Marketing Principles and Techniques (pdf)

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Description on marketing and describe diverse activities carried out in marketing department
of other business. ...................................................................................................................1
Define market segmentation as tool to identify customers. Give example of differed market
segments as business attracts..................................................................................................2
Define marketing mix and apply to products. .......................................................................3
TASK 2............................................................................................................................................4
Aim of research and market analysis. ....................................................................................4
Description on research methods. Give examples of method which is suitable for organization.
................................................................................................................................................4
Outline marketing analysis tool and techniques. ...................................................................4
TASK 3............................................................................................................................................5
Define the method of E-MARKET. ......................................................................................5
3.2 Explain how companies manage their online image........................................................5
TASK 4............................................................................................................................................6
4.1 Use market analysis techniques to research the target market for Anti-aging mask........6
4.2 Interpret the findings of market research and market analysis.........................................6
4.3 Present the findings. ........................................................................................................8
Interpretation....................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the activities which study the management of exchange relationship.
It is used to creating, keeping and satisfying the customers. Thus, in this it can be said
that marketing is one of the premier components of business management activities.
Moreover, it can be called as the systematic process which work as to getting product
and service to its end customers (Aaker, 2011). Thus, determination of price, section of
distribution channels and take various initiatives in terms to implementation of various
promotional strategies. The present report will put its major emphasises over business
activities of Harrco, it is running its business on small level. This firm is taking
initiatives in terms to launch its new and unique product in market as Harrco, anti-ageing
mask. The main reason behind conducting this report is to make aware customer about
launching of new product. It is effective approach in order to generate long term
profitability and productivity.
TASK 1
Description on marketing and describe diverse activities carried out in marketing
department of other business.
Marketing entails process as products development, market research, product
distribution and strategies of sales etc. There is need to take the initiative in terms to have
development in products through final sell and purchase. Thus, it can be said that
marketing is significant process with help of which organisation can promote and
advertise its product and services in market.
Diverse activities carried out in marketing department as are-
Marketing department is the only one who brings income to the company as
from starting of product research and when customer is getting the product, all the work
is done by the marketing team. (Wilson, 2001). In addition to this, it can be said that
marketing executive will be responsible for performing the functions as are advertising,
publications and events. There are various things as are-
Product development- In this, it can be said that marketing department need to
carry the internal and external process in order to bring development in products. In order
to make this whole process effective it is essential to have identification of gaps in the
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ranges of products. The Harrco will be carried out in terms to identify the features and
bring improvement in the design of products.
Strategy- It is need to be decided in order to carry out successful plan and action.
It is helpful in term to have increment in market share so that entity can derive its
function systematically. Proper strategy should be made by company in consideration of
product and company resources and timely implemented so to get the maximum benefit
out of it.
Connecting customer to products- In this, it can be said that effective
communication will be helpful to promote the products and services to customers. There
are various ways which is need to be taken and in this there is need to take the initiative
in order to plan advertising campaigns, E-mail marketing program, company brochures
and customers newsletters. Thus, communication plays the greater role in term to make
operations effective (Barrett and Weinstein, 2015). The one of the important
management function is to track and predict the need of customers.
Research- It can be said that market research plays an essential role in
identification of market opportunities and gain better understanding of customer needs
and modify their product accordingly. It is also helpful in terms to understand the
strength and weakness so it will be helpful in order to gaining the better understanding of
customer needs. In order to aware customer about beauty products they need to undergo
with requirement of customers (Bahadir, Bharadwaj and Srivastava, 2015).
Business development- Marketing is activities which promotes sales in terms to
generating new business. In addition to this, its works as to identification of new markets
for existing new products and current customer have modified the version of existing
products.
Define market segmentation as tool to identify customers. Give example of differed
market segments as business attracts.
Market segmentation is an attractive process which works as to dividing market
into potentials customers as groups, segments and this are based on differed
characteristics. Under this, it is essential to target the potential customers. It is tool which
helps to targetting the customer in market. There are some market segmentation tools as
are-
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Geographic segmentation- There are large number of customer who belong to differed
places and they are having varying needs. Segmentation can be done ion the basis of
country, region, states, place and city (Baser and Buchbauer, 2015).
 Demographic- In this, it can be said that socio economic factors plays crucial
role in term to identifying that how people behaves as consumers. In this all
factors are based on gender, age, income, education and race. This all can
influence the buying behaviour of customers.
