Social Marketing Strategies

This assignment content provides a collection of articles, books, and online resources related to various marketing principles and strategies. The content covers topics such as the marketing mix, social marketing, entrepreneurial marketing, industrial buyers' behavior, and wine buying consumer behavior. Additionally, it includes information on market response models, marketing principles, internet marketing, and service marketing mix. The assignment aims to provide a comprehensive overview of key marketing principles for future marketing strategies.

MARKETING PRINCIPLES

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
(a) Elements of marketing process...............................................................................................3
(b) Benefits and cost of marketing orientation............................................................................4
Task 2...............................................................................................................................................4
(a) Macro and micro environmental factors.................................................................................4
(b) Basis of segmentation.............................................................................................................6
(c) Factors of targeting a market segment....................................................................................7
(d) Concept of consumer buying behaviour.................................................................................7
(e) Re-positioning of a product....................................................................................................8
Task 3...............................................................................................................................................9
(a) Products are developed to sustain competitive advantage.....................................................9
(b) Role of distribution channel.................................................................................................10
(c) Role of pricing strategies......................................................................................................10
(d) Integration of promotional activity......................................................................................10
(e) Extended marketing mix.......................................................................................................11
Task 4.............................................................................................................................................11
(a) Different marketing mix strategies.......................................................................................11
(b) Differences in marketing products to businesses.................................................................11
(c) Different marketing activities in a domestic market and international market....................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
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INDEX OF TABLES
Table 1: Porter's 5 forces model......................................................................................................7
Table 2: Difference between Domestic Marketing and International Marketing..........................14
ILLUSTRATION INDEX
Illustration 1: PESTLE Analysis......................................................................................................6
Illustration 2: Elements of extended marketing mix......................................................................13
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INTRODUCTION
Marketing can be defined as a range of processes which are concerned with finding out
the consumers’ needs and wants and then providing them the products which satisfy their wants.
The key element of marketing involves 4 Ps (Carr, 2008). This report is concerned about the
marketing principles which will be applied on Perfetto Juice Company which sells healthy
beverages around the globe so that they can provide the best products which would satisfy the
needs of consumers. This report is mainly focused on the concept and process of marketing and
the concept of segmentation, targeting and positioning. Further, discussion has been made on the
understanding of extended marketing mix elements and the ability to use it in different contexts.
TASK 1
(a) Elements of marketing process
Marketing process is a process of finding out the potential marketing opportunities for
Perfetto Juice Company in environment by the way of analyzing needs of consumers for
different beverage products and then developing the strategies to satisfy those needs (Darle, and
Blankson, 2008). There are various steps that are commonly known as elements and which are
involved in the marketing process of company that is enumerated as follows:
1. Situation Analysis: In the first step, complete analysis of market situation is done in
which the market research about new beverage product is conducted and opportunities
are identified.
2. Marketing Strategy: After analyzing the market scenario, strategy is being planned
about the development of beverage and those strategies are implemented in accordance
with the opportunities identified.
3. Marketing Mix Decisions: At this stage, detailed tactical decisions are taken such as
new product development decisions, pricing strategy, distribution channel decisions and
promotional decisions.
4. Implementation & Control: The final stage is to implement the strategies and decisions
taken regarding the opportunities that have been identified about the new product launch.
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(b) Benefits and cost of marketing orientation
Marketing orientation means producing and selling the products by keeping in mind the
consumer’s needs. In this concept of marketing, company produces the products which satisfies
the consumer’s needs. Perfetto Juice Company has also adopted the concept of marketing
orientation (Dooley, Jones and Iverson, 2012). This type of orientation has many associative
costs and benefits. Some of them are discussed as follows:
Benefits
After adopting this concept, Perfetto Juice Company has got the competitive advantage
as well as the level of customer satisfaction got increased, and also, the quality of products have
been improved as they aimed towards providing healthy beverages, better services to customers
and maintaining strong customer relations that will aid them in meeting the needs of target
market. This increases the profitability of company and makes the customers loyal towards it.
Cost
The adoption of this concept of marketing orientation also incurs some cost to the firm.
Heavy expenditure is done while conducting the market research and every time innovative
products are designed. If tastes of the consumers changes then this might incur heavy loss on the
organization.
After analyzing the cost and benefits of company, it can be evaluated that benefits
derived out of this concept can offset the cost involved in adopting the marketing orientation
concept.
