Marketing Principles and Techniques

This assignment focuses on marketing principles and techniques, with a specific emphasis on the functions of marketing, market segmentation, and marketing mix. It explores the methods of market research and e-marketing strategies used by Biscuiteers, a small family organization in London, UK. The assignment also covers external market examination and interpretation of findings.

MARKETING PRINCIPLES AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1. Describe functions of Marketing.....................................................................................1
1.2. Market Segmentation.......................................................................................................2
1.3. Marketing Mix.................................................................................................................3
TASK 2............................................................................................................................................3
2.1. Aim of Research..............................................................................................................3
2.2. Methods of Market Research...........................................................................................4
2.3. Market Analysis techniques as well as tools..................................................................6
TASK 3............................................................................................................................................7
3.1. Methods for E-Marketing................................................................................................7
3.2. How current organization Biscuiteers that handle their online image............................8
TASK 4............................................................................................................................................9
4.1. External Market examination..........................................................................................9
4.2. Interpretation of Findings..............................................................................................10
4.3. Presentation of Findings................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as a functions connected with the promotion of products as well
as services of the organization in the market in an appropriate manner. The primal purpose of
marketing is to generate positive brand image of goods & services in the mind-set of the user that
is important for a company to handle it properly. This assignment is depending on techniques,
principles related to marketing. In this assignment, Biscuiteers is taken into accounts. It is
determined as small family organization which is located in London, UK. The company
manufactures different types of biscuits and that is focused in “iced biscuits”. These types of
cookies are baked and possess delicious taste that helps in attracting a large number of users at
marketplace. It aids assistance in achieving goals and objective promptly. Moreover, this
assignment signifies insight related to marketing in addition with emphasized on different
activities of marketing, segmentation as well as the marketing mix. In addition to this, it involves
research in marketing by using various methods of research and techniques. In assistance of this,
the assignment focuses on both macro and micro examination by an emphasis on E-marketing in
assistance with handle online brand image and reputation of organisation in the market (Abbaasi
Esfanjani, 2019).
TASK 1
1.1. Describe functions of Marketing
For every company, it is assessing that marketing is determined as most appropriate
operation of business organisation that is execute to promote or market offering in the market
and generate awareness between users. It is assessing that there are different kinds of functions
of marketing that is executed by marketing department of company.
Market Research: It is necessary to organise market research for conducting different
activities in an appropriate manner. It is very important to assess need and requirements of user
that helps company like TESCO to produce products that aids assistance in filling gap as well as
for fulfilling requirement of user in an appropriate manner.
Product Development: The other primal activity and functions that is executed by
marketing department of company is to improve products. It is determined as a department who
focuses on assessing different trends prevailed at marketplace. This assists company in
producing product that is accepted in the market.
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Examination of target market the other most appropriate functions of marketing that is
executed by marketing sector Marks and Spencer is to assess area of market that provide
allowance to target customer through which they can make appropriate strategy and achieving
favourable outcome in future period of time.
Promotion herein, the marketing sector of organisation focuses on promoting products
and services in the market. It will aid assistance in increasing popularity of goods in the market
during particular phase of time period (BAşAR, 2019).
1.2. Market Segmentation
Market segmentation signifies the most appropriate tools and techniques used by people of
organisation for assessing target market in an appropriate manner. For business organisation, it is
very important to target market that aids assistance in integrating efforts of marketing in proper
way. For this process, the chosen company assess different segment of market that is given
below:
Geographical this is determined as a segment that categorise or divide whole market that
is depend upon geographical location. Every marketing strategy or tactics of business
organisation depend upon belongingness of consumer. In context of chosen organisation, user is
belonging from urban areas in UK market that help in reach to its user in an appropriate manner.
Demographical it signifies element like age, occupation and other different demographic
factor through which business organisation improve their goods that can satisfy needs and wants
of user and also the focus is on targeting large number of user during particular phase of time
period. In context of chosen organisation, they focus on targeting consumer between the ages of
13-65 in addition with income that is approx. £1000. In addition to this, the primary aim behind
selecting this kind of element help business organisation in targeting large number of user that
help in increasing profit margin in future period of time.
