Marketing Principles and Techniques Report

This report examines the marketing strategies of Rachael's Garments and Company, a small family business in the UK. It analyzes key marketing concepts, including segmentation, the marketing mix, and e-marketing techniques. The report also includes a detailed market analysis using primary and secondary research methods, including questionnaires and SWOT/PESTLE analysis. The findings provide insights into the company's target market, strengths, weaknesses, opportunities, and threats, offering recommendations for improvement.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of Marketing and its activities................................................................................1
1.2 Marketing Segmentation and its different types...................................................................2
1.3 Marketing Mix......................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aims of research and market analysis...................................................................................3
2.2 Market study method.............................................................................................................3
TASK 3............................................................................................................................................4
4.1 Methods used for E-Marketing products and services..........................................................4
4.2 Manage online image of company........................................................................................5
TASK 4............................................................................................................................................5
3.1 Marketing analysis techniques to research target market.....................................................5
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24

INTRODUCTION
Marketing is considered as a reliable management system which helps an organisation in
making effective relationship between firms and customers. According to the case scenario, it is
being analysed that a family is operating their small business in United Kingdom. Due to
inappropriate knowledge about marketing their business is getting hampered so the present report
will focus on determining the concept of marketing so that they can operate their business in an
effective manner (Burns, Bush and Sinha, 2014). Also, assignment will give an overview about
aspects which are related to customers and E-marketing. In addition to this, tools and techniques
that will be used for E-marketing is explained in this report.
TASK 1
1.1 Concept of Marketing and its activities
Marketing is a concept where company place their product and services according to the
demands and wants of customers. Thus marketing helps customers in getting products according
to their choices and preferences. Therefore, it is crucial that company makes appropriate
strategies and plans which they can follow in order to get effective results and outcomes.
As per the case scenario, Rachael's Garments and Company is an organisation which
manufactures clothes. Their business is going great but because of not managing resources and
other activities; they are not being able to generate ample amount of money and profit.
Moreover, for improving their performance; enterprise can adopt different marketing abilities in
which company is lacking behind (Gordon, 2013). Gradually, this will assist firm in improving
their sales and profitability. Therefore, some of the factors are mentioned below which Rachael's
Garment and Company can adopt:
Planning of the product: Before introducing any product in the market, it is necessary
that firm have proper knowledge of customer size so that products can be produced according to
their needs and wants.
Using different mediums for advertising: With the change in course of time, company
can now adopt different tools and techniques for promoting their activities. This will assist firms
in increasing their customers base.
Promotional activities: in order to increase their sales and profitability this is considered
as an effective tools as it attract a large number of customers in given period of time.
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1.2 Marketing Segmentation and its different types
Market segmentation is a crucial activity and provides guidance to company about
various demands depending upon geographical, demographical, behavioural segmentation etc.,
thus, it is determined as one of the effective process under which market is divided on the basis
of potential customers. Therefore, different types of segmentation are explained below for better
understanding:
Geographical Segmentation: This type of market segmentation classify people on the
basis of geographical areas. Thus, people residing in different areas will have different
preferences or needs and wants. For example: in some areas might be cold so people so
manufacturing warm clothes will increase their sales and profitability.
Demographic segmentation: It is consider as one of the simplest and effective type of
marketing segmentation. This assist company in getting appropriate information related to
population and products they are using. Demographic segmentation divides into variables like
age, gender, family size, income, occupation etc., In context with company they are
manufacturing clothes that for young aged people.
Psycho-graphic segmentation: This is primarily done on the basis of lifestyle of people,
interest and their opinion. This is some what same as behavioural segment and majorly focus on
customers buying behaviour. Therefore, this segment will help firm in analysing consumer's
behaviour (Smith, 2012). for example: Company is manufacturing clothes as per latest trends and
choices.
Behavioural Segmentation: It divides population on certain criteria, which are based on
behaviour, usage and decision making. For example: Young people before buying their products
will prefer fashionable clothes as compared to old aged people.
1.3 Marketing Mix
Marketing mix is determined as one of the effective tool and is determine as a set of
actions through which firm can promote their products. It is further being classified into 4Ps and
7Ps respectively i.e. price, product, place, promotion, people, process and physical environment.
Most of the company use this marketing tools in order to improve brand image in front of
customers.
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TASK 2
2.1 Aims of research and market analysis
In order to conduct business in an effective manner, it is necessary that an appropriate
marketing plan is prepared by company. As Rachael's Garments and Company is going through
some complication regarding executing their activities.This will assist them in increasing sales
and profitability in a speculated time frame. Therefore, in order to get effective result it is crucial
to consider some of the aspects that are given below:
Market size: This is mainly associated with the place where business expands and sell
their commodities and products so as to get better results in terms of profitability.
Growth rate: This provides a insight of growth rate which is done by an organisation in a
particular period of time. It assist company in knowing the estimate market potential with the
help of previous data base.
2.2 Market study method
There are different kinds of methods which company can conduct in order to get effective
results of their research. Thus, if firm wants to get an appropriate result than they must use
suitable tools and techniques. Therefore, some of the tools are given below:
Primary Market research: This methods is used if enterprise wants to get authentic and correct
outcomes. It is appropriate but time and cost consuming as well. It assist firms in getting
information related to current market trends and other companies which they are using. In
context with Rachael's Garments and Company, primary market research is providing with an
overview of consumer's perception which is enabling them in manufacturing goods and products
as per the needs and wants of consumers (Lilien, Rangaswamy and De Bruyn, 2013). This
method of research includes different methods which are explained below for better
understanding.
Survey: This is a primary analysis yet one of the most effective technique. Survey is done
from a subset of population so as to know perception and demands of customers for a particular
product. It is done with the of questionnaire and interviews.
Observation: This is considered as an effective tools and researcher can conduct this
without participant's concern. Thus, it is determine as one of the common tools of gathering
information and it is primarily done on natural settings. It is most reliable method because data
which are collected are true and unbiased.
3

