Marketing Principles and Techniques - Assignment

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing description.............................................................................................................1
MARKET SEGMENTATION...............................................................................................3
Task 2...............................................................................................................................................6
Aim of market research and market analysis.........................................................................6
Market Research method........................................................................................................7
Market analysis tools and techniques.....................................................................................8
TASK 3..........................................................................................................................................10
Methods use to e market products/services..........................................................................10
Task 4.............................................................................................................................................12
Target Market Research.......................................................................................................12
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing Principles are the basic outlet of selling, developing and promoting any
product/services. These strategies consist of different techniques for its strategic implementation.
It involves 4 Ps, marketing mix, namely Place, Price, Promotion and Product and various
promotional and application of models as selling tools and techniques.
All the mentioned tasks will be presented in the context of Biscuiteers, a British baking
company started in 2007 delivering many tempting food items and bespoke and corporate
services. This report will present basic concepts of marketing such as its definition, segmentation
and combination of different elements applied to product/services. It will also explain the aims of
research and market analysis, its tools and techniques, research methods and example of methods
suitable to the organisation(Jobber and Ellis-Chadwick, 2014).
The report will describe the methods of E-marketing and will explain how companies
manage their online image as well. The report will clear explain all the tasks with the help of
different strategies adopted by Biscuiteers. It will lay out different market analysis tools of the
same company.
TASK 1
Marketing description
Marketing is a formalized approach of delivering the designed product/services to
customers to earn profits. It basically refers to selling of goods and services by the help different
applied strategies. It is a broad concept that involves different elements like Product, Production,
Selling and Social Marketing. It is a collaboration of different activities such as Promotion,
Branding, Packaging, Distribution and many more.
Marketing departments undergo various activities to strengthen the framework of all other
related departments of organizations. These departments interlinked with HR, Operation
management, Finance, Accounts and other functional areas to perform number of important
activities.
Promotion It refers to highlight the positive aspect of services/products to the customers and
market by the help of different promotional tools.
1

Biscuiteers promote its products with digital promotional tools like Instagram, Twitter,
Facebook. It has reached to a significant level of popularity through these promotional tools by
posting its extremely delightful and tempting biscuits.
Branding
It is a predefined measures of providing a name, tag line, logo and image to services/products so
enhance its identity and attractiveness among the customers. Branding provide consistency,
recognition to the organization. It increases customer loyalty towards brand and deliver it
authenticity.
The brand name “Biscuiteers” is very much attractive among Children and teenagers. While, its
tag line, “ Why send flowers, when you can send Biscuits instead ” attracts bakers, dessert
lovers, women the most. It continuously enhances its branding strategy by connecting its product
with famous personalities and events.
Packaging
It is the most basic activity take place in marketing department that include serving of
product/services with preservations and safety to ensure desired and quality products reach to the
customers. Proper packaging display positive image, operational efficiency and working culture
of organisation to customers. It increases customers' satisfaction, portray a responsive image of
organization.
For instance, the packaging of Biscuiteers is irresistible and appealing just like its eateries. It
provides customized and personalized biscuit boxes to its customers. The packaging varies with
occasions and festivals. It has themes like Halloween, valentine, wedding, birthday etc.
Distribution It is one of the primary activity conducted by marketing department. It refers to
extend channel of deliver by the support of logistics for supplying goods and services at desired
location and desired retailer, customers, wholesaler etc. These channels must be selected after
proper analysis and related researches for appropriate selection of distributive partners.
Biscuiteers have large pool of distributors with great reach to different locations. Personnels are
highly skilled to deliver products on time. The team successfully managed to make their delicate
biscuites delivered to long distances without getting damaged. Biscuiteers effective delivery is
successful and unhampered with expertise distributive partners and analysis of proper channels.
2