Behavioural as per this segment, it is assessing that the overall market is divided as per
attitude as well as behaviour of user. It is determined as a most appropriate method for
organisations that help in manufacturing goods by keeping need of user in mind. In context of
chosen organisation, this is determined as a segment that signifies individual person want to eat
Bakery goods and preferred different kind of snacks like “iced biscuits”.
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1.3. Marketing Mix
Marketing mix signifies that element or factor that is provided in marketing environment
and it is significant to promote offering in the market in an appropriate manner. All those factor
help business organisation to achieve goals as well as objective in timely manner. There is
various important factor of marketing mix in context of chosen organisation that is given below:
Product this is determined as a most important element that signifies strategy of product
which is used by business organisation. The Biscuiteers in this assignment produce iced biscuits
between various commodities. The most appropriate strategy for maintaining sustainability
within business organisation needed to offer specific product for this strategy. The diversification
is determined as a best tactic that assists organisation for indulging in appropriate research of
marketing and manufacture biscuit as per need of user in the marketplace. The main focus is to
analyse need and want of customer in order to provide them product that help in increasing profit
margin in future period of time (Chernev, 2020).
Pricing this is determined as other factor that signifies pricing strategy adopted by business
organisation for achieving competitive advantage over rivalries at marketplace. It is important
element according to need of user that is depend upon cost offered by them in the market. In
context of iced biscuits, the company use penetration strategy and provide goods at lower price
in order to satisfy its customer.
Place: Herein, it involves distribution of goods that is provided from point of origin to point
of consumption. Herein, in reference of chosen organisation, the consumer prefers iced biscuit
that help company in satisfying its user. There are different kind of online portal that involve
Instagram, Face book and so on that help in reaching broader market and achieve better or
favourable outcomes in future period of time.
Promotion in addition to this, the promotion is determined as other most appropriate factor
in which company use various method to promote products and services for achieving this. The
company focuses on increasing their investment in both traditional as well as digital method
related to promotion like method of pay per click as well as social media.
TASK 2
2.1. Aim of Research
Research Title:
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“Effect of examination of market by chosen organisation for assessing need and wants of
user and condition at marketplace”.
Aim:
To organise an appropriate analysis of market that help in increasing understanding
regarding preference of user as well as situation at Marketplace and provide more value than
existing.
Research objective:
 To increase knowledge or idea regarding taste as well as preferences of user
 To assess situation of present market in the country
Literature review
According to the point of (French, 2017), it is assessing that there are different kind of
snacks prevailed at market according to need of user. Therefore, in snacks, the consumer also
prefers biscuit rather than other product related to food. It is assessing that there are around
hundred packets of biscuits consumed by household every year. It is a kind of snacks that
provide support to historical culture between nation and it is manufactured as list prepared in
nation that leads to larger range related to inclination in respect of commodity in the market.
As per point of view of (Malhotra, Nunan and Birks, 2017), it is assessing that the
condition of market in UK is positive or favourable in relation to bakery items. In addition to
this, the growth rate is approx. 9% in the market in year of 2020. Moreover, the area of market is
influenced by overwhelming low sugar that helps in modifying operation of organisation
according to need and wants of user.
2.2. Methods of Market Research
There are different types of method that is mainly adopted by researchers for collecting
data as well as information. There are different kinds of basic method that is going to be
mentioned below:
Primary research this is determined as a most appropriate research method in which the
researcher focuses on organised research for first time as well as on particular topic. There are
various methods related to primary research that is going to be mentioned below:
Questionnaire it signifies research through which there are different kind of question
which is asked by investigator to respondents for collecting different kind of information on
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specific topic. The primary purpose of using this method is to collect answer in rapid way from
large number of population.
Survey it is determined as a technique in which subjective questions must be asked by
individual person so that there is other important information on particular topic which is
determined as a technique that is adopted by organisation to conduct research on specific topic
during particular phase of time period.
Secondary research it signifies investigation that is executed by other researcher for
collecting authentic information on specific topics. Herein, the investigator collects second hand
information which is adopted by any other researcher for its research. Therefore, there are
different methods through which the information is collected by using this source is going to be
mentioned below:
Internet in current atmosphere, this is determined as a most appropriate tool adopted for
aim of secondary research in which investigator collect different kind of information by adopting
online article, social media websites that is provided on internet.
