Marketing Principles and Techniques

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1. Explanation of Marketing Functions...............................................................................1
1.2. Market Segmentation.......................................................................................................2
1.3. Marketing Mix.................................................................................................................3
TASK 2............................................................................................................................................3
2.1. Aim of Research..............................................................................................................3
2.2. Market Research Methods...............................................................................................4
2.3. Market Analysis techniques & tools................................................................................6
TASK 3............................................................................................................................................7
3.1. Methods for E-Marketing................................................................................................7
3.2. How the present organization Biscuiteers could manage their online image..................8
TASK 4............................................................................................................................................8
4.1. External Market examination..........................................................................................8
4.2. Interpretation of Findings................................................................................................9
4.3. Presentation of Findings................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing define as an activity related with the promotion of organisational goods and
services at the market place in an effective manner. Main aim of marketing is to create a positive
image of products and services in front of consumer which is very crucial for the organization to
manage it in an appropriate way. This is the report which is based of the techniques, practices
and principles of marketing. For this “Biscuiteers” has been chosen and is a small family
business within the marketplace of London, UK. The organization produce variety of biscuits
and is specialised in “iced biscuits. These cookies are baked and have refreshing taste due to
being cold still the organization is struggling to get popularity at the marketplace (The best
family-owned businesses in the UK, 2019). The organization has both long as well as short term
goals. Furthermore, company wishes to expand their market share & profitability at the end of a
year. The present report consist of a insight on marketing along with focusing on various
activities comes under marketing, its segmentation and marketing mix. Along with this, it also
includes market research by adopting different research methods as well as techniques. In
addition to this, the report emphasis on both internal and external examination by emphasises on
E-marketing along with managing online image of the company at marketplace.
TASK 1
1.1. Explanation of Marketing Functions
For each and every business organisation it has been identified that marketing is one of
the most effective business operation which is mainly performed to promote their offerings at the
marketplace and create awareness among customers. It is said that there are various marketing
functions carried out by the marketing department of a business organisation. Market Research: Conducting a market research is one of the prime function needs to be
conducted by marketing department of a company. It is very essential to examine the
trends and needs of customers which help organisations such as TESCO, to manufacture
goods which assist in filling the gap as well as for satisfying needs of customer's in an
effective manner. Product Development: Another most important activity performed by the organization’s
marketing department is to develop a product. It is department among Volkswagen which
mainly indulge in market analysis, which assist them to identify various trends which are
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available at the marketplace. This, as a result help a business organisation in order to
manufacture products which will be accepted at the marketplace. Examination of Target Market: Another most crucial marketing function which is
commonly performed by marketing department of Marks & Spencer, is that they can
analyse the market area which allows them to target their customers on which, the can
easily frame their marketing strategies as well as get maximum outcome.
 Promotions: In The Ledbury, marketing department of the company help them to
promote their goods and services at the competitive marketplace. This will further aid in
order to enhance the popularity of products within the marketplace.
1.2. Market Segmentation
Market Segmentation define as one of the most effective technique adopted by large
number of business organizations in order to examine their target markets in a proper way. For
an organisation it is very crucial to examine their target markets which will assist them in order
to integrate marketing efforts in an appropriate manner. For this, business organisation like
Biscuiteers needs to examine various market segments which are going to be discussed as
follows: Geographical: This is a segment which mainly categories the whole marketplace based
on the geographical location. Each and every marketing strategies of a business based on
the belongingness of consumers. In reference to Biscuiteers, customers are from the
urban areas of the marketplace of UK which will be easier for the firm in order to reach
them. Demographical: It consist of elements such as income, age, occupation & various other
demographic elements on which the organization would develop their products which can
satisfy the requirements of their target segment. In relation to Biscuiteers, customers can
be of general customers with the age group of 13-65 years along with the income level of
around £1,000. Main reason behind choosing these elements is that it will help the
organisation in order to narrow down their market and emphasize on their target
customers.
 Behavioural: According to this segment, it has been analysed that the whole market is
categorized according to the attitude and behaviour of customers. It is one of the most
effective method for the organization as it will assist in producing products by keeping
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