TASK 2
(a) Macro and micro environmental factors
Micro environmental factors are those which affect the firm from outside. To assess the
effect of those factors, various tools can be applied such as SWOT or PESTLE analysis. In order
to assess the effects of macro environment on Perfetto, PESTLE analysis has been done which is
as follows:
 Political: As it is known that Perfetto sells their product worldwide so the political factor
affects a lot. Political rules and regulations of 15 European countries are different and the
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firm has to adopt all those regulations and plan their strategies accordingly (Henley,
Raffin and Caemmere)
 Economical: This factor has a lot of impact as UK economy is going down these days
and at the time of inflation and deflation, the purchasing power of consumers get
fluctuate and thus, it affects the profitability of company.
 Social: Society plays a major role in the success of juice companies. For this purpose,
Perfetto has to take care about the sentiments of society.
 Technological: The changing technology brings a major change in the working of an
organization. Every time company has to introduce new advancement in the organization
which involves heavy cost and thus, affects the profitability in both negative and positive
aspect.
 Legal: The international laws and policies have a great impact on the company’s strategy
as it works globally. Firm has to follow the laws of every country and produce its
products accordingly.
 Environmental: Production is done by using fruits in this firm. Thus, it creates positive
impact on society as because of this; more plants are being grown but any natural
calamity can bring heavy loss for the orgabization. Company has to take care about the
environment also by not releasing harmful gases and chemicals.
(Source: PESTLE Analysis, 2015)
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Illustration 1: PESTLE Analysis

Micro factors are those which affect the firm from inside (French and Bennett, 2011).
These are also termed as industrial factors. To assess such factors, Porter’s 5 forces model has
been applied on Perfetto Juice Company.
Table 1: Porter's 5 forces model
Bargaining Power of Supplier  The power of suppliers is less.
 This is the only firm which purchases
material from farm and rain-forest.
 Bargaining Power of BuyersPower of
buyers is high.
 Many companies are there that sell
fruit’s juice.
 Switching cost for buyer is very low.
Threat of New Entrants  The investment cost is very high.
 Economies of scale are already with
the existing company.
 Threat of new entry of firms is very
low.
Threat of Substitute  This threat is very high.
 Many substitutes are available for fruit
juice and smoothies.
 Examples are soft drinks, cold coffees,
etc.
Competitor’s Rivalry  Inter rivalry among competitors is
very high.
 Every brand is trying to be innovative
and it is the leader of industry.
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(b) Basis of Segmentation
Segmentation means dividing the market into small segments on the basis of similar
characteristics or needs of customers. There are various bases on which customer’s market are
segmented. Some of them are listed below:1. Demographic Segmentation: In this, segmentation is done on the basis of age, gender,
income group. Perfetto Company can segment the market for adults and kids as well as
high priced and low priced products (Martin, 2009).2. Psychographic Segmentation: In this, company can segment their consumer market on
the basis of lifestyle and way of living.
3. Behavioural Segmentation: Firm can segment its market on the basis of consumer
purchase behavior such as, the frequency at which consumer purchases the product along
with the quantity.
On the above listed basis, Perfetto can segment their market and can adopt the proposed
criteria for segmentation. Homogeneous: Each segment should have the consumers of similar characteristics like
one segment should be of same gender or age group. Heterogeneous: Each segment should be unique as compared to others. Measurable: Each segment should be measurable in terms of data available such as
market size.
 Accessible: Each segment should be easily reachable in terms of distribution and
communication.
Company can follow these criteria in order to do effective segmentation.
(c) Factors of targeting a market segment
Target market is a group of customers on which company applies their marketing
strategy. Target market should be well defined because it is the first element of a marketing
strategy (Priya, Baisya and Sharma, 2010). There are various factors through which Perfetto can
choose to target its segmented market. Four factors are as follows:
1. Market Size: Size of the market and a segment should be analyzed and then accordingly,
the targeting strategy should be applied by Perfetto Juice Company. If the size is bigger
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than mass marketing should be done and if size is smaller than direct selling should be
applied. Juice market is relatively bigger so targeting strategy according to the male and
female customers should be done.
2. Needs of the customer: According to the needs and wants of customers of different
genders, annual income and age group, the targeting should be done. This will enable the
firm to focus on particular needs and strategies can be applied in order to satisfy their
needs.
3. Competitors: The strategy of competitors should be analyzed then the targeting of
market segment should be done. This will enable the firm to apply effective marketing
strategy in order to satisfy the customers.