Government agency it signifies those institutions that is executed by government that
provide reliable as well as accurate information to researcher. In context of Biscuiteers, there are
various method adopted by investigators such as questionnaire for collecting information
regarding preferences of user in the market (Palmatier and Crecelius, 2019).
In addition to this, there are 10 sample sizes that signify customers who purchased Bakery
goods on continuous basis.
QUESTIONNAIRE
1) Do you understand the organisation
named as Biscuiteers?
Frequency
YES 4
NO 2
MAYBE 4
2) Have you still experience the most Frequency
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appropriate item that is Iced Biscuits
provided by Biscuiteers?
YES 3
NO 5
MAYBE 2
3) Which method is superior for
business organisation to target large
number of user?
Frequency
SOCIAL MEDIA 5
NEWSPAPERS 2
E-MAIL 3
4) Do you like to consume this brand
product
Frequency
YES 4
NO 2
MAYBE 4
5) Do you know about this brands
product taste?
Frequency
YES 3
6

NO 1
MAYBE 6
6) Further provide recommendations for chosen organisation for choosing innovation
in their offerings?
7) What is the research objective?
2.3. Market Analysis techniques as well as tools
It is significant for business organisation to assess marketer in order to analyse strategy of
marketing as per condition of country. For chosen organisation, the SWOT analysis help in
assessing strength and weaknesses of organisation alongside threat as well as opportunities that
is provided in the market (Palmatier and Sridhar, 2017).
STRENGTHS WEAKNESSES
 The primal strength for chosen
organisation is iced biscuit in which
they provide innovation services or
facility to its user that help in
enhancing quality of product and
increasing profit margin in future
period of time.
 In addition to this, the weakness of
organisation is that the management
team use improper strategy for selling
goods that is iced biscuit which is
determined as a main weakness for
company.
 The other strengths as well as
advantages for business organisation
are positive structure of company that
results in achieving goal of organisation
in timely manner.
 The other weakness is linked with
providing rigidity of organisation in
respect of using approach related to
standard marketing that is determined
as a main weakness for company.
OPPORTUNITIES THREATS
 The primal opportunity people for  It is assessing that there are different
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organisation are digitalization that
make ensure in which innovation is
necessary by using methods of
marketing.
kind of competitive firm that is Yildiz
Holdings and determined as famous
business organisation and provide
superior quality product of Bakery.
 Shifting need of user descibes about
consumption of low sugar biscuits
which contain low sugar are determined
as other opportunity. This results in
success and growth of organization at
Marketplace.
 The other downfall in economic system
within organization is confronting
different kind of challenges for
operating its function at low level
which generate threats for organization.
TASK 3
3.1. Methods for E-Marketing
E-marketing as well as digital marketing signifies factors related to marketing that involve
technology that is depend upon internet as well desktop, mobile phone & other platform related
to digital media that help in promoting offering in the market (Parowicz, 2019). In present
context, everything is digitalised and it is necessary to adopt marketing strategy that helps in
attracting ample of user in respect of technology. There are various methods adopted by chosen
organisation that is given below:
Social media this is determined as the most appropriate method for promoting goods and
services by adopting different platform related to social media like Face book, Twitter, YouTube
and so on. The company required to generate animation as well as various video in order to
attract large number of user for iced biscuits. In addition to this, they focus on starting a
conversation with user and take feedback from customer that help in modified goods according
to need and want of user at marketplace.
Search Engine Optimisation this is determined as a process that help organisation in
providing goods and services according to needs and wants of its user. For this process, the
marketing manager of chosen organisation required to optimise website that help in increasing
chances related to rating in context of another research that is organised by individual person.
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Influencer marketing- It provides information on blogs, podcasts, Ifograms about the
brand and increase the brand recognition.
