Marketing Principles and Techniques

This document provides an overview of marketing principles and techniques used in marketing departments. It covers topics such as market research, e-marketing, and market analysis techniques. The document also discusses the importance of marketing strategy and tools. Suitable for students studying marketing or related subjects.

Marketing Principles
and Techniques

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Marketing and diverse activities carried out in marketing departments......................................3
TASK 2............................................................................................................................................6
Market Research..........................................................................................................................6
TASK 3............................................................................................................................................8
E-marketing.................................................................................................................................8
TASK 4............................................................................................................................................9
Market analysis techniques..........................................................................................................9
CONCLUSION..............................................................................................................................16
REFERNCES:................................................................................................................................17
Books and Journals:...................................................................................................................17

INTRODUCTION
Marketing is the process that helps to promote the organisational products and services in
the market to earn profits (Peyravi, Nekrošienė and Lobanova, 2020). It is very crucial for
company that they use marketing for selling of their products to customers. Marketing is just not
for selling and promoting of goods & services but also it includes all those activities that assist in
attracting and inviting their potential customers who are ready for purchasing their goods and
services. It is very beneficial process for the company because it helps to sell their products to
the customers so that they can generate maximum profits. In this context, MOMA Foods is
undertaken to analyse the marketing of products and services. MOMA Foods is a small business
firm in London, UK. It is the fast food organisation that deals in manufacturing and delivering of
dairy free oat drinks or low sugar granola, traditional bircher muesli, porridge pots & sachets to
the consumers. Their short term goals are to sell their products in the city whereas long-term
goals are to become the brand recognition in terms of fast food products. This report covers
marketing strategy, tools, and techniques that help to attract their potential customers. It also
covers the importance of market research and e-marketing strategies.
MAIN BODY
TASK 1
Marketing and diverse activities carried out in marketing departments.
Marketing is the process in which organisation needs to promote their goods and services
so that they can sell their goods. It is the process for inviting customers for their products and
services only for those who are interested. It is very important for the organisation that they use
marketing tools for increasing their sales (Chou, 2019). It is not limited to promote their goods
and services but also it much more that because it includes researching, distributing, etc. of their
products and services. Their main function is to analyse the taste and preference of customers so
that they can produce those products according to their taste. It helps in creation of need and
wants in the customers. It just not satisfies customers' wants and desires but also generates needs
and wants with their innovative products. So that's why every organisation needs to understand
the marketing concept so that they take necessary steps for generating marketing tools. MOMA
foods are the small business firm that serves healthy oats. They make oats so tasty that enjoy by

their customers with healthy foods. Marketing department includes many activities and functions
that are mentioned below:
Customer profiling
It is an important activity that done by marketing department so that they can understand
their taste and preference of the customers (Yang, Asaad and Dwivedi, 2017). It is the way of
understanding the behavior of customers so that they produce goods and accordingly strategy so
that they can achieve their goals and objectives. It is a very crucial activity for any business so
that they take correct decision for satisfying their needs. E.g. Cadbury is an organisation that
always looking forward to analyse the market so that they can understand the need of their
customers. They develop products according to the seasons so that they can satisfy them.
Marketing research
Marketing research is the process in which companies collects all information related to
customers’ needs and demands, etc. For example, Samsung and Bosch continuously are
performing market research so that they can update their products according to the upgraded
technology. With the help of marketing research, organisation can update their products time to
time which meet with the market trends, better customer relationships, social marketing, etc.
Collecting Reviews
It is one of the important activities that perform by marketing manager of MOMA which
is necessary in order to analyse the current pattern of sales. It is also helpful in identifying and
analysing the customers’ point of view towards their goods and services.
Market segmentation
Marketing segmentation refers to the process in which organisation target their customers
by diving into smaller groups (Sydney-Hilton and Vila-Lopez, 2020). It segments customers in
the groups so that they can easily target their customers for achievement of their goals and
objectives. It is the tool that helps to identify their customers who are their potential customers. It
is very important tool because it helps in differentiating their brand from other company’s brand.
It also assists in identifying niche market opportunities so that they can grow their business.
MOMA food segments their populations into groups so that they can sell their food products to
the right person. It has mainly four types of market segmentation that are mentioned below: Demographic segmentation: It is the type of market segmentation in which organisation
can segment or divide their population or customers according to certain characteristics.

