Marketing Principles and Techniques - ABC Chocolate Shop

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1: Discussion about marketing..............................................................................................................3
1.2: Marketing segmentation as primary tool..........................................................................................4
1.3: Marketing mix of the company.........................................................................................................4
TASK 2..........................................................................................................................................................5
2.1: Aim of the research method.............................................................................................................5
2.2: Marketing research methods............................................................................................................5
2.3 : Marketing analysis ..........................................................................................................................6
TASK 3..........................................................................................................................................................7
4.1: E- Marketing of product and services..............................................................................................7
4.2: Ways in which company can maintain their image...........................................................................7
TASK 4..........................................................................................................................................................8
3.1: Market Analysis techniques used in research ..................................................................................8
PRIMARY RESEARCH....................................................................................................................................8
Introduction.............................................................................................................................................8
Tittle.........................................................................................................................................................8
Demographics..........................................................................................................................................8
Questionnaire..........................................................................................................................................9
Data Analysis with Graphical presentation..............................................................................................9
Conclusion...............................................................................................................................................9
Recommendation....................................................................................................................................9
4P's of marketing mix..............................................................................................................................9
SECONDARY RESEARCH.............................................................................................................................10
SWOT Analysis of ABC Chocolate Shop..................................................................................................10
PEST analysis..........................................................................................................................................10
CONCLUSION.............................................................................................................................................10
REFERENCES ..............................................................................................................................................11

INTRODUCTION
Marketing is an essential process of making business more profitable by selling products
as per the demand of customers. This seems to be utmost important techniques which is used by
the company in order to promote and sell their product or services in various parts of the country.
As per the mentioned case study they are not being able to operate their business in effective
manner (Dollatabady, Amiri and Bidmeshk, 2012). This project is providing vital information
about all essential marketing strategies and marketing mix which are effective reliable for
attaining more reliable outcomes in coming period. The role of E-market in selling of product
and services are discussed under this report.
TASK 1
1.1: Discussion about marketing
Nowadays, it has been found that there most of the company those are operating at small
or large level need to make use of appropriate marketing techniques which will be effectively
responsible for attaining more profitable business in coming period of time. Marketing will guide
all the users or owner of the “ABC Chocolates shop” to make buying and selling of some
products as per the demand of various customers so that company can increase their future aims
in more quick period of time.
Definition: Marketing is an essential activity which will be assist department to produce all
specific kind of product that are profitable for longer period of time. The main aim of managers
is to make available all demand and services as per the requirement of customers. the marketing
department is playing vital role in increase the business and their objective of an organization.
Each distinctive marketing program need their own activities (Main and et. al., 2012). Some of
them are:
 Production selection: A production can be made on the based on total order that are
taken from various customers. select those products which are more reliable in terms of
quality and features.
 Product activities: Product and services that are provided by the company would require
a companies to analyses specific commodity produced during the month.

 Advertising activities: Formulating all kind of customer demand for their product they
need to analyses all key aspects that are assessing them to promote their chocolate
business in various parts of the nation.
1.2: Marketing segmentation as primary tool
Marketing segmentation can be referred as the aggregation of prospective service user
into units with common requirements and respond commonly to an action of marketing. There
are various customer examining application that are reliable enough for produce more
appropriate results within an accounting period of time. Segmentation is a marketing techniques
which is used to divide all products those are produce within an organization. It consists of
various parts. Such as:
 Geographic segmentation: It is used to categories all those areas which company wants
to capture so that their products can be reach at every corner of the country. It is
eliminated on the basis of region, population density, city and climate areas. For e.g.
ABC Chocolates shop is aiming to UK people.
 Demographic segmentation: It is divided on the basis of various consumers which are
related with demographic aspects such as age, income, family earning and other crucial
matters. For e.g. ABC Chocolates shop is aiming to all age group people.
 Psychographic segmentation: It is used to measure all activities and interest of
customers that are performed during the period of time. It will assist them to determine
perception of each people those are using chocolate in their menu.
 Behavior segmentation: All the consumers that are divided as per their observed
behavior are taken into account (Schmidt, 2017). It can be varying on the basis of their
variables that are related with the product.
ABC Chocolates Shop is opting the demographic and psychographic method in order to
mainly focus over all age group of people in order to accomplish business objectives.
1.3: Marketing mix of the company
Marketing mix can be termed as the set of marketing tools which an organization utilize
to pursue their objectives of market in the target. There is various vital aspect are needed to be

