as market research. There are different methods which are being utilised by distinct
firms. With respect to Dawat, some of them are illustrated below:
Surveys: Dawat conducts various in person surveys after people have tasted their
offerings. This is done to analyse whether their customers are satisfied with what is being offered
to them or there is a scope for improvement in any context like speed, response, environment, etc
(Tempels, Blok and Verweij, 2020).
Observation: Response of individuals sometimes seems odd with respect to actual
behaviour of customer. Dawat can observe this through viewing the videos of customers via
CCTV footage so that they can exactly perceive reaction of customers. This will aid them to
acknowledge preferences of customers and what is maximum that is being ordered by them.
Personal interviews: They are unstructured as well as open-ended questions and are being
recorded. This will give an insight into accuracy of services that are delivered by Dawat. For an
instance, what you like and dislike most about restaurant, don you think offerings are reasonable,
as per desired standards and many others.
Focus group: Here moderator makes use of scripted questions through which discussions
are being carried out. Videotapping equipments are utilised to capture it and at least three groups
are taken for having a balanced results (Avornyo and et., al., 2020). This will provide in-depth
insight to Dawat with respect to services carried out by them.
2.3 Outline market analysis tools
The attractiveness as well as dynamics of peculiar market in specified industry is referred
to as market analysis. For an instance, Dawat will carry out market research with respect to
market of UK and industry is food & beverages. Some techniques are mentioned below:

STP: This is defined as analysis of offerings as well as ways in which benefits are being
communicated to peculiar group. It is illustrated below:
Segmentation: In this context, market is divided on the basis of demographics, geography
and behaviour of individuals. Dawat have divided their market on the basis of demographics.
Target: Here, target will be identified with respect to attractive ones (Bowie, 2020).
Dawat has emphasised on segment size. Restaurant emphasise on middle class families.
Positioning: Dawat reaches touch points of different customer easily, by providing them
with differentiated services and products via different channels (like takeaway, in restaurant or
via zomato).
Pest Analysis: This is carried out by Dawat restaurant to analyse market with respect to
external factors which creates an impact on their operations while delivering their operations in
UK:
Political factors: This creates a strong impact on Dawat as this involves strict guidelines
with respect to nutritional information and standards for food safety as well as labelling. Brexit
has strong impact on in terms of probable opportunities for accessing new market (Chen, 2020).
Economic factors: Dawat is being impacted by levels of taxation, it can be both
affirmative or pessimistic depending on profit levels. Along with this, economic situations have
impacted adversely due to Covid-19 due to which sales have been completely dropped.
Social factors: Preferences and needs of people changes continuously which implies that
Dawat need to alter or enhance their offerings. There is high concern for health of individuals
and for this people are ready to pay premium prices.
Technological factor: When new technological methods for production are used then it
brings in issues like recycling (Chowdhuri and Roy, 2020). For this, Dawat makes use of
recycles plastic within their bottles and looks forward for ways through which negative impact
can be reduced on environment.
Task 3
4.1 Illustrate methods utilised to e-market products as well as services
The process for planning and implementing conception, distribution, promotion as well
as pricing of services and products within a computerised way is referred to as e-marketing. An
instance can be taken to understand benefits that can be attained by Dawat through this concept.

Consider traditional methods are being used for marketing of their offerings like advertisement
in newspaper, television, leaflets and pamphlets. This needs huge investments and may be people
not read articles given by them (de la Hoz Hernandez and et., al., 2020). But when e-marketing is
used by Dawat like posts in facebook along with image of dish and number of likes as well as
positive comments will create a strong impact on people and they can reach enhanced number of
benefits through this. It is primary as well as crucial aspect associated with e-marketing as
compared traditional methods. This will also lead to minimise cost. There are different methods
which can be used by them, they are:
Social website: This will aid Dawat to reach maximum number of people as millions of
users have access to one or more social accounts.
Blogging: This will enable Dawat to promote personal communication with their
customers, enhance repeat visitors into the website and have well targeted marketing.
Pay per click: By paying a relevant amount, quick results can be attained by Dawat.
Furthermore, it will aid them to pull in quality traffic towards website (Jacobson, Gruzd and
Hernández-García, 2020).
Search engines: This leads to enhanced brand awareness about Dawat by making it more
appealing to their probable customers. Search engine spiders assist consumers to identify
websites through which their needs can be accomplished.
4.2 Illustrate how firms manage online image
It is necessary that when customers search for Dawat then they must easily find their
website, social media accounts as well as reviews made on site. This can be attained by
following steps:
 Diversify presence on the web so that within top 10 slots of Google search restaurant can
be found. This can be attained by Dawat through usage of social media platforms like
Facebook, Google+, YouTube, etc, related blogs and company’s website.
 If one social media platform has to be considered then it must be LinkedIn as it tends to
rank higher as compared to other content. People randomly look in this platform for
having relevant services.
An instance can be taken, Dawat have maintained their Facebook account in an adequate
way in case if they receive a negative comment from customer then they reply to it on time and
ensure that next time they visit place this will not be experienced by them (Kociatkiewicz and