It can be dividing according to age, gender, family situation, location, income, education,
ethnicity and annual income. For example, Unilever has segmented their products
according to the age groups. Psychographic segmentation: It is another type in which organisation segment their
population according to customers' taste and mindset. It is more subjective so that's why
it cannot be easily identified. For example, mobile manufacturing companies are always
segmenting their products according to the customers' lifestyle. That means they divide
population into high, medium and low level and produce products according to them. Behavioural segmentation: In this type, company can segment their population
according to their behaviour in respect of products. For example, FMCG companies are
always manufacture products according to the taste behaviour of their potential customers
so that they can maximize their sales.
 Geographic segmentation: Organisation can segment their population according to the
geographical area such as locations. The most common example is travel and tourism
organisations that make their packages for those locations which are often seeing by
person.
Marketing mix
It is the most important activity of organisation as it helps in promoting their goods and services
with the use of marketing mix (Gallegos‐Riofrío and et. al., 2018). It is the crucial tool which
assists in converting of their elements into key elements. It includes 7 Ps:
 Price: It is the first element of marketing mixes in which MOMA set the value of their
products. Value depends on many factors such as size, taste, quality etc. Every company
has followed different types of pricing strategies.
 Products: It is the most important element of the marketing mix in which MOMA focuses
on making quality products so that they can achieve their target market. It helps in
attracting and inviting their potential buyers so that they can satisfy their needs and
wants.
 Place: Place is the element in which MOMA selects their location so that they can sell
their products with the use of marketing strategies.
 Promotion: Products and services need to promote in the market so that their customers
get to know the availability. It uses many promotional tools such as advertising.

 Packaging: Customers can attract with packaging of their products. Many examples show
the importance of packaging as it assists in inviting customers so that they can maximize
their sales of MOMA.
 Positioning: Every organisation want that they have a good position in the market so that
any customers know about their products and services. It helps in increasing of sales
volume and brand image of MOMA food.
 People: Important thing that should be know by everyone that people are the main
element of the organisation because a MOMA food can run by person and for person. So
that's why they need to perform those activities which satisfy their employees as well as
their customers.
From the above discussion of marketing, it can be seen that it is very important for the
organisation as it helps in making their product well known and achieve their goals. Marketing
mix of MOMA food is analysed that how it influenced the organisation success and growth. It is
necessary for a company that they have to analyse all elements of marketing mix.
TASK 2
Market Research
Aims: “To identify the factors which influence customers decision making prices that
affects on organisation’ growth and success.”
The aim of market research is market research is to identify and analyse all the factors
which can affect as well as influence the success and growth of an organisation. Market research
is very important for MOMA food because it helps in identifying the needs and wants of
customers (Malhotra, Nunan and Birks, 2017). It helps in producing those goods which like by
their customers. Marketing research is the process in which they can identify not only customer’s
tastes and preferences but also it includes competitor’s analysis so that they make those strategies
which assist in taking competitive advantage. Every firm is needed to perform market research if
they want to survive in the market for a long-term period. Market research is an essential
function which includes analysis of current marketing trend so that company can update their
products accordingly. It is identified that market research has two main types that are mentioned
below:
Primary methods:

It is the most important research method that gives more accurate and reliable data to the
organisation. When organisation wants to find something for the organisation success then they
will go for market research. The primary method is the method in which organisation find
something fresh that never finds someone (Hirvijärvi, 2017). It is the new starting for
investigating about selected subject method. It gives more accurate data as compared to a
secondary one. But it incurs lots of cost in investigation process and also it requires more efforts
to complete this process. This method can only performed by experts who have all knowledge of
market trends. It includes interviews, surveys, questionnaires, etc. It is very helpful in MOMA
food business because it helps in finding out the result that it provides by making of oats tastier.
There are many methods that can be used by an organisation related to the primary research such
as focus groups, Interviews, surveys, test trials, observations, experiments etc.
 Interviews are one of the most common in which invigilator is asking questions from the
candidate.
 Surveys are the set of questions that can be taken by online as well as offline form.
 Whereas test trails are the methods that are used for organisation in which they are trying
their product in order to analyse the product’s reviews.
Secondary methods: It is another important method that collects data and information
from the published books and journals. It is very important method as it helps in finding out the
authentic data that already find out by other organisations (Strekalova, 2018). It requires less
effort and time which helps in making further investment so that they can grow their business.
With the help of published data MOMA foods can easily get ideas by identify the needs and
wants of their customers. Sometimes it does not give much accurate data as it take already
published data which has no guarantees of their reliability. It includes studies and report that
published by the government. So if company wants to use some secondary data then they should
be taken from authenticated websites and authority so that their accuracy would be better.
Apart from above methods marketing have some important tools and techniques which
help in analysis of marketing and increase their sales (Solimun and Fernandes, 2018). If MOMA
food wants to achieve their target market so they should be using more and more marketing tools
so that they can achieve their target market. There are some marketing tools which help in
analysing the market trend so that they can take right decisions. Those tools are SWOT,
PESTLE, and Porter's Five Forces analysis. All of these are important to study because it helps

in identifying and analyzing the internal and external factors so that they can successfully apply
marketing strategies in organisation.
PESTEL
PESTEL is very necessary as it assists in identification and analysing of macro
environmental factors which includes six important factors. It includes political, social,
economical, technological, legal and environmental factors. Political factors include political
stability which gives a great impact on organisation’s operations. Social factors include traditions
and customs which give a great impact on customers’ decision making process. In the case of
technological factor, it includes all latest technology. Economic factors include growth rate,
inflation rates, etc. A legal factor includes all laws and regulation which are necessary to comply.
Environmental factors include environment law which is necessary for organisation. These tools
are explained in below section.
TASK 3
E-marketing
In this new era, it is analysed that organisation now transfer their marketing strategies
from offline into online mode. It is very important for the company that they should be use those
methods which are now in trend so that's why now MOMA use e-marketing strategies. It is very
helpful in attracting more and more customers because online marketing reach is much more as
compared to offline marketing methods (Kramer and et. al., 2020). E-marketing is the acronym
of electronic marketing which include all those methods of marketing on online and electronic
platform. It is very compulsory to use because it shows the organization's acceptance of the
technology. Now mostly organisations use e-marketing methods so that they can achieve their
target market easily. There are many methods to use e-marketing methods that are mentioned
below:
Email Marketing: It is considered one of the best marketing tool that incurs very low
cost, targets the right person, increasing the ROI, simplicity, etc. In this method, organisation
mails the message to the selected clients which they want to send them.
Social Media Marketing: It is very effective method in which a company use social
media such as LinkedIn, Instagram, Facebook, etc. It is important for the organisation because it
helps in creating more awareness in the market.

Search Engine Optimization (SEO): It is the method in which organisations try to
become the company that is mostly searched by their customers. It can be done through search
engine optimization (Afriyie, Du and Musah, 2019). It is the art and science which helps in
getting the highest rank in the search page on Google. It becomes very beneficial for the
organisation because it helps to show the position of organisation in the market through online
platform.
Above mentioned e-marketing tools helps to promote their goods and services more
effectively so that they can achieve their target market. After application of all above tools not it
is crucial for the organisation that they should manage their images so that they can sustainably
run their business. It is analysed that image of company is very important to maintain on online
market that can be done through:
Become a Social Listener: Every organisation should be a good listener instead of a
fighter. Sometimes it is noticed that organisations get offended when they get a negative point of
view. Because of organisation's reaction, customers get demotivated with their reaction. It is
analysed that company should become a good listener.
Carefully Monitor Feedback: Another method for organisation that they should monitor
their feedbacks carefully so that they can understand the exact problem of customers.
Let Reviews Guide Anticipatory Decision Making: After monitoring of feedback, it is
duty and responsibility for the organisation that they considered their feedbacks into decisions. It
helps in making the correct decision that becomes the measure to resolve their issues.
The above points are very helpful in maintaining their online image. If organisation
doesn't perform activities for managing their online image then it becomes impossible for the
organisation to maintain their image. Image is the key element of success and growth of the
organisation so that's why it is very important for the organisation that they should consider all
above points seriously.
TASK 4
Market analysis techniques
Market analyse techniques are very important for organisation as it helps in finding out
the internal as well as external factors that effect on organisations’ success and growth. It is very
important for organisation that they use only those methods which are become helpful for

