Marketing Analysis of Hay Hampers

This assignment provides a comprehensive analysis of the marketing environment of Hay Hampers, a company that produces and sells healthy food products. The PESTLE analysis identifies various external factors that affect the business, including political instability, increasing consumer awareness of healthy lifestyles, and technological advancements in food processing. The report also discusses the potential threats to the company's growth, such as competition from new entrants with low pricing strategies and the need to comply with environmental regulations.

Marketing Principles and
Techniques

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
marketing and diverse activities carried out in marketing department .................................1
Meaning of segmentation and its role in identifying customers.............................................1
Evaluation of marketing mix and its application on Cheese hamper.....................................2
TASK 2............................................................................................................................................2
Market Research methods to be adopted by hay hampers for effective business operations:. .2
Describe market research methods:........................................................................................3
Outline market analysis tools and techniques that could be used:........................................3
TASK 3............................................................................................................................................3
Methods used to E market products and services...................................................................3
Ways to manage the online image..........................................................................................4
TASK 4............................................................................................................................................5
Market analysis techniques for targeting market for selling product or service....................5
Findings of market research and analysis...............................................................................5
Presentation of findings to marketing team ...........................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing can be considered as the soul of business as it brings together success and
growth of organization in market. It has been used by the organization in order to create, keep
and satisfy requirement of customers in market. Present report is based on the small family that
runs business named Hay Hampers which is operating since 1984 as a restaurant in UK. They are
specialised in making “Cheese Hampers”. Report will provide a clear understanding about the
concept of marketing, principles and important techniques that need to be used by organisation
for increasing its online presence in market.
TASK 1
Marketing and diverse activities carried out in marketing department
Marketing is a detailed management process that includes set of activities, to be performed in
order to create, communicate, guide and maintain the organization grow and the customer
satisfied . It's an important area of every organisation as it a link between the customers and the
company, it performs vital functions to keep coordination between various departments of the
organisation (McClements, 2015). Every company has set of creative officials to carry out these
activities of the marketing department, which are to expand and developed companies business,
promote companies product \ services, build strong brand image, effective pricing of product\
services, proper handling your customers and keeping them satisfied, planning strategies to
expand products\services line, including new ventures, create good public relations, gathering
and analysing the market information of on going market trends, competitors strategies, there
reaction towards company policies and plans, develop and create new ideas and plans and lastly
to execute them.
Meaning of segmentation and its role in identifying customers
Market segmentation in general meaning refers to the division of a whole market into small
market with people having same interest, likes, dislikes, choices and preferences income groups,
irrespective of there age, gender, caste and religions, but some segmentations are done on the
basis of gender, age, demographic locations, etc (Batini and Scannapieco, 2016). This is done to
gather information about the targeted customers and to serve them according to there needs.
Generally customers are widespread on a demographic location, These segmentation plays an
important role to evaluates the customer and allow company to make product or provide its
services according to it. The questions like how to produce, for whom to produce, when to
1

produce and in what quantity to be produced so that it may not create burden on a company are
few questions been address by proper customer segmentations, if the company does not able to
produce according to it then this may create an unfavourable brand image of the company.
Types of Market Segmentation: Demographic: In this process of Segmentation marketing manager differentiate target
groups on the basis of demographic characteristics i.e. Age, Gender, Income Group and
Family Size. Geographic: Targeted consumers within this form of segmentation is divided on the basis
of geographic criteria like; Nations, Regions, States, and Climatic Conditions, etc. For
instance Division of Target market on basis of Climatic conditions prevailing in the
particular country. Behavioural: This form of market segmentation divides consumers on basis of their
behaviour, usage and decision making pattern. For example; Cheese will be more
preferred used by Younger Consumers.
 Psycho Graphic Segmentation: Target consumers are segmented on basis of lifestyle.
their opinions and interests. Examples of such segmentation are; daily activities, social
status, opinion of certain topic and food habits, etc.
Evaluation of marketing mix and its application on Cheese hamper
Marketing mix is a combination of 4P'S which are; Product, Promotion, Price and Place.
 Product: the Tangible thing which the company offers to its customer. Each product
consist of special and unique characteristics, which company provides to it's targeted
customers In case of the edible products company have wide varieties to provide to its
customers (Gummesson, 2011).
 Price: The value which the customer is ready to pay in order to get the product\services.
Setting the desired value to the product needs to be done carefully as it may have
negative effect. Price should be within the limits of the all targeted customers.
 Promotion: To make the product know to the customers, choosing up right strategies key
aspects, further these strategies should be cost effective, and it should reach to targeted
customer, company can promote through local news press, television commercials, or on-
store promotion (Lamb, Hair and McDaniel, 2011).
2