 Psycho-graphic- Under this, it can be said that people are having differed beliefs
and values which can influence the purchasing decision. In addition to this, it can
be said that values are often influenced by geography, life style, age and religious
belief.
Behaviour- Every consumer has some differed need. In this prior launching the product
in market is important to understanding the buying habits and patterns of customers.
Behavior is important for any company as it depicts the buying behavior of customers
which helps company while placing their goods on the store or on online platform.
(Pride and Ferrell, 2015).
Define marketing mix and apply to products.
The marketing mix is one of tactical and operational part of marketing plan.
There are 4p's as are place, price, product and promotion.
1. Product- In this, it can be said that product can be defined as item which has
built to satisfy the needs of certain group of people. Thus, well care will introduce
new products in market as Anti-ageing mask. At the period of development phase
of product, the research need to conduct the extensive research on life cycle of
product.
2. Price- In this, it can be said that price is one of crucial component of marketing
mix. Thus, price of product has major impact over entire strategy of marketing
and its greatly affects sales and demand of customer in market (Turban, Outland
and Turban, 2018).
3. Place- Under this, it can be said that placement and distribution is one of essential
part at the time of launching any product into business. With deep understanding
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of target market it is easy to discover most efficient positioning and channels of
distributions.
4. Promotion- It is one of effective tool which can boost brand reorganization and
sales. There are various methods of communication as are public relations, sales
organization, advertising and sales promotion etc. Moreover, it is the
responsibility of Harrco organisation need to adopt suitable tool which will helps
to enhance profitability and productivity (Fischinger, Seiler and Seiler, 2015).
TASK 2
Aim of research and market analysis.
Aim of research- To identify potential customers needs, demands and different
factors which directly affects sales of product.
Market analysis- In this, the market study analysis and studies the attractiveness
and dynamics of special market within the special industry. With help of this strength
and weakness of firm can be determined.
Description on research methods. Give examples of method which is suitable for
organization.
Research methods- It is broader term and it will be inclusive of data collection
and data analysis which works as to represent the core of research methods. With help of
this depth information about the need of customer can be known (Market Analysis Tools
and Techniques Every Marketer Should Know. 2018). There are number of methods
through which qualitative and quantitative can be collected.
Example of method which organisation will adopt-
Survey research method can be called as quantitative research method this will be
useful in terms to ask questions to some respondents with help of medium as online
polls, questionnaire, surveys, E-mail, social media etc. It is effective tool with help of
which wants and need of customers can be identified.
Outline marketing analysis tool and techniques.
There are number of market analysis tool which helps the firm to promote the
product in market. Thus, marketing analysis tools as are-
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1. Hoot-suite- It is social media management tool. Thus, social monitoring and
social listening are the key strategies to have the success of firm in market.
2. Quick sprout- It is helpful yo knowing that what competitors are doing and it is
helpful in terms to get better understanding of product and services.
3. Sprout social- It is also effective tools as it is helpful to integrated whole
platform management so with help of this social campaign can be tracked.
TASK 3
3.1 Define the method of E-MARKET.
It will be inclusive of follows as are-
 Search engine
 Social networks
 Social news
 Online book marking etc.
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Illustration 1: Analysis of market
(Source: )

3.2 Explain how companies manage their online image
Today’s progressive world with advanced measures and a vital use of online
means have made it easy for the entities to manage their online reputation in few easy
steps. This is basically to survive successfully in today’s age of information technology
where the information of a company is visible to the entire globe. This has duly
necessitated the businesses to incorporate such virtual measures in their business related
activities as well. With a similar context to it, reputation management is referred to be a
major consideration of the organizations like Body Shop who are productively operating
in the digital world of business. It is also known to use several online mediums to
interact with their respective clients and users.
This is to define the ways in which these enterprises like Body Shop are
managing their online image where today’s digitalized world clearly demands for a
proactive approach as a way of prioritizing the reputation. It is basically on considering
the fact of a large set of customers who form their opinions, merely on the basis of online
reviews, etc. It is therefore on considering the methods of managing online reputation by
Body Shop, they have been found to use various digital channels to establish an active
existence in the market. However, they are required to be more committed towards
maintaining consistency towards responding their customers and handling their
negativities in the best possible manner.