Questionnaire: One of the common and used method for collecting information from
customers or respondents. This method is preferred by investigator because responses can be
gathered in quick time and it is less time consuming as well.
Interviews: In this method, researcher go to every individual personally from whom they
want to collect information. As compared to other methods of primary research it is time
consuming and process is hectic.
Secondary Market research: It is another method through which information are collected and
takes help from published books, journals, magazines etc., this provide firm with the information
of past sales and profitability. This gives firm with an ideas about which strategy can be utilised
in order to get appropriate results. In context with Rachael's Garments and Company, in order to
get appropriate outcomes they are have used SWOT and PESTLE analysis which is providing
them effective results and outcomes (Provost and Fawcett, 2013). It is giving them information
of both internal and external environment that can further create problem in business operations.
TASK 3
4.1 Methods used for E-Marketing products and services
According to the current scenario, electronic-marketing is assisting firms ins attracting a
large number of customer base. New and fresh company can easily get information of places
from where firm can get maximum benefits. Rachael's Garments and Company is using E-
marketing so as to improve their customer base by giving goods through online basis. Other than
this, other elements which firm can use for increasing their sales and profitability is given below:
Social media marketing: With the change in course of time, social media has come up as
a revolution. Most of the people are active and update their daily life on social media so for
companies it is one of the most effective tool. Rachael's Garments and Company is using this
social networking sites for providing information related to new products to its clients and
customers.
E-mail marketing: This, is used by companies in order to conduct official activities in a
better manner. Rachael's Garments and Company can optimise this for sending information
related to discounts, balance-sheet etc., to their stakeholders. Thus, it is determined as one of the
effective process of maintaining communication process (Lefebvre, 2012).
4

Blog marketing: Rachael's Garments and Company, is using this procedure in which
firm provides a section of suggestions and opinions in this, consumers can give their views and
thoughts related to products and goods which enterprise is giving.
4.2 Manage online image of company
E-marketing as per the current market scenario, is one of the most effective business
process in order to get in touch with customers residing in different places with the help of
internet. As Rachael's Garments and Company, is a small family business so if firm wants to
establish themselves in a better manner must utilise this process. As a result it will will help firm
in getting more strong at market area. In terms of firm, they have developed their own sites in
which they are providing with a variety of products fro which customers can have choose
according to their needs and wants. Further, firm can use blog marketing so as to get feedbacks
and reviews from customers. As a result, it will help Rachael's Garments and Company, in
knowing areas which required alterations and modifications in order to increase their sales and
profitability (Arcaro and et .al ., 2013).
TASK 4
3.1 Marketing analysis techniques to research target market
Market analysis is important as this assist firm in getting information related to choices
and preferences of customers. Thus, it provides with an effective target customers who are
potential enough in purchasing goods and commodities.
INTRODUCTION
If a company wants to run their business in an effective manner that is necessary that firm
do marketing research as it will provide a guidelines of what strategies enterprise can follow so
as to sustain in the market for a longer period of time. In addition to this, it provides with an
overview of customer's choices and preferences. Marketing research includes certain criteria like
marketing action and performance, opportunities etc., other than this, it is helping firm in
executing their plans in an appropriate manner.
PRIMARY RESERACH
TITLE: This report is based on Rachael's Garments and Company and manufacture
goods and products related to clothing.
5

DEMOGRAPHICS: As per this criteria, market segmentation is done on the basis of age,
gender, income, occupation etc.,
6

