Marketing Principles and Techniques

This document provides a comprehensive guide to marketing principles and techniques. It covers topics such as market segmentation, marketing mix, market analysis, and e-marketing methods. The document also includes case studies and practical examples to help readers understand and apply the concepts. Whether you are a student studying marketing or a professional looking to enhance your marketing skills, this document is a valuable resource.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Marketing and functions perform by marketing department................................................3
1.2 Market segmentation.............................................................................................................4
1.3 Marketing mix ......................................................................................................................5
TASK 2............................................................................................................................................5
2.1 Aim of research and market analysis....................................................................................5
2.2 Market research method........................................................................................................6
2.3 Market analysis tools and techniques....................................................................................7
TASK 3............................................................................................................................................7
3.1 Application of market analysis techniques to research target market of own products........7
3.2Interpretation of market research and analysis.......................................................................7
3.3 Presentation of the findings to marketing team.....................................................................8
TASK 4............................................................................................................................................8
4.1 Methods used for e-marketing of products and services.......................................................8
4.2 Method regarding management of online image of organisation.........................................8
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10
Books and Journal.....................................................................................................................10

INTRODUCTION
Marketing refers to the process used by company to promote the buying and selling of
their products(Bejtkovský, 2020). It includes all the activities which are carried out by company
to promote product and service of an organisation such as advertisement, discount offers and
other promotional activities. There are seven basic principles of marketing in order to increase
sales and demand of customers in an organisation are product, price, place and promotion. In
order to have efficient marketing in the organisation it is essential for managers to consider these
basic principles of organisation. Fresh and food bakery is an bakery operating their business in
London, UK. The first store of Fresh and food bakery is opened in Hampstead with an aim to
make best class artisan bread. This report contains the basic concept of marketing with various
functions to be performed by department of marketing. It includes segmentation of market with
application of marketing mix, marketing analysis, research and tools of marketing. It also
contains products of E-market and analysis of techniques with presentation of finding in the
research.
TASK 1
1.1 Marketing and functions perform by marketing department
Marketing
Marketing involves all the activities which are to be carried out by business in order to
promote their products and services in the market(Buccieri, Javalgi and Cavusgil, 2020). The
activities which are included in marketing are advertisement, modification of product according
to demand of customers, selection of best distribution sources and utilising promotional
strategies and many more. It spread awareness about the product among people of market. In
context of Fresh and Food bakery, in order to promote products of bakery they need efficient
marketing to be performed and create their unique identity.
Functions carried out by marketing department
Various activities are required by department of marketing in a company for
improvisation of the share of market and achieving good place in market. Fresh and Food bakery
is a small family business which is established before 6 months only. In order to attain success it
is essential to collect data about various functions of marketing which are discussed below:

Market research: Team of marketing is liable to perform market research in order to know
wants and preferences of customers(El Junusi, 2020). By conducting this research,
organisation will be able to identify chances in the market according to which products are
created.
Formulation of market strategy: Strategies for marketing are formulated in the organisation to
promote products and increase sales to attain competitive advantage.
Customer relationship management: It is responsibility of marketing manager to maintain and
build good and healthy relations with the customers and identify their satisfaction level. It
will help the organisation in gaining trust of customers and get loyal customers for the
organisation.
1.2 Market segmentation
Market segmentation is a process which helps to divide the mixed market into best
possible homogeneous groups according to the different parameters like geographical,
behavioural, demographical and psycho-graphical depends on the market and product offered by
an organisation(Jamshido'g'li, RakhmonjonZokirjono'g'li and Kholdorovna, 2020). Fresh and
food bakery also need to group market in order to fulfil demands of various customers.
Demographic segmentation: This segmentation divides the population according the
grounds of variables such as gender, age, income, occupation, etc. This is the most useful
segment of market segmentation which helps to determine number of individuals who consume
their products.
Behavioural segmentation: This segmentation helps to describe the actual taste of the
customers and divides the population according to grounds of parameters like usage, behaviours
and decision-making form of people and many more.
Psycho-graphic segmentation: This segment divides the groups on the parameters such
as activities, opinion, lifestyles and interests. Its main focus is to ascertain psychological aspects
of buying behaviour of consumers.
Geographic segmentation: It divides the segment on the grounds of the location of
consumers. It is essential to ascertain as need and buy8ing behaviour of consumers varies
according to different location.