4. Stability: Analysis of environmental factor should be done before applying any targeting
strategy on the market segment.
(d) Concept of consumer buying behavior
Consumer buying behavior is the totality of perception, attitude, intentions and decision
of the consumer while purchasing any product or service. Consumer behavior changes in every
situation. Buyers usually follow the process of buying behavior and it is same in every situation.
The process of buying behavior is as follows:
 Need recognition: In this, consumer recognizes his needs and wants (Santos and Ribeiro,
2012).
 Information search: Buyer will search the information about its sources for satisfying
his needs.
 Purchase and experience: After getting the best source, buyer will make the purchase
and will gain the experience about products and services purchased.
 Decisions Modes: After getting the experience by other buyers of the same product,
decisions will be taken by the customer regarding whether to do the repeat purchase or
not.
In this, Perfetto Juice Company can apply their marketing strategy at various levels and
would give the best experience to buyers for the repeat purchases.
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There are basically 3 types of buyers which behave in several manners while doing
purchases. The description has been done as follows:
1. Consumer Buyer: These buyers are those who purchase such goods on a routine basis and
don't involve much time while taking decisions. Single unit is purchased by such buyers.
Such buyers do the repeat purchase frequently if they get satisfied. The attitude, values
and perception are different for different buyers (Stenroos and Makkonen, 2014).
2. Business Buyer: Hotelier market, retailers etc. are the business buyers and they usually
purchase in bulk quantity and are beneficiary buyers for company. Risk involvement is
high among these buyers as consumer’s tastes and preferences change frequently. They
do intense decision making and compare the prices of brands as well as high price
negotiation is done by such buyers.
3. Online Buyer: These buyers behave in a different manner. They do not involve much
time in purchasing the products. They require number of offers and discounts while
purchasing the juice products online. They do the cost benefit analysis and then purchase
the products. Thus, their perception about the products is different as compared to the
consumer buyer and business buyer.
(e) Re-positioning of a product
Re-positioning means to bring change in the positioning of products or services which
was positioned earlier but did not raise the interest of consumers. For this purpose, various
strategies have to be applied in order to re-position the product (Tapp, and Spotswood, 2013).
According to the case, Perfetto juice company introduced the juices of vegetables such as bitter
guard, spinach etc. to bring healthiest products in the market but the consumers show little
interest towards these products. After analyzing the current scenario of market needs, Perfetto
Company has decided to re-position these products in the market. The process of re-positioning
involves various stages which are described as below:
1. Phase I- Determining the current status of product is the first stage. In this, the re-
evaluation of product is done and attributes are analyzed. If needed, company should add
new attributes to the product.
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2. Phase II- Reason behind the product’s position is assessed in this phase. This can be done
by taking feedback from customers about the product’s positioning.
3. Phase III- Developing the product’s positioning platforms is the third stage so that level
can be determined where product will stand in the future. This can be done by analyzing
the competitor's product and its position and by assessing the consumer's needs.
4. Phase IV- Refining the product’s positioning and management presentation is the last
step so that product can be easily re-positioned in the market. Test marketing can be done
and once again by taking customer feedback, several changes can be brought in the
product. After that, effective marketing tools should be applied in order to re-position the
juice product effectually.
TASK 3
(a) Products are developed to sustain competitive advantage
Competitive advantage means one company is having an advantage over its competitors
which is gained by offering products of greater value to consumers either by providing lower
price or greater benefits which is worth the high price (Bowman and Gatignon, 2010).
Products of Perfetto Juice Company can be developed in such a way that it can sustain
the competitive advantage. For this purpose, product development process should be adopted: Generation of idea: In this, idea is generated to develop the product through market
analysis and research by Perfetto. It can ask their target market about their needs and
wants. Designing product feature: Some features can be designed and then customers' feedback
can be taken. Perfetto should do the same and take feedback if customers want any
changes. Development of product: In this, complete product is developed according to the
customer's need by Perfetto. Testing: After developing the product, testing is done by giving free samples to few
people of the target market in order to ascertain the behavior of customers. Perfetto
should check whether the product is meeting out the demand or not.
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 Release: If the testing is done with positive results then Perfetto's products should be
released in the market.
This process will enable Perfetto to take decisions regarding the pricing strategy that is to
be applied. This in turn will help company to sustain competitive advantage as the product is
developed exactly according to the customer's need.
