Marketing Principles and Techniques

This document provides an overview of marketing principles and techniques, focusing on market segmentation, marketing mix, and market analysis. It explores the application of market analysis techniques to research the target market of Fresh and Food Bakery. Additionally, it discusses e-marketing methods and the management of the online image of an organization.

Marketing Principles and Techniques

Table of Contents
INTRODUCTION 3
TASK 1 3
1.1 Marketing and functions perform by marketing department 3
1.2 Market segmentation 4
1.3 Marketing mix 5
TASK 2 5
2.1 Aim of research and market analysis 5
2.2 Market research method 6
2.3 Market analysis tools and techniques 7
TASK 3 7
3.1 Application of market analysis techniques to research target market of own products 7
3.2Interpretation of market research and analysis 7
3.3 Presentation of the findings to marketing team 8
TASK 4 8
4.1 Methods used for e-marketing of products and services 8
4.2 Method regarding management of online image of organisation 8
CONCLUSION 9
REFRENCES 10
Books and Journal 10

INTRODUCTION
Marketing refers to the process used by company to promote the buying and selling of their products (Bejtkovský, 2020). It includes all the activities which are carried
out by company to promote product and service of an organisation such as advertisement, discount offers and other promotional activities. There are seven basic
principles of marketing in order to increase sales and demand of customers in an organisation are product, price, place and promotion. In order to have efficient
marketing in the organisation it is essential for managers to consider these basic principles of organisation. Fresh and food bakery is a bakery operating their business in
London, UK. The first store of Fresh and food bakery is opened in Hampstead with an aim to make best class artisan bread. This report contains the basic concept of
marketing with various functions to be performed by department of marketing. It includes segmentation of market with application of marketing mix, marketing
analysis, research and tools of marketing. It also contains products of E-market and analysis of techniques with presentation of finding in the research.
TASK 1
1.1 Marketing and functions perform by marketing department
Marketing
Marketing involves all the activities which are to be carried out by business in order to promote their products and services in the market (Buccieri, Javalgi and
Cavusgil, 2020). The activities which are included in marketing are advertisement, modification of product according to demand of customers, selection of best
distribution sources and utilising promotional strategies and many more. It spread awareness about the product among people of market. In context of Fresh and Food
bakery, in order to promote products of bakery they need efficient marketing to be performed and create their unique identity.
Functions carried out by marketing department
Various activities are required by department of marketing in a company for improvisation of the share of market and achieving good place in market. Fresh and Food
bakery is a small family business which is established before 6 months only. In order to attain success it is essential to collect data about various functions of marketing
which are discussed below:
Market research: Team of marketing is liable to perform market research in order to know wants and preferences of customers (El Junusi, 2020). By conducting this
research, organisation will be able to identify chances in the market according to which products are created.
Formulation of market strategy: Strategies for marketing are formulated in the organisation to promote products and increase sales to attain competitive advantage.
Customer relationship management: It is responsibility of marketing manager to maintain and build good and healthy relations with the customers and identify their
satisfaction level. It will help the organisation in gaining trust of customers and get loyal customers for the organisation.
1.2 Market segmentation
Market segmentation is a process which helps to divide the mixed market into best possible homogeneous groups according to the different parameters like
geographical, behavioural, demographical and psycho-graphical depends on the market and product offered by an organisation (Jamshido'g'li,
RakhmonjonZokirjono'g'li and Kholdorovna, 2020). Fresh and food bakery also need to group market in order to fulfil demands of various customers.
Demographic segmentation: This segmentation divides the population according the grounds of variables such as gender, age, income, occupation, etc. This is the
most useful segment of market segmentation which helps to determine number of individuals who consume their products. For example, some product are made for

