Marketing Principles and Techniques Report

This report examines the application of marketing principles and techniques in the context of Seizers On Salon, a family business saloon. It analyzes key marketing concepts such as market segmentation, marketing mix, and e-marketing, and their relevance to the salon's business objectives. The report also includes a detailed analysis of market research methods and online image management strategies.

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing and its role.................................................................................................................1
Market segmentation...................................................................................................................2
Marketing mix and application...................................................................................................2
TASK 2............................................................................................................................................3
Aims of research and market analysis.........................................................................................3
Market Research Methods...........................................................................................................4
TASK 3............................................................................................................................................5
E-marketing and its methods ......................................................................................................5
Managing Online Image..............................................................................................................5
TASK 4............................................................................................................................................6
Learning Application..................................................................................................................6
Target Market of Research..........................................................................................................6
Interpret.......................................................................................................................................7
Findings.......................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is crucial business functions for most non-profits and profit making
businesses. This is an extensive procedure which consist of development and design of products,
research, consumer services and promotion. Functions of marketing require core tactics,
strategies and principles such as consumer retention, marketing mix, promotion mix and research
& development etc. This report is based on Seizers On i.e. family business saloon business which
is planning to support and promote their business (Gordon, 2011). It will make assessment of
marketing concept, research and analysis of market, e-marketing and numerous other learning
through adopting techniques.
TASK 1
Marketing and its role
Marketing can be defined as the practices of organisation associated with services and
product selling and buying activities. This consist of delivering, advertising and selling services
to individual. People who function in the division of marketing to make the target audiences
through using endorsement celeb, slogans, packaging and general exposure of media. This can
be beneficial for operating not only business of Seizers On Saloon but also can promote their
distinct practices significantly.
Role of Marketing
Marketing is one of fundamental segments of business practices which generate income,
lead futures and create more consumer of business. Division of marketing is major key purpose
of sales and marketing. This establishes and promote a business in their niche associated on
services and products the business is dealing (Granitz and Koernig, 2011). Hence, the functions
of marketing department assist in the following of business to Seizers On:
Build relationship with audience: Marketing create business awareness and their service
along with delivering imputes which create audience interest.
Involve consumer: creating communication and interaction of consumer along with
making coherent message conveyance, the company can innovate new ideas, competition, plans
and strategies for consumer management.
Generate Income: The marketing division aims to creating revenues and widening
consumer base along with creating opportunities which can make revenues for organisation.
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Market segmentation
Marketing Segmentation: This can be referred as the divisional practices to eliminate
consumer into groups which are similar in certain manner authentic to marketing like interest,
gender, age and spending habits etc. Numerous benefits of this techniques can be availed by a
company such as better consumer demand serving, purchasing power absorption through
differentiation of price, additional consumer group attraction, targetted communication,
innovation stimulation, higher market share etc. (Brennan, Voros and Brady, 2011). There are
several kinds of market segments which are discussed as below: Geographic Segmentation: Divided on the region and geographical area basis. Demographic Segmentation: Eliminate the market on demographical variables such as
gender, family, religion, race, income etc. Behavioural Segmentation: Segmentation done over behaviour of audience, their
choices, usage, preferences and decision making.
 Psychographic Segmentation: This line the audiences or consumer on the grounds of
their lifestyle, personality and their traits or attitude.
Hence, Seizers On has eliminated their audiences and target market on the basis of
geographical and demographical segments aiming over families and other fundamentals etc.
There are numerous other marketing methods which are essential for operating these practices.
Marketing mix and application
Marketing mix: This can be defined as the set of tactics and actions which an
organisation can utilise to promote their products and brand in the market. This consist of major
four components of marketing mix such product, promotion, price and place (Green, 2014). Here
are discussed these elements in context of organisation: Product: This is the initial elements that consumer scrutinise in regard of understanding
their benefits determine whether investment should be done or not. Seizers On provide
variety of service along with trained barbers, shower, hair loss therapy and facility of
locker rooms etc. Price: It is important factors as this initially influence consumer whether the quality of
products and prices are negotiable. Seizers On provide cost effective services along with
numerous discounts offers such as family discount, Buddy discount etc.