TASK 4
4.1 Use market analysis techniques to research the target market for Anti-aging
mask
Market analysis technique is use by company to analyse raw data which is
collected by company with different methods of data collection.(Aaker, 2011). This is
apparent to assist in acknowledging the preferences of the targeted set of audience before
offering a product. It in turn results in producing effective outcomes where the firms like
Body Shop is expected to produce likely profits in the long term. It is indirectly termed
as the process of market research that also helps in easily combating the state of intense
competition. It is hereby to research the targeted set of audiences and their choices to
propose such goods and services that promptly satisfies their identified requirements.
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Primary and secondary research is used by company to identify the proper result of
market research.
4.2 Interpret the findings of market research and market analysis
On presenting the findings of secondary research, it has been found that there
exists numerous audiences who are above 30 years of aged females and are inclined
towards the usage of anti-ageing masks (Wilson, 2001). This ensured the targeted
audience of Body Shop who were then directly interviewed via survey and reflected the
findings of primary market research. Below are the findings of primary investigation: -
Questionnaire
Name-
Age-
Do you consider buying Harrco products?
 Yes, Always.
 No
 Sometimes
 Quite often
How often do you prefer using anti-ageing masks?
 Monthly
 Weekly
 Bi- weekly
 Daily
On what basis, do you choose the mask?
 Price
 Suitability on the skin
 Presence of organic content
 Other__________________
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Paraben- free and Mineral- oil based products are most assistive to fight ageing.
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
4.3 Present the findings.
In this finding will be taken with help of survey analysis. In this, question has
been asked from 50 women.
Do you consider buying Harrco products?
 Yes, Always.
 No
 Sometimes
 Quite often
Interpretation-
From above it has been interpreted out of 50 most of the women said that they
mostly buy Harrco products as they are in affordable price. The price is major advantage
which is likely by most of the respondents.
How often do you prefer using anti-ageing masks?
 Monthly
 Weekly
 Bi- weekly
 Daily
Interpreted
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It has been interpreted that most of the women like to introduce this anti-ageing
mask on weekly basis. It has made with organic product hence it is affective for skin.
On what basis, do you choose the mask?
 Price
 Suitability on the skin
 Presence of organic content
 Other__________________
Interpretation
From the above finding it has been interpreted that Most of the women said that it
is using by the respondent because in this there is present of organic products. With help
of this skill can be rejuvenant.
Paraben- free and Mineral- oil based products are most assistive to fight ageing.
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
Interpretation
From above finding it can be interpreted that most of the respondent said that
Paraben free and mineral oil based products as effective but not as products which has
made with the natural and organic products.
CONCLUSION
From above report it has been summarized that marketing is technique which will
be inclusive of various things as are goals of business, target customers, marketing tactics
and various other related prices. The present report has covered the activities of Harrco
UK and the product which is need to launch as Anti-ageing mask. Company should use a
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product concept while making product as it will cover all the unmet needs of customers.
At the same time company should make a perfect blend of marketing activities like sales
promotions, advertising, content marketing, promotions etc so to allure customers and
boost brand awareness to its fullest. Proper communication between company and
customers should be there so to understand their feedback and grievances and it can only
be attain by social media marketing.
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REFERENCES
Book & Journal
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Wilson, R., 2001. Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide.
Wiley.
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand
sales in global markets: Examining the contingent role of country-market
characteristics. Journal of International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing
Science (AMS) Annual Conference. Springer International Publishing.
Baser, K.H.C. and Buchbauer, G. eds., 2015. Handbook of essential oils: science,
technology, and applications. CRC Press.
Pride, W. and Ferrell, O.C., 2015. Marketing 2016. Boston, MA: Cengage Learning.
Turban, E., Outland, J. and Turban, D.C., 2018. Marketing and Advertising in E-
Commerce. In Electronic Commerce 2018 (pp. 361-401). Springer, Cham.
Fischinger, I., Seiler, T.G. and Seiler, T., 2015. Pupil centroid shift: Marketing tool or
essential clinical parameter?. Der Ophthalmologe: Zeitschrift der Deutschen
Ophthalmologischen Gesellschaft, 112(8), pp.661-664.
Online
Market Analysis Tools and Techniques Every Marketer Should Know. 2018[Online].
Available through: <https://www.techfunnel.com/martech/market-analysis-tools-
techniques-every-marketer-know/>.
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