MARKET SEGMENTATION
It is a process of segmenting market in a different sector depending upon customers'
behaviour, preferences, age group and other related factors. Some market segmentations like
geographic segmentation are difficult to conduct and require high operating cost. This
segmentation provides a specific ideology and route to organization for designing distinctive
services based on personality traits of customers. It provides a clear reach towards potential
customers. With the help of this segmentation, organization may increase its approach and
accessibility. There are following different types of market segmentation(Jobber and Ellis-
Chadwick , 2014.)
Demographic segmentation: It includes segmentation of customers on the basis of their age,
gender, occupation, culture etc. It is the most common approach of segmenting market.
For instance, Biscuiteers has segmented services for teenagers and children as it provide
attractive, tempting chocolate delights. Its Royal wedding theme biscutes/cakes and eateries for
young female generations and facility of nice afternoon tea sessions for middle and old aged
customers.
3
Illustration 1: Types of Market Segmentation
Source: (Consumer Market Segmentation and Its Types, 2015)

“Aromatic Biscuits with fennel seeds” which is an Indian inspired dessert attracts old aged group
and people who love home made food.
Behavioural segmentation: It involves the process of dividing the target customers on the
factors such as personal behaviour, attitude, influential factors etc.
Biscuiteers attracts chocolate lovers, children and bakers to the most and supply numerous of
desserts to its customers based on their preferences. The creativity of cafe attracts art lovers as
well. The company is extremely popular among designers, fashion world, Art schools for its
unique designs and lovely creativity presented on its each and every biscuits.
Geographical segmentation: This type of segmentation is based on the geographic extensions
of particular services/ products. Segmentation is carried out on the basis of cities, countries,
urban or rural areas.
Biscuiteers is online retailer and provide its services worldwide. It has exclusive packaging and
biscuit designs and taste of different cultures. “Anzac Cookie” by Biscuiteers attracts Army of
America and New Zealand. It attracts the customers throughout the world by including
ingredients of different geography like aromatic biscuit with fennel seeds attracts Asian people.
Psycho graphic segmentation: This strategy segments the customers on their lifestyle, Opinions
and Interests. This segmentation require keen analysis of their behaviour and their pattern of
considering any product/services (Psychographic Segmentation – Definition, Examples &
Benefits, 2018).
For instance, “Bee Berrie cookie” of Biscuiteers catches the interests of happy, positive and
optimistic people as it has LOL, OMG, FUN, YES words carved on it.
MARKETING MIX:
Marketing Mix is a strategy of involving different necessary factors that directly affect or
influence the buying behaviour of customers regarding any product/services. Marketing mix
deliver strategic effect to the product/services and increase its demands in market. It consists of
4Ps of marketing that are Place, Promotion, Product and Price. It facilitates different area of
marketing by emphasising on different aspect of marketing elements.
4

PRODUCT: It is the direct outcome of a company delivered to customer, matches their
demands, requirements, satisfy them and thus attain profit and competitive advantages(Harcup,
2015).
With variant eatery and iced biscutes, Biscuiteers provides related beneficiaries to its customers
including gift vouchers, its Royal wedding Luxe Biscute Tin and many customized products.
This customization in services is giving continuous satisfaction to customers and increases brand
value in market.
PRICE: The payments for any products/services given by the customer depends upon the quality
and efficacy of that product/services(Harcup, 2015. ). It should be satisfactory, promissory and
reliable. Biscuiteers delivers different reliable, distinctive services and products to its customers
that are exquisitely prepared. Premium pricing for biscutes, cakes, chocolates, macaroons with
standard quality increase brand reputation and provide profit maximization. The
services/products are so attractive that the customers are ready to pay for it.
PROMOTION: Promotion generate a competitive image of product/services in the market.
Promotion deliver awareness regarding brand, extends its reach.
Biscuiteers uses online platforms effectively as promotional tools, it is active on social media
platforms. Its promotional strategies includes- designing of eatery on theme of lifetime event,
5
Illustration 2: Advantages of Marketing Mix
Sources: (The Marketing Mix 4P’s and 7P’s Explained,
2018.)