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 Place: Highest priority is set to marketing hair salon due to their assistance in
determining cost and direction. Seizers On has successfully deployed its business in
colleges and basic street of UK (McClements, 2015).
 Promotion: It is concentrated on the techniques utilise to create awareness among people
to service delivered through hair salon. Organisation use newspaper, TV and other social
media platform for promotion.
TASK 2
Aims of research and market analysis
Marketing can be defined as the practice, set of processes, set of institution or activities
for communicating, creating, delivering and exchanging offering which contain clients,
consumer, society and partners at large. In order to create proper marketing analysis, this is
essential for Seizers On to set an suitable aim which is discussed as below:
Market Research Aim: Seizers On is focusing over improving their market share and
recognition along with evaluate their consumer group that is fundamental for business.
Market Analysis: Analysis of market can be termed as the assessment that allows one to
set how appropriate a certain trade is for specific industry. This can be understood through
evaluating current markets or trade in which organisation is operating their businesses which can
help in identifying the market attractiveness detecting upcoming risk while operating functions. Environmental Analysis: This can be determined into two major segments that are
internal and external components. Extrinsic components, social forces, political issues,
and local economy evaluation comes under the external environmental elements.
Whereas, internal factors of environment consist of belonging of organisation including
international situation such as department structure, worker, budgeting and other
components (Armstrong and et. al., 2014). Through conducting proper PESTLE and
SWOT analysis of Seizers On, enterprise can accurately consider and outline different
factors of environments considering different marketing factors effectively. Competitor Analysis: This is required for organisation to understand the situation of
competitors that consist of same common products and services along with using
different teleoperation efficiency, product cost, market dimensions and brand recognition
of market analysis.
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 Target Audience Analysis: It is conduct in context of organisation to aim over consumer
group who tend to purchase more services and products. This can be categorised with
age, gender, ethnicity, income and behaviour. In regard of performing and developing
understanding over this, Seizers On can perform market segmentation method and Swot
analysis accordingly (Bramer, 2013).
Market Research Methods
Market research can be referred as the term which is opted as information accumulation
and data gathering procedure in regard of target audience. There are major two methods of
market research i.e. Primary and secondary discussed as below:
Primary Market research: This a sort of business research conducted with the purpose of
information collection in order to improve services, functions and products using data collection
tools like questionnaire.
Secondary Data Research: Contrast from primary market, this techniques rely over
distinct sources of information which was accumulated through other individual and are availed
for paid and free use sources used by others as well.
Market analysis tools
Experts of marketing analysis and data collection, demands, supply and consumer
behaviour evaluation, numerous techniques and tools of exists. Seizers On can opt effective
methods and techniques in which few are discussed as below: Research: Carrying consumer group together to make proper discussion-over service,
selling locations, cost and position that deliver invaluable information. This consist of
using research techniques and several methods of data collection including survey, case
study methods etc. Brand Management: Organisation carry out proper recognition, brand and marketplace
increase preferences and loyalty among consumer (Lee and Kotler, 2011). This include
certain advantages such as affordability, status and quality along with internal values.
 Social Media: To reach consumer, promote services and create fair communication
among public, this is a fundamental methods or tactics that can assist in attaining
objectives of business significantly.
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In regard of Seizers On Salon services, the organisation can deliver numerous activities
and practices among consumer that can affect their clients and help in achieving business
objectives effectively.
TASK 3
E-marketing and its methods
E-marketing, known also as web marketing, internet marketing, digital marketing and
online marketing. This can be termed as marketing procedure of services and products opting the
internet as the channels to communicate (Brennan, Voros and Brady, 2011). This is not only
beneficial for marketing but also useful for trading services and product through internet,
wireless media and email. This opt wide technological activities which assist in achieving
businesses to their consumer. While discussing the use of e-marketing in context of Seizers On
Salon, there are numerous methods of e-marketing through which company can interact, create
awareness and make modification through developing interactive communication medium
among buyers. Here are discussed some of those e-marketing methods and techniques which are
assisting for Seizers On Salon: Search engine Marketing (SEM): It is a marketing form which carry out promotional
activities on websites through escalating their SERP's visibility. It can be attempted by
paid ads and SEO techniques that are non-paid. Email Marketing: Promotional activities that convey the message to audience directly
creating individual communication among potential consumer or loyal buyers. Social Media Marketing: This procedure is assisting for attracting attention of consumer
through social media websites such as Google+, Facebook, Instagram, Twitter etc. These
advertising or promotion activities can be paid and non-paid both depending upon the
size and space where the marketing is being made (Brennan, Voros and Brady, 2011).