QUESTIONNIRE AND ITS ANALYSIS:
THEME 1: Prefer buying clothes from Rachael's Garment and Company
Q1) Do you prefer buying clothes from
Rachael's Garments and Company?
Frequency
Yes 15
No 5
Interpretation: As per this, it can be evaluated that 15 of them prefer buying clothes
from Rachael's Garments and Company, whereas 5 go to other outlets for the same.
7
Yes No
0
2
4
6
8
10
12
14
16
Column B

THEME 2: Main component of attract
Q2) What is the main component which
attract you the most provided by Rachael's
Garments and Company?
Frequency
Rates 7
Quality of clothes 7
Colour 6
Interpretation: From the above graph, 7 of the respondents are saying that rates and
quality of clothes respectively are attracting them while purchasing clothes from Rachael's
Garments and Company.
8
Rates Quality of clothes Colour
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
Column B

THEME 3: Satisfying needs and wants
Q3) According to you clothes provided
Rachael's Garments and Company are
satisfying needs and wants?
Frequency
Agree 15
Disagree 5
Interpretation: As per the graph, 15 of the respondents are agreeing with the fact that
clothes provided are satisfying needs and wants whereas 5 are not agreeing.
9
Agree Disagree
0
2
4
6
8
10
12
14
16
Column B

THEME 4: Buy clothes from online sites
Q4) Do you buy clothes from online sites? Frequency
Yes 17
No 3
Interpretation: According to 17 respondents they buy goods from online sites and rest 3
are prefer going to shops and outlets.
10
Yes No
0
2
4
6
8
10
12
14
16
18
Column B

THEME 5: Go through the information related to fashion
Q5) Do you go through the information
related to fashion provided in various
fashion websites?
Frequency
Yes 15
No 5
Interpretation: As per the graph 15 of them go through fashion website before
purchasing clothes whereas 5 don't.
11
Yes No
0
2
4
6
8
10
12
14
16
Column B

THEME 6: Purchasing are instant or planned
Q6) Do your purchasing are instant or
planned?
Frequency
Pre-planned 6
at the moment 6
Both of them 8
Interpretation: As per the graph it can be evaluated that 6 of them pre plan and other 6
plan at the moment before purchasing whereas rest 8 choose both.
12
Pre-planned at the moment Both of them
0
1
2
3
4
5
6
7
8
Column B

THEME 7: Purchasing do you consider matching outfits
Q7) While purchasing do you consider
matching outfits?
Frequency
Yes 15
No 5
Interpretation: As per the graph 15 of the respondents buying matching outfits whereas
5 purchase goods by their own.
13
Yes No
0
2
4
6
8
10
12
14
16
Column B

THEME 8: Main factor for making purchasing decision
Q8) What is the main factor which you
consider in order to make appropriate
purchasing decision?
Frequency
Fashion 7
Budget 5
Both 8
Interpretation: As per the given graph 7 and 5 respondents consider and look for both
fashion and budgets. Whereas s8 of them agree both.
14
Fashion Budget Both
0
1
2
3
4
5
6
7
8
Column B

THEME 9: Fashion adopted by celebrities influence your purchasing decision
Q9) Whether fashion adopted by celebrities
influence your purchasing decision?
Frequency
Yes 15
No 5
Interpretation: 15 of the respondents are saying yes, rest 5 are saying No.
15
Yes No
0
2
4
6
8
10
12
14
16
Column B

THEME 10: Purchasing frequency.
Q10) How often you purchase a new item? Frequency
1-6 time per year 5
Once in a month 10
4-5 time per month 5
Interpretation: As per the report 5 of them buy goods 1-6 time per year whereas 10 once
in a months and rest 5 in 4-5 per month.
16
1-6 time per year Once in a month 4-5 time per month
0
1
2
3
4
5
6
7
8
9
10
Column B

THEME 11: Source of Inspiration
Q11) Through which source you take
inspiration so as to buy new clothes?
Frequency
Fashion blogs 10
Family 5
Friends 5
Interpretation: As per the respondents taking inspiration from fashion blogs rest 5
consider family preferences. Other than this 5 take suggestion from friends.
17
Fashion blogs Family Friends
0
1
2
3
4
5
6
7
8
9
10
Column B

THEME 12: Take for shopping
Q12) With whom you go for shopping? Frequency
Family 15
Alone 5
Friends 5
Interpretation: 15 with their family, 5 prefer alone and rest 5 with friends.
18
Family Alone Friends
0
2
4
6
8
10
12
14
16
Column B

