Marketing Principles and Techniques Report

This report analyzes the marketing principles and techniques used by Primrose Bakery, a small bakery, focusing on the launch of their new product, 'French Cupcakes.' It examines market segmentation, the marketing mix, market research methods, and the use of SWOT and PESTLE analysis to assess the product's potential for growth.

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing and its roles................................................................................................................1
Market segmentation...................................................................................................................2
Marketing Mix............................................................................................................................2
TASK 2............................................................................................................................................3
Market analysis...........................................................................................................................3
Market research methods............................................................................................................3
Market analysis tools and techniques..........................................................................................4
TASK 3............................................................................................................................................5
Methods which can be utilised to E-market products and services............................................5
Maintaining online image of the business...................................................................................5
TASK 4............................................................................................................................................6
Target Market of Research..........................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing is that procedure which help in identifying and evaluating their customers
needs and wants in effective manner. This will help in examining and analysing all major factors
of the business which directly affect on customer preferences and choice regarding products or
services (Graber and et. al., 2016). Primrose Bakery is the small shop which provide various
types of items such as cakes, pastries, doughnuts, pies, etc. The project is based on Primrose
bakery which is throw lights on creative items denoted as “French Cupcakes” for acquiring
potential growth.
TASK 1
Marketing and its roles
Marketing - It is a management process through which company facilitate its distribution
of products or services from manufacturer to target customers. Marketing department is
responsible for promoting and market their company's product or services into the market and to
customers. They perform various activities and some of them are mentioned below:
Analysing market: This is the first step. In this, talented employees are given the
responsibility to run their research on their target market and study about customer's likes and
dislikes. This help company to carry out their further activities on the basis of research.
Promotion: This is another important activity which is planned by marketing department.
They select best promoting tools and methods to attract customers and market their products.
Sometime, company sell samples of their products for free, this helps in seeking attention of
large number of customers, this leads to increase in profits.
Market segmentation
It is one of the most efficient tool which is used by marketer to differentiate segments of
the markets (Nowak and et. al., 2015). It makes it more easier for them to formulate their
marketing plans and market their products or services. Following are some types of market
segmentation:
Demographic segmentation: It is most widest type of segmentation. Segmentation
divided population, based on variables such as, age, gender, size, family, income, race, etc. For
example, the primrose bakery focus on adolescent and kids who mainly eat such type of products
like French cupcakes.
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Behavioural segmentation: The company need to analyse external customers behaviour
and according to their demand they make proper changes in this cupcake brand. For example, if
company analyse and observe their desired customers needs so that can easily gain attention of
such buyers towards their brand.
Psychographic segmentation: Segmentation is done on the basis of lifestyle of people,
their interests, activities and their opinions. It also includes psychological behaviour of
consumers at the time of buying the products. For example, each group of people such as rich,
poor and middle class.
Geographic segmentation: It divides population on the basis of their area of living or on
the basis of geography. For example, it can be used by organisation which sell products or
services particular to society, state and region.
Marketing Mix
It includes set of activities or tactics which are used by company to promote its brans or
product in the market. It involves 4P's and they are Price, Product, Promotion and Place. These
are mentioned below in detail:
Price: It is value of a product which is ascertained by the company. Prime rose bakery
sell their bakery items at affordable prices so that customers can easily afford it (Batini and
Scannapieco, 2016).
Product: It is an intangible item sold by company. For example, Prime rose bakery is
selling different types of product like- pastries, wafers, pies, chocolates, chips, cakes, etc.
Place: It is referred to a point where the items are sold. For example, Prime rose bakery
is situated in London, where they sell all their bakery products to its customers.
Promotion: It undertakes all the activities which promote their brand as well as their
products. Prime rose bakery use promoting tools like, advertisements, radio, media, social sites,
etc.
TASK 2
Market research is the procedures of assessing the viability of new products and services
with the help of conducting investigation that will directly affect on customers needs and
requirements effectively (French and Russell-Bennett, 2015). It is that activity which allow an
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organisation for discovering the target market and also recording their opinions and various other
input from customers regarding interest in specific goods in effective manner.
There are various aims and objective of marketing research of Primrose company that are
described as under:
 To assess the competitive strength and policies in better manner.
 To identify methods for developing effective products of the company and this will help
in increasing market reputation and goodwill.
 To understand the company anticipated share of market
Market analysis
The market analysis is the examination of philosophy of the whole market. It is the
attraction of specific marketplace in the particular sector. Along with this, marketing analysis is