Royal weddings and other well known events. It gives promo codes, new year discounts and
different gift vouches that act as strategic promotional tool for Biscuiteers.
PLACE: Selecting strong distribution channels for better delivery of products at different places
through efficient logistics, retailers, suppliers. Being an online retailer, Biscuiteers has ensured
its outreach to almost every place with great linkage and connections with authentic distributors
and suppliers. Other online store like Amazon also provide Biscuiteers eateries.
How marketing mix supports decision making in business
This mix framework deliver strategic strength to organisations and helps marketing
department to focus clearly on required sector only. It also emphasis on different researches and
analysis regarding pricing strategy, product varieties, promotional tools and different effective
logistic, procurement measures which provide adequate concentration each element of
marketing. Thus, it recognizes primary functions that has to be perform for successful
product/service and smooth en decision making procedures.
Task 2
Aim of market research and market analysis
Market research is a marketing tool or technique of business strategy to gather
information about target customers and target markets (Kenny and Dyson, 2016). Market
research allows organisation to discover their target consumers and target market, analyse need
of consumers and make informed decisions. Market analysis is the study of trends, dynamics and
attractiveness of market that include market size, market profitability, growth rate, market trends
and distribution channel. There are basically two types of market research: Primary and
Secondary that help Biscuiteers to examine the market that is associated with particular services
or products and determine how consumers receive it.
Aim of Market Research
Market research is essential for every organisation to understand consumer's preference
(Brace, 2018). It is one of the best way to achieve consumer satisfaction, increase business
growth and image and reduce customer churn. Following are the aim of market research:
6

 The aim of market research is to analyse value of new and existing products and
providing necessary data about consumer behaviour, competition, etc.
 The aim of determining potential customer and their preference, wants and demands and
analysing what are the factor and trends that influence consumer's behaviour and sales
and profitability of business.
 Market research carry out comparative study of the competitors of Biscuiteers and
develop business strategies (Xie and et.al., 2017).
Aim of Market Analysis
 The aim of market analysis is to determine strength, weakness, evolving opportunities
and threats of the firm and to determine the attractiveness and dynamics of market.
 The aim of market analysis is to position the products in consumer's mind. Market
analysis is done to find new business opportunities (Barnham, 2015).
Market Research method
There are two main sources that can be used as a tool or method by Biscuiteers to
research market and gather necessary information from potential consumers:
Primary Research
Primary market research is a process where businesses collect original data which is first
hand information from consumer or working members of organisation (McQuarrie, 2015). The
collected data by Biscuiteers can be quantitative or qualitative. Biscuiteers can research by using
following techniques:
Feedback and Questionnaire forms- Biscuiteers uses questionnaire and feedback forms;
online as well as traditional in-store forms to be filled by consumers. They include some
questions in the form such as: Name, Email, Phone No., Which Biscuiteers products are you
interested in?, How did you hear about us, feedback column, etc. to getting an estimation of
customer service, food quality.
Focus Groups- Organisation can bring together small group of people who shares similar
characteristics like, age, hobbies, etc. Company can collect information by bring group of
consumers together and obtain detailed information about their own perception, opinions on the
product.
7

Observation- In observation researcher collect information by watching and observe how
consumers interact with different category of products. Industry observes the market and analyse
what consumers think about their services and product as well as about brand image.
Thus, Biscuiteers gather information from primary market research through feedback and
questionnaire as well as observation and they came to know that their clients want them to
improve their presentation on official website and their customers are like Iced biscuits more and
that should be handmade. Company can also use observation method to observe what client is
looking for and their perception about the brand.
Secondary Research
Secondary market research does not aim to gather information, they rely on available
information collected from multiple sources such as; surveys, magazines, books, internet, etc. in
simple words secondary research is based on information that already exist (Biscuiteers, 2018).
An organisation can analyse data in other new way, but the data or information is available
already. On the basis of secondary research Biscuiteers was started from 2007 and in first five
years brand sold its products online and raised by $1.2 million in 2016. They opened their first
Icing Cafe in 2012 which is one and only icing cafe in UK. Their wholesale customers are
Selfridges and Harrods (Mooi, Sarstedt and Mooi-Reci, 2018).
Market analysis tools and techniques
SWOT Analysis
SWOT Analysis is an analytical tool for analysing strength, weakness, opportunities and threats
of an organisation and to evaluate its competitive position (Nilsson, 2018). SWOT analysis help
company to determine possible barriers and risk that must overcome to achieve goals and
objectives. Company have control over the strength and weaknesses.
Strength
 Biscuiteers have ability to attract and
retain through its website, it enhances
the online business and increase their
market value.
 Their unique concept and creativity is
one of the biggest strength, they are
Weaknesses
 Competition reduce market share and
margin.
 Biscuiteers have mainly online business
that is their weakness somewhere as
well as increasing online competition
can affect their profitability.
8