 Place: The place includes physical location of the product. It should be evenly spread out
for mass reach.
TASK 2
Market Research methods to be adopted by hay hampers for effective business operations:
The most common yet important form is e-marketing. The edible food industry is exploring more
effective and new techniques of e-marketing, they are generally low in cost and target wider
areas of customers. These are:
 Search Engine Optimisation: To make company product available on various engines this
can be done through paid ads. They will make products reach more no of customer in less
time.
 E-mail Marketing: oldest yet the most effective form of e-marketing as more customers
can be reached in low cost, also it creates sense of speciality as it' s directly linked the
person (Philip, 2014).
 Social media : A new tool to promote your brand through all the targeted customer
market in a easy and competent way, build up a more customers to your brand my
making people reseacrch acknowledged about it. Accessibility of social media is
increased with time, one should take benefit out of it.
Describe market research methods:
 Conducting surveys: One of the basic and strongest tools is to conduct surveys, they
bring more reliable information at ease. They can be conducted in forms of questionnaire,
telephone surveys, etc.
 Focus Groups: It's a expensive method because one has to target a group to conduct
research and analyse that research. But, in order to get a good result it's important for a
company to go through such market research.
 Interviews : this method is to make research by asking one candidate at a time, it's a time
consuming method but it can be effective if the company wants to make necessary
changes in it's new or existing product (Shukla, 2015).
 Observation: This is generally used to observe the potential competitors behaviour, it can
be done manually by observing your subject, this will help in focusing to a particular area
and getting correct knowledge regarding it.
3

Outline market analysis tools and techniques that could be used:
 Primary Technique: The customer has reacted positively to e-marketing concepts, data's
and facts revealed that more customer are attracted towards it as it's easy to locate,
company is getting its product known in a lower cost, which brings more profits, further
e-marketing provides many new choices to explore on. People being more
technologically upgraded it is easy to promote your brand (Lamb, Hair and McDaniel,
2011).
 Secondary technique; A good deal of research work on the internet reveals that it is
getting a popular trend over time as large number of people are satisfied with e-
marketing tools as it helps customer to expand its business reach beyond geographical
boundaries, get more customers to know the brand and to be its loyal user.
TASK 3
Methods used to E market products and services
E Marketing is considered as the promotion technique which has provided major success
to various small business enterprises in attracting customers. In this context, there are various
important methods which can be used by Hay Hampers for marketing of their Cheese Hampers
online such as:
Email Marketing: Marketing of products through Email is the most important method of E
marketing. It involves marketing of products or services to database through targeting a specific
segment of customers by E-mails (Different Types and Methods of e-Marketing, 2016). Hay
Hampers can also provide information to their customersthrough direct mails. It is an efficient
way because of its low cost, simplicity of use and targeting the correct category of customers
Social Media Marketing: This involves use of social media application and networking sites for
communicating with customers and providing information. For example: By using application
such as Facebook, Twitter and Instagram, Hay Hamperes can directly promote their products to a
large population.
Search Engine Optimization: It is also considered as an art of increasing presence on company's
website in the first results such as Google search Engine (Graber and et.al., 2016). In implies that
. Hay Hampers can promote their product by using their own websites and need to highlight their
websites on E commerce channels and applications etc.
4

Paid marketing: Pay Ads are the advertisements that always appear on any Websites or search
Engine and they are one of the best methods of E-marketing. Through this, customers can
directly access the website of company by clicking on it.
From this, social media marketing will be the best method for Hay Hampers for
promotion of their Cheese Hampers products because it covers a large population and involves
no cost.
Ways to manage the online image
While using E marketing, it is also essential for organisation to manage its brand image in
the market. Brand image will support organisation to attract more customers and attain high
profits as well as market share (Lees-Marshment, 2014). In the present scenario, there are three
important ways through which Hay Hampers can manage their online image. Providing real Advertisement: For improving the online image of company and products,
it is essential for company to provide right information and advertisement on their
websites about product’s quality, prices and ingredients, etc. This attracts customer’s
thinking and changes their perception towards products.
 Providing quick response: In marketing, effective communication is required to from a
part of seller so that customers will gain high satisfaction (Reynolds, 2013). Marketing
team of Hay Hampers should provide quick response to their consumers on websites.. For
example: Amazon provides quick response to their customers through Emails for
resolving their problems and providing information.
TASK 4
Market research
Market analysis techniques for targeting market for selling product or service
Introduction
Market research is based on the analysis of current trends and preferences of customers in
fast food products which are manufactured and sold by Hay Hampers in market. Survey of
selected 50 customers have been done to analyse their preference towards the New product of
Hay Hampers Ltd. Questionnaire is also developed for conducting primary research on
customer demand and requirement this new food product in market.
5