generally a business plan which represents the data and information regarding entire market
where they are operating and regulating all major factors effectively. The Primrose bakery is
using market analysis because this will help in identifying desired customers who required new
products and services (Stewart and Smith, 2014.
Market research methods
Market research is that term which are used to collecting and gathering accurate
information about target customers. The major role of market investigation is to provide business
concern with deep view of buyers that are able for satisfying their requirements and needs in
better manner. Two methods of market research that are as follows: Primary – This is that type of market research that can be done by business and company
main objective is to collecting and gathering information which can be used for
developing and improving various goods, services and other facilities (Burns, Bush and
Sinha, 2014).
◦ Survey – This is the method of market research which help in getting accurate
feedback from desired customers with the help of structured, multi question survey.
The market survey can be conducted by emails, phones and so more. The company
need to conduct various surveys for different groups for taking their customers views
and reviews.
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◦ Interview – Interviews like focus groups but there is one applicant who are speaking
to one investigator, this can lead towards discussion such as personal hygiene goods
and financial services.
◦ Observation – The market research includes concentrate on desired customers and
their action behaviour. The company will used this method for analysing the customer
views and reviews.
 Secondary – It is that market research which have not effective aim is to collect and
gather accurate information in proper manner. This type of research is mainly concentrate
on appropriate facts and figures which can be collected and gathered by other people and
it will be available for free or paid use to others. Secondary market research taking into
account for various sources or methods for gathering facts such as office data, authorities
information, internet, magazines, newspapers, etc.
Market analysis tools and techniques
There are two major tools and techniques which can be used by Primrose bakery for
analysing their competitive advantages that are described as follows:
SWOT analysis – It is systematic tool and method that can be used for recognising and
classifying internal or external factors. This can help company for making effective strategic
planning process and also match their capabilities. Also this method will assist in analysing
strength and weaknesses of business in better manner.
PESTLE analysis – It is that analytical method which help in analysing external
environmental factors. The company adopt such method for making effective decision for
developing business and getting high growth. Pestle analysis assist in understand all external
factors which occur in the company. Also this will help in identifying current position of firm in
the large market place. This analysis mainly focus on external factors and these are develop
procedure for evaluating such project.
TASK 3
Methods which can be utilised to E-market products and services
E-marketing is referred to be practise in which an organisation makes use of internet
channels to inform prospective buyers relating to products and services of the company. The
various methods through which products and services can be marketed over the internet.
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Websites: It can be said that marketing through website is one of the curial approach
which can be employed by a business (Marketing analysis. 2018). It is essential to build a
website that is responsive and is able to answer queries of people in the right manner. The
content on the website must be shared easily so that a greater market reach is being carried out.
Email Marketing: It is referred to be one of the cheapest approach through which
products and services could be marketed on the internet platforms. This method focusing on
sending mails to prospective customers so that they can be informed relating to products and
services of business.
Maintaining online image of the business
It is essential for a business to maintain a positive image over the internet platforms as
they are helpful in driving sales to a significant extent (Nowak and et. al., 2015). The customers
are known to believe the material they see on the internet platforms which later helps them in
decision making.
 The website of business is to be maintained through posting of tempting picture of the
bakery along with variety of offerings so that customers are persuaded to avail the
products and services.
 The Pro-activeness on social media will be helpful to an organisation as well. The cost
and convenience which are being offered by social media platforms should be utilised so
that better results can be achieved (Lees-Marshment, 2014).
TASK 4
Target Market of Research
Introduction- Primrose bakery is the small shop which provide various types of items such as
cakes, pastries, doughnuts, pies, etc. The company are launching new brand which named as
French cupcakes which help in acquiring desired growth and development for the firm.
Title: Company- Primrose Bakery; Product - French Cupcakes
Demographics – The primrose are target large number of customers of different age group such
as kids, adults, adolescent, youngsters and old age.
Questionnaire for research
Questionnaire
Name
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Age
Gender
Email
Address
Q.1. Are you aware about French cupcakes?
 Yes
 No
Q.2. What is the first reaction of customers about French Cupcakes?
 Positive
 Neural
 Negative
Q.3. In which manner, do you rate the quality of product?
 High
 Average
 Low
Q.4. How would you likely to replace current product with French cupcakes?
 Extreme likely
 Very likely
 Not likely
Q.5. Which is the most likely thing of French cupcake product?
 Taste
 Price
 Services
Q.6. What is the most likely thing to improve in French cupcakes?
 Ingredients
 Attractive Design
Q.7. Where do you hear about French cupcakes French cupcakes?
 Television
 Radio
 Newspaper
Q.8. How French Cupcakes are different from the other existing rivalries?
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 Quality
 Cost
Q.9. How did you find out about the brand name?
 Television
 Internet
 Friends
Q.10. Is the price charged against French Cupcakes are acceptable?
 Yes
 No
Q.11. What area of the product needs improvements?
 Quality
 Cost
 None of these
Q.12. What will be the best promotion technique for French Cupcakes ?
 Mouth publicity
 Offers
 Internet
Q.13. Do you find difficulties to discover this product in market ?
 Yes
 No
Q.14. Who are the target customers of French Cupcakes ?
 Children
 Adults
 Older
Q.15. What is the criteria to select French Cupcakes ?
 The product must taste good
 Must be economic
Analysis from the questionnaire in a data table
Q.1. Are you aware about French cupcakes? Frequency
7