specialized in hand iced biscuits that is
serve to the consumer in gifting pattern
through their online website (Batrinca
and Treleaven, 2015).
Opportunities
 Online partnership and new online
outlets give them opportunity to extend
their e-commerce activities.
 As they are online baking company and
most of the business run through
internet and technical devices. Thus,
new technology help them in better
meet their consumer's need and give
opportunity to the company to attract
and grab more consumers by using
technologies.
Threats
 Competitors such as: Cheryl's Cookies,
Little brownie bakers, dancing deer
baking co., etc. are threat to Biscuiteers.
 Change in consumer's taste or
preferences or change in trend can be
threat to the company (Kenny and
Dyson, 2016).
PEST Analysis
PEST analysis is a marketing tool that is used by the organisation to analyse various
external environmental factor that affect business operations. It includes political, economical,
social and technological (Brace, 2018).
Political factor- Biscuiteers perceived UK market for gifting their bakery products
through e-commerce. And their production process is done in two factories in London. Political
factor can affect the growth of e-commerce that can affect online business such Biscuiteers
growth and brand perception.
Economic factor- Economic factor direct related to business and can affect directly
revenue and profits of the organisation. It includes; interest rates, inflation rates, taxes, demand
and supply, etc. Economic fluctuation affect Biscuiteers company where higher economic
activity refers to higher revenue and faster growth (Xie and et.al., 2017). Economic instability
can affect production as well as shipment process of products of the company.
9

Social factor- Socio cultural factor have negative as well as positive effect on Biscuiteers,
it can increase the growth of company as they can effectively target wide range of consumer's
mind through e-commerce. Their target consumers are mainly youth and who can easily attract
trough social media that help them to overcome socio cultural instability and increase consumer
behaviour. On other hand change in consumer taste, buying behaviour, market trend, customer
preferences can negatively affect the business of Biscuiteers.
Technological factor- Technological factor is very important for Biscuiteers as they
mainly operate through e-commerce and relies heavily on technology (Barnham, 2015).
Organisation invests a good amount in technology to position itself in the market.
SMART objectives of Biscuiteers
 Biscuiteers will increase their revenue by increase their investing in crowd funding by
15%.
 They currently have 100,000 consumers in 99 countries through social media platform
and their target is to expand their business in 5 more countries by the year ending.
 The company aim to open 2 more physical outlets within 8 months.
TASK 3
Methods use to e market products/services.
E- marketing utilizes internet and different digital platforms for marketing purpose. It is
convenient and cost effective. It strategically creates brand name and spread brand awareness
within the market with great pace. It is trendy and highly approachable methods. E marketing
also involve highly professionalized ways of increasing brand awareness through SEO, pay per
click and other electronic channels of marketing. These channels require skilled personnel and
team of management that continuously adopts specific measures to enhance organisation
popularity(Fill and Turnbull, 2016).
Email Marketing: Email marketing targets the visited or connected customers through direct
and personalized mail. This strategy generates a responsive behaviour of company in the eyes of
customers(Fill and Turnbull, 2016).
Biscuiteers provide active updates to its customers for its workshop sessions at Biscuiteers Icing
School. It connects with the customers through e mail regarding gift vouchers, bookings, online
delivery and greeting notes.
10