3.2. How current organization Biscuiteers that handle their online image
For business organisation, it is necessary to promote product between the users. It is
significant to increase digital as well as online image in the market. There is different type of
method that is determined below:
Enhance social platform in present times, the whole scenario of marketing is connected
with inclination in respect of platform related to social media. For instance, Virgin Airlines
focuses on displaying their product that are biscuits by using technique related to social media
like twitter, Face book and so on that aids assistance to company and attracting large number of
user and generate positive brand image of company in front of customer at Marketplace.
Monitoring the other primary method aids assistance in increasing online presence of
business organisation managed by use different kind of techniques of social media. For instance,
TESCO is determined as a company that do not focus on a search itself to assess offering as well
as image. This leads to restrict them for increasing image by implementing innovative strategies
& tactics (Pharr and Lough, 2019).
Creating big events- This can help to influence positive aspect for brand and enhance the
brand image in the market and in eyes of customers.
From above given example, it has been assessing that business organisation imposes a direct
effect on company by sing needed methodology for handling online reputation during particular
phase of time period.
TASK 4
4.1. External Market examination
For increasing promotion or marketing of iced biscuit, it is assessing that the chosen
organisation properly assesses external conditions for generating appropriate strategy that is
linked with similar. Therefore, PESTEL analysis is going to be mentioned below:
Political the political situation of UK is determined as an unstable by increase in
uncertainty just because of situation of Brexit. Therefore, it is determined as a threat for business
organisation and its offering. For overcoming these kinds of issues, it is necessary for
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organisation to use flexible procedure that assists in targeting large number of user as well as
market in an appropriate manner.
Economical the economic situation of UK is determined as falling because of increase in
inflation and reducing worth of pound. Therefore, through increase in unemployment the
company focuses on attracting talented people and offer superior iced biscuit at reasonable price
this help organisation to approach or target large number of user that have income that is approx.
£1000.
Social this is determined as other factor that is quite positive for business organisation as
consumer increases their consciousness in respect of their health and preferred new good. Thus,
the chosen organisation offers specific biscuit to its user that help in fulfilling need and want of
its user during particular phase of time period. Therefore, the target consumer between the ages
of 13-65 during the period of time
Technological in this element, it is assessing that there are various kind of technology like
AI as well as automation that is adopted by organisation in the country. By adopting this kind of
techniques, the organisation makes ensure that it is necessary to use modern marketing that
results in spreading important information to target individual person in specified period of time
in appropriate manner (Shrives and Khandelwal, 2019).
Legal it is assessing that laws and regulations prevailed in the markets are unstable. In
context of selected organisation, they make sure that superior trade ties along with taking needed
raw material at positive deal. By performing this, the company focuses on producing new goods
for target audience.
Environmental it is assessing that there is a different kind of environmental concern in the
market. There a different kind of factors such as environmental act 1995 that focuses on
increasing functionality related to company in reference of surrounding as well as environment.
The organisation focuses on promoting goods by emphasized on using sustainable approach that
help in providing secure environment in addition with satisfying or fulfilling need of user at
Marketplace.
SWOT Analysis
Strength
 High brand equity
 Widespread distribution
Weaknesses
 High cost of raw material
 Internal competitions
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Opportunities
 Growing market demand
 Build brand image
Threats
 Competitors
 Loosing customers
4.2. Interpretation of Findings
QUESTIONNAIRE
1) Do you understand the organisation
named as Biscuiteers?
Frequency
YES 4
NO 2
MAYBE 4
Interpretation: According to the above given graph, it has been analysed that there are 4
respondents to increase awareness regarding business organisation and there are 4 respondents
who do not have a knowledge regarding the organisation. Therefore, in addition to this, there are
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2 individual people who have no idea regarding organisation position. It is required to increase
market presence in order to increase understanding of user.
2) Have you still experience the most
appropriate item that is Iced Biscuits
provided by Biscuiteers?
Frequency
YES 3
NO 5
MAYBE 2
Interpretation: From above given graph, it is assessing that there are 5 respondents who
do not have an awareness regarding iced biscuit that is provided by company. In addition to this,
there are 3 respondents have increase their awareness regarding commodities. It is assessing that
majority of individual person do not have awareness regarding iced biscuit that is determined as
a weakness of an appropriate strategy of marketing.
3) Which method is superior for business
organisation to target large number of
user?