 Yes 21
 No 9
21
9
Yes
No
Interpretation: As per the above graphs it has been identified that Customers are majorly aware
about that French cupcakes. In this process 21 individual are in its favour and 8 are not.
Q.2. What is the first reaction of customers
about French Cupcakes?
Frequency
 Positive 18
 Neural 4
 Negative 8
8

18
4
8
Positive
Neural
Negative
Interpretation: From the above representation, it has been determine that first reaction of
customers toward French cupcakes are Positive due to its quality and services.
Q.3. In which manner, do you rate the
quality of product?
Frequency
 High 12
 Average 14
 Low 4
9

12
14
4
High
Average
Low
Interpretation: As per the above survey, it has been identified that customers are rate higher to
the quality of French cupcakes. They get higher satisfaction after using services of this firm.
Q.4. How would you likely to replace
current product with French cupcakes?
Frequency
 Extreme likely 10
 Very likely 15
 Not likely 5
10

10
15
5
Extreme likely
Very likely
Not likely
Interpretation: On the basis of above representation, it has been analyse customer are replace
their existing products if they get quality products from target market. French cupcakes provide
them maximum satisfaction than others.
Q.5. Which is the most likely thing of
French cupcake product?
Frequency
 Taste 14
 Price 10
 Services 6
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Interpretation: From the above graphs it has been analysed that customers of French cupcakes
are highly satisfied from the taste of French cupcakes. As they are more likely to purchase them.
Q.6. What is the most likely thing to
improve in French cupcakes?
Frequency
 Ingredients 16
 Attractive Design 14
12
14
10
6
Taste
Price
Services

16
14
Ingredients
Attractive Design
Interpretation: On the basis of above survey, it has been analysed that customers think that
organisation needs to use more effective ingredients for French cupcakes that assist to maximise
quality of this products.
Q.7. Where do you hear about French cupcakes
French cupcakes?
Frequency
 Television 12
 Radio 10
 Newspaper 8
13

12
10
8
Television
Radio
Newspaper
Interpretation: On the basis of above graphical representation, it has been examined that
customer are aware about the French cupcakes from television promotion activities.
Q.8. How French Cupcakes are different from
the other existing rivalries?
Frequency
 Quality 18
 Cost 12
18
12
Quality
Cost
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Interpretation: As per the above graphical presentation, it has been examined that most
effective approach of firm that uses to differentiate French cupcakes from other similar products
are its quality.
Q.9. How did you find out about the brand
name?
Frequency
 Television 6
 Internet 10
 Friends 14
6
10
14
Television
Internet
Friends
Interpretation: on the basis of above graphs it has been identifies that customers are identified
brand identity from their friends and internet surfing. They are more getting attracted through
these sources.
Q.10. Is the price charged against French
Cupcakes are acceptable?
Frequency
 Yes 18
15