males only like shaving cream then demographic segmentation helps the company to target male individuals in the market. In case of Fresh and Food Bakery the
company generally target the age group of 20 to 45 which is a part of demographic segmentation.
Behavioural segmentation: This segmentation helps to describe the actual taste of the customers and divides the population according to grounds of parameters like
usage, behaviours and decision-making form of people and many more. This can be understood with the case of fresh and food bakery where they have segmented their
customers on two bases that are the people who like sweet things and the people who desire to have something chilli hot. Designated their customers according to their
taste and preferences in their food.
Psycho-graphic segmentation: This segment divides the groups on the parameters such as activities, opinion, lifestyles and interests. Its main focus is to ascertain
psychological aspects of buying behaviour of consumers. In order to segment target market the organisation is required to identify the buying behaviour of their
consumers such as in case of fresh and food bakery f people are buying more old items then hot then the market is segmented on making available more food items in
the stores. The Bakery wants to divide their customers on the basis of their demand as there is high demand of cakes in their stores to make it available for them.
Geographic segmentation: It divides the segment on the grounds of the location of consumers. It is essential to ascertain as need and buying behaviour of consumers
varies according to different location. For example an organisation first Target the nearby location of their organisation in terms of geographic segmentation. In terms
of geographic segmentation ration food bakery has divided share market up to 500 metres of the location they are operating in.
1.3 Marketing mix
This tool of marketing is used by organisation in order to attain the objective of marketing (Lees-Marshment and Raynauld, 2020). In case of Fresh and
food bakery, in order to formulate market strategies they need to make decisions about price, product, promotion and place.
Product: This contains information about various offerings of company in market. They need to provide more products as per demands of the customers. The different
products which are offered by Fresh and food bakery includes cookies, cakes, pastries and many more products related to confectionery.
Price: Price should be fixed according to the spending power of customers for a particular product of target market. As Fresh and food bakery is a small family
business son they need to fix reasonable prices to attract more customers and survive in the competitive market. The Bakery offers all range of products to their
customers and especially they provide customised products also for the customers who have different demands. Their market are surrounded by people containing both
upper class as well as lower class and they have all range of products.
Place: Place refers to the distribution channels of the organisation. In terms of Fresh and food bakery they have four stores in London itself which shows good
distribution and easy availability of products to the customer.
Promotion: It includes various advertisement strategies which are used to promote products in the target market. As in case of Fresh and food bakery, as a small
business they need to adapt more new ideas of advertisement to reach wide range of the market which needs to be cost efficient. The bakery has adopted advertising
through banners, email and social media to promote the products in effective manner.

TASK 2
2.1 Aim of research and market analysis
Fresh and food bakery is a small family business which is struggling to survive in the market as a little time has been passed from its establishment (Meyerding and
Mehlhose, 2020). There are various rival bakeries in the market which act as a hurdle for business to grow and expand in market. It needs a research of market to
achieve sustainability and determine information about factors and demand of target customers. The objectives of conducting that research is given below:
● To Identity preferences of customers
● Finding factors which impact their business activities
Market analysis: Market analysis is study of market to know the point which attracts the target customers in the market (Nekmahmud and Fekete-Farkas, 2020). This
analysis helps management in decision making and making plans of the organisation and determine strength and weakness of organisation. It is basically a in depth
investigation of market to collect necessary information. The dimensions of market analysis is given below:
Market size: Market size is ascertained in terms of number of customers present in the target market and it can be identified from market potential. Market volume
shows amount of sales by all bakery shops in the market. Whereas market potential shows capacity to fulfil total demand and gain in the number of potential clients. In
context of Fresh and Food bakery, there is a great chance of growth because of good market in London.
Market growth rate: This includes determination of speed of growth of similar organisation in the same industry having same market on the basis of their past data. In
order to ascertain growth rate they need to evaluate present trends and volume of sales. The market of bakery in London is growing on continuous basis which can
prove to be an advantage for Fresh and Food bakery to get more customers by satisfying requirements of them.
2.2 Market research method
In order to conduct market research there are two sources which can be used to collect data which primary as well as secondary. Fresh and Food bakery is new as well
as new company in market which needs in depth knowledge of the elements and demands to achieve success in market. As all the planning is based on this research so
this needs to be true as well as accurate. The best method which can be used here is primary method.
Primary method: It is high-grade method which assist to gather true information straight off which is related to the objectives of research. Data is collected from
people which are chosen from entire population (Njogu, 2020)). It is ascertained that all such data is fair through which best results can be acquired. The various types
of means which are utilized in this activity includes interview, questionnaire, observation and many more.
Questionnaire: It is a piece of writing which comprise various questions taking in mind the research goals to collect views and feedbacks of people. Questionnaire can
be classified in two types that are open-ended and close-ended (Gordon, 2012).
Interview: Interview is the activity in which one to one conversation is conducted with people. It takes lots of time but also assist to gather data from the behaviour and
attitudes.
Focus Groups: Focus groups are the groups which helps the researcher to collect data from small groups containing people who have expertise knowledge regarding
the subject matter.