(b) Role of distribution channel
Distribution of products is one of the P from 4 Ps of marketing. Its main function is to
transfer the products from producer to the ultimate consumer through outlets, stores, online
websites etc. Perfetto Company can arrange the distribution in such a way that it may become
convenient to all types of customers. It can either open its own outlet in the residential areas to
make it convenient to people who do the repeat purchases or can go online and sell its product
through their websites to all types of segments (Kotler and Armstrong, 2013). This will be the
most convenient channel of distribution that will enable the consumers and business buyers both
because that they can purchase the goods whenever they wish to buy.
(c) Role of pricing strategies
Pricing is the most important variable in marketing. It should be set in such a way that
company would cover its cost and customers will be also satisfied with it. There are two types of
marketing strategies for the new product, that is, skimming pricing which means keeping the
prices high and penetration pricing that refers to keeping the pricing low to penetrate the market
(Kotler, 2010).
Perfetto is a global company in the juice market. To acquire big share in the market
during recession in UK, it has to keep the price of product low. But to generate profit, it can keep
the prices of products high in other economy.
(d) Integration of promotional activity
To achieve the marketing objectives of Perfetto Company, integration of various
strategies has to be done. It has to employ promotional activities to attract more customers.
Company should integrate the promotional activities such as media advertising, print advertising,
sales promotion and direct selling (Miletsky, 2009). Perfetto can do the online promotion also by
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social networking sites through giving various offers and coupons and other web advertising. It
can also promote its mobile application so as to make the awareness about product and can
provide sales promotion techniques.
(e) Extended marketing mix
Marketing mix includes 4 Ps and extending marketing mix includes 7 Ps which are
described as follows: People: These are the employees of Perfetto Company. They do the work from
manufacturing to distributing and ultimately, the marketing of products. Those marketing
personnel will have a direct contact with the customers (Ferrell and et.al., 2014). Physical Evidence: It is the layout of retail stores in which the products of Perfetto will
be placed that will aid in attracting the customers to buy the products.
 Process: It refers to the process of dealing with customer services such as handling
complaints and offering services before any issue arises. To make the process effective,
company should take regular feedback and offer discounts.
(Source: SERVICE MARKETING MIX (Extended Marketing Mix, 2015))
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Illustration 2: Elements of extended marketing
mix

TASK 4
(a) Different marketing mix strategies
Perfetto can apply various strategies to satisfy the needs of different segments. The
segmentation has been done on gender basis that is male and female. Company should integrate
4 Ps of marketing mix (Richter, 2012). Perfetto can produce the products especially for women
and then offer those products as an energy drink for female that will meet out their expectations
and information can be communicated by the way of TV advertising and social media. Females
are usually price sensitive so, accordingly the prices should be set. In addition to this, women
want convenience in purchasing products so retail outlets should be opened in the residential
areas.
(b) Differences in marketing products to businesses
Discussion about the business buyers have been done in the earlier question. Marketing
activities on these buyers are applied in a different manner. These buyers do the purchasing in
bulk so pricing should be kept low and heavy discounts should be offered. This will lower down
the profit in initial stage but will generate long term profit. Products should be modified
according to their needs (7 Key Marketing Principles, 2015). Heavy promotion should be done to
attract more business buyers by the way of personal selling and regular calls as well as emails
should be done in order to persuade the buyer for repeat business.
(c) Different marketing activities in a domestic market and international market
Table 2: Difference between Domestic Marketing and International Marketing
Domestic Marketing International Marketing
 Selling within a local financial market.
 Company deals in one set of economic
issues and competition.
 No language barriers.
 Interpretation of the consumer demand
is easier.
 Risk level is low in domestic
 Knowledge about international laws
and regulations.
 Risk involvement is high.
 Application of marketing principles in
global market is very challenging.
 Dealing in different types of consumers
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marketing.
 Effective and efficient strategy can be
made in domestic marketing.
 Less financial resources are required.
with diverse culture.
 It requires different strategies in the
promotion of their products (Satell,
2013).
 More financial resources are required to
expand the business internationally.
CONCLUSION
Conclusion of this project report can be made that marketing principles should be applied
in company in order to sell the products and services effectively in the consumer market. In this
project report, Perfetto Juice Company has adopted the marketing strategy in order to sell the
juices globally. The firm can segment its market according to the mentioned basis to avoid
difficulty in applying strategies. Company’s internal and external environment has been analyzed
properly so that the uncontrollable factors would not hinder the success of company. This
organization has a complete knowledge about the international market and their policy and thus,
it can employ their strategies effectively.
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REFERENCES
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