 Affiliate Marketing: This is the strategy of marketing where clients make assistance to
more than one affiliate delivering reward for their activities to carry consumer to one's
site.
Managing Online Image
For a small business organisation, this is risky to manage and utilise their limited resource
while investing in any sector as their any move whether lead them toward success or toward
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failure as well. There are equal probability of negative and positive result while opting online
methods of marketing by an organisation to develop and function a business. Seizers On Salon
recently has faced numerous issues associated with the fall in consumer number and negative
social media comments while facing different circumstances (Granitz and Koernig, 2011).
Hence, this is essential for organisation to perform the practices online and monitor them
accordingly to manage reputation in online media. Here are discussed some major phases:
Monitor Affairs: Constant information update, track activities, resolve complaints and
manage negative reviews within certain duration of time can assist in attaining business
objectives significantly.
Opting Registered Site: For creating unique recognition, this is mandatory to maintain
domain of websites and protection of rights associated with name of brand that can redirect
organisation websites efficiently.
Control Review Site: Also update and analysis the review sites to follow the response of
consumer. Also, it is necessary to make amendments accordingly to resolve those negative
influences and undertake modification.
Proper Update and Advertisement: This is fundamental for organisation to make certain
modification accordingly, update continuous information, data to keep consumer or audience
informed and stay connected with the organisation.
Through this assistance, organisation can successfully make online or e-marketing in
more significant manner managing brand reputation and sustaining in the competitive business
market.
TASK 4
Learning Application
Main concept of market research concept is to deliver organisation an analytical and in-
depth view of overall consumer and trading tariff (Gordon, 2011).
Target Market of Research
Seizers On Salon is aiming over the clients and consumer associated with the local areas
of United Kingdom. The organisation has mainly focus over middles and lower class of people
including male and females services to provide wide variety. This is basically delivering cost
effective services to attract more and more consumer.
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Interpret
Through creating proper findings of research, the company can mainly focus over
different segments of market and successfully achieve their set aim in more significant manner.
Findings
Organisation can attain business objectives through implementing different techniques
and research analysis methods (Lee, and Kotler, 2011). The determined targets is framed
according to the accumulated research investigation leading to better outcome.
CONCLUSION
This can be affirmed from the discussed report that marketing is significant aspects
required for proper functioning and operating business operations in more significant manner.
This is essential for enterprise to undertake numerous marketing tactics and techniques such as
marketing mix, segmentation of consumer, proper environmental analysis etc. suitable for the
market situation. On the other hand, report states the use of e-marketing in the competitive
business world as this is emerging marketing methods that can deliver access to wide range of
consumer. In regard of meeting the target, it is essential to operate the online activities and
interpret coherent findings of online marketing effectively.
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REFERENCES
Books and Journals
Gordon, R., 2011. Critical social marketing: definition, application and domain. Journal of
Social Marketing. 1(2). pp.82-99.
Granitz, N. and Koernig, S. K., 2011. Web 2.0 and marketing education: Explanations and
experiential applications. Journal of Marketing education. 33(1). pp.57-72.
Brennan, L., Voros, J. and Brady, E., 2011. Paradigms at play and implications for validity in
social marketing research. Journal of Social Marketing. 1(2). pp.100-119.
Green, R. A., 2014. The Delphi technique in educational research. Sage Open. 4(2).
p.2158244014529773.Graber, L. W. amd et. al., 2016. Orthodontics-E-Book:
Current Principles and Techniques. Elsevier Health Sciences.
McClements, D. J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Bramer, M., 2013. Principles of data mining. Springer Publishing Company, Incorporated.
Lee, N. R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Online
3 Expert Tips for Managing Your Brand Reputation Online. 2017. [Online]. Available
through:<https://www.entrepreneur.com/article/292363>.
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