THEME 13: From where you get encourage
Q13) What encourage you more so as to try
new fashion and style?
Frequency
Celebrity’s style 10
Friend’s preferences 5
Family’s preferences 5
Interpretation: 10 consider celebrity style fashion, 5 take opinion of friends and rest 5
consider family preferences.
19
Celebrity’s style
Friend’s preferences
Family’s preferences
0
1
2
3
4
5
6
7
8
9
10
Column B

THEME 14: Purchasing activity
Q14) Does your purchasing activity
increases during sales?
Frequency
Agree 14
Disagree 6
Interpretation: 15 of the respondent says that they purchase clothes during sales and rest
on a regular basis.
20
Agree Disagree
0
2
4
6
8
10
12
14
Column B

MARKETING MIX
Department of marketing of Rachael's Garments and Company, is playing an important
role in improving their brand image. For this, they are using different tools and techniques and
some of them are explained below:
Product: This factor define about the commodities which company is manufacturing so
as to fulfil the demands and wants of customers. Rachael's Garments and Company, have skilled
designers who are assisting company in producing goods which are unique in nature.
Price: As company is new to the market area so, initially they have kept the cost low so
that firm can increase their customer base. This is a tactic adopted by Rachael's Garments and
Company, for attracting a large number of customers.
Place: Rachael's Garments and Company, has established in small areas with around 1-2
outlets which is as compared to other stores is less. This is having a huge impact on business as
their sales and profitability has been decreased.
Promotion: In market area there are different promotional activities which firm can adopt
in order to raise their sales and profitability. In context with Rachael's Garments and Company,
they are using social media tools, giving advertisements in various sources so as to do their
promotional activities.
People: Most of the firms establish their business in order to fulfil their needs and wants
and to sustain in the market for a longer period of time. Thus, so as to achieve the same it is
crucial that enterprise manufacture goods according to the needs and wants of customers. As a
result it will increase their brand image in front of consumers.
Process: For manufacturing products, every company have their own manufacturing
process that make them different from one another. Further, they use different tools and
technologies in order to get effective results.
Physical evidence: As Rachael's Garments and Company, is small thus, it is crucial that
they increase their outlets as a result it will improve their sales and profitability in a speculated
time frame.
CONCLUSION
From the above mentioned reports, it can be concluded that both primary and secondary
method of data collection is assisting Rachael's Garments and Company, in having appropriate
knowledge of market area where they are operating. It is providing them with external and
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internal factors which can help or create problem in operating their business in an effective
manner.
RECOMMENDATION
It should be recommended that company must start incorporating latest tools and
technologies in order to increase their process of manufacturing. Other than this, they should also
focus on proving clothes which are according to latest trends as a result it will increase their
market share and profitability
SECONDARY RESEARCH
In this, SWOT as well as PESTLE analysis is being done and further it is explained
below for having better understanding:
PESTLE analysis
Political: In order to run their business it is important that firm implement rules and
regulations that are being formulated by regulatory bodies. In can have both negative and
positive outcomes for example: if government is stable than company can easily operate their
business and if not than it can be vice-versa.
Economic: According to the current market scenario, it is one of the essential factor
because if fluctuation in economic policies are there than it can directly or indirectly have an
effect on business strategies. As a result firm has to make alteration in their plan of action. To
overcome economic problem.
Social: Before establishing their business it is important that social factor is consider as
people living in society are the one for whom company manufacture goods. This will assist them
in increasing their sales and profitability. Rachael's Garments and Company, is taking feedbacks
and reviews for getting appropriate information of choices and preferences of customers.
Technological: There are various kinds of technologies which are present in market area,
so, Rachael's Garments and Company, in order to increase their sales must incorporated tools and
technologies which can improve manufacturing process.
Legal: Different country have various legal policies that are to be considered by firms so
as to run their business in an effective manner.
Environmental: As per the current climatic condition company are focussing on
environmental factor and manufacturing goods which are eco-friendly. Other than this, before
22

establishing their business company focus on areas from where they can get appropriate
resources.
SWOT analysis
Strengths: Clothes that are offered by Rachael's Garments and Company, are price
friendly and everybody can purchase. Clothes which company is giving are according to latest
trends.
Weakness: Rachael’s Garments and company focuses on offering women based apparel
which are created negative misconception on the male customers that this organisation is not
offering male garments. This results decreasing sales of the company.
Opportunities: In modern business scenario, this company have lots o opportunities
available at market place, Rachael’s Garments and company can manufacture cloths for other
sectors also which will expand their business.
Threats: Constantly increasing competition in this industry which offers similar type of
cloths are the major threat for the company.
CONCLUSION
From the above report, it can be concluded that marketing is an effecting concept which
firm can use for promoting their activities. Moreover they use marketing mix and other tools and
technologies for getting an appropriate results. Other than this, SWOT and PESTLE analysis is
also done.
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