analysing the market trends (Kehrer, F., 2019). It helps in competing with current trends so that
they can survive in the market. Every organisation use marketing techniques according to their
products. It includes SWOT analysis, PESTLE analysis, etc. It can further clear with the
explanation of these tools.
SWOT analysis:
Strength
The company is providing healthy food to their
customer that is biggest strength. As nowadays
people are concerned about their health
Weakness
MOMA Food is operating at small scale and
they are unable to capture huge market. This is
the reason company is unable to gain profits.
Opportunity
MOMA Food has taken opportunity by
understanding the needs and wants of
customers. They are providing healthy as well
as tasty oats that are preferred by customers.
Threats
Competition is one of the major threats faced
by the organisation. The company is unable to
establish strong image in market because of
which it has to face competition.
SWOT Analysis helps to find out the strength and opportunities that are beneficial for the
company. Along with that it helps to identify weakness that should be worked upon. It is also
important for company to get prepared for them.
PESTLE analysis:
A company needs to identify the impact of macro-economic factors. As they directly
impact the operation of business and its profitability (Yang and Gabrielsson, 2017). PESTLE
Analysis concerning MOMA Food is mentioned below:
Political Factors: This includes the policies formulated by government. MOMA Food
follows all the policies that apply to the business. Support of government t is important. It
today’s time SME gets good support from government which is beneficial for them. Economic Factors: The Company is operating at a small scale, but they also contribute
to GDP of economy. It is important part of economy, in today’s time SME are
contributing the growth of the economy. Social Factors: MOMA Food has understood the needs and wants of customers. As the
company is providing quality and tasty oats to the customers that is as per the
requirements of customers. The customers are focused about healthy food.

 Technological Factors: MOMA Food is a SME, and has less access to technological
advancement. Legal Factors: For success of business it is important follow the laws and legislation
formulated by the government. There are different laws for SME that are abided by
MOMA Food. This makes the organisation successful.
 Environmental Factors: MOMA Food reduces the use of plastic. Company make efforts
to minimise wastage of food and uses the resources optimally. The firm has understood
the concept of sustainability and follows it.
Above mentioned is PESTLE Analysis of MOMA Food that helps the business to know
their position and impact of external factors on the operation of business.
For achieve the target market MOMA foods must research so that they can understand
their taste and preference for producing those food products. MOMA foods use both types of
research methods that are primary and secondary. For primary method they conduct surveys in
which they produce a questionnaire, whereas in secondary method they get important and
relevant information from published books and journals. Primary research: MOMA food conducting a primary research so that they can analyse
the market trends, taste and preference of customers so that they can formulate best
strategies and produce food according to them. In primary research they survey
questionnaire. Secondary research: In secondary research, MOMA foods take reviews from the
published magazines about food companies so that they can take ideas accordingly. They
also use internet websites for study the reviews of customers. It helps in taking the right
decisions.
 Objectives: This investigation is performing for analysing the taste and preference of
customers so that they can achieve their target market.
Sample size: To conduct a primary research, investigator selects 30 people for their
sample size. Their respondents are selected from the general population which are mostly like to
eat food from outside.
Questionnaire
Q1. What age group do you belong, who like to eat food from outside?
1. 0-10

2. 10-20
3. 20-30
4. 30 above
Q2. Which types of food would you like to prefer?
1. Healthy and nutritional food
2. Fast food
Q3. Do you ever heard about MOMA Foods?
1. Yes
2. NO
Q4. Do your ever take some order from MOMA Foods?
1. Yes
2. No
Q5. How do you get to know about MOMA Foods?
1. Social Media
2. Family & Friends
3. Advertisements
4. Others
Data analysis:
Theme 1: Age group
Q1. What age group do you belong, who like to eat food from outside? Frequency
1. 0-10 2
2. 10-20 5
3. 20-30 12
4. 30 above 11

Interpretation: As per the above mentioned data it can be analysed that most age group
who are like to eat food from outside such as cafes and restaurants are 20-30. It clearly shows the
target population that should be target so that they can increase their sales.
Theme 2: Types of food
Q2. Which types of food would you like to prefer? Frequency
1. Healthy and nutritional food 18
2. Fast food 12