taken into consideration which will be effectively reliable for attaining better outcomes in
coming period of time. The techniques of marketing mix is helpful in order to expand the market
and develop a new service or product within the organisation. Hence, ABC Chocolates shop is
focusing over the dynamics of marketing i.e. Product, price, place and promotion in regard of
accomplishing their business objectives and expand their business significantly.
TASK 2
2.1: Aim of the research method
Marketing research consists of a systematic manner to gather the information about the
people or companies to understand the need and of the targeted group. The research can is used
to analyse the requirements and wants of the focused customers who are aimed to raise the sales
of a business. For example, the ABC chocolate is a small business but has a specific kind of
product so there is a different kind of influence on the customers.
Aims of marketing research – Marketing research has some aims for that it conducted, the aims
are :
 It identifies the needs and expectations of the customers.
 It records the reaction for a particular items of the firm.
 Research is conducted to evaluate the company's sales and promotion to analyses the
suitable adjustments.
 To embrace the introduction to new products, modification in existing items and some
innovation in current product.
2.2: Marketing research methods
Research methods – There are two major methods of marketing research such as :
Primary research – The primary research methods is collects the data from various kind
of sources through conducting interviews, surveys, observations, focused group etc. The
marketing team investigate about some questionnaire regarding the products and requirements
of the products. For an example, ABC is a chocolate firm it only produces chocolate items, so it
need to know what kind of chocolates will be preferred by the people in a local area. Because
their may be some diabetic patients who cannot eat normal chocolates but they would like eat
sugar free chocolates (Housden and Thomas, 2012). There are some children who like to eat
some different kind of flavor in chocolates along with the traditional chocolates. These kind of
information can be good for a the ABC Chocolates. Here are discussed some of its tools: \

 Interview: similar to focus group, interviews refer to the practice or conversation where
some questions are asked from respondents to get their answer. Numerous types of
interviews are organized for distinct purposes such as telephone interview, face-to-face
interviews or group interview which provide in-depth information of participants to get
specific answer or response. Observation: Observation are considered as one of interesting and cost effective
techniques or method of primary research as this studies the behavior of participants
which can often prove very enlightening. This is utilized for the purpose of evaluating
nature and behavior of human or the required subject. This type of research carried out to
understand the consumer despite of business organisation.
 Questionnaire (Survey): This tool of primary research include to get response from the
potential consumer by a organized or multi-question survey. Through numerous mediums
such as email, face-to-face, postal etc. the questions are being asked from respondents
that can assist in understanding the referred behavior of question through evaluating their
responses.
Questionnaire
Q1. Are you fully satisfied with taste of chocolates?
 Yes
 No
Q2. Is there any change you want in chocolates?
 Yes
 No
Q3. Did you happy with the price of chocolates?
 Yes
 No
Q4. Why do you love ABC chocolates?
 Taste
 Price
 Quality

 All the above
Q5. Which flavor is your favorite one?
 Chocolate
 Strawberry
 Vanilla
 Other one
Q6. Are you going for any other option?
 Yes
 No
Q7. Did you love to have a long term connection with us?
 Yes
 No
Q8. Is there any change is required in our serving technique?
 Yes
 No
Q9. Shall we share our opinion on changes which is required in you favorite flavor to making it
more tasty or unique?
 Yes
 No
Q10. Do you want any unique or creative chocolates?
 Yes
 No
Q11. Did you want expansion in our business for experiencing new things?
 Yes
 No
Q12. How likely you change your chocolate flavors?
 Weekly
 Monthly
 Daily basis
Q13. Did you want any discount or our creativity on special occasions?
 Yes

 No
Q14. Will you going to support us by sharing you experience with others like on social media
and various social sites?
 Yes
 No
Q 15. What rate you will give to our chocolates?
 Excellent
 Very good
 Not satisfactory
Q16. Can you suggest us what factors we have to consider while making various types of
chocolates?
Theme 1:- Satisfied with the taste of chocolates.
Particular Frequency
Yes 18
No 12
Theme 2:- Any change you want in chocolates
Particular Frequency
Yes 20
No 10

Theme 3:- Happy with the price of chocolates
Particular Frequency
Yes 24
No 6
Theme 4:- Reason for loving ABC chocolates
Particular Frequency
Taste 12
Price 8
Quality 8
All the
above 2

Theme 5:- flavor is your favorite’s one
Particular Frequency
Chocolate 8
Strawberry 7
Vanilla 10
Any other 5
Theme 6:- Are you going for any other option
Particular Frequency
Yes 20
No 10