1.3 Marketing mix
This tool of marketing is used by organisation in order to attain the objective of
marketing(Lees-Marshment and Raynauld, 2020). In case of Fresh and food bakery, in order to
formulate market strategies they need to make decisions about price, product, promotion and
place.
Product: This contains information about various offerings of company in market. They
need to provide more products as per demands of the customers. The different products which
are offered by Fresh and food bakery includes cookies, cakes, pastries and many more products
related to confectionery.
Price: Price should be fixed according to the spending power of customers for a
particular product of target market. As Fresh and food bakery is a small family business son they
need to fix reasonable prices to attract more customers and survive in the competitive market.
Place: Place refers to the distribution channels of the organisation. In terms of Fresh and
food bakery they have four stores in London itself which shows good distribution and easy
availability of products to the customer.
Promotion: It includes various advertisement strategies which are used to promote
products in the target market. As in case of Fresh and food bakery, as a small business they need
to adapt more new ideas of advertisement to reach wide range of the market which needs to be
cost efficient.
TASK 2
2.1 Aim of research and market analysis
Fresh and food bakery is a small family business which is struggling to survive in the market as a
little time has been passed from its establishment(Meyerding and Mehlhose, 2020). There are
various rival bakeries in the market which act as a hurdle for business to grow and expand in
market. It needs a research of market to achieve sustainability and determine information about
factors and demand of target customers. The objectives of conducting that research is given
below:
 To Identity preferences of customers
 Finding factors which impact their business activities

Market analysis: Market analysis is study of market to know the point which attracts the
target customers in the market(Nekmahmud and Fekete-Farkas, 2020). This analysis helps
management in decision making and making plans of the organisation and determine strength
and weakness of organisation. It is basically a in depth investigation of market to collect
necessary information. The dimensions of market analysis is given below:
Market size: Market size is ascertained in terms of number of customers present in the
target market and it can be identified from market potential. Market volume shows amount of
sales by all bakery shops in the market. Whereas market potential shows capacity to fulfil total
demand and gain in the number of potential clients. In context of Fresh and Food bakery, there is
a great chance of growth because of good market in London.
Market growth rate: This includes determination of speed of growth of similar
organisation in the same industry having same market on the basis of their past data. In order to
ascertain growth rate they need to evaluate present trends and volume of sales. The market of
bakery in London is growing on continuous basis which can prove to be an advantage for Fresh
and Food bakery to get more customers by satisfying requirements of them.
2.2 Market research method
In order to conduct market research there are two sources which can be used to collect
data which primary as well as secondary. Fresh and Food bakery is new as well as new company
in market which needs in depth knowledge of the elements and demands to achieve success in
market. As all the planning is based on this research so this needs to be true as well as accurate.
The best method which can be used here is primary method.
Primary method: It is high-grade method which assist to gather true information straight
off which is related to the objectives of research. Data is collected from people which are chosen
from entire population(Njogu, 2020)). It is ascertained that all such data is fair through which
best results can be acquired. The various types of means which are utilized in this activity
includes interview, questionnaire, observation and many more.
Questionnaire: It is a piece of writing which comprise various questions taking in mind
the research goals to collect views and feedbacks of people. Questionnaire can be classified in
two types that are open-ended and close-ended (Gordon, 2012).
Interview: Interview is the activity in which one to one conversation is conducted with
people. It takes lots of time but also assist to gather data from the behaviour and attitudes.

Secondary method: This method is very important in research activities when less time
is available for research. It utilise sources of another writers such as articles, newspapers,
magazines to assemble data.
2.3 Market analysis tools and techniques
To analyse and determine factors of market the technique which is used most of the time is PEST
analysis. It will help Fresh and Food bakery to make better plans.
Political: Fresh and Food bakery has its business operation in London, UK where
government provides for various strategies for development of small organisation. They provide
provisions for subsidies and linnet taxation policy.
Economic: The economic state of London is great which shows high level of income and
spending ability of people. It is optimistic for bakery to effectively increase in market. A large
assistance is given by capitalist whenever necessary to enlarge operations.
Social: The feature which shows nature of society which involves education, age, belief,
culture and attitude of individuals. It is ascertained that the youth of age between 15 to 35 years
is more and well educated which is affirmative mark for Fresh and Food bakery to effectively
sustain in market.
Technology: It considers technological advancements and techniques in the organisation.
In bakery industry, technology has not a vital role in production but for distribution purpose
online programs bring drastic changes in industry. This channel of conducting business is threat
for Fresh and Food bakery to increase their sales.
TASK 3
3.1 Application of market analysis techniques to research target market of own products
Main strength for business of Fresh and food bakery is that they are located in prime
location of London that is London Eye and have diversified offering(Setiawan, Afiff and
Heruwasto, 2020). Whereas weaknesses of organisation is that they have low funds and
experience of innovative technologies. The assessment of strength and weakness helps the
organisation to recognize opportunities available to them like large market share and brand
image to grab them. Organisation is also able to ascertain threat from various well established
competitors.

