Marketing Principles and Techniques

This study material provides an in-depth understanding of marketing principles and techniques. It covers topics such as market segmentation, marketing mix, and market analysis. The material also explores the diverse activities carried out in marketing departments and the different tools used to market products and services. It is suitable for students studying marketing or anyone interested in learning about marketing strategies.

Marketing principles
and techniques

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1: What is marketing?...........................................................................................................4
AC 1.1) Describe the diverse activities carried out in marketing departments in other
businesses and explain market segmentation as a tool to identify customers and marketing mix
................................................................................................................................................4
AC 1.2) Explain why different tools are used to market products and services....................7
AC 1.3) Analyse how the marketing mix is used to support decision making in businesses 7
TASK 2............................................................................................................................................7
AC 2.1) Explain aim of research, market analysis, methods of research and tools and
techniques of market analysis.................................................................................................7
AC 2.2) Evaluate the market research methods used for the products and services..............9
TASK 3..........................................................................................................................................10
3.1) Methods of e-market products and services..................................................................10
3.2) Assess the benefits of e-marketing................................................................................11
TASK 4..........................................................................................................................................12
4.1) Use market analysis techniques....................................................................................12
4.2) Interpret the findings.....................................................................................................13
4.3) Recommendations.........................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is a process that helps the organisation to identify the needs and wants of the
customers, on the basis of which they determine the product that can be made to satisfy their
need. The principles of marketing help the businesses to determine the sequence such as firstly
target market is to be identified and then their wants and ways to satisfy those wants are
identified. The tools and techniques need to be adopted by the businesses so that they can
effectively be managed and for this the various strategies need to be adopted such as marketing
mix. Also research need to be conducted by the organisations so that they can effective analyse
the competitor’s strategies and market scenario. For this report, a small family business is taken
into consideration which is operating as Fresh farm juices. They offer juices with a wide range of
flavour for all the age group people. The business has been running from past 6 months. The
product that they offer is great but the managers do have idea of the ways with which they can
develop their market share. This report is prepared to develop an understanding among the
members of the business so that this fruit business can effectively be developed by expanding the
market share. For this various strategies of marketing mix, segmentation, market research will be
applied. Apart from this, various methods of e-marketing are discussed with which they can
increase brand awareness among the target customers.
TASK 1: What is marketing?
AC 1.1) Describe the diverse activities carried out in marketing departments in other businesses
and explain market segmentation as a tool to identify customers and marketing mix
Marketing refers the activity with the help of which the organisations promote their
products and services that are offered by them to the customers. It includes various activities
such as advertising, selling, delivering the products. Marketing can be understood as a concept
that helps the companies in building and maintaining relations with the customers. It includes
formation of various strategies such as marketing mix, segmentation, targeting with the help of
which the customers can be effectively be made aware of their offerings. Nowadays, with
emerging competition the organisations have to undertake the activity of marketing separately so
that they can meet with the diverse need of the customers (Chuang, 2018).
The marketing department has to carry out various activities so that they can efficiently
achieve the marketing objectives and thus the overall objective of the organisation. They actively

take part in involving the customer, generate income for the organisation by determining the
opportunities etc. Various activities which are performed by marketing department in other
businesses are:
 Branding: The marketing department creates and promotes the brand through name,
designs, ideas, promises etc. as branding helps the organisation in improving the image
of the organisation and that of the brand among the customers. The Fresh Farm juice
need to promote their brand by delivering the message to the customers which can
motivate the audience to buy their products.
 Finding the right partner: The marketing department identifies the partners who can
efficiently deliver their products. This helps them to bring value to the business as it will
provide them expertise in their operations. For Fresh Farm juice strategic partners need
to be identified which includes the advertising agencies, social media experts who can
manage their marketing side of the business at online platform.
 Market research: Marketing department undertake various research with the help of
which they determine the requirement of the changes which are taking place in the
market. Eventually it helps the businesses to eliminate the weaknesses by focussing
more on their strengths. Similarly managers of Fresh Farm juice must undertake the
research as it will help them in identifying the taste and preference of the consumers
(Dibb and Simkin, 2016).
Marketing segmentation is a process or a tool with the help of which the potential target
market is identified by the organisation. With the help of this organisation can personalise their
marketing campaign as per the factors that can attract their targeted audiences. Marketing
segmentation facilitates an organisation in reducing the risk related with ineffectiveness of the
marketing campaign as characteristics, traits, preference of the targeted customers are
considered. Under this strategy of marketing following need to be done:
Segmentation: It is a strategy with the help of which the entire market is divided into
small groups on the basis of the similar needs, characteristics, traits etc. with the aim of selecting
a target market. Segmentation can be done on the basis of demographics, behavioural,
geographical factors etc. in which all the consumers are similar to each other. With the help of
this strategy the Fresh Farm juice can divide the entire market into small segments and out of
those they can determine one that can be served well by them.