Frequency
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SOCIAL MEDIA 5
NEWSPAPERS 2
E-MAIL 3
Interpretation: There are 5 individual people who agree that social media is determined
as a most appropriate approach. In addition to this, there are 3 individual people who believe that
email is determined as a superior approach. In addition to this, there are 2 individual people who
believe that newspaper is determined as a most appropriate method. The social media is
determined as a most useful approach adopted by organisation to promote products for sale.
4)Do you like to consume this brand
product
Frequency
YES 4
NO 2
MAYBE 4
13

YES NO MAYBE
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Frequency
Interpretation: There are 4 individual who agree with consumption of this brand product,
It determined that this brand image is little bit good and there are two people who refuse to use
this brand product and there are about 4 individual who said that some time they like to consume
this brand product.
5) Do you know about this brands
product taste?
Frequency
YES 3
NO 1
MAYBE 6
14

YES NO MAYBE
0
1
2
3
4
5
6
7
Frequency
Interpretation: From 10 people, there are 3 people who agree with awareness of this brand
product taste. Whereas, 1 individual says that he is not aware about this brand product taste and 6
people says that they may have the information about this brands product taste.
After assessing overall situation, it has been analysed that company focuses on increasing
brand image in the competitive market and manufacture product named as iced biscuit that is
familiar with user in the market (Zarei, Feyz and Rad, 2016).
4.3. Presentation of Findings
It is very important for business organisation to increase their findings to Marketing
department in order to easily use other methods for providing goods and services offered by
them in the market. There are some findings and recommendations that are going to be
mentioned below:
 It can be recommended to company that the focus is on performing work in respect of
representing themselves in the market that help in achieving success and achieving
competitive rivalries at marketplace.
 For increase in marketing, it is important for company to increase market presence and
organised in respect of promoting offering by using online strategy like SEO, social
media and so on.
 The chosen organisation focuses on producing most appropriate iced biscuits in addition
with distribution between the countries for increasing preferences of users.
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CONCLUSION
As per the above discussion, it is assessing that marketing is considered as a functions
connected with promotion of products as well as services of organisation in the market in
appropriate manner. The primal purpose of marketing is to generate positive brand image of
goods & services in mind-set of user that is important for company to handle it in proper manner.
This assignment is depending on techniques, principles related to marketing. It aids assistance in
achieving goal and objective in timely manner. Moreover, this assignment signifies insight
related to marketing in addition with emphasised on different activities of marketing,
segmentation as well as marketing mix. In addition to this, it involves research in marketing by
using various methods of research and techniques. In assistance of this, the assignment focuses
on both macro and micro examination by emphasis on E-marketing in assistance with handle
online brand image and reputation of organisation in the market.
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REFERENCES
Books and Journals
Abbaasi Esfanjani, H., 2019. Principles and Practice of Stealth Marketing
Strategies. Commercial Surveys, 17(94-95), pp.67-84.
BAşAR, E.E., 2019. THE SOCIAL MARKETING. Selected Studies on Social Sciences, p.120.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
French, J., 2017. Key principle, concepts, and techniques of social marketing. Social marketing
and public health: Theory and practice, pp.21-26.
Malhotra, N.K., Nunan, D. and Birks, D.F., 2017. Marketing research: An applied approach.
Pearson Education Limited.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1), pp.5-26.
Palmatier, R.W. and Sridhar, S., 2017. Marketing strategy: Based on first principles and data
analytics. Macmillan International Higher Education.
Parowicz, I., 2019. Summary: Commercial Versus Social Marketing of Heritage Conservation
Services. In Cultural Heritage Marketing (pp. 137-153). Palgrave Pivot, Cham.
Pharr, J.R. and Lough, N.L., 2019. Social Marketing: Changing consumer’s behavior for their
good.
Shrivas, P. and Khandelwal, N., 2019. An Analytical Study of E-Marketing Practices. FIRMS’s
International Journal of Economics & Management Studies, 1(1), pp.20-25.
Zarei, A., Feyz, D. and Rad, M.R., 2016. Designing a model of factors affecting the
implementation of integrated social marketing mix in health care. Journal of Health
Administration (JHA), 19(66).
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