Marketing Principles and Techniques

This project analyzes the application of marketing principles and techniques for Fresh and Food Bakery, a small family business in London. It covers market segmentation, marketing mix, market research methods, e-marketing strategies, and a PEST analysis to assess the external market environment. The project provides recommendations for the bakery's marketing strategy.

Marketing Principles and
Techniques

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

INTRODUCTION
Marketing is important activity which is required to carry on continue basis to develop
their market share. The main aim behind the use of marketing tools and principles is to improve
the sales of their products and services through satisfaction of the demands of customers. The
four basic principles of marketing includes product, price, place and promotion. It is important
for manager of company to consider all these principles while formulating marketing strategies
to attain long tern sustainability. Fresh and Food bakery conducts business operations in London,
UK (Batini and Scannapieco, 2016).
In the present report explain about, concept of marking along with functions performed
by marketing department, segmentation of market, application of marketing mix, aim of research
and market analysis, market research methods and market analysis tools. Also, e-market
products, analysis of techniques used to research target market and presentation of findings to
marketing team.
TASK 1
1.1 Marketing and functions perform by marketing department
Marketing
It refers the activities which are carried by organisation to promote the sales in
improvement of their revenue figures. The different types of activities which are performed
under this includes development of product as per customer demand, determining effective price
of products, selection of best distribution channel and use of promotional strategies to spread
awareness among the individuals of target market.
In this regard, Fresh and Food bakery is need to provide bakery products as per the taste
of customers and for promotion uses slogan to create unique identity.
Functions carried out by marketing department
There are many activities are performed by marketing department in organisations for
improvement of their market share and attaining higher position in market. Fresh and Food

bakery is family business which is running from 6 months of time period only. To attract success
necessary to gather information about different marketing functions defined below:
 Market research: Marketing department is responsible to carry research to clearly
understand about the preferences and wants of customers. Through this new market
opportunities are identified and products are created as per the specification of particular
niche market.
 Formulation of market strategy: Here strategies are developed regarding how products
are promote in market to improve their sales figure and attaining competitive advantage.
 Customer relationship management: It is the duty of marketing manager is to collect
information from customers of organisation to identify their satisfaction level. It is used
further to bring changes and gain their trust and support.
1.2 Market segmentation
It is effective tool which helps in identification of customers which prevails in different
target market. This will includes the process of segmenting market into different groups on the
basis of some type of common characteristics and features. Fresh and Food bakery which has
business operation in London need to classify market to cater the requirements of diversified
customers.
Demographic segmentation: It is most widest type of market segmentation which helps
to determine number of individuals consume their products. In this segmentation population
divides on the basis of variables such as age, gender, family size, income, occupation, race and
religion.
Behavioural segmentation: This will includes segmentation of market on the basis of
behaviour, usage and decision making pattern of individuals. It helps in determination of their
actual preferences (Bishop, Fody and Schoeff, 2013).
Psycho-graphic segmentation: It is the segmentation of market on the basis of their
lifestyle, activities, interests and opinions. Here, more focus is provided on psychological aspects
of consumer buying behaviour.
Geographic segmentation: It includes division of market on the basis of different
locations and geography. Needs of customer are differ in different locations.

1.3 Marketing mix
It is a tool which is mainly used by the organisation to accomplish their marketing
objectives. Here, Fresh and Food bakery is need to make decisions about product, price,
promotion and place.
Product: This includes the description about different offerings of organisation in
market. Need to provide products as per current demands. The different products provided by
Fresh and Food bakery includes cake, pastries, biscuits, cookies etc.
Price: Here, includes the activities related to deciding up of their pricing policies as per
the spending power of customers of target market. Fresh and Food bakery is small family
business need to fix reasonable price.
Place: This will includes about distribution place from where products are distributed in
market. Fresh and Food bakery having their shop in London near tourist destination London eye.
Promotion: It includes use of advertising strategies to promote products in market. Fresh
and Food bakery is need to adopt innovative advertise tools like social media because this mode
has wide range in market and cost efficient.
TASK 2
2.1 Aim of research and market analysis
Fresh and Food bakery is small family business and try to survive in market as only 6
months of time period is passed from its running. There are many competitors which have
already established bakery business hinders their growth and capacity about attraction of more
number of customers. So, to attain sustainability need to conduct research of market to ascertain
the information about factors and demand of customers prevail in market. The aim of such
research are defined below:
 Identification of preferences of customers
 Determination of factors impact their business activities
Market analysis: It is refers as the study which is conducted for the purpose of
ascertaining the attractiveness of market in which they conduct their business activities (Ehrlich
and Fanelli, 2012). This analysis improves the understanding of management and helps in
determination of their strength and weaknesses. It is detailed investigation of market to gather