Theme 7:- Did you love to have a long term connection with us
Particular Frequency
Yes 17
No 13
Theme 8:- Is there any change is required in our serving technique
Particular Frequency
Yes 24
No 6

Theme 9:- Shall we share our opinion on changes which is required in your favorite flavor to making it
more tasty or unique
Particular Frequency
Yes 22
No 8
Theme 10:- Do you want any unique or creative chocolates
Particular Frequency
Yes 25
No 5

Theme 11:- Did you want expansion in our business for experiencing new things
Particular Frequency
Yes 21
No 9
Theme 12:- How likely you change your chocolate flavors
Particular Frequency
Yes 26
No 4

Theme 13:- Did you want any discount or our creativity on special occasions
Particular Frequency
Weekly 20
Monthly 6
Daily
basis 4
Theme 14:- Will you going to support us by sharing you experience with others like on social media and
various social sites
Particular Frequency
Yes 25
No 5

Theme 15:- What rate you will give to our chocolates
Particular Frequency
Excellent 22
Very good 6
Not
satisfactory 2
-
Secondary research – Secondary research is pre – existing public information, such as
the data that is shared from magazines, newspaper, government or industry reports. The ABC
chocolates can can concentrate on some of the quality research that gives a positive output.
2.3 : Marketing analysis
Marketing analysis is a dynamic study of the market it is an attractiveness of a special
market in a specific industry, basically it is plan that presents the information regarding the
market in which the firm is operating. The analysis is performed to identify the suitable strategies
that can operate a business in the market. There are various tools and techniques that can use to
analyses the market of the firm regarding the specialized product.

For an illustration, the ABC Chocolates can also conduct a analysis to get the
environmental information like : SWOT Analysis: Acronym of strengths, opportunity, weaknesses and threats, SWOT
analysis can be referred as the strategic planning technique of framework which assist an
organization in identifying the area to improve from both extrinsic and intrinsic
environment.
 PESTEL Analysis: This can be termed as the strategic framework for considering the
extrinsic business influence on the business organization which stands for political,
social, economic, legal, technological and environmental factors. This assist in the
controlling and monitoring respond to changes in the macro environment in order to
understand the differentiating from the market competition and develop competitive edge.
These all the tools that are used to gather the information about the market on the
specialize scenario. It analyses on the behalf of the market size, growth rate, trends, profitability,
success factors, distribution channels and cost structure. Marketing analysis considers all of these
factors which is the major part of the firm that is going to expand its market in the local area.
P (Political)- According to this element an organization needs to consider necessary
norms, policies, rules and regulations which is designed by governing bodies in order to control
possibilities of mistakes and errors. Thus, ABC chocolates needs to use advisory norms while
operating business activities for managing all the activity in ethical manner.
E (Economic) – Changes in inflation and deflation rate is encouraging selected firm to
consider changes before entering into current or future contract. For example; changes in
currency affects the profit of ABC chocolate as sometime company might face losses.
S (Social)- According to this element an organization need to consider consumer choice
or preferences in order to create positive connection with various domestic as well as foreign
clients. As it aids in fulfilling their needs or demands in a minimum time frame.
L (Legal)- Legitimate bodies are involved in enacting numerous of acts or norms which
helps an association while engaging in various trade because sometime suppliers become rude
and it affects the company contracts. Thus, legal norms protect buyer and seller from fraudulent
activities due to which ABC chocolate is following all the necessary acts while running their
business entities.

TASK 3
4.1: E- Marketing of product and services
There are various types of e-marking service that are being useful for the company in
order to increase the sales of the business. Some of them are discussed underneath:
 Social media.
 E-mail marketing
 Paid advertising
4.2: Ways in which company can maintain their image
There are various specific ways those are needed to be followed by the company in order
to attain or maintain profitability position of the company (Jacobson, McDuff and Monroe,
2015). All the below mention ways are needed to be implement by the company to maintain their
reputation. Some of them are discussed underneath:
 Active social media and presence;
 Website appearance.
 Throughout leadership.
 Corporate culture.
 Executive access,
TASK 4
3.1: Market Analysis techniques used in research
In order to get more reliable outcomes in near future time the ABC company need to
make use of appropriate marketing tools and techniques which are more reliable for creating job
opportunities for other people. Strength of the chocolate business is to the demand in the market.
Some sort of weakness is need to be analyses effectively because of improper market mix as
other brands (Levy, Weitz and Grewal, 2012). Threat are always there from all those competitors
those dealing in same business line.
PRIMARY RESEARCH
Introduction
Market research is paramount for a business organisation to conduct in regard of
understanding the competitive edge and achieving business objectives in more significant