Title: Hay Hampers and Cheese Hamper
Demographics: It is considered as marketing strategy in which total market is divided on the
basis of customer demographics such as age, gender, income, family life cycle, educational
qualification, social economic status and religion. In this context, for market research and
selling of products, company has targeted customers between age group of 15 – 40 years from
middle income group. People between these age group usually prefer fast food products and
provide appropriate information about demand as well as quality of product.
Questionnaire for research at least (15 questions)
QUESTIONNAIRE
Name:
Age:
Company: HAY HAMPERES
Product Survey: Cheese Hamper
1. Have you ever tried the fast food products of Hay Hampers?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
2. Do you think product quality of Hay Hamper is better than its substitutes?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
3. Do you think new product of Hay Hampers like Cheese Hamper is appropriate and fulfil
your requirement?
6

(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
4. Which element of Cheese Hamper mostly affects your desire to buy the product?
(a) Quality
(b) Price
(c) Quantity
(d) Attractiveness
5. Do you think that marketing and promotion techniques of Hay Hampers are appropriate for
influencing customer?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
6. Which is most effective method and techniques of Hay Hampers to attract customers.?
(a) Discount offers
(b) Low selling prices
(c) Gifts
(d) Extra services
7. Which factor provide major impact on sales Hay Hampers products in market?
(a) Product
(b) Price
(c) Place
(d) Promotion
7

8. What features do you look for when you purchase products of Hay Hampers?
(a) Quality
(b) Attractiveness
(c) Taste
(d) Contents
9. What improvements have been made by company in their to attract more customers?
(a) Increase products features
(b) Add values
(c) Improve tastes and quality
(d) Customer requirements
10. Which type of promotion technique of Hay Hamper influenced your perception and buying
behaviour?
(a) Newspaper Advertisement
(b) Digital advertisement
(c) Promotion Events
(d) Social media
11. Do you think company take feedback of its customer's towards its new product?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
12. How can Hay Hamper should best communicate that benefit to the people they are
interested in attracting?
(a) Promotional Events
(b) Social media platform.
(c) Directs Mails
8

(d) Company Website
13. Which problems you have identified in marketing of Hay Hampers?
(a) Lack of Appropriate information.
(b) Ineffective promotion
(c) Misrepresentation
14. Do you think that new product of Hay Hampers will achieve growth in market?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
15. What improvement you suggest the company to be made in its new Food product?
_____________________________________________
Findings of market research and analysis
Theme1: Product quality of Hay Hamper is better than its substitutes.
Do you think product quality of Hay Hamper is better than its
substitutes? Responses
(a) Strongly Agree 25
(b) Agree 5
(c) Disagree 15
(d) Strongly Disagree 5
9

Total customers 50
Theme2: New product of Hay Hampers like Cheese Hamper is appropriate and fulfil
customer's requirement.
10
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
0 5 10 15 20 25
25
5
15
5
Responses
(a) Strongly Agree (b) Agree (c) Disagree (d) Strongly Disagree
0
2
4
6
8
10
12
14
16
18
20
10
20
15
5
Responses

Do you think new product of Hay Hampers like Cheese Hamper is
appropriate and fulfil your requirement? Responses
(a) Strongly Agree 10
(b) Agree 20
(c) Disagree 15
(d) Strongly Disagree 5
Total customers 50
Theme 3 Price factors provide major impact on sales Hay Hampers products in market.
Which factor provide major impact on sales Hay Hampers products in
market? Responses
(a) Product 15
(b) Price 20
(c) Place 5
(d) Promotion 10
Total customers 50
11
(a) Product (b) Price (c) Place (d) Promotion
0
2
4
6
8
10
12
14
16
18
20
15
20
5
10
Responses