information further used for firms planning, purchase of raw material, workforce planning,
promotional activities etc. The different dimensions of market analysis are defined below:
Market size: It can be identified with the help of market volume and potential. Market
volume depicts the total amount of sales which is done by all bakery shops run in market. This
will depends upon the quantity of consumers and their demand. Market potential defined about
capacity of generation of total demand and increase the in the number of potential clients. The
bakery market in London is good and significant chance of growth is present for Fresh and Food
bakery.
Market growth rate: This will includes the process about determination of growth rate
of bakery market on the basis of past data. In this regard, need to analyse current trends and sales
volume. The bakery market in London is grow with continuous rate which is good for Fresh and
Food bakery to improve their customer base through satisfaction of their requirements.
2.2 Market research method
The two different sources which aids in the activities of market research includes primary
and secondary. Both these methods having different tools and techniques which different in
nature. Fresh and Food bakery is small and new organisation in market required deep
understanding of the factors and demands to attain success in market. Also, the information
required to be more accurate and true. In this regard, the best method which serves all
requirements is known as primary method.
Primary method: It is best method which helps to collect the reliable information
directly relatable to the research objectives. Information is gathered from respondents which are
selected from total population. It is observed that all such information is unbiased in nature
through which optimum results are obtained. The different kind of tools which are used in this
process includes questionnaire, interview, observation etc.
Questionnaire: It is a document which contains different questions on research
objectives to gather the views and feedbacks of respondents. In can be of two types open-ended
and close-ended (Gordon, 2012).
Interview: It is refers as the process where one to one conversation is made with
respondents. It is time consuming but helps to collect information from the behaviour, attitudes
also.

Secondary method: This method has huge importance in research activities when
availability of time is less. It includes use of sources such as articles, newspapers, magazines to
collection information.
2.3 Market analysis tools and techniques
The technique which contribute in effective analysis of market and determination of
factor is known as PEST analysis. It improves the understanding of Fresh and Food bakery and
helps in formulation better plans.
Political: Fresh and Food bakery has operations in London, UK where political situation
is stable. Also, huge support is provided by government in development of small organisation
through making linnet taxation policies and providence of subsidies.
Economic: The economic condition of London is good depicts from high level of income
and spending power of individuals. It is positive for cited bakery to effectively grow in market.
Also, large number support is provided by investors whenever required to expand operations.
Social: The aspects which depicts nature of society includes age, education, culture,
belief and attitude. It is observed that the number of youth which has age between 15 to 35 years
is more in number and well educated which is positive sign for Fresh and Food bakery to
effectively survive in market thorough satisfaction of their needs.
Technology: This includes about technological advancements and techniques. In bakery
industry technology not plays big role in production but for distribution online platform takes
revolution in industry. This channel of conducting business is threat for Fresh and Food bakery
to increase their sales figure (Graber and et. Al., 2016).
TASK 3
4.1 Methods used for e-marketing of products and services
E-marketing: It is refers as the process which includes the use of internet sources for
marketing of products and services. This is also known as digital and online marketing. This will
also includes the marketing activities which are done through use of the medium of e-mail and
wireless media. It helps to build connection with customers effectively.
E-market methods

There are many methods which contributes in E-marketing. It is important for Fresh and
Food bakery to use these methods at initial stage of business to build their brand image and
popularise their products in market. Such various type of methods are defined below:
E-mail marketing: This will includes the marketing of their existing and potential
offerings to particular segment of customers through use of E-mails. It is best to introduce for
Fresh and Food bakery because low in cost and simple to use.
Search engine optimisation: It is necessary for every organisation is to build their own
personal website. The use of the method of search engine optimisation increase the appearance
of website while using google search engines (Stewart and Smith, 2014.).
4.2 Method regarding management of online image of organisation
The methods which aids in maintaining the online image of Fresh and Food Bakery are
defined below:
 Use of search engine outcomes to own initial position
 Checking of the image before presentation
 Continuous updation as per needs
 Providence of option of help whenever need required
 Assessment of sites
TASK 4
3.1 Application of market analysis techniques to research target market of own products
One of the effective technique which helps in evaluation of internal position of
organisation and external market environment. The main strengths of Cited bakery is their
business is located at prime location near London eye and diversified offerings. Weaknesses
includes lack of funds and experience of using innovative technologies. This assessment helps to
grab opportunities present like large market share and brand image. Major threats which hinders
growth includes well established competitors (Lees-Marshment, 2014).
3.2 Interpretation of market research and analysis
It is interpreted from the above market research that large number of opportunities are
present in bakery market as children's and families are attracted more towards the baked items.
There are large number of opportunities are present in market regarding attraction of large

number of customers to capture huge amount of market share. Threats are also analysed
regarding huge amount of competitors, use of digital platform to conduct activities etc.
3.3 Presentation of the findings to marketing team
All the findings which are gathered from market analysis is necessary to present
marketing team. This will improves the decision making of marketing team regarding section of
best advertisement and promotional methods which contributes in achievement of opportunities
in effective manner. Also, it helps in development of such baked products which are in demand
currently and determination of effective pricing policies through which they attain the trust and
loyalty of customers. It helps in accomplishment of their sales and revenue targets (Reynolds,
2013).
CONCLUSION
It has been concluded from the above report that marketing is important aspect for small
businesses to garb the attention of customer in less period of time. There are many important
functions which are essential for marketing department to perform such as customer relation and
market research. Segmentation of market and formulation marketing helps to grow in market.

REFERENCES
Books and Journals
Batini, C. and Scannapieco, M., 2016. Data and information quality: dimensions, principles and
techniques. Springer.
Bishop, M .L., Fody, E. P. and Schoeff, L. E. eds., 2013. Clinical chemistry: principles,
techniques, and correlations. Lippincott Williams & Wilkins.
Ehrlich, E. and Fanelli, D., 2012. The financial services marketing handbook: Tactics and
techniques that produce results (Vol. 150). John Wiley & Sons.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Graber, L.W., and et. Al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Reynolds, G., 2013. Presentation zen design: Simple design principles and techniques to
enhance your presentations. New Riders.
Stewart, B. and Smith, A.C., 2014. Introduction to sport marketing. Routledge.
Online
Market Research, 2018.[Online]. Available through:
<https://www.shopify.com/encyclopedia/market-research>.