Social Media marketing: Social media is the most trending and effective marketing method to
be used. It refers to reach the customers with the help of posting organization's achievements,
innovative products/services on Facebook, Instagram, Pinterest, Tumblr and many more((Varey,
2012). Its has more than 70,000 followers on Instagram. Biscuiteers uses social media marketing
with the help of mentioned social media application and easily reach to its customers irrespective
of geographic distances.
Online web portal marketing : Companies uses its own websites for marketing this strategy
increases customer engagement and knowledge of other related products/services of the
company. Biscuiteers actively updates its websites with newly introduced products and events
like Biscuiteers Icing Workshop Fruit collection or Fashionista etc. It highlights its innovative
products with attractive themes to catch and retain customers.
SMS marketing: It involves direct connection with the customers on their personal contact
number(Varey, 2012). Biscuiteers connects with its customers through direct SMS and send
them festive greetings by notifying them about their seasonal eateries and desserts.
Biscuiteers manages its online image by regular and correct updates to its customers regarding
each and every happy deals, discounts, gift vouchers, discount codes etc. It strategically operates
all its online advertisements, posts and comments with positive, welcoming and warm feedback
to the customers.
How companies manage their online image
Biscuiteers smartly analyse its demands and likeability in the market through SEO. The
sale of Biscuiteers have been increased rapidly with proper digital marketing techniques applied
to its website by “thoughtshift”. It has strengthen its online image by collaborating with standard
markerting partners and team.
Benefits of E marketing compared to Traditional marketing
E marketing have various advantages compared to Traditional marketing
It increases the source of market penetration for organizations while traditional methods
consumes a lot of time for the same.
11

It is highly reliable and can be conducted easily on one click, sitting at one place unlike
traditional methods.
Through E marketing tools, organisations can conduct promotions without any time limits and
physical boundaries. It saves time and cost of organizations that may be utilised in different
generic strategies.
Task 4
Target Market Research
For research target market primary and secondary data were used:
Primary research
Introduction
The Biscuiteer Baking Company is leading baking company that produces and sell hand
made iced biscuits in beautiful gift container and is the first company in UK that provide
luxurious collection of handmade iced biscuits. They make and supply iced biscuits, chocolate
cake, bespoke biscuits, etc. Their icing cafe is first and only cafe in all over UK. They also
provide bespoke services in parties, baby shower, wedding, etc.
Company- The Biscuiteers Baking Company
Products- Bespoke Biscuit, Hand-made Iced biscuits, cakes and chocolates
Website- biscuiteers.com
Demographics- The Biscuiteers Baking Company mainly target various group of consumers
like; youth, couple, children. Their main target is on people who prefer old style hand made
biscuits and who want to involve cute personalise biscuits in their gifts.
Questionnaire
The Biscuiteers Baking Company Questionnaire
First name:
Last name:
Age:
Phone no.:
Email id:
Q1) Which biscuiteers product do you liked most?
12

 Biscuit
 Cakes
 Chocolates
 Cupcakes
 Not sure yet, looking for suggestions....
Q2) Are you satisfy with the quality and design of iced biscuits?
 Yes
 No
Q3) How did you hear about us and iced biscuits?
 Internet
 Outlets
 Mouth advertisement
 Email
 Through event or conference
Q4) Please provide your feedback for Biscuiteer's products.
Analysis from the above questionnaire
Q1) Which biscuiteers product do you liked
most?
Frequency
Biscuit 33
Cakes 10
Chocolates 2
Cupcakes 5
Not sure yet, looking for suggestions.... 0
13

Interpretation : From the survey, it has been analysed that out of 50 respondent, 33 like biscuits
most that include all type of biscuits like, iced biscuits, bespoke biscuits, 10 like cakes, 2 like
chocolates and 5 like cupcakes.
From the result it has been identified that customers like hand-made biscuits from
Biscuiteers.
Q2) Are you satisfy with the quality and design
of iced biscuits?
Frequency
Yes 40
No 10
14

Interpretation: From the above graphic it has been analysed that out of 50 respondent 40 are
satisfied with the quality and design of hand-made iced biscuits while 10 are not satisfied.
Q3) How did you hear about us and iced
biscuits?
Frequency
Internet 10
Outlets 15
Mouth advertisement 22
Email 2
Through event or conference 1
15

Interpretation: On the basis of above representation it has been identified that consumer know
about the company and about iced biscuits by mouth advertisement or existing consumer
references. Though company have their own official website but it has analysed that still
traditional marketing exist more that modern advertising.
Secondary research
In order to conduct secondary analyses companies take support of books, journals,
internet and annual reports of business. Such kinds of detail help in evaluating the facts related
to organisation.
SWOT analyses
This is considered as most essential tool to analyses internal position of firm to great
extent.
 Strength: Biscuiteers Baking Company has strong reputation in market. Consumers are
very satisfied with the products and services of company (McQuarrie, 2015).
Furthermore, enterprise has effective assets' management strategy.
 Weakness: High completion creates issue for the entity to generate more profit. It offers
limited goods to target consumers as compare to its rivals.
 Opportunities: Globalisation has provided opportunity to firm to expand its business
across the world. Digitalisation helps in making strong connection with mass audience.
16