Targeting: This is a strategy in which a specific segment is selected by the organisation
that has to be focussed. On the basis of such group they can formulate strategy which can attract
them. It will help the Fresh Farm juice in focussing upon specific people and putting their efforts
on them only. Further it will make them capable of having better understanding of the entire
market segment so that they can effectively manage the changes.
Positioning: Positioning is the strategy with the help of which various benefits, features
of the products are identified that the organisation has to offer. They are based upon the
perception of the customers and products which are offered by the competitors. With the help of
this strategy Fresh Farm juice can be take competitive advantage by creating a clear and
distinction among their products (Frost and Strauss, 2016).
For example: The Fresh juice farm can divide their market on the basis of geographical
factors and behavioural factors as the customers in the hot region will prefer to have juice. While
for flavour of juice age of the customer need to be considered. On the basis of this they can target
the customer and position their product.
Marketing mix are the strategy with which the tactics are determined by the organisation
related to the features of products, prices, promotion and place. With the growing concerns
businesses has started considering the packaging, positioning and people in their planning of the
strategy. The Fresh farm juice can use this strategy as with this they can determine prices of the
product, packing etc. can be based upon the prices, packaging of the products of the competitors.
Apart from this features that are required in the juice, the place of their availability etc. can be
identified (Gilligan and Lowe, 2018). Marketing mix for the Fresh Farm juice is given below:
Basis Description
Product The product which is offered by them includes a wide variety of juice i.e., they
offer different flavours of juice with which they can target a large number of
customers from the target market.
Price The pricing strategy which they must focus upon is economic pricing and
competitive strategy as with this they can effectively attract the customers.
Place The products must be made available in all the supermarkets and the general
merchandise stores so that they can be easily be accessible to all.
Promotion The promotion techniques that can be used by them includes the social media

marketing, advertising through newspapers and hoardings etc.
AC 1.2) Explain why different tools are used to market products and services
For the businesses it is important to have an understanding of various tools as with this
they can develop effective strategies to deal with the changes. For example, with the help of
segmentation, targeting and positioning the efforts for the target markets can be concentrated at
one place. With this communication can be made effectively as various strategies will be
formulated as per the requirement of the customers. Also with different tools the business can be
managed by switching to another strategy if one fails.
AC 1.3) Analyse how the marketing mix is used to support decision making in businesses
Marketing mix strategy facilitate the businesses in formulating various strategies related
to the products, prices, place and promotion that helps them in formulating the budget and in
forecasting the requirement of other resources. Also for formulating various such strategy the
competitor’s strategies need to be analysed by the organisation that enables them to take
effective decisions.
TASK 2
AC 2.1) Explain aim of research, market analysis, methods of research and tools and techniques
of market analysis
Aim of the research: The aim of the research is to identify the needs of the customers
and impact of the prevailing market situation and the competitors move.
Market Analysis: Market analysis is qualitative and quantitative study of various factors
that has impact on the business operation. For this the analysis of the entire industry is also taken
into consideration. The organisation perform SWOT analysis as this helps them in analysing
their strengths, weaknesses, opportunities and threats. It also includes investigation of the
documents that helps in planning of various activities.
For undertaking market analysis, it is important for the organisation to consider various
dimension such as market size, trends, growth rate, profitability etc. The managers of Fresh Farm
Juice need to undertake the market research as this will help them in analysing the market
situation. For this the Porter's five force analysis need to be done by them. It will help them to
understand the impact of five important force (Kühn and Pasquier, 2016 ).

Threat of new entrant: This force has high influence as the new entrant can easily enter into the
market because the investment requirement is not much and the industry is attractive as the
consumers are becoming more health conscious.
Bargaining power of the buyers: The buyers always have the maximum bargaining power as
they are the one who will purchase the products. With change in their preference the buyers may
bargain with Fresh Farm Juice to either reduce their prices or to introduce new products.
Bargaining powers of suppliers: This force has low influence as the various fruit suppliers are
available in the market who can supply the material. The managers need to not pay much
attention on this factor (Palmatier and Sridhar, 2017).
Threat of substitute: For the juices various substitute are available due to which the impact of
this force is high because the customers can easily switch to them. So to manage it the changes in
taste and preference of the customers must be considered.
Threat of competitors: The impact of this force is high as the strategies of competitors affect
the operations of Fresh Farm Juice. This is because they focus upon competitive pricing strategy.
With the help of this the managers of Fresh Farm Juice can easily identify the impact of
such factors. It will help them in formulation strategies accordingly.
For conducting the research various methods need to be adopted by the businesses that
helps them to gather more information about the market. Some the such methods which can be
adopted by them are:
 Surveys for market: For gathering the data related to the market survey can be
conducted by the organisations. This can be done by way of putting straight questions to
the person who comes under the research such as the suppliers, customers etc. Such
survey can be done through mails, online survey, one-to-one interview. It will be
beneficial for Fresh Farm Juice as they can effectively analyse the taste and preference
of the customers.
 Observations: With the help of observation method the researcher can analyse the
reactions of the customers that can help them in incorporating changes in their products
and services. Fresh Farm Juice can determine the usage habits and their consumption
pattern.