3.2Interpretation of market research and analysis
From the market research and analyses it is observed that ample of chances are present in
bakery industry as there is a large attraction of families and children towards baked food items.
This will definitely help the organisation in attaining huge number of market share. There are
various threats also which are ascertained through this market research. The risk of sustainability
from large amount of competitors, use of digital platform to conduct activities and many more is
included in it.
3.3 Presentation of the findings to marketing team
All the data which are collected from analysis of market is essential to present in front of
marketing team of organisation(Zhang and Watson IV, 2020). This will help to better decision
making for best advertisement and promotional methods which helps in accomplishment of
objectives in effective way. It assists in improvement of baked merchandise which are in great
demand. It also assist in determination of best pricing policies by which they can achieve the
loyalty and trust of customers. It helps in achievement of their sales targets.
TASK 4
4.1 Methods used for e-marketing of products and services
E-marketing: E-marketing is a process which consider utilisation of online sources for the
purpose of marketing and also called digital and online marketing. It uses e-mails or wireless
sources for the purpose of activities of marketing. It assists in building effective connections with
their customers.
E-market methods
There are various methods which are used in E-marketing and it is essential for Fresh
and Food bakery to utilize them at this starting stage of business to establish brand image and
increase consumption of products in market. Several type of methods are discussed below:
E-mail marketing: In this type of marketing, offers are communicated to particular
segment through the use of E-mails(Zhang and Watson IV, 2020). As it is best way to
communicate to the customers, simple to use and also cost efficient, it is profitable to be used by
Fresh and Food bakery for promotion of their products.
Search engine optimisation: This method of is used to increase the visibility of websites
during use of search engine like google. In order to grow in the market it is essential build own

website if a business and Fresh food and product can use this technique to increase traffic on the
website of company(Zhang and Watson IV, 2020).
4.2 Method regarding management of online image of organisation
The methods which helps to keep the online image of Fresh and Food Bakery are discussed
below:
 Utilize search engine to own initial position
 conforming facts before presenting it
 Non-stop update according to needs
 Analysation of sites
CONCLUSION
From the above discussion it can be concluded that marketing plays an vital role in
success of an organisation to take attention of customers is less time period. There are various
essential functions of marketing department which are described above like customer relation
and research of market. Market segmentation and apply marketing techniques which will help
the organisation to grow in the market.

REFRENCES
Books and Journal
Bejtkovský, J., 2020. Social media platforms as HR marketing tool in selected healthcare service
providers. Marketing and Management of Innovations.
Buccieri, D., Javalgi, R.G. and Cavusgil, E., 2020. International new venture performance: Role
of international entrepreneurial culture, ambidextrous innovation, and dynamic
marketing capabilities. International Business Review, 29(2), p.101639.
El Junusi, R., 2020. Digital Marketing During the Pandemic Period; A Study of Islamic
Perspective. Journal of Digital Marketing and Halal Industry, 2(1), pp.15-28.
Jamshido'g'li, R.D., RakhmonjonZokirjono'g'li, O. and Kholdorovna, R.F., 2020. Changes in
market relations in the period of market economy and their classification. South Asian
Journal of Marketing & Management Research, 10(4), pp.120-129.
Lees-Marshment, J. and Raynauld, V., 2020. Overview of Digital Political Communication and
Marketing. Political Communication Ethics: Theory and Practice, p.115.
Meyerding, S.G. and Mehlhose, C.M., 2020. Can neuromarketing add value to the traditional
marketing research? An exemplary experiment with functional near-infrared
spectroscopy (fNIRS). Journal of Business Research, 107, pp.172-185.
Nekmahmud, M. and Fekete-Farkas, M., 2020. Why Not Green Marketing? Determinates of
Consumers’ Intention to Green Purchase Decision in a New Developing
Nation. Sustainability, 12(19), p.7880.
Njogu, W., 2020. The Role of Social Marketing in Healthcare Provision among Healthcare
Practitioners in Nairobi County (Doctoral dissertation, United States International
University-Africa).
Setiawan, B., Afiff, A.Z. and Heruwasto, I., 2020. Integrating the theory of planned behavior
with norm activation in a pro-environmental context. Social Marketing
Quarterly, 26(3), pp.244-258.
Zhang, J.Z. and Watson IV, G.F., 2020. Marketing ecosystem: An outside-in view for
sustainable advantage. Industrial Marketing Management, 88, pp.287-304.