Marketing Principles and Techniques Assignment - Primrose Bakery

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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