 Focus Groups: In this the researcher formulate the question or topics on which the
opinions of the customers and other related parties can be taken. On the basis of such
sessions, the expectations of the people can be analysed (Sekaran and Bougie, R, 2016).
The Fresh Farm Juice can use any of these methods as with help of these methods they
can determine the opinions of the customers and the other related party. This will make them
capable of formulating various strategies and provide offerings.
Various marketing tools and techniques that must be used by the businesses for analysing
the data and the information of the research includes:
 Factor Analysis: It is one of the best statistical tool that analyses the impact of change in
one marketing variable to see what will be the impact on the other related factor. This is
crucial method of analysis in which the perception of the buyers can be analysed on the
basis of which what is important for customers can be identified (Sharif and Butt, 2017).
 Cluster Analysis: With this analysis tool the objects can be grouped into clusters and on
the basis of that their differences and similarities can be categorised. It is important tool
for market analysis as with this the business can identify the nature of customer and
further they can be put into groups as per their similarities. Accordingly, various
strategies can be formulated by the marketing teams.
 Regression analysis: Regression analysis need to be use by the marketer as this will help
them to quantify the relationship among various dependent and independent variables.
For example, the relationship among advertising and sales can be analysed which help
them to formulate various strategies (Thabit and Raewf, 2018).
Out of all these methods of research analysis, the Fresh Farm Juice can use factor
analysis method and cluster method of research analysis as with this they can effectively
determine the opinion of the customers and other parties associated with the business.
AC 2.2) Evaluate the market research methods used for the products and services
Research Methods Advantages Disadvantages
Surveys for market Survey can be done effectively
and a large number of people
can be considered.
It may not possible to conduct
survey in all cases as it is quite
time consuming.
Observations Real and true data can be But the clarity of the opinions

gathered with this method. cannot be obtained.
Focus Groups With this research method the
reaction of the customers can
easily be analysed.
But the drawback is that if the
moderator is biased then the
measurement can get affected.
TASK 3
3.1) Methods of e-market products and services
E-marketing: Marketing is a procedure to encourage sale and purchase of goods and
services and to manage relationships with customers. Marketing can be done online and offline
that means through internet or through traditional approaches. By introduction of globalisation,
every organisation prefers online marketing i.e. E- marketing over traditional marketing. E-
marketing is also called Internet marketing which a combination of modernised technology of
communication and conventional principles. E-marketing is process of market a product or
service by usage of internet that means it uses latest trends to promote a product by using latest
prevailing technologies. Through E-marketing a company can reach to its customer across the
globe and get fast feedbacks from customers. It is a low cost and least risky method so it is easier
to handle as compared to other methods of marketing. There are several methods of E-marketing
some of them are as follows-
Social Media Marketing: Social media marketing is a tool of E-marketing which is used
to enhance sales by formation of brand or a good brand image. This involves broadcasting of
good contents on profiles of social media so that customers can be engaged and give feedbacks
thereon. Fresh Farm Juices can use social media marketing to re-capture the lost market share as
coverage of customers in social media marketing is very large. They can use social media
marketing to aware customers about their product and other schemes related to their products,
this will enhance brand image of Fresh farm juices (Baker and Hart, 2016).
Paid advertisements: Paid advertising is a type of social advertising in which company
pays to the owner of ad space in lieu of giving right to the use of that area for advertise their
product on search engines. Paid advertisements are generally visualised on edges, tops and below
the web pages and search engines. Fresh Farm Juices can use this method for E-marketing to
boost their sale, since it is an affordable method and very effective as well.