Observation: Observation is a method in which a researcher collect its information by observing and event and take organised notes from it. This method helps a
researcher you have genuine overcome of the server as it is free from potential biasness.
Secondary method: This method is very important in research activities when less time is available for research. It utilise sources of another writers such as articles,
newspapers, magazines to assemble data. Secondary method of Data collection refers to the method in which researcher has collected their information from the
sources already published in form of article journals newspapers. This requires a researcher to read more about subject matter and have organised notes to reach at a
desired outcome from the research and also include literature review which has point of view of several authors on the subject matter.
2.3 Market analysis tools and techniques
There are several methods tools and techniques to analyse market for an organisation in order to have better decision making in organisation. To analyse and determine
factors of market the technique which is used most of the time is SWOT analysis. It will help Fresh and Food bakery to make better plans to know the opportunities and
threats which are available to them in the market.
Strength Weakness
 Main strength for business of Fresh and food bakery is that they
are located in prime location of London that is London Eye.
 Another strength of Fresh food bakery is their diversified
offerings.
 Weaknesses of organisation is that they have low funds.
 Another weakness of the bakery is that they have lack of
innovative technologies in their organization.
Opportunities Threats
 The company has an opportunity create a brand image having their
store in prime location and can attain large market share.
 They also have an opportunity to expand their business with the
help of social media and online websites to reach maximum
people.
 High competition in the market is the biggest threat for the fresh
Food Bakery.
 Another threat for the company is the increase use of technology in
the market.
TASK 3
3.1 Application of market analysis techniques to research target market of own products
The assessment of strength and weakness helps the organisation to recognize opportunities available to them like large market share and brand image to grab them.
Organisation is also able to ascertain threat from various well established competitors. In order to analyse external environment the Fresh Food Bakery has always use
PEST analysis which helps them to analyse key factors of external environment that are given below:
Political: Fresh and Food bakery has its business operation in London, UK where government provides for various strategies for development of small organisation.
They provide provisions for subsidies and linnet taxation policy.
Economic: The economic state of London is great which shows high level of income and spending ability of people. It is optimistic for bakery to effectively increase in
market. A large assistance is given by capitalist whenever necessary to enlarge operations.

Social: The feature which shows nature of society which involves education, age, belief, culture and attitude of individuals. It is ascertained that the youth of age
between 15 to 35 years is more and well educated which is affirmative mark for Fresh and Food bakery to effectively sustain in market.
Technology: It considers technological advancements and techniques in the organisation. In bakery industry, technology has not a vital role in production but for
distribution purpose online programs bring drastic changes in industry. This channel of conducting business is threat for Fresh and Food bakery to increase their sales.
3.2Interpretation of market research and analysis
From the market research and analyses it is observed that ample of chances are present in bakery industry as there is a large attraction of families and children towards
baked food items. This will definitely help the organisation in attaining huge number of market share. There are various threats also which are ascertained through this
market research. The risk of sustainability from large amount of competitors, use of digital platform to conduct activities and many more is included in it. The main
objective of this research is to analyse the market for fresh food bakery in effective manner to analyse and grab the opportunities available for bakery. The researcher
has used primary research for the purpose of their market research in which they had prepared a questionnaire containing one question which has been asked to 50
peoples who are randomly selected. The question which has been asked from 50 people is given below with their response on the answers:
What step Fresh Food Bakery should take to gain more customers in the market of London? Frequency
More promotional activities 10
Betterment in quality of Products 15
Adapt new technologies 05
All of them 20
10
15
5
20
Chart Title
Interpretation: According to the interpretation of above given graph most of the population thought that fresh food bakery should de all the steps given such as
promotional activities betterment in quality of products and adapt new technologies India organisation to gain more customer base in their target market.