Interpretation: It is analysed that now people are get conscious about healthy and
nutritional foods. So it becomes very beneficial for MOMA Food as they are producing tastier
oats.
Theme 3: Awareness about MOMA Food
Q3. Do you ever heard about MOMA Foods? Frequency
1. Yes 20
2. NO 10
Interpretation: From the above data analysis, it can analyse that 66% of the city has
already have knowledge about MOMA Food company so that they can use more marketing
strategies for promote their goods.
Theme 4: Purchasing of MOMA Food’s products
Q4. Do your ever take some order from MOMA Foods? Frequency
1. Yes 18
2. No 12

Interpretation: It can be analysed that MOMA food sell their products very well so they
only need to put some more efforts so that they can become the leader of the market.
Theme 5: Method of know their restaurant
Q5. How do you get to know about MOMA Foods? Frequency
1. Social Media 5
2. Family & Friends 10
3. Advertisements 7
4. Others 8

Interpretation: MOMA Foods customers’ are generally invited through their family and
friends. So that’s why it is important for organisation that they should focus on promotional
activities which include social media as well.
From the above analysis, it is analyse that company already doing well in the market but it is also
recommended some points that should be consider so that they can grow more:
 It is recommended to the organisation that they should use more marketing tools and
techniques such as search engine optimisation, customer relationship management, social
media, etc. so that they can spread the information about their products and services in
the market.
 It is also suggested that company should use marketing mix tools so that they can convert
their elements into key elements for attracting more and more customers.
 It is recommended to the organisation that company need to critically analyse the internal
environment so that they can identify their capabilities in order to handle with all external
factors which are uncontrollable for an organisation.
CONCLUSION
It is concluded from the above discussion that marketing is the important concept that
should be know by each organisation so that they can successfully run their business in the
market. It considers many important tools and techniques which effects on organizations’

success and growth. Organisation should firstly analyse the market through market research
which include primary as well as secondary method.

REFERNCES:
Books and Journals:
Afriyie, S., Du, J. and Musah, A. A. I., 2019. Innovation and marketing performance of SME in
an emerging economy: the moderating effect of transformational leadership. Journal of
Global Entrepreneurship Research, 9(1), pp.1-25.
Chou, Y. K., 2019. Actionable gamification: Beyond points, badges, and leaderboards. Packt
Publishing Ltd.
Gallegos‐Riofrío, C. A., and et. al., 2018. The Lulun Project's social marketing strategy in a trial
to introduce eggs during complementary feeding in Ecuador. Maternal & child
nutrition, 14, p.e12700.
Hirvijärvi, F., 2017. Viral marketing and content forwarding on social media: Outlining the key
elements behind successful viral content creation.
Kehrer, F., 2019. International Direct Marketing of the selected company.
Kramer, C. M., and et. al., 2020. Standardized cardiovascular magnetic resonance imaging
(CMR) protocols: 2020 update. Journal of Cardiovascular Magnetic Resonance, 22(1),
pp.1-18.
Malhotra, N. K., Nunan, D. and Birks, D. F., 2017. Marketing research: An applied approach.
Pearson Education Limited.
Peyravi, B., Nekrošienė, J. and Lobanova, L., 2020. Revolutionised technologies for marketing:
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Practice, 21(2), pp.827-834.
Solimun, S. and Fernandes, A. A. R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Strekalova, P. N., 2018. Experiential marketing as effective strategy of promotion. In Russia in
the Global World: Challenges of the XXI Century (pp. 158-161).
Sydney-Hilton, E. and Vila-Lopez, N., 2020. Is marketing investment similar cross-
industry?. Journal of Business & Industrial Marketing.
Yang, M. and Gabrielsson, P., 2017. Entrepreneurial marketing of international high-tech
business-to-business new ventures: A decision-making process perspective. Industrial
Marketing Management, 64, pp.147-160.
Yang, Y., Asaad, Y. and Dwivedi, Y., 2017. Examining the impact of gamification on intention
of engagement and brand attitude in the marketing context. Computers in Human
Behavior, 73, pp.459-469.