Affiliate marketing: Affiliate marketing is an online plan of action where persons are
appointed and paid money to promote product or service of a company and the paid money is
called commission which depends upon yield fostered by appointed person. Fresh Farm Juices
can use affiliate marketing for E- marketing, it will help the company to cover wide range of
public by positive blogs and word of mouth which can influence customer's mind in a positive
manner and boost sales.
Explain how companies manage their online image.
Set up google alerts: By setting up google alerts by a company, it will inform the
company when someone state name of their brand in positive or negative manner on search
engine. So by using google alerts Fresh Farm Juice can enhance their goodwill and brand name
by this they can manage their image online (Armstrong and et. al., 2018).
Keep an eye on customer's feedback: A company should always handle the responses
provided by their customers, this helps them to stay connected with their customer and enhance
customer satisfaction. Fresh Farm Juices can manage their online image by tracking the
responses obtained by customers to create positive attitude in their minds.
Build an amazing website: To manage online image the appearance of a website should
always be catchy and transparent so that any material information could not remain undisclosed
and cover all aspects, nevertheless attracts customers. Fresh Farm Juices should have built a very
catchy and apparent website it will enhance their brand image and build up search results related
to their brand and products (Bleoju and et. al., 2016).
Encourage environmental friendly activities: Many organisation promotes
environmental friendly activities to enhance their brand value. Fresh Farm Juices can use
recyclable glasses in which they serve juices this will lead to promotion of green marketing and
indirectly impacts image of the company in a favourable manner.
3.2) Assess the benefits of e-marketing
Assess the benefits of e-marketing compared to traditional marketing techniques:
E-marketing Traditional marketing
 It includes social media marketing, paid
advertisements and affiliated marketing.
 It provides results on real time basis.
 It includes newspaper and T.V.
Advertisements or billboard
advertisements.

 It involves lesser cost and captures
large audience.
 It can easily be updated if any false
information is published.
 In this customer segmentation is
possible that means advertisements can
be altered as per the preference or age
of the customers.
 It is easy to connect with customers and
to take feedbacks.
 It provides results on later times.
 It involves higher cost and captures
lesser audience.
 It cannot be altered easily.
 In this alteration is not possible.
 It is not easy to obtain feedbacks from
customers in traditional marketing
approaches.
TASK 4
4.1) Use market analysis techniques
Market analysis techniques are used by a marketer to identify threats and opportunities in the
target market and to measure success of the business of marketer. There are several market
analysis techniques which are as follow that can be used:
Primary research: Primary research is described as the methods which are used by researcher to
assemble data by themselves only instead of using data assembled by any other old researches.
Data in primary research can be obtained by interviews, online surveys and observations etc.
This is time taking as well as costly (Camilleri, 2018).
Secondary research: Secondary research is described as incorporation of research contents
which are already published or extracted data is already complied in any research report,
which are available in public libraries or websites. It is cost efficient method as secondary
research uses previously collected data. Data in secondary research can be obtained through
internet, educational institutions, commercial sources o0f information etc.
Qualitative research: Qualitative research is explained as a method of market analysis which
give emphasis on taking out data through an unrestricted communication with respondents.
This method uses numerical number to justify movements of large scale and apply
relationship that why this movement is taking place.

Quantitative research: This research is defined as a methodological analysis and implement
statistical tools on quantitative data. It is performed where sample size is big and data are in
the form of numbers and figures.
4.2) Interpret the findings
For conducting the market research a questionnaire method can be used on the basis of
which the interpretations are done. In this 20 people are taken into consideration for the research.
Q1) Are you aware of the products of Fresh Farm Juice? Frequency
a) Yes 11
b) No 9
Interpretation: On the basis of this question it can be analysed that most of the people
are not aware of the products that are offered by the Fresh Farm Juice. With this it can be
analysed that they need to focus upon their advertising and promotion strategies.
Q2) What is your preference fin terms of flavour of juice? Frequency
a) Combination of fruits 8
b) Single fruit 12
Interpretation: On the basis of this question it can be analysed that most of the people
prefers single fruit juice as they may not like extract of all the fruits as one. With this it can be
analysed that the company must focus more upon single fruit juice rather than on the
combination of fruits.
Q3) What type of packaging do you prefer for the juice? Frequency
a) Tetra pack 9
b) Plastic bottle 8
c) Convenient with both 3
Interpretation: This questions will help the company in understanding the preference of the
consumers for the packaging of the products. The responses of the consumers reflects that most
of them prefers to have tetra pack as they are eco-friendly and are even good for health.

4.3) Recommendations
On the basis of the above research and analysis various recommendations need to be
made to the organisation so that they can effectively manage their operations and can expand
their market share. With the help of the research it can be interpreted and recommended:
 The focus of the organisation must be on the advertising and promotional strategies so
that they can increase their brand awareness,
 The appropriate research methods must be used by the marketer so that they can analyse
the opinions of the customers and the other related parties,
 e-marketing tools must be used by the company so that they can improve their image as
of a technology savvy company.
CONCLUSION
It is concluded from the above report that the organisation need to consider various tools
and techniques for improving the market image and market share. The managers need to
consider the role and responsibility of the marketing department as they play crucial role in
achieving the organisational goal. In addition to this various strategies need to be formulated
such as marketing mix, STP strategies etc. and e-marketing techniques must be considered.
Various research methods and market analysis need to be applied so that the market effectiveness
can be analysed. Apart from this the research must be undertaken so that they can identify the
customers taste and preference.

REFERENCES
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