Iced biscuit's popularity and demand is increasing rapidly that give opportunity to the
company to expand its product on international platform.
 Threats: Economic fluctuation may impact on demand of Biscuiteers Baking Company to
great extent.
PESTLE analyses
This is another most important tool that aids in analysing external market situation of
business unit. Political changes in this retail sector affect overall operation of companies badly.
Biscuiteers Baking Company has to make changes in its practices if regulation gets changed.
That creates complex situation for the firm and entity may face difficulty in sustaining in market
for longer duration. Exchange rates, increasing interest rates influence the firms’ profitability and
reduce its productivity as well (Mooi, Sarstedt and Mooi-Reci, 2018). Though, Biscuiteers
Baking Company pay close attention on changes in economic condition and accordingly make
modification in its pricing strategies. This aids business in gaining competitive advantage and
retaining consumers in firm for longer duration. Biscuiteers Baking Company implements the
latest technology so that it can offer quick services to its buyers. Technological force allows
company to identify queries of its consumers and, this is the major platform for Biscuiteers and
firm need to do more research and operate in more innovative method that attract consumers and
help them to operate business effectively.
CONCLUSION
The contents of above study has summarised marketing concepts, its basic activities and
types of market segmentation. The study has included BISCUITEERS, a British biscuit and icing
cafe and revolved around its marketing strategies. It has mentioned basic and fundamental
methods of E marketing for business.
The study has included various aspects of marketing mix such as Place, Price, Promotion
and Product with relevant examples of selected organization/ company. The report has also
introduced basic E-marketing methods namely social media, e mail, website and SMS marketing.
The aims of research and market analysis has been explained under the study.
It has described market research methods and its examples of methods suitable to the
selected organisation. In the last part of the study, the report has clearly interpret market analysis
techniques and the findings of conducted market research and market analysis.
Recommendation
17

From the above analysis, it has been recommended to The Biscuiteers Baking Company:
 Company need to improve their outlet and their consumer servicing process. It can be
done by doing improvement in their technological alignment.
 They have to concentrate on other products like cakes, chocolates with iced biscuits.
18

REFERENCES
Books and Journals
Barnham, C., 2015. Quantitative and qualitative research: Perceptual foundations. International
Journal of Market Research. 57(6). pp.837-854.
Batrinca, B. and Treleaven, P.C., 2015. Social media analytics: a survey of techniques, tools and
platforms. Ai & Society. 30(1). pp.89-116.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Fill, C. and Turnbull, S., 2016. Marketing Communications. Pearson Higher Ed.
Harcup, T., 2015. Journalism: principles and practice. Sage.
Hyndman, R.J. and Athanasopoulos, G., 2018. Forecasting: principles and practice. Otexts.
Jobber, D. and Ellis-Chadwick, F., 2014. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kenny, B. and Dyson, K., 2016. Marketing in small businesses. Routledge.
Kitchen, P.J. and Kitchen, P., 2018. Marketing communications: Principles and practice.
Cengage Learning EMEA.
McQuarrie, E.F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Mooi, E., Sarstedt, M. and Mooi-Reci, I., 2018. Market Research. Springer Texts in Business and
Economics.
Nilsson, J., 2018. Know your customer: Client captivation and the epistemics of market
research. Marketing Theory. p.1470593118787577.
Rowley, J., 2016. Information marketing. Routledge.
Varey, R.J., 2012. Marketing communication: Principles and practice. Psychology Press.
Xie, W. and et.al., 2017. Context-based image recognition for consumer market research. U.S.
Patent 9.569,692.
Online
Biscuiteers. 2018. [Online]. Available Through:<https://www.biscuiteers.com/biscuit-marketing-
2>
Psychographic Segmentation – Definition, Examples & Benefits. 2018. [ONLINE]. Available
through: <https://www.fieldboom.com/psychographic-segmentation>
19