3.3 Presentation of the findings to marketing team
All the data which are collected from analysis of market is essential to present in front of marketing team of organisation (Zhang and Watson IV, 2020). This will help
to better decision making for best advertisement and promotional methods which helps in accomplishment of objectives in effective way. It assists in improvement of
baked merchandise which are in great demand. It also assist in determination of best pricing policies by which they can achieve the loyalty and trust of customers. It
helps in achievement of their sales targets.
TASK 4
4.1 Methods used for e-marketing of products and services
E-marketing: E-marketing is a process which consider utilisation of online sources for the purpose of marketing and also called digital and online marketing. It uses e-
mails or wireless sources for the purpose of activities of marketing. It assists in building effective connections with their customers.
E-market methods
There are various methods which are used in E-marketing and it is essential for Fresh and Food bakery to utilize them at this starting stage of business to establish
brand image and increase consumption of products in market. Several type of methods are discussed below:
E-mail marketing: In this type of marketing, offers are communicated to particular segment through the use of E-mails (Zhang and Watson IV, 2020). As it is best
way to communicate to the customers, simple to use and also cost efficient, it is profitable to be used by Fresh and Food bakery for promotion of their products.
Search engine optimisation: This method of is used to increase the visibility of websites during use of search engine like google. In order to grow in the market it is
essential build own website if a business and Fresh food and product can use this technique to increase traffic on the website of company (Zhang and Watson IV,
2020).
Paid Media Advertising: In this type of advertising influencers on social media is paid by the organisation to advertise their products to their followers. The fresh
Good bakery camp also use this technique to promote their product by paying influencers who have my followers on social media to promote their products and
services.
Google advertisement: In Google advertisement type of e marketing fresh food bakery to pay Google for showing ads to their users whenever they search for
something related to bakery. This is the best way to promote products as this helps the company to reach their potential customers globally as Google is a widely used
search engine.
4.2 Method regarding management of online image of organisation
The methods which helps to keep the online image of Fresh and Food Bakery are discussed below:
Utilize search engine to own initial position: Search engine optimisation will help fresh food bakery to reserve their initial position in the mind of their potential
customers.
Conforming facts before presenting it: The organisation should make their marketing campaign in such a manner that the facts which are covered in the campaign are
correct and are confirmed before by the company.

Non-stop update according to needs: Fresh food bakery should analyse the needs of their customers continuously by having non-stop update with them regarding the
buying behaviour of their customers
Analysation of sites: The organisation should also adopt a method to analyse their sides on timely basis so that they can provide updated facts to their customers.
CONCLUSION
From the above discussion it can be concluded that marketing plays a vital role in success of an organisation to take attention of customers is less time period. There are
various essential functions of marketing department which are described above like customer relation and research of market. Market segmentation and apply
marketing techniques which will help the organisation to grow in the market.

REFRENCES
Books and Journal
Bejtkovský, J., 2020. Social media platforms as HR marketing tool in selected healthcare service providers. Marketing and Management of Innovations.
Buccieri, D., Javalgi, R.G. and Cavusgil, E., 2020. International new venture performance: Role of international entrepreneurial culture, ambidextrous innovation, and
dynamic marketing capabilities. International Business Review, 29(2), p.101639.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic Perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Jamshido'g'li, R.D., RakhmonjonZokirjono'g'li, O. and Kholdorovna, R.F., 2020. Changes in market relations in the period of market economy and their
classification. South Asian Journal of Marketing & Management Research, 10(4), pp.120-129.
Lees-Marshment, J. and Raynauld, V., 2020. Overview of Digital Political Communication and Marketing. Political Communication Ethics: Theory and Practice,
p.115.
Meyerding, S.G. and Mehlhose, C.M., 2020. Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-
infrared spectroscopy (fNIRS). Journal of Business Research, 107, pp.172-185.
Nekmahmud, M. and Fekete-Farkas, M., 2020. Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing
Nation. Sustainability, 12(19), p.7880.
Njogu, W., 2020. The Role of Social Marketing in Healthcare Provision among Healthcare Practitioners in Nairobi County (Doctoral dissertation, United States
International University-Africa).
Setiawan, B., Afiff, A.Z. and Heruwasto, I., 2020. Integrating the theory of planned behavior with norm activation in a pro-environmental context. Social Marketing
Quarterly, 26(3), pp.244-258.
Zhang, J.Z. and Watson IV, G.F., 2020. Marketing ecosystem: An outside-in view for sustainable advantage. Industrial Marketing Management, 88, pp.287-304.