manner. This is essential for the companies like ABC Chocolate Shop in order to understand the
market dynamics and prosper in the market. ABC is small enterprise that produce and sells the
chocolate, chips and many other dairy products. The organisation is aiming to expand their
business across United Kingdom. In order to understand the business response in market, the
market research is being conducted in this report.
Tittle
To expand the understanding of market position of ABC Chocolate Shop for the potential
growth of business.
Demographics
Under the section of demography, the statistical study of sample or population of research
covered. Sample is refer as the procedure in which the selection of units of respondents is done
among the research population. The report is opting simple random sampling method as this
assist in the fair representation of people in adequate and disciplined manner. The study has
undertaken the service user as their key respondents and determined sample size of research is
30. Through the help of questionnaire as the primary data collection tool, the investigation will
accumulate information from their potential sample to reach the research outcome.
Questionnaire
Data Analysis with Graphical presentation
Conclusion
It has been found that all those aspects those are discussed in the above report that market
research is utilized for the purpose of increasing profitability of the company. As the business is
not operating in more reliable manner for last couple of months so they need to research all
specific areas which are responsible for attaining more profitable business in other parts of the
company. Proper segmentation is being done to determine appropriate market that is reliable for
attaining future aims of the company. The overall finding collected from the above research are
reliable enough to making future targets of the company.
Recommendation
According to the all market research, it has been analyses that ABC chocolate company is
not having any specific knowledge about how to operate a business in respect to attain more

benefits in coming period of time (Collins, 2012). This can also be suggested through report that
by using e-marketing method, the company can widen their reach in the competitive market and
meet benefits in wider context. There are various ways to deal with all kind of techniques and
resources those are reliable enough to increase future growth and sustainability for the chocolate
business.
4P's of marketing mix
Elements Marketing mix of ABC chocolate Shop
Product As ABC chocolate company is producing various products such as
crackers, chips, rusk and nut milk. These products are sold all over the
local as well as internal marketing.
Promotion The most appropriate promoting tool which is being used by the
company to expand their business in various parts of the country is
advertising, TV and social media.
Place The overall distribution of marketing is based on those areas which is
being placed to attainable for all the children or people.
Price It is considering as one of the crucial aspects that is needed to be taken
into account. Price of chocolates would be decided as per the quality of
products. It ranges from 5 to 10 pounds.
SECONDARY RESEARCH
SWOT Analysis of ABC Chocolate Shop
Strengths Weaknesses
 Lower cost of services and products.
 Quality over quantity.
 Exclusive innovation
 Excellent flavors
 Not easy to available due to lack of
accessible
 trade only in its stores.
 Existing established organization are
giving strong competition
Opportunities Threats

 Untapped new markets
 more innovation are available for the
products of company
 market growth and wider product range
 Intense rivalry
 strengthening regulations and rules of
government
 increasing cost of raw material
PEST analysis
CONCLUSION
From the above project report, it has been concluded that marketing is one of the reliable
techniques to enhance the productivity as well as profit for the company. In this process, they
need to make use of appropriate marketing research and strategies which are reliable enough to
organize all activities in appropriate manner. By making all specific kind of analysis the manger
would be able to move their business in right direction and their aims can be attaining in more
quick time.

REFERENCES
Books and journals:
Collins, D., 2012. Business ethics: How to design and manage ethical organizations. Hoboken,
NJ: Wiley.
Levy, M., Weitz, B. A. and Grewal, D., 2012. Retailing management (Vol. 6). New York:
McGraw-Hill/Irwin.
Dollatabady, H. R., Amiri, F. and Bidmeshk, O.G., 2012. Using Social Marketing Principles to
Describe Local Isfahan Managers' Attitude about Using New Energy
Resources. International Journal of Marketing Studies. 4(3). p.160.
Main, D.C.J., and et. al., 2012. Evaluating an intervention to reduce lameness in dairy
cattle. Journal of dairy science. 95(6). pp.2946-2954.
Schmidt, S.J., 2017. Marketing the law firm: business development techniques. Law Journal
Press.
Jacobson, S.K., McDuff, M.D. and Monroe, M.C., 2015. Conservation education and outreach
techniques. Oxford University Press.
Housden, M. and Thomas, B., 2012. Direct marketing in practice. Routledge.