Kostera, 2020). This leads to creation of positive impact as well as generate sense of being
valued among them.
Task 4
3.1 Use market analysis techniques to identify target market for services or products
The target market for Dawat is middle class families as number of people who belong to
this segment is high. Swot and Porters’ five forces techniques are being utilised by them for
conducting market analysis. They are specified below:
SWOT Analysis: This will enable Dawat to acknowledge both internal and external
aspects related with their offerings.
Strengths Weaknesses
 They have experienced employees who
are loyal towards them.
 Dawat furnishes their customers with
wide range of dishes from different
nations.
 Catering services to enhanced number
of people.
 Services are delivered in limited areas
so they have small loyal customer base.
 Delay in services as they make use of
traditional ways for preparing their
dishes (Kotabe, 2020).
Opportunities Threats
 Expand their services in other countries
in United Kingdom.
 Make use of online delivering services
for reaching more number of people.
 Economic conditions of UK along with
impact of Covid-19.
 Change within government policies and
guidelines.
Porter’s five forces:
Competitive rivalry or competition: Dawat experience a strong competition as there are
wide range of restaurants Curry Leaf, Mughli Charcoal Pit and Castle View. They creates a
strong impact on their customer base.

Bargaining power of buyers or customers: This factor is low impact on Dawat as they
provides their consumers with high quality food at reasonable prices which makes them different
from competitors.
Bargaining power of suppliers: This factor has minimum influence as Dawat has wide
option along with this switching cost is also low.
Threat of substitutes or substitution: Dawat experience a strong impact with respect to
this as there are wide number of other restaurants who provide same dishes. Along with this,
taste of people also changes with respect to health concerns (Mkhize and Ellis, 2020).
Threat of new entrants or new entry: There is moderate impact as Dawat is small
restaurant and if someone will better services then they are obviously a threat.
3.2 Interpret findings of market research as well as market analysis
By carrying out market research along with market analysis for target market of Dawat, the
main findings are review research goals, organisation of data and identification of patterns.
Furthermore, PESTLE has to be considered for interpreting facts related with market research.
Review research goals: It is an effectual issue for attainment of goals related with
marketing as well as research aims is outcome of review (Noel, Sammartino and Rosenthal,
2020). Pestle, STP, porter’s five forces and swot analysis are two major type of tools or
techniques that are used for re-viewing their goals.
The organized data and identify patterns: They denotes findings of Dawat with respect
with marketing research as well as carry out efficacious role within development of particular
service or products for target market.
Identification of patterns: This analysis will aid Dawat to analyse the market with respect
to needs, preferences and wants of customers as well as their customers.
3.3 Present findings to marketing team
Different techniques have been used for presenting findings related with marketing team.
For exhibiting strengths, weaknesses, opportunities and threats, SWOT analysis is being
conducted. To identify the segment, target their customers and position them within the market
STP is utilised (Tempels, Blok and Verweij, 2020). Furthermore to identify the competition

within market Porter’s five forces is used and for analysing opportunities & threats created by
external factors Pestle is utilised. By effective usage of these techniques Dawat restaurant can
have enhanced competitive positioning within the marketplace.
Conclusion
From the above, it can be concluded that marketing refers to process through which
people are being made aware about services delivered by particular organisation. They need to
conduct market research to identify patterns that prevail within as well as analyse it by making
use of different techniques. Along with this there probable impact is also illustrated. Pestle,
Swot, STP and Porter’s five forces are market analysis techniques which are being used
organisation to have in-depth knowledge about different aspects associated with the market.

References
Books and Journals
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