Theme 4 Hay Hampers can best communicate with its customers by using social media
marketing.
How can Hay Hamper should best communicate that benefit to the
people they are interested in attracting? Responses
(a) Promotional Events 5
(b) Social media marketing 30
(c) Directs Mails 10
(d) Company Website 5
Total customers 50
Presentation of findings to marketing team
As per the survey conducted on 50 customers target customers of Hay Hampers, it has
been analysed that products and service offered by organization is better than its competitors.
Product quality and attractiveness is most important product feature that affects consumers
perception and buying behaviour. Price factors also influence customers to buy their products.
Further, Market techniques like social media provide major influence on marketing of customers.
Social media advertisement is the best method of promotion for products and services. Company
12
(a) Promotional Events
(b) Social media platform.
(c) Directs Mails
(d) Company Website
0
5
10
15
20
25
30
Responses

can also use its website to provide information about New Cheese Hamper product to its
customers.
CONCLUSION
From the above analysis, it is concluded that appropriate marketing techniques provide support
to organisation in promotion of products and service. Market research enables organisation to
identify and meet the requirements of customers. Survey must be carried to know effectiveness
of new products among customers.
Recommendation
After analysis of results of market research, it is recommended to organisation that they must
focus on customers requirements to improve its products and services. For promotion, they can
use effective technique's company's website, promotional events and social media marketing etc.
High growth and recognition have influence customer to buy products and services.
4 PS of marketing for the same product or company
Product: It involves the product factors that influence customer's perception towards brand and
influence them to changes their preference. New Cheese Hamper is the unique product of
company that affects demand of customer.
Price: Hay Hampers needs to adopt penetration pricing policy for increasing demand of its new
products.
Place: Company can also promote its products on its outlets, different geographical location ,
social media websites and other platforms etc.
Promotion: Various promotional techniques and communication channels can be used by Hay
Hampers such as Social media, Digital advertisement, company website etc. This helps the
organisation to influence its target customers to buy their products and services.
SWOT Analysis:
The SWOT is a framework to evaluate companies competitive position by identifying its
strength and weakness and underlying threats and opportunity which prevails in their respective
industry. Swot Analysis of Hay Hampers is as follows:
 Strength: The Hay Hampers manufactures diverse varieties of Food items which
encourages more sale and attracts large number of consumers. Company provides
13

different range of food item with local ingredients which provide a competitive advantage
to Hay Hampers over others. Hay Hampers provides excellent services in creating gifts
and incentives for different companies.
 Weaknesses: Hay Hampers has inefficient distribution Channel due to which products
are been destroyed as it is not able to reach on time. The low quality products of company
is the another weaknesses of company. It suffers from issue of ineffective financial
capabilities.
 Opportunity: Hay Hampers have enough possibility to improvised their current
businesses. Company needs to introduce better quality product and cheap pricing to
increase their consumer base. Threats: The increasing demand of customers towards usage of Healthy products posses
a big threat to company. Further, entering of new competitors in the market with low
pricing strategy create a challenge for Hay Hampers and demand to reduce their prices.
PESTLE Analysis:
It is an analytical tool for strategic businesses planning as it helps in understanding
external influences of different factors on business.
Political
 Hay hampers suffers from political
instability in UK due to Brexit.
 The company suffers from strict
regulations within food sector.
 Increasing amount of global barriers
restricts the opportunities of Hay
Hampers.
Economical
 Increase in spending of consumers over
food industry has opened a new way
for Hay hampers.
 Hay Hampers suffers from food
taxation and unemployment rate.
Social
 Increasing awareness of consumers
towards healthy lifestyle has slowed
down.
Technological
 Hay hampers can benefit from
Innovative technology like; new
machines, High Pressure Processing ,
etc. can be utilise for processing
purpose.
14

Legal
 There are various legislation which
governs food industry in United
Kingdom.
 Hay hampers need to comply with
Food Safety Act,1990, Food Standards
Act,1999 in order to manage treat food
processing carefully.
Environmental
 Hay Hampers need to change their
current production methods in order to
comply with environmental regulations.
 Company needs to fulfil their corporate
social responsibilities due to increasing
trend of social awareness.
15

REFERENCES
Books and Journals
Armstrong and et.al., 2014. Principles of marketing. Pearson Australia.
Batini, C. and Scannapieco, M., 2016. Data and information quality: dimensions, principles and
techniques. Springer.
Graber, L.W. and et.al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
McClements, D.J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House. pp.496.
Reynolds, G., 2013. Presentation zen design: Simple design principles and techniques to
enhance your presentations. New Riders.
Shukla, P., 2015. Essentials of marketing research. Bookboon.Terpstra, V., Foley, J. and Sarathy,
R., 2012. International marketing. Naper Press.
Online
Different Types and Methods of e-Marketing, 2016. [Online]. Available
through:<https://code95.com/blog/types-and-methods-of-e-marketing/>
16