 No 12
18
12
Yes
No
Interpretation: On the basis of above graphs, it has been analysed that customers are satisfied
from the from the prices of French cupcakes as 18 respondents are in its favour while as 12 are
not.
Q.11. What area of the product needs
improvements?
Frequency
 Quality 10
 Cost 14
 None of these 6
16

10
14
6
Quality
Cost
None of these
Interpretation: On the basis of above presentation, it has been determined that customer wants
improvement in the cost of French cupcakes.
Q.12. What will be the best promotion
technique for French Cupcakes ?
Frequency
 Mouth publicity 14
 Offers 10
 Internet 6
17

14
10
6
Mouth publicity
Offers
Internet
Interpretation: From the above graphs, it has been analysed that one of the best promotional
approach for French cupcakes is mouth publicity.
Q.13. Do you find difficulties to discover this
product in market ?
Frequency
 Yes 12
 No 18
18

12
18
Yes
No
Interpretation: On the basis of above representation it has been analysed that customers aer find
difficulties to discover French cupcakes in market.
Q.14. Who are the target customers of French
Cupcakes ?
Frequency
 Children 12
 Adults 12
 Older 6
19

12
12
6
Children
Adults
Older
Interpretation: From the above graphs, it has been identified that target customers of
organisation are adults as well as children.
Q.15. What is the criteria to select French
Cupcakes ?
Frequency
 The product must taste good 20
 Must be economic 10
20

20
10
The product must taste
good
Must be economic
Interpretation: From the above analyse, it has been identifies that major criteria of French
cupcakes are taste of products.
Secondary Research:
SWOT analysis – It is internal factor which help in analysing strength, weaknesses, opportunities
and threats of an organisation. It can be used for making appropriate decision regarding company
brand growth and development. The Swot analysis is based on French cupcake which introduce
by company. Strength – French cupcakes is very outstanding which are liked by customers in the
market place. Most of the child, adults and old age are most likely prefer such type of
cupcakes brand. Weakness – The French cupcakes are facing various similar type of products competition
in the market place. Sometime the ingredients of this brand is very poor that lose
company potential customers. Opportunities – The company can serve their French cupcakes in other location to
different age group people and different standard of people. Threats – The major threat of brand is that other company also make similar type of
product so their customers attracted towards them.
PESTLE analysis – This analysis help in identifying external factors which directly affect on
business operations and its functions. They are examining various forces such as political,
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economical, social, technological, legal and environmental. PESTLE analysis of French
cupcakes are as under: Political factors – It is determined with political condition of each nation in which
company regulate their business. They need to ensure that they are follow all rules and
regulation of the country which they are performing so French cupcakes are sale without
any issue. Economical factor – It is required for Primrose bakery is to evaluate various tax policies
of country and also follow such. Social factor – The primrose bakery require to concentrate on all major components at
the time of target customers for their French cupcakes. Technological factor – An enterprise need to operate various types of innovative
techniques which assist them in performing different functions and operations in better
manner. Legal factors – The company manager require to follow different legal laws so their all
functions and operations are done in legal way and does not face any issue. Environmental factors – The primrose bakery make various products such as French
cupcakes which does not affect human being and environment.
Conclusion - According to the above described report, it can be concluded that
Marketing is necessary for different concern transaction and purpose which help customers
necessitate and request. The company are introducing French cupcakes fr attracting more
customers.
Recommendation- It can be recommended that company can promote their products and
services with the help of using effective market research method and also doing segmentation for
identifying desired customers in proper manner. Along with this, company can effectively using
different market research method for easily promote their products and services in the large
market area. With the usage of different techniques of market method, company can use
secondary source such as SWOT and PESTLE analysis for collecting accurate data and
information in better manner.
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